Experimental learning as a method to develop go-to-market strategies for start-ups

Designing the product launch strategy for the pre-seed stage start-up ‚Athlete Development‘

Master thesis (2022)

Authors

J.F. Meinzer Industrial Design Engineering

Contributors

H.J. Hultink Design, Organisation and Strategy (supervisor 1)
J. Coelen DesIgning Value in Ecosystems (supervisor 1)
Faculty
Industrial Design Engineering
Copyright: © 2022 Jann Meinzer
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Published Date

01-07-2022

Language

English

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Faculty

Industrial Design Engineering

Abstract

This project lives in the intersection between marketing and entrepreneurship. The client company is Athlete Development, an early stage start-up that creates digital strength & conditioning training plans for team sports athletes. They sought external expertise in the field of branding and the commercialization of their product. As a start-up using bootstrapping as their method of financing, they face many challenges related to managing limited resources. Thus, the minimal means they have cannot facilitate the application of established go-to-market strategies. This project aims to explore how a start-up like Athlete Development can design a go-to-market strategy, using principles from experimental learning while only operating with internal financial resources.