Assessment of Unmet Need Team D: Fabiola Perez, Jenny Park, Nancy Felix, Byron Carbajal.
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Transcript of Assessment of Unmet Need Team D: Fabiola Perez, Jenny Park, Nancy Felix, Byron Carbajal.
DelightfulDesignatedDrivers
Assessment of Unmet Need
Team D: Fabiola Perez, Jenny Park, Nancy Felix, Byron Carbajal
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Objectives
Define our PTA Locate potential customers Conduct market research to:
Learn buying habits Establish location to enter market
Interpret results of market research
Determine CVP Evaluate Customer Feedback Overall assessment of unmet
need
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Primary Target Clearly Defined Customers
Ages 25-34 Males and Females Psychographics
Lifestyle Frequent Drinkers Enjoy bars & night clubs
Income >$35,000 How decision was made
Location
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Desired Location
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32 Surveys 19 Males 13 Females 56% between
ages 25-34 50% >$35,000
11 Questions Average # of
times they go to bars/night clubs 6x a month
Survey Details
Alcohol consumption 53% 4-6
beverages 25% 7-9
beverages 13% >10
17% Never heard of this business idea
CVP
Positioning Statement We asked our target group
questions to assess if there was truly a Customer Value Proposition (CVP)
Have they ever left there vehicle overnight? 69% said Yes
Have they used a cab or other DD service? 56% said yes
CVP continued
When asked if they would pay:
81% Yes
Reasons why they wouldn’t: Too Expensive
Likeliness of using service? 81% said they were likely
25% were very likely Concept is a customer benefit
$25 flat price (5 miles only)
$40.00 (1st 10 miles + $2.00/a mile thereafter)
$60.00 (1st 20 miles + $2.00/a mile thereafter)
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Most important factors in choosing our service 1. Convenience 31%2. Price 27%
Preferred means to purchase service? 1. On Location 45% 2. Phone call 18%
Preferred method to receive information?1. Bars/Nightclubs 37%
Customer Input
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Hypertargeting
Internet 33% 2nd preferred method Establish cost effective ways to
reach consumers Hypertarget/Hypersegments Hypertarget Dimension
Age 18-24 25-34 35-50 51+Gender M F - -Income <$20,000 $21,000-34,000 $35,000-50,000 $51,000+Location Long Beach Pasadena Marina Del Rey Arcadia Interest Reading Movies Bars/Night Clubs Family
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Left Vehicle Behind Price Alcohol Consumption0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Key Factors for Unmet Need
91%
81%
Overall Assessment
69%