新創公司商業模式的決策歷程 —以某學教顧問事業為例

Abstract

台灣創業風氣持續盛行,然而從貼近現實面的報導中,可以得知即使新創企業 能順利度過創業初期,其中卻只有 1%能撐過五年。因此,如何讓新創企業持續穩 定成長,成為新的課題,也引發本次研究動機。本研究採用個案研究法,選定某一教學顧問事業作為分析的個案。透過半結構 式訪談法深入了解創業者的創業故事, 其商業模式的決策歷程。創業,是一個動 態的過程,利用質性個案分析的方式,能更全面了解研究個案創業過程中與環境互 動的方式。經逐字稿分析後,主要透過創業歷程模式找到關鍵事件並加以分析創業 者的應變 每個階段所採取的商業模式。 本研究給予其他管理者 創業者的建議 主要有四點:第一,在創業初期就要以做「大」為目標;第二,抓住好的機會,並 建置相關核心能力、資源與團隊;第三,讓團隊與資源保有彈性面對外部機會的衝 擊;最後,如果可以,創業者應走在變化前,以增加應變的時間。 整體而言,本研究透過創業歷程模式、商業模式九宮格 精實畫布的架構解釋 研究個案如何彈性地應變環境所帶來的衝擊,並進行商業模式的決策歷程。不僅將 理論與實務做連結,亦能讓創業者在實務上以此為借鏡,得以永續經營。

The ethos of entrepreneurship has been taken hold these years; however, according to the report, which is more practical, even if the start-ups could survive through the beginning of the venture, only 1% of them could last more than 5 years. Hence, how a start-up can grow steadily and make profit continuously becomes a new issue, and that’s also the motivation of this study. This dissertation applies the method of case study based on a learning and teaching consulting company. Through the semi-structured interview, researcher can completely understand the story of the entrepreneur and the business model decision process of the venture. Since starting a business is a dynamic process, researcher can find out the way entrepreneur interacted with the environment through qualitative analysis. This study mainly focuses on the critical incidents during the entrepreneurship and the interactions of the entrepreneur and business model. Through the case study, there are four suggestions for managers and entrepreneurs to keep in mind. First, think “BIG” at the beginning stage of the start-up. Second, seize the good chance, and build related core capabilities, resources and an appropriate team. Third, keep the composition of team and the resources flexible in order to deal with the contingency. Finally, do before the change in environment actually happens, if possible. To sum, this dissertation explains how the entrepreneur in the case study interacted with the changes in environment flexibly by using Timmons Model, Business Model Canvas and Lean Canvas. It provides the start-ups a good example in practical and contributes to the sustainability of the venture.