Discovery–Attractiveness of the Business Opportunity1

Discovery is about the conceptualization of business opportunities that might have a major impact in the market in terms of significant performance improvements and/or cost reductions. Therefore, a business vision is planted of what a business opportunity's attractiveness could be, reinforced with many application possibilities to allow for the high levels of uncertainty. This chapter covers the progression through Discovery from idea to opportunity, including how to recognize opportunities, generate applications, and develop a compelling business vision. The Discovery Toolkit provides the tools to support this progression and aids the development of an opportunity concept to prepare for the transition to Incubation.