Incorporating the effects of business environment in investment analyses of service platforms

Analyzing business models of service platforms and calculating their financial estimates is a complex task, depending heavily on the quality of the input data. This paper is assessing whether the techno-business analysis [1–3], scenario and driver-based modeling techniques and real option models can be intuitively combined, for use in business analyses and management of service platforms. This paper provides: (1) a theoretical analysis of available scenario techniques and their application in investment analysis, (2) a unified framework, combining real option analysis modeling techniques with techno-business-analysis and scenario techniques, (3) a verification of the framework on a practical case - a service platform for cross-domain services.