Question 1

Please read the questions carefully and answer them considering the cases given.

1.Coffeeandcups is a new start-up that gives services through little vans in rush points such as train, ferry and bus stations in Istanbul. They sell a wide range of coffee in edible cups. The coffee range includes Latte, Cappuccino, Americano, Espresso, Doppio, Caramel Macchiato and flavours of the edible cups are strawberry, banana, berry, hazelnut. The company owner says the edible cups add more character to your coffee experience and obliterate the need for plastic and single-use paper cups.

1.1. What might be the best way to profile persona in this case? (15 points)

1.2. Please draw a VPC matrix for this example and indicate the pains, gains and customer jobs and define how the company creates value to the customers (VPC matrix). (25 points)

Subject : MANAGING ENTREPRENURSHIP AND INNOVATION