Our product is a device that will protect Nail Technicians from the chemical fumes they handle every day. Our device provides added protection from fumes to the thin dust masks they use.it must also be unobtrusive and suitable for their work environment and clients
MARKET SEGMENTATION
BEACHHEAD MARKET INDUSTRY Model Makers Cosmetics Science Laboratory Paint Accessories Jewellery Costumes Prop Makers Stage Designers Electronics End User Designers, Hobbyist Nail Specialist Teachers, Students Painters Craftsman Designer Artist Designer Technician Benefits Easy of use, Increase performance Creates clean environment, Increase customer satisfaction Safe for students, Easy to implement Increase productivity, Reduce Air contamination Clean environment Safe and fume free environment Compact, easy to use, moveable Safe, compact, easy to use Remove fumes from soldering Application Modelling Cosmetic services Laboratory experimentation Small model painting Jewellery making Costumes design Modelling Scale Models Circuit makers Lead Customers Hobbyist Nail Salons Schools Model shops Shop Production company Production company Design studios Engeeniers Market Characteristics Specialty Mainstream Government sponsored Specialty Mainstream Specialty Niche market Small market Specialty Competition Draft tables Not yet Expensive Ventilation DIY paint booths Draft table Portable booths Draft tables Draft tables Fans
BEACHHEAD MARKET Proving a product that make a clean air environment for both nail specialist and customer is a necessity not a luxury. The Target market have a strong reason to implement a clean air technology. It will protect employees and increase customer satisfaction. Our team have a solution and we can deliver a product. There currently no competition in the market. Consumers unsuccessfully use what they have on hand to solve the problem but there is not a solution specifically tailored for them. Our team is passionate about creating products that improve the quality of life of our customers. If we succeed in this market we can adventure into adjacent segments of the market.
END USER PROFILE Gender: Female (94%) Male (6%) Age: 30-40 Level: Nail Technician, individual contributor Income: $20k-$30k per year Education: Houston Training Schools, Nail technician school and other beauty technical schools Personality: Nail technicians love to gossip and talk to one another, especially pertaining to their coworkers and job. They typically end their night by talking on the phone with one another about their day and the interaction with certain clients and coworkers. Social media, especially Facebook, has become a very desirable platform for them keep in touch with one another, as well as an easy method of showing off their life to their peers. They are especially budget oriented, only spending on what they feel is necessary, with the exception of brand-named fashion and accessories in the pursuit of social status and showing off.
TOP DOWN (TAM)
BOTTOM UP (TAM)
Persona Environment N&T Nail Salon has been in business for 7 years, with a lot of the clients being regulars, since Manor is a small town near Pflugerville, Texas. Personal Information First-generation American (came from Vietnam) Born in Saigon, Vietnam (now known as Ho Chi Minh City) Baldwin Beauty Schools (nail technician license) Moved to Manor, Texas from Saigon, Vietnam Family with 1 kid (girl aged 22 years old) 40 years old Personality Very talkative and friendly Doesn t like to go out that often, especially relating to alcohol Loves cooking at home from scratch Listens to Vietnamese music Karaoke with friends once a month Tú Nguyen Nail technician at N&T Nail Salon Manor, Texas Career Context 1 year at N&T Nail Salon and not looking to move, but not against idea if friend told of another salon with a better opportunity/customer flow Trained and licensed to do everything in nails, including powder acrylic Speaks English enough to communicate with customers, but not fully fluent A perfectionist and detail oriented Makes roughly $36k per year, but typically slightly more or less each year, since it is based on tips The atmosphere of the workplace is important, must get along with co-workers, otherwise she finds a new workplace Wanted to work relatively close to her home, 5-10 min drive Dislikes overly competitive work environment, and prefers an organized system for when it is their turn to take care of a customer Doesn t mind purchasing her own nail supplies since every person has their own preference. Prefers their owners to invest in better nail solutions and paints and such, because the better quality ones are easier to apply on the customers, which overall speeds up the process and leaves little room to make mistakes Likes talking to her clients since she herself is social
Persona Other Noteworthy Items Drives a Toyota Camry and had it for 5 years. Proved to be reliable therefore a loyal Toyota owner Purchasing Criteria in Prioritized Order Comfort (40% priority) (ex. Preferred thinner face mask because it was easier to breath through) Reliability (30% priority) (ex: prefer nitrile gloves as opposed to latex cause chemicals don t irritate skin) (but this is based on their comfortability and senses and word of mouth, not necessarily factual or from online articles/recommended lists) Cost (20% priority) Readily Available to purchase (10% priority) Doesn t use any websites, must be in stores like costco, walmart, nail supply stores
FULL LIFE CYCLE USE CASE 1. Identifying the Need Nail technicians experience headaches, dizziness, and irritability from the dangerous fumes Seek other methods in addition to face mask 4. Installation Easy to install: place product onto work desk and plug in power Monthly replacement installation of aromatic oils and filters (press button to open filter and oil compartment) 2. Product Exposure Product sold at nail supply stores with information display Social media advertisements that they can click for further information and purchasing 5. Use Press power to turn the machine on Nail technician places clients hands on product for comfort and working position Product sucks up and filters any particles and fumes and releases fresh aromatic infused smell 3. Product Acquisition Purchases at nail supply store Product comes with a filter lasting 1 month Customer can purchase a separate 3-month pack of filters User can subscribe to monthly shipments of filters and aromatic oils through mail-in form or online Additional aromatic oils can be purchased separately. 6. Support Product has contact information for any questions, concerns, and issues to be addressed Provided Facebook product page and link to review and share the product to friends and family
Step 8 QUANTIFY VALUE PROPOSITION What the customer want to gain? How our product improved their lives Today Scenario Nail specialists are exposed to particles and VOC (Volatile organic compounds) from the chemicals used at the nail salons. Commonly Nail specialists use particle filters but they don't provide protection from VOCs Customers tolerate the fumes because their are not exposed for longer periods of time With our product Our Product uses a HEPA chemical filter that removes simultaneously VOCs and particles from the air creating a healthy environment for both nail specialists and customers. Using our product will prevent long term health issues associated with working with VOC Our product integrates seamlessly to the work environment increasing performance In addition to providing clean air, our product will further enhance the customer experience by integrating soothing and fresh aromatic essence
NEXT 10 CUSTOMERS Customer Name Demographics/psychographics Use case Derived Value Hang Trinh Chi Vo Dung Le Dung Trinh Ha Vo Hien Nguyen Hong Truong Kate Tam Trinh M M M L M M H M H H H H M L L M L M M H H H
POTENTIAL CHANGES Quantified Value Proposition Persona s #1 priority of comfort is changed to priority #3. New Value Priority: 35% Customer Experience 25% Safety 20% Cost 10% Comfort 10% Readily Available
CORE Design and User Experience Unique design integrates HEPA plus chemical fi and ambiance aroma dispenser Our design is comfortable, unobtrusive, more efficient and a great experience for users and customers.