3 Marias: De mulheres para mulheres

Leticia Fantinato Menegon; Adrian Kemmer Cernev; José Eduardo Amato Balian

doi:10.14211/regepe.e2012

Authors

Leticia Fantinato Menegon leticia.menegon@fgv.br
São Paulo School of Business Administration, Fundação Getulio Vargas (EAESP-FGV), and School of Higher Education in Advertising and Marketing (ESPM), São Paulo, SP, Brazil
https://orcid.org/0000-0002-0008-078X
Adrian Kemmer Cernev adrian.cernev@fgv.br
São Paulo School of Business Administration, Fundação Getulio Vargas (EAESP-FGV), São Paulo, SP, Brazil
https://orcid.org/0000-0002-6300-3976
José Eduardo Amato Balian jbalian@uol.com.br
Armando Alvares Penteado Foundation (FAAP), São Paulo, SP, Brazil
https://orcid.org/0000-0001-8291-1593

DOI:

10.14211/regepe.e2012

Keywords:

Social impact, Social enterprise, App for personal security, Incubator, MVP

Abstract

Objective of the case: help students to evaluate the difficulties of the entrepreneurial process, observing the particularities that involve the conception of the business and its validation, the distance between the concept of the business and its effective operationalization and monetization. Methodology / approach: teaching case in Management, based on a real enterprise, started in a business incubator. Methodology / approach: teaching case in Management, based on a real enterprise, started in a business incubator. Main results: the case favors reflections about the methodologies adopted in the business model validation process, as well as the construction of your MVP. Theoretical / methodological contributions: develop in the student the ability to evaluate the business model validation process, from the interviews to the MVP. Relevance / originality: encourage critical discussion about building a startup's MVP. The case also provides a debate on the gap between the conception of the business model and its operationalization, including with regard to the financial sustainability of the proposed model. Social / management contributions: helping students to face the difficulties of the business model validation process when building an MVP, as well as developing a financial support model for a social impact enterprise.

JEL Code: M10, M13, M19, M31

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Author Biographies

Leticia Fantinato Menegon, São Paulo School of Business Administration, Fundação Getulio Vargas (EAESP-FGV), and School of Higher Education in Advertising and Marketing (ESPM), São Paulo, SP, Brazil

is a professor at Department and General Administration of Human Resources at FGV-EAESP, and at the Escola Superior de Propaganda e Marketing (ESPM-SP), where she head of the ESPM Incubator and Accelerator BASE. He holds a Doctorate and Master's degree in administration from FEA-USP and a degree in public administration from FGV-EAESP. She conducts research in the areas of Administration, HR and Entrepreneurship.

Adrian Kemmer Cernev, São Paulo School of Business Administration, Fundação Getulio Vargas (EAESP-FGV), São Paulo, SP, Brazil

is a professor at the Department of Technology and Data Science at FGV-EAESP. He holds a PhD, Masters and Graduation degrees from FGV-EAESP. He was a visiting scholar at the University of California at Berkeley. He conducts research in the areas of Information Technology, Digital Business Models, Electronic Commerce, Blockchain and Cryptoassets. His work has been published in databases and journals such as Darden Business Publishing / Harvard Business Publishing, Information Technology for Development (ITD) and Journal of Information Technology Teaching Cases (JITTC).

José Eduardo Amato Balian, Armando Alvares Penteado Foundation (FAAP), São Paulo, SP, Brazil

is a professor in economics at Fundação Armando Alvares Penteado (FAAP) and in postgraduate courses at FIA and ESPM. He holds a PhD in Social Sciences from PUC-SP, a Masters in Administration from Universidade Paulista (UNIP) and a degree in Administration and Economics from FAAP. He works on business consulting projects.

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