CLASS N4

Maria Abrantes 152113350

Tiara Teixeira 152113149
IS THERE A KEY TO SUCCESS?
There are no overnight successes
1st idea isnt necessarily going to be the
best one.
B2C DISADVANTAGES
More difficult to get enough customers
More difficult when you dont have enough money because it is
harder to achieve high revenues

VALUE CURVE
0
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Unique taste Healthy Nutritious Fresh Energetic Brand power Package Sales location
Aa Santini Llaollao
GET TO KNOW YOUR MARKET!
Who are your customers?
How many? Are they enough? Most business fail because they
lack customers...
How are you different from your competitors?
EMPATHY MAP
The main goal is understand the customers within a given
context, such as a buying decision or an experience using a
product or service.
The empathy-mapping exercise helps to identify gaps in
our understanding and helps to gain a deeper understanding
of the things we dont yet know.


ADVENTURERS
news abouL how sugar ls pre[udlclal for
our healLh.
lrlends worrled abouL Lhelr physlcal
appearance.
arenLs becomlng more lnLeresLed and
lnformed abouL healLhy allmenLs
lrlends Lalklng abouL how Lhey llke Lhe
deslgn and brandlng of new shops ln
Llsbon such as PonoraLo or Choupana.
lrlends LhaL came from 8razll Lalklng
abouL Aal

Aal has a sLrange color!
ln Lhls llfe, l wanL Lo Lry new Lhlngs and dlscover Lhe world l llve ln
l am worrled Lo geL old and do noL have Lhe chance Lo see and experlence
everyLhlng l wanL Lo
Pe ls a rlsk lover
lrozen deserL oerlngs are llmlLed
Lo frozen yogurL or lce cream
Some bars sLarLed oerlng healLhy
snacks and someumes aal ln a
bowl
Cn Lhe go oers are becomlng a
Lrend (eg.Chlppers)
Pe says he ls lnLeresLed ln new foods and experlences
Pe ls always Lhe one Lrylng Lhe dlerenL and new dlshes ln a
resLauranL
Ln[oy saylng Lhey llke alLernauve Lhlngs and
lL has been a whlle slnce Lhey don'L Lry a new LasLe for Lhe rsL ume.
All popular frozen desserLs ln Llsbon are Loo malnsLream.
new avor experlence
1ry a new Lhlng for Lhe rsL ume
SPORTY & HEALTH CONCERNED
lrlends worrled abouL Lhelr physlcal
appearance
arenLs becomlng more lnLeresLed and
lnformed abouL healLhy allmenLs
1v shows lncenuvlzlng a more healLhy llfesLyle


l wanL Lo be healLhy
l belleve sporL ls essenual Lo feel good
l en[oy belng ouLdoor
l don'L llke drlnklng coee nor alcohol regularly
Magazlnes wrlung abouL how aal beneLs
Surfer frlends eaung aal
lnLernauonal aLhleLes eaung aal lnsLead
of energeuc bars
newspaper wrlung abouL how sugar ls
pre[udlclal for our healLh
l can geL energy ln a healLhy way
l can eaL someLhlng refreshlng whlle ln Lhe beach
l eaL healLhy allmenLs and l pracuce sporLs regularly
l eaL energeuc bars aer l pracuce sporLs
l eaL lce creams and frozen yogurLs when lLs hoL
8lologlc food ls Loo expenslve
PealLhy food doesn'L always LasLe well
AA LOVERS
More frlends Lalklng abouL aal
Aal ls becomlng more popular ln Llsbon

Ln[oy eaung aal ln Lhe mornlng because lL glves energy for Lhe day!
Aal ls much more refreshlng Lhan any lce cream.
used Lo eaL aal ln a weekly basls
Aal ls already sold ln some
supermarkeLs
ln Chlado and rala Crande Lhere are
shops selllng aal
l eaL aal ln Lhe mornlng aer a long parLy nlghL
l love lLs avor!
l eaL aal ln Lhe beach
?ou should Lry aal because lL ls refreshlng and LasLy!

uoubLs abouL success ln orLugal because lLs noL always
sunny
now l can eaL aal ln Llsbon
l have more opuons when l wanL Lo eaL someLhlng fresh
PERSONA
Once you get all the data about your customers, useful rich data,
how should we communicate it across to the rest of the design/
development team? One popular option is creating personas.
Personas are used to communicate findings from user research in
a simple and accessible manner.
They're very useful as they can communicate this information
quickly and in a fun.

! 23 years old
!
Sport & Health concerned
Salvador Silvestre
Age: 23 years old
City: Lisbon
Social Class: B
Loves surfing
Student, master in Management
Dream trip: Bali
Favorite beach: Praia Grande
Listens to Indie & Raggae music
Spends money in Material to surf
To surf in all beaches of this world; to
live near the beach
To open a surf school for
blind people; to spread the
surf spirit and community
through the world
6.00 a.m Wake up
6.15 a.m (if I wake up on time) breakfast: milk and cereals problems because milk is sometimes indigestive
7.30 starts morning surf
9.30 morning snack (banana milk shake for the proteins) and get ready to classes
2 p.m Lunch (Bolognese for the energy)
6 p.m surf class
9 p.m Diner with Girlfriend (sushi - because she loves it)
11 p.m Bed
THE INTERVIEW PROCESS
Prepare a script: Time is precious, prepare the interview instead of
improvizing
Use open ended questions
Apply concrete examples


SOME INTERVIEW QUESTIONS
How are the customers currently dealing with this task/problem?
(What solution/process are they using?)
What do they like about their current solution/process?
Is there some other solution/process youve tried in the past that
was better or worse?
What do they wish they could do that currently isnt possible or
practical?
If they could do, how would that make their lives better?
Who is involved with this solution/process? How long does it
take?
What is their state of mind when doing this task?

Hypothesis:
The majority of people see Ice Cream and Frozen Yoghurt as unhealthy desserts

Interviewee:
Name: Salvador Silvestre
Age: 25
Customer Segment: Sports & Health concerned
Interview script

Introduction

Hello Salvador! First of all, thank you for coming. This interview is going to last
around 30 minutes and the main goal is for you to feel as comfortable as possible
and to answer your honest opinion. There is no right or wrong answer and your
honesty is very important to us.
As you probably know, we are developing a business plan for a Frozen Aa desert
chain. Do you know what is Aa?
If yes: Have you ever eaten it? When? Did you like it? Would you like to eat it again?
Why? Can you describe its taste?
If no: Explain.
The concept of our business is to offer frozen aa in plastic cup through ice cream
trolleys. As we are still analyzing if this idea is viable, we would like to understand our
target segments habits regarding frozen desserts
Frozen Dessert consumption

When you think about Frozen Desserts, which types pop up to your
mind?

From those you mentioned, which ones do you consumer and in what
occasions? (Ask for frequency and moments of consumption)

When you think about Ice Creams what brands pop up to you mind?

From those brands, which ones do you eat more frequently? How?
When?

From those brands, which ones do you eat for breakfast? Why? When?
(Ask the same for morning snacks, lunch, afternoon snack, diner and
midnight snack)

Ask the same for Frozen Yoghurt

Why don't you eat ice cream more frequently?

Why don't you eat frozen yoghurt more frequently?

From all types of frozen desserts considered, which one are the
unhealthiest and the healthiest?

Do you consider Icecream to be an unhealthy dessert?

Do you consider Frozen Yahourt to be an unhealthy dessert?

Maria Abrantes 152113350
Tiara Teixeira 152113149