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Ohne Arzt und doch nicht ohne Arzt : Neue Rollenmodelle für das Gesundheitswesen im ländlichen Raum
(2022)
Die vorliegende Bachelor-Thesis beschäftigt sich mit der Täuschung auf maschinellem Lernen basierender Schadsoftwareerkennung unter realitätsnahen Bedingungen.
Neben der detaillierten Betrachtung des Forschungsgegenstandes werden hierfür, die vom aktuellen Forschungsstand hervorgebrachten Angriffe, hinsichtlich des Effektivitätskriteriums der Über- tragbarkeit auf zum Angriffszeitpunkt unbekannte Modelle, evaluiert und ein speziell für diese Bedingungen konzipierter, iterativer Ensemble-Ansatz zur Generierung von übertragbaren Adversarial Examples vorgestellt.
Die aus den Untersuchungen stammenden Ergebnissen zeigen, dass die Leistung herkömmlicher Verfahren, unter wirklichkeitsnahen Bedingungen oder im Einsatz gegen kommerzielle Produkte, stark abnimmt. Weitere Erkenntnisse der Forschung umfassen den Ausschluss eines linearen Zusammenhanges zwischen verfügbarem Wissen und Evasionserfolg, die Steigerung der Übertragbarkeit durch Zunahme der Ensemblegröße sowie die Einsatzfähigkeit der entwickelten Methodik gegen kommerzielle Antivirus Produkte.
Die Inhalte der vorliegenden Thesis verfolgen dabei einen rein edukatorischen Ansatz, der durch das Aufdecken von sicherheitsrelevanten Schwachstellen als Handlungsimpuls für Betreiber kommerzieller Antivirus-Lösungen dienen und nicht zum Begehen von Straftaten animieren soll.
Johannes Mohr, the owner of the start up company KARMA foods, has made it his life's mission to do something good for humanity. His idea is to make the world a better place by selling organically and sustainably produced products from Sri Lanka. Therefore, the company is also one of the so-called social entrepreneurs. Social Entrepreneurs are companies for which social thinking has the highest priority while doing business. KARMA foods thus supports social projects in Sri Lanka as well as animal welfare in Germany with every product sold. This is done by injecting a certain amount of money per product sold into the projects.
The social trend has changed significantly in recent years. As a result, businesses today are forced to adapt to the increasing health and environmental concerns in order to come up to the consumers' needs in the future. This growing health trend, especially with regard to healthy nutrition, also brought many superfood products to the market. Also the products of KARMA foods. The product range includes four products, the Moringa leaf powder, the Moringa capsules, the virgin coconut oil and the organic monkey mousse.
The aim of this bachelor thesis is to show the company different online marketing models, which are suitable for the marketing of superfood products. These are especially important in making KARMA foods better known to its target audience and gaining reach. On the other hand, they are more cost-saving than conventional marketing models. This is especially important for start ups with low budgets.
Another part of the work is to create a business plan for KARMA foods in order to give the company a structure and a guideline for orientation. This structure is a great help not only for the company itself, as all important business processes have been written down, but also a helpful document when borrowing money. Because potential lenders want to know who they are dealing with and whether they can trust the company or not. The work thus provides the company with important tips on how to make the KARMA foods brand and its products more widely known to consumers, as well as providing guidance on where the company currently stands and what it can achieve in the future.
This paper elaborates the effectiveness of marketing channels for startups in all stages of their startup lifecycle. The focus here is put on startups operating in the German market. In general, nine out of 10 businesses fail within their first three years of operations. Even though there seem to exist numerous “how-to” guides and advices on how to run a startup, there are none giving a reasonable answer on customer acquisition strategies and on the effectiveness of channels startups may consider for their survival. Finding out common best practices for marketing should prevent the high failure rate that the market for startups undergoes. By investigating latest research findings and conducting expert interviews, this paper recommends best practices for a successful customer acquisition strategy and shows valuable insights based on an analysis of real startup cases. The results of the analyses reveal that a successful customer acquisition strategy does not depend on one marketing channel but rather on an interaction between all marketing channels providing overall consistency in communication. Furthermore, the stage of the startup is of utmost importance as the focus on different channels changes depending on its stage. This paper should not serve as a guide but rather as an inspiration for future marketing strategies considered by startups in their early stage.