This document outlines hypotheses for Buongiorno Cais, a proposed 24-hour breakfast restaurant in Cais do Sodré, Lisbon. It describes 10 hypotheses that will be tested through customer interviews to validate key aspects of the business model, including: determining customer interest in a 24-hour breakfast concept; identifying preferred locations, menu items, and pricing; and assessing willingness to use payment passes or daily specials. Testing will involve interviewing 40 people for each hypothesis and analyzing their responses to establish validity.

1. Buongiorno Cais
Entrepreneurship and Business plan
Spring 2013/2014
Professors: João Trigo da Roza & António Lucena de Faria
Claudia Seidenstricker 152113370 Gonçalo Carreteiro 152113342
Liat Schliesser 152113318 Pedro Guerreiro 152113317

2. Ranking our hypothesis
Very High
High H 10 H 8
Medium H 7 H 3 / H 9 H 4 H 2
Low H 1 / H 6
Very Low H 5
Very Low Low Medium High Very High
Impact in the Business Model if Invalid hypothesis
ProbabilityofInvalidhypothesis

3. Business Model Canvas 1
Value Propositions VP
Young people perceive as useful the idea of having a place to eat that it is 24h
open.
Interview 40 young people and ask them how would they rank this
need using three colours:
- Green = very useful
- Yellow = could use
- Red = not useful at all
If 75% of the persons choose the green option.

4. People consider going to a 24h open restaurant that only serves breakfast food.
Interview 40 people and ask them to choose the card with the food that they
would prefer to eat independently of the time of the day:
- 1st card: croissants with orange suice
- 2nd card: Burguer with fries with coke
- 3rd card: Muesli/cereals with yogurt/milk
- 4th card: “Bitoque” with beer/coke
- 5th card: “Torrada” with butter and coffee
- 6th card: Chicken with rice and water
If 75% of the people choose the 1st, 3rd or 5th card.
Business Model Canvas 1
Value Propositions VP

5. Business Model Canvas 1
Value Propositions VP
Our customers want the restaurant to be in Cais do Sodré.
Interview 40 people and ask them to rank (from 1 to 5, being 1 the most
prefered) five locations:
- Cais do Sodré;
- Saldanha;
- Baixa;
- Belém;
- Amoreiras
If 65% of the persons choose Cais do Sodré.

6. We want to know if the tourists will adhere to our restaurant.
Interview 40 tourists and ask them, using photos, what are the most appealing
characteristics that a restaurant must have, for a tourist:
A) Tourist location, and low prices (e.g. restaurants in Belém)
B) Well known franchises (e.g. McDonald’s)
C) Restaurants with prestige (e.g. expensive ones)
D) Fast service
If 65% of the persons choose A or D.
Business Model Canvas 1
Customer Segments CS

7. This generation of people check everything in the facebook.
Interview 40 people and ask them “imagine that you want to search for a
restaurant, where do you usually go?”
- Facebook
- Google
- Twitter
- Yahoo
- Time out
If 80% of the people choose Facebook or Google.
Business Model Canvas 1
Channels C

8. We believe customers are willing to pay at least 5 € per meal.
Interview 40 people and ask them to choose a level of prices that they are
willing to pay for a meal in our restaurant. We will show different pictures with
different meals and people will choose the price range:
A) 1 - 3
B) 4 - 7
C) 8 - 15
If 85% of people choose B or C.
Revenue Streams RS
1Business Model Canvas

9. People are more attract to “Buongiorno Cais” because of the name.
Interview 40 people and aks them “imagine that you are in the middle of 6
restaurants and you can just see the names of them, where would you go?
- 1st restaurant: Buongiorno cais
- 2nd restaurant: Bom-dia Cais
- 3rd restaurant: Good morning 24h
- 4th restaurant: Good morning sunshine
- 5th restaurant: Munchies
- 6th restaurant: Bom-dia 24h
If 65% of the people choose Buongiorno Cais.
Business Model Canvas 1
Value Propositions VP

10. Revenue Streams RS
Acess Pass will be a great source of revenues.
Interview 40 people and ask them to choose 1 of the 3 following
options:
- Acess Pass – you can charge your card with money and then use it to
pay your items;
- Acess Pass – you can buy acess pass with validity of one day;
- No Acess Pass.
If 70% of the persons choose one option then that option is prefered.
Business Model Canvas 1

11. People want a daily menu offer with special price.
Interview 40 people and ask them (with cardbords) how would they choose a
restaurant by the menu:
1. 3-Course meal with a fixed price;
2. Various menus at different prices;
3. All you can eat;
4. Ethnical food.
If 70% people choose option 2 our 4.
Business Model Canvas 1
Revenue Streams RS

12. People want low calories food, diet menus and celiac friendly food.
Interview 40 people and ask them to associate colours (green, yellow and red)
with the following options taking into consideration what they value most in a
meal:
- Flavour;
- Price;
- Characteristics (calories, sugar free, etc.).
If 65% of the people associate green to the third option.
Business Model Canvas 1
Value Propositions VP