Assignment 25A: What's Next?

EXISITING MARKET

            I think that the next part of my venture would be to create “boosters” to my basic food allergy and sensitivity tests. Some people may not have discovered any issues with the basic food allergens and may know of a family member with an allergy to certain fruits, vegetables, or spices. The consumer would be able to buy a cheaper food test, but it has a narrower category (spices allergy/sensitivity test versus a food allergy test with 90 foods and 10 spices). I feel as though this would be better for consumers because they could test of certain things that upset their stomach or they think might have an effect because it bothers family members. This would help justify spending money on the basic test rather than thinking you are wasting it on an unnecessarily extensive test.

INTERVIEWS:

What should we be doing that we aren’t planning to do?

1)     “Maybe you should consider making a take-home test. I like that the proposed test is basic, and I feel as though there will be less confusion than using one of the bigger tests. Also, my children are younger, and they still do not like their doctor or GI visits; having a test that I can purchase and administer from my home instead of having to pack up the kids would be awesome and could really help busy parents or young adults, which you said were in your target market.”

2)     “What about one of the complex food allergy tests. I know that you said that you did not want a test that had a ton of different foods as to avoid confusion, but I’m think about those people like me who just want to get everything over and done with in one easy test. This would probably be easier for the older half of your target market and it still can be recommended by doctors.”

3)     “This might be a dumb idea, but what about having this available or at least have it as an option at grade schools. Like when I was in grade school I had to or at least had the option to take a hearing test, eye sight test, flu shots, and I think a couple of other tests. The school had nurses that administered these tests or gave shots and my parents were present for the shot. Most food allergy tests are tested by getting blood drawn so this could be done in the nurse’s office if properly sterilized. Or the school could just bring nurses in to talk about food allergies and sensitivities. What I am trying to think of is a way for your product to be exposed without only relying on pediatricians or doctors. They can be really busy with patients, so they may forget it bring it up if you know what I am saying.”

REFLECTION:

            The three interviewees brought up very good points during their interviews. The first two described ways that I could make my tests easier for consumers. The third interviewee suggested an idea that would help spread the knowledge of food allergy tests and expand my service aspect. They were all very interesting thoughts that I am glad I am able to consider.

The first interviewee recommended selling the food allergy tests in stores, even though that was something I did not want to initially do. This is an interesting point because some people or parents are very busy and going out of their way to make an appointment to get blood drawn or to see a GI, especially if symptoms are not present yet. The second person brought up a bigger food allergy test, again a concept that I wanted to avoid. They did make a good point that young adults would probably want to get their testing over and done with. However, a more extensive test would be more money which college students may not want to pay. The last interviewee’s idea was interesting too. I doubt that we would be able to perform the food allergy test unless I veer away from the test regarding blood to be drawn, but I did appreciate that it would allow my test further recommendations.

Out of all these ideas, I think that I would consider making a take-home food allergy test. It makes the most sense and I forgot that some young children do not like doctor visits. This would make a child more willing to take the test, especially if done from the safety and comfort of home.

NEW MARKET

            This would be a radically different market than the one I am pursuing and would take a lot of research and development, but a new market that I could pursue would be non-food allergen tests. The allergens that would be tested would be things like allergies to pollen, insect bites, or even dust. I would still be in the allergen market; however, I would need to devise a way to test for these other allergens together. For example, insect bite allergies can be determined using a skin test, this is not necessarily the same as determining a pollen allergy. It might now be as simple as a food allergen test, but it could be as useful as one.

NEW VENTURE CONCEPT:

            This new allergy test could help people who do not have food allergies, but have severe reactions to other allergies. I know that many people do not know if they are allergic to bees, wasps, or other insects until they are stung. Or people just assume they are allergic to dust if they sneeze or feel congested in its presence. A simple allergy tests that tests for the basic non-food allergens would be able to alleviate the confusion and mystery regarding these allergens. I would use the same concept for these tests as I would for the food allergy tests.

INTERVIEWS:

How can this new product (described above) be successful in the market?

1)     “I do have to say that is a very interesting idea. I have never heard of anything like that in the market. But what you are saying makes sense. My brother is very allergic to bees and wasps; we carry around an EpiPen every time we go outside for an extended period of time. My mom is not allergic to their stings, my dad is, and my brother is, there is a part of me that wants to know, but I do not want to get stung to find out. There are those skin tests that check, but I feel as though I have a pretty slim chance of getting stung by bee or a wasp. I do not go around chasing, I leave them alone and they leave me alone. Anyone, I think if you could pull of a test that checks for multiple allergens people would like that a lot. It would be worth it to invest time and money in a test that gives results on multiple allergens rather than just one, especially if the allergen someone has is not that bothersome.”

2)     “The idea is pretty cool, but it may be hard to pull off since different allergens affect different parts of the body (i.e. nose, skin, stomach, etc.). If you were able to pull something off that tests for multiple allergens or maybe create a take home kit, you would need to make the price of the product more affordable to consumers. Something that could be sold at a drug store. I, also, if you couldn’t tell think that this particular product should be more of a buy at and store and take-home product. I think that would be easier on people price wise and convenience wise.”

REFLECTION:

            I learned from these interviews that maybe my idea is not as crazy as it seems, but it will be difficult to create. My second interviewee made a good point when he said that different allergens affect different parts of the body and it may not be easy to check with one test, a kit would probably be better. I also found it interesting that interviewee one did not want to take a skin test even though bee sting allergies run in his family. This would create a use for my product, especially if I could get other allergens included in the test.

            I would not want to venture into this concept. I feel as though it is too complicated to create a working product and would be way too risky for me in general. The market may be attractive because I know that some of my friends and family members, including myself, would like to know what we are actually allergic to, rather than just assume and brush it off.