Session summary lep_s6_v2

Lean Entrepreneurship Project

FreshEntrepreneurs2014TransMenu

Session 6

Pauline von Nostitz 152113321 Pedro Mariz 152113366

Maria Murasheva 159114599Alicja Sadlo 159114503

Lessons Learnt – Session 5 I

• Value Proposition: Measurable by the concept "Value Curve“

Value Curve - The Process

1. Identification of Value Attributes

2. Selection of Value Attributes

3. Relative Evaluation of Attributes

4. Comparison with Competitors

26.09.14 FreshEntrepreneurs2014 2

Lessons Learnt – Session 5 II

• Landing Pages - Purpose: To test different Hypothesis (Segments, Value Proposition, Channels etc.) using the A/B-Testing Method A/B-Testing Method: Designing two similar yet different Websites to

arrive at a "Goal page“

• Surveys - Purpose: To test different Hypothesis (Segments, Value Proposition, Channels etc.)


Value Curves - TransMenu


0

1

2

3

4

5

6

7

Uniqueness CustomerSatisfaction

Up to date Service Price Saving ofResources (HR,

time)

Same design ofpaper menu

Integrated Service Quality oftranslation

Trans-Menu

Value Curves – TransMenu vs. Employees


0

1

2

3

4

5

6

7

8



time)



TransMenu vs Employees

Value Curves – TransMenu vs. Translation Agencies


0

1

2

3

4

5

6

7



time)



TransMenu vs Translating agencies

Value Curves – TransMenu vs. Google Translate


0

1

2

3

4

5

6

7

8



time)



TransMenu vs Google Translate

Landing Pages


Version 1:

http://transmenu.instapage.com

Number of views: 328

Version 2:

http://app.instapage.com/server/preview_page/167810/2/A/null

Number of views: 213

Consumers preferred Version 1

http://transmenu.instapage.com

http://app.instapage.com/server/preview_page/167810/2/A/null

Interviews – Strategic Implications

• Hypothesis Customer Segment –

Restaurant Owner / manager are our main customer segment

Validation: 65% of participants need to confirm to experience regular language barrier problems: 18/24 (75%) ✔



• Hypothesis Value Proposition –

Maintenance and Updating of menus is resource-consuming task restaurants would like to outsource

Validation: 65% of participants need to confirm to experience language barrier problems: 18/24 (75%) ✔



• Hypothesis Channels –

Service can be offered directly to clients through website without the establishment of physical offices

Validation: Landing page gets visited min. 200 times within 1 weeks: Combined 541 visits ✔



• Hypothesis Revenue Streams –

Customers will be willing to pay a fixed price per language

Validation: 65% of participants need to indicate a willigness to pay monthly maintenance fee: 17/24 (70%) ✔



• Hypothesis Revenue Streams –

Customers will be willing to pay a monthly fixed maintenance fee

Validation: 65% of participants need to indicate a willigness to pay monthly maintenance fee: 10/24 (42%) ✗



• Fixed Price per Language: 1 – 5 €

• Monthly Maintenance Fee: 1 - 3 €, however participants reluctant against maintenance fee

• Main expected benefit of TransMenu: Increase Customer Satisfaction

• High knowledge about & willingness to use QR-codes

• Greatest Concern when introducing QR-Codes: Loss of personal touch


Interviews – Findings

0 5 10 15 20 25

Yes

No

Serving foreign clients





0

5

10

15

20

25

Yes No





0

2

4

6

8

10

12

14

16

0 1-3 5-9 10-15 16 ormore

Weekly number of serving foreign clients

Weekly number of servingforeign clients



0

5

10

15

20

25

Yes No

Offering Physical Menus (Non-Portuguese)

Offering Physical Menus(Non-Portuguese)

Other languages offered: English,

Russian


0 2 4 6 8 10

Translation Agency

Internal Employee

Friend (no charge)

Friend (charge)

Internet

Translation SmartphoneApp

Current Translation Method (Non-Portuguese Menus)

Current TranslationMethod (Non-PortugueseMenus)




0

2

4

6

8

10

12

14

16

Yes No

Adjustment Physical Menu in case of seasonal / weekly menu changes (Non-Portuguese)

Adjustment PhysicalMenu in case of seasonal /weekly menu changes(Non-Portuguese)

Small changes are translated by employees directly, more significant changes are incorporated

into menu



• Advantages of current translation method:

– Internal Employee: Saves time, money, no dealing with third / external company, „high quality“ as work for boss

– Translation Agency: High quality, convenience of outsourcing

– Friends: Low to no charge, “high quality” as work for a friend

– Internet: Wide range of languages, speed, no costs

– App: Simple usage, wide range of apps



• Disadvantages of current translation method:

– Internal Employee: “Misuse” of employees, source of errors

– Translation Agency: High costs, inconvenience of outsourcing

– Friends: Source of errors, difficult to mix friends & business

– Internet: Source of errors, different translations offered

– App: Source of errors, some costly, enduring process typing in words / phrases



0

2

4

6

8

10

12

14

16

18

20

Yes No

Complains about Language Barriers (Employees / Customers)

Complains aboutLanguage Barriers(Employees / Customers)



0

2

4

6

8

10

12

14

16

18

20

Yes No

Serving foreign clients - time consuming task

Serving foreign clients -time consuming task



0 5 10 15 20 25

Unsatisfied Customers

Unmotivated Employees

Waste of time Translatingmenus

Waste of money Translatingmenus

Loss of potenatial businessdue to translation errors

Increased wages formultilingual employees

Language Barriers - Consequences

Language Barriers -Consequences


0

1

2

3

4

5

6

7

Best Solution to Language Problem

Best Solution to LanguageProblem



10

10.5

11

11.5

12

12.5

13

13.5

Yes No

Familarity QR-codes

Familarity QR-codes




0

2

4

6

8

10

12

14

16

Yes No

Willingness to use QR-codes in own restaurant

Willingness to use QR-codes in own restaurant

However, concerns were raised Next

slide!



0 5 10 15 20

Lack of personaltouch

Confusion ofcustomers

Confusion ofemployees

Usage of QR-Codes (Concerns)

Usage of QR-Codes (Concerns)



0

2

4

6

8

10

12

14

16

18

Yes No

Willigness pay fix price per language

Willigness pay fixprice per language



0 5 10 15

1-5 Euros

6-10 Euros

11-15 Euros

16 Euros or more

Willigness to pay - price range

Willigness to pay -price range



0

2

4

6

8

10

12

Yes No

Willigness to pay monthly Maintenance Fee

Willigness to paymonthlyMaintenance Fee



0 5 10 15 20

1-3 Euro

4-7 Euro

8-11 Euro

12 Euro or more

Amount monthly Maintenance Fee

Amount monthlyMaintenance Fee



0 5 10 15

Unsatisfied Customers

Unmotivated Employees

Waste of time translatingmenus

Waste of money translatingmenus

Loss of potential business dueto translation errors

Increased wages formultilingual employees

TransMenu - Main Problem Solution to

TransMenu - MainProblem Solutionto

Date post:	14-Jul-2015
Category:	Business
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Session summary lep_s6_v2

Business