9A – Testing the Hypothesis, Part 2

My Opportunity: 


The opportunity that I have identified is franchising a Whidbey Coffee shop, a well-known coffee company within the Pacific Northwest. I believe this is a major opportunity to expand the variety and coffee prices available on campus for University of Florida students and faculty. Whidbey Coffee also includes specialty drinks, such as "Frozen Mochas" that are far beyond any products within Dunkin' Donuts or Starbucks stores. 


I decided to interview five more people outside of Dunkin' Donuts and Starbucks facilities - which should encompass some individuals with the unmet need I have identified, but, for whatever reason, may not. 
My previous who, what, and why from the previous activity are: 

• The who: Coffee drinkers, University of Florida faculty, University of Florida students, Gainesville residents. 

• The what: The University of Florida has sub-par and limited coffee selection. The only coffee on campus is Starbucks.

• The why: This could be due to a contract with Starbucks and the University of Florida. 

Interviews: 

Interview #1: Student at Dunkin' Donuts 

Conclusion: This student had similar feelings as another student I had interviewed previously. He doesn't particularly enjoy coffee, but he has a need for it due to the extremity of his coursework. This also contributes to why he goes to Dunkin' Donuts more frequently than Starbucks - because he is not seeking the best flavor but is seeking the best price. When I pitched him the idea of the franchise on campus, he said he probably would not try it since Dunkin' Donuts is closest to his apartment anyways. This student fell outside the boundary of the opportunity. 

Interview #2: Student at Dunkin' Donuts 

Conclusion: This student was very similar from the majority of the individuals I have interviewed thus far. She deeply enjoys coffee and takes a hike to get Dunkin' Donuts over Starbucks due to its lower price of products. When I pitched her the idea of opening up a Whidbey Coffee franchise, originating from the Pacific Northwest, she was intrigued. She shared that she would be willing to try to products even if it wasn't on campus - if the prices and products had more breadth than Dunkin' Donuts. This student fell inside the boundary of the opportunity. 

Interview #3: Student at Marston Starbucks 

Conclusion: This student brought a unique point as to why she mainly purchases from the Starbucks at Marston Library on campus. She stated that because it's at the center of campus, it's always the most convenient decision - but also the only coffee shop on campus anyways. When I pitched this student my idea, she was most concerned about the location on campus and maintaining the convenience aspect. She doesn't mind paying more for Starbucks because she would rather pay more than have to walk much farther to get a cheaper coffee at Dunkin' Donuts. The time saved is worth the extra money. This student fell inside the boundary of the opportunity. 

Interview #4: Student at Marston Starbucks 

Conclusion: This student was a frequent flyer with Starbucks at the Marston Library. He knows exactly what he likes at Starbucks and enjoys the consistency of the product. He did mention that he would enjoy Starbucks at Marston much more if it had more of a "study environment." He would enjoy a relaxing environment where he could not only study and work but enjoy time with friends. That Starbucks is more of a "get and go" location. He is not the first individual who I have interviewed who mentioned the importance of the environment and seating. When I pitched my idea, he said he would be willing to try if he could satisfy this need of seating and a relaxing environment to work. This student fell inside the boundary of the opportunity. 

Interview #5: Faculty Member at Marston Starbucks 

Conclusion: This individual was the second faculty member I have interviewed in these assignments. She was similar to the prior interview in the sense of she enjoys that she knows what she likes at Starbucks. She mainly goes to the Starbucks at Marston Library because it is close to the building in which she works. However, her biggest complaint was that the consistency of Starbucks on campus is lacking due to student workers. She mentioned that students are constantly being trained for the Starbucks locations on campus, and oftentimes mess up her drink or take much longer than needed. She said she would be willing to try the franchise. This faculty member fell inside the boundary of the opportunity. 


Table:

Inside the Opportunity	Outside the Boundary
Interview #2: Student at Dunkin' Donuts , Interview #3: Student at Marston Starbucks, Interview #4: Student at Marston Starbucks, Interview #5: Faculty Member at Marston Starbucks	Interview #1: Student at Dunkin' Donuts
The need is: a better environment and seating availability, lower pricing in coffee products, more coffee product options, a convenient/central location on campus.	The need is not: going to be closest to him if he already lives closest to the Dunkin' Donuts on campus. He doesn't enjoy coffee, just needs cheap coffee to get him through his rigorous coursework.
The need exists because: Starbucks is the only coffee option on campus, there are limited/no seating availability, higher cost, limited product variability.	No alternative explanations.

Findings Summary: 


This part of the assignment helped me break down my opportunity even farther than the Part 1 assignment. There are even more aspects of this opportunity that I hadn't concerned before such as competing with the centralized location of Starbucks at the Marston Library. Moreover, I hadn't considered some aspects as heavily before such as seating availability and environment. Several individuals highlighted the importance of this and that there is always a need of more places to study on campus. Overall, this assignment enabled me to break down my opportunity in a new way and the table helped me organize my findings and visualize the boundary more clearly.