Lean Entrepreneurship Project

FreshEntrepreneurs2014
TransMenu
Session 6
Pauline von Nostitz 152113321
Pedro Mariz 152113366
Maria Murasheva 159114599
Alicja Sadlo 159114503

Lessons Learnt Session 5 I

Value Proposition: Measurable by the concept "Value
Curve
Value Curve - The Process
1. Identification of Value Attributes
2. Selection of Value Attributes
3. Relative Evaluation of Attributes
4. Comparison with Competitors

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Lessons Learnt Session 5 II

Landing Pages - Purpose: To test different Hypothesis
(Segments, Value Proposition, Channels etc.) using
the A/B-Testing Method
A/B-Testing Method: Designing two similar yet different Websites to
arrive at a "Goal page

Surveys - Purpose: To test different Hypothesis

(Segments, Value Proposition, Channels etc.)

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Value Curves - TransMenu

TransMenu
7
6
5
4
3
2
1
0
Uniqueness

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Customer
Satisfaction

Up to date Service

Price

Saving of
Resources (HR,
time)

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Same design of Integrated Service

paper menu

Quality of
translation

Value Curves TransMenu vs.

Employees
TransMenu vs Employees
8
7
6
5

4
3
2
1
0
Uniqueness

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Customer
Satisfaction

Up to date Service

Price

Saving of
Resources (HR,
time)

FreshEntrepreneurs2014

Same design of Integrated Service

paper menu

Quality of
translation

Value Curves TransMenu vs.

Translation Agencies
TransMenu vs Translating agencies
7
6

5
4
3
2
1
0
Uniqueness

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Customer
Satisfaction

Up to date Service

Price

Saving of
Resources (HR,
time)

FreshEntrepreneurs2014

Same design of Integrated Service

paper menu

Quality of
translation

Value Curves TransMenu vs. Google

Translate
TransMenu vs Google Translate
8
7
6
5

4
3
2
1
0
Uniqueness

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Customer
Satisfaction

Up to date Service

Price

Saving of
Resources (HR,
time)

FreshEntrepreneurs2014

Same design of Integrated Service

paper menu

Quality of
translation

Landing Pages
Version 1:
http://transmenu.instapage.com
Number of views: 328

Version 2:
http://app.instapage.com/server/preview_page/167810/2/A/null
Number of views: 213
Consumers preferred Version 1

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Interviews Strategic Implications

Hypothesis Customer Segment
Restaurant Owner / manager are our main
customer segment
Validation:
65% of participants need to confirm to experience
regular language barrier problems: 18/24 (75%)

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Interviews Strategic Implications

Hypothesis Value Proposition
Maintenance and Updating of menus is
resource-consuming task restaurants would like
to outsource
Validation:
65% of participants need to confirm to experience
language barrier problems: 18/24 (75%)

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Interviews Strategic Implications

Hypothesis Channels
Service can be offered directly to clients through
website without the establishment of physical
offices
Validation:
Landing page gets visited min. 200 times within 1 weeks:
Combined 541 visits

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Interviews Strategic Implications

Hypothesis Revenue Streams
Customers will be willing to pay a fixed price per
language
Validation:
65% of participants need to indicate a willigness to pay
monthly maintenance fee: 17/24 (70%)

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Interviews Strategic Implications

Hypothesis Revenue Streams
Customers will be willing to pay a monthly fixed
maintenance fee
Validation:
65% of participants need to indicate a willigness to pay
monthly maintenance fee: 10/24 (42%)

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Interviews Strategic Implications

Fixed Price per Language: 1 5
Monthly Maintenance Fee: 1 - 3 , however
participants reluctant against maintenance fee
Main expected benefit of TransMenu: Increase
Customer Satisfaction
High knowledge about & willingness to use
QR-codes
Greatest Concern when introducing QR-Codes:
Loss of personal touch
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Interviews Findings
Serving foreign clients

No

Serving foreign clients

Yes

0
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10

15

20

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15

Interviews Findings
Serving foreign clients
25
20
15
Serving foreign clients

10
5
0

Yes
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No
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Interviews Findings
Weekly number of serving foreign clients
16
14
12
10
8

Weekly number of serving

foreign clients

6
4

2
0
0

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1-3

5-9

10-15

16 or
more

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Interviews Findings
Offering Physical Menus (Non-Portuguese)
25
20
15

Offering Physical Menus

(Non-Portuguese)

10
5

Other languages
offered: English,
Russian

Yes
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No
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Interviews Findings
Current Translation Method (Non-Portuguese Menus)
Translation Smartphone
App
Internet

Friend (charge)

Current Translation
Method (Non-Portuguese
Menus)

Friend (no charge)

Internal Employee
Translation Agency

0
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10
19

Interviews Findings
Adjustment Physical Menu in case of seasonal / weekly
menu changes (Non-Portuguese)
16

14
12
10

Adjustment Physical
Menu in case of seasonal /
weekly menu changes
(Non-Portuguese)

8
6

4
2
0

Yes
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No
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Small changes are

translated by employees
directly, more significant
changes are incorporated
into menu
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Interviews Findings
Advantages of current translation method:
Internal Employee: Saves time, money, no dealing with third /
external company, high quality as work for boss
Translation Agency: High quality, convenience of outsourcing
Friends: Low to no charge, high quality as work for a friend
Internet: Wide range of languages, speed, no costs
App: Simple usage, wide range of apps

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Interviews Findings
Disadvantages of current translation method:

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Internal Employee: Misuse of employees, source of errors

Translation Agency: High costs, inconvenience of outsourcing
Friends: Source of errors, difficult to mix friends & business
Internet: Source of errors, different translations offered
App: Source of errors, some costly, enduring process typing in
words / phrases

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Interviews Findings
Complains about Language Barriers (Employees /
Customers)
20
18
16
14
12
10
8
6
4
2
0

Complains about
Language Barriers
(Employees / Customers)

Yes
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No
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Interviews Findings
Serving foreign clients - time consuming task
20
18
16
14
12
10
8
6
4
2
0

Serving foreign clients time consuming task

Yes
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No
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Interviews Findings
Language Barriers - Consequences
Increased wages for
multilingual employees
Loss of potenatial business
due to translation errors
Waste of money Translating
menus
Waste of time Translating
menus

Language Barriers Consequences

Unmotivated Employees
Unsatisfied Customers

0
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10

15

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25
25

Interviews Findings
Best Solution to Language Problem
7
6
5
4
3
2
1
0

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Best Solution to Language

Problem

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Interviews Findings
Familarity QR-codes
13.5

13
12.5
12
Familarity QR-codes

11.5
11
10.5
10

Yes
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No
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Interviews Findings
Willingness to use QR-codes in own restaurant
16
14
12
10

Willingness to use QRcodes in own restaurant

6
4

However, concerns
were raised Next
slide!

2
0

Yes
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No
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Interviews Findings
Usage of QR-Codes (Concerns)
Confusion of
employees
Confusion of
customers

Usage of QRCodes (Concerns)

Lack of personal
touch
0

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10

15

20

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Interviews Findings
Willigness pay fix price per language
18
16
14
12
10
8
6
4
2
0

Willigness pay fix

price per language

Yes

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No

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Interviews Findings
Willigness to pay - price range
16 Euros or more
11-15 Euros
Willigness to pay price range

6-10 Euros
1-5 Euros
0

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10

15

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Interviews Findings
Willigness to pay monthly Maintenance
Fee
12
10
8
Willigness to pay
monthly
Maintenance Fee

6
4

2
0
Yes

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No

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Interviews Findings
Amount monthly Maintenance Fee
12 Euro or more
8-11 Euro
Amount monthly
Maintenance Fee

4-7 Euro
1-3 Euro
0

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10

15

20

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Interviews Findings
TransMenu - Main Problem Solution to
Increased wages for
multilingual employees
Loss of potential business due
to translation errors
Waste of money translating
menus

TransMenu - Main
Problem Solution
to

Waste of time translating

menus
Unmotivated Employees

Unsatisfied Customers

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10

15

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