flace –enabling the future of work an in-depth market analysis and its practical application in the context of an early-stage tech company

Abstract

This research paper examines the market entry process of an early-stage start-up, flace, a tech company co-created by the author of this paper after conducting customer research. Qualitative and quantitative results are shown for the market analysis and the definition of an adequate strategy for the specificities of a lean start-up. The work conducted in the presented study, supported in analytical frameworks, relevant literature, and their practical application, indicates that an early-stage tech company can break into a competitive industry with a limited marketing budget by relying on organic strategies of demand generation.