VENERA SCUDERI

MANUEL RIBEIRO

ADRIAN GYSTAD YTTERDAL

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WEEK #3

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CUSTOMER SEGMENTS

People with innovative and

creative ideas in fashion and

design that have never

realized a product and

never conducted a sale

People with a small scale, local

fashion and design start-up

already in progress, but

lacking the skills and know-how

to evolve their business

#1 #2

PERSONA ANALYSIS - #1 segment

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PROFILE:

• 25 years old

• Studying business, fashion and

design

• Social network user

• Communicates by email and

mobile phone

• He loves searching on fashion

news and trends

• Determined, focused and

curious

• Pains: not understanding how to

start his own brand

• He is happy when he can spend

time to develop his collection

DAY – IN – THE –LIFE:

• 7:30: wake up and get ready for class

• 8:30: lessons

• 12:30: lunch and meet with friends

• 14:00: projects

• 17:30: have a walk to the stores

• 19:00: gym

• 20:00: dinner

• 22:00: go out

• 00:00: sleep

PERSONAL OBJECTIVES: • Be active

• Be helpful

• Happiness

• Be creative

PROFESSIONAL OBJECTIVES: • Meet new people

• Dynamic

• Success

• Network

PERSONA NAME: RALPH LAUREN

PERSONA ANALYSIS - #2 segment

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PROFILE:

• 30 year old

• No kids

• Small business owner

• Operates out of low cost

facility (her home)

• Word-of-mouth advertise

• Sells through her home (store

home)

• More concerned with her own

work then being inspired by others

• Feels stuck, and do not know how

to evolve her business

• Solid practical and creative skills,

but lack business and innovation

capabilities

• Little cash to spare for

investments

DAY – IN – THE –LIFE:

• Wake up at 7 am

• Procurement/research before opening the store

• Store opens at 10 am

• Production/design during store hours

• Store closes at 7 pm

• Cleaning and making ready for next day unti 8 pm

• Dinner with friends 8-10

• Relax with a book 10-11

• Bed 11 pm

PERSONAL OBJECTIVES:

• Be a positive force in her

community

• Creative & financial freedom

PROFESSIONAL OBJECTIVES:

• Get her products known,

recognition of her work

• Get an acceptable/ respectable

margin on her products

PERSONA NAME: CLARISSA SMITH

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INTERVIEW BRIEFING – FIRST STEPS

1- PRESENTATION

“Hi! We are working on a project to help people to develop their new ideas related to

fashion and design. If you have any innovative and creative ideas in these fields, or if you

are trying to develop them, we would really appreciate your collaboration.”

2- UNDERSTAND DEMOGRAPHICS INFORMATION ABOUT THE INTERVIEWEE

• Name

• Gender

• Age

• Occupation

• Nationality

• Family situation

3 – QUESTIONS TO UNDERSTAND IF HE/SHE IS IN ONE OF OUR SEGMENTS

• Are is you interested in fashion & desgin? YES CUSTOMER

• Do you have any new ideas? YES CUSTOMER

4 – QUESTION TO UNDERSTAND IN WHICH OF THE TWO SEGMENTS HE/SHE IS

Have you started developing you ideas? NO: CUSTOMER #1 - YES: CUSTOMER #2

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INTERVIEW BRIEFING - #1 SEGMENT

• How are you related to Fashion and Design?

• Did you try to develop your idea?

• Would you be comfortable with starting a new business? What do you think will be your

main challenges? (explore all elements in our VP)

• If you decide to follow your idea, would you like to utilize a coworking space? Would

you prefer the other people working there having similar or different interests than you?

• Would you prefer personal guidance with your start-up? Or, just with the essentials?

(Mentor vs. online platform)

• Would you be willing to pay someone to help you with these challenges? Current or

future payment?

• Where would you search for information in order to get help with your challenges?

• Which channels/mediums do you use everyday? (Newspapers, blogs, podcast, radio,

facebook/insta/snap/etc)

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• How is your business progressing?

• What was and what are your main challenges? (explore all elements in our VP)

• Where do you work now? Would you like to utilize a coworking space? Would you

prefer the other people working there having similar or different interests than you?

• Would you prefer personal guidance with your start-up? Or, just with the essentials?

(Mentor vs. online platform)

• Would you be willing to pay someone to help you with these challenges? Current or

future payment?

• Where would you search for information in order to get help with your challenges?

• Which channels/mediums do you use everyday? (Newspapers, blogs, podcast,

radio, facebook/insta/snap/etc)

INTERVIEW BRIEFING - #2 SEGMENT

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RESULTS – Interview #1 SEGMENT #1

LAURA, 23 YEARS OLD, STUDENT, ITALIAN, ENGAGED

Fashion is one of her biggest passions. She is studying management, but she would like to

work in the fashion and luxury sector. She has always lots of ideas that she would like to

develop, but she doesn’t know how she should start to do it.

The fashion incubator could be really useful for her because there she could find all the

professionals needed, and she should not go to each one of them to present her ideas.

She would also like to utilize a co-working space, in order to try to work as much as possible

with different people and to take advantage from the “sharing opportunities”. She would

work with people working in her same sector (fashion and luxury), but developing different

ideas.

She would prefer to pay at the end, but she would be willing to pay even in advance as she

understand the risks that someone can take helping her.

She would look for information about how to develop her ideas online and from people that

are developing similar projects, but on a large scale.

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SEGMENT #2

PIERLUIGI, 26 YEARS OLD, STUDENT WORKER, ITALIAN, ENGAGED

He is developing his own t-shirt brand. The process it’s a bit slow and he has some problems

to find new customers. At the beginning the hardest challenge was to practically start the

idea, but with the help of some entrepreneurs friends he was able to do it. Now, the main

challenge is to reach new customers, which is very difficult for him. He uses a lot social

networks, that are really helping the brand, but, of course, they are not enough.

He usually works at home, because renting an office is really expansive. Anyway, he would

prefer to work in a co-working space: first of all to have less costs and than to have the

opportunity to encounter new and different people, that can be and inspiration and helpful

for him.

He is willing to share the revenues of its business at the end of the service, so when he is sure

that the brand can be actually profitable.

When he need some information he usually looks for some news, ideas, start-ups from foreign

countries. He wants to find some best practices, someone who is developing my same

business with success. And of course, internet could be really useful but he would always look

for a personal contact with people that can help him.

RESULTS – Interview #2

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RESULTS – Interview #3

SEGMENT #1

RAGNHILD EVENSEN, 24 YEARS OLD, STUDENT, NORWEGIAN, SINGLE

She is interested in fashion and design, as she is studying at an interior design school in

Norway. She has several new ideas for a series of lamps. Edgy/artsy style. She has not yet

done anything (except to work on her product ideas) in order to develop her idea.

She has been interested in design since she was a little kid, and loves to draw and now also

do animations and models on the computer. She does not really feel comfortable starting a

new business, as she does not feel like the “manager” type of girl. She would like to get in

touch with someone who could be the CEO of the project, while she could be in charge of

the creative parts. So the first challenge for her is finding a team, and someone with

compatible skills to hers. She needs the most help with finance and accounting. She has

workspace at her school, so she is not in need of co-working space, although she would

prefer working with people with different backgrounds. She would prefer “free” options, she is

skeptical of sharing her revenues, as she has strong “property feeling” towards her products.

She normally uses online sources, blogs and magazines and social media, both for

communication with her friends and classmates, and for searching and keeping up-to-date

on fashion and trends.

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OUR WEEK #3

Last week we concentrated the analysis on our customers. We started trying to identify

the segments that we want to serve. After that we examined in depth the two types of

customers by making the persona descriptions more detailed. We found out that the age

not really matters to our segments, but gives us an indication of where it will be easier to

find our customers. We developed an interview briefing guide, with a recipe for the

interviewer. It helps classify our customer into relevant segments, which demographic

information we need for post-analysis purposes, and which questions it is important to get

in-depth answers in order to validate our hypothesis.

We have also learned that getting in contact with our customers might prove hard, as we

realize that just testing our interview briefing on 5 potential customers is difficult. Hence,

we need to start utilizing our network next week in order to get in contact with more

potential customers. Overall, this has been an exciting week, and we can really see the

development of our new business!

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LESSONS LEARNED

Starting from the customer was actually really important and useful, because helped to

focus better on how to develop our value proposition.

The age of the customers is not the most important information to identify segments, but

we have to focus on what they need. This helped us to identify two clear segments to

serve.

Trying to get in contact with our customers might prove hard, as we realize that just

testing our interview briefing on 5 potential customers is difficult.

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BUSINESS MODEL3.0

COST STRUCTURE

Fixed costs: facilities, people, IT services and

hardware

Variable costs: project related costs and outsourced

services

REVENUE STREAMS

Shareholding

Percentage of start-up’s revenues

Renting of co-working space

CUSTOMER SEGMENTS

People with

innovative and

creative ideas in

fashion and design

that have never

realized a product

and never

conducted a sale

People with a small

scale, local fashion

and design start-up

already in progress,

but lacking the skills

and know-how to

evolve their business

KEY PARTNERS

Companies

Universities

Financial

partners

Successful

entrepreneurs

Government

KEY ACTIVITIES

Idea validation

Creation of a

business plan

Legal help

Networking

Marketing

Accounting

KEY RESOURCES

Office

People

Network

CUSTOMER

RELATIONSHIP

Personal

relationship

Continuous

help

CHANNELS

Social media

Universities

Competitions

Online

platform

VALUE PRPOSITION

Tools

Knowledge

Services

Individual case

by case

analysis

Turn innovative

ideas into

sustainable

business

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THANK YOU!