Assignment 15A – Figuring Out Buyer Behavior No. 2


Assignment 15A – Figuring Out Buyer Behavior No. 2
For this exercise I decided to try a different business opportunity, specifically the idea I had for my first elevator pitch: Coffee on demand. Coffee on demand would be an app that would deliver a cup of coffee (or any other caffeinated beverage) to the customer wherever and whenever they needed it. It would work similarly to how uber eats works where you can pay to have the food delivered to you or you can get paid to deliver food to people, but with coffee.
In my first interview, the person had some great insights on the alternatives to my service. He said the only real alternative to my app idea was mobile ordering from the coffee places directly. He said that while my app would be more convenient than mobile ordering if you didn’t have a lot of time, he probably would just go directly to the coffee place to pick up his order if he had the few minutes to spare. He made a good point that he wouldn’t want to have to pay a delivery fee that usually comes with food delivery apps if he had the time to go pick up his order himself.
In my second interview, the person had some insights on the post purchase evaluation. The said that the only thing they cared about when it came to whether the purchase was “right” was that whether or not the coffee kept them awake and alert during school/work. They said the only thing that makes them think the purchase was a bad idea is that if the beverage did not keep them awake/alert.  They made a good point that the app should display caffeine content for the beverages, so customers will know how effective they will be at keeping you awake.
In my third interview, they had a good answer on the “how/where do they buy?” question. She said that she was more likely to pay for her coffee online through the app of her favorite coffee chain (Dunkin), and she would pick it up on her way to work. She said the only issue with the mobile ordering system is that you still have to wait in line even if you ordered through the app. She said that she will order her coffee before she leaves for work and she will still have to wait in the drive through line and she really only saves a few seconds by not having to pay for her coffee in person. She said that she would like an app that delivered coffee to her because she said that sometimes she is late to work when she waits in line for coffee.
In conclusion, I think that I learned a lot from these interviews about alternatives to my service. I learned that my main competitor would be coffee shops/ chains that have mobile ordering. I think that we need to emphasize that with our app you do not have to wait in lines, we need to emphasize the caffeine content so you know how strong the products are, and we need to emphasize that you can get coffee wherever and whenever you need it.

Comments

  1. Mickel FadelMarch 14, 2020 at 1:35 PM

    Hi JC,

    This is a great idea in my opinion and I see a flaw in the coffee world that hopefully could contribute to your business. I would estimate that half of coffee drinkers purchase their coffees face to face therefore your app would not flourish as much as it could. If somehow, you can hire drivers to be around town and serve coffees on the spot using a mini van or some kind of vehicle to include "the coffee on the go". It would be economically cheaper for your drivers to drive back and forth, coffee is guaranteed fresh, they can still order from app, and there will never be a line because driver is maneuvering his way to you. Regardless, it is an awesome idea and I think you should push forward on it.

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  2. Tory CohenMarch 15, 2020 at 2:21 PM

    Hi JC, I am very impressed with each of your interviews and can see that you were able to gather some very useful information. I have to especially agree with your first interview and their insights about having to pay a delivery fee. With different delivery apps, I am always so surprised at how much more it is and then tend to either just pick it up myself or not order at all. As college students, I feel this might be a deal breaker to a lot of people as they are trying to save as much money as possible.

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  3. Gordon CheyneMarch 16, 2020 at 7:38 AM

    Hey John,

    I really like your idea of trying to create a specific niche in the food delivery industry. I do worry though that other big delivery services like UberEats, and Postmates would already be more commonly used since they are already big and well-known. Also, people like to get a snack or small meal with their coffee, and they have that option to with other services. You would need some sort of competitive advantage to break into this market. If you could offer cheaper price or delivery fee, I know that many people would prefer that to save a couple bucks on their coffee.

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  4. Brynn's ENT BlogMarch 16, 2020 at 7:47 AM

    Hey JC,

    I love your idea that examines a certain market in the food industry. I agree with previous comments about uber eats and other competitors taking a jab at the market already but think that if you believe in your idea and push it to the limits you will be able to accomplish exactly what you have in mind. Remember, research for these products are always important. Especially when your consumers are everyday, average individuals but good luck with pursuing this and I hope to see your idea flourish.

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