1. Advantage Card
U-Experience
Lean LaunchPad Final Presentation – Team 11
Calvin Chen
Mark Grundman
Ria Kapila
# of Customers Consumers Retailers
Day 1 8 4
Day 2 20 0
Day 3 6 6
Day 4 13 2
Total 47 12
Business Type: Startup ?

2. Business Model Canvas
Cost
Structure
- Membership card (create & distribute)
- Website creation
- Marketing
Revenue
Streams
- Direct Sales
- Subscription Fees
- Point of Sale conversion
Key
Partners
- Retail Shops
- Service
Companies
- 3rd Party Social
Networks
- Clubs
- Charities
Key
Activities
- Selling
- Building Website
- Retail Partnerships
Value
Proposition
- Monetary Savings
(Discounts)
- Additional Services
- More Business
(customers)
- Business marketing
Customer
Relationships
- Onboard local
boutique retailers
- Justify need
- Maintain retail
relationship
- Word of mouth
popularity
Customer
Segments
- Boutique Store
Retailers looking
to expand small
business
- Students
- Immigrants
- Females (age 15 -
45) who like to try
different boutique
services
- Customers
>> New to the city
>> Not loyal to brands
>> Money conscious
Key
Resources
- Network of Retail
Stores
- Savings offered
Channels
- Web sales of
Advantage Card
- Retail sales of
Advantage Card
Day 1 Business Model Canvas

3. Existing Discount Model
Customers Restaurants
???
How do I get
customers to
return?

4. Business Model Canvas
Cost
Structure
- Advantage card (create & distribute)
- Website creation
- Marketing & advertising
- Overhead costs
Revenue
Streams
- Direct Sales of Advantage card
- Annual Subscription Fees
- Point of Sale conversion
- Add-on Services (customer consumption data, etc)
Key
Partners
- Retail Shops
- Restaurants
- Service
Companies (beauty
related, Spa)
- 3rd Party Social
Networks
- Clubs (Zagat, Open
Table)
- Charities
Key
Activities
- Marketing via 3rd
Party Social Networks
- Card Sales
- Building Website
- Retail Partnerships
- Consumer Partnership
Value
Proposition
- Monetary Savings
(Discounts)
- Additional Services
- More Business
(customers)
- Perks & Benefits to
customers (set by
retailers)
- New & recurring
customers streams
- Less severe margin
erosion for returning
customers
- Business marketing
- Flexibility of promotions
Customer
Relationships
- Onboard local retailers
(restaurants & beauty)
- Justify need
- Maintain retail
relationships
- Consumer awareness
- Word of mouth
popularity
- Ensure ease of use
- Ensure advantages are
honored
Customer
Segments
- Boutique Store
Retailers
- Health & Beauty Store
Owners & Managers
- Restaurant Owners &
Managers
- Young professionals (18-30)
- Consultants, Bankers, etc
- Students
- Females (age 15 -
45) who like to try
different boutique
services
- Customers
>> New to the city
>> Not loyal to brands
>> Money conscious
Key
Resources
- Network of Retail
Stores
- Personal network of
target consumers
- Savings offered
Channels
- Web sales of
Advantage Card
- Retail sales of
Advantage Card
- Columbia University
- Gourmet Clubs
Day 2 Business Model Canvas

5. Total NYC
Retail Sales =
$78B
Total NYC
Restaurant/Healt
h & Beauty Sales
= $40B
Target=
$5.7M
*Projected target value based on
comparable service in UK using
# of members as a percentage of
total population. Applying that
to NYC total population and per
capita spending yields $5.7M.
*Projections based on NYC and is
not indicative of total market.
Expandable to other cities.
Initial Market Size

6. Proposed Model
NYC
Experience
Dining
Customers Restaurants

7. Business Model Canvas
Cost
Structure
- Advantage card (create & distribute)
- Website creation
- Marketing & advertising
- Overhead costs
Revenue
Streams
- Direct Sales of Advantage card
- Annual Subscription Fees
- Point of Sale conversion
- Add-on Services (customer consumption data, etc)
Key
Partners
- Retail Shops
- Restaurants
- Service
Companies (beauty
related, Spa)
- 3rd Party Social
Networks
- Clubs (Zagat, Open
Table)
- Charities
- -Seamless.com
Key
Activities
- Marketing via 3rd
Party Social Networks
- Card Sales
- Building Website
- Retail Partnerships
- Consumer
Partnership
- App development
Value
Proposition
- Monetary Savings
(Discounts)
- Additional Services
- More Business
(customers)
- Perks & Benefits to
customers (set by
retailers) Big prize
- New & recurring
customers streams
- Less severe margin
erosion for returning
customers
- Business marketing
- Flexibility of
promotions
- Exclusivity
- -Alcoholic Beverages
- Point System (Airline
Loyalty)
- Curation
Customer
Relationships
- Onboard local retailers
(restaurants & beauty)
- Justify need
- Maintain retail
relationships
- Consumer awareness
- Word of mouth
popularity
- Ensure ease of use
- Ensure advantages are
honored
Customer
Segments
- Boutique Store
Retailers
- Health & Beauty Store
Owners & Managers
- Restaurant Owners &
Managers
- Young professionals (18-30)
- Consultants, Bankers, etc
- Students
- Females (age 15 -
45) who like to try
different boutique
services
- Customers
>> New to the city
>> Not loyal to brands
>> Money conscious
- Foodies
- -Budget
- -High Spender
Key
Resources
- Network of Retail
Stores
- Personal network of
target consumers
- Savings offered
Channels
- Web sales of
Advantage Card
- Retail sales of
Advantage Card
- Columbia University
- Gourmet Clubs
-Foodie networks
Day 3 Business Model Canvas

8. Customer Segments &
Value Proposition

9. Proposed Model – Consumer Study
NYC
Experience
Dining
Customers Restaurants

10. Customer Discovery: Learning
Hypotheses What we were asking What we learned
Small benefits
upon each visit
will drive new
customers and
make them loyal
FALSE
• What would you need to go out of
your way to try a new place?
• What would you need to go back?
• What type of perks would enhance
the experience and make you
loyal?
• How do you envision this
working?
• Would you pay for these benefits?
• People want exclusivity and big
paydays even if it means waiting or
spending more.
• People are more likely to try a new
place based on monetary incentives
but are more willing to return based
on non-monetary experiences.
• Consumers want an airline model
that rewards loyalty.
• Consumers will pay
• Two types of consumers at opposite
sides of spectrum
Budget
conscious and
up front lock-in
fee would drive
behavior
FALSE
• If you were to pay up front for
perpetual annual benefits would
you be more inclined to go back?
• What do you look for in a
restaurant?
• One time deal versus perpetual
deals.
• Prize experience on par with food
• Will pay for that experience
• Want exclusivity at higher end
restaurants
• Willing to try new restaurants if
quality is ensured and special perk

11. Business Model Canvas
Cost
Structure
- Advantage card (create & distribute)
- Website creation
- Marketing & advertising
- Overhead costs
Revenue
Streams
- Direct Sales of Advantage card
- Annual Subscription Fees
- Point of Sale conversion
- Add-on Services (customer consumption data, etc)
Key
Partners
- Retail Shops
- Restaurants
- Service
Companies (beauty
related, Spa)
- 3rd Party Social
Networks
- Clubs (Zagat, Open
Table)
- Charities
- Seamless.com
Key
Activities
- Marketing via 3rd
Party Social Networks
- Card Sales
- Building Website
- Retail Partnerships
- Consumer
Partnership
- App development
Value
Proposition
- Monetary Savings
(Discounts)
- Additional Services
- More Business
(customers)
- Perks & Benefits to
customers (set by
retailers) Big prize
- New & recurring
customers streams
- Less severe margin
erosion for returning
customers
- Business marketing
- Flexibility of promotions
- Exclusivity
- Alcoholic Beverages
- Point System (Airline
Loyalty)
- Curation
Customer
Relationships
- Onboard local retailers
(restaurants & beauty)
- Justify need
- Maintain retail
relationships
- Consumer awareness
- Word of mouth
popularity
- Ensure ease of use
- Ensure advantages are
honored
Customer
Segments
- Boutique Store
Retailers
- Health & Beauty Store
Owners & Managers
- Mid-tier Restaurant Owners
& Managers
- Young professionals (18-30)
- Consultants, Bankers, etc
- Students
- Females (age 15 -
45) who like to try
different boutique
services
- Customers
>> New to the city
>> Not loyal to brands
- Foodies
- Budget
- High Spender
Key
Resources
- Network of Retail
Stores
- Personal network of
target consumers
- Savings offered
Channels
- Web sales of
Advantage Card
- Retail sales of
Advantage Card
- Columbia University
- Gourmet Clubs
- Foodie networks
Day 4 Business Model Canvas

12. Channels, Get Strategy, Revenue
Retailers:
• C: Direct Sales
• G: Interesting value proposition, distance self away from Groupon
• R: Take a transaction cost on rewards spent, no upfront fee
Consumers:
• C: Direct Sales, Dining clubs and organizations
• G: Social Media, network, word of mouth
• R: Direct Sales of card, Subscription fee

13. Proposed Model – Retailer Study
NYC
Experience
Dining
Customers Restaurants

14. Customer Discovery: Learning
Hypotheses What we were asking What we learned
Restaurants
would be willing
to create
offerings to
increase
customer
experience in
exchange for
loyalty
TRUE
• How do they retain customers?
• What type of perks would you be
willing to offer recurring
customers?
• What is the breakdown of your
customers segment?
• Three types of restaurants
- High Traffic
- Proximity
- Destination
• Restaurants already have offerings
for their loyal customers
• Higher end restaurants aren’t as
willing to offer monetary incentives
for new customers
Restaurants
would be willing
to use external
sites as a
channel to
advertise and
bring in new
customers
Depends
• Have you ever offered discounts,
or daily deals through external
sites?
• How do you feel about the idea of
using discounts?
• When would you tend to offer
these incentives (seasonal/by day
or hours)?
• How do you currently market or
advertise?
• All restaurants at some point have
tried some sort of discounts
• The majority of proximity, higher
end restaurants were no longer
offering or willing to offer discounts
• High traffic, mid-priced restaurants
continue to offer promotions for
specific times throughout the year
• Typically advertise through word of
mouth or external sites

15. 4th Day!
Major Pivot
Focus on Consumer Experience &
Become Revenue Streams for Restaurants

16. Business Model Canvas
Cost
Structure
- Advantage card (create & distribute)
- Website creation
- Marketing & advertising
- Overhead costs
- Membership card costs
- Experience Reservation costs
Revenue
Streams
- Point of Sale conversion
- Direct Sales of Advantage card
- Annual Subscription Fees
- Add-on Services (customer consumption data, etc)
- Service mark-up
Key
Partners
- Retail Shops
- Service Companies
(beauty related Spa)
- 3rd Party Social
Networks
- Clubs (Zagat, Open
Table)
- Charities
- Seamless.com
- Restaurants
- Museums
- Day Trips
- Tourist
Attractions
Key
Activities
- Marketing via
Social Networks
- Card Sales
- Building Website
- Retail & Consumer
Partnerships
- App development
- Club Membership
Sales
Value
Proposition
- Monetary Savings/Discount
- Additional Services
- More Business (customers)
- Perks/Benefits to customers
(set by retailers) Big prize
- New & recurring customers
- Less severe margin erosion
for returning customers
- Alcoholic Beverages
- Business marketing
- Point System (Airline
Loyalty)
- Flexibility of promotions
- Exclusivity
- Curation
- Special Experience @ Value
for consumers
- New Revenue source for
partners
Customer
Relationships
- Onboard local retailers
(restaurants & beauty)
- Justify need
- Word of mouth
popularity
- Maintain retail
relationships
- Consumer awareness
- Ensure ease of use
- Ensure advantages are
honored
Customer
Segments
- Boutique Store
Retailers
- Health & Beauty Store
- Owners & Managers
- Females (age 15 - 45) who like
to try different boutique
services
- High Spender
- Mid-tier Restaurant Owners
& Managers
- Customers: New to the city,
Not loyal to brands, Foodies
Budget
Targeted Retailers:
- Owners/managers
- Business Development
Managers
- VP of Sales
Consumers:
- Young professionals (18-30),
Consultants, Bankers
- Students
- Singles (daters)
- Corporate Relationship
Managers
Key
Resources
- Savings offered
- Network of Retail
Stores
- Personal network of
target consumers &
partners
- Software
- Direct Sales
Channels
- Web sales of
Advantage Card
- Retail sales of
Advantage Card
- Gourmet Clubs
- Foodie networks
- Columbia University
- Tourist Guides
- Magazines
- Social Networks
Day 5 Business Model Canvas

17. Hypothesis What we were asking What we learned
Partners:
Partners would be willing to offer
exclusive services for guaranteed
revenue
Partners would be willing to
allow us 30 day leeway to cancel
if can’t hit quota
TBD
• Would you like to partner up
for additional revenue source?
• Would you allow us to buy
services in bulk for a %
discount?
• Would you be able to handle a
30 day notice for any bulk
reservations through our
club?
• Willing to partner if business
is guaranteed
• Need larger sample size to
evaluate in near future
Consumers:
Consumers would prefer
exclusive experiences and would
be willing to pay for uniqueness
TRUE
• Would you be willing to be
part of a club that gives you
special experiences in NYC?
• Would you prefer food
experience or other intangible
experience?
• How often would you take
advantage of this club for the
special offers?
• Consumers are willing to pay
for experiences
• Most of them would prefer
both food and other
intangible experiences
• Most of the consumers would
be willing to take advantage
of club membership more
than twice a month
Customer Discovery - Learning

18. Next Steps…
• Customer Re-discovery
• Further study Competition in market space
• Re-evaluate Market Size & positioning
• Test & iterate Hypothesis
• Go out & interview potential consumers & partners
• Identify roadblocks & potential solutions
• Update Business Model Canvas
• Rinse and Repeat