Stephen O’Neill’s 4 Cs and KANO analysis of music membership club (music gym)
The 4 Cs-
Consumer (Co-Creation)- what does the consumer want or need? The product will need to be desgined with the end user in mind. What would potential customers want out of a music membership club? Would they just want instruments? Would they want lessons? Would they want food and beverage? Are their other amenities that need to be considered? Are there specific things regarding the ambience that need to be considered?
Interesting fee structures might include: a monthly membership, a per visit fee, perhaps even free guest passes for friends and or family.
Additionally, could this in fact become a destination for evenings and weekends? In addition to borrowing instruments or having lessons in a club or gym environment, would it not also be interesting to market or push social aspects for the benefit of the consumer?
Cost (Community)- the price of a product is only one factor of total cost to the consumer. Other factors that would need to be considered include travel time, ease of use of the music club, membership or collective vs. traditional buying or renting of instruments and paying for lessons. What benefits might this model offer to the consumer that they could not get from renting or buying instruments using more traditional means?
One key play, in my opinion, would be the added benefit of being able to “hang out” while trying out and experimenting with instruments. Could this model also serve a vital social function for members of the “club”?
Communication (Customization)- traditional marketing in the four Ps would focus on convincing the customer to buy the product. But, what if we entered into a dialogue with potential customers (and then existing) customers about what they wanted from their membership organization? How much is fair to charge for this type of service? Would one model be running the business by charging what people believe they can afford? If there is a monthly fee for membership, what would members expect or demand in return for purchasing a membership?
Even more importantly, how might we customize the experience or the communication patterns to suite the needs of each individual member? One thing that might be interesting is to continually assess feedback from customers regarding what types of products/instruments/services they would like to have in place as part of their “music gym” or “music club”. Could their be a mechanism in place within the “gym” or “club” for individuals to come together to form bands or informal groups for the purposes of playing together?
Convenience (Choice)- I was in a Best Buy this weekend, I had to drive really far away from my house in order to get there. It was rather sad really; I mean it wasn’t all that busy. And, most people were looking not buying- myself included. I guess my point is- with the Internet businesses have to be more convenient in order to maintain customers. This could be particularly true for a membership organization. Where is it located? Is it proximate to areas loaded with artists and musicians? Is it in an area that is conducive to being social? Can the surrounding area tolerate the noises associated with the music?
One feature would be the ability to take instruments away from the “gym/club” or to have them delivered to your house or wherever you were going to need them. However, this may in fact take away from some of the potential social aspects I touted above.
Would it not also add to convenience to include a coffee shop or even a bar or beer in this type of establishment?
The Kano Model-
- Dallas is a very large city, which means the target market is large
- There are currently not any “music gym” or “music club” models that I could find in the Dallas area
- Dallas is home to the largest art district in the Nation, see: http://www.visitdallas.com/listings/Dallas-Arts-District/6816/
- On-line music rental ranges from about $20.00 per month to $60.00 per month for one instrument
Reflection and Analysis-
- It does seem like the market is prime for this type of service, as I could not find a “music gym” or “music club” in the Dallas area.
- I really think it would be cool to integrate these instruments with social aspects or ways for musicians to come together to play together- much like meet up.
- Also, a coffee shop or food/snack venue might even turn this type of service/product into a hangout for folks during evenings and weekends
- Lessons, either professionally led, or by other members could be integrated into the “gym” or “club”.
- Because average instrument rentals range from $20 to $60 per month, it is possible that you could charge $50 to $70 for members to have unlimited access to instruments or to try a variety of instruments. Perhaps, one could package a one-instrument rental with access to the “gym” or the “club”.
- This type of product/service does not exist
- Can bring in social/club aspects
- Price could be competitive
- The ambience of the location will be key factor
- Integrating coffee shop could attract additional customers and enhance social feel
- Encourage member led lessons or opportunities for members to play music together, meet and greet, etc.
- Arts district could be a solid location to attract folks likely to take advantage of this type of service