12A

Pick a segment and find three people who would fit that segment and arrange to interview them:
I will choose people that don’t have a previous college education background and that have households to provide as my segment.

Begin with need awareness:
After my three interviews, my business concept is getting stronger and stronger. If people are willing to take the time from switching to their current internet provider to my company, I think that we are on a good track. From my three interviews, I confirmed that all they want is internet access at a low cost. The outstanding customer service I plan to provide will be an augmented benefit to my clients which will give even better results.

Move to information search:
When a customer of my chosen segment can longer pay their internet bill, they simply stop paying for the service. They try to find another means of getting the internet. To be specific, I interview one of the cleaning ladies on campus. She told me that one of the solutions for not having an internet connection at home is to bring her children to UF to do some of their homework. Of course, this get’s very time consuming for her and her children and is something that they certainly want to avoid. From my interviews, I also learned that the customers from my segments are always looking for more internet service providers because some of them are just too expensive. They do searches for internet providers and on the web and they even try to talk to family and friends to see if they can come up for a company that offers cheap and reliable internet.


Report the findings of your research:
The prototypical customer of my service only cares about having a cheap and reliable internet connection at home. They do care about customer service but that is something that they are not looking for because they are not used to it. From my findings, I learned that my idea of promoting outstanding customer service within my company will be an augmented benefit to my customers. Having this augmented benefit will increase my chances of retaining and gaining new customers.

Conclusion:
The market segment I chose is the perfect match for my business purposes. The potential customers in my segment are people with 4 or more people in their households. These customers only want to save money and at the same time have a reliable internet connection. If I can find a way to offer them what the one I’m pretty sure that I can get the majority of this segment to switch to my company. I also learned that the customers of this segment are constantly shopping for new internet service providers. If I do a good job at marketing my services and raising awareness of them I can have more potential success.

Comments

  1. SmashBro2October 7, 2019 at 10:45 AM

    Hey David,

    I love your idea of providing better and cheaper internet service. You also seem to have the enthusiasm to make it work. However, it will be a challenge to provide service that is both more reliable and comes at a cheaper cost than that of the competitors. My question to you, as a potential customer, would be what exactly is your plan and how will you be able to pull this feat off?

    ReplyDelete

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