The radiology department of a major teaching hospital was faced with ongoing budget cuts for both research and teaching. In order to maintain its leading position it was necessary to find significant extra third party funding. Discussions with a manufacturer of imaging systems revealed that potential demand for training of radiologists existed in several emerging markets where the manufacturer was active. The hospital and the manufacturer carried out a Business Feasibility Exploration exercise supported by Zebra. The exercise identified several target groups with the potential to provide a significant revenue stream and delivered an initial view of the key elements of the business model needed to serve these target groups.