Manaia starts by looking at who his current customers are and what they want. Many of his customers are middle-aged parents with kids. Manaia doesn’t get many younger customers because they mostly get their prescriptions from the nearby supermarket.
Manaia thinks about new value he can provide for existing and potential customers. Manaia decides to remove his low-profit retail space and replace it with a café where parents can take a break with their kids. To keep the children busy, he creates a small play area with toys and books. Manaia also carefully plans his café menu. Manaia offers healthy food with vegan options, plus smoothies and juices.
Now, parents can relax at the café while watching their kids play and waiting for prescriptions. Younger customers can use a different entrance for takeaway vegan food and drinks.
Manaia also creates a loyalty scheme, which customers can use towards buying café food or health supplements, or paying for prescriptions, something that supermarkets can’t provide.