Luísa Gomes
Ana Olímpio
Mariana Osório
Rita Ferreira
Pedro Mariz
Project Follow Up Week 6
Hypothesis Validation
Review and update Business Model
Organizational Chart
Project Follow Up Week 6
Processes
Partnerships
Resources
Project Follow Up Week 6
Activities
Minimum Viable Product
Lessons Learned
Hypothesis Validation
Hypothesis
Hypothesis Form
Model
3.0
Component: Customer Segment
Version
3
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
Hypothesis Form
Model
3.0
Component: Value proposition
Version
3
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 .
Validation: If a minimum of 60% answers positively to our hypothesis.
Result: Invalid
Hypothesis
Hypothesis Form
Model
3.0
Component: Value proposition
Version
3
Code:
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.
Validation: If a minimum of 60% answers positively to our hypothesis.
Result: Valid
Hypothesis
Hypothesis Form
Model
3.0
Component: Value proposition
Version
3
Code:
Hypothesis: Premium segment will value our service because it will make the events
something different and special.
Test: 40 Surveys and 15 Interviews.
Validation: If a minimum of 60% answers positively to our hypothesis.
Result: Valid
Hypothesis
Hypothesis Form
Model
3.0
Component: Customer Segment
Version
3
Code:
Hypothesis: Chefs will value opportunities that demand doing extra work outside the
restaurant.
Test: 25 Surveys and 10 Interviews
Validation: If a minimum of 70% answers positively to our hypothesis.
Result: Valid
Hypothesis
Hypothesis Form
Model
3.0
Component: Customer Segment
Version
3
Code:
Hypothesis: Chefs that already provide in-house services will want to increase even
more their customer base and earnings by joining the platform
Test: 25 Surveys and 10 Interviews
Validation: If a minimum of 60% answers positively to our hypothesis.
Result: Valid
Hypothesis
Hypothesis Form
Model
3.0
Component: Revenue Stream
Version
3
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.
Validation: If a minimum of 65% answers positively to our hypothesis.
Result: Valid
Hypothesis
Hypothesis Form
Model
3.0
Component: Revenue Stream
Version
3
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.
Validation: If a minimum of 65% answers positively to our hypothesis.
Result: Valid
Hypothesis
Hypothesis Form
Model
3.0
Component: Channel
Version
3
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
Review and update Business Model
Key Partners
Cooking
Associations
or events
Key Activities
Website and
App
maintenance
Customer
relationship
management
Chefs
selection
Marketing and
IT
Find
partnerships
Cooking
Schools
Key Resources
Food
bloggers
Value Proposition
Website and
App
Chefs
database
Chefs
Cost Structure
Marketing
Expenses
Insurance
Customer Relationships
Getting a
different/fancy
event in a private
environment
Having an event
at home without
worries
Community
Environment
Personalized
Service
Premium
segment
Special Hosts
Insurance
Policy
More time and
convenience to
enjoy top quality
food
Additional source
of income
Customer
Segments
Channels
Website
Social Media
Routine
Breakers
Chefs
Word of
mouth
More visibility
Website and App
development and
maintenance
Revenue Streams
Commission fee
of 12,5% paid by
Chefs over each
booking service.
Subscription fee
–In the future if
the service is
successful.
Key Partners
Cooking
Associations
or events
Key Activities
Website and
App
maintenance
Customer
relationship
management
Chefs
selection
Marketing and
IT
Find
partnerships
Cooking
Schools
Key Resources
Food
bloggers
Value Proposition
Website and
App
Chefs
Chefs
database
Amateurs
Cost Structure
Marketing
Expenses
Insurance
Customer Relationships
Getting a
different/fancy
event in a private
environment
Having an event
at home without
worries
Community
Environment
More visibility
Website and App
development and
maintenance
Premium
segment
Personalized
Service
Insurance
Policy
More time and
convenience to
enjoy top quality
food
Additional source
of income
Customer
Segments
Channels
Chefs
Social Media
Website
Word of
mouth
Revenue Streams
Commission fee
of 12,5% paid by
Chefs over each
booking service.
Special Hosts
Chefs
Amateurs
Subscription fee
–In the future if
the service is
successful.
Organizational Chart
CEO
Head of
Marketing
and Sales
Partnerships
CRM
Head of
Finance
Brand
Management
Accounting
Head of
Operations
Finance
Design
Chefs
Procurement
IT
Organizational Chart
Position
CEO
Main goals
Average profit of 60.000€ in the second year
and increase 50% the next years. Get clients
in 25 different countries.
Strategic Tasks
Develop 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
Organizational Chart
Position
Head of Marketing and Sales
Main goals
Get 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 Tasks
Elaborate marketing plan, managing customer
journey, managing the budget, managing
partner relationships
Tactical Tasks
Formulate, direct and coordinate marketing
activities, evaluate segments evolution.
Organizational Chart
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 Tasks
Tactical Tasks
Elaborate 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
Report proper book accounts, fulfill &
optimize tax requirements, ensure compliance
& quality governance
Organizational Chart
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 Tasks
Elaborate and improve operational plans
within the company processes. Make sure of
the good performance of the platform.
Tracking chefs.
Tactical Tasks
Monitoring team members performance,
evaluate consumers satisfaction, evaluate
processes
Processes
Partnerships
Cooking Associations
or Events
Cooking Schools
Food Bloggers
Hypothesis
Hypothesis Form
Model
3.0
Component: Partnerships
Version
3
Code:
Hypothesis: Cooking schools will be willing to partner with us providing us with
potential students to be our clients
Test: interview 2 possible partners
Validation: If the school present us with more than 15
Result:
Resources
Extensive
and detailed
Online
Community
Strong
Motivation
User
friendly
-
-
-
Expertise
proven
Online platform
Key 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
-
-
Chefs Database
Chefs/Amateurs
Key characteristics:
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
-
-
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 .
Resources
How to get them?
Online
Platform
Chefs
Database
Our team will develop the website without
spending money
Find developers for the mobile app
A person from the operations’ department
creates the database after the chefs
evaluation processes
Chefs
Share website on social media
Partnerships with cooking schools
Partnerships with cuisine programs like
Masterchef
How to maintain them?
Online
Platform
Person ensure there is no inappropriate
comments
External entity takes care of requirements to
respond to a traffic increase
Chefs
Database
A person ensures the chefs willingness to
stay in the platform
Chefs
In the future, a fixed fee if the company
become successful
Hypothesis
Hypothesis Form
Model
3.0
Component: Resources
Version
3
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 problem
Test: 5 interviews or 20 surveys
Validation: If 60% of them don’t chose not having time as the main problem
Result:
Activities
Find
partnerships
Chefs/Amateurs
selection
Web site and
App
maintenance
Marketing and
IT
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.