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