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- 1. UNI-Clean CANVAS 2.0 Your student home as never seen before... 21.11. 2013
- 2. INTRODUCTION CANVAS 1.0 • – – – MARKET RESEARCH CANVAS 2.0 • • Social networks Website Mobile App Increased market research – – CHALLENGES ONGOING WORK Upgraded marketing channels New landing pages Survey Re-designed Business Model (2.0)
- 3. Key Partners •Dorms Key Activities Value Proposition Customer Relationships •Marketing •Information System Key Resources Channels* • Office and Mobile equipment Cost Structure Revenue Streams •? Customer Segments
- 4. INTRODUCTION In order to have more information we did: CANVAS 1.0 MARKET RESEARCH • – CANVAS 2.0 • CHALLENGES ONGOING WORK Interviews Survey – • Around 20 people Recent but already with around 40 answers Landing Pages – 2 Sets of landing pages to clarify on: » Customer Segment » Price
- 5. Key Partners •Producers of cleaning products •Dorms and unis •Students associations •Other material suppliers •IT partner Key Resources •Cleaning products •Loyal and engaged working force not very demanding •Webpage Key Activities •Cleaning services •Platform management (ITs) •Costumers support – social networks •HR management Value Proposition Customer Relationships •Competitive price •Safe services •Responsible employees (quality checks) Cost Structure •Cleaning and additional products 20% •Wages 60% (according to the interviews) •IT costs – installation and support 15% •Marketing costs 5% •Website •Social networks •Prepaid cards Customer Segments •Students living in the dorms •Other people in the dorms Channels* •Students association •Flyers •Social networks •International office •Guerilla mrktng Revenue Streams • Cleaning services – Transaction 75% Subscription 18% Affiliation – advertisements and „resale of products“ 2% Prepaid cards 5%
- 6. Evolution of the Canvas
- 7. Customer Segments • • • • • Students living in the dorms • Other people in the dorms University students International and Local Other people living in the dorms Students living in other flats Hypothesis Students living in shared flat represent a segment Validation Get positive interviews feedback Result from Not enough people living in shared flats would consider our service Landing Page from shared flat receives higher traffic Many people showed more interest in the dorm version
- 8. Value Propositions • • • • Low price Safe Services - checking students before and after the cleaning Responsible employees Two types of services • Competitive price • Safe services • Responsible employees (quality checks) • One type of Service – Basic cleaning – Complete cleaning – Common Areas Hypothesis Validation Result Students living in dorms recognize value in a low-cost cleaning service Landing page has more traffic than the specialized service We got higher traffic in the lowcost version (around 20% more) when compared to the other version Dorm’s tenants value two types of service Through several interviews understand if there is demand for this two types Interviews shown that two offers weren’t appealing, they would just prefer the common areas service
- 9. Channels • • • • • • • • • • Students association Flyers Social networks • • University newspaper Students association Flyers deployed in the universities and dormitories Flyers available at the reception Social networks International office Word of mouth International office Guerilla marketing • Facebook • Twitter • LinkedIn Hypothesis Validation Result The key channels to spread awareness about UNI-Clean would be social networks and WOM Perform a survey to have quantitative feedback on the issue It was shown that people would prefer to know about UNI-Clean first through the website, than facebook, e-mail and than through the mobile app
- 10. Customer Relationships • Automated website • Social network’s costumer service • Book of complaints • Loyalty cards • Website • Social networks • Customers together • Personalized response • Prepaid cards • All references online • Mobile App Hypothesis Validation Result Our mobile App will be user friendly and accessible Test with paper prototypes and POP prototype to receive feedback Users were considerably happy with the app (72%) and found it easy to work with
- 11. How to respond to complaints? 1. Respond! 2. Thank for complaint, be inviting! 3. Recommend better alternatives! 4. Route complaint within company (to the right person)! 5. Provide refunds and apologies! 6. For letters: more elaborate responses 7. For e-mails: faster responses
- 12. Revenue Streams • Cleaning services from the students • Reselling of products • Online payments straight after the confirmation Cleaning services • Transaction 75% • Subscription 18% • Affiliation – Advertisements and product sales 2% • Pre-paid card 5% Hypothesis Validation Result Customers will accept and value our online paying method Get positive feedback from survey through 2 different questions Most people are familiar with this method of payment (81%) and would accept to pay this way (69%)
- 13. Key Activities • Cleaning services • Platform management (ITs) • Costumers support – social networks • HR management • Sale of products • Cleaning services • Platform management (ITs) • Costumers support – social networks • HR management • Selection and performance analysis duties
- 14. Key Resources • • • • • Quality, low-cost cleaning products • Loyal and engaged working force • Low cost Staff • Webpage Cleaning products Workers Low wages Online platform Hypothesis Validation Result We will have enough students willing to represent our working force Perform interviews to understand this subject 66% of people interviewed would be willing to work for us Insert in the survey questions towards the matter 56 % of the answers in the survey would work for us
- 15. Key Partners • Producers of cleaning products • Dormitories and universities • Students associations • Other material suppliers - uniforms, flyers and other products needed • IT partner • Cleaning products suppliers • Dormitories and universities • Students associations • Other material suppliers • IT partner
- 16. Cost Structure • Cleaning and additional products 20% • Wages 60% • IT costs – installation and support 10% • Marketing costs 10% • Cleaning and additional products • Wages • IT costs – installation and support • Marketing costs Hypothesis Validation Result Our cost structure will be as predicted Perform a financial plan from 3 to 5 years and assess the truth of the hypothesis Under Test
- 17. INTRODUCTION CANVAS 1.0 MARKET RESEARCH Membership Cards Social Networks Contact Partners Marketing Guerrilla CANVAS 2.0 CHALLENGES Website Mobile App Security Tutorial VIDEO Adwords WOM Blog ONGOING WORK Subscription Pricing Promotional Materials Newspaper Ads
- 18. Blog INTRODUCTION CANVAS 1.0 Description of team members MARKET RESEARCH CANVAS 2.0 Description of the idea CHALLENGES ONGOING WORK Main page of the blog where visitors can find all the information published during the past months. Entrepreneurship and Business Planning sessions and learnings Business Model (CANVAS) Presentation News about entrepreneurship in Portugal External sources of inspiration www.uni-clean.blogspot.pt
- 19. Social Networks INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK • Facebook (see here)
- 20. Social Networks INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK • Twitter (@UNIClean_pt)
- 21. Social Networks INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK • LinkedIn (see here)
- 22. Website INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK 2nd Stage Prototype (Home Page) (Video)
- 23. Website INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK
- 24. Mobile App INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK
- 25. Mobile App INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK
- 26. Mobile App INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK
- 27. Mobile App INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK
- 28. Mobile App INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK
- 29. Mobile App INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK See Here: https://popapp.in/projects/528d077693d7eb95500030b8/preview
- 30. INTRODUCTION Security Tutorial Dorms Cleaning Services 1 CANVAS 1.0 MARKET RESEARCH Students receive training before being accepted as UNI-Clean staff 2 Our clients have access to the “ratings” and past recommendations of UNI-Clean staff. UNI-Clean provides security checks BEFORE each cleaning service provided CANVAS 2.0 CHALLENGES ONGOING WORK UNI-Clean provides security checks AFTER each cleaning service provided 4 We invite our clients to rate and give their opinion about the cleaning services provided by our staff 3 5
- 31. Promotional Materials INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK
- 32. Promotional Materials INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK
- 33. Membership Cards INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 UNI-Clean Membership Card CHALLENGES ONGOING WORK 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th Free Service UNI-Clean
- 34. Marketing Guerrilla INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK UNI-Clean is coming…
- 35. Contact Partners INTRODUCTION •Dormitories CANVAS 1.0 MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK “Sociedade Portuguesa de Residências Universitárias” •Student Associations The housing concept
- 36. Contact Partners INTRODUCTION CANVAS 1.0 •Products suppliers - Cleaning products - Uniforms MARKET RESEARCH CANVAS 2.0 CHALLENGES ONGOING WORK •IT Partner Company specialized in digital platforms Incubated at UPTEC – Technological incubator of University of Porto
- 37. THANK YOU!
Editor's Notes
- To mention there is no demand of service in the shared flats!
- In the process we thought about two different services with the specific names – we are testing them right now again through the landind page.
- To mention that we know how to threat to the unsatisfied customers! The steps in the document. From MM. Book of praise???? To come up with the name of the card?
- Payments also in cash but only before the service! We would avoid to unsatisfaction by the trial for free.
- To come up with the concrete names!
- Check the prices of services mentioned above.