Students' Perspective in Choosing Innovation Strategies in Attempt for Surviving Valley of DEath Phase: Case Study in Universitas Ciputra

Abstract

This research aims to map students’ start-up business innovation strategies, specificanlly those which are within Valley of Death phase. Research objects are several students’ businesses which have gone through Entrepreneurial Project 2 subjects, in International Business Management Program, Universitas Ciputra. Data is gathered through interview, observation and FGD methods. His research is done using qualitative descriptive method. The result shows there are six commonly used business innovation, which are: (1) product performance; (2) product system); (3) customer engagement; (4) channel; (5) network and (6) business model. The research findings are expected to be value adding for entrepreneurship education practitioner and business owners, specially within micro scale in order to understand better business innovation behavior within start-up phase.