Using the lean startup method for an internet broker in the recycling industry

Transcription

1 Fakultät für Informatik Technische Universität München Using the lean startup method for an internet broker in the recycling industry Master Thesis Stefan Weymann Software Engineering betrieblicher Informationssysteme (sebis) Prof. Dr. Florian Matthes wwwmatthes.in.tum.de Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 1

2 Agenda 1. Research question and method 2. Lean startup method 3. Idea 4. Team 5. Implementation 5.1 What already happened 5.2 Current state 5.3 Next steps 5.4 Measure 5.5 Learn 6. Timetable Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 2

3 Research question and method Question Using the lean startup method for an internet broker in the recycling industry à Is the lean startup method suitable to build up an internet broker in the recycling industry? Method Participant observation à researcher gets part of the observed culture Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 3

4 Lean Startup Method Lean Startup is a largely theoretical methodology for developing businesses and products first proposed in 2011 by Eric Ries. (Wikipedia.org) Start Minimum viable product (MVP) Validated learning Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 4

5 Idea Recycling industry Where we come in Retail industry Consumer Producer Recycling retailer Broker/ Affiliates Metal factory Recycling wholesaler Producer Wholesaler/ Retailer Consumer Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 5

6 Idea Consumer Schrott- Deal.de Recycling Retailer Has recycling necessity Wants an easy and cheap recycling solution Uses the internet to find offers Has a good website for easy and cheap recycling solutions Has a high visibility in the internet Is an agency with solutions for many recycling problems Earns by commission for mediation Is the expert in the operative recycling process Has limited (online) marketing skills Gets its orders from Schrott-Deal.de Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 6

7 Team Hesham Ghandour Savas Hobelsberger Stefan Weymann About Student Computer Science Did already own web projects Works as managing clerk at a recycling retailer Student TUM-BWL Major: Marketing/ Computer Science Worked in E- Commerce Responsibilities Website creation IT-process creation Customer service Order handling Online marketing Management of the company Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 7

8 Implementation What already happend Initial Phase Team building Pre establishment activities Initial website creation (MVP) Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 8

9 Implementation Current state Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 9

10 Implementation Next steps Validated learning A/B Test Build A Learn Measure -deal.de 50 % 50 % B Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 10

11 Implementation Measure Google Analytics Visitors, New Visitors Google Adwords Impression, Klicks, CTR, CPC Intern Data Orders, Revenue SEO Tools Search volume per keyword, page performance competicion Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 11

12 Implementation Learn First learning's: Observation Web form is rarely used à Customers call instead No orders on the weekend Average CPC is too high Internal processes are not optimal Learning Improve website to increase online orders Optimize SEA Campaign Switch to more SEO Create Administration Tool Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 12

13 Timetable Inaugural presentation November 2013 Final presentation Start End Writing the thesis Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 13

14 Questions Stefan Weymann Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 14

15 Sources Picture Slide 2: Slide 3: Slide 3: Slide 4: Slide 7: own pictures Slide 8: Slide 8: Slide 8: Slide 9: Slide 11: Slide 14: Stefan Weymann Using the lean startup method for an internet broker in the recycling industry sebis 15