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

2. 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

3. 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

4. Product feasibility analysis
Mode --- Product feasibility analysis
First target --- mall
Reason % 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

5. 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

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

7. 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

8. 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?

9. 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?

10. 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?

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