6.1
Francesca Toolkit
Experimentation Roadmap
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.
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Phase
Format
Expertise
Objective
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
Expected Output
The exercise produces an Experimentation Roadmap describing:
- The strategic questions explored through experimentation
- Critical assumptions and hypotheses tested
- The design and scope of circular innovation experiments
- Metrics used to evaluate outcomes and learning
- Risks and uncertainties affecting experimentation
- Resources and responsibilities assigned to experiments
- The timeline and sequencing of experimentation phases
- Decision criteria guiding scaling or redesign
This roadmap helps companies organize systematic learning processes that support the development of viable circular business models.
Define Strategic Intent
Clarify the circular opportunity or uncertainty the organisation aims to explore.
Identify Critical Assumptions
Identify the key assumptions that must hold true for the circular model to succeed.
Formulate Hypotheses
Translate assumptions into explicit hypotheses that can be tested through experiments.
Design the Experiment
Define the type of experiment that will generate reliable insights.
Define Success and Learning Metrics
Identify indicators that will allow evaluation of both outcomes and learning.
Identify Risks and Uncertainties
Identify factors that may influence or distort experimental results.
Define Resources and Ownership
Determine who is responsible for the experiment and which resources are required.
Plan Timeline and Phasing
Define when experiments will occur and how they will be sequenced.
Define Decision Criteria
Determine which decisions will be triggered depending on the results.
Workplace furniture provider: A workplace furniture provider pilots a subscription-based furnishing service with a small group of corporate clients to test customer demand, pricing and the operational feasibility of redeploying furniture between sites.
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