Presentation 28.11

UNI-CleanYour student home as never seen before... 28.11. 2013

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

•

INTRODUCTION

MARKET RESEARCH

CANVAS 2.0

VALUE CHAIN

ORGANIZATIONAL STRUCTURE

PROMOTING TOOLS

Processes

This week we:

• 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

•

INTRODUCTION

MARKET RESEARCH

CANVAS 2.0

VALUE CHAIN


PROMOTING TOOLS

Processes

Evolution of the Canvas

Customer Segments

• University students• International and Local

• Other people living in the dorms

• Students living in other flats

• Students living in the dorms

• Other people in the dorms

Hypothesis Validation Result

Students living in shared flat represent a segment

Get positive feedback from interviews

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

Value Propositions

• Low price• Safe Services - checking

students before and after the cleaning

• Responsible employees • Two types of services

– Basic cleaning– Complete cleaning

• Competitive price• Safe services• Responsible employees

(quality checks)• One type of Service

– Common Areas


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 low-cost 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

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


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

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


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

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

How to respond to complaints?

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%


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%)

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

Website Facebook Email Mobile App0

0.51

1.52

2.53

3.54

4.55

5.56

How would you like to receive the latest news of UNI-Clean

Survey Results

Strongly Disagree

Neither Agree nor Disagree

Agree Stronlgy Agree

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

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.

Survey Results

Key Resources

• Cleaning products• Workers• Low wages• Online platform

• Quality, low-cost cleaning products

• Loyal and engaged working force

• Low cost Staff• Webpage

66%

34%

Would you consoider working for UNI-Clean?

Yes I would No

Interview Results

66%34%

36%11%

27%

Would you consoider working for UNI-Clean?

Always Most of the TimeSometimes Rarely

Survey Results

Less than 3€

3-3.99€

4-4.99€

5-5.99€

0 5 10 15 20 25 30 35 40

2% 18%24%

18% 38%

How much would you like to receive per hour?

More than 6%

Survey Results

Interviews showed that average price required would be around 6€

Cost Structure

• Cleaning and additional products

• Wages • IT costs – installation

and support• Marketing costs

• Cleaning and additional products 20%

• Wages 60%• IT costs – installation and

support 10%• Marketing costs 10%


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

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

INTRODUCTION

MARKET RESEARCH

CANVAS 2.0

VALUE CHAIN


Types of Partnership

• Strategic alliance with a complementary company ® IT, Dorms, Student Associatons

• Buyer-Seller relationships to guarantee

strategic supply® Suppliers (products and uniforms)

PROMOTING TOOLS

Processes

INTRODUCTION

MARKET RESEARCH

CANVAS 2.0

VALUE CHAIN


Contact Partners

• Dormitories

• Student Associations

“Sociedade Portuguesa de Residências Universitárias”

The housing concept

“Find UNI-Clean’s concept interesting and would consider a partnership.“

“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.“

PROMOTING TOOLS

Processes

INTRODUCTION

MARKET RESEARCH

CANVAS 2.0

VALUE CHAIN


Contact Partners• Products suppliers

- Cleaning products- Uniforms

• IT Partner

Company specialized in digital platformsIncubated at UPTEC – Technological incubator of University of Porto

PROMOTING TOOLS

Processes

INTRODUCTION

MARKET RESEARCH

CANVAS 2.0

VALUE CHAIN


Value Chain

PROMOTING TOOLS

Processes

Client registrationService RequestCleaning materialsTrained Employees

Matching employees and clientsSecurity Checks

Low cost ServiceConvenient Schedules

Social NetworksGuerrilla MarketingWebsitePosters and Flyers

Complain management Post sale surveys

Hierarchical Structure

Staff paid per hourFocus on recruitment and training

Website and mobile App

Established partnershipsCleaning products Clothing

INTRODUCTION

MARKET RESEARCH

CANVAS 2.0

VALUE CHAIN


Organizational Structure

CEOF. Sarmento

CFOK. Siegelová

CMOM. Redondo

COOT. Coelho

HRK. Reicheltová

COORDINATORS

CLEANING STAFF

PROMOTING TOOLS

Processes

INTRODUCTION

MARKET RESEARCH

CANVAS 2.0

VALUE CHAIN


General Processes

PROMOTING TOOLS

PROCESSES

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INTRODUCTION

MARKET RESEARCH

CANVAS 2.0

VALUE CHAIN


User Registration Process

PROMOTING TOOLS

PROCESSES

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INTRODUCTION

MARKET RESEARCH

CANVAS 2.0

VALUE CHAIN


Service Request Process

PROMOTING TOOLS

PROCESSES

INTRODUCTION

MARKET RESEARCH

CANVAS 2.0

VALUE CHAIN


Select Partner Process

PROMOTING TOOLS

PROCESSES

INTRODUCTION

MARKET RESEARCH

CANVAS 2.0

VALUE CHAIN


Service Quality Evaluation Process

PROMOTING TOOLS

PROCESSES

INTRODUCTION

MARKET RESEARCH

CANVAS 2.0

VALUE CHAIN


Hiring Process

PROMOTING TOOLS

PROCESSES

INTRODUCTION

MARKET RESEARCH

CANVAS 2.0

Blog

Main page of the blog where visitors can find all the information published during the past months.

Description of the idea

Business Model (CANVAS)

Presentation

Entrepreneurship and Business Planning

sessions and learnings

Description of team members

External sources of inspiration

News about entrepreneurship in

Portugal

www.uni-clean.blogspot.pt

VALUE CHAIN


PROMOTING TOOLS

Processes

http://www.uni-clean.blogspot.pt/

http://www.uni-clean.blogspot.pt/

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0


Social Networks

• Facebook (UNI-Clean's Facebook Page)PROMOTING TOOLS

Processes

https://www.facebook.com/Uncilean

• Twitter (@UNIClean_pt)

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0


Social Networks

PROMOTING TOOLS

Processes

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0


Social Networks

PROMOTING TOOLS

Processes

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0


Mobile App

https://popapp.in/projects/528d077693d7eb95500030b8/preview

PROMOTING TOOLS

Processes

https://popapp.in/projects/528d077693d7eb95500030b8/preview

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0


PROMOTING TOOLS

Website

http://unicleanstartup.wix.com/uni-clean

• ONLINE!

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0


Poster

PROMOTING TOOLS

Processes


INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0


Flyer

PROMOTING TOOLS

Processes

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0


Guerilla Marketing

PROMOTING TOOLS

Processes

UNI-Clean is coming…

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0


Membership Cards

1st 2nd 3rd 4th 5th

6th 7th 8th 9th 10th

Free Service

UNI-CleanMembership Card

UNI-Clean

PROMOTING TOOLS

Processes

THANK YOU!


Presentation 28.11

Business

Transcript of Presentation 28.11