Its great to see that you are looking to adopt lean development methodologies to iterate and grow your business.

I have seen larger organizations that were actually stuck in their efforts to maintain/grow their business without experimenting on new concepts/opportunities. The result was a smaller nimbler startup that had been experimenting was able to disrupt & take market share.

Here are a few things you could try to introduce a culture of experimentation & constant learning of the market you operate in.

- Researching the market your online service operates in will yield ideas on potential trends, customer needs, pain points to solve etc that you can experiment on.

- Have a small team with flexibility to experiment via creation of prototypes /MVPs. These don't need a lot of full-out functionality. Think lean as in just a few web pages/ flows to address the identified needs

- Validate with a sample of current users or new set of users through a reachout, try A/B testing different concepts so you narrow down to the most valuable set of features/capabilities

You will learn a lot, and that is the best part where in if some of your concepts fail, atleast you learn about it sooner than later.

Happy to share more feedback over a call. There are several tools/methodologies that really support lean development. Feel free to reach out.

Good luck!