Who: Though my solution to a real problem exists, there were a few people I interviewed that did not seem to think that they needed the solution. There was even one who did not think my problem could be considered an opportunity. Still another does not even wear makeup to begin with. It is people such as these who exist outside my opportunity.
What: The boundaries for the opportunity would be those who do not wear waterproof mascara, or those who do not wear makeup at all. Though they a couple of my prototypical customers listened to my concerns when it comes to the waterproof mascara market, they still insisted that the solution was not necessary.
Why: As I mentioned before, a couple of the people I interviewed were outside the boundaries of my solution. It is because they have no need for my waterproof overcoat. They instead would rather buy a full tube of waterproof mascara and use that every day. Another person does not wear makeup to begin with, making it obvious that she existed outside the opportunity before I even began inquiring about her experience with waterproof mascara.
Inside the Boundary
|
Outside the Boundary
|
Who: Women who need to use waterproof mascara every so often, but not every day.
|
Who: Women who wear waterproof mascara often or those who do not wear makeup to begin with.
|
What: A waterproof overcoat that will allow customers the option to wear it on the occasions in which they need it.
|
What: Not having a need for waterproof mascara at all, therefore not needing the overcoat either.
|
Why: They do not want to purchase a whole tube of waterproof mascara, only to end up wasting more than half of it.
|
Why: They do not need to buy another product that they will not use at all.
|
Hey Laura! Even though I personally might consider myself outside of your boundary (I wear makeup but not mascara—waterproof or otherwise—because my lashes are already super dark), I can still see how the need would exist for other people. It might save the makeup industry money too and reduce waste on all that trashed unused leftover makeup that I have no idea how they get disposed of.
ReplyDeleteOkay, now I get it. The solution is more elegant than I could think of. Obviously the women who don't wear makeup are out, and so are the women who wear regular waterproof every day. I think you could really make a killing off of this by making the product portable enough to keep with other makeup so that if it starts raining, the customers can use this to protect their mascara. People don't always start the day expecting to get water on them, so having the option would be great.
ReplyDeleteHey, Laura! Even after finding consumers who wouldn't be interested in your product, I still think that you have a sizable consumer base to market to. I know that earlier you described people needing waterproof mascara at special events like weddings, but I think another way to advertise your overcoat is to think of more regularly-occurring occasions where one would need it, like the beach or during rainy days (we sure have a lot in Florida...)
ReplyDelete