Team members:Daniele Caccavella Sean CurranMarcelo De RadaFelipe FagundesSeth HochhauserStephen Woods

Go enjoy the city, we’ll take your shopping bags to your hotel!

Interviews last 24 hours: 7Total interviews: 110● Customers: 84● Stores: 16● Hotels: 4● Tour Groups: 6

January 16, 2015 - Final Presentation - Lean Launchpad

welcome to new york city!!!

We were initially brought together under a “Brilliant” Idea:● Tourists are hampered by shopping bags which they must carry around New York City● There are available services that provide same day delivery online, but none for physical

purchases● Let’s create a same day delivery service of shopping bags from stores to hotels!

3:00 PM

7:00 PM5-6:00 PM

Tourists visited New York City in 2013

Dollars spent by tourists on shopping in New York

Average spending per tourist

53.4 million

$8 billion

$1,700

1:00 Pm

Context

We are a courier service, aimed at helping tourists get out and enjoy the city by removing the inconvenience of hauling around bags, saving time, effort, and money. We provide affordable, reliable, and same-day delivery of shoppers’ bags to their hotel unlike other services which don’t cater to this market, are sporadic, or prohibitively expensive.

pow!!

30 Second Elevator Pitch

● Department stores● Chain hotels● Travel agencies

COST STRUCTURE REVENUE STRUCTURE

● Delivery● Pickup● Logistics

● Vehicle● Garage● Transaction

database

● Solving same day delivery of purchased goods in physical locations

● Selling point for stores to sell more merchandise

● Convenient and reliable service to enhance shopping experience

● Concierge● Store managers● Identify with

shoppers

CHANNELS

● Hotels● Stores● Online

Upper middle class tourists:● Male and female● Families● International● >75K income

● Labor● Vehicle

○ Gas○ Insurance

● Transactional model

KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONSHIPS

CUSTOMER SEGMENTS

● General liability● Database● Advertising

Business Model Canvas: Day 1

KEY RESOURCES

What we did!Got out of the building!

Interviewed as many customer segments as possible on 5th ave, Soho, and Times Square

Performed competitive market analysis

Interview Numbers:26 Customers6 Stores4 Hotels49 Total interviews to date

Day 1: A day for understanding the industry landscape...

Key Findings:Confirmed shopping with bags is a problem for tourists (and locals)Refuted that higher-end tourists are early customers as they are already cateredRefuted that hotels are potential partners; Hotels do not think issue is big enough

5:00 PM

1:00 Pm 3:00 PM

YES!!!YES!

Bagman? Bagman?

NO BAGS, NO WORRIES!

Outside of the building!

Our customer!The Customer

Family Local YUP Wealthy Young Female Young Couple

● Female● Tourist● International● 18-35 years old

● Fashion-Conscious● Strong social

network● On trips with

“planned shopping”

Key Findings!Refuted that department stores would be willing to partner with usRefuted that Americans make up part of the initial customer segment (shipping, local prices, shorter trips)Confirmed females are most represented, and most receptive (78% positive)Confirmed customer segment was receptive to drop-off kiosk

What we wanted to do!

Use interviews to...1. Confirm our Customer Segment2. Confirm a channel

● Shopping tour● Online● Kiosk

Interview numbers:38 Customers10 Stores6 Tour Operators103 Total interviews to date

Days 2-4: Validation of value proposition and customer segment while struggling with channels...

3:00 PM1:00 Pm

5:00 PM 5:20PMHAVE FUN INTHE CITY!

in 3 minutes...

Key PartnersDepartment stores,

Travel agencies,

Shopping tours (add-on service),

Chain hotels

Key ActivitiesData Collection

PickupDelivery LogisticsSecurity

Key ResourcesVehicle, Garage,

Kiosk (SoHo)

Transaction DBCarts

Value PropositionSolving same day delivery of purchased goods in physical locations, Selling point for stores to sell more merchandise, Provide valuable information regarding customer purchasing habits

Convenient and reliable service to enhance shopping experience

Provide a service for tourists to sightsee and shop in the same day without the nuisance of carrying shopping bags

Customer RelationshipsTravel Agents, Shopping Tours, Bus Tours (initial reach to customers),Concierge ,Storassociates

Get-Human Billboarding

Keep -Partnering with Stores

Grow-Expansion (Paris, London)

ChannelsHotels

Stores

Dropoff Kiosk + dropoff carts

Online

Pickup via carts

Customer SegmentsStores (Mid to high end stores)Hotels, Tourists:, Shoppers:, Families, 30+, Data Analytic Firms

InternationalFemaleTourists>75K income18-35 years oldFashion - conscious

Cost StructuresVehicle, Gas, Advertising,

Labor Salaries for 5 couriers and 1 store manager

Insurance Database

Revenue StructureTransaction, Subscription

Data revenue model (customer purchasing habits to advertising companies)

Hybrid Transactional/Short-term subscription model (pay per bag w/ step discount + day passes)

Business Model Canvas: Day 5Verified Still Testing Refuted

Looking Forward... To Be

Continued...

Time

Bus

ines

s V

alid

atio

n

Partner with Business

Improvement Groups (BIDS)

Physical Locations (Kiosk)

Partnerships with stores

Keep Strategy● Tourists visit most

of the same store

● Key idea: Focus on maintaining partnerships with stores rather than retain individual customer

Takeaways from the class

Main lessons from each day

● Do not pitch idea during customer discovery

● Take advice with a grain of salt

● Avoid confirmation bias during interviews

● Pivot towards the feasibility, and then work towards the dream

Day 1

Day 2

Day 3

Day 4

Evolution of a name

UPSDDRST(Untapped Potential of Same Day Delivery from Retail Stores for Tourists)

Noni

May I please help you with

your bags?

Questions??

Day 1 Days 2 & 3 Day 4 Day 5