Lineez
DMGT-720
Ease your mind waiting in line Design Innovation Development Liza Battestin Qianwen Dong Carly Gallagher
DMGT-720 Design Innovation Development Dr. Hilary Collins | Fall 2017
Liza Battestin Qianwen Dong Carly Gallagher
0.0 Introduction
0.1 Team Members 0.2 Project Brief
Who we are
Liza Battestin
Qianwen Dong
Carly Gallagher
MFA in Design Management
MA in Design Management MA in Industrial Design
MA in Design Management
Project Manager
Creative Director
Marketing & Brand Management
1.0 Secondary Research
1.1 Problem Statement 1.2 Research Insights 1.3 Influencer Research 1.4 Value Proposition
Problem Statement
How might we identify the pain points experienced while waiting [for a service] with the aim of streamlining your life and facilitating interpersonal connections?
Secondary Research
Secondary Research
We began with this topic based off our own insights and pain points while waiting in line for different services. From there, we were able to examine different aspects of the “waiting game”. We could see in our secondary research that there is a unique “waiting culture” in the United States (Cowen, 2015). We also discovered what makes waiting in the line worth it (Zhang 2014). We discovered that there are cultural identity factors such as how much you care about something and how much you would like to be associated with the hottest trends (Zhang 2014). There is also a social component to waiting as if you are able to bond or spend time with someone in line, you will find the experience more enjoyable (Zhang 2014).
Waiting in Line + Social Network
The waiting culture regarding social visibility can be described as ‘see’ and ‘be seen,' cities with long lines give people a sense being of ‘cool’ and ‘in demand.' In some
? Waiting in Line Culture
states like Florida, we have seen a trend with older citizens to avoid speedy services but enjoy waiting in line for
Social Network
restaurants . There, they are able to make conversations with people (Zhang 2014). From here, we generated our initial idea: We want to build a social network for an in line waiting culture.
Value Proposition
For: People who are trending in their local domains, and wish to seek new experiences in a timely manner.
Who: Want to discover new experiences and manage their time in a fun, efficient manner in metropolitan and surrounding areas.
Our: App will allow users to discover new spots via their location and share with other Lineez users about current wait times and their overall experience. Restaurants and other businesses would be able efficiently manage their lines, post announcements, and share menus. (We) Will:. Let you browse hot spots in your local area and enhance the overall experience of waiting in lines with additions such as stress relief mechanisms and distraction games.
Unlike: Skip the line apps, services such as delivery and online ordering.
Background
The culture of waiting in line is impacted by various industries and personal tendencies. Being part of a line can be considered a community of sorts, with interpersonal connections and shared tensions. There are supportive theories that help explain why people will wait in line. For example, social identity theory: where a person’s sense of self is dependent upon the group; bandwagon theory: justified behavior where “everyone else is doing it� often seen at the consumer and political level; and social construct theory: a shared assumption upon which their basis for reality exists.
Disruptions to the community can be created while standing in line such as delivery operations and VIP access which offers an exclusive setting in addition to other services that can eliminate having to wait in a line all together. Concepts can prove disruptive as well by improving personal time management, managing impatience and our overall cultural desire for instant gratification.
Secondary Research
We conducted secondary research surrounding line culture, technology development and app creation, as well as social theories examined through systematic and human lenses. We were able to begin the framework of our new concept by first creating a problem statement. This allowed us to determine who the problem addresses (user) and define what industries in which we will be working. Next, we created a value proposition to introduce who we are and how we will differentiate ourselves from our competitors and existing market products or ideas. The industries we determined that best aligned with our concept were lifestyle, health & wellness, and service.
2.1 Five Forces Analysis
2.0 Market Research
2.2 3 Key Drivers of Change 2.3 PESTEL 2.4 SWOT Analysis (Operational Level) 2.5 SWOT Analysis (Industry Level) 2.6 Scenario Planning 2.7 TOWS Matrix 2.8 SFA Chart 2.9 ZAG 17 Questions 2.10 Market Segmentation
Five Forces
Five Forces is an analysis of the macro environment in which our business will compete. This tool is used to identify untouched industries where we could emerge and be distinguishable from the beginning by assessing the competitive market (other competitors, potential entrants and substitutes). This allows us to operate within an unused or unforeseen area.
We defined the most relevant industries to be time management services and skills, social media networks, wellbeing, accessibility, and technology.
Potential Entrants
Five Forces
● ● ●
Professional line waiters ○ Weak threat, not for all users Fast passes & other ways to skip the line ○ Strong threat, potential to eliminate line waiting Social media updates ○ Medium threat, ability to see hotspots and incentive
Industry Competitors
Suppliers ● ● ●
●
Distraction strategies Type of line system/ organization Regulation
● ●
Businesses promote shorter waiting times Offer services that generate longer lines In line entertainment
Industry Competitors
Figure 1
Porter (2008)
● ● ●
Businesses promote shorter waiting times Offer services that generate longer lines In line entertainment
Buyers ●
● ●
Social media ○ Ordering through apps ○ Hotspots Reviews Maintaining norms
PESTEL
We used the PESTEL framework to help identify the key drivers for change within our macro environment. This tool is utilized specifically to draw out opportunities and threats as these are forces that are not within our control.
PESTEL
PESTEL
We identified our key drivers for change from the PESTEL framework (see next page).
From this information, we created a SWOT analysis. While this is typically done on an industry level, we conducted ours as an operational SWOT to better determine the type of product or service we would offer. This was particularly useful to our group as it helped to determine more about what our product would be since we began this project with a very abstract idea surrounding lines and the cultures created within them.
3 Key Drivers of Change
Time
Technological
Sociological
Amount of time willing to spend standing in line
Increased levels of competition
Instant gratification & social visibility
SWOT Analysis - Direct Competitors
Competitor
Strengths
Weaknesses
Opportunities
Threats
Skip the line apps
Save waiting time and exhaustion, minimize wasted time, better for time management & schedule
Lack of communication, lose part of experience (eg. line pass in disney may miss some spots), may cause longer lines & chaos if everyone is using the app
Implementation in more industries, can integrate into other services
Paying other people to wait in line
Saves wasted time, frustration and exhaustion
Lazy, can be viewed as unfair, fees, can only use someone you trust
Can partner with restaurants, reduce lines, offer an alternative to waiting, potential app
May be banned from some places, start conflict
Delivery services
Convenience, don't have to leave the comfort of your home, can pay cash or credit, can order online or over the phone, most likely has built in payment on device/app
Ordering via technology can lead to confusion, food transportation methods & preservation, not all restaurants deliver, does not have instant gratification - have to wait a while for delivery
Access more customers, visibility
Take out, dining experience, delivery fees, someone ordering and then not answering the door
POS system management (Restaurants, Retail, Medical, Gov't, Bars, etc)
Organization, provides a structure & system, convenient, time saving, mobile/ app options
Technology glitches, operators lack proper training, people don't want to give out their information, components required to function
Implementation in more industries, can integrate into other systems, cease frustration
Visibility that the system is in use, adoption, prices, change
People choose to order online rather than wait in person
SWOT Analysis - Indirect Competitors
Competitor
Strengths
Weaknesses
Opportunities
Threats
Life Coaches
Provides tools and coping mechanisms, eases stress, counselling and support
Dependence, objectivity, ethics
Stress relief, managing external influences
Gaining full trust of a person
Stress Relievers
Calming mechanisms, self-soothing techniques
May not work everytime, medicine can cause impairment
Coping skills, can pass on to others, relating to a group
Dependence
Transparency
Increases trust, shows confidence
Shows vulnerable spots, opens business to competitors
Grow business, solidify brand
Will negatively impact business
Size of Group/Party
Shows that a group chose your place, will order a lot, pays well
Are not able to get served right away, places that don't take reservations, takes up space
Business makes a lot of money, networking & spreading the word
Receive poor service, write bad reviews
Entitlement
High profile customers promote business, special packages cost more money
Fairness aspect, special treatment deems offensive, trends fade
Free promotion, more high profile customers, networking and outreach
Cutting lines increase frustration, sexism/ ageism lawsuits
SWOT Analysis - Industry
After gaining familiarity with the industry attributes and trends, we started researching mobile lifestyle, service and wellness apps. We explored a variety of apps which included features pertinent to our problem statement and created SWOT analyses for a select few. As a result, we were able to identify threats and weaknesses for direct as well as indirect competitors that will aid us in determining our market segmentation.
Competitor SWOT
Competitor SWOT
Industry SWOT - Lifestyle
Strengths ● ● ● ● ●
Strong regional presence Time saving Demand- Relevant to the majority Helps in assisting with daily activities Convenience- fast, inexpensive installations
Weakness ● ● ● ● ●
Opportunities ● ● ● ● ●
Increasing demand for high life quality Implement deeper international expansion Build interpersonal connections Organization & Tech development Increase visibility
Geographical Aspect - Not everywhere/ some things only available in large metropolitan areas Limited availability Security Limited offerings and time constraints No accreditation of services High customer expectations
Threats ● ● ● ● ● ●
Perception of other stakeholders Social norms and unwritten rules Climate/ season changes Technology and internet industry Security issue More service options
Industry SWOT - Service Strengths ● ● ● ● ● ● ●
Intent of simplifying users’ lives Geographical Aspect- ability to expand the customer base and business activities globally Ability to deliver products directly to customers in real time Easily accessible on mobile device Payments accepted through device Security assurance Convenience- Fast, inexpensive installations
Weakness ● ● ● ● ● ● ● ●
Opportunities ● ● ● ● ●
Focus on corporate social responsibility Personalization Organization & Tech development Ability to expand the customer base nationally and globally Partnership with food/ drink industry and business industry
Transparency & communication on content Pricing/ High fees Complicated manipulation Geographical Aspect - Not everywhere/ some things only available in large metropolitan areas Regulations in cities/ states/ countries No guaranteed parking for delivery vehicles Limitations of service providers Participation depends on restaurant fee
Threats ● ● ● ● ●
Information accuracy Privacy concerns Less social visibility Perception of some brands Traditional methods of in-person service
Industry SWOT - Health & Wellness Strengths ● ● ● ● ● ●
Financial Operations- can be done electronically making payments fast, easy and done from anywhere Geographical Aspect- ability to expand the customer base and business activities globally Privacy protection Price- selling directly to customers so no distributors Low Entry Barriers- start up costs less for app/online service Convenience- Fast, inexpensive installations through app store download
Weakness ● ● ● ● ● ●
Opportunities ● ● ● ● ● ● ●
24/7 Availability- internet/mobile platform allows you to book and use services around the clock Global Influences- e-commerce gives it ability to spread Connect with other members by area and levels Personal aspect- personalized content Increased self awareness and healthy thinking Organization & Tech development Industry Growth- more spending in the US spent on health over the past
No guarantee users utilize the tools provided paid service Transparency & communication of content Lack of visibility Subjective information submitted (No honesty guaranteed) Insufficient technological infrastructure
Threats ● ● ● ● ● ●
Tactile services (in person) Free services High Customer Expectations- expect the same changes a Competition- low barriers of entry means increased competition Fraud- consumers have concerns about fraud and misuse of their financial data Privacy Concerns- some consumers do not wish provide personal information because they fear it will be misused
Scenario Planning
In order to capture the range of uncertainty in the external environment, we used potential scenarios to formulate and evaluate possible strategic options. This exercise is necessary in order to create an understanding of the uncertainty in the external environment. It creates a framework within which the robustness of any strategies or plans can be tested against a set of possible futures.
Scenario Planning
Scenario Planning
High Service/Product/Organization and High Uncertainty “Unpredictability of livelihood” ● In a world where: o People are not paid a living wage ▪ Rations ▪ Automatic job placement ▪ Less education ▪ Big brother/constant surveillance o
Industrial Revolution ▪ Is it even revolution or accepted change?
Scenario Planning
Totalitarianism: Extreme government regulation regarding the threat of diminishing resources This scenario would play out in a future, post-disaster time period, where the government is of the utmost control and you have no control of your external environment. Everything is filmed and monitored and people will be paid the same amount of money by the government, regardless of the job assigned to you. Clothes, food and other necessities such as medicine are priced too high for consumers in an effort to make the population less frugal. Many have tried to steal so there is now a monitoring system in place in the government issued phones which is how all purchases and transactions are made and recorded. Public transportation, taxis and other services are also regulated by the government. Your device will restrict public access to limited routes, services, etc. There are no guns within the society and all are held under the control of the government. In preparation for an imminent threat, certain elite members of society will be selected and trained for the use of guns. The government feels that with all of these efforts in place, they will be able to preserve and maintain the resources they are left behind with in this post-apocalyptic world.
Scenario Planning
Change Reaction “Isolation/ Anti-Technology” High Service/Product/Organization & Medium Uncertainty ● Focus on wellbeing & mindfulness ● Effect of conscious consumerism ● Ability to spend time with family
Scenario Planning
Escapism: The Ultimate Creation of your Reality Are you feeling exhausted and drained? Is life full of to-do lists, chores and there doesn’t seem to be enough hours in the day? Rid yourself of your own personal traumas and imagine your life - free of pesky responsibilities and the feeling of being bogged down. You’ve adopted a lifestyle of an endless movement of positive karma. You make purchases that are only beneficial to the economy, environment as well as the sustainability and well-being of the enterprise involved. Your aura is positively radiant from all the good deeds you do. If you are fortunate enough to find your partner on this cosmic journey, you make time for them;they are the shining star of your universe. Some might refer to you as “granola” or irresponsible, but you’ve made this shift in lifestyle that goes against the grain of mainstream society. This shift may be a result of a startling fact, eye opening documentary, or just a yearning to run away from the troubles & responsibilities of your boring, suburban life. You ran the other way and are more aware of your environmental surroundings and the toll that humans have on this planet.
Scenario Planning
“Natural Disasters” Low Service/Product/Organization & Medium - Low Uncertainty ● Affects cell/internet accessibility ● No communication ● Limited accessibility to food, medicine, etc. ● Disrupts lifestyle and living conditions/quality ● Rebuilding/zoning ● Crowd control ● Limited resources (food, gas, etc.)
Scenario Planning
Climate change is not real- just ask the polar bears We have no control over Mother Nature, only how we can attempt to prevent damage and rebuilding efforts after the destruction has passed. The media has gotten ahold of possible weather predictions and are initiating fear in the country. People are scrambling to get as many resources as they can and do not care if they get into conflicts with others who are also in panic. The highways are at a standstill with evacuees trying to run from the impending doom, however inevitable and unpredictable it may be. Cell lines and network towers are jammed and communication is difficult. Not to mention the potential threat of loss of power. Many preparations are underway such as boarding up windows, gathering alternative power sources and getting ready for the worst. There is also the fear from evacuees of looting and not knowing what damages they will face. The homeless population and those left without transport options are gathered in a makeshift shelter in the center of town. There is absolutely no control in this matter, just a panic and attempt to salvage.
Stakeholder
In order to help take our scenarios and turn them into strategic options, we identified the stakeholders within applicable industries who would be affected, either directly or indirectly, by the emergence of our product in the market. We then rated these stakeholders by ranking their position of power, either high or low, within a matrix of importance relating to our company's operational and criteria values.
Stakeholder Map
External
Connected ● ● ● ● ● ● ● ● ● ● ● ● ●
Laggards Danger/ Crime City Ordinances Economy Building Design Travel State National Government Gov’t Press/Media Pressure Groups Local Communities Professional Bodies Society
● ● ● ● ● ● ● ● ● ● ● ● ●
Transportation Social media Restaurants Mom + Pop shops Review/write-up Salespeople Suppliers Tech industry Street team/ promoters Distributors Customers Financiers Retailers
● ● ● ● ● ● ● ● ● ● ● ● ●
Employees/Managers Millennials Those who use delivery services Apps Investors Franchises (reputation) Pharmacy Limited releases Disabled accessibility services Event management Fast Food Tourism Competitors in food delivery (ordering)
Internal
Stakeholder
From this chart, we can see where we are able to position ourselves within each industry and identify opportunities to move within the boundaries we created for previous exercise. These boundaries helped us to define our strategic options. These are creative, alternative action responses to the factors, trends, opportunities and threats of the external environment.
TOWS Matrix Strengths
Weaknesses
Opportunities
Formative Development across Industries: Providing an affordable service through a mobile application that spans the industries previously analyzed in order to create a community platform to address the social aspect and promote the culture created in a line.
Exit Strategy/ Succession Plan: Preparing our business for launch with the idea of selling in 5 years. (Achieve 10% of the digital lifestyle/ service market share in 5 years)
Threats
Adaptive Go-To-Market System: Preparing for (threats listed in scenarios) and utilizing them to our advantage in the local and relevant markets. Having a plan with methods adapted from the results of our potential scenarios.
Adaptive Go-To-Market System: Preparing a plan to overcome the lack of visibility, ability to expand across geographical areas and manage the fees that are related to the integration.
A TOWS matrix examines the external opportunities and threats against the internal strengths and weaknesses of our business/product. This will help us to “win big� with our business.
Relating to the Lifestyle, Service & Wellness Industries Figure 3 Weihrich, H (1993)
SFA
Strategic Options
Suitability
Feasibility
Acceptability
Exit Strategy/ Succession Plan
Yes - Self sustainable managerial frameworks. Clear order of how things should be run after we leave the company - Annual Reports to show growth of company and industry
Yes - Legal and Financial advisory board - Realistic and supportable forecast - Determine value propositions for each specific stakeholder group
Maybe Yes - Stakeholders will perceive the value of our offerings - Company’s profitability could increase the sale value (risk factor) - Customer will accept the higher level of visibility of our offerings
Adaptive Go-to-Market System
Probably Yes - Able to use pre-existing platform in an ever growing industry - More development means more competition
Yes - Maintain competitive position with a combative plan or distinguishable feature/interface - People already using mobile app platforms for delivery and time management services
Yes - Engagement with more stakeholders - Establish a broad customer base with little concentration - Localization will bring benefits for local customers
Formative Development across Industries
Maybe Yes - Measure strengths and weaknesses of industrial landscape and where we will differentiate ourselves by exclusive offerings
Yes - Fundings form partnership with other industries - Feasible with the increasing amount of technology
Maybe Yes - Assurability that we will address a growing need and are secure in our business plan - The nature of the industry may prevent stakeholders
From there, we redetermined our criteria in terms of the industries to create our strategic options that we used in our SFA chart. This tool analyzes how our strategic options would stand up to our stakeholders. Suitability examines the first position and the changes in the environment. Acceptability examines the return, risk and reaction of the stakeholders. Feasibility examines whether we have the resources and capabilities to implement the strategic option.
Figure 4 Johnson et al’s Evaluation criteria (2006)
ZAG
We answered the questions as identified in the Zag by Marty Neumeier to develop a strategy for brand planning; because brand is not what we say it is but what the customers say it is. This will help us to create a unique selling proposition to our market and customer segmentation.
ZAG
ZAG
ZAG
Market Segmentation
From our industry segmentation we were able to make a deeper dive into how each industry is divided up by demographics, psychographics, and behavioral characteristics. Because we will focus our audience for distribution through millennial. We see that they are the ones who go out to eat the most, have the need for social identity and the “craveability� of a service/app/offering. However, because we do not wish to leave out those who would be our older generations, Baby Boomers and Gen X, as they are the ones with more time and money to spend on service/app/offering we will focus on psychographic and behavioral characteristics of the markets moving forward with our offering.
Market Segmentation
Lifestyle(Tourism, dining out)
Demographics
Psychographics
Behavioral Characteristics
Men are more likely than women to use restaurant services (91% percent versus 85%). Younger adults are more likely to use restaurants than older adults (6.9 weekly restaurant visits for young adults 18-44 versus 3.3 visits for adults age 65 and older). (”Restaurant Industry 2003 Forecast,” National Restaurant Association)
Millennials and Gen Xers are more likely to engage with online travel resources than Baby Boomers (AARP Travel Research, 2016)
Baby Boomers use online resources for planning and booking trips to a lesser degree than do their younger counterparts. (AARP Travel Research, 2016)
For almost 4 in 10 consumers, the decision to eat out is spontaneous. Millennials eat out 9.7 times per month, compared to 8.4 for Gen X and 8.2 for Baby Boomers. (Entegra Services, 2015)
Service (Food services)
U.S. restaurant industry grew by 3.1% in 2014 to reach a volume of 13,500 thousand employees. The compound annual growth rate of the industry in the period 2010–14 was 1.5%. In 2019, the United States restaurant industry is forecasted to have a volume of 14,538 thousand employees, an increase of 7.7% since 2014. (Marketline industry profile, 2012)
Health/ Wellness
In 2015, smartphone users downloaded health apps more than 3 billion times. 29% of mobile users downloaded health apps. 15% of cell phone users age 18-29 reported having mobile health apps, compared with 8% of cell users ages 30-49.
Four broad food attitude segments among today’s restaurant patrons are: Adventurous diners, Traditional diners, Health-conscious diners, Carefree diners (Kennedy et al, 2003)
There is a growing divide between the generations: younger consumers are focused on customization and craveability, whereas Baby Boomers and Gen Xers are concerned with value and service.(Entegra Services, 2015)
Eating out as a social activity can be easily substituted by activities such as movie and theatergoing. Buyers may also favor cooking food at home and can be seen to turn to this method during economic downturns and when food prices rise. (Marketline industry profile, 2012)
Large players in the restaurant industry invest heavily in brand-building, particularly in the low- and medium- price segments. Such branding helps to drive customer loyalty which, along with social functions and the convenience of food service, means the industry represents more to the consumer than a simple source of food. (Marketline industry profile, 2012)
30% of health app users access mobile health and fitness apps for goal tracking, 28% of them use for awareness of health issues, and 27% for motivation.
45% of health app users use the app once a day, 28% of them use several times per day, and 18% of them are used weekly.
Market Segmentation
Current Market
Future Market
Based on industry segmentation and secondary research we decided to focus on: Geographically in
●
metropolis cities and surrounding areas because large cities have a fast rate of adoption and more crowds need our service. Behavioral characteristics are divided
Metropolitan and
●
surrounding area residents ●
By interest (people who seek
users ●
out trendy spots and enjoy
by interest, people who seek out trendy spots and enjoy ‘going out.' Business owners are also our target market
Online reservation services
Middle - large scale city dwellers
‘going out’)
●
Local business partners
●
Potential partnership with
because they are potential partnerships and
●
Mobile internet friendly
promotional channel.
●
Business owners
payment applications
3.0 Primary Research
3.1 Online Survey 3.2 Observation 3.3 Stakeholder Interview 3.4 Customer Journey Map
Primary Research
From our market segmentation, we can envision our target customers at industry level, but we still need to find out market needs to provide our service offerings. We picked primary research methods and conducted the evaluation. Online survey and observation helped us identify the actions and emotions, and people’s frustrations through the waiting in line journey. Stakeholder and expert interviews allowed us to validate our idea from their perspective and provide marketing and funding strategy suggestions. We also identified visual identity through image sorting activity.
Methods
Stakeholder Interview
Online Survey
Observation
Image Sorting
Online Survey Quantitative Method: Survey - 98 respondents Purpose: to find waiting in line habits and pain points from people’s past experiences and perception
Survey questions: ● For a 'night out' where do you go most often? ● Do you typically avoid crowds or do they draw you in? ● What are some frustrations you experience while waiting in a line? ● Do you ever cut in line? If so, do you get upset when someone cuts in front of you? ● How do you pass the time while in line? (Entertainment, distractions, social interaction, etc.) ● At what point do you decide to exit the line? ● Please fill in any further suggestions or thoughts about the line waiting experience.
Survey Results Please select your age Group:
Where are you located?
Where are you located?
San Francisco
1
Austin, TX
1
New Orleans
15
Arlington, VA
1
Savannah
53
Skidaway Island
2
New York
2
Lafayette, LA
1
Atlanta
1
Philadelphia
2
Boston
3
Washington, D.C.
1
Pooler, GA
1
New Jersey
2
Ohio
1
Athens, GA
1
Townsend, GA
1
Baltimore, MD
1
Self- Employed
9
Employed - Full Time
58
Part Time
5
Retired
7
Student
7
Semi-Retired
2
Business Owner
2
Observation
Qualitative Method: Observation Purpose: to find waiting in line habits, people’s interaction when waiting, service provider’s actions
Where & When: 11/1/2017, SCAD Film Festival, Savannah, GA 11/1/2017, Leopold’s Ice Cream, Savannah, GA 11/3/2017, Apple Lenox Square, Atlanta, GA
Insights
“Conversation with others in line or whomever I'm with, or social media/text on my phone [while waiting].” “Having something to do is helpful, read, knit, meditate.” People tend to find a linemate for a long time waiting Restaurants are the most frequent ‘night out’ destination
Most of time people stay on their phones while waiting
User needs & opportunities map
People need a better way to deal with time
“If the amount of time spent waiting exceeds the value of whatever I’m waiting for.”
“I also find it frustrating when I'm told that the wait will be XX long, but then it ends of being longer than was estimated to me.” Slow and inefficient service
Based on online survey and observation we were able to affinitize the data and generated several insights: people need a better way to deal with time, people are aware of efficiency of the business, they have frustrations in setting up a right expectation, manage mind properly and they (especially older customers) are aware of social etiquette.
Efficiency of the business
Remeasure the value
“People are distracted and slow down the line. They are not aware of surroundings and are usually unprepared.”
“It's all annoying - it has to be an experience I feel is very unique and that I'm really excited about.”
Waiting in line Awareness of social etiquette
Personal space encroachments
When standing in line, small groups keep a proper distance to each other.
What to expect
Mind Management
“If the line was unexpected, probably after 10 minutes. If I knew there was going to be a line and planned for it, I would stay.”
“[Frustrations] not knowing how long the line will take.”
“People are distracted and slow down the line”
“Waiting in line is a part of life.”
“It really all depends on my patience level that day and how good the thing is at the end of the line.”
“Inner peace and patience necessary. Small talk.”
“I try to zen-out and focus on breathing or something so I don't go postal.”
Interview
Stakeholder Interview Purpose: to validate the idea, learn pain points and potential adoption from a stakeholder perspective
Who: Jeane Stein, Former CEO/Owner, Jakes Dog House Josh, Manager of CO Noodle Bar Police Officer, Lenox Square Shaun Gallagher, Software Engineer (NYC) Nishant, Social media influencer Mufan, Social media influencer
Interview “In our boutique stores, lines were only an issue during the holidays. During this times, we had a second POS and extra hands bagging to move the line along.” Jeane Stein Former CEO/Owner, Jakes Dog House
“We were instructed to stand in various posts along the line in order to deter any conflicts. These people are waiting for an unknown period of time. We don’t want any problems.” Police Officer, Lenox Square
“ [IT expert salary] That's out of scope for any contract I'd take without a salary. That's not the kind of thing you just build. That's thousands of hours of development and testing. So I'd want 150k per year.” Shaun Gallagher Software Engineer (NYC)
Interview “[Line management of Apple store] There is an online forum called MacRunors where I got everything, people were sharing information of the line and tried to find linemates there, for the open time I checked it in apple.com.” Mufan Lu Social Media Influencer
“[Discover new spots] Mostly at yelp, sometimes it gives me proactive suggestions for new places near me based on my past visits, so I explore that, or look it up on google maps.” Nishant Panchal Social Media Influencer
“ There are always some customers who have questions, not happy with waiting and get upset. So I tell my employees to be nice to them, ask what they need, offer some snacks or beverages to them, all I try to do is to keep our customers happy with us.”” Josh Manager of CO Noodle Bar
Customer Journey Map
The customer journey map helped us identify pain points and user’s emotional levels before, during, and after waiting in line. While waiting, young customers tend to spend their time on social medias and they post geo-locations more frequently than older customers. Older (41-60+) customers are more aware of social etiquette, line situations such as people don’t move, unclarity of where the line starts and ends.
Customer Journey Map
4.0 Branding & Service Offering
4.1 Branding Outline 4.2 Image Sorting 4.3 Branding Identity 4.4 Concept 4.5 Offering
Customer-Based Brand Equity Pyramid
4. Relationships What about you and me?
3. Response What about you?
2. Meaning What are you?
1. Identity Who are you?
Reliable, Engagement, Preferential Primary, “Go-to�, First-Class, Diverting, Enchanting
Connect line standers
Fun, Exploring, Relaxing, Speedy, In-Crowd
Yoga/Zen, Organizer/Multi-tasking, on-the-go
Online platform
Brand outline
For our brand, we examined our competitors and their colors and icons. We saw that many have icons with blue, green or black colors. We sent out a survey regarding attitudes about potential offering names to a few select respondents. Despite the overwhelming option for “duck the line� we proceeded with another choice after a scan of the companies with similar names. After which, we selected a few potential users to do an image sorting exercise.
Visual Identity
Competitors
Lineez
Roo, Looop, Taskrabbit, Placer, Yelp
Leisure, Ease, Tranquil, Mellow, Calm, Peace of mind, Amicable, Social, Reliability, Queuing
Image Sorting
We conducted image sorting activity with 18 target customers. They were given color palettes and images to match the feeling of ease of mind, above images and colors got the most votes.
Our Visual Identity
Our Solution
An app that allows our users to discover new and hot spots. It enables people to share their geo locations while waiting in line and connect to others relating to their experiences.
Our Concept
The Spot Potential Linestander Line Manager
Linestander
Post Linestander Interaction (Share, Search, Provide engaging content) Optional Interaction (If spot has partnership with us)
Ease your mind waiting in line
Features and Benefits
Lineez APP Home Page ● ● ●
Discover hotspots in different categories Popular location suggestions with estimated wait times Search bar
Features and Benefits
Lineez APP
User Generated Content ● ● ●
Select desired location Check out reviews and add your own View wait times and real-time updates from those in line
Features and Benefits
Lineez APP
Discover hot spots ● ● ●
Heatmap Search Spot information
Advertisement of local business
Features and Benefits
Lineez APP
Linetime ● ● ●
Chatroom In-line entertainment Stress Relief
Features and Benefits
Lineez APP
Me â—? â—?
Select your interests Save your favorite spots
Future Products and Services
Business owner terminal
Service for older customers
In-line order/ leave feedback
Since we are going to sell real-time data and provide promotion services to local businesses, a business owner terminal will be provided to help them better manage the line. As mentioned in the customer journey map, older customers have different actions, so service for older customers will also be considered. To better manage user review and feedbacks, also bring more profits to us by selling these data, so in the future customers can leave feedback while in line.
5.0 Statement & Finance & Business Model
5.1 Value Statement 5.2 Mission Statement & Vision Statement 5.3 Finance & Funding 5.4 Risk Register 5.5 Business Model Canvas
Value Statement
We are a user-oriented, supportive, collaborative environment/community that creates mutual trust by valuing honesty and transparency.
Mission Statement
Enhance local communities by initiating a real-time information exchange [regarding] crowds and wait times in order to provide a more enjoyable waiting experience.
Vision Statement
Our vision is to create an interactive service/platform that is a trusted service for our customers and to be the preferred resource in the service and lifestyle industry.
Finance
We will start with a small seed amount of $50,000 from our personal assets. We will then look into crowdfunding small amounts of money in addition to angel investors. It is our plan to sell our data to participating businesses as well as offering in-app advertising opportunities as a revenue stream for ourselves.
These figures in our budget were generated based off general app start up costs as well as insights from a developer.
Initial Funding Type
Short-term (2018Q1-Q4)
Long-term (2019-2022)
●
Beginning cash
●
Investors
●
Online crowdfunding in metropolises
●
Commercial bank
●
Commercial Investors
●
Partnership with restaurant
●
Sell real-time data
Operation Budget Proforma
FY2018 Q1
FY2018 Q2
FY2018 Q3
FY2018 Q4
$50,000
$0
$0
$0
Angel Investor
$0
$0
$0
$100,000
Crowdfunding
$5,000
$10,000
$15,000
$20,000
= Total cash available
$55,000
$65,000
$70,000
$175,000
Pay software engineers
($10,000)
($10,000)
($37,500)
($57,500)
Purchase app platform
($26,400)
($0)
($0)
($0)
Salaries
($0)
($1,000)
($2,000)
($2,000)
Expenses on crowdfunding + reward
($0)
($0)
($0)
($1,600)
Marketing/ Advertising
($1,000)
($2,000)
($3,000)
($3,000)
Maintenance
($1,250)
($1,250)
($2,500)
($2,500)
Customer Support
($0)
($0)
($0)
($500)
Operating Expenses (Taxes, Insurance, etc.)
($3,000)
($3,000)
($3,000)
($3,500)
= Total uses of cash (sources less uses)
($41,650)
($17,250)
($48,000)
($69,100)
Net cash position
$13,350
$47,750
$22,000
$105,900
Beginning cash Sources of cash
Uses of cash
Risk Analysis
Much like scenario planning and strategic options, we will examine our risks in the macro environment as well as the developmental and operational development stages to ensure we will be able to make decisions that are best for our offering.
Risk Analysis Risk
Probability (high/low)
Impact (high/low)
Overall Risk (high/low)
Actions
Technology issues and glitches
High
High
High: industry moves quickly for updates & falling behind
Patent registration Simplify offerings on platform
App development taking longer than expected
Medium
High: cannot move forward with the business unless app is complete
High
Purchasing & adapt offering into existing app platform
Outsourcing Contractors
Low
High: risk of dependency (lawyer & advisory)
Low
Gain familiarity with language and consider hiring advisor full-time
Low download rate in App Store
Medium
High: low barriers for entry make it a flooded market
High: bigger companies may steal the idea and market accordingly
Create a package for business owners Aggressively re-market product
Low user adoption and content generation
Medium
High: poor content generation and incentive
Medium
Create a recommendation trail
Lack of assets
Low
Medium
Low
Something to leverage or sell to get money
Relying in investment, but generating low funds
Medium
High
High (crowdfunding fails)
Re-assess budget Alternative funding methods
Marketing Strategy
Goal (Achieve 10% of the digital lifestyle/ service market share in 5 years) Strategy
Strategy
Strategy
Adaptive Go-To-Market System
Formative Development across industries
Succession Plan
Geographical Expansion
Partnership with other businesses
2C mobile only to Saas + 2C services
Promotion on social media/ spots
Price of benchmark
Sell real time data
Market Strategy
Year 1 New York City San Francisco Seattle Pittsburgh
Seattle Chicago Pittsburgh
Philadelphia
San Francisco
Year 2 Philadelphia Boston Atlanta Chicago
Boston New York City
Atlanta
Market Strategy
Seattle
Year 1 New York City San Francisco Seattle Pittsburgh
Pittsburgh San Francisco
New York City
Market Strategy
As we can see from our secondary and primary research that if we are unable to take off within the first few months of launch, it will be hard to survive as an app. To ensure we will reach our targets, we will launch in a major metropolitan area. We want to secure a position in a large city with many opportunities for guerilla marketing and queuing. We plan to expand to other large cities within the first year and then other middle sized cities in the year following.
Business Model Canvas
We used this tool to create clarity in our organization and see how to align our activities. Creating a clear vision of goals helps unify the team, potential developers and outsourced help.
Business Model Canvas Key Partners - Local businessesrestaurants, bars, venue halls, coffee shops
Key Activities - Marketing - Security - Maintenance - Understand local community
- Snapchat- use their heatmap (public API) -Developer- utilize their knowledge to begin coding and implementation
Key Resources - Snapchat “heat” map API - In-line entertaining games API - Log in with social media account - User generated content - Database
Cost Structure
Value Propositions For the curious, those who are trending in their local domains, and wish to seek new experiences in a timely manner. Who want to discover new experiences and manage their time in a fun, efficient manner. Our app will allow users to discover new spots via their location and share with other Lineez users about current wait times and their overall experience. Restaurants and other businesses would be able efficiently manage their lines, post announcements, and share menus. Unlike skip the line apps, services such as delivery and online ordering, we want to encourage you to go out and discover your city! Lineez provides information regarding wait times and social atmosphere so you can view your spot without ever leaving your home.
Develop app platform Patent, Taxes Maintenance Fees Software Engineer on contract Advertisement
Customer Relationships - Communities - Co-creation - Self service
Customer Segments - Metropolitan and surrounding area residents - By interest (people who seek out trendy spots and enjoy ‘going out’)
Channels - Advertisements on social media - Influencers - App store - Restaurant critics - Guerilla marketing techniques - Websites
Revenue Streams
- Mobile Internet friendly - Business owners
Crowdfunding Potential: Angel investing Partnership with restaurants Sell real time data
6.0 Appendix
6.1 Gantt Chart 6.2 Research Insights 6.3 Online Survey Results 6.4 Interview Transcripts 6.5 Business Plan
Gantt Chart
Midterm
Presentation
Online Survey Results What are some frustrations you experience while waiting in a line?
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Workers’ Fault ● Inefficiency ● Cashiers/workers who don't care, lack of customer service. ● Slow, inattentive workers. Different story if they are kind and engaging with people in line. ● Inefficiency from the employees that makes the wait longer ● Slow cashiers ● Waiting in line in general is frustrating and I tend not to do it. I also find it frustrating when I'm told that the wait will be XX long, but then it ends of being longer than was estimated to me. ● disorganized people in the checkout ● Slow service ● Not enough checkout/registers open ● A slow transaction time at the head of the line ● Inefficient processes. ● I see staff being inefficient, which makes the line slow. I have to wait in a place where I'm blocking people. ● The employee does not know how to handle customers who cannot make up their mind, ask a million questions etc... ● If poor service is the reason for the wait, I get very verbal ● person helping customers taking longer than needed to serve ● Slow transaction and people ahead of me. ● Not enough lanes open. Few items mean long wait. Drive thrus: I go to the one with fewer cars. ● Inefficient employees ● A long line with no explanation or with empty tables cleaned and ready to be seated for extended periods of time. ● I am typically pretty patient. But, if I am a long line somewhere, and I see an employee leave, that is frustrating. ● Other People in Line’s Fault ● People with no manners ● People ● When multiple people line up for a group when only one person is necessary. Indecisive people in a long line. ● People on the phone or not paying attention when it's their turn. ● When there is a gap in front of people in front of me and they don’t move up. ● Rudeness and impatience ● Line cutters, feeling like the waiting is unwarranted.
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People standing too close. people doing stuff like buying a bunch of lottery tickets or being picky about their cigarettes or sometimes it's just like "WHAT IS THIS PERSON DOING THAT'S TAKING SO LONG?" I'm cash, in & out, me. being physically crowded or loud noises Slow pace. Crowded. Don’t have that many. As long as the line is orderly. Sometimes it gets frustrating if people try to get ahead People cutting in line. People are distracted and slow down the line. They are not aware of surroundings and are usually unprepared. People not focusing, thus making things inefficient! personal space encroachments People standing too close other people are rude and/or annoying People ahead of me that aren't prepared to pay when the time comes. people being impatient, whining, complaining about the person serving them, People not paying attention (typically due to being on their phone while waiting) which makes the line move slower. People not paying attention People cutting lines. Slow people ahead Rude people. I do enjoy interacting with people while in lines. Other people being impatient, line cutters People yacking on cell phones People in front of me who aren't paying attention. Rudeness of others in line Unhappy people who think the world should revolve around them People not paying attention and moving quickly and efficiently through it. Loud people in line (especially if they are on their phone talking). Unruly children. Not seeing progress in the line, watching other lines move faster. The people around me being annoying or rude. People taking longer than needed. Kids whining; no interesting diversions that don't involve sticking my nose in my cell phone people breaking in line People that act stupidly, are rude and don't control their children. People who are not prepared to pay or conduct business when arriving at the head of the line. People not prepared Line cutters or slow moving lines Slow people People in front of me not taking that time to be prepared so that when it is their turn they are ready. People standing too close to me and breathing on me.
Online Survey Results What are some frustrations you experience while waiting in a line? (cont) Personal Problem ● Waste of time ● Unreasonable delay and waste of time. Usually other options within reasonable distances/reasonable efforts (at least for restaurants and bars and those things) ● The wait ● its sometimes boring. I don't like to waste time. ● Waiting ● Lines that don't move. I'll commit if I see it's moving, but lines that just stand still piss me off. ● Waiting, I get annoyed ● Typically avoid them. ● Cold weather ● Not being sure if the line is moving, not sure if it is just a matter of there is a lot of people or efficiency within the service is a problem ● Not knowing how long it will take to get to the front. ● Waiting ● If its slow. ● Uncertainty of time. ● Impatience, hanger, sometimes bad weather ● literally the time spent waiting and the uneasy line of people pushing and shoving ● I rarely go places where I will have to wait in line. Voting is the exception and I try to do early voting so line time in minimal. ● Not knowing how long it will take ● Wasting time ● Legs and feet hurt ● Impatience ● Boredom ● It is time that could be used to do something more productive on my to do list, that is ever growing. ● Everything. ● Start changing my mind ● I get impatient ● Getting in the slow line. ● I just can’t stand to wait in line for anything so always go late or early. If I do go “prime time” I accept the wait. ● Length of time ● Negative attitudes and dispositions. ● Sobering up ● Lack of communication about time. ● Boring ● None; I’m never in a hurry so I just enjoy watching others or thinking my own thoughts. ● Not knowing how long the wait will be
Do you ever cut in line?
Yes
3
No
78
Sometimes with Justification
9
Do you get upset when someone cuts in front of you? ● yes very upset if someone cuts in front of me ● Yes I get VERY annoyed. ● Depends how they cut me--meeting a friend that is in line is ok; cutting me without any justification at all is just inconsiderate though. ● sometimes I will let someone with fewer items ahead of me and have had others do same for me. ● I do find it annoying. ● [Never] because I hate it when other people do and I try not to be a hypocrite. ● Hell yeah I get upset and I'll say "Hey, you cut in line" ● [I avoid cutting lines] and get angry when someone else cuts in front of me. ● I get upset if someone does ● Am mildly annoyed when others do ● I hate when people do it. It encourages more people to do it and causes chaos in the line ● Very upset ● I do cut AND I get upset when others cut in front of me...In other words: I'm a hypocrite ● I don’t get upset when people cut unless it’s a big group ● I do not cut lines. I get upset when people do. ● I don't cut in line. I would join a friend that is holding a space for me, but only think think is acceptable for a couple people to do. A large group should not join one person that is saving a space. ● If someone cuts in front of me I will call them out LOL. ● If I have a friend further up, I'll get in line with him/her. I do not get upset if friends join one another, but do if they just cut. ● do get mildly upset if others do
Online Survey Results
How do you pass the time while in line? Entertainment, Distractions, Social interaction, etc. ● All of the above x 2
Do you get upset when someone cuts in front of you? (cont.) ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●
●
Someone cutting in front of me makes me really aggravated, but i will give up my spot for someone in need whether they ask or not. I rarely see others cut in line, but when I do I get annoyed. I will tell them it's not the proper thing to do yes, it frustrates me when others do. I never cut in line. The only time I cut is when the person in front of me tells me to do so. I get upset when I get cut in front of, but I won’t confront the person who cuts in front of me. It’s rude That's what assholes do. Fuck those people. I never cut in line, in fact I always let someone with just a few items go in front of me if I have a lot in my cart. Would consider anyone that did a jerk. people should wait their their turn. Yes, I get upset when people cut in front I will allow people to cut in some circumstances but if not offered cutting is offensive and selfish And no, you're not cutting in front of me unless your elderly or handicapped. Only if I am attending an event with a particular group or person and they are already in line. I get upset unless a similar situation as I just described occurs and this person wants to be with their friends. No cutting...this separates us from animals. Yes, it’s annoying Yes, I get upset and I'll say something. I tell people who cut in to scram. I never do it . I would probably be annoyed if someone cut in, not because they’re causing me to wait longer but because bad manners always annoy me. But I would try to imagine why they needed to get out faster than me and I would most likely end up cutting them some slack. [i cut in line] Only if the person in front of me isn’t paying attention/deserves it. And yes if you cut in front of me, I will cut you
Phones ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●
Phone x 2 Talking if I’m with people or phone Phone if alone. iphone, duh phone, social media, email Phone Instagram Social media cell phone, talk with friends, read magazine headlines Phone Talking, Phone Social media, words with friends app Check my phone!! On phone Catch up on social media, texts, or emails. Sometimes I’ll use the time to plan out things that I need to get accomplished. Social [media] be angry. look at my phone. Phone x2 Talking or doing something on my phone Games and social media on my phone. Play on phone Cell phone Internet reading news on phone Music, daydream, mags Cell phone Games on phone, text, call, talk with friends, listen to music mobile game On my phone; email, text, Facebook, game
Online Survey Results How do you pass the time while in line? (cont) Phones & Then Some ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●
Social media/talking to people around me if they’re not obnoxious. People watching if available. Otherwise I might look at something on my iPhone. Talking to friends or on my phone Talking to the group I’m with. Also checking social media. Talking to friends in line or playing on phone Quiet conversation with friends in line or do something on the phone. On my phone or talking to people I’m with Phone, person I’m with Maybe interacting with others but most likely looking on cell phone checking emails/Facebook/surfing the net etc. Cell phone or talking to others in line Depends. Social interaction, check phone, observe people and surroundings. Answer work emails of Start talking to people. talking to friends if accompanied, looking at phone if alone Chatting with people I'm with, social media, email, people watching Chatting with whomever I'm with, or if I'm alone, on my phone. Talking, checking phone. Talking to people, looking at phone if alone SM [social media]. if with someone talking. Chatting with people (including strangers), looking at my phone/checking emails/social media/texting/talking on the phone. Playing on my phone and watching other people. Play on my phone, talk to whom is with me, keep my toddler from destroying things Phone or talking to others or preparing to pay/enter etc. Talking to others in line or playing a game on my phone. Conversation with others in line or whomever I'm with, or social media/text on my phone The same way everyone does. Playing on my phone, talking to people around me, talking to my fiance.
Talking ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Other ● ● ● ● ● ● ● ● ● ●
Talking with friends A book if I have it. Friends if they're with me. Quick meditations, thoughts of work/plans, and I guess my phone as well. Chat with companions Conversation with others or reading usually start talking to people in line. Social interaction x 5 Social interactions. I'm usually with friends. Conversation. Talking to the person I'm in line with, if accompanied. Talk with friends or people watch. talking to strangers. Social interactions, looking around at the other people, eavesdropping, Chatting with others around me I talk to others or quietly wait Chatting up folks next to me. I will try to make conversation with people in line next to me. Talking to others waiting in line Talking with whoever I'm with or others in line. Talking to friends Chit chat By talking to people
Try to make sure the kids don't kill each other I try to zen-out and focus on breathing or something so I don't go postal When I don't have enough time, I tend to multitask, read something, write down thoughts, plan ahead on my agenda I just stand there and look around People watching. People watching Wait patiently Wiggling a lot No, I patiently wait my turn like you're supposed to. Look around
Online Survey Results At what point do you decide to exit the line? Line Movement ● Early on usually, once I see it. Or, if I experience it not moving reasonably quickly enough ● If it’s not moving and I’ve got other things to do. Cost/benefit analysis ● When it's clear no one is moving forward for some reason. ● If I'm not committed by an order already placed or something like that and it doesn't seem to be moving or if it's technically moving but tons of people are cutting so I'm not moving. ● When the line isn’t moving ● If it hasn’t moved in a reasonable amount of time ● Waiting too long, not moving at all ● If line is not moving and doesn’t seem worth the wait. ● If the line takes to long to move. ● when it seems to be going nowhere ● If it is unclear if the line will move or when it is taking significantly too long ● If it's not moving Specific Time Limitations ● If the line isn't moving after so many minutes. ● When it stops moving and we're still far from entry. I think 20 minutes is the longest I'll stand still. ● If its a very long line where the wait is more than let’s say 20min I would probably leave before starting ● Usually wait my turn. Would have to be a several hr wait before I give up ● I would not wait for more than 30 minutes for something. ● 30 mins ● after 5 minutes of no advance ● If I've seen little to no progress in 30 min. and I don't need to be there. ● If the line was unexpected, probably after 10 minutes. If I knew there was going to be a line and planned for it, I would stay. ● If it doesn't move for 10 minutes or so. ● When its been more than 4 minutes and there is no showing of movement. ● I usually assess if I'll be in the line until it finishes within the first 5 mins. ● If it's not moving after a certain amount of time. ● If it's more than one hour ● Depends on what I’m purchasing. I never exit the line with groceries. If it’s not a necessary item, I might exit the ● line after 15 minutes ● 5+ mins ● If it's not moving 5 minutes ● After 10 minutes ● Not moving after 10 minutes
Time Value/ ReMeasure Value ● If I've waited unnecessarily for an exorbitant amount of time. ● When its taking too long and my frustration level gets to high. ● if wait time starts to make me feel like it isn't worth it . ● When I think I'm loosing my time and whatever I'm waiting for is not as valuable anymore ● it really all depends on my patience level that day and how good the thing is at the end of the line. ● If it’s not worth it to me anymore ● If a better option opens up ● Takes too long, no movement ● When I have another commitment or I decide the task or event is not worth my time waiting in line. ● When it seems I have waited too long ● When I've waited longer than I was told. If the place I'm waiting really isn't worth the wait. ● I decide to exit the line if I feel as though the time that I have waited so far is less than the amount of time that I have left to wait. Sometimes I will just not get in line if I can tell there is a long wait and the line is not moving. ● If it’s no longer worth the wait. ● depends of how long it is, how fast it is moving, how important the purpose is, if I can easily come back later, and how much time I invested into whatever process came before the line. ● Not worth my time ● When it's no longer worth the wait ● When whatever I am waiting in line has less value than the time lost waiting in line. ● Run out of time or patience ● If I have waited a long time and don't really see it getting any better ● waiting for too long ● When I absolutely have to leave. ● If the wait jeopardizes me being tardy for the next thing I have on my list. ● If the amount of time spent waiting exceeds the value of whatever I’m waiting for.
Online Survey Results At what point do you decide to exit the line? (cont) I Don’t ● ● ● ● ● ● ● ● ● ● Other ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●
When I get to the front Almost always only after I've gotten what I got in line for in the first place. Never! Rarely Usually once I'm in, I stay. When I’ve been served When I’m done I don’t. Once I commit, I’ll stay. When I'm done at the counter When I see it Depends If too long If another spot opens up in a different line. It depends on why I am in line. When whatever I'm waiting for isn't there anymore. Typically avoid them. Steins deli being an exception. It depends on the situation and if it's an event that I really want to go to. Depends on what I’m waiting for If i see there’s a problem at the head of the line depends on the goal after the wait, food never, movie maybe concert yea, Only if the cashier has a problem and has a long wait for a supervisor. Depends on the occasion/event When I realize the employee does not know how to meditate and move the customer along. Only if I discover a quicker way through the queue. Depends on the situation... Too much time taken for transaction. when people are acting like assholes, or it's obvious I've found the slowest checker in the store. If whoever I was waiting for at the end (cashier?) left.
Further suggestions or thoughts about the line waiting experience ● Avoid if possible ● Inner peace and patience necessary. Small talk. ● Music and alcohol always help ● Usually find it easier to wait in line if it's a benefit for someone I care about than myself. ● Lines are dumb ● Waiting in line is a part of life. ● Sorry to say but I think most line-related jobs could be done more efficiently by robots. ● I think people are more likely to have more patience if there is a big payoff. i.e. a concert ● If this is art related, I suggest organizations use the line opportunity to have folks fill out surveys. ● Regarding waiting in line, I'm the type of person who will avoid crowded places at all cost and would only make a crazy long line if I think is worth it. HOWEVER, when I pass by a restaurant or a place unknown to me with a long line my first thought is that it must be a good place. Awakes my curiosity but wouldn't follow until deciding how valuable it is ● I think the worst line-waiting experience is the airport because you don't get to walk away. Waiting is line is simply the only way to get to the terminal or on to the plane. ● Im more inclined to wait and be patient if I dont have to be somewhere, but thats a rarity. ● It's all annoying - it has to be an experience I feel is very unique and that I'm really excited about. ● It's the 21st century. Why isn't every store out there using single queue? And why don't the stores that do use it have signal lights for open registers instead of making the cashiers shout? ● Having something to do is helpful, read, knit, meditate. ● As far as this survey goes, ‘going out’ is a loose term. I go out everyday! Of the house, I mean. Go out for entertainment or dinner or a night out is what i think you meant, so that’s how I answered ● I don’t go to Walmart, for many reasons, but the amount of unused cash registers is a nightmare. If you have a way to shorten the line, such as opening another check out line, then do it. ● Smile, be patient, be friendly but also be careful especially with the current situation with strangers and human trafficking ● I don’t feel like there are too many places that are worth a long wait but if it’s a once in a lifetime event or somewhere that long lines can’t be avoided then I wait patiently. ● I am not a patient line waiter. I tend to avoid places/situations that may have long lines. If it is a concert/event with a prepaid ticket, I will wait (though not happily). If it is a grocery store/retail establishment, I will abandon my merchandise and leave. ● Employers need to train employees to handle difficult customers. ● Lines in sav are Short compared to phoenix ● People need to remember social etiquette. ● It’s all about your attitude. When I was younger and it bothered me to wait, I allowed myself to be needlessly upset. Once I decided that it wouldn’t bother me any longer, it never did again. It’s an easy adjustment to make. ● serve snack ● I like it when there are design layouts that prevent people from standing too close to you. also it’s really annoying when it’s unclear where the line starts/ends. It’s also nice if it’s a really long line, if it has signs that estimate waiting time.
Interview Transcripts Jeane Stein, Former CEO/Owner, Jakes Dog House Basic Questions regarding business: 1. Can you introduce your prior business? (Scale, busy hours, customer profile, which part of business was most profitable? What was your short term plan of business) Prior business was a 7 store retail chain of pet specialty items as well as grooming and also an ecommerce site. 1996-2014 1. What did you use to find competitors? In the early years of the business, our competitors were other brick and mortar retailers in our geographical area which we could visit. As big box stores and ecommerce became more prevalent, we focused on finding our competitors by their online presence.
Line Management + Reservation: 1. Can you describe your experience managing lines + accompanying frustrations In our boutique stores, lines were only an issue during the holidays. During this times, we had a second POS and extra hands bagging to move the line along, 2. 3.
Describe the latest line management techniques you used. n/a What methods did you use for taking and keeping reservations? In our grooming salon, we used a manual (book) for reservations due to the careful nature of booking due to space restrictions. We confirmed appointments via phone and text.
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Did you have any waitlist experience at your business? Yes – our grooming salon had waitlists on weekends and during the holidays.
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Did you give handouts to customers waiting in line? What benefits did you gain? no Experience on customer relationship management: Did you use OS system or CRM system? We used Retail Pro for POS and also to keep record of clients and pet info for promotions. How did you help customers manage their time when they made a reservation or wait in line? Mostly talking about their pets to other customers since they all had a common interest Have you ever had customers that voiced their frustrations with the reservation system or line management? No
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Business advice: 1.We are starting a business, do you have any advice on bootstrapping? Most entrepreneurs have to bootstrap their ventures. Like any other risk you have to know your limits that you are willing to stake. Have a solid plan on budget and stick to it, 1.Do you have any knowledge about the best geographic locations to start a business? (tax breaks, grants, etc.) no
For our concept: 1.We are thinking about building an online platform that allows people to discover new and hot spots, people would share their geolocation when waiting in line and share experience, meanwhile, partner restaurants/ spots can manage the line, post announcements and share service list/ menus to people in line. What’s your opinion on our idea? I like the idea of being able to see a menu or special while waiting in line. Restaurants can offer promos or order ahead apps for customers who are waiting so they have something as soon as they are seated, For venues such a amusement parks where lines are common, people can share and tag photos from their day and the park can offer prizes/perks to guests who tag them
1.With your experience, what do you think the disability requirements of our offerings? What does this mean? 1.With your experience, do you have any suggestions about better managing lines and overall crowd control? If customers feel it’s worth the wait and can be engaged while waiting – that’s a bonus. It’s a great opportunity to capture the attention of a captive audience.
Interview Transcripts Mufan, 25, Social Media Influencer, 17 hours wait for iPhoneX How do you find new restaurants, bars, etc/ hotspots? - Friend’s recommendation and Yelp, if the restaurants got something I was interested in, I really wanted to try it
Where do you review? - google gives me prompts to review them What do you do when waiting? - Chatting with friends, Of someone is worth me, Otherwise browsing.... Reading.... Gaming...Basically something on phone if alone
What information do you want to take a look? - Opening hours
Shaun Gallagher. Software Engineer
If it is packed or requires a long waiting time how do you know that? - I’m not aware of that mostly. But of it’s from friends’ recommendation I would have been told about it for sure
C: Hey, so for my project this quarter we're doing an app that focuses on lines and the waiting experience. What would you charge for developing the platform and what factors would you weigh to potentially invest and being partner in the project.
Social media? - I don’t think I’m a social media person. I hardly post things on social media. But if something was really interesting or amazing rare, I would definitely share it
S: Idk what you're talking about
How do you know the line management and store open time? - There is an online forum called MacRunors where I got everything, people were sharing information of the line and tried to find linemates there, for the open time I checked it in apple.com When you are waiting in line, what do you usually do? - Browsing forums, news also WeChat moments. I chat with my people in a small group When you were waiting in line did you talk to other line waiters?how did you interact with them? did you get a line mate? - Yes of course! We discuss about iPhone X mostly because we are all super excited about it and also some other products too. Everyone was so nice and friendly.
C: It's for a school project. We are fake making an app around the waiting in line experience and helping time management. What would you charge as a developer to create the platform S: What platform? What does it do? C: It would be an app that would allow people to discover new spots. People would share their location and update others on waiting times and share their experience. Meanwhile restaurants and other businesses can manage the line and post announcements and share menus to those in line S: So it's a take a number kind of thing? Idk 20k maybe as a contract kind of thing C: It's a social network type thing. You would get real time updates on how long the lines are. There would be a geothermal type map that shows where the hot spots are in the area. And a spot for games to play while you wait
Nishant, 26, social media influencer, writer of UX Planet @Medium, 1K likes per post How do you usually discover new spot or cool restaurant/bar? - Mostly at yelp, Sometimes it gives me proactive suggestions for new places near me,Based on my past visits, so i explore that, or look it up on google maps How do you decide to go or not? what kind of information do you check online of the spot? - Menu items, price, reviews, Personal fav like italian food and pizza Recommendations? - Verbally recommend to my friends
S: Oh Then idk. That's out of scope for any contract I'd take without a salary. That's not the kind of thing you just build. That's thousands of hours of development and testing So I'd want 150k per year because it sounds boring C: You would have to start from scratch? You can't just adapt it to an existing platform S: What existing platform? C: Like integrate it into a waze type app but add the additional features S: There are tools you can use for sure but anything that's supposed to scale to millions of users immediately gets outrageously complicated
Research Insights
Quotes
Business Insider “Why People Wait..” (Zhang, 2014)
- “Waiting in lines is a way for us to cultivate an identity → ‘self-signaling’” Ex: “How much you care about someone or something”
Ex: “If you bond with other people in line, they find it to be a highly enjoyable experience.”
“People...whose identity is tied up with being a consumer of such items and who derive satisfaction”
- “Products are consumed but services are expected in real-time”
“Senior citizens don’t want speedy service. They want to introduce themselves to the people around them and start conversations…”
-”3 ways of looking at people who are waiting in long lines”
-”Delay is the most important factor influencing restaurants”
“ Orderly queue is a myth- people push ahead”
“People will take their money elsewhere where they can get what they want…. Instant Gratification.”
“Queue is associated with sheep-like drones” “Too many people suffer from ‘hurry sickness’”
Boston Globe “Instant Gratification…” (Wiggs, 2013)
- “People love publicizing their experience through social media” which gives them bragging rights
“Want to be associated with the hottest trends” “... become associated with the in-crowd”
Psychology Today “The Pysch of Queuing” (Furnham, 2017)
- “Highly social component”
- Demand for instant results seeping into every corner of our lives” From: “Same day delivery” “Apps that eliminate the wait for a cab, date, table or hot restaurant” “Instant streaming movies and tv shows” Pew Research Center- “People 35 and under are in dangers of their hyperconnected lives with what sounds like a prescription drug warning… Negative effects include a need for instant gratification and loss
- “We’ve come to expect things so quickly that researchers found people can’t wait more than a few seconds for a video to load.” “Not new but ‘instant’ has become faster and the result is patience is thinner.” “Not wired to think about long-term anymore”
“Waiting needs to be non-routine” Ex: Tourism has experiences or places that are considered a “must-visit”. This will cause people to wait in line regardless of how long it is.
-Waiting Frustrations:
“Queue Jumping”
1. “Occupied time feels shorter” 2. “Uncertainty makes waiting seem longer” - give people wait times 3. “Anxiety makes the wait seem longer”- give people an explanation and reassurance 4. “Unanticipated waits are much more aggravating than equitable waits” 5. “Solo wait seems longer than group or social waits.”
“People can put up with a few jumpers but not a lot”
- Value to be found in impatience
“Sometimes impatience helps move things (along) faster.”
“From a business perspective, there’s nothing wrong with companies selling more and faster.”
“Behavior may be self-reinforcing. If you stand in line once, you’re more likely to stand in line again.” This is because when you wait in line for a long time you start to convince yourself the experience is “worth it”.
“How long will people wait?” Determined by: “Absolute time the consumer has been waiting.” “Number of people ahead in line” “Number of people behind in line.”
“If it’s not on netflix or on on-demand then I’m not going to put in more effort into finding it.”
Research Insights
Quotes
New York Times “Why waiting in line is torture” (Stone, 2012)
Houston airport problem- complaints about how long it takes to receive bag. Hired more personnel- reduced waiting according to industry standards but still complained. Why? “It took only one minute to get from the gate to baggage claim which meant they spent around 88% of their time waiting.” “Instead of reducing wait times we moved arrival gate further away” and complaints lessened.
“Often the psychology of queuing is more important than the statistics of the wait itself”- M.I.T. Ops Researcher, Richard Larson “On average people overestimate how long they’ve waited by 36%” this is why “there are mirrors next to elevators” “Drudgery of unoccupied time also reason for popularity of impulse buys.”
New York Times “The upside of waiting in line” (Cowen, 2015)
“Sellers do their best to make the line and rules seem fair.”
“Younger buyers usually ones who make places trendy.”
Why not raise price? “If new $ is too high then the customer feels wronged and they complain or stay away.” “Higher $ skews customer mix towards wealthier and thus older crowd” who have “less influence over peer purchasing decisions.”
“Lower prices to lure those individuals and cultivate loyalties.”
“Uncertainty magnifies stress but beating expectations (creates) a better mood.”
“People will always pick a slow moving short line over a fast moving long line.”
This is why “Disney overestimates their wait times so people are excited when they beat the given time.”
This is why Disney “hides lengths of lines by wrapping them around building and serpentine models.”
“Biggest influence is the perception of fairness” A line is “more than a social system”. “(Lines) are governed by implicit set of norms.”
“Memories of queuing experience are strongly influenced by the final moments.”
“Income inequality encourages sellers to use lines to better segment the market.” “The inconvenience of line helps sell more expensive line-jumping packages.”
No reservation restaurants create “waiting culture” helps to reflect the “emergence of the city as wealthy and indeed ‘cool” city where places generate buzz.”
“More wait = more value as long as it doesn’t dominate everyday life.” “Waiting bins to community and demonstrates commitment.” “Heightens value of anticipation; product more exciting” “No lines the world may be a less interesting place.”
Research Insights
Quotes
Podcast “Early Stage with John Valentine”
“Smartphones are the crutch, or remote control that we use to navigate our lives.” “You want to be educated before you go.” (If you are a restaurant and you pay for LOOOP services what do you see on your dashboard?) “Realtime and historical data by day, week, month” → will eventually unlock demographic behavior so you can overlay and understand traffic patterns better.” (Customer information given to business owner?) “Yes, once they allow the permissions we use a beacon network inside the venue so we can communicate with the actual user.” “Will allow bar to see if you frequent a place even if you are visible and offer discount/coupon for services”
(Transparency of Data and Privacy)
(Tech/Plug-in)
(“Howard Schultz Model”)
(App Development)
“In the foundation that we won’t be giving away people’s information. The database strips away name from users and just becomes user x”
“If it is something that makes sense and is something we should look into we will as long as it creates value for the business.”
“Want people to think of lower east Manhattan (see a lot of locations with LOOOP).
“People don’t care if we have a John or a Sally… They care about how many males vs. females so they can potentially optimize for those groups.”
Dashboard of “ ‘snackable data’ so that they can take and take action” → gives day/month graph, highest and lowest traffic days, month over month, peak times and neighborhood averages (no names just benchmarks)
“Start with wireframe, find engineering talent aligned with your most important goals→ what do you wish to accomplish?, learn the language and do reading on which frameworks would be used to solve this problem.”
“Dream partner with payment app to target customer from marketing moment to actual purchase: see who is coming, what they are buying and when they are frequenting.”
Gives you idea of averages to determine “1. How do I get more people? 2. What’s everyone else doing?” The more we grow the more information we get and the more information the businesses receive
“Minimize the risk of an (outside) developer when you they believe in our vision and leadership.” “Find them overseas or through university programs, meet-ups for engineering… see what exists out there and meet senior engineers to ask advice.” “Engineering part is the most difficult… How do we build for today and at what point do we consider tomorrow?” “Never optimize until later” “If your app goes out there (V1) can cause a lot of problems because people only are in touch with the interface” “You want it to deliver value when released (or it flops) “Future expansion: engineer was able to configure modular system so each city has it’s own server when ready to expand”
References
Cowen, T. (2015, February 19). The Upside of Waiting in Line. Retrieved October 14, 2017, from https://www.nytimes.com/2015/02/22/upshot/the-upside-of-waiting-in-line.html?mcubz=3 Fahey, L. and Narayanan, V.K. (1986) Macroenvironmental Analysis for Strategic Management, St Paul, MN, West Publishing. Furnham, A, Ph.D. (2017, April 04) The Psychology of Queuing Why is waiting in line so horrid? . Retrieved October 10, 2017, from http://www.psychologytoday.com/blog/sideways-view/201704/the-psychology-queuing Johnson, G., Scholes, K. and Whittington, R. (2006) Exploring Corporate Strategy: Text and Cases, (7th edn), Harlow, Pearson Education. Marty Neumeier (2006), Zag: The Number One Strategy of High-Performance Brands. Porter, M. E. (January 2008). The Five Competitive Forces That Shape Strategy. Harvard Business Review, 23-41. Retrieved September 25, 2017.
References Stone, A. (2012). Why waiting in line is torture. Retrieved October 5, 2017, from http://www.nytimes.com/2012/08/19/opinion/sunday/why-waiting-in-line-is-torture.html Wiggs, J. (2013, February 02). The growing culture of impatience, where instant gratification makes us crave more instant gratification- The Boston Globe. Retrieved November 14, 2017, from https://www.bostonglobe.com/lifestyle/style/2013/02/01/the-growing-culture-impatience-where-instant-gratification-makes-crave-more-instant-gratificatio n/q8tWDNGeJB2mm45fQxtTQP/story.html Weihrich, H. (1993) ‘Daimler-Benz’s move towards the century with the TOWS matrix’, European Business Review, vol. 93, no. 1, pp.4–11. Valentine, J. (Host). (2017, February 27). Episode 5- Looop: Finding the Right Place In Realtime [Audio podcast]. In Early Stage with John Valentine. Zhang, M. (2014, June 25). Why People Wait In Hours-Long Lines For Shake Shack, Cronuts, And iPhones. Retrieved October 5, 2017, from http://www.businessinsider.com/why-people-wait-in-line-for-shake-shack-cronuts-iphones-2014-6