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푸드 온라인 플랫폼 비즈니스 프레시코드 사례: 린 스타트업 방식을 중심으로A Case Study on Freshcode for the Food Online Platform Business: A Focus on the Lean Start-Up

Other Titles
A Case Study on Freshcode for the Food Online Platform Business: A Focus on the Lean Start-Up
Authors
김차영박철
Issue Date
2021
Publisher
한국IT서비스학회
Keywords
BML(Build-Measure; Business Model Canvas; Freshcode; HMR; Lean Canvas; Lean Startup; Learn feedback-loop); MVP: Minimum Viable Product; O2O
Citation
한국IT서비스학회지, v.20, no.5, pp.89 - 104
Indexed
KCI
Journal Title
한국IT서비스학회지
Volume
20
Number
5
Start Page
89
End Page
104
URI
https://scholar.korea.ac.kr/handle/2021.sw.korea/138307
ISSN
1975-4256
Abstract
Food delivery service combined with IT technology and HMR (Home Meal Replacement) are rapidly growing due to the COVID-19. Recently, the demand for salads along with HMR has increased among office workers in their 20s and 30s who are interested in health and beauty. Freshcode is a food startup with 6 years of experience that started selling salad products through O2O service. Freshcode applied for a patent for a service that collects orders from nearby areas and delivers them on the same day to a designated delivery address ‘FCOSPOT’ to save shipping costs. In March 2021, in recognition of the growth potential of the regular delivery service, Freshcode received an investment of 6 billion won in Series A. This study may have practical implications to early-stage startups and scale-up stage startups through a longitudinal case study on the growth of a single company. As for the research method, the lean startup methodology and lean canvas were used in the early stage of startup. In particular, the process of the build-measure and learn feedback-loop, which is the core of lean startup methodology, was applied to each major decision-making step. In the scale-up stage after 5 years, the business model canvas was used to schematize the growth as a food online O2O platform to verify continuous innovation. This case study has three main findings. First, the idea of ​​'FCOSPOT' was successfully implemented through the Lean Startup methodology. Second, Freshcode demonstrated the scalability of the differentiated business model of shared base delivery O2O. Third, a key factor of success was the digital integrated communication operation strategy that maximizes the experience for the created customers.
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