Can you specify your concern in the case solution?

The case-writer wants you to move away from standard framework approach and instead work on a project-plan style approach. An approach is not really a framework - but that is the requirement in this case (by the case writer). In which case, the project plan has to range from ideation to research, MVP prototype, market-testing, and production launch. No other way in life to do a project except with that approach.

If you wish to create a framework regardless - then the key question in the case is around decision making parameters for the opportunity - so you can structure it accordingly.

Happy to discuss the case further with you and work it through over a session.