Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/89089
|
| Title: | 透過市場驗證歷程增進新產品完整度之研究: 以 Voltset 新創公司為個案
Increasing new product readiness through market validation process: a study from the experience of Voltset startup |
| Authors: | 王冠智
Wang, Kuan Chih |
| Contributors: | 溫肇東
王冠智
Wang, Kuan Chih |
| Keywords: | 新產品完整度
市場驗證
客戶的聲音
新產品開發
群眾募資
精實創業
Product readiness
validation testing
voice of customer
new product development
crowd funding
lean startup |
| Date: | 2016 |
| Issue Date: | 2016-05-02 14:03:51 (UTC+8) |
| Abstract: | 打造一個好的產品是所有早期新創公司的核心，然而如何將產品從構想到販售並取顧客喜愛，則是一個需要理論與實務結合、不斷實驗的過程。在本論文中，作者將過去三年實際帶領產品-Voltset從出生到成長的經驗紀錄下來並與理論相呼應，探討一個新產品如何透過不斷循環的迭代過程 (iteration process)增加其新產品完整度 (product readiness) 。這三年當中，作者歸納了 Voltset從初期抽象構想的形成，獲得第一位付費的客戶，到後期在全球最大的群眾募資平台上進行全球市場驗證的過程。本論文主要會針對兩大部分做深度討論: 第一部分著重於探討如何在各種實際市場驗證測試中增加產品就緒度，並點出在目前現有理論框架，如: 精實創業 (the Lean startup) 下可能與實際執行面不同之處。根據本產品的經驗，新產品第一次的迭代過程循環應該經由以下幾個步驟：產品目標市場願景、產品本身定義、最小可行性產品構築、意見領袖背書、市場驗證、市場測試與學習。第二部分則是討論當在定義一個新產品的功能與特徵時，如何正確地選擇性聽取以及以什麼方式來聽取目標客戶的需求。根據打造 Voltset產品的經驗，作者發現當潛在客戶聲音太廣泛時，應只聽取”已付費”客戶的意見，因為該族群的產生是藉由深入了解產品價值，並經歷認同與付費過程而形成，因此會在產品的功能與特徵上的需求較聚焦。
本論文藉由親身實務經驗與理論的對話提供深度的產品迭代過程探討，作者期許這樣的研究能對於縮小理論與實務的鴻溝做出貢獻。
Product building is a core activity for any early-stage startup. However, there are still many gaps between literature to real world practice for successfully developing a product that is accepted by the market. In this thesis, the building experience of Voltset -- a one of the kind hardware and software integrated multimeter, is studied for its journey of product iteration process to increase product readiness. The cofounder of the startup as well as the author of this thesis, has reflected his firsthand experience with literature such as the Commercializing New Technologies and the Lean Startup to seek steps necessary to move the project from shaping an abstract concept, acquiring the first paying customer, and then campaigning a successful crowd funding project. The thesis focuses on answering two questions: First, what are the steps required to enhance product readiness through validation testing from the first business idea to receiving its first group of paying customers. Based on the experience of Voltset and the Lean startup framework, it suggests the first product iteration process should loop through the following stages: Product market vision, product definition, minimum viable product building, key opinion leader endorsement, validation sell, measure, and learn. Second, when a product specification needs to be pinpointed, who and how to listen to the voice of targeted customers (VOC) is the state-of-art question for early-stage startups. Within the scope of this experience, it indicates to focus only on paying customers since they understand the potential value of the new product and have similar needs compare to the wide range of feature request from the rest of potential buyers. This thesis provides the insights of product iteration from first-hand experience, enriching the knowledge gap between real product building and theoretic framework point of view. |
| Reference: | AngelList. (2013, Feb. 17). Copenhagen School of Entrepreneurship. Retrieved from AngelList: https://angel.co/copenhagen-school-of-entrepreneurship
Babbie, E. R. (1989). The practice of social research. Wadsworth Publishing Company. Retrieved from Babbie, Earl R. The practice of social research. Wadsworth Publishing Company, 1989.
Blank, S. (2012, Feb. 16). Search versus Execute. Retrieved from http://steveblank.com/2012/03/05/search-versus-execute/
Blank, S., & B Dorf. (2012). The Startup Owner`s Manual: A step-by-step Guide for Building a Great Company.
Borden, N. H. (1964). The concept of the marketing mix. Journal of advertising research 4.2, 27.
Chang, H. (2008). Autoethnography as method. Left Coast Press. Retrieved from Chang, Heewon. Autoethnography as method. Left Coast Press, Inc., 2008.
Copenhagen, D. I. (2015, Feb. 17). Voltset: A startup based on good ideas and computer science. Retrieved from http://diku.dk/english/news/news2015/voltset/
Elias, J. (2014, June 24). FastCompany.com. Retrieved from A smart multimeter that could supercharge the maker movement: http://www.fastcompany.com/3032336/this-smartmultimeter-wants-to-super-charge-the-maker-movement-in-the-mobile-era
Ellis, C. S., & Arthur , B. (2000). Autoethnography, personal narrative, reflexivity: Researcher as subject.
Geere, D. (2014, June 27). WIRED.co.uk. Retrieved from Voltset is a redesigned multimeter for makers: http://www.wired.co.uk/news/archive/2014-06/27/voltset
Gupta, A. K., & Wilemon, D. (1986). A model for studying R&D. Marketing interface in the product innovation process. The Journal of Marketing, Gupta, Ashok K, SP Raj, and David Wilemon. 38-43.
Jolly, V. K. (1997). Commercializing new technologies: Getting from mind to market. Harvard Business Press.
McCarthy, E. J. (1978). Basic marketing: A managerial approach. RD Irwin.
McCarthy, E., & William, P. D. (1964). Basic Marketing. Homewood: Irwin.
Media, M. (2016, Feb. 20). Makerfaire. Retrieved from Media Kit & Resources - Maker Faire.: http://makerfaire.com/media-kit-press-resources/
Minimum Viable Product: a guide. (2009, Feb. 19). Retrieved from Startup Lessons Learned: http://www.startuplessonslearned.com/2009/08/minimum-viable-product-guide.html
Pepitone, J. (2012, Feb. 22). CNN Money. Retrieved from Why 84% of Kickstarter`s top projects shipped late: http://money.cnn.com/2012/12/18/technology/innovation/kickstarter-shipdelay/
Reed-Danahay, D. (1997). Auto/ethnography: rewriting the self and the social. Berg.
Ries, E. (2011). The lean startup: How today`s entrepreneurs use continuous innovation to create radically successful businesses. Crown Books.
Sarah, W. ( 2006). An Autoethnography on Learning about Autoethnography. Retrieved from https://www.ualberta.ca/~iiqm/backissues/5_2/PDF/wall.pdf
Savoia, A. (2011). Pretotype It 2nd Pretotype Edition - Pre-totyping . Retrieved from http://www.pretotyping .org/uploads/1/4/0/9/14099067/pretotype_it_2nd_pretotype_edition-2.pdf
Sinek, S. (2014, Mar. 7). TED Talk. Retrieved from How great leaders inspire action: https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en
Sparkes, A. (2013). Autoethnography and Narratives of Self: Reflections on ... Retrieved from http://journals.humankinetics.com/AcuCustom/Sitename/Documents/DocumentItem/171 3.pdf
Spendlove, T. (2014, May 28). engineering.com. Retrieved from Voltset- intelligent multimeter for your smartphone: http://www.engineering.com/DesignerEdge/DesignerEdgeArticles/ArticleID/7647/Voltse t--Intelligent-Multimeter-for-your-smartphone.aspx
Systems, C. (2014, July 9). www.kickstarter. Retrieved from Smartphone/tablet wireless digital multimeter: https://www.kickstarter.com/projects/692142924/smartphone-tablet-wirelessdigital-multimeter
Terranova, A. (2013, Feb. 21). www.makezine.com. Retrieved from Voltset - The Earth`s smartest multimeter.: http://makezine.com/author/ignoblegnome/
Tom Wang, M. L. (2014). Company cloud storage (Internal Company Google Drive Storage). Retrieved from Project Voltset progress and thoughts log.
Wall, S. (2014, Feb. 19). Autoethnography: Possibility and Controversy. Retrieved from https://www.youtube.com/watch?v=pEWF0SV9F_s
Wang, T., & Larsen, M. (2013). Voltset officer log. Retrieved from Company cloud storage (Google Drive). |
| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
99359037 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0099359037 |
| Data Type: | thesis |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 903701.pdf | 5926Kb | Adobe PDF2 | 372 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
