Innovation and Ontologies

116 Roadmap for the Fuzzy Front End
2.5.2.3.1 Discussion of Business Case
A business case is used to evaluate the economic attractiveness of the innovative concept.
Elaboration of business cases seem to be a somewhat stale method, but the study of (Hauschildt
& Walther, 2003) has shown that a scrutinized business plan is a powerful tool to support the
success of concepts. Hence, a first rough business case should be provided for assessment at the
Innovation Gate (cf. de Brentani, 2001).
Development of Business Case
since ideation at innovation gate after innovation gate
executive summary ��� ��� ���
product/ service/ bundle ��� � �
development team � � ���
market and competition �� �� ��
marketing and sales � � ��
organization � � ��
planning � �� ���
chances & risks � �� ���
technology � �� ���
finances and financing � � ���
legend: � focus of stage, � not yet/ no more treated
table 36 Synopsis of continuous development of a business case (based on Arndt, 2006)
Such a business case or commercialization plan will be continuously developed during further
development of the concept. At the Innovation Gate, it minimally includes (estimations of) the
following aspects (cf. table 36 for a synopsis and table 37 for details) which have to be assessed
by the Jury of Ideas.