Assessment of Unmet Need

DelightfulDesignatedDrivers

Assessment of Unmet Need

Team D: Fabiola Perez, Jenny Park, Nancy Felix, Byron Carbajal

DDD

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

DDD

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

DDD

Desired Location

DDD

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)

DDD

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

DDD

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

DDD

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%