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The lean explorers: SWOT, competition and segmentation. Session 5

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The lean explorers: SWOT, competition and segmentation. Session 5

  1. 1. THE LEAN EXPLORERS Presenting the: Heat Able Lunch Box By: Manuel Holousch, Charlotte Manojlovic, Erick Tavares and Martine Ulvin
  2. 2. The main competitors Substitutes can become entrants to the heat able niche Compleat: Foodskin, Foodbag, Gourmet Tupperware Collapsible Eco Lunch Box Entrant
  3. 3. Indirect competitors: Market for eating out Restaurant • People might prefer restaurant Cafe/kiosk • Can be an easy and fast alternative Canteen • Gives access to food on job or school
  4. 4. SWOT - analysis Strengths Solves a problem Sleek & Stylish Economies of scale Convenient Heat able & multi plug able Unique Selling Point UPS Entrepreneurial spirits Weaknesses Price Uncertain demand Marketing costs Access to funding Technological issues (time to heat) Low brand awareness Low start-up knowledge Opportunities Potentially a big market Established distribution channels First mover advantage Trend to be more conscious Lunch community Threats Easy to copy – entrants Existing substitutes Indirect competitors Cheaper substitutes Competitive price pressure
  5. 5. Strengths Solves a problem Sleek & Stylish Economies of scale Convenient Heat able & multi plug able Unique Selling Point USP Entrepreneurial spirits
  6. 6. Weaknesses Price Uncertain demand Marketing costs Technological issues (time to heat) Access to funding Low brand awareness Low start-up knowledge
  7. 7. Opportunities Potentially a big market Established distribution channels First mover advantage Trend to be more conscious Lunch community
  8. 8. Threats Easy to copy – entrants Existing substitutes Indirect competitors Cheaper substitutes Competitive price pressure
  9. 9. Total Accessible Market • Our TAM started with the universe • With the top  bottom approach we ended on 1 billion Serviceable Accessible Market • 1.stage SAM: All of urban Portugal. = 7.08 million people live in urban areas, Serviceable Obtainable Market • 1. stage SOM: before taking constraints into account is 1, 27 million people
  10. 10. B2C Demographics Psychographics Geographics - Less price sensitive - Ages 15-64 - Low-Medium income - Both genders -Lifestyle: Healthy and/or has clear preferences of in choice of food - Initially Lisbon - Allergies/other preferences - Portugal urban areas in 2nd stage - Wants easier and faster access to food - Urban areas globally - Not free lunch at work place

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