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Ucat lean my cit class 7
1.
2. Lessons Learned
New Pitch
Redesign our Business Model Canvas
Market Size
Who is our new Persona?
New Interview Script
Create new Hypothesis
Change our Landing Page
3. MyCit Application allows everyone with a
Smartphone to manager the time they are waiting
on Private or Public Services' queues by using our
phone application. Our App is better than the
already existent services which provides a printed
time prediction because we provide more accurate
information in a very accessible way.
4.
5. Market Size
TAM
SAM
SOM
10.628.433 people in Portugal
4.134.000 have a Smartphone
20% will download our application
and probably apply to a better paid
version of MyCit App
6. Miguel Antunes
Profile
Age: 48 years old - 200.000€ annual income – Married and three kids
BSC at Católica Lisbon, School of Business and Economics in Management and Economics
MSC at Católica Lisbon at Management with major in Strategies
CFO in Deloitte since 2011
Professional Experience
1989-1996 Market Analyst at KPMG
1996-2003 Head of Market Department at KPMG
2003-2012 Head of Market Department at Deloitte
2012-1014 CFO at Deloitte
Daily Life
08:15 Wake up and have breakfast with his family while watching the daily news before heading to work
09:30 Take a coffee on his way to the office. At his desk briefly check the intranet site, before looking
through any unread emails and make some phone calls to follow up on various company matters before
checking his agenda
11:00 Plan the day´s agenda. Starts overseeing accounting staff and dedicates to cash flow panning and
cash management
14:00 Miguel accounts analysis and reconciliations and than starts documenting and recommending
changes in producers and processes and later he usually have a meting with the CEO and the COO.
16:00 He spends this hour on accounts receivable management and collections calls. And the other
hour pitching in to help his staff when someone is ill or has too much on their plate
18:00 During the last half hour of the day, he resolves accounting and reporting questions
19:00 Goes to the supermarket before going home
20:00 Time to spend with family. Miguel knows the most part of time is working so he tries to enjoy his
leisure time to his kids and his wife
23:00 Miguel checks his phone for any vital emails and to see if he has any early morning meetings, Make
some financial decisions to the well function of his house (how many money is still needed to amortize the
house). Usually verifies if he have to pay something to the state
00:00 Goes sleep to be fresh for the next day
Public and Private Services’ User
Professional Objectives
The objective of Miguel is to produced
detailed, timely reporting on the financial
status of the company and the market to
the CEO, board of directors and
government bodies. In addition, the Miguel
is often required to vouch for the accuracy
of the company's reporting.
Must maintain a budget for the department
and ensure the objectives of that budget
are being met
Personal Objectives
- Prides himself on staying on top of
company boards and being responsive to
some levels of marketing organization in
Vodafone
- Strong encourage for work-life balance in
office but sometimes he has to dispense
time with family in order to work
- Passion for new technologies and
innovation methods that add value to the
good performance of the company
- Focus on providing efficiency under his job
7. Artur Santos
Profile
Single - 22 years old - Low disposable income
BSC at Católica Lisbon, School of Business and Economics in Management and Economics
MSC at Católica Lisbon at Management with Major in Strategies
Professional Experience
Internship at Ernst&Young
Volunteering Work at the Moove Programme
Daily Life
07:00 Wake up and have breakfast before going to school. Uses his mobile phone to check his
emails
08:00 Arrives at school grabs the newspaper and drink a coffee before going to the class
11:00 Class break. Take this time to read the newspaper to keep abreast of the daily news.
13:00 Break to lunch with his friends and talk a bit about the content given in the classes. Usually
uses his phone to analyse some doubts about the class
16:00 am Finish his classes and take 2 hours to do the Group Works
18:00 Use this time to spend relaxing with some friends
20:00 Dinner. Time to spend with family. They saw together some movies in TV. Sometimes helps
his mother to analyse her financial accounts.
22:00 Goes to his rugby practice with friends
00:00 am Before going to bed verifies his email to check if professors send any info about the
classes of the next day
Private Services’ User
Professional Objectives
A challenging career opportunity which
would help him to utilize his academic
background to assist him to gain
experience, employ his excellent
interpersonal skills, and be enable to
make positive contribution.
Seek an opportunity to add value by
contributing with his experience and
knowledge while seeking avenues to
grow professionally
Personal Objectives
- Develop effective communication skills
- Cultivate the virtues
- Develop focus and depth in one or
more disciplines
- Develop leadership skills
- Develop a global perspective
- Prepare for lifelong learning
Cyril
As you know from last class we had to change our selves to B2C instead of B2B after testing one our hypothesis.
For this reason we had to redesign and change everything except from the SWOT Analysis we had already done for our competitors since they are stillthe same.
For this reason we changed our Business Model, we also had to analyze our market size once again, we create a new pitch, we found out two examples of new personas, we create new interview scripts, we create new hypothesis to test and we also created a new landing page.
Cyril
(Just read it)
Cyril
This is our new Business Model which is now focused on the costumer
Adriana
After analyzing the market we agreed that our TAM would be everyone in Portugal, then the SAM would be people with Smartphones and last the SOM would be the ones who would download our App who are about 20% of the ones who actually have Smartphones
João
For our new B2C strategy we though we should distinguish our costumers mainly from the Public Services’ Users (who also use the private ones) and for that we created Miguel Antunes.
João
And for the Private Services’ Users only we created Artur Santos.
Mafalda
Even if we are now B2C directed we have to keep in mind that we need both a good relationship and insights with the customers and the companies.
And since we also had some companies who we were waiting for their answers, we now are taking those chances to know if they would like to be part of this project, what do they think about the project and if they would be willing to pay to be advertised in our App.
Mafalda
We had created more hypothesis to test but these are the ones we intend to test during the next week.
We want to use the interviews to customers to know if they would like our App.
João
We also want to use the interviews to customers to know if they would pay for a Premium Version.
Adriana
Last during the next week we want to have at least 200 views in our landing page so that we can test our Channels
Cyril
We have also created a new Landing Page which you can see but since we had a couple things to work on about it such as the vídeo we will only launching it today!
