Turning strategy into validated propositions with ANWB

Turning strategy into validated proposals
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Challenge

ANWB Travel consists of a number of different travel organisations for different target groups. A number of innovative ideas emerged from a two-day strategy workshop that we facilitated. The challenge was to develop 2 of the most appealing ideas into concrete business models.
To get the most out of this programme, we trained the team beforehand and created two multidisciplinary teams.

Approach

  • Concept Development

We used a lean startup approach in the form of a 10-week programme made up of 2-week sprints. During each sprint, we first decided which critical assumption needed to be validated and then designed and ran an experiment to get the results before the end of the sprint.

To get the most out of this programme, we trained the team beforehand and created two multidisciplinary teams.

Result

In the final pitch, the two teams were able to explain their new business models and support their story with data from 18 experiments (+/- 50 interviews, 10 000+ survey responses, 5 prototypes and an experimental web shop).

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