Application of the Pivot Method on a Belgian web start-up: ListMinut's case

Details

Supervisors

Paque, Bernard

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion

Abstract

ListMinut , a young Belgian web start-up, has arrived at a time when existential questions have to be posed. Since its creation in 2012, ListMinut has shown continuous growth in terms of registration and visits to their website. Based on their overall situation, can ListMinut survive with their current business model, or should they pivot towards a potentially viable business model? In order to best answer this question, ListMinut, the thesis director and myself have decide to split this thesis in two parts to cover the various angles of my reasoning. This thesis will commence with a theoretical part, with the second part tackling the practical aspects. This thesis will start by the theoretical part that will place ListMinut in an analytical frame, allowing a better understanding of the company’s strategic moves. This part includes an analysis of ListMinut based on the Lean Startup (Ries, 2011), a method well-known and recognized especially in the start-up landscape. Linked to this method, this theoretical part displays the pivot method that will guide ListMinut for future decisions. And, as this thesis will address the possibility of a new business model, this part will also present the Business Model Canvas (Osterwalder & Pigneur, 2010). The second part will integrate an entire analysis of ListMinut’s activities, from the creation of the start-up up to the present. This analysis of ListMinut’s key areas will especially focus on the conversion funnel and pricing model, two tools with which to evaluate the viability of a business model. Then, related to the theory of the pivot method, this thesis will determine why ListMinut should undertake certain action and towards which direction the company could pivot. Furthermore, based on the insights of ListMinut’s founders and incorporated with the framework of the Business Model Canvas , this practical part will explore a new potential business model. The analysis and reasoning were part of my internship at ListMinut. Therefore, as it is vital to the company, a collaboration between the founders and myself was necessary in order to carry out this study. Finally, a conclusion will answer my research question and at the same time will contribute to suggest avenues of reflection for the founders of ListMinut.