Summary: During my interviews I found that there were people that fell outside the boundary of my opportunity of a fitness center within a housing development. Interviewees were not interested in my business opportunity for the following reasons: extremely busy schedule (full time job, school, children/family), fitness classes not enjoyable, prefer weightlifting alone or with one partner, injuries limit movement, spouse being a certified personal trainer eliminates need for classes, and little interest in working out. Modifying my original opportunity is necessary to meet the needs of the residents in the community and reach a larger market of individuals. I think it would be smart to consider placing free weights and the right equipment mix to meet the needs of residents that enjoy weightlifting in lieu of fitness classes. Also, offering complimentary home sessions with a family would help to attract some of the residents that feel they are really not interested in fitness classes. I will also be able to demonstrate how someone can achieve a great workout in 30-45 minutes during these home sessions, which could appeal to those that feel they do not have enough time.
Inside the Boundary
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Outside the Boundary
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Who
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Who
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-Single, married, male
-Female
-Ages 23-40
-Home owners
-Renters
-Injury free
-No kids
-Those that enjoy fitness classes
-Working class people
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-Single, married, male
-Female
-Ages 23-40
-Home owners
-Renters
-Injured
-Kids
-Those not interested in fitness classes
-Weightlifters
-Working class people
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What the Need Is
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What the Need Is
Not
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-Convenient
-Within close proximity (< than 1 mile)
-Offer fitness classes before, during, and after work
-Low cost
-Cheaper than commercial gym
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-Convenient for weightlifters
- Accommodating to people with injuries
-Kid-friendly w/ on-site short term day care
-24 hours
-Low Cost
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Why the Need Exists
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Alternative
Explanations
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-Long drive to nearest gym
-People prefer to workout in class settings
-Need for instruction to meet fitness goals
-People looking for faster option to go to gym
-Commercial Gym too expensive
-Attracted to idea of community comradery
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-Busy schedule/no time for gym
-Fitness classes not interesting
-Enjoy lifting weights vs. fitness classes
-Feel they have enough knowledge to meet fitness goals/no
need for instructer-led class
-Prefer variety of fitness options (classes, weights,
treadmill, stationary bikes, etc.)
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Interviews
It’s great that you were able to find out different characteristics of people who would and would not be interested in your idea. This will allow you to tailor your idea to a more specific audience. I also like how you’re willing to modify your original opportunity to appeal to more people. That being said, I think you should do more research about the modification to make sure that the results/benefits would be worth the time investment. If you tailor a program to accommodate people who are too busy to work out or have kids, it’s important that they have enough interest to even try your idea in the first place.
ReplyDeleteHi LeTray, you did a great job of organizing all the information you gathered from your interviews. I was a little confused how some of the people inside the boundary were also outside the boundary. It is awesome that you are perfecting your idea now before you finalize it. I think if you actually went after the busy people that do not usually go to the gym, it would stand out more.
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