15A - Figuring Out Buyer Behavior #2
Summarize:
All three of my potential customers who I interviewed said that there was no current alternative to the service that the app would provide. The only alternative right now is to continue using the drive-thru as they always had been. However, should another app pop up that wants to compete with the Drive-thru Buddy app they identified factors that would sway them one way or the other. The biggest factor being price and second being quality or effectiveness of the app. One potential customer said, if one app clearly stood out as having superior quality and effectiveness then price would not matter and that would be the app that customer would purchase. If all the competitors had about the same quality then my interviewees all agreed they would more than likely purchase the cheapest one.
The transaction for every customer would happen online in the app store on their phone using a credit or debit card as payment. The current plan is to make the app free and later monetize through ads or different purchasing options within the app.
In the post-purchase-evaluation it seems that the three potential customers all had differing ideas as to what would convince them that they had made a good purchase or not. Customer 1 said it would depend on the reliability of the app, if they could depend on using the app to get food before work everyday without being late. Customer number 2 said they would consider it a successful purchase if it worked only 2 or 3 times and could save them even a little time on their busy schedule.
Conclusion: I would say this segment is somewhat price-sensitive and very much drawn toward the quality of the product. This segment is most worried about the time-saving value of the app and would use that access their purchase.
Summarize:
All three of my potential customers who I interviewed said that there was no current alternative to the service that the app would provide. The only alternative right now is to continue using the drive-thru as they always had been. However, should another app pop up that wants to compete with the Drive-thru Buddy app they identified factors that would sway them one way or the other. The biggest factor being price and second being quality or effectiveness of the app. One potential customer said, if one app clearly stood out as having superior quality and effectiveness then price would not matter and that would be the app that customer would purchase. If all the competitors had about the same quality then my interviewees all agreed they would more than likely purchase the cheapest one.
The transaction for every customer would happen online in the app store on their phone using a credit or debit card as payment. The current plan is to make the app free and later monetize through ads or different purchasing options within the app.
In the post-purchase-evaluation it seems that the three potential customers all had differing ideas as to what would convince them that they had made a good purchase or not. Customer 1 said it would depend on the reliability of the app, if they could depend on using the app to get food before work everyday without being late. Customer number 2 said they would consider it a successful purchase if it worked only 2 or 3 times and could save them even a little time on their busy schedule.
Conclusion: I would say this segment is somewhat price-sensitive and very much drawn toward the quality of the product. This segment is most worried about the time-saving value of the app and would use that access their purchase.
Hey Kristen!
ReplyDeleteI enjoyed reading this, as you organized it in a way that was easy for me to understand. Additionally, I found your customers' definitions of a "good purchase" interesting. For me, a good purchase would be of a product that lasted long and gave me little trouble in the future. However, customer #2 was unlike this, only saying that they would be happy with just a few successful uses. I guess you could say that every consumer is different, right? This leads to my question: What are some methods we can use as entrepreneurs to appeal to consumers in a more general sense? Great job. :)
Hey Kristen, monetization does seem to be particularly difficult for an application like this. An interesting way to make money could be offering rewards to customers who visit restaurants during slower hours and having a deal with some local restaurants to get a percentage of purchases that are made during those times by users of your application. Otherwise, advertising some of the restaurants on the app could be a good way of monetizing it.
ReplyDeleteHi Kristen,
ReplyDeleteThis is really interesting. For me, a good purchase is based on quality. I want to get my money's worth so if I buy something that is a little pricey, then I expect it to last long. It's interesting that one of your customers is satisfied with only a few uses of the product. To each their own, right? I just wonder what types of products exist out there where it only needs to be used a few times. It's probably something that is only needed when necessary, so you don't need it everyday but if there is a task or emergency.