Percorrer por autor "Rabe, Fabian"
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- Business ideation in the coffee market : validation of customer profiles to verify the market opportunity for a portable coffee makerPublication . Rabe, Fabian; Lino, Rute Sofia Barbosa XavierInvolving customers in the process of developing new products and services promises to reduce the uncertainty of the environment in which start-ups operate. This dissertation investigates the market opportunity of a portable coffee maker through customer feedback. By following the principles of the Lean Startup Approaches, the study verifies the founder’s assumptions about customer profiles, and (re-)designs the start-up’s value propositions in a way that creates a match – the Problem-Solution Fit. The launch of a customer discovery survey helped to identify customer‘s desires and needs in their coffee break. As the results show, customers do not consider mobility as a key characteristic for their coffee maker. However, the findings indicate that customers value aspects like convenience, sustainability, the act of socializing while drinking a coffee, and a feeling of self-satisfaction from brewing coffee themselves. Even though customer feedback did not validate that mobility creates much customer value, the findings on customer’s preferences will be used to revise the founder’s business idea. A pivot to an innovative coffee experience will initiate a second feedback cycle of customer discovery. To summarize, the study proves the value of early customer feedback because it prevented wasting the founder’s resources for product development when there is no market opportunity, and increased the validity of customer profiles.