Decision support model based on risk – return tradeoff for examining viability of a business venture

This study proposes an integrated risk and revenue management decision model for a business venture, from both the entrepreneur's and venture capitalist's perspectives. The four–step methodology includes a creative step using mind–maps to crystallise ideas, a consideration of the forces that affect the goals of each, a decision tree of possibilities and a model–building process using at risk to assess economic and market feasibility. The decision support model enables the selection of an optimal product configuration for a new business venture using different methods of performing subjective evaluations of revenue and risk options.