4 Method
Because of the lack of alternative business
models to the rife “sell-and-disengage” in
Sweden it was deemed necessary to design a
research study based on an entrepreneurial
Customer Discovery procedure [8]. Following
this procedure, four alternative business models
were created and conceptually tested.
The Customer Discovery procedure is basically
an iterative hypothesis refinement procedure of
interaction-modification cycles where you start
with a set of hypotheses that constitutes your
business model and then test them through
interactions with potential customers and similar
businesses, modify them based on interaction
results, and then iterate until you have an offer
that instances of the would-be customer segment
actually buy [