9A – Testing the Hypothesis, Part 2

Opportunity: Creating small bottle rim-sized capsules primarily containing salt, lime, or the mix for beer drinkers. This opportunity is regional as many people in the Latin American tropics have a taste for beer with salt and lime. 

Who: As originally anticipated when identifying this opportunity, many people do not consume beer in this manner, due to either preference or simply lack of introduction. I picked my interviewees based on their cultural backgrounds, consisting of one American, one German, an Argentine, one Costa Rican and one Nicaraguan— all beer drinkers. From personal experience, I have travelled many times to Nicaragua given my mother is from there. Beer is religiously served ice cold, and is many times accompanied by adding a little salt or lime. This is what got me set on the opportunity. In my interviews, only those from Costa Rica and Nicaragua thought this to be a great idea— while the American, German, and Argentine looked at me with speculation. A major factor in this is cultural, and also that not all types of beer tastes well with this additive (most beer in Central America is blonde). My American interviewee noted that he only drinks IPA’s, which I agree would not mix very well with salt and lime. The German and Argentine told me good beer should be consumed as it is. 

What: The conclusion of my interviews led me to think, is this really a need? Or is it capitalizing an aspect of convenience? An opportunity nevertheless, but with moderate to high risk. For those who do drink beer with salt, lime or the mix, would they go through the trouble of purchasing these capsules instead of simply adding salt themselves and cutting a lime?

Why: Those outside the regional target (Central America, Caribbean) simply do not have this taste (as to my knowledge), so the underlying cause is that they don’t have this need. 

Who is in? Beer drinkers in Central America, Caribbean who have a preference for beer with salt, lime, or the mix.	Who is out? Beer drinkers who do not have a preference for beer with additives.
What the need is? To provide convenience for beer drinkers with this preference.	What the need is not? To influence beer drinkers to adopt this preference.
Why the need exists? Cultural factors resulting in many beer drinkers having this preference.	Alternative Explanations: Cultural factors resulting in many beer drinkers not having this preference. Different types of beers that do not fit well with this additive.