The rapid and constant changes in the modern business world and increased global competition are making it more urgent for companies to introduce innovative offerings faster. Startups represent a fundamental element for economic growth. Despite this, startups are characterized by a high failure and uncertainty rate, particularly in the early stages. Over the years, many research types have focused on developing support methodologies to identify a problem and solution. The business and design worlds worked to solve the complexity and de-risk of the innovation process’s initial stages. This attention has led to a lack of optimization and support of the subsequent phases until the market launch. This work aims to explore, through a service-dominant logic approach, the needs of startuppers in the phases following the conception and how they can be supported to optimize their experience. In particular, the research has focused on Design-intensive startups’ target, i.e., of startups that focus on design as primary resources for their development. An explorative research work followed by a series of interviews with actors involved in the field allowed us to identify a new startup generation’s needs. The latter wants to do entrepreneurship with innovative design-based business ideas. Whit this goal was possible, together with the actors involved, to create a collaborative digital service. Startrip is an open-source platform that offers orientation and self-assessment to young entrepreneurs who want to enter the business world with their design-based idea.
I rapidi e costanti cambiamenti in atto nel moderno mondo del business e l’aumento della concorrenza globale e locale rendono più urgente per le aziende la necessità di introdurre offerte innovative. Le startups rappresentano un elemento fondamentale per la crescita economica. Nonostante ciò, sono caratterizzate da un alto tasso di fallimento e d’incertezza, in particolare nelle fasi iniziali del loro ciclo di vita. Nel corso degli anni, molte ricerche (sia del mondo imprenditoriale che di design) si sono concentrate sullo sviluppo di metodologie di supporto per identificare opportunità, problemi e soluzioni innovative. Questo approccio, ha comportato una mancata di conoscenza e ottimizzazione delle fasi successive fino al lancio sul mercato. Per questo motivo questo lavoro si propone di esplorare, attraverso un approccio di design dei servizi, le esigenze degli startupper nelle fasi successive all’ideazione con l’obbiettivo di migliorare la loro esperienza. In particolare, la ricerca si è concentrata sul target delle Design-intensive startups, ovvero quelle startup che si concentrano sul design come risorsa primaria per il loro sviluppo. Un lavoro di ricerca esplorativa seguito da una serie d’interviste agli attori coinvolti nel settore hanno permesso d’identificare le esigenze di una nuova generazione che vuole fare imprenditorialità con idee di business innovative. Con questo approccio è stato possibile progettare un prototipo di servizio digitale e collaborativo. Startrip è una piattaforma open-source che offre orientamento e autovalutazione ai giovani imprenditori che vogliono entrare nel mondo del business con la loro idea design-based.
Startrip. A digital service to support design-intensive startups in launching their business idea into the market
Ritella, Carlotta
2019/2020
Abstract
The rapid and constant changes in the modern business world and increased global competition are making it more urgent for companies to introduce innovative offerings faster. Startups represent a fundamental element for economic growth. Despite this, startups are characterized by a high failure and uncertainty rate, particularly in the early stages. Over the years, many research types have focused on developing support methodologies to identify a problem and solution. The business and design worlds worked to solve the complexity and de-risk of the innovation process’s initial stages. This attention has led to a lack of optimization and support of the subsequent phases until the market launch. This work aims to explore, through a service-dominant logic approach, the needs of startuppers in the phases following the conception and how they can be supported to optimize their experience. In particular, the research has focused on Design-intensive startups’ target, i.e., of startups that focus on design as primary resources for their development. An explorative research work followed by a series of interviews with actors involved in the field allowed us to identify a new startup generation’s needs. The latter wants to do entrepreneurship with innovative design-based business ideas. Whit this goal was possible, together with the actors involved, to create a collaborative digital service. Startrip is an open-source platform that offers orientation and self-assessment to young entrepreneurs who want to enter the business world with their design-based idea.File | Dimensione | Formato | |
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Startrip_Carlotta Ritella.pdf
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https://hdl.handle.net/10589/175373