Assignment 29A – Venture Concept No. 2

Opportunity:

There is still an unmet need with society drinking alcohol and then driving while intoxicated. Everyone is affected by this need, whether it’s the intoxicated driver, the people in the car with them, or the people who crash against them. Over the last decade this matter has become of much more importance due to the fatality rate increase caused by impaired driving. Society has publicized these issues tremendously, but the issue has still not been resolved.

The opportunity is so immense that at least 10,000 people are killed every year because of this matter.

The forces that are allowing this action to occur are lack of security with underage drinking. Also, there is a substantial availability of alcohol within a home of underage kids. Alcohol is easily accessible to people over 21, but there isn’t enough concern going around for those whose drive intoxicated regularly. People of all ages are a concern for drinking and driving. The window of opportunity will be open until the fatality rates begins to decrease.

The geographic and demographic market is all over the world. For this particular class I am focusing only on the United States. You do not need to be rich or poor in order to drink alcohol. Anyone can drink at any age, but legally the drinking age is 21 years old in the U.S.

There are customers who on their own try to help their family and friends to not drink and drive. There was one person that I interviewed that tries to satisfy the need by making sure no one drives home after a night of drinking and instead calls a ride for them.

Innovation:

For people who get caught drinking and driving they get arrested or receive a ticket for driving under the influence. There is a machine that exists for those who have had multiple DUI arrests that gets put in your vehicle. It contains a breathalyzer attached to it where you have to blow into it to be able to start your vehicle. If the machine shows that you have a BAC of 0.08% or over you will not be able to start the vehicle. If the BAC shows to be under 0.08%, then the vehicle will start. The machine can randomly ask you at any point in driving to blow into the breathalyzer to ensure that you have not been drinking during the drive.

I firmly believe this machine should be installed into every single vehicle. The product will be sold online and in stores. Car manufacturers will also be able to purchase this product to install it into every new car that they sell. The product will come in multiple sizes as well as color choices. Prices will range from $85 to $150 based on the size of the machine.

Venture Concept:

This product would solve the opportunity by not allowing people to enter into a vehicle and driving it while intoxicated. Customers will buy this product because of safety. An individual, of any age, can purchase this product to ensure their own safety, but also for those around them.

A similar product are breathalyzers that are sold individually. The government currently installs these machines into vehicles, but only for people that have gotten a DUI before. Customers will “switch” to this product because it offers much more than just the individual breathalyzer. There are no major competitors other than the individual breathalyzers. 

Packaging: The packaging should not be intense or flashy to repel the interest away from customers. The label should be clear of what the product is intended to do. The box will show that the machine has been tested and approved by authorities to be used in any kind of vehicle.

Price Points: An important issue is if my competitors are much higher or lower than my price I would have to adjust the cost to keep up with the market. Also, I would not want the product to be so expensive that customers would have to think of their financial responsibility over their safety.

Distribution: I would sell to families to ensure no one underage is in any danger while under the influence. This would also be sold in colleges that way students will not drink and drive on campus. This will also be sold online on a website for anyone to purchase.

Customer support: My employees will be on call 24/7 to ensure that the product is not a problem to anyone.

Customer experience/Location: Customer experience will be noted. Feedback will be taken seriously. Location will not be of concern because it will be sold nationwide.

The company would be fairly small to focus more on the details and ensure that the product meets the basic needs of the customer market. Engineers help create the machine and ensure the breathalyzer works. Car manufacturers can give input. The marketing department would only focus on the advertising and customer market that the product attracts. Lastly, the distributing and supply team would ensure that the product is delivered.

I will have backup of my product from the government. They will be able to help me adjust any issues that I may have with the product and be able to compare it with the one they currently use. I want to be able to spread the use of this machine to other vehicles such as scooters and motorcycles, since the main focus right now is solely cars. Colleges have the issue of students driving their scooters while intoxicated around campus. I would love to see the product make a difference in society to see the fatality rate at half of what it is now. As an entrepreneur I would love to see myself as a successful owner of this product with nothing but positive outcomes with the company.

Feedback:

The feedback I received based on the peer reviews was very positive. The student just reassured that my product would benefit many people in society and would save many lives. They reiterated that the government would be great help in backing up my ideas.

More advertising would help based on my new market. All ages are part of my market and encouraged to buy my product.

I condensed and changed my venture concept to include people of all ages. At first my market was focused on underage teens, college students, and parents. I realized after the “what’s next” assignment that my new market should include everyone. Middle-aged adults also commit this act and should be included in this issue. Teens and college students are always publicized, but they are not the only ones who drink and drive. It is just as important for an adult to have this machine in their vehicle, scooter, motorcycle, etc. When marketing this product, I need to make sure to advertise the product in a way that would attract everyone in my new market.