![Interviewees
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 20
“ They did not show us the
invoice until the very end,
which ended up being $1200.”
Iman D. | Napa, CA
“Online searching was definitely
the first thing.” [when realizing
something was wrong]
Laury H. | Napa, CA](https://image.slidesharecdn.com/week4commongroundpresentation-200927214251/85/Week-4-common-ground-presentation-20-320.jpg)
Week 4 common ground presentation
- 1. Corey Rossi, Dewen, Zhang, Jiyeon Park | Common Ground | Creative Founders | Fall 2020 Week4:comparativemarket
- 2. Hello,We arecommonground- Corey Rossi Jiyeon Park Dewen Zhang Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 1
- 3. OurMission “To provide opportunity by ensuring that people gain the skills, and knowledge, that will empower companionships. ” Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 2
- 4. Updatedinformation 01 Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 3
- 5. PreviousMolecule People looking to adopting a pet. Solution Not sure if they can provide the right care for the pet Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 4
- 6. UpdatedMolecule Current Pet owners Solution unexpected medical conditions revealed, vet visit becomes very costly Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 5
- 7. Hypothesis:Previous/Current Previous Hypothesis Current Hypothesis 01 02 03 Adoption process doesn't explain what it takes to take care of the animals properly People need help choosing an animal that fits the owners personality type Smaller adoptions centers need help getting more foot traffic 01 02 The costs of certain vet services are unpredictable People need a way to find out if the health concern is big enough to bring to a vet Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 6
- 8. Parker Jay (21) San Francisco, CA ● Makes $35,000 a year as a freelance graphic designer ● Senior College student ● Living with 2 roommates (household of 3 adults) ● Lives in a 2-bedroom duplex apartment ● Single Facts ProvisionalPersona :Facts Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 7
- 9. ● Always keeping a close eye on her pet ● Feels unsure when to take her pet to the vet ● Goes to school 5 days a week and works from home ● Feels overwhelmed with idea of costly vet visits ● First time taking care of a pet on their own ● Information about pricing when taking her pet to the vet ● Competitive pricing ● Quality veterinarian ● Needs to know when to take her pet to the vet ● Needs to find a time to bring her pet for check-ups ● Keep her pet healthy and happy ProvisionalPersona :Behaviors/Needs&goals Needs and GoalsBehaviors Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 8
- 10. Leancanvas 02 Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 9
- 11. Week4:Leancanvasdraft Problem In Progress Existing Alternatives Customer Segments Early Adopters 1. Vet prices aren’t explained thoroughly 2. The costs of certain vet services are unpredictable 3. Can’t remember to do check ups for animals 1. pet insurance companies provide different cost rates 2. Petdesk allows users to receive notifications about check-ups 3. airvet provides a way to do check ups easily over the phone. 1. Pet owners trying to save money / time 2. Pet owners needing affordable & reliable care for their pets Pet Owners Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 10
- 12. Marketresearch 03 Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 11
- 13. Markettype Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 13 Resegment an existing market as a niche player
- 14. Updatedsom/sam/tam SOM SAM TAM U.S. veterinary care is a nearly $20 billion market in 2019, with an estimated growth rate of 5% per year. Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 14
- 15. Updatedsom/sam/tam SOM SAM TAM = $531 million ($531,190,000) Veterinary care for pet dogs and cats in the Bay Area: 1,001,500 households with dog(s) * $410 Veterinary expenditure per household per year + 662,500 households with cat(s) * $182 Veterinary expenditure per household per year Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 15
- 16. Updatedsom/sam/tam SOM SAM TAM 5% market share in dog and cat veterinary care market in the Bay Area. Market size is about $27 million. Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 16
- 17. Comparativeresearch High Cost Low Cost ServiceProduct Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 17
- 18. Customerdevelopment 04 Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 18
- 19. Interviewinformation 01 02 03 TARGET INTERVIEWEES INTERVIEW METHOD HOW WE FOUND THEM Pet owners who owns a pet with a certain medical conditions Conducted interview through zoom Friends of friends Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 19
- 20. Interviewees Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 20 “ They did not show us the invoice until the very end, which ended up being $1200.” Iman D. | Napa, CA “Online searching was definitely the first thing.” [when realizing something was wrong] Laury H. | Napa, CA
- 21. Interviewlearnings 2 / 2 Interviewees said that they would go for online search when they first realize that there is something wrong with their pet Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 21
- 22. Interviewlearnings 2 / 2 interviewees said that the cost of vet visit was more expensive than what they have expected. Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 22
- 23. Interviewlearnings 2 / 2 interviewees said that they either do not trust pet insurance or not sure if it is necessary enough. Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 23
- 24. Interviewlearnings ● Learnings from the interviews validated our hypothesis ○ Vet costs are often more expensive than what they’ve expected ○ Simple process of diagnosis can cost more than $1000 ○ The cost of vet care is not transparent; one of the interviewee has received her invoice at the end of the process. ● When the owners first realize the medical problem, they mainly rely on internet searches ● Pet insurance feels unnecessary because the pet owners can not guarantee how often they would visit vet Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 24
- 25. Nextsteps 05 Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 25
- 26. What areournextsteps? 01 02 03 04 Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 26 Prepare for interview with veterinarian Define our early adopters more clearly / type of solution Figure out which method of MVP would be suitable Hypothesize our solution
- 27. ThankYou! Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 27
- 28. Appendix 00 Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 27
- 29. Reference ● Market Research: ○ https://www.americanpetproducts.org/pubs_survey/dataportal.asp ○ https://todaysveterinarybusiness.com/u-s-veterinary-care-is-a-nearly-19-billion-market/ ○ https://www.ibisworld.com/united-states/market-research-reports/veterinary-services-ind ustry/ ○ http://www.natvpu.org/uploads/5/9/5/2/59529767/final_report_pablo_perez_ruiz__1_.pdf ○ https://www.foxbusiness.com/lifestyle/san-francisco-may-have-more-dogs-than-children- heres-why ○ https://www.avma.org/resources-tools/reports-statistics/us-pet-ownership-statistics ○ http://www.bayareacensus.ca.gov/bayarea.htm ○ http://www.bayareacensus.ca.gov/counties/SanFranciscoCounty.htm Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 28
- 30. Week4:ComparativeresearchProcess Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 29 Link to our google sheet: https://docs.google.com/spreadsheets/d/1hNrBPUjKqvp ReF0Hle_bQNjEfb8iOoj0KUaR5MhJUyQ/edit?usp=shari ng ● We have organized comparative market products with a similar target audience and solves a similar problem / some other reference products in a google sheet
- 31. Week4:Interviewdata Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 30 Link to our Interview data https://docs.google.com/document/d/1tWmsZwYmroB c24PPfC0w0hbPJH5zqUsbnxolQqxEIrM/edit?usp=shari ng ● We have organized our interview data and recordings in a google doc