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. 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)
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. 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
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
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. 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. 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. 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. From 1.0 to 2.0
Key elements
MVP and costing
From B.M 1.0 to 2.0
Marketing & numbers
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. 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. 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. 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. 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. 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
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. 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
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. 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. 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. 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
