Suryajaya, Dewa Made Bagus Bhima and Bayu Ilham Pradana, SE., MM (2023) Strategi Pengembangan Startup Dengan Menggunakan Pendekatan Lean Canvas (Studi Kasus Di Startup Lets Play Indonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui implementasi strategi pengembangan startup Lets Play Indonesia dengan menggunakan pendekatan Lean Canvas. Penelitian ini didasari adanya fenomena banyaknya startup penggerak pertama yang gagal dan kondisi ekonomi makro terburuk dalam beberapa tahun terakhir yang mengganggu startup edukasi. Penelitian ini merupakan penelitian kualitatif dengan pendekatan studi kasus dan jenis penelitian deskriptif. Data diperoleh dengan menggunakan teknik wawancara, observasi, dan dokumentasi. Berdasarkan hasil analisis Lean Canvas, Lets Play Indonesia belum mengisi bagian key metrics sehingga diperlukan strategi pengembangan produk melalui penambahan fitur evaluasi pelatihan. Lets Play Indonesia juga dapat menambah customer segments dengan mengimplementasikan strategi pengembangan pasar karena layanan telah diterima pasar dengan baik. Pada bagian channels, Lets Play Indonesia perlu mengimplementasikan strategi penetrasi pasar dengan lebih masif dalam menyebarkan informasi mengenai keunggulan solusi yang ditawarkan dengan menggunakan platform LinkedIn, situs web perusahaan, siaran pers, serta jurnal perdagangan. Secara keseluruhan, Lets Play Indonesia perlu mengimplementasikan strategi fokus dengan menerapkan strategi diferensiasi dan strategi kepemimpinan biaya.
English Abstract
The objective of this research is to identify the implementation of development strategy carried out by Lets Play Indonesia, a startup business, using the Lean Canvas approach. This study was conducted in response to the numerous collapsing initial-driving startups and the worsening macroeconomic conditions during the last few years which disrupt the operation of educational startups. The data of this research was harvested from interviews, observations, and documentations. The results of the Lean Canvas analysis indicate that Lets Play Indonesia has not filled the key metrics part, so the product development strategy is required, in this case by adding an exercise evaluation feature. Furthermore, Lets Play Indonesia needs to add its customer segments by implementing market development strategy since its services have been well accepted. In terms of channels, Lets Play Indonesia needs to implement a more massive market penetration. Here information regarding the excellence of the solutions that they offer can be spread more widely using LinkedIn, company website, press release, and commerce journal. In general, Lets Play Indonesia needs to implement a focus strategy by applying differentiation and cost leadership strategies.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020174 |
| Uncontrolled Keywords: | Strategi Pengembangan, Lean Startup, dan Lean Canvas. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 30 Nov 2023 03:25 |
| Last Modified: | 30 Nov 2023 03:25 |
| URI: | http://repository.ub.ac.id/id/eprint/204854 |
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Text (DALAM MASA EMBARGO)
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