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Lean Startup Teori (LST) har kommit att växa i popularitet inom entreprenörskap världen över. LST är en teori som för startup- företag skall minska kostnader och tid samt för entreprenörer skapa en arbetsprocess som underlättar beslutsfattande. I denna studie har länkar mellan problematik inom beslutsfattande (overconfidence, prospektteori, gloriaeffekten samt escalation of commitment) och LST undersökts genom semistrukturerade intervjuer med entreprenörer i Sverige. Vidare har generella lärdomar från de olika fallen  undersökts för att belysa fördelar och svagheter inom LST. Då pionjärer inom LST hävdat att teorin lämpar sig inom alla  sektorer och branscher har även detta  påstående granskats. Studien fann att LST- processer motverkar de negativa effekterna associerade med overconfidence och  gloriaeffekten men kan inte hantera de  problem som introduceras i samband med prospektteori samt escalation of commitment. Vidare når studien slutsatsen att LST kräver en fit med varje enskilt startup - företag och fungerar bäst inom branscher och industrier som har låga inträdesbarriärer form av kapitalkrav. / Lean Startup theory (LST) has been growing in popularity in entrepreneurship worldwide. LST is a theory for startup companies to reduce costs and time, and for entrepreneurs to create a process that eases decision-making. In this study, links betweenproblems of decision making (overconfidence, prospect theory, the halo effect and escalation of commitment) and LST has been examined through semi-structured interviews with  entrepreneurs in Sweden. Furthermore, general lessons from the cases has been studied to illustrate advantages and  weaknesses of LST. As pioneers of LST argue that the theory is suitable for all  sectors and industries, this claim has also been examined. The study found that LST processes counteract the negative effects associated with overconfidence and the halo effect, but cannot handle the problems that areintroduced in conjunction with the  prospect theory and escalation of  commitment. Furthermore, the study reaches the conclusion that LST requires a fit with each startup company, and functions best in sectors and industries where the entry barrier of capital requirement is low.

Submitted by June Marques Fernandes (june.marques@gmail.com) on 2018-01-11T14:24:34Z No. of bitstreams: 1 05-Tese Doutorado June Marques Fernandes-11jan2018.pdf: 5912972 bytes, checksum: f1f62a045568184533b4f304b9275ee6 (MD5) / Approved for entry into archive by Maria Tereza Fernandes Conselmo (maria.conselmo@fgv.br) on 2018-01-11T17:15:12Z (GMT) No. of bitstreams: 1 05-Tese Doutorado June Marques Fernandes-11jan2018.pdf: 5912972 bytes, checksum: f1f62a045568184533b4f304b9275ee6 (MD5) / Made available in DSpace on 2018-01-11T17:25:57Z (GMT). No. of bitstreams: 1 05-Tese Doutorado June Marques Fernandes-11jan2018.pdf: 5912972 bytes, checksum: f1f62a045568184533b4f304b9275ee6 (MD5) Previous issue date: 2017-12-12 / As universidades e os centros de pesquisa passaram a desempenhar o papel de capitalizar o conhecimento, propiciando a geração de riqueza e o desenvolvimento social, caracterizando-se como universidades empreendedoras. Contudo, para promover a inovação tecnológica no ambiente acadêmico, observa-se a importância de estruturar um processo de planejamento de negócios tecnológicos (PPNT) que consiga contemplar aspectos sobre produto, tecnologia, transferência de tecnologia e negócios. Dessa forma como parte das contribuições deste estudo, foi realizada aintegração de três processos para consubstaciação do PPNT, são eles: i) o Processo de Planejamento Tecnológico (PPTec), que busca auxiliar na incorporação da tecnologia ao produto e na aproximação deste em relação ao mercado; ii) o Processo de Planejamento de Transferência de Tecnologia (PPTT), que consiste em uma estruturação das fases que compõem o processo de transferência de tecnologia das Universidades para o mercado; e iii) o Processo de Planejamento de Negócios (PPNeg), que corresponde às fases de desenvolvimento do negócio. Observa-se que esses processos de auxílio à gestão da inovação ainda estão envoltos em desperdícios que afetam sua efetiva operacionalização. Em termos práticos isso implica assumir maiores custos para a entrega de tecnologias e negócios ao mercado. Esse aspecto nos conduz a uma reflexão sobre a necessidade da adoção de métodos e ferramentas (denominaremos de “práticas”) orientados pelos princípios lean, em especial para o Lean Product Development (LPD) e o Lean Startup Methodology (LSM). Para responder ao problema de pesquisa proposto – qual seja, “Como as práticas do LPD e LSM contribuem para o PPNT no ambiente acadêmico?” –, foram definidos dois objetivos gerais de pesquisa: a) identificar um conjunto de práticas do LPD que contribuem para a operacionalização do PPTec; b) identificar e avaliar as contribuições das práticas LSM às fases do PPTec, do PPNeg e do PPTT. Para proceder à investigação, esta tese está organizada em quatro capítulos: (i) no capítulo 1, utilizando a pesquisa-ação, objetivou-se a caracterização do modelo de negócios de cada projeto tecnológico analisado; (ii) no capítulo 2, por meio do estudo de casos múltiplos, foi obtida a frequência com que os pesquisadores-empreendedores vivenciaram as categorias e subcategorias de desperdícios durante o desenvolvimento do PPNT, sob a perspectiva do LPD; (iii) no capítulo 3, com a revisão de literatura, foi possível identificar as práticas relacionadas ao LPD capazes de contribuir com a redução dos desperdícios vivenciados pelas equipes dos projetos em diferentes fases do PPTec; (iv) o capítulo 4, por meio da revisão de literatura e, posteriormente, da pesquisa ação, teve o objetivo de identificar e avaliar as práticas LSM capazes de contribuir para mitigar os desperdícios vivenciados pelas equipes dos projetos nas diferentes fases do PPTT e PPNeg. Como resultado da pesquisa, tem-se: 1) a caracterização do modelo de negócio dos casos analisados e a validação empírica do modelo proposto por Reis, Ladeira e Fernandes (2015); 2) uma contribuição ao arcabouço teórico sobre o LPD, na medida em que foi possível identificar as práticas LPD capazes de contribuir com a operacionalização do PPTec em suas diferentes fases, sob uma perspectiva teórica; e 3) uma contribuição ao arcabouço teórico sobre o LSM, uma vez que foram identificadas as práticas LSM capazes de contribuir na operacionalização do PPTec, PPTT e PPNeg, sob uma perspectiva prática. Como limitação da pesquisa, destaca-se que não foram confrontadas as práticas e desperdícios na etapa de ideação da tecnologia. Outra limitação reside no fato da pesquisa ter sido aplicada em somente nove projetos de base tecnológica no ambiente acadêmico. Assim, entende-se importante a ampliação do estudo para spinoffs de outros contextos (corporativos ou públicos). A pesquisa pôde contribuir com o enriquecimento e a ampliação da literatura sobre LPD, LSM e PPNT, além de auxílio ao processo de inovação tecnológica na universidade. / Universities and research centers began to play the role of capitalizing knowledge, fostering wealth generation and social development, characterizing themselves as entrepreneurial universities. However, to promote technological innovation in the academic environment, it is important to structure a Technological Business Planning Process (TBPP), whose composition is based on three pillars: (i) Technological Planning Process (TPP), that seeks to aid the incorporation of technology, (ii) the Technology Transfer Planning Process (TTPP), consisting of a structuring of all the phases that make up the process of transferring technology from universities to the market, and (iii) the Business Planning Process (BPP), that corresponds to the phases of business development. Together, these three processes comprise the Technological Business Planning Process (TBPP). The structuring of the processes of these businesses is immersed in several situations involving losses and wastes (for example: excessive waiting time, delay and rework during the development process, among others). This aspect leads us to a reflection on the need to adopt methods and tools (we will call this research as practices), guided by lean principles, especially for Lean Product Development (LPD) and Lean Startup Methodology (LSM). In order to respond to the proposed research problem, namely: “How do LPD and LSM practices contribute to PPNT in the academic environment?”, two general research objectives were defined: a) identify a set of LPD practices that contribute to the operation of the PPTec; b) to evaluate the contributions of LSM practices to the TPP, BPP and TTPP phases. In order to proceed with the research, this thesis was organized into four chapters with objectives and different methodological strategies: i) in chapter 1 using the methodological action research strategy was aimed at characterizing the business model of each technological project analyzed; ii) in chapter 2, through the multi-case study, the frequency with which the entrepreneur-researchers had experienced the waste categories and subcategories during the development of the three processes that integrate the TBPP, using the perspective of the LPD; iii) in chapter 3, based on the literature review, it was possible to identify LPD-related practices that can contribute to the reduction of waste experienced by project teams in different phases of the TPP process; iv) chapter 4, through literature review and later action research, had the objective of identifying the LSM practices that could contribute to mitigate the waste experienced by project teams in the different phases of TTPP and BPP. As a result of the research we have: 1) improvement and empirical validation of the model proposed by Reis, Ladeira and Fernandes (2015); 2) contribution to the theoretical framework on LPD, since it was possible to identify LPD practices capable of contributing to the operation of the TPP in its different phases; 3) contribution to the theoretical framework on LSM, since the LSM practices were able to contribute to the operationalization of TTPP and BPP, from a theoretical perspective. As a limitation of the research, we have not been confronted with the practices and wastes in the stage of ideation of the technology, in order to identify the contributions of the same to the initial stages of the business. In part this limitation was related to the specificities of the analyzed projects, since all had a version of its technological product. Another limitation is that the research was applied in only 9 technology-based projects in the academic environment. From this aspect it is important to expand the studies for spinoffs of corporate contexts or belonging to other programs and initiatives to encourage innovation. For the time being, this research was able to contribute to the enrichment and expansion of the literature on LPD, LSM and TBPP, as well as to present mechanisms to aid the process of technological innovation in the academic environment, and to have guided the development of the cases studied.

This thesis objectively assess the economic viability of the newly established startup that aims to become the leading expert on the domestic market in the field of consulting cryptocurrency issues. The aim of this work is to build a business plan, which also includes marketing research, together with the financial plan. An introductory part contains of theoretical framework of the cryptocurrency issues with an analysis of the economic impact on the Czech market. The theoretical part of the thesis is enriched with the necessary methodological basics for writing the business plan. In the practical part of this thesis is to find a business plan aimed at assessing the business model of the startup conducting the methods for the analysis of demand and by analyzing of market potential.

This master thesis deals with an online startup project Tigeroy.ru, which I founded from a reason to make alternative education in real life more popular and easier to find on Russian market during 2012. The team behind the project has already spent some time with development of the application and it is now faced up to a question what to do with the startup. In the thesis, I focus on the product development from the initial idea to the current situation. I analyse all the mistakes which we have made until now and offer further steps and a plan how to continue in developing the project in future. As the result of the thesis, there is also a proposal of a business plan which is created for the purpose of informing a potential investor about the project.

Despite the past decade’s increased adoption of scientific methodologies by startups, most still fail to scale into large companies. The paralyzing plethora of advice, theory and models recommended to startups is poorly matched by practical advice on the applicability and implications of actually following the recommendations. In this action-based research I, an IT consultant for twelve years and founder/co-founder of several startups, try out and evaluate the applicability of methodologies for applying scientific management principles to innovation in early-stage startups. In the first part of my research, I use an naive explorative hands-on approach which results in insights into the limited applicability of popular methodologies such as Growth Hacking and The Lean Startup. These limitations are especially pronounced for early-stage startups who are yet to launch a minimum viable product (MVP), as well as those that have trouble to decide which hypotheses are the riskiest. Most actionable insights during this part stemmed from the engagement in various thought-experiments and reflections, and not from external customer feedback. To remedy this, and to thoroughly evaluate the applicability of a pre-launch market assessment method, I engage in market opportunity discovery following the recommendations set forth by Outcome-Driven Innovation (ODI). This hands-on in-depth approach yielded seemingly high-quality actionable insights with direct implications for the product and marketing strategy of the studied early-stage startup. In the discussion part, I reflect over the applicability of the evaluated methodologies and argue that the main difference between applicable and non-applicable methodologies is whether they are manufacturing-based or needs-based. Finally, I reflect over possible implications and suggest that a startup community wide change of mindset from manufacturing-based methodologies such as The Lean Startup to needs-based methodologies such as Outcome-Driven Innovation will minimize the startup innovation-process variability and increase startup efficiency dramatically on a global scale.

El presente trabajo de investigación tiene como objetivo presentar y desarrollar un proyecto de implementación del modelo Lean Startup en la empresa Cremoladas L7 a fin de aumentar la competitividad de las PYMES a través del posicionamiento de marca y presencia digital, a fin de incrementar su nivel de exposición a nuevos clientes y generar mayores oportunidades de crecimiento y expansión. En ese sentido, se presenta el trabajo de investigación de artículos científicos que brinden mayor sustento en por qué muchas PYMES no alcanzan un nivel de competitividad adecuado o se quedan en el tiempo y llegan incluso a desaparecer. Seguidamente, se identifica el problema en la empresa del caso de estudio, mediante la realización de diferentes tipos de análisis empleando herramientas de gestión y calidad como FODA, Matriz de Análisis de Factores Externos (Matriz EFE), Matriz de Análisis de Factores Internos (Matriz EFI), Matriz de Perfil Competitivo (MPC) y el Árbol de Problemas. A continuación, se presenta la propuesta de solución que involucra herramientas de gestión como el Business Model Canvas (BMC) y la aplicación de la metodología Lean Startup. Finalmente, se presentan los resultados de la implementación de la propuesta de solución mediante indicadores de gestión y marketing digital para tomar la decisión de continuar con lo propuesto o volver a la fase de creación con lo aprendido. / The objective of this research work is to present and develop an implementation project of Lean Startup model in the company Cremoladas L7 in order to increase the competitiveness of SMEs through brand positioning and digital presence, in order to increase their level of exposure to new customers and generate greater opportunities for growth and expansion. In this sense, the authors present scientific articles that provide greater support on why many SMEs do not reach an adequate level of competitiveness or sticks in time and even disappear. Next, the problem in the company in the case study is identified, by performing different types of analysis using management and quality tools such as SWOT, External Factors Analysis Matrix (EFE Matrix), Internal Factors Analysis Matrix (EFI Matrix), Competitive Profile Matrix (MPC) and the Problem Tree. Then, the authors present the solution proposal that involves management tools such as the Business Model Canvas (BMC) and the application of the Lean Startup methodology. Finally, the results of the implementation of the solution proposal are presented through management and digital marketing indicators to make the decision of continue with what is proposed or return to the creation phase with the lessons learned. / Tesis

Abstract The rapid development of digital technology and software in recent years has created great variety of totally new business opportunities. Software startups are commonly considered to be the fastest in exploiting the new opportunities and the most innovative in creating new products and services. At the same time, software startups are often small, immature enterprises with limited resources and inexperienced teams. The initial team plays a key role in the early stages of a software startup. This research focuses on the initial team from the perspective of human capital – the knowledge, experiences, skills, and other cognitive abilities. It studies the initial team empirically, utilizing the multi-case study and triangulation methods applying the human capital, resource-based view, capability, and the opportunity discovery and creation theories. The empirical data were gathered from thirteen software startups in Italy, Norway and Finland, and from a student experiment. From the analysis of this data, a generic structure of a software startup’s initial team was identified, consisting of three different roles, with each having a specific human capital profile. This team structure sought a balance between the team’s human capital and problems and challenges to be solved. The level of the initial human capital of the team and the means to strengthen it varied, and affected the progress of the work in the studied startups. Though the components of the team’s human capital were not rare and inimitable in terms of the resource-based view, building a balanced startup team created a unique and task-specific setup, which is a key capability of a software startup. The balanced startup team structure is proposed to be the generic human capital model of a software startup’s initial team. / Tiivistelmä Digitaalitekniikan ja ohjelmistojen nopea kehitys viime vuosina on synnyttänyt suuren joukon kokonaan uusia liiketoimintamahdollisuuksia. Ohjelmistostartup-yrityksiä pidetään yleisesti nopeimpina hyödyntämään uusia mahdollisuuksia ja erityisen innovatiivisina luomaan uusia tuotteita ja palveluita. Kuitenkin samalla, ohjelmistostartup-yritykset ovat usein pieniä, kehityksensä alussa olevia yrityksiä, joilla on pienet resurssit ja kokematon henkilökunta. Varhaisen vaiheen ohjelmistostartup-yrityksissä alkutiimin merkitys on keskeinen. Tässä tutkimuksessa tarkastellaan alkutiimiä inhimillisen pääoman, osaamisen, kokemuksen ja taitojen, näkökulmasta. Tutkimuksessa tarkastellaan alkutiimiä kokeellisesti, käyttäen monitapaustutkimuksen ja triangulaation menetelmiä ja soveltaen inhimillisen pääoman, resurssipohjaisen näkemyksen, kyvykkyyden ja liiketoimintamahdollisuuksien hyödyntämisen teorioita. Kokeellinen tutkimusaineisto on kerätty kolmestatoista yrityksestä Italiasta, Norjasta ja Suomesta ja yhdestä opiskelijoilla tehdystä kokeellisesta tutkimuksesta. Tutkimuksessa löydettiin alkutiimin yleinen malli. Mallissa on kolme roolia, kullakin oma inhimillisen pääoman profiili. Mallissa on tiimin inhimillisen pääoman ja ratkaistavien ongelmien tasapaino. Tiimien inhimillisen pääoman määrä ja sen kehitystavat vaihtelivat, ja vaikuttivat tutkittavien yritysten edistymiseen. Vaikka alkutiimien inhimillisen pääoman komponentit eivät olleet ainutkertaisia resurssipohjaisen näkemyksen kannalta, tasapainossa olevan alkutiimin rakentaminen synnytti ainutkertaisen, tehtävänmukaisen tiimirakenteen, jota voidaan pitää yrityksen keskeisenä kyvykkyytenä. Havaittu tiimirakenne esitetään yrityksen alkutiimin inhimillisen pääoman yleiseksi malliksi.

Ett affärskoncept har tagits fram och resulterat i en marknadsplats. Marknadsplatsen är en webbsida och mobil applikation vars syfte är att skapa värde av resursers bokningsbara tider som idag har generellt låg beläggning hos aktivitetsanläggningar inom sport, kultur och nöje. Marknadsplatsen är tänkt att samla ett brett utbud av lågbeläggningstider inom olika aktivitetstyper som är typiska vardagsaktiviteter som vänner gör tillsammans. Tanken är att bygga ett starkt varumärke för marknadsplatsen med det tydliga budskapet att "marknadsplatsen tillhandahåller ett brett utbud av prisvärda erbjudanden inom sport- och nöjesaktiviteter, om du väljer att anpassa ditt schema utifrån anläggningarnas lågbeläggningstider". Dessutom är det tänkt att marknadsplatsen ska ha funktionalitet som gör det enklare för användare att boka en tid via marknadsplatsen, genom att synkronisera de olika alternativ av aktiviteter och tider som personer inom en grupp av vänner är intresserade av. Marknadsplatsen är tänkt att riktas till målgrupper med personer som har flexibla scheman, framförallt egenföretagare, studenter och pensionärer. Det finns en god potential för en tredjepart att driva en marknadsplats som specialiserar sig på att skapa värde av lågbeläggningstider. Affärskonceptet hindrar inte anläggningarna från att själva göra ansträngningar för att höja beläggningen på dessa tider, och de kan använda marknadsplatsen som komplement till deras befintliga bokningssystem. Utifrån de anläggningar som har undersökts finns det en god potential för att öka en anläggnings omsättning med ungefär 330 000 kr per år. Affärskonceptet har tagits fram genom att göra en marknadsundersökning baserad på en teknisk produkt som initialt var utformad som ett bokningssystem med olika produktutvecklingsmöjligheter och olika tänkbara kundgrupper att adressera. Marknadsundersökningen gjordes iterativt utifrån projektledningsmetoden Lean Startup som kombinerats med kvalitativa marknadsundersökningstekniker från Innovation Games. / A business concept has been developed into a marketplace. The marketplace is a web and mobile application whose purpose is to create value out of resources' bookable time slots which today generally have low occupation rates at activity facilities within sports, culture and entertainment. The marketplace is intended to bring together a wide range of low occupation rate time slots for different activity types, with types of activities that friends typically do together an ordinary day. The idea is to build a strong brand for the marketplace with the clear message that "the marketplace provides a wide range of affordable offerings for sports and spare time activities, if you choose to adjust your schedule to fit the facilities' low occupation rate time slots". In addition, the marketplace should have functionality that makes it easier for end-users to find a time slot through the marketplace that fits everyone, by synchronizing the various options of activities and time slots preferences that people within a group of friends are interested in. The marketplace is supposed to be targeted to people with flexible schedules, especially self-employed, students and seniors. There is a good potential for a third party to run such a marketplace and specialize in creating value out of low occupation rate time slots. However, the business concept does not prevent the facilities themselves to make efforts which lead to increased occupation rates at time slots with low occupation rates. Furthermore, the facilities are rather supposed to use the marketplace as a complement to their existing booking systems. Based on the examined activity facilities, there is a good potential to increase a facility's turnover with approximately 330 000 SEK yearly. The business concept has been developed by doing a market research based on a technical product which initially was designed as a booking system with different product development opportunities and various potential customer segments to address. The market research was done iteratively by using the project management methodology Lean Startup combined with qualitative market research techniques from Innovation Games.

The so-called digital economy has been growing exponentially in the emerging economies and it is expected to continue growing around the globe. For this reason, many governments are funding support programmes (e.g. Start-up America in the USA, the UK’s Tech City, and Brazil Startup) to both encourage and facilitate the creation of Digital Start-ups (DSs), defined here as recentlycreated enterprises that produce solely digital products or services. Whilst in some regions there is some evidence that these efforts are starting to pay off, the majority of DSs that have grown to become global digital enterprises remain concentrated in the United States and Europe. In the case of Latin America, the digital economy already accounts for between 2-3.2% of GDP. Nonetheless, most e-commerce transactions occur through platforms based in the United States, with a scarcity of examples of Latin American DSs (LADSs) that have grown to become large digital firms. Despite this, the literature has paid little attention to the relationship that exists between the institutional environment and LADS’s agency. The few extant studies that do exist have focused on either institutional or infrastructure constraints and public policies, or business models and resource analysis. To address this knowledge gap, this research studied LADSs in the four largest Latin American countries (Brazil, Mexico, Argentina, and Colombia), representing three-quarters of the region’s GDP, in order to answer the following questions: How do environmental pressures influence the development of LADSs? How do LADSs respond to these pressures and seize potential business opportunities? The research followed a critical realist philosophical foundation and was operationalised through a qualitative exploratory field study of forty organisations, including DSs, accelerators, investors, government agencies, and not-for-profits. Geel’s (2014) Triple Embeddedness Framework (TEF) was chosen as the theoretical framework to guide this research and integrates constructs from the Lean Start-up method (LSM), which was widely adopted by the LADSs to develop their business models. This study provides empirical support for the constructs outlined in the TEF, identifies crucial shortcomings in LSM, and uncovers new constructs that are necessary to accommodate the DSs’ digital properties, which result in tensions between their embeddedness in the institutional environment, their hybrid embeddedness in a product-sector industry and a digital industry, and their embeddedness in a multi-level organisational field that creates a core-periphery relationship between Latin America and the United States. Therefore, a new framework, entitled DIME, is proposed to assist e-entrepreneurs when developing digital business models to achieve the right firm-environment-fit in Latin America. The findings of this study will also contribute to future research, and to guide policy makers interested in fostering the development of the digital economy in emerging economies.