Assignment 25A- What’s Next?

Assignment 25A- What’s Next?

Existing Market-

In order for me to make a plan for the future within market as it already stands, I will first need to describe my market as it is. My market is currently most heavily dependent on students, both in college and high school, who feel like they want to make a difference in the world and therefore are going to start looking for alternatives like a reusable straw phone case My market also consists of those who are already using alternatives like reusable straws but need a better way of carrying those straws.

My best plan moving forward is to keep my marketing strategy the same. My current marketing strategy is based off of the Tom shoe brand, which gives a pair of shoes for every unit sold. I would copy this method by giving back two reusable straws for every unit, a phone case, sold. This would allow me to not only allow me to make an even larger difference by giving back to a world I already care so much about, but it would also allow me to market the straws everywhere. This would also help me gain traction within the realm of environmentalism and sustainability, and also within the even bigger realm of non-profits and companies that give back.

In terms of the actual product, I will need to work on designs for the phone case. A lot of the feedback I received talked about how people use their phone case to show their personality or who they are. Therefore, I would need hip and trendy designs in order to make sure that I am not forcing my market to choose between who they are and having my phone case. This would also allow me to break into smaller niches across my markets such as those whose lives revolve around traveling the world, etc. If I was able to catch a ride on their marketing trains, then my product would grow exponentially.

New Market-

            The new market I am wanting to target, because the assignment said do the exact opposite, is the generations right above mine who are a little bit newer to smart-phones and are definitely newer to the realm of sustainability. The way my venture concept can create some value in this market is by hopefully showing them that sustainability is a non-partisan issue that involves everyone no matter who you are or where you come from. I also think tying in the idea that these people should want to help leave the Earth clean and safe for their children and grandchildren, and even those after.

            When doing the interviews, they had a a lot of feedback which is awesome because I honestly had never thought of any way to break into their market. A lot of their feedback had to do with how I could market the product, especially in terms of my motivation behind the actual unit. After giving them my speech and answering any questions they had, they were all set on the idea. However, I will not be able to sit down with each and every customer to show them why it is so great. So one of the people interviewed suggested advertising different stories for different regions. Meaning my story would be awesome in Texas, but someone from New Hampshire does not care about a beach in Texas, so I could need to find someone else passionate from that area. They also talked about making sure I focus on not only the great it does for the environment but also how your teeth and how health factors can be greatly improved.

            When I was doing these interviews I had a lot of questions, mostly because I came from a family that has always been very environmentally conscious, for example my mom has a bigger recycling bin than trashcan because she composts food wastes for her garden. However, the typical American family does not live like this therefore they may lack the same amount of passion about sustainability as I do. This does not deter me in the slightest from creating this product and brand, if anything it motivates me more.

            In order to truly breakthrough and make a difference within this market I will need to change my marketing tactics a little bit, putting less focus on how you can do so much good, and sell how much good the product can do for you. I will also need to hop on the waves that several major cities like Seattle, and major companies like Starbucks are doing in order to capitalize on the fact that is becoming trendy.