Product Category: - From a general perspective Starbucks is categorized as a Food and Beverage and Hospitality service. This particular product falling under this general umbrella, would more specifically be categorized under Organization and Storage. This product also vaguely categorizes as a Security product. Customer Problem: - Mobile orders are a convenient service to Starbucks consumers. However, this creates a hectic workspace for staff, especially considering customers often forget or don't pick up orders on time. - Another problem (not specifically reported on) is mobile orders being stolen or taken by accident. Solution: - By offering this product, Starbucks will enhance their current mobile order service. Each locker will have the customer's name and order listed and provide them with a barcode through the Starbucks app that can be scanned to open the compartment. Starlocks will be able to maintain the integrity of the product by offering both chilled and heated lockers. These lockers will be placed in a convenient spot in the store that both staff and customers will have quick and easy access to. - To allow for easier access, the company can also provide mobile order parking spaces for guaranteed easy access. - This also opens more aids in future opportunities for the company. For example, the consideration of a cashierless design. (Dixon, 2017) Target Consumes - The target consumer for this product is all of Starbucks current consumers. This includes the coffee consumers with high disposable income who are busy and on the go people and typically ranging from ages 22-60. (Bean-Mellinger, 2019) - This product may also reach the delivery service market. This target includes the drivers themselves who value getting the product to the consumer in the shortest time possible while also maintaining security of the product(s). Eit: - This product fits Starbucks brand associations of being exotic, unique, trendy and sophisticated. (Paul, 2020) By offering lockers, Starbucks is elevating the efficiency of their current services while also staying true to their brand associations. Providing a clean organized way to offer their services allows the brand to maintain their high class status. Unique Benefit: - Starbucks is the first of all coffee shops to provide this product. Along with the novelty of this new product, the sleek and sophisticated design as well as Starbucks' point system come together to make this product unique. To promote Starlocks, Starbucks could offer 3 stars per $1 for mobile pickup orders as opposed to their current 2 stars per $1 for reloading their starbucks card. Innovativeness in Markef place; - Direct competitors like Tim Hortons and Second Cup do not offer this product as of right now making Starbucks the first coffee shop to consider this possibility. - Little Caesars is a Food Service competitor that does, however, offer a very similar product. (Caesars. 2018). Their Pizza Portal Pickup is offered through the Little Caesars app providing customers with a QR code or 3 digit code to open their heated compartment to their order. Market Estimation: - Coffee shops in Canada have a gross sales estimate of 25 billion (CAD). This estimate divided by Starbucks gross sales estimate of 1,802.3 million (CAD) provides us with Starbucks estimated market share equaling approximately 7.2\%. (Published by S. Lock \& 24, 2022) - Of this, we can expect that 26% of this market share will be obtained by mobile orders. (Soper, 2021) - We can expect this to grow due to future opportunities to make Starbucks a cashierless company. Assumptions: Product Category: - From a general perspective Starbucks is categorized as a Food and Beverage and Hospitality service. This particular product falling under this general umbrella, would more specifically be categorized under Organization and Storage. This product also vaguely categorizes as a Security product. Customer Problem: - Mobile orders are a convenient service to Starbucks consumers. However, this creates a hectic workspace for staff, especially considering customers often forget or don't pick up orders on time. - Another problem (not specifically reported on) is mobile orders being stolen or taken by accident. Solution: - By offering this product, Starbucks will enhance their current mobile order service. Each locker will have the customer's name and order listed and provide them with a barcode through the Starbucks app that can be scanned to open the compartment. Starlocks will be able to maintain the integrity of the product by offering both chilled and heated lockers. These lockers will be placed in a convenient spot in the store that both staff and customers will have quick and easy access to. - To allow for easier access, the company can also provide mobile order parking spaces for guaranteed easy access. - This also opens more aids in future opportunities for the company. For example, the consideration of a cashierless design. (Dixon, 2017) Target Consumes - The target consumer for this product is all of Starbucks current consumers. This includes the coffee consumers with high disposable income who are busy and on the go people and typically ranging from ages 22-60. (Bean-Mellinger, 2019) - This product may also reach the delivery service market. This target includes the drivers themselves who value getting the product to the consumer in the shortest time possible while also maintaining security of the product(s). Eit: - This product fits Starbucks brand associations of being exotic, unique, trendy and sophisticated. (Paul, 2020) By offering lockers, Starbucks is elevating the efficiency of their current services while also staying true to their brand associations. Providing a clean organized way to offer their services allows the brand to maintain their high class status. Unique Benefit: - Starbucks is the first of all coffee shops to provide this product. Along with the novelty of this new product, the sleek and sophisticated design as well as Starbucks' point system come together to make this product unique. To promote Starlocks, Starbucks could offer 3 stars per $1 for mobile pickup orders as opposed to their current 2 stars per $1 for reloading their starbucks card. Innovativeness in Markef place; - Direct competitors like Tim Hortons and Second Cup do not offer this product as of right now making Starbucks the first coffee shop to consider this possibility. - Little Caesars is a Food Service competitor that does, however, offer a very similar product. (Caesars. 2018). Their Pizza Portal Pickup is offered through the Little Caesars app providing customers with a QR code or 3 digit code to open their heated compartment to their order. Market Estimation: - Coffee shops in Canada have a gross sales estimate of 25 billion (CAD). This estimate divided by Starbucks gross sales estimate of 1,802.3 million (CAD) provides us with Starbucks estimated market share equaling approximately 7.2\%. (Published by S. Lock \& 24, 2022) - Of this, we can expect that 26% of this market share will be obtained by mobile orders. (Soper, 2021) - We can expect this to grow due to future opportunities to make Starbucks a cashierless company. Assumptions