Who? – For this assignment, I have
interviewed five members of management within non-fitness industries to
contrast the ways in which their CRM needs may differ from the needs of those
in the fitness industry.
Interview #1, John:
John is a supervisor at the reservations call center for a major theme park.
Interview #2, Alton:
Mike is a staff supervisor at a company that contracts security services for
events.
Interview #3, Abby:
Abby is the property manager of my apartment building.
Interview #4,
Kris: Kris is a department head at a local community college from which I
graduated last year.
Interview #5,
Erin: Erin is a manager at the Macy’s Department Store located in Westshore
Mall.
What? – Based on the findings of these interviews, it seems that
the needs differ at the point of receiving equipment from suppliers.
Why? – It appears that after these products are received, there is
generally not a need for follow-up.
Inside the Boundary
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Outside the Boundary
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Who? – Entrepreneurs and managers in the fitness industry.
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Who? – Entrepreneurs outside of the fitness industry.
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What? – Industry-specific CRM software designed to fulfill the unmet needs of
fitness entrepreneurs and managers
|
What? – Although businesses within all industries are in need of CRM
technology, the specific needs of the fitness industry identified in my
opportunity belief are not congruent with the needs of all businesses.
|
Why? – By enabling manufacturers/distributors to be involved with the buyer
throughout the product’s lifespan, the sales process will take on a more consultative
approach, thereby significantly increasing rates of success ful upselling and
customer retention.
|
Alternative? – An alternative would be an innovative CRM software with broad
enough capabilities to be applicable in all industries. (Note: Generic CRM
technology is already widely available and easily accessible.)
|
Summary: These interviews were extraordinarily helpful in identifying the boundaries of this opportunity (i.e. who does not have this need). As such, I have acquired a more well-developed perspective on the scope and depth of this need.
Hi Zachary,
ReplyDeleteI appreciate how you talked to a diverse group of managers. Your post and table specifically helped me through my post and thinking process because I had a bit of a challenge specifying who was outside the boundary. I agree that the need is prevalent in the industry but some businesses just might not need it based on their business model. This is when it comes into play transforming your business to match the needs of more customers. Do you think there is an item you could add to your plan to do so?
Thank you for sharing,
Sydney Hisaw
Hi Zachary,
ReplyDeleteI agree with Sydney that you may need to add something to truly add value. If there is no need for additional follow up, it takes out the full value of upselling and keeping in contact with who is buying the equipment. It almost sounds like a generic CRM purchased that is modified on their end could be cheaper? I think for large purchases like LA fitness it would really work. Maybe you could start by working with a large fitness chain.
Best,
G