Developing a Subscription Online Store Business Concept - Case hauvaboxi.fi
Seppälä, Riku (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024061723542
https://urn.fi/URN:NBN:fi:amk-2024061723542
Tiivistelmä
This thesis had three main objectives for the case company, Digiteam Oy. Firstly, to gather market and user data for a new subscription-based business model for dog owners. Secondly, the case company needed information about the buying and spending habits of Finnish dog owners. Thirdly, the case company wanted to use design thinking methods to create an understanding of the potential customer groups of hauvaboxi.fi subscription service. The business concept of hauvaboxi.fi was to offer a dog’s birthday surprise box with a subscription business model for Finnish dog owners. The purpose was to help design a business model which the customers would value and use.
The theoretical framework for the thesis was based on design thinking methods, investigating various business models suitable for the case company, and offering knowledge on value proposition design. The design process chosen to be used in this thesis was Stanford Design School’s design thinking process. The design process helps to understand the potential users of the service better and to design a service the customers would value. The design process included five modes, empathize, define, ideate, prototype, and test.
The method used to gather user and market information were conducting desk research in the early phase of the research phase. During the design thinking process an online survey was sent to Finnish dog owners to gather data about their buying and spending habits. To get a more profound understanding of the potential customers for the business, a semi-structured interview was created and organized. The semi-structured interview method provided means to get in-depth information about the feelings and habits of potential customers.
During the design process it was evident that Finnish dog owners value their dogs tremendously. They see their dogs as family members, which was backed up by the data from the desk research phase as well. The humanization of dogs is a megatrend among dog owners globally. The main findings in the design thinking process were that Finnish dog owners invest in the well-being of their dogs. They were willing to spend more for quality dog food and treats with high quality ingredients. Almost all the respondents celebrate their dog’s birthdays in a similar fashion which humans do.
These findings are valuable if the case company decides to further develop the business plan into an operating business. For sure, there could be a demand for a business model like this and the target groups of the company are passionate about their dogs. Further development regarding the subscription business model could be performed in the future. Finnish dog owners seem to be careful before committing to a long-term subscription business model. They seek to test before the commitment, this factor needs to be considered in the actual business model.
The theoretical framework for the thesis was based on design thinking methods, investigating various business models suitable for the case company, and offering knowledge on value proposition design. The design process chosen to be used in this thesis was Stanford Design School’s design thinking process. The design process helps to understand the potential users of the service better and to design a service the customers would value. The design process included five modes, empathize, define, ideate, prototype, and test.
The method used to gather user and market information were conducting desk research in the early phase of the research phase. During the design thinking process an online survey was sent to Finnish dog owners to gather data about their buying and spending habits. To get a more profound understanding of the potential customers for the business, a semi-structured interview was created and organized. The semi-structured interview method provided means to get in-depth information about the feelings and habits of potential customers.
During the design process it was evident that Finnish dog owners value their dogs tremendously. They see their dogs as family members, which was backed up by the data from the desk research phase as well. The humanization of dogs is a megatrend among dog owners globally. The main findings in the design thinking process were that Finnish dog owners invest in the well-being of their dogs. They were willing to spend more for quality dog food and treats with high quality ingredients. Almost all the respondents celebrate their dog’s birthdays in a similar fashion which humans do.
These findings are valuable if the case company decides to further develop the business plan into an operating business. For sure, there could be a demand for a business model like this and the target groups of the company are passionate about their dogs. Further development regarding the subscription business model could be performed in the future. Finnish dog owners seem to be careful before committing to a long-term subscription business model. They seek to test before the commitment, this factor needs to be considered in the actual business model.