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?
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