According to the National Highway Traffic Safety
Administration, 34% of all drunk driving deaths are caused by young adults aged
21-24 while 30% of these accidents are caused people aged 25-34. The vast
majority of alcohol related driving deaths are caused by young adults operating
these vehicles while intoxicated so I conclude that this age group is the
prototypical customer for my ignition lock product that aims to reduce the
amount of drunk driving.
More specifically, my avatar is named Maddy and she is a 21
year old sorority girl who loves to go out and party. She is the social chair
of her sorority and gets drunk approximately three times a week, even on school
nights. She attends the University of Alabama which is a big state school with
a huge Greek community. She does not have any kids but is the youngest of four
daughters. Her father is a doctor and her mother is a stay-at-home mom. Maddy
does not like reading or studying but she studies fashion design and always
travels to different countries to explore the clothing of that area.
Maddy’s aunt recently passed away because she was hit by an
intoxicated driver who ran a red light and T-boned her car. Although Maddy used
to drive after she felt sober enough to leave the club, the incident with her
aunt made her question if she truly was sober all of those times she got behind
the wheel after a night out. Maddy wants to be sure that she won’t hurt anyone
or herself by drunk driving so she is the ideal customer for the ignition lock.
Because Maddy is sometimes uncertain as to how sober she is, the ignition lock
would breathalyze her and prohibit her from operating a vehicle if she is
legally drunk.
I relate to Maddy in many ways. Maddy and I are both in
Greek life and love to socialize with our friends, usually at a bar or club
where alcohol is heavily involved. However, I usually take an Uber to go home
after a night out because I know that drunk driving can cause many accidents.
Also, I do not think it is a coincidence that Maddy and I both like to party.
We both attend large state universities and are around the same age; most
students our age partake in these activities as well.
Iara,
ReplyDeleteI really like how much detail you put into your avatar. You really brought her to life and dove headlong into the details. I think most people can level with your business concept because so many of us either know people who have dealt with this problem or at least have witnessed it driving.
I think if you keep diving deeper into this idea and refining it you will have something very special that can connect with people.
Thanks!
Great post Iara. Really great job in developing your avatar and including relevant facts that make her relatable and more life like to your typical customer. I think it really opens the audiences eyes to how common this problem can be and the need for your product. Personally I know a lot of people that are similar to your avatar so there is definitely a market.
ReplyDeleteYou presented a quintessential avatar that fits into your main segment, young adult drinking and driving irresponsibly. It helps me understand the concept of your product. After learning the high statistics in young driver under influence, your product can be a good fit in the market and hopefully in the future it becomes a legal statute to enforce those irresponsible.
ReplyDelete