Lean Entrepreneurship Project

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

Lessons Learnt Session 4 I

Focus of Lesson: Customer Segments
Tools to understand customer (e.g. Empathy Map,
Day in the Life of, Persona Profiles etc.)
Empathy Map
Maslow Pyramid
of Needs

Insight into key

stakeholder
Empathy
Map

Increases

Customer experience
Deep understanding of
customer wishes

26.09.14

FreshEntrepreneurs2014

Lessons Learnt Session 4 II

Interview process
1. Define
Sample Size

2. Select
Hypothesis

3. Define
Validation
Metrics

4. Create
Script

5. Create
Interview
Form

6. Schedule
Interview

7. Make
Interview

8.
Document
Interview

9. Analyse
Results

Surveys: Pay attention to

guidelines!
26.09.14

FreshEntrepreneurs2014

Miguel Pinto Independent Restaurant Owners

Personal Objectives:
- Lead happy &
balanced life
- Constant
improvement of life
- Start family
Professional Objective:
- Maintain & increase
profits
- Offer great
customer service /
experience
- Open own
restaurant
26.09.14

Profile: Miguel is a married 36 year old Manager of a restaurant with 17

employees located within a touristic area in Lisbon. After he graduated from high
school he did an apprenticeship in the Sheraton Hotel in Lisbon. There, he
discovered his passion for food and managing restaurants. After working for
Sheraton hotels in Dubai and Honk Kong he decided to come back to his
hometown Lisbon. Rather than in a hotel, nowadays he works in a restaurant due
to his increasing passion for food & beverages rather than the hotel business
itself. Miguel is a open-minded, social boss who pushes his employees to offer
great customer service & hospitality by setting an example himself and working
the restaurant floor with enthusiasm from time to time as well. Miguel
experiences difficulties with international clients & language barriers and his
needs are an smart & cost-efficient solution to this problem.

Day-in-the-Life:
09:00 Miguel gets up & breakfast with wife
10:00 Arrives at Restaurant
10:00 10:30 Discusses Menu of the Day / Seasonal changes
10:30 11:00 Purchase of daily products
11:00 12:30 Supervision of lunch menu cooking & setting tables
13:00 15:30 Supervising & helping to serve lunch time customers
15:00 19:30 Supervising shirt change & seeting tables
19:30 open end Supervising & helping to service dinner and closing
FreshEntrepreneurs2014

Miguel Pinto - Empathy Map

See?

Hear?

I want to find the best solution out there! BUT: Might not like idea of linking menu to technology
less traditional / personal!

Pains?

I need to solve this problem! It is truly important for the survival of my business to solve this
problem !
I want customers to think back to their visit and be happy!
Problem will increase in future I need to act NOW!

Say & do?

Complaints from customers & waiters about mentioned problem

Family & friends encourage him to use IT innovations to solve problem
Industry trends: Tourism in Portugal increases, especially Asian tourists

Think & Feel?

Clients struggling with Portuguese menu, waiters to translate it

Competitors have same problem
Clients not entering restaurant due to language barrier

Cost, Poor performance, Loss of potential business

Gains?

26.09.14

Saving money, effort & time

Offering improved service & customer experience
FreshEntrepreneurs2014

Bernd Schuster Hotel Restaurants

Personal Objectives:
- Meet interesting
people from all
around the world
- Find wife & start
family
Professional Objective:
- Move into hotel
Management board
- Encourage staff to
offer excellent
service
- Push reputation of
restaurant
26.09.14

Profile: Bernd is a German 38 year old Food & Beverage Manager at a 100 room
hotel half way between the Airport and Lisbon. His main clients are international
tourists and business men coming to town for a short period of time. Michael
works long hours as the hotel offers food & beverages 24 hours to its clients.
Michael is often noticing the increasing problem of language barriers occurring in
the restaurant as the more and more clients from Asia stay in the hotel. However,
employing Chinese speaking waiters is not an option for the hotel due to the high
costs. His needs are a integrated & quick solution to this dilemma.
Bernd is a efficient manager, always looking for efficient and fast solutions and
known to be though on his employees from time to time.

Day-in-the-Life:
04:30 Bernd gets up & quick breakfast
05:00 10:30 Supervision Breakfast shift (Preparation & serving, incl.
speaking to guests asking for satisfaction levels / improvement
suggestions)
11:00 12:00 Briefing kitchen staff for Lunch & Dinner
12:00 13:00 Management meeting with other hotel Departments
13:30 16:00 Supervision lunch shift
16:00 18:00 Short break & Staff briefing for dinner shift
18:00 11:30 Supervising dinner shift & Handing over shift to night
F&B Manager FreshEntrepreneurs2014
6

Bernd Schuster- Empathy Map

See?

Hear?

Complaints from customers & waiters about inefficient serving process due to language problem
Hotels worldwide use technology to solve this problem

Think & Feel?

Increase of clients not speaking English

Increasing wages for highly qualified multilingual staff

I need to find most efficient solution to this problem! I am willing to once spend money on a fast &
easy-to-implement solution rather than increasing wages for servants as this will cost me more in the
long run!
I want to provide fast service to my time-conscious business customers!

Say & do?

Hotel Director urges him to find solution as he is suppose to be expert for his department

Pains?

Pressure from boss / competition, cost, Poor performance, unsatisfied clients

Gains?

26.09.14

Saving money, effort & time

Offering improved service & customer experience
Increased chances of guests coming back & recommending hotels to friends & family
FreshEntrepreneurs2014

Interview briefing- What did we learn?

Key findings:
Interview too long > Shortened!
Too many open questions Reduction!
Detailed explanation of TransMenus concept essential for
hypothesis validation testing
Rephrasing of some questions
Adding of QR-code related information necessary

26.09.14

FreshEntrepreneurs2014