探討新創事業發展歷程—精實創業觀點

Abstract

網際網路影響的層面越來越深，無論在社交、生活應用及商務層面，消費者正享受前所未有的便利，加上技術應用日新月異，使各行各業小而美，提供更精緻服務的微型企業雨後春筍般成立，嘗試更多創新，透過新科技輔助的成功新創案例不時出現，以服飾產業為例，近年來台灣品牌的東京著衣、lativ為成功案例代表，但事實上，由於進入門檻低，除了微型企業外，不乏上市櫃的廠商湧入創新服務或自創品牌，在進入市場後發現無法達到預期目標而退出的案例更是比比皆是。本研究期望以精實創業的觀點來探討新創事業的發展歷程，以有限的資源及時間，更科學且有邏輯系統的演化，快速驗証商業模式的種種假設，而非採用專家主觀的認知及推論來執行創新。個案公司專注事物本質，以真實市場上消費者的行為模式當核心，不停調整資源及策略，持續找尋能長期創造價值的機會。 本研究以新創精神及精實創業為主軸進行資料蒐集，並統計分析在軸轉過程中的檢視關鍵指標，提煉真實市場所需要的產品及服務，雖然該個案公司縮小規模經營，甚至可能結束經營，但這一路在願景的支持及團隊成員持續學習，找尋永續經營價值的機會，透過此演化歷程的企業文化，相信創業過程會使人更戰戰競競面對環境，並養成持續創新的習慣，在現今瞬息萬變的世界中持續價值創造。 本研究結果期待能提供有志創業創新的創業者，再次審視新創的動機及目的，把握自身擁有最珍貴的資源 - 熱情、時間和希望，相信直覺，積極且虛心地接受市場訊息，勇敢面對創業旅程的艱辛與挑戰，有系統的演化出無可取代的價值創造能力。

Social lives and business developments have changed recently because of internet. Customers are enjoying convenience more than ever, and despite businesses being small and medium-sized, they provide the delicate service. These business providers are trying to innovate successful internet technologies. For example, in apparel industry in Taiwan, tokichoi and lativ accomplished the successful result. In fact, because of the low entry barrier, there are many online stores, including listed companies and small startup companies, joining this pool. They create their own brands and innovative services. As we know, few companies reach their goals, and more and more companies fail and quit the industry. So, the research presented will discuss the development of new venture companies by inspecting the lean start up method. New businesses are using limited resources and time making them easier to evaluate logically and scientifically. The team has to test and verify the business model assumptions, not depend on subjective expertise. In this case, the company focuses value creation, which depends on real market demand. The team has been changing its strategies based on customers’ needs to discover the chance of value creation. The research focuses on entrepreneurship and lean startup to collect information, and analyzes the key index of pivot. This case continuously evaluates the real needs of customers, and provides products and service to satisfy those needs. Although the end phase entails business downsizing, the team will have learned how to create value and deal with the problems startup companies face. The results show that this research design helps new ventures that plan to invest the time and resources in value creation to humbly accept the market result. This encourages them to take risks to gain rewards, and then systematically built the capacity for value creation in the end.