session 5 - presentation

Panzerotti Shop in Lisbon

A trendy twist on evening and late-night snacks

João Lamarão, n.º 152112140Liat Schliesser, n.º 152113318

Henri Lieutaud, n.º 159113525Inês Cassiano, n.º 152113162

Lean Entrepreneurship | CATÓLICA-LISBON

What have we done so far…O Updated our team’s blog:http://thepanzerottishopinlisbon.weebly.com

O Updated Empathy Map and SWOT (feedback from last lecture)

O Identified the Channels to communicate our value proposition

O Identified which channels to use to establish Customer Relationships

O Identified our main Revenue Streams

O Developed hypothesis for Channels, Customer Relationships and Revenue Streams Segments

O Created a Pricing Model for the Panzerottis

O Documented lessons learned

http://thepanzerottishopinlisbon.weebly.com/

http://thepanzerottishopinlisbon.weebly.com/


Relationship hypothesisOGet

1. We will advertise our shop on social networks in order to create brand awareness and curiosity

O Keep1. We will implement content marketing to keep

our customers loyal and attentive to our operations and products

O Grow1. We will create incentives for our customers to

talk about panzerotti shop to their friends and family and grow our customer base.

Component: Customer Relationships Code: CR01

Hypothesis

The best way to get people’s attention about a new concept/product is through social media and online advertising.

Test Create a set of 5 advertising for Panzerotti shop and promote them on Facebook with a test advertising of 50€, about a new product in Lisbon.

Validation Track the number of clicks on the links in the Facebook page. If conversion rate (reach/clicks) is higher than 5%, validate.

Result

www.fabricadestartups.com Copyright Fábrica de Startups, S.A.

Hypothesis Form

ModelPanzerotti Shop

Version1.0


Hypothesis

The best way to keep our customer base loyal is to implement content marketing. Writing numerous blog posts, publishing videos.

Test Write a few blog posts, promote them and ask people for their input at the end of the article.

Validation If more than 5% of the visitors comment on the blog post, validate.

Result


Hypothesis Form


Version1.0


Hypothesis

The best way to get people to promote our shop is to offer them gift certificates they can offer to their friends.

Test Implement a system were returning customers get the opportunity to offer a Panzerotti to a friend they bring, or give the m a gift certificate they have to offer.

Validation If more than 50% of the gift certificates are cashed in, validate.

Result


Hypothesis Form


Version1.0


ChannelsMagazin

es

Digital or Press

Time Out (Lisbon

and Oporto)

Time Out Lisbon for Tourists

Marketing and

Cultural Magazine

s

Social Media

Instagram / Facebook

“Lisboa Sobre

Rodas” Facebook

Partnership with Port. Bloggers

Word-of-MouthSuccess of other Food

Trucks

Define a Road Map

Viral video about

arrival in Lisbon

Sponsor the

Outjazz?

Presence in Summer Festivals

Paid

Cha

nnel

sFree Channels

Component: Channels Code: C01Hypothesis

People use Facebook as the main social media channel.

Test Create a Facebook page and record traffic (web analysis –likes, frequency, etc. )

Validation More than 500 likes and a growing frequency by the end of the first month.

Result


Hypothesis Form


Version1.0


Time Out magazine.

Test Talk with the responsible and explain our project. See their interest and negotiate with them voucher agreement in the magazine.

Validation 3 customers using vouchers/week.

Result


Hypothesis Form


Version1.0


Internet as a whole – profit channel?

Test Create several landing pages, create traffic and record the information request.

Validation 50 information requests/landing page.

Result


Hypothesis Form


Version1.0


Summer events (música no coração, for example).

Test Talk with summer events companies like música no coração, explain our project and see their interest.

Validation If 50% of the companies say “yes”.

Result


Hypothesis Form


Version1.0


Revenue Streams

Panzerottis sales

Partners

Itinerary Food Truck

Kiosk in Terreiro do Paço

Component: Revenue Streams Code: RS01

Hypothesis

Culture and trendy magazines would be interested in being advertized in our food truck.

Test Address Marketing and Culture Magazines responsibles and explain them our business idea.Address the possibility of a partnership, which would include advertising the Magazines in our food truck / kiosk.

Validation If the Magazines are interested in the project.

Result


Hypothesis Form


Version1.0

Component: Revenue Streams Code: RS02

Hypothesis

Summer Festivals would be interested in being advertized in our food truck / kiosk.

Test Address Summer Festivals responsibles and explain them our business idea.Address the possibility of a partnership, which would include advertising the Summer Festivals in our food truck / kiosk.

Validation If, at least, one Summer Festival is interested in the project.

Result


Hypothesis Form


Version1.0


Pricing ModelO Fixed costs

1. Fuel 200€/month2. License 200€/month3. Salaries 2*600€/month4. Total: 1 600€/month

O Estimated sales1. 50 customers/night2. 2 panzerottis + 1

drink/customer3. 20 nights/months4. Total: 2000

panzerottis/month,1 000 drinks/month

O Variable costs1. Raw materials: 50€/100

unit2. Napkins & stuff: 5€/100

unit3. Drinks: 50€/100 units4. Smiles: 0€/unit5. Menu = 2 panzerottis +

1 drink6. Total: 155€/100

menus


Pricing ModelO Cost pricing

1. 1,55€ variable cost/menu2. 1,6€ fixed cost/menu3. Total:

3,15€/menu4. Price:

9,45€/menu

O Value pricing1. Menu price for similar

restaurants: 6€2. Price for menu

6,75€

O Competitive pricing1. Menu price for similar

restaurants: 6€2. Price for menu:

4,95€


Lessons LearnedO Channels

1. The company will need multiple channels to communicate with customers

2. Preference towards free Marketing channels (word-of-mouth, social media, PR, viral marketing)

O Relationships1. Focus on customer acquisition

and retentionAcquire

Viral Marketing

MaintainDrip

MarketingGrow

Communities


Lessons LearnedO Revenue Sources

1. The business model is the base for the revenue sources

2. A company should ensure, at least, two revenue sources

3. Transaction-like revenues Vs. Extra-action to generate revenues

O Pricing ModelCost-Driven

Value-Driven

Focus on the client and the experience!!

session 5 - presentation

Documents