Download to read offline
More Related Content
Similar to Presentation 28.11
Presentation 28.11
- 1. UNI-Clean Your student homeas never seen before... 28.11. 2013
- 2. INTRODUCTION CANVAS 2.0 MARKET RESEARCH VALUECHAIN ORGANIZATIONAL STRUCTURE Processes PROMOTING TOOLS Last week we: • Re-designed Business Model (2.0) • Came up with several promoting tools • Upgraded marketing channels – – – Social networks Website Mobile App • Increased market research – New landing pages – Survey
- 3. INTRODUCTION CANVAS 2.0 MARKET RESEARCH Thisweek we: • • VALUE CHAIN ORGANIZATIONAL STRUCTURE Processes PROMOTING TOOLS • • Prepared detailed information about our key activities, resources and partners Came up with UNI-Clean´s organizational structure and value chain Managed all our marketing channels Are increasing numbers of market research – – Surveys Landing pages
- 6. Evolution of theCanvas
- 7. Customer Segments • • • • • Studentsliving 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 • Lowprice • 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 • University newspaper •Students association • Flyers deployed in the universities and dormitories • Flyers available at the reception • Social networks • International office • Word of mouth • Students association • Flyers • Social networks • Facebook • Twitter • LinkedIn • International office • Guerilla marketing 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 • Automatedwebsite • 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 respondto 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 • Cleaningservices 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 • Cleaningservices • 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. Survey Results How wouldyou like to receive the latest news of UNIClean 6 5.5 5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Website Facebook Email Mobile App
- 15. Survey Results I wouldlike the cleaning staff to bring me the cleaning products that I need without having the need to go to the supermarket to buy them. 100.00% 80.00% 60.00% 40.00% 20.00% 0.00% Strongly Disagree Neither Agree nor Disagree Agree Stronlgy Agree
- 16. Key Resources • • • • Cleaning products Workers Lowwages Online platform • Quality, low-cost cleaning products • Loyal and engaged working force • Low cost Staff • Webpage
- 17. Interview Results Would youconsoider working for UNI-Clean? 34% 66% Yes I would No
- 18. Survey Results Would youconsoider working for UNI-Clean? 27% 66% 34% 11% 36% Always Most of the Time Sometimes Rarely
- 19. Survey Results How muchwould you like to receive per hour? More than 6% 5-5.99€ 38% 18% 4-4.99€ 24% 3-3.99€ 18% 2% Less than 3€ 0 10 20 30 40 Interviews showed that average price required would be around 6€
- 20. Cost Structure • Cleaningand 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
- 21. Key Partners • Producersof 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
- 22. Types of Partnership INTRODUCTION CANVAS2.0 MARKET RESEARCH • Strategic alliance with a complementary company IT, Dorms, Student Associatons VALUE CHAIN ORGANIZATIONAL STRUCTURE Processes PROMOTING TOOLS • Buyer-Seller relationships to guarantee strategic supply Suppliers (products and uniforms)
- 23. Contact Partners INTRODUCTION •Dormitories “Find UNI-Clean’sconcept interesting and would consider a partnership.“ CANVAS 2.0 MARKET RESEARCH VALUE CHAIN ORGANIZATIONAL STRUCTURE “Sociedade Portuguesa de Residências Universitárias” The housing concept •Student Associations Processes PROMOTING TOOLS “The International Office would agree to offer our service to all incoming students to improve the amount of services offered.“ “We can count on their support.“
- 24. Contact Partners INTRODUCTION CANVAS 2.0 •Productssuppliers - Cleaning products - Uniforms MARKET RESEARCH VALUE CHAIN ORGANIZATIONAL STRUCTURE Processes PROMOTING TOOLS •IT Partner Company specialized in digital platforms Incubated at UPTEC – Technological incubator of University of Porto
- 25. Value Chain Hierarchical Structure INTRODUCTION Staff paidper hour Focus on recruitment and training Website and mobile App CANVAS 2.0 Established partnerships Cleaning products Clothing MARKET RESEARCH VALUE CHAIN ORGANIZATIONAL STRUCTURE Complain management Post sale surveys Processes PROMOTING TOOLS Client registration Service Request Cleaning materials Trained Employees Matching employees and clients Security Checks Low cost Service Convenient Schedules Social Networks Guerrilla Marketing Website Posters and Flyers
- 26. Organizational Structure INTRODUCTION CEO F. Sarmento CANVAS2.0 MARKET RESEARCH CFO VALUE CHAIN CMO COO HR K. Siegelová M. Redondo T. Coelho K. Reicheltová ORGANIZATIONAL STRUCTURE Processes COORDINATORS PROMOTING TOOLS CLEANING STAFF
- 27. General Processes INTRODUCTION CANVAS 2.0 MARKETRESEARCH VALUE CHAIN ORGANIZATIONAL STRUCTURE PROCESSES PROMOTING TOOLS sfgzds vfs adsfg
- 28. General Processes INTRODUCTION CANVAS 2.0 MARKETRESEARCH VALUE CHAIN ORGANIZATIONAL STRUCTURE PROCESSES PROMOTING TOOLS sfgzds vfs adsfg
- 29. User Registration Process INTRODUCTION CANVAS2.0 MARKET RESEARCH VALUE CHAIN ORGANIZATIONAL STRUCTURE PROCESSES PROMOTING TOOLS sfgzds vfs adsfg
- 30. User Registration Process INTRODUCTION CANVAS2.0 MARKET RESEARCH VALUE CHAIN ORGANIZATIONAL STRUCTURE PROCESSES PROMOTING TOOLS sfgzds vfs adsfg
- 31. Service Request Process INTRODUCTION CANVAS2.0 MARKET RESEARCH VALUE CHAIN ORGANIZATIONAL STRUCTURE PROCESSES PROMOTING TOOLS
- 32. Select Partner Process INTRODUCTION CANVAS2.0 MARKET RESEARCH VALUE CHAIN ORGANIZATIONAL STRUCTURE PROCESSES PROMOTING TOOLS
- 33. Service Quality EvaluationProcess INTRODUCTION CANVAS 2.0 MARKET RESEARCH VALUE CHAIN ORGANIZATIONAL STRUCTURE PROCESSES PROMOTING TOOLS
- 34. Hiring Process INTRODUCTION CANVAS 2.0 MARKETRESEARCH VALUE CHAIN ORGANIZATIONAL STRUCTURE PROCESSES PROMOTING TOOLS
- 35. Blog INTRODUCTION CANVAS 2.0 Description ofteam members MARKET RESEARCH VALUE CHAIN ORGANIZATIONAL STRUCTURE Processes PROMOTING TOOLS Description of the idea 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
- 36. Social Networks INTRODUCTION CANVAS 1.0 MARKETRESEARCH CANVAS 2.0 ORGANIZATIONAL STRUCTURE Processes PROMOTING TOOLS • Facebook (UNI-Clean's Facebook Page)
- 37. Social Networks INTRODUCTION CANVAS 1.0 MARKETRESEARCH CANVAS 2.0 ORGANIZATIONAL STRUCTURE Processes PROMOTING TOOLS • Twitter (@UNIClean_pt)
- 38. Social Networks INTRODUCTION CANVAS 1.0 MARKETRESEARCH CANVAS 2.0 ORGANIZATIONAL STRUCTURE Processes PROMOTING TOOLS
- 39. Mobile App INTRODUCTION CANVAS 1.0 MARKETRESEARCH CANVAS 2.0 ORGANIZATIONAL STRUCTURE Processes PROMOTING TOOLS https://popapp.in/projects/528d077693d7eb95500030b8/preview
- 40. Website INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS2.0 ORGANIZATIONAL STRUCTURE PROMOTING TOOLS
- 41. Poster INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS2.0 ORGANIZATIONAL STRUCTURE Processes PROMOTING TOOLS • ONLINE!
- 42. Flyer INTRODUCTION CANVAS 1.0 MARKET RESEARCH CANVAS2.0 ORGANIZATIONAL STRUCTURE Processes PROMOTING TOOLS
- 43. Guerilla Marketing INTRODUCTION CANVAS 1.0 MARKETRESEARCH CANVAS 2.0 ORGANIZATIONAL STRUCTURE Processes PROMOTING TOOLS UNI-Clean is coming…
- 44. Membership Cards INTRODUCTION CANVAS 1.0 MARKETRESEARCH CANVAS 2.0 ORGANIZATIONAL STRUCTURE UNI-Clean Membership Card 1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th Processes Free Service PROMOTING TOOLS UNI-Clean
- 45.
Editor's Notes
- #3 Update!
- #4 Update!
- #14 Explainthatnowwewilloffertheproductbut in factitwillbeanothercompanysellingitandwewillonly charge a fee for itSeesurveyandcollectinfoonsellingofproductsAlso putinforegarding social networks
- #17 Add price demanded by workers to validate the hypothesis
- #18 Add price demanded by workers to validate the hypothesis
- #19 Add price demanded by workers to validate the hypothesis
- #20 Add price demanded by workers to validate the hypothesis
- #23 So far we identified onle two different types of partnership. Concrete examples pf partners follow on the next slides.