Lean Canvas (operational synthesis)
One page to steer by: the study translated into actionable business hypotheses. Revisit and correct after the field work. (First version — from the desk, to validate in interviews.)
| Block | Content (v1, to validate) |
|---|---|
| Problem | (1) Brewing well is intimidating for a beginner — fear of failing, jargon, complex tools. (2) Recreating a beer you love is hard (clones are wrong/static). (3) Recipes & batches scattered. |
| Customer segments | Beachhead: beginner homebrewers (incl. the founder). Then regulars, then intermediates. Early adopters: new FR + EN brewers (40% started < 4 years ago). |
| Unique value proposition | "The app that guides you step by step to nail every brew — then grows with you into a recipe community." |
| Solution | Guided brew-day assistant (steps, timers, the "why") + calibrated catalog + fermentation tracking. Later: versioned/credited/auto-rescaled community clones. |
| Channels | Brewer communities (FR forums, r/Homebrewing, FB groups) as a "beginner who's learning"; LinkedIn (build-in-public, FR); Indie Hackers (EN). Organic, zero budget. |
| Revenue | Freemium: free core (assistant + tracking), paid = BeerXML/BeerJSON export and advanced features. Generous free tier (strong FR price sensitivity). |
| Cost structure | Solo dev (time), hosting, APIs. No marketing budget — acquisition via content and community. |
| Key metrics | Brews completed in-app (completion rate), week-4 retention, recipes created/shared, NPS. |
| Unfair advantage | Founder = user of his own target (beginner); conviction & lived experience. FR community data exists nowhere else (Brasse-Bouillon can become the dataset). The versioned-clone loop nobody owns. |
Reading
The Lean Canvas is not fixed — it's the current business hypothesis. The Problem, Segments and Value-prop blocks are exactly what the field research must confirm or correct first.