Figuring Out Buyer Behavior No. 1

Buyer Behavior

·      Pick a Segment: For my choice in segment, I decided to pick people who are students of large college campuses in order to get a grasp of the need for my business idea. Since students and young people are the majority of the people who will be using the service, they were my main focus in a segment.

·      Interview, Need Summaries, and Information Searches

o   Interview 1: My first of the series of interviews was with a graduate student who also attended the University of Florida as an undergraduate. His summary was exactly what I had in mind. His need comes into play on a day to day basis because every semester he faces the struggle of having to get from one class to another within 15 minutes, but the classes are on opposing sides of the campus. His google searches are for looking up “uber or lyft ride”.

o   Interview 2: The second interview I conducted was for a student who is experiencing their first year at UF. Her need summary fits into the reasoning I laid out for my business opportunity. She feels that the bus system is okay, but they still become over packed and it only can take her so close to her classes. She just so happens to get lucky occasionally to be able to get a ride on a scooter with one of her friends. She says she is constantly searching “cheap scooters.”

o   Interview 3: The final interview was conducted with a faculty member to observe if faculty and teachers would be able to utilize the business service as well. He explained that he constantly is trying to use the staff golf cart to travel across campus to different meetings, but it is in high demand and another service would be useful. He says he does not have time to allocate as much time for travel, so he often is a few minutes late. He constantly searches google for uber rides.

·      Conclusions: From the interviews, I learned that as long as I am able to reach my target audience from my intended segment, then there is an opportunity for my business idea to succeed. The idea just has to be sustainable and managed properly. The need awareness can be categorized into needing the system to do two things: affordable for students as well as faculty and be easily accessible.

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