Validating an entirely new business model in the supermarket industry

Challenge

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

Are people willing to buy our product?

Lokkal.be is the first app-only supermarket in Belgium. 75+ of their product range is locally sourced, which makes their business quite sustainable. They have cooperations with local farmers and producers to offer the target audience the opportunity to choose from high-quality, local products through their app.

They wanted to know if people would be willing to buy from this first app-only supermarket with local products. Is there desirability and viability? Or in other words; can you build a sustainable business out of this idea? 

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Our validation process

You could basically state this as a checklist, but this process is not as straightforward as it seems. You can think of it like a roller coaster, that’s more how this process really looks.

During the validation direction days, we drew up the value proposition by using the business model canvas. The next phase consists of assumption mapping and eventually drawing up a testable experiment plan.

We validated the desirability of the Lokkal idea by talking to real people in customer problem interviews. The major goal was to find out about the problems the target audience was experiencing, for example, experiencing trouble finding high-quality local products in the supermarket.

Afterwards, we continued with quantitative in-market experiments:

  • Set up ads in specific, handpicked regions
  • Drive traffic to our landing pages and find out how many people would subscribe. This is perfect to test the viability of the idea.
  • Capture leads with a waiting list formula.
  • Collect customer feedback by sending surveys to people that already did purchase in the app.

Approach

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

“The validation direction days turned our grocery app idea with local products into a testable experiment plan we could use to test. Eventually it allowed us to build a waiting list consisting of more than 8.000 potential customers.” 

 

GERT AERTS - Founder at Lokkal

PETER JANSSENS
Sales manager at pharmabox

Outcome

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

What did we learn?

Don’t let tech be your bottleneck.

Whatever you want to test, launch or build, always make sure you can do it fast. By avoiding long building cycles in the beginning, you can do it. Trust me. You can test any idea in a simple form without actually writing code.

TIP: If you don’t know where to start: sign up for our free validation email course.

Not ready? Set up a waiting list.

Not ready to launch yet? Don’t know what your solution is going to look like yet? No problem!

At Lokkal, we’ve set up a ‘waiting list’ via a landing page that explained the value proposition. This way, we were already building a customer base before we were live.

Listen to your end customer every single day.

Bonus points if you nail this one! When it comes to innovation, customer feedback might be the most crucial aspect. At Lokkal, we spoke to customers daily. Surveys, interviews, mockup tests, etc. Almost the entire roadmap was defined by customers’ insights & tips.

The ‘M’ in MVP stands for Minimum.

There’s this famous quote that says: ‘If you’re not embarrassed by your MVP, you’ve waited too long to launch’. Reality check: it’s true. Try to create something to show clients ASAP. The goal is to test your idea in its simplest form.

Test before you invest.

Go lean, always go lean. At Lokkal, we treat everything as an experiment. We test things small at first. Then, once it seems to work, we scale. This process applies to all your teams: marketing, sales, product, etc.

Let us discover how we can help you best!

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Yannick Khayati

Yannick Khayati

Founder & Client Lead

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