NearbyNow:Hands-On Product Feasibility Analysis

Group 2:

MA0N0203 Stan

MA0N0226 Lyndon

Case 3.1

Introduction In 2006, Dunlap’s wife

Bringing magazine to find UGG boots from store to store in the shopping mall

Dunlap idea Search engine

Finding available product and cheapest one in shopping mall near you

Ideas and decision Narrowing 100 ideas to 2 or 3 from logbook Creating a way for shopper to search the

inventories of local mall Named: NearbyNow Talking to shopper, retailers and mall manager

Google: Buying things online Dunlap’s idea --- searching online buying in

the local mall

Product feasibility analysis

Mode --- Product feasibility analysis First target --- mall

Reason --- 90% of all malls in USA controlled by six companies

Make sure demands Talking to 2000 people (focus group or one to one)

People like Searching online for price comparison and

shopping off, make sure product quality Cloth and shoes

NearbyNow NearbyNow

Built a team, Raising funding, Built the service

Limitations How accurately system can track their

inventory Participation

High-end retailers not like products compared with cheaper one side by side

Eventually, most retailers coming on board

Learning the unexpected Need a test phase to learn unexpected

things Concept --- Local call buffering

No need to call, but check it online Sending email to customers for available

product

Poised for future growth NearbyNow

About 200 malls with 50% of USA, consumer within 30 miles of a NearbyNow-enabled mall.

Taking its service beyond malls

Discussion question 1 Write a concept statement for NearbyNow.

If NearbuyNow was still in start-up stage and Scott Dunlap asked you who he should distribute the concept statement to , what would you have told them?

Discussion question 2 What types of gumshoe research did

Dunlap benefit from, and what additional gumshoe research could he have conducted while he was investigating the feasibility of NearbuyNow?

Discussion question 3 Did you know the majority of malls in the

USA are owned by 6 companies? If not, how might you have discovered this information if you were conducting a feasibility analysis for a product ot service that would be placed in malls?

Discussion question 4 Complete a first screen analysis for

NearbyNow. What do you learn from analysis?