Wine Talk

Snooth User: Isaac

HELP! Conducting a Survey for my MBA that involves wine. Largest sample size gets an automatic "A" and ETERNAL GLORY

Posted by Isaac, Aug 18.

Like the Title suggests, I'm getting my MBA from the University of California and my team and I have come up with a business model for the wine industry. One of our tasks in this project is to conduct some consumer research around the Brand name vs model. Would love any / all feedback!

http://surveys.az1.qualtrics.com/SE...

Edit: for US only! 

1 2 next

Replies

20
6228
Reply by dmcker, Aug 18.

Am approving your post here but expect more explanation within this forum, and not just a link offsite...

Cheers

0
9
Reply by Isaac, Aug 18.

Absolutely! What questions need to be addressed? I'll start with the basics: 

1. We are a team of students who are in the process of getting our MBA 

2. We all love wine and thought our team project could be focused around it. 

3. We sat down and came up with an interesting business model and a few brand names associated with the model. 

4. The purpose of the exercise was  - consumer research, market exploration, and branding. Seeing that Snooth has one of the most active social platforms for wine, we thought it was a good idea to get some perspective on our approach. 

5. Specifically,  the 4-5 minute survey focuses on wine purchasing habits (channel specific, price point, and varietals) 

 

20
6228
Reply by dmcker, Aug 18.

Completed your survey (though didn't notice anything about varietals)...

Which UC campus?

Am curious--you guys going to be putting any of your own money in, or is it 100% crowdfunded?

Of key concern are what winemakers you will enroll, and what kind of projects of theirs you'll be supporting. The more it gets to be like a normal wineclub, the less interesting it will become.

Also am wondering if you've put any more thought into your venture's naming since you compiled the questionnaire (current options aren't particularly strong, though they probably are descriptive within the MBA context--need someone who's worked in marcom to add some pizazz). 

Oh, and there are several perhaps-more-interesting online (and B&M) retailers than those you mention. Especially out of NorCal/PacificNW, and even the UK (in the event you want to go European).

0
1
Reply by Chic Chards, Aug 18.

Hi. Tried to answer your survey, but I'm from South Africa, so much of this doesn't apply. Please state it's for customers in USA only to prevent getting half way through only to realize this. Good luck with your research and sorry I couldn't help. 

0
9
Reply by Isaac, Aug 18.

Thanks Chic! I have updated the text. 

0
9
Reply by Isaac, Aug 18.

DMCKER - 

University of California Berkeley, Haas School of Business. 

Yes, the model from a financial side includes our own $$. The crowdfunding aspect is a way to offset the initial cost of production and to validate which wines will be produced. 

Agreed. Winemakers will go through certain qualifiers in this model. (i.e must have above a 89Pt rated wine in a major wine publication, 10 years experience, etc..) The projects we will support will be winemakers 'second labels'. For example, if Peter Gago has a little 100 case side project outside of Penfolds... Could be really interesting! 

In total agreement with a normal wine club, we're not looking to do anything 'normal' here. 

Thanks for the retailer feedback. Will include in the notes on the next iteration of the survey. 

[SIDE NOTE] Not sure of the interest but I will absolutely post the results of the survey if I get a large enough sample size and if everyone is interested... 

 

41
2623
Reply by outthere, Aug 18.

A couple notes:

  • The survey never got to varieties.
  • I'd be interested to see how you intend to entice name winemakers to join the fold.
  • The thought of you picking wine for me is a turn-off
  • A minimum $600/year blind investment in product I will not be able to sample for a minimum of 2 years works great on your end. Not so much on mine.
  • Wine is very subjective and everyone has different tastes. Tough nut the crack here pleasing all your investors.

My suggestion, find investors to help you start a custom crush facility. The win potential is much higher and you supply a service that is in big demand here in Wine Country.

20
6228
Reply by dmcker, Aug 18.

So Isaac, how many roadtrips do you guys take out of Berkeley on a weekend or three (or better yet weekday)? Any personal connections going already with winemakers in Napa, Sonoma, Marin, Mendocino, Lake Counties, down in the Santa Cruz mountains and the Pinnacles, or even up in Lodi?

Am also curious (and indicated that in my response) as to what demographics you're targeting for the crowdfunding/outside investor portion. One of OT's bullets makes it clear that you're not going entirely bottom end yet obviously you're not aiming for HNWI angels, either. How do you aim to assuage the concerns of that (or those) demographic(s)? Including wine knowledge, too, of course, and I'll absolutely second another of OT's bullets about not wanting you to choose for me the wine I would receive. That's what led me to pejoratively mention 'normal wine clubs' in an earlier post.

516
2278
Reply by EMark, Aug 18.

Well, I'm always a sucker for surveys.  I suspect, though, that you will be discarding my response since I pretty surethat it will distort your means.

I guess it's an interesting concept.  My guess is that most resondents from California will answer much differently than those from the East Coast.

0
721
Reply by dvogler, Aug 19.

Call me old fashioned, but my phone is for talking to people.  I have an android, but I never go on the internet on my phone.  I get that it's internet based, and could also use my computer, but I'm not interested in buying wine I can't see.  I have nothing negative to say about this, but the biggest problem for me is that wine cannot be shipped to British Columbia to individuals.  

Good luck.

516
2278
Reply by EMark, Aug 19.

I'm sorry, Isaac, I should have mentioned this in yesterday's post, but requiring an answer to every question is a flaw in your poll.  If you do require an answer, and I think it is good to know that the respondent did not just inadvertenly miss a question (or three), there should be a "None of the above" response available.

0
9
Reply by Isaac, Aug 20.

@ Emark - thanks for the feedback! 

41
2623
Reply by outthere, Aug 20.

What did I offer? Chopped liver?

0
9
Reply by Isaac, Aug 20.

ha! sorry @OUTTHERE. Your feed back was awesome as well! 

20
6228
Reply by dmcker, Aug 20.

"What did I offer? Chopped liver?"

No, dude, you know you *are* chopped liver!  ;-)

20
6228
Reply by dmcker, Aug 21.

BTW, what other wine sites have you posted this on, Isaac?

0
9
Reply by Isaac, Aug 21.

DMCKER. 

We have posted on Reddit, and Wine Advocate Forums (pending approval). I'm really trying to get the largest sample size possible. 

Any others you would suggest? 

 

0
9
Reply by Isaac, Aug 21.

DMCKER, 

Also to answer your previous post: 

o Isaac, how many roadtrips do you guys take out of Berkeley on a weekend or three (or better yet weekday)? Any personal connections going already with winemakers in Napa, Sonoma, Marin, Mendocino, Lake Counties, down in the Santa Cruz mountains and the Pinnacles, or even up in Lodi?

Ha! We don't get to the Napa / Sonoma Valley's nearly enough. We do have some connections in the wine industry from winemaking, to production to marketing / sales. Mainly In Napa and some in Santa Barbara (San Yenez) 

 

Am also curious (and indicated that in my response) as to what demographics you're targeting for the crowdfunding/outside investor portion. One of OT's bullets makes it clear that you're not going entirely bottom end yet obviously you're not aiming for HNWI angels, either. How do you aim to assuage the concerns of that (or those) demographic(s)? Including wine knowledge, too, of course, and I'll absolutely second another of OT's bullets about not wanting you to choose for me the wine I would receive. That's what led me to pejoratively mention 'normal wine clubs' in an earlier post

 

We are targeting Luxury wine buyers, who are very much informed in the wine space. For example, have favorite winemakers, seek specific vintages and appellations. We are not targeting the casual wine drinker (think white zinfandel). So, in the model, the subscriber would be able to fund a well known winemakers "second label". 

How the Subscription would work, will be that you currate your own wine selection. We will provide a selection of wines and you actively manage your own portfolio. If you do not like what you see for that month, you do not have to buy or receive a shipment and your $$ is saved until you want to use it. In short, we know how selective and serious wine drinkers are at the level we are targeting, so our model solves this problem in the club model. 

20
6228
Reply by dmcker, Aug 26.

How many respondents so far?

0
9
Reply by Isaac, Aug 26.

DMCKER -

Total Responses = 81

1 2 next



Continue to the end of the thread to reply
Back to Categories

Top Contributors This Month

125836 Snooth User: dmcker
125836dmcker
62 posts
324443 Snooth User: outthere
324443outthere
59 posts
847804 Snooth User: EMark
847804EMark
56 posts

Categories

View All





Snooth Media Network