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Michelle Adams Jayme Keefer Christian Guy Virginia McCully

Our CommunityMug is a stylish and functional travel mug designed for busy working moms. It keeps coffee warm while supporting meaningful causes and offers an interactive app for managing your lifestyle and making a difference in your community. With its dishwasher-safe design and impact on social responsibility, CommunityMug is the perfect choice for active and socially conscious women.

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Michelle Adams Jayme Keefer Christian Guy Virginia McCully

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  1. Michelle Adams Jayme Keefer Christian Guy Virginia McCully

  2. Existing Landscape

  3. Opportunity Zones

  4. Busy working moms • Suburban • Errands • Work • Active • Personal income: $80,000 Demographics TargetMarket • Young millennial women • Young • Active • Trendy • Social • Personal income: $50,000 Women Active lifestyles Strong personalities Interested in social status Active brand ambassadors

  5. Easy to use • Easy to clean (dishwasher safe) • Less likely to fall • Stylish and professional • Social responsibility Emotional Connections TargetMarket

  6. Katie CustomerProfile Busy working mom • PR or Marketing Manager • Brands she likes • Target, Whole Foods & Amazon • Starbucks • Better Homes & Garden • Good Housekeeping • Luxury SUV • Age: 35-40 • Income: $80,000 • Commute: 60 min – 90 min • Drop kids off • Get to work • 2-3 kids • PTA and involved mom • Involved in community & church • Cook at home

  7. Katie CustomerProfile CLEAN PERSONALIZED EFFICIENT Pain Points Looking for a travel mug that is: Kid-resistant Easy to clean Demonstrating corporate responsibility & integrity Reflective of social interests Effective in maintaining drink temperature while out running errands

  8. Taylor CustomerProfile Young and active • Trying to start career • Brands she likes • Apple • Target • Trader Joes • Warby Parker Age: 25-30 Income: $50,000 Tea & smoothie/protein shake Active in a gym Socially active On the go Follows lifestyle blogs Heavy Instagram user

  9. Taylor CustomerProfile COST-EFFECTIVE VISUALLY APPEALING MEANINGFUL Pain Points Looking for a travel mug that is: Budget-friendly In line with personal brand “Instagramable” Technologically savvy Noticeable in the workforce Socially mindful

  10. Taylor Katie

  11. Positive Features Negative Features What features do our personas NOT like? Loose lids Too expensive Hard to clean Handle gets in the way Hard to hold Doesn’t fit under Keurig KeyAttractors What features do our personas like? • Good for travel • Dishwasher safe • Easy to use • Professional-looking • Stylish • Fits in cup-holder • Corporate responsibility • Sense of community

  12. Specifications OurProduct • Socially Responsible • 10% goes to charity • 5% to charity associated with product color • 5% to Charity of the Year as voted on by app users Fits under Keurig (6 in. high) Dishwasher safe Color options Hourglass shape for grip Matte finish for grip Lid that is open Fits in cup holder Minimum 2-hour temp App access

  13. Design OurProduct Our simple design keeps coffee or tea hot for extensive periods of time and is dishwasher safe, all while offering an interactive community portal and impacting the community around us. $24.99

  14. Coffee for a Cause OurProduct Red: American Heart Association Pink: Breast Cancer Research Foundation Green: World Wildlife Foundation Blue: Make A Wish Yellow: Ronald McDonald House Purple: National Coalition Against Domestic Violence Black: Wounded Warrior Project

  15. App OurProduct

  16. App OurProduct

  17. Katie Taylor For the young and active millennial, our travel mug providesthe most impactful and interactive experience among all travel coffee mugs because you can manage your lifestyle and make a difference in your community. PositioningStatements • For busy working moms, our travel mug is the most functional and meaningful product among all travel coffee mugs because we keep your coffee warm while you support meaningful causes.

  18. How do they first see the product? Hero’s Journey What pulls them in? How do they become a brand advocate? Why do they choose us? How does the product make them feel?

  19. See the attractive curved design Catchy in-store display in Target and Bed Bath & Beyond Read an article in Real Simple magazine Hero’s Journey Promoted item on Amazon Read information on packaging Tell your friend about your mug at the next PTA meeting See a video or demo of the app Scroll through discounts on app Her mug doesn’t dent when her child throws it across the room You receive a notification on app with where the donation from your purchase went Decide that the mug gives her the opportunity to engage with her community

  20. In-store display in Dick’s Instagram influencer posted it on blog Targeted ad on Facebook & Instagram Trendy logo & design Hero’s Journey See savings from app Post about the product on their blog and Instagram account See a video or demo of the app Learns about the product’s social mindfulness Sees the perks she’s earned this month with the app Loves the app features like GPS & consumption tracking Meets someone with the same mug at a new coffee shop

  21. Opportunities for Growth OurProduct • Stirrers • Add colors and organizations • Temperature monitoring • Additional handle • New app features

  22. We have Wrap Up • Researched existing products • Used the PA process to explore opportunities • Developed personas of potential customers • Identified key attractors to our customers • Crafted a tangible model of a product • Walked you through a customer’s hero journey • Considered opportunities for future growth

  23. References Bajda, B. (2018, Mar. 3). Personal interview. Khoury, K. (2018, Mar 3). Personal interview. London, T. (2018, Mar 3). Personal interview. Mesch, D. (2016, Feb. 1). The Gender Gap in charitable giving. The Wall Street Journal. Retrieved from https://www.wsj.com/articles/the- gender-gap-in-charitable-giving-1454295689. Prentice, C. (2018, March). Craft, D. & Trott, B. (Eds). Americans are drinking a daily cup of coffee at the highest level in six years: survey. Business Insider. Retrieved from http://www.businessinsider.com/r-americans-are-drinking-a-daily-cup-of- coffee-at-the-highest-level-in-six-years-survey-2018-3 Sabrina, D. (2017, Feb. 3). Rising Trend: Social responsibility is high on millennials’ lists. Huffington Post. Retrieved from https://www.huffingtonpost.com/danielle-sabrina/rising-trend- social-respo_b_14578380.html. Taylor, B. (2018, Mar 11). Personal interview. Thomas, M. (2018, Mar 3). Personal interview. (n.d.) Single Service Coffee - Statistics & Facts. Retrieved from https://www.statista.com/statistics/316217/us-ownership-of-single-cup-brewing- systems/on March 22,2018.

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