Competitive Strategy of Startups

Case Study of AppGeneration

Abstract

A startup, when entering the market, for its condition as a novelty, are faced with uncertainty and a lack of trust by third parties, namely, potential suppliers and clients, since, in the majority of cases, they intend to reach a market in development. Therefore, it is fundamental that startups adopt competitive and innovative strategies, allowing them to become attractive, in order to be able to respond to those difficulties and achieve success. This study aims to analyse the competitive strategy of startups, by using the AppGenaration’s case as an example of success. To better understand the subject, a literature review was made, regarding the attractiveness factors of startups, its innovative capacity and the importance of technology in its development. By carrying out an interview with its founder and CEO, it was intended to understand which innovative strategies allowed them to survive, in a context where nine in ten startups fail. It was possible to conclude that this achievement was possible due to multiple factors, notably a strong focus on marketing and design, as well as the recruitment of capable individuals to drive the company in various areas.

In order to assess the public's knowledge of AppGeneration, a convenience survey was conducted. This survey also aimed to gather information about the habits and preferences of respondents regarding apps. It was concluded that despite the majority of people not being familiar with the company, they still acquire its apps and games.