NEW VENTURE PLANNING Ashish Jain

CUSTOMER PERSONA AND MARKET

RESEARCH CHECK LIST
 INTERVIEW SCRIPT
Q1. What is your name?
Q2. What is your job?
Q3 What is your day like?
Q4. How often do you travel?
Q5. Is there any difficulty in planning your travel?
Q6. Do you currently use any app for planning your travel and for
knowing about the expected time of arrival?
Q7. Would like to use an application that would tell you about your
expected time of arrival at your destination?
Q8. Will this application bring any change in planning your present
travelling schedule?
Q9. How much would you like to pay for using this application?
CUSTOMER PERSONA
Name: Rameshwar Singh

Age/Gende 50
r:
Job: Professor

Budget: Rs.1000

Skillset/Abil Writer
ity:
Location: Delhi NCR
Day in the Life Description:
Rameshwar, tenured professor in the History of Science at O.P Jindal Global University, 50 years old.
Ramehwar is researching Julian Huxley and the environmental movement in the early 20 thcentury. He
is a keen traveller because he believes in experiential learning guided by independent thinking.
Key Motivations:
Efficiency
Competence
Pride
Key Frustrations and Pain Points:
Being late is stressful
Not able to remember schedules due to work stress
Being late to meetings and conferences.
Ideal Outcome if Pain Point is Solved:
There life would become less stressful and hence, they can focus on important things.

Key Influencers:
Peer groups
Children
 CUSTOMER PERSONA
Name: Sunny Singh

Age/Gender: 25

Job: Student

Budget: Rs.500

Skillset/Ability:

Location: Delhi NCR

Day in the Life Description:
Sunny Singh is pursuing a degree in LLB from Jindal Global Law School and frequently
commutes to Delhi for the preparation of Judiciary exam.
Key Motivations:
Competence
Determination
Dedication
Key Frustrations and Pain Points:
Being always late is stressful
Unable to plan the departure from the university
Always fells regretted.
Ideal Outcome if Pain Point is Solved:
Then it would help him in focusing on his career and it will make his life easy.
Key Influencers:
Friends, Family
CUSTOMER PERSONA
Name: Sandeep Singh

Age/Gender: 36

Job: Shop-keeper

Budget: Rs.300

Skillset/Ability:

Location: Delhi NCR

Day in the Life Description:
Sandeep Singh is a shopkeeper in O.P Jindal Global University and frequently
commutes from Delhi.
Key Motivations:
Earn Money
Being on time
Pride
Key Frustrations and Pain Points:
Being always late, leads to losses in his business.
Unable to meet the customers requirements.
Always losses customers due to his late arrival.
Ideal Outcome if Pain Point is Solved:
He can soon start earning more profit and will be able to meet his customers
requirement.
Key Influencers:
Family
Friends
MARKET CHECK LIST
Market Sized/Segmented
Business travellers.
Busy travellers.
local business travellers-real estate agents.
Delivery businesses caterer's florists etc.
Traffic commuters-urban, long distance, bridge,
Market size understood today
There are about 46.07 million people living in the urban, semi-urban
and rural areas of Delhi NCR. Therefore, approximate about 10%
population in this area is a daily commuter. Out of this 10%, I would be
targeting 3% of the initial commuters.
Market size understood - in 5 years. Is it big enough?
The market size understood today is big enough in the coming 5 years
because these travellers would be increasing in number.
Market segmentation and segment sequencing
Market segmentation for this product is done by using the following two
models:
1. An a priori segmentation design in which management decides on a
basis for segmentation such as product purchase, loyalty, customer type,
or other factor. The survey results show the segments' estimated size
and their demographic, socioeconomic, psychographic, and other
relevant characteristics.
2. A clustering-based segmentation design in which segments are
determined on the basis of a clustering of respondents on a set of
"relevant" variables. Benefit, need, and attitude segmentation are
examples of this type of approach. As in a priori segmentation studies,
the size and other characteristics (demographic, socioeconomic,
purchase, and the like) of the segments are estimated
SEGMENT SEQUENCING
Homogeneous Segments should be similar in needs

Heterogeneous Assumes that age groups vary in needs,

which is likely in this market

Measurable Market research data can be utilized

Substantial Given the segments are relatively broad,

they should be individually substantial

Accessible Various techniques can be used to

promote and reach each of these
segments
Clear focus on first, early adopter segment
Busy travellers
Business travellers
Delivery Business Caterers
Competitive Strategy
I would be the first mover in the Indian market by launching this
application.
Clear understanding of customer alternatives
There is no alternative for the customer in the Indian market.
Underserved market - or crowded space?
I shall be providing this service to the Delivery businesses. For ex: Pizza
delivery business, fast-food delivery businesses. The undeserved market of
this is in Delhi NCR region.
Clear differentiation (validated with customers)
This application would be unique because this will be the first application
that would provide the expected time of arrival to different destinations.
 COMPETITIVE PROFILE OF KEY COMPETITORS
Skilled workforce Supply chain integration
Clear strategic direction Location of facilities Strong online presence
Customer service Added product features Effective social media
Customer loyalty Price competitiveness management
Brand reputation Experience and skills
Low cost structure

Customer satisfaction
Management qualification
Complementary products
and experience
Financial position
Innovation in products and
Level of product integration
services
Cash reserves
Successful product promotions Innovative culture
Superior marketing
Strong distribution network
capabilities
Profit margin
Superior advertising
Effective corporate social
capabilities
Innovations per employee Superior IT capabilities responsibility programs
Cost per employee Size of advertising budget
R&D spending Employee satisfaction
Strong patent portfolio Effective planning and
budgeting
New patents per year Variety of distribution
SWOT for key competitors
Strengths
Competitive edge in technology and closed market distribution.
Weakness
The application needs to have a strong customer support centre for capturing
a large market share.
Opportunities
The major opportunities for this product lies in the metropolitan cities of this
country.
The major market segment is of busy commuters in these cities.
Threats
New entrant can be a threat for this business.
Establishing closed market distribution networks will be a major challenge.
Adoption of this new application in the initial phase would be a challenge and
this might not be profitable for the business.
What barriers to entry have you built?
The barrier to entry that I have created would be the exposure, this
would mean that closed distribution network, the registration
charges would be minimal.

Strategy for building additional barriers to entry

The other strategy for building additional barriers to entry would be
of creating an investment barrier on the technology of the
application.
THANK YOU