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

2. 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.

3. Opportunity outline Methodology Questionnaire Development Questionnaire collection Analysis Conclusions

4. 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?

5. 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

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

7. 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?

8. 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?

9. 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

10. 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 1 2 3 4 5

11. 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%

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

13. OpportunityMethodologyQuestionnaireAnalysisConclusion Graph and45.7% male 54.3% female

14. OpportunityMethodologyQuestionnaireAnalysisConclusion GENDER ANOVA Gender Sum of SquaresdfMean SquareFSig. Between Groups.4954.124.487.745 Within Groups 31.017122.254 Total 31.512126

15. OpportunityMethodologyQuestionnaireAnalysisConclusion

16. OpportunityMethodologyQuestionnaireAnalysisConclusion ImportantFurnishingBetween Groups 1.7434.4363.110.018 Within Groups 17.092122.140 Total 18.835126 ANOVA Sum of Squaresdf Mean SquareFSig. ImportantLocatio n Between Groups.2304.058.574.682 Within Groups 12.226122.100 Total 12.457126 ImportantPriceBetween Groups.4314.108.835.506 Within Groups 15.727122.129 Total 16.157126

17. OpportunityMethodologyQuestionnaireAnalysisConclusion

18. OpportunityMethodologyQuestionnaireAnalysisConclusion

19. OpportunityMethodologyQuestionnaireAnalysisConclusion ANOVA Transfer Sum of Squaresdf Mean SquareFSig. Between Groups.7184.1801.652.166 Within Groups 13.266122.109 Total 13.984126 YearAtUVA Sum of Squaresdf Mean SquareFSig. Between Groups.7444.186.254.907 Within Groups 89.303122.732 Total 90.047126

20. 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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