1. My
Cart.com

2. Hypothesis – Value Proposition
For people in Colombia between ages of 35 and 40,
who need an established business and has
entrepreneurial interest, the MyCart.com service is
a consumer service that provides franchises with a
constant teaching and supply in the street food
market.
Unlike other food franchises, our franchise serves
as a training space to learn entrepreneurship
principles.
My
Cart.com

3. Prototype - Cart Double umbrella for rain or sun.
Advertisement.
Brand’s name.
Easy and simple
accounting system.
Best kitchen tools.
Personalized banner. Big wheels for easy My
transportation. Cart.com

4. My
Cart.com
Lessons Learned from
Customer Feedback

5. Lessons Learned
My
Feedback Vs. Lesson Cart.com
Feedback Lesson
“Is there enough margin for me and for Review the business model and the
you?.” commissions to each side.
Biggest Problems/Fears:
 Government permissions –
“Those guys don’t give us the opportunity
to work”. Obtain the necessary documents and
 Police operations – permissions to be able to sell food
“They confiscate our things and we never street without worries.
recover them”.
 Health department –
“They just have too much rules and
specifications that we can’t afford”.

6. Lessons Learned
My
Feedback Vs. Lesson Cart.com
Feedback Lesson
About the entrepreneur classes:
 “It sounds too much theory”. Create simple and effective classes
 “I don’t have money for private classes, with basic topics.
this is great”.
Aggregate values/Good comments:
Time, image and family. Three important
 “That would save me time with suppliers”.
concepts to focus when selling the
 “Wow! Nice cart.”
product.
 “My kids would learn a lot from this”.

7. Features Needed
My
Demanded by target Cart.com
Government and public Cart easy to transport. Brand’s uniform.
entities permissions.
Simple, short and Personalized cart Constant support.
effective classes. banner.

8. Actual Solutions
My
Asked and investigated in Colombia Cart.com
Our target are families or individuals that
need cash. They establish their own food
cart on the streets.
Their inputs come from cheap suppliers
where they will be able to charge a very low
price for their products and obtain a
insignificant gross profit.
They don’t know how to expand their
business, register their accountancy, or even
a bit of marketing. The day by day profit
keeps them alive.
In other words, there is NO complete
solution in the market for this group of
people.

9. My
Cart.com
OLD Hypothesis
“For people in Colombia between ages of 35 and 40,
who need an established business and has entrepreneurial interest,
the MyCart.com service is a consumer service that provides
franchises with a constant teaching and supply in the street food market.
Unlike other food franchises, our franchise serves as a
training space to learn entrepreneurship principles.”

10. My
Cart.com
NEW Hypothesis
“For people in Colombia between ages of 40 and 45,
who need an aggregate value for their food cart,
the MyCart.com service is a consumer service that provides
franchises with distinct features and benefits in the street food market.
Unlike other food franchises, our franchise serves as a
constant support and teaching for the specific target.”

11. My
Cart.com
Market Size

12. Market Size
My
Fast-food market in numbers Cart.com
COLOMBIA: FAST-FOOD CHAINS ARE REPRESENTING A MARKET SHARE OF
USD$ 10,000M PER YEAR
Source:
“Colombia: cadenas de comidas se disputan mercado de US$10.000M anuales”. América Economia. 2010.
http://www.americaeconomia.com/negocios-industrias/colombia-cadenas-locales-y-extranjeras-de-comida-disputan-mercado-de-us10000m-an

13. Market Size
My
Fast-food market in numbers Cart.com
“According to a study, this is the market value of the fast-food restaurants in South America,
which is expected to expand by 7% annually for the next few years.”
“Each Colombian spends an average of USD$150 annually on eating out at
restaurants and fast food outlets.”
“A huge consumption potential, a significant competition between local and foreign brands and
the ability to expand their businesses to mid-size cities in the country are the factors that
explain the appeal of the restaurant market in Colombia.”
Source:
“Colombia: cadenas de comidas se disputan mercado de US$10.000M anuales”. América Economia. 2010.
http://www.americaeconomia.com/negocios-industrias/colombia-cadenas-locales-y-extranjeras-de-comida-disputan-mercado-de-us10000m-an

14. Market Size
My
Fast-food market in numbers Cart.com
“Regarding the participation of local brands in the market of
Colombian restaurants, Euromonitor says that brands like El
Corral, Crepes & Waffles or Juan Valdez highest positions, and in
fact could become serious competitors worldwide in the next
five years according to Portfolio.”
Source:
“Colombia: cadenas de comidas se disputan mercado de US$10.000M anuales”. América Economia. 2010.
http://www.americaeconomia.com/negocios-industrias/colombia-cadenas-locales-y-extranjeras-de-comida-disputan-mercado-de-us10000m-an

15. My
Cart.com
Surveys

16. Surveys - What do final customers say?
My
Description/Characteristics Cart.com
 People in Colombia.
 Between ages of 20 and 35.
 Low-middle economic level.
 Employees and/or
students.
 Need fast and cheap
food.
 Potential clients
responds: 40

17. Surveys - What do final customers say?
My
Information about target customers: Quantitative research Cart.com
Are you a street food cart Choose your favorite fast food.
consumer?
0% Hamburger
Hot Dog
Pizza
Yes
Arepa
No
Pies
Pastry
Tacos, burritos
100%
Other
People may select more than one checkbox, so percentages may add up more
than 100%.
Notes: Notes:
All of the survey participants are potential Consumers have preferences. There is a trend with
clients. hamburgers and pizzas. We must focus in these
type of food.

18. Surveys - What do final customers say?
My
Information about target customers: Quantitative research Cart.com
What is your consumption When or with who do you
frequency? consume fast food?
With office teammates
Once per week With my girl/boy
friend
Twice a week With my family
More than three With nobody
times a week
Twice a month To have lunch
At night or weekends
Once a month with friends
Other
People may select more than one checkbox, so percentages may add up more
than 100%.
Notes: Notes:
 33% of the interviewed are high  Street food consumption is a group plan.
frequent consumers = Opportunity!  People like to be accompanied = We must take
 Constant cashflow. advantage of this!

19. Surveys - What do final customers say?
My
Information about target customers: Qualitative research Cart.com
What can street food carts change to be What is your perception of
your best option? “Gourmet Street Food”?
Most popular answers: Most popular answers:
"Hygiene and better ingredients." "Fast, traditional, healthy food."
"Better quality." "Expensive food."
"Presentation and cleanness." "Food made from fresh ingredients with higher
"Healthy food." quality".
"Better food brands." "Delayed food".
Notes: Notes:
 Hygiene, quality, presentation and  Speed, quality, price and time. The most
image. The most important factors. important aspects in the “Gourmet Street Food”
 These are important aspect to take into perception.
account!

20. My
Cart.com
Face to Face Interviews

21. Past Face to Face Interviews
My
Made in the last assignment Cart.com
 People in Colombia.
 Between ages of 35 and 40.
 Low economic level.
 Poor education quality.
 Who need an established business.
 Street workers.
 Already have a food business but with
the problems/bad image as the rest.
 Potential clients interviewed: 12
 Interviews completed (other didn’t
answer the whole questions): 10

22. NEW Face to Face
Interviews
F I N A L C O N S U M E R S

23. New Face to Face Interviews
My
Non-Direct Clients Cart.com
 People in Colombia.
 Between ages of 20 and 35.
 Low-middle economic level.
 Employees and/or students.
 Need fast and cheap food.
 Potential clients interviewed: 15

24. New Face to Face Interviews
My
Non-Direct Clients Cart.com
Notes:
 Same perception of street food as the surveys.
 Interesting aggregate values for the non-direct clients.
 Startup comments: Simple differentiators with other street food carts = Opportunity!

25. My
Cart.com
Assignment Lessons

26. Assignment Lessons
My
Cart.com
 K.I.S.S.
Keep it simple to our target, direct and non-direct
clients.
 We can offer great value with simple
changes/features in the market.
 Big opportunity! Huge amount of money in the
sector, we may take a significant percentage.
 Bad perception of the non-direct clients. Our
product has to change this perception by creating a
solid brand, giving confidence, and modifying the
market!
 We have a new hypothesis and the first steps to
continue our MVP.