Venture Lab Stanford University A crash course of creativity, assignment 2 Submitted by Vlad Hayrapetyan

1. Observation Lab 1 positiv (+1)
Grading / my subjective
0 neutral (+0)
perception
-1 negativ (-1)
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TOTAL SCORE -12 7 11 -7 24 11 23
Before you enter the store:
Does the store draw you in? If so, how? not really -1 yes, smell 1 yes, view from outside 1 no, overcrowded on entry -1 yes, bears and mickey mouses 1 yes, nice books on entry 1 yes, friendly personal 1
Is the door open or closed? closed -1 open 1 open 1 open 1 open 1 open, no doors at all 1 open, no doors at all 1
How does this make you feel? negative/i'm not welcome -1 positiv/i'm welcome 1 positiv/i'm welcome 1 positiv/i'm welcome 1 positiv/i'm welcome 1 positiv/i'm welcome 1 positiv/i'm welcome 1
How big is the sign lettering and in what font? large letterng 0 large letterng 0 large letterng 0 large letterng 0 large lettering, friendly font 1 large lettering, friendly font 1 small lettering 1
What does it tell you about the store? brand to know 0 brand to know 0 brand to know 0 brand to know 0 funstion/mission 1 brand name 1 brand name/function/product 1
TOTAL -3 3 3 1 5
Environment:
What is the color scheme of the store? How does this affect you? red/yellow, negativ -1 blue, positive 1 orange and white, neutral 0 orange, neutral 0 brown and orange, positive 1 blue-green-white, neutral 0 orange, neutral 0
What type of floor does the store have? How does this effect the environment? large, overcrowded floor -1 large, overcrowded -1 large but overcrowded -1 large but overcrowded -1 large, no crowded 1 large, rather crowded floor 0 very large floor :) 1
How high is the ceiling? How does this feel? appr. 3 m. high, neutral 0 >3m, positive (space) 1 appr. 3 m. high, neutral 0 appr. 3 m. high, neutral 0 appr. 3 m. high, neutral 0 >3m, positive (space) 1 sky 1
How brightly lit is the store? How does this affect you? bright but to artifical/neon -1 bright and pleasant 1 bright, neutral 0 bright, neutral 0 bright, neutral 0 bright and pleasant 1 bright street lit 1
How loud is the environment? not annoying 0 not annoying 0 not annoying 0 loud -1 rather loud 0 not loud 1 loud -1
What is causing the noise? refrigerators -1 music 0 people 0 music 0 children 0 people 0 people 0
Is there music playing? If so, does it fit the environment? no 0 no (country music) -1 no 0 rather yes but to loud 0 no 0 no 0 no 0
Is the store warm or cold? warm 1 warm 1 warm 1 warm 1 warm 1 warm 1 cold -1
Is the store crowed with merchandise or is it sparse? overcrowded -1 crowded -1 crowded -1 overcrowded -1 sparse 1 crowded -1 sparse - one product 1
Does the store have a distinctive smell? yes -1 yes 0 no 1 yes -1 no 1 no 1 rather no 0
Where is the cash register located? on exit 1 in the middle -1 on exit 1 apprx. 50 m. before exit 0 on entry/on exit 1 in the middle -1 by product immediatly 1
How visible is the store security? no security 1 no security 1 very visible -1 not annoying 0 no security 1 no security 1 no security 1
How long do you want to stay in this store? 15 min - no more -1 up to 30 min -1 >30 min 1 15 min 0 > 30 min 1 > 30 min 1 2 min 1
Does the environment influence the perceived value of the merchandise? yes, negatively -1 yes, positiv 1 yes 1 yes, neutral 0 yes 1 yes, positiv 1 rather no 0
TOTAL -5 1 2 -3 9 6 5
Personnel:
How long does it take before a sales person initiates contact? no contact with sales -1 about 5 min 0 about 10 min -1 no contact with sales -1 2 min 1 no contact with sales -1 immediately 1
Does the salesperson have a script to follow with each customer? no contact with sales -1 yes 1 no 0 no contact with sales -1 no 0 no contact with sales -1 rather no 0
Does the salesperson treat different customers differently? no contact with sales -1 yes 1 rather yes 0 no contact with sales -1 yes 1 no contact with sales -1 yes 1
What is the ratio of salespeople to customers? apprx. 1 to 30 -1 apprx. 1 to 10 0 apprx. 1 to 30-40 -1 apprx. 1 to 30 -1 apprx. 1 to 5 1 apprx. 1 to 15 0 1 to 1 1
What age and gender are the employees? 18-30 0 both, 18-50 0 both, 20-60 0 both, 18-30 1 women, 20-30 0 female, 40-60 0 1 male, 30-35 1
Are the salespeople using the store products? don't know 0 suppose yes 1 don't know 0 yes 1 rather no 0 rather yes 1 rather yes 1
Do the salespeople have a uniform? yes 1 yes 1 yes 1 no -1 yes 0 no 0 rather yes 1
Do the salespeople match the stores image? yes 0 yes 1 yes 1 yes 1 yes 1 rather yes 1 yes, totally 1
TOTAL -3 5 0 -2 4 -1 7
Products:
What is the first product that you notice? apples 0 body shop 0 photo service 0 caps 0 bear 0 books 1 sausages 1
Is there a central display table with featured products? no -1 no -1 yes, several 1 no -1 yes 1 no 0 yes 1
Where are items that are “for sale” located in the store? everywhere 0 on entry 1 everywhere 0 in corners 0 no items 0 no items to sale found 0 no items to sale found 0
How are the products arranged? By function? By price? By color? by function/by type 1 by function 1 by function 1 rather by function 0 rather by color and type 1 by function 1 not needed - one product 0
Are there free samples or demonstrations? no -1 only by purchasing 0 no 0 no 0 yes 1 no 0 no 0
What products are at eye level? no logic behind 0 perfume generally 0 usefull small gudgets 0 different, no logic behind 0 toys 0 bestseller 1 sausages 1
What items in the store are in the least accessible locations? no logic behind 0 add-on products 0 add-ons like handy covers 0 different, no logic behind 0 add-on-products 0 worst-seller 1 nothing 0
Where are the most and least expensive products located? no logic behind 0 expensive better placed -1 no logic behind 0 different, no logic behind 0 different 0 different 0 one price 0
Are the prices of the products easy to find? yes 1 no -1 yes 1 no -1 yes 1 no -1 yes, totally 1
Are there impulse items near the cash register? yes 0 yes 0 yes, usefull 1 rather no 0 yes 0 yes 1 not needed 0
TOTAL 0 -1 4 -2 4 4 4
Customers:
Are most customers alone or with someone else? What is the relationship? rather alone 0 rather alone 0 rather alone 0 together friend & family 0 families with children 1 rather alone 0 with friends 1

2. What is the average age and gender of the customers? 20-50 0 20-60 0 14 - 60 1 14-40 0 2-40 0 20-70 1 15-50 1
When a customer enters the store, do they tend to walk in the same path or direction? yes 0 no 0 no 0 no 0 yes 0 no 0 yes 1
How long do customers stay in the store, on average? up to 30 min 0 up to 30 min 0 suggest > 30 min 0 > 30 min 0 > 30 min 0 >30 min 1 2-3 min 1
Do customer touch the products? Is this encouraged? yes, yes 0 yes, yes 1 yes, yes 1 yes, yes 1 yes, yes 1 yes, yes 1 after purchaising - yes 1
Do most customers appear to be on a mission or are they browsing? on a mission 1 browsing 0 browsing -1 rather browsing -1 rather browsing -1 rather browsing -1 rather purchaising 1
What percent of customers purchase products in the store? 100% 1 apprx. 15-20% -1 apprx. 30% -1 apprx. 15-20% -1 30-40% 0 30-40% 0 apprx. 100% 1
TOTAL 2 0 0 -1 1 2 7
Other Observations:
dirty, negative for a food was thrown out because of welcome drink coupon was innovative idea to build
-1 -1 1 1
store filling the survey! delivered on entry bear in the store
disordered products, Addvertisement for 0%
-1 1
negative for browsing loan on entry
over-worked/busy pesonal
-1
running back and forth
TOTAL -3 -1 2 0 1
TOTAL -12 7 11 -7 24 11 23
The overall perception is The overall perception is The overall perception is The overall perception is The overall perception is The overall perception is The overall perception is
rather negative, positive positive, in customers' positive, in customers' rather negative, the only highly positive - positive - some highly positive - cool
perception only by category is rather negative category is rather negative positive is seeing from innovative idea and good improvements by sales concept
SUMMARY customers' category because of lower because of lower outside implementation contact and products are
because of their efficiency percentage of real buyers percentage of real buyers needed
(on a mission and 100%
purchasing products)
Althrough is a discounter, This store is not a Most customers are A lot of improvements The product line can be The store is very pleasant Product line can be
more attention have to be discounter but is browsing for gudgets, see suggestions could be done - extended to allow build but overcrowded with add- extended (marginally
paid to cleanness and overcrowded with various and touch them but not the most important should own toys and increase on-products. Posible because of restricted
support to attract Add-On-products buy. I claim that they are be better organise products revenues improvements should be to space :) )
Hidden Opportunities: customers to come in and (annoying). Better buying later online. Some and reduce the deliver to customer
to stay longer inside selection of additional effort should be invested overcrowding. abstracts for books on
products - concetrationg on there. Annoying presence entry and generally more
core business is needed. of security - should be information about products
more hidden?