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Mi BarHop Brand Plan
- 3. ! 3! ! Executive)Summary! Mission&Statement:& BarHop!is!an!allOinclusive!app!that!helps!you!plan!the!best!night!of!your!life! from!beginning!to!end.!BarHop’s!features!include:! ! • A!list!of!local!bars.!Including!their!location,!hours!of!business,!cover!cost,!menu,!and! features.!! • A!calendar!of!current!events!and!featured!DJ’s.!Connection!to!Lyft!and!other!taxi! services.!Current!phone!numbers!and!wait!times!for!a!ride.! • Coupons!for!local!bars,!such!as!½!price!shots.! &Target&Market&Breakdown:& BarHop!is!scheduled!to!launch!on!September!1st,!2015.!BarHop!will!be! targeting!college!students!and!adults!between!the!ages!of!21!and!25!years! old.!The!target!market!will!be!reached!through!informative!advertising! using!print!ads!and!flyers,!social!media,!supporting!bars,!attempting!to! emphasize!the!connection!we!have!to!the!target!market.!Total!estimated! startup!costs!for!BarHop!are!$21,780.!In!the!first!year!after!launch,!revenue! is!projected!to!be!$79,600!with!estimated!sales.!This!is!followed!by!a! market!share!increase!from!0%!to!35%!by!September!1st,!2016.! ! Marketing&Mix:& Using!the!four!P’s!of!the!marketing!mix:!product,!price,!placement,!and! promotion,!BarHop!will!create!their!position!within!the!market.!We!will!use! smart!technology!and!current!information!to!provide!users!with!a!fun!and! interactive!way!to!plan!their!night!out.!Next,!the!pricing!strategy!will!take! advantage!of!the!“Freemium”!Model!Strategy,!allowing!new!users!access!to! a!free!lite!version!with!limited!features.!To!gain!access!to!other!features,! they!will!need!to!upgrade!to!the!Premium!version,!costing!$1.99.!The! placement!strategy!will!be!businessOtoOconsumer!selling!in!which!feedback! can!be!received!directly!from!users.!We!will!be!promoting!our!brand! through!social!media!such!as,!Facebook,!Twitter!and!Instagram,!as!well!as,! through!print!media!which!includes,!flyers,!print!ads!in!magazines!and! exclusive!coupon!coded!print!outs!distributed!by!the!bars!we!are!partnered! with.!
- 8. ! 8! ! Competitive&Advantage:& ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! • Since!our!app!is!a!recently!developed! brand,!we!are!starting!out!on!the! bottom,!behind!our!competitors!who! have!been!in!the!game!and!going!strong! for!a!while!now.!With!this!in!mind,!we! plan!on!using!our!freshness!as!a! competitive!advantage!for!people!who! are!looking!for!a!new!app!with!more! features,!compared!to!one!of!our! competitors,!such!as!BarChick.!! ! • Another!advantage!we!have!is!our! connection!to!our!target!market,!being! that!we!are!all!in!our!early!twenties!and! currently!attending!Western! Washington!University!in!Bellingham.!! ! • Finally,!BarHop!is!a!oneOstopOshop! application,!and!we!believe!this!to!be!a! key!opportunity!to!capitalize!on!over! our!competitors.!! !
- 10. ! 10! ! Adults&25@30&years&old:&Secondary&Target&Market& ! • Adults!between!the!ages!of!25O30!years!old!will!be!our!secondary!market.!They! will!use!our!app!to!find!a!bar!that!fits!their!needs!for!a!night!out!after!work.!! ! • The!demographics!will!include!all!ethnicities,!genders,!and!races.!This!age!group! will!include!people!who!are!both!married!and!unmarried!with!the!possibility!of! children.!They!will!have!entry!level!through!corporate!jobs,!working!full!time!with! an!income!of!at!least!$25,000.!As!for!their!education!background,!they!will!range! from!some!college!to!having!graduated.!Most!will!either!be!renting!apartments!or! houses!and!some!will!be!beginning!to!own!their!own!houses.!! ! • This!market!will!mostly!be!done!with!their!crazy!party!days!and!are!looking!to!be! social!and!catch!up!with!a!few!friends!after!work.!They!want!to!stay!connected! with!their!friends,!watch!sports,!or!watch!live!music,!while!getting!a!break!from! their!work!and!family.!Location,!coupons,!and!bar!atmosphere!features!will! attract!this!age!group!to!BarHop.! All&Adults&Age&21&and&Older:&Tertiary&Target&Market& ! • BarHop’s!tertiary!target!market!will!be!all!other!adults!that!are!at!least!21!years! of!age.!This!group!will!have!a!wide!range!of!jobs!and!income.!Their!education! background!will!include!high!school!graduates!through!college!degrees.!Like!the! other!two!markets!groups,!all!ethnicities,!genders,!and!races!are!included!in!the! demographics!of!this!market.!! ! • They!will!be!social,!adventurous!people!who!are!looking!to!let!off!steam!after!a! long!day!at!work!or!school.!People!in!this!group!are!looking!for!a!place!to!relax! and!hangout!without!worrying!about!which!bars!are!“the!place!to!be”.!Ease!of! use!and!meeting!new!people!are!what!they!expect!from!our!application.!! ! ! !
- 11. ! 11! ! Target:& Our!primary!target!market!was!chosen!with!help!from!a!secondary!source! that!compiled!data!from!U.S.!bars,!taverns,!and!nightclubs!in!from!spring!of! 2008!to!spring!of!20121 .! • Within!a!30!day!period,! spring!of!2012!saw! approximately!19.3!million! people!in!either!a!bar!or! nightclub.! ! • The!website!also!provided! data!on!the!amount!of! people!who!bought!a!beer! within!a!30!day!period!in! 2012!landing!on! approximately!24.3!million! people.! ! ! Another!source!of!secondary!data!found!that,!as!of!January!2014,!90%!of! American!adults!have!a!smartphone2 .! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 1!Statista! 2!Pew! • Within!those!smartphone!owners,!98%!were!between!the!ages!of!18!and!29! years!old.!Since!our!app!is!for!Americans!who!are!legally!allowed!to!consume! alcohol!we!figured!our!target!market!would!be!21!to!30!years!old.! ! • We!chose!to!begin!our!target!with!collegeOage!adults!because!93%!of! cellphone!owners!have!at!least!some!college!and!of!the!adults!in!our!primary! market!84%!make!$30,000!per!year!or!less.!
- 13. ! 13! ! Brand&Plan! ! Purpose:& To!be!the!leading!smartphone!application!providing!the!user!will!all!of!the! information!needed!to!plan!a!fun!night!out,!from!beginning!to!end.!! Values:!! ! • The!importance!of!continually! modifying!our!app.!Technology!is! constantly!changing!and!improving,! requiring!applications!to!keep!up!with! the!demand.!We!understand!the! advantage!of!exceptional!graphics,! highOspeed!run!times,!upOtoOdate!bug! fixes,!etc.!! ! • Put!the!consumer’s!needs!above! everything!else.!Our!bottom!line!is!not! only!about!money.!BarHop!believes! that!without!satisfied!customers,!there! would!be!no!brand.!We!want!our! customers!to!provide!honest!feedback! about!their!experience!with!our!brand! and!partners!in!order!to!produce!the!best!application!of!our!kind.!! ! • Provide!accurate,!realOtime!information.!Our!brand!was!made!to!take!the! frustration!out!of!the!user’s!evening!plans,!and!we!know!the!key!to!that!is!realO time,!upOtoOdate!information!within!each!of!our!product!features.!!
- 15. ! 15! ! Brand&Personality:& ! • Fun!→!BarHop!strives!to!give!its!users!an!exciting!bar!experience!where!they! can!find!exactly!what!they!are!looking!for!to!have!a!great!night.!Through!the! features!that!we!provide,!user!need!look!in!one!place!to!find!the!events,! games,!and!atmosphere!that!would!maximize!their!experience.! ! • Trendy!→!BarHop!provides!its!users! with!the!popular!place!to!be!each! night.!With!its!checkOin!feature,!our! consumers!will!never!again!miss!out! on!exciting!events!and!they’ll!be!able! to!find!the!most!populated!bars.! ! • Social!→!BarHop!gives!its!user!a! chance!to!go!out!with!friends!and!find! fun!bars!to!hang!out!in.!The!checkOin! feature!lets!people!know!where!the!nightlife!is!most!exciting!that!night!so!they! can!go!out!and!meet!new!people,!or!get!together!for!drinks!and!games!with! people!they!already!know.! ! • Friendly!→!BarHop!caters!to!all!of!the!different!experiences!that!its!users!want.! Whether!they!prefer!a!dance!floor!to!go!wild,!or!if!they!just!want!a!lowOkey!bar! with!a!private!booth!to!talk!and!share!some!drinks!with!friends,!BarHop!caters! to!both!ends!of!the!spectrum.! ! • Young!→!BarHop!focuses!on!giving!collegeOaged!students!the!opportunity!to! find!other!young!adults!to!share!the!good!times!with.!The!application!is!geared! towards!the!youngOadult!crowd;!with!the!idea!that!when!they!use!our!app,! they!know!which!bar!is!the!place!to!be.! & & & !
- 16. ! 16! ! Brand&Associations:& ! ! ! ! ! ! ! ! ! ! ! ! ! • Kangaroos!→!The!kangaroo!is!the!mascot!of!our!application.!! He!is!the!logo!that!is!thought!of!by!each!user!as!! they!are!hopping!from!bar!to!bar.! ! • Good!Times!→!BarHop!is!designed!to!give!its!! users!the!fun!experience!that!they!are!hoping!! to!receive!from!a!night!at!the!bars.!Whether!it! is!a!laid!back!bar,!or!a!more!rowdy!atmosphere,!! we!will!help!them!find!a!bar!that!suites!their!! tastes.! ! • Friends!→!BarHop!is!a!social!application!that!gives!its!users!a!chance!to!connect! with!friends!and!make!new!ones.!! ! • Music!→!BarHop’s!events!calendar!informs!its!users!with!the!many!live! performances!and!different!events!being!held!at!each!bar!in!order!for!the!user!to! enjoy!their!favorite!music.! ! • Alcohol!→!BarHop!is!a!tool!designed!to!give!collegeOaged!adults!a!safe!night!of! drinking!with!friends.!! !
- 17. ! 17! ! Marketing*Objectives! Our!main!marketing!goal!is!to!finish!creating!the!BarHop!app!by!September! 1st,!2015,!occurring!just!in!time!to!launch!the!app!for!the!college!students! arriving!for!fall!quarter!at!Western!Washington!University.! ! ! ! ! • BarHop’s!goal!for!the!following!year!is!to!reach!25%!of!the!target!market!that! attends!Western!Washington!University.!! o Western!Washington!University’s!student!population!is!approximately! 15,060!students.!Assuming!that!about!35%!of!these!students!are!at!least! 21!years!old,!then!we!plan!to!reach!1,318!people!within!the!first!year.!This! increases!our!reach!from!0%!to!35%!by!September,!1st ,!2016.! ! • Currently!BarHop!is!not!bringing!in!any!revenue.!In!the!first!year!after!launch,! BarHop!plans!to!generate!total!revenue!of!$79,600!by!September!1st,!2016.! ! • By!January!31st,!2017!BarHop’s!market!share!is!estimated!to!increase!from!0%! to!35%.!Standing!close!in!comparison!with!our!top!competitors:!Bar!Chick,!Yelp,! and!What’sUp!app.! ! • We!will!begin!passing!around!flyers!exactly!one!month!prior!to!the!launch!of! BarHop,!beginning!August!1st,!2015.!The!majority!of!collegeOaged!students!will! be!home!for!the!summer!and!not!living!in!Bellingham!but!this!will!help!to!get! the!word!out!among!the!locals.!This!will!hopefully!create!a!small!buzz!by!the! time!the!college!students!move!back!which!should!help!make!the!BarHop! launch!easier!and!more!effective.!! ! • What!we!want!strive!to!achieve!with!BarHop!is!an!easier!way!to!plan!a!night! out.!We!want!collegeOaged!people!to!find!enjoyment!in!planning!their!Friday! night!out!while!staying!connected!to!others!and!being!fully!aware!of!all!of!their! options.!
- 18. ! 18! ! Marketing*Mix! Product&Strategy:& Features:& ! • BarHop!reflects!the!individual!needs!of!its!customers.!The!basic!version!of!the! app!gives!users!access!to!the!bar!locator!and!the!details!of!a!specific!bar’s! activities,!DJ,!access!to!What’sUp!app,!and!nightly!drink!specials.!! ! • By!purchasing!BarHop!for!$1.99,!users!unlock!the!full!capability!of!our!app.!In! order!to!remove!the!need!for!a!designated!driver,!the!full,!paid!version!enables! users!to!request!a!ride!from!our!safe!and!friendly!partner!Lyft.!! ! • Along!with!the!ride!service,!we!have!partnered!with!many!of!the!local!bars!to! give!our!users!deals!and!coupons!towards!drinks,!accessed!exclusively!through! BarHop.!! ! • Finally,!paid!users!can!see!what!events!are!happening!at!each!bar!in!their!area.!! Advantages:& ! • BarHop!is!an!application!for!smartphones!designed!to!maximize!the!experience! of!a!night!out!on!the!town.!Following!a!beginning!to!end!mindset,!any!BarHop! user!can!start!their!night!by!deciding!on!which!bar!they!want!to!hangout!in,! using!the!Find!a!Bar!feature.!This!feature!allows!the!user!the!freedom!to!find!a! bar!within!a!specific!location.! ! • The!Calendar!tab!lets!paid!users!see!any!events!happening!at!bars!in!their!area! on!any!given!day,!helping!the!customer!decide!which!bar!to!check!out,!based!on! what’s!happening!in!different!locations.!They!can!also!look!ahead!on!the! calendar!through!the!end!of!the!current!month!to!plan!future!outings.!!
- 19. ! 19! ! • Our!partnership!with!the!Lyft!driver!service!virtually!removes!the!need!for!a! Designated!Driver.!Not!only!does!this!service!provide!the!paid!BarHop!user!with! a!convenient!way!to!arrive!at!a!bar,!the!feature!is!accessed!through!our!app!so! the!user!does!not!need!to!have!a!separate!Lyft!application!downloaded!on!their! phone.!The!transportation!aspect!gives!people!a!quick!and!easy!solution!to! getting!to!the!bars!as!well!as!getting!home!safely!to!avoid!driving!themselves! while!intoxicated.! ! • As!a!specific!feature!of!Bellingham,! WA,!our!app!is!partnered!with!the! bus!app!Western!Wheels!App,!an! application!that!gives!any!user!the! locations!of!nearby!bus!stops!within! Bellingham,!along!with!approximate! times!of!arrival.!This!app!is!also! found!within!BarHop,!removing!the! need!to!download!the!What’sUp! application.! ! • Along!with!the!Find!a!Bar!feature,!BarHop!provides!a!list!within!each!bar!choice,! giving!the!user!freedom!to!scope!out!the!bar!before!ever!arriving!there.!This! includes!items!such!as!if!they!have!pool!or!a!mechanical!riding!bull.!Users!can! find!out!information!on!live!events,!who!the!DJ!is,!an!approximate!current! capacity,!the!nightly!specials,!and!which!bars!have!a!cover!charge.!! ! • Once!the!user!arrives!at!the!bar,!the!application!gives!the!user!the!opportunity! to!CheckOIn!and!let!others!see!where!they!are.!The!incentive!behind!checking!in! is!found!in!conjunction!with!the!coupons!we!provide!for!paid!users!who!are! frequent!customers!of!specific!bars.!! ! • Before!ordering!a!drink,!our!paid,!frequent!users!can!cut!down!on!costs!by! checking!out!the!Deals!section.!Each!bar!will!have!a!list!of!a!few!coupons,!such!as! “buy!one!shot!get!one!free”!or!“half!price!pints”.!By!presenting!the!app!to!the! bartender,!users!will!be!given!the!selected!discount.!This!is!used!as!an!incentive! for!customers!to!pay!for!the!full!version!and!become!frequent!users!of!our!app.!
- 20. ! 20! ! Benefits:& ! BarHop!is!the!perfect!tool!for!adults!looking!to!maximize!their!nightlife! experience!while!staying!efficient!with!time!as!well!as!reducing!costs,!all!at! one!time.! • The!user’s!time!is!precious,!traveling!from!bar!to!bar!without!knowing!what!will! be!found!eats!up!a!large!portion!of!that!precious!time.!Time!is!wasted!if!groups! of!people!eventually!are!unable!to!find!what!they!are!looking!for.!BarHop! provides!them!with!all!of!the!necessary!information!to!decide!smartly!and! efficiently,!ultimately!saving!time.!! ! • One!of!the!biggest!issues!found!with!going!out!to!the!bars!is!the!high!cost!for! purchasing!drinks!or!paying!cover!fees.!Providing!users!with!the!knowledge!of! specials!and!cover!charges!ahead!of!time,!as!well!as!offering!the!frequent!user! coupons,!will!reduce!the!bills!that!always!accompany!a!night!out.!The!savings! BarHop!provides!will!pay!for!the!cost!of!purchasing!the!application!after!just! one!night!on!the!town.!! ! • BarHop!also!encourages!drinking!responsibly.!By!offering!our!transportation! options,!BarHop!will!give!our!users!safe!alternatives!to!finding!a!designated! driver!or!driving!while!intoxicated.!This!is!not!only!a!benefit!to!the!customer,! but!to!the!public!as!a!whole.! Future&Product&Development:& ! The!start!of!the!BarHop!App!will!initially!be!the!local!nightlife!in!Bellingham,! WA.,!but!we!plan!to!grow!our!brand!into!larger!cities!within!the!US.!BarHop! will!be!an!application!that!can!be!used!on!for!anyone!looking!for!a!casual! night!out!with!friends,!or!a!handy!tool! for!vacations!as!our!users!travel!so!they! can!experience!the!nightlife!across!the! country.!Unlike!our!competitor! BarChick,!we!will!stay!within!the!United! States!in!order!to!give!a!more!inOdepth,! specific,!focus!on!continually!improving! our!services!for!our!target!market.!
- 21. ! 21! ! Communication&Objectives:& Brand&Awareness:& ! New!to!the!smartphone!application! game,!we!plan!to!increase!BarHop& brand&awareness!using!multiple! channels,!taking!advantage!of!the! connection!we!have!with!our!target! market.!Each!of!these!objectives!is! vital!to!our!ability!to!make!the! BarHop!name!a!prominent!player.!! & & ! • Within!our!partnership!with!local!bars,!we!will!have!them!advertise!our! application!through!their!media!channels.!These!bars!include!local!Bellingham!bars! like!The!Green!Frog,!The!Underground,!and!Rumours,!will!have!free,!fullOversion! app!download!cards!for!the!first!month!after!launch,!similar!to!Starbucks’!“Pick!of! the!Week”!channel.!Bartenders!will!have!cardholders!around!the!bar!for!people!to! take!at!their!leisure!for!the!first!month!of!launching!the!app.!! ! • Western!Washington!University!campus!and!Whatcom!Community!College!will!be! home!to!tearOaway!flyers!explaining!BarHop!in!brief!detail!and!including!a!free!fullO version!download!code.!The!flyers!will!also!include!our!Twitter!and!Instagram! handles.! ! • We!have!created!a!BarHop!websites!to!better!connect!with!our!target!market.!It! includes!photos!of!the!app’s!interface,!news!on!upcoming!improvements,! information!explaining!the!application,!and!a!link!to!our!social!media!sites.! ! • The!fastOgrowing!social!media!sites,!Facebook,!Twitter,!and!Instagram,!will!be! great!tools!for!spreading!awareness.!By!asking!people!to!follow!us!or!tag!us!in! their!posts,!so!their!friends!become!aware!of!who!we!are.!
- 23. ! 23! ! Promotion&Strategy:& &&&&&&&Facebook:& ! • Once!we!have!completed!the! application!and!it!is!ready!for!launch,! we!will!begin!posting!to!Facebook!a! countdown!photo!every!day!for!15! days.! ! • Potential!customers!will!be! encouraged!to!share!the!photo!on! their!personal!Facebook!pages,! alerting!their!friends!of!our! impending!launch!date.!This!will! essentially!be!free!promotion,!since! we!will!not!be!charged!even!a!penny! for!the!shares!of!we!acquire.!! ! Twitter:& ! ! • Utilizing!Twitter,! BarHop!will!have!an! active!account,! tweeting!at!least! once!per!day.!We! will!create!unique! hashOtags!in!order! to!get!BarHop! “trending”!on!the! social!media!outlet.! ! ! ! Example(1:(Facebook(Post Example(2:(Twitter(Post
- 27. ! 27! ! Pricing&Strategy:& Price&to&Customers:& BarHop!uses!the!“Freemium”!strategy!through!the!Apple!App!store.!The! app!is!free!for!anyone!to!try!a!very!limited!amount!of!features!that! BarHop!provides!its!users.!We!then!offer!a!chance!to!upgrade!to! premium,!where!they!will!be!able!to!benefit!from!the!full!scale!of! features!that!we!provide.! ! BarHop!“Premium”!will!be!priced!at!the!low!cost!of!$1.99.!With!Apple! receiving!30%!of!our!total!sales,!we!will!be!gaining!approximately!$1.39! from!each!Premium!purchase.!! • We!believe!that!due!to!the!value!that!BarHop!provides,!the!consumers!will!be! willing!to!pay!$1.99!to!upgrade.! • Through!the!savings!that!BarHop!users!will!receive!from!our!coupon!feature!as! well!as!the!knowledge!of!current!specials!and!cover!fees,!the!application!will!be! able!to!pay!for!itself!after!one!night!out.! • The!idea!behind!starting!out!free!! is!to!entice!people!into!trying!out!! our!application,!similar!to!a!taste!! test!of!the!features!the!application!! can!provide.!We!predict!that!once! !they!use!the!app!and!see!the!! benefits!that!they!could!be!having!! by!owning!the!premium!version,!! they!will!be!enticed!into!upgrading!! to!a!premium!account!to!take!! advantage!of!the!full!version.! • By!allowing!BarHop!to!be!a!free!application,!we!are!able!to!build!our!credibility! as!people!receive!the!positive!benefits!that!BarHop!provides.! • Starting!off!free!will!hopefully!maximize!the!amount!of!brand!awareness!we! generate,!as!word!of!mouth!combined!with!our!strategic!marketing!efforts! publicizes!our!application.! • Consumers!in!the!app!market!do!not!like!to!pay!for!apps!that!they!are!unsure!of.! A!free!download!eliminates!the!risk!of!wasting!the!consumers’!money,!which!will! be!an!incentive!to!trying!out!BarHop.!
- 31. ! 31! ! Budget:! • We!expect!the!largest!costs!to!be!found!within!the!first!2!months!because! of!the!initial!application!development!costs.!Once!our!application!is!fully! functional,!we!expect!to!see!the!costs!associated!with!application! development!begin!to!drop.! • We!have!a!firstOclass!web!development!team!that!will!help!keep!the! monthOtoOmonth!costs!of!maintaining!the!website!very!low.! • After!the!initial!startup!costs,!we!can!expect!to!see!our!monthOtoOmonth! costs!drop!to!a!steady!cost!for!application!maintenance.! • Realistically,!travel!costs!will!vary!as!we!continue!to!add!to!our!application! database.! Total&Expected&Revenue:&$79,600& ! • With!downloads!of!40,000!units,!we!expect!to!see!a!total!revenue!of! $79,600!within!the!first!year,!based!on!the!amount!of!people!who! downloaded!it!free!and!then!upgraded!to!the!full!version.! Break&Even&Point:&31914&Units& ! • Once!our!sales!total!$63,509,!we!will!have!covered!our!total!variable!and! fixed!costs,!and!then!we!can!expect!to!start!profiting!from!our!investments.! !
- 33. ! 33! ! Controls(and(Feedback! Pre@Launch&Survey&Results:& ! Prior!to!launching!our!BarHop!application,!we!wrote!a!survey!5 !and! posted!it!to!our!personal!Facebook!pages!in!order!to!check!out!how!the! current!market!would!react!to!a!hypothetical!app!with!our!specifications.!! ! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 5!Survey!Monkey! • A!total!of!63!people!took!our!! survey!within!two!days!of!the!! initial!posting.!This!allowed!us! to!judge!how!well!our!app!would! !be!accepted!and!used!by!potential!! customers.!! ! • We!asked!them!5!basic!questions!! pertaining!to!the!features!that!our!! app!would!include,!with!a!Likert!! scale!of!1O5!(1'='very'unlikely,'! 2'='unlikely,'3'='neutral,'4'='likely,! '5'='very!likely).!!! ! • The!key!question!at!the!end!! of!the!survey!asked!! participants!to!indicate!how! likely!they!would!be!to!use! our!app!if!it!included!all!of!! the!features!previously!! asked!about.!!
- 35. ! 35! ! Future&Sources&of&Customer&Feedback:& BarHop!will!implement!two!main!forms!in!which!customers!can!leave! feedback!in!order!to!determine!their!satisfaction!with!our!app!and!their! suggestions!for!improvements.!The!two!forms!used!will!be!Direct!feedback! through!our!website!and!Subjective!feedback!through!various!social!media! outlets.! ! Direct&Feedback:& Subjective&Feedback:& ! • Rate!this!app:!After!BarHop!users!open!the!app!ten!times,!they!will!be!asked! to!“rate!this!app”!with!a!range!of!1O5!stars.!This!will!prevent!people!from! deliberately!using!the!app!once!to!leave!a!negative!review.!! ! • Users!will!also!be!able!to!leave!feedback!suggesting!any!improvements!they! would!like!made.!These!could!be!adding!more!features!or!suggesting! changing!some!of!the!current!ones.!! ! ! • Social!Media:!Users!will!also!be!able!to!tag!BarHop!in!their!social!media! posts.!They!will!be!able!to!post!and!leave!comments!on!Facebook!where! they!can!interact!with!other!users!and!who!can!answer!questions!for!each! other.!!!! !! ! • Customers!are!free!to!send!us!an!email!via!our!website!regarding!customer! support,!website!technical!support,!app!support,!or!any!general!questions! that!they!might!have.!Customers!will!receive!a!response!email!within!48! hours.!! ! • When!customers!experience!widespread!problems!we!will!try!to!resolve!the! issue!with!the!latest!app!update.!! !