1. Do they like Indian food/culture/tradition?
2. If yes, what?
3. Have they ever shopped for Indian Handicraft product?
4. If yes, what product and from where?
5. Show the selected products (around 20) from the Handmade in India Catalog and ask the customers which ones they like.
6. Also ask what kind of customization would they like?
• Same print/pattern etc but on a different product (Open ended question; Get details)
i. 15 or under
ii. 16 to 20
iii. 21 to 25
iv. 26 to 30
v. 31 to 35
vi. 36 to 40
vii. 41 to 45
viii. 46 to 50
ix. 51 or over
What is the highest degree or level of school you have completed? If currently enrolled, mark the previous grade or highest degree received.
o No schooling completed
o Nursery school to 8th grade
o 9th, 10th or 11th grade
o 12th grade, no diploma
o High school graduate – high school diploma or the equivalent (for example: GED)
o Some college credit, but less than 1 year
o 1 or more years of college, no degree
o Associate degree (for example: AA, AS)
o Bachelor’s degree (for example: BA, AB, BS)
o Master’s degree (for example: MA, MS, MEng, MEd, MSW, MBA)
o Professional degree (for example: MD, DDS, DVM, LLB, JD)
o Doctorate degree (for example: PhD, EdD)
Are you currently…?
o Working full time (35 hours or more a week)
o Working part time (less than 35 hours a week)
5.Household Income (or Where do they live)
What is your total household income?
o Less than $10,000
o $10,000 to $19,999
o $20,000 to $29,999
o $30,000 to $39,999
o $40,000 to $49,999
o $50,000 to $59,999
o $60,000 to $69,999
o $70,000 to $79,999
o $80,000 to $89,999
o $90,000 to $99,999
o $100,000 to $149,999
o $150,000 or more
6. What Do They Like To Do? What is your top lifestyle activity?
a. Hobbies and Collectibles
b. Home and Gardening
c. Home Decor and Design
i. Jewelry/Luxury Goods
7. Where else do they shop?
• l’aviva home: http://www.lavivahome.com/
• World of Good: http://worldofgood.ebay.com/
• Novica: http://www.novica.com/
• Les Indiennes: http://www.lesindiennes.com/index.html
• Indiva: http://indivaretail.com/
• Ten Thousand Villages: http://www.tenthousandvillages.ca/cgi-bin/category.cgi?category=homepage
• Etsy: http://www.etsy.com/?gclid=CNDpqOugoawCFYLsKgodCDu01w
• Burberry Bespoke: http://ca.burberry.com/store/bespoke/
• Kolour Kocoon: http://www.kolourkocoon.com/
• vakko: http://www.vakko.com.tr/#/?l=en
• Rangdecor: http://rangdecor.blogspot.com/
Our brand can also be used for spreading awareness about Indian Handicraft
In our customer discovery phase, we would test our hypothesis through interview with customers, not surveys. We believe by interviewing customers we could tell whether our venture concept would work. Thus, we came up with questions to ask for the face-to-face interview to find out what customer want and see whether our hypothesis work.
We would aggregate data for our pitch with some graphs, and we would say “We interviewed more than 80 people (our current goal) and they said …”. We will start interviewing customers this Thurday till next Thursday.
To find out our target market within this industry, we will draw a profile of individual, instead of average profile. In this way, we would know what our customers are really like.
When interviewing customer at the mall or boutique stores, we first explain our value proposition – to provide high-end Indian style handmade designed products that meet luxury life style needs of customers–, then we would start off the following questions and observation.
1) We would show our catalog and ask them, “Would you buy Indian handmade product?” and if they say “yes”, then ask;
2) “Would you take it for free?”, if “yes”, “Would you pay for it?”, if “yes”, “how much?” After that question, explain buyers about our products’ value on the social and environmental cause, and ask “Would you consider social cause when you make a decision?”
3) Then we ask “Would you buy products if you can order them through online?”
In this way, we would find out percentage of how many of interested customers would be willing to pay for our products in our re-segmented market, what range of price, and actual market demand. We would know whether customers are willing to pay and take place an order through online as well.
We know this is a huge step forward, and at the same time, we are very excited.
In our meeting today we agreed that there is a need to refocus on Boutiques instead of high end stores that was our initial focus. Our target customers are individuals with high taste. We should play in the high end of the market segment.
A lot of these boutiques are available at downtown location on Queen Street. We have created Web and PDF versions of few samples of what our product focus will be. We need to survey at least twenty stores and see their reactions.
Some of our hypotheses are:
• There is a high demand for Indian artefact in North America. We need to find out if there is a demand for our products.
• They will pay a premium
• The high end boutiques will partner with us
• People will be interested in the social cause
Developing the survey questionnaire is the next logical step. There are five categories of products e.g. silk scarves, ladies footwear, Home decoration and other products
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