UNI-Clean CANVAS 2.0Your student home as never seen before... 21.11. 2013

• Upgraded marketing channels– Social networks– Website– Mobile App

• Increased market research– New landing pages– Survey

• Re-designed Business Model (2.0)

•

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Key PartnersKey Partners

Cost StructureCost Structure

Key ActivitiesKey Activities CustomerCustomerSegmentsSegments

ValueValuePropositionProposition

Customer Customer RelationshipsRelationships

Channels*Channels*

Key ResourcesKey Resources

Revenue StreamsRevenue Streams

•Marketing

•Information System

•Dorms

• Office and Mobile equipment

• ?

In order to have more information we did:

• Interviews– Around 20 people

• Survey – Recent but already with around 40 answers

• Landing Pages– 2 Sets of landing pages to clarify on:

» Customer Segment» Price

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Key PartnersKey Partners

Cost StructureCost Structure

Key ActivitiesKey Activities CustomerCustomerSegmentsSegments

ValueValuePropositionProposition

Customer Customer RelationshipsRelationships

Channels*Channels*

Key ResourcesKey Resources

Revenue StreamsRevenue Streams

•Cleaning services •Platform management (ITs)•Costumers support – social networks•HR management

•Producers of cleaning products•Dorms and unis•Students associations•Other material suppliers •IT partner

•Cleaning products•Loyal and engaged working force not very demanding•Webpage

•

•Students living in the dorms•Other people in the dorms

•Competitive price•Safe services•Responsible employees (quality checks)

•Students association •Flyers•Social networks •International office •Guerilla mrktng

•Website•Social networks•Prepaid cards

Cleaning services – Transaction 75%Subscription 18%Affiliation – advertisements and „resale of products“ 2%Prepaid cards 5%

•Cleaning and additional products 20%•Wages 60% (according to the interviews)•IT costs – installation and support 15%•Marketing costs 5%

Evolution of the Canvas

Customer Segments

• University students• International and Local

• Other people living in the dorms

• Students living in other flats

• Students living in the dorms

• Other people in the dorms

Hypothesis Validation Result

Students living in shared flat represent a segment

Get positive feedback from interviews

Not enough people living in shared flats would consider our service

Landing Page from shared flat receives higher traffic

Many people showed more interest in the dorm version

Value Propositions • Low price• Safe Services - checking

students before and after the cleaning

• Responsible employees • Two types of services

– Basic cleaning– Complete cleaning

• Competitive price• Safe services• Responsible employees

(quality checks)• One type of Service

– Common Areas

Hypothesis Validation Result

Students living in dorms recognize value in a low-cost cleaning service

Landing page has more traffic than the specialized service

We got higher traffic in the low-cost version (around 20% more) when compared to the other version

Dorm’s tenants value two types of service

Through several interviews understand if there is demand for this two types

Interviews shown that two offers weren’t appealing, they would just prefer the common areas service

Channels• University newspaper• Students association • Flyers deployed in the

universities and dormitories • Flyers available at the

reception • Social networks• International office • Word of mouth

• Students association • Flyers• Social networks

• Facebook• Twitter• LinkedIn

• International office • Guerilla marketing

Hypothesis Validation Result

The key channels to spread awareness about UNI-Clean would be social networks and WOM

Perform a survey to have quantitative feedback on the issue

It was shown that people would prefer to know about UNI-Clean first through the website, than facebook, e-mail and than through the mobile app

Customer Relationships

• Automated website• Social network’s

costumer service• Book of complaints• Loyalty cards

• Website• Social networks

• Customers together• Personalized response

• Prepaid cards • All references online• Mobile App

Hypothesis Validation Result

Our mobile App will be user friendly and accessible

Test with paper prototypes and POP prototype to receive feedback

Users were considerably happy with the app (72%) and found it easy to work with

1. Respond!

2. Thank for complaint, be inviting!

3. Recommend better alternatives!

4. Route complaint within company (to the right person)!

5. Provide refunds and apologies!

6. For letters: more elaborate responses

7. For e-mails: faster responses

How to respond to complaints?

Revenue Streams

• Cleaning services from the students

• Reselling of products• Online payments

straight after the confirmation

Cleaning services• Transaction 75%• Subscription 18%• Affiliation

– Advertisements and product sales 2%

• Pre-paid card 5%

Hypothesis Validation Result

Customers will accept and value our online paying method

Get positive feedback from survey through 2 different questions

Most people are familiar with this method of payment (81%) and would accept to pay this way (69%)

Key Activities

• Cleaning services • Platform management

(ITs)• Costumers support –

social networks• HR management• Sale of products

• Cleaning services • Platform management

(ITs)• Costumers support

– social networks

• HR management• Selection and performance

analysis duties

Key Resources

• Cleaning products• Workers• Low wages• Online platform

• Quality, low-cost cleaning products

• Loyal and engaged working force

• Low cost Staff• Webpage

Hypothesis Validation Result

We will have enough students willing to represent our working force

Perform interviews to understand this subject

66% of people interviewed would be willing to work for us

Insert in the survey questions towards the matter

56 % of the answers in the survey would work for us

Key Partners• Producers of cleaning

products• Dormitories and

universities• Students associations• Other material suppliers

- uniforms, flyers and other products needed

• IT partner

• Cleaning products suppliers

• Dormitories and universities

• Students associations• Other material suppliers • IT partner

Cost Structure

• Cleaning and additional products

• Wages • IT costs – installation

and support• Marketing costs

• Cleaning and additional products 20%

• Wages 60%• IT costs – installation and

support 10%• Marketing costs 10%

Hypothesis Validation Result

Our cost structure will be as predicted

Perform a financial plan from 3 to 5 years and assess the truth of the

hypothesis

Under Test

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Website

Social Networks

Mobile App

Blog

Promotional Materials

Newspaper Ads

Marketing Guerrilla

VIDEO

Security Tutorial

Contact PartnersMembership

Cards

Subscription Pricing

WOM Adwords

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Blog

Main page of the blog where visitors can find all the information published during the past months.

Description of the idea

Business Model (CANVAS)

Presentation

Entrepreneurship and Business Planning

sessions and learnings

Description of team members

External sources of inspiration

News about entrepreneurship in

Portugal

www.uni-clean.blogspot.pt

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Social Networks

• Facebook (see here)

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Social Networks

• Twitter (@UNIClean_pt)

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Social Networks

• LinkedIn (see here)

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Website

(Video)

2nd Stage Prototype(Home Page)

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Website

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Mobile App

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Mobile App

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Mobile App

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Mobile App

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Mobile App

See Here: https://popapp.in/projects/528d077693d7eb95500030b8/preview

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Mobile App

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Security Tutorial

1 3Students receive

training before being accepted as UNI-Clean

staff

Our clients have access to the “ratings” and

past recommendations of UNI-Clean staff.

UNI-Clean provides security checks

BEFORE each cleaning service provided

2

UNI-Clean provides security checks AFTER each cleaning service

provided

4We invite our clients to

rate and give their opinion about the cleaning services

provided by our staff

5

Dorms Cleaning Services

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Promotional Materials

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Promotional Materials

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Membership Cards

UNI-CleanMembership Card

1st 2nd 3rd 4th 5th

6th 7th 8th 9th 10th

Free

Service

UNI-Clean

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Marketing Guerrilla

UNI-Clean is coming…

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Contact Partners

•Dormitories

•Student Associations

“Sociedade Portuguesa de Residências Universitárias”

The housing concept

INTRODUCTION

MARKET RESEARCH

CANVAS 1.0

CANVAS 2.0

CHALLENGES

ONGOING WORK

Contact Partners•Products suppliers

- Cleaning products- Uniforms

•IT Partner

Company specialized in digital platformsIncubated at UPTEC – Technological incubator of University of Porto

THANK YOU!