DOWNTON Annie Song Courtney Pittenger Cynthia Roberts

Interviews since class: 13Total Interviews: 51 Sales: 6 Revenue: $710

DAY 0: WHAT WE THOUGHTBeing a modern

professional woman sucks. All day long we

are stuck at work wearing shoes that don’t keep our feet

warm and aren’t comfortable.

In the wintertime, it’s super annoying to wear giant clunky

boots into the office and then have to

change shoes once we get there. What a

drag!

We need a shoe that looks good on the

outside, keeps our feet warm on the inside, and is sharp enough

for a professional setting.

Our original MVP:Static image of black ballet flat with unpronounced shearlingFocused on quilted bottomEmphasized cold feet, commute to office, and transition to professional shoes

Raw material suppliers

Production and sampling partners

(offshore manufacturers)

Dropship partners

Product designManage supply chain

and operations Manage customer

engagement

Designers, website developers, marketers

Short-term rental spaces

Brand recognition and reputation, trademark

Shoes that are comfortable, stylish, and warm without looking like a cold

weather shoe

Transitions seamlessly from the commute

into the office

Eliminates hassle of bringing extra shoes, needing to wear shoe liners for warmth, and

other workarounds

Customer service

Social media

Own: Website, mobile app, pop-up shops

Professional women between the ages of

25 and 50 who...

Commutes daily

Suffers from cold feet

Geographically located in the

Midwest, Northeast, and Pacific Northwest

Rent, salaries, IT costsCost of goods sold, dropship costs, shipping costs

Costs related to pop-up shops (rent, staff, POS equipment)Retail sales

Customer Segments

Value Propositions

Channels

Customer Relationships

Key Activities

Key Resources

Revenue StreamsCost Structure

Key Partnerships

DAY 1: BUSINESS MODEL CANVAS

DAY 1: LEARNINGSA lot of people really like to wear heels.It makes them feel

polished, professional, and tall.

They’re not willing to give that up.

Women also want their feet to be comfortable,

and like the padded bottom. Women did

not immediately notice the shearling on our

MVP.

Some worried their feet would get too hot

in a shearling flat.

Some worried the top of their foot would still

be cold in the flat.

They said they don’t wear flats when it’s

cold enough outside to warrant shearling. A

shearling bootie would make more sense.

Perhaps our concept is more of a weekend shoe, rather than a

work shoe?

REFINED MVPWe built a website describing the functional features of the shoe.Customers weren’t noticing the shearling inside the flat, so we updated the image. Customers kept suggesting a bootie to us, so we added a shearling-lined bootie to our collection.

DAY 2 LEARNINGSA lot of people still

don’t get it. They think the shoes are ugly or

don’t make sense.

However, some women immediately understood the idea and really liked it!

Perhaps there are two segments for us:

women with cold feet, and women without.

But how serious are they about the

product? Would they actually buy? We

needed to ask for pre-orders.

DAY 3 LEARNINGSEven for “functional”

shoes, style is essential. No women

buys based on function alone.

The style of the shoe is what immediately

attracts women, and then functionality is a

nice add-on.

To find out whether a shoe is really

comfortable, women rely on word of mouth

recommendations.

And we had our first sale!

The phrase ‘cold weather shoe’ makes people think of their heaviest snow boots.

This is not how we want to be seen.

We updated our positioning & MVP to first focus on style, and functionality

second. We stopped using the phrase ‘cold weather.’

DAY 4 LEARNINGSSome women LOVE

shoes. Others are more indifferent, and rarely

buy shoes.

Cold feet tends to run in families.

Growing up, women learn how to shop for

shoes from their mother. Their shoe

style tends to follow their mother’s.

Younger women would not be caught dead in

a shoe that looks ‘frumpy’, like it’s for an

older woman.

Target younger women, and their

mothers will follow.

DAY 5: OUR FINAL BUSINESS MODEL CANVASRaw material

suppliers

Production and sampling partners

(offshore manufacturers)

Dropship partners

Product designManage supply chain

and operations Build a brand

Designers, website developers, marketers

Short-term rental spaces

Brand recognition and reputation, trademark

Adding an interior shearling lining into

flats and boots creates shoes that are

warm and comfortable without

sacrificing style

Customer service

Social media

Own: Website, pop-up shops

Women who love shoes, typically ‘run cold’ and have cold feet, appreciate the quality of a shoe and are willing to spend

more for it.Younger women, ages

20-35

Rent, salaries, IT costsCost of goods sold, dropship costs, shipping costs

Costs related to pop-up shops (rent, staff, POS equipment)Retail sales

Customer Segments

Value Propositions

Channels

Customer Relationships

Key Activities

Key Resources

Revenue StreamsCost Structure

Key Partnerships