The online art-literature roleplaying community, a little-known hobbyist writing group that exists on DeviantArt.com, is devoted to creativity and collaboration. Many members of the community find DeviantArt does not meet their needs. After examining the market gap left by DeviantArt, I began work on Homebrewed: a website for roleplayers by roleplayers. Using Homebrewed as a case study, this report incorporates Eric Ries's Lean Startup methodology as a tool for under-resourced entrepreneurs and suggests that also cultivating a strategic brand and aesthetic can yield a well-rounded startup.
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Thesis advisor: Johnson, Leanne
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