Group 4:
[1] Ralph Matthew A. Ong
[2] Ha Phuoc Vu
[3] Tran Khai Khuong
[4] Melva Hermayanty Saragih
[5] Pham Dinh Chien
M997Z245
M997Z244
M997Z212
M997Z227
M997Z201
INTRODUCTION
 Background of Nearby’s Invention
 Scott Dunlap (mid-2006) went to the mall at
once and wondered “why isn’t there a search
engine for malls where shopper can go online
to see if product is available and where it’s the
cheapest?”
 This questions came out due to the fact that
his wife should take magazine from store to
store for the product she wanted to buy.
Scott Dunlap & His Actions
 Scott Dunlop was an entrepreneur at Redpoint Ventures
(a venture capital firm that specialized in first-round
investment in Internet and broadband start-ups).
 He always kept his idea in his logbook handy
 He talked to shoppers, retailers, and mall managers
about using internet to enhance the retail experience.
 He found that :
[1] they were more technologically savvy and fascinated
by search engines.
[2] there wasn’t internet site told a specific store had a
particular product in inventory or where the cheapest
place to buy the product.
Product Feasibility Analysis
 First target Dunlap: malls. Fact in USA approximately 90%
malls controlled by 6 companies. So if he could convinced
even one company to give him a chance, it’s a large number of
mall.
 In this stage, Dunlap wanted to learn most was whether the
people really needed the service. Result: a need & an
enthusiastic thirst for the solution that NearbyNow planned
to offer.
 From the industry feasibility analysis side, Dunlap was signed
that although people like to search and do price comparison
online, they prefer to shop
offline so they can touch and feel
a product-especially for higher-priced
items.
QUESTION #1
 Write a concept statement for NearbyNow?
A description of the product of
service being offered
 … was founded to simplify shopping for today’s consumers
who browse online but buy in stores. By allowing shoppers
to find products, brands, or sales locally, and to scan the
inventory at any given shopping center, we provide a
convenient shopping experience for the consumer and an
effective marketing tool for merchants looking to motivate
local customers.
The intended target market
 Shoppers who want to save the purchasing time by
checking products before shopping;
 Shoppers who prefer to buy online.
The benefits of the product or
service
 NearbyNow creates mobile shopping applications for
magazines, brands, and retailers so that their consumers
can stay updated on the latest products, buy online, or even
locate and put products on hold at a nearby store.
 NearbyNow's unique technology platform is the first ever
to track both online and in-store sales, offering a turnkey
solution to attract, measure, and advertise to lucrative
mobile shoppers.
Brief Description of the company’s
management team
 Scott Dunlap
 Chairman of the Board, Founder & CEO;
 brings over 15 years of experience in developing new
Internet technologies to strengthen retailer connections
with customers;
 Mark Dixon
 Vice President, Product Management;
 brings over 15 years of experience in technology and
organizational leadership;
 Leonid Blyukher
 Vice President, Engineering;
 brings more than 13 years of experience in technology,
focusing on fast growing startup companies;
QUESTION #2
 [1] What types of gumshoe research did
Dunlap benefit from?
 [2] What additional gumshoe research could
he have conducted while he was
investigating the feasibility of NearbyNow?
Types of Gumshoe Research
 1. A search engine for malls where shoppers can go online:
 - If the product is available?
 - Where it’s the cheapest?
 2.Google search engines largely directed people to places
where the could buy things online rather than in stores.
 - Dunlap’s interest: finding a way to help people search for
products online but buy them at a local store.
 3. Some internet websites allowed shoppers to find the
nearest store that carried a product but:
 - No sites told a shopper if a specific store had a particular
product in inventory
 - Or where is the cheapest place
Additional Gumshoe Research
• One thing that heartening to Dunlap was signs that
although people like to search and do price
comparisons online, they prefer to shop offline so they
can touch and feel a product (especially for higherpriced items, clothes and shoes)
• Limitation of NearbyNow’s system:
 [1] How accurately store track their inventory?
 [2] Not all stores can quickly tell a shopper whether an
item is in stock.
 [3] Some high-end retailers don’t like their products
seen side by side with less expensive alternatives.
Additional Gumshoe Research (cont.)
• Unexpected thing during beta or test phase:
 [1] When Wii was hot, stores, which ran out ot Wiis,
would answer calls all day form shoppers looking for the
product.
 [2] By logging on Nearbynow site, shoppers could see
which stores were sold out of Wiis and they wouldn’t call
the stores.
 [3] This problem is named with the concept: “local call
buffering”
Solutions: keep a list of customers and their email addresses
that were looking for a Wii, and would send out an email
message to the shopper when the Wii was a available again
QUESTION #3
 Do you know that majority of the malls in
United States are owned by 6 companies?
The 6 Companies
are:
3,325 stores
 [1] Macy
 [2] JC Penney
 [3] Northstrom
 [4] Sears
 [5] Lord & Taylor
 [6] Neiman Marcus
 ∑:
2,125 stores
1,995 stores
1,730 stores
865 stores
865 stores
10,905 stores =
12,207 stores
 TOTAL # OF STORES:
27.23%
17.41%
16.34%
14.17%
7.09%
7.09%
89.33%
QUESTION #4
 Complete a First Screen analysis for
NearbyNow. What do you learn from the
analysis?
First Screen Analysis
• First Screen
- First Screen is a template for completing a feasibility
analysis.
- It’s called “First Screen” because it’s a tool that can be
used in the initial pass at determining the feasibility of a
business idea.
- If a business idea cuts muster at this stage, the next step
is to complete a business plan.
First Screen Analysis
 People really needed the service.
 Initial beta or test phase of a product or service is that
things are learned that were totally unexpected.
 In NearbyNow’s case, it found that one of the most
valuable aspects of its service.
Thank you for your attention!