Analyzing Startups with Lean Approach Through Factor-Based Modelling of Customers Behavior

Document Type : Research Paper


1 Professor,, Management Department, School of Economics, Management & Social Sciences, Shiraz University, Shiraz, Iran

2 Associate Prof, Management Department, School of Economics, Management & Social Sciences, Shiraz University, Shiraz, Iran

3 Ph.D. Student in Systems Management, Management Department, School of Economics, Management & Social Sciences, Shiraz University, Shiraz, Iran.


The main objective of this research is to present a model for analyzing various scenarios aimed at improving the status of startups by applying the hypotheses of one of the most practical courses of thought in this sphere namely the Lean Approach to Startups.
The present research is regarded as applied in respect of the goal and with a descriptive nature based on the case study. Further, the research is a mixed type and based on the sequential exploratory strategy whereby in its qualitative section, the local group and in its quantitative section, the concept of customer attraction and reaction have been modelled by using the factor-based modelling approach and implementing the software of Netlogo 6.0.I for this purpose. In this regard, upon application of the various parts of this software, the model parameters were calibrated with real data and the outputs thereto were produced. Accordingly, by using the data analysis software, the produced outputs from Netlogo 6.0. I were aggregated and presented in the form of various indicator graphs. The research findings also prove that for the startups, being studied, the market operation of the customers who have recently consumed a product can increase the number of payers to over 30 percent relative to the attraction of new customers and about 40 percent relative to the market  operation of old customers. More importantly, the market operation of the customers having the highest relationships in their network will result in a 30-rise percent in the total number of customers. The main achievements of this research compared to the similar studies will be inclusion of the interaction structure among customers (their social network) in the modelling process, attention to homogeneity among customers as well as the credit rating of the model so produced.


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