1) My opportunity in society is McDonald's realistically serving ice cream or milkshakes at night, although technically it is an available product.
2) The unmet need in society is dessert products at late hours, provided by a drive thru specifically. While McDonald's offers desserts like ice cream, they often refuse service and turn off the machines that make desserts. The need for late night snacks has existed in most of modern history. Right now, this unmet need is usually filled with a late-night run past a convenience store or gas station. This opportunity surely exists, as I have experienced it many times, as well as witnessed others encounter this issue. As well, the next best alternative to this opportunity is certainly not the same as the original product desired.
3) Usually younger people, who would be up later in the night.
Customer 1: Ryan (a good friend and student at UF)
4) Ryan felt that while this problem doesn't occur to him as often as me, he does experience it usually at least once a month. He said this problem has encountered many times throughout his life, remembering that he even encountered this issue when he was much younger. When Ryan is turned down by McDonald's, he usually has to go to a convenience store and buy more expensive dessert products. He agrees that McDonald's should offer desserts the entire duration of them being open.
5) Reflecting on my interview with Ryan, I realized that this is a relatable issue that many people experience. I learned that not everyone may encounter this opportunity as much as I do, but it is still an issue present in their lives.
Customer 2: Tyler (a friend who works late night delivering around Gainesville)
4) Tyler had an interestingly different perspective on this opportunity. As someone who is often on the road late at night, Tyler felt this opportunity was often present in his life. He said that he often wishes he could stop at a drive-thru for a dessert. He didn't have an alternative when this need isn't met, because while working, he doesn't have enough time to go into a convenience store, and very few other options are available. He agreed with me that desserts should be offered late night.
5) Reflecting on my interview with Tyler, I was very surprised that he brought up time as a factor in his decision making. For me, this opportunity is a matter of price and convenience, but to Tyler, with only limited time, he is unable to get access to other options. This reassured my belief that this opportunity is present in many people's day-to-day lives
Customer 3: My Mom
4) My mom had a vastly different perspective than my other two interviewees. As an older person, she said she doesn't encounter this problem very often. First, she is usually not awake as late, or in desire of sugary foods late. She also said that in general, McDonald's isn't as appealing, as she prefers more healthy food options. She did understand the need, but simply said it doesn't impact her very often.
5) Reflecting on my interview with my mom, I realized I hadn't explored all the potential customer types. In my own way of thinking, I hadn't considered that there may be a section of consumers that don't realize this opportunity. It was interesting to me that once I informed her of this opportunity, she understood why it was an issue, and agreed that desserts should be offered lately as stated.
7) My opportunity is mainly the same, as it is a very relatable issue experienced or understood across a variety of types of consumers. If I were to make my opportunity more specific, rather than "serving desserts late hours," I would restate it as "serving desserts all operating hours." This opportunity belief would be more inclusive, and include older consumers like my mom. I believe that entrepreneurs absolutely should take customer input and adapt their opportunity beliefs. Developing an opportunity belief solely from the perspective of the entrepreneur limits how affect a solution to the opportunity could be.
Good afternoon Steven!
ReplyDeleteI agree that there is an opportunity here. To offer a different perspective where I live most fast food places close very early sometimes as early as 10 or 11pm. So if you don't get there by 9 you could miss out on a dessert. Maybe there is a market for more dessert places that are open late rather than relying on fast food chains to make a change?
Hi Steven!
ReplyDeleteI found your post pretty comical while maintaining the understanding that McDonald's ice cream machine constantly being broken is an actual problem and an unmet need. I think I relate most your mom, whom you interviewed. Like her, I hardly dine at McDonald's because I try to eat healthier, and don't indulge on sweets late at night. But like her, I get that is an annoyance shared by many and as a result should be fixed. On social media like twitter, McDonald's broken ice cream machine is constantly exploited as a joke. And although, McDonald's is one of the most successful fast food chains to ever operate, they must maintain a higher standard for themselves !