12A – Figuring Out Buyer Behavior No. 1
Sketching out the Beginning of the Buyer Behavior Process
Three people who might exist in my venture's market were interviewed throughout Washington D.C., and factors that contributed to their unmet needs were very similar. Due to the lack of fitness center availability in their schedules and location, they turn to either not working out or waiting for the weekend to be able to travel to their centers to sneak in a few workouts.
The most important part of the interviews conducted is that the interviewees all looked for simpler solutions to their problems. The prominent factor that stuck out during all 3 interviews was the idea that "they can go to the gym if they want to" but their actions prove otherwise. 2 of the interviewees didn't realize they had the unmet need until halfway through the conversation. It appears that they didn't want to admit that their daily lives would benefit from having a better schedule and/or having the fitness center in closer proximity to them. All 3 interviewees had hectic schedules and work in the political sphere, so being that it is election season, the hours to fit in workout regimens are tighter than ever. These segments weren't hard to find, especially because we are in the center of the political atmosphere, but it does appear that the issue is more common than I thought.
The only viable information needed is their research on local fitness centers, ideas for home workouts, and using plenty of free trials in different locations to figure whether their routine will line up with their work schedules. Overall, these interviews prove that the market segment is alive and well, and could be expanded to any city or nearby everyday people with long work schedules and no time to travel, or are even too tired to travel.
Three people who might exist in my venture's market were interviewed throughout Washington D.C., and factors that contributed to their unmet needs were very similar. Due to the lack of fitness center availability in their schedules and location, they turn to either not working out or waiting for the weekend to be able to travel to their centers to sneak in a few workouts.
The most important part of the interviews conducted is that the interviewees all looked for simpler solutions to their problems. The prominent factor that stuck out during all 3 interviews was the idea that "they can go to the gym if they want to" but their actions prove otherwise. 2 of the interviewees didn't realize they had the unmet need until halfway through the conversation. It appears that they didn't want to admit that their daily lives would benefit from having a better schedule and/or having the fitness center in closer proximity to them. All 3 interviewees had hectic schedules and work in the political sphere, so being that it is election season, the hours to fit in workout regimens are tighter than ever. These segments weren't hard to find, especially because we are in the center of the political atmosphere, but it does appear that the issue is more common than I thought.
The only viable information needed is their research on local fitness centers, ideas for home workouts, and using plenty of free trials in different locations to figure whether their routine will line up with their work schedules. Overall, these interviews prove that the market segment is alive and well, and could be expanded to any city or nearby everyday people with long work schedules and no time to travel, or are even too tired to travel.
Hey Joaquin,
ReplyDeleteI enjoyed reading about the concept you have in mind and providing the service of working out. However, a couple things you should do while visiting these other gyms is figure out their cost, to see if you can even compete on the numbers. You should also look into seeing how much potential customers are willing to pay. Great post!