Successful interactions of autonomous agents and humans in traffic scenarios will require diverse novel technologies as well as corresponding products and services (e.g., smart objects, data analysis tools, and communication services). However, the exploitation of the vast technology-induced innovation potentials is a challenging task for different reasons in the form of typical innovation barriers. The contribution aims to present an advanced business model development approach that is tailored for innovations based on ground-breaking hybrid mobility technologies, such as for enhanced understanding of human perception and behavior or for human-likeness fostering smooth interactions of autonomous agents and humans. This focus implies the need to consider the specific risks and challenges of hybrid technologies (technological, social and legal aspects) and considerably higher uncertainties in the business model development and evaluation methods. The proposed approach integrates technology and business model development to enable an early consideration of customer needs and economic targets in innovation processes. Furthermore, it extends business model development from the company level to the level of interlinked value chains—comprising all interacting players that are necessary for a successful innovation. Additionally, ecological and social perspectives are included besides the economic dimension to ensure the development of sustainable business models. The contribution will demonstrate how a testbed can address challenges arising in the early development phase, such as the collection of real-world data, a timely participation of relevant stakeholders and elaborating still vague opportunities and threats. By allowing experiments and analyses of the functionality or performance of smart objects as well as associated products and services in real traffic situations such a planned “Testbed Hybrid Traffic Chemnitz” will effectively support the development of viable business models.