ontwikkeling 1 ontwikkeling 2 ontwikkeling 3

wie
klanten

wat
propositie en
waarde
BUSINESS MODEL STRESSTEST
hoe
activiteiten
en partners

waarom
kosten en How to use
opbrengsten
Template
Example
© InnoValor, 2018
© InnoValor, 2018
Business Model Stresstest
The Business Model Stresstest helps you to understand if your Who - customers
business model is future proof. Changes in markets, society and
Who buy your products or services? Give a brief description of
technology might impact your business model in the future for
your customer(s).
which you can prepare with this tool. With the Stresstest you can
analyse the strong and weak parts of your business. It helps you What - proposition and value
to find opportunities for making your business more robust.
Which product or service does your company offer? Describe and
explain the problem it solves for your customers. Also, which
Tips for use advantages does your product or service have over the
competitors offering?
A Business Model Stresstest is most effective when you use it in a
group. The group should consist of people who are familiar with How - activities and partners
your company. You can also involve (external) experts.
Describe how your product or service is made. Which activities
Print the Business Style Stresstest on a large poster. For need to take place to get your product or service to the
inspiration have a look at Uber‘s Stresstest. customer? Think for example of machines and personnel that are
vital to the making of your product or service. Who are the
How to use partners that make the product or service possible?

In the Business Model Stresstest you investigate if your company Why - costs and revenues
can withstand developments in the areas of politics, economy,
What are the biggest expenses? Describe those parts of the
society, technology, market or regulation. Examples are aging of
company or your product that cost the most money. Than look at
the population and big economic growth. Map your company’s
your earnings. What is your revenue model? Do you earn money
strengths and weaknesses through the following steps.
only by selling the product or service, do you have other sources
of income?
Step 1: describe your company

Describe the most important elements of your company through Step 2: select the three important developments
answering the Who, What, How and Why questions.
There are countless developments affecting your

© InnoValor, 2018
business. Think of trends or upcoming changes in your market. • Orange: indicates that this part is no longer profitable. In this
Look at the following topics and consider which are relevant for case, the development ensures that the element of your
your company. company needs to change.
• Politics: laws and regulations, political stability, and trade • Green: indicates that this element of your company is
agreements or restrictions; strengthened by the development.
• Economy: economic growth, interest rates, inflation, exchange • White: there is little to no impact.
rates;
• Social: culture, health, population growth, age distribution, Step 4: strengths and weaknesses of your company
work ethics;
Look at the canvas. How does the confrontation between the
• Technology: innovation, developments, new hardware developments and your company look?
(computers, telephones, tablets), new software;
Where are the strengths? These are the places that you coloured
• Environment: weather, climate, environmental awareness. green. These parts of your company are well organized if the
Write down the three most important developments for your developments take place.
company. Choose the developments that you think will have the Where are weak points? These are the spots coloured orange
most impact on your business. Of course, you can also only and red. Ask yourself how the developments affect your
choose one or two developments. business? Particularly if you find that one specific element of
your company is red for different developments. This shows you
Step 3: confront your company with the developments that this part of your business is a weak spot.

Now confront your company with the developments you have

chosen. Check for each element of the Who, What, How and Step 5: make your business more robust
Why of your company if a development has an impact. See if the Think of concrete actions that mitigate or even resolve the
impact is negative or positive. Use the following indicators to get negative impact. This will make your business more robust. To
a clear view of the impact of the development. help you to formulate concrete actions, have a second look at
• Red: indicates that this part of your company is no longer the arguments you used for choosing to colour the element red
viable. In this case, the development is a danger to the part of or orange. Make a list of the actions needed to make your
the company. If the development happens this element of the business more robust.
company can no longer exist.

© InnoValor, 2018
business model stresstest name

development 1 development 2 development 3

who
customers

what
proposition
and value

how
activities and
partners

why
costs and
revenues

Based on Business model stress testing: A practical approach to test the robustness of a business
date model from Timber Haaker, Harry Bouwman, Wil Janssen, Mark de Reuver from 2017
Example Uber
industry Transport Uber connects with a mobile app professional drivers as well as
amateur drivers with passengers. Uber earns money by
products & Passenger and transport of fresh goods collecting a share of the passenger fee.
services
Uber’s Business Model Stresstest
size of 900 employees Uber’s Stresstest starts by describing the who, what, how and
business why of the company. A brief description is given of the most
important customers, the proposition, activities and revenue
streams of Uber. Uber selected three possible developments and
revenue $ 6.5 billion (2016)
wants to see the impact of these developments on Uber. The first
development is a technological development, the self-driving car.
This development would have big impact on Uber, requiring
location San Francisco changes to a large part of Uber’s business. Not in the least
because in self-driving cars drivers are no longer necessary. The
second development concerns a social development, car sharing.
Car sharing is increasingly popular because fewer and fewer
people own a car. With this trend fewer amateur drivers will be
available, while more people would want to use Uber's services.
The third development is political, new legislation determines
that Uber is a taxi company. This has a big impact on the
amateur drivers that the company employs, since they would not
be allowed to drive anymore. In this case Uber’s legal activities
would probably increase which would make costs go up.

Development 1 and 3 have a particular big impact. Uber must

determine mitigating actions in case they happen.

© InnoValor, 2018
business model stresstest name
Uber

development 1 development 2 development 3

Self driving cars are accepted Car sharing is widely accepted Legislation decides that Uber
and can be used for passenger and the most common way for should be treated as a
transport transport traditional taxi company

who Passengers
Uber makes car sharing possible, Less drivers leads to less
more passengers passengers
customers
Fewer people offer themselves as Amateur drivers may no longer
Amateur drivers Are not or less necessary
drivers provide rides

More rides are made by More rides are made by

Professional drivers Are not or less necessary
professional drivers professional drivers

what Connecting drivers with passengers

Replaced by connecting
Less passengers are connected
passengers with self-driving cars
proposition
and value Passengers: with a tap a ride from every place
Less choice in drivers
at any time, from affordable to luxurious

Drivers: easy access to passengers under their Connecting with even more
This service expires
own conditions passengers

how Maintain and update platform

activities and
partners Collaboration with lease companies for special Perhaps the lease company will
packages also offer self-driving cars

No more lawsuits about amateur Uber will do everything to reverse

Legal activities such as litigation and lobbying drivers needed legislation

why Revenues: payment of passengers at the end of No intervention of driver, revenue More rides at the same time is
Less revenue due to fewer rides
the journey will directly flow to Uber more revenue
costs and
revenues Flexible prices determined by crowds and
transport availability
Perhaps the investment in self-
Costs: technological infrastructure, legal, More passengers per ride by Uber will incur legal costs and
driving cars is greater than the
employees and marketing drivers will reduce costs per trip have to retrain to a taxi company
costs of drivers

Based on Business model stress testing: A practical approach to test the robustness of a business
date model from Timber Haaker, Harry Bouwman, Wil Janssen, Mark de Reuver from 2017