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‘
J.F. Meinzer (TU Delft - Industrial Design Engineering)
E.J. Hultink – Mentor (TU Delft - Design, Organisation and Strategy)
J. Coelen – Mentor (TU Delft - DesIgning Value in Ecosystems)
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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.