Non-Tech Case Study - Planning


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Non-Tech Case Study - Planning

  1. 1. Copyright 2012 Cowan Publishing PLANNING/ LEAN STARTUP THE PENNY ICE CREAMERY ALEX COWAN @cowanSF
  2. 2. Copyright 2012 Cowan Publishing PRIORITY KEY ASSUMPTIONS NEEDS PROVING? EXPERIMENTATION 1 Consumers in general want an artisinal ice cream experience No - National case studies to look at - Trends from nat’l rest. association - Interviews with successful peers 1 Santa Cruz is an adequately large market Yes - First shop (Could have done farmer’s markets) 1 Customers do not require 31 flavors on a regular basis- a fresh rotating stable of flavors is preferable Yes - Experimentation at first shop 1 Penny can provide an artisinal experience at costs that make a business Yes - Experimentation at first shop 1 High end ice cream is a small luxury that performs well in bad macroeconomic environments No - Current and historical data PLANNING
  3. 3. Copyright 2012 Cowan Publishing PLANNING What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive? 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? How are we integrating them with customer routines? 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? How much does each Revenue Stream contribute to overall revenues? For whom are we creating value? Who are our most important customers? 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? 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? What Key Activities do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue streams? Who are our Key Partners? Who are our key suppliers? Which Key Resources are we acquiring from partners? Which Key Activities do partners perform? What Key Resources do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue Streams? Day Month Year No. Gourment food experience Participation in sustainable foods None-- Personal assistance Retail sales Catering Ice cream artisans Concierge staff Process infrastructure- ability to pasteurize from scratch Culinary innovation Sustainable food-based community organization- events, education, and initiatives Farmers Foragers Artisans Pseudo-fixed: labor Materials Fixed: plant Downtown Patrons Students Visitors Epicureans
  4. 4. Copyright 2012 Cowan Publishing PLANNING operations begin 2009 2010 2011 2012 2014 2015 Expenses (scaling: COGS+labor) Visibility (~16 mo. to reasonable visibility) Earnings (~break even) Revenue (hit 2014 sales target) Financing (friends+fam.) (Lighthouse)
  5. 5. Copyright 2012 Cowan Publishing PLANNING Artisinal food movement- we have a passion for ice cream or persevere?’ A storefront business in SC has an adequate market and is scalable proposition The store was the prototype (above) Was it true or untrue? ‘Pivot
  6. 6. Copyright 2012 Cowan Publishing BUY THE BOOK A practical primer for anyone wanting to actually implement today’s best practices in product development (available online or at any major retailer) VISIT THE SITE Free talks, tutorials, and resources for product development and new ventures. MORE? ALEX COWAN @cowanSF
  7. 7. Copyright 2012 Cowan Publishing REST?) @cowanSF