Using Value Proposition Design and Lean Method to Reduce Risks of Starting a Business : Case: Cuban Art Gallery
Junttila, Eero (2015)
Tampereen ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015120920017
https://urn.fi/URN:NBN:fi:amk-2015120920017
Tiivistelmä
The objective of this thesis was to create modern dynamic version of business plan to help create products or services with lower risks. The aim of the thesis was to create a successful starting point for a Cuban art gallery by using latest knowledge in business model design to reduce uncertainties. The basic idea was to use Value Proposition Design to design the service around validated customer needs.
This thesis includes quantitative researches that were made about customers and their responses to value propositions. First quantitative research was made as an online survey that had 16 respondents. The second test was a quantitative market research where Google AdWords and Google Analytics were used to analyze customer behavior in online gallery made for this project.
According to the online survey 44% of the respondents were willing to invest up to 300 euros for art works. Moreover, 56% wants to have more colorfulness at their homes while 73% are interested in the story behind artist or artwork, both which are included in the value proposition of the Cuban art gallery. The second market research showed that using decorative paintings and Cuban together as keywords had the highest interest, but clear intent for purchasing sample paintings with proposed prices were not found.
However, the end results validated some of the most important hypotheses about customers and showed promising signals for starting a Cuban gallery. As the second research showed immature market demand for specified niche like Cuban art itself, it was proposed to found an online gallery first, and to try to promote paintings more as an original home decorative paintings.
This thesis includes quantitative researches that were made about customers and their responses to value propositions. First quantitative research was made as an online survey that had 16 respondents. The second test was a quantitative market research where Google AdWords and Google Analytics were used to analyze customer behavior in online gallery made for this project.
According to the online survey 44% of the respondents were willing to invest up to 300 euros for art works. Moreover, 56% wants to have more colorfulness at their homes while 73% are interested in the story behind artist or artwork, both which are included in the value proposition of the Cuban art gallery. The second market research showed that using decorative paintings and Cuban together as keywords had the highest interest, but clear intent for purchasing sample paintings with proposed prices were not found.
However, the end results validated some of the most important hypotheses about customers and showed promising signals for starting a Cuban gallery. As the second research showed immature market demand for specified niche like Cuban art itself, it was proposed to found an online gallery first, and to try to promote paintings more as an original home decorative paintings.