Session summary lep_s6_v2
Transcript of Session summary lep_s6_v2
Lean Entrepreneurship Project
FreshEntrepreneurs2014TransMenu
Session 6
Pauline von Nostitz 152113321 Pedro Mariz 152113366
Maria Murasheva 159114599Alicja Sadlo 159114503
Lessons Learnt – Session 5 I
• Value Proposition: Measurable by the concept "Value Curve“
Value Curve - The Process
1. Identification of Value Attributes
2. Selection of Value Attributes
3. Relative Evaluation of Attributes
4. Comparison with Competitors
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Lessons Learnt – Session 5 II
• Landing Pages - Purpose: To test different Hypothesis (Segments, Value Proposition, Channels etc.) using the A/B-Testing Method A/B-Testing Method: Designing two similar yet different Websites to
arrive at a "Goal page“
• Surveys - Purpose: To test different Hypothesis (Segments, Value Proposition, Channels etc.)
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Value Curves - TransMenu
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Uniqueness CustomerSatisfaction
Up to date Service Price Saving ofResources (HR,
time)
Same design ofpaper menu
Integrated Service Quality oftranslation
Trans-Menu
Value Curves – TransMenu vs. Employees
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Uniqueness CustomerSatisfaction
Up to date Service Price Saving ofResources (HR,
time)
Same design ofpaper menu
Integrated Service Quality oftranslation
TransMenu vs Employees
Value Curves – TransMenu vs. Translation Agencies
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Uniqueness CustomerSatisfaction
Up to date Service Price Saving ofResources (HR,
time)
Same design ofpaper menu
Integrated Service Quality oftranslation
TransMenu vs Translating agencies
Value Curves – TransMenu vs. Google Translate
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Uniqueness CustomerSatisfaction
Up to date Service Price Saving ofResources (HR,
time)
Same design ofpaper menu
Integrated Service Quality oftranslation
TransMenu vs Google Translate
Landing Pages
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Version 1:
http://transmenu.instapage.com
Number of views: 328
Version 2:
http://app.instapage.com/server/preview_page/167810/2/A/null
Number of views: 213
Consumers preferred Version 1
Interviews – Strategic Implications
• Hypothesis Customer Segment –
Restaurant Owner / manager are our main customer segment
Validation: 65% of participants need to confirm to experience regular language barrier problems: 18/24 (75%) ✔
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Interviews – Strategic Implications
• Hypothesis Value Proposition –
Maintenance and Updating of menus is resource-consuming task restaurants would like to outsource
Validation: 65% of participants need to confirm to experience language barrier problems: 18/24 (75%) ✔
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Interviews – Strategic Implications
• Hypothesis Channels –
Service can be offered directly to clients through website without the establishment of physical offices
Validation: Landing page gets visited min. 200 times within 1 weeks: Combined 541 visits ✔
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Interviews – Strategic Implications
• Hypothesis Revenue Streams –
Customers will be willing to pay a fixed price per language
Validation: 65% of participants need to indicate a willigness to pay monthly maintenance fee: 17/24 (70%) ✔
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Interviews – Strategic Implications
• Hypothesis Revenue Streams –
Customers will be willing to pay a monthly fixed maintenance fee
Validation: 65% of participants need to indicate a willigness to pay monthly maintenance fee: 10/24 (42%) ✗
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Interviews – Strategic Implications
• Fixed Price per Language: 1 – 5 €
• Monthly Maintenance Fee: 1 - 3 €, however participants reluctant against maintenance fee
• Main expected benefit of TransMenu: Increase Customer Satisfaction
• High knowledge about & willingness to use QR-codes
• Greatest Concern when introducing QR-Codes: Loss of personal touch
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Interviews – Findings
0 5 10 15 20 25
Yes
No
Serving foreign clients
Serving foreign clients
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Interviews – Findings
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Yes No
Serving foreign clients
Serving foreign clients
Interviews – Findings
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0 1-3 5-9 10-15 16 ormore
Weekly number of serving foreign clients
Weekly number of servingforeign clients
Interviews – Findings
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Yes No
Offering Physical Menus (Non-Portuguese)
Offering Physical Menus(Non-Portuguese)
Other languages offered: English,
Russian
Interviews – Findings
0 2 4 6 8 10
Translation Agency
Internal Employee
Friend (no charge)
Friend (charge)
Internet
Translation SmartphoneApp
Current Translation Method (Non-Portuguese Menus)
Current TranslationMethod (Non-PortugueseMenus)
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Interviews – Findings
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Yes No
Adjustment Physical Menu in case of seasonal / weekly menu changes (Non-Portuguese)
Adjustment PhysicalMenu in case of seasonal /weekly menu changes(Non-Portuguese)
Small changes are translated by employees directly, more significant changes are incorporated
into menu
Interviews – Findings
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• Advantages of current translation method:
– Internal Employee: Saves time, money, no dealing with third / external company, „high quality“ as work for boss
– Translation Agency: High quality, convenience of outsourcing
– Friends: Low to no charge, “high quality” as work for a friend
– Internet: Wide range of languages, speed, no costs
– App: Simple usage, wide range of apps
Interviews – Findings
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• Disadvantages of current translation method:
– Internal Employee: “Misuse” of employees, source of errors
– Translation Agency: High costs, inconvenience of outsourcing
– Friends: Source of errors, difficult to mix friends & business
– Internet: Source of errors, different translations offered
– App: Source of errors, some costly, enduring process typing in words / phrases
Interviews – Findings
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Yes No
Complains about Language Barriers (Employees / Customers)
Complains aboutLanguage Barriers(Employees / Customers)
Interviews – Findings
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Yes No
Serving foreign clients - time consuming task
Serving foreign clients -time consuming task
Interviews – Findings
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0 5 10 15 20 25
Unsatisfied Customers
Unmotivated Employees
Waste of time Translatingmenus
Waste of money Translatingmenus
Loss of potenatial businessdue to translation errors
Increased wages formultilingual employees
Language Barriers - Consequences
Language Barriers -Consequences
Interviews – Findings
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Best Solution to Language Problem
Best Solution to LanguageProblem
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Interviews – Findings
10
10.5
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11.5
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13.5
Yes No
Familarity QR-codes
Familarity QR-codes
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Interviews – Findings
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Yes No
Willingness to use QR-codes in own restaurant
Willingness to use QR-codes in own restaurant
However, concerns were raised Next
slide!
Interviews – Findings
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0 5 10 15 20
Lack of personaltouch
Confusion ofcustomers
Confusion ofemployees
Usage of QR-Codes (Concerns)
Usage of QR-Codes (Concerns)
Interviews – Findings
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Yes No
Willigness pay fix price per language
Willigness pay fixprice per language
Interviews – Findings
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0 5 10 15
1-5 Euros
6-10 Euros
11-15 Euros
16 Euros or more
Willigness to pay - price range
Willigness to pay -price range
Interviews – Findings
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0
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12
Yes No
Willigness to pay monthly Maintenance Fee
Willigness to paymonthlyMaintenance Fee
Interviews – Findings
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0 5 10 15 20
1-3 Euro
4-7 Euro
8-11 Euro
12 Euro or more
Amount monthly Maintenance Fee
Amount monthlyMaintenance Fee
Interviews – Findings
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0 5 10 15
Unsatisfied Customers
Unmotivated Employees
Waste of time translatingmenus
Waste of money translatingmenus
Loss of potential business dueto translation errors
Increased wages formultilingual employees
TransMenu - Main Problem Solution to
TransMenu - MainProblem Solutionto