40% Essay

Question 1

What is step 6 - the full life cycle use case ?

Answer 1

• Developing a step by step guide which shows the Use Case.
• how the end user determines they have a need for your product, how they acquire your product and,
  how you will get paid for your product.

Question 2

How did we carry out step 6- the full life cycle use case ?

Answer 2

Outline how the persona…

How do they realise they have a need?
How do they acquire it?
How do they pay for it?
What are the key interface points?
What barriers may arise?

Question 3

What is step 7 - High level product specs ?

Answer 3

• Process of creating a visual representation of the product/service.
• description must be focused on benefits of the included features.
• should also be specific to target customer.

Question 4

How did we carry out step 7 - high level product specs ?

Answer 4

• Created a brochure outlining key features and giving the consumer an idea of user experience.
• A visual representation in the form of a storyboard can make benefits easier to understand.
• Price is not included at this point.

Question 5

What is step 8 - quantified value prop ?

Answer 5

• Create a value proposition focused on the persona’s top priority.
• Can be shown in quantitative metrics.

Question 6

How did we carry out step 8 - quantified value prop ?

Answer 6

• Created a visual, one page diagram of the value proposition aligned with the persona’s top priority.
• For Calraunt the ability to eat out without any negative impact on your diet/health is what appeals to customers. We quantified the value of this through a flow diagram outlining an example of the process.

Question 7

What is step 9 - the first 10 customers ?

Answer 7

• Identify 10 additional real potential customers that fit the end user profile.
• Make contact with these customers and refine primary market research by presenting them with life cycle use.
• Testing whether the persona is useful and accurate.

Question 8

How did we carry out step 9 - the first 10 customers ?

Answer 8

• Using contacts such as family and friends we found 10 potential customers who fit the persona.
• We then created a table with interests and characteristics of each person - each of which were in some way similar to the persona.

Question 9

What is a 2 sided market ?

Answer 9

• Where the user and the buyer are not the same person.

- In this was you have 2 personas and a list of the 10 first customers.

Question 10

What is step 10 - define core ?

Answer 10

• Explain why your business can uniquely provide your targeted customers with a solution that others cannot.
• the core cannot be changed and is something you will build on over time.

Question 11

How did we carry out step 10 - define core ?

Answer 11

• Required internal introspection as well as external research of competitors to see what we could build our business upon.
• The unique point of our business is the user experience, to allow health conscious people to have access to nutritional information of restaurants which is often difficult to otherwise access.

Question 12

What is step 11 - chart your competitive position ?

Answer 12

• A matrix which defines the competitive position fo your product in the market.
• the top right is the ideal position as it means for 2 different consumer priorities your product will be the market leader.
• Can also be effective in communicating the value of product to consumer.

Question 13

How did we carry out step 11 - chart your competitive position ?

Answer 13

• We chose our 2 consumer priorities to be how health conscious the app is, and how well suited it is for those who want to eat in restaurants regularly.
• Our app was top right, in comparison with apps such as myfitnesspal and meallq which were health conscious but not as suited to eating in restaurants.

Question 14

What are the basics of an elevator pitch ?

Answer 14

• introduction
• description of product and the problem being solved
• call to action

Question 15

What is step 12 - the decision making unit ?

Answer 15

• Where you research and document who are the key people that determines whether or not your target customer will buy your product.
• primary stakeholders such as the champion, end user and primary economic buyer need to be identified.
• secondary stakeholders such as secondary influencers, those with veto power and the purchasing department also need to be identified.

Question 16

How did you carry out step 12 - the decision making unit ?

Answer 16

Primary:
champion
- the NHS (health promoting)
end user/primary economic buyer
- end user profile
Secondary:
primary influencers
- Restaurants, industry analysts
secondary influencers
- bloggers, App Store reviews
Veto power
- government
Purchasing department
- App Store

Question 17

What is step 13 - customer’s decision making process ?

Answer 17

• The process of mapping out how a customer purchases the product.
• Creating a map of the process followed by the customer helps to identify fundamental drivers of the length of the sales cycle.
• Helps to spot obstacles which could hinder ability to sell the product quickly.

Question 18

How did we carry out step 13 - customer’s decision making process ?

Answer 18

1. Brainstorm process (1month)
2. Finalise features + design (3month)
3. Design app (4month)
4. gain permission from app store. (2week)
5. Publish onto App Store (2week)
6. Installation of apps onto customer phones (immediate)

9 month process

Question 19

What are steps 14 and 15 ?

Answer 19

14 - Calculate the TAM size for follow on markets

15 - Design a business model