Disruptive Entrepreneurship, development of a strategy for disruptive innovation using Design Thinking methods and tools, with a special focus on fast scalable start-ups in the FMCG industry

Abstract

Understanding consumers' issues, aspirations, and wants - and assisting them in solving orattaining them – is the only method and generally the secret to small business success. Design Thinking is a human-centered innovation method in which humans are included in the product and service development process from the start. It's a method in which the final product is builton "human-centric solutions" to people's issues, goals, and requirements.Inspiration, ideation, and implementation are the three phases in the process.All three phases were investigated and emphasized as a case study based on a business strategy in the framework of this thesis.The interview is a tool that originated in the Inspiration phase and is highly successful at producing meaningful customer insights. This strategy, along with the transformation methodologyof "How Might We" questions employed during the Ideation phase, proved to be highly beneficialin developing the company concept.As a result, totally new solutions that are highly beneficial to the client have been developed.Approaches like the Business Model Canvas have shown to be quite useful in continually challenging the concept, looking at it from new angles, and considerably improving it. This is acharacteristic of the implementation phase.Identifying consumer needs that are not properly satisfied by existing products and generating a new idea based on these requirements is a key success factor in building a successful businessmodel and therefore effectively starting a venture.