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26-29 May 2015
Europe/Berlin timezone
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Contribution Research-in-Progress Paper

Fürstenberghaus -
18 - Business Models

The Lean Start-Up: An Exploration of the Challenges of Developing a Social Media App Business Model through Prototyping


  • Bradley KALGOVAS

Primary authors


The “Lean Start-up” Methodology challenges preconceived notions of business model rigidity which have been associated with establishing “brick and mortar” firms, enabling entrepreneurs to adopt a prototyping approach to business model development. This research in progress paper explores the challenges inherent in developing the business model for a social media app; “HuddleMe” through the process of an Action-Case Study Research Method. The study concludes that the challenges associated with developing new IT-enabled business models have not declined, but instead manifest themselves in different forms. Specifically, the key challenges IT-enabled start-up ventures encounter include; (1) understanding the IT fashion and developing an app which is concordant with IT fashion, (2) demonstrating the ability of the app to be “monetised” and (3) mitigating the uncertainty of potential investors through effective communication. From these challenges the research identifies three practical recommendations that practitioners can utilise to overcome the identified challenges; (1) Leverage current trends in IT Fashion when developing an IT-enabled product, (2) Use a proof of principle to secure buy-in an initial area before expanding and (3) Reduce uncertainty through corporate story telling. Further insights and recommendations will be determined as the app is developed and released to market.