DEVELOPING NEW PRODUCT USING MINIMUM VIABLE PRODUCT (CASE STUDY: COLLE)

• Main Author: CAHYA AGHNIA (NIM 29316023), MUTIARA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29424
• Institution: Institut Teknologi Bandung

As Japan pop culture arise in Indonesia, the anime and manga related market is increasing. The culture of collecting and consuming anime and manga related product is growing fast inside the community. Looking at this trend, Colle saw an opportunity to join the market and start their business. <br /> <br /> Colle is a brand from Indonesia which supply itabag for Indonesian anime and manga merchandise collectors. Started in January 2017, Colle already get some attention from local collectors and even international buyers. But up until now, Colle mostly make their product based only on experience and feeling. And now Colle’s product is not attracting many consumers enough to make the company grow fast. Therefore, Colle want to know which product can attract more consumers and lead to Colle’s growth. To be able to get a good product, this research is needed. The goal of this research is to get result of the sales, get feedback and insight of the new product, and process it to improve the product. <br /> <br /> The methodology used is qualitative method. The research done as a field research by developing a new product and test the product directly to the market using Minimum Viable Product from Lean Startup concept. The research starts by interviewing 8 current customers and find out their needs and wants for an itabag, it shows that they need more variety of colors for the bag. Then followed with internal and external analysis using SWOT analysis that shows there is a strength in Colle customer service and an opportunity of new technology use for the bag which is fabric printing. After collecting the results and process them to get a new value proposition which fulfill the customer needs and wants, a new product is developed, and Minimum Viable Product was made. The Minimum Viable Product is a catalog of the new products variety, published online and tested for 2 weeks and get 11 purchases as the result. After the test period, the 3 customers who bought the new product and 2 customers who interested on the product but not make purchase are interviewed using semi-structured interview to get insight and feedback for the product. <br /> <br /> The data that has been gathered, processed with coding, and the result shows that customers need wider choice of colors, patterns, and illustrations. The result also shows that customers want more freedom to choose any design they like freely and hope to use their own images for their exclusive itabag. This result then will be implemented on new product improvement and tested with a manual submission system as the Minimum Viable Product on the next future product test.