Post on 14-Jan-2015
description
THE LEAN EXPLORERS 21.11.13 Session 9. Presenting the: The TempBox
By: Manuel Holousch, Charlotte Manojlovic, Erick Tavares and Martine Ulvin
Hypothesis forms revenue streams
Hypotesis tested by 21.11.13
Customer segments - Interviews Value propostition Attributes and price- survey, landingpage, interviews, fakesale Channels - Survey, InterviewsRevenue streams - Transactions, advertisement & intermediaries Cost structure - Data collection
Component: Revenue Streams Code: RS02
Hypothesis Costumers are willing to pay 30 Euros. Customers show interest in the product priced at 30 Euros.
Test Survey, Interview
Additional: Fake Sale, Landing Page,
Validation > 75% of people who are interesting in buying it would be willing to pay 30 Euros for it.
Result From our survey we have that 37/ 39 think our TempBox should be more expensive than a similar box without the heating benefit. Survey: Price average = 26 € % over 30 € = 36 %
www.fabricadestartups.comCopyright Fábrica de Startups, S.A.
Hypothesis Form Lean Explorers Version 2.0
Component: Revenue Streams Code: RS01
Hypothesis Other companies would be willing to sell related products on our site?
Test Contact potential companies whether they are interested or not.
Validation More than 50% interested
Result Still to be tested
www.fabricadestartups.comCopyright Fábrica de Startups, S.A.
Hypothesis Form Lean ExplorersVersion 2.0
Component: Revenue Streams Code: RS03
Hypothesis
If there is enough traffic on our page we could earn money by advertising related products
Test Empirical Data Collection / Existing Data
Validation
Result Still to be tested
www.fabricadestartups.comCopyright Fábrica de Startups, S.A.
Hypothesis Form Lean ExplorersVersion 2.0
Testing tools: Internet – social media
Presented last week:
- Facebook - Blog- Landing page
New adds this week:
- Linked In - Twitter- Continue testing by Landing pages - Fakesale- Web page
Testing tools: Interviews and surveys
Presented previously
- Interviews
New adds this week
- Surveys
Testing tools: Minimun Viable Product
- Prototype in 3 D - Use of the Foodskin picture
MVP 3: Prototype 3D design
Costing the TempBox Tempbox 1000 units
Box 1.65Heating Mat 6.98Silicone Top 1.64AC adaptor 2.35Insulator 0.17car charger 0.83Total 13.62
Pre shipping Total in euros 10.03794
Shipping costs air rate 2.3fuel tax 1.25anti theft insurance 0.15carrier 0.025document validation 0.055delivery 0.03075with vatAMS 0.0055
After Shipping Total in dollars 17.43625Total in euros 12.85
Pricing the TempBox:
CostSelling price to distribution
Manu-facturer margin
Distributor sells
Distrib-utor margin
Public pricing
Retailer margin
Public pricing with vat
cost euros/ unit 12.85 18.36 30.00% 22.95 0.20 35.30 0.35 43.42
Without Distributor
Price inc. VAT 22.58
• Minimum Price = Direct costs (12.85) + Retailer Margin (30%) + VAT (23%)=
22.58• Must consider advertising, warehousing, selling costs etc.• Aim: 30% manufacturer margin• Price based on substitutes and considering survey responses and landing pages = 29.99 € *•First production limited, if go via retailer: will face working capital problems as requires high scale financing.•Begin on-line, if establish a Best Seller will expand to retail
*Price Protection Clause (not legal, retailers require it in contracts)
The Business Model 2.0
Hypothesis validation results:
2 surveys:
https://www.surveymonkey.com/s/6KV5R7W
https://www.surveymonkey.com/s/27XNW6Y
Hypothesis Testing Validation Results
Many workers & student face a lack of food choice
Survey >75% agreewe have 72% agreed for the moment.
the tempbox is a convenient product
SurveyConcluded from other questions
Validated from other questions
People on the go appreciate the ability to bring their own food
Survey >60% agreelast slide of this presentation
Heatability influence buy decision
Survey >70% agree>80% = more than expected
Price the customer is willing to pay
Survey (open question)
25/35 euros
From the average: 25,3€
1/3 evaluate it > 25 euros. Almost 3/4 evaluate it <=25 euros
People are likely to buy the product
Survey, Interviews
40% very likely
25% mod likely
Pos interviews
Other hypothesis tested
1. Heatability influences the purchase decision
2. Style influences the purchase decision
3. Multi-Plugability the purchase decision
ResultsWhich of the following features of this product makes you want to purchase it?
Last hypothesis we tested:
People on the go appreciate the ability to bring their own food
Survey
>60% agree BUT we expected too much to validate this assumption.
validated
Results:
60% students, 40% professionals answered the survey
Both when people are AT their work place, or On the go, ‘bringing food from home is the second most chosen answer.
Business Model Canvas 2.0
Main changes to the B.M. 2.0
Price from 35€ to 29.99€Multi-plug ability not as important as heat ability and
design (Multiplug = Hetable)Differentiated product Had do add reliability and safety Channels: Added eBayActivities: Added social media and blogRevenue streams:
+ Advertisement and intermediaries- Retail and distributors (for now)
To do next:
Develop more tests with the prototype Based on survey/interview results:- Reliability: Durability & safety - Warrantee
Testing our revenue hypothesis