The W Club

: a study on the value proposition customer segmentation and commercialization of a new business opportunity

Abstract

This dissertation evaluates the potential of the startup idea of a digital platform for personal development for women in German-speaking markets called the W Club. This study's main objective is to define the most relevant customer segments based on the SINUS-Milieus and Female Customer Segmentation. This allows a meaningful value proposition and differentiation from the direct competitors. The market size and different revenue models are assessed to estimate the commercial potential.The extensive literature review provided an overview of this business proposal's key success factors: frameworks for start-ups, customers, competitive intelligence, value proposition, and commercialization. The research methodology was developed based on these insights, constituted of exploratory research, quantitative research, and competitor analysis. The research revealed a high level of interest in personal development; 50% of the studied sample regularly participates in personal development activities. The challenges faced by women in the German-speaking market are gender-specific characteristics, double taxation of family and career, and personal finances. The competitor analysis revealed efficiency (finding topics of interest, tailored recommendations, and suitable methods) as a primary differentiator for the W Club.20.5 million women from six SINUS-Milieus qualify as potential customers for the W Club, especially the Performers segment, as they are the efficiency-oriented performance elite. Based on the Customer Profile, a sound value proposition with efficiency as a key driver was developed. The combination of a Multi-sided Platform Model and Freemium Model revealed a revenue potential of 66000 Euro within one year.

Date of Award	25 Jan 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Cotter Salvado (Supervisor)