- Pick a segment: For this assignment I chose to focus on the segment of my target market that consists of older citizens who can no longer drive themselves because of medical reasons.
- Need awareness: Through my interviews with potential customers in my chosen segment I found that during the day when the people in this segment need to get to a doctors appointment and have no one available to drive them because they are working or have other obligations is when this need is most relevant. Also, when people of this segment who still wish to stick to their daily routines and keep a healthy social life even though they cannot drive anymore this need is present. This need is most relevant in Florida cities with a higher percentage of older citizens, such as The Villages.
- Information search: to find a solution a customer first may ask a friend or family member for a ride. However, these people may have job and family obligations that make them unable to provide them with a ride. Then, this customer may turn to public transportation to get them where they need to go. In many parts of Florida public transportation is very limited and older citizens might not have access to public transportation. Also, they may have safety concerns related to using public transportation.
- Summary: Through my interviews I have found that older people who cannot drive themselves most notably express this need when they need to go somewhere, such as a doctors appointment, and no one they know is available to drive them or public transportation is not an option.
- Draw Conclusions: Based on my research I would describe this segment of potential customers as those who are no longer able to drive themselves because of medical reasons and have no one readily available to drive them to the places that they need to go.
Oct 5, 2018
12A - Figuring Out Buyer Behavior
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Hi Nicole,
ReplyDeleteIn this post you do a really good job of isolating the segment you are looking to target with your idea and how to correctly identify them. You make a good counterpoint of mentioning how family members and friends are sometimes too busy to unable to provide transport to these elderly people. The segment therefore should, as you mentioned, not only include elderly people without people to supply them with rides but also those who have people can give them rides, both are applicable.
Hi Nicole,
ReplyDeleteYour new business idea is really awesome, and something that is probably really needed in Florida where a lot of people come to retire. Your interviews seem to be in your favor and mainly agree with your predictions of this need. I believe that having this service available is more than simply driving elderly people around. It is an opportunity for the elderly to stay involved in their communities and hopefully live longer healthier lives.