Assessment of Unmet Need

1. Assessment of Unmet Need Team D: Fabiola Perez, Jenny Park, Nancy Felix, Byron Carbajal

2. Objectives • Define our PTA • Locate potential customers • Conduct market research to: • Learn buying habits • Establish location to enter market • Interpret results of market research • Determine CVP • Evaluate Customer Feedback • Overall assessment of unmet need

3. Primary Target • Clearly Defined Customers • Ages 25-34 • Males and Females • Psychographics • Lifestyle • Frequent Drinkers • Enjoy bars & night clubs • Income >$35,000 • How decision was made • Location

4. Desired Location

5. Survey Details • 32 Surveys • 19 Males • 13 Females • 56% between ages 25-34 • 50% >$35,000 • 11 Questions • Average # of times they go to bars/night clubs • 6x a month • Alcohol consumption • 53% 4-6 beverages • 25% 7-9 beverages • 13% >10 • 17% Never heard of this business idea

6. CVP • Positioning Statement • We asked our target group questions to assess if there was truly a Customer Value Proposition (CVP) • Have they ever left there vehicle overnight? • 69% said Yes • Have they used a cab or other DD service? • 56% said yes

7. CVP continued • When asked if they would pay: • 81% Yes • Reasons why they wouldn’t: • Too Expensive • Likeliness of using service? • 81% said they were likely • 25% were very likely • Concept is a customer benefit

8. Customer Input • Most important factors in choosing our service • Convenience 31% • Price 27% • Preferred means to purchase service? • On Location 45% • Phone call 18% • Preferred method to receive information? • Bars/Nightclubs 37%

9. Hypertargeting • Internet 33% • 2nd preferred method • Establish cost effective ways to reach consumers • Hypertarget/Hypersegments

10. Overall Assessment 69%