9A - Testing the Hypothesis, Part 2


The Opportunity: People who need groceries delivered lack a source of efficient services, for existing delivery companies do not deliver fast enough due to a high demand and inconvenient location. Grocery companies that deliver, such as Trader Joe’s, Whole Foods, Walmart and Publix, need to expand their delivering zones to make food delivery more convenient.

As a result of these next five interviews that I conducted, I asked similar questions that I asked in part one. These questions included asking them if they get their groceries delivered and how often, what companies they use, what flaws they have noticed in the system, and why they think these flaws exist. However, these questions were asked to individuals who I assumed would have the same unmet need, but do not.

Who: I found that those who have transportation and live in the suburbs fall outside the boundary of the opportunity that I have mentioned. Most who fall outside the boundary already have an easy source of transportation to the grocery store that is close to them.

What: The need to get groceries delivered results in the inability to get to the grocery store, whether it is because they physically cannot leave the house or they do not have a way of getting to the physical store. People whom I have interacted with, who get their groceries delivered, never get them delivered as a result of laziness. A reason why this opportunity exists is also out of their control – grocery stores choose the zones they decide to deliver to.

Why: People inside the boundary have the need for efficient grocery delivery mostly because they are in college or living on their own without transportation. For example, not everybody in Gainesville has a car or scooter. Many students only have a bicycle or no transportation. Having a car makes a big difference, additionally because they have a storage space to transport their groceries. People outside the boundary tend to live a life with transportation and do not have a need to get their groceries delivered.

Inside the Boundary
Outside the Boundary
Who is in: Those without transportation and are not in the grocery stores’ delivery zones
Who is not: Those who have transportation and have a grocery store within a close radius
Need: Faster delivery and increased convenience by an expansion of delivery zones
What the need is not: Grocery delivery
Why the need exists: Grocery stores do not deliver to all areas and do not have enough workers in the delivery system to make the process faster when demand is high
Alternative explanations: People who are outside of the boundary may also find it faster to get things themselves because they already know what they need from the store


Comments

  1. Haonan WangSeptember 29, 2019 at 10:23 PM

    Nicolette,
    I think you did a great job on identified people who are inside the boundary and people who are outside the boundary. It is a big issue for students and people who do not have transportation in their living area. I also think that big grocery companies should take this opportunity seriously and act on it. Therefore, they can extend their market size and net revenue as well.

    ReplyDelete
  2. Minseok MunSeptember 30, 2019 at 2:06 AM

    Nicolette,
    I really liked how you divided those who are inside and outside the boundary. It was extremely simple, yet detailed and helped me look at the clear boundaries of the opportunity. Furthermore, I believe that your hypothesis is a serious opportunity for grocery companies and that it is a great chance to expand performance and brand power.

    ReplyDelete

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