Blue ocean startup companies face the challenge of a non-existing market since the customer is often unknown in a startup. There are new ideas and strategies being developed by marketers to create a relationship between startup companies and customers; one of them is the customer development process developed by Steve Blank. Steve Blank’s books and materials on customer development process (CDP) describes it as non- linear and unpredicted. It requires a company to continuously fail then pivot until a proving scalable and profitable business model is achieved. This dissertation analyses an existing startup’s creation decisions without CDP in comparison to how it would have used Steve Blank’s CDP.
