NYU 2015 Lean Launchpad class

1. XIE
TEAM
Stacy Xie
Aditya Narvekar
Alexandra Tonelli
Sampath Kumar
Interviews since class: 8
Total Interviews: 73
Delivers to women high-quality, high-fashion footwear that are
customized for comfort, so they can confidently wear without pain

2. Day 1

3. KEY
PARTNERS
Material Suppliers
(tanneries,
components)
Technology
Partners
(3D imaging
software)
Production Partners
(shoe factories, 3D
printing)
Logistics
(Ship goods, special
rates)
KEY
ACTIVITIES
Management of streamlined
production supply chain
Logistics
Marketing and brand
management
Platform management
VALUE
PROPOSITION
High-fashion, luxury
shoes that are
customized for
comfort
Shoes that remain
comfortable for all
day/night wear.
User-friendly app
technology
Eliminates
inconvenience of
buying add-on comfort
products
CUSTOMER
RELATIONSHIPS
Personalized, automated
services and
recommendations
Superior customer service
Engagement of social
media and networks
CUSTOMER
SEGMENTS
Niche Women’s
Market
Wealthy Individuals
who use
smartphones and/or
tablets
Global Market
KEY
RESOURCES
Engineers for tech dev/mgmt
IP (patent)
Designers, Customer Service,
Marketing, Finance,
Operations
CHANNELS
Own/Direct
Website
Mobile App
COST STRUCTURES
Value-Driven (luxury business)
Fixed Costs (facilities, rent, salaries)
Variable Costs (production, packaging, shipping)
REVENUE STREAMS
Product Sales
Licensing Technology (??)

4. We Set Off to Find Our Customer...
We thought she was the
shoppers at Bergdorf &
Bloomingdales,
so we looked for her inside
the store
Then we looked for her at the
Ace Hotel, a boutique hotel with
a younger, trendy scene.
We Asked:
“What’s your top
consideration
when buying
shoes?”
We Heard:
“BRAND!!”
“STYLE!”

5. • Luxury segment was not looking for comfort
• Luxury segment was more into the brand
Key Decision:
• We decided to focus on a different customer
segment. Starting Day 2 we focused on “Working
Professionals”.
Day 1: Key Insights

6. Days 2-4

7. Working Professionals in Financial District before and
after work
● Visited Eneslow posing as a customer to understand
how working professionals are making their shoes
more comfortable right now.
Day 2: We Started Looking Elsewhere...

8. Day 2: Key Insights
• Learned how cobblers at Eneslow were making
customized changes for additional comfort
• Working Professionals valued style, were more
receptive to new brands and needed heels to be
comfortable
• Buyers expressed a need to feel the shoes before
buying
• Some customers shop shoes online - and a key factor
was hassle free return policy

9. c
Develop Customer Archetype:
● Intercepted Working Professionals in Midtown &
Stern Langone students heading from work to class
Understand Mindset of Early Brand Adopters & Explore
Direct Sales Channel offering customization:
● Intercepted customers outside Warby Parkers
● Role played as customer
Day 3: We Spoke To...

10. Customer Archetype: Meet Rebecca (a HENRY)
•A metropolitan working professional between 26 – 35,
earning $80K - $250K
•She likes variety in her wardrobe and wants to look her
best at the office
•She is willing to try new brands
•She’s smart about her purchase decisions -- likes style but
is drawn to a good deal
•She wears heels for 8+ hours a day and NEEDS them to
be comfortable
•She looks for ways to make them more comfortable (uses
footpads, stretches the shoes, or just wears the styles she knows are comfortable)
Confident, Stylish & Comfortable

11. Day 3: Key Insights
Channels & Customer Acquisition for a New Brand
• Warby customers mentioned style, fit and ability to try
frames before purchase.
• XIE could emulate Warby sending multiple designs
for customers to try on. Shoes would be customized
and shipped back to the customer.
• Consider expanding to showrooms with growth
Day 3: Key Insights

12. cU
Understand Rebecca’s Day:
● Intercepted Rebecca on her morning commute
Understand Current Comfort Offerings
● Spoke to shoe sales representatives for comfort heel
recommendations
● Visited pharmacy to understand current sole insert
options
Day 4: We Spoke To...

13. cU
Some Rebecca’s are:
● Customizing her shoes for better fit
● Carrying heels to work
Current Comfort Offerings
● Dr Scholl’s has wide variety and styles of insoles and
paddings
● CVS sales rep uses private label CVS insoles and
loves it
● The Dr Scholls foot mapping machine did not work
Day 4: Key Insights

14. Day 5

15. Business Model Canvas 1

16. KEY
PARTNERS
Material Suppliers
(tanneries,
components)
Technology
Partners
(3D imaging,
software
development)
Production Partners
(shoe factories, 3D
printing)
Logistics
(Ship goods, special
rates)
KEY
ACTIVITIES
Product Design
Management of streamlined
production supply chain
Logistics
Marketing and brand
management
Platform management
VALUE
PROPOSITION
High-fashion, luxury
shoes that are
customized for
comfort
Shoes that remain
comfortable for all
day/night wear.
User-friendly app
technology
Eliminates
inconvenience of
buying add-on comfort
products
CUSTOMER
RELATIONSHIPS
Personalized, automated
services and
recommendations
Superior customer service
Engagement of social
media and networks
CUSTOMER
SEGMENTS
Niche Women’s
Market
Wealthy Individuals
who use
smartphones and/or
tablets
Global Market
KEY
RESOURCES
Engineers for tech dev/mgmt
IP (patent)
Designers, Customer Service,
Marketing, Finance,
Operations
CHANNELS
Own/Direct
Website
Mobile App
COST STRUCTURES
Value-Driven (luxury business)
Fixed Costs (facilities, rent, salaries)
Variable Costs (production, packaging, shipping)
REVENUE STREAMS
Product Sales
Licensing Technology (??)
high-fashion
trendy
shoes
custom-fit
shoe for
comfort
Alleviate
discomfort
enabling all
day usage
Working
Professionals
(who use
smartphones
or tablets) -
HENRY
Fashion
Enthusiasts &
Influencers

17. Business Model Canvas 2

18. KEY
PARTNERS
KEY
ACTIVITIES
VALUE
PROPOSITION
CUSTOMER
RELATIONSHIPS
CUSTOMER
SEGMENTS
KEY
RESOURCES
CHANNELS
COST STRUCTURES REVENUE STREAMS
Convenient,
one-stop
service for
enhancement
and repairs
Busy Working
Professionals
(who use
smartphones
or tablets) -
HENRY
Self-service
through mobile-
app interface
Personal
assistance
Mobile
Web
Logistics &
Fulfillment
Freight
forwarders
Offshore facility &
equipment,
Warehouse
Service Fee
Fixed, list price
App Developers
Shoe repair
Comfort
enhancements
Technicians,
Customer Service
Fixed Costs (facilities, rent, wages)
Variable Costs (shipping, components)
Economies of Scale
Warehouse
management

19. What’s Next?
Business Model Canvas 1 ( Sell Customized shoes )
• Refine MVP based on technology feasibility
• Build out Channel Map and Revenue Model
• Identify 3D imaging providers
• Spend more time to understand a day in the life of Rebecca
• Try existing stylish shoe companies approaching comfort through
patented sole technology (Ukies, Julie Lopez Shoes)
Business Model Canvas 2 ( Service for customizing existing brands)
• Create hypotheses and experiments for 2nd canvas
• Conduct interviews to understand target customers and their needs
• Create Petal Diagram to include Cobbler Concierge, Enslow, etc.

20. Thank you!