Designing solutions to solve Bootstrap entrepreneurship problems. A case study of Tropikana

Daniel Felipe Loaiza Perez

Master's thesis

The Use of Design Thinking and Lean Start-Up Methodologies to Market-Test a Bootstrap Business Idea

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.

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

Keywords

Lean Start-up, Design Thinkin, Market Test

Language used: English

Date on which the thesis was submitted / produced: 13. 12. 2017

Thesis defence

• Date of defence: 11. 6. 2019
• Supervisor: Tomáš Ryška
• Reader: Jan Říha

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Management