daydream incubator week #3
TRANSCRIPT
VENERA SCUDERI
MANUEL RIBEIRO
ADRIAN GYSTAD YTTERDAL
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WEEK #3
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CUSTOMER SEGMENTS
People with innovative and
creative ideas in fashion and
design that have never
realized a product and
never conducted a sale
People with a small scale, local
fashion and design start-up
already in progress, but
lacking the skills and know-how
to evolve their business
#1 #2
PERSONA ANALYSIS - #1 segment
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PROFILE:
• 25 years old
• Studying business, fashion and
design
• Social network user
• Communicates by email and
mobile phone
• He loves searching on fashion
news and trends
• Determined, focused and
curious
• Pains: not understanding how to
start his own brand
• He is happy when he can spend
time to develop his collection
DAY – IN – THE –LIFE:
• 7:30: wake up and get ready for class
• 8:30: lessons
• 12:30: lunch and meet with friends
• 14:00: projects
• 17:30: have a walk to the stores
• 19:00: gym
• 20:00: dinner
• 22:00: go out
• 00:00: sleep
PERSONAL OBJECTIVES: • Be active
• Be helpful
• Happiness
• Be creative
PROFESSIONAL OBJECTIVES: • Meet new people
• Dynamic
• Success
• Network
PERSONA NAME: RALPH LAUREN
PERSONA ANALYSIS - #2 segment
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PROFILE:
• 30 year old
• No kids
• Small business owner
• Operates out of low cost
facility (her home)
• Word-of-mouth advertise
• Sells through her home (store
home)
• More concerned with her own
work then being inspired by others
• Feels stuck, and do not know how
to evolve her business
• Solid practical and creative skills,
but lack business and innovation
capabilities
• Little cash to spare for
investments
DAY – IN – THE –LIFE:
• Wake up at 7 am
• Procurement/research before opening the store
• Store opens at 10 am
• Production/design during store hours
• Store closes at 7 pm
• Cleaning and making ready for next day unti 8 pm
• Dinner with friends 8-10
• Relax with a book 10-11
• Bed 11 pm
PERSONAL OBJECTIVES:
• Be a positive force in her
community
• Creative & financial freedom
PROFESSIONAL OBJECTIVES:
• Get her products known,
recognition of her work
• Get an acceptable/ respectable
margin on her products
PERSONA NAME: CLARISSA SMITH
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INTERVIEW BRIEFING – FIRST STEPS
1- PRESENTATION
“Hi! We are working on a project to help people to develop their new ideas related to
fashion and design. If you have any innovative and creative ideas in these fields, or if you
are trying to develop them, we would really appreciate your collaboration.”
2- UNDERSTAND DEMOGRAPHICS INFORMATION ABOUT THE INTERVIEWEE
• Name
• Gender
• Age
• Occupation
• Nationality
• Family situation
3 – QUESTIONS TO UNDERSTAND IF HE/SHE IS IN ONE OF OUR SEGMENTS
• Are is you interested in fashion & desgin? YES CUSTOMER
• Do you have any new ideas? YES CUSTOMER
4 – QUESTION TO UNDERSTAND IN WHICH OF THE TWO SEGMENTS HE/SHE IS
Have you started developing you ideas? NO: CUSTOMER #1 - YES: CUSTOMER #2
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INTERVIEW BRIEFING - #1 SEGMENT
• How are you related to Fashion and Design?
• Did you try to develop your idea?
• Would you be comfortable with starting a new business? What do you think will be your
main challenges? (explore all elements in our VP)
• If you decide to follow your idea, would you like to utilize a coworking space? Would
you prefer the other people working there having similar or different interests than you?
• Would you prefer personal guidance with your start-up? Or, just with the essentials?
(Mentor vs. online platform)
• Would you be willing to pay someone to help you with these challenges? Current or
future payment?
• Where would you search for information in order to get help with your challenges?
• Which channels/mediums do you use everyday? (Newspapers, blogs, podcast, radio,
facebook/insta/snap/etc)
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• How is your business progressing?
• What was and what are your main challenges? (explore all elements in our VP)
• Where do you work now? Would you like to utilize a coworking space? Would you
prefer the other people working there having similar or different interests than you?
• Would you prefer personal guidance with your start-up? Or, just with the essentials?
(Mentor vs. online platform)
• Would you be willing to pay someone to help you with these challenges? Current or
future payment?
• Where would you search for information in order to get help with your challenges?
• Which channels/mediums do you use everyday? (Newspapers, blogs, podcast,
radio, facebook/insta/snap/etc)
INTERVIEW BRIEFING - #2 SEGMENT
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RESULTS – Interview #1 SEGMENT #1
LAURA, 23 YEARS OLD, STUDENT, ITALIAN, ENGAGED
Fashion is one of her biggest passions. She is studying management, but she would like to
work in the fashion and luxury sector. She has always lots of ideas that she would like to
develop, but she doesn’t know how she should start to do it.
The fashion incubator could be really useful for her because there she could find all the
professionals needed, and she should not go to each one of them to present her ideas.
She would also like to utilize a co-working space, in order to try to work as much as possible
with different people and to take advantage from the “sharing opportunities”. She would
work with people working in her same sector (fashion and luxury), but developing different
ideas.
She would prefer to pay at the end, but she would be willing to pay even in advance as she
understand the risks that someone can take helping her.
She would look for information about how to develop her ideas online and from people that
are developing similar projects, but on a large scale.
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SEGMENT #2
PIERLUIGI, 26 YEARS OLD, STUDENT WORKER, ITALIAN, ENGAGED
He is developing his own t-shirt brand. The process it’s a bit slow and he has some problems
to find new customers. At the beginning the hardest challenge was to practically start the
idea, but with the help of some entrepreneurs friends he was able to do it. Now, the main
challenge is to reach new customers, which is very difficult for him. He uses a lot social
networks, that are really helping the brand, but, of course, they are not enough.
He usually works at home, because renting an office is really expansive. Anyway, he would
prefer to work in a co-working space: first of all to have less costs and than to have the
opportunity to encounter new and different people, that can be and inspiration and helpful
for him.
He is willing to share the revenues of its business at the end of the service, so when he is sure
that the brand can be actually profitable.
When he need some information he usually looks for some news, ideas, start-ups from foreign
countries. He wants to find some best practices, someone who is developing my same
business with success. And of course, internet could be really useful but he would always look
for a personal contact with people that can help him.
RESULTS – Interview #2
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RESULTS – Interview #3
SEGMENT #1
RAGNHILD EVENSEN, 24 YEARS OLD, STUDENT, NORWEGIAN, SINGLE
She is interested in fashion and design, as she is studying at an interior design school in
Norway. She has several new ideas for a series of lamps. Edgy/artsy style. She has not yet
done anything (except to work on her product ideas) in order to develop her idea.
She has been interested in design since she was a little kid, and loves to draw and now also
do animations and models on the computer. She does not really feel comfortable starting a
new business, as she does not feel like the “manager” type of girl. She would like to get in
touch with someone who could be the CEO of the project, while she could be in charge of
the creative parts. So the first challenge for her is finding a team, and someone with
compatible skills to hers. She needs the most help with finance and accounting. She has
workspace at her school, so she is not in need of co-working space, although she would
prefer working with people with different backgrounds. She would prefer “free” options, she is
skeptical of sharing her revenues, as she has strong “property feeling” towards her products.
She normally uses online sources, blogs and magazines and social media, both for
communication with her friends and classmates, and for searching and keeping up-to-date
on fashion and trends.
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OUR WEEK #3
Last week we concentrated the analysis on our customers. We started trying to identify
the segments that we want to serve. After that we examined in depth the two types of
customers by making the persona descriptions more detailed. We found out that the age
not really matters to our segments, but gives us an indication of where it will be easier to
find our customers. We developed an interview briefing guide, with a recipe for the
interviewer. It helps classify our customer into relevant segments, which demographic
information we need for post-analysis purposes, and which questions it is important to get
in-depth answers in order to validate our hypothesis.
We have also learned that getting in contact with our customers might prove hard, as we
realize that just testing our interview briefing on 5 potential customers is difficult. Hence,
we need to start utilizing our network next week in order to get in contact with more
potential customers. Overall, this has been an exciting week, and we can really see the
development of our new business!
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LESSONS LEARNED
Starting from the customer was actually really important and useful, because helped to
focus better on how to develop our value proposition.
The age of the customers is not the most important information to identify segments, but
we have to focus on what they need. This helped us to identify two clear segments to
serve.
Trying to get in contact with our customers might prove hard, as we realize that just
testing our interview briefing on 5 potential customers is difficult.
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BUSINESS MODEL3.0
COST STRUCTURE
Fixed costs: facilities, people, IT services and
hardware
Variable costs: project related costs and outsourced
services
REVENUE STREAMS
Shareholding
Percentage of start-up’s revenues
Renting of co-working space
CUSTOMER SEGMENTS
People with
innovative and
creative ideas in
fashion and design
that have never
realized a product
and never
conducted a sale
People with a small
scale, local fashion
and design start-up
already in progress,
but lacking the skills
and know-how to
evolve their business
KEY PARTNERS
Companies
Universities
Financial
partners
Successful
entrepreneurs
Government
KEY ACTIVITIES
Idea validation
Creation of a
business plan
Legal help
Networking
Marketing
Accounting
KEY RESOURCES
Office
People
Network
CUSTOMER
RELATIONSHIP
Personal
relationship
Continuous
help
CHANNELS
Social media
Universities
Competitions
Online
platform
VALUE PRPOSITION
Tools
Knowledge
Services
Individual case
by case
analysis
Turn innovative
ideas into
sustainable
business
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THANK YOU!