Page 79 - Business Plans that Work A Guide for Small Business

70 • Business Plans that Work

Lazybones Customer Section

SECTION 2: ThE OPPORTUNITY

Highlights the user 2.1 Customers
demographics. Matches the
traditional university student
at more affluent colleges. This Our customers are 17- to 22-year-olds, typically from high-
will impact market size for
the Lazybones offering. Dan income families,
needs to be prepared to ad-
dress this in a presentation.

Highlights user psycho-
graphics. Students wear brand
names, and their clothes willing to pay a premium for service. Their clothes tend to
are very important to them,
which is further discussed in be brand name from department stores and are very
the following pages. important to them. Parents pay for their children’s services
and often handle all of the arrangements throughout the
Note that the section
also highlights the other semester. It is fairly common for a student wanting a
piece of the customer puzzle. laundry pickup to contact his mother who then will
The payer.
contact us and request that pickup. We act as an
Notice that Lazybones
acknowledges a hurdle in the intermediate step between a heavily parented home life
selling proposition. Within and an independent adult life.
the marketing plan, they need
to talk more about how they Lazybones customers tend to have a considerable
overcome this reluctance to amount of money invested in their clothes but also
try the service.
considerable “sunk costs” in their wardrobes in the form
of time, research, and the opinions of friends and family. The Lazybones customer
does not see a pair of jeans as simply a replaceable item. Many of our customers
regard the outsourcing of their laundry to be a risk that outweighs the
inconvenience of having to do it themselves or taking it home.
As a result, we have historically needed to rely on word-
Lazybones has also
identified its primary of-mouth for sales growth until a location reaches a certain
influencer.
critical mass. Another source that can provide our customers
with confidence in our service is a university endorsement.