Objective of the Tool
The Experimentation Roadmap helps organisations structure and sequence experiments that test circular business model ideas before large-scale implementation. The tool supports companies in identifying critical uncertainties, defining testable hypotheses, designing experiments, and establishing decision criteria that guide learning and strategic choices. It enables organisations to reduce risk and accelerate learning during circular innovation processes.
What the Tool Is
The Experimentation Roadmap is a structured planning tool used to organise experimentation activities related to circular business model innovation. It helps organisations clarify which assumptions need to be validated, design experiments capable of generating reliable insights, and define metrics that capture both learning and performance outcomes. The roadmap connects strategic intent with practical experimentation activities, resources, and timelines.
When to Use the Tool
The Experimentation Roadmap is particularly useful when organisations are developing and validating circular solutions that involve significant uncertainty. It can be used when companies are:
Testing new circular business model concepts
Piloting reuse, repair, refurbishment, or service-based models
Exploring new ecosystem collaborations
Validating consumer acceptance of circular offerings
Assessing technical feasibility of circular systems
Preparing decisions on scaling circular initiatives
How to Use the Tool
Step 1 – Define Strategic Intent: Clarify the circular opportunity or uncertainty the organisation aims to explore.
Step 2 – Identify Critical Assumptions: Identify the key assumptions that must hold true for the circular model to succeed.
Step 3 – Formulate Hypotheses: Translate assumptions into explicit hypotheses that can be tested through experiments.
Step 4 – Design the Experiment: Define the type of experiment that will generate reliable insights.
Step 5 – Define Success and Learning Metrics: Identify indicators that will allow evaluation of both outcomes and learning.
Step 6 – Identify Risks and Uncertainties: Identify factors that may influence or distort experimental results.
Step 7 – Define Resources and Ownership: Determine who is responsible for the experiment and which resources are required.
Step 8 – Plan Timeline and Phasing: Define when experiments will occur and how they will be sequenced.
Step 9 – Define Decision Criteria: Determine which decisions will be triggered depending on the results.
