Problem Discovery
This problem roadmap focuses on the customer problems through experience and customer interviews
1. Explain the problem with good reason as to why it’s a problem - these will have come from customer discovery 2. Identify current solutions and why they’re not working 3. Propose solutions, blue sky is ok 4. Assign an - Intensity: from 1 - 5, how intense does the customer have this problem? 5 being desperately needing solving - Frequency: from 1 - 5, how often do they come across the problem. 1 being rarely, 5 being multiple times a day - Impact size: Does this affect their whole business or just a few people in the business 5. Assign a status - Promising: this is a problem worth solving, no big risks - Passed: viable option - Side Project: problem worth solving, can validate in spare time - Research: problem worth solving, not sure how 6. Identify case-studies in the market or link to customer interview 7. List any risks or reasons not to go ahead The problem framework draws inspiration from Melissa Perri and Soroush Pour’s airtable
Problem Discovery
| Name | Problem statement | Who has the problem | Current solution(s) | Total Score | Proposed solution(s) | Next Steps | Top Risks / Pass Reason | Intensity (1 - 5) | Frequency (1 - 5) | Impact Size (1 - 5) | Status | Theme | Case Studies | Additional Comments |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Questioning value of smart-assets | How can Smart Assets be truly valuable? How is the physical good verified in good quality at all moments in time? | - Smart Asset creators | Holding wine bought in-primer and In Bond. Companies like BBR offer these services En Primeur = allows you to secure parcels of some of the world’s most sought-after wines before they are bottled and officially released to the open market. In Bond = not duty or VAT. You need to pay the duty & VAT when receiving your wine outside of bonding | 11 | Asset conditions need to be in-sync + updating blockchain regularly. For example, if it’s wine, then the temperature, humidity, vibration, weight needs to be updating the “health” of the wine as a score attached to the smart asset. | Nothing atm | This question will be asked often by customers and investors. Need to understand and look into it | 1 | 5 | 5 | Research | NFT Tech | ||
| Buying en-primeur wines | I can’t remember which en-primeur wines I bought | Wine buyers | Currently we’re sent a receipt of the wine purchase | 10 | Digital certificate of en-primeur wine purchase, able to see what I purchased and where from. Can also trade the certificate | Create a prototype | People don’t want a digital certificate | 5 | 2 | 3 | Side project | NFT TechWine Tech | AirRobe | This can be something easy to prototype and receive feedback on whether companies will buy it. |
| Wine as a liquid asset | Customers with valuable wine would like to use it as an asset for loan collateral | - Wine investors - Wine collectors | 1 person I’ve found online used their wine in BBR as an asset $WIVA THE FIRST COMPANY BRINGING PHYSICAL TO DIGITAL AS NFTS | 10 | Tokenized wine assets | Use WIV - currently doing something similar to what Palate aims to be. Understand how it works & what problems it solves | NFT asset price doesn’t equal the price of the wine The wine is corked The wine is not the wine it was promised to be The wine isn’t valuable in the first place Wine loses its value | 3 | 2 | 5 | Passed | Wine Asset | WIVA | The biggest risk I see is that the the wine needs to be valuable. If the wine isn’t, everything falls apart |
| Wine provenance | Customers buying wine at an auction don't know if the wine is authentic and has been kept in optimum temperature | - Wine investors - Wine collectors | BBR & alternative - certificate of ownership and authenticity. When wine trades, physical bottles in the cellar need updating (sticker, etc) lots of person hours. CellarIT - nothing MS Cellars - making a wine exchange program for wines bought from them | 9 | NFT to track authenticity and provenance | Dig further into the wine trading market, b2b, wine industry to understand where a tech like palate would sit and what they’re thinking about at the moment | Convincing people of the benefits of the technology | 2 | 2 | 5 | Promising | Wine Tech | BBR, Wine trading, any wine warehouse | I think it’s at a low intensity & frequency because the momentum is building for the space & first movers understand it better |
| Wine maker selling direct to consumer | Winemakers want a direct to consumer channel that guarantees the users they sell to a2re the consumers of the wine | - Wineries / Winemakers | Direct from their website or cellar | 9 | Web 2.0 app for winemakers to access Web 3.0 | Find winemakers selling d2c and chat with them | Bad handling, Web3 websites are hard to deal with. Wine industry doesn’t want to be paid in crypto | 2 | 2 | 5 | Promising | Wine Industry | Most wineries & cellars | |
| Charging mechanism for wine delivery from an NFT sale | Customers buying blockchain smart assets need to pay for delivery or storage. Delivery + Storage + admin fees would need to be factored into the price of the smart asset (not reflective of the true price) Like AirBNB | - Smart Asset creators | Charge an extra fee in addition to the token, that could be charged in FIAT or coins | 9 | EIP update to ERC721 for smart assets including 1. if annual fee required i.e. for storage of a smart asset, how to factor into the smart contract, how to update the token holder 2. if delivery fee required, how to factor in the smart contract? Is there a different mechanism for trade rather than buy/burn? | Look into starting an EIP update. How would I submit it? | Wasting time on a problem not needing solving Customers not trusting a different contract outside of ERC721 | 1 | 3 | 5 | Side project | NFT Tech | This would help me learn more about EIP, Smart Contracts, and solidity. However, not really necessary at the moment. The mechanism could be the business itself rather than the wine | |
| Changing the NFT sale price yearly | If I host my wine for sale, I’ll need to change the sale price yearly otherwise someone may buy my wine when its undervalued. If the asset becomes more valuable, e.g. robert parker says the vintage is the vintage of a century, how to track + update prices accordingly | - NFT buyers & sellers - NFT markets | - Put a very high price and let someone bid - Take away the sell option - HashLips Dynamic NFT pricing https://www.youtube.com/watch?v=B1XNN3rSoe4 | 8 | Bake a yearly CPI adjustment into the contract (updating daily for example) or.... Dynamic pricing based on other factors like number of positive reviews, twitter market sentiment | Look into how it’s solved today | 2 | 3 | 3 | Research | NFT Tech | https://www.youtube.com/watch?v=B1XNN3rSoe4 | ||
| High wine tax | Investors in Australia pay tax for buying wine even if it’s for investing. European wine investors can buy Inbond (no duty or tax until wine is retrieved from the warehouse). When it’s retreived, the current tax is paid | - Wine buyers - Wine collectors - Wineries | inbond warehousing | 6 | 1. In-bond warehousing in Australia 2. Easy access to in-bond warehousing overseas | Ask why isn’t bonding in Australia? If AU wine is bonded in UK, why not bond it here and sell to europe? | Not much, fairly innocent | 1 | 1 | 4 | Research | Wine Industry | BBR, Wine trading, any wine warehouse | |
| Winemakers not interested in D2C but need to be | Oftentimes, winemakers excel at winemaking and tending to grapes, but not necessarily direct 2 consumer sales | Winemakers, Vineyards | Shopify website and self-marketing Mailing lists Distributors | 5 | Shopify-like platform specific for wine | No next steps | This is a crowded segment | 5 | ||||||
| Brand representation in the metaverse | Fashion labels have stores in the metaverse, places like decentraland have shops by ralph lauren, etc. Big wine labels want to show off their brand and sell digital wine assets | - Wine brands (all brands) | Companies buying and building marketplaces in decentraland i.e. polo, etc | 3 | - Digital wine available in metaverse stores - Buying smart asset wine from metaverse wine shops | Play in decentraland and look at the shops running already | no one wants digital wine without the asset underlying | 1 | 1 | 1 | Research | NFT Tech | ||
| How do I know my wine storage is at a consistent temperature? | 0 | |||||||||||||
| Want to copy wine NFT sellers | Market started already and wine makers can see benefit though don't know where to start | 0 | ||||||||||||
| Expensive 2nd market for wine | Wine traders inflate wine prices - wineries don't sell to who can drink. Wineries still earn a similar amount of money | Wine auction houses charging 52.5% of the wine value for reselling | 0 | DTC membership through burnt NFT | Find the size of the 2nd hand wine market in AUS/Globally | |||||||||
| Manage corked wines | 0 | Cancel | ||||||||||||
| NFT prices in ETH offer buyers arbitrage opportunities | Arbitrage opportunities can exist if the price of ETH drops below the price of the asset in USD. How can we peg the price according to USD for example | - NFT buyers & sellers - NFT markets | 0 | Research | NFT Tech | |||||||||
| Buy fake or corked wine | What can I do if I’ve bought fake or corked wine? | 0 | Some sort of 3rd party responsible in a transaction like paypal who guarantees & holds money | |||||||||||
| Wine catalogue | How to I catalogue my wine collection? | 0 | ||||||||||||
| Untitled | 0 | |||||||||||||
| Brand recognition is low | Food and beverage makers don't sell their brand enough - Food and beverage industries have famous brands but they don't sell their brand or use their brand recognition for other things | New marketing | 0 | |||||||||||
| Winemaker create NFT for their wine | 0 | Promising | ||||||||||||
| Winemakers need to add value to their wine | How do I add value to my FMCG good? | - Winemaker - distributors | - marketing | 0 | Platform to increase wine value by marketing, authenticity and storage | Create prototype | storage is a hassle | |||||||
| Food safety and security is a painful administration task | Keeping logs, temperatures and durations is a painful task | 0 | Cancel | |||||||||||
| Winemaker creating NFT's for their wine to sell | Vineyards see the value in creating digital experiences and NFT's of wine, though they're frustrated with technology limitations | Hire a dev & mint on another platform | 0 | Web 2.0 app for winemakers to access Web 3.0 | Create NFT’s for a few wines I own and sell them. Ask the buyers what made them interested and what would make them more interested | No one will buy the NFT, no one cares about a digital artwork of a wine | Side project | NFT TechWine Tech | ||||||
| Finding wine from in-bond warehouses | All in-bond warehouses are run by different players. How can I search through them all to find wine I want? | -Wine investors, wine buyers | Each website has a wine listing. Apps like cellar tracker, vinfolio, vincellar offer cellaring apps | 0 | Research | Wine Industry | ||||||||
| Wine Insurance | 0 | Cancel | ||||||||||||
| Food provenance | Customers buying milk powder after travelling different destinations won't know what's authentic | Retail solutions like magnetic strips (for within shop), outside shop I’m not sure (john west, etc?) | 0 | NFT to track authenticity and provenance | Find someone in the milk powder space to ask what plans they have for authenticity | - The product mechanism can be swapped from container to container. i.e. old milk powder jar to new milk powder jar - consumers won’t know how to look up the authenticity of the product | Research | Wine Industry | ||||||
| Can't buy directly from the winery | Can't buy directly from the winery because they don't offer DTC sales. Is this a licensing thing? Is it advertising? | 0 | advertising: website like opensea for wine |