· Who: After conducting five additional interviews I have identified a few groups of people who do not exactly identify with the unmet need I have found. I spoke with some adults in my hometown of Weston, FL. The three families I spoke with said while it is quite annoying when they have to take one of their cars into the shop for repairs, they are not completely inconvenienced because they own more than one car and are not left without transportation. In these cases, the transportation to the repair shop portion of my ARCS service could benefit them only if they have no family or friends available to drive them. As for the rental car portion of the service, it wouldn’t be of use to these families as they own multiple cars and have alternative transportation options. But, when I mentioned the part of my service where ARCS will deliver the repaired vehicle to the customer’s home, these families said this would convenience them greatly as they would only have to make one trip to the repair shop. With these groups of people, they would only be interested in a few aspects of my ARCS service. I also spoke with an 18-year-old college student who said that the service does not really interest her because whenever she has a car issue her dad takes care of everything for her. I asked her if I could interview her father. When speaking with him he said he would definitely pay for a service like ARCS because it would basically take care of everything he has to facilitate and handle whenever his children have car issues like flat tires and engine issues. He said it would alleviate a lot of the burden that is placed on him when his daughter has car troubles and she is far away at school.
· What: While car issues are quite annoying and troublesome, they really don’t occur frequently enough for individuals to want to pay for a service to help handle them. In addition, families and individuals who own more than one or two cars are not left stranded without transportation and therefore do not necessarily have a dire need for a service like ARCS.
· Why: Not everyone benefits from each component of the ARCS service. Some individuals might just need a ride to the repair shop but no rental car, others might want all aspects of the service but might not be interested in using the app to check their cars repair progress. Also, some individuals who drive company cars have all their car troubles taken care of by their company or through their company’s insurance.
Inside Boundary
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Outside Boundary
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Who:
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· Single employed individuals who live alone and have no alternative forms of transportation
· Couples with children who have only one car
· Anyone dependent on their car to go to work and is unable to take time off to get it repaired
· Parents of college students who usually handle their car troubles
· People who own old cars that frequently have problems
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· Families that have more than one car
· Individuals who drive company cars
· College students who don’t handle their own car issues
· People who own newer cars that rarely ever have problems
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What:
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· The burden and struggle of having to find a way to the repair shop when your car breaks down and not having a car until the car is fixed
· The financial burden of being without a car and needing to go to work
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· Not needing a rental car when theirs is in the shop being repaired
· Not having to worry about going through the process of repairing your car on your own
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Why:
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· Some people only have one car. They cannot rely on friends or family to drive them while their car is being repaired because they also have jobs.
· There is a need for a better process to have their cars repaired when they break down
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· Have other cars available to them to use
· Have other people or companies take care of their cars for them
· Don’t work or always need a car
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I think you did a good job differentiating the differences between who is in the boundary and who is not. This is important to decide who to market to and if the idea is eve plausible enough to move forward with in the first place. Having parents that take care of your car issues or having more than one car in the family a definitely terms in which people may not be that interested in the services no matter what they are.
ReplyDeleteEven in the circumstances that were mentioned on those outside of the boundary, I feel like this idea could very well become such a great convenience that people who would fall outside the boundary could end up becoming inside the boundary for the convenience factor alone. Like even if there are multiple vehicles in a household, having to share a car can still be a pain. Great job identifying these possible subjects still.
ReplyDeleteHello Marioly,
ReplyDeleteI think your chart does an excellent job detailing the types of consumers both inside and outside the boundaries of your opportunity. Having a large list of consumers who would and would not be interested in your opportunity can help you narrow down what market to target and who your target audience should be to maximize profits on your product. Well done!
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ReplyDeleteI think you did a great job identifying consumers outside your boundary and why they don't fit. While this is a great service for a great amount of consumers and could greatly benefit from the ARCS service, simply can't afford it and must resort to other options. Great post!
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