Segment: College students that go to on-campus classes, but
live off-campus nearby.
Interviewee 1: She noted that her need presented itself most
when she had a busier schedule due to classes, studying, and her internship. She
would make excuses to not go out of her way to the gym since her schedule was
more hectic, but she still wanted to do some form of exercise at home. She would
go to YouTube to find a quick workout to follow that doesn’t require any
apparatus. She went for whatever seems like the most popular video, trusting
that the most popular channels have the best information.
Interviewee 2: His need presented itself when he realized
that he has the most energy at night but the bus routes at night aren’t
convenient for him to go to the gym. He doesn’t have a personal form of
transportation. He sometimes asks friends for advice on what exercises to try
out at home, since they have more experience than him in working out. He may
also find exercises online and verify the effectiveness of them with other
friends.
Interviewee 3: His need presented itself when he concluded
that he prefers privacy when exercising since he is a beginner. However, his
living arrangements aren’t necessarily private all the time so he doesn’t
exercise at home much. When he does, he searches for beginner exercises on
Google or YouTube and plays around to see which movements he likes.
It seems that this segment recognizes the importance of
exercising, and it’s just a matter of fitting it in their schedule or for their
comfort zone. When they recognize a need, they try to find a source of reliable
information rather than just go all out on a limb. Some find a reputable
website, some go straight to YouTube, some may ask friends with previous
experience or knowledge about exercising (e.g. those with majors in Kinesology
or the like). These people are resourceful in trying to find information. For those who search about home exercising, I would need to perhaps advertise my product online for them so they can recognize that my product can solve their need.
Hey Angel! You chose a great customer segment to focus on. I feel like most people can relate to all the same reasons as your interviewees did. For me, it’s definitely having a busy schedule and kicking my workout to the curb. This was a very thorough assessment and I think these interviews really gave you a new perspective on your business, or at least how to market it to your customers. It’s cool to see how far you’ve come – great job!
ReplyDeleteHey Angel!
ReplyDeleteI can definitely relate that the busyness associated with being a college student definitely affects my workout schedule. With that being said, I do see a potential challenge regarding your market segment. Most college students do not have a lot of money and there are many low cost or free options available for students. If you choose to focus on college students, I would recommend keeping the price of your product low, or focus solely on richer students (perhaps those that live in The Standard). I hope these suggestions help!
Best regards,
Matthew Mrnacaj