12A – Figuring Out Buyer Behavior No. 1

1.     Segment: College students that attend frequent public-venue events. Over 50,000 students go to UF and many of them frequently attend these events which include but not limited to sports games, movies, festivals, concerts etc.

2.     Interviews

§  Ramon: Ramon was the first person I interviewed. Ramon mentioned that his passions include movies and film production and he spends most of his weekends going to the movies with his friends to see a newly released movie or to watch a Flashback Cinema where a theater showcases old classic movies. I asked him about the idea of my product, and he said he would love to see it implemented at all movie theaters as well as other venue events. He said he would like to be able to order his food and have it delivered to his seat so he wouldn’t miss any previews or the actual show. Convenience is essential to him.

§  Andrew: The second person I interviewed was Andrew, an out-of-state student from Texas and is a big Dallas sports fan. When I asked him about my product, he said it was a great idea. He went on to talk about negative experiences when getting food at Cowboys and Mavericks games. He said lines would take forever and would miss some minutes of the games when he would get his food and go back to his seat. He eventually just opted to eat out before or after these games because they were more convenient to him. He said that my product would eliminate this issue and he would be willing to order food from the concessions again with my product.

§  Kim: Kim was the last person I interviewed. Kim told me that she frequently attends music festivals and concerts and has experienced this need countless times. Any time she goes to a concert or festival at a stadium or an arena, the lines for the concessions are extremely long and she can never have the time to get something to eat or drink before the shows start. She loved the idea of my product and would be willing to order food and drinks from the app so she can have someone from the concessions or vendors deliver to her before the shows start. She further commented about how smart it was that this product would include all other events because she experiences the same issue with food lines at Jaguars games, movies, and even Monster Jam events.

3.     Summary: What I learned from the interviews I conducted was that although each person I interviewed had their own different niche for what events they attend the most frequently, they all experienced the same problem of long wait lines at food concessions. It reinforces my idea of targeting the product for all different types of events rather than just for one single event (sporting events) that was in my original idea in the beginning of my opportunity belief. The product can be used by people of all age groups, but the interviews showed me that college-aged young adults would be the best segment for my product. The people I interviewed solve their problems by not going up to get food from the vendors and some just opt to eating elsewhere before or after an event. Whenever they have issues solving their problems, they typically ask a friend or someone they know for answers.