The document outlines the development of a business concept called "Looks Deluxe" over 5 days, which provides high-quality bathroom and changing facilities for professionals on-the-go in major cities. It documents customer research, iterations to the business model canvas, testing of hypotheses, and next steps to partner with established beauty retailers looking to enter the US market. The goal is to determine customer needs, validate the value proposition, and identify how to make the business profitable.
3. BUSINESS MODEL CANVAS (DAY 1)
KP
KA
VP
CR
CS
•
•
•
•
•
Current Need:
“looking good” is a
basic human need
which on-the-go
professionals struggle
to fulfill
Customers should trust
in us to make their lives
easier while always
offering a high quality
service
B2C
Professionals without a
9-to-5 desk job who are
on the go
• Bankers
• Consultants
• Entrepreneurs
• Real-estate Agents
• Journalists/Reporter
s
• Models/Actors
•
•
Conference
Organizers
Spa Product Brands
Luxury Bathroom
Stores
Implementation
Running the Service
Selling
Marketing
KR
•
•
•
Space
Human – assistants,
spa professionals,
receptionists,
custodial staff
Products –
shampoos/soaps/ha
ir-driers/ironing
boards etc
Primary Service:
High-quality and
accessible bathrooms,
showers and changing
rooms distributed
around big cities
New York Midtown
Secondary Service:
Manicure/Pedicuring,
Express Massage,
Ironing/Steaming
Word-of-mouth
popularity
CH
Physical Service (on
location)
Website/Email/Phone/F
acebook/Twitter
Salaries
>$50k
B2B
• SMEs
C$
R$
Facility Space Rent
Staff & Products
Utilities
Waste
Installation/Renovation
Maintenance
Marketing & Customer Acquisition
Subscription Fee (Parallel to a Gym Membership Fee)
5. TESTING OUR HYPOTHESES – DAY 1
Would
customers pay
a subscription
fee in order to
guarantee
quality?
Interviewed
customers in Grand
Central Station,
targeting
professionals
Would
students
interviewing for
jobs use this
service?
Interviewed
customers in Grand
Central Station and
Union Square
Customers
preferred to
pay by use
Students
were not
interested in
paying for the
service
6. BUSINESS MODEL CANVAS (DAY 2)
KP
KA
VP
CR
•
•
•
•
•
Primary Service:
High-quality and
accessible bathrooms,
showers and changing
rooms distributed
around big cities
Get – Word of mouth,
advertisement through
key partners, general
advertisement,
branding
Keep – Online booking,
perks for frequent
customers or package
deal,
Grow – Expand to
multiple locations
within New York,
expand
nationwide/internationa
lly, word of mouth,
popularity
•
•
•
Conference
Organizers
Spa Product Brands
Luxury Bathroom
Stores
Small fitness
centers (such as
yoga studios)
Implementation
Running the Service
Selling
Marketing
KR
•
•
•
Space
Human – assistants,
spa professionals,
receptionists,
custodial staff
Products –
shampoos/soaps/ha
ir-driers/ironing
boards etc
C$
Facility Space Rent
Staff & Products
Utilities
Waste
Installation/Renovation
Maintenance
Marketing & Customer Acquisition
Secondary Primary
Service:
Manicure/Pedicure,
Express Massage,
Ironing/Steaming,
Shaving, Make Up,
Feminine Care
Offering these
services to SME’s
without their own
facilities
CH
Physical Service (on
location)
CS
B2C
Professionals
without a 9-to-5
desk job who are on
the go
•
•
•
•
•
•
•
Age range 23-50
Bankers
Consultants
Entrepreneurs
Real-estate
Agents
Journalists/Repo
rters
Models/Actors
Salaries
>$50k
B2B
• SME’s
Website/Email/Phone/F
acebook/Twitter
Pay-per-Usage (range of willingness to pay is $20 - $40)
R$
Subscription Fee (Parallel to a Gym Membership Fee)
Subscription Fee for package deals
7. MARKET SIZE (CUSTOMERS)
Available
Market
Workers in Manhattan
Served
Market
Women, salary >50K,
commute to NY or travel
more than 30 min to work
Target
Market
5% of served market
Total Available Market: 2,3M
Served
Available
Market: 500K
Target Market:
24K
Source: U.S. Census Bureau, 2011
American Community Survey
10. TESTING OUR HYPOTHESES – DAY 2
Would clients of
small yoga/fitness
studios without
their own showers
use our service?
Would customers
want full services
(manicures, hair
stylists, etc.) to
be provided?
We interviewed
managers and
employees at small
yoga studios
around Union
Square
Interviewed
customers in Grand
Central Station and
Union Square, as
well as young
professionals in
London and Paris
Managers
would
endorse the
idea
There was greater
demand for
products being
provided and a
personal, private
space rather than
services.
11. BUSINESS MODEL CANVAS (DAY 3)
KP
KA
VP
CR
•
•
•
•
•
Primary Service:
High-quality and
accessible bathrooms,
showers and changing
rooms distributed
around big cities
Get – Word of mouth,
advertisement through
key partners, general
advertisement,
branding
Keep – Online booking,
perks for frequent
customers or package
deals,
Grow – Expand to
multiple locations
within New York,
expand
nationwide/internationa
lly, word of mouth,
popularity
•
•
•
Conference
Organizers
Spa Product Brands
Luxury Bathroom
Stores
Small fitness
centers (such as
yoga studios)
Implementation
Running the Service
Selling
Marketing
KR
•
•
•
Space
Human – assistants,
spa professionals,
receptionists,
custodial staff
Products –
shampoos/soaps/ha
ir-driers/ironing
boards/feminine
care, etc.
Primary Service:
Products/Amenities
Offered:
Manicure/Pedicure,
Express Massage,
Ironing/Steaming,
Shaving, Make Up,
Feminine Care,
Showers, Coffee
Offering these
services to SME’s
without their own
facilities
C$
FC – Installation/Renovation
VC – Facility space rent, staff & products, utilities &
waste, maintenance, marketing & customer
acquisition
CS
B2C
Professionals
without a 9-to-5
desk job who are on
the go
•
•
•
•
•
•
•
Age range 23-55
Bankers
Consultants
Entrepreneurs
Real-estate
Agents
Journalists/Repo
rters
Models/Actors
CH
Salaries
>$50k
> $75 k
Physical Service (on
location)
B2B
• SME’s
Website/Email/Phone/F
acebook/Twitter
Pay-per-Usage (range of willingness to pay is $20 - $40)
R$
Subscription Fee (Parallel to a Gym Membership Fee)
Subscription Fee for package deals
12. Private shower facilities
Day 1
Day 5
Day 4
Day 2
Yoga/fitness studios
lacking shower
facilities
Day 3
Services and male
customer base
13. TESTING OUR HYPOTHESES – DAY 3
How difficult is it
to access
restrooms in New
York City?
Would customers
at small
yoga/fitness
studios without
showers use our
service?
Talked to managers
and employees at
eight
cafes/shops/hotels
in Union Square
Spoke to fitness
class goers,
receptionists, and
managers
Many
restrooms are
made
accessible to
the public
There was no
need for our
service; most
people traveled
home directly after
their classes
14. TESTING OUR HYPOTHESES – DAY 3
Would men
contribute to our
customer base?
Customers were
not interested in
paying a
subscription fee.
Spoke to potential
customers in Grand
Central Station &
Union Square, as
well as young
professionals in
London/Paris
Interviewed
potential customers
in Grand Station
and Union Square
The male
archetype was
younger than
what we
hypothesized
Some customers
would be willing to
pay a subscription
fee for permanent
services such as
lockers
15. BUSINESS MODEL CANVAS (DAY 4)
KP
KA
VP
CR
•
•
•
•
•
Primary Service:
High-quality and
accessible bathrooms,
and changing rooms
distributed around big
cities
Get – Word of mouth,
advertisement through
key partners, general
advertisement,
branding, capture large
customer groups
through B2B deals
Keep – Online booking,
perks for frequent
customers or package
deals, Mobile app
Grow – Expand to
multiple locations,
services base on
demand
•
•
•
•
Conference
Organizers
Spa Product Brands
Luxury Bathroom
Stores
Small fitness
centers (such as
yoga studios)
Retail Beauty
Stores (Sephora)
Implementation
Running the Service
Selling
Marketing
KR
•
•
•
Space
Human – assistants,
receptionists,
custodial staff
Products –
shampoos/soaps/ha
ir-driers/ironing
boards/feminine
care, etc.
Products/Amenities
Offered:
Manicure/Pedicure,
Ironing/Steaming,
Shaving, Make Up,
Feminine Care,
Showers, Coffee,
lockers
FC – Installation/Renovation
VC – Facility space rent, staff & products, utilities &
waste, maintenance, marketing & customer
acquisition
B2C
Professionals
without a 9-to-5
desk job who are on
the go
•
•
•
•
•
•
•
•
Age range 23-55
Age range:
Female 23-55
Male :23-35
Bankers
Consultants
Entrepreneurs
Real-estate
Agents
Journalists
Models/Actors
CH
•
•
Physical Service (on
location)
Salaries
> $75 k
Website/Email/Phone/F
acebook/Twitter
Offering these
services to SME’s
without their own
facilities
C$
CS
B2B
• SME’s
R$
Pay-per-Usage (range of willingness to pay is $20 - $40):
Pricing tactic: Volume base
Subscription Fee (offers a locker)
Subscription Fee for package deals
17. Private shower facilities
Day 1
Day 5
Day 4
Day 2
Yoga/fitness studios
lacking shower
facilities
Day 3
Profitability
Services and male
customer base
18. COST ANALYSIS
Initial Investment:
Operational Costs:
•
•
•
•
•
•
•
•
•
Remodeling
Installation
Supplies
Etc.
Total: $572,300.00
Space
Utilities
Human resources
Supplies
Etc.
Total: $43,300.00
Based on a model with 12 suites and charging a pay-per-use fee of
$20…
We would require a turn-over rate of approximately 100 customers per
day.
20. BUSINESS MODEL CANVAS (DAY 5)
KP
KA
•
Retail Beauty
Stores
•
•
Conference
Organizers
Spa Product Brands
Luxury Bathroom
Stores
•
•
•
•
•
•
•
Find Key Partners
(B2B)
Branding
Implementation
Running the Service
Selling
Marketing
KR
•
•
Space
Human – assistants,
receptionists,
custodial staff
Products
VP
CR
Primary Service:
High-quality and
accessible
bathrooms, and
changing rooms
distributed around
big cities
Products/Amenities
Offered:
Manicure/Pedicure,
Ironing/Steaming,
Shaving, Make Up,
Feminine Care,
Showers, Coffee,
lockers
Get –
Advertisement,
Word of mouth,
branding
Keep – Online
booking, package
deals, Mobile app
Grow – Expand to
multiple locations
Get – direct sales
Keep - increase
customer traffic +
hassle free
operations
CH
Physical Service
(on location)
Website/Email/Phon
e/Facebook/Twitter
Pay fee for being
their premises
•
Competitive edge
for well-established
US brands to enter
the US market
CS
Professionals
without a 9-to-5
desk job who are on
the go
Age range:
Female 23-55
Male :23-35
Entrepreneurs
Real-estate Agents
Journalists
Models/Actors
Sales persons
Salaries
> $75 k
Direct Sales Force
C$
FC – Installation/Renovation
VC – Facility space rent, staff & products, utilities & waste,
maintenance, marketing & customer acquisition
Retail Beauty
Stores New to the
US Market (e.g.
Space.NK)
R$
Pay-per-Usage (range of willingness to pay is $20 - $40):
Pricing tactic: Volume base
Subscription Fee (offers a locker)
TBD
B2C
B2B
21. Private shower facilities
Day 1
Next step: Partnership
Day 5
Day 4
Day 2
Yoga/fitness studios
lacking shower
facilities
Day 3
Profitability
Services and Male
customer base
22. NEXT STEPS
Find a way to solve the customer need and make this business
profitable
Determine what well-established
foreign beauty retailer brands are
looking into entering the US market
Talk to Decision Makers (TBD) at
Space.NK– see if they have
considered central locations and test
the barriers to entry they have faced
Decide on ways to cut costs while
preserving the Luxury Brand
23.
24. CUSTOMER-VALUE CANVAS (B2C)
Value Proposition
Customer Segment
Products and Services:
• Convenient, high-end
bathrooms and changing
areas
• More convenient than
returning to your home or
office
• More luxurious than using a
Gain Creators:
Starbucks’ restroom
• Multiple locations
• High-end facilities
Jobs to be Done:
• Have a convenient, clean,
private place to touch-up
appearance
Pain Relievers:
• Reduces the uncertainty of
finding a clean restroom
• The moment of peace
after/before a day at work
Pains:
• The rush, the stress, the
mess
• Lack of clean public restrooms
• Hassle of carrying around
daily necessary products such
as razors, make-up, etc.
Gains:
• Feeling more confident in your
appearance
• Remove the stress of rushing
around with no place to
rejuvenate
25. CUSTOMER SEGMENT (B2C)
•
On-The-Go Professionals:
•
•
•
•
Female: 23-55
Male: 23-35
Accessible salary: > $75,000
Who commute more than 30 minutes to work
Cares about their appearance – attaches a value of at least 7/10
Has a client-facing job and travels to meet their clients
Goes out for dinners at least twice a week
Does not have excellent facilities at work or at their gym
Willing to use cabs as a form of transport in place of public transport
Values privacy, convenience/efficiency, cleanliness and luxury
26. ARCHETYPES (B2C)
Rebecca (27)
Johanna (44)
Thomas (30)
Real estate broker
Hedge Fund
Manager
Product Designer
Salary 300K
Single and Dating…
Salary 91K
Needs to refresh
before going to see
a client
Goes to benefit
events after work
Salary 80K