Snow Day

Customer

Suburban homeowners on a street where six plow trucks compete.

Problem

They must get out of the driveway early, and shovelling is exhausting and risky.

What they want instead

A clear driveway before they need to leave, every single time.

Reference alternative

The neighbour's plow guy — $45 per visit, shows up eventually, sometimes not until afternoon.

Buyer sophistication

Moderate. They know what plowing costs.

Urgency

Spiky — irrelevant in October, urgent at 6am after a storm.