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NearbyNow:Hands-On Product Feasibility Analysis

Case 3.1. NearbyNow:Hands-On Product Feasibility Analysis. Group 2: MA0N0203 Stan MA0N0226 Lyndon. Introduction. In 2006, Dunlap’s wife Bringing magazine to find UGG boots from store to store in the shopping mall Dunlap idea Search engine

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NearbyNow:Hands-On Product Feasibility Analysis

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

  2. Introduction • In 2006, Dunlap’s wife • 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 --- 90% 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 • 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 email 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?

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