DEVELOP CUSTOMER DISCOVERY AND CUSTOMER VALIDATION FOR STARTUP (CASE: DENTECTOR)

• Main Author: Christi Vesara Manurung, Yosia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/50575
• Institution: Institut Teknologi Bandung

Half of the population in Indonesia as the fourth most populous country in the world are people under 30 years old. It relates to internet usage that increases from 92,5 million in 2018 to 107 million in 2019. Data shows that only 10,2% of people with oral disease that get treatment in Indonesia. This condition was identified as an opportunity by Dentector, a start-up company that looking at the problem of limited information felt by people in order to know about their oral health and visit dentist. Dentector aims to help people to maintain their oral health by giving information about oral health and dentist around them. However, every start-up needs to discover and validate their market, considering that the problem that as the basis of this start-up created is based on the assumption. Furthermore, to justify the problem and the target market are very important in early stage of the start-up creation. The approach used in this study start by conducting a Customer Development analysis consists of Customer Discovery and Customer Validation. Customer Discovery is using problem solution fit canvas while Customer Validation is using Value Proposition Canvas. The result proposes solutions and improvements that can be applied for business development and sustainability of Dentector. Proposing Marketing Funnel is also used with the AISAS concept to project the introduction and sale of this product. Recommendations are also proposed in the form of business development in the future.