2. Who are our Customers?
• Active users of Facebook or other social network s (SN) all over the world.
Those for whom the opinion of peers matters, those who are bored to get
something alone, those who strive thoughts and wishes of their friends. Those
who have active stance and life and who like to reach their goals.
• See the needs of our potential customers in detail at the slide below.
Survey characteristics
• Sample size: 81 respondents
• Sample characteristics: Facebook users from different regions (U.S. and
Canada, Europe, Asia, Other) ages 18+.
• Method: on-line questionnaire (using Google Forms) with closed questions and
subsequent face-to-face interview.
• To increase the representativeness of the sample we applied adjustment
factors: geographic, age and sex, based on statistics available in the Internet on
the distribution of Facebook users.
3. Hypotheses about Customer Needs
1. Our potential customers often find themselves in a situation when they would
like to organize or do something, but realize that doing it alone is too boring. It
would be a completely different matter having attention and support from
someone or even do it in a team.
2. They set goals constantly
3. It is important for them to reach their goals
4. They would like to have a mentor or adviser in their life, who could help them
to shape up their goals and guide towards achieving those
5. They are willing to share their plans (apart from really personal stuff) with
their friends
6. It is important for them to get an approval of their plans from their friends
7. They believe their friends can help them to achieve their goals
8. They feel more motivated to achieve their goals, if they had the support of
their friends
9. They often experience the need to find somebody with whom to realize their
plans (e.g. go to a concert, movies, skating or bowling, go on holiday
somewhere)
10. They are interested in their friends' plans
11. They would like to help their friends to achieve goals
4. 1. How often do you find yourself in a situation when you would
like to do something, but find doing it alone too boring, having
someone to do it with would be a completely different matter?
62%
62% of SN users have such a need.
5. 2. Do you set goals?
3. How important is it for you to reach them?
58%
79%
+40%
58% of SN users set their goals often or always and for 79% of
them it’s important to reach their goals (74% for all SN).
6. 4. Do you have a mentor or adviser in your life, who can help you to
shape your goals and guide you towards achieving these goals on
your own?
79% of SN users want to have mentors or advisers, but 64% don’t
have them.
7. 5. Are you willing to share your plans (apart from really personal
stuff) with your friends?
6. How important is your friends’ approval of your plans?
14%
99% of SN users willing to share their plans with their friends, but
only for 14% of them it’s really important to get their friends’
approval of their plans.
8. 7. Do you think your friends, having the knowledge about your
plans, are likely to help you achieve them?
8. Would you feel more motivated to achieve your goals, if you had
the support of your friends?
20%
69%
Only 20% of SN users expecting to get help from their friends in
goal achievement. But 69% of SN users would be more motivated
to achieve their goals if they had support of their friends.
9. 9. How often do you get the need to find somebody with whom to
realize your plans?
10. How much are you interested in your friends' plans (5 to 10 of
your closest friends)?
50% 75%
50% of SN users feel the need to find somebody with whom to
realize their plans.
75% of SN users are interested in their friends’ plans.
10. 10. Imagine you are aware of your friends' plans (5-10 closest
friends). Would you try to help them in achieving those plans, even
if they didn’t ask for help directly?
76%
76% of SN users would like to help their friends in achieving their
plans, even if friends didn’t ask for help directly.
11. Hypotheses confirmation
# Hypothesis Confirmation
They are willing to share their plans (apart from really personal stuff) with
5 99%
their friends
They would like to have a mentor or adviser in their life, who could help
4 79%
them to shape up their goals and guide towards achieving those
11 They would like to help their friends to achieve goals 76%
10 They are interested in their friends' plans 75%
3 It is important for them to reach their goals 74%
They feel more motivated to achieve their goals, if they had the support of
8 69%
their friends
Our potential customers often find themselves in a situation when they
would like to organize or do something, but realize that doing it alone is
1 62%
too boring. It would be a completely different matter having attention and
support from someone or even do it in a team.
2 They set goals constantly 58%
They often experience the need to find somebody with whom to realize
9 their plans (e.g. go to a concert, movies, skating or bowling, go on holiday 50%
somewhere)
7 They believe their friends can help them to achieve their goals 20%
6 It is important for them to get an approval of their plans from their friends 14%
12. Summary of testing: hypotheses about
customer needs
We’ve got confirmation of some potential customer needs. The
majority of respondents are willing to share their plans with their
friends (99% as writers, 75% as readers), help others to achieve their
goals (76%). Not all of them set goals constantly (58%) but 98% have
goals and it is important for them to reach those (74%).
Customers are not willing to discuss their own plans (14%), yet they
expect for support (69%). They strongly want to have a mentor or
adviser they can trust, who could help them to shape up their goals
and guide towards achieving those (79%), but they don’t see their
friends in this role (20%).
More then a half of our potential customers find it more interesting
(62%) and useful (50%) to realize their intentions together.
13. Hypotheses about value proposition
We’ve decided to develop a web service tailored for mobile
access that gives our customers possibility to realize their
ideas using the power of social connections. With our service,
users will find peers to make their ideas and intentions
happen, and people who will inspire and motivate them to
move towards their goals
In this survey we analyzed potential customer interest on
some features of our mobile application (see next slides).
14. Hypotheses confirmation
(all potential customers)
# Feature Avg. Value * Potential users, % Nonusers, %
Ability to set an intention or a plan and my social network friends will
1 2,06 25% 67%
immediately see them.
Ability to see how many approvals of my intentions I’ve received from my
2 2,10 28% 67%
friends.
Ability to set a suggestion you would like to do together with somebody
3 (e.g. go somewhere) and your friends will immediately see it in their social 3,63 69% 13%
network account and will have the ability to respond to the suggestion.
Ability to see the goals, plans and intentions of your friends, support them
4 3,61 72% 22%
and/or join them in realizing it.
Having been notified of your friend’s goal, the ability to express your
5 3,39 65% 14%
willingness to help them achieve it.
6 Ability to find a person who has a particular type of goal or plan. 3,86 75% 14%
7 Ability to see goals and intentions of others on a geographical map. 3,58 68% 24%
Ability to see offers from other people or organizations willing to help me
8 3,66 72% 23%
achieve my goals or realize my intentions.
Ability to set your privacy settings in a way that would only display certain
9 4,21 84% 9%
goals to a limited set of people.
10 Ability to see your achievement statistics and compare it with others. 2,83 48% 34%
11 Ability to receive goal suggestions based on my interested and past goals. 3,38 63% 30%
* Potential users evaluated the features by five-point scale.
15. Hypotheses confirmation
(potential customers with all TOP-5 needs)**
# Feature Avg. Value * Potential users, % Nonusers, %
Ability to set an intention or a plan and my social network friends will
1 1,36 8% 89%
immediately see them.
Ability to see how many approvals of my intentions I’ve received from my
2 1,36 8% 90%
friends.
Ability to set a suggestion you would like to do together with somebody
3 (e.g. go somewhere) and your friends will immediately see it in their social 3,19 55% 0%
network account and will have the ability to respond to the suggestion.
Ability to see the goals, plans and intentions of your friends, support them
4 3,99 96% 0%
and/or join them in realizing it.
Having been notified of your friend’s goal, the ability to express your
5 3,23 60% 0%
willingness to help them achieve it.
6 Ability to find a person who has a particular type of goal or plan. 4,51 88% 0%
7 Ability to see goals and intentions of others on a geographical map. 4,10 77% 23%
Ability to see offers from other people or organizations willing to help me
8 4,52 91% 9%
achieve my goals or realize my intentions.
Ability to set your privacy settings in a way that would only display certain
9 4,75 100% 0%
goals to a limited set of people.
10 Ability to see your achievement statistics and compare it with others. 2,79 39% 25%
11 Ability to receive goal suggestions based on my interested and past goals. 4,15 74% 26%
* Potential users evaluated the features by five-point scale.
** 36% of all potential customers (our future best customers).
16. Summary of testing: Hypotheses about value
proposition
The most important features of our product will be:
• Ability to see the goals, plans and intentions of your friends, support them
and/or join them in realizing it.
Ability to find a person who has a particular type of goal or plan.
• Ability to see goals and intentions of others on a geographical map.
• Ability to see offers from other people or organizations willing to help me
achieve my goals or realize my intentions.
• Ability to set your privacy settings in a way that would only display certain
goals to a limited set of people.
• Ability to receive goal suggestions based on my interested and past goals.
Surely we need to provide “Ability to set a suggestion you would like to
do together with somebody” feature as a basis of service.
However we need to find the most convenient and simple way to fill
our service with intentions, goals and plans, take into consideration
that customers don’t like to set their intentions for no particular
reason.
