Describing a business idea with clarity is not an easy task. This form implements the Universal Model for Ideas presented in the Innovation Mode. The form is free to download and use in your ideation and brainstorming sessions. More templates - including business experiment definition and hackathon setup, here: https://www.theinnovationmode.com/innovation-toolkit

1. The Innovation Mode ● Business Idea Descriptor
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The Innovation Mode
THE BUSINESS IDEA
Use this form to articulate a business idea with clarity. Focus on the core logic of the idea and
how it addresses the referenced problem. Avoid describing solutions at this stage. Ideally limit it
to one page. Start by savinga copyof this file - with a proper name - then just fill in the gaps.
Instructions on how to use this form at the end of this document
Discover additional templates: theinnovationmode.com/innovation-toolkit
Your Company
Name
A: SET THE CONTEXT
Idea Title
Reflect your idea in a single
sentence
Summarize your idea in one sentence
The Situation
What is theproblembeing
solved andwhen does the
problemoccur?
Set the context in which the idea makes sense
B: USERS & FORM FACTORS
The Users
e.g. students,parents,young
professionals,athletes etc.
Describe the key personas involved and how they interact in this context
The Logic
What is thecore logic of the
idea? How wouldit workand
how it would addressthe
problem?
How would the idea solve the problem
The Form Factors
In what formcouldtheidea
be realized? e.g. a mobile
app, a website, a connected
device.
Describe the forms that the idea could take if implemented
C: THE VALUE
Benefit
for the Users
How would theusers benefit
by the implementedidea?
Explain how each persona benefits – assuming a successful realization.
Benefit
for the company
The businessmodel – how
the idea createsvalue forthe
company andin whatform?
Explain how the company would get value from the idea.

2. The Innovation Mode ● Business Idea Descriptor
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D: THE DETAILS
Details
Describe any otherimportant
aspects ofthe idea
Provide all the details on how the idea would work.
E: DOCUMENT MANAGEMENT
Business Area The business entity owning this concept
Compiled by The owner of the document On 02 October 2020
HOW TO USE THIS DOCUMENT
Use this form as a guide helping you to define a business idea – the problem being solved, the users, the possible form factors
if implemented.
1. Save a copy of this form with a name reflecting the business idea – e.g. my_team_name-idea_name-mm-yyyy.docx
2. Fill in the gaps and select the components that best describe your concept.
3. Share the document as an executive summary of your business idea.
4. Keep it up to date as you enrich your idea – use it as your master document for your concept.
Repeat the same process for every idea. You can upload them in a searchable repository. If you run frequent events, consider
implementing this form as part of an innovation management system (contact us for free advice).
The Innovation Mode ● The InnovationToolkit ● The Business Idea Descriptor
This work is licensed undera Creative Commons Attribution-NoDerivatives 4.0InternationalLicense
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