Proposta de modelo de negócio na área da saúde utilizando lean startup

Abstract

Introduction: Lean Startup is a business management and development method that seeks to transform an idea into a product. It uses short evaluation cycles, the so-called build-measurelearn cycle, to reject unfeasible ideas and quickly learn about the needs and problems of potential customers. It uses different tools to develop and deliver a Minimum Viable Product (MVP), the simplified version of the product that aims to test and validate the study hypotheses in a tangible way. Objective: Propose a Minimum Viable Product to present a business model, using the Lean Startup methodology, focusing on the control and prevention of infectious and parasitic diseases for children aged 4 to 6 years. Method: Method: Methodological study outlined in two of the four phases: Phase 1 – identification of hypotheses; Phase 2 – testing problem hypotheses; Phase 3 – testing solution hypotheses; Phase 4 – analysis of data collected in previous phases. It is noteworthy that phase three of the solution was not tested, therefore, replacing this phase and complementing phase 2, a video with two contexts was presented, with the aim of creating a future educational game, which has been carried out in its code by technology team of the umbrella project, not being the target of this research. The study location was defined and previously adjusted according to the target participant population. Data collection was carried out in phases. In Phase 1, a literature review was carried out with data collection to support the formulation of hypotheses about the problem. In Phase 2, semistructured interviews were carried out, from July to August 2023, with 60 guardians of children aged 4 to 6, who agreed to participate in the research, and a literature review was added, the basis for describing the scenario of creating an educational technology MVP. To analyze the data produced in Phases 1 and 2, descriptive and analytical statistics were used, using the Fisher test, using the Jamovi software (version 2.2), considering a significance level of 5%.For Phase 3, descriptive analysis was used. The instruments used in Phase 1 were Lean Canvas and the Business Model Canvas, in Phase 2 an adapted solution interview guide and, in Phase 3, a structured form to describe two scenarios. Results: In Phase 1, the problem hypotheses were presented in the Lean Canvas, and the proposed business model was outlined in the Business Model Canvas tool. In Phase 2, the interview, 51.7% of participants mentioned that their child got sick between four and eight times a year. Participants were asked about the importance of solving the three problems raised, with response options: very important, important or not very important to be solved. Participants indicated that the three hypotheses were considered very important, with a percentage of 70% for the hypothesis “there is recurrent illness due to infectious diseases in the age group 4 to 6 years” and 80% for each of the hypotheses “low adherence to measures of hygiene generates infectious and parasitic diseases” and “considers hand hygiene to be an essential and important habit that is little used to maintain health in the Brazilian population”. In Phase 3, the MVP proposal was presented, with the Lean Startup methodology, for the dissertation, with two contexts being presented in video format, of an educational technology focusing on hand hygiene and respiratory etiquette, both scenarios for prevention and control of infections in children. The technology being created used gamification and will be continued in subsequent research; therefore, it is not finalized. Conclusions: A proposal for an MVP was presented, in the construction phase, based on a business model, focusing on the control and prevention of infectious diseases. In time, two phases were described, following the Lean Startup methodology, for its development.