For bubble tea fans in Geneva / Switzerland / Europe, who want to find the nearest bubble tea shop, offer a mobile app to locate the nearest bubble tea shop based on best reviews. Unlike Foursquare or similar location services, our app specializes on the bubble tea market only. No need to search through Google or Foursquare. Reviewed and rated by other bubble tea addicts.

1. Bubble Tea Shop Locator
Testing the Value Proposition

2. Bubble tea market
About bubble tea:
http://en.wikipedia.org/wiki/Bubble_tea
Also called boba, pearl milk tea
Started in Taiwan in the 1980s
Many different players; some global
franchises and suppliers emerging
Fragmented market; some
consolidation expected

3. The idea:
An app to find bubble tea shops
For bubble tea fans in Geneva / Switzerland / Europe,
who want to find the nearest bubble tea shop,
offer a mobile app to locate the nearest bubble tea shop
based on best reviews.
Unlike Foursquare or similar location services, our app
specializes on the bubble tea market only.
No need to search through Google or Foursquare.
Reviewed and rated by other bubble tea addicts.

4. Face-to-face interviews
We carried out 5 detailed
face-to-face interviews.
Niche market, fairly unknown in Switzerland,
trending in larger cities in Germany.
Bubble tea addicts love this app and are willing
to contribute content, reviews and ratings. They
expect the app to be free.

5. Survey
Is there a niche market?
Online interview
16 responses

6. Results of the online survey
12 out of 16 said the app is maybe useful,
useful or very useful.
11 out of 16 showed some interest in
contributing content on bubble tea shops.
11 out of 16 will not be willing to pay for an
app.

7. Value proposition
Our value proposition for bubble tea shops:
offer mobile phone access to the bubble tea
customer segment.
Our value proposition for bubble tea
consumers: find the best bubble tea near my
location.

8. Revenue only via shops / suppliers
Form partnerships with bubble tea shop chains
/ franchises / suppliers to create interactive
advertising app offering discounts, digital
coupons, and/or loyalty bonus for bubble tea
consumers.
First interviews in Berlin with bubble tea shops
showed interest in our idea.
Value proposition = targeted advertising on
consumers' mobile phone

9. Is the niche too small?
"Cool idea, but I think it is
important to carefully
check how big of a
market it has"

10. Viable option?
Substitution:
Lots of other free ways to find this information
(Google search, Foursquare).
Other ideas:
Expand to include more types of drinks or a
larger beverage market ("best espresso in
town").

11. Targeted advertising
"Advertising will get
more and more targeted
until it disappears,
because perfectly
targeted advertising is
just information."