ANWB

Turning strategy into validated propositions

Challenge

ANWB Travel consists of a few different travel organisations for different target audiences. From a two-day strategy workshop that we facilitated emerged a number of innovative ideas. The challenge was to take 2 of the most attractive ideas and develop them into concrete business models. To get the most out of this programme we provided training to the team up front and put together two multidisciplinary teams.

Approach

  • Concept Development
We used a lean startup approach in the form of a 10 week programme that was built from 2 week sprints. During each sprint we would start with deciding which critical assumption needed validating, then design and execute an experiment to get the results before the end of the sprint. To get the most out of this programme we provided training to the team up front and put together 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 webshop)

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