Flowers for Dreams is a DTC flower company founded by Steven Dyme with a large focus on giving back to community. As a local business, Flowers for Dreams serves the Chicagoland area, where its delivery vans can be spotted throughout the city.
When we were introduced to Steven Dyme, he tasked my cohort and I with finding out whether or not he should reinstate his company’s online membership program. We then took the following steps to determine how he could revamp this membership:
Identifying the social, emotional, and functional purposes of the product, otherwise known as the products’ jobs to be done.
Creating a positioning statement
Identifying the target market
Finding and interviewing people within the target market to find spending habits regarding the product and interest in a membership
Creating a new target persona based on our interviews
Coming up with solutions for a membership revamp based on our findings, later presented to the CEO
