I identified three people to understand how they make purchasing decisions for the new business industry. During my interviews I learned that I would have to run ads on Facebook targeting the island and surrounding barrier islands to ensure that the locals know that we exist. Once we are able to get them in one time and they have a positive experience, I expect a significantly high re-purchase rate.
I re-interviewed my dad, a long time resident that drinks coffee from McDonald's currently. During my interview I asked him how he makes his purchasing decisions for this item and he told me they have been the only place to get coffee for years now, so he just assumes to go there. However, if he were to see an ad online or if someone were to recommend our new coffee shop he would look up our website to get a feeling for what we offer and look like and then would try it. He said a coupon would be enticing.
I re-interviewed his roommate that doesn't drink, but likes to get out of the house during the day. He said he isn't a big coffee drinker, but would be willing to support the business by purchasing a cup of coffee in exchange for having a "hip" place to go that has good wifi and is relaxing to be at. He says he searches sometimes for places with wi-fi and most likely would find out about our location from that.
I interviewed a resident of the neighboring island, James Island, to ask if they ever visit Johns Island and if they would go out of there way to go to our coffee shop instead of stopping at Starbucks on James Island. They told me that if they knew there was a locally owned, community focused, coffee shop on Johns Island and they were passing through Johns Island in the morning, they would purposely wait until they could get to our shop. They said because there is a Starbucks on James Island, they would most likely only come to know about our location from either seeing it on Facebook or someone recommending it.
Dear Alan,
ReplyDeleteThanks for sharing these interviews. My thought is that they are really insightful, since you got a better overall understanding of the customer. I am surprised that the roommate who does not even like coffee would visit the coffeeshop. I am sure that if you market the shop and the idea right you can definitely be successful, since you would even be able to charge premium prices on your products. Moreover, many people i personally know including myself do not like big chains such as mac donalds and Starbucks, which is why we would love such a small coffee shop.
Marketing on Facebook is a great way to target a certain demographic of people. But I do not see middle aged grown people hanging out and using WiFi at a locally owned coffee shop. I suggest you also advertise on other social media platforms such as Instagram and twitter, which would allow access to a younger market that has time to sit down and actually use the WiFi.
ReplyDeleteShalon Alan,
ReplyDeleteI find it interesting that your dad's friend researches places to hang out based on its wifi capabilities. I think a place like yours would succeed mainly through word of mouth. With the type of community your trying to attract, word of mouth seems to be the best considering that it will attract similar types of people.
Hello Alan,
ReplyDeleteThe interviewees seemed to be great choices overall! I think it allows you to grasp three different types of people who each have different needs, but all would utilize your products. I think the most interesting is the roommate who would go just to enjoy the atmosphere. I think atmosphere is very important also. If it has a nice feeling to the shop, many people would just come to hang out.