Presentation 28.11
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Transcript of Presentation 28.11
UNI-CleanYour student home as never seen before... 28.11. 2013
Last week we:
• Re-designed Business Model (2.0)• Came up with several promoting tools• Upgraded marketing channels
– Social networks– Website– Mobile App
• Increased market research– New landing pages– Survey
•
INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
PROMOTING TOOLS
Processes
This week we:
• Prepared detailed information about our key activities, resources and partners
• Came up with UNI-Clean´s organizational structure and value chain
• Managed all our marketing channels• Are increasing numbers of market research
– Surveys – Landing pages
•
INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
PROMOTING TOOLS
Processes
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
Website Facebook Email Mobile App0
0.51
1.52
2.53
3.54
4.55
5.56
How would you like to receive the latest news of UNI-Clean
Survey Results
Strongly Disagree
Neither Agree nor Disagree
Agree Stronlgy Agree
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
I would like the cleaning staff to bring me the cleaning products that I need without having the
need to go to the supermarket to buy them.
Survey Results
Key Resources
• Cleaning products• Workers• Low wages• Online platform
• Quality, low-cost cleaning products
• Loyal and engaged working force
• Low cost Staff• Webpage
66%
34%
Would you consoider working for UNI-Clean?
Yes I would No
Interview Results
66%34%
36%11%
27%
Would you consoider working for UNI-Clean?
Always Most of the TimeSometimes Rarely
Survey Results
Less than 3€
3-3.99€
4-4.99€
5-5.99€
0 5 10 15 20 25 30 35 40
2% 18%24%
18% 38%
How much would you like to receive per hour?
More than 6%
Survey Results
Interviews showed that average price required would be around 6€
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
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
INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
Types of Partnership
• Strategic alliance with a complementary company ® IT, Dorms, Student Associatons
• Buyer-Seller relationships to guarantee
strategic supply® Suppliers (products and uniforms)
PROMOTING TOOLS
Processes
INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
Contact Partners
• Dormitories
• Student Associations
“Sociedade Portuguesa de Residências Universitárias”
The housing concept
“Find UNI-Clean’s concept interesting and would consider a partnership.“
“The International Office would agree to offer our service to all incoming students to improve the amount of services offered.“
“We can count on their support.“
PROMOTING TOOLS
Processes
INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
Contact Partners• Products suppliers
- Cleaning products- Uniforms
• IT Partner
Company specialized in digital platformsIncubated at UPTEC – Technological incubator of University of Porto
PROMOTING TOOLS
Processes
INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
Value Chain
PROMOTING TOOLS
Processes
Client registrationService RequestCleaning materialsTrained Employees
Matching employees and clientsSecurity Checks
Low cost ServiceConvenient Schedules
Social NetworksGuerrilla MarketingWebsitePosters and Flyers
Complain management Post sale surveys
Hierarchical Structure
Staff paid per hourFocus on recruitment and training
Website and mobile App
Established partnershipsCleaning products Clothing
INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
Organizational Structure
CEOF. Sarmento
CFOK. Siegelová
CMOM. Redondo
COOT. Coelho
HRK. Reicheltová
COORDINATORS
CLEANING STAFF
PROMOTING TOOLS
Processes
INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
General Processes
PROMOTING TOOLS
PROCESSES
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INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
General Processes
PROMOTING TOOLS
PROCESSES
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INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
User Registration Process
PROMOTING TOOLS
PROCESSES
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INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
User Registration Process
PROMOTING TOOLS
PROCESSES
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INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
Service Request Process
PROMOTING TOOLS
PROCESSES
INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
Select Partner Process
PROMOTING TOOLS
PROCESSES
INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
Service Quality Evaluation Process
PROMOTING TOOLS
PROCESSES
INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
Hiring Process
PROMOTING TOOLS
PROCESSES
INTRODUCTION
MARKET RESEARCH
CANVAS 2.0
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
VALUE CHAIN
ORGANIZATIONAL STRUCTURE
PROMOTING TOOLS
Processes
INTRODUCTION
MARKET RESEARCH
CANVAS 1.0
CANVAS 2.0
ORGANIZATIONAL STRUCTURE
Social Networks
• Facebook (UNI-Clean's Facebook Page)PROMOTING TOOLS
Processes
• Twitter (@UNIClean_pt)
INTRODUCTION
MARKET RESEARCH
CANVAS 1.0
CANVAS 2.0
ORGANIZATIONAL STRUCTURE
Social Networks
PROMOTING TOOLS
Processes
INTRODUCTION
MARKET RESEARCH
CANVAS 1.0
CANVAS 2.0
ORGANIZATIONAL STRUCTURE
Social Networks
PROMOTING TOOLS
Processes
INTRODUCTION
MARKET RESEARCH
CANVAS 1.0
CANVAS 2.0
ORGANIZATIONAL STRUCTURE
Mobile App
https://popapp.in/projects/528d077693d7eb95500030b8/preview
PROMOTING TOOLS
Processes
INTRODUCTION
MARKET RESEARCH
CANVAS 1.0
CANVAS 2.0
ORGANIZATIONAL STRUCTURE
PROMOTING TOOLS
Website
• ONLINE!
INTRODUCTION
MARKET RESEARCH
CANVAS 1.0
CANVAS 2.0
ORGANIZATIONAL STRUCTURE
Poster
PROMOTING TOOLS
Processes
INTRODUCTION
MARKET RESEARCH
CANVAS 1.0
CANVAS 2.0
ORGANIZATIONAL STRUCTURE
Flyer
PROMOTING TOOLS
Processes
INTRODUCTION
MARKET RESEARCH
CANVAS 1.0
CANVAS 2.0
ORGANIZATIONAL STRUCTURE
Guerilla Marketing
PROMOTING TOOLS
Processes
UNI-Clean is coming…
INTRODUCTION
MARKET RESEARCH
CANVAS 1.0
CANVAS 2.0
ORGANIZATIONAL STRUCTURE
Membership Cards
1st 2nd 3rd 4th 5th
6th 7th 8th 9th 10th
Free Service
UNI-CleanMembership Card
UNI-Clean
PROMOTING TOOLS
Processes
THANK YOU!