projecteverest

Experiment adopted

[FEB 19] [COLLECTION] Testing the unique value proposition and customer segment of a) ‘Expensive’ Hotels b) 'Cheap' Hotels c) 'Restaurants' and their potential waste solution.

Lean Phase: Unique Value Proposition, Customer Segment

 

Assumption: Based on the verification that all [expensive hotels, cheap hotels and restaurants] want a reliable service, we are testing these three assumptions that [expensive hotels, cheap hotels and restaurants]

  • Want only their recyclables collected

  • Are willing to segregate the waste themselves

  • Are willing to pay for the service

 

Time Period: 1 week time frame

 

Success Metrics: refer to attached image for easier to use version of the following table

Do they Want All Waste Collected or only Recyclables?

Willing to Segregate themselves

Willing to Pay

Light

All

Yes

Yes

Orange

All

Yes

No

Orange

All

No

Yes

Orange

All

No

No

Red

Recyclables

Yes

Yes

Green

Recyclables

Yes

No

Orange

Recyclables

No

Yes

Orange

Recyclables

No

No

Red

 

Success Point:

If ≥50% of responses meet the green light criteria

AND

≥40% of responses meet orange light criteria

AND

≤10% of responses meet red light criteria

 

Green Light Proceed:

Begin to proceed with a reliable service, as the market sector is viable, which involves collecting recyclables, where the [expensive hotels, cheap hotels and restaurants] will segregate themselves and pay for the service. Begin to pitch the solution to [expensive hotels, cheap hotels and restaurants] and start the sales process.

 

Orange Light:

If ≥15% of responses meet the green light criteria

AND

If ≥65% of responses meet the orange criteria

AND

If ≤20% of responses meet the red light criteria

If they want all waste collected:

Look into the validity of ERS expanding to collect all waste.

Assess the answers given in this experiment for how to best approach this.

If they are not willing to segregate:

Look into the validity of ERS setting up a segregation section to the service and collect all rubbish instead (e.g. having to hire someone to sort the rubbish).

Look into how to effectively build enough value for these consumers to segregate their own waste. Run an experiment around this.

If they are not willing to pay:

ERS will need to assess their UVP and whether it is environmental factors (e.g. belief that Timor won’t change) that are influencing this or whether it is something that as a business we can control through building value.

 

Failure Point:

If ≤10% of responses meet the green light criteria

AND

If ≤40% of responses meet the orange criteria

AND

If ≥50% of responses meet the red light criteria

 

Red Light Failure: Our perception of how this segment views the problem is inaccurate. The service we are attempting to sell to them based on this understanding does not fit the needs or wants of the [expensive hotels, cheap hotels and restaurants] customer segment. The market sector is not viable.

 

[note: we realise that some potential percentage results from the experiment may not fall directly in these categories with three conditions, however they should be used as a guide to determine red, orange or green light].

 

Experiment Build:

MAKE SURE- you have an ERS business card and pamphlet with the green light solution on it to supply the [expensive hotels, cheap hotels and restaurants] with if they are interested (see below the questions). Also, make sure that everyone who goes to a meeting has read and is across all meeting minutes and hubspot information (especially the most recent offer testing ones- linked on the hubspot contact) in order to ensure that ERS maintains positive and attentive ties to potential customers. Also, the information that has been gained from these meetings are critical to the success of this round of interviews as it influences a level of understanding of each [expensive hotels, cheap hotels and restaurants] values.

Ask questions to validate that the [expensive hotels, cheap hotels and restaurants] customer segment does want a service that has the three aspects that ERS is offering. This is also aiming to validate the UVP which consists of these three features to coincide with a reliable and consistent collection service and what this looks like for them.

 

The script would run as follows: (NB: the bolded questions are the key questions in order to decide whether it is a green, orange or red light).

Waste/Recyclables Collection

  • What is the amount of waste that you throw out per day?

    • If we they don’t give us a clear idea, ask them if they can physically show us at the end of the interview (critical to know exact amount)

  • Based on the the past survey results, you told us you have all your waste collected…

    • What if you could only have your recyclables collected (i.e. hard plastic, aluminum, cardboard/paper), would you consider this service?

      • If yes- why?

      • If no- why not?

  • What kind of waste could you see the service collecting?

    • If they answer all say that- however this service would be unreliable and the recyclables service would be reliable → would you still choose to have all your waste collected?

    • If they say recyclables- why would you choose this option?

  • How often should this service come for you to be satisfied?

 

Segregation

  • We know you did XXX with your waste and XX in terms of segregation, do you still do this?

  • If they DON’T segregate

    • If there was an option for segregation (as in there will be different coloured bins provided to you & the bins will be going to different places) would you be open to doing so?

      • What would be stopping you from doing so?

    • Do you have someone to segregate?

      • How could this issue be fixed?

    • Do you need bins provided to you in order to segregate?

      • What would they need to look like (e.g. size)

    • Would you be willing to swap to a service that requires segregation but your recyclables will be repurposed/reused?

      • If you wouldn’t want to swap, is there something that would make you swap?

  • If they DO segregate waste

    • What is the separation process? → how do you segregate (using bins, bags, put it in different trucks?), Who does it? How often? Why do you do it? Does it actually go to different places?

    • Would knowing it went to different places ensure that you continue this separation process for good?

    • Would you be willing to swap to a service that guarantees your recyclables will be repurposed/reused?

      • If you wouldn’t want to swap, is there something that would make you swap?

 

 

Paying for the Service

  • If they DON’T currently pay for a service (e.g. use free municipal collection)

    • How happy are you with the current service?

      • If unhappy-

        • Why are you unhappy with your current service?

        • What features would mean you are willing to pay for a service?

        • Would you pay for a service if it could satisfy all your needs?

        • What would those needs/feature have to be in order to ensure your payment and satisfaction?

      • If happy-

        • Why are you happy with the service?

        • Is there any additional features that would make you want to pay for a service?

        • If they were achieved would you then pay for service?

    • DISCRETION BASED ON RESULTS AND CONVERSATION BASED ON WHETHER THE FOLLOWING IS USED: Based on your last survey you said you DID/DIDN’T know where your waste ended up… (if we didn’t inform them last time then tell them it goes to Tibar/landfill)

      • Does the knowledge that Tibar is the final destination for your waste where it will either be burnt (harmful for health/environment) or sit in landfill make you want to pay for a service that will stop this from happening? (if they ask what type of service say a service that will recycle/repurpose your waste)

    • Are you willing to change to your service if we are able to deliver XXX (what they said)?

  • If they DO currently pay for a service

    • Are you willing to continue to pay for a service?

    • Based on the the last survey answers we know that you pay XXX per month/week. Based on this price, are you satisfied with the service?

    • Do you think you’re paying a fair price for this service?

    • What aspects of it would you change based on the price you are paying?

    • If a service could achieve what you were asking but it would be more expensive would you pay?

    • If all your waste could not be taken (say only the plastic, aluminium cans and cardboard/paper) would you still pay for a service?

    • Are you willing to change to your service if we are able to deliver XXX (what they said)?

 

NB: make sure if you didn’t get the answer for amount of waste they show you now.

 

→ suggest solution that integrates our service with what they currently do with their remaining waste

E.g. If you pay $200 per week to have all your waste collected daily, with us collecting your recyclables biweekly, this could be reduced to 3 times per week. Further explanation of what this would look like and assessing whether they believe this is actually viable.

 

After these questions have been asked, and you have gauged whether or not they are enthusiastic (i.e. green or orange light), then propose the idea that ERS can deliver a collection service which may satisfy their needs and therefore would they change their service.

 

If yes, then leave them our business card, show them our pamphlet and set up a meeting in order to continue our contact with them and possibly even move onto sales or set up a sales meeting in the near future if a green light is achieved.

[it will be critical that those that attend these meetings are across the sales process of ERS (in the case that the current service offering meets their needs) in conjunction with the preparation for this meeting]

edited on 28th January 2019, 02:01 by Harry Telford

Rose Gooding 2 months ago

Status label added: Proposed Experiment

Reply 1

Rose Gooding 2 months ago

Status label added: Experiment adopted

Status label removed: Proposed Experiment

Reply 0

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