Online and mobile app startup ideation: testing demand with Google Adwords and guerrilla marketing campaigns

Abstract

The premise of the thesis was to develop and articulate several ideas for online or mobile app businesses, with varying degrees of niche customers. I wanted to fit the potential businesses along a continuum of market size -- that is, on one end, conceive a business catering to a narrowly defined niche, with a more ambitious online or mobile app business on the other end of the spectrum tailored to a broader segment of customers.