ENT 201 Midsem

Suryansh Bhandari
19B080027

1.
Business Model Canvas for Year 1 Cheeky Chunk umbrellas

Value Proposition-
The Primary Value proposition of Our Brand is the idea of selling designer umbrellas, i.e with
doodles or colorful, as we all know in older days umbrellas were majorly black and floral. We
wanted designs signifying each and every thing a person feels when it comes to rains. We
wanted to see colorful doodles of vada pav, wall paintings, origami styles, and everything that
connects one to the rains. We love doodles, and he aims at making monsoons brighter and
makes us happier. Where others were thinking of umbrella as a necessity we are aiming to
create it as a fashion statement.
The specialty of our umbrella is that not only it is of superior quality, but it also adds flavors to
the rains. We wanted to express our love for umbrellas and monsoon by creatively designing on
umbrellas. Doodling is something we love and are open to designing anything that looks great
on top of an umbrella.

Our differentiator has been designed. Applying new technologies and graphics would become
too expensive and we don't think it would work in the Indian market. We are focusing on making
high-quality umbrellas with unique designs as our differentiator. People are applying new
technologies in countries like China and are importing them to India. However, the cost for them
is really high. Also, we follow a Make-in-India principle as requested by the Prime Minister. We
are proud that we source each and every part of the umbrella from India itself.

Key Partners-We prepared the designs with the help of a graphic designer. Once that was done,
I searched for a manufacturer who could make them for me. I faced a lot of problems while
making the perfect umbrella since I was very conscious of quality. It took us a year to find the
correct team that makes premium quality umbrellas that match our vision.
When I started out, I invested Rs 1.35 lakh which I had earned by tutoring during my college
days. Following this, I took a credit period from various suppliers and returned their amount as
the sales started increasing.

Customer Segment-Everyone from a college-going student to a high court judge and a school
teacher uses our umbrellas. Sales are not only coming from metros like Mumbai, Bangalore,
Kerala, Delhi, etc. – but also from small towns in Orissa, Meghalaya, Arunachal Pradesh and
Madhya Pradesh.
Customer Channels- Users of Cheeky umbrellas will start to click photos with it and post it on
social media platforms, like reddit, Instagram, Facebook, etc. This grabbed a huge number of
customers. Bloggers and models also promoted the umbrella which helped in increasing the
reach of product. The other finest customer channel is Online marketing which gives a boost in
the publicity of the product
Our target audience is anyone who wants to stand apart from the crowd and be different in their
own unique way. While starting out, we only thought that college students from top metropolitan
cities would purchase our product, but surprisingly that was proved wrong when an equal
number of sales started coming from small towns as well
Customer Relationship​- Their customers will get emotionally attached to their products.

Changes that we did (yr 1 and yr 2)

Shifted his business from offline to online
Initially, he tried selling this to everyone.
Reduced his manpower to be more profitable and leverage the work to free lancers,
From the 25th page he came to the first page in amazon.
He kept the umbrella outside the retail stores for eye ball attention.

Question 2
The hypothesis of bike rentals-
1.If people get the option to choose the nearest bike, he is likely to choose that for traveling than
bus, car, or another vehicle,
Experiment - Trying to add a GPS tracker in a few bikes and tracking it for testing. Will try with
my friends.
2.
The rental bike can be kept at any parking slot.
Experiment - Since we know the parking slot where exactly the parking slot is through google
maps, just we need to make a system when the location of the bike and the location of the
parking slot is the same then the person can complete his or her riding there itself. (a locking
system on the bike).
Cash collection can be done in-app itself, no manpower required.
Before the ride itself, if the person chooses to the initial and final destination, the estimated price
can be shown like ola, and just he needs to pay that money through that app, for validation we
can try with our personal website for payment purpose.
A simple portal where people are ready to rent bikes with us.
We will make a simple website where a person has to enter a few details regarding there
vehicle and proof of ownership, once verified he or she can rent that bike to us.
Only people having a driving license can only take a ride, The person has to scan the driving
license and upload it to our websites. Then only he or she is allowed to take rides.
Question 3.
A. Tupperware
B. HCL Companies limited
C. Dataquest
D. Let Go
E. Omni Channel
F. General Mills
G. Rosewholesale
H. Oyo rooms
I. Red Bull and Go Pro
J. Lenskart

Question 4.
A)
Determine the number of competitors
Databasing and benchmarking( Based on reviews & sales)
B)
Determine Who, What & Whom
Incorporate emotional values
Highlight the key idea and uniqueness of the product
Use brand image(Not applicable to budding companies)
Visually attractive and catchy
Try and relate the product to a trending topic
C)
How many people saw it, out of that how many people clicked on it, how much time did they
hover over the ad, what is the average time a person spends on a post, etc. All these are the
factors determining if the B2C product was viral. Also, the physical and virtual presence of the
product creating a hype amongst the customers is also a sign of being viral
D)
Appear as the top ads by paying for them
With Local Search Engine Optimization
Optimize your Google My Business listing.
Build high-quality local citations.
Get more reviews from customers.
Build links to the pages under concern