NearbyNow:Hands-On Product Feasibility Analysis Case 3.1 NearbyNow:Hands-On Product Feasibility Analysis Group 2: MA0N0203 Stan MA0N0226 Lyndon

Introduction In 2006, Dunlap’s wife Dunlap idea Bringing magazine to find UGG boots from store to store in the shopping mall Dunlap idea Search engine Finding available product and cheapest one in shopping mall near you

Ideas and decision Narrowing 100 ideas to 2 or 3 from logbook Creating a way for shopper to search the inventories of local mall Named: NearbyNow Talking to shopper, retailers and mall manager Google: Buying things online Dunlap’s idea --- searching online buying in the local mall

Product feasibility analysis Mode --- Product feasibility analysis First target --- mall Reason --- 90% of all malls in USA controlled by six companies Make sure demands Talking to 2000 people (focus group or one to one) People like Searching online for price comparison and shopping off, make sure product quality Cloth and shoes

NearbyNow NearbyNow Limitations Built a team, Raising funding, Built the service Limitations How accurately system can track their inventory Participation High-end retailers not like products compared with cheaper one side by side Eventually, most retailers coming on board

Learning the unexpected Need a test phase to learn unexpected things Concept --- Local call buffering No need to call, but check it online Sending email to customers for available product

Poised for future growth NearbyNow About 200 malls with 50% of USA, consumer within 30 miles of a NearbyNow-enabled mall. Taking its service beyond malls

Discussion question 1 Write a concept statement for NearbyNow. If NearbuyNow was still in start-up stage and Scott Dunlap asked you who he should distribute the concept statement to , what would you have told them?

Discussion question 2 What types of gumshoe research did Dunlap benefit from, and what additional gumshoe research could he have conducted while he was investigating the feasibility of NearbuyNow?

Discussion question 3 Did you know the majority of malls in the USA are owned by 6 companies? If not, how might you have discovered this information if you were conducting a feasibility analysis for a product ot service that would be placed in malls?

Discussion question 4 Complete a first screen analysis for NearbyNow. What do you learn from analysis?