TỔNG ÔN TẬP THI VÀO LỚP 10 MÔN TIẾNG ANH NĂM HỌC 2023 - 2024 CÓ ĐÁP ÁN (NGỮ Â...
Pykapack final 2013 stanford e245
1. Transforming the
Backcountry Culinary
Experience
Collin Wallace . Haley Robison
Katerina Opocenska . Saul Carlin
96 interviews total
1
2. Team PykaPack: 4 MBA Students
Team member Background Previous Outdoor
experience experience
Haley Robison BBA Finance Management NOLS
consulting, Outdoor
education
Saul Carlin BA Government Digital media Weekend warrior
product & biz dev
Collin Wallace BS Engineering Founded mobile Kilimanjaro
payments &
ordering platform
Katerina MSc Computer Science Management Casual hiker
Opocenska consulting
3. We love the outdoors and we wanted to
start a business. Like any summit quest,
we knew there would be cloudy days
and a tough trail ahead, but the view
from the top is always worth the
work…right? So off we went.
So how did the journey go?
4. HOW DID IT GO? THE PYKA JOURNEY IN SUMMARY
DEE! We
learned a
Nailed ton!
Feels good to
presentation!
invalidate!
Customers
First
at REI love Return to
trough Steve brings
us! outdoor
Group! us down to
segment
Idea! earth
Second
trough/Bungled
pivot attempt
Failed MVP
A/B Test
5. We started with a view of our desired
destination: PykaPack ready to launch!
10 weeks, 3 teachers, a couple rotating
mentors?, and 1 Lean Launch Pad site…
Will we have a viable business, will we reach
the mountain top?
6. Initial elevator pitch
PykaPack provides customers a
fulfilling outdoor cooking
experience without the stress of
backcountry meal preparation by
providing online meal planning and
ordering for customized trip-ready
food package
WE’RE IN
THE CLASS!
6
7. TRAIL MARKER 1
“Delicious backcountry meals made simple”
• Food for outdoors
Otherwise known as, the original idea….
9. “Delicious backcountry meals made simple”
What we did What we learned
• Sketched website wireframe • 3 main customer segments with
• Advertised our services on Craigslist different needs
and Meet-Up • Jobs to be done and main pain-
• Estimated market size based on points
industry reports • Customers were most excited about
• Explored affiliate/network space the online planning system
• Talked to food suppliers • Food was a challenge but many
hikers were “okay” with existing
options (freeze dried food)
10. TRAIL MARKER 2
“Plan unforgettable backcountry trips with friends”
• Food & gear for outdoors
Otherwise known as, maybe there is more to this
than just food?
10
12. “Plan unforgettable backcountry trips with friends”
What we did What we learned
• Tried to extend our value proposition • You can spend $37 on advertising and
to gear and apparel get no paying customer
• Run Google adWords and Facebook • How to collect customer information
campaigns • How to offer a product and accept
• Acquired first customer lead (Dee) payment
and prepared full menu for her • Confirmed need for gear coordination
(tested her willingness to pay)
13. We Help You Pack What
You Need…
TRAIL MARKER 3
“We help you pack what you need”
• Tool for outdoor trip organizers
Otherwise known as, did we take a
wrong turn? Where are we going?!?!
15. “We help you pack what you need”
What we did What we learned
• Diverged business model to • Specific reason needed for
address any and all group customers to digitize inventory
coordination issues including: (e.g., move, event, etc)
• Occasion specific shareable
gear, event planning, and • Hesitations around sharing items
personal inventory outside of a trusted network
management
• Need a specific use case to address
first, build a complete business,
then expand
UNIVERSAL
PROBLEM
16. THE FINAL TRAIL MARKER
• “Your group’s pack list. Simplified”
Otherwise known as, we’ve zoomed out too
much…let’s focus somewhere and get it
right…back to the outdoors!
18. “Your group’s pack list. Simplified”
What we did What we learned
• Identified “10 Numbers That • Multiple failure points in conversion
Matter” funnel
• Built full end-to-end MVP • Negative unit economics
• Ran customer acquisition A/B test • Customer acquisition costs too high
19. DESTINATION?
So, although we didn’t reach out original
“mountaintop” destination, we are content
with where this journey has taken us. We’ve
weathered the Steve Blank storm, hardened
our business acumen, and strengthened
business model canvas muscles for the next
time around.
The sun may be setting on E245, but our
start-up dreams are not…
20. THE TOP 5
• EASY TO HEAR WHAT YOU WANT TO HEAR
• 10 LITTLE NUMBERS THAT REALLY MATTER
• CUSTOMER DEVELOPMENT IS THE CHEAPER
AND SMARTER WAY TO INVALIDATE A
BUSINESS…
• …BUT YOU MUST UNDERSTAND AND DEVELOP
THE BACKEND BUSINESS TOO
• PASSION IS ABSOLUTELY NECESSARY BUT NOT
SUFFICIENT SECRET SAUCE
20
21.
22. Team PykaPack’s Journey
1 Week 1 -4:
“Delicious backcountry meals made simple”
• Food for outdoors
2 Week 5:
“Plan unforgettable backcountry trips with friends”
• Food & gear for outdoors
3 Week 6-8:
“We help you pack what you need”
• Tool for outdoor trip organizers
We Help You Pack What
You Need…
4 Week 9:
• “Your group’s pack list. Simplified”
• Final conclusions
23.
24. Team Name PykaPack ORIGINAL CANVAS
• Bulk food suppliers • Coordinated and Eliminate hassle and • Outdoor nutrition expert • Educationally-focused
(e.g., Sysco) and/or fair convenient online meal improve food options and food provider organizations and
trade suppliers planning and food available for extended • Merchants schools (e.g., Boy and
• Outdoor merchandisers product delivery outdoor trips with: Girls Scouts of America,
(e.g., REI) • Algorithm • Customized online Stanford Outdoor
• Packaging/shipping optimizes for meal planning Education)
partners TBD dietary needs • Product delivery of pre- • Small to mid-size
• Outdoor groups (e.g., • Goods packaged rationed, non- recreation outfitters
NOLS) for ease of use perishable food and (e.g., guided rafting,
• Food companies (e.g., • Education, community supplies Adventures Cross-
CLIF) resource • Information source and country)
• Gear providers (e.g., community for outdoor • Individual and group
MSR) enthusiasts – recipes, hikers, bikers, skiers,
how-tos, environmental etc (e.g., Appalachian
• Physical (e.g., friendly travel tips, etc Trial hikers)
warehouse, food • Online marketing
inventory) Increases accessibility of • Merchant Marketing
• Human (e.g., labor, authentic outdoor • Direct Mail
management) experience to customers • Partnerships (e.g., REI)
• Relationships with with limited/no expertise
outdoor oriented orgs
(marketing)
• Financial
• Website/tech platform
• Fixed cost for systems/warehouse development (long-term) • Sales revenue from food, supplies, and gear
• Variable costs for food, packaging, and shipping • Advertising revenue
• Economies of scale – purchase bulk goods • Shipping and handling
25. LaunchPad Cent ral
“Delicious backcountry meals made simple”
KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CU STO M ER CU STO M ER SEGM EN TS
RELATIO N SH IPS
Bu lk fo o d su p p lie rs (e .g ., Pro b le m So lvin g : Pro vid e Co n ve n ie n ce : Elimin a t e s Ge t : On lin e Ma rke t in g » B2 B: Ou t d o o r Ed u ca t io n
Sysco ) » cu st o me r me a l p la n s wit h sh o p p in g /p ro cu re me n t »
Ge t : Dire ct Ma il »
o n lin e syst e m » ch a lle n g e »
Fa ir t ra d e su p p lie rs » B2 B: Exp e d it io n To u r
Ge t : Dire ct Ma il »
Pro d u ct io n : Efficie n t me a l Cu st o miza t io n : Ca t e rs t o Le a d e rs »
Ou t d o o r me rch a n d ise rs
p a cka g in g » d ie t a ry
(e .g ., REI) » Ge t : Dire ct Ma il » B2 C: Bo y & Girl Sco u t
re st rict io n s/p re fe re n ce s
Pro b le m So lvin g : Tro o p Le a d e rs »
» Ke e p : In fo rma t io n
Ou t so u rce d Kn o wle d g e Re so u rce s »
Co mmu n it y â € “ re cip e s,
sh ip p in g /lo g ist ics » Co n ve n ie n ce : Elimin a t e s B2 B: Ou t fit t e rs »
KEY RESO U RCES CH AN N ELS
h o w-t o s, e n viro n me n t a l
Pr oduct i on: Meal
p a cka g in g h a ssle »
Ou t so u rce d p a cka g in g » pr epar at i on » frie n d ly t ra ve l t ip s, e t c » B2 C: Exp e rie n ce d
Acce ssib ilit y: Ma ke s Ba ckco u n t ry Ca mp e rs »
Ou t d o o r g ro u p s (e .g ., Ph ysica l: Wa re h o u se » Dire ctAdver s:i We b sit e »
GET: Sa le t si ng i n
Pr obl em sol vi ng:
- b e t t e r o u t d o o r fo o d
NOLS) » magazi nes f or B2C: Weekend W r i or s
ar
Pr ovi del: addi d iIn ve n t o ry
Ph ysica Fo o t onal a cce ssib le t o Dire ct Sa le s:
hi ker s/ cam s »
per »
r esour ces ( r eci pes
» in e xp e rie n ce d u se rs » Te le ma rke t in g »
Fo o d co mp a n ie s (e .g .,
et c) »
CLIF) » GET: Adver t i si ng i n B2C: Gr oup Tr i p Food
Hu ma n : Wa re h o u se Risk Re d u ct io n : Avo id Dire ct Sa le s:
nat i onal par ks » Pl anner s »
Ge a r p ro vid e rs (e .g ., Pickin g & Pa cka g in g » d ie t a ry Te le ma rke t in g »
MSR) » re st rict io n /a lle rg y/p e rish a b le GET: Ads / l eaf l et s i n
Hu ma n : Ma n a g e me n t » Dire ct Sa le s: We b sit e »
fo o d issu e s » out door shops »
Suppl i er s: Cam ng
pi
CO ST STRU CTU RE Re la t io n sh ip s: Ou t d o o r REVEN U E STREAMn e r St o re s: Ou t fit t e rs
Pa rt S
f ood m chant s »
er De sig n : Imp ro ve d KEEP / GROW Speci al
:
Org a n iza t io n s » »
t a st e /fo o d q u a lit y » one- of f of f er s /
Fixe d Co st : Wa re h o u sin g » Fin a n cia l: Su p p lie r Cre d it Pa rtu e :r Pe o a e-l m h -e n »
Tra n sa ct io n Redi scountSt vire s: Hig oldssa le s »
ve n n e r-me a foai d
Per f or mance:
» su p e rma rke t s »
Fixe d Co st : Pa cka g in g Syst e ms » Opt i m zat i on f or n sa ct io n ReKEEP e : Pe r-d a y fo o dt sa le s »
i Tra ve n u / GROW Loyal y
:
wei ght and vol um » e pr ogr am w t h benef i t s
i Onl i ne
In t e lle ct u a l: We b sit e /Me a l I ndi r ect :
Va ria b le Co st : Fo o d » Tra n sa ct io n Re» n u e : Ge a r & me rch a n d ise sa le s »
ve
Se le ct io n Pla t fo rm » Ret ai l er s ( Am azon. com )
Super i or out door
Va ria b le Co st : Pa cka g in g » »
exper i ence » Pricin g : Ma rg in a l d e cre a se wit h in cre a se d g ro u p /o rd e r size »
Rel at i onshi ps:
Va ria b le Co st : Sh ip p in g » Nat i onal Par ks »
Accessi bi l i t y: cu rrin g Re ve n u e : Se g me n t -b a se d p ricin g - t rip le a d e rs/fre q u e n t
Re
ca mp e rs p a y mo n t h ly/a n n u a lly fo r b lo cks o f me a ls »
26. PykaPack 2.0 – our new canvas
• Wholesale drop- • Packing list generation “Users” • GET: Online marketing “Users”
shippers (Doba.com, • Multi-item purchase keywords related to
WorldWideBrands) “bundling” • Coordinate “stuff” trip/emergency planning • Vacationers
• Affiliate networks • Large-scale user needs with other & coordination • Campers
(Avantlink, Commission acquisition people and groups • KEEP: Provide ability to • Movers
Junction) • Activation/lead • Reference a database sync online purchases • Business Travelers
• Retail partners on recommended to digital asset list • Emergency Preppers
generation for affiliates
items • GROW: Earn
• Data collection
• Generate collective points/rewards for “Customers”
and individual packing getting friends to list
lists so you don’t forget stuff • Marketers
anything • Retailers
• One stop shop for • Merchandisers
anything you might
• Financial need “Users”
• IT/website/tech platform • Drop shipping to final
• Community destination • Direct: Website
• Indirect: Embedded tool
“Customers” on travel, moving sites
• Know what consumers “Customers”
own
• Know what consumers • Direct: Website
share • Direct sales?
• Know what consumers
take on trips
• User acquisition costs Revenue from “Users”
• Drop-shipper/affiliate fees
• IT/website/tech development • Wholesale margin on goods OR affiliate commissions
• Direct sales force? • Advertising revenue
Revenue from “Customers”
• Database subscription revenue
27. “Your Group’s Pack List. Simplified.”
LaunchPad Cent ral
KEY PARTN ERS KEY ACTIVITIES VALU E PRO PO SITIO N S CUSTO M ER CU STO M ER SEGM EN TS
RELATIO N SH IPS
Bu lk fo o d su p p lie rs Pro b le m So lvin g : Co n ve n ie n ce : Ge t : Dire ct Ma il » B2 C: Exp e rie n ce d
(e .g ., Sysco ) » Pro vid e cu st o me r Elimin a t e s Ba ckco u n t ry Ca mp e rs
Ge t : Dire ct Ma il »
me a l p la n s wit h o n lin e sh o p p in g /p ro cu re me n t »
Fa ir t ra d e su p p lie rs » syst e m » ch a lle n g e »
Ge t : Dire ct Ma il »
B2 C: We e ke n d
Ou t d o o r
Pro b le m So lvin g : Cu st o miza t io n : Ca t e rs Wa rrio rs »
me rch a n d ise rs (e .g ., GET: Ad ve rt isin g in
Kn o wle d g e Re so u rce s t o d ie t a ry
REI) » ma g a zin e s fo r B2 C: Gro u p Trip Fo o d
» re st rict io n s/p re fe re n ce s
h ike rs/ca mp e rs » Pla n n e rs »
»
Ou t so u rce d
KEY RESO U RCES CHAN N ELS
sh ip p in g /lo g ist ics » B2 C: Trip Pa rt icip a n t s
Co n ve n ie n ce :
»
Elimin a t e s p a cka g in g
Ou t so u rce d
Ph ysica l: Wa re h o u se » h a ssle » Dire ct Sa le s: We b sit e
p a cka g in g »
»
Ph ysica l: Fo o d Acce ssib ilit y: Ma ke s
Ou t d o o r g ro u p s (e .g .,
In ve n t o ry » b e t t e r o u t d o o r fo o d Dire ct Sa le s:
NOLS) »
a cce ssib le t o Te le ma rke t in g »
Hu ma n : Wa re h o u se
Fo o d co mp a n ie s (e .g ., in e xp e rie n ce d u se rs »
Pickin g & Pa cka g in g » Dire ct Sa le s: We b sit e
CLIF) »
Risk Re d u ct io n : Avo id »
Hu ma n : Ma n a g e me n t
Ge a r p ro vid e rs (e .g ., d ie t a ry
CO ST STRU CTU RE REVEN U E STREAM S
Fixe d Co st : Wa re h o u sin g » Tra n sa ct io n Re ve n u e : Ge a r & me rch a n d ise sa le s »
Va ria b le Co st : Pa cka g in g » Pricin g : Ma rg in a l d e cre a se wit h in cre a se d g ro u p /o rd e r size »
Va ria b le Co st : Sh ip p in g » Re cu rrin g Re ve n u e : Se g me n t -b a se d p ricin g - t rip le a d e rs/fre q u e n t
ca mp e rs p a y mo n t h ly/a n n u a lly fo r b lo cks o f me a ls »
Va ria b le Co st : Fo o d »
Tra n sa ct io n Re ve n u e : Pe r-d a y fo o d sa le s »
Eco n o mie s o f Sca le : Bu lk Pu rch a sin g »
Li c e n se d fr o m b u si n e ssm o d e lg e n e r a t i o n .c o m u n d e r a Cr e a t i ve Co m m o n s At t r i b u t i o n -S h a r e Al i ke 3.0 Un p o r t e d Li c e n se
28. Coordination pain point = universal problem for
individuals and groups
What does Joe What does Joe What can Joe What does Joe
need? have? borrow? buy?
“Hey
Matt, can I
borrow
Joe Joe enters your skis?”
Joe has a
gets/customizes and/or checks
“pending
a list inventory
event”; he is
going skiing
and isn’t sure
exactly what
he needs Joe sees what Joe knows
Joe has list of
his friends what he needs
items he needs
have to buy
OUR NEW 1 Provide Joe with 2 Help Joe manage 3 Help Joe compare 4 Provide purchase
a customizable his inventory; inventory with or rent option;
VALUE list think: “Mint.com friends to drop ship Joe
PROPOSITION for your stuff” coordinate and what he is
share gear/stuff missing