THE IMPORTANCE OF VALUE PROPOSITION ON THE ROAD FROM OPPORTUNITY TO PRODUCT

Öz

Entrepreneurs take action with the aim of ensuring the sustainability of their businesses, making profits and growing. Acquiring and retaining customers, and generating new leads through existing customers, is essential in achieving these goals. Therefore, entrepreneurs should aim to identify the problems or needs of customers. Solving the identified problem or meeting the need allows for the emergence of opportunities. The emerging opportunity should be reinforced with a value proposition as it is transformed into a business idea. Value proposition is considered important in the development of an innovative, high value-added and technological business idea and new product development. The aim of this study is to draw attention to the importance of the value proposition in transforming market opportunities into products. It is recommended that potential entrepreneurs who want to join the entrepreneurship ecosystem develop their business ideas by taking the value proposition into consideration. For this purpose, suggestions are given based on the value propositions of the companies. Companies that have achieved worldwide success and are entitled to receive investment and called unicorns are discussed. In today's world where technology is heavily in our lives, entrepreneurs who plan to use technology supported products or services should emphasize features such as speed, innovation, flexibility, a website with a user-friendly design, reliable access and affordable cost will provide an advantage over their competitors. Entrepreneurs have goals of growth, making profit and differentiation from competitors. Developing a strong value proposition is believed to support entrepreneurs achieving their goals and becoming a sustainable business.

Anahtar Kelimeler

• Entrepreneurship
• Business Idea
• Value Proposition
• Unicorn
• Opportunity
• New Product

FIRSATTAN ÜRÜNE GİDEN YOLDA DEĞER ÖNERİSİNİN ÖNEMİ

Öz

Girişimciler işletmelerinin sürdürülebilirliğini sağlama, kar elde edebilme ve büyüme hedefleriyle harekete geçmektedir. Müşterileri elde etme, elde tutma ve mevcut müşteriler aracılığıyla yeni potansiyel müşteriler yaratma, bu hedeflerin gerçekleştirilmesinde önemli bir öneme sahiptir. Bu nedenle girişimciler; müşterilerin problem ya da ihtiyaçlarını belirleyebilmeyi amaç edinmelidir. Belirlenen problemin çözülmesi ya da ihtiyacın karşılanması ise fırsatların ortaya çıkmasına imkân sağlamaktadır. Ortaya çıkan fırsat; bir iş fikrine dönüştürülürken değer önerisi ile güçlendirilmelidir. Yenilikçi yönü gelişmiş, katma değeri yüksek ve teknolojik olan bir iş fikri ve yeni ürün geliştirmede değer önerisi önemli görülmektedir. Bu çalışmanın amacı; pazardaki fırsatın ürüne dönüştürülmesinde değer önerisinin önemine dikkat çekmektir. Girişimcilik ekosistemine dahil olmak isteyen potansiyel girişimcilerin iş fikirlerini değer önerisini dikkate alarak geliştirmeleri önerilmektedir. Bu amaçla firmaların değer önerilerinden yola çıkılarak öneriler verilmektedir. Dünya çapında başarı yakalamış olan ve yatırım almaya hak kazanarak unicorn olarak adlandırılmış firmalar ele alınmıştır. Teknolojinin yoğun olarak hayatımızda olduğu günümüzde özellikle dijital teknoloji destekli mal ve hizmetler ortaya çıkarmayı planlayan girişimcilerin değer önerilerinde; hız, yenilik, esneklik, kullanıcı dostu tasarımı olan web sitesi, güvenilir erişim ve uygun maliyet gibi özellikleri vurgulamalarının rakiplerine karşı avantaj sağlayacağı düşünülmektedir. Girişimcilerin güçlü bir değer önerisi oluşturmasının; rakiplerden farklılaşma, kar elde etme ve büyüme hedeflerini gerçekleştirmelerini ve böylece sürdürülebilir bir işletme olmalarını destekleyeceği düşünülmektedir.

Anahtar Kelimeler

• Girişimcilik
• İş Fikri
• Değer Önerisi
• Unicorn
• Fırsat
• Yeni Ürün

Kaynakça

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