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Transforming the
  Backcountry Culinary
       Experience
      Collin Wallace . Haley Robison
     Katerina Opocenska . Saul Carlin




96 interviews total
                                        1
Team PykaPack: 4 MBA Students
Team member      Background             Previous            Outdoor
                                        experience          experience

Haley Robison    BBA Finance            Management          NOLS
                                        consulting, Outdoor
                                        education

Saul Carlin      BA Government          Digital media       Weekend warrior
                                        product & biz dev


Collin Wallace   BS Engineering         Founded mobile      Kilimanjaro
                                        payments &
                                        ordering platform

Katerina         MSc Computer Science   Management          Casual hiker
Opocenska                               consulting
We love the outdoors and we wanted to
start a business. Like any summit quest,
we knew there would be cloudy days
and a tough trail ahead, but the view
from the top is always worth the
work…right? So off we went.

So how did the journey go?
HOW DID IT GO? THE PYKA JOURNEY IN SUMMARY

                                                   DEE!                                      We
                                                                                             learned a
                       Nailed                                                                ton!
                                                                             Feels good to
                       presentation!
                                                                             invalidate!

         Customers
                                       First
         at REI love                                             Return to
                                       trough   Steve brings
         us!                                                     outdoor
Group!                                          us down to
                                                                 segment
Idea!                                           earth



                                                     Second
                                                     trough/Bungled
                                                     pivot attempt
                                                                         Failed MVP
                                                                         A/B Test
We started with a view of our desired
  destination: PykaPack ready to launch!

  10 weeks, 3 teachers, a couple rotating
  mentors?, and 1 Lean Launch Pad site…
Will we have a viable business, will we reach
            the mountain top?
Initial elevator pitch
  PykaPack provides customers a
     fulfilling outdoor cooking
  experience without the stress of
 backcountry meal preparation by
providing online meal planning and
ordering for customized trip-ready
             food package


WE’RE IN
THE CLASS!
                                     6
TRAIL MARKER 1

“Delicious backcountry meals made simple”
• Food for outdoors

Otherwise known as, the original idea….
“Delicious backcountry meals made simple”
“Delicious backcountry meals made simple”
          What we did                                  What we learned

• Sketched website wireframe              • 3 main customer segments with
• Advertised our services on Craigslist     different needs
  and Meet-Up                             • Jobs to be done and main pain-
• Estimated market size based on            points
  industry reports                        • Customers were most excited about
• Explored affiliate/network space          the online planning system
• Talked to food suppliers                • Food was a challenge but many
                                            hikers were “okay” with existing
                                            options (freeze dried food)
TRAIL MARKER 2
“Plan unforgettable backcountry trips with friends”
• Food & gear for outdoors

Otherwise known as, maybe there is more to this
than just food?
                                                      10
“Plan unforgettable backcountry trips with friends”
“Plan unforgettable backcountry trips with friends”
              What we did                             What we learned

• Tried to extend our value proposition   • You can spend $37 on advertising and
  to gear and apparel                       get no paying customer
• Run Google adWords and Facebook         • How to collect customer information
  campaigns                               • How to offer a product and accept
• Acquired first customer lead (Dee)        payment
  and prepared full menu for her          • Confirmed need for gear coordination
  (tested her willingness to pay)
We Help You Pack What
      You Need…

TRAIL MARKER 3
“We help you pack what you need”
• Tool for outdoor trip organizers

Otherwise known as, did we take a
wrong turn? Where are we going?!?!
We Help You Pack What You Need…




                                  14
“We help you pack what you need”
        What we did                            What we learned

• Diverged business model to         • Specific reason needed for
  address any and all group            customers to digitize inventory
  coordination issues including:       (e.g., move, event, etc)
    • Occasion specific shareable
      gear, event planning, and      • Hesitations around sharing items
      personal inventory               outside of a trusted network
      management
                                     • Need a specific use case to address
                                       first, build a complete business,
                                       then expand


     UNIVERSAL
     PROBLEM
THE FINAL TRAIL MARKER
• “Your group’s pack list. Simplified”

Otherwise known as, we’ve zoomed out too
much…let’s focus somewhere and get it
right…back to the outdoors!
17
“Your group’s pack list. Simplified”
        What we did                                What we learned


• Identified “10 Numbers That           • Multiple failure points in conversion
  Matter”                                 funnel

• Built full end-to-end MVP             • Negative unit economics

• Ran customer acquisition A/B test     • Customer acquisition costs too high
DESTINATION?
So, although we didn’t reach out original
“mountaintop” destination, we are content
with where this journey has taken us. We’ve
weathered the Steve Blank storm, hardened
our business acumen, and strengthened
business model canvas muscles for the next
time around.

The sun may be setting on E245, but our
start-up dreams are not…
THE TOP 5
• EASY TO HEAR WHAT YOU WANT TO HEAR
• 10 LITTLE NUMBERS THAT REALLY MATTER
• CUSTOMER DEVELOPMENT IS THE CHEAPER
  AND SMARTER WAY TO INVALIDATE A
  BUSINESS…
• …BUT YOU MUST UNDERSTAND AND DEVELOP
  THE BACKEND BUSINESS TOO
• PASSION IS ABSOLUTELY NECESSARY BUT NOT
  SUFFICIENT SECRET SAUCE
                                        20
Pykapack final 2013 stanford e245
Team PykaPack’s Journey

1   Week 1 -4:
    “Delicious backcountry meals made simple”
    • Food for outdoors


2   Week 5:
    “Plan unforgettable backcountry trips with friends”
    • Food & gear for outdoors


3   Week 6-8:
    “We help you pack what you need”
    • Tool for outdoor trip organizers
                                                          We Help You Pack What
                                                          You Need…



4   Week 9:
    • “Your group’s pack list. Simplified”
    • Final conclusions
Pykapack final 2013 stanford e245
Team Name PykaPack                             ORIGINAL CANVAS



• Bulk food suppliers         • Coordinated and              Eliminate hassle and           • Outdoor nutrition expert     • Educationally-focused
  (e.g., Sysco) and/or fair     convenient online meal       improve food options             and food provider              organizations and
  trade suppliers               planning and food            available for extended         • Merchants                      schools (e.g., Boy and
• Outdoor merchandisers         product delivery             outdoor trips with:                                             Girls Scouts of America,
  (e.g., REI)                       • Algorithm              • Customized online                                             Stanford Outdoor
• Packaging/shipping                   optimizes for            meal planning                                                Education)
  partners TBD                         dietary needs         • Product delivery of pre-                                    • Small to mid-size
• Outdoor groups (e.g.,             • Goods packaged            rationed, non-                                               recreation outfitters
  NOLS)                                for ease of use          perishable food and                                          (e.g., guided rafting,
• Food companies (e.g.,       • Education, community            supplies                                                     Adventures Cross-
  CLIF)                         resource                     • Information source and                                        country)
• Gear providers (e.g.,                                         community for outdoor                                      • Individual and group
  MSR)                                                          enthusiasts – recipes,                                       hikers, bikers, skiers,
                                                                how-tos, environmental                                       etc (e.g., Appalachian
                              • Physical (e.g.,                 friendly travel tips, etc                                    Trial hikers)
                                warehouse, food                                             •   Online marketing
                                inventory)                   Increases accessibility of     •   Merchant Marketing
                              • Human (e.g., labor,          authentic outdoor              •   Direct Mail
                                management)                  experience to customers        •   Partnerships (e.g., REI)
                              • Relationships with           with limited/no expertise
                                outdoor oriented orgs
                                (marketing)
                              • Financial
                              • Website/tech platform




• Fixed cost for systems/warehouse development (long-term)                   • Sales revenue from food, supplies, and gear
• Variable costs for food, packaging, and shipping                           • Advertising revenue
• Economies of scale – purchase bulk goods                                   • Shipping and handling
LaunchPad Cent ral
          “Delicious backcountry meals made simple”
  KEY PARTN ERS                         KEY ACTIVITIES                            VALU E PRO PO SITIO N S                    CU STO M ER                             CU STO M ER SEGM EN TS
                                                                                                                             RELATIO N SH IPS


  Bu lk fo o d su p p lie rs (e .g .,   Pro b le m So lvin g : Pro vid e          Co n ve n ie n ce : Elimin a t e s         Ge t : On lin e Ma rke t in g »         B2 B: Ou t d o o r Ed u ca t io n
  Sysco ) »                             cu st o me r me a l p la n s wit h        sh o p p in g /p ro cu re me n t                                                   »
                                                                                                                             Ge t : Dire ct Ma il »
                                        o n lin e syst e m »                      ch a lle n g e »
  Fa ir t ra d e su p p lie rs »                                                                                                                                     B2 B: Exp e d it io n To u r
                                                                                                                             Ge t : Dire ct Ma il »
                                        Pro d u ct io n : Efficie n t me a l      Cu st o miza t io n : Ca t e rs t o                                                Le a d e rs »
  Ou t d o o r me rch a n d ise rs
                                        p a cka g in g »                          d ie t a ry
  (e .g ., REI) »                                                                                                            Ge t : Dire ct Ma il »                  B2 C: Bo y & Girl Sco u t
                                                                                  re st rict io n s/p re fe re n ce s
                                        Pro b le m So lvin g :                                                                                                       Tro o p Le a d e rs »
                                                                                  »                                          Ke e p : In fo rma t io n
  Ou t so u rce d                       Kn o wle d g e Re so u rce s »
                                                                                                                             Co mmu n it y â € “ re cip e s,
  sh ip p in g /lo g ist ics »                                                    Co n ve n ie n ce : Elimin a t e s                                                 B2 B: Ou t fit t e rs »
                                        KEY RESO U RCES                                                                      CH AN N ELS
                                                                                                                             h o w-t o s, e n viro n me n t a l
                                        Pr oduct i on: Meal
                                                                                  p a cka g in g h a ssle »
  Ou t so u rce d p a cka g in g »      pr epar at i on »                                                                    frie n d ly t ra ve l t ip s, e t c »   B2 C: Exp e rie n ce d

                                                                                  Acce ssib ilit y: Ma ke s                                                          Ba ckco u n t ry Ca mp e rs »
  Ou t d o o r g ro u p s (e .g .,      Ph ysica l: Wa re h o u se »                                                         Dire ctAdver s:i We b sit e »
                                                                                                                             GET: Sa le t si ng i n
                                        Pr obl em sol vi ng:
                                                  -                               b e t t e r o u t d o o r fo o d
  NOLS) »                                                                                                                    magazi nes f or                         B2C: Weekend W r i or s
                                                                                                                                                                                   ar
                                        Pr ovi del: addi d iIn ve n t o ry
                                        Ph ysica Fo o t onal                      a cce ssib le t o                          Dire ct Sa le s:
                                                                                                                             hi ker s/ cam s »
                                                                                                                                            per                      »
                                        r esour ces ( r eci pes
                                        »                                         in e xp e rie n ce d u se rs »             Te le ma rke t in g »
  Fo o d co mp a n ie s (e .g .,
                                        et c) »
  CLIF) »                                                                                                                    GET: Adver t i si ng i n                B2C: Gr oup Tr i p Food
                                        Hu ma n : Wa re h o u se                  Risk Re d u ct io n : Avo id               Dire ct Sa le s:
                                                                                                                             nat i onal par ks »                     Pl anner s »
  Ge a r p ro vid e rs (e .g .,         Pickin g & Pa cka g in g »                d ie t a ry                                Te le ma rke t in g »
  MSR) »                                                                          re st rict io n /a lle rg y/p e rish a b le GET: Ads / l eaf l et s i n
                                        Hu ma n : Ma n a g e me n t »                                                         Dire ct Sa le s: We b sit e »
                                                                                  fo o d issu e s »                           out door shops »
  Suppl i er s: Cam ng
                   pi
  CO ST STRU CTU RE                     Re la t io n sh ip s: Ou t d o o r                              REVEN U E STREAMn e r St o re s: Ou t fit t e rs
                                                                                                                     Pa rt S
  f ood m chant s »
          er                                                                      De sig n : Imp ro ve d             KEEP / GROW Speci al
                                                                                                                                    :
                                        Org a n iza t io n s »                                                       »
                                                                                  t a st e /fo o d q u a lit y »     one- of f of f er s /
  Fixe d Co st : Wa re h o u sin g »    Fin a n cia l: Su p p lie r Cre d it                                                Pa rtu e :r Pe o a e-l m h -e n »
                                                                                                         Tra n sa ct io n Redi scountSt vire s: Hig oldssa le s »
                                                                                                                            ve n n e       r-me a foai      d
                                                                                  Per f or mance:
                                       »                                                                               su p e rma rke t s »
  Fixe d Co st : Pa cka g in g Syst e ms »                                        Opt i m zat i on f or n sa ct io n ReKEEP e : Pe r-d a y fo o dt sa le s »
                                                                                         i         Tra                  ve n u / GROW Loyal y
                                                                                                                                        :
                                                                                  wei ght and vol um »  e              pr ogr am w t h benef i t s
                                                                                                                                     i Onl i ne
                                        In t e lle ct u a l: We b sit e /Me a l                                        I ndi r ect :
  Va ria b le Co st : Fo o d »                                                                     Tra n sa ct io n Re» n u e : Ge a r & me rch a n d ise sa le s »
                                                                                                                        ve
                                        Se le ct io n Pla t fo rm »                                                    Ret ai l er s ( Am  azon. com  )
                                                                                  Super i or out door
  Va ria b le Co st : Pa cka g in g »                                                                                  »
                                                                                  exper i ence » Pricin g : Ma rg in a l d e cre a se wit h in cre a se d g ro u p /o rd e r size »
                                        Rel at i onshi ps:

  Va ria b le Co st : Sh ip p in g »    Nat i onal Par ks »
                                                                                  Accessi bi l i t y: cu rrin g Re ve n u e : Se g me n t -b a se d p ricin g - t rip le a d e rs/fre q u e n t
                                                                                                    Re
                                                                                                         ca mp e rs p a y mo n t h ly/a n n u a lly fo r b lo cks o f me a ls »
PykaPack 2.0 – our new canvas

• Wholesale drop-                 • Packing list generation     “Users”                       • GET: Online marketing      “Users”
  shippers (Doba.com,             • Multi-item purchase                                         keywords related to
  WorldWideBrands)                  “bundling”                  • Coordinate “stuff”            trip/emergency planning    •   Vacationers
• Affiliate networks              • Large-scale user              needs with other              & coordination             •   Campers
  (Avantlink, Commission            acquisition                   people and groups           • KEEP: Provide ability to   •   Movers
  Junction)                       • Activation/lead             • Reference a database          sync online purchases      •   Business Travelers
• Retail partners                                                 on recommended                to digital asset list      •   Emergency Preppers
                                    generation for affiliates
                                                                  items                       • GROW: Earn
                                  • Data collection
                                                                • Generate collective           points/rewards for         “Customers”
                                                                  and individual packing        getting friends to list
                                                                  lists so you don’t forget     stuff                      • Marketers
                                                                  anything                                                 • Retailers
                                                                • One stop shop for                                        • Merchandisers
                                                                  anything you might
                              • Financial                         need                        “Users”
                              • IT/website/tech platform        • Drop shipping to final
                              • Community                         destination                 • Direct: Website
                                                                                              • Indirect: Embedded tool
                                                                “Customers”                     on travel, moving sites

                                                                • Know what consumers         “Customers”
                                                                  own
                                                                • Know what consumers         • Direct: Website
                                                                  share                       • Direct sales?
                                                                • Know what consumers
                                                                  take on trips


•   User acquisition costs                                                      Revenue from “Users”
•   Drop-shipper/affiliate fees
•   IT/website/tech development                                                 • Wholesale margin on goods OR affiliate commissions
•   Direct sales force?                                                         • Advertising revenue

                                                                                Revenue from “Customers”
                                                                                • Database subscription revenue
“Your Group’s Pack List. Simplified.”
LaunchPad Cent ral
  KEY PARTN ERS                         KEY ACTIVITIES                                            VALU E PRO PO SITIO N S                                   CUSTO M ER                                               CU STO M ER SEGM EN TS
                                                                                                                                                            RELATIO N SH IPS


  Bu lk fo o d su p p lie rs            Pro b le m So lvin g :                                    Co n ve n ie n ce :                                       Ge t : Dire ct Ma il »                                   B2 C: Exp e rie n ce d
  (e .g ., Sysco ) »                    Pro vid e cu st o me r                                    Elimin a t e s                                                                                                     Ba ckco u n t ry Ca mp e rs
                                                                                                                                                            Ge t : Dire ct Ma il »
                                        me a l p la n s wit h o n lin e                           sh o p p in g /p ro cu re me n t                                                                                   »
  Fa ir t ra d e su p p lie rs »        syst e m »                                                ch a lle n g e »
                                                                                                                                                            Ge t : Dire ct Ma il »
                                                                                                                                                                                                                     B2 C: We e ke n d
  Ou t d o o r
                                        Pro b le m So lvin g :                                    Cu st o miza t io n : Ca t e rs                                                                                    Wa rrio rs »
  me rch a n d ise rs (e .g .,                                                                                                                              GET: Ad ve rt isin g in
                                        Kn o wle d g e Re so u rce s                              t o d ie t a ry
  REI) »                                                                                                                                                    ma g a zin e s fo r                                      B2 C: Gro u p Trip Fo o d
                                        »                                                         re st rict io n s/p re fe re n ce s
                                                                                                                                                            h ike rs/ca mp e rs »                                    Pla n n e rs »
                                                                                                  »
  Ou t so u rce d
                                        KEY RESO U RCES                                                                                                     CHAN N ELS
  sh ip p in g /lo g ist ics »                                                                                                                                                                                       B2 C: Trip Pa rt icip a n t s
                                                                                                  Co n ve n ie n ce :
                                                                                                                                                                                                                     »
                                                                                                  Elimin a t e s p a cka g in g
  Ou t so u rce d
                                        Ph ysica l: Wa re h o u se »                              h a ssle »                                                Dire ct Sa le s: We b sit e
  p a cka g in g »
                                                                                                                                                            »
                                        Ph ysica l: Fo o d                                        Acce ssib ilit y: Ma ke s
  Ou t d o o r g ro u p s (e .g .,
                                        In ve n t o ry »                                          b e t t e r o u t d o o r fo o d                          Dire ct Sa le s:
  NOLS) »
                                                                                                  a cce ssib le t o                                         Te le ma rke t in g »
                                        Hu ma n : Wa re h o u se
  Fo o d co mp a n ie s (e .g .,                                                                  in e xp e rie n ce d u se rs »
                                        Pickin g & Pa cka g in g »                                                                                          Dire ct Sa le s: We b sit e
  CLIF) »
                                                                                                  Risk Re d u ct io n : Avo id                              »
                                        Hu ma n : Ma n a g e me n t
  Ge a r p ro vid e rs (e .g .,                                                                   d ie t a ry

  CO ST STRU CTU RE                                                                                                            REVEN U E STREAM S



  Fixe d Co st : Wa re h o u sin g »                                                                                           Tra n sa ct io n Re ve n u e : Ge a r & me rch a n d ise sa le s »

  Va ria b le Co st : Pa cka g in g »                                                                                          Pricin g : Ma rg in a l d e cre a se wit h in cre a se d g ro u p /o rd e r size »

  Va ria b le Co st : Sh ip p in g »                                                                                           Re cu rrin g Re ve n u e : Se g me n t -b a se d p ricin g - t rip le a d e rs/fre q u e n t
                                                                                                                               ca mp e rs p a y mo n t h ly/a n n u a lly fo r b lo cks o f me a ls »
  Va ria b le Co st : Fo o d »
                                                                                                                               Tra n sa ct io n Re ve n u e : Pe r-d a y fo o d sa le s »
  Eco n o mie s o f Sca le : Bu lk Pu rch a sin g »


                                        Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
Coordination pain point = universal problem for
                individuals and groups
                 What does Joe           What does Joe            What can Joe            What does Joe
                    need?                   have?                  borrow?                   buy?


                                                                        “Hey
                                                                        Matt, can I
                                                                        borrow
                          Joe                Joe enters                 your skis?”
  Joe has a
                   gets/customizes         and/or checks
  “pending
                         a list              inventory
event”; he is
 going skiing
and isn’t sure
exactly what
  he needs                                                          Joe sees what            Joe knows
                                            Joe has list of
                                                                      his friends           what he needs
                                           items he needs
                                                                         have                  to buy



OUR NEW     1     Provide Joe with   2   Help Joe manage      3   Help Joe compare    4   Provide purchase
                  a customizable         his inventory;           inventory with          or rent option;
VALUE             list                   think: “Mint.com         friends to              drop ship Joe
PROPOSITION                              for your stuff”          coordinate and          what he is
                                                                  share gear/stuff        missing

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Pykapack final 2013 stanford e245

  • 1. Transforming the Backcountry Culinary Experience Collin Wallace . Haley Robison Katerina Opocenska . Saul Carlin 96 interviews total 1
  • 2. Team PykaPack: 4 MBA Students Team member Background Previous Outdoor experience experience Haley Robison BBA Finance Management NOLS consulting, Outdoor education Saul Carlin BA Government Digital media Weekend warrior product & biz dev Collin Wallace BS Engineering Founded mobile Kilimanjaro payments & ordering platform Katerina MSc Computer Science Management Casual hiker Opocenska consulting
  • 3. We love the outdoors and we wanted to start a business. Like any summit quest, we knew there would be cloudy days and a tough trail ahead, but the view from the top is always worth the work…right? So off we went. So how did the journey go?
  • 4. HOW DID IT GO? THE PYKA JOURNEY IN SUMMARY DEE! We learned a Nailed ton! Feels good to presentation! invalidate! Customers First at REI love Return to trough Steve brings us! outdoor Group! us down to segment Idea! earth Second trough/Bungled pivot attempt Failed MVP A/B Test
  • 5. We started with a view of our desired destination: PykaPack ready to launch! 10 weeks, 3 teachers, a couple rotating mentors?, and 1 Lean Launch Pad site… Will we have a viable business, will we reach the mountain top?
  • 6. Initial elevator pitch PykaPack provides customers a fulfilling outdoor cooking experience without the stress of backcountry meal preparation by providing online meal planning and ordering for customized trip-ready food package WE’RE IN THE CLASS! 6
  • 7. TRAIL MARKER 1 “Delicious backcountry meals made simple” • Food for outdoors Otherwise known as, the original idea….
  • 9. “Delicious backcountry meals made simple” What we did What we learned • Sketched website wireframe • 3 main customer segments with • Advertised our services on Craigslist different needs and Meet-Up • Jobs to be done and main pain- • Estimated market size based on points industry reports • Customers were most excited about • Explored affiliate/network space the online planning system • Talked to food suppliers • Food was a challenge but many hikers were “okay” with existing options (freeze dried food)
  • 10. TRAIL MARKER 2 “Plan unforgettable backcountry trips with friends” • Food & gear for outdoors Otherwise known as, maybe there is more to this than just food? 10
  • 11. “Plan unforgettable backcountry trips with friends”
  • 12. “Plan unforgettable backcountry trips with friends” What we did What we learned • Tried to extend our value proposition • You can spend $37 on advertising and to gear and apparel get no paying customer • Run Google adWords and Facebook • How to collect customer information campaigns • How to offer a product and accept • Acquired first customer lead (Dee) payment and prepared full menu for her • Confirmed need for gear coordination (tested her willingness to pay)
  • 13. We Help You Pack What You Need… TRAIL MARKER 3 “We help you pack what you need” • Tool for outdoor trip organizers Otherwise known as, did we take a wrong turn? Where are we going?!?!
  • 14. We Help You Pack What You Need… 14
  • 15. “We help you pack what you need” What we did What we learned • Diverged business model to • Specific reason needed for address any and all group customers to digitize inventory coordination issues including: (e.g., move, event, etc) • Occasion specific shareable gear, event planning, and • Hesitations around sharing items personal inventory outside of a trusted network management • Need a specific use case to address first, build a complete business, then expand UNIVERSAL PROBLEM
  • 16. THE FINAL TRAIL MARKER • “Your group’s pack list. Simplified” Otherwise known as, we’ve zoomed out too much…let’s focus somewhere and get it right…back to the outdoors!
  • 17. 17
  • 18. “Your group’s pack list. Simplified” What we did What we learned • Identified “10 Numbers That • Multiple failure points in conversion Matter” funnel • Built full end-to-end MVP • Negative unit economics • Ran customer acquisition A/B test • Customer acquisition costs too high
  • 19. DESTINATION? So, although we didn’t reach out original “mountaintop” destination, we are content with where this journey has taken us. We’ve weathered the Steve Blank storm, hardened our business acumen, and strengthened business model canvas muscles for the next time around. The sun may be setting on E245, but our start-up dreams are not…
  • 20. THE TOP 5 • EASY TO HEAR WHAT YOU WANT TO HEAR • 10 LITTLE NUMBERS THAT REALLY MATTER • CUSTOMER DEVELOPMENT IS THE CHEAPER AND SMARTER WAY TO INVALIDATE A BUSINESS… • …BUT YOU MUST UNDERSTAND AND DEVELOP THE BACKEND BUSINESS TOO • PASSION IS ABSOLUTELY NECESSARY BUT NOT SUFFICIENT SECRET SAUCE 20
  • 22. Team PykaPack’s Journey 1 Week 1 -4: “Delicious backcountry meals made simple” • Food for outdoors 2 Week 5: “Plan unforgettable backcountry trips with friends” • Food & gear for outdoors 3 Week 6-8: “We help you pack what you need” • Tool for outdoor trip organizers We Help You Pack What You Need… 4 Week 9: • “Your group’s pack list. Simplified” • Final conclusions
  • 24. Team Name PykaPack ORIGINAL CANVAS • Bulk food suppliers • Coordinated and Eliminate hassle and • Outdoor nutrition expert • Educationally-focused (e.g., Sysco) and/or fair convenient online meal improve food options and food provider organizations and trade suppliers planning and food available for extended • Merchants schools (e.g., Boy and • Outdoor merchandisers product delivery outdoor trips with: Girls Scouts of America, (e.g., REI) • Algorithm • Customized online Stanford Outdoor • Packaging/shipping optimizes for meal planning Education) partners TBD dietary needs • Product delivery of pre- • Small to mid-size • Outdoor groups (e.g., • Goods packaged rationed, non- recreation outfitters NOLS) for ease of use perishable food and (e.g., guided rafting, • Food companies (e.g., • Education, community supplies Adventures Cross- CLIF) resource • Information source and country) • Gear providers (e.g., community for outdoor • Individual and group MSR) enthusiasts – recipes, hikers, bikers, skiers, how-tos, environmental etc (e.g., Appalachian • Physical (e.g., friendly travel tips, etc Trial hikers) warehouse, food • Online marketing inventory) Increases accessibility of • Merchant Marketing • Human (e.g., labor, authentic outdoor • Direct Mail management) experience to customers • Partnerships (e.g., REI) • Relationships with with limited/no expertise outdoor oriented orgs (marketing) • Financial • Website/tech platform • Fixed cost for systems/warehouse development (long-term) • Sales revenue from food, supplies, and gear • Variable costs for food, packaging, and shipping • Advertising revenue • Economies of scale – purchase bulk goods • Shipping and handling
  • 25. LaunchPad Cent ral “Delicious backcountry meals made simple” KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CU STO M ER CU STO M ER SEGM EN TS RELATIO N SH IPS Bu lk fo o d su p p lie rs (e .g ., Pro b le m So lvin g : Pro vid e Co n ve n ie n ce : Elimin a t e s Ge t : On lin e Ma rke t in g » B2 B: Ou t d o o r Ed u ca t io n Sysco ) » cu st o me r me a l p la n s wit h sh o p p in g /p ro cu re me n t » Ge t : Dire ct Ma il » o n lin e syst e m » ch a lle n g e » Fa ir t ra d e su p p lie rs » B2 B: Exp e d it io n To u r Ge t : Dire ct Ma il » Pro d u ct io n : Efficie n t me a l Cu st o miza t io n : Ca t e rs t o Le a d e rs » Ou t d o o r me rch a n d ise rs p a cka g in g » d ie t a ry (e .g ., REI) » Ge t : Dire ct Ma il » B2 C: Bo y & Girl Sco u t re st rict io n s/p re fe re n ce s Pro b le m So lvin g : Tro o p Le a d e rs » » Ke e p : In fo rma t io n Ou t so u rce d Kn o wle d g e Re so u rce s » Co mmu n it y â € “ re cip e s, sh ip p in g /lo g ist ics » Co n ve n ie n ce : Elimin a t e s B2 B: Ou t fit t e rs » KEY RESO U RCES CH AN N ELS h o w-t o s, e n viro n me n t a l Pr oduct i on: Meal p a cka g in g h a ssle » Ou t so u rce d p a cka g in g » pr epar at i on » frie n d ly t ra ve l t ip s, e t c » B2 C: Exp e rie n ce d Acce ssib ilit y: Ma ke s Ba ckco u n t ry Ca mp e rs » Ou t d o o r g ro u p s (e .g ., Ph ysica l: Wa re h o u se » Dire ctAdver s:i We b sit e » GET: Sa le t si ng i n Pr obl em sol vi ng: - b e t t e r o u t d o o r fo o d NOLS) » magazi nes f or B2C: Weekend W r i or s ar Pr ovi del: addi d iIn ve n t o ry Ph ysica Fo o t onal a cce ssib le t o Dire ct Sa le s: hi ker s/ cam s » per » r esour ces ( r eci pes » in e xp e rie n ce d u se rs » Te le ma rke t in g » Fo o d co mp a n ie s (e .g ., et c) » CLIF) » GET: Adver t i si ng i n B2C: Gr oup Tr i p Food Hu ma n : Wa re h o u se Risk Re d u ct io n : Avo id Dire ct Sa le s: nat i onal par ks » Pl anner s » Ge a r p ro vid e rs (e .g ., Pickin g & Pa cka g in g » d ie t a ry Te le ma rke t in g » MSR) » re st rict io n /a lle rg y/p e rish a b le GET: Ads / l eaf l et s i n Hu ma n : Ma n a g e me n t » Dire ct Sa le s: We b sit e » fo o d issu e s » out door shops » Suppl i er s: Cam ng pi CO ST STRU CTU RE Re la t io n sh ip s: Ou t d o o r REVEN U E STREAMn e r St o re s: Ou t fit t e rs Pa rt S f ood m chant s » er De sig n : Imp ro ve d KEEP / GROW Speci al : Org a n iza t io n s » » t a st e /fo o d q u a lit y » one- of f of f er s / Fixe d Co st : Wa re h o u sin g » Fin a n cia l: Su p p lie r Cre d it Pa rtu e :r Pe o a e-l m h -e n » Tra n sa ct io n Redi scountSt vire s: Hig oldssa le s » ve n n e r-me a foai d Per f or mance: » su p e rma rke t s » Fixe d Co st : Pa cka g in g Syst e ms » Opt i m zat i on f or n sa ct io n ReKEEP e : Pe r-d a y fo o dt sa le s » i Tra ve n u / GROW Loyal y : wei ght and vol um » e pr ogr am w t h benef i t s i Onl i ne In t e lle ct u a l: We b sit e /Me a l I ndi r ect : Va ria b le Co st : Fo o d » Tra n sa ct io n Re» n u e : Ge a r & me rch a n d ise sa le s » ve Se le ct io n Pla t fo rm » Ret ai l er s ( Am azon. com ) Super i or out door Va ria b le Co st : Pa cka g in g » » exper i ence » Pricin g : Ma rg in a l d e cre a se wit h in cre a se d g ro u p /o rd e r size » Rel at i onshi ps: Va ria b le Co st : Sh ip p in g » Nat i onal Par ks » Accessi bi l i t y: cu rrin g Re ve n u e : Se g me n t -b a se d p ricin g - t rip le a d e rs/fre q u e n t Re ca mp e rs p a y mo n t h ly/a n n u a lly fo r b lo cks o f me a ls »
  • 26. PykaPack 2.0 – our new canvas • Wholesale drop- • Packing list generation “Users” • GET: Online marketing “Users” shippers (Doba.com, • Multi-item purchase keywords related to WorldWideBrands) “bundling” • Coordinate “stuff” trip/emergency planning • Vacationers • Affiliate networks • Large-scale user needs with other & coordination • Campers (Avantlink, Commission acquisition people and groups • KEEP: Provide ability to • Movers Junction) • Activation/lead • Reference a database sync online purchases • Business Travelers • Retail partners on recommended to digital asset list • Emergency Preppers generation for affiliates items • GROW: Earn • Data collection • Generate collective points/rewards for “Customers” and individual packing getting friends to list lists so you don’t forget stuff • Marketers anything • Retailers • One stop shop for • Merchandisers anything you might • Financial need “Users” • IT/website/tech platform • Drop shipping to final • Community destination • Direct: Website • Indirect: Embedded tool “Customers” on travel, moving sites • Know what consumers “Customers” own • Know what consumers • Direct: Website share • Direct sales? • Know what consumers take on trips • User acquisition costs Revenue from “Users” • Drop-shipper/affiliate fees • IT/website/tech development • Wholesale margin on goods OR affiliate commissions • Direct sales force? • Advertising revenue Revenue from “Customers” • Database subscription revenue
  • 27. “Your Group’s Pack List. Simplified.” LaunchPad Cent ral KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CUSTO M ER CU STO M ER SEGM EN TS RELATIO N SH IPS Bu lk fo o d su p p lie rs Pro b le m So lvin g : Co n ve n ie n ce : Ge t : Dire ct Ma il » B2 C: Exp e rie n ce d (e .g ., Sysco ) » Pro vid e cu st o me r Elimin a t e s Ba ckco u n t ry Ca mp e rs Ge t : Dire ct Ma il » me a l p la n s wit h o n lin e sh o p p in g /p ro cu re me n t » Fa ir t ra d e su p p lie rs » syst e m » ch a lle n g e » Ge t : Dire ct Ma il » B2 C: We e ke n d Ou t d o o r Pro b le m So lvin g : Cu st o miza t io n : Ca t e rs Wa rrio rs » me rch a n d ise rs (e .g ., GET: Ad ve rt isin g in Kn o wle d g e Re so u rce s t o d ie t a ry REI) » ma g a zin e s fo r B2 C: Gro u p Trip Fo o d » re st rict io n s/p re fe re n ce s h ike rs/ca mp e rs » Pla n n e rs » » Ou t so u rce d KEY RESO U RCES CHAN N ELS sh ip p in g /lo g ist ics » B2 C: Trip Pa rt icip a n t s Co n ve n ie n ce : » Elimin a t e s p a cka g in g Ou t so u rce d Ph ysica l: Wa re h o u se » h a ssle » Dire ct Sa le s: We b sit e p a cka g in g » » Ph ysica l: Fo o d Acce ssib ilit y: Ma ke s Ou t d o o r g ro u p s (e .g ., In ve n t o ry » b e t t e r o u t d o o r fo o d Dire ct Sa le s: NOLS) » a cce ssib le t o Te le ma rke t in g » Hu ma n : Wa re h o u se Fo o d co mp a n ie s (e .g ., in e xp e rie n ce d u se rs » Pickin g & Pa cka g in g » Dire ct Sa le s: We b sit e CLIF) » Risk Re d u ct io n : Avo id » Hu ma n : Ma n a g e me n t Ge a r p ro vid e rs (e .g ., d ie t a ry CO ST STRU CTU RE REVEN U E STREAM S Fixe d Co st : Wa re h o u sin g » Tra n sa ct io n Re ve n u e : Ge a r & me rch a n d ise sa le s » Va ria b le Co st : Pa cka g in g » Pricin g : Ma rg in a l d e cre a se wit h in cre a se d g ro u p /o rd e r size » Va ria b le Co st : Sh ip p in g » Re cu rrin g Re ve n u e : Se g me n t -b a se d p ricin g - t rip le a d e rs/fre q u e n t ca mp e rs p a y mo n t h ly/a n n u a lly fo r b lo cks o f me a ls » Va ria b le Co st : Fo o d » Tra n sa ct io n Re ve n u e : Pe r-d a y fo o d sa le s » Eco n o mie s o f Sca le : Bu lk Pu rch a sin g » Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
  • 28. Coordination pain point = universal problem for individuals and groups What does Joe What does Joe What can Joe What does Joe need? have? borrow? buy? “Hey Matt, can I borrow Joe Joe enters your skis?” Joe has a gets/customizes and/or checks “pending a list inventory event”; he is going skiing and isn’t sure exactly what he needs Joe sees what Joe knows Joe has list of his friends what he needs items he needs have to buy OUR NEW 1 Provide Joe with 2 Help Joe manage 3 Help Joe compare 4 Provide purchase a customizable his inventory; inventory with or rent option; VALUE list think: “Mint.com friends to drop ship Joe PROPOSITION for your stuff” coordinate and what he is share gear/stuff missing

Editor's Notes

  1. T