To Be Lean or Not To Be Lean: Developing a Strategic Plan for a Nutraceutical Startup in Sweden
Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
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.
startup, strategic planning, value proposition design, SWOT, nutraceuticals, symbiotic product.
Other Engineering and Technologies
IdentifiersURN: urn:nbn:se:kth:diva-190199OAI: oai:DiVA.org:kth-190199DiVA: diva2:952070