HOOS FurnishedTriComm Marketing

ConsultantsLeslie Alpert

Oriana HargroveSang-Jin Lee

Benjamin PorterFelicia Tansil

HOOS Furnished

Explanation of HOOs Furnished.

Maybe a little anecdote:There once was a UVA undergrad named Wesley Lalpert who was desperately

trying to find furniture for her off grounds apartment. She looked at Home Depot and various department stores for a bed, couch, and kitchen table but everything was too expensive. “I don’t need anything fancy,” she thought. “I’m only going to be living her for one year. Also, what am I supposed to do with my furniture when my lease is over? And how will I get it all the way to Charlottesville from Philadelphia?” HOOs Furnished just may be the answer to Wesley’s and many other UVA undergrad’s furniture woes. HOOs furnished is a furniture rental company that provides the apartment necessities to UVA students on a reduced-price, rental basis.

Problem Definition

HOOS Furnished

•Opportunity outline

•Methodology

•Questionnaire Development

•Questionnaire collection

•Analysis

•Conclusions

Overview of presentation

HOOS Furnished

Opportunity

Methodology

Questionnaire Analysis Conclusio

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Three main research questions:

1. What is the demand for HOOs Furnished, and what demographics should be targeted?

2. What kind of rental agreement would customers prefer (semester-long, yearly, monthly)?

3. What are the most essential apartment furnishing items that HOOs Furnished should offer? (We’ll tally #11 and show a histogram and choose the top 5 items or something)

Areas of Opportunity

HOOS Furnished

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Methodology

Questionnaire Analysis Conclusio

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Secondary Research

• Considered real estate companies that DO NOT rent furnished apartments

• Ex: Wade, Hasbrouck, CBS Rentals,Woodard

• Considered real estate companies that DO rent furnished apartments

• Ex: GrandMarc, University Park

HOOS Furnished

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Methodology

Questionnaire Analysis Conclusio

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Primary Research• Personal Interviews

• Typical questions• Where do you live this year?• What factors did you consider

when looking or housing? • Does your rental company lease

furnished living areas? • Did you have any difficulty • purchasing or transporting

furniture? • What furniture items would you want to lease if you had the option?

HOOS Furnished

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Primary Research• Personal Interviews

• Who did we target?• We spoke with students who live

both on and off grounds.

• What was discovered?• Buying and transporting

furniture for school can be inconvenient

• Students were open to renting furniture for a semester or a year• Furniture delivery is more convenient than pick-up

Picture?

HOOS Furnished

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Questionnaire Development

• Pretesting

Step 1: Wrote QuestionnaireStep 2: Reviewed by Professor MickStep 3: Did First RevisionStep 4: Conducted informational interviews about questionnairesStep 5: Did second interview

• GOAL OF THE QUESTIONNAIRE: To gauge UVA student’s interest in using a furniture rental service

HOOS Furnished

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Questionnaire DevelopmentSample questions:

When choosing a place to live in Charlottesville, I want a fully furnished living space. (Circle one)

Strongly disagree Disagree Neutral Agree Strongly Agree

My furniture was purchased in (Circle all that apply):

Charlottesville Hometown Did not purchase furniture Other: ______________

My furniture was purchased in (Circle all that apply):

Charlottesville Hometown Did not purchase furniture Other: ______________

We are proposing to create a service in the greater UVA area that offered furniture rental services. If this service existed, my interest in using this service would be:Not Interested Very Interested 1 2 3 4 5

HOOS Furnished

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Data Collection Process• Who did you sample and why? - we need a graph of distribution of respondents

• Where we sampled: • libraries, dining hall, the Commerce School, church

• Non response rate

HOOS Furnished

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Statistical Results

Graph and explanation

HOOS Furnished

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Statistical Results

Graph and explanation

HOOS Furnished

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Methodology

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Conclusions• Take aways • what population to target• most popular items to sell• overall interest of students• probably say that more research needs to be

done

• Shortcomings

• Improvements

HOOS Furnished

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