Forming an Opportunity Belief

Beginning Opportunity Belief:  I suspect there is a need for an innovative noise cancelling product that covers your ears in a comfortable way.

Description:  There is no doubt many people are forced to sleep in a noisy environment, whether it is due to snoring partners, outside noises, loud neighbors, or airplane engines.   Many of these people likely have trouble sleeping due to the sounds surrounding them.  There are several existing “solutions,” including noise cancelling headphones, stuffing tissues in your ears, or playing music, to drown out noise while sleeping.  However, many of these solutions are uncomfortable or ineffective.  I believe this is a perennial need (it has always existed), and I’m about 70% sure there is an unmet need for a better noise cancelling sleeping device out there.

Prototypical customer:   Someone who needs a completely quiet environment to sleep.

Iteration #1:  I interviewed my mother because she is very sensitive to noise.  She claims to notice the problem (of a disturbed sleeping environment) nearly every night, especially when my dad has allergies, or she is sleeping in an unfamiliar place (like a hotel room).  The problem has existed since she was a young girl, and she is constantly craving a peaceful, quiet night free of thunder, snoring, neighbor’s music, and other distractions.  When asked about her current coping methods, she mentioned using earplugs on a regular basis.  However, they offer “mediocre noise coverage, and they usually fall out.”

Iteration #2:  I spoke to one of my friends to learn even more about this opportunity.  Unfortunately, she has noisy roommates that like to stay up “too late” and play music at night.  The problem is the worst on the weekends, but she has found a decent method of coping: a loud white noise machine that works most of the time.  However, the problem persists when things are especially loud.  Furthermore, she is unable to use it while travelling, as the loud constant whirr bothers her friends and family if they are in the same (hotel) room. 

Iteration #3:  I spoke to another acquaintance that has experienced a similar issue, and he has considered buying noise cancelling headphones.  However, the good quality ones he has seen are optimal for playing music, which is unnecessary for sleeping in peace and they are not worth the price without that feature, to him.  

Reflection: The issue of travelling arose multiple times, supporting the need for a portable product.  However, the unmet need exists very frequently for some consumers, even at their own home.  This means the product should be also durable and comfortable, so it can be used daily as well.  Perhaps a small noise cancelling “pillow” that stretches loosely around your ear would work.  It could easily be packed up and would be comfortable for all side, stomach, and back sleepers (unlike headphones currently in the market).  Price is also a something to consider.

Summary: 

I believe my original opportunity is still there, however, it is more accurate and detailed then when I started.  Overall, entrepreneurs should adapt opportunities based on customer feedback to a pretty large extent.  This is because customers are the ones buying the product!  Success is certainly more likely when you are producing something that people actually “need”.  Staying firm to your original opportunity does nothing except give you a stubborn, strong willed aura.