Assignment 9A - Testing the Hypothesis, Part 2

Assignment 9A - Testing the Hypothesis, Part 2

Introduction:

For this assignment, I have targeted certain interviewees that have different lifestyles and habits than the individuals from Part 1. In doing so, I am hoping to further narrow the scope of the customer base that is most suited for my business idea. As previously noted, the business idea that I have come up with is for an intermediate rate shopping service that helps customers to customize the services they need while saving money on their mobile phone, internet, and cable services. This business will help to foster customer relationships with existing providers and help to limit the predatory pricing tactics of some of the larger providers.

Analysis of Interviews:

The first interview that was conducted was on a gentleman that has a successful self-contracting business that he uses to provide needed services for medical offices. After pitching my business idea, and explaining to him the importance and relevance that I feel that it holds in today's competitive services industry, I asked for his truthful opinion. He offered some encouragement on the business idea, but also a negative review. He said that he commended me on my effort to create a business model to help others, but that he saw this business idea as a gimmick to receive earnings from money already being paid out by customers. I explained that while it was necessary to earn a profit in order to carry out this plan, the underlying idea is to create a level playing field between customer and provider while generating income. In review of this interview I determined that the service was not as appealing to this interviewee based upon his higher than average income, and that it just wasn't seen as necessary to him as some of the previous interviews that I conducted.

The second interview was given to an elderly couple who claimed to have had much frustration with their mobile services for many years. I explained that the service that I was planning to develop would help not only with lowering their bills, but also with finding the best and most reliable services for their unique situation. After briefly explaining to them my ideas, the gentleman told me that he has always handled these issues on his own and did not need any further assistance with his service problems. This interview showed me that some customers refuse to be targeted in response to new services.

My third interview was given to a younger construction worker that was not that interested in maximizing his service capabilities. He explained that he got his mobile service through his parent's provider and he payed very little per month for the service. He claimed that all he used his phone for was to talk and text, and that most of his internet usage was done at home where he also used his parents wireless internet. This interview showed me that many younger customers are sharing services, or using their parent's services and this is not quite the market that this service would be suited for.

The fourth interview was given to a middle-aged man that was currently running his own pest control company. He has services provided for him and his employees that need to be reliable for the livelihood of his business. He explained to me that he was currently unhappy with the cost of providing cellular and wireless internet for all of his employees, but that he was content with the reliability of the service. He said that while he thought it was a great business idea he would not switch services, or pay another service to save money while his services were sufficient to running his business successfully.

My last interview was given to a neighbor who happens to write code for a local company. He really liked the idea, and said that it was something that would be needed soon. He also said that he thought it was too early to come to market and that it would be better to hold off and wait for even more instability in the services industry. I humbly disagreed but thanked him for his time and candor. In review of this interview, it seems apparent to me that some customers that are closely related to the issue at hand may see too much of both sides to choose one.

Inside the Boundary:                                                            Outside the Boundary:

Who:                                                                                        Who is Not:

Working middle-class                                                             Tech-professionals
Small business owners                                                            Older and set in their way types
Younger married couples                                                        Above average income earners
Head of household of families                                                Younger that share services

What the Need Is:                                                                    What the Need is Not:

To save for retirement                                                             To join the fight against Oligopolies
To cut small-business costs                                                     To have someone advocate for them
To save for vacations                                                               To give money to a new cause
To limit household expenses                                                    No need for service, expenses low

Why the Need Exists:                                                              Alternative Explanations:

To help people save money                                                     Not all will see the need for the service
To help people receive adequate service                                 Not all will agree with its importance
To limit predatory pricing by large service                              Some are content with paying more
providers.                                                                                 Some pay more for exceptional service.
To help set industry benchmarks