The field guide to testing business ideas
Experimentation is hard
You want to start testing your ideas to avoid big failures, but are unsure where to begin.
43 beautifully illustrated, detailed experiment types organized by cost, time and strength of evidence.
Find the path to scale
Build a bulletproof, evidence-backed case so that your idea isn’t a flop and is ready to scale.
7 out of 10 new products fail to deliver on expectations. Testing Business Ideas aims to reverse that statistic. In the tradition of the global bestseller Business Model Generation, this practical guide contains a library of hands-on techniques for rapidly testing new business ideas to reduce the risk of failure.
The book explains how systematically testing business ideas can dramatically reduce the risk and increase the likelihood of success for any new venture or business project. It builds upon the Business Model Canvas and Value Proposition Canvas by integrating Assumptions Mapping and other powerful lean startup-style experiments. The book closes with practical tips for teams to help make experimentation a continuous, repeatable process.
Concluding with a challenge to leaders on how to encourage an experimentation mindset within their organization, this book is the definitive field guide to business model testing.
Integrates with popular tools
Testing business idea works with popular tools like the Business Model Canvas and Value Proposition Canvas. The “Method” chapter will teach you how to break down your ideas into prioritized, testable assumptions to focus your effort. You’ll then use the selection guidelines to chose the right experiment to produce evidence reduce the risk, and alter the plan where necessary. By working in this way you’ll always have a clear next action, avoid big failures and make constant progress from your vision to a validated business idea.
This book is written for
Understand the future viability of your business idea. Use your time efficiently to engage in the right experiments. Communicate your ideas clearly through evidence to turn your side hustle into a business.
Clarify the testing process. Build your innovation practice. Communicate evidence and progress to stakeholders. Find the right experiment for the next big risk.
Identify the biggest risks to your business. Reduce risk by generating concrete evidence. Communicate evidence and align with co-founders or other stakeholders. Place small bets to grow your business on the right path to scale.
The book team
David helps companies all over the world find their own product market fit using lean startup, design thinking and business model innovation.
Dr. Alexander Osterwalder is the lead author of the international bestseller Business Model Generation, passionate entrepreneur, and in-demand speaker.
Alan is obsessed with design, business, and the ways we do them. He cofounded Strategyzer, helping business people make stuff that customers actually want.
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A tool-rich resource — keep it close by if you are launching an idea, a product, or a venture.”