| dc.contributor.advisor | 溫肇東 | zh_TW |
| dc.contributor.author (Authors) | 王冠智 | zh_TW |
| dc.contributor.author (Authors) | Wang, Kuan Chih | en_US |
| dc.creator (作者) | 王冠智 | zh_TW |
| dc.creator (作者) | Wang, Kuan Chih | en_US |
| dc.date (日期) | 2016 | en_US |
| dc.date.accessioned | 2-May-2016 14:03:51 (UTC+8) | - |
| dc.date.available | 2-May-2016 14:03:51 (UTC+8) | - |
| dc.date.issued (上傳時間) | 2-May-2016 14:03:51 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0099359037 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/89089 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 科技管理與智慧財產研究所 | zh_TW |
| dc.description (描述) | 99359037 | zh_TW |
| dc.description.abstract (摘要) | 打造一個好的產品是所有早期新創公司的核心，然而如何將產品從構想到販售並取顧客喜愛，則是一個需要理論與實務結合、不斷實驗的過程。在本論文中，作者將過去三年實際帶領產品-Voltset從出生到成長的經驗紀錄下來並與理論相呼應，探討一個新產品如何透過不斷循環的迭代過程 (iteration process)增加其新產品完整度 (product readiness) 。這三年當中，作者歸納了 Voltset從初期抽象構想的形成，獲得第一位付費的客戶，到後期在全球最大的群眾募資平台上進行全球市場驗證的過程。本論文主要會針對兩大部分做深度討論: 第一部分著重於探討如何在各種實際市場驗證測試中增加產品就緒度，並點出在目前現有理論框架，如: 精實創業 (the Lean startup) 下可能與實際執行面不同之處。根據本產品的經驗，新產品第一次的迭代過程循環應該經由以下幾個步驟：產品目標市場願景、產品本身定義、最小可行性產品構築、意見領袖背書、市場驗證、市場測試與學習。第二部分則是討論當在定義一個新產品的功能與特徵時，如何正確地選擇性聽取以及以什麼方式來聽取目標客戶的需求。根據打造 Voltset產品的經驗，作者發現當潛在客戶聲音太廣泛時，應只聽取”已付費”客戶的意見，因為該族群的產生是藉由深入了解產品價值，並經歷認同與付費過程而形成，因此會在產品的功能與特徵上的需求較聚焦。 本論文藉由親身實務經驗與理論的對話提供深度的產品迭代過程探討，作者期許這樣的研究能對於縮小理論與實務的鴻溝做出貢獻。 | zh_TW |
| dc.description.abstract (摘要) | Product building is a core activity for any early-stage startup. However, there are still many gaps between literature to real world practice for successfully developing a product that is accepted by the market. In this thesis, the building experience of Voltset -- a one of the kind hardware and software integrated multimeter, is studied for its journey of product iteration process to increase product readiness. The cofounder of the startup as well as the author of this thesis, has reflected his firsthand experience with literature such as the Commercializing New Technologies and the Lean Startup to seek steps necessary to move the project from shaping an abstract concept, acquiring the first paying customer, and then campaigning a successful crowd funding project. The thesis focuses on answering two questions: First, what are the steps required to enhance product readiness through validation testing from the first business idea to receiving its first group of paying customers. Based on the experience of Voltset and the Lean startup framework, it suggests the first product iteration process should loop through the following stages: Product market vision, product definition, minimum viable product building, key opinion leader endorsement, validation sell, measure, and learn. Second, when a product specification needs to be pinpointed, who and how to listen to the voice of targeted customers (VOC) is the state-of-art question for early-stage startups. Within the scope of this experience, it indicates to focus only on paying customers since they understand the potential value of the new product and have similar needs compare to the wide range of feature request from the rest of potential buyers. This thesis provides the insights of product iteration from first-hand experience, enriching the knowledge gap between real product building and theoretic framework point of view. | en_US |
| dc.description.tableofcontents | Table of contents Acknowledgements 1 Abstract 3 Table of contents 4 List of Tables 7 List of Figures 7 1 Introduction 11 1.1 Research motivation 11 1.2 What is Voltset 13 1.3 Objective of the study 14 1.4 Research questions 14 1.5 Research scope 15 1.6 Thesis structure 15 2 Literature Review 16 2.1 Commercializing New Technologies 16 2.2 The Lean Startup 20 2.3 Summary 23 3 Research design 24 3.1 Introduction 24 3.2 Operational parameter variable 24 3.3 Research framework 25 3.4 Autoethnography 27 3.5 Source of data 30 3.6 Key person behind Voltset 30 Page | 5 4 Cases 33 4.1 Introduction 33 4.2 Case 1 - The starting of the idea 35 4.3 Case 2 - Leap of faith, sense-making with potential customer 37 4.4 Case 3 - Meeting the innovators in Maker Faire 42 4.5 Case 4 - Crowd funding on Kickstarter 52 4.6 Summary 65 5 Research Discussion & Findings 66 5.1 Evidence of iteration process could bring higher product readiness 66 5.2 Case 1 – The starting of the idea, before and after 68 5.3 Case 2 – Leap of faith, before and after 68 5.4 Case 3 – Meeting the innovators in Maker Faire, before and after 69 5.5 Case 4 – Crowd funding on Kickstarter, before and after 70 5.6 Findings for the first question 71 5.7 Findings for the second question 75 5.8 Third question: insights found through the Voltset startup experience 77 5.9 Summary 85 6 Conclusion 86 6.1 Answer to the first question 86 6.2 Answer to the second question 88 6.3 Answer to the third question. Insights found from this experience. 89 6.4 Suggestions after this case study for similar startups 90 6.5 Limitations and future suggestions of this research 90 7 References 91 Page | 6 8 Appendix 94 8.1 Voltset Featured on Make front page. 94 8.2 Media Coverage from Make 95 8.3 Online Survey - Questionnaire (Full) 98 8.4 Online Survey - Answers (shown partially) 100 8.5 Initial Voltset Concept 101 8.6 Maker Faire 2013 Material 102 8.7 Maker Faire event pictures 104 8.8 Maker Demographics 106 8.9 Kickstarter backer study example 107 8.10 Kickstarter Video Script 108 8.11 Kickstarter Media Management Example (part) 115 | zh_TW |
| dc.format.extent | 6068970 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0099359037 | en_US |
| dc.subject (關鍵詞) | 新產品完整度 | zh_TW |
| dc.subject (關鍵詞) | 市場驗證 | zh_TW |
| dc.subject (關鍵詞) | 客戶的聲音 | zh_TW |
| dc.subject (關鍵詞) | 新產品開發 | zh_TW |
| dc.subject (關鍵詞) | 群眾募資 | zh_TW |
| dc.subject (關鍵詞) | 精實創業 | zh_TW |
| dc.subject (關鍵詞) | Product readiness | en_US |
| dc.subject (關鍵詞) | validation testing | en_US |
| dc.subject (關鍵詞) | voice of customer | en_US |
| dc.subject (關鍵詞) | new product development | en_US |
| dc.subject (關鍵詞) | crowd funding | en_US |
| dc.subject (關鍵詞) | lean startup | en_US |
| dc.title (題名) | 透過市場驗證歷程增進新產品完整度之研究: 以 Voltset 新創公司為個案 | zh_TW |
| dc.title (題名) | Increasing new product readiness through market validation process: a study from the experience of Voltset startup | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | AngelList. (2013, Feb. 17). Copenhagen School of Entrepreneurship. Retrieved from AngelList: https://angel.co/copenhagen-school-of-entrepreneurship Babbie, E. R. (1989). The practice of social research. Wadsworth Publishing Company. Retrieved from Babbie, Earl R. The practice of social research. Wadsworth Publishing Company, 1989. Blank, S. (2012, Feb. 16). Search versus Execute. Retrieved from http://steveblank.com/2012/03/05/search-versus-execute/ Blank, S., & B Dorf. (2012). The Startup Owner`s Manual: A step-by-step Guide for Building a Great Company. Borden, N. H. (1964). The concept of the marketing mix. Journal of advertising research 4.2, 27. Chang, H. (2008). Autoethnography as method. Left Coast Press. Retrieved from Chang, Heewon. Autoethnography as method. Left Coast Press, Inc., 2008. Copenhagen, D. I. (2015, Feb. 17). Voltset: A startup based on good ideas and computer science. Retrieved from http://diku.dk/english/news/news2015/voltset/ Elias, J. (2014, June 24). FastCompany.com. Retrieved from A smart multimeter that could supercharge the maker movement: http://www.fastcompany.com/3032336/this-smartmultimeter-wants-to-super-charge-the-maker-movement-in-the-mobile-era Ellis, C. S., & Arthur , B. (2000). Autoethnography, personal narrative, reflexivity: Researcher as subject. Geere, D. (2014, June 27). WIRED.co.uk. Retrieved from Voltset is a redesigned multimeter for makers: http://www.wired.co.uk/news/archive/2014-06/27/voltset Gupta, A. K., & Wilemon, D. (1986). A model for studying R&D. Marketing interface in the product innovation process. The Journal of Marketing, Gupta, Ashok K, SP Raj, and David Wilemon. 38-43. Jolly, V. K. (1997). Commercializing new technologies: Getting from mind to market. Harvard Business Press. McCarthy, E. J. (1978). Basic marketing: A managerial approach. RD Irwin. McCarthy, E., & William, P. D. (1964). Basic Marketing. Homewood: Irwin. Media, M. (2016, Feb. 20). Makerfaire. Retrieved from Media Kit & Resources - Maker Faire.: http://makerfaire.com/media-kit-press-resources/ Minimum Viable Product: a guide. (2009, Feb. 19). Retrieved from Startup Lessons Learned: http://www.startuplessonslearned.com/2009/08/minimum-viable-product-guide.html Pepitone, J. (2012, Feb. 22). CNN Money. Retrieved from Why 84% of Kickstarter`s top projects shipped late: http://money.cnn.com/2012/12/18/technology/innovation/kickstarter-shipdelay/ Reed-Danahay, D. (1997). Auto/ethnography: rewriting the self and the social. Berg. Ries, E. (2011). The lean startup: How today`s entrepreneurs use continuous innovation to create radically successful businesses. Crown Books. Sarah, W. ( 2006). An Autoethnography on Learning about Autoethnography. Retrieved from https://www.ualberta.ca/~iiqm/backissues/5_2/PDF/wall.pdf Savoia, A. (2011). Pretotype It 2nd Pretotype Edition - Pre-totyping . Retrieved from http://www.pretotyping .org/uploads/1/4/0/9/14099067/pretotype_it_2nd_pretotype_edition-2.pdf Sinek, S. (2014, Mar. 7). TED Talk. Retrieved from How great leaders inspire action: https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en Sparkes, A. (2013). Autoethnography and Narratives of Self: Reflections on ... Retrieved from http://journals.humankinetics.com/AcuCustom/Sitename/Documents/DocumentItem/171 3.pdf Spendlove, T. (2014, May 28). engineering.com. Retrieved from Voltset- intelligent multimeter for your smartphone: http://www.engineering.com/DesignerEdge/DesignerEdgeArticles/ArticleID/7647/Voltse t--Intelligent-Multimeter-for-your-smartphone.aspx Systems, C. (2014, July 9). www.kickstarter. Retrieved from Smartphone/tablet wireless digital multimeter: https://www.kickstarter.com/projects/692142924/smartphone-tablet-wirelessdigital-multimeter Terranova, A. (2013, Feb. 21). www.makezine.com. Retrieved from Voltset - The Earth`s smartest multimeter.: http://makezine.com/author/ignoblegnome/ Tom Wang, M. L. (2014). Company cloud storage (Internal Company Google Drive Storage). Retrieved from Project Voltset progress and thoughts log. Wall, S. (2014, Feb. 19). Autoethnography: Possibility and Controversy. Retrieved from https://www.youtube.com/watch?v=pEWF0SV9F_s Wang, T., & Larsen, M. (2013). Voltset officer log. Retrieved from Company cloud storage (Google Drive). | zh_TW |
