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Article | REF: REX29 V1

Business Model Design

Authors: Gilles BALMISSE, Farid MEBARKI

Publication date: June 10, 2018

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ABSTRACT

This article presents feedback on business model innovation implemented by a web startup through the Lean Startup approach and the Running Lean method.

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AUTHORS

  • Gilles BALMISSE: Management and technology consultant, Montpellier, France

  • Farid MEBARKI: Management Consultant - CNAM Grand Est, University of Lorraine, Nancy, France

 INTRODUCTION

The main challenge for any new business is to design, deploy and validate a business model that is both efficient and sustainable. This is all the more true for innovative products or services, as they often disrupt certain parts of the value chain within the industry in which they are positioned.

This was the challenge that web start-up CloudGarden set itself between 2014 and 2016. Positioned in the emerging but fast-growing market of cloud computing, and more specifically SaaS, this start-up had to start from scratch to design its business model, as it couldn't benefit from existing, proven practices.

Even if this adventure didn't turn out as expected, CloudGarden's feedback is rich in lessons on how to design a new business model in a highly uncertain environment.

Key points

Field: business model innovation

Companies involved: CloudGarden

Technologies/methods involved : Lean Startup

Sectors: cloud computing/SaaS

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KEYWORDS

lean startup   |   model business model innovation   |   Running Lean   |   Lean Canvas

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