02262nas a2200289   4500008004100000022001400041245009600055210006900151260004200220300001000262490000700272520137200279653001601651653003101667653002501698653001901723653003301742653003001775653001901805653001701824100002001841700002101861700002001882700002201902700001801924856003001942       2021                        eng d  a1927-032100aDiscovery and Validation of Business Models:  How B2B Startups can use Business Experiments0 aDiscovery and Validation of Business Models How B2B Startups can  aOttawabTalent First Networkc03/2021  a17-310 v113 aStartups 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.10aB2B Startup10aBusiness Experiment Design10aBusiness Experiments10abusiness model10aCustomer Development Process10aFour-Step Iterative Cycle10aGrowth Hacking10alean startup1 aBrecht, Patrick1 aHendriks, Daniel1 aStroebele, Anja1 aHahn, Carsten, H.1 aWolff, Ingmar  utimreview.ca/article/1426