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What We did?
March 9, 2016
• Meet Our Personas!
• More Interviews
• Updated Landing Pages
• Lessons Learned
• Brio Organic Supermarket

SANDY SMITH
Profile:
28, FEMALE, FREELANCER, TECHNOLOGICAL SECTOR, SINGLE, SOCIAL ONLINE,
FOLLOWS/SETS TRENDS, INDOOR PERSON
She works from home but sometimes she goes to a nearby cafe to work. She prefers to
communicate via social media (facebook, twitter) and phone (mainly messages, whatsapp). Her
main pains are lack of time to go out far away from her house, concerns about health and price
of food. She is happy when she can be healthy without having to put in too much effort.
Personal Objectives:
She wants to be healthy and eats healthy food
however doesn’t want to spend much effort
and time for it. She wants to keep up with
trends.
Professional Objectives:
She wants to build the company.
YOUNG BUSINESS PROFESSIONAL
Day-in-the-Life:
Wakes up at 8am and immediately checks the latest SM gossips (what happened when she was
sleeping) on her phone. She showers and at about 8:40am she eats breakfast in front of the
computer. Then she goes out for a coffee to a nearby cafe with free wi-fi to work. If there is not
so much to do, sometimes she meets with her friends (usually not far from her place), but she’s
on her phone all the time during meetings. Usually she works until late (in cafe or at home).
During a day she eats lunch at a nearby restaurant and desserts at a nearby cafe. She goes to
bed about 11 or 12 pm.

ROBERT BLACK
STUDENT
Profile:
22, MALE, STUDENT, SINGLE, SOCIAL ONLINE, LIKES TO GO OUT, HEALTHY LIFESTYLE
He studies management. He likes to spend his free time in the gym and going out with friends.
He eats healthy food but on the other hand he enjoys desserts too. He prefers to communicate
via talking face to face, messages or using social media. His main pains are frustration and fear
of financial issues, high cost of organic food (and being healthy in general). He is happy when he
can go to the gym or go running. He likes to enjoy good, organic food with his friends.
Day-in-the-Life:
Wakes up at 6:15am and immediately checks social media on his phone. After eating a healthy
breakfast, he goes for a quick run. He then showers and goes to the university. He eats his own
lunch (prepared a day before by himself) at school. He ends his classes at 3pm and goes to the
gym. In the evenings he goes for run or goes out with his friends. He goes to sleep around
11:30pm.
He wants to be healthy and eats healthy but
at the same time he doesn’t want to spend a
lot of money on it.
He wants to finish his studies with high
grades to set him at a decent job.

NATASHA O’FANNAN
1-PERSON COMPANY
Profile:
36, FEMALE, MARRIED, JEWLERY/CRAFTS DESIGNER, FORMER BUSINESS
PROFESSIONAL, RENTING HOUSE, OUTGOING, CREATIVE AND DETAIL ORIENTED
She tries to make all aspects of her business refined and look sharp. Very in touch with social
media and knows how to use the latest apps. She currently solely runs her business and does
everything from production to customer services. She enjoys going out to the bars and cafes to
see what people are wearing, she also finds inspiration in nature. She likes to be healthy
however, it is hard to find healthy cheap food. Her hobbies include singing, biking and writing.
Day-in-the-Life:
Wakes up at 9:00am and slowly gets out of bed to eat cereal. She does basic accounting and
market research to find which products are trending, which raw supplies are cheaper as well as
who is currently looking to buy. After her research, she takes her digital camera out with her and
walks to touristic cafe areas to do further market research. She grabs a small coffee and
sometimes snack before heading home. She gets to work on sketching out a customized product
and then gets to work on making a prototype. Later, she places orders for supplies she needs
and also packages orders placed to be shipped in the morning. She gets to bed around 1am.
She wants to be happy doing what she
loves, creating things. She likes to keep
active and wants to stay in shape as she
ages.
Move company from in-house to brick-n-
mortar storefront

Interviews
Google Forms Refined
http://goo.gl/forms/2zPr5necXk
2-3 Min Questionnaire

Threats of New Entrants
• Low entry barriers
• Growing demand
• Easy to copy
Bargaining Power of
Suppliers
• Low concentration
• Steep growth-path →
price war
Bargaining Power of
Buyers
• High substitution
• Lower stickiness to the
existing brands
Threat of Substitutes
• Big companies
(Starbucks) offering
similar products
• Substitutes competing
on lower prices
• Low switching costs
Industry Rivalry
• Low concentration
• Established, well
known brands/deserts
Government,
Regulation
SWOT

Industry Rivalry: Medium
Bargaining Power of the Buyers: Medium
A lot of other alternatives to our products, there are many other deserts/sweeties in
the market;
Low supply to organic deserts.
Bargaining Power of the Suppliers: High
There are a lot of suppliers in the industry → low concentration;
Industry is moving on a steep growth-path and consequently the prices are dropping.
Threat of substitutes: Medium
The industry is growing permanently and big companies such as Starbucks deliver
products that satisfy the same needs but with different benefits;

Threat of new entrants: High
Low entry barriers → Easy for others to copy and sell similar products and the initial
investment is not so high like that;
Growing demand;
Government/Regulation: High
There’s a lot of rules to follow and a lot of paperwork to deal with

Landing Pages Updated: Call To Action
http://the-muffcakefactory.launchrock.com/ http://themuffcakefactory.launchrock.com

• Brio Organic Super
Contacting Request to do in
store questions and possibly
Trial.
http://www.brio.pt/#contact

Lessons Learned
Mini truck - Concept Truck
Muffin and Cupcake Trails
Research: Not permitted to sell on
campus to test product & for R&D.
Pre-Sales are not well received
Design of Truck
Suggestions: Thick Icing
Music For Truck

Food Truck Industry Trends in Lisbon
2014 - 10 concepts. → 2015: Over 60 and counting
No specific street food legislation in Portugal.
Current legislation is outdated and generally
geared to street sales.
Over 90% of these street food concepts survive on
doing private events, which makes it difficult to
grow the market. It’s critical to change the
legislation.
Consumers in Portugal interested in?
Traditional Portuguese food to bagels, burgers,
tacos, coffee, yogurts, fries, sushi, sweets and
wine.
It’s more than food, it’s a spectacle- consumers
love experiences, entertainment and sharing
it all.
Food in general, but street food in particular, is
a way to socialize and discover new concepts.
Street food should be developed based on local
consumer expectations and needs, just like
with any other business.
site used: http://catavino.net/street-food-is-picking-up-speed-in-portugal-2/

More to Come...
New Logo
Food Truck Blueprints
More A/B Testing
Interviews

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