Lean Startup Supporting Sustainability-as-Flourishing during the Early Stages of Enterprise Development

Authors

DOI:

https://doi.org/10.54337/jobm.v13i1.8222

Abstract

Purpose: Many startups face the complex anticipation of offering value sustainably over the long term yet must test market engagement to evaluate an economically viable business model in the near term. This study aims to capture the usefulness of a business model innovation method (Flourishing Startup Method) aligned with sustainability-as-flourishing thinking as perceived by entrepreneurs during the early stages of enterprise development.

Design/Methodology/Approach: Through action research, the utility of the approach was evaluated through multiple applications across two events with a total of 64 entrepreneurs taking place 2017-2018.

Findings: The research revealed insights related to the reaction to the Flourishing Startup Method and its facilitation including the intention to use beyond the events, their perceived learning utility, as well as the overall perceived utility in terms of usefulness and ease of use. The study also showed that to fully leverage the Flourishing Startup Method, entrepreneurs must have time and facilitated opportunities to develop a minimum level of proficiency in a set of entrepreneurial competencies  that support business model for sustainability-as-flourishing.

Originality/Value: This research contributes to understanding the process of business model innovation towards novel and impactful business models aligned with sustainability-as-flourishing and offers one of few empirical investigations on  a business model innovation method aligned with sustainability-as-flourishing to identify its utility and fit with the needs and expectations during the early stages of startup development.

Author Biographies

Ondine Hogeboom , Flourishing Startups, Montreal, Canada

Ondine Hogeboom is a settler in Canada and was born and grew up in Kwa-Zulu Natal, South Africa, the original home of the Koi San people. She has over 20 years of entrepreneurship experience, having started 7 successful social enterprises in 3 countries, and is the Co-founder and Director of Flourishing Startups. After completing an MBA at Henley Business School, University of Reading with a focus on the application of Lean Startup in the impact sector, Ondine has, for the past 5 years, turned her focus to supporting impact-driven entrepreneurs and their startups through the design and scaling stages of development through applied research and direct support. She has coached over 300 entrepreneurs and has had over 8000 startups in 14 countries. Ondine has worked with the European Union’s Climate KIC and is a fellow at the Georgian College Research & Innovation and Entrepreneurship (RIE) Centre.

Maya Hoveskog, School of Business, Innovation and Sustainability, Halmstad University, Halmstad, Sweden

Maya Hoveskog is a Deputy Professor in Innovation Management at Halmstad University, Sweden. Maya has more than 10 years of education experience at the bachelor's and master's levels. In her research, she focuses on innovation processes with a special interest in sustainability-oriented business model innovation and value creation, as well as teaching and learning in higher education in collaboration with colleagues from different disciplines (e.g. environmental studies, design studies).

Antony Upward, Flourishing Enterprise Co-lab, Toronto, Canada

Antony Upward is a visiting professor, Certified Management Consultant, and Flourishing Enterprise Designer. Antony originated the Flourishing Business Canvas (www.FlourishingBusiness.org), a fit-for-the-21st-century business modelling tool. This is now being used by 1000s organizations and individuals around the world to incorporate the necessary social, environmental and economic factors into their business models. Antony holds a Master of Environmental Studies in Business Model Design and Sustainability. He has several increasingly well-cited papers about his research and practice, along with a recent book chapter on flourishing strategy design.

Peter H. Jones, School of Architecture, Art, & Design, Tecnológico de Monterrey, Mexico City, Mexico. Faculty of Design, Strategic Innovation Lab, OCAD, Toronto, Canada

Peter Jones is a Distinguished Professor of Systemic Design at Tecnológico de Monterrey, Mexico and an associate professor at OCAD University, Toronto. He is a co-founder of the Flourishing Enterprise Institute and vice-chair of the Systemic Design Association. Peter leads innovation research in organizational transformation, design for healthcare service systems and complex social systems.

Eric Fath-Kolmes, Campus Fryslân, Centre for Sustainable Entrepreneurship, University of Groningen, Groningen, Netherlands

Eric Fath-Kolmes is a PhD Candidate with the University of Groningen, The Netherlands. He is a Canadian Professional Engineer and MBA with experience in several different industries, including road construction and running a startup software development and broadcasting company. His research is in the areas of dynamic capabilities, business models, and strategy for business sustainability.

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