Details

Introduction and Business Concept
This project originated from the recognition of the specific needs of individuals working in startups at the time of its conception. The idea was to develop a product that would complement existing services like Gympass and corporate benefits, with a focus on the beauty segment. Our goal was to launch a company that catered to this niche market.

MVP Development and Research
Considering the startup's context, which was in the phase of collecting investments, we planned to launch a Minimum Viable Product (MVP) that would function as a digital mobile product complemented by a physical location for service delivery. To achieve this, we conducted a comprehensive research stage and presented a concept that aligned with the realities of the industry.

Discovery Stage and Field Study
The initial exploration of the business model involved conducting field studies. We conducted several "safari" exercises in various beauty establishments across different regions. Additionally, to identify a suitable target audience, we conducted in-depth interviews with individuals from diverse lifestyles and demographics.

Understanding the Target Audience
Through our research, we discovered that individuals in corporate office environments, particularly younger professionals in startups, often faced long and busy workdays with limited time for self-care routines. This insight became crucial for our project as these individuals expressed a desire for self-care services amidst their demanding schedules.

Addressing the Challenge
Our primary challenge was to tap into the latent demand for self-care services that could seamlessly fit into the busy routines of our target audience, as highlighted during the interviews. It was also important to consider the demographic factor of these individuals frequently working in specific neighborhoods due to the concentration of offices. This presented an opportunity for us to establish physical spaces that were easily accessible. Furthermore, financial considerations were not a hindrance for this demographic.

Creating a Solution
To integrate our services into the hectic routines of our target audience, we analyzed how other similar products were incorporated into their lives. Corporate benefits such as Gympass, along with mental health and psychology services, served as valuable references. We recognized that adopting a model similar to corporate benefits, with monthly subscriptions and an easy-to-use app for scheduling, would be an ideal approach to attract these individuals to our physical spaces.

MVP Implementation and Pandemic Impact
Our MVP was developed as a mobile application and featured a physical location on Alameda Lorena in São Paulo. Initially, it was intended to be offered as a monthly corporate benefit to companies with offices in the region. However, due to the arrival of the pandemic, which directly impacted our business model, the product launch was unfortunately canceled.

Despite the challenges faced, the project demonstrated the potential to address the self-care needs of startup professionals by providing convenient and accessible beauty services. The cancellation of the launch due to the pandemic highlights the unpredictable nature of external factors in business development.