E-Ticaret Girişimlerine Dayalı İşletmelerin Geliştirilmesi ve Bunlara Yapılan Yatırımların İyileştirilmesi için Uygun Bir İş Modeli Sağlanması

Öz

Bu çalışmanın amacı, girişimcilerin yeni işletmeler ve e-ticaret girişimleri geliştirmelerine yardımcı olacak yeni bir iş modeli sunmaktır. Araştırma yöntemi, uygulama amacı açısından keşifsel, yönelimi açısından gelişimsel ve doğası gereği niceldir. Araştırmanın uzman evreni, girişimcilik ve e-ticaret alanında 25 uzmandan oluşmaktadır. Modelin geliştirilmesinde Ostwalder ve Pignor'un (2010) temel girişimci modeli ve bu modelde belirlenen kısıtlamalar esas alınmıştır. Modelin geliştirilmesinde, teorik temelli çalışmalar gözden geçirilerek boyutlar ve her bir boyuta ilişkin bileşenler toplanmıştır. Daha sonra, kapsam geçerlilik oranını hesaplamak için uzmanların görüşlerine dayanarak, başlangıçta ortaya konan boyut ve bileşenlerden 12 boyut ve 83 bileşen nihai olarak onaylanmış ve son haline getirilmiştir. Çalışmanın sonuçları, bu çalışmada sunulan iş modelinin, Osterwalder ve Pignor'un iş modelini geliştirmenin yanı sıra, iş modelinin unsurlarının girişimciler tarafından daha iyi anlaşılmasına yol açtığını ve girişimciler ile yatırımcılar arasında yakınlaşma ve ortak bir iş kavramları anlayışı yaratarak yatırım müzakerelerini geliştirdiğini göstermektedir. Girişimciler, bu gelişmiş iş modeli yatırımından yararlanarak teknik ayrıntıların yanı sıra değer önerisine odaklanmaktadır.

Anahtar Kelimeler

• E-ticaret İşi
• İş Modeli İyileştirme
• Startup Büyümesi
• Yatırım İyileştirme

Providing a Suitable Business Model for Developing Businesses Based on E-Commerce Startups and Improving Investment in them

Abstract

The aim of this study is to present a new business model to help entrepreneurs develop new businesses and e-commerce startups. The research method is exploratory in terms of its application objective, developmental in terms of its orientation, and quantitative in nature. The research expert population is 25 experts in the field of entrepreneurship and e-commerce. The model development was based on the basic entrepreneur model of Ostwalder and Pignor (2010) and the limitations identified in it. In the development of the model, the dimensions and components related to each dimension were collected by reviewing theoretical basis studies. Then, based on the opinions of experts in order to calculate the content validity ratio, 12 dimensions and 83 components were finally confirmed and finalized from the initially introduced dimensions and components. The results of the study show that the business model presented in the present study, in addition to improving the business model of Osterwalder and Pignor, leads to a better understanding of the elements of the business model by entrepreneurs and improves investment negotiations by creating convergence and a common understanding of business concepts between entrepreneurs and investors. By leveraging this improved business model investment, entrepreneurs focus on the value proposition in addition to technical details.

Keywords

• E-commerce Business
• Business Model Improvement
• Startup Growth
• Investment Improvement

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