Why/How we interviewed him: Jon is an avid, lifetime skiier who has young kids he is now trying to get more involved in the sport.
What hypothesis we tested: One of the prototypes would be of interest to him. What we really wanted to learn: Is an equipment valet a service that this type of person would use? What we learned from this interview: Jon has been skiing his entire life, but for first time ever this past season he was "over it," because he was carrying everything: his two kids gear plus his wife's gear. In his words: “I am a Sherpa, its exhausting." He looked into a seasonal locker at Squaw (which costs $1,000 and comes with locker room/changing area), as well as VIP parking to ease the pain of carrying everything. The equipment valet protoype caused pupil dilation; Jon said it would improve his experience of skiing with kids greatly. He would be willing to use the service if it cost less than a ski locker (~$1000), and was safe for his equipment. What surprised us: Because Jon is trying to get his kids more involved with skiing, they do not switch resorts on a weekly basis during each season, instead picking one resort for the whole winter. However, he thought this idea would also be viable for childless skiiers who switch resorts, saying "if it were me 10 years ago I would use that service." Other interesting outcomes: Jon suggested inter-state services for truly avid skiers who go on destination ski trips. He also said that he typically keeps at least one old pair of skis, and would consider renting them out through this service for cash or a discounted rate.
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AuthorThe Orca team is a group of second year Haas MBAs dedicated to bringing fun back to the logistics of group travel Archives
November 2016
Link to Full Interview Notes |