PreLaunch Week 4
As of right now, what do you think is your ideal, initial target customer segment? List as much detail as possible (demographic, geographic, etc.).
As of right now, what do you think is your ideal, initial target customer segment? List as much detail as possible (demographic, geographic, etc.).
March 16th, 2020
Ideal segment: office workers aged 34 to 45 years old working in large office buildings within large cities. A few key characteristics make this our initial customer segment: these customers have strict, predictable routines, and often times busy schedules. They are located in a people dense area with a large amount of social interaction.
Because of Coronavirus: Our next ideal customer segment that will work within the current constraints of COVID-19 (should we stick to our plan of launching our MVP in late May) will be customers aged 18-24 in urban and suburban neighborhoods, with close proximity to other individuals (no matter if they are not socializing). Characteristics that make these our next ideal customer segment: this population comprises the greatest amount of users of current food delivery applications. While they do not have as predictable routines as do those in a large corporate environment, they do have drastically different spending habits that work in our advantage.
March 16th, 2020
Question – I know there are many more characteristics that I could add into my customer segment (especially compared to the example given in the video) – do you have any specific data collection methods that you found to be particularly helpful when defining your ideal customer segment?
March 17th, 2020
Aidan- Will you post a VP for the new pivot here so your classmates can see what you are working on now? For the new idea, you need concentrations of people in close proximity to each other and to restaurants, as well as a network of people that would want to drive/deliver food. I am normally against survey research at this early stage in the game, but a broad survey might help you narrow down so you can do concentrated customer interviews. I would also learn as many lessons as you can about people using similar services (grocery delivery, food delivery). Are there industries/locations with large numbers of people not practicing social distancing (hospitals, Amazon warehouses, etc.) that will operate like normal even in the current environment?
March 17th, 2020
Deanna – of course, I’ve listed the a few of the VPs below that I have been updating for a while now. From what I’ve seen in some of the research I’ve done for current operations under the COVID-19 conditions, amazon factories and “pop up hospitals” are going to be my best bet for “offices” that are currently still operating. Also, because of the self quarantining regulations in place, places like apartment complexes and urban neighborhoods still comprise a densely populated area despite “social distancing” – could be a possible segment to look into regarding an MVP, let me know what you think.
Value Propositions (Vary depending on customer segment – still zoning in on which segment will be best to deploy within)
1. Snack Link helps consumers aged 18-24 years old residing in a communal living setting (dorm room/apartment) order food by reducing the total additional fees to approximately three dollars.
2. Snack Link helps consumers aged under 18 years attending high school who want to order lunch from a restaurant by reducing the total additional fees to approximately three dollars.
3. Snack Link helps consumers aged 24 – 45 years old who currently work in an office/communal workplace setting who want to order in lunch by reducing the total additional fees to approximately three dollars and delivering the order within ten minutes or less of the chosen delivery window.
Note: each number involved (3 dollars, ten minutes, age) have been approximated from in person customer interviews.
Deanna – as for the 20% charge to restaurants that you reviewed in my email – that was taken from current delivery companies like DoorDash and Grubhub – the top five food delivery companies currently charge the restaurant 20-30 percent of the order amount already. (doesn’t necessarily mean it will be 20% for my specific pricing model, but thought it could be done considering it is already factored in with current food delivery services)
March 18th, 2020
Customer segment 1: young adults (mid-teens to early 30s) and parents who spend money on green product trends, such as HydroFlasks, reusable bags, and sustainable clothing companies. More specifically, these customers have bought reusable straws in the past and would like to sip sustainably but are frustrated by the time and energy required to clean reusable straws.
Customer segment 2: trendy, forward-thinking restaurants that currently serve either industrially compostable, glass, or metal straws who are searching for cheaper, low maintenance straw options that support their mission of sustainability
March 18th, 2020
Ideal segment: The high-level executive who makes the purchasing decisions at fitness centers, universities, hospitals, and nursing homes.
Our secondary customer segments could be individuals who are personally worried about their hygiene in public showers and want to purchase a portable product to prevent contact with bacteria and germs on the shower floor. This may also consist of customers who shower before and after work at fitness facilities (Probably men and women between the ages of 22 to 60) and students/student-athletes between the ages of 14 to 22. Geographically, we are most focused on customers within the United States as that is who we can reach most easily.
March 18th, 2020
The customer will ideally be insurance companies in the water mitigation sector. Particularly, the manager of the water mitigation specialist team while the user will be the contractor. Ideally, we start with a small insurance company to be an early adopter.
March 18th, 2020
Our target segment are young (15-25) working professionals spending a large amount of time on their computers. They are cafe-goers, freelancers, remote workers, students and people who work a Lot (hack-a-thons, in cafe with a laptop, entrepreneurs/ freelancers, students, study with me)
Other Associations with our brand are apple products(mac book), huel, headphones, audible/podcasts, books
Description of such target segment: productive, comfortable, confident, successful, aesthetic. (in order of importance)
March 25th, 2020
We have identified our primary customer base to be mid-size companies’ HR team and Executive level team members that make decisions about company culture, talent recruitment, etc. This would vary based on the type of companies that we are working with and what their specific company culture is as it applies to making consultancy decisions.
March 25th, 2020
Ann- this is good. You’ll want to drill down into the titles that are decision makers and influencers within executive circles and on HR teams. Mid-size company also has a good deal of variation in how people define it so look at some examples and then let your customer discovery help guide you. For example, if you talk to a $250M company and they say it takes us 1 year to get a contract in place for new services, and then you hear that long sales cycle consistently from businesses in that revenue bracket, you could decide ok, we are looking for businesses under $250M in revenue. That’s just a hypothetical.
March 25th, 2020
Mariyam, as we discussed last session, keep thinking and exploring the age range during your interviews. I think you’ll bump this up if you target freelancers and people who are self-employed vs. students. Think about how those characteristics manifest themselves. How do you gauge whether someone is confident, successful, etc. What would you look for when trying to target these types of people using ads?
March 25th, 2020
Bradley- great start. for the young athletes, do you think they would be the customer or their parents? From customer discovery, does it look like B2B or B2C would be the best starting point (terms of ease of adoption, amount you would have to spend on marketing, etc.)? Try to drill down in to the specific roles with these companies that actually would make the decision to buy and who influences them. Work to narrow in on the best first customer within these you have listed if you decide B2B is the best route. It would be really hard and spread you too think trying to market to all of them in the beginning. You can use numbers of how many exist, ability to pay, agility for decision making, and interest from your customer interviews to guide you.