eretail europe 2015 - guilherme amaral (edmond's cuisine)
TRANSCRIPT
Guilherme Cardoso amaral/ [email protected]
Entering new marketswith a startup/ Product/ Service
(What “data” won’t tell you)
When entering a new market, startups rely on data from “similar” BUSINESSEStherefore unreliable.
Guilherme Cardoso amaral/ [email protected]
Designers don´t use market analysis to try to guess what people want. Instead, they go out and find out.
Guilherme Cardoso amaral/ [email protected]
Design a TGV for the link Lisbon - MADRIDHow to reflect their users needs?
Our comp. RESEARCHEDlocal MATERIALS, MOTIVES, PATTERNS, ....and adapted to existing trains.
We studied the end users and rethought thewhole experience.
Alstom-Paris
CHALLENGE
CONTEXT
Guilherme Cardoso amaral/ [email protected]
A - Shopping clubs/ multi offering
RETAIL STARTUPS
Guilherme Cardoso amaral/ [email protected]
NEED
?
B - Product/service startups
?
Launch a Design Ecommerce platform in Europe/ india/ Brazil
- Based on a proven B. model in the U.S. (FAB)- Team of experts in design and management from top consultancies- high budget
What went wrong?- relied on existing data from u.s.a. customers- missed to understand the audience focusing on immediate results and data analysis.
BAMARANG - Rocket Internet
CHALLENGE
CONTEXT
Guilherme Cardoso amaral/ [email protected]
convince users, TO BOOKOTHER PEOPLE’S HOUSES
- SEVERAL APARTMENTS- HIGH BUDGET- IDENTIFIED A NEED/OPPORTUNITY
-MARKET ANALYSIS-SIMILAR INDUSTRIES-SIMILAR BUSINESSES-“WAIT FOR BETTER WINDS”
CHALLENGE
CONTEXT
Guilherme Cardoso amaral/ [email protected]
D.Thinking approach- if we did everythingright, why are we not selling?- rethink the user experience
Launch a Design Ecommerce vertical in swiss discount platform
- proven B model in the U.S. and Europe - Team of experts in design and management from top ecommerce players- high budget What went wrong?- RELIED ON existing data from EU customers from suppliers/brands- missed to understand the audience, focus on immediate results and market analysis.- SACRIFICED QUALITY FOR SCALE
Deindeal.ch/design - ZURICH
CHALLENGE
CONTEXT
Guilherme Cardoso amaral/ [email protected]
ATTRACT MEMBERS FOR LONG TERMSUBSCRIPTIONS
- TEAM OF EXPERTS IN CONSUMER MARKETS- Agreements with top suppliers- CONTACTS WITH MICHELLIN STAR CHEFS
Edmonds cuisine - SWITZERLAND
CHALLENGE
CONTEXT
Guilherme Cardoso amaral/ [email protected]
- Target food lovers- personal contacts - usual buyers of SIMILAR products- fairs&events- mARKET ANALYSIS
Edmonds cuisine - SWITZERLAND
Guilherme Cardoso amaral/ [email protected]
MARKETING STRAT.GENEVA ( HQ)
MARKETING STRAT.ZURICH
- AUDIENCE WHO UNDERSTANDS THE VFM- IDENTIFY TOUCH POINTS - DEFINE PERSONAS- BRAND AWARENESS- “HACK” EVENTS
IMMEDIATE RESULTSSHORT TERM COMMITMENT
INFLUENCE AUDIENCE
COHERENT SPEECHLONG TERM COMMITMENT
CLIENT LOYALTY
Guilherme Cardoso amaral/ [email protected]
How to enter a new marketLEAN APPROACH + DESIGN THINKING APPROACH
IDEAS
DATA
LEARN
MEASURE
BUILD(SELL)
test productsget initial clients
bootstrapstart/adapt
understand your audiencedefine your brand
create valuegrow
understand observe pov ideas proto. test
Guilherme Cardoso amaral/ [email protected]
How to enter a new marketLEAN APPROACH + DESIGN THINKING APPROACH
understand observe pov
The Avanguarde ModerninstPersona: ZÜRICH 1
35 years oldSingle,Phd. ETHKreis 5 Zürich
Yoga classes, Cross fit trainningBars: Casablanca, Grande, Dante,Café des Amis, Sport Bar Rest: Maison Blunt, Joseph, VolkshausUnterletten & Seebad Enge for summerShops at Viadukt, Niederdorf, Badern strsFood from Coop & Migros, special productGourmet store and brings from travels.Try new things, be ahead of his time, comfort, commodity, values timeTired of Spam, honest communication,references, explain him the value of EC.Print - Events - Instagram
Daniel Müller
Senior Architect 8k-10k month
Charles Singha
Senior Credit Analyst UBS12k-20k month
Persona: ZÜRICH 3
The EXPAT/Banker/IT
32 years oldSingle, Wharton UniversityKreis 6 Zürich
Gym, TennisBars: Talacker, Paddy’s, Hiltl, Terraza, DanteRest: Outback, Beer gardens, RiminiSeebad Enge for summerShops at Bahnofstrasse, Jelmoli & GlobusFood from Coop & Migros.Try new things, be ahead of his time, comfort, commodity, values time butunderstands the value of authenticity.Tired of Spam, honest communication,, explain him the value of EC.Events -Facebook/Internations/ASW/ Linkedin / RONORP / Tinder
The Swiss middle age DandyPersona: ZÜRICH 4
Reto WipfliBoard Member27k-35k
59 years oldMarried, 3 kids,(Thai. wife) ETH & HarvardGold coast
Skiing, Sailing, Golf, Learning new languagesBars: Spruengli , Steiner, Rest: Zeughauskeller....Shops at Bahnofstrasse, Jelmoli Try new things, Swiss nationalist.Commodity, values time butunderstands the value of authenticity.Tired of Spam, honest communication,,sell him the value of EC.Events , trusted recommendations
Persona: ZÜRICH 2
Celine Meyer
Marketing Cons.5k-7k month (Works 60%)
The ZH young Mother
33 years oldMarried, One kid, St. Gallen Uni.Kreis 3
Yoga, Biking, Hiking, Skiing, CookingLearning new languagesBars: Babbu, Cafe des Amis, Zum GlückRest: Lyllys, Maison Blunt, Etnic food....Shops at Bahnofstrasse, Jelmoli & GlobusViadukt, Niederdorf and onlineFood from Coop & Migros.Try new things, independent despite married. Commodity, values time butunderstands the value of authenticity.Tired of Spam, honest communication,, explain her the value of EC.Events -Facebook, Meetup, local press
Guilherme Cardoso amaral/ [email protected]
understand observe pov
“zurich is 1000km from the closest surf spot”“In most coastal places there are several surfshops”
“swiss people spend their holidays skiing”
There are swiss surfers4 surfshops in zhswiss surfers go in average once a month surfingthere is river surfing, wake surfing and bungee surfingwant to get a bit of the lifestyle when they are homesEVERAL AIRPLANE CONNECTIONS
Market analysisdata driven results
design thinkingapproach
IS DATA ENOUGH?