TriComm Marketing Consultants Leslie Alpert Oriana Hargrove Sang-Jin Lee Benjamin Porter Felicia Tansil

Upperclassmen who live off- grounds find it troublesome to furnish their apartments. There are high costs for short term investment. No furniture rental service exists around grounds.

Opportunity outline Methodology Questionnaire Development Questionnaire collection Analysis Conclusions

OpportunityMethodologyQuestionnaireAnalysisConclusion Four main research questions: 1.What is the level of interest for HOOs Furnished? 2. What demographics should be targeted? 3. What kind of rental agreement would customers prefer (semester-long, yearly, monthly)? 4. What types of furniture should HOOs Furnished offer?

OpportunityMethodologyQuestionnaireAnalysisConclusion Considered real estate companies that DO NOT rent furnished apartments Ex: Wade, Hasbrouck, CBS Rentals, Woodard Considered real estate companies that DO rent furnished apartments Ex: GrandMarc, College Park

OpportunityMethodologyQuestionnaireAnalysisConclusion There are not many competitors in this market. The two companies below target families, but not students : Aaron’s Colortyme

OpportunityMethodologyQuestionnaireAnalysisConclusion Personal Interviews Typical questions Where do you live this year? What factors did you consider when looking for housing? Does your rental company lease furnished living areas? Did you have any difficulty purchasing or transporting furniture? What furniture items would you want to lease if you had the option?

OpportunityMethodologyQuestionnaireAnalysisConclusion Personal Interviews Who did we target? We spoke with students who live both on and off grounds. What was discovered? Buying and transporting furniture for school can be inconvenient. Students were open to renting furniture for a semester or a year. Furniture delivery is more convenient than pick-up. Picture?

OpportunityMethodologyQuestionnaireAnalysisConclusion PRE-TESTING Step 1: Wrote questionnaire Step 2: Reviewed by Professor Mick Step 3: Did first revision Step 4: Conducted informational interviews about questionnaires Step 5: Did second revision GOAL OF THE QUESTIONNAIRE: To gauge UVA student’s interest in using a furniture rental service

OpportunityMethodologyQuestionnaireAnalysisConclusion Sample questions: When choosing a place to live in Charlottesville, I want a fully furnished living space. (Circle one) Strongly disagree Disagree Neutral Agree Strongly Agree My furniture was purchased in (Circle all that apply): Charlottesville Hometown Did not purchase furniture Other: ______________ What is your top preference for basic colors of furniture? (Circle one) Black Brown Beige White Other :_____________ We are proposing to create a service in the greater UVA area that offered furniture rental services. If this service existed, my interest in using this service would be: Not Interested Very Interested

OpportunityMethodologyQuestionnaireAnalysisConclusion Sample population: UVA undergraduate students Where we sampled: Alderman, Clemons, Clark, Newcomb dining hall, the Commerce School, Lawn, Rugby Road Non response rate: 8.4%

OpportunityMethodologyQuestionnaireAnalysisConclusion Gender Interest level Importance of furnishing Most essential furniture items Color preference Transfer / school year

OpportunityMethodologyQuestionnaireAnalysisConclusion Graph and45.7% male 54.3% female

OpportunityMethodologyQuestionnaireAnalysisConclusion GENDER ANOVA Gender Sum of SquaresdfMean SquareFSig. Between Groups Within Groups Total

OpportunityMethodologyQuestionnaireAnalysisConclusion

OpportunityMethodologyQuestionnaireAnalysisConclusion ImportantFurnishingBetween Groups Within Groups Total ANOVA Sum of Squaresdf Mean SquareFSig. ImportantLocatio n Between Groups Within Groups Total ImportantPriceBetween Groups Within Groups Total

OpportunityMethodologyQuestionnaireAnalysisConclusion

OpportunityMethodologyQuestionnaireAnalysisConclusion

OpportunityMethodologyQuestionnaireAnalysisConclusion ANOVA Transfer Sum of Squaresdf Mean SquareFSig. Between Groups Within Groups Total YearAtUVA Sum of Squaresdf Mean SquareFSig. Between Groups Within Groups Total

OpportunityMethodologyQuestionnaireAnalysisConclusion What is the level of interest for HOOs Furnished? Mostly 3-4 What demographics should be targeted? Not restricted to a specific niche What kind of rental agreement would customers prefer? School-year contract What types of furniture should HOOs Furnished offer? Bed, Desk, Desk chair, Dining table

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