Day 2: Verify


Each group member present the tools and method from the section the person has prepared.

The group then prepare the tasks for the day and the methods to be used. This plan is presented to the supervisor.


12. IDEATE FOR VALUE – structured ideation within multiple perspectives

Based on the main idea, the team must challenge their idea by focused ideation on a single aspect at a time. Suggest rounds of 15 minutes using either Post-it (general purpose) or A4 (detailed purpose) on the following aspects:

  • Product (what other products could be developed to fit the idea, to generate more value?)
  • Processes (what other processes* could add value to the idea?)
  • Technology (what ideas for other/new technology could add value to the idea?)
  • Supply (what new links or suppliers could add value to the idea?)
  • Organisation (what new actors, stakeholders or ways to organise the idea could add value?)
  • Experience (what user experience would add value to the idea?)

*Processes: (Products:manufacturing processes, organisation of production processes), (service; alternative time, sequences and links), both Product & service: the way the service/product comes to market/customer.

See method procedure and example for ideating for value

13. COMPOSE A PRODUCT / SERVICE CONCEPT – generate a clear profile for value check

We are looking for interesting and promising combinations of products, process, technology, supply, organisation and experience. Keep an eye out for clear profiles, coherence between aspects and the success criteria defined. Allow for changing the assignment if an interesting new direction occurs.
The team must define where and how the entire concept adds value and differentiates itself.

See method procedure and example for composing a product / service concept.


14. DEFINE INFORMATION NEEDS – prepare for search

The group should define what type of information they need to carry on developing the product/service concept.

See method procedure and example for defining your information needs

15. SEARCH, SEEK AND LEARN – find information and gain knowledge

The team must actively search for information using:

  • Use your network
  • If you need to explore use the internet: E.g. Google.
  • If you need advices use experts if available.

If you need specific scientific material use the library’s databases, e.g. via Aalborg University Library:

  • Scopus/SciVerse
    Offers researchers a quick, easy and comprehensive resource to support their research needs in the scientific, technical, medical and social sciences fields and, more recently, also in the arts and humanities.
  • Dads
    Database containing bibliografic references, abstracts and full text articles. Subjects covered: Architecture, Biological engineering, Biology, Business economics, Chemistry, Computer science, Construction technique, Electronics, Electrotechnics, Energy technology, Food production, Information theory, Mathematics, Mechanical engineering, Mechanics, Medicine, Physics, Production technique, Telecommunication, Transport.
  • Business Source Premier
    Full text coverage in all disciplines of business, including marketing, management, MIS, POM, accounting, finance and economics.
    Other information needs – ask the information specialist at Search Lounge or in the online chat.

If you look for patents:

16. ORGANISE INFORMATION MATERIAL – reduce information complexity

Explore the existing solutions and suppliers: Who else is out there offering either the same kind of service or services to the same target group? Look for ways to differentiate and be unique.

See method procedure and example for organizing your information material


  • A unique product/service concept for a business
  • Understand the knowledge required for further development.
  • The basic business model and target market

17. BUSINESS MODEL – look for the money

The team must define how their product/service turns into a business by identifying the business model:
Who is going to pay? and for what?
Why are they paying?
How are they paying?

See method procedure and example for the business model

18. TARGET MARKET – find out who is going to pay

What and where is the market for the business?

See method procedure and example for the target market


19. PRESENT THE CONCEPT – get feedback

Make a 2-minute oral presentation (supported by sketches) that explains the product/service concept, the business concept.
Present the business concept to another group along with the criteria and assignment. Get feedback and revise.
Present the business concept to an expert. Get feedback and revise.

See method procedure and example for how to present the concept


The subthemes Uniqify, Verify, Businessfy and Convincify each represent a number of tools and methods for a day.

At the end of the day the groups delegate the subthemes to individual group members; each member read through a section and prepare to present the options the following morning.