Testing the Hypothesis
1. American Club in Rome
2. American study abroad students coming to Rome aren't able to go out and enjoy their nights in Rome because there isn't an American styled club there.
3. Who will be the attendees of this club? Is it just American study abroad students or international students? Will locals attend? Where will it be located? What type of music will it have? Will it have drink specials? Will the age be 18 or 21? What is the dress code? What days will it be open? Will it be open during the day or just at night? Why is it needed? Why don't study abroad students conform to the Italian lifestyle instead?
4. Italian people aren't the main target audience, but they do go to small bars where Americans tend to gather. Isabella thinks that it would be a great idea because she misses the thriving environment of New York. The outings here, while very culturally entertaining, can get a little mundane. There is no action and American music which she loves. She and her friend Patrick do travel during the weekends sometimes so they aren't always in Rome, but when they are they do try to gather a group of study abroad friends who are willing to leave the campus and get back late in the night. Christina says that the campus that she she is on is located around a 30 minute walk away from the bars that she attends and doesn't really mind walking to save money on cabs, but only if the night is worth it. Sometimes the bars are a hit or miss she says. Christina is from Dallas and is studying abroad for the semester and plans on going out every weekend depending on whether she is in Rome or not. She and the rest of her school don't have classes on Friday to accommodate those who have travel plans, so Wednesday and Thursdays are good days to go out too. She says the drink deals at the places she goes to are pretty good, but that since Italians specialize in wine, the drinks are watered down or not made correctly. Both Christina and Isabella enjoy getting dressed up to go out, but the bars they currently attend are mostly casual. Carter is not a big fan of going out, but likes to socialize with his peers and doesn't mind going out once a week. He enjoys the appertivos that are big in Italy, or pre-dinner drinks. He enjoys the sitting outside and socializing aspect. Marion, an Italian local isn't too fond of the American party lifestyle, he would much rather go out with his friends for an appertivo instead. He would like to try an American club for the experience, but doesn't think it's something that would be routine in his life.
5. After conducting this interview with 5 different people, I have received varying opinions and new information that would help to begin starting a business plan. The Italian local was very helpful in deciding the focus group. While welcomed to all, the target audience is definitely American students. With this in mind, the club shouldn't have to be too big considering there are a fluctuation in the number of American students in Rome through out the semester and year round. The place should have an exclusive feel to it to separate it from the bars that allow anyone to attend without a dress code and should have decently priced drinks because the target audience is mainly college students. It should be in a centralized location, but walking in Rome is the norm, so distance isn't really an issue.
2. American study abroad students coming to Rome aren't able to go out and enjoy their nights in Rome because there isn't an American styled club there.
3. Who will be the attendees of this club? Is it just American study abroad students or international students? Will locals attend? Where will it be located? What type of music will it have? Will it have drink specials? Will the age be 18 or 21? What is the dress code? What days will it be open? Will it be open during the day or just at night? Why is it needed? Why don't study abroad students conform to the Italian lifestyle instead?
4. Italian people aren't the main target audience, but they do go to small bars where Americans tend to gather. Isabella thinks that it would be a great idea because she misses the thriving environment of New York. The outings here, while very culturally entertaining, can get a little mundane. There is no action and American music which she loves. She and her friend Patrick do travel during the weekends sometimes so they aren't always in Rome, but when they are they do try to gather a group of study abroad friends who are willing to leave the campus and get back late in the night. Christina says that the campus that she she is on is located around a 30 minute walk away from the bars that she attends and doesn't really mind walking to save money on cabs, but only if the night is worth it. Sometimes the bars are a hit or miss she says. Christina is from Dallas and is studying abroad for the semester and plans on going out every weekend depending on whether she is in Rome or not. She and the rest of her school don't have classes on Friday to accommodate those who have travel plans, so Wednesday and Thursdays are good days to go out too. She says the drink deals at the places she goes to are pretty good, but that since Italians specialize in wine, the drinks are watered down or not made correctly. Both Christina and Isabella enjoy getting dressed up to go out, but the bars they currently attend are mostly casual. Carter is not a big fan of going out, but likes to socialize with his peers and doesn't mind going out once a week. He enjoys the appertivos that are big in Italy, or pre-dinner drinks. He enjoys the sitting outside and socializing aspect. Marion, an Italian local isn't too fond of the American party lifestyle, he would much rather go out with his friends for an appertivo instead. He would like to try an American club for the experience, but doesn't think it's something that would be routine in his life.
5. After conducting this interview with 5 different people, I have received varying opinions and new information that would help to begin starting a business plan. The Italian local was very helpful in deciding the focus group. While welcomed to all, the target audience is definitely American students. With this in mind, the club shouldn't have to be too big considering there are a fluctuation in the number of American students in Rome through out the semester and year round. The place should have an exclusive feel to it to separate it from the bars that allow anyone to attend without a dress code and should have decently priced drinks because the target audience is mainly college students. It should be in a centralized location, but walking in Rome is the norm, so distance isn't really an issue.
Hello Adi. This opportunity you identified is very interesting, and I enjoyed reading about it. I am not very informed on this particular subject, especially since this opportunity is based in Rome, but it seems possible based on what you have said. I think you did a good job thinking outside of the box, and its impressive that you identified an opportunity in a place you don't even live. This really shows there is opportunity everywhere. However, the one thing I'm not sure about is how big your target group is, and if there are enough customers to support this opportunity. Overall, you did a great job.
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