The document outlines steps for creating a minimal business case, using the example of a tool for TV repairmen in Germany. It estimates that there are approximately 2,250 TV repairmen in Germany, each replacing their tools every 1-3 years. Assuming the new tool could capture 2.5% of the market, and is priced at €500, the estimated annual revenue is €14,000. The document demonstrates starting with initial estimates and refining the analysis with additional research questions.

1. Start from a guesstimate,
refine along the way.

2. Start from a guesstimate,
refine along the way.
Buyer (User) Frequency Potential Value
OR x x x
Who buys your
offering?
Who uses your
offering?
How often is
offering sold?
How often is
offering used?
How large is
the part of the
total market
that you will
address?
What is the
pricing of your
offering?

3. Minimal Business Case - AirBnb EXAMPLE

4. source: www.boardofinnvation.com
Minimal Business Case EXAMPLE
Good for
Certain projects
Tool Repair TVs Germany

5. source: www.boardofinnvation.com
Minimal Business Case EXAMPLE
Q: How many TVs break down/year?
Q: How many TVs are there in Germany?
Q: How many households are there in Germany?
Q: How many people are there in Germany? 80M
2 people/household
1.2TV/household
depends on age
Q: How many TVs get fixed/year depends on warranty/age
48M TVs in Germany, but simplify: around 50M TVs
Q1. How many TV repairmen
are there in Germany?

6. source: www.boardofinnvation.com
Minimal Business Case EXAMPLE
Q1. How many TV repairmen
are there in Germany?
Q: How many of the 50M TVs break down/year? depends on age
Q: How many broken TVs get fixed/year
• <2 year (warranty)
• older (no warranty)
80%
10%
2%
10%
1M
5M
+
800K
500K
1.3 million TV’s
repaired per year
Q: How many repairmen? (assumes close link with total TV repairs)
• Assumption: 1 repairman fixes 2,5 TVs/day
• Assumption: 1 repairman works 220 days/year
1 repairmen can
fix 550 TVs/year
Total Repairmen
2000 to 2500

7. source: www.boardofinnvation.com
Minimal Business Case EXAMPLE
Buyer (User) Frequency Potential Value
2250 repairmen
(2000-2500)
(fix 1.3M TVs
of households)
x x x x
1.5 tools on
average.
But replace
just 1/3 years.
• Needs to replace tool every 3 years (?)
• Some have more than 1 tool.
average of 1.5 tools/repairmen (?)
• …

8. source: www.boardofinnvation.com
Minimal Business Case EXAMPLE
Buyer (User) Frequency Potential Value
2250 repairmen
(2000-2500)
(fix 1.3M TVs
of households)
x x x x
1.5 tools on
average.
But replace
just 1/3 years.
• Can you convince 2.5%
of this market to use/buy
your tool?
• …
x 2.5% of
market share

9. source: www.boardofinnvation.com
Minimal Business Case EXAMPLE
Buyer (User) Frequency Potential Value
2250 repairmen
(2000-2500)
(fix 1.3M TVs
of households)
x x x x
1.5 tools on
average.
But replace
just 1/3 years.
x 2.5% of
market share
• What could be the price?
• How much value do I create?
• …
?

10. source: www.boardofinnvation.com
Minimal Business Case EXAMPLE
Buyer (User) Frequency Potential Value
2250 repairmen
(2000-2500)
(fix 1.3M TVs
of households)
x x x x
1.5 tools on
average.
But replace
just 1/3 years.
x 2.5% of
market share
= Ballpark Revenue for this tool of
€14 000/year (rounded)
x €500