Assessment of Unmet Need Team D: Fabiola Perez, Jenny Park, Nancy Felix, Byron Carbajal

Objectives Define our PTA Locate potential customers Conduct market research to: Learn buying habits Establish location to enter market Interpret results of market research Determine CVP Evaluate Customer Feedback Overall assessment of unmet need

Primary Target Clearly Defined Customers Ages Males and Females Psychographics Lifestyle Frequent Drinkers Enjoy bars & night clubs Income >$35,000 How decision was made Location

Desired Location

32 Surveys 19 Males 13 Females 56% between ages % >$35, Questions Average # of times they go to bars/night clubs 6x a month Survey Details Alcohol consumption 53% 4-6 beverages 25% 7-9 beverages 13% >10 17% Never heard of this business idea

CVP Positioning Statement We asked our target group questions to assess if there was truly a Customer Value Proposition (CVP) Have they ever left there vehicle overnight? 69% said Yes Have they used a cab or other DD service? 56% said yes

CVP continued When asked if they would pay: 81% Yes Reasons why they wouldn’t: Too Expensive Likeliness of using service? 81% said they were likely 25% were very likely Concept is a customer benefit $25 flat price (5 miles only) $40.00 (1 st 10 miles + $2.00/a mile thereafter) $60.00 (1 st 20 miles + $2.00/a mile thereafter)

Most important factors in choosing our service 1. Convenience 31% 2. Price 27% Preferred means to purchase service? 1. On Location 45% 2. Phone call 18% Preferred method to receive information? 1. Bars/Nightclubs 37% Customer Input

Hypertargeting Internet 33% 2 nd preferred method Establish cost effective ways to reach consumers Hypertarget/Hypersegments

Overall Assessment 69%