I believe there is an unmet need for a salon on Disney property. Disney is starting to realize that they should not just market products for children, as there is an entire generation of adults who grew up on Disney movies. They now make clothes and accessories geared toward adults, and they are very successful in this endeavor. In keeping with this marketing trend, I think a Disney salon in one of the parks or nearby would meet many of the unmet needs of park-going adults. Customers could get their nails done with designs featuring their favorite Disney characters or simply get their feet rubbed after a long day of walking around the parks. This is different from a salon in one of the resorts, as it would be in-park and cater to park-goers in need of a pick-me-up. The salon would also appeal to those who attend Dapper Day at the parks, where park-goers dress in vintage fashions to honor how people dressed to visit Disneyland when it opened in the '50s. could get their nails done to match their dapper ensembles. Currently, people must go to regular nail salons to get their nails done. There is the Bibbidi Bobbidi Boutique in Disney Springs, but it is meant for children. Most park-goers with foot problems just wear gel inserts and hope for the best. Guests also limit their park fashion to breathable, comfortable shoes, so perhaps they'd be more inclined to wear whatever shoes they wanted if they knew a salon was nearby. Therefore, I think an adult Disney salon would serve these unmet needs well. I'd say that I'm 80% certain this opportunity exists.
Twenty-year-old female passholder who attends Dapper Day
1. Would you go to a salon on Disney property?
Yes, I'd love that!
2. Have you ever wanted to get a foot massage while you were at Disney?
Not that I can think of.
3. Would you get a massage if a salon were available?
I don't know. I don't think so because it's always so hot and I don't want people touching me when I'm hot and irritated.
4. If you wanted to get your nails done with special Disney designs for Dapper Day, would you go to an in-park salon?
I would love that. I like getting my nails done for special events and I'm such a big Disney person, so that'd be perfect.
5. Would you get your nails done at an in-park salon at times other than Dapper Day?
Yes.
6. What do you do now to keep your feet from hurting while you're in the park? Does it work?
It's not a big issue for me because I sit down on rides and to eat so I'm always taking breaks throughout the day.
7. Would you widen the selection of shoes you'd wear to Disney if you knew that foot massages were available in-park?
Maybe on special occasions like Dapper Day, but not regularly.
Mid-twenties female passholder who attends Dapper Day
1. Would you go to a salon on Disney property?
It depends on what services they offer, but I'd say yes.
2. Have you ever wanted to get a foot massage while you were at Disney?
Not really, but I guess I would if I really needed one.
3. Would you get a massage if a salon were available?
Sure!
4. If you wanted to get your nails done with special Disney designs for Dapper Day, would you go to an in-park salon?
Definitely! It's so hard to find nail salons that will do the designs that you want, so I can never find someone to do my nails the way I want for Dapper Day.
5. Would you get your nails done at an in-park salon at times other than Dapper Day?
It'd be a rare occasion because I'm sure it'd be expensive. Everything is at Disney.
6. What do you do now to keep your feet from hurting while you're in the park? Does it work?
I just wear my most comfortable shoes and sit down when I'm tired. It works as well as it can.
7. Would you widen the selection of shoes you'd wear to Disney if you knew that foot massages were available in-park?
Maybe, but I wouldn't plan on wearing uncomfortable shoes just so I could get a massage. I'd probably only wear uncomfortable shoes for Dapper Day.
Mid-forties female passholder who attends Dapper Day
1. Would you go to a salon on Disney property?
Yes, I would.
2. Have you ever wanted to get a foot massage while you were at Disney?
Yes, I definitely would.
3. Would you get a massage if a salon were available?
Yes, I would.
4. If you wanted to get your nails done with special Disney designs for Dapper Day, would you go to an in-park salon?
Hell yeah!
5. Would you get your nails done at an in-park salon at times other than Dapper Day?
Yes.
6. What do you do now to keep your feet from hurting while you're in the park? Does it work?
I wear special shoe inserts, try to take regular breaks to put my feet up, and drink lots of water to stay hydrated. It works...marginally.
7. Would you widen the selection of shoes you'd wear to Disney if you knew that foot massages were available in-park?
Yes.
Reflection: After interviewing my prototypical customers, I found something I didn't anticipate: There are two, perhaps more, prototypical customers for this opportunity. The youngest customer was very interested in the nail design aspect of the salon, while the oldest customer was more interested in the massage aspect of the salon. The middle customer seemed to have a modest interest in both aspects of the salon. Were this idea to become a reality, I would recommend strategic marketing plans for these target sectors.
Summary: I believe that my original opportunity is still there, but the services certain customers desire from the opportunity differ based on demographics. This would affect how the opportunity is marketed to the target sector. It was also encouraging to note that these services would be desirable beyond Dapper Day, which is when guests are most in need of pampering in order to feel that their customer experience is complete. After gathering this research, I believe that entrepreneurs should always adapt their opportunities based on customer feedback. After all, the opportunity is for the customer, so if the customer doesn't want it or thinks it's dissatisfactory, then there is no point hanging onto the opportunity in its current state. Entrepreneurs gather research, receive feedback, adapt, and repeat the process as many times as it takes.
Twenty-year-old female passholder who attends Dapper Day
1. Would you go to a salon on Disney property?
Yes, I'd love that!
2. Have you ever wanted to get a foot massage while you were at Disney?
Not that I can think of.
3. Would you get a massage if a salon were available?
I don't know. I don't think so because it's always so hot and I don't want people touching me when I'm hot and irritated.
4. If you wanted to get your nails done with special Disney designs for Dapper Day, would you go to an in-park salon?
I would love that. I like getting my nails done for special events and I'm such a big Disney person, so that'd be perfect.
5. Would you get your nails done at an in-park salon at times other than Dapper Day?
Yes.
6. What do you do now to keep your feet from hurting while you're in the park? Does it work?
It's not a big issue for me because I sit down on rides and to eat so I'm always taking breaks throughout the day.
7. Would you widen the selection of shoes you'd wear to Disney if you knew that foot massages were available in-park?
Maybe on special occasions like Dapper Day, but not regularly.
Mid-twenties female passholder who attends Dapper Day
1. Would you go to a salon on Disney property?
It depends on what services they offer, but I'd say yes.
2. Have you ever wanted to get a foot massage while you were at Disney?
Not really, but I guess I would if I really needed one.
3. Would you get a massage if a salon were available?
Sure!
4. If you wanted to get your nails done with special Disney designs for Dapper Day, would you go to an in-park salon?
Definitely! It's so hard to find nail salons that will do the designs that you want, so I can never find someone to do my nails the way I want for Dapper Day.
5. Would you get your nails done at an in-park salon at times other than Dapper Day?
It'd be a rare occasion because I'm sure it'd be expensive. Everything is at Disney.
6. What do you do now to keep your feet from hurting while you're in the park? Does it work?
I just wear my most comfortable shoes and sit down when I'm tired. It works as well as it can.
7. Would you widen the selection of shoes you'd wear to Disney if you knew that foot massages were available in-park?
Maybe, but I wouldn't plan on wearing uncomfortable shoes just so I could get a massage. I'd probably only wear uncomfortable shoes for Dapper Day.
Mid-forties female passholder who attends Dapper Day
1. Would you go to a salon on Disney property?
Yes, I would.
2. Have you ever wanted to get a foot massage while you were at Disney?
Yes, I definitely would.
3. Would you get a massage if a salon were available?
Yes, I would.
4. If you wanted to get your nails done with special Disney designs for Dapper Day, would you go to an in-park salon?
Hell yeah!
5. Would you get your nails done at an in-park salon at times other than Dapper Day?
Yes.
6. What do you do now to keep your feet from hurting while you're in the park? Does it work?
I wear special shoe inserts, try to take regular breaks to put my feet up, and drink lots of water to stay hydrated. It works...marginally.
7. Would you widen the selection of shoes you'd wear to Disney if you knew that foot massages were available in-park?
Yes.
Reflection: After interviewing my prototypical customers, I found something I didn't anticipate: There are two, perhaps more, prototypical customers for this opportunity. The youngest customer was very interested in the nail design aspect of the salon, while the oldest customer was more interested in the massage aspect of the salon. The middle customer seemed to have a modest interest in both aspects of the salon. Were this idea to become a reality, I would recommend strategic marketing plans for these target sectors.
Summary: I believe that my original opportunity is still there, but the services certain customers desire from the opportunity differ based on demographics. This would affect how the opportunity is marketed to the target sector. It was also encouraging to note that these services would be desirable beyond Dapper Day, which is when guests are most in need of pampering in order to feel that their customer experience is complete. After gathering this research, I believe that entrepreneurs should always adapt their opportunities based on customer feedback. After all, the opportunity is for the customer, so if the customer doesn't want it or thinks it's dissatisfactory, then there is no point hanging onto the opportunity in its current state. Entrepreneurs gather research, receive feedback, adapt, and repeat the process as many times as it takes.
Awesome concept Peyton! I'm sure a lot of the parents that take their kids to the parks would really get a kick out of implementing something like this at Disney parks. Right now Disney is mostly kid-oriented, which isn't a bad thing. But there definitely is a disconnect where most of the adults are a bit lost and don't really know what to do other than take their kids on rides. If there was a spa or salon in the park it would definitely bring in more adults to the parks. Keep it up!!
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