06. Strategy and Organizational Engineering
Abstract. This paper focused on the development and implementation of a model to support the validation of business ideas supported by new technology-based products or services based on the Design Thinking, Lean Startup and Business Model Design approaches and on processes that take place in four stages of validation: value proposition, market, business model and financial-economic. The different approaches and all validations are considered important, and act in an interdependent and complementary manner. Academic literature is still scarce regarding the interconnection between these approaches, and in practice there are significant gaps in the operationalization of effective and efficient processes, that enable the transformation of ideas into new businesses. The model developed was analyzed using a case study focused on the MobiBUS project, developed at Bosch Car Multimedia that aims the improvement of the service quality provided by public transport companies. Thus, it was possible to apply different approaches throughout the four stages of validation, since the product under development was in the design phase. As a result, it is important to highlight the importance that the three approaches represent for the validation of business ideas and that their interconnection throughout the four stages promotes communication and guides the team from the ideation to the moment before the product is ready to be launched on the market. On the other hand, the use of validation moments, between stages, and the use of deliverables fostered better decision making.
PALAVRAS-CHAVE: design thinking, lean startup, business model, innovation, new product development.