Friday, November 15, 2019

Venture Concept #1

       My customer base loves their food, television, and drinking. They do not care how they look or what people think of them and they exhibit passion for the game. The fans in my target market are older than 50 and feel as if they are even older due to the way they mistreat their bodies with excessive eating and drinking. 

       I am trying to target the continuing trend of America prioritizing and valuing convenience. The target audience is people who think to themselves at football games, "oh, I am hungry but just can not bear to wait in line for 20-30 min at halftime for hot dog or mini pizza" To solve this issue, in addition to vendors continuing to operate normally with people queuing up for food during a timeout or halftime break, these vendors should offer an uber eats esque type option where fans can go on a stadium app and have food from the vendor delivered to their seat for a small $2 fee. Another feature of the app would be having the option to order your food in advance for a certain time to avoid the lines. If a football game starts at 4 and ends at 730, then you would have the option to place an order for delivery to your seat before the game and choose for it to be delivered at Halftime or a specific time like 530, when you expect the food lines to be long. This need has always existed but has become more of an ubiquitous issue as of late as people have never been more obese; Ergo, people are lazy and want convenience. These two key forces:laziness and the need for convenience are the driving forces behind the idea as America is trending toward increases in both of these categories. As I stated earlier, the average age of a football fan is over 50 years old and my service takes this into consideration by catering to an older population. Also, the stadium food app will give the chance for customers to build up reward points to earn prizes which will further incentivize fans to order. 

From a Demographic perspective, only 9% of current NFL fans are under the age 18 and NFL fans that attend games mostly come from the United States. However, the NFL has made a valiant effort to go international and let foreign fans from London, England experience games by moving 4-6 games overseas per season. For the most part, The fans in my target market are older than 50 and feel as if they are even older due to the way they mistreat their bodies with excessive eating and drinking. Customers are currently satisfying this need by getting up and standing in line at food vendors with long lines around the arena. This process limits the amount of time fans spend on actually watching the game and can be considered a hassle to keep getting up for fans who are older. Customers are very loyal to depending on standing in line for food during games because people love to eat and there are not any alternatives available. However, as soon as my concept is implemented and marketed well, customers will start to recognize the value my service provides and will eventually make the switch to having their food delivered to their seat for a small fee. I could expand on my idea by providing food delivery services for different sports in different countries depending on the circumstances. Thus, this idea could eventually be used in all arena's that have food vendors. The switching process would be efficient and simple as the app will be heavily advertised in and around arena's to gain brand recognition. A key factor with my food delivery service app is that the goal is to utilize current employees for the delivery jobs that food vendors currently have on staff. My differentiable factor will be organizational and operational efficiency. By utilizing current staff, vendors could avoid a re-hiring process and just directly train staff that are already familiar with the arena. There would be one or two "runners' per section in the stadium so each person has a designated area to deliver to in order to avoid confusion. This opportunity is huge and should be around as long as arena's are getting filled. For now, my idea is focusing on capturing NFL fans but this idea is easily applicable to other sporting events and even concerts.

I would consider my food delivery service idea to be a dynamically continuous innovation because people are not used to having food delivered to their seat at football games, but the concept of food delivery has been around for a long time which keeps my idea from being a discontinuous innovation. My app would work similar to that of uber eats, which features that include being able to pick from various vendors around the stadium, an option for customizable orders, and the option to add an additional tip on top of the standard $2 delivery fee. I feel that this fee is negligible in respect to the inflated prices that stadiums typically charge for food; thus, it will be adopted with open arms by NFL fans. I plan to profit on that $2 delivery fee as .50 cents for every delivery will go to me.

Customers will switch from standing in lines to ordering from their seat because of convenience and my competition will still be people getting up and ordering while having to wait in line. I am planning on meeting with the NFL to present the idea with the hope of earning an exclusive rights contract that would give only me the ability to provide this service for the NFL. I am also planning to look into patenting the concept.  The location of the business is the key factor in that Uber eats can not just have employees walking into stadiums to drop off food. The location gives me a competitive advantage so that only my service can deliver food to fans' seats. All vendors would have separate technology for orders taken through the app and the runner responsible for picking up the food will be notified to pick it up several minutes beforehand. My most valuable resources include the location of my service, an exclusive rights contract with the NFL, and trained employees that can meet and exceed expectations.



      

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