The journey of new venture creation: An innovative Neuroscience-based service. The case of Brainest

Abstract

In an era characterized by innovation, disruption, and rapid technological advancements, the business world has witnessed the emergence of startup enterprises as a driving force for change. The research conducts a two-tiered examination of the startup landscape, involving an exploration of theoretical foundations and a detailed analysis of a specific case study. The first part critically examines the different factors that define the startup ecosystem, delving into its foundational theories which encompass a range of concepts and frameworks that contribute to understanding the creation, growth, and dynamics of startup enterprises. By conducting a systematic literature review and independent analysis, this section presents existing and innovative methods to construct an integrative model that influences startup outcomes. In the second part, a detailed case study focuses on a specific startup initiative within the neuroscience field. The main innovative source for the startup's value proposition is a scientific method based on neuroenhancement, called R-Neuroplus®. It is based on a non-invasive approach with technologies that aim at enhancing physiological self-regulation and cognitive functions of the people. The startup's goal is to provide university students and managers with a useful tool for measuring, developing, and certifying cognitive potential. This will be achieved by actively engaging with the customers to reduce stress, prevent burnout, optimize performance, and consequently improve their health, well-being, and quality of life.