NEW PRODUCT DEVELOPMENT FOR MUSLIM TRAVELER USING LEAN STARTUP METHOD (CASE STUDY: TORCH)

• Main Author: Pawitra Nirmala/29116151, Wini
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/31654
• Institution: Institut Teknologi Bandung

ABSTRACT <br /> <br /> In the past few years traveling has become a lifestyle of people, it's what underlies Torch doing business on traveling equipment. Of the various products marketed, the apparel line on ecommerce channels has not shown good growth, whereas there has always been demand from outdoor agency channels. Meanwhile there is an opportunity for purchasing power in middle-class Muslims who continue to strengthen. Boston Consulting Group (BCG) states that by 2020 the number of Muslim middle-class populations in Indonesia reaches 62.8% of a total of 267 million population. This is the basis of research by conducting internal, external, as well as root cause analysis. The result of weighting SFAS shows that the steps to be taken is rapid growth, one of the strategy is new product development. <br /> <br /> The result of root cause analysis also confirms that the merchandising department (MD) and the design development department (DND) plays an important role. While MD is strongly influenced by external factors because most of the production is managed by the supplier, the DND plays an important role because the MD work process is determined by the product made by the DND. Thus, the focus of research is on the process of creating new designs. <br /> <br /> The new product development approach in this research is using new product development stages by Crawford (2006) such as the opportunities identification, concept generation, concept evaluation, and then at development stage done by Lean Startup method, popularized by Eric Ries through his book ‘The Lean Startup’ (2011) and continued ‘The Startup Way’ (2017) as a cheap, fast, and validated method. Besides aiming to increase apparel sales, this study also proves whether the Lean Startup method is ideal for Torch design process that states as a brand that continues to innovate. <br /> <br /> Middle class Muslim traveler becomes the target of new product development. In addition, the financial strength of SHAFCO (Shafira Corporation), which has the image as a big brand of Muslim fashion as a holding of this brand can be its own strength compared to other outdoor and travel products. <br /> <br /> Assumptions about their needs can be an opportunity with an assessment of using LOFA (Leap Faith of Assumption), and then there is a strong opportunity to proceed at a later stage of designing products that make it easier for Muslim travelers to pray everywhere. This opportunity was developed again in some conceptual ideas that focused more on technical design rather than function. <br /> <br /> At the end of the concept design is selected superior design and then become MVP (Minimum Viable Product) followed by the process of making prototype. After that prototype assess to early adopters or prospective consumers who have profiles in accordance with the target. Assessment is done using the Javelin Board, with a minimum threshold is 6 out of 10. The results of the assessment are very satisfying, 10 out of 10 early adopters say they need the product and willing to buy if the product is already marketed. <br /> <br /> The results of this study indicate that the Lean Startup method is ideal use in the design process at Torch, in accordance with its purpose is fast and validated. During this reinforcement of the design concept only refers to the experience and intuition of qualitative designer’s opinion, with this method the process becomes quantitative. Another recommendation to support this process is that Torch creates a community that matches their consumer profile, so that the process on the Javelin Board can be quickly obtained. <br /> <br />