7A – Testing the Hypothesis, Part 1

A customizable variety subscription box

The who: People who want to subscribe or already subscribe to subscription boxes. 

The what: A customizable subscription box that offers a variety of contents. You can choose from lifestyle, makeup, entertainment, food, clothing, and more with each box.

The why: People have multiple subscription boxes to different companies and may get surplus of things they don’t need.

Testing the who: Everyone in my current "who” will share this need.

Testing the what: What brands would be included in this box? How many options would there be to choose from? 

Testing the why: People may be loyal to their subscription boxes they already have. They may also wonder why they would want to subscribe to yet another box, but the answer is simple—variety. Why not roll all their favorite things into one?   

My Hypothesis: An opportunity exists for a variety subscription box that is completely customizable. My prototypical customer would be all genders and ages.

Interviews:

Interviewee #1-Current Ipsy subscriber: They stated they would be interested in a personalized subscription box. She mentioned that Ipsy personized items already but only allows them to select one item from a handful of products for future boxes. She would enjoy being able to pick and choose what to include in her box as well as having a variety—not just makeup items.

Interviewee #2-Former Hello fresh subscriber: They stopped their subscription because of the cost. They said that this new idea is a cool and unique idea, but they fear it would be far too expensive and unaffordable.

Interviewee #3-Current Winc, Ipsy, and Birchbox subscriber: She dislikes having multiple subscriptions because she pays hefty fees (over $150/month). She stated this would be a fun idea to get a little bit of everything at a more affordable cost than paying for multiple subscription boxes. She also mentioned how she often gets things in the Birchbox that she will never use so they ultimately go to waste.

Interviewee #4-Current Ipsy subscriber, former Hello fresh subscriber: They stated they didn’t care for the Hellofresh meals. She only signed up for a free trial and didn’t continue it. She has been an Ipsy subscriber for years. She likes ipsy because they offer affordable boxes that are personalized for her. She would be interested in a box that offered a variety of options especially is it was customizable. She could choose what she likes and doesn’t have to worry about paying for things she wouldn’t want or use.

Interviewee #5-Non-subscriber: He stated he wouldn’t be interested in wasting money on a subscription box. He would rather spend money on items he actually wants, not being surprised with items a company selects for him when he’s the one paying for it. He stated if the new box offered items he liked, that he could pick, he would be interested if it was affordable.

Conclusion:

I learned that all of my interviewees would be interested in a customizable variety subscription box, which I didn’t think that they would all be interested in. I learned that the main concern with this opportunity is cost. I learned that some people essentially “waste” products that come in their current boxes because it’s not something they want/need. I figured people would be more willing to at least try the items because that is typically why they’re sent out. This made my opportunity even stronger because I know how companies can benefit from my box as well. Companies usually send their products in these subscription boxes in hopes that they’ll develop repeat customers. However, some of these customers aren’t even trying them, so these companies are gaining nothing and are actually losing money. This makes my customizable boxes more desirable to companies that would want to promote their product through subscription boxes because they know that my customers are actually wanting to try their product and therefore those companies are more likely to gain loyal customers.