Forming an Opportunity Belief

Belief: The choice to lay down in a car while on a road trip is not safe, because it is nearly impossible to do so while wearing a seat belt.

Who: I believe that on long road trips, passengers who cant sit comfortably, or fall sleep sitting up, would choose to lie down across the seats.
Need: I also like to believe that most people would like to be safely secured by a seat belt in case of a high speed accident. It is also illegal.
Doing to meet the need?: People like this, myself included, end up lying down with no restraint based off of the unlikely chance of an accident and a false sense of security, as well as the uncomfortable feeling of trying to lie down with a seat belt on. If something were to occur however, lying down without a seat belt on could cause serious injury and most likely death.
Where: Unfortunately, most car manufacturers have standard seat belts systems that typically strangle you if you try to lie down, or shave a buckle that stabs you in the side. This has always been the case.

I am 100% sure that this problem exists. Some aftermarket seat belts exist such as racing belts, medical seat, and seat belts that allow children to lie down. There are, to my knowledge, none specifically designed for the "cannot sit comfortably for more than an hour" adult.

Prototypical Customer: Adults who travel by car as a passenger for more than an hour and who cannot sit comfortably or sleep sitting up, but who also don't want to lay down without a seat belt because it is illegal and unsafe in the event of a car accident.

Iteration #1: College Student
What is the exact nature of the need?: The desire to lay down and nap while passenger in a car driving on the highway, but concern that doing so is dangerous in the event of a high speed accident.
When do they become aware of the need?: Becomes aware of the need when traveling as a passenger in a car for a trip longer than 4 hours. Sitting up is no longer comfortable, and they are not able to fall asleep.
How long have they had the need?: They have had the need since sitting in a car became uncomfortable at the age of 13. 7 years since then, and going away to college 3 years ago, the need is much more existent. Now road trips from school to home are much more frequent than before.
When did they first become aware of the need? Why?: Became aware of the need on a road trip from Miami to Orlando. At this time, the person was 13 years old, and was traveling with a car full of people. There was no way for them to lay down to sleep and sitting up was extremely uncomfortable. Ended up lying down on the floor between the seats as a last resort.
How are they currently addressing the need?: Currently, they are forced to either sit up uncomfortably throughout the trip, or lie down without a seat belt, putting them at risk of serious injury or death in the event of a high sped accident.
How satisfied are they with this solution?: While the solution is obvious, just don't wear a seat belt, it comes at a great risk, and is also illegal. They would love to be able to lie down comfortably in a car and also wear a seat belt.

Iteration #2: Adult, but Single Passenger.
What is the exact nature of the need?: While in the car in the passenger seat, they can sit moderately comfortable, but get bored and want to sleep.
When do they become aware of the need?: When the are in a car as a sole passenger, on a fairly long car ride.
How long have they had the need?: Since they were old and tall enough to sit in the front seat.
When did they first become aware of the need? Why?: While carpooling to work for the first time, as a passenger in one of their coworkers cars. Before they would drive themselves and therefore would not have the chance to lie down.
How are they currently addressing the need?: Because most passenger seats in cars recline, they will use this to be as close to lying down as possible, while still wearing a seat belt.
How satisfied are they with this solution?: They are satisfied with this solution, and say they are usually comfortable even if just reclined slightly.

Iteration #3: Occasional Traveler, High school student.
What is the exact nature of the need?: To sleep at night while on a long road trip/vacation.
When do they become aware of the need?:While one a road trip, at night, when they are tired an want to sleep.
How long have they had the need?: Since the first trip they went on out of state, to North Carolina, where they traveled overnight by car. (4 Years ago)
When did they first become aware of the need? Why?: They became aware of the need on the first overnight trip by car that they were a passenger of. When it became nighttime, they wanted to go to sleep, but could not lie down comfortably with the seat belt on.
How are they currently addressing the need?: By using a pillow and leaning against the window, rather than lying down.
How satisfied are they with this solution?: They are moderately satisfied with this solution, however feel they would be more comfortable if they were able to lie down and also keep their seat belt fastened.

Reflection:
I realized that other people do share my feelings about being able to lie down in the back seat of a car, whoever most passengers typically use the reclining passenger seat to accomplish a similar goal. I learned that my opportunity is not as large as I thought it to be, and it is not as great of a problem to most people as it is to me. The thing that surprised me the most that I learned about my opportunity, was that most people already have solutions to the problem. Only a very niche group of people including myself, have struggled to no avail. It also tends to only be a problem when there are more than one passenger in the car, like there would be on a family road trip.

Summarize:

How much of the opportunity is still there?: I believe the opportunity is still there, for a small niche of customers for who laying down in a car ride is a frequent struggle. It is, however not as broad of an opportunity as I believed it to be. I think that I let my own opinions on the belief outweigh the opportunity's true scale.

I definitely believe that the new opportunity, less as it is , is more accurate then when I first thought of it.

I believe that entrepreneurs should always be open to customer feedback, but also take it with a grain of salt. Obviously if the customers feedback entails them not wanting the product, then it should force the entrepreneur to adapt the idea or forego it all together. But if customers want something more out of the product, or are complaining that its missing something, further research should be done along the lines of such a changes effects on the product and its success.