Assignment 4A- Forming an Opportunity Belief

Forming an Opportunity Belief


I believe there is an unmet need in regards to drunk driving. This need targets anyone 21+ who drinks and has a car. Sometimes people go to happy hour and since they had one or two drinks they think they're fine to drive. You're considered impaired in the United States when your BAC (blood alcohol content) is 0.08% which happens with just one drink or one beer (https://www.dmv.org). Lots of drunk drivers always think they're fine to drive and don't like listening to people who tell them they're not good to drive until they have to face consequences. This need has been going on for a while. In order to prevent this from happening, I would create a breathable phone case which connects to your phone by Bluetooth. The app will connect to Uber or Lyft and notify your contacts under favorites when you've arrived home. There is already a breath taker in the market but, because it's not attached to anything people must remember to take it wherever they go so I don't think lots of people are buying it or know about it. I'm probably 70% this opportunity exists.

#1: a 25-year-old single man who is a heavy drinker.

• Do you ever drink and drive?
• Yes a lot, I tolerate alcohol well 
• Have you ever thought about getting a DUI?
• Honestly, I have but I don't think it'll happen 
• Do you know the legal alcohol limit? 
• 0.04? I don't know I think it's like one beer
• How many times a week do you go out to drink?
• Depends but mostly Thursdays, Fridays, Saturdays and sometimes Sundays
• When you drive are you aware of this limit? 
• I feel fine when I drive
• What do you do when you know you shouldn't drive? 
• I still drive I can't leave my car out on the street
• Are you content with how your handling drinking and driving?
• Now that we're talking about it not really
• Would you rather know how much over the alcohol limit you're and do something about it?
• Definitely would if it were available

#2: a 23-year-old girl who just got into a relationship.

• Do you ever drink and drive?
• I have 
• Have you ever thought about getting a DUI?
• I've only done it a couple times so no
• Do you know the legal alcohol limit?
• "I'm not sure" "It's 0.08 which supposedly is like 1 beer"
• How many times a week do you go out to drink?
• Just on weekends and I have wine nights but at home with friends
• When you drive are you aware of this limit?
• Now I will be 
• What do you do when you know you shouldn't drive?
• I normally always uber everywhere 
• Are you content with how your handling drinking and driving?
• Yes I barely do it 
• Would you rather know how much over the alcohol limit you're and do something about it? 
• Definitely

#3: a 30-year-old woman who just got a divorce

• Do you ever drink and drive? 
• Yes 
• Have you ever thought about getting a DUI?
• I've gotten stopped before when I was younger but nothing happened
• Do you know the legal alcohol limit?
• I actually looked it up the other day it's 0.08
• How many times a week do you go out to drink?
• Recently every weekend and some weekday happy hours
• When you drive are you aware of this limit?
• Sometimes
• What do you do when you know you shouldn't drive? 
• I stop drinking and wait until I can drive I can't leave my car stranded
• Are you content with how your handling drinking and driving?
• So far yes
• Would you rather know how much over the alcohol limit you're through an app?
• I would love to because sometimes I don't think I can be over the limit but I'd probably fail a test if I got stopped 

REFLECTION: I do think prototypical customers include single men who go out more than once a week to have a drink and take their cars instead of getting an Uber or Lyft. They think they can tolerate alcohol and don't pay much attention to the outcomes of where these things can end up. Amy and Maria also believe there is a need for this out there. Amy doesn't pay much attention to it because when she goes out it's usually with her boyfriend and he doesn't drink. Maria just got a divorce so she's been drinking and driving more than usual everyone thinks there is a need for this out there. 

SUMMARY: The feedback I received was one I didn't expect because I knew there was a need but not one that everyone would relate to. The original opportunity is out there if people accept it. Living in a college town I've realized that this need is present everywhere whether some people admit it or not. Some people deal with this need differently than others such as not driving and having to worry about their cars after and others just do it without thinking of the consequences. It's always important to listen to customer needs and not just think the need is out there without asking around. Consumers do in some terms drive brands but it's important to stick with the original opportunity and adjust it a bit.