What improvements could Michaels Stores make to its craft classes to appeal to a wider range of skill levels?

Introduction

To improve Michaels Stores' craft classes and appeal to a wider range of skill levels, we need to analyze the current offerings, identify pain points, and develop targeted solutions. I'll approach this by examining user segments, analyzing pain points, generating solutions, and proposing metrics for success.

Step 1

Clarifying Questions (5 mins)

• Looking at Michaels' current class offerings, I'm wondering about the existing skill level distribution. Could you share some insights on the current breakdown of beginner, intermediate, and advanced classes?

Why it matters: This helps us identify gaps in our current offerings and potential areas for expansion. Expected answer: Majority beginner classes (60%), some intermediate (30%), few advanced (10%). Impact on approach: Would focus on expanding intermediate and advanced offerings while maintaining strong beginner base.

• Considering the craft industry's rapid evolution, I'm curious about emerging trends. What new crafting techniques or materials have gained popularity among our customers in the past year?

Why it matters: Ensures our class improvements align with current market demands and customer interests. Expected answer: Rise in sustainable crafting, digital integration (e.g., Cricut machines), and personalized gifts. Impact on approach: Would incorporate these trends into new class offerings and potentially create hybrid digital-physical classes.

• Thinking about our customer acquisition and retention, I'm interested in understanding the current student journey. What percentage of students take multiple classes, and how does this vary across skill levels?

Why it matters: Helps identify opportunities to create a more cohesive learning path and improve retention. Expected answer: 30% of beginners take multiple classes, 50% of intermediates, 70% of advanced. Impact on approach: Would focus on creating clear progression paths and incentives for continued learning.

• Considering the competitive landscape, I'm curious about our unique selling proposition. What aspects of Michaels' classes do students consistently rate higher than competitors'?

Why it matters: Allows us to leverage our strengths while addressing weaknesses in our improvement strategy. Expected answer: High-quality materials, knowledgeable instructors, convenient store locations. Impact on approach: Would emphasize these strengths in marketing and potentially expand on them in new class formats.