THE LEAN EXPLORERS

Presenting the: Heat Able Lunch Box

By: Manuel Holousch, Charlotte Manojlovic, Erick Tavares and Martine Ulvin

The main competitorsSubstitutes can become entrants to the heat able niche

Compleat: Foodskin, Foodbag, Gourmet

TupperwareCollapsible Eco Lunch

BoxEntrant

Indirect competitors: Market for eating out

• People might prefer restaurantRestaurant

• Can be an easy and fast alternativeCafe/kiosk

• Gives access to food on job or schoolCanteen

SWOT - analysisStrengths

Solves a problemSleek & Stylish

Economies of scaleConvenient

Heat able & multi plug ableUnique Selling Point UPS

Entrepreneurial spirits

WeaknessesPrice

Uncertain demand Marketing costs

Access to fundingTechnological issues (time to heat)

Low brand awarenessLow start-up knowledge

OpportunitiesPotentially a big market

Established distribution channelsFirst mover advantage

Trend to be more conscious Lunch community

ThreatsEasy to copy – entrants

Existing substitutesIndirect competitorsCheaper substitutes

Competitive price pressure

INTER

NA

L

EX

TER

NA

L

Strengths Solves a problem

Sleek & StylishEconomies of scale

ConvenientHeat able & multi plug ableUnique Selling Point USP

Entrepreneurial spirits

INTERN

AL

WeaknessesPrice

Uncertain demand Marketing costs

Technological issues (time to heat)Access to funding

Low brand awarenessLow start-up knowledge

INTERN

AL

OpportunitiesPotentially a big market

Established distribution channelsFirst mover advantage

Trend to be more conscious Lunch community

EXTERN

AL

ThreatsEasy to copy – entrants

Existing substitutesIndirect competitorsCheaper substitutes

Competitive price pressure

EXTERN

AL

Total Accessible Market• Our TAM started with the universe• With the top bottom approach we ended on 1 billion

Serviceable Accessible Market• 1.stage SAM: All of urban Portugal. = 7.08 million people

live in urban areas,

Serviceable Obtainable Market

• 1. stage SOM: before taking constraints into account is 1, 27 million people

B2C

Demographics

- Ages 15-64- Low-Medium income

- Both genders

Psychographics

- Less price sensitive -Lifestyle: Healthy and/or has clear

preferences of in choice of food

- Allergies/other preferences

- Wants easier and faster access to food

- Not free lunch at work place

Geographics

- Initially Lisbon- Portugal urban areas

in 2nd stage- Urban areas globally