1. Lean Launch Pad 2013.02.17
DAY 5
u.n.k
(previous name)
Find the perfect jewelry for that special someone
26 interviews today
101 total interviews (+ 30 surveys)
Team 30
Fabio Bergamo
Tanay Jaipuria
Zanella

2. Consumers:
 Value Proposition:
Provide affordable
unique and innovative
design luxury jewelry to
consumers
Designers:
 Value Proposition:
Easy association with
a strong brand and
possibility to focus on
design


Customer Segment:
◦ Female
◦ Urban areas
◦ <35 (possibly up to 55)
◦ Young professionals
Customer Segment:
◦ 3D designers
◦ Young professionals /
students
◦ Worldwide (english
speakers)

3. Failed hypothesis
Confirmed hypothesis
New learning
What we did:



Interviewed
15 woman
aged 25 to
35 years
Interviewed
two
designers
Posted job
opportunity
for designers
What we learned:
Major
learnings
Uniqueness is not important (!)
Additional
learnings
Design is a key quality
Consumers get and give
jewelry more as a gift
Designers are interested in
selling through new jewelry
website

4. Canvas – Day 1
Key Partners
• Designers
• Production factory
• Call center
• Bloggers
Key Activities
• Advertise
• Design jewelry
• Curate (select)
• Produce (highlight:
polishing)
• Packaging
Key Resources
• Web Platform
• Designers network
• Production partner
(production
methodolgy /
technology)
Value Proposition
• Provide affordable
unique luxury jewelry
to consumers and
association with strong
brand to aspiring
designers
Consumers
• Affordable few-of-akind luxury jewelry
• Unique and innovative
design
• Possibility to remove
other pieces of a
bought jewelry from
the market
Designers
• Easy association with a
strong brand
• Access to fashion
consumers
• Possibility to focus on
design (we do all the
mkting, finance,
production and
distribution)
Cost Structure
• Fixed Operational costs for platform development and
maintenance
• Fixed Operational Overhead costs (rent, utilities, etc.)
• Fixed Operational costs for marketing and advertising
• Variable costs associated with raw material and
production/delivery
Customer
Relationships
GET
• Online Ad
• Blogs
• Designers network
KEEP
• Reward program
• Mailing/Catalog
GROW
• Referral program
Channels
Online
• Website
• Fashion Blogs
• Onlide ads / social
media
Customer Segments
Consumers
• Female
• Urban areas
• <35 (possibly up to 55)
• Young professionals
Designers
• 3D designers
• Young professionals /
students
• Worldwide (english
speakers)
Offline
Fashion Magazines
Fashion Expositions
Pop up store (Christmas)
Revenue Streams
• Product sale

5. Men aged from 25-35 who wanted to buy jewelry for their significant
others/mothers/friends as gifts but didn‟t have the money to go for
a Premium brand (Tiffany‟s/Cartier) didn‟t know how and where to
choose

6. Consumers:
 Value Proposition: Quick,
convenient and credible way
for men to find a jewelry
gift for that special
someone and generate
„wow effect‟ with affordable
price ($50-150)
Designers:
 Value Proposition: Quick
association with a NY brand,
access to fashion
consumers and focus only
on design (% fee over sales)


Customer Segment:
◦ Male
◦ 25-40 years
◦ Urban professionals
◦ Income: $50k-150k /
year
◦ Online shoppers (e.g.
clothes, shoes)
Customer Segment:
◦ 3D designers
◦ Young professionals /
students
◦ Freelancer
◦ Worldwide

12. 34 suggestions
found
Too many options?
Answer 3 more
questions to help
us help you.
$
$
$
$
Ok, I want
to answer.

13. Find the perfect jewelery to that special someone!
Extra question 1/3 34 suggestions
found
What hair style is more like her?
Too many options?
Answer 3 more
questions to help
us help you.
$$
$$
$$
$$
I don‟t
know.
Next!
Ok, I want
to answer.

14. 08 suggestions
found
Are you satisfied?
Yes, save
this profile
please.
No, I want
to start
over.

15. Great Choice! Do you want to add a matching piece?
Pith #2
by Duertnam
$80
Uptown #2
by Westdesing
$75
Total
$155
$140
Steel Stone
by GenderC&Gender
$80
Total
$160
$144
Yes, but I want to look for other options
No, thanks. Lets proceed to packaging.
10%
discount
10%
discount

16. Ok. Now let‟s make the perfect packaging:
Pith #2
by Duertnam
$80
Simple
Packaging
$4
Packaging
+Message
$7
Packaging +
Photo
$9
Packaging +
Photo +
Message
$12
No thanks, I don‟t want a special packaging I want
only a regular pouch.

17. Great. Now is write that special words
Write your message:
Choose the style:
Need help?
Yes!
Please get me some
inspiration!
To my eternal love,
This is just a simple way….
Show me more styles
Check your preview:
To my eternal love,
This is just a simple way….
Ok, I am done.
Let‟s move.

18. Here is the final result. Now go and impress that woman!
Are you satisfied?
Yes, please
take me to the
checkout
Not yet, take
me back so I
can change it.

19. Canvas – Day 2
Key Partners
Key Activities
• Designers
• Production factory
• Call center
• Bloggers / Local Media
• Advertise
• Design jewellery
• Curate (select)
• Produce (highlight:
polishing)
• Packaging
Value Proposition
Consumers
• • Alternative choice for
Unique few-of-a-kind
luxury jewellery
gift $50-150 jewelry
• • Quick anddesign and
Innovative convenient
quality find a gift
way to
• Possibility to remove
jewelry
other pieces of aeffect‟
• Generate „wow
bought jewelleryand
with low effort from
the market price
affordable
Customer
Relationships
GET
• Online Ad
• Online Ad
• Blogs / Media Buzz
• Social Media Ad
• Media Buzz
• Designers network
KEEP
• Reward program
• Reward program
• Special occasions
• Special occasions / /
date reminders
dates reminders
GROW
• Referral program
Key Resources
• Web Platform
• Designers network
• Production partner
(production
methodology /
technology)
Cost Structure
• Platform development and maintenance
• Marketing and advertising
• Raw material and production/delivery
• Designs
• Customer care
Channels
Designers
• Quick association
with a NY strong
brand
• Access to fashion
consumers
• Possibility to focus on
design (we do all the
mkting, finance,
production and
distribution)
Online
• Website (sales
• Website
channel)media
• Social
• Fashion Blogs
• Online ads / social
media
Customer Segments
Consumers
• Female
• Male
• Urban areas
• 25-35 years
• <35 years
• Urban professionals
• Young professionals
• Looking to give a
• Fashion as a gift but
jewelry consumer
cannot afford fine
jewlery
Designers
• 3D designers
• Young professionals /
students
• Unemployed or
Freelancer
• Worldwide (english
speakers)
Offline
Fashion Magazines
Fashion Expositions
Pop up store
Revenue Streams
(Christmas)
• Product sale
• Pricing: $50 to $150
high-end fashion jewelry ($100 to $800, entry price

20. Failed hypothesis
Confirmed hypothesis
New learning
What we did:



Interviewed
32 men aged
25 to 45
years
What we learned:
Major
learnings
Men also would value a lot a
premium packaging
Competitors
analysis
Market size
analysis
Men struggle and would enjoy
a recommendation platform to
buy jewelry
Additional
learnings
There is a sweet spot on the
market for $50-$150 jewelry
Man would consider to buy
jewelry online within this price
range

21. Canvas – Day 3
Key Partners
• 3D designers
• 3D printers
(Production
factory)
• Call center
• Bloggers / Local
Media / Pinterest
Key Activities
• Design jewellery
• Curate
• Produce
• Package
• Advertise
Key Resources
• Web Platform
• Designers
network
• Production
partner
(production
methodology /
technology)
Cost Structure
• Raw material and production/delivery
• Designers (% fee over sales)
• Platform development and maintenance
• Marketing and advertising
Value Proposition
Consumers
• Quick and
convenient way
for men to find a
jewelry gift for
that special
someone and
generate „wow
effect‟ with
affordable price
($50-150)
Designers
• Quick association
with a NY brand
• Access to fashion
consumers
• Focus only on
design (% fee over
sales)
Customer
Relationships
Consumers
• GET: Online and
social media,
men‟s magazines
• KEEP: reward
program, 6month discounts,
special occasions
reminders
• GROW: referral
program
Designers
• GET: design
schools, odesk,
freelancer‟s
portals
• KEEP: reward
program, career
program
Customer Segments
Consumers
• Male
• 25-35 40 years
• Urban
professionals
• Income: $50k150k / year
• Online shoppers
Designers
• 3D designers
• Young
professionals /
students
• Unemployed or
Freelancer
• Worldwide
Channels
Online direct sales,
social media and
customer service
Revenue Streams
• Product sale
• Pricing: $50 to $150
Online (web site)
and costumer
service

22. Failed hypothesis
Confirmed hypothesis
New learning
What we did:



1st half of the
MVP for the
website
What we learned:
Major
learnings
Printed men‟s magazine
wouldn‟t work
Interviewed
14 men aged
25 to 40
years, two
designers
and a 3D
printer house
Jobs posting
results on
oDesk
Men search on the web on
Google for jewelry
Value proposition is attractive
to designers (Get: on
freelancers portals)
Additional
learnings
Credibility is a key concern of
men about the
recommendation tool

23. Canvas – Day 4
Key Partners
• 3D designers
• 3D printers
• Bloggers / Local
Media / Pinterest
Key Activities
• Curate
• Produce
• Package
• Advertise
Key Resources
• Web Platform
• Designers
network
• Production
partner
(production
methodology /
technology)
Cost Structure
• Raw material and production/delivery
• Designers (% fee over sales)
• Platform development and maintenance
• Marketing and advertising, customer care
Value Proposition
Consumers
• Quick, convenient
and credible way
for men to find a
jewelry gift for
that special
someone and
generate „wow
effect‟ with
affordable price
($50-150)
Designers
• Quick association
with a NY brand
• Access to fashion
consumers
• Focus only on
design (% fee over
sales)
Customer
Relationships
Consumers
• GET: Online and
social media,
magazines
• KEEP: reward
program, 6month discounts,
special occasions
reminders
• GROW: referral
program, crossell
Customer Segments
Designers
• GET: design
schools, odesk,
freelancer‟s
portals
• KEEP: reward
program, career
program
Designers
• 3D designers
• Young
professionals /
students
• Freelancer
• Worldwide
Consumers
• Male
• 25-40 years
• Urban
professionals
• Income: $50k150k / year
• Online shoppers
(e.g. clothes,
shoes)
Channels
Online direct sales,
social media and
customer service
Revenue Streams
• Product sale
• Pricing: $50 to $150
Online (web site)
and costumer
service

24. Failed hypothesis
Confirmed hypothesis
New learning
What we did:


Website and
physical MVP
What we learned:
Major
learnings
Interviewed
10 men, 15
women and a
3D printer
house
It is possible to use 3D
printing to: on-demand, high
quality (Cartier and Tiffany
starting to use) and cost
effectively
Women really like the
packaging with personalized
message inside
Additional
learnings
Several inputs on the
packaging and
recommendation tool

25. Canvas – Day 5
Key Partners
• 3D designers
• 3D printers
• Bloggers / Local
Media / Pinterest
Key Activities
• Curate
• Produce
• Package
• Delivery
• Advertise
Key Resources
• Web Platform
• Designers
network
• Production
partner
(production
methodology /
technology)
Cost Structure
• Raw material and production/delivery
• Designers (% fee over sales)
• Platform development and maintenance
• Marketing and advertising, customer care
Value Proposition
Consumers
• Quick, convenient
and credible way
for men to find a
jewelry gift for
that special
someone and
generate „wow
effect‟ with
affordable price
($50-150)
Designers
• Quick association
with a NY brand
• Access to fashion
consumers
• Focus only on
design (% fee over
sales)
Customer
Relationships
Consumers
• GET: Online and
social media,
magazines
• KEEP: 6-month
discounts, special
occasions
reminders
• GROW: referral
program, crossell
Customer Segments
Designers
• GET: design
schools, odesk,
freelancer‟s
portals
• KEEP: reward
program, career
program
Designers
• 3D designers
• Young
professionals /
students
• Freelancer
• Worldwide
Consumers
• Male
• 25-40 years
• Urban
professionals
• Income: $50k150k / year
• Online shoppers
(e.g. clothes,
shoes)
Channels
Online direct sales,
social media and
customer service
Revenue Streams
• Product sale
• Pricing: $50 to $150
Online (web site)
and costumer
service

26. What
-
Costumers
-
-
-
Designers
-
-
3D
printers
-
How
Develop an MVP of the “suggestion”
tool roadmap
-
Reinforce our validation of our value
proposition for men
-
Customer discovery about “wow
effect” features
Test if freelancer young
professionals / students designers
can be a source of quality designs
for fashion and innovative 3D
jewelries
Reinforce our validation of our value
proposition for designers
Validate that 3D printing is
strategically better than handcraft in
terms of quality, cost and flexibility
Test offering mom‟s and pop‟s
jewelry pieces
-
-
-
-
-
Create a step-by-step. Test MVPs with
customers (men and women), jewelry
designers and fashion bloggers.
“Stay out of the building” talking to men
to better understand reasons,
motivations and concerns of buying
jewelry (online)
“Stay out of the building” talking to
women to better understand factors that
create such effect. Test product MVP with
them
Start recruiting designers through job
posting, design schools fairs and
courses, odesk
“Stay out of the building” talking to
potential providers, better understand
economics for freelancer designers
Stay out of the building” interviewing
jewelries, designers, 3D providers
Contact them, test interest and product
quality and design

27. What
Search for a trustworthy jewelry
marketing/designer specialist (cofounder, consultant or employee)
How
-
Contact our friends' and our own network
Search for a programmer (third-party
or employee)
-
Contact our friends' and our own network
-
Refine cost structure
-
-
Calculate CAC and LTV
-
Test $50-150 price range
-
Corporate
-
-
Financials
-
Contact 3D providers and request for
quotes. Test commission model (%
revenues) with designers.
Refine our cost structure and define our
price. Prepare a complete market survey
around pricing by visiting B&M and online
jewelries.
Show MVP to potential customers and ask
for money

28. INTERVIEWS
Previous
Day 1
Day 2
Day 3
Day 4
Costumers
3
15
32
14
25
3
2
17
27
2
Designers / Partners
External advisors
5
TOTAL
8
17
32

29. Problem
Young men that want
to give a
Jewelry as a gift for a
special someone …
1. ..spend too much
time looking and
don‟t know what
to buy…
2. … and have
limited affordable
options to
generate „wow
effect‟
Solution
A jewelry that…
1. … helps the men
to find the right
jewelry among its
portfolio…
2. … has affordable
and well designed
pieces …
3. …and helps him
with features to
generate the „wow
effect‟
Features on Value
Proposition
1. Jewelry
recommendation
algorithm (based
on his special
someone`s
profile)
2. Large offering of
$50 to $150 well
designed pieces
3. Premium
packaging, love
messages inside
the package,
personalization
options

30. 
Online through website


Customers: Online ads on Facebook and
Google
Designers: design schools, odesk,
freelancer‟s portals

31. 
Sale of Jewelry
◦ Customer buys jewelry from website
◦ We outsource the 3-d printing of it and have it
packaged
◦ Pay a commission to the designer (% of list price of
design)
◦ The difference between price we sell at our COGS
(commission to designer + 3d printing +
packaging) is our profit on the piece

32. Bill
Matt
Roberto
26 years old professional in
Banking
$150k / year
33 years old professional in
Healthcare
$80k / year
37 years old Architect
Workaholic, loves to travel
and is on his 1st serious
relationship
Talented manager,
extremely busy, recently
married
Goes out at night to top
clubs and is a NFL fanatic
Enjoy his time with his wife
going to concerts and
theater shows, likes NBA
On weekends he goes out
to nice restaurants and
spend time with his family
Owns his own business, has
a busy agenda, is married
and has a 6 years old
daughter
On weekends goes jogging
and spend time with friends
$100k / year
Very little free time mostly
spent helping his wife with
his daughter
Spend weekends visiting
family and going out on
parks and other activities
with his wife and daughter

33. Total Available Market
US Jewelry
Market
$70Bn
Sample available market
Men 25-35
years, urban
areas, buying
$50-150
Jewelry
= $2.0 Bn
Target
market
= $5m

34. B&M / Online
Jewelry
Retailers
High-end
Mid/Low


Online
Jewelry
Retailers
High-end
Mid/Low

3D Product
Marketplaces
Gift idea
websites
Multiple items
No online gift
recommendation tools




No jewelry specialization
Cheap products
No online
recommendation tool
No jewelry specialization
No customer focus (e.g.
men, women, kids, etc)