The average legal costs associated with a DUI arrest are clo

The average legal costs associated with a DUI arrest are close to $9,000, and current solutions for the problem of drunk driving have not been satisfactory (see the text box insert). NightRiders is a company that drives drunk people home in their own cars. More information related to this business venture is available at:

http://www.autoblog.com/2005/02/07/nightriders-drive-drunks-home-avoid-k-i-t-t-jokes/

Answer the following questions related to the NightRiders service:

a. What/who is the customer need here?
b. What is the opportunity?
c. What is the business concept?
d. What is the value proposition?
e. Describe the way in which the NightRiders venture solves a problem and/or takes advantage of a trend.

Solution

a) The customer need here is to reach home safe and avoid legal actions against him/her.

b) All customers who wants to heavily get drunk are the potential customers of the company. So, all places where alcohol is sold and consumed are opportunities for the company. Pubs, Bar and Restaurants, Party halls, etc are the places they can consider as opportunities.They can tie up with these places too for increased number of customers. Other opportunities are get togethers at homes , office parties, etc.

c) The target customers are those who get heavily drunk. The service of the company is to take customers home safe. USP of this business concept is that both safety and protection against legal action are ensured.

d) The value proposition is safety and protection against legal action on them for drunk and driving.

e) In the current world, people like to party a lot or celebrate their events. This trend is increasing year on year. Also many drunk and drive cases are also increasing. The business proposition is attempting to solve the problem of being caught drunk and driving and taking the advantage of increasing number of people getting heavily drunk and want to reach other place after getting drunk.