Innovation in business models of brazilian start-ups in the educational sector




Business Model Innovation, Business model, Start-up. Education


Objective of the study: The aim of this article is to analyze how education technology start-ups in Brazil innovate their business models.

Methodology: We conducted a multiple case study with 6 start-ups in the field of education, varying in terms of age, size and level of diversification. Our field surveys comprised interviews, observations and documents as data sources from 6 education sector start-ups. We used the extended case method as a guide for data analysis.

Originality/relevance: This research contributes to a better understanding of how start-ups innovate in their business models.

Main results: Among our main results, we found that in value creation, capabilities are developed in an informal and unstructured way. In value proposition, start-ups demonstrate considerable creativity in their offerings, but pay little attention to their channels and customer relations. In terms of value capture, they focus too much on the pursuit of revenue, but do not pay sufficient attention to cost control and pricing structure.

Theoretical/methodological contributions: We collaborated with the scientific discussion on innovation in business models by discussing how 6 different start-ups innovate in their models.


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Author Biographies

Thiago de Luca Sant'ana Ribeiro, FATEC Bragança Paulista - Caraguatatuba / SP

PhD in Administration from the University Nove de Julho (2022). Master in Business Administration from Universidade Nove de Julho (2018). Specialist in Logistics and Supply Chain (MBA) from Faculdade Metropolitana Unidada (2016). Graduated in Business Administration from Faculdade São Sebastião (2014). He is currently a professor of management at the IFSP and a data consultant at the company Mkt4edu. He is the author of the book " Administração sob a Ótica dos concursos" (2016)

Gustavo Gonçalves, CEO / Co-founder of MKT4EDU Consultoria em Captação Ltda / Sharjah - Emirados Árabes Unidos

Graduated in Business Administration from Centro Universitário UNA (2001) and Masters (2018) and Doctorate (2021) in Business Administration from Universidade Nove de Julho. CEO/Co-founder of MKT4EDU Consultoria em Captação Ltda, a company operating in Brazil, Mexico, USA, Portugal and United Arab Emirates. He has experience in Education, working mainly on the following topics: student recruitment, student retention, inbound marketing, marketing automation, higher education and educational marketing

José Eduardo Valladares Teixeira

Graduated in Mechanical Engineering from the Pontifical Catholic University of Rio de Janeiro (1982), where he also obtained a specialization in Mechanical Production Engineering (1982). Master of Science in Management (with Distinction) from the London Business School, where he attended the Sloan Fellowship Masters Program (1999) with distinction. Master in Business Administration from Universidade Nove de Julho - UNINOVE, with a concentration area in Organizational Strategy. Doctorate in Business Administration at the Graduate Program in Business Administration at Universidade Nove de Julho - UNINOVE. Partner at Advancy Brasil consultancy. He has experience in providing management consulting services in the areas of Business Administration, with emphasis on Strategy, Organization, Operations and Processes, Computer Science, with emphasis on Information Technology Management and in Production Engineering, with emphasis on Economic Engineering, Production Management and New Product Development

Benny Kramer Costa, Universidade Nove de Julho - Uninove / São Paulo (SP)

He holds a doctorate and postdoctoral degree in Business Administration from the University of São Paulo (1999 and 2006 respectively), a Master's in Business Administration from the Federal University of Rio Grande do Norte (1991) and a degree in Economic Sciences from the Federal University of Rio Grande do Norte (1985). . He is currently Full Professor and Researcher at the Graduate Program in Business Administration at Universidade Nove de Julho-UNINOVE, and Full Professor at the Department of Public Relations, Advertising and Tourism at the School of Communications and Arts at the University of São Paulo-USP


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How to Cite

Ribeiro, T. de L. S., Gonçalves, G., Teixeira, J. E. V., & Costa, B. K. (2023). Innovation in business models of brazilian start-ups in the educational sector. Revista Ibero-Americana De Estratégia, 22(1), e22516.