Product category and segment
The product segment associated with Yelp application is the mobile application for single parents. The product is targeted at single parents, but parents living with their spouses can also benefit from the application. It is noteworthy that this segment is characterized by a significant degree of precision. Parents often have little time to spare, and they want to find quick and proper answers to their questions.
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The segment involves such categories as social networks for parents, facilities that can be helpful, data on offers, information concerning child care, and the like. The implemented research reveals an existing gap as there is no product that would provide comprehensive information on the categories mentioned above. The product category that the segment needs more than others is the application that includes the elements discussed above. One application should provide information concerning offers, facilities, tips for parents, and so on.
Yelp application is the product needed to address various issues single parents face on a daily basis. First, it is clear that all the categories mentioned above are relevant for parents. At that, having (and especially buying) several apps is not convenient and can be rather cost-ineffective.
Parents often have to choose which application is more relevant as they have limited funds. Besides, parents often have a lot of information to store, and their devices can simply fail to have enough memory to store several applications. Hence, an application incorporating information and services that can be found in different sources is valuable for the target population. The link to the desktop interface is also beneficial as many people still prefer using their laptops rather than smartphones.
Product offering for this segment
Yelp app is a valuable product within the product category mentioned above. First, it provides different types of information to parents and creates a platform for their communication and collaboration. People have accustomed to being socially active, and this active participation will be easier with the product offered as it has links to major social networks. Besides, the segment lacks certain credibility as applications available often use unreliable data.
The distinctive feature of Yelp app is its credibility as the data concerning facilities, tips, and offers will be checked and verified by parents and professionals. Importantly, it is clear that single parents tend to have limited funds. The product offered will be free of charge. The profit will be made through advertising. At that, users will be able to shut advertising down if they pay a very reasonable fee (the preliminary fee is $1). The limited funds of single-parent households are central to the choice of services and information provided. For instance, Yelp app will provide information on the best offers, coupons, and sales.
An important feature is associated with customers’ involvement and co-creation. The application has a section where parents will be able to provide their feedback. The existing applications often lack this option and parents have to tolerate some inconveniences and gaps. Clearly, the segment will benefit from the existence of this product as the product will constantly be evolving, and eventuality a product that can meet customers’ needs will be developed.
Finally, the link to social networks is also beneficial as it is easier for parents to create relevant communities and communicate with people they really need. Another benefit is the Q&A section that is not common for the existing applications within the segment. This section helps users to find the necessary information quickly.