A Business model in wine
In the previous post we created personas. The Wine Fan, Fun drinker and Family man.
Instead of relying on the gut instinct, good personas will focus all actions on the type of users that will use our service.
The persona helped us to better empathize with our customers and develop the business model we want to test.
The different customer needs and business insight gave the value propositions.
We wanted the customer groups to bring value to each other.
Read below how we envisioned it.
Business insight as starting point
Research showed that top 3 reasons for selecting wine are:
- You buy what you taste in shops.
- You follow the advice from a knowledgeable friend.
- You stick to your wine from your favorite region.
We have learned that our customers are:
- Wine Fans: For them wine is a hobby, they want to taste more bottles they can open alone.
- Fun drinkers: Time is scarce, efficiency is key. The identifiable anecdote linked to the wine is as important as the wine itself.
- Family types: They stick with wine they know, like value for money and are ‘no nonsense’.
How different needs creates strengths
Our key question was:
How might we differentiate and at the same time strengthen each other?
What would happen if groups for Wine fans produce anecdotes for Fun drinkers?
What if the Fun drinkers talk about their favorite] wines with the Family type?
What if we would make ‘value for money’ wine easy accessible twice a year?
We think all this can be answered in one model.
Our assumption is that Wine Fans will influence Fun drinkers. Fun drinkers will create awareness towards the Family type.
|Persona||Business insight||Our promise||Hypotheses|
|Wine fan||Tastes wine in shop||Attend to tasting groups, you will learn from others||Tastings groups generate wines suggestions and anecdotes for fun drinkers|
|Fun drinker||Follows advice from knowledge friends||Read our updates and find the best unique wines easy||Fun drinkers will test suggests wines and influence Family drinkers.|
|Family man||Sticks to known wine||We bring easy to order trusted value for money wine||Family drinkers will trust suggestions and order wine per case|
The core assumption
We expect that one Wine fan will attract 3 Fun drinkers. He again will attract 3 Family types.
- The personas helped to understand the different customer needs.
- The business insight resulted in the value propositions.
- The business model brought the relation between the different value propositions,
- it showed how the customer groups can bring value to each other.
Our next steps:
The core business model assumption is a good start. (One Wine fan attracts 3 Fun drinkers. He attracts 3 Family types). But we realize it is too high-level. The hypothesis must be more specific to be able to measure progress.
To learn faster a breakdown of core assumption is into specific hypothesis is needed. For our specific target customers; we need to identify clear actions they will take. We need to create tests and formulate how often of the actions will be taken in time.
Read more on the Basic hypothesis post.
This post is part an experiment to change a business model in wine. We apply lean Startup tools and blog about the progress and the lessons learned. Read more about the steps taken: Lean startup journey in wine
More on the wine business case of The Wine club