2. INTRODUCTION
CANVAS 2.0
MARKET RESEARCH
VALUE CHAIN
ORGANIZATIONAL
STRUCTURE
Processes
PROMOTING TOOLS
Last week we:
• Re-designed Business Model (2.0)
• Came up with several promoting tools
• Upgraded marketing channels
–
–
–
Social networks
Website
Mobile App
• Increased market research
– New landing pages
– Survey
3. INTRODUCTION
CANVAS 2.0
MARKET RESEARCH
This week we:
•
•
VALUE CHAIN
ORGANIZATIONAL
STRUCTURE
Processes
PROMOTING TOOLS
•
•
Prepared detailed information about our
key activities, resources and partners
Came up with UNI-Clean´s organizational
structure and value chain
Managed all our marketing channels
Are increasing numbers of market research
–
–
Surveys
Landing pages
7. Customer Segments
•
•
•
•
• Students living in the
dorms
• Other people in the
dorms
University students
International and Local
Other people living in
the dorms
Students living in other
flats
Hypothesis
Students living in shared flat
represent a segment
Validation
Get positive
interviews
feedback
Result
from
Not enough people living in
shared flats would consider our
service
Landing Page from shared flat
receives higher traffic
Many people showed more
interest in the dorm version
8. Value Propositions
• Low price
• Safe Services - checking
students before and after
the cleaning
• Responsible employees
• Two types of services
• Competitive price
• Safe services
• Responsible employees
(quality checks)
• One type of Service
– Basic cleaning
– Complete cleaning
– Common Areas
Hypothesis
Validation
Result
Students living in dorms recognize
value in a low-cost cleaning
service
Landing page has more traffic
than the specialized service
We got higher traffic in the lowcost version (around 20% more)
when compared to the other
version
Dorm’s tenants value two types of
service
Through
several
interviews
understand if there is demand for
this two types
Interviews shown that two offers
weren’t appealing, they would
just prefer the common areas
service
9. Channels
• University newspaper
• Students association
• Flyers deployed in the
universities and dormitories
• Flyers available at the
reception
• Social networks
• International office
• Word of mouth
• Students association
• Flyers
• Social networks
• Facebook
• Twitter
• LinkedIn
• International office
• Guerilla marketing
Hypothesis
Validation
Result
The key channels to spread
awareness
about
UNI-Clean
would be social networks and
WOM
Perform a survey to have
quantitative feedback on the
issue
It was shown that people would
prefer to know about UNI-Clean
first through the website, than
facebook, e-mail
and than
through the mobile app
10. Customer Relationships
• Automated website
• Social network’s
costumer service
• Book of complaints
• Loyalty cards
• Website
• Social networks
• Customers together
• Personalized response
• Prepaid cards
• All references online
• Mobile App
Hypothesis
Validation
Result
Our mobile App will be user
friendly and accessible
Test with paper prototypes and
POP prototype to receive
feedback
Users were considerably happy
with the app (72%) and found it
easy to work with
11. How to respond to complaints?
1. Respond!
2. Thank for complaint, be inviting!
3. Recommend better alternatives!
4. Route complaint within company (to the right
person)!
5. Provide refunds and apologies!
6. For letters: more elaborate responses
7. For e-mails: faster responses
12. Revenue Streams
• Cleaning services from
the students
• Reselling of products
• Online payments
straight after the
confirmation
Cleaning services
• Transaction 75%
• Subscription 18%
• Affiliation
– Advertisements and
product sales 2%
• Pre-paid card 5%
Hypothesis
Validation
Result
Customers will accept and value
our online paying method
Get positive feedback from survey
through 2 different questions
Most people are familiar with this
method of payment (81%) and
would accept to pay this way
(69%)
13. Key Activities
• Cleaning services
• Platform management
(ITs)
• Costumers support –
social networks
• HR management
• Sale of products
• Cleaning services
• Platform management
(ITs)
• Costumers support
– social networks
• HR management
• Selection and performance
analysis duties
14. Survey Results
How would you like to receive the latest news of UNIClean
6
5.5
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Website
Facebook
Email
Mobile App
15. Survey Results
I would like the cleaning staff to bring me the
cleaning products that I need without having the
need to go to the supermarket to buy them.
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%
Strongly
Disagree
Neither
Agree nor
Disagree
Agree
Stronlgy
Agree
18. Survey Results
Would you consoider working for UNI-Clean?
27%
66%
34%
11%
36%
Always
Most of the Time
Sometimes
Rarely
19. Survey Results
How much would you like to receive per hour?
More than 6%
5-5.99€
38%
18%
4-4.99€
24%
3-3.99€
18%
2%
Less than 3€
0
10
20
30
40
Interviews showed that average price required
would be around 6€
20. Cost Structure
• Cleaning and additional
products 20%
• Wages 60%
• IT costs – installation and
support 10%
• Marketing costs 10%
• Cleaning and
additional products
• Wages
• IT costs – installation
and support
• Marketing costs
Hypothesis
Validation
Result
Our cost structure will be as
predicted
Perform a financial plan from 3 to
5 years and assess the truth of the
hypothesis
Under Test
21. Key Partners
• Producers of cleaning
products
• Dormitories and
universities
• Students associations
• Other material suppliers
- uniforms, flyers and
other products needed
• IT partner
• Cleaning products
suppliers
• Dormitories and
universities
• Students associations
• Other material suppliers
• IT partner
22. Types of Partnership
INTRODUCTION
CANVAS 2.0
MARKET RESEARCH
• Strategic alliance with a complementary
company
IT, Dorms, Student Associatons
VALUE CHAIN
ORGANIZATIONAL
STRUCTURE
Processes
PROMOTING TOOLS
• Buyer-Seller relationships to guarantee
strategic supply
Suppliers (products and uniforms)
23. Contact Partners
INTRODUCTION
•Dormitories
“Find UNI-Clean’s concept
interesting and would
consider a partnership.“
CANVAS 2.0
MARKET RESEARCH
VALUE CHAIN
ORGANIZATIONAL
STRUCTURE
“Sociedade Portuguesa de Residências
Universitárias”
The housing concept
•Student Associations
Processes
PROMOTING TOOLS
“The International Office would
agree to offer our service to all
incoming students to improve
the amount of services offered.“
“We can count on their support.“
24. Contact Partners
INTRODUCTION
CANVAS 2.0
•Products suppliers
- Cleaning products
- Uniforms
MARKET RESEARCH
VALUE CHAIN
ORGANIZATIONAL
STRUCTURE
Processes
PROMOTING TOOLS
•IT Partner
Company specialized in digital platforms
Incubated at UPTEC – Technological incubator of
University of Porto
25. Value Chain
Hierarchical
Structure
INTRODUCTION
Staff paid per
hour
Focus on
recruitment
and training
Website and
mobile App
CANVAS 2.0
Established
partnerships
Cleaning products
Clothing
MARKET RESEARCH
VALUE CHAIN
ORGANIZATIONAL
STRUCTURE
Complain
management
Post sale surveys
Processes
PROMOTING TOOLS
Client registration
Service Request
Cleaning materials
Trained Employees
Matching
employees and
clients
Security Checks
Low cost Service
Convenient
Schedules
Social
Networks
Guerrilla
Marketing
Website
Posters and
Flyers
35. Blog
INTRODUCTION
CANVAS 2.0
Description of team
members
MARKET RESEARCH
VALUE CHAIN
ORGANIZATIONAL
STRUCTURE
Processes
PROMOTING TOOLS
Description of the
idea
Main page of the blog
where visitors can
find all the
information
published during the
past months.
Entrepreneurship and
Business Planning
sessions and
learnings
Business Model
(CANVAS)
Presentation
News about
entrepreneurship in
Portugal
External sources of
inspiration
www.uni-clean.blogspot.pt
Explainthatnowwewilloffertheproductbut in factitwillbeanothercompanysellingitandwewillonly charge a fee for itSeesurveyandcollectinfoonsellingofproductsAlso putinforegarding social networks
Add price demanded by workers to validate the hypothesis
Add price demanded by workers to validate the hypothesis
Add price demanded by workers to validate the hypothesis
Add price demanded by workers to validate the hypothesis
So far we identified onle two different types of partnership. Concrete examples pf partners follow on the next slides.
