Page 103 - Grow from Within Mastering Corporate Entrepreneurship and Innovation

90 grow from within

4. Customers
5. Customer experience
6. Value capture
7. Processes
8. Organization
9. Supply chain
10. Presence
11. Networking
12. Brand

Business system design should occur in parallel with prod-
uct or service development, not as a by-product of it. We rec-
ommend that the following steps be included in your business
design process:

1. Define your target customer segment(s) and value
proposition hypotheses.
2. Explore the business system to determine how various
dimensions might be changed or designed to enhance
customer value.
3. Refine and select the business system concepts to explore
in more detail.
4. Prioritize the uncertainties related to each innovative
concept.
5. Design simple experiments and build your action plan to
resolve the uncertainties and refine your knowledge.
Focus your action plan around milestones based on
explicit learning goals.
6. Iterate until you’ve settled on the right business system
for the market.

Note

1. For a useful, thoughtful description of using this four-risk
framework to help build project plans, see Rice et al. (2008).