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Build a business case ready for funding


Maturation workshops 

Do you have ideas or concepts that need to become business cases? Do you need tools and methodologies to help your people build a convincing pitch? Do you need expert coaches that can challenge your people? Do you need to bring multiple ideas to the same level to be able to judge which one to fund?

Through our maturation workshops, we work with teams of innovators in your company to stress test their business case. Our coaching helps teams bring their ideas to life. We go from helping teams develop a vision to rocking their final pitches.

Teams will be provided with accurate tools to help them explore and move in the right direction. For example, the assumption and targeting matrix both are tools that are frequently used during our maturation workshops.

Assumption matrix

The assumptions matrix is a simple tool that helps you prioritize which business case assumptions you need to test first. An increasing number of our clients are using the assumption matrix to decide which assumptions need to be tested after spotting a great idea that needs to be validated before jumping into “project modus”. Such validation helps reduce lingering uncertainties and increase the idea’s odds of successfully reaching the market. But what is an assumption matrix? And how do you develop and use it?






















This matrix depicts a set of assumptions about the market (labeled with “M”) and about the solution or technology (labeled here with “T”) across two dimensions, which depict your answers to two critical questions about each assumption:

  • Blocking (vertical dimension): To what extent would your business case be invalidated (or “blocked”) should the assumption be false?

  • Effort (horizontal dimension): How much effort do you need to test that assumption?

Making your own assumption matrix requires four steps:

  • Step 1: In team, have a group discussion to enumerate the set of assumptions in which your business case rests. Consider both market and technology/solution assumptions.

  • Step 2: Score each assumption in terms of how much would your business case be “blocked” should the assumption be false and how much effort it takes to test such an assumption

  • Step 3: Plot your assumptions in the 2x2 “assumption matrix” using the scores you obtained in the previous two steps. 

  • Step 4: Prioritize which assumptions you will test. This requires you to examine the matrix you just created and decide – based on their potential blocking effect and effort required – which assumptions you would like to test before the next stage-gate, and which you will only test later.

To gain more in-depth insights on the assumption matrix, you can access our blog post here:

Targeting matrix

The targeting matrix is a fantastic tool that helps innovation teams select the right target customer for their innovations. At MTI² we typically introduce innovation project teams to the concept of segmentation very early in the process of generating and developing innovative ideas. Once a project team has identified a few (say, two to five) customer groups (or segments) they could potentially target, we use a targeting matrix to quickly compare the critical pros and cons of each target segment.

As the table above clarifies, the matrix addresses three critical questions:

  • Market size: How large is the customer group?

  • Relevance: How much value is the proposed innovation going to offer to customers in this customer group?

  • Market access: How costly or effortful will it be for the company to reach and serve the customers in this customer group?

The goal of the targeting matrix is to encourage teams to focus on a well-identified customer group. The level of specificity and focus of the matrix enriches the team’s capacity to persuade senior executives of the clarity and attractiveness of the business case they are about to pursue. The exercise of completing this matrix requires you to discuss the trade-offs involved in choosing one versus another customer group. Therefore, the targeting matrix reminds you of the importance of choosing a promising yet feasible customer group to target. In other words, it ensures you not to forget to consider market size, but at the same time prevents you from falling prey to a tendency to pursue very large markets even if these are out of reach.

Take a look at this blog post to learn more about the targeting matrix by real-life examples:

How will our maturation workshops help your organization?

  • Teams will be able to build a business case through tools and methodologies that help them explore options and make decisions

  • Teams will be challenged by expert coaches to clarify their business case

  • Management will be provided with a complete pitch that covers all essentials of a business to be able to assign funding to the innovation team

Maturation workshops
Maturation Workshops
Maturation Wokshops
Matuation Workshops

What can I expect when work with MTI² on maturation workshops?

We will work closely together to decide on what degree of maturation your ideas need. Our maturation workshops vary from 2 days to 6 days, with pre-work and follow-up calls or meetings as required. During our maturation workshops we cover several topics including developing a vision, fit between your company and the opportunity, choosing you strategic direction & business model, quantifying your market, building a roadmap and making your presentation rock. For each topic we cover, we provide teams with inspiration, methodologies and tools to ideate and decide on the various components of the business case. Our coaches will work closely with teams to challenge and support them towards informative and inspiring pitches. 

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Get in touch with our specialist: Prof. dr. Elio Keko - Associate Principal, for more information
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