Delivery Service Concept Development for C2C Marketplace with Lean Startup Principles
Putro, Marjaana (2016)
2016
Tietojohtamisen koulutusohjelma
Talouden ja rakentamisen tiedekunta - Faculty of Business and Built Environment
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Hyväksymispäivämäärä
2016-04-06
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tty-201603243761
https://urn.fi/URN:NBN:fi:tty-201603243761
Tiivistelmä
Information technology has led to a significant growth of e-commerce and consumer-to-consumer marketplaces in the recent years. This has created new business possibilities along with the increasing importance of services in modern society. The current service models are renewing and reshaping in different industries, logistics and home deliveries among one of them. In consumer logistics one of the most critical steps is the last part of the delivery, and different type of solutions try to solve this so called last mile issue. However, there are no established practices, especially what it comes to the combination of services and logistics with consumer-to-consumer marketplaces.
The research focuses on these areas of development and examines how to create a consumer-based distribution service concept for a consumer-to-consumer marketplace. A case company for the study is Finland’s leading consumer marketplace Tori.fi, owned by Schibsted Media Group.
The research approaches the issue with a methodology of lean startup, which provides a set of practices for creating new products or services under conditions of extreme uncertainty. It is a business development method that brings lean manufacturing and agile development principles into an innovation process. In the study lean startup adaptation includes a preparation stage, workshop, mobile web experiment, ten consumer interviews, and learning in different stages of the process. The essential development tools utilized were personas, lean canvases, and an experiment loop tool. The workshop examined a concept that could minimize the marketplace selling effort. In the experimented solution multiple products could be picked up from the seller’s home door, and prized, sorted, and sold for them. Seller behavior and needs were then analyzed further with consumer interviews.
The lean startup development process, and the analyses and frameworks made base on it, cover the results of the study. The most important findings are the efforts to understand the C2C seller needs and more systematic alignment of C2C with services, and lean startup usage in the academic research.
The research focuses on these areas of development and examines how to create a consumer-based distribution service concept for a consumer-to-consumer marketplace. A case company for the study is Finland’s leading consumer marketplace Tori.fi, owned by Schibsted Media Group.
The research approaches the issue with a methodology of lean startup, which provides a set of practices for creating new products or services under conditions of extreme uncertainty. It is a business development method that brings lean manufacturing and agile development principles into an innovation process. In the study lean startup adaptation includes a preparation stage, workshop, mobile web experiment, ten consumer interviews, and learning in different stages of the process. The essential development tools utilized were personas, lean canvases, and an experiment loop tool. The workshop examined a concept that could minimize the marketplace selling effort. In the experimented solution multiple products could be picked up from the seller’s home door, and prized, sorted, and sold for them. Seller behavior and needs were then analyzed further with consumer interviews.
The lean startup development process, and the analyses and frameworks made base on it, cover the results of the study. The most important findings are the efforts to understand the C2C seller needs and more systematic alignment of C2C with services, and lean startup usage in the academic research.