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MERRY CAKE
Luara Arabi
Master of design and innovation
Strategic design Lab
Jul/2013
WHY
The amazing feeling
we get when our
wishes come true.
WHY
I can’t eat sugar, it would be great
if I could have a well designed
sugar free cake.
I wanted to try to make a
cake that was different
and remarkable.
I want to make a
personalized gift for
my girlfriend, and
she loves cakes!
The websites of custom
made cakes that I know
are not really good,
I don’t trust.
Ii could be easier to
communicate my
ideas for the cake.
HOW
How might we make it easier for people
to express their wishes and needs?
____
FREE
MASS
PRODUCED
CAKES
FAKE
CAKES
ATELIER
OF CAKES
HOMEMADE
CAKES
_INEFFECTIVE COMMUNICATION
_FEW CHANNELS
_ONLINE EXPERIENCE
NOT SATISFACTORY
$$$$$
$$$
$
$$
SPECIAL NEED
65% - 90%
LESS OPPTIONS
DEPENDING ON THE NEED
MARKET
TODAY
_MORE INFORMATION
_USE DESIGN AND DIFFERENT
KINDS OF CHANNELS
_IMPROVE ONLINE EXPERIENCE
AND MAKE IT EASIER AND FASTER
$$$$$
MARKET
CHANGE
____
FREE=
+$$
$$$
WHAT
VALUE
PROPOSITION
DREAM CAKE
It’s a cake customized according to the customer wishes, especially designed for people with
special needs (food intolerance, allergies, and another issues related to food), and people looking
for better ways to create their custom cake.
(planning/calendar > basic options > describing > extras > delivery information > payment)
DIY CAKE
It's a small cake (1kg) with different stuffing possibilities, covered in white foundant and delivered
with edible color markers.This product allows a larger production scale.
(basic options > delivery information > payment)
WORKSHOPS AND TASTING
costumer can schedule a tasting or a workshop
on how to decorate their own cakes.
(workshop/tasting information>agenda/calendar>payment)
KEY RESOURCES
CUSTOMER
SEGMENTS
VALUE
PROPOSITIONS
CUSTOMER
RELATIONSHIPS
CHANNELS
REVENUE STREAMSCOST STRUCTURE
KEY
PARTNERS
KEY
ACTIVITIES
Wedding planners
and event organizers
People with food intolerance,
alergies or/and any special
need in a cake
Cake lovers, people who wants
to be envolved and learn about
cake decrating
People who dream about their
wedding, kids first birthday
and the perfect cake
Anyone who wants
to have/gift a
personalized/unique cake
Brand
Home factory
Delivery
Technology
Suppliers
Candy stores
Event organizers
Magazines
Blogs
Cakes
Brides
Kids
Cooking
Brides
Mothers
WHERE
METROPOLITAN REGION
OF SÃO PAULO
WHERE
TIMELINE
AGO SEP OCT NOV DEC
_Platform upgrade_Business plan
_Contact partners
_Technological
assistance
_Prototype
Platform
Workshops
_Divisibility
of the products
_Build the platform 1.0
_Prototype products
+ delivery
_Communication and
costumer relationship
_Reviews
and corrections
THANKS

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Merry Cake - creative strategy

  • 1. MERRY CAKE Luara Arabi Master of design and innovation Strategic design Lab Jul/2013
  • 2. WHY The amazing feeling we get when our wishes come true.
  • 3. WHY I can’t eat sugar, it would be great if I could have a well designed sugar free cake. I wanted to try to make a cake that was different and remarkable. I want to make a personalized gift for my girlfriend, and she loves cakes! The websites of custom made cakes that I know are not really good, I don’t trust. Ii could be easier to communicate my ideas for the cake.
  • 4. HOW How might we make it easier for people to express their wishes and needs?
  • 5. ____ FREE MASS PRODUCED CAKES FAKE CAKES ATELIER OF CAKES HOMEMADE CAKES _INEFFECTIVE COMMUNICATION _FEW CHANNELS _ONLINE EXPERIENCE NOT SATISFACTORY $$$$$ $$$ $ $$ SPECIAL NEED 65% - 90% LESS OPPTIONS DEPENDING ON THE NEED MARKET TODAY
  • 6. _MORE INFORMATION _USE DESIGN AND DIFFERENT KINDS OF CHANNELS _IMPROVE ONLINE EXPERIENCE AND MAKE IT EASIER AND FASTER $$$$$ MARKET CHANGE ____ FREE= +$$ $$$
  • 8. VALUE PROPOSITION DREAM CAKE It’s a cake customized according to the customer wishes, especially designed for people with special needs (food intolerance, allergies, and another issues related to food), and people looking for better ways to create their custom cake. (planning/calendar > basic options > describing > extras > delivery information > payment) DIY CAKE It's a small cake (1kg) with different stuffing possibilities, covered in white foundant and delivered with edible color markers.This product allows a larger production scale. (basic options > delivery information > payment) WORKSHOPS AND TASTING costumer can schedule a tasting or a workshop on how to decorate their own cakes. (workshop/tasting information>agenda/calendar>payment)
  • 9. KEY RESOURCES CUSTOMER SEGMENTS VALUE PROPOSITIONS CUSTOMER RELATIONSHIPS CHANNELS REVENUE STREAMSCOST STRUCTURE KEY PARTNERS KEY ACTIVITIES Wedding planners and event organizers People with food intolerance, alergies or/and any special need in a cake Cake lovers, people who wants to be envolved and learn about cake decrating People who dream about their wedding, kids first birthday and the perfect cake Anyone who wants to have/gift a personalized/unique cake Brand Home factory Delivery Technology Suppliers Candy stores Event organizers Magazines Blogs Cakes Brides Kids Cooking Brides Mothers
  • 10. WHERE
  • 12. TIMELINE AGO SEP OCT NOV DEC _Platform upgrade_Business plan _Contact partners _Technological assistance _Prototype Platform Workshops _Divisibility of the products _Build the platform 1.0 _Prototype products + delivery _Communication and costumer relationship _Reviews and corrections