Idea Napkin No. 2

19A – Idea Napkin No. 2

1) You. Who you are. What your talents are. What your skills and experiences are. Also: what are your aspirations? Specifically regarding your business concept, how do you see this business (if you were to start it) playing a role in your life?

            I think that since the first idea napkin I have been able to discover a more about myself and how I am my own human capital. As mentioned in the first idea napkin, my communication skills have become a great asset of mine. However, now I know a little more why. In the interviews with the five people who knew me the best, my mom pointed out how because I was an only child, I have had to communicate with people much older than me since I was young. This type of exposure has led me to develop communication that may be slightly more mature than people who grew up with siblings.

            As for my aspirations for my business idea, these haven’t changed much. I still plan on making this business idea more of a hobby than a full-time job. I have seen both my parents start their own business and from my observations I have decided that I would rather work in a large company than for myself.

2) What are you offering to customers? Describe the product or service (in other words, how you'll solve customers' unmet needs). 

            I am still offering the same product: a breathalyzer system attached to a car ignition that prevents a person from started his/her car if their BAC is too high. However, after interviewing some perspective customers I have thought about the idea of developing an app that would work in tandem with the Breath-A-Lock system. The development of an app appeals to the customers’ needs of a savvy and ‘21^st century’ product. Besides the idea of developing an app I still plan to meet the unmet need of safety from drunk driving through my Breath-A-Lock system.

3) Who are you offering it to? Describe, in as much detail as possible, the demographic and psychographic characteristics of your customers. Think especially of this question: what do your customers all have in common?

            My target customer hasn’t changed. Including car manufacturers, all my customers are concerned with safety. Potential customers include; mothers’ of teens and young adults, social drinkers, recovering alcoholics, and other people who consume alcohol and drive. Over the past few weeks I have thought more about marketing to car manufacturers, and I think this approach would be the most successful. Many people are in denial about the dangers of drinking and driving. However, if cars were made with this system already in place, people would learn to adapt to the idea of having to be breathalyzed. This would also be appealing to car manufactures because it would increase the safety rating on their cars. While this approach may be more successful, I personally do not have the resources to contact car manufacturers.

4) Why do they care? Your solution is only valuable insofar as customers believe its valuable to them. Here, explain why customers will actually pay you money to use your product or service.

            As stated in the previous idea napkin, my marketing tactics will make people care. Using pathos, I will be able to tap into my potential customers emotion, making them feel that my product is somewhat of a security blanket. Once people become aware of the dangers of drinking and driving they will make decisions as consumers to keep themselves safe.

5) What are your core competencies? What sets you apart from everyone else? Also: what do you have that nobody else has? 

            My product and my passion for solving the epidemic of drinking and driving are what set me apart from others. I think that because I understand the dangers of drinking and driving I would be able to effectively communicate them to my customers. I also have an understanding; an understanding that people may be reluctant to buy this product because they think it will inconvenience them. This understand will also help with the execution of my product design and marketing tactics.

I think that all these elements work well together, and I can see more consistency in these elements than before. For example, my communication skills will be a great asset in developing marketing plans. However, like mentioned before, I am not 100% devoted to becoming a business owner. I think that this idea would be a great business idea, but I know that it is not something I want to consume my work and family life.

Feedback Memo:

-       I think that compared to my previous idea napkin, my elements are more consistent. This is because I have learned a lot of information through my interviews and feedback from my peers. The information I have received has allowed me to reflect on my business idea and create a more defined plan. This information has also giving me new ideas, such as app developed or marketing only to car manufacturers.

-       I also was able to identify my strengths more specifically. After listening to people speak about my skills I was able to determine that my strongest skill is communication. I think that this is extremely important in the development of my product because the marketing of my product is one of the most important aspects.

-       I have also learned that my product will not market itself. There are many products and ideas that are very appealing and practically market themselves. However, this is not the case in my business idea. I have discovered that my product is asking people to develop a new habit and to alter their lifestyle. This fact is the biggest challenge when selling my product.

-       This feedback was incorporated into my idea napkin in several ways. For example, I mentioned the development of an app. This idea helps customers conform to using my product, because apps have become such a big part of our lives. I also acknowledged the difficulties in marketing my product, and mentioned how with my understanding and communication skills I will be able to send an effective message to my customers.