The startup becomes mainstream in the business world, innovation is inevitable. Since the competition in the market is fierce, numerous existing players are playing in this market, therefore, the only way to survive is to propose new ideas of products and services. However, just proposing a product and service into the market does not mean that the innovation is actualized if there is no demand in the market. Most startups fail because of no market need and ignore a customer.
This study will mainly focus on the Customer Development process proposed by Cooper & Vlaskovits in 2010 which clearly explains the Lean Startup in detail. In order not to fail, the startup needs to take customer points of view into consideration. Moreover, Open innovation which considers being important for the startup is also observed in this study. Tevofy Technology Ltd. is selected to exemplify in this case study as its innovation of music box branded Muro Box become commercializable.

The startup becomes mainstream in the business world, innovation is inevitable. Since the competition in the market is fierce, numerous existing players are playing in this market, therefore, the only way to survive is to propose new ideas of products and services. However, just proposing a product and service into the market does not mean that the innovation is actualized if there is no demand in the market. Most startups fail because of no market need and ignore a customer.
This study will mainly focus on the Customer Development process proposed by Cooper & Vlaskovits in 2010 which clearly explains the Lean Startup in detail. In order not to fail, the startup needs to take customer points of view into consideration. Moreover, Open innovation which considers being important for the startup is also observed in this study. Tevofy Technology Ltd. is selected to exemplify in this case study as its innovation of music box branded Muro Box become commercializable.

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