9A – Testing the Hypothesis, Part II
9A – Testing the Hypothesis, Part II
WHO:
There are
individuals and business that share a lot in common with my opportunity, Fantastic
Sams Cuts and Color, Sally’s Beauty Supply, European Wax Center, local hairstylist,
barbers, etc. However, they fall outside the boundary because they are or cater
mainly to non-ethnic customers. Those providing services are not as experienced
with ethic customers as they are with non-ethnic customers. Although we will
specialize in ethnic beauty services, we will also have staff who are
experienced with non-ethnic beauty services as well.
WHAT:
The need for
affordable beauty products and services doesn’t differ from the needs of
non-ethnic customers; however, it is more inclusive of ethnic customers. It
provides them with an established brand name where they will be provided
quality services and products for affordable prices in rural and remote
locations.
WHY:
The underlying
cause of the non-ethnic customers need is not different from the ethnic
customers inside the boundary.
SUMMARY:
After
conducting the five interviews of non-ethnic customers, it was apparent that
they did not experience any of the issues of my previous interviewees. They did
not have difficulty locating products nor services for their hair or skin. They
each stated they were accustomed to finding what they needed when they needed
it without extensive research. They were interested in the concept I am pursuing
and agreed that they would be open to trying it out.
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INSIDE THE BOUNDARY
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OUTSIDE THE BOUNDARY
|
|
Who
is in: Ethnic
customers
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Who
is not: Non-ethnic
customers
|
|
What
the need is: Affordable
beauty services and products
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What the
need is not: Affordable
beauty services and products
|
|
Why
the need exists: Remote
and rural locations lack the resources and individuals who specialize in ethnic
beauty services and products
|
Alternative
explanations: Remote
and rural locations have an array of resources and individuals who specialize
in non-ethnic beauty services and products
|
Wonderful job explaining the opportunity, who was inside the opportunity, and who falls outside of the need. I agree that non-ethnic customers generally do not have a tough time finding a hair salon for hair products that cater to their needs, however ethnic customers generally do have a tough time finding products and services that cater to them directly. Your analysis went into detail and your chart was easy to understand.
ReplyDeleteGreat job assessing those that are in and out of your opportunity! Allowing yourself to see those that meet the need you have identified is big in knowing who your target audience is. Furthermore, although the prototypical customer are ethnic customers I do believe that there may be others who would like to invest in this opportunity because of the uniqueness it brings to the industry. Allowing yourself to see who is not in the boundary allows you to assess possible ways of making your opportunity bigger and better.
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