Ballerinas to go Research

Customer Profile

• Female 20-23 years old
• Student or young professional
• On the weekend, partying/going out for dinner with friends
• Wear heels on special occasions such as for dinner/club
• Interested in fashion in general
• Enjoys to shop, specially shoes
• Purchase shoes once in a month at least, with no matter of the cost

Customer Profile

• Female 30-35 years old
• Professional
• On the weekend, sometimes partying, most of time going out for dinner with friends
• Wear heels most of times
• Interested in fashion, enjoys shopping, specially on luxury products
• Does not want to spend money on something unnecessary
• Prefers to try on the products before purchase them

Business Canvas Model - Version 1

Answers form survey

We went to two clubs in Barcelona - Thursday at Sutton and Friday in Opera and asked 100 girls wearing high heels our questionnaire, and here are the responses:

1.     73/100 preferred  option B – higher quality at approx.. 10 euros per pair

26/100 preferred option A – lower quality at approx.. 5 euros per pair

Sample reasons for choosing option B (Higher Quality, 10 euros per pair)

-        I will only buy it if the design is nice, and if the design is nice, 10 euros is cheap for ballerinas

-        Because is cheap, but can I return it if I don’t like it?

-        Yes, because I will need the ballerinas when I get tired

-        Because I have share it with my friend

-        Because 10 euros is cheap

-        Because the quality for 5 euros will be bad, I don’t want me feet the smell bad

-        Yes because I don’t wear cheap shoes, maybe I will not even buy these for only 10 euros. But why not.

Sample reasons for choosing option A (Cheaper quality, 5 euros per pair)

-        Do not wish to spend too much money

-        The quality does not matter, therefore the cheaper the better

-        Never heard of it, so I don’t trust it

-        If it’s cheap, I will buy it and doesn’t matter if the quality is not good

-        No one will see it, so the design or quality doesn’t matter, as long as it’s comfortable

-        Not interested in spending a lot of money

-        Not sure

2.     20 people will spend 6 euros
40 people will spend 10 euros
40 people will spend up to 13 euros

3.     95% of the interviewees said they will wear it again

4.     Does the design matter?

-        Most of the interviewees (75 people) said it does matter because they want the ballerinas to suit their current outfit.

-        A few (20 people) said it doesn’t matter too much because maybe they will wear it at home or some place where they do not need to dress up

-        5 people said it doesn’t matter

5.     All choose vending machine

6.     Up to 80 people said 80% / Most likely

7.     60% said they will continue dancing, 40% said if they bought the shoes, they would use it to wear it to go home

8.     90% said near or in the bathroom, others said – entrance, wardrobe, next to the tabacco machine

9.     70% said deposit it at discounted price at the wardrobe,
30% said put it in a bag

10.  a) 100% suggested posters in bathrooms
b) 55% suggested at the entrance
c) 80% suggested Facebook fan page
d) 7% suggested magazine, Metropolitan, tourist related magazines

Survey 2 - Detail Questionaire

First step: Introduce business idea

1. Which would you prefer?

a)     cheaper ballerinas for a lower quality (one time use) (approx. 5 euros) and why?

b)     standard priced ballerinas for a better quality (approx. 10 euros) and why?   

2. How much are you willing to spend? 5-6 euros / 7-10 euros / 11-13 euros

3. Would you wear the ballerinas again? For club or normal outing?

4. Does the design or material matter to you? (please expand) 

5. Do you prefer buying from a vending machine or from the wardrobe assistant (at a higher cost) and why?

6. Convert the chances of you buying the ballerinas in a club to a percentage? 

7. Would you stay (and dance) longer at the club?

8. Where do you expect the machine to be?

9. For your high heels, would you prefer to deposit it at the wardrobe at a 'discounted' offer or use a bag provided with the ballerinas?  

10. What is more effective of a promotion of ballerinas for you? (may select more than one)

a) Posters in the bathroom

b)At the entrance where you queue and pay

c) facebook advertisement/fan page

d) magazines and which ones

Start up dashboard

Leaps of faith

Leaps of faith

• The clubs may not want a vending machine at their clubs,
• Girls bringing their own ballerinas in their purses.
• Will they even notice the vending machine in the club-(advertising???)
• What are they going to do with their own shoes?
• Will the ballerinas make them actual stay longer at the club?

Antilog/analog

Our plan B, if the idea is not successful would be to sell ballerinas at a stand
inside the clubs, near the wardrobe. The problems we may arise with our initial
plan would be to get permission to place an actual vending machine at the
venues. If we decide to instead take in use a person who sells, this would require
more personnel and we would have to take into consideration other factors like
working hours, employment contracts etc. This solution would be collaborating
much more with the existing wardrobe system many clubs have, so we would
have a talk with them and se if they would provide personnel or if we would hire
our own people to stand at the ballerinas to go stand.

Alibaba $1 for a pair of foldable flats

http://www.alibaba.com/product-gs/424207375/Fold_up_ballerina_shoes_in_bag.html

Check out this 'Rollasoles'!

http://www.rollasole.com/

That's the right idea!

The making of our clip!

This is Questionnaire and Answers based on our Project.

• Age between 19-35 years old
• People from different cultures

Most people said that they are interested in purchasing ballerinas from a vending machine, but there are some people that they are not sure if they are going to make purchase, because they like to try them first to see if they are comfortable enough to wear.

The most important factors people take into consider are:

1. Design

2. Easement

3. Price

                  

                Ballerinas to go! Questionnaire and Answers

1. How old are you?

2. Do you wear heels often, and when?

3. How many pairs of heels do you have (approx. #)?

4. Do you wear heels when you go out for party?

5. Do you bring spare shoes with you when you go out?

6. What do you think about having a ballerinas vending machines in clubs?

A                                                                               

1) 19

2) yes, at college and when I go out for a drink

3) maybe 8 or 9

4) yes

5) No, I either forget them or they don't fit in my handbag

6) I think it's a great idea, it would make a lot of revenue and happy party goers

B                                                                               

1. 19
2. not often but when i go out i do like to wear heels

3. aprox. 5

4. sometimes, i prefer to wear flats

5. always

6. i think it's an amazing idea!

C                                                                               

1. 22
2. yes, depending on where I go like to wear heels when I go out party or for dinner 

3. 15-20

4. yes but not all the time

5. yes sometimes especially when wearing new shoes

6. great idea, I don’t have to carry it with me all night long 

D                                                                               

1. 21 

2. When I go out, maybe once a week

3. 2 pairs

4. Yes, most of the times

5. When I can remember I do 

6. I think it is a good idea, because once you have forgotten to take them, there is nothing else you can do.

E                                                                               

1. 26

2. No, I don't. At special occasion & when going out with friends.

3. 7 pairs.

4. Yes.

5. No.

6. I think it could be a good idea.

7. Maybe. (She said first, she would like to try them on, and if they are comfortable, then she will buy them)

F                                                                               

1.24

2.no, maybe once a month

3.8 pairs

4.not always

5.nope

6.if I wore heels often yes! (For her, design is the most important aspect when she buys shoes)

G                                                                               

1. 23 

2. 3 -4days a week when i wake up early or feel gloomy

3. approx. 5pairs

4. Of course!

5. no. bags for parties are too small for spare shoes to fit in

6. not sure.. it would be very comfortable but i don’t want to wear the same shoe that everybody else in the party wear, and the shoe should match with the outfit

H                                                                               

1. 22

2. yes. I wear them to go to clubs and parties and also to work.

3. aprox 15

4. yes

5. in Mexico no, in Barcelona yes haha

6. I think that it is a great idea! with no doubt i will buy a pair of ballerinas! comfortable and the price. Probably i will never use the ballerines again, so i dont want to spend a lot of money on it!

I                                                                               

1. 32

2. Not really, only when I go out (Once in a 2 weeks)

3. 10 pairs

4. Yes

5. No

6. No, because I want to try the shoe before I buy them to see how it looks like on me and also to know if they are comfortable enough.

J                                                                               

1. 35

2. No, very few times. Only in a special occasion (meeting / party)

3. 3 pairs

4. Yes (sometimes, most of time I wear flat shoes)

5. No

6. It is a nice idea but I would not buy them from vending machine (here, we need to think about her age!). I do not want to wear shoes selling from a vending machine – feels like they are for younger people.

K                                                                               

1. 20

2. I wear heels as much as my foot can. More precisely when i'm surrounded with tall creatures.

3. I have 14 pairs at my flat, and 9 at home.

4. Yes.

5. No.

6. It sounds like an interesting idea for those girls who find it difficult to walk around while not inside the club yet.

L                                                                               

1. 19 years old

2. No I don't usually wear heels because I prefer more comfortable shoes. However, I do occasionally wear them but this is only on special occasions.

3. 4 pairs

4. Yes sometimes

5. I do sometimes take some flats with me if I remember, this is usually the case when the heels are very painful.

6. I personally think having ballerina vending machines is a good idea. Given that the shoes are not too expensive (or ugly) I think I would buy a pair if I don't have a spare pair of flats with me.

M                                                                               

1. 22

2. Almost everyday when I go shopping, dating, to work and hang out with friends

3. 12

4. yes

5. no

6. if my feet really hurt, I will. This project is really interesting for me.  Actually I bought one when my feet hurt while I was shopping.

N                                                                               

1. 21

2. i don't wear it like daily but I do wear them on special occasions like for a birthday party, going to a fancy restaurant. I also wear mid heels (5-7cm) when going into work. But mainly flats.

3. approx 13 pairs

4. Not for a party, but i do when going out with friends

5. yes, always have flats in my bag!

6. I would.i think I will because it is something different and I would find it quite fun. Also sometimes you forget to take flats with you so it may draw people to purchase them. Especially if they are pretty ballerinas with different colours or designs which even could lead into girls collecting them every time they go to clubs. it is also handy that they dont have to carry flats every time they go out.