Phygital realm is an ecosystem that consist of both physical and digital elements (devices, technologies, platforms) proposes holistic user/customer experience as a continuum of functional, economic and emotional values. Nowadays the novelty in the phygital domain, associated with continuous technology innovation, is the cause of lack of consensus around the phygital construct, its theoretical foundations. The paper research is focused on development of lean framework for capturing and validation business model hypotheses by entrepreneurial team of startup in phygital domain. Consider emerging research area, to gain theoretical insights, authors used a grounded theory approach, which was useful for analysing social phenomena. The authors developed “10 cubes” BM framework that allows phygital startups to test their hypotheses more efficiently with a simple user-friendly visual language. The study revealed the issue with effective management phygital user/customer experience. The authors proposed new building block “Phygital user/customer experience” in the “10 cubes” BM framework and “7 I” phygital startup guidance to improve their user/customer experience.