Presentation 2_1

1. Católica Lisbon School of Business and Economics
Lean Entrepreneurship
04.05.2015
Presentation II

2. Agenda
Interview Script
Additional Information
http://pickusupstartup.wix.com/home#!pickusup/mainPage
Homepage & Blog
Persona
A Day in the Life
Empathy Map
Our Young Target Segment
Pedro Rocha
Our Older Target Segment
Fernando Neves
Persona
A Day in the Life
Empathy Map

3. Persona
A Day in the Life
Empathy Map
Our Young Target Segment
Pedro Rocha

4. FIRST APPROACH
• Many ideas
• Limited time
• Overlapping of ideas
• Different scenarios in our minds
• Useful insights
• Variability
• Creativity and Imagination
Empathy Map
During class – Pedro’s Empathy Map

5. “How to get back
home?”
“Don’t drink &
drive”
“Drank less than
others so I can
drive”
“Want to appear cool”“Want myself and my friends safe”
“Proud of my car”
“Feel lucky for not having an accident the last time I drove drunk”
“Friends drinking
& partying vs
friends not
drinking”
“Many taxis”
“Towed cars” “Car
accidents”“It’s ok to drive
when I had only
one drink”
“I want to party
hard”
“Behave like a cool
guy”
“I won’t drink &
drive”
“Accidents of drunk people”
“Towed cars/fines”
“Little money left after partying”
“Showing responsability when driving &
not drinking”
“Safety”
“Availability of having the car at home
the next morning”
Empathy Map - Pedro
Improved

6. Consumer Persona - Pedro

7. Consumer Persona – Pedro (cont.)

8. A day in his life - Pedro

9. Persona
A Day in the Life
Empathy Map
Our Older Target Segment
Fernando Neves

10. “You should
better call a
taxi”
“Let’s have
another
drink”
“Want my family and myself safe”
“Don’t want to be seen as a drunk”
“Still want to enjoy time with my family and friends”
“Let’s have a
last glass of
wine”
“I’ve been
driving since
18 and
nothing will
happen”
“Responsible
friends not
drinking vs
drunk friends”
“Accidents due
to alcohol”
“Cabs in the
street”
“Being bad example for my
children/Discussing with my wife”
“Losing status due to drunk driving”
“Not risking my and others’ life”
“Enjoy night and drink alchool”
“Bring my car home”
Empathy Map - Fernando

11. Consumer Persona - Fernando

12. Consumer Persona - Fernando

13. A day in his life - Fernando

14. 1. Decide which hypotheses we want to test
Interview Script
CS02 | VP01 | RS01 | KA01 |CH01 VP01 | RS01 | KA01 |CH01
2. Customer Segmentation Questions
Young Target Segment Older Target Segment

15. 3. Problem: understand the main problems the segment is facing relative to our service
Young Target Segment Older Target Segment
Interview Script

16. 4. Solution: Explaining PickUsUp service and ask for feedback, using real examples
Young Target Segment
We are planning to launch a new service, and we want to know your opinion about it. PickUsUp will take you and your car back home
after a night out with your friends, or a relaxing dinner, when you consumed alcohol. The basic concept is: you and your car are safe at
home.
Would you consider using that service? On which occasions? After a dinner? After clubs? Others?
How would you value such a service? [1=very low ; 10=very high]
How will the option of using our service change your night, in case you consumed alcohol? Will you be more relaxed? Will you feel
more responsible in case you use our service?
Imagine that you have the possibility of doing a phone call to ask for our service or just request it through an app/online.
What would you choose?
[In case the person preferred the phone call] If you have a price advantage (10 to 20%) by using the app, would you change your
opinion?
Our drivers are professional employees with a high level certificate of driving and with big experience.
Would you trust such a driver to drive your own car? Why?
Imagine the following scenario: a normal taxi will charge you 10 € for a one-way ride from Santos to Campo Pequeno, where you live.
Would you be willing to pay extra 8 euros to use our service? 7 euros? 6 euros? 4 euros? 2 euros? (stop when interviewee says yes)
Interview Script

17. Older Target Segment
4. Solution: Explaining PickUsUp service and ask for feedback, using real examples
We are planning to launch a new service, and we want to know your opinion about it. PickUsUp will take you and your car back home
after a night out with your friends, or a relaxing dinner, when you consumed alcohol. The basic concept is: you and your car are safe at
home.
Would you consider using that service? In which occasions? After dinner? After a night at a bar? Others?
How would you value such a service? [1=very low ; 10=very high]
How will the option of using our service change your night, in case you consumed alcohol? Will you be more relaxed? Will you feel
more responsible in case you use our service?
Imagine you went out driving your car.
How will the option of using our service change your night, in case you consumed alcohol? Will you be more relaxed? Will you feel
more responsible in case you use our service?
Is it important for you to have your car back home with you? Why?
Imagine that you have the possibility of doing a phone call to ask for our service or just request it through an app/online.
What would you choose?
[In case the person preferred the phone call] If you have a price advantage (10 to 20%) by using the app, would you change your
opinion?
Our drivers are professional employees with a high level certificate of driving and with big experience.
Would you trust such a driver to drive your own car? Why?
Imagine the following scenario: a normal taxi will charge you 10 € for a one-way ride from Santos to Campo Pequeno, where you live.
Would you be willing to pay extra 8 euros to use our service? 7 euros? 6 euros? 4 euros? 2 euros? (stop when interviewee says yes)
Interview Script

18. Additional Information
• Establish contact with potential suppliers and with portuguese Government
(corresponding to two further hypotheses)
• Update our blog
• State our Vision & Mission
• Write Lessons Learned
• Write the description of our meeting
• Start the inspiration sector
• Write the interview script
• Create a subscription landing page
• Start to create the promotional/explanatory video of PickUsUp

19. The PickUsUp Team thanks you
for your attention!
Beatriz Carreira
The Designer
152114018
João Malpique
The Visionary
152114138
Carolin Scharnagl
The Hacker
152114095
Filipe Orvalho
The Hustler
152114055
Romane Soulié
The Hustler
159114629