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PHlJCfNG PHAP KHdl NGHIEP TINH GON:
LCfl ICH VA THACH THLfC
• PHAN ANH TIEN
T 6 M TAT:
Ngay nay, tinh gpn da trd thanh triet Iy mdi trong khdi nghiep, dac biel dd'i vdi cdc cdng ty khdi nghiep trong giai doan dau cua viee thff nghiem sdn phd'm \ a md hinh kinh doanh. Bdi viet lap trung phdn lich khia canh Iy thuyet va thffc tiln ve ldi ich va thdch thffc cua phu'dng phdp khdi nghiep tinh gon.
Tuf khda: Cdng ty khdi nghiep, phffdng phdp khdi nghiep tinh ggn, ldi ich, thdeh thffc.
l.Gidithi^u
Hoat ddng khdi nghiep dang trd nen rd't phd biln. Tuy viiy. trong khdi nghiep, khdeh hang la ai va nhffng gl khdch hang cam thd'y cd gid tri cd ihe ehffa rd rang \a mdl phan eua sff khdng chac chdn do Id dieu thie't ye'u cua khdi nghiSp (Ries.
2011). Viec sff dung hieu qua ngu6n lffc dffdc Janh gid la effc ky quan trgng dd'i vdi cdng ty khdi nghiep, dac biel trong giai doan dau, khi nguon Iffc tai chinh han hep vd cdc boat dpng chifa chuyen hda thanh ldi nhuan. VI vdy, viec dieu hanh cdng ty khdi nghiep can mdl phffdng phdp quan tri rieng.
Khdi nghiep tinh ggn dffdc thffa nhan id phifdng phdp hffu ich dd'i vdi cdc cdng ty khdi nghiep vd dd thu hiit nhieu sff chti y ciia cde ehu doanh nghiep va cdcnha hpc thudl (Eisenmann & cdng sff. 2012;
1 ork <i Danes. 2014) Theo Blank (2013). phifdng phdp khdi nghiep tinh gpn da chffng minh dffdc nhieu thdnh cdng khi thffc hien. Nhff mot y lffdng mang tinh each mang se thay dd'i mpi thff, phffdng phdp nay cho phep cdng ty dat dffdc ke't qua tuyet vdi nhff sff hdi long cua thi trffdng ldn hdn, sff tham
gia sau hdn cua khdeh hdng, phdt hien sdm cdc cd hpi thi tru'dng tiem an va sff dung ngudn Iffe hieu qua hdn (Benefield & Greening. 2013). Tuy vay, mdl sd'tac gia nhif Blomberg (2012) va Nirwan &
Dhewanto (2014) cung da chi ra nhffng han che' cua phffdng phdp khdi nghiep linh gpn. Ladd (2016) cho rdng, mffc do phd bie'n eua phffdng phdp khdi nghiep tinh gpn la ra't xffng dang, nhu'ng phu'dng phdp nay phdi dffde dieu ehinh ehff khdng the dp dung mpl each rap khudn.
Theo Nirwan & Dhewanto (2014), phffdng phdp khdi nghiep linh ggn cd ve ro rang va dffdc trien khai td't d cdc nu'dc phdt trien nhif Hoa Ky, nhffng d cdc nffdc dang phdt trien - ndi khdi nghiep mdi thffc sff noi len can dffdc kicm ehffng. Viet Nam cung la qud'c gia dang phdt tnen va cd sff khan hie'm edc nghien effu ve ldi ich va thdch thffc ciia phffdng phdp khdi nghiep linh ggn. Bang viec long hdp cdc ly ihuye'i va nghien effu thffc nghiem tren the' gidi. bai vie'l tap trung phan tich nhffng ldi ich. thdch thffe \a khujen nghi ede giai piidp can thiet khi dp dung phffdng phdp khdi nghiep tinh son lai Viel Nam.
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2. Phffdng phap khdi nghiep tinh ggn Phffdng phdp khdi nghiep linh gpn tap trung vao cde van de trpng tdm nhff sin pham kha dung ldi thieu difdc difa ra thi trffdng nhanh nha't cd the.
Ihu ihdp phdn hoi vd do Iffdng mffc dp u'a thich san phdm ciia khdch hang, cai lien sdn pham va chu k> lap lai nhanh chdng de cdc cong ty tim ra dffdc giai phdp edi tien san pham sang tao hdn.
Theo York & York (2019). khdi nghiep tinh gpn la mdl chien Iffdc kinh doanh phd bie'n trong ihdp ky qua. Phifdng phdp na\ cung ca'p cho cae chii doanh nghiep mdt khudn khd de xdc dinh nhu cau ctia khdch hdng. cd hdi thi trffdng vd san pham phiJ hdp - nhff la mpl phan cua qud irinh xde dinh cti hgi va tao ra cdng ly khdi nghiep de tham gia vao mdt thj trffdng canh tranh va ludn thay doi.
Khdi nghiep tinh gpn bdi ngudn tff nganh cdng nghiep phan mem. Cae edng ty khdi nghiep phan mem da phai dd'i mat \di mdl ngdnh cdng nghiep ra'l khd khan va hay iha\ ddi (Bjdrk & cdng sff.
2013), tuy nhien, phffdng phdp khdi nghiep tinh ggn eho phep ho dat difdc nhffng ke't qua tuyel vdi. Phu'dng phdp ndy cung dffpc sff dung trong c.ic nganh cdng nghiep khde nhau \a dbd'tky quy md nao nhdm ddm bao sff sd'ng edn vd ldng irffdng cua cdng ty (Ries, 201 i: Saheed va Laura. 2016:
Maja, 2012: Blank, 2013).
Ke't qua nghien cffu cl Indonesia cua Nirwan &
Dhewanto (2014) dd chffng minh viec sff dung phffdng phap khdi nghiep linh gon cd ich cho cdng ly. Nghien cffu cua Maja (2012) cho tha'y. hau het cdc cdng i\ khdi nghiep d Croatia deu quen thuoc.
da sff dung kien ihffc ciia phffdng phap khdi nghiep linh ggn va mang lai thanh edng. Dff lieu nghien cffu dffdc thu thdp iff 14 cdng ty khdi nghiep phan mem d Phan Lan. Y va Na Uy cung cho tha'y phffdng phap khdi nghiep tinh ggn du'de sffdung phd bien (Tegegne va cpng sff, 2019).
3. Ciic thanh phan chi'nh cua phffdng phap khdi nghiep tinh gpn
3. L Sdn phdm khd dung td'i thie'u San pham kha dung td'i thieu Id kieu mau ciia mpl san pham mdi dffde tao ra cang nhanh cang td't. cho phep cdng ly hoc hdi dffdc kiem chffng td'i da tff khach hdng \di it nd iifc dau viio vd thdi gian
nhat (Ries. 2009). Maurya (2012) eho ring cd khJ nang dan de'n ldng phi va ldn rdt nhieu thdi gian khi xdy dffng giai phdp diing eho \dn de sai hoSc khi sd hffu qud nhieu thude linh khdng mong muo'n cua san pham. Giai phdp cua Maurya la \.i\ dffng vffa du cau tra ldi cho cde va'n de cua khdch hdng vdi mue dich dat dffdc phan hdi eila hp.
3.2. Vong lgp phdn hdi Xdy diing - Do lUifng • Hge hoi
Vdng ldp phan hoi Xdy dffng- Do Iffdng- Hoc hdi dat khach hang \ a o vai trd trung tam, cho phep quan sdt, tffdng tde vd hpc hdi tff khdch hdng (Ries. 2011), tap trung vdo phdt trien gid tri khdch hang trong khi giam thieu nguy cd qua tap trung vao giai phdp ddn thuan (Boseh & cpng sff, 2013).
Xdy dUng: Hodn thien mdt vdi tinh ndng quan trgng va phdt hanh phien ban dau lien cua sdn pham. Ben ctinh quan diem chu quan eda ngffdi hmh thanh y lffdng san pham ve ddnh gid gid tri mang lai cho khdch hang vd tinh kha lhi ldi chinh, dieu cd ban van phdi nhin tff phia khach hdng dc ciing cd'quan diem d'y.
Do ludng: Dffa san pham da dffdc xdy di/ng den vdi khdch hang liem nang de ddnh gia linh hieu qua dffa vdo phdn hdi ciia hg. De do Iffdng, so' lieu thu thap phai tin cay va xdc dinh dffdc mo'i quan he nhan qua rd rdng giffa tinh nang mdi cua san pham va ldc dgng ctia nd gay ra.
Hgc hoi: Tie'p nhan cdc phdn hdi iff khdch hdng se giup cdng ty cd nhffng cai tie'n cdn thie't d san pham de dap ffng td't nha'l sff ky vgng cua hg.
3.3. Trgng tdm vd bdo tdn
Sau khi sdn pham lung ra tht trifdng, tinh hieu qua cd the dffdc do Iffdng theo phffdng phap dinh lu'dng va dinh tinh. Khi dd, san pham nao dffdc lhi trifdng cha'p nhan se lie'p tuc phal trien, ngffdc lai se bi loai bd. Theo Ries (201 I), day la giai doan lu'a chon tap trung/trgng tam (thay ddi khia canh cua ehien lu'dc hien tai) hay kien tri/bao tdn (tiep tue vdi chie'n lifdc hien tai),
4. Ldi i'ch cua phu'dng phap khdi nghidp tinh gon
Thd nhdt, tgo ra sdn phdm phu help vdi nhu cSu tbi trudng bdng cdch liep cdn hudng iii^cmi
Sff gan gui vdi khdch hang cho phep cong ty
174 Sd7-Thang 4/2020
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lilng sff hieu biei \ e nhu eau. thu thdp phan hdi irffc lie'p td khdeh hdng de dang hdn va thiic day sff cha'p nhan ciia ho cao hdn (Hamalainen &
Myyrylainen. 2014). Vi cdc sdn pham difde tao ra vd hodn thien lien luc ihong qua vdng lap phan hdi, cha't Iffdng sdn pham dffde ndng cao de thda mdn khdch hang cu vd thu hut khdch hang mdi.
Thd bai, ddp dng nhanh nlidl cd the nhu cdu kbdcb hdng.
La'y cdm hffng iff cdc bdi hgc trong san xud'l linh ggn, dffa iren thff nghiem nhanh eung nhff rui ngdn chu ky phdi trien sdn pham, do Iffdng tie'n bp ihffc te md khdng can qua nhieu sd' lieu vd tim hid'u nhffng gi khdch hang ihffc sif mudn mdt cdeh hodn hdo irffdc dd. khdi nghidp tinh ggn cho phdp cdng ly chuyen hffdng vd thay ddi ke' hoaeh vdi sif nhanh chdng. Viec giam thieu thdi gian trongqud Irinh phat trien vd tung ra san pham lam cho chu ky phan hoi ngdn hdn vd cdng ly tie'p can, ddp ffng nhu cau khdch hang nhanh hdn (Ries, 2011; Marc.
2016: Ri,ssanen& Munch. 2015),
Tbd ba, lain vice ihdng minh, gidm thieu rui ro khi khc'ii su.
Vice vdy dffng cde nguydn mdu eiia nhffng tinh nilng quan irgng giup dat todn bd nd life vdo nhffng Ihff cd gid iri cho khdch hang va tao ra ldi nhuan clu) cdng ly hdn (Furr & Ahlstorm, 2011) - ddy chlnh Id cdch lam viec thdng minh. Khdi nghiep trong mdi trffdng bien ddng ton tai ra'l nhieu rui ro.
Cdng ly khdi nghiep hgc nhanh iff nhffng tha'l bai cua san pham kha dung td'i Uiieu, kiem ra tam nhin Ihffdng xuyen va lien tuc. thich ffng vd dieu chinh kip ihdi. Do do. cong ty cd the cat giam thdi gian
\a chi phi ciia ngudn Iffc khi phat trien san pham sai. tiel kiem ehi phi khdi sff (Heilmann & Thiele.
2015) va dat dffde hoat dgng hieu qua hoae gidm thieu rui ro khdi nghiep (Maurya. 2013).
Tlui IU. hew hdi cd kiem chdng.
Cac cdng ty khdi nghiep khdng tdn tai de phdt trien mdl san pham ma phai hpe cdch phdt trien ben vffng (Ries. 2011). Dieu nd> ed the dai dffdc b^ng qud trinh hoe tap dd dffpc kie'm chffng dinh linh vii dinh Iffdng tff nhffng khdch hang thffc.
Kiem chffng djnh linh dffdc sff dung de cdng bd hai k\ sff ung hd hodc bdc bo ndo trong gia ihuyet
kinh doanh. Trong khi do, kiem chffng dinh Iffdng khdng con dffdc sff dung cho \ iec hpe hdi nhifng de dat dffdc y nghTa ciia ede ket qua (Maurya.
2012). \'icc kiem chffng thdng qua hoc hdi iff phdn hdi irffc tie'p eua khdch hang giiip hinh ihanh ke hoaeh dd'i phd \di nhffng nii ro. eho phep edng ty tap trung ngudn lffc vao viec \ a \ du'ng edc linh nang lam tang gid in sdn pham \ a cd tac ddng Idn hdn (Rissanen & Munch. 2015).
Thd ndm. thay ddi vdn hda cdng tv.
Phffdng phdp khdi nghiep linh ggn thiic day sff sdng tao eiia eon ngffdi hdn (Ries, 2011), do dd.
cdng ty hffcing dffdc ldi ich iff nhffng thay ddi ve van hda. Viec cha'p nhan hgc lap nhff Id mdt phdn Clia nhffng thuc day tie'n bd lao nen mdt sif thay ddi tffduy hifdng tdi mp! nen van hda sdng tao hdn trong cdng ty. Cung vdi viec dp dung phifdng phdp nay. Mare (2016) da chi ra lam quan trpng iff sif cam ke't eiia cd'p qudn ly hang dau va mffc dp tham gia Clia hp cung ldc dgng lich cffe de'n van hda edng ly theo hifdng tffduy ddi mdi va sdng tao hdn.
5. Thach thu'c ciia phffdng phap khtl'i nghii'p tinh gpn
Marc{2016)ehordng, thay ddi van hda cong ty id ihdch Ihffc ldn nhd't khi dp dung phffdng phdp khdi nghiep linh gpn. Sff xud'l hien va ton tai van hda edng ty rang tha'l bai khdng phdi la mdl lffa chgn dd bao triim tdm 1_\' cac ca'p quan ly vd nhdn vien. Ngodi ra.cd sff phan khdng dd'i vdi viec thay ddi van hda theo hffdng ddi mdi sdng lao hdn. Kha nang phdn dd'i thay ddi cd the den tff quan ly ca'p cao, vi hg cd the bdo \ e qud mffc ddi vdi cdng ty, khdng muo'n bi ldc ddng xa'u de'n hoat ddng kinh doanh va han ehe'sff ddi mdi xay ra trong pham vi chie'n lu'dc ciia edng t>' (Edison & cdng su". 2015).
Theo Binus (2018). thay vi dffa tren thff nghiem nhanh eiia phffdng phdp khdi nghiep tinh ggn, van hda cdng ly dffdc ke thffa da duy tri viec danh gid eao ke hoaeh kinh doanh phdi dffdc phe duyet trffdc khi thffc hien khdi nghiep. Trong hau het cdc irffdng hdp. iha\ ddi van hda edng ty la mot ihdch thffc. vi ban quan Iy ihie'u sff hd ird eho nhdm ddi mdi. nhdn vien thieu sff quen ihudc vdi thffc hdnh phffdng phdp khdi nghiep tinh gon vd ffng dung diing ddn.
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Thdch thffc khi tung ra mdt san phdm kha dung td'i thieu ciing vdi boat ddng quan he cdng chiing cd the Idm anh hffdng tieu cffe den thffdng hieu edng {y neu san pham tha'l bai. ndng lffc han ehe vd viec khdng tudn thu nghi thffc cdng l\ cua nhdn vien khi giao tie'p vdi khdeh hang (Johan.
2012: Marc. 2016). Hdn nffa. ban chd'l eua rapt sdn phd'm kha dung tdi ihieu khdng ehi la kiem tra cde tinh nang ky thuat va thiet ke'md edn la cac gia dinh kinh doanh. Vi vay, khi mdl san phd'm kha dung td'i thieu tha't bai, nd cd the anh hffdng de'n linh thdn eiia nhd khdi nghiep va khie'n hp iff bd nd life (Ries. 2011).
Vdi cdc congly khdi nghiep ed so'Iffdng khach hdng cdn han che' hoae kinh doanh irong cdc nganh theo phffdng ihffc B2B. viee ap dung phffdng thffc khdi nghiep tinh ggn se edn khd khiln hdn, bdt pham vi thff nghiem se giam dang ke \1 It khdch hang va se Idm gidm do tinca\ eiia y nghia ihd'ng kO tff cic ihff nghiem. Ben eanh dd, han che'lien quan de'n thdi gian Idu hdn \a sif phffc tap khi thu ihdp phan hdi cung tdn tai \i ngffdi sff dung san pham cud'i eung Id khdeh hdng Clia khdch hdng ma cdng ty khdi nghiep hdp lae (Rissanen & Munch. 201.^).
Ngoai ra. bg may quan lieu ciia cdng ty cung cd the anh hifdng lieu cffe de'n viec dp dung phifdng phap khdi nghiep tmh gon, bdi \icc giao tiep chiim hdn \a dieu dd iff dpng giam td'c dp phat trien san pha'm ciia cdng ty (Karlsson &
cdng Slf. 2012).
6. Khuye'n nghi
Tbd nhd'l. dpi ngu quan ly hdng dau nen thay ddi van hda cdng i> theo hifdng khuye'n khieh iff duy ddi mdi sang tao de gia lang td'e dd phdt trien san pham \a cCin xdy dtfng \an hda chd'p nhdn ihdl bai Khdng ehi khuye'n khich nhdn vien cdng i\ phdt minh \a theo duoi y tffdng mdi. cdc nha quan l\ cdn can hdnh dong de cdc sdng kien dd cd the dffdc chd'p nhdn. Dieu na\ cd the hien thi/c hda bdng cdch trao quyen cho nhan \ien de xua't
\ a thifc hten edc \' iffdng mdi ben ngoai cong viec hiC'n lai ciia ho cung \di \iec phai ddnh gia va sang loc \ Iifdng cd phu'dng phdp.
Tbd hai, cdng ty nen Iham gia \ do \ iec tffdng tae sdm vdi cac khdch hang tiem ning irffde khi phdt trien sdn pha'm bdi nhffng nhan sif dffdc Ii/a chpn \d dao tao that sff k> lffdng. Kei hdpea thu ihdp, do iffdng phan hdi \ d hpc hoi cd kiem chffng dinh tinh va dmh Iffdng iff nhffng khach hang thffc la ra'l can thid't. Dieu ndy Id bdi rd'l de cd gia djnh sai vd khach hang khi kiem tra cdc gui djnh quan trong lien quan de'n md hinh kinh doanh cua cdng ty. Sau dd, cdng ty can nhin xa hdn ddi \di vd'n de cua khdeh hdng \i ed the tdn tai cdc cd hpi de edng iy nam bat kip thdi.
Thd ha, thu hiit khdch hdng vdo cae md'i quan he dd'i lac chie'n iffdc cd the' ldm giam rio edn trong viec giao lie'p vdi khdeh hdng. Dieu ndy ddc biet hffu ich trong md hinh kinh doanh B2B khi khdch hang cam ke't vdi cdng ly ve viee lieu Ihu lau dai san pham vd chiu mot sd'chi phi pbdl trien dff dn. Hdn nffa. edng ly khdi nghiep cd thd khdng du kha nang va ngudn lffc edn ihiC'i de gidi quyfi'l nhanh vd'n dd cua khdch hang. Do dd, viec xdy dffng them md'i quan he dd'i tde chie'n Iffpc vdi cac ben hffu quan khde cd the hd ird gidi quye'l va'n de Clia khaeh hang lot hdn,
Cud'i ciing, bdt bude can sff cam ke't cua cap quan ly hang dau trong cdng ly de truyen dat, tde dong vd chffng minh sdm vd ldi ich ciia phffdng phdp khdi nghiep linh gon dd'i vdi nhan vi6n.
khach hang va nhffng ngffdi ra quye't dinh mua hdng quan trgng trong cac khdch hang doanh nghiep, Ngoai viee linh ggn thii luc trong cdng ly Id can thie't, vai trd hua'n luyen eung can dffdc khuye'n khieh de hd trd. hffdng ddn. Iff dd ed th^
giup nhdn vien tham gia lam viec d edp dp nhdm de hpc hoi nhanh hdn va khaeh hang cha'p nhan phffdng phdp khdi nghiep tinh gon dd dang hdn.
7. Ket luan
Mac du cd nhffng thach ihffc nhd't djnh trong thffc lien, nhffng phu'dng phdp khdi nghiep tinh gpn mang lai nhffng ldi ich to !dn vd tich cffe cho edc cong ty khd) nghiep. Nghien cffu nay dffdc ky vpng cd the cung ea'p them tdi lieu tham khao hffu ich cho eac chu doanh nghiep hien hffu va liem nang de xem xet tru'dc khi dp dung phffdng phdp khdi nghiep tmh ggn tai Viet .Nam •
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Nga> nhan bai: 19/3/2020
Ngay phan bi^n danh gia va svla chffa: 29/3/2020 Ngay chS'p nhan dang bai: 9/4/2020
Thdng lin ldc gid:
ThS.PH.VN VNMTIKN
Giang vien Khoa Q u a n tri - Dal hoc Kinh te'TP. Hd Chi Minh
THE LEAN STARTUP METHODOLOGY:
BENEFITS AND CHALLENGES
• Moster. PHAN ANH TIEN Lecturer. School of Management University of Economics Ho Chi Minh City
A B S T R A C T :
N o \ \ a d a ) s . lean has b e c o m e a new philosophy in startup, especially for startups in the early stages of tesling products and business models. This r e s e a r c h focuses on analyzing the theoretical and practical aspects of benefits and challenges of lean startup methodology.
K e y w o r d s : Slartup. lean startup methodology, benefits, c h a l l e n g e s .
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