Discover • Remember • Share

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OAP - Summary

• 1. Potential Customers Survey

• 2. Face to Face Interviews with Customers

• 3. Lessons Learned from Customer Feedback

• 4. Market Size Analysis

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1. Survey

• Objective :

Determine what mobile app features are the most useful to wine enthusiasts.

• Sample size :

16 wine enthusiasts.

• Methodology :

11 questions (online, google forms).

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1. Survey• N°1 : Instavino allows me to take a picture of a wine bottle label with my

smartphone and it recognizes the wine instantly. I’ll never forget about a wine anymore.

19%

44%

38%Definitely interestedInterestedI don’t knowNot interestedDefinitely not interested

/!\ Skip to slide 15 to see results analysis /!\

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1. Survey

• N°2 : Instavino allows me to rate wines and see other users ratings too. Instavino also keep a record of all my favorite wines based on my ratings.

25%

75%

Definitely interestedInterestedI don’t knowNot interestedDefinitely not interested

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1. Survey

• N°3 : Instavino allows me to keep a wish-list of wines that I plan to purchase. I can also browse friends and family's wish-lists to get them the perfect gift.

19%

25%56%

Definitely interestedInterestedI don’t knowNot interestedDefinitely not interested

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1. Survey

• N°4 : Instavino allows me to add any wines in a virtual cellar that displays statistics. Wines bought from the app are automatically added to my cellar.

19%

44%

19%

19%Definitely interestedInterestedI don’t knowNot interestedDefinitely not interested

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1. Survey

• N°5 : Instavino allows me to get extensive informations about a specific wine, like a guide.

19%

81%

Definitely interestedInterestedI don’t knowNot interestedDefinitely not interested

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1. Survey

• N°6 : Instavino allows me to recommend wines to friends and family. We get discounts when we buy wines together.

44%

56%

Definitely interestedInterestedI don’t knowNot interestedDefinitely not interested

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1. Survey

• N°7 : Instavino allows me to buy wines from my smartphone.

25%

19%

56%

Definitely interestedInterestedI don’t knowNot interestedDefinitely not interested

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1. Survey

• N°8 : Instavino allows me to easily and securely purchase wines by scanning and automatically entering my credit card details.

44%

19%

38%Definitely interestedInterestedI don’t knowNot interestedDefinitely not interested

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1. Survey

• N°9 : Instavino allows me to easily and securely purchase wines with One-Click buy.

19%

25%56%

Definitely interestedInterestedI don’t knowNot interestedDefinitely not interested

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1. Survey

• N°10 : Are you interested in a mobile app that combines all these previous features ?

25%

75%

Definitely interestedInterestedI don’t knowNot interestedDefinitely not interested

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1. Survey

• N°11 : What other feature(s) would be very useful to you ?

2 Answers :

- “I want to know when is the best time to drink my wines and for how long I can keep them in my cellar.”

- “I don’t have a cellar so I want to be able to purchase wines and to send them directly in a shared one next to where I live or work.”

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1. SurveyAnalysis :

• So far, the most useful features seem to be :

1- community ratings and favorites

2- wish-list and gifts

3- wine recommendations to friends and family (rewarded with discounts)

4- marketplace

• Most people have no interest in the virtual cellar feature (too common ?)

• Few people asked for new features (2 new features)

• Statistical limitations in relation to sample size

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2. Interviews

• Objective :

We look for information we didn’t think about before by keeping conversations as open as possible.

• Sample size :

12, all wine enthusiasts, some are quoted.

• Methodology :

We have categorized (3 cat. : about the survey, website, problem) selected relevant quotes.

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2. Interviews

• 1. About the survey itself :

- “I can’t answer accurately due to my lack of knowledge concerning your product, you should give me more informations about the product itself ” -Co, 55+

- “Questions were interesting, but I didn’t feel really concerned about your product” -Rose, 55+

• Analysis :

Most 25+/35+ quickly get the idea and seem truly interested, whereas many 55+ need a demo to understand what we are really talking about.

Some 65+ (again, all are wine enthusiasts) show no interest at all when it comes to wine mobile app.

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2. Interviews• 2. About the website itself :

- “I get it, it sounds nice, but why would I signup on the website ? It’s a mobile app, right ?” -Lucy, 25+

- “ What is this invitation thing about ?” -Joe, 55+

- “Sorry but I don't really understand what Instavino is about.” -JP, 65+

• Analysis :

Some people don’t really understand what Instavino is and some seniors are completely lost.

- We need to greatly improve our website and our product presentation.

- We need to improve the signup process to make more sense.

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2. Interviews• 3. About the problem we are trying to solve (1/3) :

- “I like to go to the winery, talk to the staff and make a real connection before I buy wine” -Joe, 55+

- “I have always bought wine at my favorite shop and ask for advices to the same person for years and that won't change. I just like the guy !” -Pat, 65+

- “Some of my friends and family are serious about wine, I trust them and I could really use their recommendations. I already buy wine on internet and I would love to do that more easily on my smartphone.” -Carl, 25+

- “I like the way Instavino let me be proactive about my purchases whereas other e-commerces spam me for promotions about wines I know nothing about.” -Mary, 25+

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2. Interviews

• 3. About the problem we are trying to solve (2/3) :

- “ When it comes to wine enthusiasts, I know two different types : explorers that like to find new good wines, and the more traditional type that like to buy what is known to be the best.” -Co, 55+

- “One important thing about wines is that you cannot compare them if they are not within the same price category, like hotels.” -Françoise, 55+

- “About community ratings, the problem is that it is so subjective with wine. But the good thing that is some professional reviewers tend to be biased because of conflict of interest.” -Rose, 55+

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2. Interviews• 3. About the problem we are trying to solve (3/3). Analysis :

- Some seniors have very specific consumer habits and are not willing to change them.

- Some people are not really interested in exploring good new wines but are rather more interested in purchasing very well known ones.

- Precautions must be taken about community ratings : like defining categories (related to price).

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3. Lessons Learned• Thanks to the survey we are able to prioritized features.

• Thanks to the interviews :

- We have spotted a customer generational segmentation (25/35+, 45/55+ and 65+).

- We have spotted a customer behavior segmentation (explorers vs traditionals).

- We have spotted a lack of clarity related to our value proposition. As a first step, we will change our mantra. “Instavino : wine degustations, reinvented” becomes “Instavino : Discover - Remember - Share”. Also, big changes on the website are needed, in order to better define the product.

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4. Market Size Analysis

56%

9%

11%

12%

13%

Estimated World Wine Consumption By Volume Rank (2010)

USAFranceItalyGermanyOthers

Source : WineInstitute.org - 2010_World_Wine_Consumption_By_Volume_Rank.pdf

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4. Market Size AnalysisEstimated US Wine Market Size (2011)

All ChannelsE-Commerce

$32B

$1,6B

Source : BusinessTime (Will Amazon Take Over the World? - e-commerce represents roughly 12% of retail sales overall, and that that figure could double in the next 10 years.)

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4. Market Size Analysis

Estimated US Wine Market Size (2015)

$960M

Estimated US Wine Market Size (2011)

Wine E-CommerceWine M-Commerce

$1,6B$640M

$80M

Source : eDigitalResearch / Forrester 2011 (Sales via smartphone in UK = +376% in one year) / +100% per year average

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4. Market Size Analysis

• Our target is :

- a niche market.

- at a growth stage.

• We face two major challenges :

- market segmentation (geographic, demographic and behavioral).

- wine market seems to slowly embrace technology.

Source : eDigitalResearch / Forrester 2011 (Sales via smartphone in UK = +376% in one year) / +100% per year average

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