EFFECTUATION
Effectuation is logic of thinking that helps entrepreneurs to start their businesses and pro–
vides a way to control an unpredictable future. It is considered as creative, goal-oriented,
affordable loss, partnership and leverages.
Effectuation has 5 different principles that are: Bird in hand, Affordable loss, Lemonade,
Patchwork quilt and the Pilot in plane. To demonstrate these principles into practice, we
will take the case of “POINTMAT”, company of distribution of construction materials.
1) Bird in hand: it mainly concerns starting with existing means. When en–
