Session summary lep_s6_v1
- 1. Lean Entrepreneurship Project FreshEntrepreneurs2014 TransMenu Session 6 Pauline von Nostitz 152113321 Pedro Mariz 152113366 Maria Murasheva 159114599 Alicja Sadlo 159114503
- 2. Lessons Learnt – Session 4 I • Focus of Lesson: Customer Segments – Tools to understand customer (e.g. Empathy Map, Day in the Life of, Persona Profiles etc.) • Empathy Map Empathy Map Increases Insight into key stakeholder Customer experience Maslow Pyramid Deep understanding of customer wishes of Needs 26.09.14 FreshEntrepreneurs2014 2
- 3. Lessons Learnt – Session 4 II • Interview process 1. Define Sample Size 2. Select Hypothesis 3. Define Validation Metrics 4. Create Script 5. Create Interview Form 6. Schedule Interview 7. Make Interview 8. Document Interview 9. Analyse Results • Surveys: Pay attention to guidelines! 26.09.14 FreshEntrepreneurs2014 3
- 4. “Miguel Pinto” – Independent Restaurants Profile: Miguel is a married 36 year old Manager of a restaurant with 17 employees located within a touristic area in Lisbon. After he graduated from high school he did an apprenticeship in the Sheraton Hotel in Lisbon. There, he discovered his passion for food and managing restaurants. After working for Sheraton hotels in Dubai and Honk Kong he decided to come back to his hometown Lisbon. Rather than in a hotel, nowadays he works in a restaurant due to his increasing passion for food & beverages rather than the hotel business itself. Miguel is a open-minded, social boss who pushes his employees to offer great customer service & hospitality by setting an example himself and working the restaurant floor with enthusiasm from time to time as well. Miguel experiences difficulties with international clients & language barriers and his needs are an smart & cost-efficient solution to this problem. Personal Objectives: - Lead happy & balanced life - Constant improvement of life - Start family Professional Objective: - Maintain & increase profits - Offer great customer service / experience - Open own restaurant Day-in-the-Life: 09:00 Miguel gets up & has breakfast with wife 10:00 Arrives at Restaurant 10:00 – 10:30 Discusses Menu of the Day / Seasonal changes 10:30 – 11:00 Purchase of daily products 11:00 – 12:30 Supervision of lunch menu cooking & setting tables 13:00 – 15:30 Supervising & helping to serve lunch time customers 15:00 – 19:30 Supervising shift change & setting of tables 19:30 – open end Supervising & helping to serve dinner and closing 26.09.14 FreshEntrepreneurs2014 4
- 5. Miguel Pinto - Empathy Map • See? – Clients struggling with Portuguese menu, waiters to translate it – Competitors have same problem – Clients not entering restaurant due to language barrier • Hear? – Complaints from customers & waiters about mentioned problem – Family & friends encourage him to use IT innovations to solve problem – Industry trends: Tourism in Portugal increases, especially Asian tourists • Think & Feel? – „I need to solve this problem! It is truly important for the survival of my business to solve this problem !“ – „I want customers to think back to their visit and be happy!“ – „Problem will increase in future – I need to act NOW!“ • Say & do? – „I want to find the best solution out there!“ BUT: Might not like idea of linking menu to technology less traditional / personal! • Pains? – Cost, Poor performance, Loss of potential business • Gains? – Saving money, effort & time – Offering improved service & customer experience 26.09.14 FreshEntrepreneurs2014 5
- 6. “Bernd Schuster” – Hotel Restaurants Profile: Bernd is a German 38 year old Food & Beverage Manager at a 100 room hotel half way between the Airport and Lisbon. His main clients are international tourists and business men coming to town for a short period of time. Michael works long hours as the hotel offers food & beverages 24 hours to its clients. Michael is often noticing the increasing problem of language barriers occurring in the restaurant as more and more clients from Asia stay in the hotel. However, employing Chinese speaking waiters is not an option for the hotel due to the high costs. His needs are an integrated & quick solution to this dilemma. Bernd is a efficient manager, always looking for efficient and fast solutions and known to be though on his employees from time to time. Personal Objectives: - Meet interesting people from all around the world - Find wife & start family Professional Objective: - Move into hotel Management board - Encourage staff to offer excellent service - Push reputation of restaurant Day-in-the-Life: 04:30 Bernd gets up & quickly eats breakfast 05:00 – 10:30 Supervision Breakfast shift (Preparation & serving, incl. speaking to guests asking for satisfaction levels / improvement suggestions), short break 11:00 – 12:00 Briefing kitchen staff for Lunch & Dinner 12:00 – 13:00 Management meeting with other hotel Departments 13:30 – 16:00 Supervision lunch shift 16:00 – 18:00 Short break & Staff briefing for dinner shift 18:00 – 11:30 Supervising dinner shift & Handing over shift to night F&B Manager 26.09.14 FreshEntrepreneurs2014 6
- 7. Bernd Schuster- Empathy Map • See? – Increase of clients not speaking English – Increasing wages for highly qualified multilingual staff • Hear? – Complaints from customers & waiters about inefficient serving process due to language problem – Hotels worldwide use technology to solve this problem • Think & Feel? – „I need to find most efficient solution to this problem! I am willing to once spend money on a fast & easy-to-implement solution rather than increasing wages for servants as this will cost me more in the long run!“ – „I want to provide fast service to my time-conscious business customers!” • Say & do? – Hotel Director urges him to find solution as he is suppose to be expert for his department • Pains? – Pressure from boss / competition, cost, Poor performance, unsatisfied clients • Gains? – Saving money, effort & time – Offering improved service & customer experience – Increased chances of guests coming back & recommending hotels to friends & family 26.09.14 FreshEntrepreneurs2014 7
- 8. Interview briefing- What did we learn? • Key findings: – Interview too long –> Shortened! – Too many open questions Reduced! – Detailed explanation of TransMenu´s concept essential for hypothesis validation testing – Rephrasing of some questions – Adding of QR-code related information necessary 26.09.14 FreshEntrepreneurs2014 8