푸드 온라인 플랫폼 비즈니스 프레시코드 사례

• 영문명: A Case Study on Freshcode for the Food Online Platform Business: A Focus on the Lean Start-Up
• 발행기관: 한국IT서비스학회
• 저자명: 김차영(Cha Young Kim) 박철(Cheol Park)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제20권 제5호, 89~104쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2021.10.31

영문 초록

Food delivery service combined with IT technology and HMR (Home Meal Replacement) are rapidly growing due to the COVID-19. Recently, the demand for salads along with HMR has increased among office workers in their 20s and 30s who are interested in health and beauty. Freshcode is a food startup with 6 years of experience that started selling salad products through O2O service. Freshcode applied for a patent for a service that collects orders from nearby areas and delivers them on the same day to a designated delivery address ‘FCOSPOT’ to save shipping costs. In March 2021, in recognition of the growth potential of the regular delivery service, Freshcode received an investment of 6 billion won in Series A. This study may have practical implications to early-stage startups and scale-up stage startups through a longitudinal case study on the growth of a single company. As for the research method, the lean startup methodology and lean canvas were used in the early stage of startup. In particular, the process of the build-measure and learn feedback-loop, which is the core of lean startup methodology, was applied to each major decision-making step. In the scale-up stage after 5 years, the business model canvas was used to schematize the growth as a food online O2O platform to verify continuous innovation. This case study has three main findings. First, the idea of ​​ FCOSPOT was successfully implemented through the Lean Startup methodology. Second, Freshcode demonstrated the scalability of the differentiated business model of shared base delivery O2O. Third, a key factor of success was the digital integrated communication operation strategy that maximizes the experience for the created customers.

목차

1. 연구의 배경 및 목적

2. 이론적 배경

3. 프레시코드의 사례분석

4. 시사점 및 결론

5. 향후 전망 및 연구방향

키워드

Lean Startup Lean Canvas Business Model Canvas O2O BML(Build-Measure Learn feedback-loop) MVP: Minimum Viable Product Freshcode HMR