Panzerotti Shop in

Lisbon
A trendy twist on evening and late-night
snacks
Joo Lamaro, n. 152112140
Liat Schliesser, n. 152113318
Henri Lieutaud, n. 159113525
Ins Cassiano, n. 152113162
Lean Entrepreneurship | CATLICA-LISBON

What have we done so far
O Updated our teams blog:
http://thepanzerottishopinlisbon.weebly.com

O Updated Empathy Map and SWOT (feedback from last lecture)

O Identified the Channels to communicate our value proposition

O Identified which channels to use to establish Customer Relationships

O Identified our main Revenue Streams

O Developed hypothesis for Channels, Customer Relationships and
Revenue Streams Segments

O Created a Pricing Model for the Panzerottis

O Documented lessons learned
Lean Entrepreneurship | CATLICA-LISBON
Relationship hypothesis
O Get
1. We will advertise our shop on social networks in order
to create brand awareness and curiosity
O Keep
1. We will implement content marketing to keep our
customers loyal and attentive to our operations and
products
O Grow
1. We will create incentives for our customers to talk
about panzerotti shop to their friends and family and
grow our customer base.
Component: Customer Relationships Code: CR01
Hypothesis The best way to get peoples attention about a new
concept/product is through social media and online
advertising.

Test Create a set of 5 advertising for Panzerotti shop and
promote them on Facebook with a test advertising of
50, about a new product in Lisbon.
Validation Track the number of clicks on the links in the Facebook
page. If conversion rate (reach/clicks) is higher than
5%, validate.
Result
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis
Form
Model
Panzerotti Shop
Version
1.0
Component: Customer Relationships Code: CR02
Hypothesis The best way to keep our customer base loyal is to
implement content marketing. Writing numerous blog
posts, publishing videos.

Test Write a few blog posts, promote them and ask people
for their input at the end of the article.
Validation If more than 5% of the visitors comment on the blog
post, validate.
Result
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis
Form
Model
Panzerotti Shop
Version
1.0
Component: Customer Relationships Code: CR03
Hypothesis The best way to get people to promote our shop is to
offer them gift certificates they can offer to their friends.

Test Implement a system were returning customers get the
opportunity to offer a Panzerotti to a friend they bring,
or give the m a gift certificate they have to offer.
Validation If more than 50% of the gift certificates are cashed in,
validate.
Result
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis
Form
Model
Panzerotti Shop
Version
1.0
Lean Entrepreneurship | CATLICA-LISBON
Channels
Magazines
Digital or
Press
Time Out
(Lisbon and
Oporto)
Time Out
Lisbon for
Tourists
Marketing
and
Cultural
Magazines
Social
Media
Instagram /
Facebook
Lisboa Sobre
Rodas
Facebook
Partnership
with Port.
Bloggers
Word-of-
Mouth
Success of
other Food
Trucks
Define a Road
Map
Viral video
about arrival
in Lisbon
Sponsor the
Outjazz?
Presence in
Summer
Festivals
P
a
i
d

C
h
a
n
n
e
l
s

F
r
e
e

C
h
a
n
n
e
l
s

Component: Channels Code: C01
Hypothesis People use Facebook as the main social media
channel.

Test Create a Facebook page and record traffic (web
analysis likes, frequency, etc. )
Validation More than 500 likes and a growing frequency by the
end of the first month.
Result
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis
Form
Model
Panzerotti Shop
Version
1.0
Component: Channels Code: C02
Hypothesis Time Out magazine.
Test Talk with the responsible and explain our project. See
their interest and negotiate with them voucher
agreement in the magazine.
Validation 3 customers using vouchers/week.
Result
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis
Form
Model
Panzerotti Shop
Version
1.0
Component: Channels Code: C03
Hypothesis Internet as a whole profit channel?

Test Create several landing pages, create traffic and record
the information request.
Validation 50 information requests/landing page.
Result
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis
Form
Model
Panzerotti Shop
Version
1.0
Component: Channels Code: C04
Hypothesis Summer events (msica no corao, for example).
Test Talk with summer events companies like msica no
corao, explain our project and see their interest.
Validation If 50% of the companies say yes.
Result
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis
Form
Model
Panzerotti Shop
Version
1.0
Lean Entrepreneurship | CATLICA-LISBON
Revenue Streams
Panzerottis
sales
Partners
Itinerary Food Truck
Kiosk in Terreiro do Pao
Component: Revenue Streams Code: RS01
Hypothesis Culture and trendy magazines would be interested in
being advertized in our food truck.

Test Address Marketing and Culture Magazines
responsibles and explain them our business idea.
Address the possibility of a partnership, which would
include advertising the Magazines in our food truck /
kiosk.
Validation If the Magazines are interested in the project.
Result
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis
Form
Model
Panzerotti Shop
Version
1.0
Component: Revenue Streams Code: RS02
Hypothesis Summer Festivals would be interested in being
advertized in our food truck / kiosk.

Test Address Summer Festivals responsibles and explain
them our business idea.
Address the possibility of a partnership, which would
include advertising the Summer Festivals in our food
truck / kiosk.
Validation If, at least, one Summer Festival is interested in the
project.
Result
www.fabricadestartups.com
Copyright Fbrica de Startups, S.A.
Hypothesis
Form
Model
Panzerotti Shop
Version
1.0
Lean Entrepreneurship | CATLICA-LISBON
Pricing Model
O Fixed costs
1. Fuel 200/month
2. License 200/month
3. Salaries 2*600/month
4. Total: 1 600/month

O Estimated sales
1. 50 customers/night
2. 2 panzerottis + 1
drink/customer
3. 20 nights/months
4. Total: 2000
panzerottis/month,
1 000 drinks/month

O Variable costs
1. Raw materials: 50/100
unit
2. Napkins & stuff: 5/100
unit
3. Drinks: 50/100 units
4. Smiles: 0/unit
5. Menu = 2 panzerottis + 1
drink
6. Total: 155/100
menus

Lean Entrepreneurship | CATLICA-LISBON
Pricing Model
O Cost pricing
1. 1,55 variable cost/menu
2. 1,6 fixed cost/menu
3. Total: 3,15/menu
4. Price: 9,45/menu

O Value pricing
1. Menu price for similar
restaurants: 6
2. Price for menu
6,75

O Competitive
pricing
1. Menu price for similar
restaurants: 6
2. Price for menu:
4,95

Lean Entrepreneurship | CATLICA-LISBON
Lessons Learned
O Channels
1. The company will need multiple
channels to communicate with
customers
2. Preference towards free
Marketing channels (word-of-
mouth, social media, PR, viral
marketing)

O Relationships
1. Focus on customer acquisition
and retention
Acquire
Viral Marketing
Maintain
Drip Marketing
Grow
Communities
Lean Entrepreneurship | CATLICA-LISBON
Lessons Learned
O Revenue Sources
1. The business model is the
base for the revenue sources
2. A company should ensure, at
least, two revenue sources
3. Transaction-like revenues
Vs. Extra-action to generate
revenues
O Pricing Model



Cost-
Driven
Value-
Driven
Focus on the client and
the experience!!