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Desenvolvimento do modelo de negócios para o serviço de Crowdfunding da empresa Amy
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| 1.58 MB | Adobe PDF |
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Abstract(s)
crowdfunding, apesar de ser uma prática que se tornou conhecida apenas recentemente, sempre teve grande relevância na indústria criativa. A falta de crédito para financiamento inicial junto a instituições tradicionais foi contornada com a criação de um modelo aonde muitos indivíduos fornecem, com montantes menores, o valor total do financiamento. Estes indivíduos possuem diferentes motivações – desde o retorno financeiro até status social. O crowdfunding ganhou notoriedade principalmente após o início das grandes evoluções tecnológicas e da inserção de meios digitais no dia a dia das pessoas. Essa evolução tecnológica, não mudou apenas o comportamento dos consumidores, como incentivou a criação de novos canais e formas de criar, entregar e captar valor digitalmente.
O presente projeto analisa o cenário atual do crowdfunding e do crowdfunding aplicado à indústria musical, de forma a unir os conhecimentos teóricos e práticos do mercado com o intuito de criar um modelo de negócios para o serviço de crowdfunding focado na indústria musical, a ser lançado pela empresa Amy em 2020, baseado no modelo Canvas, uma vez que este apresenta uma representação visual de fácil compreensão e alteração.
A integração entre os conceitos supramencionados e o mapeamento dos meios, juntamente com uma análise de competitividade culminarão na criação de um modelo de negócios que otimizará os recursos e conhecimentos que a empresa já possui para transpor ameaças de mercado e gerar, entregar e captar valor de variados segmentos alvo de forma a tornar o serviço rentável para a empresa.
Although the crowdfunding practice has become known only recently, it always had great relevance in the creative industry. The difficulty to obtain credit for initial funding with traditional institutions has been bypassed by creating a model where many individuals provide, with smaller amounts, the total value of funding needed. These individuals have different motivations - from financial return to social status. Crowdfunding gained notoriety especially after the beginning of the big technological developments and the inclusion of new digital channels in people’s daily lives. This technological evolution has not only changed consumer behavior, but also encouraged the creation of new media ways to digitally create, deliver and capture value. This project analyzes the current crowdfunding scenario and the crowdfunding applied to the music industry scenario and unites the academic knowledge with the theoretical and practical market knowledge in order to create a business model based on the Canvas model – since it presents a visual representation with easy understanding and alteration, for the new crowdfunding service that the Amy company intend to launch in 2020, focused on the music industry. The integration of the previously mentioned concepts, with the mapping of the internal and external environment and the competitiveness analysis will result in the creation of a business model that maximizes the resources that the company already have to overcome threats and create, deliver and capture value from the several customer segments so the service may become a profitable product for the company.
Although the crowdfunding practice has become known only recently, it always had great relevance in the creative industry. The difficulty to obtain credit for initial funding with traditional institutions has been bypassed by creating a model where many individuals provide, with smaller amounts, the total value of funding needed. These individuals have different motivations - from financial return to social status. Crowdfunding gained notoriety especially after the beginning of the big technological developments and the inclusion of new digital channels in people’s daily lives. This technological evolution has not only changed consumer behavior, but also encouraged the creation of new media ways to digitally create, deliver and capture value. This project analyzes the current crowdfunding scenario and the crowdfunding applied to the music industry scenario and unites the academic knowledge with the theoretical and practical market knowledge in order to create a business model based on the Canvas model – since it presents a visual representation with easy understanding and alteration, for the new crowdfunding service that the Amy company intend to launch in 2020, focused on the music industry. The integration of the previously mentioned concepts, with the mapping of the internal and external environment and the competitiveness analysis will result in the creation of a business model that maximizes the resources that the company already have to overcome threats and create, deliver and capture value from the several customer segments so the service may become a profitable product for the company.
Description
Keywords
Crowdfunding Indústria Musical Modelo de Negócios Business Model Canvas