This is the warmest day of the last month,
and we are officially out on the street
to enthusiastically interview some prospective customers,
so here we go.
For you to be successful at primary customer issues,
you've got to be fearless.
Go and talk to people.
What's the worst thing that could happen?
Yeah, but I don't have time right now.
That's OK.
You'll go and find someone else to talk to.
Thank you so much for a minute of your time.
I know I'm catching you on a beautiful spring day.
Out of curiosity, what are you doing
in the store on this Saturday.
Just shopping around.
I'm just walking around here.
I just came. First time to Boston
It's a beautiful day.
It's beautiful.
We are going to entertain some homeless people
with some of my juggling.
And we're going to make a video out of it
and end up giving a homeless person $50 in the end.
But, wait.
We have to come up with an idea.
So, what is our idea.
How about a website where you can buy off
seasonal clothing at a steep discount.
I have no idea who might be interested in a website
like that.
I like it.
It's cheaper.
I like it a lot.
I would definitely do it.
We're here today on Newbury Street, which
is one of the most popular shopping districts in Boston.
You will meet many people here of different types,
while shopping here today.
What you do?
I work for a software company.
I'm actually a tax attorney.
I just graduated from school and I'm working in Boston.
I'm a vice president branding communication
from a Danish company.
I work at MIT for the investment management company.
I'm in school right now.
I'm still in high school.
I'm just trying to figure out the deal with all my life.
Executive assistant at PR firm.
A Sales Rep for a furniture manufacturer.
I'm a Mediator.
Let's make some assumptions.
Assumption number one, the person
who would be interested in this website already shops online.
Do you also shop online?
I do.
I find that unfortunately, I spent a bit of time on Amazon.
I'm always online looking for deals.
Particularly, when I get emails.
I actually bought some pants off Gap yesterday.
All the time.
I tend to do more online shopping.
Sometimes, sometimes,
I shop online all the time.
What do you shop for?
I'll shop typically for either consumer electronics, clothing,
those sorts of things.
Yes. We use eBay a lot.
You've got to be curious.
Talk to people.
Learn about them.
Learn about their lives.
I'm so sorry to interrupt you on the street,
but I have to ask where did you buy
this fabulous, fabulous coat?
This was a gift.
My mother purchased it for me at the Paper Store.
What do you want to be?
What do you want to do when you graduate?
I don't know yet.
I'm not to sure.
Entrepreneur actually sounds pretty good.
And you've got to be open minded, and unbiased.
Remember, you're in inquiry mode, not in advocacy mode.
Spring is coming, and what kind of spring clothes
are you looking for?
Bright colors and long dresses.
What do you think this coat tells us
about your fashion style?
I'd say it's a little bit preppy.
I like to keep up with the styles.
And when it comes to apparel I don't
buy a lot of pretty standardized taste.
How do you define your fashion style?
My fashion style?
Good looking I guess.
I just go for whatever's good on me.
I like tight clothes.
Where do you shop online?
Net-a-Porter and MyCloset, and stuff like that.
Shoes, Zappos.
J Crew, J Crew factory outlet, Revolve, Guilt.
If I may ask you, why do you shop on those sites?
Because they have the brands I like.
And I don't always have time to go do shopping.
I would never buy tennis shoes online.
Worldwide, that's the thing.
You can get anything online.
It's worldwide.
Assumption number two, the person
who would be interested in such a website
is a planner, who likes to look ahead.
Now we are assuming that the people who
might be interested in this are the people who are naturally
planners.
They like to plan things ahead.
Would you consider yourself a planner?
Yes.
It's a mixed bag.
For some purchases, especially larger ones,
I'll usually try to plan it out.
But for other purchases, I may just
impulsively buy when I'm in the store.
I mean, I plan my schedule for work.
I plan my schedule socially.
I mean, everything.
I plan events.
I plan charity functions.
I plan my own life.
And I'm also assuming that that person is a discount shopper.
They like to buy things that are discount.
So by virtue of the fact that you shop at Gilt,
that you shop at Rue La La, that you shop at J Crew outlet,
it tells me that you like discounts.
I do like discounts.
Yeah, of course.
I would say I'm mostly a discount shopper.
But that being said, I won't sacrifice quality all the time
for an absolute discount.
Wow.
So you are a planner.
You look into the future.
You are a discount shopper.
You are very lucky.
Do you shop online?
Where do you go?
Do you like Amazon?
Do you like discounts?
Do you like quality shopping?
Look at you.
I know that you love quality shopping.
We can tell it right away.