12A – Figuring Out Buyer Behavior No. 1
1) My segment is business owners with little experience, its hard to fit them into one particular segment because business owners tend to overlap segments.
2)
Interview #1 - A past restaurant owner who's business had failed. He said he was roughly putting 60 hours a week working at his restaurant. He had no prior experience in the restaurant business when he first opened the restaurant. When asked if he had external help when he started he replied that he went to a town meeting lead by experienced local restaurateurs who helped give guidance to any new businesses. He said with out that help he would have had trouble getting his business started. When asked what his solution was when his business started to struggle he said he seek help form the same people but in the end it still did not matter as I closed the restaurant down after roughly 2 years.
Interview #2 - A current business owner who runs a shop. He is working 50 hours a week in his shop. He also had no prior experience running a business. He stated that he had no external help when opening the shop, everything he did not no to do he just looked up online what to do. When asked if he ever looked for assistance when his business struggled he replied no.
Interview #3 - A business owner running a family restaurant. He said he works at least 10 hours a day Monday-Sunday. Also first time business owner. When asked if he had asked for external help when first starting the business he also replied that he had not. When asked if his business ever struggled and if he tried to find an external source for help he also replied that he never did and his reason was that ups and downs in his line of work are going to happen I did not feel the need to change my business plan.
3) The need for awareness is when the business starts to struggle and the owner does not know how to fix any of the issues he is having running the business.
4) Of the people I interviewed only one looked for external sources to fix their problem.
5) I learned based on these interviews that by the time they recognize the problem it might be too late to help and also looking externally for help does not usually happen.
6) Based on the interviews I have come to the conclusion that even if a business is struggling they rarely seek outside help for various reasons.
2)
Interview #1 - A past restaurant owner who's business had failed. He said he was roughly putting 60 hours a week working at his restaurant. He had no prior experience in the restaurant business when he first opened the restaurant. When asked if he had external help when he started he replied that he went to a town meeting lead by experienced local restaurateurs who helped give guidance to any new businesses. He said with out that help he would have had trouble getting his business started. When asked what his solution was when his business started to struggle he said he seek help form the same people but in the end it still did not matter as I closed the restaurant down after roughly 2 years.
Interview #2 - A current business owner who runs a shop. He is working 50 hours a week in his shop. He also had no prior experience running a business. He stated that he had no external help when opening the shop, everything he did not no to do he just looked up online what to do. When asked if he ever looked for assistance when his business struggled he replied no.
Interview #3 - A business owner running a family restaurant. He said he works at least 10 hours a day Monday-Sunday. Also first time business owner. When asked if he had asked for external help when first starting the business he also replied that he had not. When asked if his business ever struggled and if he tried to find an external source for help he also replied that he never did and his reason was that ups and downs in his line of work are going to happen I did not feel the need to change my business plan.
3) The need for awareness is when the business starts to struggle and the owner does not know how to fix any of the issues he is having running the business.
4) Of the people I interviewed only one looked for external sources to fix their problem.
5) I learned based on these interviews that by the time they recognize the problem it might be too late to help and also looking externally for help does not usually happen.
6) Based on the interviews I have come to the conclusion that even if a business is struggling they rarely seek outside help for various reasons.
I agree with your opinion regarding this segment. When I was growing up my step-father opened a bakery without any experience on running a business and it was a struggle from the beginning until the end. He refused to seek guidance from anyone. After ten months, the business hit rock bottom and he was forced to sell the business… Ten years later with the correct external resources he tried again and it is a successful bakery in South Florida.
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