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Identify & exploit attractive business opportunities 

Scenario Analysis for New Business Development


In the Scenario Analysis for New Business Development programme (a.k.a. Strategic Business Innovation), participants learn to apply scenario analyse for identifying and exploiting attractive growth opportunities and continuously renewing the strategic portfolio of value propositions.

Identifying growth opportunities

Identifying and designing winning propositions is an essential competence for future success. Industries and markets are changing faster and more radically than ever. Innovative players are introducing new technologies and disruptive business models. Fast-growing scale-ups turn market relationships upside down in a short space of time. Successful companies are working in a focused way on the next generations of products, services and business models in order to renew their strategic portfolio. Scenario analysis reinforces the leading role that new business development plays in identifying and designing new success formulas. It is an indispensable tool for stretching the imagination and foreseeing trend breaks. Challenging future scenarios then form virtual 'wind tunnels' to experiment with new business and revenue models and prepare the organisation for market success.


In the programme, participants learn to practically use scenario analysis to strengthen new business development for identifying and creating the next generations of products, services, business models, and strategic success formulas. Participants go through a full scenario cycle from identifying growth opportunities to preparing the organisation for successful market introduction. The programme consists of two blocks in which insights into the role that scenario analysis can play in new business development are combined with practical exercises. In between the blocks, participants work on putting together their own innovation portfolio with new business development options and projects using scenario analysis. During and after the programme, the lecturer is available for questions and support.


  • Being able to use scenario analysis to strengthen new business development by identifying, designing, testing and valuing the best growth opportunities.

  • Understanding the role of new business development in renewing strategic portfolios and realising growth opportunities.

  • A flying start in applying scenario analysis for new business development in your own organisation.

  • One-yearsubscription to the weekly newsletter onFutureScenarios that explores, maps and monitors the future of a range of industries to detect disruptive and structural changes to identify attractive business opportunities as well as strategic risks.


Participants are entrepreneurs, business development managers or board members or managers responsible for business innovation, long-term strategy or marketing and see the sectors and markets in which they are active renew and innovate at a rapid pace. It makes no difference whether they work for a listed company, an SME or a non-profit organisation. They want to strengthen their organisation's new business development in order to discover and make better use of attractive growth opportunities at an earlier stage. Scenario analysis enables them to do this in a structured way.


The programme is led by dr. Robert Bood, who learned the craft of scenario analysis and strategy development from pioneers in the field. In the past 25 years, he has applied it in hundreds of projects, programmes and workshops with companies, governments, non-profit organisations and NGOs in more than 45 countries across the world. He is a consultant at FairSights, affiliated with both TIAS School for Business and Society at Tilburg University, the Netherlands and the Asia School of Business in Kuala Lumpur, Malaysia. He has extensive knowledge of the literature on scenario analysis, strategy, innovation, new business development and risk management and regularly publishes nationally and internationally on strategy and scenario development.

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