Combined Presentations 21/11/2013 and 28/11/2013
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Combined Presentations 21/11/2013 and 28/11/2013
- 1. Mamma’s Lavandaria Business Model 2.0 Sofia Zubkova Anastasiia Pleshkova Diogo Cardoso Steffen Rilling
- 2. Agenda • • • • • Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 2
- 4. Business Model 1.0 Suppliers of cleaning products and machines Post Time saving Cleaning Marketing Distribu tion Perfume Company Overcome boundaries High quality Business Model 1.0 Money saving Service Advertis ement Hypothesis Testing Telep hone Ecofriendly Laundry Pick-Up stations Staff Salary Additional Services (Monograms, Perfume) Businessman Students Laundry & Facility Staff External Laundry Loyalty scheme Own Application distrib & Website ution Distributi on Boxes Business Model 2.0 Collecting boxes at Postmen public places Outsourc ing Laundry Service To Do’s Advertise ment Extra Services Appendix 4
- 6. Overview of Hypotheses HYPOTHESIS CATEGORY Students value a laundry service because they don't want to take care of this chorus Customer Segment Businessmen prefer a time-saving rather than a traditional laundry service Customer Segment Customers value the time-saving aspect of our laundry service Value Proposition Customers value our personalized box to put their clothes inside Customer Relationship CTT will be able to provide us the service of pick-up and delivery of the clothes Channels We are able to operate with an own distribution service and realise economies of scale by delivering it to one laundry Channels Perfume companies pay us a fee, putting perfume testers in the boxes (advertise) Revenue Streams Customers are willing to pay a price premium for a pick-up laundry service Revenue Streams Outsourcing our laundry services is the most economical way for us to provide the service Key Resources Social media and word-of-mouth will be enough to marketing our service Key activities Our personalized box would cost below 5 Euro to provide to our customers Cost Structure The additional business generated by not charging a fee for the box will outweigh the costs for the box Cost Structure Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 6
- 7. Hypothesis & Validation (1) Hypothesis: Results: Students value a laundry service because they don't want to take care of this chorus Interview Test: 25% Interview: 35 students; need for laundry? Survey: students; value the service 75% Validation: Interview: 60% of students have this need Survey: 60% of students rate 7 or higher no need for laundry need for laundry Survey 24% Action: - Hypothesis validated - Clearer definition of customer segment: Non-local Students Business Model 1.0 Hypothesis Testing 76% value less than 7 Business Model 2.0 To Do’s value more than 7 Appendix 7
- 8. Hypothesis & Validation (2) Hypothesis: Results: Businessmen prefer a time-saving rather than a traditional laundry service Interview Test: Interview: 15 businessmen; need for time-saving laundry? Survey: businessman; value the service 40% 60% Validation: Interview: 60% of businessmen have this need for time-saving laundry Survey: 60% of businessmen rate timesaving service 7 or higher no need for laundry need for laundry Survey 21% Action: - Hypothesis validated - Clearer definition of customer segment: Urban Working People Business Model 1.0 Hypothesis Testing Business Model 2.0 79% value less than 7 To Do’s value more than 7 Appendix 8
- 9. Hypothesis & Validation (3) Hypothesis: Results: Customers value the time-saving aspect of our laundry service Interview Test: 17% Interview: 50 potential customer; yes/no Survey: potential customer; value the service 83% Validation: Interview: 60% of customers value a timesaving laundry service Survey: 60% of customers value timesaving service 7 or higher no need for laundry need for laundry Survey 21% Action: - Hypothesis validated 79% value less than 7 Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s value more than 7 Appendix 9
- 10. Hypothesis & Validation (4) Hypothesis: Results: Customers value our personalized box to put their clothes inside Survey Test: Survey: pot. customer; value the box Landing Page: Compare Conversion Rates with/without Box 47% 53% Validation: Survey: 60% of customers value our personalized box 7 or higher Landing Page: Conversion Rate With Box > Without Box value less than 7 value more than 7 CR Land. Pages 6.2% 4.9% Action: - Hypothesis invalidated - Change box to either bag or no transport medium Business Model 1.0 Hypothesis Testing Business Model 2.0 Without Boxes To Do’s With Boxes Appendix 10
- 11. Hypothesis & Validation (5) Hypothesis: Results: CTT will be able to provide us the service of pick-up and delivery of the clothes CTT – Marco Nobre Test: Contact CTT Validation: CTT is interested in being our partner Academic Support department is not interested in a cooperation (IPO + Core Business) Action: - Hypothesis invalidated - Change from CTT distribution system to build up own pickup and delivery Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 11
- 12. Hypothesis & Validation (6) Hypothesis: Results: We are able to operate with an own distribution service and realise economies of scale by delivering it to one laundry Test: Prices lower if we pick up and deliver to closest laundry Wizard of Oz (Bring clothes either to own laundry or bring it to many laundries) Validation: Track time and costs Economies of Scale > Costs to deliver to one laundry Action: - Hypothesis invalidated - Build up network of laundries to deliver laundry Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 12
- 13. Hypothesis & Validation (7) Results: Hypothesis: Perfume companies pay us a fee, putting perfume testers in the boxes (advertise) Natália Santos Test: Contact established with Sales department of Oriflame Validation: Oriflame is interested to put testers into box/bag in return of an advertisement fee Action: - Hypothesis not yet validated - But look for other companies to generate advertisement revenues ? Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 13
- 14. Hypothesis & Validation (8) Hypothesis: Results: Customers are willing to pay a price premium for a pick-up laundry service Interview 15% Test: Interview: 50 interviews; pay premium? Survey: pot. customer; range premium Landing Page: Email subscription Validation: 85% pay no premium Interview: 60% of customers willing to pay Survey: 60% of customers willing to pay Landing Page: 10 clients in two weeks 12% pay premium Survey 10% 12% 31% 15% Action: - Hypothesis validated - However less than expected (surveys)! Business Model 1.0 Hypothesis Testing Business Model 2.0 20% 0 <1.50€ <0.50€ <2.00€ <1.00€ >2.00€ Landing Page 11 Emails in 1 ½ weeks To Do’s Appendix 14
- 15. Hypothesis & Validation (9) Hypothesis: Results: Outsourcing our laundry services is the most economical way for us to provide the service Test: Compare costs of outsourcing with costs of having our own laundry service Very High Start up Costs Laundry Equipments cost more 200.000€ Validation: Outsourcing costs > costs having own laundry service Action: - Hypothesis Validated Business Model 1.0 Hypothesis Testing Initial Stage with no Economies of Scale Interested Local Laundries Business Model 2.0 To Do’s Appendix 15
- 16. Hypothesis & Validation (10) Hypothesis: Results: Social media and word-of-mouth will be enough to marketing our service Survey Test: 2% Survey: pot. customer; recommend our service Social Media: Facebook page 98% Validation: no recommendation Survey: 80% of customers recommend our service Social Media: 200 Likes in 4 weeks recommendation Facebook Likes 17% Action: - Hypothesis not yet validated - Promote Facebook page ? 83% Likes achieved Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Likes missing Appendix 16
- 17. Hypothesis & Validation (11) Results: Hypothesis: 1,2 euro per plastic box 1 euro per design & printing Our personalized box would cost below 5 Euro to provide to our customers Cost Calculation Test: 45% Internet research: materials Interview: plasticboxshop.co.uk 55% Validation: Box Printing Total Costs below 5 Euro Economies of Scale 3 2 Action: - Hypothesis validated 1 0 to Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Material Print Appendix t1 17
- 18. Hypothesis & Validation (12) Hypothesis: Results: The additional business generated by not charging a fee for the box will outweigh the costs for the box Test: A/B Test: Landing Page with/without Box Visitors 50% 50% Validation: Subscriptions without fee for box twice as high as subscriptions with fee for box Difference multiplied with average revenue Without box fee With box fee CR Land. Pages Boxes 7.8% Action: - Hypothesis validated 2% Free Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s 5 Euros Appendix 18
- 19. Checklist Hypotheses Hypothesis Category Students value a laundry service because they don't want to take care of this chorus Customer Segment Businessmen prefer a time-saving rather than a traditional laundry service Customer Segment Customers value the time-saving aspect of our laundry service Value Proposition Customers value our personalized box to put their clothes inside Customer Relationship CTT will be able to provide us the service of pick-up and delivery of the clothes Validation Channels We are able to operate with an own distribution service and realise economies of scale by delivering it to one laundry Perfume companies pay us a fee, putting perfume testers in the boxes (advertise) Channels Revenue Streams Customers are willing to pay a price premium for a pick-up laundry service Revenue Streams Outsourcing our laundry services is the most economical way for us to provide the service Key Resources Social media and word-of-mouth will be enough to marketing our service Key activities Our personalized box would cost below 5 Euro to provide to our customers Cost Structure The additional business generated by not charging a fee for the box will outweigh the costs for the box ? Cost Structure Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s ? Appendix 19
- 21. Business Model 1.0 Recap Suppliers of cleaning products and machines Post Time saving Cleaning Marketing Distribu tion Perfume Company Overcome boundaries High quality Ecofriendly Laundry Pick-Up stations Staff Salary Business Model 1.0 Additional Services (Monograms, Perfume) Money saving Businessman Students Laundry & Facility Staff External Laundry Loyalty scheme Service Advertis ement Hypothesis Testing Collecting boxes at public places Distributi on Boxes Business Model 2.0 Outsourc ing Postmen Telep hone Own Application distrib & Website ution Laundry Service To Do’s Advertise ment Extra Services Appendix 21
- 22. Business Model 2.0 Construction Suppliers of cleaning products and machines Time saving Cleaning Marketing Overcome boundaries Distribu tion Post Perfume Company Network of Local Laundries Staff Salary Business Model 1.0 Ecofriendly Laundry Pick-Up stations Advertis ement Monitor Service Hypothesis Testing Recycle Bags Business Model 2.0 Non-local Students Collecting boxes at public places Own Application distrib & Website ution Telep hone Postmen Distributi on Outsourc ing Urban Workers Additional Services (Monograms, Perfume) Money saving High quality Laundry & Facility Staff Loyalty scheme Laundry Service Advertise ment To Do’s Extra Services Appendix 22
- 23. Business Model 2.0 Construction Suppliers of cleaning products and machines Perfume Company Laundry & Facility Staff Network of Local Laundries Business Model 1.0 Overcome boundaries Distribu tion Post Staff Salary Time saving Cleaning Marketing Ecofriendly Monitor Service Recycle Bags Hypothesis Testing Outsourc ing Business Model 2.0 Non-local Students Collecting boxes at public places Own Application distrib & Website ution Telep hone Postmen Distributi on Advertis ement Urban Workers Additional Services (Monograms, Perfume) Money saving High quality Laundry Pick-Up stations Loyalty scheme Laundry Service Advertise ment To Do’s Extra Services Appendix 23
- 24. Business Model 2.0 Construction Marketing Perfume Company Distribu tion Network of Local Laundries Distribution System Premium Service Business Model 1.0 Monitor Service Application & Website High quality Own distrib ution Recycle Bags Hypothesis Testing Outsourc ing Business Model 2.0 Distribution Fee Non-local Students Telep hone Distributi on Advertis ement Urban Workers Additional Services (Monograms, Perfume) Overcome boundaries Ecofriendly Staff Salary Loyalty scheme Time saving Advertise ment To Do’s Extra Services Appendix 24
- 25. Business Model 2.0 Perfume Company Distribu tion Network of Local Laundries Distribution System Overcome boundaries Staff Salary Monitor Service Business Model 1.0 Additional Services (Monograms, Perfume) Premium Service Own distrib ution Telep hone Distributi on Recycle Bags Hypothesis Testing Outsourc ing Business Model 2.0 Distribution Fee Advertise ment To Do’s Urban Workers Non-local Students Application & Website High quality Ecofriendly Advertis ement Loyalty scheme Time saving Marketing Extra Services Appendix 25
- 26. To Do’s
- 27. Revenue Streams Hypoth Most of our Revenue Streams are coming from esis the transactions of our delivery/pick-up services Test Create an Order Form on our Website and test if we can get actual orders Validati onAs a first trial, get 10 orders in two weeks Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 27
- 28. Revenue Streams Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 28
- 29. Revenue Streams Hypoth We can get additional Revenue Streams from esis advertisement fees (perfume testers, …) Test Contact perfume/cosmetic company and see if they are interested Validati onThey are interested in advertise in our services Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 29
- 30. Price Model Laundry Price Base Business Model 1.0 Hypothesis Testing Business Model 2.0 Consumer Perception of Premium Fee To Do’s Appendix 30
- 31. Key Resources Hypoth Creating our own distribution system is more esis than being mediators between clients profitable and laundries with their own delivery service Test Perform Wizard of Oz for each way Validati onCalculate costs Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 31
- 32. Process Description C U S T O M E R L A U N D R Y O U R T E A M Place an order Add. service Yes Receive made order No Cleaning & Washing Receive an order Pick up the order Fulfill add. service Pick up the fulfilled order and make quality control Source: Copyright Fábrica de Startups Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 32
- 33. Value Chain Firm Infrastructure Delivery System (Cars and Laundy Bags) Human Resources Support Activities Carriers/drivers; Incentives to be on time; Trainings for CR Accounting Costs and Revenues Tracking; Exploration of Revenue Sources IT Support System Website; App; Social Media; Tracking system; Customer Marketing Sales Operations Pick up and Delivery; Subscription; Advertisement from Third Parties; Pick up and Delivery; Additional Service; Interact /w laundry Development Website; Interviews; Social Media; Surveys; Other target Landing Pages; activities; Website; Word of Demo App; Mouth; Support Quality check; Complain Box Main Activities Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 33
- 34. Organisation Executive Management Strategic level Organizational level Operational level Business Model 1.0 Hypothesis Testing Customer Relationship management Promotion managers Business Model 2.0 Logistic management Development manager To Do’s Pickup & Delivery Drivers Appendix 34
- 35. Organisation Executive management Sales Costumer Relationship Logistics Pick-up and Delivery HR IT support Recruiting App/website maintenance Training Business Model 1.0 Hypothesis Testing Business Model 2.0 Marketing Promotion Financial affairs Quality Control Accounting Advertising To Do’s Appendix 35
- 36. Key Partners Hypoth The number of local laundries is enough to find esis one partner that is going to work with at least us in every district Test Interview with Laundries Validati on Finding at least one in every district Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 36
- 37. Key Partners There are at least 400 laundries in Lisbon The area of Lisbon – 83.8 km2 Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 37
- 38. Types of partners • • • • • • Local Laundries Perfume company Leasing company Supplier for bags IT Partner Partnership with laundry pick up service in another country Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 38
- 39. Appendix
- 40. Creation of an App Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 40
- 41. Order Process (Customer) Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 41
- 42. Order Process (Company) Business Model 1.0 Hypothesis Testing Business Model 2.0 To Do’s Appendix 42