An engineering approach to business model experimentation – an online investment research startup case study

Björn Kijl, Durk Boersma

Research output: Contribution to conferencePaper

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Every organization needs a viable business model. Strikingly, most of current literature is focused on business model design, whereas there is almost no attention for business model validation and implementation and related business model experimentation. The goal of the research as described in this paper is to develop a business model engineering tool for supporting business model management as a continuous design, validation and implementation cycle. The tool is applied to an online investment research startup in roll out and market phase. This paper describes the research as performed in a case study setting by focusing on the design, implementation and evaluation of the business model engineering tool. We also analyze the actual implementation and usage of the business model tool by the online investment research startup by focusing on the most critical actions related to actual business model implementation – i.e. actions with so-called ‘Lollapalooza tendencies’.
Original languageUndefined
Number of pages15
Publication statusPublished - 2010
Event18th Annual High Technology Small Firms Conference, HTSF 2010 - University of Twente, Enschede, Netherlands
Duration: 27 May 201028 May 2010
Conference number: 18


Conference18th Annual High Technology Small Firms Conference, HTSF 2010
Abbreviated titleHTSF


  • IR-73415
  • Internet services
  • business model management
  • business model innovation
  • Entrepreneurship
  • Lollapalooza tendencies
  • action design research
  • Business model experimentation
  • Business models
  • startups
  • service innovation
  • growth & deployment strategies
  • business model dynamics
  • business model engineering

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