Designing solutions to solve Bootstrap entrepreneurship problems. A case study of Tropikana
Thesis title: | Designing solutions to solve Bootstrap entrepreneurship problems. A case study of Tropikana |
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Author: | Loaiza Perez, Daniel Felipe |
Thesis type: | Diploma thesis |
Supervisor: | Ryška, Tomáš |
Opponents: | Říha, Jan |
Thesis language: | English |
Abstract: | In this thesis, I focus on the use of design thinking and lean tools to solve my needs as a bootstrapped entrepreneur going through an ideation phase. My starting point is an idea for a clothing brand and the millennial demographic. In the thesis, I present secondary research to explain the limitations of a bootstrapped entrepreneur and present the theories of Design Thinking and Lean Start-up, its methodologies, values, philosophies and tools. Then, I use ethnographic fieldwork observations (primary research) as departure point to, through the use of design thinking and lean tools, develop concept, product prototype, test the market and arrive to recommendations towards an iterative market-learning process for the business idea. I finally provide a roadmap for other bootstrapped entrepreneurs like myself that shows how to transform a business idea into a market-test that can lead to a business model or save valuable resources through fast market testing. |
Keywords: | Lean Start-up; Design Thinkin; Market Test |
Thesis title: | The Use of Design Thinking and Lean Start-Up Methodologies to Market-Test a Bootstrap Business Idea |
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Author: | Loaiza Perez, Daniel Felipe |
Thesis type: | Diplomová práce |
Supervisor: | Ryška, Tomáš |
Opponents: | Říha, Jan |
Thesis language: | English |
Abstract: | In this thesis, I focus on the use of design thinking and lean tools to solve my needs as a bootstrapped entrepreneur going through an ideation phase. My starting point is an idea for a clothing brand and the millennial demographic. In the thesis, I present secondary research to explain the limitations of a bootstrapped entrepreneur and present the theories of Design Thinking and Lean Start-up, its methodologies, values, philosophies and tools. Then, I use ethnographic fieldwork observations (primary research) as departure point to, through the use of design thinking and lean tools, develop concept, product prototype, test the market and arrive to recommendations towards an iterative market-learning process for the business idea. I finally provide a roadmap for other bootstrapped entrepreneurs like myself that shows how to transform a business idea into a market-test that can lead to a business model or save valuable resources through fast market testing. |
Keywords: | Design Thinkin; Lean Start-up; Market Test |
Information about study
Study programme: | Ekonomika a management/International Management |
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Type of study programme: | Magisterský studijní program |
Assigned degree: | Ing. |
Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
Faculty: | Faculty of Business Administration |
Department: | Department of strategy |
Information on submission and defense
Date of assignment: | 13. 12. 2017 |
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Date of submission: | 11. 5. 2019 |
Date of defense: | 11. 6. 2019 |
Identifier in the InSIS system: | https://insis.vse.cz/zp/65587/podrobnosti |