business model, business model canvas, columbia, customer development, lean launchpad, lean startup, steve blank

1. Number of Interviews Since Last Class: 4
Number of Interviews to Date: 77

2. Member Alexa Schwarz Connor McKenna Dipen Patel Ioto Iotov Lexi Hill
Degree
Program
MBA - First Year MBA - First Year MBA - First Year MBA - First Year MBA - First Year
Prior
Experience
Previously worked at
J.P. Morgan and
venture-backed start-up
in business analytics
Former Enterprise
Software salesman for
Moody’s Analytics
Previously worked in
private equity investing
in Africa (Satya Capital)
Former Investment
Manager at Barclays
Africa. Involved in
entrepreneurship
activities since the age of
12
Previously worked in
brand management at a
branding, marketing and
innovations agency in
Los Angeles. Helped
launched a luxury
fashion brand.
Interesting
Fact
Visited 5 out of 7 of the
New Wonders of the
World
Founded a Bar in Cairns,
Australia while Studying
abroad
Former county cricket
player in England
Finalist in three events at
the FINA Swimming
World Cup
Junior Olympic Volleyball
silver medalist
Role to play
on the team
Hustler Hustler Hustler Picker / Hacker Hustler / Designer
Origin Team

3. Customer Development Process

4. Day 1 Day 2 - 4 Day 5

5. Sampling & Marketing
Social Media Surveying & Brand Awareness Sampling Stand

6. All Health &
Wellness
Prioritise:
(1) Hip
(2) Healthy
Organic, caffeine
free, sugar free
rooibos tea
Hip: Aspirational brand that enhances
status
Healthy: all natural, organic, sugar and
caffeine free drink with 50% more
antioxidants than green tea.
Online
Mass gyms
Specialty retail
Boutique fitness
Big retail
Customer
Segment
Value Prop
Channels
1 5Day
Key Learnings for the Week
Online
Mass gyms
Specialty retail
Boutique fitness
Big retail
Cardboard bottleProduct Plastic ergonomic bottle
CUSTOMER
DISCOVERY
78
INTERVIEWS

7. Age 25 - 45
Gender Female
Income $80K+
Occupation White collar professionals, full
time parents
Location NYC metropolitan area
Hobbies Working out, marathons,
triathlon, sports
Favorite Brands Siggis, Garmin
Channel to reach Online, health shops,
supermarkets
Obtains information from: Trainers, nutritionists, doctors,
speciality health websites
Customer Segments
HIP: Madison, 25, Manhattan HEALTHY: Sarah, 30, Manhattan
Age 18 - 35
Gender Primarily female
Income $70K+
Occupation Students and young professionals
Location NYC metro area
Hobbies Socializing, building social media
profile
Favorite Brands Drybar, SoulCycle, Sweetgreen,
Harmless Harvest
Channel to reach Premium fitness studios, gourmet
specialty food stores
Obtains information from: Instagram, Blogs

8. Low Calories
Organic
Mass Market
Coolness
Flavored Water
Health Play
Petal Diagram

9. Emotional Benefit
Functional Benefit
Aspirational Target
Brand Idea
Pivotal Insight
She’s an urban professional who spends her free time actively engaging in healthy lifestyle trends. It’s important to
her that the brands she buys align with (and improve) her own personal image. For her, products are validated by
influencers, word of mouth, social media, and brand associations, not by hard science or product education.
Refreshing: Quenches thirst, tastes good
Bottled: Available on-the-go in an ergonomic design
No added sugar: low calorie, low carb
No caffeine: avoid over-caffeination, drink any time of the day.
50% more antioxidants than green tea: health boost, fight free radicals.
A new kind of drink that resonates:
Feel cool and in-the-know
Branding: Identity validation
The bottled drink industry in the U.S. doesn’t have what our target customer wants: A bottled drink that is not only natural,
sugar free, and healthy, but is also premium, cool, and in line with their personal brand.
Always Natural
Always Zero Calories
Always Rooibos
Values
Personality
Authenticity
Transparency
Doing good
Natural
Wise
Approachable
Uncomplicated
Youthful
Brand Positioning

10. Social Media
Influencers
Healthy Lifestyle &
Health Trend Blogs
Origin Website
(Store/Product Locations)
Boutique Fitness
Studios
Specialty Retailers
Purchase
Get Strategy - “Hip” Customer Journey
Awareness
Customer

11. Day 5: Origin Business Model Canvas
A bottled brewed
rooibos drink.
Hip (primary):
Aspirational brand
enhancing social status
for healthy wellness trend
followers through its
visual identity, branding
and marketing.
Healthy (secondary): All
natural, organic, sugar
and caffeine free drink
with 50% more
antioxidants than green
tea.
Hip (primary) 18-35 urban
upper middle class, primarily
females who are students
and working professionals
focused on health and
wellness. Prioritize branding
and take cues from
influencers, word of mouth,
and social media.
Healthy (secondary) 25-40
males and females who care
about the ingredients in their
food, read nutrition labels,
but are willing to purchase
packaged food. Prioritize
health benefits over taste.
• Get - Social Media targeting,
in-store/studio samples,
brand p.nship
• Keep - sustained high
product quality, seasonal
offerings
• Grow - premium range
• Sale of drink through retail channels including and fitness
boutiques.
Flavour house - Amelia
Bay
Packager - Wayne
County Foods
Distributor - Rainforest
Distribution
Retailers - Specialty
Food Stores / Yoga
Studios / Restaurants
Influencers - social
media personalities /
bloggers with brand
alignment
Brand Ambassadors
Build relationships with:
• Key partners
• Influencers
• Customers
Find new locations to sell -
founder
Branding and brand
management
Building relationships with early
adopters
Attending relevant trade shows
• Flavoring House / Flavor
specialist
• Dedicated person who
builds and maintains the
key relationships -
performed by founder.
• Invoicing / cash collection
- founder
• Faculty and students at
CBS
Fixed:
Website design & dev
Brand design
Stand for tastings
Variable:
• Customer acquisition cost
• Marketing / sampling
• Gifting (Westside Market)
• Packaging & Collateral
• Tea concentrate
• Transport / Distribution
• Specialty Food Stores
• Boutique Fitness Studios
• WeWorks
• Food Trucks (Healthy)
• Online sales

12. Here’s What We’re going to do Next
● Meeting with food incubator - Born Wild Brands / Whole Foods Incubator / Accel Food Incubator
● Identify potential advisory board members - determine capacity and interest in being an advisory board member
● Explore renaming the company and explore other taglines
● Develop brand identity and brand story / messaging
● Decide on SKUs and the different flavours
● Confirm a co-packer
● Initiate influencer connections
● Target 5 specialty retailers and 3 boutique fitness studios, agree retail terms
● Initial conversations with VC investors
100 Day Plan

13. Thank you! Questions?

14. Evolution of Business Model Canvas

15. 7. Key Partners 8. Key Activities 1. Value Proposition 4. Customer relationships 2. Customer Segments
Flavour house - Amelia Bay
Packager - Wayne County Foods
Distributor - Rainforest Distribution
Retailers - Specialty Food Stores / Yoga
Studios / Restaurants
Producing a physical good that is sold
through a bricks and mortar channel.
Need to produce an appealing, flavourful
product that is relevant to its customers
needs and tastes. We are building an organic, caffeine
free, no added sugar ready to drink
rooibos tea that is aimed at
customers who care about their
health and want the benefits of
rooibos tea with the convenience of
a ready to drink varietal. They do
not want to consume normal RTD
teas due to sugar and caffeine
content. They choose rooibos due to
its numerous health reasons.
Customers will be obtained from in store
sampling, partnering with influencers
(Yoga Teachers) and education and
incentivising restaurants to sell the tea to
its clients. Marketing will be done through
social media (Instagram, Twitter and
Facebook).
Customers will be maintained through
continued commitment to highest levels
of quality and continual customer
feedback.
Customers are health conscious, time
pressed people who are wanting to consume
healthy organic products and are willing to
pay a premium for this type of good. They go
to yoga and go on nice vacations. They are
seen out and live a healthy active lifestyle.
They care about their environment and
support companies that similarly care about
the environment.
Customer will be segmented based on
psychometric factors, being those who are
wanting to lead a healthy lifestyle. There may
be separate segments, being tea aficionados
and non aficionados.
6. Resources 3. Channels
Capital is required to finance the
production cost. All capital intensive
elements will be outsourced. Flavouring /
concentrate development - Amelia Bay.
Bottling and packaging - Wayne County
Foods. Distribution to be handled by
Rainforest Distribution. Human capital
needs are to focus on growth of sales
channels. Rainforest distribution can
assist with this.
3 pronged approach to getting product to
customer:
1. Direct sales through specialty food
stores.
2. Sales through fitness / yoga studios.
3. Sales through restaurants / healthy
food sales places.
9. Costs 5. Revenue Streams
Costs include:
Concentrate
Packaging and bottling
Distribution
Marketing
Salaries of professional staff
Sales of product is the main revenue stream. Sales will come from the three channels identified in 3.
Channels.
Day 1: Origin Business Model Canvas

16. Origin Business Model Canvas – Day 1 Lessons Learned
Element Learning
Marketplace Blank space in Ready to Drink Tea industry
○ No-caffeine, sugar free, zero
calorie, organic
Customers Broad appeal to everyone interested in
health and wellness
Channels Could be sold online, in Whole Foods, in
gyms, in farmers markets, and in specialty
retail shops
Competition Ready to drink Rooibos Tea
Packing Should be socially responsible, cardboard
packaging

17. A bottled brewed
rooibos drink.
Healthy: All natural,
organic, sugar and
caffeine free drink with
50% more antioxidants
than green tea.
Hip: Aspirational brand
enhancing social status
for healthy wellness trend
followers through its
visual identity, branding
and marketing.
Naturalists: All natural,
organic, socially
responsible product.
Hip 18-35 urban upper middle
class, primarily females who
are students and working
professionals focused on
health and wellness.
Prioritize branding and take
cues from influencers, word
of mouth, and social media.
Healthy 25-40 males and
females who care about the
ingredients in their food, read
nutrition labels, but are
willing to purchase packaged
food. Prioritize health
benefits over taste.
Naturalists 40-60 year old
female urban or suburban
upper middle class. Care
about the characteristics of
the product.
• Website - direct
consumer to below
channels:
• Specialty Food Stores
• Yoga / Fitness Studios
• Health focused casual
dining
• Get - Social Media
specific targeting,
in-store/studio
samples, brand p.nship
• Keep - sustained high
product quality,
seasonal offering
• Grow - premium range
• Sale of drink through retail channels including speciality
restaurants and fitness boutiques
Flavour house -
Amelia Bay
Packager - Wayne
County Foods
Distributor -
Rainforest Distribution
Retailers - Specialty
Food Stores / Yoga
Studios / Restaurants
Build relationships with:
• Flavoring house
• Bottler
• Distributors
• Retailers
• Influencers
• Customers
Find new locations to sell
• Dedicated person
who builds and
maintains the key
relationships.
Fixed:
None
Variable:
• Customer acquisition cost
• Packaging
• Fill
• Transport / Distribution
Day 2: Origin Business Model Canvas

18. Origin Business Model Canvas – Day 2 Lessons Learned
Element Learning
Customers Three potential segments
• Hip
• Healthy
• Naturalists
Channels Removed Whole Foods as a viable channel as
they are not a realistic launch channel
without certified sales record and strong
relationship
Competition All ready to drink tea brands
Packing No change

19. A bottled brewed
rooibos drink.
Hip: Aspirational brand
enhancing social status
for healthy wellness trend
followers through its
visual identity, branding
and marketing.
Healthy: All natural,
organic, sugar and
caffeine free drink with
50% more antioxidants
than green tea.
Naturalists: All natural,
organic, socially
responsible product.
Hip 18-35 urban upper middle
class, primarily females who
are students and working
professionals focused on
health and wellness.
Prioritize branding and take
cues from influencers, word
of mouth, and social media.
Healthy 25-40 males and
females who care about the
ingredients in their food, read
nutrition labels, but are
willing to purchase packaged
food. Prioritize health
benefits over taste.
Naturalists 40-60 year old
female urban or suburban
upper middle class. Care
about the characteristics of
the product.
• Website - direct
consumer to below
channels:
• Specialty Food Stores
• Yoga / Fitness Studios
• Health focused casual
dining
• Tradeshows
• WeWorks
• Get - Social Media
targeting,
in-store/studio
samples, brand p.nship
• Keep - sustained high
product quality,
seasonal offering
• Grow - premium range
• Sale of drink through retail channels including speciality
restaurants and fitness boutiques
Flavour house -
Amelia Bay
Packager - Wayne
County Foods
Distributor -
Rainforest Distribution
Retailers - Specialty
Food Stores / Yoga
Studios / Restaurants
Influencers - social
media personalities /
bloggers
Build relationships with:
• Key partners
• Influencers
• Customers
Find new locations to sell -
founder
Branding and brand
management
• Flavoring House / Flavor
specialist
• Dedicated person who
builds and maintains the
key relationships -
performed by founder.
• Invoicing / cash collection
- founder
• Faculty and students at
CBS
Fixed:
Website design & dev
Brand design
Stand for tastings
Variable:
• Customer acquisition cost
• Marketing / sampling
• Packaging & Collateral
• Tea concentrate
• Transport / Distribution
Day 3: Origin Business Model Canvas

20. Origin Business Model Canvas – Day 3 Lessons Learned
Element Learning
Customers Remove Naturalists - distracts from core
audience, require additional features
Channels Only boutique gyms will take the product on,
larger chains require corporate approval
Competition All health and wellness beverages and water
substitutes
Packing Narrowed packaging down to plastic or glass;
since no longer targeting naturalists, ruled
out cardboard

21. Day 4: Origin Business Model Canvas
A bottled brewed
rooibos drink.
Hip (primary):
Aspirational brand
enhancing social status
for healthy wellness trend
followers through its
visual identity, branding
and marketing.
Healthy (secondary): All
natural, organic, sugar
and caffeine free drink
with 50% more
antioxidants than green
tea.
Hip (primary) 18-35 urban
upper middle class, primarily
females who are students
and working professionals
focused on health and
wellness. Prioritize branding
and take cues from
influencers, word of mouth,
and social media.
Healthy (secondary) 25-40
males and females who care
about the ingredients in their
food, read nutrition labels,
but are willing to purchase
packaged food. Prioritize
health benefits over taste.
• Get - Social Media targeting,
in-store/studio samples,
brand p.nship
• Keep - sustained high
product quality, seasonal
offerings
• Grow - premium range
• Sale of drink through retail channels including speciality
restaurants and fitness boutiques.
Flavour house - Amelia
Bay
Packager - Wayne
County Foods
Distributor - Rainforest
Distribution
Retailers - Specialty
Food Stores / Yoga
Studios / Restaurants
Influencers - social
media personalities /
bloggers with brand
alignment
Brand Ambassadors
Build relationships with:
• Key partners
• Influencers
• Customers
Find new locations to sell -
founder
Branding and brand
management
Building relationships with early
adopters
Attending relevant trade shows
• Flavoring House / Flavor
specialist
• Dedicated person who
builds and maintains the
key relationships -
performed by founder.
• Invoicing / cash collection
- founder
• Faculty and students at
CBS
Fixed:
Website design & dev
Brand design
Stand for tastings
Variable:
• Customer acquisition cost
• Marketing / sampling
• Gifting (Westside Market)
• Packaging & Collateral
• Tea concentrate
• Transport / Distribution
• Website - directing consumer
to below channels:
• Specialty Food Stores
• Yoga Boutique Fitness
Studios
• Health focused casual dining
• Tradeshows
• WeWorks
• Food Trucks (Healthy)
• Online sales

22. Origin Business Model Canvas – Day 4 Lessons Learned
Element Learning
Customers Prioritize hip segment over healthy due to
lower customer acquisition cost
Channels Remove online sales, product requires
traction for bulk orders
Competition Health and wellness beverages overall,
removed “tea” from our branding
Packing Removed glass due to shipping concerns

23. Day 5: Origin Business Model Canvas
A bottled brewed
rooibos drink.
Hip (primary):
Aspirational brand
enhancing social status
for healthy wellness trend
followers through its
visual identity, branding
and marketing.
Healthy (secondary): All
natural, organic, sugar
and caffeine free drink
with 50% more
antioxidants than green
tea.
Hip (primary) 18-35 urban
upper middle class, primarily
females who are students
and working professionals
focused on health and
wellness. Prioritize branding
and take cues from
influencers, word of mouth,
and social media.
Healthy (secondary) 25-40
males and females who care
about the ingredients in their
food, read nutrition labels,
but are willing to purchase
packaged food. Prioritize
health benefits over taste.
• Get - Social Media targeting,
in-store/studio samples,
brand p.nship
• Keep - sustained high
product quality, seasonal
offerings
• Grow - premium range
• Sale of drink through retail channels including and fitness
boutiques.
Flavour house - Amelia
Bay
Packager - Wayne
County Foods
Distributor - Rainforest
Distribution
Retailers - Specialty
Food Stores / Yoga
Studios / Restaurants
Influencers - social
media personalities /
bloggers with brand
alignment
Brand Ambassadors
Build relationships with:
• Key partners
• Influencers
• Customers
Find new locations to sell -
founder
Branding and brand
management
Building relationships with early
adopters
Attending relevant trade shows
• Flavoring House / Flavor
specialist
• Dedicated person who
builds and maintains the
key relationships -
performed by founder.
• Invoicing / cash collection
- founder
• Faculty and students at
CBS
Fixed:
Website design & dev
Brand design
Stand for tastings
Variable:
• Customer acquisition cost
• Marketing / sampling
• Gifting (Westside Market)
• Packaging & Collateral
• Tea concentrate
• Transport / Distribution
• Specialty Food Stores
• Boutique Fitness Studios
• WeWorks
• Food Trucks (Healthy)
• Online sales

24. Origin Business Model Canvas – Day 5 Lessons Learned
Element Learning
Marketplace No change
Customers Consider changing name and branding based
on new target customer w
Channels Launch in specialty retail stores while using
boutique fitness studios as a tasting room to
gain brand recognition
Competition Water has emerged as new competitor
Packing Thick plastic with ergonomic design

25. APPENDIX

26. Value Proposition
Need Value Prop Supporting
Features
Social status and identity.
Desire to be “in the know”
and follow trends
Hip
Aspirational lifestyle brand
enhancing social status for
health and wellness trend
followers
Provides social
affirmation through
pricing, branding, and
brand associations
Need Value Prop Supporting
Features
Healthy alternative to
bottled drinks
Healthy
Sugar and caffeine
free, 50% more
antioxidants than green
tea
All natural drink with
proven health benefits
compared to existing
bottled drinks

27. Revenue and channel flow
Company Developing
flavor
Produce
concentrate
DistributionInfluencer Customer
Product flow
Bottling
Retail, Studios,
WeWork, Food
Trucks
Get Strategy
Marketing flow Cash Out Cash In