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Transforming the  Backcountry Culinary       Experience      Collin Wallace . Haley Robison     Katerina Opocenska . Saul ...
Team PykaPack: 4 MBA StudentsTeam member      Background             Previous            Outdoor                          ...
We love the outdoors and we wanted tostart a business. Like any summit quest,we knew there would be cloudy daysand a tough...
HOW DID IT GO? THE PYKA JOURNEY IN SUMMARY                                                   DEE!                         ...
We started with a view of our desired  destination: PykaPack ready to launch!  10 weeks, 3 teachers, a couple rotating  me...
Initial elevator pitch  PykaPack provides customers a     fulfilling outdoor cooking  experience without the stress of bac...
TRAIL MARKER 1“Delicious backcountry meals made simple”• Food for outdoorsOtherwise known as, the original idea….
“Delicious backcountry meals made simple”
“Delicious backcountry meals made simple”          What we did                                  What we learned• Sketched ...
TRAIL MARKER 2“Plan unforgettable backcountry trips with friends”• Food & gear for outdoorsOtherwise known as, maybe there...
“Plan unforgettable backcountry trips with friends”
“Plan unforgettable backcountry trips with friends”              What we did                             What we learned• ...
We Help You Pack What      You Need…TRAIL MARKER 3“We help you pack what you need”• Tool for outdoor trip organizersOtherw...
We Help You Pack What You Need…                                  14
“We help you pack what you need”        What we did                            What we learned• Diverged business model to...
THE FINAL TRAIL MARKER• “Your group’s pack list. Simplified”Otherwise known as, we’ve zoomed out toomuch…let’s focus somew...
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“Your group’s pack list. Simplified”        What we did                                What we learned• Identified “10 Num...
DESTINATION?So, although we didn’t reach out original“mountaintop” destination, we are contentwith where this journey has ...
THE TOP 5• EASY TO HEAR WHAT YOU WANT TO HEAR• 10 LITTLE NUMBERS THAT REALLY MATTER• CUSTOMER DEVELOPMENT IS THE CHEAPER  ...
Team PykaPack’s Journey1   Week 1 -4:    “Delicious backcountry meals made simple”    • Food for outdoors2   Week 5:    “P...
Team Name PykaPack                             ORIGINAL CANVAS• Bulk food suppliers         • Coordinated and             ...
LaunchPad Cent ral          “Delicious backcountry meals made simple”  KEY PARTN ERS                         KEY ACTIVITIE...
PykaPack 2.0 – our new canvas• Wholesale drop-                 • Packing list generation     “Users”                      ...
“Your Group’s Pack List. Simplified.”LaunchPad Cent ral  KEY PARTN ERS                         KEY ACTIVITIES             ...
Coordination pain point = universal problem for                individuals and groups                 What does Joe       ...
LaunchPad Cent ral “Delicious backcountry
LaunchPad Cent ral “Delicious backcountry
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LaunchPad Cent ral “Delicious backcountry Pykapack final 2013 stanford e245

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LaunchPad Cent ral “Delicious backcountry meals made simple” KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CU STO M ER CU STO M ER SEGM EN TS RELATIO N SH IPS Bu lk fo o d su p p lie rs (e .g ., Pro b le m So lvin g : Pro vid e Co n ve n ie n ce : Elimin a t e s Ge t : On lin e Ma rke t in g » B2 B: Ou t d o o r Ed u ca t io n Sysco ) » cu st o me r me a l p la n s wit h sh o p p in g /p ro cu re me n t » Ge t : Dire ct Ma il » o n lin e syst e m » ch a lle n g e » Fa ir t ra d e su p p lie rs » B2 B: Exp e d it io n To u r Ge t : Dire ct Ma il » Pro d u ct io n : Efficie n t me a l Cu st o miza t io n : Ca t e rs t o Le a d e rs » Ou t d o o r me rch a n d ise rs p a cka g in g » d ie t a ry (e .g ., REI) » Ge t : Dire ct Ma il » B2 C: Bo y & Girl Sco u t re st rict io n s/p re fe re n ce s Pro b le m So lvin g : Tro o p Le a d e rs » » Ke e p : In fo rma t io n Ou t so u rce d Kn o wle d g e Re so u rce s » Co mmu n it y â € “ re cip e s, sh ip p in g /lo g ist ics » Co n ve n ie n ce : Elimin a t e s B2 B: Ou t fit t e rs » KEY RESO U RCES CH AN N ELS h o w-t o s, e n viro n me n t a l Pr oduct i on: Meal p a cka g in g h a ssle » Ou t so u rce d p a cka g in g » pr epar at i on » frie n d ly t ra ve l t ip s, e t c » B2 C: Exp e rie n ce d Acce ssib ilit y: Ma ke s Ba ckco u n t ry Ca mp e rs » Ou t d o o r g ro u p s (e .g ., Ph ysica l: Wa re h o u se » Dire ctAdver s:i We b sit e » GET: Sa le t si ng i n Pr obl em sol vi ng: - b e t t e r o u t d o o r fo o d NOLS) » magazi nes f or B2C: Weekend W r i or s ar Pr ovi del: addi d iIn ve n t o ry Ph ysica Fo o t onal a cce ssib le t o Dire ct Sa le s: hi ker s/ cam s » per » r esour ces ( r eci pes » in e xp e rie n ce d u se rs » Te le ma rke t in g » Fo o d co mp a n ie s (e .g ., et c) » CLIF) » GET: Adver t i si ng i n B2C: Gr oup Tr i p Food Hu ma n : Wa re h o u se Risk Re d u ct io n : Avo id Dire ct Sa le s: nat i onal par ks » Pl anner s » Ge a r p ro vid e rs (e .g ., Pickin g & Pa cka g in g » d ie t a ry Te le ma rke t in g » MSR) » re st rict io n /a lle rg y/p e rish a b le GET: Ads / l eaf l et s i n Hu ma n : Ma n a g e me n t » Dire ct Sa le s: We b sit e » fo o d issu e s » out door shops » Suppl i er s: Cam ng pi CO ST STRU CTU RE Re la t io n sh ip s: Ou t d o o r REVEN U E STREAMn e r St o re s: Ou t fit t e rs Pa rt S f ood m chant s » er De sig n : Imp ro ve d KEEP / GROW Speci al : Org a n iza t io n s » » t a st e /fo o d q u a lit y » one- of f of f er s / Fixe d Co st : Wa re h o u sin g » Fin a n cia l: Su p p lie r Cre d it Pa rtu e :r Pe o a e-l m h -e n » Tra n sa ct io n Redi scountSt vire s: Hig oldssa le s » ve n n e r-me a foai d Per f or mance: » su p e rma rke t s » Fixe d Co st : Pa cka g in g Syst e ms » Opt i m zat i on f or n sa ct io n ReKEEP e : Pe r-d a y fo o dt sa le s » i Tra ve n u / GROW Loyal y : wei ght and vol um » e pr ogr am w t h benef i t s i Onl i ne In t e lle ct u a l: We b sit e /Me a l I ndi r ect : Va ria b le Co st : Fo o d » Tra n sa ct io n Re» n u e : Ge a r & me rch a n d ise sa le s » ve Se le ct io n Pla t fo rm » Ret ai l er s ( Am azon. com ) Super i or out door Va ria b le Co st : Pa cka g in g » » exper i ence » Pricin g : Ma rg in a l d e cre a se wit h in cre a se d g ro u p /o rd e r size » Rel at i onshi ps: Va ria b le Co st : Sh ip p in g » Nat i onal Par ks » Accessi bi l i t y: cu rrin g Re ve n u e : Se g me n t -b a se d p ricin g - t rip le a d e rs/fre q u e n t Re ca mp e rs p a y mo n t h ly/a n n u a lly fo r b lo cks o f me a ls »

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