People are stagnant when it comes to makingdecisions about: What to do as technologies become obsolete? When the medium for data changes, people are not readily willing to change.
Make it dead simple.
2011The VHS Player is Obsolete DVDs Soon to Follow
30-40% Click-Through Rate (24)
5 Key Assumptions• People haven’t converted their VHS to digital media already.• People don’t know what to do when it comes to bringing their analog content up to speed.• People value and would like to make sure their content is preserved.• People are willing to pay for this service.• People are wiling to send us their videos.
Customer InterviewsAre people interested in our product?
Severe pain point.“Yes, I have boxes of video tapes in my basement and have no idea about what to do with them.”
1 People don’t know what to do when it comes tobringing their analog content up to speed. “We hope to transfer the ﬁlms and tapes to DVD at some point. There are so many ﬁlmreels from the past that it’s a bit overwhelming to ﬁgure out where to begin and who to trust.”“We hope to preserve them by converting them to a computer acceptable format.”
2 People haven’t converted their VHS to digitalmedia already. 85.3% Still Have Videotapes At Home ✓
3 People value and would like to make sure theircontent is preserved. 76.4% Worried About Losing Video Content ✓
4 People are willing to pay for this service. 32.4%Provided Us With An Email Address And Are Interested in the Service/ Want to Be Notiﬁed When It Launches —
5 People are wiling to send us their videos. 55.8% Are Not Willing to Send Us Their Video Tapes ✗
Issues We’ve Uncovered Trust “Too risky to lose memories.” “Don’t know it well enough yet—track record. Would have to see proof of how it works. Home videos are valuable.”