Validação de modelo de negócios: estratégias aplicadas a uma startup em tração

Abstract

The business model is how a business, whether traditional or disruptive, manages to create, capture and deliver value to its customers, solving a real demand in the market in which it operates. In the environment of startups, the validation of this model is even more necessary, since these companies are inserted in conditions of extreme uncertainty. This challenge is not so simple, and many times it is executed without a theoretical methodology applied in this process, therefore, substantiating this process through methodologies, methods and practices already validated by the academy and the market become essential to obtain the best results within this context, since one of the main causes of startups not surviving the so-called "valley of death" is related to the difficulty of the market to absorb the company's value proposition that is delivered through its product or service, also understood as the Product-Market Fit (PMF) of the startup in its market. If your PMF does not prove to be efficient in the beginning or loses strength during the development of the business, it may be necessary to carry out a "pivot", a movement understood as the startup "turning" in another direction, testing new hypotheses, but seeking to maintain its base already conquered in the market. Thus, the present work presents the business model validation journey performed in a startup that already exists in the market using methodologies that support the validation of a business model, such as the Business Model Canvas (BMC), Lean Startup (LS), Lean Product Process (LPP), Feedback Cycle, among others, aiming to obtain the Startup's PMF and that serve as a guide for the "pivot" of the current startup model to a new business model that is innovative and consistent with the pains and real needs of its customers and market.