I interviewed my aunt that fits the target market as a resident of the island. I specifically focused on alternatives with her and why she chooses her locations. Her preference is Starbucks because of convenience. She is constantly on the go, so having the ability to order with an app and get rewards for coming frequently is enjoyable to her.
Guest 2- Chrissy P
I had a great conversation with Chrissy, a school teacher on the island. She lives out of the way of where I have been prospecting, but is still in the segment. She said that the location would probably prevent her from coming because it is not on her route. She will likely choose an alternate location, and her preference is Muddy Waters. That location is on another island where she works and has to pass by on the way. She likes to support local and would consider our location on the weekends, but for her the location is critical. She defines a good purchase as the coffee tasting good without mistakes and her being able to get in and out quickly.
Guest 3- Darby R
Darby is the daughter of Chrissy and is a high school senior. She said that she currently has to travel to Starbucks as the alternative. She goes there to get out of the house to go see friends and to study. When our location opens she intends to come to us because we will be closer and have more space. She looks to see a comfortable environment to enjoy her coffee and the things she is doing.
I believe that I have to really consider and review the convenience and loyalty factors in my planning. The place has to be well built, well trained, and there has to be either a loyalty program or a very strong brand loyalty to compete with Starbucks.
I am interested in what you mean by creating a strong loyalty program. Does that involve long term benefits for employees? Competing with Starbucks is the main concern. I believe having a strong identity and brand will allow you to compete with a franchise.
ReplyDeleteShalom Alan, I understand what your saying when you talk about loyalty. Establishing a consistent customer base is one of the hardest things for an upcoming business, so if you have plans to attack that issue, you will put yourself on a better path to success. I am curious to see how you will diversify your place and earn a reputation over all these other coffee-esque businesses. Great job and good luck!
ReplyDeleteHey Alan, I think you provided great information in this post. I see why many people would choose to just get coffee wherever it is convenient for them. Some people, like Darby, proves that your idea would be beneficial to many people who currently have to travel to an unwanted destination for coffee. A closer alternative would be very much to their liking.
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