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Strategy & Product Development

In: Das große Startup-Dictionary

Author

Listed:
  • Moritz Grumbach

    (DeinStartup.Coach)

Abstract

Zusammenfassung Vom Curiosity Approach bis zum Product Launch – wohl in keinem anderen Wirtschaftssektor sind Strategie und Product Management so eng miteinander verwoben wie im Startup-Bereich. Das liegt zum einen daran, dass sich Gründer*innen – ganz anders als Konzern-Manager*innen – ein Dasein im Elfenbeinturm nicht lange leisten können. Zum anderen ist es aber gerade auch der Selbstanspruch von Startups, näher am Kunden zu sein und schneller die besseren Lösungen zu liefern. Unzählige Pleiten im Gründungsbereich zeigen jedoch, dass Theorie und Praxis oft auseinanderdriften. Der Ansatz des Customer Development, Produkte von Anfang an gemeinsam mit dem Kunden zu entwickeln, oder das GOOB (Get Out of the Building)-Prinzip werden hierzulande immer noch stiefmütterlich behandelt. Dies ist fatal – denn nur diejenigen Startups, die ihren Product Market Fit weder auf eine Strategie noch auf das Produkt, sondern ausschließlich auf den Kunden ausrichten, werden langfristig Erfolg haben.

Suggested Citation

  • Moritz Grumbach, 2025. "Strategy & Product Development," Springer Books, in: Das große Startup-Dictionary, chapter 2, pages 53-113, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-46586-5_2
    DOI: 10.1007/978-3-658-46586-5_2
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