Session summary lep_s6_v2

Lean Entrepreneurship Project
FreshEntrepreneurs2014
TransMenu
Session 6
Pauline von Nostitz 152113321
Pedro Mariz 152113366
Maria Murasheva 159114599
Alicja Sadlo 159114503

Lessons Learnt – Session 5 I
• Value Proposition: Measurable by the concept "Value
Curve“
Value Curve - The Process
1. Identification of Value Attributes
2. Selection of Value Attributes
3. Relative Evaluation of Attributes
4. Comparison with Competitors
26.09.14 FreshEntrepreneurs2014 2

Lessons Learnt – Session 5 II
• Landing Pages - Purpose: To test different Hypothesis
(Segments, Value Proposition, Channels etc.) using
the A/B-Testing Method
 A/B-Testing Method: Designing two similar yet different Websites to
arrive at a "Goal page“
• Surveys - Purpose: To test different Hypothesis
(Segments, Value Proposition, Channels etc.)

Value Curves - TransMenu
7
6
5
4
3
2
1
0
Uniqueness Customer
Satisfaction
Trans-
Menu
Up to date Service Price Saving of
Resources (HR,
time)
Same design of
paper menu
Integrated Service Quality of
translation

Value Curves – TransMenu vs.
Employees
8
7
6
5
4
3
2
1
0
Uniqueness Customer
Satisfaction
Resources (HR,
time)
Same design of
paper menu
translation
TransMenu vs Employees

Value Curves – TransMenu vs.
Translation Agencies
7
6
5
4
3
2
1
0
Uniqueness Customer
Satisfaction
TransMenu vs Translating agencies
Resources (HR,
time)
Same design of
paper menu
translation

Value Curves – TransMenu vs. Google
Translate
8
7
6
5
4
3
2
1
0
Uniqueness Customer
Satisfaction
TransMenu vs Google Translate
Resources (HR,
time)
Same design of
paper menu
translation

Landing Pages
Version 1:
http://transmenu.instapage.com
Number of views: 328
Version 2:
http://app.instapage.com/server/preview_page/167810/2/A/null
Number of views: 213
 Consumers preferred Version 1

Interviews – Strategic Implications
• Hypothesis Customer Segment –
Restaurant Owner / manager are our main
customer segment
Validation:
65% of participants need to confirm to experience
regular language barrier problems: 18/24 (75%) ✔

• Hypothesis Value Proposition –
Maintenance and Updating of menus is
resource-consuming task restaurants would like
to outsource
Validation:
65% of participants need to confirm to experience
language barrier problems: 18/24 (75%) ✔

• Hypothesis Channels –
Service can be offered directly to clients through
website without the establishment of physical
offices
Validation:
Landing page gets visited min. 200 times within 1 weeks:
Combined 541 visits ✔

• Hypothesis Revenue Streams –
Customers will be willing to pay a fixed price per
language
Validation:
65% of participants need to indicate a willigness to pay
monthly maintenance fee: 17/24 (70%) ✔

• Hypothesis Revenue Streams –
Customers will be willing to pay a monthly fixed
maintenance fee
Validation:
65% of participants need to indicate a willigness to pay
monthly maintenance fee: 10/24 (42%) ✗

• Fixed Price per Language: 1 – 5 €
• Monthly Maintenance Fee: 1 - 3 €, however
participants reluctant against maintenance fee
• Main expected benefit of TransMenu: Increase
Customer Satisfaction
• High knowledge about & willingness to use
QR-codes
• Greatest Concern when introducing QR-Codes:
Loss of personal touch

Interviews – Findings
0 5 10 15 20 25
No
Yes
Serving foreign clients

25
20
15
10
5
0
Yes No

16
14
12
10
8
6
4
2
0
Weekly number of serving foreign clients
0 1-3 5-9 10-15 16 or
more
Weekly number of serving
foreign clients

25
20
15
10
5
0
Offering Physical Menus (Non-Portuguese)
Yes No
Offering Physical Menus
(Non-Portuguese)
Other languages
offered: English,
Russian

Current Translation Method (Non-Portuguese Menus)
0 2 4 6 8 10
Translation Smartphone
Internet
App
Friend (charge)
Friend (no charge)
Internal Employee
Translation Agency
Current Translation
Method (Non-Portuguese
Menus)

16
14
12
10
8
6
4
2
0
Adjustment Physical Menu in case of seasonal / weekly
menu changes (Non-Portuguese)
Yes No
Adjustment Physical
Menu in case of seasonal /
weekly menu changes
(Non-Portuguese)
Small changes are
translated by employees
directly, more significant
changes are incorporated
into menu

• Advantages of current translation method:
– Internal Employee: Saves time, money, no dealing with third /
external company, „high quality“ as work for boss
– Translation Agency: High quality, convenience of outsourcing
– Friends: Low to no charge, “high quality” as work for a friend
– Internet: Wide range of languages, speed, no costs
– App: Simple usage, wide range of apps

• Disadvantages of current translation method:
– Internal Employee: “Misuse” of employees, source of errors
– Translation Agency: High costs, inconvenience of outsourcing
– Friends: Source of errors, difficult to mix friends & business
– Internet: Source of errors, different translations offered
– App: Source of errors, some costly, enduring process typing in
words / phrases

20
18
16
14
12
10
8
6
4
2
0
Complains about Language Barriers (Employees /
Customers)
Yes No
Complains about
Language Barriers
(Employees / Customers)

20
18
16
14
12
10
8
6
4
2
0
Serving foreign clients - time consuming task
Yes No
Serving foreign clients -
time consuming task

Language Barriers - Consequences
0 5 10 15 20 25
Increased wages for
multilingual employees
Loss of potenatial business
due to translation errors
Waste of money Translating
menus
Waste of time Translating
menus
Unmotivated Employees
Unsatisfied Customers
Language Barriers -
Consequences

7
6
5
4
3
2
1
0
Best Solution to Language Problem
Best Solution to Language
Problem

13.5
13
12.5
12
11.5
11
10.5
10
Familarity QR-codes
Yes No
Familarity QR-codes

16
14
12
10
8
6
4
2
0
Willingness to use QR-codes in own restaurant
Yes No
Willingness to use QR-codes
in own restaurant
However, concerns
were raised  Next
slide!

Usage of QR-Codes (Concerns)
0 5 10 15 20
Confusion of
employees
Confusion of
customers
Lack of personal
touch
Usage of QR-Codes
(Concerns)

18
16
14
12
10
8
6
4
2
0
Willigness pay fix price per language
Yes No
Willigness pay fix
price per language

Willigness to pay - price range
0 5 10 15
16 Euros or more
11-15 Euros
6-10 Euros
1-5 Euros
Willigness to pay -
price range

12
10
8
6
4
2
0
Willigness to pay monthly Maintenance
Fee
Yes No
Willigness to pay
monthly
Maintenance Fee

Amount monthly Maintenance Fee
0 5 10 15 20
12 Euro or more
8-11 Euro
4-7 Euro
1-3 Euro
Amount monthly
Maintenance Fee

TransMenu - Main Problem Solution to
0 5 10 15
Increased wages for
multilingual employees
Loss of potential business due
to translation errors
Waste of money translating
menus
Waste of time translating
menus
Unmotivated Employees
Unsatisfied Customers
TransMenu - Main
Problem Solution
to

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