Question

Since graduating with an Information Technology diploma, two years ago, Edna has been working in her aunt’s law office as a clerk. In her spare time, she has created a menu-driven computer program that allows the average person to file a Small Claims Court application, via the Web, quickly and easily. She calls the program SoftCourt.

By answering a series of simple questions, the applicant can determine whether his or her case has sufficient merit to continue the process. The court paperwork, with copies for the defendant, along with a page of instructions can all be printed out automatically.

Edna has saved up almost four thousand dollars that she is prepared to invest in a business that will sell SoftCourt. She envisions that eventually, the software will have the capability of linking a judge, defendant, and plaintiff on-line. In this way, it will be able to provide a "virtual" small claims court.

For now, however, Edna is going to concentrate on selling the application program as it stands. She is just not quite sure of the next step to take.

1. What customer group might be appropriate for Edna to target initially? Explain your choice.

2. Describe the Channel of Distribution, identifying any middlemen.

3. What method(s) might be appropriate to promote SoftCourt? Explain your choice(s).

4. What Marketing Research information should Edna try to get before she begins?

Answer 1

1. Edna could initially target individuals seeking assistance with Small Claims Court applications, particularly those without legal expertise or access to legal services.

2. The Channel of Distribution could involve direct sales through an online platform or website, eliminating middlemen.

3. Appropriate methods to promote SoftCourt could include online advertising, social media marketing, and partnerships with legal advice websites.

4. Before starting, Edna should conduct market research on customer needs, competitor analysis, and legal requirements for such software.

Step-by-step explanation:

1. Targeting individuals in need of Small Claims Court assistance aligns with Edna's software purpose. Those lacking legal expertise or access to legal aid would find SoftCourt valuable. This choice focuses on a niche market seeking affordable and user-friendly solutions.

2. Direct sales through an online platform or website could be the optimal Channel of Distribution. This eliminates middlemen, allowing direct access for customers to purchase and use SoftCourt, maximizing Edna's profit margin and maintaining control over the product.

3. Promotion methods like online advertising, social media marketing, and partnerships with legal advice websites could effectively reach the target audience. Online ads can target specific demographics, social media platforms engage users, and partnerships extend SoftCourt's visibility within relevant online legal communities.

4. Before launching, Edna needs market research. This includes understanding customer needs, analyzing competitors offering similar services, and complying with legal requirements for software assisting in legal processes. Conducting surveys or focus groups can reveal user preferences and pain points, aiding in product refinement. Additionally, analyzing competitors' features, pricing, and customer feedback can help Edna position SoftCourt effectively in the market.