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Attachment 1
Respondents
Table 1: Respondents – Team Members Respondent: Cederlund, Hans Interview date: 2019-04-23 Length: 26 min Position:
COO, Strategic Partnerships Responsibility:
Cederlund has the overall responsible for the company’s operations and day-to-day work with strategic planning and goal setting in focus. Respondent: Crabtree, Jason Interview date: 2019-04-24 Length: 18 min Position:
Vice President Application and Franchise Responsibility:
Crabtree is in charge of making decisions whenever the CEO is not available. Crabtree is also an investor in the company.
Respondent: Thomas, LisaBeth Interview date: 2019-04-23 Length: 22 min Position:
Vice President Marketing, Communication and PR
Responsibility:
Thomas is in charge of all marketing and communication of the company.
Respondent: Johnson, Robert Interview date: 2019-06-20 Length: 13 min Position: Quality Manager Responsibility:
Johnson is in charge of making sure the product goes through all required tests and certificates needed, as well as ensuring the overall quality of the product
Table 2: Respondents – Potential Customers
RESPONDENT CUSTOMER SEGMENT GROUP
Respondent A Interview date: 2019-06-26 Length: 17 min
American who has been impacted by wildfires Respendent B Interview date: 2019-06-26 Length: 13 min
Head of households, especially moms
Respondent C Interview date: 2019-06-26 Length: 7 min
American who celebrate Christmas
Respondent D Interview date: 2019-06-26 Length: 16 min
Parent of college student
Respondent E Interview date: 2019-06-26 Length: 10 min
Baby boomer caring for elderly parents
Respondent F Interview date: 2019-06-26 Length: 20 min
Influential American (media, bloggers, celebrities)
Attachment 2
Guide to Interviews
Information regarding conducted semi-structured interviews
This thesis will investigate what kind of price models that can enable value capturing for products that no one wishes to use, such as fire safety products.
The purpose of the thesis is to look into how price models in relation to business models can be assigned for products that no one wishes to have use of. Moreover, this thesis aims to increase the understanding of pricing and price models in relation to business models. Participation in this interview is voluntarily. Respondents have the right to stop the interview at any time. Personal information of the respondents, excluding names in agreement with respondents, are confidential information and will only be used for this study and thereafter be deleted. All information retrieved from this interview will only be used in this study. Respondents have been given the chance to read through the transcript interview as well as the thesis,
Potential questions regarding the interview can be emailed to the author on the email address below.
Elin Sjödahl
Interview - Team members
1. Background information
1. Do you agree to the conditions of this thesis, included that the interview will be recorded?
2. What is your position in the company? What are your responsibilities?
2. The product
1. Describe the product and the product package.
3. Cost
1.What are the costs of production? 2. What is the price of the product? 4. Competition
1. Who are you considering to be your biggest rival? 2. What are your biggest challenges?
3. Value capturing through a business model
1. How would you define the term business model? 2. What is your company’s business model? 3. What customer segment are you targeting? 4. Who are your key partners?
5. What are your key activities?
6. How would you define value capturing and value creation? 7. What is your company doing to capture and create value?
5. Conclusion
1. Is there anything more that you would like to add? 2. Can I reach back to you for potential follow up questions?
Interview – Potential customers
1. Background information
1. Do you agree to the conditions of this thesis, included that the interview will be recorded?
2. What type of customer are you? (Private/Business)
2. The product
1. Have you tried/seen a demonstration of how the product works? 2. Where are you planning on using the product?
3. Cost
1. How much are you willing to pay for the product? 2. What is the approximated income of your household?
4. Competition
1. What would you say is your closest substitute product?
2. How does the home defense kit differentiate from your other option(s)? 3. What are crucial factors for you when deciding on what fire protection to use?
4. Value capturing through a business model
1. What do you value in the product package home defense kit? 2. How did you first hear about the company?
3. Would you be willing to pay a higher price for an increased service? 4. What do you see as the biggest weakness of the product?
5. Which of following temporal rights would you prefer for the home defense kit? • Pay per use
• Subscription • Rent
• Leasing • Perpetual 5. Conclusion
4. Is there anything more that you would like to add? 5. Can I reach back to you for potential follow up questions?