We use Venkatraman's model to asses viability of an IT venture before undertaking it because we understand the pain of high investment, no return of most IT project.
Most IT projects including web do not have a return on investments gurantee, we believe it is our duty to explain to the clients what to expect

Apart from Venkatraman's model, we use ICDT framework and recommend the clients use double loop learning and balanced score card to understand if their investments is generating returns or not