9A – Testing the Hypothesis, Part 2
Associate #1
Q: Do you think that gun shop's gun prices are too high?
A: Yes. Personally, if I wanted an AR-15 at a reasonable price, I would not be willing to shell out $800 for a gun that I could purchase and assemble myself. However, I do not have the time or the skills to assemble the gun, leaving me with no choice but to spend the money.
Q: Would you be willing to spend $600 on an AR-15?
A: Probably not at this point. Its not all that often that I find myself wanting to spend that much money on a weapon.
Conclusion: This potential customer falls outside the boundary. Too expensive at reduced price even for interested customer. Customer must be older or have more spending money.
Co-worker #2
Q: Do you think that gun shop's gun prices are too high?
A: I've only been to a few pawn shops, and their prices were outrageous. I would like a gun, but I just can't justify spending money on a weapon when I have other bills I need to pay in college. I'd like a gun, but probably in the future.
Q: Would you be willing to spend $600 on an AR-15?
A: Definitely not right now. I don't have that kind of money.
Conclusion: This potential customer falls outside boundary. This is to be expected living in a college town with lots of students and not a lot of spending money.
Student #3
Q: Do you think that gun shop's gun prices are too high?
A: I haven't been to a gun shop before. I have friends who have purchased firearms at prices that seemed unreasonable to me, however.
Q: Would you be willing to spend $600 on an AR-15?
A: No, I would not be willing to spend $600 on a gun. This is because I don't see a vital need for one in college and I do not know how to use a firearm.
Conclusion: This potential customer falls outside boundary. He does not have the money like the first two customers, is unwilling to spend future money on it, and does not have an interest due to his lack of knowledge of firearms.
Older Potential Customer #4
Q: Do you think that gun shop's gun prices are too high?
A: Yes, I think thats fair to say. I bough my two firearms a long time ago to use on the farm and for hunting and had the money to spend, so I didn't think twice about it. Maybe for some people the prices would be too high.
Q: Would you be willing to spend $600 on an AR-15?
A: No, I already have firearms that are in pristine condition and have no need for another.
Conclusion: This potential customer falls outside boundary. He has no need for another weapon due to already possessing two firearms that are in great condition and working order.
Female Potential Customer #5
Q: Do you think that gun shop's gun prices are too high?
A: I can't say because I have no knowledge of gun shop prices. I grew up here in Gainesville but firearms have always been the interest of my dad and brother. I don't know the prices and really have no interest in owning a firearm.
Q: Would you be willing to spend $600 on an AR-15?
A: Most definitely not. My dad has always told me that if he thought I needed a gun, he would lend me a handgun to carry around with me or in my car. I learned how to shoot, but I have not need for an AR-15.
Conclusion: This potential customer falls outside boundary. She grew up with knowledge of guns, but has no apparent desire to own a rifle. On the other hand, she has some interest in owning a handgun for personal protection.
Inside the boundary:
Who is in:
Older men (25-40)
People with more spending money
People concerned for their safety
People living outside a city
What the need is/why the need exists:
Personal protection
2nd Amendment
Hunting purposes
Outside the boundary:
A large percentage of women
Majority of students (male, female)
Senior Citizens
What the need is not/why the need does not exist:
Women don't have as much of an interest in firearms as men
Students don't have the capacity/knowledge to own a firearm
Senior citizens may already own a firearm
In closing, the people I interviewed all had different views of guns. Some thought the prices were too high, some were students and didn't see a pressing need to buy an AR-15 rifle, and others were content with owning no firearm at all for no apparent reason. Overall, these people are not and probably never will be potential customers due to their beliefs or values in life. Not to say that those beliefs and values are wrong or skewed, but they just don't have an interest in purchasing or owning an AR-15. After conducting this survey, I realize there are a lot of limitations to my idea and it definitely needs to be revised to some extent in hopes for future success.
Seems like a tight niche for this idea. Not many customers in one place. It will be helpful if there were some kind of an Amazon online shopping tool but just for guns, so you would not have to rely only on close proximity customers. Maybe you can just focus on selling that one part that needs a license for it and also include some innovative easy to follow instructions on how to assemble this rifle with the one important piece that you are selling and all the rest of the pieces that customers can buy by themselves, but I am not sure if I know what I am talking about.
ReplyDeleteI definitely think there is a market for your business. I think if you want to have a physical location, it would definitely be beneficial to develop an online store as well to increase potential sales. There are plenty of people in the niche you have recognized. The online aspect may be wise just because not all of your customers may be located in just one city. I really enjoy reading about this idea!
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