Relative Advantage: There has to be an apparent relative advantage for the consumer as compared to other offerings.

Compatability: There has to be a correlation to existing values and experiences

Perceived Risk: In this case, the lack thereof. Financial, Psychological, Social, Physical, etc. All imperative and applicable!

Complexity: Ease of use and understandability

Observability: how easily can one (a consumer) see the product/service in use?

Trialability: Ability to experiment with product or service.

The degree of each of the factors will largely determine the rate at which the innovation will be adopted. There are many classifications of adoptors which vary according to their willingness to accept/pursue change. The Innovators will be the first ones who seek out the new innovation. They will set the stage for the Early Adopters. The early adoptors see a new innovation but have the lowest degree of skepticism and are usually easily won over. Then comes the Early and Late Majority. This is where the factors of Observability and Trialability and Perceived Risk are the most heavily weighed. Last but not least, the Laggards. They usually adopt as a last resort. Think of 65 year old citizens now using the Internet for the first time in the 2007. Point and case!

It seems from the in-store P.O.P. (Point Of Purchase) advertising that you aim more for awarness. Ads need to call upon a consumer for action.

1)Let Consumer’s know of the benefits (the relative advantage). Your target is immense when thinking of the relative advantage the service offers. Time-saving. Time is a crucial resource these days and is not to be squandered.

2) Is the service consistent with what consumers want? Do the busy consumers want to continue to be on the go, or is their meal times their only point in the day to slow down. (You take the good and you take the bad.)

3)Risk Perception” High or Low?
Financial–Of course the consumer fraud reporting agency reassured consumer that Credit Card fraud is more likely from a restaurant than on-line, but what security do you offer the consumers? More than likely, the same traditional restaurant security of which consumers trust daily with billions of dollars. But i think it is more the retention of information that scares the consumer.
Psychological–If they value that slow down time, it is a high risk. If they want to be in and out, then it is a low risk. Will it increase their overall utility (happiness)?
Social–what will other people think of the consumer for using the service? Will they think it is absurd? Ingenious?

3)Complexity is not very high. It seems simple to someone like me, a 20 year old who uses text messages almost hourly. But to someone who is a member of corporate america, how time consuming is a text message, yet?

4)Observability: The only way people can observe is via the pick-up. People who have been waiting in line for 10-15 minutes see someone gavotte up to the counter, pick-up, and leave.

5)Trialability: is there any resolution for trying the service without risk? Can consumers experiment with the service with little or no reprocussions? Are there subscription fees other then through the service provider for Text Services?

Diffuse the Innovation and Increase Users… Join-Up with a cellular service provider… Get their customer base in the MSA’s (metropolitan statistical areas). Cellular Providers already advertise their services and affiliations via text messaging. Tap into that medium (where GoMobo is available, of course)

Jarred D. Lowe

Undergraduate Student
College of Business and Economics (Marketing)
West Virginia University
Morgantown, WV
JLowe@mix.wvu.edu

I’ll send you a GoMobo hat and t-shirt if you pay the shipping charges

As someone who’s just gotten ridiculously, ridiculously into hummus and couscous, I’m going to personally go and check out this Israeli food stall.

Thanks for the tip!

2 More ideas (yes I know I cantwin anything) but I am doing this as I met you in person

Hey how abt hiring Naked Cowboy in Times Square for a week if he is still around and affordable he has Mega audinece!

There is a Israelian food stall somewhere around 45th street between 5th and 6th Ave this guy has been there for 15 years, he is known for the world’s best Falafal (especially the Veg!) there is Avg 12 to 25 people queue there daily I am sure there are atleast 50 more guys popular in there own verticals how abt having them on board and tell them to put a Big sign of yours?!

1. How abt tie-up with a newspaper or weekly magazine on few months exclsuive deal only there readers get Free or special discount and they do a small tiny daily ad in the food / enetertainment / rest reviw kinda area?!

2. Is it possible to convince few or all Cab drivers and bus drivers in NYC to wear your GoMobo hat and the get special discounts or a freebie for themselves

That is why so many companies fail. They are afraid to take risks. A company like yours need som outrageous marketing. No one is going to listen to you. You have not got their attention. When are they going to fit in your commercial…between the laser eye correction ad and the hair remover clinic? It might be different if you were a fast food chain trying this out, but you are small just starting out. Think outside the box. The radio thing is directly inside the box. Everyone does that.