MVP

Plan your MVP

• Choose one or more assumptions you want to test. These should test your main leaps of faith!
• Identify a clear, specific objective and prepare a script for 2 or 3 scenarios that you’d like to test.
• Be imaginative
• Represent the product benefits
• Try to reproduce a “realistic” interaction

1. The Beta Mode for entrepreneurial Pivot.

Our project is the answer to improve a service of integration of loyalty cards in a single app with visual section on offers and easy access to the information corresponding to the card stored in question.

The problem of our business is in the first place the time. We need a lot of time to organize all the offers and cards of all the commerces, therefore the initial pivot phase will be:

1. Focus on a small sector (without discarding our initial model).
2. Not to offer so much information to our target.
3. Implement it little by little with new options.

2. Identify & undestand the business needs. MVP plan

- Project for a long term

- We do this project for solve the problem to have a lot of cards for discounts from differents commerces

- Easy to use, simple, cheap and for all people.

3. Map out the user journey

User	Actor	Story Ending
Andrea (27)	-Find high valuable offers on expensive products. - Medium /High Salary - Active buyer both weekly and in the week-end	- Buy “all that she likes” - Buy fashion and expensive products, showing a real importance on the brand. - Has not enough time to buy all that she wants and has too much loyalty cards
Enrique(24)	- Searching for offers in the fashion and luxury sector -Medium salary as he is initiating to be an entrepreneur. - Buying once a week and not familiar with the sector	- Thanks to our applications, he finds references and great discounts on products that match his needs with a discount. - Helps him to organize his loyalty cards as he is not used to use them. - Practical for him, as he is all day checking his smartphone.
El Fornet	-Try to attract more customers with rewards on the loyalty system. -Offer a wider range of information and facilities to customers.	- Higher satisfactions -Mouth-to-mouth effect on customers - More customers discovering el Fornet. - More present in Internet and Social media, which allows to “exist” in this digital era.

4. Map of leaps of faith & test

5. Product benefits

• Add your clients cards
• Scan the card: QR or bar codes.
• Store your cards in the cloud.
• Choose cards from a list.
• Don´t forget more cards.
• Location to determine the nearest comerce.
• Choose your card and receive offers.
• Store your cards in your mail for backup.
• Touch ID function
• More national cards

6. Test Interaction

We have chosen a scenario with the youngest person (25), in order to anticipate the demand of the youngest segment.

(When she goes to pay at the car register)

Andrea: How much is it?

Teller: Is 10 euros, do you have our fidelization card ?

Andrea: Not this time, Im in a hurry. I dont have

Teller: Do you know that you can use your phone  trough tapp app to acumulate points for future rewards ?, you can do it at home dont worry.

Andrea: and how is this ?

Teller: You can only use your email for register and next time when you come, you only need your phone and cash.

Andrea: And the spam ads or privacy ?

Teller: There is no spam, only you will receive the offers inside the app. Always there are offers during the week. And the privacy, there arent more personal data, only your email, and your email is under regulated in our server and in your mail provider.

Andrea: So can I do at home?

Teller: Yes, when you want, and think about it, its worth it.

Andrea: Thanks, bye

Revenues and Costs

Market Insight:


From el Periodico ( 2/11/2017) - "Barcelona, con un 78%,  Barcelona es donde los encuestados reconocen ser menos olvidadizos y sólo el 2% declara que se suele olvidar de utilizarlas."  ( Importance of loyalty cards in Barcelona).


Total population : 1,609 millones

Target :  1,255 millones de personas

Year 1: 5% Barcelona population uses our app
Year 2: 15% Barcelona population uses our app
Year 3:   30%  Barcelona population uses our app
Year 4: 40% Barcelona population uses our app
Year 5: 60% Barcelona population uses our app

The Customer

Personas:

Our personas will be divided in 2 groups.

Customers:

- Big Companies using loyalty systems

- Medium-sized companies using loyalty systems

- Big and medium companies not using loyalty systems, but willing to have a wider community of loyal customers.


Users:

- Families using loyalty cards. 

- Young people using loyalty cards.

Personas (customers):

Zara:

- Multinational big company with high revenues

- Great fidelization of consumers by differents offers through the loyalty cards.

- Wants to innovate their system and achieve new offers to customers in order to increase sales.



Cottet:

- Medium-sized company with medium revenues.

- Graduated sunglasses, sunglasses, contact lenses and hearing aids.

- They offer loyalty cards in order to get discounts.



El Fornet:

- Medium-sized company with medium revenues

- No loyalty programs. Fidelization of consumers by comming a lot of years to the same store, personal treatement, great relationship with the customer ( not only comercial).


- Need of attracting new customers and developping their client database, as their client database is each time going down and they need offers due to high competition.



Personas (users):

- Stephen :

Lives in Barcelona

Age: 40 years old

Salary: 20 000 /year

Married with 2 kids

Shops in the weekend, alone or with family.  Buys clothes, food, and basic things for himself. 
Travels quite often and likes to be part of memberships.

Has different discount and legacy cards.

Uses quite often smartphone


- Andrea :

Lives in Barcelona

Age: 27

Young professional

Salary: 16.000/ year

Single

Buys both during the week and in the week end. Buys fashion clothes, food and goes to different social events.

Uses discounts and legacy cards, as she confesses to us that she is a "fashion addicted" and can´t resist sales and Apple products.

Always uses smartphone






-Enrique:  

Lives in Barcelona

Age: 24

Entrepreneur from Technova recently graduated in Lasalle Barcelona

Salary:  12.000 /year

Single

Wants to buy in fahsion shops in order to show elegance level as an entrepreneur.

Does not have time to remember all legacy cards and discounts.

Very familiar with applications and innovations, as he is a digital native.

Demand Creation

Demand Creation:

Our sales funnel for the users done through the app or website will be composed of 7 steps.

Conclusions Interviews

The conclusions of the interviews that we have done to the users and companies during the project are the following ones:

Users

1. Almost all the people have loyalty cards. The ones with more are adults with kids.

2. All the people see a problem in having to carry out too many loyalty cards on their wallets.

3. Old people say it's difficult for them to get used to the new technologies. Some of them try to adapt to these changes and others don't. Young people, adults and families with kids easily adapt to the new technologies.

4. Most of the people don't always use their loyalty cards or coupons because sometimes they don't remember or they don't have time to go to the shop and benefit from the promotion. These profiles are specially adults with kids and old people.

5. A lot of people think that the loyalty systems service could be better by offering more and better discounts and promotions, and allowing more time to benefit from the promotion.


Companies

Systems are based on points, stickers, by buying monthly in most of the shops, some companies give free products or percentages in a way of cash back, some like Caixa in this interview highlight that they give presents if the customer makes them the principal bank where their income is payed monthly. 

 All of them make more customers with loyalty programs promotions and even make higher margins with them, customers acquire one offer and then move to the next, this works like a hook for most firms. 

All of them are interested in new customer of all ages, one customer is a a new income, but only Caixa wants young customers and have a program just for them Jove carnet, design for a younger customer base, that is what they need in the future. But in the case of Hilton hotels young people is not their market because they don't have the money to spend in this service or in groceries or restaurants, until they become fully independent. 

All firms are open to collaboration if higher earning is acquired they will join with the firm needed if the final result is more income.  they want a faster and centralised service for customers, a platform that control all offers, they don't want huge amounts of policies for different promotions because is complicated for both firms and customers, they want a full connection with social media.  
most companies will share information if a joint venture is made and if data is handle with responsibility, except Hilton because of their based policies in USA area, that cant be changed.