Banca de DEFESA: GIULIA TRUCOLO MARTINELLI DE OLIVEIRA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : GIULIA TRUCOLO MARTINELLI DE OLIVEIRA
DATE: 29/04/2024
TIME: 13:30
LOCAL: meet.google.com/jjr-zztq-kge Editar
TITLE:

Enolab: proposal for a business model for a laboratory in the Serra Gaúcha

KEY WORDS:

lean startup; customer prospecting; oenology laboratory; products and services

PAGES: 103
BIG AREA: Outra
AREA: Multidisciplinar
SUMMARY:

Enolab, the object of study in this work, is a laboratory specialized in physical-chemical and microbiological analysis of grapes, musts, wines and sparkling wines, in addition to providing agronomic and oenological consultancy services. Operating for 19 years, it is characterized as a small, family-owned company with 4 employees on its team. Considering the seasonality of work due to the grape harvest and the expansion of wine regions in Brazil, there was a need to understand the main barriers and opportunities and innovate in its business model, using the resources it already has. Therefore, this work proposes to develop a new business model based on the Business Model Canvas format proposed by Osterwalder and Pigneur (2011) and create a value proposition that solves customers' pain. Supported by Design Science Research, we sought to elucidate the concepts of agile and visual methodologies, through a Systematic Literature Review. Using SWOT Analysis and Design Thinking tools, such as Mind Map, Empathy Map and User Journey, it was possible to obtain insights and enter into a value co-creation process with the involvement of several actors. The BMC proposed for the laboratory is easy to understand, allowing an overview of the business and its periodic review. With emphasis on the key partnerships suggested and the new customer segments that can be served, we seek to execute more assertive actions, with the customer as the main focus.

COMMITTEE MEMBERS:
Presidente - 1796017 - SHANA SABBADO FLORES
Interno - 1356958 - EVANDRO FICAGNA
Externo à Instituição - RENATO KOCH COLOMBY - IFPR
Externo à Instituição - GLAUBER ADENIR SOARES PRETO