READING 3 CRITIQUE

Wisnu Sakti Dewobroto, Julisa Siagian (2014) Business Model Generation and
Lean Startup Method as the basis for Business Development Feasibility Study,
Case Study of Po. Gajah Mungkur Sejahtera

Rising demand in transportation service had become a big problem in large

areas and growing population across the world especially in Indonesia. Because of
the demand, a competition for transportation service specifically bus companies
got intense that leads to the closure of many companies that does not have any
capability and struggled to survive from the competition. For this article,
Dewobroto & Siagian created a study to support the feasibility of the tourism bus
business of PO Gajah Mungkur Sejahtera, a land transport service company in
Indonesia using Lean Startup and Business Model Generation. The researchers
want to use Lean Startup as a methodology to identify the value proposition
expected from the tourism bus. Identifying the value proposition is one of the
purposes of the research that was conducted by Dewobroto & Siagian and it is the
primary factor for developing businesses which aims to improve the frequency of
contact with the customer. This method can be done by applying business-
hypothesis-driven experimentation and validated learning in order to avoid
incorrect market assumption as early as possible. The research was done through
the use of empathy map wherein they have found out the responds of the
interviewees according to the four aspects which consists of what the customers
say, think, feel and do about it and from this aspects, the researchers learned that
the customers require proper tourism bus facilities and physics because they
provide comfort to the customers where each customer has different comfort level
due to different activities. Using empathy map can be a great help for start-ups
because we can use this to have deeper understanding for customers. Empathy map
is used for visualization, while experiment board is for validation of the problem
statement so we can stay focused on implementing the Lean Startup methodology
and for this research, the experiment board produced an output in the form of
Minimum Viable Product which can be consists of additional costs for a project.
 The researchers established a business model canvas that shows different
aspects of the business and recognized the primary and secondary customers. The
business model canvas is essential when using lean start up methodology for it acts
as a strategic management for the documentation and visualization of the start-up's
value proposition, customers and others elements. Through business model
generation and lean startup method the researcher analyzed PO Gajah Mungkur
Sejahtera feasible to do. This research can be a big help for students like me who
struggles to formulate ideas, through the use of the methods that was used to
conduct this feasible study we can generate business models where we can
formulate and visualize the start-ups we want to attain.