New Product Development Using Lean Startup Method: Case of Go Ride! Cycling Wear
Go Ride! Cycling Wear is a cycling apparel brand that founded in 2013. After five years running, there is no significant growth to their business even further fall behind the competitor. In 2018, Go Ride! will introduce a new product in their re-launch. <br /> <br /> <br /> The le...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/27180 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Go Ride! Cycling Wear is a cycling apparel brand that founded in 2013. After five years running, there is no significant growth to their business even further fall behind the competitor. In 2018, Go Ride! will introduce a new product in their re-launch. <br />
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The lean startup method will be used as the core of their new product development. The lean startup method is revolving around the build-measure-learn feedback loop and making a minimum viable product. Qualitative methods, i.e. observation and interview are also conducted, to identify the customer behavior and preference. Demographic data and detailed preference are obtained through a questionnaire. The minimum viable product will be integrated with a marketing strategy. <br />
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The result of the research is a combination of new product development and marketing strategy – an integrated re-launching strategy. Go Ride! Cycling Wear could make a good product to fill the gap in the market. With a good product and good marketing strategy, Go Ride! Cycling Wear could survive in the competition. <br />
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