Presentation 05.05.

2014
Revenue Sources
Direct Revenue
Transactions
Pre-pay
Pricing model
Cost based
Customer-led
Approx. Euro 1,30 plus margin
Willingness to pay
Bundling
+ =
Price discrimination
Customer segment
Willingness to pay
Pretzel baguette
Plain pretzel
Premium pretzel
baguette
1,58 Euros 3,34 Euros 3,68 Euros
82 Surveys
Minimum Viable Product
Validation Board
1
Validation Board
1
1. Portuguese love Pretzels
products

2. Portuguese eat sandwiches for
lunch and breakfast

3. There are not enough take-away
alternatives in downtown Lisbon

4. Portuguese people like whole
grain bread

5. The best place to send our
products is in metro station

6. Portuguese people value
freshness

7. Portuguese people want to eat
healthy food

8. Portuguese people want to eat
sandwiches that stop their hunger

9. Portuguese people would be
willing to pay more for the quality
of the product.

10. This type of products does not
need to be sold in a restaurant
where people can seat.

11. Portuguese recognize pretzel
products.

H1
H2
H3
H9
H3
H5
H9
H10
H11
H10
H11

H3
H5
H9

Probability
of invalid
hypothesis
Very High
High H9
Medium H10 H5 H3 H4 H1
Low H7 H8 H6 H11 H2
Very Low
Very low Low Medium High Very High
Impact on the business model

Defining Hypothesis and Tests
1
There are not enough take-away alternatives in downtown Lisbon
Interview 30 from all segments targeted
Survey: 100 people (minimum)

The hypothesis is validated if 75% of the people admit that there are
missing take-away alternatives in downtown Lisbon
3 Distribution Channels
Survey (4
th
May): NOT validated only 31% answered NO

Defining Hypothesis and Tests
1
The best place to send our products is in metro station
Interview 50 from all targeted segments
Survey: 100 people (minimum)
Contact Carris to know leasing Price range if reasonable, validate
The hypothesis is validated if 75% of the people admit theyd buy it in a
metro station preferably to other spots
5 Distribution Channels
Survey (4
th
May): NOT validated only 10% of students approved and
15% of commuters and yuppies

Defining Hypothesis and Tests
1
Portuguese people would be willing to pay more for the quality of the
product.
Interview 30 from all segments targeted
Survey: 100 people (minimum)
Landing Pages

Interview: the hypothesis is validated if 75% of the people admit say yes.
Survey: if the difference between the average & high quality sandwich >1, then
validate
Benchmarking in the interviews and survey will be useful.
9 Revenue Streams, Cost Structure
Interview: stand-by
Survey: Not validated - The difference between sandwiches is 34cents
Landing Pages: stand-by


Defining Hypothesis and Tests
1
This type of products does not need to be sold in a restaurant where
people can seat.
Interview 30 from all segments targeted
Landing Page

Interview: 75% approval
Landing Page: Higher Conversion rate
10 Distribution Channels, Customer Relationships
Landing Page: Validated (but only with 0,7% difference in conversion
rate)

Defining Hypothesis and Tests
1
Portuguese are familiar with swiss & german pretzels
Interview 30 from all segments targeted
Survey: 100 people (minimum)
Landing Page

Interview: 75% guess the product right
Survey: 75% guess the product right
11 Value Proposition
Survey: Validated. Around 80% guessed right.
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