NEW PRODUCT DEVELOPMENT FOR ACCESSORIES BRAND USING LEAN STARTUP METHOD (CASE STUDY: LUNAR MAKER

• Main Author: Syifa Ul Hasanah, Rahma
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/36411
• Institution: Institut Teknologi Bandung

Lunar Maker is a fashion brand based in Bandung focused on women fashion accessories which have been established in January 2016. The concept of Lunar Maker is statement accessories which are created to make the user look elegant yet eye-catching. Lunar Maker always makes accessories to make it “eye-catching” with every detail and currently produced earrings and necklace. Currently, design product of Lunar Maker is still simple and the design depends on the materials from the supplier. The variation of Lunar Maker products is still small and also less varied. Lunar Maker does not have a timeline in launching new collection because every new collection is made in accordance with the availability items of materials from the supplier and also Lunar Maker still has no clue about developing new product, This research will analysis new product development for Lunar Maker using Lean Startup method to solve the business issue. The research uses literatures as reference, supported with data received from interview and questionnaire. Using Lean Startup method, Lunar Maker has two assumptions about value and growth hypothesis. To test the assumption the research use Minimum Viable Product to know what is the product review by taking into consideration of the feedback that can make product get improvement. To solve the business issue, Lunar Maker analysis internal condition using Segmenting Targeting and Positioning and also value chain to identify the description about customer and key activities that can add value to the product. And for external analysis the research uses value proposition and benchmarking to identify what product to make to fit in the market and analyze about several competitors. Lunar Maker use value hypothesis “we believe customers will buy Lunar Maker earrings because it is comfortable and elegant to wear” and growth hypothesis “we believe our customers would gladly recommend our product to their friends”. With Minimum Viable Product, the research conclude the result that the two assumptions pass the test. Lunar Maker conducts an interview and ask what customer feel about the product that could help to measure the product acceptance