Testing the Hypothesis Pt. 2

In this post I sought out people who may already have the need for a Chicken Restaurant fulfilled and do not need one at Midtown.

Interview 1:  I talked to a friend of mine who lives at the Standard.  He lives close Midtown so he should fit into the group of people whose need a chicken place.  However, he does not because of the Chick-Fil-A at the Standard.  After talking to him about this, I realize that the people around the Standard already have their needs met.  The cause of the need for people who are in the boundary is that they do not have a chicken place around, whereas people by the Standard already have that need identified.  The need can, however, be applied to people at the Standard during late hours and on Sunday when the Chick-Fil-A is closed.

Interview 2: My next interview is a classmate 1who lives at the Nook near Archer.  He goes to Midtown to study, go out, and eat an occasional meal.  He said he would not need a chicken place because he commutes by car to campus, and if he wants chicken, he passes Chick-Fil-A and Zaxby's on his way to and from campus.  The need is different for him; however, if he chooses to go out and would like chicken when he does not have his car, then he would fall inside of the boundary.  The cause for him not meeting the need that I have presented, once again, is location. 

Interview 3:  An important aspect of the need presented is drunk kids being able to get chicken.  However, upon talking to my friend who likes to get food and walk back to his house on Fraternity row, I saw a new perspective of someone who does not meet the need.  He mentions how he likes how the food options currently at Midtown all have foods that are easy to eat while walking--Jimmy Johns, a wrapped up pita, or a slice of pizza--etc.  He said he would not want to get chicken tenders or a large chicken sandwich because they are hard to eat on-the-go.  His cause for not meeting this need is convenience.

Interview 4: The fourth interview came from an employee at Social Midtown, an upscale bar close to the restaurants.  He told me that they have chicken tenders on the menu.  Since he works at Midtown he should fit in the need but he can order chicken from Social if he want to eat chicken.  His underlying cause is the same, he wants to eat chicken, but he can fulfill it differently by ordering food from Social.

Interview 5:  My next interview was my mom.  She fits a tourist's need for chicken when she comes in town.  She said that although having a chicken place would be convenient, she wouldn't need it because she will always have her car when she's here and can drive to a different place if she prefers,  She should fit the need because she likes to stay around campus when she comes in but a chicken place would not necessarily influence her to stay around campus.

Inside the Boundary	Outside the Boundary
Who fits the need: People who do not have cars but can walk to midtown from campus, people who carry out food late night or come from the library, employees who want a place to eat close by.  Anyone who wants food around campus	Who does not fit the need: People who don’t worry about convenience or have a chicken place near where they live or closely accessible by car.
What the need is: Getting chicken close to campus after going out or studying, etc.	What the need isn’t: Providing chicken to all of Gainesville
Why the need exists: There is currently no chicken place at Midtown.  Other chicken places in the area close relatively early an having a new one with late night hours could give a chicken place at Midtown more business.	Alternative Explanations: There are chicken places nearby, but not exactly at midtown in walking distance from the bars.

Through this interview process I see that location and convenience are the two biggest boundaries on this opportunity.