This document summarizes a group project to develop a business idea for a sandwich shop called "Sandwich Delight". It describes the original business model canvas created by the group which outlined their assumptions for key elements like value proposition, customer segments, channels, and revenue streams. It then discusses what the group learned by testing their assumptions with customer interviews and experiments. They realized customers cared more about price and taste than healthiness. Based on feedback, the group updated their business model canvas to reflect selling lower-priced sandwiches and adding delivery options.

1. BUSINESS PRACTICE AND
ENTREPRENEURSHIP BUSI 2010
MIDTERM

2. INTRODUCTION
Introduction of self and group
Brief description of project

3. GROUP MEMBERS
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Leah Gosine
Camille Sooknanan
Our project is called ‘Sandwich Delight’. Our business
idea stemmed from the fact that on our island of
Trinidad there are only a few healthy fast food
sandwich outlets which are Subway & Boomers. Also
we have noticed that eating healthy is not popular on
our island as the cost of healthy food is relatively high
and a variety of options are relatively low. We have
also incorporated our field of study to our business
proposal by introducing a mobile phone application
for the means of locating a Sandwich Delight outlet,
placing orders and for general information of what we
offer (menu) and promotions etc.

4. WHAT WE THOUGH
Our first canvas
Explanation of the original business model

5. OUR FIRST CANVAS

6. WHAT WE LEARNT
For each element
We will state what we thought
What we found
Lessons learnt (insight)

7. WHAT WE LEARNT – VALUE PROPOSITION
What we thought –
- Sell our sandwiches between $20 - $30, Target
average income makers, Offer great customer
service, Offer a wider variety that our competitors do
not offer, introduce a mobile application to place
orders in advance.
 What we found/lessons learnt –
Customers are not satisfied with the present
sandwich industry and are willing to make a change.
Customers are mainly faced with the issue of poor
customer service, high prices, and timeliness.
Majority agreed that our benefits are great, most
selected price and taste as their major benefit.
Everyone agreed that opening a sandwich outlet, will
be beneficial.
Those who owned a phone loved the idea of ordering
via their mobile.
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We also found that not everyone is health conscious and it
doesn’t seem as important as the price and taste.

8. WHAT WE LEARNT – CUSTOMER
SEGMENT
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What we thought –
We would target average income makers, Persons on
the go, persons who detest waiting in long lines to
order, Persons who were health conscious, Mobile
phone users
What we found/lessons learnt –
Our segments were on track/we thought right
We found majority of persons were not as health
conscious as they should be
Customers were excited about ordering from their
mobile phones and getting better tasting affordable
meals
Insights from customers – they want to get their
money’s worth, great taste, more choices, fresh meals
and lower cost

9. WHAT WE LEARNT – CHANNEL
What we thought –
- We will distribute our sales and services via:
Physical Channel – Direct Sale via Store Outlet
Mobile Channel - Virtual Sale via Mobile Application
What we found/lessons learnt –
Customers were interested and excited about the mobile
application
The more people spread a positive response, the more people
will buy.
 Working people like the idea of having food delivered or
basically at their finger tips.
 Here the idea of introducing a caravan in our business
model comes into mind.
Majority of persons interviewed preferred delivery at lunch
time to their place of work, we decided to add a caravan unit
to our channels
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10. WHAT WE LEARNT – CUSTOMER
RELATIONSHIPS
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What we thought -After sampling our sandwiches, at least 90%
would be potential customers
We can get customers via the world wide web which will be effective
as a paid service
Customers would be excited to buy and tell others, because of our
friendly service and giving extra for free.
Here’s what we Found
Word of mouth is an excellent form of free advertisement in order to
get customers
Based on a sample of 5 persons only one person will be an actual sale
We need to add more avenues to keep our customers
Make use of free web advertising to target our customer persona
Insight's
We have to Get, Keep and Grow our customers
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Aware- Interest- Consider-
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Sale

11. WHAT WE LEARNT – REVENUE STREAMS
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What we thought –
To offer healthy sandwiches which would cost approx. 30%
less than our competitors while also providing convenience
via a mobile application, variety, faster service, great taste
and guaranteed hunger satisfaction. ($20 - $30)
Generate income through the sale of drinks
Generate income through Ads advertising through our app
What we found/lessons learnt –
From our experiment of creating our product and offering it
to potential customers and allowing them the option to pay
us what they thought it was worth. Customers offered to
pay $15 - $25 for what we currently offer.
Our other revenue streams seemed to be right on track/we
thought right

12. WHAT WE LEARNT – KEY PARTNERS
We thought our partners were companies/people
we needed to buy or obtain services from to
operate our business.
 What we found/lessons learnt –
- Our partners as a start-up would only consist of
the suppliers of the core things we need to create
our product and not necessarily to operate our
business.
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13. WHAT WE LEARNT – KEY ACTIVITIES,
KEY RESOURCES & COST STRUCTURE
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What we thought – Our key activities
involves the main steps involved in selling
a sandwich. The key resources are the
physical requirements inorder to establish
a food business. This overall cost will be
our entire cost structure.
What we found/lessons learnt –
We needed to take into consideration
accounting into our key activities
Our key resources are Capital, Physical,
Intellectual Property, Human Resources.
Our operating cost a month will be
$1,168.00

14. REVISED BUSINESS MODEL
Our revised business model
Explanation of the revised business model
Stating any achievements or notable progress

15. REVISED BUSINESS MODEL

16. CONCLUSION
What were the personal lessons learnt?
What would you do better the next time?
What will you do next?

17. CONCLUSION
Personal lessons learnt – When wanting to start
a business, every belief or hypothesis must be
tested and the business model canvas gives an
outline of how to break down each belief or
hypothesis you may have. Establishing a
business comprises of a 9 key elements which are
reflected in the business model canvas
 What we would do better next time – choose a
greater sample size to test our experiments.
 What we will do next – continue to test our
experiments until we are satisfied with our
feedback before we set out to make actual sales.
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