This document summarizes the progress of a lean entrepreneurship project team in developing the main communication channels for their startup, Confi. They are focusing on social media like Facebook, their website, blog, word-of-mouth, and guerrilla marketing. They have developed hypotheses and metrics to test the effectiveness of each channel in reaching their target customers. So far, Facebook has received around 150 likes and their landing page has received around 200 views and 35 information requests, showing initial success in validating their channel hypotheses.

1. LEAN ENTREPRENEURSHIP PROJECT
NOVEMBER 2014 | SESSION #7
Mariana Taylor 152113306
Gergő Kalamár 159114527
João Gomes 152114123
Csilla Bus 159114516
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2. .Learned 1
During this week we are starting to develop the Confi
main channels, according to what we learned during
session 7.
 Social Network channel which has a huge potential
to achieve more followers.
 The Web Site which we will launch in the following
days
 Blog ‘ll continue running it
 Worth-of-Mouth, as a free channel
 Guerilla Marketing which also has a huge impact on
customers.
“The objective of guerrilla marketing is to create a
unique, engaging and thought-provoking concept
to generate buzz, and consequently turn viral.
 Channels and Relationships
Webpage
Worth of
mouth
Facebook
Communicate to Confi
target: Regular and
frequente customers
Lean Project | November 2014

3. .Learned 2
Channels Impact Targeted Effort Time Cost Measurable Total
Website 3 5 4 3 3 5 23
Facebook 3 4 5 4 4 5 25
Youtube 3 4 4 2 4 5 22
Blog 2 4 5 4 4 4 23
PPC 4 4 5 3 2 5 23
Worth of
Mouth
5 5 3 4 5 1 23
SEM 4 4 5 3 2 5 21
Radio 4 4 4 4 1 1 18
Lean Project | November 2014
To be tested
To be tested
Ongoing
To be tested
3
1
2

4. .Learned
 Web Page – Now as a Blog
 Social Media: Facebook
 Internet tools: Slideshare
 The Landing Page
3
Lean Project | November 2014
Channels
selected and
prioritized
(for testing)
 Others Channels to consider further: Youtube and PPC

5. .Media 4
.Book
 Confi on Facebook
Lean Project | November 2014
Component: Channels
Hypotheses
First most important channel is Facebook. Nowadays, our
target is considered part of the social networking
generation who look everything in the Facebook.
Test
Create a Facebook page and collect as many likes as
possible
Incentivate people to post comments in Confi facebook
page
Confirm if people mentioned Facebook on survey and
interviews
Validation
200 likes by the end of the first month;
50 people comment Confi facebook page;
50 people choose facebook
Now we got arround 150 likes

6. .Mouth 5
 Confi in customers’ life
Lean Project | November 2014
Component: Channels
Hypotheses Second most important channel is Worth of Mouth
Test
Two weeks after our interviews we will ask our interviewees:
for how many people did they tell about Confi concept
Validation 1/4 told about Confi in two weeks

7. .Site 6
.Version
 Confi Website1
Lean Project | November 2014
 Confi Blog
http://confiblog.wix.com/confi
Component: Channels
Hypotheses Third most important channel is Webpage
Test
With visit counter on the webpage we will count the
number of the visitors
Validation 50 visit in two weeks (in order to increase our visits)
Now we got arround 75 visits
1Which we will launch in the following days

8. .Page
.Version
7
 Confi Landing Page
 Different approach for our landing
page: much more interactive
 Internet as the main channel:
 Create traffic and attract customers
due to the free website characteristic
 Validation:
 200 viewes;
 At least 50 information request (emails
Lean Project | November 2014
received)
Now we got arround 200 viewes and
35 information request
Here is just a preview:
http://www.confi.instapage.com/

9. .Tools 8
.Youtube
 Confi Slideshare presentations
 http://www.slideshare.net/MarianaTaylordeJesus/s
lideshare-session7
Lean Project | November 2014
 Confi Youtube:
 https://www.youtube.com/watch?v=9VuNDQD2sqA

10. .Progress 9
.pt
 Check our blog and complete our survey!!
Lean Project | November 2014
https://qtrial2014az1.az1.quatrics.com/SE/?SID=SV_8oFnJOnZ7uz6VEN

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