Católica Lisbon School of Business and EconomicsLean Entrepreneurship

04.05.2015

Presentation II

Agenda

Interview Script

Additional Information

http://pickusupstartup.wix.com/home#!pickusup/mainPage

Homepage & Blog

Persona

A Day in the Life

Empathy Map

Our Young Target Segment Pedro Rocha

Our Older Target Segment Fernando Neves

Persona

A Day in the Life

Empathy Map

Persona

A Day in the Life

Empathy MapOur Young Target Segment

Pedro Rocha

FIRST APPROACH• Many ideas• Limited time• Overlapping of ideas• Different scenarios in

our minds• Useful insights• Variability• Creativity and

Imagination

Empathy MapDuring class – Pedro’s Empathy Map

“How to get back home?”“Don’t drink & drive”“Drank less than others so I can drive”

“Want to appear cool” “Want myself and my friends safe” “Proud of my car” “Feel lucky for not having an accident the last time I drove drunk”

“Friends drinking & partying vs friends not drinking”“Many taxis” “Towed cars” “Car accidents”

“It’s ok to drive when I had only one drink”“I want to party hard”“Behave like a cool guy”“I won’t drink & drive”

“Accidents of drunk people” “Towed cars/fines”“Little money left after partying”

“Showing responsability when driving & not drinking”“Safety”“Availability of having the car at home the next morning”

Empathy Map - PedroImproved

Consumer Persona - Pedro

Consumer Persona – Pedro (cont.)

A day in his life - Pedro

Persona

A Day in the Life

Empathy Map

Our Older Target Segment Fernando Neves

“You should better call a taxi”“Let’s have another drink”

“Want my family and myself safe”

“Don’t want to be seen as a drunk”“Still want to enjoy time with my family and friends”

“Let’s have a last glass of wine”“I’ve been driving since 18 and nothing will happen”

“Responsible friends not drinking vs drunk friends” “Accidents due to alcohol” “Cabs in the street”

“Being bad example for my children/Discussing with my wife”“Losing status due to drunk driving”

“Not risking my and others’ life” “Enjoy night and drink alchool” “Bring my car home”

Empathy Map - Fernando

Consumer Persona - Fernando

Consumer Persona - Fernando

A day in his life - Fernando

1. Decide which hypotheses we want to test

Interview Script

CS02 | VP01 | RS01 | KA01 |CH01 VP01 | RS01 | KA01 |CH01

2. Customer Segmentation Questions

Young Target Segment

Older Target Segment

3. Problem: understand the main problems the segment is facing

relative to our service

Young Target Segment

Older Target Segment

Interview Script

4. Solution: Explaining PickUsUp service and ask for feedback, using real examples

Young Target Segment

We are planning to launch a new service, and we want to know your opinion about it. PickUsUp will take you and your car back home after a night out with your friends, or a relaxing dinner, when you consumed alcohol. The basic concept is: you and your car are safe at home.Would you consider using that service? On which occasions? After a dinner? After clubs? Others?How would you value such a service? [1=very low ; 10=very high]How will the option of using our service change your night, in case you consumed alcohol? Will you be more relaxed? Will you feel more responsible in case you use our service?

Imagine that you have the possibility of doing a phone call to ask for our service or just request it through an app/online. What would you choose? [In case the person preferred the phone call] If you have a price advantage (10 to 20%) by using the app, would you change your opinion?

Our drivers are professional employees with a high level certificate of driving and with big experience. Would you trust such a driver to drive your own car? Why?

Imagine the following scenario: a normal taxi will charge you 10 € for a one-way ride from Santos to Campo Pequeno, where you live.Would you be willing to pay extra 8 euros to use our service? 7 euros? 6 euros? 4 euros? 2 euros? (stop when interviewee says yes)

Interview Script

Older Target Segment

4. Solution: Explaining PickUsUp service and ask for feedback, using real examplesWe are planning to launch a new service, and we want to know your opinion about it. PickUsUp

will take you and your car back home after a night out with your friends, or a relaxing dinner, when you consumed alcohol. The basic concept is: you and your car are safe at home.Would you consider using that service? In which occasions? After dinner? After a night at a bar? Others?How would you value such a service? [1=very low ; 10=very high]How will the option of using our service change your night, in case you consumed alcohol? Will you be more relaxed? Will you feel more responsible in case you use our service?

Imagine you went out driving your car. How will the option of using our service change your night, in case you consumed alcohol? Will you be more relaxed? Will you feel more responsible in case you use our service?Is it important for you to have your car back home with you? Why?

Imagine that you have the possibility of doing a phone call to ask for our service or just request it through an app/online. What would you choose? [In case the person preferred the phone call] If you have a price advantage (10 to 20%) by using the app, would you change your opinion?

Our drivers are professional employees with a high level certificate of driving and with big experience. Would you trust such a driver to drive your own car? Why?

Imagine the following scenario: a normal taxi will charge you 10 € for a one-way ride from Santos to Campo Pequeno, where you live.Would you be willing to pay extra 8 euros to use our service? 7 euros? 6 euros? 4 euros? 2 euros? (stop when interviewee says yes)

Interview Script

Additional Information• Establish contact with potential suppliers and with portuguese

Government (corresponding to two further hypotheses)

• Update our blog

• State our Vision & Mission

• Write Lessons Learned

• Write the description of our meeting

• Start the inspiration sector

• Write the interview script

• Create a subscription landing page

• Start to create the promotional/explanatory video of PickUsUp

The PickUsUp Team thanks you for your attention!

Beatriz Carreira

The Designer152114018

João Malpique

The Visionary152114138

Carolin Scharnagl

The Hacker152114095

Filipe Orvalho

The Hustler152114055

Romane Soulié

The Hustler159114629