Luísa Gomes Ana Olímpio Mariana Osório Rita Ferreira Pedro Mariz

Luísa Gomes Ana Olímpio Mariana Osório Rita Ferreira Pedro Mariz

Hypothesis Validation

Review and update Business Model

Organizational Chart

Project Follow Up Week 6

Processes

Partnerships

Resources


Activities

Lessons Learned


Minimum Viable Product

Hypothesis Validation

Hypothesis Form Model Version

3.0 3

Component: Customer Segment Code:

Hypothesis: Routine Breakers go to restaurants because of the food itself .

Test: 40 Surveys and 10 Interviews .

Validation: If a minimum of 75% answers positively to our hypothesis.

Result: Valid

Hypothesis


3.0 3

Component: Value proposition Code:

Hypothesis: People that go to restaurants because of the food itself will consider Book a Chef a substitute.Test: 40 Surveys and 10 Interviews .


Result: Invalid

Hypothesis


3.0 3


Hypothesis: Special Hosts, who want an intimate/private event will prefer to have a chef cooking in their home rather than go to restaurants, rent a space or using catering services Test: 40 Surveys.


Result: Valid

Hypothesis


3.0 3


Hypothesis: Premium segment will value our service because it will make the events something different and special.Test: 40 Surveys and 15 Interviews.


Result: Valid

Hypothesis


3.0 3


Hypothesis: Chefs will value opportunities that demand doing extra work outside the restaurant. Test: 25 Surveys and 10 Interviews


Result: Valid

Hypothesis


3.0 3


Hypothesis: Chefs that already provide in-house services will want to increase even more their customer base and earnings by joining the platformTest: 25 Surveys and 10 Interviews


Result: Valid

Hypothesis


3.0 3

Component: Revenue Stream Code:

Hypothesis: Chefs will be willing to provide in-house services for a commission fee of 12.5% over all the booking services.Test: 25 Surveys and Landing page.


Result: Valid

Hypothesis


3.0 3

Component: Revenue Stream Code:

Hypothesis: We believe that in the future, if our service is successful, Chefs will be willing to pay a small fixed fee to be present in the platform.Test: 25 Surveys and Landing page.


Result: Valid

Hypothesis


3.0 3

Component: Channel Code:

Hypothesis: We believe that if Book a Chef promotes the app, people that are interested in our service will value that channel.Test: 40 Interviews and Landing page.

Validation: If a minimum of 65% answers positively to our hypothesis. If we receive 20 e-mails to have the app.

Result: Invalid

Hypothesis

Review and update Business Model

Key Partners Key Activities Value Proposition

Customer Relationships

Customer Segments

Key Resources Channels

Cost Structure Revenue Streams

Cooking Associations

or events

Cooking Schools

Food bloggers

Website and App

maintenance

Chefs selection

Customer relationship

management

Marketing and IT

Find partnerships

Website and App

Chefs database

Chefs

Website and App development and

maintenanceInsurance

Website Social Media

Word of mouth

Community Environment

Personalized Service

Insurance Policy

Premium segment

Special Hosts

Routine Breakers

Chefs

Commission fee of 12,5% paid by Chefs over each booking service.

Subscription fee –In the future if

the service is successful.

Marketing Expenses

Having an event at home without

worries

More time and convenience to

enjoy top quality food

Additional source of income

More visibility

Getting a different/fancy

event in a private environment

Key Partners Key Activities Value Proposition

Customer Relationships

Customer Segments

Key Resources Channels

Cost Structure Revenue Streams

Cooking Associations

or events

Cooking Schools

Food bloggers

Website and App

maintenance

Chefs selection

Customer relationship

management

Marketing and IT

Find partnerships

Website and App

Chefs database

Chefs

Website and App development and

maintenanceInsurance

Website

Social Media

Word of mouth

Community Environment

Personalized Service

Insurance Policy

Premium segment

Special Hosts

Chefs

Commission fee of 12,5% paid by Chefs over each booking service.

Subscription fee –In the future if

the service is successful.

Marketing Expenses

Having an event at home without

worries

More time and convenience to

enjoy top quality food

Additional source of income

More visibility

Getting a different/fancy

event in a private environment

Chefs

Amateurs

Amateurs

CEO

Head of Marketing and Sales

Partnerships CRM Brand Management

Head of Finance

Accounting Finance

Head of Operations

Design Chefs Procurement IT



Position CEO

Main goalsAverage profit of 60.000€ in the second year and increase 50% the next years. Get clients in 25 different countries.

Strategic TasksDevelop mission, vision, values, goals, define corporate strategy, investor management

Tactical Tasks

Motivates and support heads of departments, communicate goals effectively, Search about regulations which have to be met, define processes, prepare for press releases and investors meetings


Position Head of Marketing and Sales

Main goalsGet online average conversion rate of 15% in the first year, Get 250 people registered in the platform, Get 3 key partners, 80% of Customer Satisfaction, 7200 sales volume.

Strategic TasksElaborate marketing plan, managing customer journey, managing the budget, managing partner relationships

Tactical Tasks Formulate, direct and coordinate marketing activities, evaluate segments evolution.


Position Head of Finance

Main goals

Cover 100% of costs in the first year. Minimize costs in 20% (marketing and communication and maintenance off the platform), get 50% market share in the first 3 years.

Strategic TasksElaborate economic strategy and valuation of the firm, manage financial controls & reporting, manage the use & sources of funds, define future sources of capital for growth, risk management

Tactical Tasks Report proper book accounts, fulfill & optimize tax requirements, ensure compliance & quality governance


Position Head of Operations

Main goals

Clearly understand the goals of the organization and develop a clear vision of exactly how operations will help achieve them. Get 100 chefs to our chefs portfolio until de end of the year. Decrease in 30% the costs of develop/maintain the platform.

Strategic TasksElaborate and improve operational plans within the company processes. Make sure of the good performance of the platform. Tracking chefs.

Tactical TasksMonitoring team members performance, evaluate consumers satisfaction, evaluate processes

Processes

Partnerships

Cooking Associations or Events Cooking Schools Food Bloggers


3.0 3

Component: Partnerships Code:

Hypothesis: Cooking schools will be willing to partner with us providing us with potential students to be our clientsTest: interview 2 possible partners

Validation: If the school present us with more than 15

Result:

Hypothesis

Resources

Chefs/AmateursChefs DatabaseOnline platformKey characteristics:

- Form in order for chefs to apply- Provide our contact- Database- Possibility to be in mobile

format- Form in order for customers to

be able to Book a Chef (name, contact, day of the reservation, number of guests, local of the event)

- Ask to call/ Chat - Past experiences (ability to

share on facebook)- Videos to share with Book a

Chef community: chefs choosing the ingredients, chefs providing advices and showing recipes

- Live hangouts

Key characteristics:

- Organized by type of cuisine - Curriculum of the chefs- Ability to make reviews and see

other people’s comments- Examples of dishes prepared by

the chefs- Include chefs and amateurs

who have been through an accepted evaluation process

- Extensive and Detailed

Key characteristics:

- Passionate for cooking- Motivated to cook at clients

houses- Sociable, dynamic and flexible- Driving license- Possesses basic kitchen utensils- Culinary training or

participation in a evaluation process .

Online Community

User friendly

Expertise proven

Strong Motivation

Extensive and detailed

Resources

How to get them?Our team will develop the website without

spending moneyFind developers for the mobile app

A person from the operations’ department creates the database after the chefs

evaluation processes

Share website on social mediaPartnerships with cooking schools

Partnerships with cuisine programs like Masterchef

How to maintain them?

Person ensure there is no inappropriate comments

External entity takes care of requirements to respond to a traffic increase

A person ensures the chefs willingness to stay in the platform

In the future, a fixed fee if the company become successful

Online Platform

Chefs Database Chefs

Online Platform

Chefs Database Chefs


3.0 3

Component: Resources Code:

Hypothesis: Chefs amateurs will be a crucial resource since they don’t present the problem of not having time to go to people’s home a top problemTest: 5 interviews or 20 surveys

Validation: If 60% of them don’t chose not having time as the main problem

Result:

Hypothesis

Activities

Web site and App

maintenance

Chefs/Amateurs selection

Marketing and IT

Find partnerships

Customer Relationship Management

Minimum Viable Product

http://bookachef.wix.com/website

Lessons Learned

• 19 % of (routine breakers) who value good food will use our service. However, according to our interviews, 70% don’t perceive it as a substitute of restaurants.

• We will focus on special events only, not substitute of top quality restaurants so we eliminated 1 segment – routine breakers, that will be a second persona of special hosts.

• 40,63% of the chefs highlight the problem of not having time to go to people’s houses so we considered to add amateurs who have been through some sort of evaluation process.

• While doing our organizational chart and process flow we understood that, because we are only a platform and not a company with chefs available all the time, it will be difficult to provide meals for those people who - forget to book their favorite top quality restaurant, (routine breakers) and - want something at a last-minute.

Documents

Luísa Gomes Ana Olímpio Mariana Osório Rita Ferreira Pedro Mariz