Proposal Memo for a Home Try-On Market Concept Test

Proposal Memo for a Home Try-On Market Concept Test

Instructions:

Proposal Memo for a Home Try-On Market Concept Test

You work for Warby Parker as a communication professional, reporting to co-CEO David Gilboa. Respond to the following task using the abilities you’ve been practicing in this course:

You’re assisting Gilboa in the preparation of a company report. The report will be a “public business plan,” according to Gilboa, because it will explain the company and its aims, strategies, and operations without releasing the type of secret information that a conventional business plan does. Potential investors, employees, and business partners make up the secondary audience.

To help overcome shoppers’ apprehensions about purchasing eyewear online, Warby Parker has been trialing a concept called Home Try-On, in which people in the South Florida test market can order five pairs of frames, keep them for five

days at no cost, and then decide which pair to order and which to return. This allows customers to try on the frames they’re interested in and get feedback from family and friends.

While on the job (Internal, Unsolicited Proposal)

Write a 2-3 page internal message to Mr. Gilboa with your evaluation of the test market results and your advice for how the company should proceed with this concept based on those results. Remember to use headings or subheadings to

clarify each section of the proposal, such as Background, Solution, Recommendation, and so on. Make sure you appropriately identify and assess your target audience, as well as any secondary audiences that may exist. Remember that Mr.

Gilboa, the person to whom you submit your suggestion, has the authority to order the recommended change to be implemented.

It’s critical that you write this memo with your own ideas and comments. You have the ability to make the test market experience positive or negative, and then base your advice on that. Make up any data and information you need to support

your case; in the real world, you’d have this kind of data and information before writing this memo.

Here’s an illustration: A rough outline for a positive recommendation is as follows:
Test of the Home Try-On Market Concept
Background: As you are aware, profits are down, shop rents are rising, and the general public perceives us as an old-fashioned, undynamic corporation. Is the answer to be found on the internet? In November of last year, marketing came up

with the notion of Home Try-On and began testing it in South Florida.

Risks Assumed Prior to the Market Test: Is the concept too perplexing for the general public? What if the four pairs of frames that buyers didn’t want were not returned? What kind of breakage can you expect? Is the cost of postage and

handling prohibitive?

Test Market Outcomes: The notion appeared to be well received by the general public. There are a lot of orders. They had a 98 percent return rate on the four pairs they did not want. There was almost no breakage. Because the consumer had to agree to absorb these fees in advance, shipping and handling costs were kept to a minimum.

Recommendation: Extend the test market for another four months across the whole East Coast. If the findings of that test are also favorable, get ready to go national.

Proposal Memo for a Home Try-On Market Concept Test

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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