Sushmita KariAsha MathewNiramayee SarpotdarSashi ManguNandhaKumar Ramanathan

Team Idea ChutneyFarhan KalsekarAmit AgarwalSachin AroraDhiraj JetwaniPraveen KumarBala Murugan

Design Challenge How might we reconnect with the child in us.

Persona - 1 Name : MahikaAge : 28yrs/SingleLives in : BangaloreNative of : Jaipur, Rajasthan Occupation : Investment BankerEarns : 2 L per month

A Day in Her Life6:00 am : Yoga 7:00 am : Singapore call starts9:30 am : Indian Markets2:00 pm : European Markets11:00 pm : Review of US MarketsReads Books on Weekends.Sometimes Retail Therapy.

She LovesEating Paani-poori from the roadside

vendor but scared to be spotted.Travelling.Swimming.Sleeping late on weekends.Reading Dilbert, Cavin

Her Pain PointsMisses her familyPerfectionist. Gets irritated.Clueless about future.

Persona - 2 Name : Karnab SwamiAge : 35yrs/MarriedLives in : DelhiNative of : Assam Occupation : JournalistEarns : 5 L per month

A Day in His Life4:00 am : Goes to bed. 7:00 am : Checks News Channels around the world.9:30 am : Sync up with team2:00 pm : Editing for News Hour9:00 pm : Live on News Hour, Shouts, Howls, Insults, Plays Judge, Is the courtHe Loves

Beer with friends.Reading novels.Game of BadmintonWild Life Photography.

His Pain PointsMost of the stuff in and outside work.

Insights

Work related stress Mid Life Crisis Connected to a lot of acquaintances but the bond is only

superficial. Longs to be with friends and shed inhibitions intermittently (go

crazy for a bit) Tries to re-connect with childhood memories via the internet but

finds limited content. Doesn’t find most of the vintage stuff that was available during childhood.

Has a lot of physical memories from childhood that can be digitized and archived.

Service Concept • Service Concept

• Childhood/Break-away/Adventure experiences for professionals• Experience Design

• Objective• To relieve them of stress and increase their happiness quotient

• High level service attributes• Real world and virtual experiences• Offered directly to professionals or through organizations (their employers)

Service ConceptService Concept - Childhood/Break-away/Adventure experiences for professionals

Designed for – Urban Working Professionals

Customer Segments / Target Audience – Professionals in the age group of 25-60

Target Audience pain points/attributes• Stressed• Over-worked• Hectic lifestyle

Target Audience needs• Need time for themselves –

“ME” time• Have FUN• Network/Make friends

without the “pressure” of networking

Value proposition• Pure unadulterated FUN• Being able to explore

possibilities without any boundaries

• Being able to de-stress and let go

Sign up User Collates childhood memories to be archived

Bachpan Van visits to collect pics/ artifacts and also carries some vintage collectibles, etc.

Memories on the cloud, along with the other online experience.

User can create a memoir of his childhood with the archived content.

Customer Journey

Prototype

Prototype

Market Ecosystem

Idea Chutney (name to be

changed)

Professionals and/or

Organizations

Vendors (Transport, equipment,

website, trainers, speakers etc.)

CompetitorsHobby shops, Travel companies, Theatre, Films, Movies, Social

Events, Gaming companies,

Shopping malls etc.

Business competes for target

audience’s “share of time” and “share

of wallet” – it is identified that this

is discretionary spend

Services

Idea Chutney (name to be

changed)

Real world – 1. Hobby exploration /

development2. Random discussions3. Travel4. Walk5. Crowd-source experience

design6. Experience design for

alumni / school get togethers

7. Mobile van

Virtual – 1. Friends connection2. Old movies / TV snippets /

Old ads / Cartoons3. Rating mechanism4. Order surprise

merchandize packages for friends (marbles, tazos etc.)

Service Components

Sales Strategy

Idea Chutney (name to be

changed)

• Word of mouth publicity• Through propagation of app• Invitational events/Free

workshops• Through social media

networks• Regular & continuous

customer engagement• Newsletter and story sharing

Customer relationship• Regular personal level

interaction• “Partner for life”

relationship

Channels• Word of mouth• Social media• Print media

Revenue ModelTake home salary INR 50,000.00Assume share of wallet per month INR 2,000.00Number of professionals in Bangalore 350000Number of professionals touched by the service in a particular month (real world and merchandize) 350Average revenue per month INR 700,000.00Average revenue per year INR 8,400,000.00Average cost per participant per program INR 1,000.00Number of participants per program 20Average number of programs 17.5Cost per month of programs INR 350,000.00Expense on continuous program design (20% of revenues) INR 140,000.00Gross margins 30%