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Hypothesis Testing

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Gon?alo Carreteiro
Gon?alo Carreteiro

This document outlines hypotheses for Buongiorno Cais, a proposed 24-hour breakfast restaurant in Cais do Sodr¨¦, Lisbon. It describes 10 hypotheses that will be tested through customer interviews to validate key aspects of the business model, including: 1) Determining customer interest in a 24-hour breakfast restaurant through interviews. 2) Assessing customer preferences for breakfast foods over other meals through menu choices. 3) Validating the proposed Cais do Sodr¨¦ location through ranked location preferences. The document provides a framework for testing the hypotheses through planned customer interviews.

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Buongiorno Cais Entrepreneurship and Business plan Spring 2013/2014 Professors: Jo?o Trigo da Roza & Ant¨®nio Lucena de Faria Claudia Seidenstricker 152113370 Gon?alo Carreteiro 152113342 Liat Schliesser 152113318 Pedro Guerreiro 152113317
Ranking our hypothesis Very High High H 10 H 8 Medium H 7 H 3 / H 9 H 4 H 2 Low H 1 / H 6 Very Low H 5 Very Low Low Medium High Very High Impact in the Business Model if Invalid hypothesis ProbabilityofInvalidhypothesis
Business Model Canvas 1 Value Propositions VP Young people perceive as useful the idea of having a place to eat that it is 24h open. Interview 40 young people and ask them how would they rank this need using three colours: - Green = very useful - Yellow = could use - Red = not useful at all If 75% of the persons choose the green option.
People consider going to a 24h open restaurant that only serves breakfast food. Interview 40 people and ask them to choose the card with the food that they would prefer to eat independently of the time of the day: - 1st card: croissants with orange suice - 2nd card: Burguer with fries with coke - 3rd card: Muesli/cereals with yogurt/milk - 4th card: ¡°Bitoque¡± with beer/coke - 5th card: ¡°Torrada¡± with butter and coffee - 6th card: Chicken with rice and water If 75% of the people choose the 1st, 3rd or 5th card. Business Model Canvas 1 Value Propositions VP
Business Model Canvas 1 Value Propositions VP Our customers want the restaurant to be in Cais do Sodr¨¦. Interview 40 people and ask them to rank (from 1 to 5, being 1 the most prefered) five locations: - Cais do Sodr¨¦; - Saldanha; - Baixa; - Bel¨¦m; - Amoreiras If 65% of the persons choose Cais do Sodr¨¦.
We want to know if the tourists will adhere to our restaurant. Interview 40 tourists and ask them, using photos, what are the most appealing characteristics that a restaurant must have, for a tourist: A) Tourist location, and low prices (e.g. restaurants in Bel¨¦m) B) Well known franchises (e.g. McDonald¡¯s) C) Restaurants with prestige (e.g. expensive ones) D) Fast service If 65% of the persons choose A or D. Business Model Canvas 1 Customer Segments CS
This generation of people check everything in the facebook. Interview 40 people and ask them ¡°imagine that you want to search for a restaurant, where do you usually go?¡± - Facebook - Google - Twitter - Yahoo - Time out If 80% of the people choose Facebook or Google. Business Model Canvas 1 Channels C
We believe customers are willing to pay at least 5 € per meal. Interview 40 people and ask them to choose a level of prices that they are willing to pay for a meal in our restaurant. We will show different pictures with different meals and people will choose the price range: A) 1 - 3 B) 4 - 7 C) 8 - 15 If 85% of people choose B or C. Revenue Streams RS 1Business Model Canvas
People are more attract to ¡°Buongiorno Cais¡± because of the name. Interview 40 people and aks them ¡°imagine that you are in the middle of 6 restaurants and you can just see the names of them, where would you go? - 1st restaurant: Buongiorno cais - 2nd restaurant: Bom-dia Cais - 3rd restaurant: Good morning 24h - 4th restaurant: Good morning sunshine - 5th restaurant: Munchies - 6th restaurant: Bom-dia 24h If 65% of the people choose Buongiorno Cais. Business Model Canvas 1 Value Propositions VP
Revenue Streams RS Acess Pass will be a great source of revenues. Interview 40 people and ask them to choose 1 of the 3 following options: - Acess Pass ¨C you can charge your card with money and then use it to pay your items; - Acess Pass ¨C you can buy acess pass with validity of one day; - No Acess Pass. If 70% of the persons choose one option then that option is prefered. Business Model Canvas 1
People want a daily menu offer with special price. Interview 40 people and ask them (with cardbords) how would they choose a restaurant by the menu: 1. 3-Course meal with a fixed price; 2. Various menus at different prices; 3. All you can eat; 4. Ethnical food. If 70% people choose option 2 our 4. Business Model Canvas 1 Revenue Streams RS
People want low calories food, diet menus and celiac friendly food. Interview 40 people and ask them to associate colours (green, yellow and red) with the following options taking into consideration what they value most in a meal: - Flavour; - Price; - Characteristics (calories, sugar free, etc.). If 65% of the people associate green to the third option. Business Model Canvas 1 Value Propositions VP

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Hypothesis Testing

  • 1. Buongiorno Cais Entrepreneurship and Business plan Spring 2013/2014 Professors: Jo?o Trigo da Roza & Ant¨®nio Lucena de Faria Claudia Seidenstricker 152113370 Gon?alo Carreteiro 152113342 Liat Schliesser 152113318 Pedro Guerreiro 152113317
  • 2. Ranking our hypothesis Very High High H 10 H 8 Medium H 7 H 3 / H 9 H 4 H 2 Low H 1 / H 6 Very Low H 5 Very Low Low Medium High Very High Impact in the Business Model if Invalid hypothesis ProbabilityofInvalidhypothesis
  • 3. Business Model Canvas 1 Value Propositions VP Young people perceive as useful the idea of having a place to eat that it is 24h open. Interview 40 young people and ask them how would they rank this need using three colours: - Green = very useful - Yellow = could use - Red = not useful at all If 75% of the persons choose the green option.
  • 4. People consider going to a 24h open restaurant that only serves breakfast food. Interview 40 people and ask them to choose the card with the food that they would prefer to eat independently of the time of the day: - 1st card: croissants with orange suice - 2nd card: Burguer with fries with coke - 3rd card: Muesli/cereals with yogurt/milk - 4th card: ¡°Bitoque¡± with beer/coke - 5th card: ¡°Torrada¡± with butter and coffee - 6th card: Chicken with rice and water If 75% of the people choose the 1st, 3rd or 5th card. Business Model Canvas 1 Value Propositions VP
  • 5. Business Model Canvas 1 Value Propositions VP Our customers want the restaurant to be in Cais do Sodr¨¦. Interview 40 people and ask them to rank (from 1 to 5, being 1 the most prefered) five locations: - Cais do Sodr¨¦; - Saldanha; - Baixa; - Bel¨¦m; - Amoreiras If 65% of the persons choose Cais do Sodr¨¦.
  • 6. We want to know if the tourists will adhere to our restaurant. Interview 40 tourists and ask them, using photos, what are the most appealing characteristics that a restaurant must have, for a tourist: A) Tourist location, and low prices (e.g. restaurants in Bel¨¦m) B) Well known franchises (e.g. McDonald¡¯s) C) Restaurants with prestige (e.g. expensive ones) D) Fast service If 65% of the persons choose A or D. Business Model Canvas 1 Customer Segments CS
  • 7. This generation of people check everything in the facebook. Interview 40 people and ask them ¡°imagine that you want to search for a restaurant, where do you usually go?¡± - Facebook - Google - Twitter - Yahoo - Time out If 80% of the people choose Facebook or Google. Business Model Canvas 1 Channels C
  • 8. We believe customers are willing to pay at least 5 € per meal. Interview 40 people and ask them to choose a level of prices that they are willing to pay for a meal in our restaurant. We will show different pictures with different meals and people will choose the price range: A) 1 - 3 B) 4 - 7 C) 8 - 15 If 85% of people choose B or C. Revenue Streams RS 1Business Model Canvas
  • 9. People are more attract to ¡°Buongiorno Cais¡± because of the name. Interview 40 people and aks them ¡°imagine that you are in the middle of 6 restaurants and you can just see the names of them, where would you go? - 1st restaurant: Buongiorno cais - 2nd restaurant: Bom-dia Cais - 3rd restaurant: Good morning 24h - 4th restaurant: Good morning sunshine - 5th restaurant: Munchies - 6th restaurant: Bom-dia 24h If 65% of the people choose Buongiorno Cais. Business Model Canvas 1 Value Propositions VP
  • 10. Revenue Streams RS Acess Pass will be a great source of revenues. Interview 40 people and ask them to choose 1 of the 3 following options: - Acess Pass ¨C you can charge your card with money and then use it to pay your items; - Acess Pass ¨C you can buy acess pass with validity of one day; - No Acess Pass. If 70% of the persons choose one option then that option is prefered. Business Model Canvas 1
  • 11. People want a daily menu offer with special price. Interview 40 people and ask them (with cardbords) how would they choose a restaurant by the menu: 1. 3-Course meal with a fixed price; 2. Various menus at different prices; 3. All you can eat; 4. Ethnical food. If 70% people choose option 2 our 4. Business Model Canvas 1 Revenue Streams RS
  • 12. People want low calories food, diet menus and celiac friendly food. Interview 40 people and ask them to associate colours (green, yellow and red) with the following options taking into consideration what they value most in a meal: - Flavour; - Price; - Characteristics (calories, sugar free, etc.). If 65% of the people associate green to the third option. Business Model Canvas 1 Value Propositions VP