When people feel like they have more money than time, certain services flourish. Imagine setting up a butler service called Jeeves. Jeeves would see to all the logistics details in your life that consume more time than you wish to grant them. Jeeves will take care of your information needs, from making doctors' appointments or play dates for the kids, to stylist appointments for you, to helping you banking, paying bills and even coordinating and evaluating your investments, if you wish. If you were stinkin' rich, you'd also have a chef and a driver. While strictly speaking, these domains fall outside the usual butler responsibilities, in the Jeeves service, the butlers fill in with whatever household and related duties the customer wishes to be done, and a payment package is chosen accordingly. Thus, your Jeeves can drive your kids to school, and pick up groceries to have a 7 p.m. dinner ready for the family, if those are add-ons you desire (and for which you're willing to pay).

Case Discussion Questions

1. Create a marketing plan to introduce Jeeves to your local community. Gather the secondary data that you can, to help substantiate the business case. Make clear notes throughout the plan where you would seek additional primary marketing research to provide guidance about those components of the plan. Etch the market and its segments, and characterize the segment(s) you would target.
2. Create a storyboard for an external Website and an internal one. The external Website would be the positioning you want customers to see, thus create pages for that Website that is a composition of the 4Ps for Jeeves. The internal Website is for your sales force to give them parameters about different price packages and the like.