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Mondelēz International's incubation partners Prehype and Kicklabs will then work with the startups and brand teams to develop a business plan, a working business model, fully working prototypes and build a management team.

The prospect of pivoting down the line can encourage entrepreneurs to pursue a passion to build without evaluating their hypotheses up front

But successful ventures don't just dive into a single direction, confident that if they're wrong they can drastically change course. The reality is that a single concept is a collection of variables expressed as a whole. Some are core to the vision, while others are educated guesses.

Sketching or mocking up experiential prototypes and then testing them with consumers or potential partners, while also explicitly jotting down your operating and business assumptions and using them to discuss the business with industry experts, allows you both to pick a promising route to invest in the development sprint and to pivot with confidence.