Luiz Ventura’s Concept Testing Microgreens & 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 Hygiene Selection Growing / harvesting Storage Quality Control Product ready for Packaging / consumption Defines menu Shops for product Pay Sales Unit Delivery Consumption Storage Final Disposal User Process Flowchart

1- Superior quality. 1) Follow sanitary regulations 2) Quality Control 3) Follow ISO series 4) Use of top quality seeds 5) Match market needs/Standards 2- Packaging is adequate and convenient. 1) Sanitary/disposable package 2) Package size is adequate to storage 3) Package is clear / plastic 4) Labels are clear 3 - Delivery is convenient. 1) Transportation is fast 2) Rush delivery available 3) Shop can be programed in advance 4 - Acquisition is convenient. 1) Payment on line 2) Payment cash when receive the product 6 -Plenty of information about it 1) Catalogs 2) Manuals 3) Online info 5 - Good customer service. 1) Available on line (Web-site) 2) Consultants services for specialized users 3) Workshops Design Solutions

Selection Matrix Criteria A Basic B Best Package C ISO Quality D Best Delivery E Web Based F Customer Oriented G Best Quality H Easy to buy I Best Info J All Featu res Superior Quality Packaging Delivery Acquisition Customer Service Information Availability Cost “Wow” Neat Process Net Score *** 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 the differences 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 1 st 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 Line Packaging Delivering Services Web page Buying Interface Customer 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 Testing Purchase 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 delivery You can Oder it on line or in any other way you need. Rush delivery available We accept all forms of payment, including major credit cards and Pay-pal New 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 delivery You can Oder it on line or in any other way you need. Rush delivery available We accept all forms of payment, including major credit cards and Pay-pal New 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