Concepturealize™: A New Contribution to Generate Real-needs-focussed, User-centred, Lean Business Models

Abstract

It is widely accepted that somewhere in the region of 90% to 95% of startups fail. It is often suggested that the majority of unsuccessful startups either failed to identify a viable idea, or they failed to execute the idea effectively enough to get to market before running out of cash. Two approaches stand out as being particularly well-suited to addressing these problems: Design Thinking and Lean Startup, respectively. This paper presents the Concepturealize™ methodology that crossapplies Design Thinking and Lean Startup as a single iterative process and that enables the entrepreneur to generate real-needs-focussed, user-centred, lean business models.

Servitization in inter-organizational constellations : a multi-perspective approach

“…The lean startup approach poses that business model innovation in uncertain environments requires falsifiable hypotheses to be tested through systematic experimentation instead of drafting detailed business plans (Blank & Dorf, 2012;Ries, 2011). Lean startup is based on the "build-measure-learn" loop, which is planned in reverse (Allen, 2022). So, firms start by formulating hypotheses that underpin their business ideas and then develop well-designed experiments and metrics to test these hypotheses (Ries, 2011).…”

“…The learning process, rooted in hands-on experience in offering services (Eggert et al, , 2014, is enhanced by lean startup practices. Hypothesis-testing, MVP experimentation, and systematic data analysis reduce development time and resource wastage (Allen, 2022;Felin & Zenger, 2017;Lizarelli et al, 2022). Objective MVP performance evaluations allow managers to sharpen their decision-making (Dobrigkeit & de Paula, 2017), while the flexible nature of lean startup techniques helps firms to pivot away from unfeasible business ideas, preserving valuable resources (Lizarelli et al, 2022).…”