Week 12

This week was quite busy in Marketing Concepts.  On Tuesday, instead of class, each SMART Project Team met with Professor Spotts individually for about thirty minutes. During this allotted time we discussed IBIS World Data, went over the, answers to one of our surveys, and focused on how we would get all of our work done for Thursday’s joint class with the engineers. I was in charge of collecting the surveys analyzing them, and compiling the data into an excel document.  I was then tow write a 2 page memo discussing the findings of our patron survey. During Thursday’s class, we discussed Consumer Journey Maps and Empathy Maps.  

THE CONSUMER JOURNEY MAP

This tool helps us to identify steps consumers take before, during, and after the painpoint of using our product.  It is extremely useful in that it allows us to find thing to focus on that our team may not have been aware of.

During this process we were able to incorporate in some of our survey-based data.

BEFORE

• 35% of our survey participants drink 5 to 8 times a month
• 36% of our survey participants use a designated drive
• 19.8% of our target demographic go to night club and bars

DURING

• 4.3% of our target demographic do not want the responsibility of driving, they want to be told what to do
• 9.4% of our target demographic strongly agree with often drinking at restaurants
• 3.8% of our target demographic believe that the point of drinking is to get drunk

AFTER

• 100% of our participants believe that there are no positive impacts of drinking and driving
• 70% of our participants indicated that getting home safely was their top priority
• 7.3% of people in our target geographies enjoy taking risks
• 11.7% enjoy doing things in the spur of the moment

These last two things may indicate behavior that can transfer into drinking and driving. Those who do things in the spur of the moment and take risk might make reckless, quick decisions without thought.

EMPATHY MAPS

Empathy Maps combine emotions, thoughts, beliefs, behavior’s and quotes or key words surveys into one chart.  Our chart combined words like “drunk” and “hassle”, as well as many of the statistics mentioned above.

Next, we quickly touched on Value Propositions. These start with a headline, which a short statement about the end- benefit of your offer.  The point of this is to grab the attention of the potential consumer.  A two to three sentence explanation of what we offer and why it is useful comes next, including 3 bullet points listing the key benefits of the product. These should include a visual showing the product. Our headline is, Stop Drinking and Driving, Drive Sober and Safe , Made Easy. Value Propositions are, as their name suggest, a promise of value to be delivered.  It is the primary reason a prospect should buy from you. We should be asking ourselves, Why are we relevant? What is our quantified value? Why are we uniquely different? These questions will tell our customers why they should choose us over our competition, and what value we will deliver.

Right now, each group is focused on making a poster regarding our SMART Projects which will be on display on May 4th when each group pitches their projects.  Each group is also to solidify and memorize our Headline, which will be important when explain our product on May 4th.

SURVEY FINDINGS

The Ok To Drive Team survey consisted of 24 questions, mostly geared toward determining the likelihood of use, potential problems, and safety prerogatives of our product.  The answers to these questions regarding our breathalyzer activated lockers varied, but seemed to follow patterns as well. To accurately analyze each open-ended question, the answer to each question was categorized into topics.  Some categories consisted, simply, of “yes” and “no”, while others contained up to nine possible outcomes.  Because the answers to some questions were so varied(especially regarding foreseen issues and emotions pertaining to the product), some assuming on my part had to be done.

Some important findings from our surveys include:

• 35 % of our participants would be agitated by our product if it was to be implemented in a bar:
• These people would walk to other bars(probably the competition) to avoid the hassle and wait
• 60% would feel safe in their community if this product was implemented
• 80% believe that it would prevent/diminish Drinking and Driving in their community
• 28.6% prefer drinking at home
• 22.3% like entertaining in their home
• 60% would not rent our product for house parties or graduation parties