Discovery and Validation of Business Models: How B2B Startups can use Business Experiments

Abstract

Startups searching for a business model face uncertainty This research aims to demonstrates how B2B startups can use business experiments to discover and validate their business model's desirability quickly and cost-effectively The research study follows a design science approach by focusing on two main steps: build and evaluate We first created a B2B-Startup Experimentation Framework based on well-known earlier frameworks After that, we applied the framework to the case of the German startup heliopas ai The framework consists of four steps (1) implementation of a measurement system, (2) hypothesis development and prioritization, (3) discovery, and (4) validation Within its application, we conducted business experiments, including online and offline advertisements, as well as interviews This research contributes in several ways to the understanding of how B2B-startups can use business experiments to discover and validate their business models: First, the designed B2B-Startup Experimentation Framework can serve as a guideline for company founders Second, the results were used to improve the existing business model of the German B2B startup heliopas ai Finally, applying the framework allowed us to formulate design principles for creating business experiments The design principles used in the study can be further tested in future studies