A case study on the lean startup method and the startup CLAY developing its business and product

• Autor(a) principal: Linß, Niklas
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/38865
• topic: Lean startup methodology; Entrepreneurship; Customer development; Opportunity identification; Case study; Intellectual property; Crowdfunding; Metodologia lean startup; Empreendedorismo; Desenvolvimento de clientes; Identificação de oportunidades; Estudo de caso; Propriedade intelectual; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Launching a business is risky and most startups statistically fail. A few years ago, a concept with the name Lean Startup emerged intending to increase startup’s chances of success. The framework is a process of developing businesses and products based on customer feedback, which is nowadays commonly taught in entrepreneurship education. However, the methodology of the Lean Startup is a theoretical concept and previous research showed limitations in practice. When using it for venture creation, many factors must be considered to avoid potential shortcomings. This dissertation aims to determine how the concept of the Lean Startup can be applied in the real world. Specifically, the case study of a German startup serves as a pedagogical tool to understand real-life methods of developing businesses and products. The teaching note presents assignment questions to analyze the case study. The tools and practices introduced in the theoretical framework are used to critically examine the methods applied by the startup. The author provides sample answers which identify conformity with the Lean Startup principles, but the results also imply several shortcomings. Finally, this dissertation should inspire future founders, allow students to learn from mistakes and overall, contribute to entrepreneurship education.