ONE MEDICALOGY PRE-LAUNCHING STRATEGY OF NEW MATERNITY BELTS WITH ANTI RADIATION FEATURE USING LEAN STARTUP METHODOLOGY

• Main Author: Diyan Fitri, Annisa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/68255
• Institution: Institut Teknologi Bandung

This paper will discuss pre-launch strategy taken by One Medicalogy, a startup company specializing in maternity apparels. The strategy will follow lean startup methodology that will guide One Medicalogy to start, build, develop, conduct and maintain its business in the field of anti-radiation maternity belts. A maternity belt is a belt or a corset used to support the lower portion of the belly and back of pregnant women. An anti-radiation maternity belt is a modified maternity belt by embedding an additional anti-radiation layer on the inside part of the belt. The extra layer will protect the fetus growing in the belly of the mother from harmful nonionizing RF-EMF radiation. The source of the radiation is usually electronic devices and gadgets such as personal computers or laptops as well as smartphones. One Medicalogy is committed to design, develop, produce and introduce the belts to the market. Pre-launch strategy will be employed in introducing the belt to the market. This strategy includes conducting market tests by testing the product with potential customers and performing rigorous efforts with them to ensure communication during product design and development by first determining the target market, ensuring that product features line up perfectly with customer needs. A lean startup methodology will also be used to assist One Medicalogy in introducing the belts quickly and successfully to market. In essence, lean startup methodology is a method that focus business efforts in speedy creation of product prototypes by first conducting and testing target market analysis. Feedbacks resulted from prototype tryouts and interviews involving potential customers will be employed quickly to create finished products.