eRetail Europe 2015 - Guilherme Amaral (Edmond's Cuisine)

Guilherme Cardoso amaral/ [email protected]

Entering new marketswith a startup/ Product/ Service

(What “data” won’t tell you)

When entering a new market, startups rely on data from “similar” BUSINESSEStherefore unreliable.


Designers don´t use market analysis to try to guess what people want. Instead, they go out and find out.


Design a TGV for the link Lisbon - MADRIDHow to reflect their users needs?

Our comp. RESEARCHEDlocal MATERIALS, MOTIVES, PATTERNS, ....and adapted to existing trains.

We studied the end users and rethought thewhole experience.

Alstom-Paris

CHALLENGE

CONTEXT


A - Shopping clubs/ multi offering

RETAIL STARTUPS


NEED

?

B - Product/service startups

?

Launch a Design Ecommerce platform in Europe/ india/ Brazil

- Based on a proven B. model in the U.S. (FAB)- Team of experts in design and management from top consultancies- high budget

What went wrong?- relied on existing data from u.s.a. customers- missed to understand the audience focusing on immediate results and data analysis.

BAMARANG - Rocket Internet

CHALLENGE

CONTEXT


convince users, TO BOOKOTHER PEOPLE’S HOUSES

- SEVERAL APARTMENTS- HIGH BUDGET- IDENTIFIED A NEED/OPPORTUNITY

-MARKET ANALYSIS-SIMILAR INDUSTRIES-SIMILAR BUSINESSES-“WAIT FOR BETTER WINDS”

CHALLENGE

CONTEXT


D.Thinking approach- if we did everythingright, why are we not selling?- rethink the user experience

Launch a Design Ecommerce vertical in swiss discount platform

- proven B model in the U.S. and Europe - Team of experts in design and management from top ecommerce players- high budget What went wrong?- RELIED ON existing data from EU customers from suppliers/brands- missed to understand the audience, focus on immediate results and market analysis.- SACRIFICED QUALITY FOR SCALE

Deindeal.ch/design - ZURICH

CHALLENGE

CONTEXT


ATTRACT MEMBERS FOR LONG TERMSUBSCRIPTIONS

- TEAM OF EXPERTS IN CONSUMER MARKETS- Agreements with top suppliers- CONTACTS WITH MICHELLIN STAR CHEFS

Edmonds cuisine - SWITZERLAND

CHALLENGE

CONTEXT


- Target food lovers- personal contacts - usual buyers of SIMILAR products- fairs&events- mARKET ANALYSIS

Edmonds cuisine - SWITZERLAND


MARKETING STRAT.GENEVA ( HQ)

MARKETING STRAT.ZURICH

- AUDIENCE WHO UNDERSTANDS THE VFM- IDENTIFY TOUCH POINTS - DEFINE PERSONAS- BRAND AWARENESS- “HACK” EVENTS

IMMEDIATE RESULTSSHORT TERM COMMITMENT

INFLUENCE AUDIENCE

COHERENT SPEECHLONG TERM COMMITMENT

CLIENT LOYALTY


How to enter a new marketLEAN APPROACH + DESIGN THINKING APPROACH

IDEAS

DATA

LEARN

MEASURE

BUILD(SELL)

test productsget initial clients

bootstrapstart/adapt

understand your audiencedefine your brand

create valuegrow

understand observe pov ideas proto. test


How to enter a new marketLEAN APPROACH + DESIGN THINKING APPROACH

understand observe pov

The Avanguarde ModerninstPersona: ZÜRICH 1

35 years oldSingle,Phd. ETHKreis 5 Zürich

Yoga classes, Cross fit trainningBars: Casablanca, Grande, Dante,Café des Amis, Sport Bar Rest: Maison Blunt, Joseph, VolkshausUnterletten & Seebad Enge for summerShops at Viadukt, Niederdorf, Badern strsFood from Coop & Migros, special productGourmet store and brings from travels.Try new things, be ahead of his time, comfort, commodity, values timeTired of Spam, honest communication,references, explain him the value of EC.Print - Events - Instagram

Daniel Müller

Senior Architect 8k-10k month

Charles Singha

Senior Credit Analyst UBS12k-20k month

Persona: ZÜRICH 3

The EXPAT/Banker/IT

32 years oldSingle, Wharton UniversityKreis 6 Zürich

Gym, TennisBars: Talacker, Paddy’s, Hiltl, Terraza, DanteRest: Outback, Beer gardens, RiminiSeebad Enge for summerShops at Bahnofstrasse, Jelmoli & GlobusFood from Coop & Migros.Try new things, be ahead of his time, comfort, commodity, values time butunderstands the value of authenticity.Tired of Spam, honest communication,, explain him the value of EC.Events -Facebook/Internations/ASW/ Linkedin / RONORP / Tinder

The Swiss middle age DandyPersona: ZÜRICH 4

Reto WipfliBoard Member27k-35k

59 years oldMarried, 3 kids,(Thai. wife) ETH & HarvardGold coast

Skiing, Sailing, Golf, Learning new languagesBars: Spruengli , Steiner, Rest: Zeughauskeller....Shops at Bahnofstrasse, Jelmoli Try new things, Swiss nationalist.Commodity, values time butunderstands the value of authenticity.Tired of Spam, honest communication,,sell him the value of EC.Events , trusted recommendations

Persona: ZÜRICH 2

Celine Meyer

Marketing Cons.5k-7k month (Works 60%)

The ZH young Mother

33 years oldMarried, One kid, St. Gallen Uni.Kreis 3

Yoga, Biking, Hiking, Skiing, CookingLearning new languagesBars: Babbu, Cafe des Amis, Zum GlückRest: Lyllys, Maison Blunt, Etnic food....Shops at Bahnofstrasse, Jelmoli & GlobusViadukt, Niederdorf and onlineFood from Coop & Migros.Try new things, independent despite married. Commodity, values time butunderstands the value of authenticity.Tired of Spam, honest communication,, explain her the value of EC.Events -Facebook, Meetup, local press



“zurich is 1000km from the closest surf spot”“In most coastal places there are several surfshops”

“swiss people spend their holidays skiing”

There are swiss surfers4 surfshops in zhswiss surfers go in average once a month surfingthere is river surfing, wake surfing and bungee surfingwant to get a bit of the lifestyle when they are homesEVERAL AIRPLANE CONNECTIONS

Market analysisdata driven results

design thinkingapproach

IS DATA ENOUGH?

THANK YOU VERY MUCHFOR YOUR TIME.

Guilherme Cardoso amaral [email protected]

+41 79 484 39 15

eRetail Europe 2015 - Guilherme Amaral (Edmond's Cuisine)

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