Pharma companies, biotechs and research institutes invest billions of Euros developing drugs for the growing osteoarthritis patient population. Still, they have failed to bring a drug to the market that would slow disease progression. This is because osteoarthritis is a heterogeneous disease and currently used drug development tools completely fail to represent patient variability. We offer O-POINTED, a tool that—for the first time—enables personalised osteoarthritis drug development before expensive clinical trials are started. O-POINTED are cellular test systems build from libraries of expandable osteoarthritis cell lines that mimic the three main osteoarthritis disease phenotypes (bone-driven, cartilage-driven and synovioum/inflammation-driven). The feasibility assessment revolved around the validation of economic and financial, commercial and market, and technical feasibility. The main conclusions of this project are the confirmation of the overall business idea, which was updated to broaden the disease focus beyond osteoarthritis. This evolution was influenced by technical details but mainly by an updated market analysis and feedback from potential customers.