12A. Figuring Out Buyer Behavior #1

The segment I have picked to interview and focus on are mothers between the ages of 20 and 40. Typically this age group is not where they would like to be financially yet and they have many people they have to take care of which includes hospital and doctor visits.

20 year old with a 6 month old child:
I interviewed my friend who got pregnant recently and had the child with her boyfriend. She said that she never knew how big of a part of her life going to the hospital and pediatrician's office would become. That will be true with any newborn, and she plans on having more children. She also said that having a child has been insanely expensive for her and her boyfriend and her mother has had to help her out a lot. She doesn't want to rely on her mother so this app is perfect for her. She loved the idea and wished it was already available.

31 year old with 2 children ages 5 and 3:
This woman is a little further along in life than the first person I interviewed, but she had the need as well. She is a stay at home mother so she is busy taking care of her kids all the time, which results in her bringing them to the doctors and such. She also has the time to use the app as she does not work. The app is ideal for someone like her as her husband works so she has time, and she is always with her children. She has 3 people she is directly responsible for, and 4 if you count the husband who she probably is responsible for to an extent. She speaks with other mothers around her age with children in similar age groups, and they would spread this app liken wildfire with word of mouth.

38 year old single mother:
This woman is a little older and her daughter is 16. She is a hard worker who works very hard to save up to send her daughter to school and provide for the two of them as best as she can. She would love this app as it would help her save money for her and her daughter. Not only that, but her daughter could probably use it too. They typically go to the closest doctors office/hospital just out of convenience and because they're around, but this app will help them go to the best place, not just the closest.

The segment I have focused on is one that is very well connected through social media and being in the same communities and classes with kids. They can help spread awareness quickly through word of mouth and Facebook posts, as silly as it sounds. They all for the most part are technologically literate, and this will help them find the appropriate information to determine the best place for them to go for all medical needs.