Lean with a different taste: Blanco y en Botella

Fail fast, fail cheaply. That’s the philosophy behind most Lean products and my team and I take it to the test with our sustainable request: Blanco y en Botella.

Defining the problem:

For this case study my team and I had to develop a lean project that had sustainability as its main theme. Since sustainability is such a broad subject, the first thing we did was a collective brainstorm of ideas and assumptions that were later placed in a prioritization canvas. Afterwards, we were able to choose one of our assumptions: People wish to receive fresh milk at their doorstep every morning.

Assuming and hypothesizing

Once our path was defined, we began to make our business assumptions and our user assumptions:

Business assumptions

1. We believe that our clients need a platform from which they can easily have access to fresh milk every morning.
2. We can solve their needs with an app that serves as an intermediary between eco-friendly providers and clients.
3. Our initial clients are ( or will be) local eco-friendly milk producers and final consumers like homes, companies our restaurants.
4. The number one value clients obtain from our service is quality.
5. The client will also benefit from these additional benefits: home service and sustainability
6. We’ll gain most of our clients through social media such as Instagram, Facebook or Pinterest.
7. We’ll make money with subscription and service fees to producers and consumers.
8. Our main market competitors are supermarkets and big milk-producing companies.
9. We’ll be able to do it better than them thanks to the quality of our product and the comfort of our service.
10. The biggest risk our product has is the possibility of there being more customers than producers.
11. We’ll prevent that risk with product controls.
12. What other assumptions do we have that if their false could make our business fail? That people don’t want fresh milk, that producers aren’t interested in collaborating, the disapproval and attacks from animalists, etc.

User assumptions

1. Who are our users?

Men and women from ages 30–65 with a medium-high financial status, a medium-high level of technological knowledge, interested in sustainability, ecology and highly value high-quality products.

2. How does our product fit with their lifestyles our jobs?

It fits like a glove since its easy, comfortable and takes no effort.

3. What problems does our product solve?

Drinking bad quality milk filled with additives and antibiotics and having to get out of your house to buy milk. The customer would receive high quality and healthy product at their doorstep.

4. How and when would our product be used?

At demand, whenever and however the user wishes to do so.

5. What are its main functions?

Obtaining a high-quality product without any effort at your doorstep.

6. What aspect should our product have and how must it behave?

Natural, eco-friendly, transparency, familiar, simple and clean.

After defining our assumptions, we defined our protopersona and began to validate our assumptions into hypotheses.

Hypotheses

1. We believe that users want a platform from which they can have access to fresh milk every morning.
2. We’ll know if we’ve done it right or wrong when we evaluate the number of visits our web page receives.
3. We believe that building a landing explaining the service we offer online and through an app.
4. For people that want fresh milk every morning.
5. We’ll create an interest in high-quality and eco-friendly products.
6. We’ll know its true when we see the number of visitors that want more information or want to buy milk.
7. We believe that our potential users are men and women between ages 30–65 with a medium-high financial status, a medium-high level of technological knowledge, interested in sustainability, ecology and highly value high-quality of the products they consume.
8. We’ll know if we’ve done it right or wrong when we evaluate the demographic percentages of the visits we receive.
9. We believe that building a landing whose content is focused on that demographic range.
10. For people between the ages of 30–65.
11. We’ll create an interest.
12. We’ll know its true when we see the number of visitors that want more information or want to buy milk
13. We believe that our potential users wish for the product to be bottled in a glass container.
14. We’ll know if we’ve done it right or wrong when we evaluate with a heat map if people want to buy milk or read more information.
15. We believe that making a false “more information” button.
16. For people between the ages of 30–65.
17. We’ll make people who are interested act.
18. We’ll know its true with a heat map.
19. We believe that most of our users will reach the web through social media.
20. We’ll know if we’ve done it right or wrong when we analyze the information obtained from social media and Google Analytics.
21. We believe that making social media accounts and making posts.
22. For people between the ages of 30–65.
23. We’ll gain visits.
24. We’ll know its true when we analyze the information obtained from social media and Google Analytics.
25. We believe that our users want a home delivery service.
26. We’ll know if we’ve done it right or wrong when we obtain feedback from the users.
27. We believe that making a false “Buy” buttons.
28. For people between the ages of 30–65.
29. We’ll gain the most crucial information.
30. We’ll know its true when we analyze the number of clicks the “Buy” buttons receive.

The Landing

And, after we defined our hypotheses and our protopersona, we began to create our MVP as a landing webpage. For the logo and the branding of our product, we chose the Spanish equivalent to “cut and dry”: “Blanco y en Botella” because what we offer is fresh and eco-friendly cow and vegetable milk bottled in recycled glass containers, an honest, evident and transparent product and delivery service. As for the aesthetic and language we used in our landing, we chose to use a natural, informal and close language and a carefree aesthetic primarily using black and white as our main colors the reference the black and white spotting in cows.

As for our collaborators, we decided to include Amazon, for their home delivery services and their “Amazon Lockers”, giving the user the possibility to pick up their milk in a temperature conditioned locker in case of not being able to receive their delivery home, Lidl for being a supermarket chain that supports sustainability and Repsol for having in many of their gas stations Amazon Lockers.

Results and conclusions

After launching and publishing our landing on social media (mostly Instagram) 5 days, the results we obtained where very interesting:

1. With Google Analytics we checked that the number of visitors was higher than the number we marked in our KPI’s with a total of 140 visits ( most of them came from Instagram), although our rebound rate was 6,4% higher than our KPI.
2. Through Instagram, we discovered that there was genuine interest from our users to have home-delivered milk. Not only did we obtain 30 more followers than what we established, to begin with, but we also obtained 1 comment in one of our publications and 2 private messages for users asking and soliciting our service.

3. Through Hotjar we discovered that only 5,8% clicked on the “More information” button and the “Buy” buttons, but 4,5% tried to download the IOS or Android app.

After analyzing all the data we gathered we could verify and confirm quickly and cheaply that there is a genuine interest from people to have fresh animal and vegetable milk home delivered every morning.

Para leer en español, dale click aquí: http://bit.ly/2QiSLDm