Turning a "bad" business idea into a "good" one                          ClearLy Bottled Tap Water
It all started with this as “worse”      classified business idea
So HOW to turn that around?   By extending the target groups and adding other    categories like active people, health an...
The NEW, Good business model
The CommercialFollowing commercial wascreated to support theproducts new Image andvalue proposition  View on YouTube >>
END       This presentation was done as part of a class                     assignment for the       Technology Entrepre...
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Clearly - healthy Tap Water in a Bio Bottle

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Clearly - healthy Tap Water in a Bio Bottle

  1. 1. Turning a "bad" business idea into a "good" one ClearLy Bottled Tap Water
  2. 2. It all started with this as “worse” classified business idea
  3. 3. So HOW to turn that around? By extending the target groups and adding other categories like active people, health and eco-conscious people. And by attracting celebrities By re-thinking the value propositions for the various groups of customers: promoting water-drinking as a necessary healthy habit, introducing the biodegradable bottle and enhancing the offer with “flavored” versions of the product (orange, lemon, kiwi) Branding the product as healthy & stylish but very affordable > reaching out to a much larger target group By diversifying the marketing and customer engagement techniques (social, club, events)
  4. 4. The NEW, Good business model
  5. 5. The CommercialFollowing commercial wascreated to support theproducts new Image andvalue proposition View on YouTube >>
  6. 6. END  This presentation was done as part of a class assignment for the Technology Entrepreneurship Course at Stanford University  (Fall 2012) with Professor Chuck Eesley 

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