1. Team members:
Daniele Caccavella
Sean Curran
Marcelo De Rada
Felipe Fagundes
Seth Hochhauser
Stephen Woods
Go enjoy the city, we’ll take your shopping bags to your hotel!
Interviews last 24 hours: 7
Total interviews: 110
● Customers: 84
● Stores: 16
● Hotels: 4
● Tour Groups: 6
January 16, 2015 - Final Presentation - Lean Launchpad

2. welcome to new york city!!!
We were initially brought together under a “Brilliant” Idea:
● Tourists are hampered by shopping bags which they must carry around New York City
● There are available services that provide same day delivery online, but none for physical
purchases
● Let’s create a same day delivery service of shopping bags from stores to hotels!
3:00 PM
7:00 PM5-6:00 PM
Tourists visited
New York City in 2013
Dollars spent by tourists
on shopping in New York
Average spending per
tourist
53.4 million
$8 billion
$1,700
1:00 Pm
Context

3. We are a courier service, aimed at helping tourists get out and enjoy the
city by removing the inconvenience of hauling around bags, saving time,
effort, and money. We provide affordable, reliable, and same-day
delivery of shoppers’ bags to their hotel unlike other services which
don’t cater to this market, are sporadic, or prohibitively expensive.
pow!!
30 Second Elevator Pitch

4. ● Department stores
● Chain hotels
● Travel agencies
COST STRUCTURE REVENUE STRUCTURE
● Delivery
● Pickup
● Logistics
● Vehicle
● Garage
● Transaction
database
● Solving same day
delivery of
purchased goods in
physical locations
● Selling point for
stores to sell more
merchandise
● Convenient and
reliable service to
enhance shopping
experience
● Concierge
● Store managers
● Identify with
shoppers
CHANNELS
● Hotels
● Stores
● Online
Upper middle class tourists:
● Male and female
● Families
● International
● >75K income
● Labor
● Vehicle
○ Gas
○ Insurance
● Transactional model
KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
● General liability
● Database
● Advertising
Business Model Canvas: Day 1
KEY RESOURCES

5. What we did!
Got out of the building!
Interviewed as many
customer segments as
possible on 5th ave,
Soho, and Times Square
Performed competitive
market analysis
Interview Numbers:
26 Customers
6 Stores
4 Hotels
49 Total interviews to
date
Day 1: A day for understanding the industry landscape...
Key Findings:
Confirmed shopping with bags is a problem for tourists (and locals)
Refuted that higher-end tourists are early customers as they are already catered
Refuted that hotels are potential partners; Hotels do not think issue is big enough
5:00 PM
1:00 Pm 3:00 PM
YES!!!
YES!
Bagman? Bagman?
NO BAGS,
NO WORRIES!

6. Outside of the building!

7. Our customer!
The Customer
Family Local YUP Wealthy Young Female Young Couple
● Female
● Tourist
● International
● 18-35 years old
● Fashion-Conscious
● Strong social
network
● On trips with
“planned shopping”

8. Key Findings!
Refuted that department stores would be willing to partner with us
Refuted that Americans make up part of the initial customer segment (shipping, local prices, shorter
trips)
Confirmed females are most represented, and most receptive (78% positive)
Confirmed customer segment was receptive to drop-off kiosk
What we wanted to do!
Use interviews to...
1. Confirm our
Customer Segment
2. Confirm a channel
● Shopping tour
● Online
● Kiosk
Interview numbers:
38 Customers
10 Stores
6 Tour Operators
103 Total interviews
to date
Days 2-4: Validation of value proposition and customer segment while struggling with channels...
3:00 PM1:00 Pm
5:00 PM 5:20PM
HAVE FUN IN
THE CITY!
in 3 minutes...

9. Key Partners
Department stores,
Travel agencies,
Shopping tours (add-on service),
Chain hotels
Key Activities
Data Collection
Pickup
Delivery
Logistics
Security
Key Resources
Vehicle, Garage,
Kiosk (SoHo)
Transaction DB
Carts
Value Proposition
Solving same day delivery of purchased
goods in physical locations, Selling point for
stores to sell more merchandise, Provide
valuable information regarding customer
purchasing habits
Convenient and
reliable service to
enhance shopping
experience
Provide a service for
tourists to sightsee
and shop in the same
day without the
nuisance of carrying
shopping bags
Customer
Relationships
Travel Agents, Shopping Tours, Bus Tours
(initial reach to customers),Concierge ,
Storassociates
Get
-Human Billboarding
Keep
-Partnering with Stores
Grow
-Expansion (Paris, London)
Channels
Hotels
Stores
Dropoff Kiosk + dropoff carts
Online
Pickup via carts
Customer
Segments
Stores (Mid to high end stores)
Hotels, Tourists:, Shoppers:, Families,
30+, Data Analytic Firms
International
Female
Tourists
>75K income
18-35 years old
Fashion - conscious
Cost Structures
Vehicle, Gas, Advertising,
Labor Salaries for 5 couriers and 1 store manager
Insurance
Database
Revenue Structure
Transaction, Subscription
Data revenue model (customer purchasing habits to advertising companies)
Hybrid Transactional/Short-term subscription model (pay
per bag w/ step discount + day passes)
Business Model Canvas: Day 5 Verified Still Testing Refuted

10. Looking Forward...
To Be
Continued...
Time
BusinessValidation
Partner with
Business
Improvement
Groups (BIDS)
Physical
Locations (Kiosk)
Partnerships with
stores
Keep Strategy
● Tourists visit most
of the same store
● Key idea: Focus on
maintaining
partnerships with
stores rather than
retain individual
customer

11. Takeaways from the class
Main lessons from each day
● Do not pitch idea during customer discovery
● Take advice with a grain of salt
● Avoid confirmation bias during interviews
● Pivot towards the feasibility, and then work towards the dream
Day 1
Day 2
Day 3
Day 4

12. Evolution of a name
UPSDDRST
(Untapped Potential of Same Day
Delivery from Retail Stores for Tourists)
Noni
May I please
help you with
your bags?
Questions??
Day 1 Days 2 & 3 Day 4 Day 5