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Zenatix: Discovering Market Fit
內容大綱
In 2013, three friends from college came together to found Zenatix, an Indian energy data analytics company. Based on Internet-of-things technology, the team built WattMan, a hardware-based product that could monitor the usage and performance of electrical assets such as air conditioners and refrigerators. It saved energy costs by suggesting corrective action. Zenatix faced challenges in identifying the right target market for WattMan and matching the product features to its clients’ needs. By 2016, it had made two shifts in target markets and Zenatix had to convince investors of the potential of its latest target market, especially after adding a new control feature in WattMan III. With funds running low, this was a make-or-break situation for Zenatix.
學習目標
The case can be used in an undergraduate- or graduate-level course on entrepreneurship, marketing management, new venture creation, innovation management, or business management. After working through the case and assignment questions, students will be able to do the following:<ul><li>Analyze the underlying business dynamics of the business-to-business market in general and the energy data analytics market in particular.</li><li>Discuss the importance of identifying the right product–market fit to build a scalable business.</li><li>Understand the importance of continuous product innovation and market discovery.</li><li>Use value-proposition canvas and business-model canvas frameworks for visualizing product–market fit.</li></ul>