KIT - Institute of Management - Teaching - Chair of Management Accounting - Theses - Completed Theses - Developing a Customer Value Proposition for a Process-Based Startup in a Regulated Environment

For startups, the commercialisation of their innovation is usually a difficult task. They lack the customer and market knowledge and the relationships with potential customers to build this knowledge. One approach to solving these problems is the Customer Value Proposition (CVP). In addition, communicating the CVP can lead to pilot customers. To test the applicability in process-based startups, a case study was conducted in this thesis. The accompanied company was in a very early stage and had no market offering. Firstly, the CVP statement for the startup was created using the human-centred design process and after successful evaluation, the monetary CVP were created for it. This was done by describing in detail the market offering, the target market and the next best alternative. The influence of a regulated environment on the design was analysed. The paper thus extends the existing literature on applying CVP to process-based startup in regulated environments.