The document summarizes a business plan for the Heat Able Lunch Box, a heated lunch box that allows food to be heated on-the-go. It identifies competitors such as Tupperware and substitutes like eating at restaurants. A SWOT analysis finds strengths include solving a problem and being convenient, while weaknesses are price and uncertain demand. Opportunities exist in untapped markets and consumer trends, while threats include copying and cheaper alternatives. Market sizing identifies a total addressable market of 1 billion people globally and serviceable markets of 7.08 million in urban Portugal and 1.27 million in the initial target region of Lisbon.

1. THE LEAN EXPLORERS
Presenting the:
Heat Able Lunch Box
By: Manuel Holousch, Charlotte Manojlovic, Erick Tavares and Martine Ulvin

2. The main competitors
Substitutes can become entrants to the heat able niche
Compleat:
Foodskin,
Foodbag,
Gourmet
Tupperware
Collapsible
Eco Lunch
Box
Entrant

3. Indirect competitors: Market for
eating out
Restaurant
• People might prefer
restaurant
Cafe/kiosk
• Can be an easy and
fast alternative
Canteen
• Gives access to food
on job or school

4. SWOT - analysis
Strengths
Solves a problem
Sleek & Stylish
Economies of scale
Convenient
Heat able & multi plug able
Unique Selling Point UPS
Entrepreneurial spirits
Weaknesses
Price
Uncertain demand
Marketing costs
Access to funding
Technological issues (time to heat)
Low brand awareness
Low start-up knowledge
Opportunities
Potentially a big market
Established distribution channels
First mover advantage
Trend to be more conscious
Lunch community
Threats
Easy to copy – entrants
Existing substitutes
Indirect competitors
Cheaper substitutes
Competitive price pressure

5. Strengths
Solves a problem
Sleek & Stylish
Economies of scale
Convenient
Heat able & multi plug able
Unique Selling Point USP
Entrepreneurial spirits

6. Weaknesses
Price
Uncertain demand
Marketing costs
Technological issues (time to heat)
Access to funding
Low brand awareness
Low start-up knowledge

7. Opportunities
Potentially a big market
Established distribution channels
First mover advantage
Trend to be more conscious
Lunch community

8. Threats
Easy to copy – entrants
Existing substitutes
Indirect competitors
Cheaper substitutes
Competitive price pressure

9. Total Accessible Market
• Our TAM started with the universe
• With the top  bottom approach we ended on 1 billion
Serviceable Accessible Market
• 1.stage SAM: All of urban Portugal. = 7.08 million people
live in urban areas,
Serviceable Obtainable Market
• 1. stage SOM: before taking constraints into account is 1,
27 million people

10. B2C
Demographics
Psychographics
Geographics
- Less price sensitive
- Ages 15-64
- Low-Medium income
- Both genders
-Lifestyle: Healthy
and/or has clear
preferences of in
choice of food
- Initially Lisbon
- Allergies/other
preferences
- Portugal urban areas
in 2nd stage
- Wants easier and
faster access to food
- Urban areas globally
- Not free lunch at
work place