@misc{9233238,
  abstract     = {{Digital D2C companies in traditionally physical retail can establish a clear niche, but face new challenges when the business model is scaled to broader customer segments. This thesis explores how a Swedish company in the paint industry can further develop a validated, niche-oriented, and digital business model to reach new customer segments in the Swedish market.

The study is conducted as a case study with a Swedish D2C digital paint company as the main case. The theoretical framework is developed through literature on market analysis, customer understanding, business models, channel design, and growth strategy. The framework is then calibrated through a comparative analysis of Desenio, Sweef, and Zalando. Finally, the framework is applied to the main case through order data, SCB-data, customer reviews, an internal interview, and survey data.

The findings show that customer segment expansion is, among other things, about understanding how the conditions of different segments influence their drivers, purchase confidence, and need for decision support. Geodemographic factors can be used to identify segment patterns and assess where the business model works. The study also indicates that digital and physical solutions to purchase uncertainty should be chosen based on project complexity, segment-specific conditions, and whether the main challenge concerns reach or conversion.

The thesis results in The Fish Model (“Fiskmodellen”), a framework for structuring scaling without weakening the original niche position. Thus, the study contributes a practical strategic decision-support tool for digital D2C companies in the scaling phase. It also provides an increased understanding of data-driven market expansion in mature consumer markets.}},
  author       = {{Wennberg, Manne and Henriksson, Algot}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Från nisch till breddning: Ett ramverk för uppskalning av digitala D2C-affärsmodeller i traditionellt fysiska branscher}},
  year         = {{2026}},
}