Lessons Learned #56th October 2014

Group #4Lean Entrepreneurship

Project S4

Diana Moreira Jan Otta

Hugo Stevens Judit Kalmár

Client SegmentsEmpathy Map

Persona

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Client SegmentsEmpathy Map•Provides insight into key stakeholders or clients who are necessary for your company’s success.

See, Hear, Think & Feel, Say & Do, Pain,

Gain

A day in the lifeProvides a better user understanding by learning our clients dayly basis.

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Client Segments

Persona“Personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way." • As many as our customers

segments.

Interviews• Provides insight about

specific topics regarding our customer segments.

• Hypothesis Validation

Other Options:

• Focus Group

• Surveys

Amy Pierce

Mother

ProfileAmy is a 36 year old mom devoted to her carrer and family. For her its very important to maintain a clean and organised Home, while providing the best family environment as possible. Work is crucial to maintain their current social and income status. She has a very close group of friends, who also have Kids that very often come to her place to play together with her children, while the parents have their own time to talk about the latest news, work and Hobbies.

Personal objectivesExcel as a Mother, Worker, Wife and Friend.

Professional objectives:

Keep up with the good performance as a Brand Management Director.

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Amy Pierce

George Novák

Business world

Profile:George Novák is 30 years old men livnig in Prague, Czech republic. He is a sucesfull businessmen owninig growing company. His main focus is consulting specialized for European funding programs. He is very active person, who wakes up early and does not like his time to be wasted. He goes to gym regularly and also plays tenis. He is very interested in cars, watches and fotbal.

He is popular among his business partners and has lot of friends. At the moment he does not have a girlfriend becasue he is very busy with his work.

Day-in-the-Life:6.30AM wakes up, showers and has quick breakfast7.15AM Arrives to work, check email, reads business news9.00AM Meetings start11.30AM Lunch12.00AM More meetings4.00PM GYM6.00PM More meetings7.30PM Dinner10.00PM Gets home 12.00PM Goes to sleep

Personal objectives:Goerge want to have rapidly growing career and manage his business in a way that some of his reponsibility would be carried by his employees, so he has more time.Professional objectives:Earn Cash!

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George Novák

Sarah Miller

Young people

Profile:Sarah Miller is a 21-year-old student, she is studying Business Administration more precisely Strategy at a university in Los Angeles. She is in her last semester, before graduation. She is interested in fashion, she reads style magazines and she is aware of the latest trends, hottest news. She also has a sensibility towards innovations and new technologies. She always searches for new ways, new methods, which make her life easier. She has a large group of friends, and they discuss everything.She needs to strengthen her organizational skills and harmonize her studies, family life and social life. Beside two younger brothers she has to help her mother with the housework.

Day-in-the-Life:Sarah wakes up at 7:00 am, she gets ready to go the school, and has breakfast with her family. She leaves at 8:15 am, because her first class starts at 9:00 am. Everyday she has school untill 14:00 pm, but in the daytime she has lunch with her friends together. In the afternoon either she goes to the gym or meets with her boyfriend/friends (to go to cinema/a café/ shopping). She gets home between 17:00 and 18:00 pm so that she can spend time with her family, and do some housework. Around 20:00 pm she has a dinner with her family and then goes to bed at 23:30 after stuying for the next day.

Personal objectives:Harmonize her studies, family life and social life so that she can have time to all the important things she likes and cares.Professional objectives:Achieve good results at university, which requires enough time to study.

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Sarah Miller

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Interviews1- Introduction2- Customer Segmentation Questions (M/F; Age; What do you do?)3- Problem Questions:

Do you wear socks?Do you wear quality socks?Do you deal with the laundry (washing, drying, stocking)?

Problems?Problems during stocking?Is this an important problem for you? And in the future?

4- Hypothesis Questions:Are you willing to buy socks that attach together instead of

regular socks?Do you perceive socks with features with more added value?

How much?Do you perceive socks with quality with more added value? How

much?Would you be willing to buy socks online?How many socks brands do you know? Which ones?Do you know any store specialized in socks? Which one?How often do you buy socks?

5- Conclusion (Suggestions)

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Feedback

1- Missing Questions

Would you buy “Sock It” instead of regular socks?

Who buys your socks?

2- Get to know Persona’s routines better

3- Explain both Problems better

Main problem is not losing socks, but stocking them.

4- Mothers are clearly our main target (relevant need and influencer)

Second, Business People!

Last, Young People…

5- Focus: Mothers (Need); Business People (Innovation)

6- Good Structure