Who is the customer?
- The customer segment we have thought of that would benefit from our service, would be people in the age group of 20 years and above. This is a particular wide user group, therefore we would like to describe some of the main characteristics in regards to the different sub groups of this segment.
- 20-30 years old: The characteristics of this group is young people who like good bread, and who cares about baking and further regards their reputation and image. This could e.g trendsetters, instagrammers, influencers, bloggers, students and young people who take an interest in sustainability.
- 30-40 years old: The characteristics of this group is people who has a settled rutine in their everyday life. They have a job and a family with young children which results in a busy daily life. This segment still want quality bread but without the struggle of making the dough themselves.
- 40+ years old: The characteristics of this group is older people who has a settled rutine in their life. The difference between this segment and the previous one, is that they care even more about the quality of their bread and even wants to pay a bit more for a luxury bread.
- Cafe’s and hotels: We imagine a possibility of selling big quantities of dough to cafe’s and hotels. This segment doesn’t have the means and time to produce their own dough, but still wishes to give their customers quality bread.
What job(s) do they try to carry out in relation to your idea?
- I want to minimise the amount of bread that I throw in the trash.
- I want to bake quality bread
- I want to have freshly baked bread throughout the week.
- I want to impress my followers/friends/family/customers
Which need have you identified and have you found unsatisfied needs?
- Customers
- Minimise the time spent baking bread at home
- Minimise the amount of bread thrown out during the week
- Maximise the quality of bread you can make by yourself
- Maximise the nutritional value in your bread
- Maximise peoples awareness about breads nutritional values
Needs for Opportunity landspace model:
The Opportunity model shown below is made based on the need statements mentioned above.
The main take aways from making a Opportunity Landscape Model based on our need statements are
- The model is well suited for giving a broad overview of the possibilities a idea offers
- The model is good for engaging a discussion about your target group
- The model is difficult to use without conducting a preliminary survey of the demographic
By using the model we learned what specific demographic are more likely to find this idea interesting. Furthermore, the model showed that the need for reducing time spent while still making quality bread could be a direction for us to focus on.