Assignment 1B

Consumer-centric Innovation
Table of Contents

Table of Contents....................................................................................................................1
Background.............................................................................................................................1
Job Analysis............................................................................................................................1
4 Forces...........................................................................................................................................3
Segment Analysis....................................................................................................................3
Innovators (2.5%).............................................................................................................................6
Early Adopters (13.5%).....................................................................................................................6
Early Majority (34%).........................................................................................................................7
Late Majority (34%)..........................................................................................................................7
Laggards (16%).................................................................................................................................8
Lead User.........................................................................................................................................9
Value Analysis.......................................................................................................................10
The Value Proposition Canvas.........................................................................................................10
Conclusion.............................................................................................................................12
References.............................................................................................................................12
Appendix...............................................................................................................................13

Background
This research investigates the potential benefits and risks of EVA Wood bed bases. The furniture
maker prioritises environmental conservation, ethical sourcing, and long-term product viability.
Utilising theoretical frameworks such as the Value Proposition Canvas, strategic segmentation
analysis, JBD, and the Four Forces Framework will enhance the study. Customer segmentation is
facilitated by utilising both the Jobs-to-be-Done (JTBD) structure and the 4 Forces framework.
The Four Forces Model assesses consumer readiness for innovation, while the JTBD theory
categorises the population based on their distinct challenges and needs. The Value Proposition
Canvas identifies critical messages, tailors them for customers, and provides a competitive
advantage by solving customer challenges and demands. Diffusion of Innovation assists in
categorising consumers based on their attitudes and expectations during various stages of

1
adoption. The study will utilise infographics, tables, and graphs to enhance essential points, facts,
and recommendations about EVA's wooden bed base.

Job Analysis
Businesses can reveal the genuine potential within client behaviour by utilising the Job-To-Be-
Done (JTBD) method (Lee, 2018). We utilise the Jobs-to-be-Done approach to analyse the EVA
wooden bed legs goods to help buyers understand their issues more clearly.

Figure 1

 Functional Criteria

Issues occur for wooden bed-leg products because the primary demographic is predominantly
middle-aged and elderly. However, a new alternative is available: the EVA bed base. It is simple
to assemble and disassemble, making it easier to relocate, maintain, and carry. EVA's modern

2
bed foundation design is notable for addressing critical difficulties that could impact the
product's functionality.

 Social Criteria

Recent advancements in wooden bed legs focus on enhancing classic bed frame designs through
eco-friendly materials and state-of-the-art production techniques (Meet Our Makers - the Who,
What and Where behind Our Eva Products, 2024).

Most consumers desire brands to offer more sustainable items in 2024. EVA's wooden bed legs,
crafted from eco-friendly 100% sustainable wood using sophisticated equipment, meet this
requirement (Meet Our Makers - the Who, What and Where behind Our Eva Products, 2024).

 Emotional Criteria

Individuals may have allergies or discomfort when sleeping on wood, perhaps affecting the
quality of their sleep. Hardwood bed bases promote a serene environment and ensure a restful
night's sleep. To achieve this, the bed base must be silent and made of high-quality materials to
ensure safety and reduce emissions (Baker, 2022).

4 Forces

3
 Figure 2

Elderly individuals can make more informed selections due to EVA's unique timber bed bases.
Utilising safe, sustainable, and eco-friendly materials and promoting improved sleep quality and
efficient installation demonstrates a commitment to environmental stewardship.

Segment Analysis

4
 Figure 3

Innovators (2.5%) Early Adopters Early Majority Late Majority Laggards

(13.5%) (34%) (34%) (16%)

 Despite being  Individuals  Researching Elderly

 Many more selective in this wooden buyers
individuals in than the demographic, bed-leg typically
middle age Innovators, mainly products exhibit a more
are either most middle-aged before traditional
retired or individuals are and elderly, purchasing and hesitant
nearing receptive to are is essential attitude
retirement, new concepts recognised since many towards novel
therefore and promptly for their high elderly concepts.
having ample put them into social individuals They only
free time. practice. maturity and prioritise consider
Individuals in loyalty their health. acquiring new
this group towards the These items when
typically initial individuals their current
enjoy good  Early adopters adopters of have high possessions
health, typically new expectation become
allowing them emulate technology s for the unusable.
ample leisure inventors, (Kenton, bedding This
time. demonstrate a 2022). goods they diminishes
willingness to use as they their
experiment  Early aim to inclination
with new majority ensure they towards our
 Some products, and clients get unique EVA
individuals uphold the provide a adequate wood bed
may even principles higher risk sleep and frame. We can

5
 follow their championed by but are a enhance persuade
passion for these pioneers. significant their health traditional
interior The EVA market in the long consumers to
design as they Timber Bed priority term. This switch by
age. The Bases may compared to population showcasing
innovators attract Early the late is generally our product's
prioritise Adopters due majority and cautious durability and
health and to their laggards. As about trying superior
environmenta innovative this group new things quality. Our
l impacts, design. They matures, they and EVA wooden
while this consider become more typically bed base is
consumer adjustable self-aware only eco-friendly
group options for and more embraces but also
emphasises improved inclined to them once durable and
solutions that sleeping adopt they have reliable,
cater to their comfort to innovation proven ensuring
concerns ensure their because they effective consistent
through health and eco- appreciate and reliable. comfort
design and friendly the product throughout
aesthetics. materials and time.
The EVA designed for recognise its
Timber Bed the value.
Base's key environment. Wooden bed
selling factors This population legs must
are its eco- is willing to include all
friendly pay essential
materials and significantly elements to
elegant for an ensure health
appearance. innovation to be chosen
fulfilling their for this
requirements. product line.

 Leader User:
Representatives
of
environmental
protection
organisations

Table 1

The invention necessitates that we closely monitor its spread. To define the ideal consumer role
within the 'Diffusion of Innovation' Framework—which contains five unique categories

6
explicitly representing the complete customer group—is through market research, which
includes an in-depth examination of essential user attributes (Robertson, 1967).

Innovators (2.5%)

This demographic is open to experimentation and risk-taking, but their preferences may vary,
making it unlikely that all innovations would resonate with them. Targeting a particular niche
within the mass-consumer segment, such as EVA Timber bed bases, may restrict the product's
market reach.

Figure 4

Early Adopters (13.5%)

The primary goal should be to cultivate receptiveness to novel ideas. Influential individuals
significantly impact the success of new products, which is why they were highlighted in this part.
Businesses must strategise to attract and engage the early adopter demographic to utilise their
products or services (Kenton, 2022). Lead users in environmental social networks should assist in
promoting products and influencing the adoption decisions of this group.

7
 Figure 5

Early Majority (34%)

Individuals classified as part of the Early Majority group typically exhibit a cautious and
practical approach towards adopting new concepts and technology. Unlike early adopters, they
are not motivated by a desire for state-of-the-art technology or trends; instead, they seek realistic
solutions that can fulfil their demands or those of their families.

Figure 6

Late Majority (34%)

8
The Late Majority is characterised by a cautious and conservative approach towards adopting
advances. They typically wait for innovations to undergo thorough testing and earn market
credibility before using them (LaMorte, 2022).

Figure 7

Laggards (16%)

Individuals who are slower to progress are more secluded and restricted by traditional beliefs
than other groups. They are accustomed to tolerating slow innovation due to their aversion to
what they perceive as "agents of change" in the technology sector (Trax, 2023). This group
hesitates to adopt innovation due to a need for more information about its benefits (Sahin, 2006).
Due to their resistance to change, persuading them to purchase a new product would be futile.

9
 Figure 8

Lead User

Lead users of EVA's timber bed foundation product innovations are early adopters with unique
needs unknown to the general public (Lead Users Meaning & Definition, 2011). As stated in his
biography, Peter Seedorf is recognised as the primary innovator in the Early Adopter group. As
the section's primary user, he will be crucial during the Early Adopter phase. His influence is
expected to significantly impact the development of EVA's Timber bed foundation product and
promote the growth of an early adopter group.

10
 Figure 9

The analysis focuses on prioritising early adopters of innovation:

- EVA prioritises habitat conservation, ethical sourcing, and sustainability in line with Early
Adopters' beliefs. Therefore, EVA's Timber Bed Base product objectives align with this
consumer demographic. Utilising ethical material sourcing to promote sustainable forest
management and restoration has contributed to the realisation of environmentally-friendly
bedroom considerations. Preserving indigenous ecosystems is another way individuals
demonstrate their commitment to environmental conservation (Gogoll, 2024).

- EVA's product aligns well with consumers' preferences for innovation and adaptation,
providing the company with a competitive advantage in targeting this particular industry.
Focusing on early adopters might provide EVA with valuable insights about the practical
functionality, product details, and potential improvements of the Timber Bed Base (S., 2022).

- This product will accurately embody an innovative blend that attracts consumers. Early
adopters prioritise reading reviews and feedback when making a purchase. The EVA Timber Bed
Base offers numerous benefits, such as eco-friendliness, durability, and quality (Aydin, 2022).

Value Analysis
Jobs:
Leading users prioritise eco-friendly items to conserve nature and seek new technology for
improved sleep in the bedroom.

11
The Value Proposition Canvas

Figure 10

Pains:
Unfortunately, there are limited options for advanced bedroom solutions, causing difficulties for
individuals experiencing ageing-related sleep issues. Finding products that cater to their specific
sleep needs can be tiring.

Gains:
Two things that provide me great joy are being an innovator and protecting ecosystems.

The current marketing mix for innovation's value proposition is outlined using the VPC Value
Map (Appendix 2).

Products & Services:

If you are concerned about noise during sleep or need a simple bed base to assemble, the Timber
option from EVA is an excellent selection. The main challenge is distinguishing product features
and designs while maintaining the best value proposition to meet various consumer segments'
diverse expectations and desires.

Gain Creators:
To enter new markets, EVA needs to differentiate itself from competitors such as KOALA in
terms of product offerings and Naptime in terms of pricing in AS1, despite consumers' strong
preference for EVA's products.

Pain Relievers:

12
EVA must incorporate client feedback into product development to reduce deficiencies and
enhance customer satisfaction. Expanding your market, driving growth by hiring new customer
groups, and addressing various segment requirements make distinction essential—Foster brand
loyalty among existing customers.

Advice:

In competitive markets such as the bedding business, firms must distinguish their products to
maintain a competitive edge due to the abundance of choices available to buyers.

- To comprehend the diverse interests and preferences of EVA's clientele, it is essential to create
customised marketing strategies. Establishing authentic endorsements and connections with
particular target groups is crucial to having a social media presence tailored to each segment and
engaging in partnerships with influencers.

- EVA should offer product modification options for the Timber Bed Base to allow buyers to
tailor the final product's appearance, texture, and features according to their preferences.

Businesses can target a larger audience interested in timber bed bases through segment-specific
marketing methods. This will assist in developing more robust ties with clients and ultimately
boosting sales.

Conclusion
The customer-oriented characteristics of the EVA Timber Bed Frame have been highlighted
through the thorough analysis conducted for this project. The Jobs-to-be-Done (JTBD)
framework that identifies ideal client segments and creates an optimised value proposition has
provided valuable insights. Recommendations have been given to improve the market position
and attractiveness of the EVA Timber Bed Frame by evaluating how marketing strategies align
with customer needs and preferences. This assignment emphasises the significance of customer-
centric approaches in maintaining the relevance and success of innovations in a dynamic market.

References
Adams, R. J., Appleton, S. L., Taylor, A. W., Gill, T. K., Lang, C., McEvoy, R. D., & Antic, N.

A. (2017). Sleep health of Australian adults in 2016: results of the 2016 Sleep Health

Foundation national survey. Sleep Health, 3(1), 35–42.

https://doi.org/10.1016/j.sleh.2016.11.005

Aydin, S. (2022, March 28). 4 Advantages of Being an Early Adopter. Www.inspakt.com;

inspakt. https://www.inspakt.com/blog/4-advantages-of-being-an-early-adopter

13
Baker, K. (2022, August 9). 9 Best Eco-Friendly Bed Frames For Better Rest (2023). Good

Good Good; GOODGOODGOOD. https://www.goodgoodgood.co/articles/eco-friendly-

bed-frames

Evans, M. (2016, January). Deforestation in Australia: Drivers, trends and policy responses.

ResearchGate; CSIRO PUBLISHING.

https://www.researchgate.net/publication/301942515_Deforestation_in_Australia_Driver

s_trends_and_policy_responses

Gogoll, G. (2024). Sleeping sustainably: Eco-friendly bedroom considerations. Eva; eva.

https://eva.com.au/blogs/wellness/sleeping-sustainably-eco-friendly-bedroom-

considerations

Kenton, W. (2022, December 27). Early Adopter. Investopedia; Investopedia.

https://www.investopedia.com/terms/e/early-adopter.asp

LaMorte, W. (2022, November 3). Diffusion of Innovation Theory. Boston University School of

Public Health; Boston University School of Public Health.

https://sphweb.bumc.bu.edu/otlt/MPH-Modules/SB/BehavioralChangeTheories/

BehavioralChangeTheories4.html

Lead Users Meaning & Definition. (2011). MBA Skool; MBA Skool.

https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/11780-lead-

users.html

Lee, D. (2018, February 1). Jobs to Be Done: Turn Customer Needs Into Product Solutions |

Toptal®. Toptal Design Blog; Designers. https://www.toptal.com/designers/product-

design/jobs-to-be-done

14
Meet Our Makers - The who, what and where behind our Eva products. (2024). Eva; eva.

https://eva.com.au/pages/meet-our-makers

Pereira, D. (2023, March 3). What Is the Value Proposition Canvas? The Business Model

Analyst; THE BUSINESS MODEL ANALYST.

https://businessmodelanalyst.com/value-proposition-canvas/

Robertson, T. S. (1967). The Process of Innovation and the Diffusion of Innovation. Journal of

Marketing, 31(1), 14–19. https://doi.org/10.1177/002224296703100104

S., B. (2022). Early Adopters in Marketing | Definition, Types & Curve. Study.com; Study.

https://study.com/academy/lesson/early-adopters-in-marketing-definition-lesson-

quiz.html

Sahin, I. (2006). DETAILED REVIEW OF ROGERS’ DIFFUSION OF INNOVATIONS

THEORY AND EDUCATIONAL TECHNOLOGY-RELATED STUDIES BASED ON

ROGERS’ THEORY. The Turkish Online Journal of Educational Technology, 5(2),

1303–6521. https://files.eric.ed.gov/fulltext/ED501453.pdf

Trax. (2023, April 29). The majority of consumers want brands to provide more sustainable

products. Www.linkedin.com; linkedin. https://www.linkedin.com/pulse/majority-

consumers-want-brands-provide-more-sustainable-products/

Wescott. (2024). Eva vs Koala Mattress. Eva; eva. https://eva.com.au/blogs/guides/eva-vs-koala-

mattresses#:~:text=For%20a%20soft%2C%20dense%20mattress

What makes an award winning mattress? (2024). Eva; eva. https://eva.com.au/blogs/eva/what-

makes-an-award-winning-mattress

15
Appendix

Appendix 1

16
 Appendix 2

17