Class Presentation 5

What We did?March 9, 2016

• Meet Our Personas!

• More Interviews

• Updated Landing Pages

• Lessons Learned

• Brio Organic Supermarket

SANDY SMITHProfile:28, FEMALE, FREELANCER, TECHNOLOGICAL SECTOR, SINGLE, SOCIAL ONLINE, FOLLOWS/SETS TRENDS, INDOOR PERSONShe works from home but sometimes she goes to a nearby cafe to work. She prefers to communicate via social media (facebook, twitter) and phone (mainly messages, whatsapp). Her main pains are lack of time to go out far away from her house, concerns about health and price of food. She is happy when she can be healthy without having to put in too much effort.

Personal Objectives:She wants to be healthy and eats healthy food however doesn’t want to spend much effort and time for it. She wants to keep up with trends.

Professional Objectives:She wants to build the company.

YOUNG BUSINESS PROFESSIONAL

Day-in-the-Life:Wakes up at 8am and immediately checks the latest SM gossips (what happened when she was sleeping) on her phone. She showers and at about 8:40am she eats breakfast in front of the computer. Then she goes out for a coffee to a nearby cafe with free wi-fi to work. If there is not so much to do, sometimes she meets with her friends (usually not far from her place), but she’s on her phone all the time during meetings. Usually she works until late (in cafe or at home). During a day she eats lunch at a nearby restaurant and desserts at a nearby cafe. She goes to bed about 11 or 12 pm.

ROBERT BLACK

STUDENT

Profile:22, MALE, STUDENT, SINGLE, SOCIAL ONLINE, LIKES TO GO OUT, HEALTHY LIFESTYLEHe studies management. He likes to spend his free time in the gym and going out with friends. He eats healthy food but on the other hand he enjoys desserts too. He prefers to communicate via talking face to face, messages or using social media. His main pains are frustration and fear of financial issues, high cost of organic food (and being healthy in general). He is happy when he can go to the gym or go running. He likes to enjoy good, organic food with his friends.

Day-in-the-Life:Wakes up at 6:15am and immediately checks social media on his phone. After eating a healthy breakfast, he goes for a quick run. He then showers and goes to the university. He eats his own lunch (prepared a day before by himself) at school. He ends his classes at 3pm and goes to the gym. In the evenings he goes for run or goes out with his friends. He goes to sleep around 11:30pm.

Personal Objectives:He wants to be healthy and eats healthy but at the same time he doesn’t want to spend a lot of money on it.

Professional Objectives:He wants to finish his studies with high grades to set him at a decent job.

NATASHA O’FANNAN

1-PERSON COMPANY

Profile:36, FEMALE, MARRIED, JEWLERY/CRAFTS DESIGNER, FORMER BUSINESS PROFESSIONAL, RENTING HOUSE, OUTGOING, CREATIVE AND DETAIL ORIENTED She tries to make all aspects of her business refined and look sharp. Very in touch with social media and knows how to use the latest apps. She currently solely runs her business and does everything from production to customer services. She enjoys going out to the bars and cafes to see what people are wearing, she also finds inspiration in nature. She likes to be healthy however, it is hard to find healthy cheap food. Her hobbies include singing, biking and writing.

Day-in-the-Life:Wakes up at 9:00am and slowly gets out of bed to eat cereal. She does basic accounting and market research to find which products are trending, which raw supplies are cheaper as well as who is currently looking to buy. After her research, she takes her digital camera out with her and walks to touristic cafe areas to do further market research. She grabs a small coffee and sometimes snack before heading home. She gets to work on sketching out a customized product and then gets to work on making a prototype. Later, she places orders for supplies she needs and also packages orders placed to be shipped in the morning. She gets to bed around 1am.

Personal Objectives:She wants to be happy doing what she loves, creating things. She likes to keep active and wants to stay in shape as she ages.

Professional Objectives:Move company from in-house to brick-n-mortar storefront

InterviewsGoogle Forms Refined

http://goo.gl/forms/2zPr5necXk

2-3 Min Questionnaire

Threats of New Entrants• Low entry barriers• Growing demand• Easy to copy

Bargaining Power of Suppliers

• Low concentration• Steep growth-path →

price war

Bargaining Power of Buyers

• High substitution• Lower stickiness to the

existing brands

Threat of Substitutes • Big companies

(Starbucks) offering similar products

• Substitutes competing on lower prices

• Low switching costs

Industry Rivalry• Low concentration• Established, well

known brands/deserts

Government,Regulation

SWOT

Industry Rivalry: Medium

Bargaining Power of the Buyers: MediumA lot of other alternatives to our products, there are many other deserts/sweeties in the market;Low supply to organic deserts.

Bargaining Power of the Suppliers: HighThere are a lot of suppliers in the industry → low concentration;Industry is moving on a steep growth-path and consequently the prices are dropping.

Threat of substitutes: MediumThe industry is growing permanently and big companies such as Starbucks deliver products that satisfy the same needs but with different benefits;

Threat of new entrants: HighLow entry barriers → Easy for others to copy and sell similar products and the initial investment is not so high like that;Growing demand;

Government/Regulation: HighThere’s a lot of rules to follow and a lot of paperwork to deal with

Landing Pages Updated: Call To Actionhttp://the-muffcakefactory.launchrock.com/

http://themuffcakefactory.launchrock.com

• Brio Organic Super

Contacting Request to do in store questions and possibly Trial.

http://www.brio.pt/#contact

Lessons LearnedMini truck - Concept Truck

Muffin and Cupcake Trails

Research: Not permitted to sell on campus to test product & for R&D.

Pre-Sales are not well received

Design of Truck

Suggestions: Thick Icing

Music For Truck

Google Analytics is Steep

Food Truck Industry Trends in Lisbon2014 - 10 concepts. → 2015: Over 60 and counting

No specific street food legislation in Portugal.

Current legislation is outdated and generally geared to street sales.

Over 90% of these street food concepts survive on doing private events, which makes it difficult to grow the market. It’s critical to change the legislation.

Consumers in Portugal interested in?

Traditional Portuguese food to bagels, burgers, tacos, coffee, yogurts, fries, sushi, sweets and wine.

It’s more than food, it’s a spectacle- consumers love experiences, entertainment and sharing it all.

Food in general, but street food in particular, is a way to socialize and discover new concepts.

Street food should be developed based on local consumer expectations and needs, just like with any other business.

site used: http://catavino.net/street-food-is-picking-up-speed-in-portugal-2/

More to Come...New Logo

Food Truck Blueprints

More A/B Testing

Interviews