First interviews presentation

Project Presentation

Customer Segments - Interviews

16.03.2015

Student:Matilde (21y)

Think& Feel

See

Say & Do

Hear

Pain Gain

Content of stories: Family relatedPersonal news GossipTravel experiencesPlans to do

Influences:FamilyFriends opinionsParents‘ advises; Internet

Media Channels: American channels and SeriesInternet (news pages)Social MediaTV Newspapers

Important:Goals achievementSuccess at School FriendsCareerFunTravel

Emotional:University StressCriticismMajor moments in his/her life (graduation; relevant trip)Deepen life experiences (living abroad)

Aspirations:Professional and personal achievements;Good grades

Anxious:Money constraintsUniversity successDeadlinesLack of timeUncertainty about the futureExams

Attitude:More relaxedNaiveOpen minded

Risks:Not being successsful in University

Differences between what‘s said and done:Future plans and aspirations pottencially different from routine activies

Frustrations: Goals not achieved Bad gradesFear of trying Unknown places

Obstacles:Financial DependenceLack of time

Goals:

University successPersonal happinessMore time and moneySocial acceptanceEasier life

People around: Family members

FriendsColleagues

Friends:University friendsFriends from hobbies

Competitor View: App usage of Zomato &

Tripadvisor;Usage of voucher

platforms once in a while

Measurement of success:Financial independencepersonal achivementsClose group of friends

Strategy:Commitment to studyTime for friends and social life

Said to friends and colleagues:Life experiencesProblems and fears

Business people:Miguel Antunes

(32y)

Think& Feel

See

Say & Do

Hear

PainGain

People around: Family membersFriendsWork colleaguesBossClients in the business

Friends:School time friendsUniversity friendsFriends from hobbies

Competitor View: App usage of Zomato

& TripadvisorUsage of voucher platforms once in a while

Content of stories: Colleagues complaints at workFriends experiences Family worries and demandsPraises from superiors at workCriticism from superiors at workPersonal experiences

Influences:Role models in the job fieldColleagues Boss Friends Family Internet

Important:FriendsPersonal and professional goalsFinancial stabilityTime Plannig

Emotional:Criticism from colleaguesArguments with family members or friends Remarkable experiences in life

Aspirations:Job SuccessJob raiseConsumption of desired goodsPersonal Goals achivedSucessful mariage

Anxious:Failing in job Getting firedLosing friends because of the lack of timeLack of time for hobbies

Attitude:Proactive; Organized; Independent; Competitive ; Mature

What he saysWork GossipTalks about PoliticsComments familiy experiencesComments trips with family and friendsComplains about the Government ; about work; about high taxes; about his wage

Differences between what‘s said and done:Opinions amongst colleagues tend to be the political correct ones.

Frustrations: Increase in taxesPressure of all the bills to payNot feeling a sense of justice regarding its wageLong working hoursDifficulty to combine the professional with personal lifeLack of free time to his hobbies, or personal goals and sportsWork not as enthusiastic and dynamic (boring tasks)High costs of livingFamily problems

Goals:Financial improvement (make more money)Professionar sucess (upgrade in his career)Personal achievements (a sucessful mariage)Increased social statusAchieving a confortable lifestyle with time for work and hobbies

Measurement of success:Position at work; Level of incomeHouse/Home who pleases himNot a too stressful lifestyleFree time for social life and hobbiesFeedback from boss/colleagues/friends

Strategy:Work hard at his job; Acurate management of time (to work, family, friends,hobbies)

Media Channels: Internet news pagesSocial Media (Facebook; Twitter)TVNewspapersMagazines

Restaurant Owner:

José (48y)

Think& Feel

See

Say & Do

Hear

Pain Gain

People around: Family membersFriendsClientsPartners

Friends:Friends from hobbiesFriends from old days

Competitor View: Has maybe heard of Zomato or worked with them Other restaurants

Content of stories: Family relatedNewspapersSmall talk Unusual experiences with customersEmployees‘ complaintsCustomers‘ complaints

Influences:NewspapersOld opinions Sucessful people in the bussiness area

Media Channels: TVNewspapers

Important:Increasing sucess of the restaurantHealth of the Family

Emotional:Failure of the restaurant

Aspirations:Planning of next eventsFinancial sucess of the restaurantIncreasing number of customers

Anxious:Money constraintsHealth Needed investmentsComplaintsTaxes

Attitude:Not open minded

Frustrations:Tax expensesEconomic CrisisDecrease in revenuesPaying employees‘ salaries Political frustrationBurocracy Equipment defectsProblems paying the billsCustomers‘ and employees‘ complaints

Goals:Financial sucessIncreasing sucess of the RestaurantBrand awarenessProperty improvementsIncreased PleasureMeasurement of success:Feedback from customersExperience ComparisonNot data driven

Financial profits

Strategy:Not strategicProfit plan and investments in the restaurantMarketingRestaurant promotions

Said to friends and colleagues:Problems and fearsPlans for the restaurantFrustrations about the decrease in profitsWorries about the continuity of the economic crisis

Differences between what‘s said and done:Complain about the revenues but are relutant to change and diversity in the restaurant offersRelutant to new investments

Persona - Student

Lean Entrepreneurship Project -MyNearBite.com

She is 21 years old University student living in Lisbon. She communicates with her friends

mainly through mobile phone, whatsapp, facebook and instangram. She also uses her e-mail

often for professional communications.

Her main pains:

- Struggle to have good grades; Anxiety about future Career and financial independence; Lack

of time to combine hobbies and social life with University studies

Overcoming obstacles:

- Support from family and friends; Hard working and focus on her goals

Feeling after overcoming obstacles:

- Pride; Self-fulfillment

What makes her happy:

- Good performance at University; time for hobbies, friends and family; travel

Day-in-the-life:

7am: wakes up to go to University

8am-1pm: has classes at University

1:30pm-2pm: has a quick lunch with colleagues and friends

2pm-5pm: has classes at University

5pm-7pm: goes for a coffee with friends

8pm: goes for a drink with friends

10pm: goes home

Student

Personal Objectives:

Keep a strong network of

friends; build long-term

relationships; make the right

choices for her future; enjoy

life

Professional Objectives:

Get a good job with prospects

of a rising career; earn a

comfortable income

Matilde Silva

Persona – Business People


He is 32 years old consultant and works in a multinational firm in Lisbon. He communicates

with clients and superiors either by direct contact or e-mail. With friends he communicates

through whatsapp, skype, mobile phone and facebook.

His main pains:

- Struggle to have a good work life balance; satisfy clients’ demands; struggle to deliver a

good work within deadlines; fear of not progressing in his career; pressure to guarantee

great results.


- Hard-working and persistent at work; close friends and family; builds a safe and healthy

environment with colleagues; tries to think about “out of the box” solutions.


- Self-recognition; boss’ recognition; colleagues appraisal; joy; satisfaction

What makes him happy:

- Financially independence; job stability; healthy relationships; good marriage; good friends;

time for hobbies

Day-in-the-life:

7am: Wakes up to go to the Gym.

9am: Goes to work.

1-2pm: Has lunch with colleagues from the firm.

2-8pm: Continues working.

9pm: Goes home and has dinner.


High status; comfortable life;

happy marriage, time for

personal leisure/hobby.


Success in rising career; high

level of income; dynamic work.

Miguel Antunes

Business People

Persona – Restaurant Owner


José Almeida


Happy life and marriage; secure and

calm life; keep the restaurant

profitable.


Increasing revenue for the restaurant;

guarantee of a quality service.

He is the owner of a restaurant in the center of Lisbon, he is 48 years old. He communicates with

his employees, clients and partners on a daily basis by direct contact. He also communicates

through mobile phone and e-mail.

His main pains:

- Struggles to keep his clients’basis; struggle to guarantee a solid financial situation for the

restaurant (paying bills, salaries, taxes) as well as guaranteeing customer’s satisfaction with high

food quality; Lack of time for family and hobbies


- Full dedication to the restaurant; attention to details; taking time to understand the customers;

tolerance with employees; effort in establishing good partnerships


- Joy; pride; self-accomplishment

What makes him happy:

- Success and economical rising of the restaurant; time for family, friends and other hobbies;

having satisfied customers and happy employees

Day-in-the-life:

6:30am: Wakes up and goes to the traditional market with fresh products.

9am: goes to his Restaurant and reloads it with all the new groceries and fresh food.

10-12am: prepares the lunch time service of the Restaurant.

12.30am-3pm: supervises the lunch time service at the Restaurant.

3pm-7pm: administration work

7:30pm: goes home

Restaurant Owner

Interviews Briefing


• 2-7 times a week

• Mainly for lunchNr of meals in Restaurants

• 30-60 min.Time to lunch

• Lack of time (to search for restaurants)Most common problem

mentioned

• Average of 9 (out of 10)Valuation of our Solution

• Time SavingAdvantages of MyNearBite

• Delivery and Payment Service, Filter for type of foodDisadvantages and Possible

improvements

Hypotheses tested: Problem and Customer Segment Validation

Interviewees: 12 Students

Use competitors app and

platforms for other occasionsSuggestions: Keep it simple!


THANK YOU!

First interviews presentation

Business

Transcript of First interviews presentation