GROWTH STRATEGIES IN SUBSCRIPTION-BASED B2C STARTUPS: EVIDENCE FROM UKRAINIAN TECH ECOSYSTEM
| dc.contributor.author | Honyk, Bohdan | |
| dc.date.accessioned | 2026-02-17T09:04:46Z | |
| dc.date.available | 2026-02-17T09:04:46Z | |
| dc.date.issued | 2026-01 | |
| dc.description.abstract | This capstone project investigates how Ukrainian subscription-based B2C digital startups perceive and implement their growth strategies while operating within venture-builder ecosystems. The research addresses the central question of how Ukrainian subscription-based B2C startups grow within venture-builder structures, utilize shared capabilities, and how this context influences their acquisition, activation, retention, and monetization strategies. To answer this, the study also examines questions related to experimentation velocity, funnel standardization, and the trade-offs between autonomy and centralized support. The data were collected through seven semi-structured in-depth interviews with founders and C-level managers responsible for growth in venture-builder portfolio companies. Using a qualitative multiple-case design, all interviews were analyzed thematically across five constructs: acquisition, activation, retention, monetization, and venture builder ecosystem support. The findings reveal strong convergence around ecosystem-wide growth playbooks, including quiz-first onboarding, email-driven retention, and performance-based acquisition. At the same time, substantial divergence arises from differences in team autonomy, resource-sharing arrangements, product maturity, and product launch strategies. The study concludes that venture-builder ecosystems function simultaneously as accelerators and constraints: they reduce operational friction, diffuse best practices, and impose structural boundaries that shape strategic behavior. These insights have practical implications for founders and venture builders seeking to balance standardization with flexibility. | en |
| dc.identifier.citation | Honyk, B. (2026). GROWTH STRATEGIES IN SUBSCRIPTION-BASED B2C STARTUPS: EVIDENCE FROM UKRAINIAN TECH ECOSYSTEM. Kyiv: American University Kyiv. URI: https://er.auk.edu.ua/handle/234907866/171 | en |
| dc.identifier.uri | https://er.auk.edu.ua/handle/234907866/171 | |
| dc.language.iso | en_US | |
| dc.publisher | Manuscript | |
| dc.subject | subscription-based startup | |
| dc.subject | venture builder | |
| dc.subject | growth strategy | |
| dc.subject | B2C digital products | |
| dc.subject | retention | |
| dc.subject | monetization | |
| dc.title | GROWTH STRATEGIES IN SUBSCRIPTION-BASED B2C STARTUPS: EVIDENCE FROM UKRAINIAN TECH ECOSYSTEM | |
| dc.title.alternative | СТРАТЕГІЇ ЗРОСТАННЯ У B2C-СТАРТАПАХ ІЗ БІЗНЕС-МОДЕЛЛЮ ЗА ПІДПИСКОЮ: ДОСВІД УКРАЇНСЬКОЇ ТЕХНОЛОГІЧНОЇ ЕКОСИСТЕМИ | |
| dc.type | Thesis |