Businezation process was developed as I learned more of the problems with classical business model based approach. The problems are tangible especially in contexts that I call middle sized. It refers not so much to actual company size but more to resources, time and capabilities that a company has. Many corporations are middle sized in this respect.
In a start up everything is related to new business. Big corporations having mature innovation and new business development system activities are well managed and developed. In middle sized the situation is typically different. There is less of everything and so what is being done should be done very focused. For example no matter how much you would like to have possibilities for iterative experimenting, you simply don’t have much room for that.
My experience has been that development based only on business models easily becomes too detached from business reality. Even if you experiment in real contexts you don´t appreciate it well enough. You too easily start to validate a business model and not so much a new business as such. That is a reason why I am using concept of business core which is more than just a business model and adds more reality bite to the process.
Business models describe well new business structures and relationships but business core adds to that also business behavior. What is learned of behavioral aspects of new business is also of crucial importance. Reality is not only an out of the building place where you go and do experimenting. In a middle sized contexts everything you can learn counts.
A new element in businezation is a phase I call training. Isn´t it odd that after you have validated your business (with business model/core) the next step is to scale up and go to markets! Something has been missing here. Modern markets are so demanding that only first time start ups have the luxury of starting new business implementation fumbling from a scratch. In most cases you should add a training phase to the process.
In middle sized context a good strategy is to start with small steps. First getting good results after which to expand your new business scope and make processes more professional as more is learned from the process and activities in your company context. Businezation is in such cases a good way to start. There is no need for big organizational investments right away.