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Case 3.1
NearbyNow:Hands-On Product
Feasibility Analysis
Group 2:
MA0N0203 Stan
MA0N0226 Lyndon
Introduction
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In 2006, Dunlap’s wife
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Bringing magazine to find UGG boots from
store to store in the shopping mall
Dunlap idea
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Search engine
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Finding available product and cheapest one in
shopping mall near you
Ideas and decision
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Narrowing 100 ideas to 2 or 3 from logbook
Creating a way for shopper to search the
inventories of local mall
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Named: NearbyNow
Talking to shopper, retailers and mall manager
Google: Buying things online
Dunlap’s idea --- searching online buying in
the local mall
Product feasibility analysis
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Mode --- Product feasibility analysis
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First target --- mall
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Make sure demands
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Reason --- 90% of all malls in USA controlled by six
companies
Talking to 2000 people (focus group or one to one)
People like
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Searching online for price comparison and
shopping off, make sure product quality
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Cloth and shoes
NearbyNow
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NearbyNow
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Built a team, Raising funding, Built the
service
Limitations
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How accurately system can track their
inventory
Participation
High-end retailers not like products compared
with cheaper one side by side
 Eventually, most retailers coming on board
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Learning the unexpected
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Need a test phase to learn unexpected
things
Concept --- Local call buffering
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No need to call, but check it online
Sending email to customers for available
product
Poised for future growth
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NearbyNow
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About 200 malls with 50% of USA,
consumer within 30 miles of a NearbyNowenabled mall.
Taking its service beyond malls
Discussion question 1
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Write a concept statement for NearbyNow.
If NearbuyNow was still in start-up stage
and Scott Dunlap asked you who he should
distribute the concept statement to , what
would you have told them?
Discussion question 2
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What types of gumshoe research did
Dunlap benefit from, and what additional
gumshoe research could he have conducted
while he was investigating the feasibility of
NearbuyNow?
Discussion question 3
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Did you know the majority of malls in the
USA are owned by 6 companies? If not,
how might you have discovered this
information if you were conducting a
feasibility analysis for a product ot service
that would be placed in malls?
Discussion question 4
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Complete a first screen analysis for
NearbyNow. What do you learn from
analysis?