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
Lean Entrepreneurship | CATÓLICA-LISBON
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
Component: Customer Relationships Code: CR02
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
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
ModelPanzerotti Shop
Version1.0
Component: Customer Relationships Code: CR03
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
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
ModelPanzerotti Shop
Version1.0
Lean Entrepreneurship | CATÓLICA-LISBON
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
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
ModelPanzerotti Shop
Version1.0
Component: Channels Code: C02Hypothesis
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
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
ModelPanzerotti Shop
Version1.0
Component: Channels Code: C03Hypothesis
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
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
ModelPanzerotti Shop
Version1.0
Component: Channels Code: C04Hypothesis
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
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
ModelPanzerotti Shop
Version1.0
Lean Entrepreneurship | CATÓLICA-LISBON
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
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
ModelPanzerotti Shop
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
www.fabricadestartups.com Copyright Fábrica de Startups, S.A.
Hypothesis Form
ModelPanzerotti Shop
Version1.0
Lean Entrepreneurship | CATÓLICA-LISBON
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
Lean Entrepreneurship | CATÓLICA-LISBON
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€
Lean Entrepreneurship | CATÓLICA-LISBON
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
Lean Entrepreneurship | CATÓLICA-LISBON
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!!