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Selecting innovative ideas or projects and comparing them in terms of their potential of value creation in business contexts is a fundamental design task. To that end, we propose to assess four proofs of Utility, Profitability, Innovation and Concept at different levels of maturity along the innovation process. This model has been successfully applied in two situations of practical size. A first experimentation has validated its usefulness for providing a common analysis framework to a multidisciplinary jury of a National innovation grant within an innovation cluster. A second experimentation has validated that an aggregate indicator of the four proof ratings averaged on a set of representative jury members is highly correlated with the estimated potential of value creation of this innovation. This work is a first step towards an automation of innovation selection in a collaborative manner.