Design can be an aid in discovering business opportunities, not only in shaping them as products or services. Particularly, service design instruments can help identify, frame, prototype and assess business ideas that may become entrepreneurial opportunities. This presentation was made entirely for the purpose of my PhD defense presentation and no more than 10 people were supposed to see it. I have decided to share the file to spread the work for scholarly purposes. This presentation took me three years to make, as such, images were collected from the Internet for research purposes during this timeframe. I collected thousands of pictures and a massive amount of data during this time, so it is possible I'm not attributing other people's pictures correctly. If you see any picture belonging to you and want it removed please let me know. This is non-commercial research work.