Business Practice and Entrepreneurship BUSI 2010Presentation 4

Customer Segments Jobs

What is the customer segment trying to get done? Cheap/reasonably priced food Healthy Fast Service Good Customer service Clean and reputable place Value for his/her money Hunger satisfied

How is the Customer Segment Jobs Ranked

Job Crucial or TrivialFrequency it occurs When is the job done

Cheap/resonably priced food Crucial Everyday Buying Fast food

Healthy Crucial Everyday Buying Fast food

Fast Service Trivial Everyday Buying

Good Customer service Trivial Everyday Buying

Clean Crucial Everyday Buying

Reputable place Trivial Everyday Buying

Value for his/her money Crucial Everyday Buying

Hunger satisfied Crucial Everyday Buying Fast food

Customer Segments Pain

• What do your customers find too costly? Cost to muchTakes a lot of timeRequires Substantial Efforts

• How are current solutions underperforming?

Lack of varietyTaste

• What are the customers main difficulties and challenges? Slow serviceLittle valueCost

• What’s keeping your customer awake at night? Health Issues in the future

Customer Segments Pain• What barriers are keeping customers from

adopting? Scared of trying new things.• What makes your customers feel bad?

Waiting in long linesUnsatisfied with tasteHigh cost

• What risks do customers fear? Customers risk spending money for something they’re not satisfied with

Customer Segment Gain• Which savings would make your customer happy?

Faster Time

Lower Cost

Less Effort

• What outcomes do they expect and what would go beyond their expectations?

Fast Service

Cheaper Prices

Wider Variety

Larger Portions

Ordering via smartphone etc

• How do current solutions delight your customer?

Different Locations

• What would make your customer’s job or life easier?

Faster Service

Lower Cost

Ordering via smartphone etc

Customer Segment Gain• What positive social consequences do they desire?

Buying from a reputable place

• What are customers looking for?Price

Taste

• How does your customer measure success and failure?Taste

Cost

• What would increase the likelihood of adopting a solution?Lower Cost

Better Taste

Faster Service

Convenience to order/purchase

Customer Workflow

Customer ArchetypeSEGMENT 1 SEGMENT 2 SEGMENT 3

Demographics

•Customers 23 – 37 years

• Average income earner

•Works far from home

•Customers 23 – 37 years

•Higher than average income earner

•Works far from home

•Customers 23 - 37 years

•Unemployed

Need/Wants Wants healthy fast food at low cost

Wants affordable tasty and healthy fast food

Wants cheap fast food

Behaviors/Other characteristics

• Buys food based on convenience and cost

• Spends 50 – 75 % of budget towards buying food

• Looks for cleanliness, cost and taste

• Buys food twice a week

• Buys food based on convenience and cost

• Spends 80 – 100% of budget towards buying food

• Looks for healthy, taste, cleanliness

• Buys food 2-3 times a week

• Buys food based on cost

• Spends less than 50% of budget towards buying food

• Looks for cost, taste, cleanliness

• Buys food once a week

How do they solve these problems today?

Only two options - have no other healthy choice

Go to unhealthy food store

Does your value proposition solve it? How?

•Customer Pains Provide Gains •Taste Great Taste•High Cost Reasonably Priced•Health Issues Fresh/Local

Produce•Slow Service Fast Service•Poor Customer Service Great Customer Serv•Lack of variety More local variety•Little Quantity Larger Portions•Long Lines Convenience to

order via Smartphone

Does your value proposition solve it? How?

•Jobs and Pains are resolved by our Product

•Issues that customers face are crucial•High Income interested in affordable,

healthy food•Buy food based on convenience 2-3 times

a week

MVPProducts

& Services

Gain C

reat

ors

Pain Killers

The things that made customers interested. Excited.•Ordering via a mobile phone

•Cheaper Prices

•Better taste

Questions and Insights•What do you expect to gain when you buy food?Great Taste/Money’s worth/Properly Cooked & Prepared•Which is most important?Money worth•Which savings would make you most happy?Time & Money•What are you pleased with in the current Fast

food outlet (Boomers & Subway)Taste, Choices, Fresh meals

•What would make your life or job easier? Lower cost•What would increase the likelihood for

you to purchase sandwiches from another company?

Offers better taste, prices, service

•What creates an issue when you purchase food?

Timeliness & Cost•What are the difficulties you face in the

food industry? Poor Service, Lack of tasty food, No halal•What risks do you fear in the food

industry? Sanitation, Constant rise in food prices

Detailed AnalysisWhat do you expect to gain when you buy food?

1 Quality & Quantity2 Tasty Food, Value for Money, clean3 Great Taste, money worth, (plenty)4 A reasonable amt of food that is reasonably priced Food that is properly cooked and prepared Healthy and tasty5 Good taste, quality of food6 tasty, appealing in appearance7 Money’s worth, healthy8 Fresh, tasty, healthy food9 Great value, properly cooked 10 Plenty for money

Which is most important?

 1 Quality 2 Value for money3 Money worth (plenty)4 Food that is properly cooked and prepared5 Quality of food6 Tastes7 Money worth8 Tasty9 Great values properly cooked10 Plenty for money 

Which savings would make you most happy?

1 Money2 Money3 Time4 Time5 Money6 Time 7 Time8 Money9 Money10 Time 

What are you pleased with in the current Fast food outlet (Boomers & Subway)?

1 Subway – quality & deals2 Subway & boomers location and variety3 Subway- value for money Taste yes fast food Service exceptional Choices Bommers- never tried4 Healthy fresh meals5 Subway fresh vege & tasty6 Subway had managed to maintain their standard since coming to Trinidad7 Subway – great tasteBoomers- tried once and didn’t enjoy it8 Subway- clean and fast service Boomers- different types of bread9 Different choices to choose from10 Both have variety of choice

What would make your life or job easier?

 1 Faster service2 Faster service and lower cost3 Lower cost4 Lower Cost 5 faster services6 Faster service & lower cost7 Lower cost8 Both9 Lower cost10 Faster services

What would increase the likelihood for you to purchase sandwiches from another company?

 1 Difference in variety lower cost, better quality, difference in

dining or overall experience. 2 Lower cost and better taste3 If the taste is not as you expected If the other company offers more for money If the other company offers complementary stuff4 Choice of condiments is greater5 Better quality and if the service is better6 if it offers a better variety of sandwiches and a cheaper price7 Once it offers more for your money8 Better taste and price9 Convenience, faster service10 Better eating experience, friendly service

What creates an issue when you buy food?

1 The time it takes to get food ordered it usually creates an issue

2 Timeliness and Cost3 The amount4 Timeliness5 Timeliness6 Timeliness- there Is usually a long waiting period7 Cost8 Timeliness9 Timeliness waiting for long to get food10 Cost and timeliness

What are the difficulties and challenges you currently face in the food industry?

1 Poor service overall 2 Bad customer servicesLittle portions for large priceWaiting in long lines3 Value for money Service Halal/yes. It must be ordained by an accredited body4 Poor service lack of healthy tasty food5 Poor service Not getting what they tell you for your money How long you have to wait in line for your stuff6 Quality in the form of presentation7 Taste or lack of taste in food8 long waiting periods or lines when purchasing food9 Food that is not halal10 Having to wait long to order food

What risks do you fear in the food industry?

1 Unsanitary condition, constant rise in food prices whilst standards fail to match

2 Financial- prices always rising3 Sanitation4 Buying from an unclean place5 Social6 Financial, health risks7 Unsanitary places8 Increasing food prices all the time9 Unhealthy food places10 Uncooked or not properly cleaned  

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