Návrh Customer Value pre start-up

Bc. Bandurčinová Bandurčinová

Bachelor's thesis

Value Proposition Design for a start-up

Abstract:

The bachelor thesis deals with qualitative research in the field of women's motherhood phase. The goal of my thesis was to formulate Customer Value for my start-up - to design the Customer Value that the start-up should have, so that it can adapt its activities as much as possible to the needs and wishes of its target group. Data were collected through interviews with six selected respondents. For evaluation of the obtained data was chosen the method of thematic analysis. The Value Proposition Canvas tool was also used to organize the data, with which was designed the Customer Value for the start-up itself.

Abstract:

Bakalárska práca sa zaoberá kvalitatívnym výskumom v oblasti fázy materstva žien. Cieľom a mojej práce bolo sformulovať Customer Value pre môj start-up - navrhnúť zákaznícku hodnotu, ktorú by mal start-up mať, aby svoju činnosť mohol čo najviac prispôsobiť potrebám a prianiam svojej cieľovej skupiny. Zber dát bol vykonaný pomocou rozhovorov so šiestimi vybranými respodentkami. Pre vyhodnotenie získaných dát bola zvolená metóda tematickej analýzy. Pre organizáciu dát bol rovnako použitý nástroj Value Proposition Canvas, pomocou ktorého bola navrhnutá samotná Customer Value pre start-up.

Keywords

Customer Value, Customer Value Proposition, Online marketing, Sociálne siete, Startup

Language used: Slovak

Date on which the thesis was submitted / produced: 3. 5. 2022

Thesis defence

• Date of defence: 9. 6. 2022
• Supervisor: PhDr. Martina Švecová, MSc
• Reader: Ing. Vladimír Ezr, CSc.

University of Finance and Administration

Bachelor programme / field:
Marketing Communication / Marketing Communication