Propose Customer Development Framework for Cloud-Based Enterprise Resource Planning (ERP) Start-up
DOI:
https://doi.org/10.12695/ajtm.2019.12.2.3Keywords:
Business Model, Customer Development, Customer-Problem-Solution, Lean Startup, Product-Market FitAbstract
IT role in business has been enabling faster analysis and more reliable decision making and it has been the backbone for industry’s competitive factor. However, full scale ERP software are still too costly for small and medium enterprises. Company X wanted to build the disruptive integrated Business Process Management software that could be accepted by wide range of business. Putting great efforts on product development prior to launching, the founders had not probed the problems from the customer’s point of view. This research approached the Company’s problem with customer learning and discovery from Customer Development Model. The approach includes testing the hypotheses of the customer – problem – solution fit, and product – market fit by interviewing several businesses, with the Javelin Validation Board (Lean Startup Machine) was used to help the iteration of validation process. The result of the hypotheses validation includes: narrowing customer target segment, splitting the features to several modules to be sold separately, and adding customer support team. Company X needs to narrow the customer target segment to be small and medium scale enterprises which had not settled with complex system and just about to gain more control over their operations.Downloads
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Crunchbase.com. (n.d.). Company Overview. Retrieved December 18, 2016, from Crunchbase.com: https://www.crunchbase.com/organization
Customer Lifetime Value to Customer Acquisition Ratio (CLV:CAC). (n.d.). Retrieved June 1, 2017, from KlipFolio: https://www.klipfolio.com/resources/kpi-examples/saas-metrics/customer-lifetime-value-to-customer-acquisition-ratio
Fagerholm, F., Guinea, A. S., Mäenpää, H., & Münch, J. (2017, January). The RIGHT model for Continuous Experimentation. Journal of Systems and Software, 123, 292–305. doi:10.1016/j.jss.2016.03.034
Freischlad, N. (2016, June 3). Startup builds software for Indonesia’s small businesses, raises $1.9m series A. Retrieved December 18, 2016, from Techinasia.com: https://www.techinasia.com/mobile-payments-startup-aims-indonesias-small-businesses-19m-series
Frisk, E. (2014). Exploring Customer On-boarding in SaaS Startups. Göteborg, Sweden.
(2017). Hasil Pendaftaran (Listing) Usaha / Perusahaan Sensus Ekonomi 2016. Jakarta: Badan Pusat Statistik Provinsi DKI Jakarta.
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2011). Strategic Management: Competitiveness and Globalization: Concepts, Ninth Edition. South-Western Cengage Learning.
How to estimate market size: Business and marketing planning for startups. (2009, December 06). Retrieved May 28, 2017, from MaRS DISCOVERY DISTRICT: https://www.marsdd.com/mars-library/how-to-estimate-market-size-business-and-marketing-planning-for-startups/
(2015). Jumlah UMKM Berdasarkan Tipe Bisnis Tahun 2015 . Bandung: Dinas KUMKM dan Perindag Kota Bandung.
Jutras, C. (2010). ERP in SME Fueling Growth and Profit. Aberdeen Group. Retrieved from https://www.iia.nl/SiteFiles/enterprise-resource-planning.pdf
Lebang, U. R. (2016). Analisis Internet Skills Berdasarkan Medium-Related Skills dan Content-Related Skills Pengusaha Mikro di Kota Bandung. Universitas Telkom, 2016. Retrieved from Repository Telkom University: https://repository.telkomuniversity.ac.id/pustaka/files/117173/bab1/analisis-internet-skills-berdasarkan-medium-related-skills-dan-content-related-skills-pengusaha-mikro-di-kota-bandung.pdf
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Perkembangan Data Usaha Mikro, Kecil, Menengah (UMKM) dan Usaha Besar (UB) tahun 2012-2013. (2014). Retrieved May 28, 2017, from Kementrian Koperasi dan Usaha Kecil dan Menengah: http://www.depkop.go.id/berita-informasi/data-informasi/data-umkm/
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SAP Tawarkan Solusi Terintegrasi untuk UKM: Harga Terjangkau, Aplikasi Mudah. (2016, November 14). Retrieved December 18, 2016, from Industri - Bisnis.com: http://industri.bisnis.com/read/20161114/105/600234/sap-tawarkan-solusi-terintegrasi-untuk-ukm-harga-terjangkau-aplikasi-mudah
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Seethamraju, R. (2015, June). Adoption of Software as a Service (SaaS) Enterprise Resource Planning (ERP) Systems in Small and Medium Sized Enterprises (SMEs). Information Systems Frontiers, 17(3), 475–492. doi:10.1007/s10796-014-9506-5
Skok, D. (2013). SaaS Metrics 2.0 – Detailed Definitions. Retrieved May 30, 2017, from forentrepreneurs.com: http://www.forentrepreneurs.com/saas-metrics-2-definitions-2/
Sun, W., Zhang, K., Chen, S.-K., Zhang, X., & Liang, H. (2007). Software as a Service: An Integration Perspective. International Conference on Service-Oriented Computing, 558-569. doi:10.1007/978-3-540-74974-5_52
Techinasia.com. (n.d.). Company Profile. Retrieved December 18, 2016, from Tech in Asia - Connecting Asia’s startup ecosystem: https://www.techinasia.com/companies/
Vossen, G. (2014, Feb). Big data as the new enabler in business and other intelligence. Vietnam Journal of Computer Science(1), 3-14. doi:10.1007/s40595-013-0001-6
Weiss, J., Thorogood, A., & Clark, K. D. (2007). Three IT-Business Alignment Profiles: Technical Resource, Business Enabler, and Strategic Weapon. Communications of the Association for Information Systems, 18, Article 33. Retrieved from http://aisel.aisnet.org/cais/vol18/iss1/33
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Submitted
2019-01-24
Accepted
2019-08-05
Published
2019-08-28
How to Cite
Wijaya, M., & Dhewanto, W. (2019). Propose Customer Development Framework for Cloud-Based Enterprise Resource Planning (ERP) Start-up. The Asian Journal of Technology Management (AJTM), 12(2), 103–117. https://doi.org/10.12695/ajtm.2019.12.2.3
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