Team x   health nut day 5 - final
 

Team x health nut day 5 - final

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Team x   health nut day 5 - final Team x health nut day 5 - final Presentation Transcript

  • Team X - HealthNut Mission Providing uniquenutritional information on local restaurantmenu items to health conscious eaters Number of Customers Contacted: [93] Team MembersShafik Bahou Ivana Labovic Richard Liang Fernando Lopez Andrew Padilla
  • WHAT WE LEARNED
  • Day 1-4 SummaryHypothesis Result TakeawayClubs will let grad Nope, doesn’t work that way Restart to gettingstudents in for $ people lunchStudents want Nope, students will change their Pivot to gettinglunch delivered schedules for lunch, but they would people healthy lunchbetween classes like more healthy options optionsPeople want to Healthy and specialty too. Users will Healthy dishdiscover healthy review specific dishes over discovery withdishes near them restaurants. Want nutritional info estimated nutritionRestaurants will Yes, to be seen as healthy. We can Getting traffic is theprovide estimated gain more traction by having unique hardest part.nutrition info for data – which is proven to drive Nutrition info is highnew customers Google traffic in importance
  • TARGET CUSTOMER - DEFINED
  • Target Customer Health conscious eaters• U.S. diners 18+• No restrictions on income, ethnicity, sex or marital status• Regularly eats at local restaurants• Maintains active lifestyle (gym members, runners, etc.)• “On the go” healthy eaters too busy to prepare healthy meals at home• Comfortable with using and relying on information from social media
  • Day in the Life (CBS Example)Following a grueling day of Lean LaunchPad lectures and customerdiscovery, Team X decides to work through dinner to meet their deadlinethe next day. Because they won’t have time to hit the gym (like theyusually do…hence their excellent physical shape), the team decides toorder some healthy food and have it delivered to Warren.Because every second is valuable in a startup, they don’t waste time withreading reviews on Yelp, pondering what the ingredients are on SeamlessWeb or wondering why their aren’t more food options listed on FoodSpotting. Instead, they each open up the HealthNut mobile app to quicklysearch for a healthy dish option.Some team members are pickier than the others, so they spend time notonly reviewing some of the thousands of user reviews on the app but alsostudying the nutritional facts available only on the HealthNut platform.Everyone receives their healthy food shortly thereafter and the teampowers through the night to meet their deadline.
  • BUSINESS MODEL
  • Earned Media Bloggers Social MediaInfluencers
  • Health Nuts Customer Relationships $0.00 CPA* $0.04 per unique Updated Restaurant Nutrition Content Health Education Content Referrals and Affiliate Sales • FeaturedEarned Media Restaurants• Viral Marketing • Advertisements• Google Search (Gyms, Health User-Generated Products) Reviews and • Affiliate sales to Content Seamless Web * Cost Per Acquisition
  • Health Nuts Revenues Bloggers, Influencers, Articles, Social Media, Google Search Number of Users Revenue per UserUniqueImpressions 1MM $0.003Order Foodthrough 10.0% conversion 100K $0.12Seamless 2.5%Click-throughon Ads conversion 25K $1.00 $40,000
  • User Experience Enter search terms:Step 1 Chicken Step 2 Step 3 $12.99 Click to Order: $10.50 $11.25 User Review 1 User Review 2 $13.75 User Review 3
  • BUSINESS CANVAS AND NEXT STEPS
  • Day 5 Canvas HealthNut Richard Liang Andrew Padilla Fernando Lopez Shafik Bahou Ivana Labovic 28 8 2012 3 Google search Build Engaging Platform Unique nutritional Viral marketing Health nuts Bloggers information for local (bloggers, influencers, articl Maintain up to date restaurant Health conscious people information restaurant food menus es) Attract users & sell Social media ads/referrals Crowd-sourced healthy dish review recommendations Articles in food blogs Picky eaters Refer to affiliates Guerilla marketing Healthy “on the go” Health/Food Gurus Properly incentivize good eaters recommendations Restaurant meal search Google Adwords Attract venue participation engine to disclose menu details Direct Sales Foodies Individual meal detail – College Students Seamless Web photos, ingredients Health Nuts Rewards for Reviewers Mobile Application Mobile Application Restaurants Recommendation referral redemption Word of mouth referrals Ad Agencies (health Engineering/API targeted) Mechanical Turk New Targeted customers in Web Mechanical Turk / Local restaurants health segment MenuCalc Product design Affiliate Marketing (Seamless) Advertising Sales Design GrubHub Content Engineering Creation Data & analytics Featured Listings
  • Next Steps…• Test ability to generate users through keyword searches• Validate effectiveness of viral marketing strategies• Test web/mobile interface model options based on user feedback• Meet with key partners
  • APPENDIX
  • Designed for: Designed by: On: dd/mm/yyyy 8/24/12The Business Model CanvasDay 1 underGradLife Lean Launchpad - Fall 2012 Block Bahou, Labovic, Liang, Lopez, Padilla Plan - RL Iteration # Key Partners Key Activities Value Propositions Customer Relationships Customer Segments What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value? Who are our Key Partners? What Key Activities do our Value Segments expect us to establish and maintain with Who are our key suppliers? Propositions require? Which one of our customer’s problems are we Who are our most important customers? helping to solve? them? Which Key Resources are we acquiring Our Distribution Channels? Which ones have we established? from partners? Customer Relationships? What bundles of products and services are we offering to each Customer Segment? How are they integrated with the rest of our business Which Key Activities do partners perform? Revenue streams? model? Which customer needs are we satisfying? How costly are they? Text Text Text Text Text skip the line - app needs to let know if the venue will let - students expect to be let in when they pay venues set availability, them in - venues expect a crowd that spends and graduate students time, price then get willing to pay for certainty doesnt cause trouble TO USE THIS with their friends printout of purchases - not costly to maintain these relationships TEMPLATE: - allow user to purchase, if the venue chooses the # of spots offering ability to prepay for available before a certain time Visit and click - club owners and redeem entry before a certain time - - we have the grad school network, so will need them to have a ".edu" - if theyre Use this template - graduate school essentially buying a ticket underage, we still charge them groups & alumni https://docs. to ensure they can get in google. - venues availability com/a/weboo. Channels Key Resources list biz/previewtempla - ADDITIONAL, HIGH Through which Channels do our Customer Segments - venues providing What Key Resources do our Value Propositions QUALITY, customers at want to be reached? te? require? specific time intervals How are we reaching them now? admission Our Distribution Channels? Customer - attracting the "right" How are our Channels integrated? id=102mOZQmM - grad students willing Relationships? Which ones work best? Revenue Streams? crowd Which ones are most cost-efficient? toxs0CslmNsPZ5K spend money to get How are we integrating them with customer routines? venues CNQwAIh9rh4ba in Text offering ability to: - need to have buy-in from - attract segments of Text YgT0VWNAA&mo clubs & exclusive venues customers to their venue - students expect mobile de=public - hopefully setup favorable at specific times (what if - people use their phones to check out where to go pricing we classified everyone by - coordination with student verified education and - venues expect pen and paper (we can groups integrate with facebook to prevent fraud) profession, kind of like - pen and paper is the easiest - we can even - coordinate with venue LinkedIn) limit purchase to 9PM latest managers - make their customers - bouncers already check "guestlist" for entry - commission from sales prepay for entry and drinks Cost Structure Revenue Streams What are the most important costs inherent in our business model? Text For what value are our customers really willing to pay? venue Text Which Key Resources are most expensive? For what do they currently pay? - bringing new customers to the venue Which Key Activities are most expensive? - technology How are they currently paying? How would they prefer to pay? - $10 per head, for promoters - % of spending - marketing How much does each Revenue Stream contribute to overall revenues? customer - $20 to get into a club, more to skip the line after 12www.businessmodelgeneration.com
  • Designed for: Designed by: On: dd/mm/yyyy 8/24/12The Business Model Canvas underGradLife Bahou, Labovic, Liang, Day 2 Canvas Lean Launchpad - Fall 2012 Block Lopez, Padilla Plan - RL Iteration # Key Partners Key Activities Key Activities Value Propositions Customer Relationships Customer Segments What value do we deliver to the customer? What type of relationship does each of our Customer For whom are we creating value? Who are our Key Partners? What Key Activities do our Value Segments expect us to establish and maintain with Who are our key suppliers? Propositions require? Which one of our customer’s problems are we Who are our most important customers? helping to solve? them? Which Key Resources are we acquiring Our Distribution Channels? from partners? - Coordinate Customer Relationships? What bundles of products and services are we Which ones have we established? How are they integrated with the rest of our business Which Key Activities do partners perform? Revenue streams? offering to each Customer Segment? delivery time Which customer needs are we satisfying? model? How costly are they? Text for restaurants Text Text Text Text - Coordinate orders to let - app needs skip the line - Reliable - students expect to be let in when they know if the venue will let for students set availability, venues them in - affordable pay - venues expect a crowd that spends and graduate students time, price then get willinggood,for certainty - to pay cheap doesnt cause trouble TO USE THIS with their friends printout of purchases food between - not costly to maintain these relationships TEMPLATE: - allow user to purchase, if the venue chooses the # of spots available before a certain time Visit and click - club owners and redeem classes offering ability to prepay for - we have the grad school network, so will entry before a certain time - need them to have a ".edu" - if theyre Use this template - graduate school essentially buying a ticket underage, we still charge them groups & alumni https://docs. to ensure they can get in google. - venues availability com/a/weboo. Channels Key Resources list - ADDITIONAL, HIGH - Restaurants near biz/previewtempla What Key Resources do our Value Propositions QUALITY, customers at Through which Channels do our Customer Segments - venues providing want to be reached? schoolste? admission require? Our Distribution Channels? Customer specific time intervals How are we reaching them now? How are our Channels integrated? id=102mOZQmM Relationships? - attracting the "right" - - A delivery every grad students willing Revenue Streams? crowd Which ones work best? Which ones are most cost-efficient? xs0CslmNsPZ5K to90 minutes to get spend money Stable recurring How are we integrating them with customer routines? venues CNQwAIh9rh4ba Text in - need to have buy-in from businessability to:of offering - attract segments Text YgT0VWNAA&mo clubs & exclusive venues customers to their venue - students expect mobile de=public - hopefully setup favorable at specific times (what if - people use their phones to check out pricing better delivery we classified everyone by where to go - coordination with student management and verified education - venues expect pen and paper (we can integrate with facebook to prevent fraud) Neighborhood groups profession, kind of like OSA - pen and paper is the easiest - we can even restaurants - coordinate with venue LinkedIn) limit purchase to 9PM latest managers - make their customers restaurants - bouncers already check "guestlist" for entry - commission from sales prepay for entry and dining halls - Group buying drinks web/mobile power Cost StructureReliable partners - Revenue Streamsposters What are the most important costs inherent in our business model? Text flyers For what value are our customers really willing to pay? venue Text Which Key Resources are most expensive? For what do they currently pay? - bringing new customers to the venue Which Key Activities are most expensive? - technology How are they currently paying? How would they prefer to pay? - $10 per head, for promoters - % of spending - marketing How much does each Revenue Stream contribute to overall revenues? customer - $20 to get into a club, more to skip the line after 12www.businessmodelgeneration.com
  • Day 3 Canvas HealthNut Richard Liang Andrew Padilla Fernando Lopez Shafik Bahou Ivana Labovic 28 8 2012 3 Coordinate operations with User generated restaurants Build content Dieters Restaurants Engaging Platform Good, cheap food Bloggers Properly between classes Affiliate referral Health nuts incentivize good Community relationships recommendations Fitness forums Recommendations Restaurants Local venues Group buying power Rewards for Gyms Health Venues Mobile App recommenders Recommendation Team Based referral redemption Better delivery Supplement Organizations management Web Sales Product design Referrals Business Referrals from venues Marketing Development Data & analytics Design Engineering Gifting
  • Day 4 Canvas HealthNut Richard Liang Andrew Padilla Fernando Lopez Shafik Bahou Ivana Labovic 28 8 2012 3 Coordinate operations with restaurants Build Engaging Platform Restaurant meal search Guerilla Mktg – flyers, word engine of mouth Picky eaters Social Media Restaurants Maintain up to date Google Adwords restaurant information PR- articles in Food blogs Bloggers Individual meal detail – photos, ingredients Health nuts Properly incentivize good Direct Sales recommendations Health/Food Gurus Recommendations – healthy dish reviews Foodies Restaurants Rewards for Reviewers Group buying power Web/ App Mobile App Word of mouth Restaurants Recommendation Referrals referral redemption Mechanical Turk Web Product design New Customers Advertising sales/ Featured Business Restaurants/ Sponsorships Marketing Development Affiliate Marketing – Seamless/ GrubHub Design Engineering Data & analytics