Digitalisering i uppstartsföretagutanför IT-branschen

Sammanfattning: This master thesis investigates the consequences of digitization in small start-upcompanies outside the IT-branch. It is done through a case with an autoethnographicmethod where the thesis authors, during a semester, contribute to the digitization ofa small company named I’m a runner, which sell running training in groups and arrangerunning events. During the work the two main contributions of the authors to thecompany is a customer survey and a revision of the web solutions. The thesis analysisis that small startup companies are bound to use standard web solutions to savedevelopment costs and that this results in the use of standard business models andproduct packaging that depends on available readymade solutions. These solutions inturn are built with the purchase funnel as a model and may vary between trying tomake the funnel easier by simplification of the funnel’s steps or trying to achieve amaximization of the flow through the funnel’s steps by actively optimizing the flowwith additional functions.