Hawken School, Cleveland, Ohio. High School seniors utilize Steve Blank's Lean Launch Pad and Alex Osterwalder's Business Model Generation to turn their ideas into ventures, which they pitch Shark Tank-style to local accelerators and serial investors. 131126

1. 
dart

2. The Team
Sindhura,
Organization
Alex,
Lean Launchpad
Amanda,
Marshall,
Marketing
Networking

3. The Pain
Chaotic kids
Overworked Mother

4. The Solution
 Dart grocery delivery
service allows customers
to sit back and have
groceries delivered to
their door

5. The Research Method
227
Face-to-Face Customer
Development Interviews

6. The Value Proposition and Data
Interest in Service
64%
156 Interviews
Recipe Box
96%
42 Interviews
Flat Rate
156 Interviews
60%

7. The Archetype
Quintessential Customer
36 Years Old
Lives in
Affluent
Suburb
Household
Income
>$100,000
Works PartTime from
Home
Spouse Works
Full-time
Three
Children: 8, 4,
and 2 years
old

8. Market Entry
 Cuyahoga County
 ~115,000 Households
 Finalize Business Model

9. Expansion from Target Market
Criteria
Expansion Model
 High population
 Buffalo, NY
 High income
 Pittsburgh, PA
 High precipitation
 Columbus, OH

10. The Channel

11. Customer Relationship
Get
 Social Media and Google Adwords
Keep
 Loyalty rewards
 Excellent customer service
Grow
 Referral program

12. The Revenue Streams
 Delivery Fees: $15
 Reducing cost of
groceries

13. The Recipe Boxes
 Box is delivered with
ingredients and instructions
 Choose your criteria
 Occasions
 Number of people
 Dietary restrictions
 Ethnic options

14. The Competition

15. The Ask
 $50,000
 50% Website Development;
Hosting/Merchant accounting
 25% Marketing Outreach
 15% Operations
 10% Computer HW/SW
 12% Equity

16. 
Thank You

17. The Business Model

18. Appendix
APPENDIX

What is unique about your product?


What do your sales numbers look like?


Dart differentiates itself by offering a 2 in 1 service. We give our customers
the convenience of picking groceries online and having them delivered to
their front door.
We have no sales numbers as of now but we expect to have data to show
investors within 7 months. We anticipate web development to take 6 months
and 1 month of operational organization. This time frame works well with
our student schedules as well as we’ll be on summer break and have time to
fully dedicate to this company.
What does it sell for? What does it cost to produce?

For the revenue stream we have come to the conclusion after researching
the market that $15 for each delivery is reasonable for our target customer.
Although we’ve worked out our revenue stream but we need more time to
finalize cost structure.

19. Appendix

How much of your own money do you have invested into this business?
 $0. We’ve really been inspired by Steve Blank and his Lean startup
methodologies.

How much debt do you have?
 $0. We’ve really been inspired by Steve Blank and his Lean startup
methodologies.

Is your idea patented?
 No but we will look into it the pros and cons of doing it.

Can this idea be licensed?
 Yes this idea can be licensed. Licensing is an attractive low-risk
alternative to manufacturing products and taking them to market
yourself but because we want to see our idea through to its fruition
we are not considering licensing our idea out to a manufacturer.

20. 
How does this business scale?


How do we get this to your target market?


This business is entirely scalable. After entering the market in Cuyahoga county we
would finalize our business model and there is nothing stopping us other than fiscal
resources from us expanding further within Northeast Ohio. Our scalability will be very
literal and fruitful but we would be facing more gradual growth rather than exponential.
We plan on getting our target market, which is mothers with young children, by utilizing
social media and guerilla marketing as much as possible while also using google adwords for further marketing. Once something like a partnership is formed we will also
work to include dart marketing within the store to really expand the audience or these
advertisements.
How many competitors do you have?

We have many and we are very familiar with their specific services and business models
and have continuously tried to differentiate from them and we believe that our business
model as of now is unique among all of our competitors which really makes us different
not only within our service but also with what niche market we serve

4 main competitors, instacart, peapod, freshdirect, blue apron

21. Appendix

How many total owners are there?


What skills do you have that are going to make this a success?


There are 4. We are all co-founders of this company but as we asked, we are
hoping to get one of you as well on to our team with partial equity stake.
We all have individual talents and are all go-getters. From this class we’ve all
developed the entrepreneurial mindset and each of us is willing to go the
extra mile or step up the plate if something needs to get done. We freely
bounce ideas off of each other and our team is often described as a “welloiled machine”
What are you going to do with this investment?

We are asking for 50,000 and 12% equity

50% Website Development; Hosting/Merchant accounting

merchant account is a type of bank account that allows businesses
to accept payments by payment cards, typically debit or credit cards

25% Marketing Outreach

15% Operations

10% Computer Hardware and Software