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The tempbox presentation session 10

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The tempbox presentation session 10

  1. 1. The Tempbox 29.11.2013
  2. 2. Agenda 1. First part: a. Value chain b. Key partners c. Key ressources 2. MVP and costing 3. From business model 1.0 to 2.0 a. b. c. Business model 1.0 Hypothesis validations Business model 2.0 4. Marketing the product (internet marketing)
  3. 3. Agenda 1. First part: a. Strategic Positioning, The Value chain & Processes b. Key partners c. Key ressources 2. MVP and costing 3. From business model 1.0 to 2.0 a. b. c. Business model 1.0 Hypothesis validations Business model 2.0 4. Marketing the product (internet marketing)
  4. 4. First part
  5. 5. Strategic Positioning Key elements MVP and costing From B.M 1.0 to 2.0 Marketing & numbers
  6. 6. The TempBox ’s Value Chain Support activities Procurement: Management of partnerships and contracts Technology development: Know-how, procedures, input Human Resource Management: Selection, rewards, development, relations Primary activities Outbound logistics Inbound logistics -Contracted - China Key elements Key elements Operations -Contracted -China -Transport Contracted via UPS/DHL -warehouse insourced MVP and costing MVP and costing Marketing & Sales MARGIN Firm infrastructure: General management, planning, strategy, finance, legal, accounting etc. Service From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  7. 7. 3rd Party Warehouse intro Customer Marketing Processes Key elements Key elements Produced & Delivered to Port Order collected by UPS and shipped to customer Shipped Via Garland to Warehouse Product enters Warehouse and Logged Via IT inventory System Order Received at warehouse & confirmed Develop marketing materials appropriate to target market Processed & checked against quality Advertise through social media and website Order Placed online MVP and costing MVP and costing Receives confirmation of order Packaged S&D Checked out of monitored, order placed when warehouse via stock reaches IT system inventory ordering point Scans online for customer feedback & suggestions Receives Order From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Sales Support deals with complaints and fixes problems Makes complaint if faulty Marketing & numbers The numbers
  8. 8. 1 Marketing the Brand Management Solicit Marketing Campaign Marketing Department no yes Approve the Campaign Plan the marketing strategy No Is there a marketing company to outsource? Create the campaign Advertising company Yes Finalise the campaign Create the Campaign Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  9. 9. Warehouse Warehouse Stocking & Inventory Marketing 2 Market Research to predict Demand Stock manager monitors IT systems to check inventory levels and reorder period Place order with Suppliers Order received at warehouse and checked in via IT system yes Quality of products suitable for dispatch? Stored until order received & processed for dispatch Suppliers No Key elements Key elements Given amount produced and delivered to shipping port MVP and costing MVP and costing Order shipped via Garland to warehouse Supplier contacted and faulty goods replaced From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Collected by Ups for customer delivery Marketing & numbers The numbers
  10. 10. Managemen t Customer Warehouse 3 Customer Orders Refund offered Management made aware of problems & dealt with accordingly Order received at Warehouse Customer places order Processed Does not and checked if meets Quality measures? Meets Confirmation of order received Product sent back for improvement Product checked out and UPS collects for delivery Customer receives product Not satisfied Satisfied Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  11. 11. Customer 4 Customer files complaint Marketing&Afte r sales support Key elements Key elements Customer Satisfied Order received at Warehouse Placed Order => see customer order process Warehouse Customer Complaints Complaint Process with after sale support Offer Refund Offer replacement Yes No Satisfied MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  12. 12. Key resources • Patent – Protect the tecnical and optical design if possible – European Patent Office (Patent Search and Application) – Detemine whether patenting our Design is possible Apply • Vision & the Brand – Differentiation from unbranded lunchboxes – Strong brand focus on “Heatability” – Create a brand and awareness for it • Financing Marketing • Human resources – Marketing & sales – Management – Finance & Accounting Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  13. 13. Key resources - Vision « We want to change how and what people eat on the move – We want to give them the freedom of choice – We want to give them an enjoyable food experience » Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  14. 14. Key resources - Organizational Chart Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  15. 15. Key resources – Position Forms. Position Relations manager Main Goals - Max efficiency and co-creation to gain knowledge - Prominent partners  Credibility Strat. Tasks Identify suppliers and partners - Identify alternative partners: Benchmark - Measure performance (alt. Subordinate) - Knowledge and learning through co-creation - Evaluate subordinates Tactical Tasks Manage relationships - Develop and maintain through contact - Intelink processes - Participate to learn and co-create Guides Relationship management tools - Information technology - Databases - Research tools Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  16. 16. Key resources – Position Forms.. Position Accountant Main Goals To keep the finances and the books of the company in order Strategic Tasks Ensure the company has enough working capital to stay afloat Ensure the company is making enough profit to survive Tactical Tasks Carry out profit and loss accounts, balance sheets and Cash flow maps. Uncover areas of the company that need attention and pass on to CEO for further consideration Guides International accounting standards Country specific rules and guidelines Balance sheets and tools for accounting Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  17. 17. Key resources – Position Forms… Position Warehousing Processor Main Goals Packaging order to satisfy delivery company and customer needs, to ensure packaging fits with brand values. Strategic Tasks Ensure that product meets the customers desired quality standards Tactical Tasks Hold and prepare orders for specific customer, package product, including delivery address and hand over to UPS delivery service to be dispatched Guides Follow IT system and order forms to package and prepare postage. Follow company boxing criteria Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  18. 18. Key resources – Position Forms…. Position Stock/Production Manager Main Goals To ensure there is enough supply to satisfy demand at all times Strategic Tasks Analyse demand and predict how stocked the warehouse must be, ensuring that there is enough inventory in the warehouse. Tactical Tasks Monitor IT systems to check supply and demand levels Guides Use Past Sales, Analyse trends, implement minimum and maximum stocking levels Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  19. 19. Key resources – Position Forms….. Position Marketing and Selling Assistant Main Goals To raise the awareness of the TempBox & increase its sales Strategic Tasks To build and position the TempBox brand as a high-end brand to add value to the product Tactical Tasks Promote the product offer in the target markets, manage the website and social media accounts, updating online advertising materials and designing and organizing the distribution of advertising leaflets in high traffic target areas. Deal with customer complaints and resolve problems Guides Use defined target market criteria to guide marketing towards. Follow complaint process steps to resolve complaints Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  20. 20. Key Partners & Relationships • Production Company – Trusted Supplier Relationship – Economies of Scale – Single Source Supply • Transportation supplier • Cooperative Organizations & Businesses – Business Development, Increase Sales, Marketing activities Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  21. 21. Agenda 1. First part: a. Strategic Positioning, The Value chain & Processes b. Key partners c. Key ressources 2. MVP and costing 3. From business model 1.0 to 2.0 a. b. c. Business model 1.0 Hypothesis validations Business model 2.0 4. Marketing the product (internet marketing) Key elements MVP and costing From B.M 1.0 to 2.0 Marketing & numbers
  22. 22. MVP & Costing
  23. 23. MVP Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  24. 24. Dollars Tempbox Per unit for 1000 units Box Heating Mat Silicone Top AC adaptor Insulator Car charger Customised Box Total Total in euros Costing pre shipping Shipping costs After Shipping Key elements Key elements Freight Terminal Validation Dispatch Traffic Insurance Storage Delivery Total Per Unit Total after shipping € MVP and costing MVP and costing 1.65 6.98 1.64 2.35 0.17 0.83 0.3 13.92 10.25904 Euros 19 27 85 135 35 0.0875 35 30.75 366.8375 0.366838 10.623 • Re-costed Tempbox using shipping instead of air freight as primary transportation method •Decreased Costs by: €2.45 •Previously resourced suppliers to receive lower production costs Air rate Fuel tax Anti theft insurance Carrier Document validation Delivery AMS 2.3 1.25 0.15 0.025 0.055 0.03075 0.0055 Total $ Total € 17.7363 13.07 From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  25. 25. cost cost euros/ unit Princing public selling price to manufacturer distributor distributor public retailer pricing with distribution margin sells margin pricing margin vat 10.63 15.18 30.00% 15.18 0.00 23.35 0.35 28.72 12.85 18.36 30.00% 18.36 0.00 28.24 0.35 35.33 • Minimum Price = Direct costs (10.63) + • Considering survey responses and landing Manufacturer Margin (30%) + VAT (23%) = pages 18.67 • First production limited, via retailer: face • Direct costs (10.63) + Manufacturer working capital problems > high scale Margin (30%) + Retailer Margin (35%) + VAT financing. (23%)= 28.72 • Begin on-line, if establish a Best Seller will • Aim to maintain 30% manufacturer margin expand to retail. • Must also consider advertising, warehousing, • Price: 29.99 selling costs etc. • Priced between that of substitutes (Thermal Lunch Box and Microwave) Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  26. 26. Agenda 1. First part: a. Strategic Positioning, The Value chain & Processes b. Key partners c. Key ressources 2. MVP and costing 3. From business model 1.0 to 2.0 a. Business model 1.0 b. Hypothesis validations c. Business model 2.0 4. Marketing the product (internet marketing) Key elements MVP and costing From B.M 1.0 to 2.0 Marketing & numbers
  27. 27. From 1.0 to 2.0 Key elements MVP and costing From B.M 1.0 to 2.0 Marketing & numbers
  28. 28. Production Desing Webpage Flexible + portable = Convenient Choice Freedom: Business model 1.0 Distribution -Save, Health and Preferred Design: sleek and stylish Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Workers Business people Marketing & numbers The numbers
  29. 29. Hypothesis validation – Customer segments Targeted customers: Workers, Students & People on the move Test: Interviews and Surveys Results: Male students are not too attracted to the product Key elements MVP and costing From B.M 1.0 to 2.0 The numbers
  30. 30. Hypothesis Hypothesis validation – Value Proposition Testing Validation Results Many workers & student face a lack of food choice Survey >75% agree we have 74,5% agreed for the moment. the tempbox is a convenient product Survey Concluded from other questions Validated from other questions  People on the go appreciate the ability to bring their own food People are likely to buy the product Key elements Survey Survey, Interviews MVP and costing >60% agree >60% From B.M 1.0 to 2.0 65% students, 35% professionals /workers answered the survey  Both when people are AT their work place, or On the go, ‘bringing food from home is the second most chosen answer.     7% extremely likely 40% very likely 30% mod likely Positive interviews The numbers
  31. 31. Hypothesis Testing Validation Results survey 1 Results survey 2 Cleanability influences the purchase decision Hypothesis validation – Value Proposition Survey N/A Moderatly Heatability influence Purchase decision Survey >60% = more than expected - highly Highly Style/Design influences the purchase decision Survey Moderatly Moderatly >60% highly >35% moderatly Multi-Plugability the purchase decision Survey No - % under validation No - % under validation Money Saved influence the purchase decision Survey No - % under validation No - % under validation Time Saved Influence the purchase decision Survey No - % under validation No - % under validation Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  32. 32. Hypothesis validation – Channels ‘Promotion through street sales and pop up shops will raise awareness of the product’ Removed from the business plan Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  33. 33. Hypothesis validation – Revenue Streams Hypothesis Test Customers are willing to pay 30 euros Affiliate Marketing Subtitutes price – survey Empirical Data Validation Results > 75% positive answers >93% should be priced over normal lunch boxes Price average suggested in survey = 26 € YES We’ll sell complementary products for The TempBox and take a comission on it. Advertising Empirical Data YES Adds on Community forum + Developer blog (see next slide) Intermediaries (retailers, distributors) Too expensive (see costing) YES - Key elements MVP and costing From B.M 1.0 to 2.0 The numbers
  34. 34. Hypothesis validation – Revenue Streams Advertising Revenue from: • Creating an Email List & Newsletter include – News from the community forum, – News from the founder’s blog – Special discounds – Special offers – Brand events & information • Pay-Per-Click adds (mainly in the forum & founder’s blog) • CPM (Cost-Per-Mil impressions)  Rates depends on website views, targetted market, website type, websit design, position of the add.  We expect a 5-8$ CPM rate (based on food & lifestyle websites Data)  If we have 100,000 views per month => 100 CPM units x 5-8$ = 500-800$ per month • Direct Banner Advertising on main website Key elements MVP and costing From B.M 1.0 to 2.0 The numbers
  35. 35. Flexible + Washable+ portable = Convenient Choice Freedom: Business model 1.0 Distribution -Save money, Health and Preferred Workers Business people Design: sleek and stylish Key elements MVP and costing From B.M 1.0 to 2.0 The numbers
  36. 36. Recap of the changes • Value proposition • Segment: - save money, not - Male students emphasized by target – negative, but might be followers - Esay to clean more important – - Reliablity and credibility added - • Channels: - No streetsales due to credibility and reliability - • Key activities: Managing relationships and partners No retailers (for now) due to costs • Revenue Streams Price 29.99 € – Advertising on website, forum, blog Choice Freedom: -Save money, Health and Preferred Flexible + Easy to clean+ portable = Convenient Key elements MVP and costing From B.M 1.0 to 2.0 The numbers
  37. 37. Agenda 1. First part: a. Strategic Positioning, The Value chain & Processes b. Key partners c. Key ressources 2. From business model 1.0 to 2.0 a. b. c. Business model 1.0 Hypothesis validations Business model 2.0 3. MVP and costing 4. Marketing the product (internet marketing) Key elements MVP and costing From B.M 1.0 to 2.0 Marketing & numbers
  38. 38. Websites Twitter Facebook Scoop.it Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  39. 39. More Websites Landing page Key elements Key elements Our Blog MVP and costing MVP and costing The TempBox website From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  40. 40. Numbers • 110 facebook likes • 267 unique visitors to our landing page – 4,13 % Conversions (email) • Our blog: 620 views from 20 different countries Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  41. 41. More Numbers • A total of 75 persons took our surveys Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  42. 42. Others • All our presentations available on SlideShare • Posts on Hacker News & Startup Circle Key elements Key elements MVP and costing MVP and costing From B.M 1.0 to 2.0 From B.M 1.0 to 2.0 Marketing & numbers The numbers
  43. 43. Thank You!

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