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To Be Lean or Not To Be Lean: Developing a Strategic Plan for a Nutraceutical Startup in Sweden
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Entrepreneurship and innovation.
2016 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Time to market can be a decisive factor when bringing a new product or a new company to the market. Sometimes, for not defining strategic plans during the new product development phase, companies fail. According to the Lean Start Up Methodology (LSM), testing market-fit as early as possible and customer focused product development are important to increase the chances of a successful commercialization. The definition of a value proposition based on the market needs is seen as a central point to orchestrate key activities such as teamwork, efficient product development and marketing and finally the commercialization. In Sweden, the nutraceutical industry today represents a dynamic sector that offers novel opportunities to converge scientific discovery with growing consumer interest in health-improving foods.This study discourses on functional food segment, with a focus on probiotic, prebiotic and symbiotic-based products. It included a case study in a new company active in the nutraceutical sector in Sweden (TSL). Their actual strategy for commercializing a symbiotic-based weight loss program will be evaluated, and a new strategy built inspired on LSM Methodology is proposed, with a special focus on value proposition design.

Place, publisher, year, edition, pages
2016. , 56 p.
Keyword [en]
startup, strategic planning, value proposition design, SWOT, nutraceuticals, symbiotic product.
National Category
Other Engineering and Technologies
Identifiers
URN: urn:nbn:se:kth:diva-190199OAI: oai:DiVA.org:kth-190199DiVA: diva2:952070
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Available from: 2016-08-19 Created: 2016-08-11 Last updated: 2016-08-19Bibliographically approved

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