NOBA Ventures, The Business Prototyping Company, and Horizon, the benchmark-based market validation platform, have entered a strategic partnership designed to strengthen the validation moment inside corporate exploration processes — turning more early initiatives into BU-backed growth cases with clear business logic.
Most companies acknowledge the need to explore beyond their core business, but too many initiatives stall before a business unit commits resources. Ideas are developed and even tested, but without market-grade benchmarks and clear continuation thresholds, they remain interesting signals rather than investable cases.
NOBA covers the full business prototyping chain, from opportunity framing to business-unit transfer, using a wide range of experimentation methods (mechanical turk, concierge tests, MVPs, in-market pilots, etc.). Horizon focuses on one decisive step within that chain: real-market validation, powered by standardized painted door tests and benchmark data to deliver comparable, decision-ready evidence.
By integrating Horizon’s software and benchmark infrastructure into its process, NOBA increases the strength and comparability of validation outcomes — turning them into business-unit-ready decision signals rather than exploratory insights.
“We’ve always validated in the market as part of our prototyping work. With Horizon, we’re adding standardized methods and benchmarking logic to make experiments more robust and give business units greater confidence in their decisions.” says Daniel Martin Callizo, Managing Partner at NOBA Ventures.
Mutual value — strengthening two complementary engines
For NOBA clients, the partnership makes the validation step more standardized and benchmarked, accelerating internal decision-making and increasing the proportion of concepts that enter BU roadmaps with a clear performance position.
For Horizon clients, integration into NOBA’s full prototyping journey ensures validation signals do not stand alone. They are framed, translated, and carried forward as part of a coherent growth case, increasing Horizon’s relevance deeper into strategic decision cycles — not just testing operations.
“Our role is very focused — to deliver a clear yes/no signal at the point of validation. NOBA’s process gives that signal a path. Together, we’re making validation not just informative, but consequential,” says Daniel Putsche, Co-Founder & CEO at Horizon.
About NOBA Ventures
NOBA Ventures is The Business Prototyping Company. NOBA helps organizations identify, design, validate, and prepare new business initiatives for scale. Its full-chain prototyping model covers opportunity framing, concept development, in-market testing, piloting, and BU transfer. NOBA measures success by how many initiatives become BU-ready with evidence, not by the number of ideas generated.
About Horizon
Horizon is a B2B SaaS that helps innovation, product, and consumer insight teams predict market success for strategic product decisions, pre-market. Leading companies and brands such as BSH, ALH Group, Bosch, EnBW, Hansgrohe, Liebherr and Louis have already made Horizon an integral part of their decision-making processes.
