Academic interest in circular business model innovation (CBMI) has grown in recent years as organizations seek to design products and services that are more environmentally friendly and sustainable. While significant attention has been given to the exploration, ideation, and implementation stages of CBMI, the evaluation phase remains insufficiently addressed, despite its critical role in ensuring that circularity efforts translate into tangible sustainability outcomes. This article draws on ecological principles and a bio-inspired approach to propose the BICS (Bio Inspired Circularity and Sustainability) matrix: a comprehensive framework for assessing both the circularity and sustainability of business models. Based on a deductive methodology and a dual case study conducted within the retail sector, the research demonstrates how this evaluation tool can support decision-making, foster organizational learning, and enhance the performance of business model innovation processes. The findings highlight the relevance of a systemic and life-cycle perspective in guiding CBMI and offer insights for both practitioners and researchers engaged in the transition toward a circular and sustainable economy.
