Week-6 Assignment Entrepreneurship Course Spring 2020 Air University, Islamabad, Pakistan

1. Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 1
Feasibility Analysis; Writing a Business
Idea; Industry and Competitive Analysis;
Effective Business Model
Building a Startup 101
Assignment Week – 6
Imran Jattala
Startup CoachEntrepreneurship Course
Spring 2020

2. Startup Name
• Team Alpha Startup
Team Members
• 1. Mr. Ali
• 2. Mr. Ali
• 3.
• Minimum 5 Personas
Section-1: Customer Personas
• Different BMC by each Team Member for your Startup
• From Idea to Business - Six Short Videos
Section-2: Business Model Canvas
• Empathy, Desirability, Feasibility, Viability & Scalability
Section-3: Business Model Validation
• Logo, Vision, Mission, Storyboard & Bran Canvas
Section-4: Brand Canvas
• Five Year Financial Projections
Section-5: Startup Financial Model
Assignment Instructions
Important Instructions:
This is an Individual Assignment
Submit your Individual file for your
Startup
Every Solution has to be Unique
Can’t be 100% similar
Use this Presentation Template, without
removing any Slide
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 2

3. Back to main
Customer
Personas
Section-1
Customer Personas

4. Asif Bajwa
If you can live without change, than
don’t change.
Location: Islamabad, Capital
Age: 35
Work: Admin Manager
Family: Married, 4 kids.
Customer Segment: Middle-Income
Bio
Asif Bajwa is Admin Manager at Isra University earning 40K per month. He is married and have 4 kids.
His primary duty and concern is to meet monthly domestic expenses. He is a conservative and passive
person. Its challenging to convince him to try a new product or service. He relies heavily on social proof,
and if people around him recommend a product and service, he will adopt it easily.
Aspirations
• Meeting Monthly Domestic Expenses.
• His life goal is to get his children educated
• And savings enough for medical emergencies & kids marriage
Pains and Gains
• His primary pain is cash payment for grocery shopping
• His gain is to make digital payments at zero transaction fee
Brands
A collection or list of the user's favorite
brands.
Personality
Introvert Extrovert
Analytical Creative
Conservative Liberal
Passive Active
What and How They Buy
• Word of Mouth – Social Proof
• Physical Channel, Brick & Mortar Store
Motivations
Incentive
Fear
Achievement
Growth
Channels
Traditional Ads
Online & Social Media
Referral
Direct Marketing & PR
Sample Persona

5. Back to main
Business Model
Canvas
Section-2
Business Model
Canvas

6. Key Partners Value Proposition Customer SegmentsKey Activities Customer Relationships
Key Resources Channels
Cost Structure Revenue Stream
⎪ Who are our Key Partners?
⎪ Who are our key suppliers?
⎪ Which Key Resources are we
acquiring from partners?
⎪ Which Key Activities do partners
perform?
⎪ motivations for partnerships:
⁃
⁃
⁃
⎪ What value do we deliver to the
customer?
⎪ Which one of our customer’s
problems are we helping to solve?
⎪ What bundles of products and
services are we offering to each
Customer Segment?
⎪ Which customer needs are we
satisfying?
⎪ For whom are we creating value?
⎪ Who are our most important
customers?
⁃
⁃
⁃
⁃
⁃
⎪ What Key Activities do our Value
Propositions require?
⎪ Our Distribution Channels?
⎪ Customer Relationships?
⎪ Revenue streams?
⎪ What Key Resources do our Value
Propositions require?
⎪ Our Distribution Channels?
Customer Relationships? Revenue
Streams?
⎪ What type of relationship does each
of our Customer Segments expect us
to establish and maintain with them?
⎪ Which ones have we established?
⎪ How are they integrated with the rest
of our business model?
⎪ How costly are they?
⎪ Through which Channels do our
Customer Segments want to be
reached?
⎪ How are we reaching them now?
⎪ How are our Channels integrated?
⎪ Which ones work best?
⎪ Which ones are most cost-efficient?
⎪ What are the most important costs inherent in
our business model?
⎪ Which Key Resources are most expensive?
⎪ Which Key Activities are most expensive?
⎪ For what value are our customers really willing
to pay?
⎪ For what do they currently pay?
⎪ How are they currently paying?
⎪ How would they prefer to pay?
Business Model Canvas Fri 29 May 2020
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 6

7. Key Partners Value Proposition Customer SegmentsKey Activities Customer Relationships
Key Resources Channels
Cost Structure Revenue Stream
Fri 29 May 2020
e
Imran Jattala Entrepreneurship Week-5-8 Air University – Spring 2020 7

8. Back to main
Business Model
Validation
Section-3
Business Model
Validation

9. Back to main
Business Model
Validation
🙎‍♀️ Empathy: (Problem Identification)
🚦 Desirability: (Problem / Solution Fit)
🚧 Feasibility: (Technically Doable)
💸 Viability: (Financially Doable)
📈 Scalability: LTV ≥ 3*CAC

10. Back to main
CAC vs LTV
er
of

11. Back to main
Business Model
Validation
Startup KPIs Status
🙎‍♀️ Empathy: (Problem Identification) Yes / No
🚦 Desirability: (Problem / Solution Fit) Yes / No
🚧 Feasibility: (Technically Doable) Yes / No
💸 Viability: (Financially Doable) Yes / No
📈 Scalability: LTV ≥ 3*CAC Yes / No
Startup Name & Business Model Canvas
Startup KPIs Assumptions (How you measured this
KPI)
🙎‍♀️ Empathy: (Problem Identification) Empathized with xx number of potential
Customers ??
🚦 Desirability: (Problem / Solution Fit) Asked xx number of potential Customers about
Willingness to buy ??
🚧 Feasibility: (Technically Doable) Do you have the Resources, People (Activities), &
Partners to execute your Business ??
💸 Viability: (Financially Doable) What’s your one year Financial Projections
(Revenue & Profit) Breakeven?
📈 Scalability: LTV ≥ 3*CAC Is your Cost of Customer Acquisition to Life Time
Value Ratio greater than 3 ??

12. Back to main
Brand
Canvas
Section-4
Brand Canvas

13. Definition And Purpose Of A Brand

14. List of Personality Traits
Adventurous Classy Disciplined Futuristic Kind Obstinate Rebellious Sociable
Affectionate Clean Discreet Generous Knowledgeable Old-fashioned Refined Solemn
Agile Clever Disruptive Gentile Laid-back Optimistic Reliable Sophisticated
Agreeable Coherent Dramatic Grumpy Liberal Outgoing Religious Soulful
Alert Compassionate Eager Handsome Lively Outspoken Reserved Stable
Altruistic Competent Easy-going Happy Local Passionate Resolute Strong
Ambitious Competitive Eccentric Hard-working Logical Paternal Resourceful Studious
Analytical Confident Efficient Helpful Loud Patient Respectful Subtle
Argumentative Conservative Emotional Hip Loyal Patriotic Responsible Systematic
Artistic Consistent Empathetic Humble Masculine Peaceful Restless Tactful
Assertive Controlling Energetic Idealistic Maternal Pensive Rowdy Talented
Astute Cooperative Enterprising Impetuous Mature Picky Safe Thoughtful
Balanced Courageous Enthusiastic Impulsive Methodical Playful Sarcastic Tidy
Brave Crafty Exuberant Incisive Meticulous Polite Sassy Traditional
Calm Crazy Fashionable Independent Mischievous Popular Scientific Trustworthy
Candid Creative Fearless Indiscreet Modern Practical Sensitive Unassuming
Capable Critical Feminine Ingenious Modest Precise Serene Unconventional
Careless Curious Fervent Innocent Motivated Proactive Serious Urban
Caring Deep Fiery Innovative Mysterious Proficient Sexy Versatile
Cautious Defiant Flashy Insightful Natural Profound Sharp Warm-hearted
Charismatic Delicate Flirtatious Inspiring Naughty Proud Silly Watchful
Charming Determined Formal Intellectual Neat Provincial Sincere Wealthy
Chatty Devoted Frank Interesting Nostalgic Prudent Sloppy Wise
Chic Diligent Friendly Joyful Nosy Punctual Smart Witty
Child-like Diplomatic Funny Keen Nurturing Reassuring Snobby Young

15. Full Name
A quote that captures the essence of
this personas personality
Location: City, state
Age: 1-100
Work: Job title
Family: Married, kids, etc.
Customer Segment: Type
Bio
The bio should be a short paragraph to describe the user journey. It should include some of their history
leading up to a current use case. It may be helpful to incorporate information listed across the template
and add pertinent details that may have been left out. Highlight factors of the user's personal and of
professional life that make this user an ideal customer of your product.
Aspirations
• The goals this user hopes to achieve.
• A life goal to be reached.
• Or an experience to be felt.
Job(s) to be done
• Their to do list
Pains and Gains
• The primary pains he/she feels when getting the job done today
• The gains they've already identified as desirable to make getting the job done easier
Brands
A collection or list of the user's favorite
brands.
Personality
Introvert Extrovert
Analytical Creative
Conservative Liberal
Passive Active
What and How They Buy
• The main ways they solve the problem today
• The primary channel and method they use to buy the solution
Motivations
Incentive
Fear
Achievement
Growth
Channels
Traditional Ads
Online & Social Media
Referral
Direct Marketing & PR
Customer Persona Template

16. Brand Color Personality Matrix
Message each color conveys
Your brand’s personality traits
Trait 1 Trait 2 Trait 3 Trait 4 Trait 5 Trait 6
RED
EXCITING FIERY BOLD LOVE
AGGRESSIVE ACTIVE DESIRE
ORANGE
CREATIVE DELICIOUS ENTHUSIASM
EXCITING SUCCESS COURAGE
YELLOW
ENERGY FRESH HAPPY
OPTIMISTIC CONFIDENT FUN
GREEN
PEACEFUL HEALTHY CALM
NATURAL FRIENDLY LIFE WEALTH
BLUE
TRUSTWORTHY DEPENDABLE
STRONG YOUNG FAITH POWER
PURPLE
CREATIVE REGAL FLAMBOYANT
SMART MYSTERY SPIRITUAL
BLACK
BALANCED CALM LUXURIOUS
SENSIBLE CLASSY FORMAL
BROWN
NATURAL RUGGED DEPENDABLE
EARTHY CASUAL GENUINE

17. Brand Name Worksheet
Step 1: Step 2: Step 3: Step 4: Step 5:
List names of your competitors
Word or words that
encompass the most
important thing your
product is here to
change?
(verbs, nouns, adjectives
or combinations)
Word or word
combinations that could
best convey what your
product does?
Of those, which is the
most original or
recognizable?
Your Brand Name
Of those, which can be
trademarked?
Your Brand Name

18. • https://businessnamegenerator.com/
Startup Name
• https://www.freelogodesign.org/
• https://www.brandcrowd.com/maker/tag/startup
Startup Logo
• Build Social Media Profiles
• Content Strategy & SM Calendar
• Engage with your future Customers
• Go Live!
• https://buffer.com/
Social Media Pages
Startup Name, Logo & SM Pages
s

19. • Your Startup Name ??
Startup Name
• Your Startup Logo ??
Startup Logo
• Your Startup Social Media Pages ??
• Facebook
• Twitter
• LinkedIn
• Instagram
Social Media Pages
Submit Your Startup Name, Logo & SM Pages
me,

20. Brand Positioning Statement
Your
Brand
POSITIONING MAP
High Cost
PoorQuality
HighQuality
Low Cost
BACKGROUND
Positioning Statements Answer these three questions:
1. Which space are you trying to occupy?
2. What is the main aspiration that you are trying to satisfy?
3. Who else is there competing with you?
POSITIONING STATEMENT
For…(target customer)
Who…(statement of the need or opportunity)
The…(product name) is a (product category)
That…(key benefit, compelling reason to buy)
Unlike…(primary competitive alternative)
Our product…(statement of primary differentiation)
Write your positioning statement here:
Competition
Competition
nd

21. Brand Promise or Tagline
BACKGROUND
Brand promises summarize in a catchy, memorable, inviting way
what it is that this company does that’s special. It’s a bumper
sticker for your brand.
EXAMPLES
BRAND PROMISE
Write it here
d
and

22. Mission statement
Explains how a company plans to
accomplish its vision
Operational, procedural,
actionable, and realistic
Coincides with the steps and
hierarchy for success.
Vision statement
A vision statement explains why
a company exists
Aspirational, inspirational,
motivational, and future-looking
Vision for a better world.
Vision is the why. Mission is the how.
Tesla
Mission statement: To create the most
compelling car company of the 21st century
by driving the world’s transition to electric
vehicles.
Vision statement: To accelerate the world’s
transition to sustainable energy.
Nike
Mission statement: Create groundbreaking
sports innovations, make our products
sustainably, build a creative and diverse
global team, and make a positive impact in
communities where we live and work.
Vision statement: Bring inspiration and
innovation to every athlete* in the world.
*If you have a body, you are an athlete.
Vision & Mission Statement for your Startup
&
on
Your Startup
Mission statement:
Vision statement:

23. Brand Storyboard - Solarcity
CurrentState
ONCE UPON A TIME…
(Personas)
HE/SHE ALWAYS…
(Main tasks)
BUT ALWAYS HAD A PROBLEM…
(Main issue)
HE/SHE TRIED TO SOLVE IT…
(Competing solutions)
Holly
Pays her Southern California Edison bill every
month costing her around $150/mo
She feels like she can’t get ahead financially
even though her and her husband have a
combined income over $100k
By not running the AC as much during the
summer but that led to discomfort
FutureState
BUT HE/SHE WISHED THAT…
(Potential solutions)
UNTIL ONE DAY…
(Brand exposure)
UNLIKE HIS/HER SOLUTION…
(Brand differentiator)
HIS/HER WISH CAME TRUE: TO…
(Customer’s aspiration)
She could just be comfortable and save money
and help protect the environment.
SolarCity’s direct sales force knocked on her
door
SolarCity’s was both sustainable and less
expensive than Southern California Edison
She was both comfortable in her home, saving
money and helping to protect the environment
and stop global warming
structions:
Storyboard

24. CurrentState
ONCE UPON A TIME…
(Personas)
HE/SHE ALWAYS…
(Main tasks)
BUT ALWAYS HAD A PROBLEM…
(Main issue)
HE/SHE TRIED TO SOLVE IT…
(Competing solutions)
FutureState
BUT HE/SHE WISHED THAT…
(Potential solutions)
UNTIL ONE DAY…
(Brand exposure)
UNLIKE HIS/HER SOLUTION…
(Brand differentiator)
HIS/HER WISH CAME TRUE: TO…
(Customer’s aspiration)
Brand Storyboard
structions:
artup Brand

25. Brand Canvas
Story 📖 Symbols ✅ Strategy ♖
✎
Name
Your business or product’s name 👤
Persona
✍
Typography
The arrangement of type (typeface,
size, line length, spacing, etc.) that
best helps convey your brand’s story
💡
Awareness
The channels, methods and materials
you will use to help your target
customer become aware of your brand
➢
Positioning
Statement
For (target customers)
Who are dissatisfied with (current
alternatives),
Our product is a (new product category)
That provides (key problem solving
capability), Unlike (alternative)
We have assembled (key whole product
features).
A descriptive summary of your target
customer
(expanded version of customer
segment in Innovator’s Canvas)
🎨
ColorPalette
The 2-5 colors that represent your
brand personality and help
communicate your brand story to
your target customers
🏷
Sale
The channels, methods and
materials in which your brand will
present itself at time of sale
✌
Promise
The bumper sticker for your brand
(2-5 words)
🎬
Storyboard
✪
Logo
The primary symbol used to embody
and communicate the brand
🚚
Delivery
How your branding and brand
promise will be incorporated at the
time of delivery
☺
Personality
6 Words that describe your brand
personality, voice and values
The heart and soul of your brand –
the story of how your solution helps
your target customer achieve their
deepest held aspirations.
📷
Imagery
Example images and guidelines used
to ensure the images used in
conjunction with your brand are
consistent with the brand story
💬
UseorPost-Delivery
The ways in which your customers
will interact with and share your
brand with others
structions:
Canvas

26. Story 📖 Symbols ✅ Strategy ♖
✎
Name
SolarCity 👤
Persona
✍
Typography
💡
Awareness
Digital Ads, Retail partners, Malls,
canvassing
➢
Positioning
Statement
For homeowners with high energy
bills, SolarCity is the leading solar
power provider in the US. Unlike
fossil fuel our power is both
affordable and sustainable.
Holly
Lives in Southern California
Owns their home
HHI: $80-150k
Energy bills over $150/mo
Wants to conserve energy to protect
the environment
Loves Apple products
🎨
ColorPalette
🏷
Sale
Salesperson’s shirt, Brochure,
Agreement
✌
Promise
Power Forever
🎬
Storyboard
✪
Logo
🚚
Delivery
Branded truck, branded technicians
shirt, welcome packet, yard sign
☺
Personality
Clean, Efficient, Happy, Modern,
Practical, Responsible
Holly pays her electric bill every month for
$150/mo. She feels like she can’t get ahead
financially even with her high HHI. She tried saving
money by not running the AC but that just left her
uncomfortable. She wished she could be
comfortable, save money and curb global
warming. That’s when SolarCity Direct knocked on
her door and offered solar for less than she pays
Edison and that helps her stay comfortable and
protect the environment. She signed up and feels
great about her savings, comfort and
environmental contribution.
📷
Imagery
💬
UseorPost-Delivery
Smartphone App, monthly bill,
monthly email, Ambassador program
(referrals)
SolarCity Brand Canvas
structions:
Canvas

27. Brand Canvas
Story 📖 Symbols ✅ Strategy ♖
✎
Name
👤
Persona
✍
Typography
💡
Awareness
➢
Positioning
Statement
🎨
ColorPalette
🏷
Sale
✌
Promise
🎬
Storyboard
✪
Logo
🚚
Delivery
☺
Personality
📷
Imagery
💬
UseorPost-Delivery
structions:
artup Brand

28. Back to main
Financial
Model
Section-5
Financial Model

29. Back to main
-20,000
-10,000
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
MONTHLY CASH FLOW (Y1 & Y2) - CHECK THAT CASH > 0
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Y1 Y2 Y3 Y4 Y5
5 Year Projections
Expenses Revenues Gross profit
Y1 Y2 Y3 Y4 Y5
Expenses 10,000 10,000 40,000 40,000 40,000
Revenues 10,000 15,000 150,000 150,000 150,000
Gross profit 0 5,000 110,000 110,000 110,000
5 Year Projections
Expenses is the total Fixed + Variable + HR costs
Check if revenues are realistics with your resources and market size.
Gross profit is the margin made with sales. Compare with competition.
5 Year Financial ProjectionsFinancial Model

30. Congratulations
You just have learnt to Build a Brand