Who?
Although I expected most consumers I targeted to lie within the boundary of the opportunity, many landed outside of the boundary. I anticipated most undergraduate students living off-campus to want either an expansion of parking or reduced decal fees. Based on my interviews, however, some would rather not park on campus entirely.
When questioning a prototypical consumer about the parking situation at UF, they stated they understood the problem. However, when asked about whether or not an expansion of parking or a decal fee reduction would influence their parking decision, they said no. The reason being is that they live directly on a bus route, meaning a parking decal would be a poor financial decision.
Likewise, when interviewing another prototypical consumer, the interviewee stated any changes in the parking structure would not convince them enough to invest in a parking decal. Their reason was the fact that they believe there would still be an issue of limited space, as too many people would attempt to park at the same time each day.
Two other interviews were conducted and both interviewees revealed that most of their classes were online, meaning they didn't need to be on campus most of the time. One of the interviewees stated that if they ever needed to be on campus, they would either take the bus or park after 4:30pm, which is when parking regulations are lifted.
The final interview regarded an undergraduate student that lives off-campus but lives close enough to campus where they simply walk. They stated they wouldn't purchase a decal if the ideas proposed were to be implemented. They stated they would only purchase a parking decal if parking for undergraduate students living off-campus were to be built near the east side of campus.
Although the purpose of these interviews was to find customers that appeared to be prototypical, but aren't, I was still shocked at the shear volume of people that are completely opposed to parking on campus.
What?
Although the issue I am targeting revolves around undergraduate students that live off-campus, many other students, such as those living on campus, have problems with parking on campus.
Although I expected most consumers I targeted to lie within the boundary of the opportunity, many landed outside of the boundary. I anticipated most undergraduate students living off-campus to want either an expansion of parking or reduced decal fees. Based on my interviews, however, some would rather not park on campus entirely.
When questioning a prototypical consumer about the parking situation at UF, they stated they understood the problem. However, when asked about whether or not an expansion of parking or a decal fee reduction would influence their parking decision, they said no. The reason being is that they live directly on a bus route, meaning a parking decal would be a poor financial decision.
Likewise, when interviewing another prototypical consumer, the interviewee stated any changes in the parking structure would not convince them enough to invest in a parking decal. Their reason was the fact that they believe there would still be an issue of limited space, as too many people would attempt to park at the same time each day.
Two other interviews were conducted and both interviewees revealed that most of their classes were online, meaning they didn't need to be on campus most of the time. One of the interviewees stated that if they ever needed to be on campus, they would either take the bus or park after 4:30pm, which is when parking regulations are lifted.
The final interview regarded an undergraduate student that lives off-campus but lives close enough to campus where they simply walk. They stated they wouldn't purchase a decal if the ideas proposed were to be implemented. They stated they would only purchase a parking decal if parking for undergraduate students living off-campus were to be built near the east side of campus.
Although the purpose of these interviews was to find customers that appeared to be prototypical, but aren't, I was still shocked at the shear volume of people that are completely opposed to parking on campus.
What?
Although the issue I am targeting revolves around undergraduate students that live off-campus, many other students, such as those living on campus, have problems with parking on campus.
Why?
The underlying cause is the same in regards to parking on campus; parking for students is located inefficiently, decals are too expensive, or parking lots are at at capacity.
The underlying cause is the same in regards to parking on campus; parking for students is located inefficiently, decals are too expensive, or parking lots are at at capacity.
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Inside the Boundary
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Outside the
Boundary
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Who?
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Undergraduate students living off-campus that need to drive to class.
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Faculty, staff, etc.
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Undergraduate students living off-campus without personal
transportation.
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Students that rather use public transportation.
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What?
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Larger parking zones.
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More parking lots.
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Lower decal prices.
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Eliminating other parking zones (such as “Orange” decal lots).
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Providing parking to ALL undergraduate students living off-campus.
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Why?
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There is little parking for the aforementioned students.
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The parking zones for said students are located far from primary
points on campus.
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The competition for limited parking may result in more revenue for UF
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Hi,
ReplyDeleteI think your post was very thought provoking and shows that not everyone may fit in the boundaries of people you are trying to reach. I agree that people who live close enough to walk to campus and people who are mainly online do not have a need to park on campus. However, the need for additional parking is still great to consider as an opportunity because a majority of students live off campus and need to use public transportation or drive to campus on a daily basis.