A carregar...
Publicação
“The lean startup” approach : a practical methodology implementation for consumer goods products in the healthy snack industry
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.79 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
A metodologia Lean Startup foi utilizada para desenvolver uma solução de negócio no setor da alimentação saudável. Ao recorrer a esta abordagem, foi criado um modelo de negócios que posteriormente foi testado, de forma a obter feedback dos possíveis clientes. Durante o processo inicial de desenvolvimento o plano de negócios sofreu muitas alterações resultantes dos inputs dos clientes. Dado o padrão no feedback recolhido, foram testadas três hipóteses de problema: "Os snacks disponíveis no local de trabalho não satisfazem as necessidades nutricionais e não estão alinhados com os objetivos alimentares", "Comer saudável é demorado e difícil" e "Comer snacks saudáveis diariamente não é financeiramente viável". Todas estas hipóteses foram confirmadas através de uma análise qualitativa e quantitativa, ou seja, através de entrevistas presenciais e de um inquérito online. Para o desenvolvimento da solução, foi apresentado um protótipo do produto aos inquiridos. Os dados recolhidos do inquérito confirmaram o problema e validaram os benefícios apresentados da solução.
Apesar da solução encontrada resolver o problema estudado, esta oportunidade de negócio ainda necessita de uma maior maturidade de mercado. Efetivamente, analisando os resultados, a solução encontrada é plausível. No entanto, para provar a viabilidade do projeto, os pressupostos ainda precisam de ser confirmados através de um maior estudo e alcance de mercado.
The Lean Startup Methodology was used to develop a business solution in the healthy snacking business sector. While using this approach, a business model was created and then tested against customer feedback. During early customer development process, business model pivoting occurred with initial customer feedback. Given sharp pattern recognition of customers' pain, three new problem statements were tested: "Available snacks in your work place don't fulfill your nutritional needs and aren't aligned with your dietary goals", "Snacking healthy is really time consuming and hard to come by", and "Snacking healthy daily isn't financially viable". All problem hypothesis was confirmed by qualitative and quantitative analysis of all interview results. For product development, an initial product prototype was rendered and displayed to customers through an online survey. Collected data from the online questionnaire further confirmed the problem hypothesis and validated both solution benefits and features. Despite problem and solution fit, the pursued business opportunity is still shot from market maturity. In fact, by showing early promising validation results and sparking customer interest, this business solution is plausible, but many assumptions are yet to be confirmed to achieve product-market fit and project viability.
The Lean Startup Methodology was used to develop a business solution in the healthy snacking business sector. While using this approach, a business model was created and then tested against customer feedback. During early customer development process, business model pivoting occurred with initial customer feedback. Given sharp pattern recognition of customers' pain, three new problem statements were tested: "Available snacks in your work place don't fulfill your nutritional needs and aren't aligned with your dietary goals", "Snacking healthy is really time consuming and hard to come by", and "Snacking healthy daily isn't financially viable". All problem hypothesis was confirmed by qualitative and quantitative analysis of all interview results. For product development, an initial product prototype was rendered and displayed to customers through an online survey. Collected data from the online questionnaire further confirmed the problem hypothesis and validated both solution benefits and features. Despite problem and solution fit, the pursued business opportunity is still shot from market maturity. In fact, by showing early promising validation results and sparking customer interest, this business solution is plausible, but many assumptions are yet to be confirmed to achieve product-market fit and project viability.
Descrição
Mestrado em Ciências Empresariais
Palavras-chave
Desenvolvimento Centrado no Cliente Empreendedorismo Produto Mínimo viável "Pivotear" Lean Startup Customer-Centric Development Entrepreneurship Minimum Viable Product Pivoting
Contexto Educativo
Citação
Mcleod, Rebeca Martins (2018). "“The lean startup” approach : a practical methodology implementation for consumer goods products in the healthy snack industry". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão