25A – What’s Next?
Existing Market
Step 1:
I think the next step is to expand the service in place in order to increase its awareness to members. I can do this by incorporating personal training packages to those who decide to fill out the survey and be paired with a gym partner. For example, new 'buddies' can receive a free personal training session together. This will encourage personal training packages and increase revenue in the training department of the company.
Step 2:
One interviewee suggested I offer workout guides/programs to give to newly paired gym partners completed through the survey. While this is a valid idea, I would prefer offering a free personal training session that would imply the continuation of buddy training and possible revenue for the company. Another interviewee suggested the same idea as what I had proposed. They agreed in that giving a free personal training session would be beneficial for new partners to gain education and build their new friendship. My third interviewee suggested partnership with a restaurant or another social/entertainment company in order to promote the building of friendship within partners outside of the gym. For example, offering a 50% off coupon to a local health restaurant if buddies go together.
Step 3:
My current customers generated from the initial survey would appreciate the implementation of further opportunities to help grow their friendship with their newly paired gym partners. I think it would be best to implement a free personal training session to those paired as partners after filling out the survey, as well as partner with a local restaurant to provide a discount for customers.
To grow my existing market, increased social media presence and promotion methods would be most beneficial. This can be done through more frequent posting, newsletters via email and text message, and printouts on the gym floor.
New Market
Step 1:
Rather than targeting existing members of the club, I could focus on gaining attention from those who do not have a gym membership.
Step 2:
I believe I can create value for this given market by relieving the anxiety felt that kept them from entering a gym in the first place. I can focus on the aspect of my service that takes away the gym intimidation and allows for an inclusive, judgement free environment that requires no prior experience.
Step 3:
My first interviewee was hesitant at my idea at first because she had no desire to begin any type of lifestyle change. She believed that if there were a greater emphasis on why going to the gym with a partner would be beneficial, it may be something she would be interested in. She suggested having an excerpt on the scientific benefits of working out, along with evidence on why having a partner increases accountability. My second interviewee liked my product and said that if she saw something like it online along with the promotion of a club, she would invest in a membership. She said that the number one reason she has yet to start going to a gym is gym intimidation, and this product would remove that need.
Step 4:
I learned from this market about the importance of emphasis on education, rather than promotion. This market may have a greater issue with the why, that is why they should begin a lifestyle change in the first place. In order for me to successfully target this audience along with existing members, it would be optimal for me to include some research regarding the benefits of exercise itself, along with the benefits of exercising with a partner.
This new market seems to be just as, if not more, attractive than my existing market. While it may take a larger effort to initially attract, this market is much larger and would generate a large amount of new revenue for the company. With implementation of more research regarding the health benefits of exercise inside of my survey, I will be able to grab attention of those not only who are members of the club, but those who might not have known that they had the unmet need of a gym partner.
Step 1:
I think the next step is to expand the service in place in order to increase its awareness to members. I can do this by incorporating personal training packages to those who decide to fill out the survey and be paired with a gym partner. For example, new 'buddies' can receive a free personal training session together. This will encourage personal training packages and increase revenue in the training department of the company.
Step 2:
One interviewee suggested I offer workout guides/programs to give to newly paired gym partners completed through the survey. While this is a valid idea, I would prefer offering a free personal training session that would imply the continuation of buddy training and possible revenue for the company. Another interviewee suggested the same idea as what I had proposed. They agreed in that giving a free personal training session would be beneficial for new partners to gain education and build their new friendship. My third interviewee suggested partnership with a restaurant or another social/entertainment company in order to promote the building of friendship within partners outside of the gym. For example, offering a 50% off coupon to a local health restaurant if buddies go together.
Step 3:
My current customers generated from the initial survey would appreciate the implementation of further opportunities to help grow their friendship with their newly paired gym partners. I think it would be best to implement a free personal training session to those paired as partners after filling out the survey, as well as partner with a local restaurant to provide a discount for customers.
To grow my existing market, increased social media presence and promotion methods would be most beneficial. This can be done through more frequent posting, newsletters via email and text message, and printouts on the gym floor.
New Market
Step 1:
Rather than targeting existing members of the club, I could focus on gaining attention from those who do not have a gym membership.
Step 2:
I believe I can create value for this given market by relieving the anxiety felt that kept them from entering a gym in the first place. I can focus on the aspect of my service that takes away the gym intimidation and allows for an inclusive, judgement free environment that requires no prior experience.
Step 3:
My first interviewee was hesitant at my idea at first because she had no desire to begin any type of lifestyle change. She believed that if there were a greater emphasis on why going to the gym with a partner would be beneficial, it may be something she would be interested in. She suggested having an excerpt on the scientific benefits of working out, along with evidence on why having a partner increases accountability. My second interviewee liked my product and said that if she saw something like it online along with the promotion of a club, she would invest in a membership. She said that the number one reason she has yet to start going to a gym is gym intimidation, and this product would remove that need.
Step 4:
I learned from this market about the importance of emphasis on education, rather than promotion. This market may have a greater issue with the why, that is why they should begin a lifestyle change in the first place. In order for me to successfully target this audience along with existing members, it would be optimal for me to include some research regarding the benefits of exercise itself, along with the benefits of exercising with a partner.
This new market seems to be just as, if not more, attractive than my existing market. While it may take a larger effort to initially attract, this market is much larger and would generate a large amount of new revenue for the company. With implementation of more research regarding the health benefits of exercise inside of my survey, I will be able to grab attention of those not only who are members of the club, but those who might not have known that they had the unmet need of a gym partner.
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