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Value maximization in product development through holistic design
KTH, School of Industrial Engineering and Management (ITM), Energy Technology.
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Entrepreneurship and startups are widely studied themes that have been the focus of plenty of literature in the last years. In this sense, different methodologies have been proposed in order to ensure a successful market entry for startups, being the lean startup concept considered as the most useful and promising. Almost all of the studies on market entry for startups have been developed focusing on the business-to-consumer market, especially on the information and communication technologies.

An almost complete lack of studies covering product development and market entry was found in the conventional industrial business-to-business market. In order to solve such a problematic, this master thesis has found its motivation.

The present thesis introduces a literature review on methodologies used for product development and market entry for startups, i.e. using the concepts of lean startup, market analysis, minimum viable product, prototyping and business modelling. Afterwards, a methodology is proposed to increase market entry success’ possibilities for startups venturing in the conventional industrial business-to-business market. Finally, the methodology is used in a case study involving a young German start-up.

By using the methodology proposed, an optimal product configuration with its corresponding draft design and business model was obtained. The methodology achieved to solve critical sub-systems’ bottle necks through iterative design, while at the same time delivering a business model that will be considered by the startup for its initial market entry strategy.

Finally, it can be concluded that the methodology proposed is a success, as by using it the process of product and business development had results that correctly fit into the reality of the business. An invitation is left open to finish the design process of the non-critical sub-systems, as well as to keep developing in the customer-feedback iterations for both the product and business development.

Abstract [sv]

Entreprenörskap och startups är allmänt studerade teman som har varit i fokus i många publikationer under de senaste åren. Olika metoder har föreslagits för att säkerställa en framgångsrik marknad för nystartade företag. Lean startup anses vara det mest användbara och lovande konceptet. Nästan alla undersökningar visar att inträde på marknaden för startups har utvecklats med fokus på business-to-consumer marknaden, särskilt avseende informations- och kommunikationsteknik.

Det är en nästan total avsaknad av undersökningar som omfattar produktutveckling och marknadsinträde i den konventionella industriella B2B marknaden. För att studera den problematiken har detta examensarbete skapats.

Genom att använda den föreslagna metodiken erhölls en optimal produktkonfiguration med ett förslag till design- och affärsmodell. Den metod som uppnåtts löser viktiga delsystems flaskhalsar genom iterativ design, samtidigt som en affärsmodell skapas som kan betraktas som start för en ursprunglig marknadsstrategi.

Slutligen kan det konstateras att metoden som föreslås är en framgång. Genom att använda den processen för produkt- och affärsutveckling erhölls resultat som korrekt passar in i den reella verksamheten. Frågan kvarstår dock rörande designprocessen av de icke-kritiska delsystemen, samt huruvida kundresponsiterationer för både produkt-och affärsutveckling fortsättningsvis skall utvecklas.

Place, publisher, year, edition, pages
2016. , 81 p.
National Category
Energy Engineering
Identifiers
URN: urn:nbn:se:kth:diva-192497OAI: oai:DiVA.org:kth-192497DiVA: diva2:968972
Supervisors
Examiners
Available from: 2016-09-13 Created: 2016-09-13 Last updated: 2016-09-13Bibliographically approved

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