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Subject category: Entrepreneurship
Published by:
Hult Publishing (2017)
9 pages
Data source:
Generalised experience


Designing a business model for a wearable, internet-connected computer requires an understanding of the market, technology, customers, and competitors. This case describes the circumstances around a start-up in Silicon Valley making products for the Internet of Things, starting with a smartwatch. Yet the company’s initial business model was not gaining traction. What new business models should it consider? How should it select among these options?


Business model design; Lean start-up method; Internet of Things

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