Author Archives: Paolo Paganelli

ValueMapp 1.2 now available!

With great pleasure we announce that ValueMapp version 1.2 is now available on the Apple store.

This new version introduces some major features:

Assessment Page: an entirely new function where you can check and quickly edit all aspects of your product idea and business model. It is great also as wizard to quick start a new project.IMG_0099





Financial Plan Simulation: ValueMapp generates financial estimates up to 5 years, including NPV and IRR indicators, based on the simulation of your business model!








Hope you’ll enjoy this new version.
We look forward to hear from you!


New version released!

We are pleased to announce the release of ValueMapp version 1.1.

In only few months since ValueMapp launch, this major release introduces significant new features:

Project sharing. Users can now share their business ideas and models with their colleagues and business partners, by simply sending a share invitation to anybody with an email address. Invited users can accept the shared project, view, modify and copy it in ValueMapp.

Business idea templates. Projects can be created starting from a set of templates, including Social Network, Freemium, Open Source and various other business model patterns.

Project backup and download. Users can backup their projects on the ValueMapp cloud, restoring them on the app whenever needed. New templates and examples can be similarly downloaded.
Viral Coefficient. Now the essential business model supports evaluation of businesses that plan to grow virally.

A new version of the book “Shaping Ideas for Growth” has been released, including corrections and a new chapter on viral growth.
A video has been produced to explain ValueMapp in less than 3 minutes. It is available in the app or on youtube:

Thanks to all the ValueMapp users and supporters. Your feedback is essential for us to grow and improve ValueMapp!

Children of a Lesser Innovation?

big-small-innovation“Startups work their way bottom-up, trying to develop products that are immediately valuable to the customer and that can grow steadily on the market. Is this a lesser form of innovation? Compared to what, exactly?”

A post from Pandodaily columnist Francisco Dao gives an interesting view on innovation, and the role startup businesses are expected to play in promoting world-changing innovations. Mr Dao’s reasoning reads more or less like this: to change the world requires real ground-breaking technology, of the kind it takes decades and no ROI constraints to develop. Regardless of the venture-capital funds they can raise, startups are constrained by short-term profitability goals imposed by their funding partners. Therefore they will never be able to pursue the innovations that really matter, i.e., long-term, paradigm-changing visions such as the Internet or the self-driving car. For these, we should pin our hopes on public institutions or on the few private investors with sufficient cash to invest on decade-spanning projects with no immediate returns.

Mr Dao’s opinions have a ring of truth, especially to people like me who have been involved in EU’s multi-annual multi-billion research programs. From this perspective Google had, in its startup times, far less ambitious and “important” objectives than it has now, with its monster investment on the intelligent car.

Still I find the underlying assumptions questionable. First, are really startup entrepreneurs set out to change the world? Yes, if we stick to the Hollywood cliché of postgraduate students inventing time travel in a garage. Not at all, if we take a more pragmatic viewpoint on the reality of a startup business. In the “The Lean Startup”, Eric Ries defines a startup as any organization, for profit or not, big or small, set out to develop a new product in conditions of extreme uncertainty. Uncertainties concern the idea, still unproven, the market, still unexplored, and how the idea can be grown into a sustainable business. I think these were the foremost concerns of Google’s founders, in their startup days. They did not set out to change the world, so I find Mr Dao’s argumentation based on a misleading interpretation of what startups really do.

Then, regardless of the entrepreneur’s motivations, who is to judge what is world-changing and what is not? From a user viewpoint both Google and Facebook went a long way in changing the world, as their users’ lives have been significantly transformed. And it might not be entirely true that startups cannot contribute to world-changing innovations, aiming at grand social and environmental objectives. Look for example at the Cleanweb initiative, formed by a myriad of IT startups working on energy-consumption reduction and sustainability.

Startups work their way bottom-up, trying to develop products that are immediately valuable to the customer and that can grow steadily on the market. When they succeed, they actually manage to change the way we work and live. I do not see why we should consider this as a lesser type of innovation than what should be achieved through multi-decennial programs aimed at foggy “groundbreaking” objectives. I may be wrong, but I do not believe that innovative thinking is favoured by being unconcerned by deadlines, budgets or value for the users.

While we wait for the self-driving car, if it will ever see the light of day, we as normal users are happy to enjoy the non-foundational, practical innovations that startups try and bring on the market.

by Paolo Paganelli

ValueMapp launched to help the makers of new products

valuemapp_ideacycle_01v01ValueMapp is an integrated process for the development of innovative business ideas. It helps entrepreneurs, innovation managers and product managers to ideate, develop and bring on the market new products. It is based on a guide book, dedicated software tools, on-line training and advice services, all accessible through

We are aware that there are neither shortcuts nor silver bullets for starting an innovative business. A lot of hard, hands-on work is required, and inevitable disappointments must be overcome to bring any new idea on the market. Our work at ValueMapp is to support innovators along this process, helping as best as we can with practical methods and tools.

ValueMapp is based on state-of-the-art approaches, well known methodologies and our practical experience in industry and research projects. It is a value-driven process, relying on the customer’s needs analysis to formulate product ideas and strategies. Our Essential Business Model tool lets users focus on what matters more for an innovative product: how the product can create a positive value exchange with customers and how it can sustain its own growth on the market.

The ValueMapp process relies on fast implementation of business ideas, to learn by direct experience with customers. In line with the “Lean Startup” principles the idea, the strategy and the implementation are progressively refined through validation and revision cycles.

Being ourselves a startup, our goal is to learn by working with the customers to constantly improve ValueMapp. Our tools and documentation are freely available to all, and we will update and extend them taking into account the user’s feedback.

You are welcome to use ValueMapp and we look forward to hear from you!

Paolo Paganelli, CEO Bluegreen Strategy

ValueMapp Bookvaluemapp_book_cover_01v01

The ValueMapp guide book “Shaping Ideas for Growth” introduces the inspiring principles, concepts and operational phases of the ValueMapp process. It is structured as a practical handbook, with detailed explanations and examples for each phase of the process.

ValueMapp App

Our App supports the entire ValueMapp process, through easy-to-use and powerful functionalities for developing, managing and assessing business ideas.

  • Free: The free for all version provides the essential functions to describe and manage business ideas.
  • Free for registered users: The fully functional version, including simulation and analysis tools, is available for free to all users who have registered on
  • Pro: The version for professional users supports unlimited projects and structured data export towards other applications.


ValueMapp Services

We provide a full set of services to support users through the entire idea-to-market process, including:

  • Online training: join our online classes for introduction to the ValueMapp process and for advanced training on the methods and tools used in each phase of the process.
  • Idea assessment: send us your idea for an individual assessment by our team of experts. We will check the product definition, the strategy formulation and the consistency of your business model.
  • Validation and strategy revision: our experts can team up with you and your colleagues to closely support the development of your new business.



Business model innovation in traditional industries: the Long Tail of logistics


When we think about new markets and opportunities for innovative entrepreneurs, the usual sectors pop up: hi-tech, e-commerce, social media. Indeed, market transformations induced by the “Long Tail” phenomenon are bound to affect even the more traditional sectors. In this article on Logistics Arena I tried to explain what is happening in the transport and logistics sector.