ActiveLab - Incubation of a business idea

Studenteropgave: Speciale (inkl. HD afgangsprojekt)

  • Jannik Strohbeck
4. semester, Forretningsinnovation, Kandidat (Kandidatuddannelse)
The focus of this thesis is the development and validation of a business idea - using the (not yet founded) startup ActiveLab as an example. The proposed idea/solution is a concept for a blood-test subscription that can be done at home. The blood samples are then analysed and based on the results ActiveLab provides personalised recommendations on how to improve the blood levels. Via continuous testing and personalised recommendations, ActiveLab reduces the customer's uncertainty regarding nutrition and supplementation intake and thereby ensuring improved performance and well-being.For the validation of the underlying value proposition and its desirability, multiple MVP experiments were conducted. For example, a fake online shop was set up to validate the offering’s desirability online but also offline. For the actual MVP, the value-adding qualities of the concept were tested with probands end-to-end including blood analysis in a laboratory. The outcomes of those MVP tests indicate clearly that ActiveLab’s offering not only creates initial desirability but also can delight the customer in the long term.
Udgivelsesdato30 dec. 2020
Antal sider127
ID: 396584649