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in the previous video we might go he's a vegan so he doesn't eat meat milk products or anything that comes from animals he also works at puzzler and he has noticed that the only way for a vegan to have lunch in the area is to prepare his own lunch box which usually is a drag so he had an idea what if there was a lunch restaurant serving vegan food in puzzler is there demand would people come can he make money let's take a look what his idea would look like as a lean cannabis what we have here is a bland clean canvas let's start by giving this idea named vegan restaurant in puzzle next we can go ahead and specify who the customers would be vegans naturally but they also would probably need to live or work in puzzler and to further narrow down the first customers back it's easiest for Joe to first figure out if other people like him share his problem this is good idea since keeping the first customer definition narrow dramatically helps the next steps and you can always broaden the audience once there's traction so maybe 25 35 years old and with reasonably high income done next up the problem Joe already knows that there are no restaurants in puzzler serving vegan food and at least for himself it's really annoying to prepare your own lunch every day what could be the ingredients of the solution Joe thinks that his customers would appreciate good quality food and also the restaurant would obviously have to be nearby the pasilla office complexes and also the service should be quick since usually people have tight schedules during the work days the unique value proposition should boil down how you're different from everybody else and what you're worth paying attention to in this case it's quite easy to be the best when you're the only one for the unfair advantage Joe's brother happens to be a chef and a vegan himself plus he is also interested in opening his own restaurant making vegan food taste exquisite is no simple task so it's definitely hard to copy channels how can Joe raise 25 to 35 year-old vegans who work in puzzle outdoor ads near workplaces obviously where else are vegans using that time they gonna follow me for one Facebook groups Facebook even lets you target advertisements by age interest location and so on Joe also things that word of mouth has a crucial role in this customer segment as matrix it's good to have numbers that are actionable and react quickly joe chooses metrics that tell him if his solution box is working for example number of returning customers really tell him if people are finding value in in solution other metrics that he chooses are quality of food and average turnaround time at this stage costs and revenue are best to be left really rough since all of this is just best guesses one good tactic is to estimate the customer acquisition cost and the lifetime value for one customer so how much would it cost to get one customer through the door and how much would they be bringing money in over their entire customer ship Joe's estimate is that it would take 19 euros on average to get one customer and one customer would visit 30 times on average and paid 12 euros for each lunch that adds up as 19 X as the LTV CAC multiplier which is in a good territory it's good to highlight that all of this is just an educated best guess at this stage to validate whether the cannabis has anything to do with reality Joe will make a series of MVP tests to turn those yellow traffic lights either green or red in the next video we will take a look at those MVPs and record our learnings using innovation accounting