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!
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