THE CUSTOMER
- EXPATS: a highly segmented demographic with a particular set of needs as a sub-section of culturally aware and affluent residents (especially new fast-growing expat demographic: Americans). They crave community the most as they are typically entrepreneurs who work remotely. Initially, they have no existing loyalties to businesses when they first move to Mallorca.
- HOLIDAY HOMEOWNERS: sub-section of expats who have second homes in Mallorca and travel to the island as holiday/long-term summer residents.
- AFFLUENT TOURISTS: sub-section of tourists (Jetsetter, Taste of First Class, Experienced Explorers/Cash Rich, Time Poor, Special Occasion, Instagrammers, Influencers) who place high value on the aesthetic world and the creative community, who stay longer than a weekend and spend more locally, and come to Mallorca for special experiences in unique settings, nutrition/yoga/heritage retreats, sports (cycle, boating, hiking) and/or special occasions.
CUSTOMER MOTIVATIONS LEARNED
SOCIAL
Craving a sense of community
Consumes art and culture as a form of entertainment
As members of the art ecology as art and cultural producers, the aesthetic world is a crucial part of their professional life
Art and cultural experiences through major exhibitions, events, biennials, and festivals (and other contemporary forms of art) are their primary motive for travel
Enjoys to be intellectually challenged/stimulated through art and design experiences (education)
Interested in new industries of entertainment – such as experiential exhibitions or warehouse festivals/popups
Willing to travel far for art and design experiences (even at the expense of inconvenience)
EMOTIONAL
Places excess value on art and culture as a commodity
Seeks art, design, and culture inspiration in their daily lives for personal enjoyment
Belief that art and design immersion (and its knowledge) will increase the value of their own human capital (social status at work, with friends, with peers)
Seeks to be part of the culture community for validation and self-worth
Belief that art and design immersion will increase the value of their social media presence
WHAT IS THE JOB TO BE DONE?
‘People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!’ Theodore Levitt
When I live IN/VISIT a FOREIGN country, (situation) I WANT to be more connected to the art and design community (Motivation)…
(expected outcomes:)
to help me meet more like-minded individuals (value: social)
to support my professional endeavors (value: education)
to support my own personal projects (value: education)
to be inspired in my professional/professional life (value: emotional)
to feel self-worth as a creative producer/culture vulture (value: emotional)
to be entertained by diverse creative experiences (value: social)
to have fun (value: social/emotional)
to gain more content for social media (value: social)
When I LIVE IN/VISIT a FOREIGN country (situation), I WANT to be informed of highly curated art and design services (motivation)…
(expected outcomes:)
so that I have more time for my family/partner/work (value: time)
for my professional/personal endeavors (value: education)
to make my new place feel more like home (value: emotional)
CONTEXT
Looking for diverse experiences, new knowledge (education), highly curated recommendations/guidance/network, and more “creative tribe” encounters within the creative culture context
OUTCOME
Information and recommendations (content)
Social networking and exposure (people)
Unique and exclusive (access)
Entertainment
CHALLENGES
CUSTOMER SEGMENTATION: (1) Choosing the right niche and recruitment plan (2) Distinguishing the marketing endeavors between the cultural tourist/expat who places more value on history, in contrast to those who place a higher value on art and design experiences
STRATEGY: (1) Not delivering consistently unique experiences regularly (2) Not passing the trust trial to increase membership (3) Not effectively communicating the value proposition in marketing strategies (4) bad data
FINANCE: (1) Immobility and high costs of art and design endeavors and event production (2) Limited funding streams (local government support and sponsorship solicitation)
VENTURE DESIGN CANVAS
The Job Story
Who: The Customer is the affluent expat (or holiday homeowner/long-term visitor)
When: The Situation is when they are looking for art and design experiences or information
Wants to: The Outcome is an art and design concierge service/membership with experiential type of ‘supper club’ for creative community in unique spaces with art and design exhibitions
Because: The Motivation is to feel connected to a community.
Current Alternatives
The Expat/Holiday homeowner is solving this by using their close network and the internet (mainly Google and Instagram).
PROS: trust (friends/acquaintances) and ease of use (Google, Instagram, Facebook)
CONS: Too much time to curate and select experiences from internet. Social network in a new country is still relatively new.
The Expat is traveling to other European locations to satisfy their needs to feel connected to the art and design community.
PROS: diversity and easy access to find art and design experiences in metropolitan cities
CONS: takes too much time and money to organize