A Business Proposal for the Automatic Door Market
Authors
Muldbjerg, Jakob Kops ; Hansen, Bjørn Hauge
Term
4. semester
Education
Publication year
2018
Submitted on
2018-06-01
Pages
117
Abstract
This master’s thesis documents the authors’ effort to create and differentiate a venture in the automatic door market by developing an innovative automatic door operator and an accompanying business model. Presented as a combined process and business report, the work is organized into six phases from methodological setup to closure. It applies effectuation and Lean Startup principles, business model tools (including the Business Model Canvas and business model innovation), market and competitor analyses, and marketing management. The market research spans B2B segments such as nursing homes and schools and B2C segments including older adults and people with mobility impairments, mapping the customer journey, channels, and supply chain. Product development addresses freedom to operate, certification, and industry standards, iterating toward a minimum viable product informed by alpha/beta testing concepts. Go-to-market planning blends online campaigns and calls to action with B2B/B2G sales approaches and exploration of funding options. The thesis reports learning outcomes and presents a commercialization plan with preliminary financial projections; specific performance results are not included in the provided excerpt.
Denne kandidatafhandling beskriver to studerendes proces med at etablere og differentiere en virksomhed i markedet for automatiske døre ved at udvikle en innovativ dørautomatik og en tilhørende forretningsmodel. Afhandlingen er udformet som en kombineret proces- og business-rapport, struktureret i seks faser fra metodiske overvejelser til afslutning. Arbejdet bygger på effectuation- og Lean Startup-principper, forretningsmodelværktøjer (bl.a. Business Model Canvas og business model innovation), markeds- og konkurrentanalyser samt marketing management. Markedsundersøgelserne omfatter B2B-segmenter som plejehjem og skoler samt B2C-segmenter som ældre og personer med nedsat mobilitet, og de kortlægger kunderejse, kanaler og forsyningskæde. Produktudviklingen adresserer freedom-to-operate, certificering og branchestandarder og arbejder iterativt mod et minimum viable product med udgangspunkt i alfa-/beta-testkoncepter. Go-to-market-arbejdet kombinerer online kampagner og call-to-action med B2B/B2G-salgsindsats og afdækning af finansieringsmuligheder. Afhandlingen formidler læring og opstiller en kommercialiseringsplan med foreløbige finansielle fremskrivninger; konkrete resultater fremgår ikke af det medsendte uddrag.
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