2. Face to face customer
interviews
Customer Satisfaction Service Results
25
20
15
10
5
0
ages 20-35 ages-35-50 ages 50-65
Assembly Dismantle collection
3. ESTIMATE MARKET SIZE
• Quantitative Process
• Census Data
• Circulation Lists and Sales
• Penetration data of comparables
4. POTENTIAL MARKET
•
1. Volume size (by say quantity of consumptions on a set frequency
which you may want to use for future demand analysis)
2. Value size (of course that will be obvious, "show me the money"
would be crucial for any new product/service planning)
5. • Qualitative will be crucial in establishing the battery of attitudes to be used
in the product potential estimation.
And the key elements, apart from image of existing competitors in the
market and usage habits and attitudes etc., will include:
1. Likelihood to change from current brand/product
2. Degree of satisfaction with current brand/product
3. And if you are testing product concept, then interest and likelihood of
purchase
4. And of course there are a lot more things you can do if you have the
alternatives of 4Ps worked out. BASES will be a good tool for sales
estimation.
6. CUSTOMER INTERVIEWS
• Summary
• After completing customer interviews we concluded that there is a
real opportunity to start up this Project. There is a segment of
population that it is really interested in applying our services in a
short time 8third age population). However, it will not be easy to get
finance as the investment will be huge in the first two years and we
need to hire full-time employees for assembling and dismantling
furniture. For that reason we will try to expand our offer to make a
bigger impact in the market. Young population do not seem very
excited about our idea especially because they can afford most our
services although our prices will be very competitive in the first year.
7. • Middle and third age seem more interested in our idea. Many of
them have requested more information and not only through the
website created. That is why we considered the possibility of renting
an office to offer a better service. We have also hired out the
purchasing of vans to assemble and dismantle furniture and also
offering moving services to increase our turnover.
