Luiz Ventura’s Concept TestingMicrogreens & Sprouts production system.

In what way may I…Have available a reliable supply of fresh edible, nutritious and sanitary elements for food presentation and decoration

Primary User Needs:1. Product has a superior quality.2. Packaging is adequate and convenient.3. Product delivery is convenient.4. Product acquisition is convenient.5. Products have plenty of information about it.6. Products have a good customer service.

Concept and Gap

Production site

HygieneSelectionGrowing / harvestingStorageQuality Control

Product ready for Packaging /consumption

Defines menuShops for productPay

Sales Unit

Delivery

ConsumptionStorageFinal Disposal

User

Process Flowchart

1- Superior quality.1) Follow sanitary regulations2) Quality Control3) Follow ISO 9000 - 14000 series4) Use of top quality seeds5) Match market needs/Standards

2- Packaging is adequate and convenient.1) Sanitary/disposable package2) Package size is adequate to storage3) Package is clear / plastic4) Labels are clear

3 - Delivery is convenient.

1) Transportation is fast 2) Rush delivery available3) Shop can be programed in advance

4 - Acquisition is convenient.1) Payment on line2) Payment cash when receive the product

6 -Plenty of information about it1) Catalogs2) Manuals3) Online info

5 - Good customer service.1) Available on line (Web-site)2) Consultants services for specialized users3) Workshops

Design Solutions

Selection Matrix

CriteriaA

Basic

BBest

Package

CISO

Quality

DBest

Delivery

EWeb Base

d

FCustome

rOriente

d

GBest

Quality

HEasy

to buy

IBest Info

JAll

Features

SuperiorQuality

-1 -1 1 0 1 0 1 0 0 1

Packaging -1 1 1 1 1 1 1 1 1 1

Delivery 0 0 0 1 1 1 0 1 0 1

Acquisition 1 0 0 0 1 1 0 1 1 1

CustomerService

0 0 0 0 0 1 1 0 1 1

InformationAvailability

0 0 0 0 0 0 0 0 1 1

Cost 1 0 -1 -1 0 0 -1 0 0 -1

“Wow” 0 1 1 1 0 0 1 1 1 1

Neat Process 0 1 1 1 1 1 1 0 0 1

Net Score 0 2 3 3 5 5 4 4 5 7

* * *

Option to Prototype = J. E, F, I are low costs options to J. They are very similar to J so there is no need to prototype them, as thedifferences are just “subtractions” from J, so prototyping J covers all the options on the Matrix

Prototype

Prototype production Line

Prototype Packaging

The "prototype" we are choosing to test is a business concept.  In this business concept there are a lot of different projects that may be prototyped. We choose to test 1st the business model so the other parts of the project could be worked after having a clear business concept.The main parts of the project includes:Production LinePackagingDelivering ServicesWeb pageBuying InterfaceCustomer Services Interface.

Important Remark

Concept Testing

So our main idea was to prepare 2 questions to make a small survey in our market area with our target consumers.  

Those options are shown at the next slides.

The first was a Purchase intent survey and the second was a Forced Choice Style survey.

Concept TestingPurchase Intent Survey

Nutritious and Superior quality - Produced environmentally friendly and according to all the sanitation rules.Translucent packaging allows you to check product quality all the time and fits nicely to your storage area.Fast and reliable deliveryYou can Oder it on line or in any other way you need. Rush delivery availableWe accept all forms of payment, including major credit cards and Pay-palNew recipes! Our chefs can help you with your needs!

Definitely would not

buy

Probably would not

buy

Might or might not

buy

Probably would buy

Definitely would buy

If you were considering buying sprouts and / or micro greens would you be willing to buy our product?

Concept Testing

Forced Choice

Nutritious and Superior quality - Produced environmentally friendly and according to all the sanitation rules.Translucent packaging allows you to check product quality all the time and fits nicely to your storage area.Fast and reliable deliveryYou can Oder it on line or in any other way you need. Rush delivery availableWe accept all forms of payment, including major credit cards and Pay-palNew recipes! Our chefs can help you with

your needs!

Option A

Option B

If you were considering buying sprouts and / or micro greens wich of these two options would you be willing to consider?

You go to the market, maybe they have the sprout / microgreen you need. If it was available on the main deposit… you can order it for tomorrow, maybe. They look clean (I Hope!). You pay cash and they can pack it to you in a “sanitized” plastic bag

Forced Choice Survey