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Innovating often sounds like a creative process that is generally imagined to be without obligation. Though regularly, time and funds are invested in ideas/innovations without a clear understanding of what the return on investment could be.

Innovation isn't at all the most straightforward process and is one of the hardest things to predict.

So, how do you ensure that these ideas are crafted into commercially successful innovations?

An innovation strategy applies the structure you need to achieve exactly that. By implementing an innovation strategy, you can create a structured, measurable, and disciplined process to discover what problems your customers are experiencing that are severe enough that they are willing to pay for a solution.

To help you set this up, TMC and BW Ventures would like to invite you to join our webinar on innovation funnels!

What can you expect?

During the webinar Maarten van Kroonenburg and Lotte Geertsen will discuss, supported by real-world examples, how an innovation funnel can be implemented to achieve commercially successful innovations.

Additionally, he will dive into how you can develop new innovations without investing a tremendous amount of time and money on technology/developing hardware. Furthermore, he will also address how to create a sustainable innovation that has many recurring customers.

Previous webinars:

How to build a successful corporate venture in 18 months

How to create an innovation strategy

How to search & select

Innovation Strategy

During the coming webinar we focus on innovation strategy and address a multitude of subjects related to it:

Step 0: Create laser-sharp focus
Step 1: Asses the current situation of your organisation
Step 2: Choose your playing style: to transform or to protect
Step 3: Diversify your innovation efforts for a higher likelihood of success
Step 4: Determine your innovation ambitions
Step 5: Create an ecosystem-map
Step 6: Decide where in the ecosystem you will play
Step 7: Create guiding principles to keep you on track
Step 8: Orchestrate your innovation system
Step 9: Budget your innovation system
Step 10: Create a common language
Step 11: Get a go from the executives.

About Maarten:

Maartens journey as an entrepreneur started at the age of 19 in the music industry. Six years ago, he started BW Ventures and since then has helped over 100 startups in their quest to find a durable and scalable business model by helping with a structured, customer-centric process that helps them figure out why, how, and what they need to do.

About Lotte

Lotte responsible for The Entrepreneurial Lab of TMC. Within the Entrepreneurial Lab, she facilitates technology-based solutions that solve real problems and contribute to societal challenges. She believes that people make innovation possible and therefore builds ecosystems with stakeholders and work towards a better world of tomorrow.

About The Entrepreneurial Lab

As a space where experts can cooperate across the boundaries of their field and independent of day-to-day restrictions, The Entrepreneurial Lab is the superlative of Employeneurship. We want you to make your technical dreams come true. And most of the time, all you need is room to experiment.


Entrepreneurs fail, not because they don't know how to do Lean Startup, Design Thinking, build a fantastic team, create great products, or promote great marketing campaigns.

But they conduct these activities in the wrong order and lack a dedicated, and measurable sequence to build a commercially successful startup.

© 2020 BW Ventures B.V. & BW PreXLR B.V.