1. THE LEAN EXPLORERS
21.11.13 Session 9. Presenting the:
The TempBox
By: Manuel Holousch, Charlotte Manojlovic, Erick Tavares and Martine Ulvin

2. Hypothesis
forms
revenue
streams

3. Hypotesis tested by 21.11.13





-
Customer segments
Interviews
Value propostition Attributes and price
survey, landingpage, interviews, fakesale
Channels
Survey, Interviews
Revenue streams
Transactions, advertisement & intermediaries
Cost structure
Data collection

4. Hypothesis Form
Lean Explorers
Component: Revenue Streams
Version
2.0
Code: RS02
Hypothesis
Costumers are willing to pay 30 Euros. Customers show
interest in the product priced at 30 Euros.
Test
Survey, Interview
Additional: Fake Sale, Landing Page,
Validation
> 75% of people who are interesting in buying it would
be willing to pay 30 Euros for it.
Result
From our survey we have that 37/ 39 think our TempBox
should be more expensive than a similar box without the
heating benefit.
Survey: Price average = 26 €
% over 30 € = 36 %
www.fabricadestartups.com
Copyright Fábrica de Startups,

5. Hypothesis Form
Lean Explorers
Component: Revenue Streams
Version
2.0
Code: RS01
Hypothesis Other companies would be willing to sell related
products on our site?
Test
Contact potential companies whether they are
interested or not.
Validation
More than 50% interested
Result
Still to be tested
www.fabricadestartups.com
Copyright Fábrica de Startups,
S.A.

6. Hypothesis Form
Version
2.0
Lean Explorers
Component: Revenue Streams
Code: RS03
Hypothesi If there is enough traffic on our page we could earn
s
money by advertising related products
Test
Empirical Data Collection / Existing Data
Validation
Result
Still to be tested
www.fabricadestartups.com
Copyright Fábrica de Startups,
S.A.

7. Testing tools:
Internet – social media

Presented last week:
-
Facebook
Blog
Landing page

New adds this week:
-
Linked In
Twitter
Continue testing by Landing pages
Fakesale
Web page

8. Testing tools:
Interviews and surveys
 Presented
previously
- Interviews

New adds this week
- Surveys

9. Testing tools:
Minimun Viable Product
-
Prototype in 3 D
-
Use of the Foodskin picture

10. MVP 3: Prototype 3D design

11. Costing the TempBox
Tempbox
Pre shipping
Shipping costs
After Shipping
1000 units
Box
Heating Mat
Silicone Top
AC adaptor
Insulator
car charger
Total
Total in euros
1.65
6.98
1.64
2.35
0.17
0.83
13.62
10.03794
air rate
fuel tax
anti theft insurance
carrier
document validation
delivery
AMS
Total in dollars
Total in euros
2.3
1.25
0.15
0.025
0.055
0.03075with vat
0.0055
17.43625
12.85

12. Pricing the TempBox:
ManuSelling price to facturer
Cost distribution
margin
cost euros/
unit
12.85
18.36
30.00%
DistribDistributor utor
Public
sells
margin pricing
22.95
0.20
Public
Retailer pricing
margin with vat
35.30
0.35 43.42
Without
Price
Distributor inc. VAT 22.58
• Minimum Price = Direct costs (12.85) + Retailer Margin (30%) + VAT (23%)=
22.58
• Must consider advertising, warehousing, selling costs etc.
• Aim: 30% manufacturer margin
• Price based on substitutes and considering survey responses and landing
pages = 29.99 € *
•First production limited, if go via retailer: will face working capital problems
as requires high scale financing.
•Begin on-line, if establish a Best Seller will expand to retail
*Price Protection Clause (not legal, retailers require it in contracts)

13. The
Business
Model
2.0

14. Hypothesis validation
results:
2 surveys:
https://www.surveymonkey.com/s/6KV5R7W
https://www.surveymonkey.com/s/27XNW6Y

15. Hypothesis
Many workers
& student
face a lack of
food choice
the tempbox
is a
convenient
product
People on the
go appreciate
the ability to
bring their
own food
Heatability
influence buy
decision
Price the
customer is
willing to pay
Testing
Validation
Results
Survey
>75% agree
we have 72%
agreed for the
moment.
Survey
Concluded from
other questions
Validated from
other
questions
Survey
>60% agree
last slide of
this
presentation
Survey
>70% agree
>80% = more
than expected
From the
average:
25,3€
Survey (open
question)
25/35 euros
1/3 evaluate it
> 25 euros.

16. Other hypothesis tested
1. Heatability influences the purchase decision
2. Style influences the purchase decision
3. Multi-Plugability the purchase decision

17. Results
Which of the following features
of this product makes you want
to purchase it?

18. Last hypothesis we tested:
People on the
go appreciate
the ability to
bring their
own food
Survey
>60% agree BUT we
expected too much
to validate this
assumption.
validated
Results:
 60% students, 40% professionals answered the survey
 Both when people are AT their work place, or On the go,
‘bringing food from home is the second most chosen answer.

19. Business Model Canvas 2.0

20. Main changes to the B.M. 2.0







Price from 35€ to 29.99€
Multi-plug ability not as important as heat ability and
design (Multiplug = Hetable)
Differentiated product
Had do add reliability and safety
Channels: Added eBay
Activities: Added social media and blog
Revenue streams:
+ Advertisement and intermediaries
- Retail and distributors (for now)

21. To do next:
Develop more tests with the prototype
 Based on survey/interview results:
- Reliability: Durability & safety
- Warrantee


Testing our revenue hypothesis