Authentic Asia Tea is conducting customer interviews and market research to develop an MVP for selling specialty Indian and Chinese teas. They are considering different business models like a tea cafe or kiosks located in high foot traffic areas. The document outlines initial market validation efforts including testing a concept kiosk location and collecting customer feedback.

1. Authentic Asia Tea T4U
Total Customer Interviews: 242 to date
(21 in person + 42 online + 3 mall visits + 2 store manager interviews yesterday +
BUILT A WEBSITE!)
Adeem Fenster Stella Chan Richard James
Shashi Shrimali Sanjay Bharadwaj Neeraj Lal

2. MVP
Cups Indian Tea Chinese Tea English Tea Herbs & Spices Sweeteners
Entry
Pick a herb Pick a
Pick a cup Pick a tea
sweetener
Boil your tea
Pay money Store your TeaId
Exit
Enjoy your tea and come back

3. Takeaways
Tea café Kiosks
• High-end tea café in NY city => set for •Low fixed costs/rent
failure
• High foot traffic
•Key costs: Rent, Utility, Salary, and
ingredients… •Customized Kiosks available at $20K- $40K
•Market for both hot and cold tea • High visibility => low marketing costs
• Flagship store => for branding
• Way to make money => go outside
New York City
• Sell your products via partners
• No brand => no partnering with
restaurant

4. Tested the concept: Kiosk at a mall

5. Click the step that’s most important to your tea experience

6. Validation but still needs improvement…
Other What are we missing? I wish the Testing the Kiosk
7% Concept
idea were...
13%
Hate the
Coffee idea
19% 1%
Pastries
24% Like the
Cold tea idea
drinks 86%
22%
Food
28%
What's most important? Only if... Would you buy?
8%
Choosing the tea leaves that I
59% No way
want
10%
Remebering the way I made my
41%
tea so I don't have to do it again
A lounge to hang out and enjoy my
41% Absolutely
tea
49%
Having someone make the tea for Maybe
24%
me 33%
Something else... 10%
Setting how long I want my tea to
10%
boil

7. Kadak – 04/16/2012
What Key Activities do we
Who are our Key require?
Partners? How will we Get, Keep
• Purchasing raw material
• Indian stores and Asian • Brewing tea
and Grow Customers?
Which of our customer’s • Consistent quality
stores • Setting up retail outlets
problems are we helping • Increase product variety
• Eventually tea makers • Advertising, & marketing
• to solve? • loyalty program tea card
• Indirect distribution Setting up customer feedback
• Who are our most
channel and analysis • consumer have limited access word-of-mouth from students
through -- subway, panda (campuses) important customers?
• Business development with to authentic Asian tea in a
express • Tea cart promotion via • repeat customers, Asian-
campuses retail format
• Product mix creation Facebook or Tweeter immigrants consumers
Who are our key • FP&A management • Tea tasting event to collect • health conscious customers
suppliers? • Hiring customer feedback (via iPad)
• Indian store from NJ
Which customer needs What are their
• Chinese stores from
are we satisfying? archetypes?
Chinatown
• Desire to consume authentic • The Indian
• Grocery stores such as
Asian tea outside home • The rising teen
Wal-mart
• Healthy parents
• Restaurant
• Undergrads
utensils/hardware What Key Resources we Through which Channels • Baby-boomers
suppliers require? What are the Key
Features of our product do our Customer
• Money Segments What Job do they want
What are we getting • Retail outlets that match customers
from them? Giving problem/need? want to be reached? us to get done for them?
• POS system to track sales • make the tea (incl. picking
them? • taste of our tea (quality) • direct retail
• SAP system for accounting
• Milk, sugar, Splenda, tea • the availability of tailored • direct-to-home the best ingredients)
• License from NY / Campus • education of tea
leaves, cups, spices, pots/p approval flavor delivery
ans • HR for hiring & training • speed of delivery
• MONEY, more revenue • Tea brewing equipment • convenience
What are the most important costs inherent in our
business model?
Fixed How do we make money? What’s the revenue model? Pricing
• Rent tactics?
• Equipment, furniture and fixtures • Low Intro promotion price to attract customers($1.99)
Variable • Keep the price close to Starbucks thereafter
• Raw materials & supplies • Never price below breakeven even during promotion period
• Employee salaries • Find ways to give them discounts (survey --- buzz discounts)

8. Kadak – 04/17/2012 (morning)
What Key Activities do we
Who are our Key require?
Partners? How will we Get, Keep
• Purchasing raw material
• Indian stores and Asian Which of our customer’s and Grow Customers?
• Brewing tea
stores • Setting up retail outlets problems are we helping • Consistent quality Who are our most
• Eventually tea makers • Advertising, & marketing to solve? • Increase product variety important customers?
• • consumer have limited • loyalty program tea card  repeat
• Indirect distribution Setting up customer feedback
channel and analysis • word-of-mouth from students
through -- subway, panda access to authentic Asian (campuses) customers, Asian-
• Business development with
express
campuses
tea in a retail format • Tea cart promotion via immigrants consumers
Who are our key
•
•
Product mix creation
FP&A management
Facebook or Tweeter
• Tea tasting event to collect
• health conscious
suppliers? • Hiring Which customer needs customer feedback (via iPad) customers
• Indian store from NJ are we satisfying?
• Chinese stores from What are their
• X Desire to consume
Chinatown archetypes?
• Grocery stores such as authentic Asian tea •  The Indian
Wal-mart outside home • The rising teen
• Restaurant
• Healthy parents
utensils/hardware What Key Resources we What are the Key Through which Channels
suppliers do our Customer
•  Undergrads
require? Features of our product
• Segments •  Baby-boomers
Money that match customers
What are we getting • Retail outlets problem/need? want to be reached?
from them? Giving •  direct retail/franchise What Job do they want
POS system to track sales •  taste of our tea
them? • SAP system for accounting model us to get done for them?
• Milk, sugar, Splenda, tea (quality)
• License from NY / Campus • direct-to-home •  make the tea (incl.
leaves, cups, spices, pots/p •  the availability of picking the best
approval delivery
ans tailored flavor ingredients)
• HR for hiring & training
• MONEY, more revenue • speed of delivery •  education of tea
• Tea brewing equipment
• convenience
What are the most important costs inherent in our
business model?
Fixed How do we make money? What’s the revenue model? Pricing
• Rent tactics?
• Equipment, furniture and fixtures • Low Intro promotion price to attract customers($1.99)
Variable • Keep the price close to Starbucks thereafter
• Raw materials & supplies • Never price below breakeven even during promotion period
• Employee salaries • Find ways to give them discounts (survey --- buzz discounts)

9. Tea Lab – 04/18/2012
Which of our customer’s
problems are we helping
to solve?
What Key Activities do we • consumer don’t have
Who are our Key require?
Partners? access to quality tea outside
• Purchasing raw material
• Indian stores and Asian • Brewing tea the home How will we Get, Keep Who are our most
stores • Setting up retail outlets • Formula/proportions are and Grow Customers? important customers?
• Eventually tea makers • Advertising, & marketing off • Unique, customized tea, their
• Indirect distribution • Setting up customer feedback way • repeat customers
through -- subway, panda channel and analysis
• Business development with • Consistent quality • health conscious customers
express Which customer needs are
campuses • Increase product variety
• Product mix creation we satisfying? • loyalty program TEA I.D.
Who are our key • Customers looking for a fun
• FP&A management new experience
suppliers? • Hiring • Tea the “way I like it”
• Indian store from NJ outside the home
• Chinese stores from What are their
• Cool experience / social archetypes?
Chinatown
setting for tea • The Indian
• Grocery stores such as
• The rising teen
Wal-mart • Healthy parents
• Restaurant • Tea w/out tea bags • Undergrads
Through which Channels
utensils/hardware What Key Resources we • Baby-boomers
do our Customer
suppliers require? What are the Key Features
Segments
• Money of our product that match What Job do they want
What are we getting want to be reached?
• Retail outlets customers problem/need? us to get done for them?
from them? Giving • Teal lab stores
• POS system to track sales • Custom tea their way!
them? • taste of our tea (quality) •
• SAP system for accounting Fun/unique ingredients
• Milk, sugar, Splenda, tea • Experience • direct-to-home • make the tea (incl. picking the
• License from NY / Campus • the availability of tailored flavor
leaves, cups, spices, pots/p approval delivery best ingredients)
ans • Online • education of tea
• HR for hiring & training • speed of delivery • cool place to hang out
• MONEY, more revenue • Tea brewing equipment • Convenience
What are the most important costs inherent in our How do we make money? What’s the revenue model? Pricing
business model? tactics?
Fixed • Online sales for home consumption
• Rent • Data – based on the TEA ID card!
• Equipment, furniture and fixtures
Variable • Keep the price close to Starbucks thereafter
• Raw materials & supplies
• Employee salaries • Never price below breakeven even during promotion period
• Find ways to give them discounts (survey --- buzz discounts)

10. Tea Lab – 04/19/2012
What Key Activities do we
Who are our Key require?
Partners? Which of our customer’s How will we Get, Keep
• Indian stores and Asian  Purchasing raw material
problems are we helping and Grow Customers?
 BRAND – Tea Lab to solve? • Unique, customized
stores Who are our most
• Eventually tea makers  Brewing tea tea, their way important customers?
 Setting up retail outlets  consumer don’t have access • Consistent quality
• Indirect distribution
 Advertising, & marketing to quality tea outside the • Increase product variety
through – franchises in home  repeat customers
 Setting up customer feedback • TEA I.D.
airports, hotels?subway,  Formula/proportions are off  health conscious
channel and analysis • word-of-mouth from
panda express customers
• Business development with students (campuses)
 Customers looking for a
campuses • Tea tasting event to collect
Who are our key fun new experience
• Product mix creation Which customer needs customer feedback (via
suppliers? • FP&A management are we satisfying? iPad)
• Indian store from NJ • Hiring What are their
• Chinese stores from  Tea the “way I like it” outside archetypes?
Chinatown the home
• Grocery stores such as  Tea w/out tea bags  The rising teen
Wal-mart  Cool experience / social  Healthy parents
setting for tea  Undergrads
 Tea merchants
 Kiosk manufacturers What Key Resources we
require? Through which Channels What Job do they want
 Restaurant What are the Key
utensils/hardware do our Customer us to get done for them?
Features of our product Segments
suppliers • Money that match customers
• Retail outlets want to be reached?  Custom tea their way!
problem/need?
What are we getting • POS system to track sales  Fun/unique ingredients
• Tea lab stores
Tea lab kiosks
from them? Giving • SAP system for accounting  Taste of our tea (quality)
 make the tea (incl. picking
them? • direct-to-home delivery the best ingredients)
• License from NY / Campus  The availability of tailored
 Milk, sugar, Splenda, tea • Online  education of tea
approval flavor
leaves, cups, spices  cool place to hang out
• HR for hiring & training  Speed of delivery
 MONEY, more revenue  Convenience
• Tea brewing equipment
 Experience
What are the most important costs inherent in our
How do we make money? What’s the revenue model? Pricing
business model?
Fixed
tactics?
 Rent
 Equipment, furniture and fixtures • Online sales for home consumption
Variable • Data – based on the TEA ID card!
 Raw materials & supplies • Keep the price close to Starbucks thereafter
 Employee salaries • Never price below breakeven even during promotion period
• Find ways to give them discounts (survey --- buzz discounts)

11. Tea Lab – 04/20/2012
• Tea
 Purchasing raw material
manufactures • Unique, customized
 BRAND – Tea Lab
tea, their way
• Mall  Brewing tea
 Setting up kiosks • Consistent quality Mall shoppers
managers  Advertising, & marketing consumer don’t have • Increase product repeat customers
• Other raw  Setting up customer access to quality tea variety health conscious
feedback channel and outside the home • TEA I.D. customers
material analysis Formula/proportions
• Product mix creation
Customers looking
suppliers • Hiring + training are off • Tea Pots for a fun new
experience
Kioskåmanufactu Tea the “way I like it”
rers outside the home
Restaurant  The rising teen
utensils/hardwar  Taste of our tea  Healthy parents
(quality)  Undergrads
e suppliers • Money
• Custom kiosks  The availability of
tailored flavor
Milk, sugar, Sple • POS system to track
 Remember me
• Tea lab kiosks  Custom tea their way!

nda, tea I.D  Experience • Flagship store 
Fun/unique ingredients
Have us make your tea
leaves, cups, spi • HR for hiring &  Cool experience /  education of tea
ces training social setting for tea  cool place to hang out
Equipment • Tea brewing
equipment
Fixed
Rent
Equipment, furniture and fixtures • Mall kiosks
• Online sales for home consumption
Variable
• Flagship store
Raw materials & supplies • Data – based on the TEA ID card!
Employee salaries

12. Our Journey in this class ……
Walk Beginning End of End of End of End of
in with Day 1 day 1 day 2 day 3 day 4
an idea