21A - Reading Reflection No. 2

In this exercise, I'd like you to select a book from the second half of the Official ENT 3003 Reading List and report on it. This part of the list focuses on books that cover, generally, entrepreneurship, business, and learning. I'd like you to address the following in your post:

1) What was the general theme or argument of the book? The book is all about how to use social media for your business, including advice and tips from the author. 

2) How did the book, in your opinion, connect with and enhance what you are learning in ENT 3003? This book added a whole extra layer on how to be an entrepreneur and how to grow a successful business using social media, which is so important in the modern day. This book expanded my knowledge on a level of business building that I feel I haven't yet explored in this class.

3) If you had to design an exercise for this class, based on the book you read, what would that exercise involve? Creating an entire social media campaign for my business. I've done this before in internships and it is such important experience to have if you want to go into social media marketing or if you want to start your own business. It also gives a greater degree of intentional thinking and attention to detail in the way we think of marketing.

4) What was your biggest surprise or 'aha' moment when reading the book? In other words, what did you learn that differed most from your expectations? I was VERY surprised that the book talked about using the Google social media platform 'Google+' for social media marketing. I really thought that no one in the world uses that, but it actually caters to a specific demographic which would be huge if your business wanted to get into that specific market. 

20A - Growing Your Social Capital

1) One person must be a domain expert in your industry. This would be someone who's engaged in the same type of business activity as you would like to be. They may own the same kind of company that you would like to own, or they may be a technical expert who knows a lot about the kind of product or service that you would like to produce.

• 1) Bethany, a local Sephora employee.
• 2) Domain Expert
• 3) I went to Sephora to speak to one of their employees.
• 4) There was no return expectation! She was just at the store doing her job and was happy to answer a few questions.
• 5) I'm not sure that having Bethany in my network will do much, because shopping and stocking decisions are made at Sephora Corporate, rather than local stores. However, she is a nice friend to have and a friendly face for advice/future questions in my local area.

2) One person must be an expert on your market. This would be someone who is targeting your market with similar products services -- or knows a lot about conducting customer research in your area -- or represents a major piece of your market (this might be most applicable with B2B markets).

• 1) Alexandra, an owner of a local mom-and-pop beauty/skincare store.
• 2) Market Expert
• 3) I knew that this store existed and was locally owned, so I went and asked for the owner/founder.
• 4) They gave me some of their time and explained some of their products and how they conduct their marketing. I purchased a product from the store and it seemed that it was appreciated.
• 5) I think that having her in my network is very beneficial, as she has her own start-up and a lot of experience. I connected with her on LinkedIn and we exchanged emails. If I was starting this business, she would be a great person to ask advice from or talk to if I had any issues/questions.

3) One person must be an important supplier to your industry. This would be someone who is selling products and services to other organizations/firms in your industry. 

• 1) A supplier of organic herbs/plants/oils that can be used in beauty/skincare products (he asked to remain anonymous).
• 2) Supplier
• 3) I asked Alexandra where they get some of their raw materials that they use for their products and she directed me to this individual.
• 4) This exchange was a little more forced. He is a busy man and wasn't as generous with is time as the other two, however he was willing to answer a few questions of mine and connect with me on LinkedIn.
• 5) This would be a very important contact for starting my business. Now that I have established a relationship with a supplier, I would be able to organize purchase deals and more, especially after being referred by a current customer of theirs.

Finally: Reflect. It was a good experience of more cold-call networking. Most of my networking has been in organized events where people want to and came to talk to you. This gave me a feel of a more real-world type of networking that will be useful in building a business.

19A - Idea Napkin No. 2

For the idea napkin, please describe the following (these are the same elements as in the first idea napkin). However, this time, please adjust your napkin to reflect the feedback you received.:

1) You. Who you are. What your talents are. What your skills and experiences are. Also: what are your aspirations? Specifically regarding your business concept, how do you see this business (if you were to start it) playing a role in your life?

• I am an individual that is very passionate about this unmet need because it is my own as well. This allows me to view inside the business as from our consumers' mindset and use my additional business skills, experience, and drive to build the business to success.

2) What are you offering to customers? Describe the product or service (in other words, how you'll solve customers' unmet needs). 

• I am offering high-quality hair care products at a drugstore price.

3) Who are you offering it to? Describe, in as much detail as possible, the demographic and psychographic characteristics of your customers. Think especially of this question: what do your customers all have in common?

• My customers are all people who want the most for their money.

4) Why do they care? Your solution is only valuable insofar as customers believe its valuable to them. Here, explain why customers will actually pay you money to use your product or service. 

• Customers care about my product because it is the best value for their money on the market!

5) What are your core competencies? What sets you apart from everyone else? Also: what do you have that nobody else has? 

• I have a quality at my price that is not matched by any other product.

In addition to these five elements, please spend a paragraph evaluating whether you believe these elements fit together or whether there are aspects of your business concept that are weaker / out-of-joint with the others. 

• These all fix together very well because the solution matches the need perfectly and allows me, as the business owner and a member of this consumer segment, to build the business and products to fit this need.

For the "feedback memo" -- please summarize at least two main points that you took away from the feedback you received. Also, please describe how you incorporated the feedback into this idea napkin. 

• Through the last few assignments, I've been able to specify my market even further, allowing me to get a clearer vision for my business plan and marketing efforts.

18A - Create a Customer Avatar

My customer avatar is a young woman who has a passion for haircare and/or beauty with a  limited budget. This individual is thoughtful of their purchases and enjoys doing research to find the best products in their price range.

What kind of hobbies does your customer have? Beauty, self-care, shopping, etc.

What kind of car do they tend to drive? (What color is it?) Nothing specific, but probably nothing too fancy (where people who purchase more luxurious items are more likely to purchase high end haircare products, rather than taking time to research for better prices)

How old are they? between 17-35.

What do you have in common with the customer avatar? I have everything in common with the customer avatar!

If you have anything in common with the avatar, do you think that is a coincidence? Why? I created this business concept because it was a solution for an unmet need for people exactly like me. 

16A - What's Your Secret Sauce?

1) Describe five ways in which you think you have human capital that is truly unique. What is it about you, exactly, that makes you different? Write this up in a detailed list.

• I am a passionate and driven individual with a very commanding natural leadership ability who is unstoppable when it comes to something that I care about. I pride myself in never taking no for an answer, always striving for the best and most effective solution, and attempting to view the world, problems, opportunities, and other people from multiple perspectives and with an open mind.

2) Interview the five people who know you the best. 

• https://soundcloud.com/oliviarose526
• Caro - Caro states that I am very driven and always striving for success. She compliments my leadership abilities, confidence, dependability, and kindheartedness.
• Jacquie - Jacquie speaks on my passion, drive, caring nature, communication skills, and approachable personality.
• Karina - Karina compliments my drive, sharp mind, ability to overcome obstacles, clear communication, ability to be diplomatic, ability to negotiate fairly, empathy, and overall leadership ability.
• Dad - My dad talks about my caring nature, ability to show love, and the way that I make people feel cared about and important.
• Ryan - Ryan commented on my rational decision making.

3) Reflect on the differences. How do you see yourself, and how do others see you? Are there differences in how you assess yourself compared to others? What do you think causes these differences? Do you think your interviewees are correct about you? Finally, going back to your list from part 1, would you make any corrections to the list? How? 

• I now know that people see the drive in me that I see in myself. It was very nice to hear that those closest to me believe that I will be successful and that I always work for what I want and what I believe is right. Hearing certain compliments and attributes about yourself from others that you normally don't think or say is a very nice way to build confidence is other aspects of yourself and your capabilities. If I were to go back to question 1, I would perhaps include more about my interpersonal skills and non-professional personality; these aspects of myself are very important in who I am and who I am professionally, even if I didn't see that connection or importance at first.

15A - Figuring Out Buyer Behavior No. 2

Jacquie, 21 years old, bartender and server at Chili's. UF student.

• When purchasing hair products, how important is price in your purchase decision from 1-5? Explain. 
• 3. If the quality is very good and I know it works very well, I don't mind spending more money. But I love a good bargain! 
• How important is quality of ingredients in your purchase decision from 1-5? Explain. 
• 4. Some chemicals are unavoidable nowadays but I do like to purchase 'clean ingredient' products.
• How important is packaging in your purchase decision from 1-5? Explain. 
• 5. I prefer minimal packaging - less environmental impact. I like to buy recyclable bottles.
• Are you more likely to purchase haircare online or in person? Why?
• Probably in person, I like to smell it. 
• After purchasing and using a haircare product, what factor(s) are most important in your review of the product?
• Ingredients, how long it lasts, how it feels on my hair, and whether or not it prolongs the life of my last wash (or makes it worse).

Wilmarie, 22 years old, employee at a local pool and recent graduate from UF.

• When purchasing hair products, how important is price in your purchase decision from 1-5? Explain. 
• 5. I'm balling on a budget. 
• How important is quality of ingredients in your purchase decision from 1-5? Explain. 
• 5. I appreciate quality, affordable products.
• How important is packaging in your purchase decision from 1-5? Explain. 
• 3. Good packaging is cool but tbh I don't care that much.
• Are you more likely to purchase haircare online or in person? Why?
• Online after reading reviews. I don't like to buy a product unless I know it works on similar hair types.
• After purchasing and using a haircare product, what factor(s) are most important in your review of the product?
• Performance and damage reduction in my hair. Also if a product makes my hair easier to style or not. 

Carolina, 21 years old, UF Film student and bartender at Liquid Ginger in Gainesville

• When purchasing hair products, how important is price in your purchase decision from 1-5? Explain. 
• 3. I'm willing to spend more on a good product. If I find a good deal, I'll buy it but I'm not willing to dig to save money. 
• How important is quality of ingredients in your purchase decision from 1-5? Explain. 
• 2. I have very resilient hair. Type of ingredients doesn't matter much to me as long as my hair gets clean. 
• How important is packaging in your purchase decision from 1-5? Explain. 
• 1. I don't care at all.
• Are you more likely to purchase haircare online or in person? Why?
• Online, so I don't have to go out to the store, especially if there's fast shipping.
• After purchasing and using a haircare product, what factor(s) are most important in your review of the product?
• Smell. How long the product will last before I have to go out and buy more.

Draw conclusions. Based on what you know about this segment and what you learned in your interviews, how would you succinctly describe this segment in terms of alternative evaluation, purchase decision, and post-purchase evaluation? 

• It seems that people in this segment care about reviews of others, convenience of purchase, and product performance. These interviews also provided other more specific preferences to consider regarding packaging specifically. 

14A - Halfway Reflection

For this exercise, I'd like you reflect on the past two months. In your post for this exercise, pretend that you're talking to a student from next semester's course. What would you tell them? 

1. Tenaciousness is a competency. What are the behaviors that you have used (or developed) to keep up with the requirements of this course? 
1. I keep all my course deadlines in my calendar with reminders for when I should start working on them! This helps me remember deadlines and also reminds me to start early and have enough time to do the assignment well.
2. Tenaciousness is also about attitude. Talk about a moment or two when you felt like "giving up." What pulled you through? Do you feel like you've developed a tenacious attitude during the past two months? What experience or experiences most contributed to this?
1. Absolutely! When you start these assignments (especially at the last minute), it's easy to look at the instructions and be upset at what seems like a long and tedious assignment. However, that changes with your mindset. Once I began looking past the instructions at the true meaning and use of these assignments, they became much more enjoyable to complete. 
3. Three tips. What are three tips you would offer next semester's student about (1) fostering the skills that support tenacity and (2) developing the 'tenacious mindset' ?
1. (1) Keep yourself on a good schedule and make sure you have ample time to complete the assignments. You wont be able to get the most out of them if you're just rushing through. (2) Start with a business concept that you really really care about. Take the time to think of something that you will want to build upon. The follow assignments expanding upon it will be fun if you are passionate about the concept. (3) Look beyond the instructions of the assignment to see why you are really doing these tasks. You're not just describing and dividing a market into segments, you're doing research, digging deeper, and asking questions to learn more about an industry that you're passionate about.

13A - Reading Reflection No. 1

In this exercise, I ask you to select one of the readings from the first half of the Official ENT 3003 Reading List. That list is available in our "Tools" page. You may pick one of any of the biographies/autobiographies on the list to read. Once you have read the book, I'd like you to do a few things:

1) You read about an entrepreneur: Coco Chanel: An Intimate Life by Lisa Cheney

• What surprised you the most?
• I did not know that Coco Chanel was such a revolutionary!
• What about the entrepreneur did you most admire?
• I loved her rebellious spirit and determination to make an impact.
• What about the entrepreneur did you least admire?
• There were sometimes when reading about her life that I felt Coco was making a statement or starting a controversy just to be talked about, rather than it being something she really cared about. 
• Did the entrepreneur encounter adversity and failure? If so, what did they do about it?
• Absolutely! Coco make many actions to ruffle feathers and encountered many people who didn't agree with or even like her. However, she always kept her head up and stayed true to herself and her decisions.

2) What competencies did you notice that the entrepreneur exhibited? She was always willing to go for it and never doubted herself. 

3) Identify at least one part of the reading that was confusing to you. Definitely the most confusing part of the book was when they went into the question of if Coco Chanel's lover was a spy for the Nazis.

4) If you were able to ask two questions to the entrepreneur, what would you ask? Why? (1) Were you always as confident as you appeared or sometimes were you actually scared inside with a confident face? (2) Where did you find your creative vision?

5) For fun: what do you think the entrepreneur's opinion was of hard work? Do you share that opinion? I believe that Coco Chanel would say that the only way to get anywhere in life is to work hard and make a statement.

12A - Figuring Out Buyer Behavior No. 1

Pick a segment. Lower-income, 18-35 year old women with an interest in beauty/haircare.

Find three people who would fit that segment and arrange to interview them.

1. Sarah, 28, graduate student. 
1. How often do you use haircare products?
1. I'll wash my hair with shampoo and conditioner about every other day, I use leave in conditioner after every time I wash my hair, and I use a hair mask about once a week. 
2. How much do you currently spend on haircare?
1. I spend about $30 each on my shampoo and conditioner and around $25 on things like masks and oils individually. 
3. Where do you buy your haircare products?
1. I go to beauty specialty stores like Sephora or Ulta and also buy some stuff online.
4. How do you select your haircare products?
1. I like to read reviews online, get recommendations from friends, but mostly I care about getting the best products available in my price range, so I'll usually do some intense research. 
5. How often do you repurchase your haircare products?
1. Maybe every 2-3 months. 
6. Would you be willing to buy haircare online?
1. I would if it was for something I wanted and couldn't buy in store. I don't usually like paying a lot for shipping, so if it was free or cheap then I'd be more interested.
2. Jasmine, 34, barista. 
1. How often do you use haircare products?
1. About once a week I'll wash my hair. I don't use too many other things after shampoo and conditioner. Sometimes I'll splurge on a deep conditioner if my hair is feeling dry.
2. How much do you currently spend on haircare?
1. $8-10 on my conditioner and shampoo. If I buy any extra products I'll usually spend $12-14.
3. Where do you buy your haircare products?
1. Drugstore mostly but I'll only buy the nice drugstore products. 
4. How do you select your haircare products?
1. I'll usually just pick the nicest looking stuff the drugstore has. Sometimes I'll get recommendations from friends.
5. How often do you repurchase your haircare products?
1. Probably every 2 months.
6. Would you be willing to buy haircare online?
1. I would for sure to save a trip to the store if the shipping times were fast but I wouldn't be willing to pay much more. 
3. Grace, 19, student/nanny.
1. How often do you use haircare products?
1. I wash my hair everyday and use a hair oil. I also use a heat protectant cream when I curl or straighten my hair. 
2. How much do you currently spend on haircare?
1. My mom usually pays for my haircare, but I think its about $15 for my shampoo and $15 for my conditioner and then $20 for my hair oil. I'm not sure how much my heat protectant is but I assume $12-15.
3. Where do you buy your haircare products?
1. I buy some drugstore products but mostly I buy my products at Sephora.
4. How do you select your haircare products?
1. I do a lot of trial and error until I find something I like, I'll sometimes look at online reviews but not always.
5. How often do you repurchase your haircare products?
1. About every 3 months on shampoo/conditioner and around every 6 months on hair oil and heat protectant. 
6. Would you be willing to buy haircare online?
1. Sure! I actually prefer it over making a trip to the store. 

Report the findings of your research. All 3 people were willing to buy products online (what I view as our weakest element of the company) as long as shipping is fast and/or free. The 3 women rebuy their products on average every 3 months and spend an average of $15 on each of their products.

Draw conclusions. If we can offer fast and free/discounted shipping then I believe we can overcome the previous concern of having an online store be a negative. In fact, some women said that it would be a positive because they wouldn't have to go out to purchase their products!

11A - Idea Napkin No. 1

1) You. I am a rising 3rd year Management student with an entrepreneurial spirit and a passion for the beauty industry. Starting a company like this would be exactly what I would want to do after college. With skills in management and experience in start-ups specifically, I think that this dream could really take off. If I were to start this business, it would be my entire life; I would put my heart and soul into it and work every minute until it is a success.

2) What are you offering to customers? I am offering an affordable, high-quality haircare line for consumers who have a desire for high-quality haircare products but do not have the money to purchase the current options available.

3) Who are you offering it to? My demographic is all ages of consumers, but specifically saturated with women between around ages of 18 and 35, who have the need for high quality haircare products, can't currently afford the luxury options available, and favor quality over the convenience of drugstore brands.

4) Why do they care? Customers care because with this line (1) if they use drugstore haircare currently then they can purchase better, higher quality products for the same or less money than they pay now and (2) if they use luxury brands currently then they can get similar high-quality products for significantly less money.

5) What are your core competencies? We have a business model that has been extremely successful in other similar markets and has not been used yet in haircare. We are offering a product at a quality level and price level that has not been seen yet.

These elements absolutely fit together! There is a strong need and reason to care about this new company and opportunity for consumers. The weakest point of the business model is definitely the aspect of convenience; with such low margins and as a start-up, it would be very difficult to get into stores at the beginning, which would mean that the cult-following we would hope for would have to start online (which hasn't been a problem for Colourpop Cosmetics, Morphe, or Fourth Ray Beauty, but it is still a concern to address and make a plan of action to surpass!)

9A - Testing the Hypothesis, Part 2

In the last "Testing the Opportunity Hypothesis" exercise, you explored the limits of the "who," "what," and "why" of your opportunity. In this exercise, I'd like you to further refine your conceptualization of opportunity, especially focusing on setting the boundaries of your opportunity and determining areas that lie outside your boundary definition. 

1. 24 year old, female, waitress/student. 
1. Beauty enthusiast, should be interested in the product line, but prefers the convenience of drugstore brands over a higher-quality alternative offered elsewhere.
2. 19 year old, male, very passionate about haircare. 
1. Loves high-quality products, but doesn't trust that a lower cost product will be as effective as the high cost products he is willing to pay for now. 
3. 45 year old, female, mother and realtor. 
1. Very passionate about her haircare but isn't comfortable changing from her current products that work very well just to save some money. 
4. 30 year old, female, uses other high-quality affordable brands for makeup and skincare.
1. Doesn't care enough about haircare to be changing products. Keeps her hair short so she isn't worried much about damage and increasing the quality of her hair products. 
5. 21 year old, female, enjoys haircare and affordable, luxury brands. 
1. Has struggled a lot with finding products that work in the past. Doesn't want to change from her current products that are working well for her now. 

Inside the boundary	Outside the boundary
Beauty and self care enthusiasts	People who don't care what their hair products are or people who prefer to spend more.
Affordable, high quality hair products	Convenient, cheap hair products.
Because these products are not yet available in the market.	Some people want convenience more than quality of products, which would encourage them to purchase drugstore products.

8A - Solving the Problem

Opportunity - An unmet need for affordable, high-quality haircare products. 

Product/service - A product line of low cost haircare products made of high-quality, high-performance ingredients. This would be a line of 3-4 products including shampoo, conditioner, a hair oil, and probably a hair mask. Once the company is able to sustain its operations and manufacturing, then it could expand to more product types. These beginning products would be geared towards hair health (rather than styling hair products such as hairspray, mousse, etc).

6A - Identifying Opportunities in Economic and Regulatory Trends

• Economic Trend: U.S. production shift to Mexico


• Link: https://www.forbes.com/sites/forbeslacouncil/2018/12/14/19-trends-that-will-shape-the-world-in-2019/#5a44f3fc3b45


• Opportunity: Companies can save money in production by outsourcing to Mexico
• Customer: All customers of companies willing to outsource to Mexico. 
• Difficulty: Medium-High. This would mean shutting down production for companies who produce in the U.S.. However it would save money so the effort would be motivated I'm sure.
• Why: I've recently been trying to figure out my stance on U.S.A production vs. outsourcing to other countries, so this was an interesting read for me.
• Economic Trend: Costco growth.
• Link: https://www.ibtimes.com/costco-keeps-delivering-solid-growth-2796795
• Opportunity: Businesses could look to sell in Costco to take advantage of this growth and reach a new market. This is also good for customers because this sales demand allows Costco customers to have access to new and different products.
• Customer: All Costco customers.
• Difficulty: Depends on Costco's process of accepting new customers! Probably not too difficult because it is just getting into a new distribution channel. 
• Why: I frequent Costco often, so this caught my eye.
• Regulatory Change: 5% Tariffs on Mexican Imports
• Link: Trump Imposes 5% Tariffs On All Mexico Imports Starting June 10
• Opportunity: Production of goods in the U.S. that are typically Mexican imports.
• Customer: Previous customers of the imported goods.
• Difficulty: It would be difficult to produce at a cost low enough to compete with Mexican imports even with the tariff.
• Why did I see this opportunity: I have been closely watching the Mexico tariff story so this was especially interesting to me!
• Regulatory Change: Heartbeat Law
• Link: Louisiana Governor Signs 'Heartbeat' Bill Into Law
• Opportunity: Increase in birth control awareness and sales now that women are more scared of getting pregnant than ever. 
• Customer: Women in the United States. 
• Difficulty: Not difficult. This would just be using this unfortunate circumstance and restriction on women's rights to promote birth prevention measures while women are more aware than ever of the risk. This would definitely increase sales. 
• Why: This is a very important social topic to me, so it was interesting to think of the effects this would have on business as well. 

5A - Identifying Local Opportunities

1. "The Fight Against Red Tide" - The Sarasota Observer

• https://infoweb-newsbank-com.lp.hscl.ufl.edu/apps/news/document-view?p=WORLDNEWS&t=pubname%3AFSOB%21Sarasota%2BObserver%252C%2BThe%2B%2528FL%2529/year%3A2019%212019/mody%3A0411%21April%2B11&f=advanced&action=browse&format=text&docref=news/17309764D1B445B8
• Joe Bruno, a Sarasota resident, became fed up with the local red tide epidemic and decided to take matters into his own hands to make a difference. Bruno decided to join the group 'Hands Along the Water', a local group that lobbies for governmental action in response to red tide. Bruno has been speaking at local government events and asking others to join in on the cause. A local Aquarium, Mote Marine, is receiving funds to research and find solutions to the red tide.
• Sarasota is facing a long and harsh spell of red tide, affecting daily lives for residents of the area, beach access, and tourism rates. 
• All Sarasota residents and visitors near the ocean. 

2. "City Works on Recycling Education" - The Sarasota Observer

• https://infoweb-newsbank-com.lp.hscl.ufl.edu/apps/news/document-view?p=WORLDNEWS&t=pubname%3AFSOB%21Sarasota%2BObserver%252C%2BThe%2B%2528FL%2529/year%3A2019%212019/mody%3A0411%21April%2B11&f=advanced&action=browse&format=text&docref=news/17309764D0A75DE0
• The city's public works general manager, Todd Kucharski, appeared at the Coalition of City Neighborhood Association meeting to raise awareness for recycling and the new system in Sarasota. Sarasota county has officially cancelled its contract with Waste Pro and has taken recycling for the city into their own hands. This allows residents to dispose of all recyclable materials in one bin. Kucharski and his colleague made a presentation on how to dispose of your recyclables and also how to reuse recyclable materials.
• There has been multiple changes in the county's recycling management and Sarasota residents need to be educated on the new system.
• Sarasota residents who recycle.

3. "St. Armands Leaders Monitor Paid Parking" - The Sarasota Observer

• https://infoweb-newsbank-com.lp.hscl.ufl.edu/apps/news/document-view?p=WORLDNEWS&t=pubname%3AFSOB%21Sarasota%2BObserver%252C%2BThe%2B%2528FL%2529/year%3A2019%212019/mody%3A0328%21March%2B28&f=advanced&action=browse&format=text&docref=news/17293636C74A93C0
• Gavin Meshad, chairman of the St. Armands Business Improvement District noticed that it may not be clear that parking must be paid for in the area. He brought this up to the Parking Manager, Mark Lyons. Lyons stated that they are working on putting up more signs but he is open to further suggestions. 
• St. Armands' leaders worry that it is apparent that you must pay to park and not all people are paying.
• St. Armands' leaders and the county missing out on money. 

4. "Schools PD Plans to Expand for 2019-20" - The Sarasota Observer

• https://infoweb-newsbank-com.lp.hscl.ufl.edu/apps/news/document-view?p=WORLDNEWS&t=pubname%3AFSOB%21Sarasota%2BObserver%252C%2BThe%2B%2528FL%2529/year%3A2019%212019/mody%3A0328%21March%2B28&sort=YMD_date%3AD&maxresults=20&f=advanced&format=text&val-base-0=&fld-base-0=alltext&bln-base-1=and&val-base-1=0-499&fld-base-1=wct&docref=news/17293636C1026470
• At the recent Sarasota County School Board Workshop, it was announced that the Sarasota County Schools Police Department would be taking over for all school resource officers in the county public schools. Also, in response to the increasing number of students, the SCSPD is planning to add 23 additional officers by next school year.
• There are concerns about the safety in Sarasota Schools, causing the need for the Sarasota Schools Police Department to expand and take a more prominent role in public schools.
• School parents, students, faculty, and other Sarasota citizens with a concern for school and student safety.

5. "Volunteers Leave City Island A Little Cleaner" - The Sarasota Observer

• https://infoweb-newsbank-com.lp.hscl.ufl.edu/apps/news/document-view?p=WORLDNEWS&t=pubname%3AFSOB%21Sarasota%2BObserver%252C%2BThe%2B%2528FL%2529/year%3A2019%212019&sort=YMD_date%3AD&page=1&maxresults=20&f=advanced&format=text&val-base-0=&fld-base-0=alltext&bln-base-1=and&val-base-1=0-499&fld-base-1=wct&docref=news/171F10E455E23028
• Interns at Mote Marine Laboratory and their friends went to City Island to pick up trash. They ended up with around 150 pounds of trash, litter, abandoned beach toys, and more.
• City Island pollution and trash.
• Everyone who visits city island and all the sea animals in the area.

4A - Forming an Opportunity Belief: A Twist on Opportunity Identification

I believe that there is an unmet need for an affordable, high-quality haircare brand. From skincare to cosmetics, high-quality, low cost brands are popping up everywhere. With Fourth Ray Beauty for skincare and brands like Colourpop Cosmetics and Morphe for cosmetics, consumers are becoming aware that good products can exist at lower prices. Everyone has the need for haircare products, from shampoo to dandruff control to hair masks. This need has always existed, but the demand is becoming higher now as more consumers are aware that a high-quality, affordable haircare brand is possible. Currently, haircare consumers are either paying enormous prices for high-quality products or are using low-quality, damaging products on their hair because they can't afford or wont pay the high prices. With the way that consumers are responding to other beauty brands in similar markets, I believe that this opportunity 100% exists. 

1) 21 year old, Female with an interest in beauty products and a willingness to pay a high price for quality products.

• How important is haircare to you on a scale from 1-10?
• I would say about a 9.
• What haircare product types do you currently use?
• I use shampoo, conditioner, deep conditioner, hair masks, and hair oil.
• How much do you spend on your haircare products currently?
• I spend between $15-20 on each product. 
• Did you know that most drugstore haircare products contain ingredients that actually cause damage to your hair?
• Yes! That is why I never buy drugstore and am willing to spend more on good products.
• How much would you be willing to spend on a high quality shampoo, for instance?
• I would spend at most $25 on a high quality shampoo that is standard size. 
• Would you be interested in a high-quality, low cost haircare brand?
• Absolutely! 

Reflection: I learned that, if this surveyor is representative of her demographic, 20-something young women with an existing interest in haircare would be a great market for this brand and are very interested in this type of product line! I was surprised at how much she is currently paying and is willing to pay for haircare products.

2) 22 year old female with not much interest in beauty or haircare.

• How important is haircare to you on a scale from 1-10?
• Probably a 5. I don't put a lot of effort into my haircare.
• What haircare product types do you currently use?
• Just shampoo and conditioner.
• How much do you spend on your haircare products currently?
• I spend somewhere around 5 or 6 dollars on my shampoo/conditioner.
• Did you know that most drugstore haircare products contain ingredients that actually cause damage to your hair?
• No! I mean I assumed I wouldn't be getting the really good, fancy ingredients but I didn't know there was bad stuff in them!
• How much would you be willing to spend on a high quality shampoo, for instance?
• Probably no more than $10 a bottle. 
• Would you be interested in a high-quality, low cost haircare brand?
• Yeah totally! If I could get better stuff for the same price I'm paying now then that would be really great.

Reflection: It was interesting to see that someone who doesn't care much about haircare would be willing to change their products, because there is still a question of effort of change and convenience of current products. 

3) 25 year old male with no interest in haircare

• How important is haircare to you on a scale from 1-10?
• 1-2.
• What haircare product types do you currently use?
• A 2-in-1 shampoo and conditioner combo.
• How much do you spend on your haircare products currently?
• I think mine is $4.
• Did you know that most drugstore haircare products contain ingredients that actually cause damage to your hair?
• Oh, no I didn't know that.
• How much would you be willing to spend on a high quality shampoo, for instance?
• Maybe around $6 at the most.
• Would you be interested in a high-quality, low cost haircare brand?
• I guess I would if I heard it was better than what I'm using now. As long as I could get it at the grocery store where I get mine now, but I'd still not be willing to pay more than like $6. My hair is short so if it gets damaged then I don't really care because it'll grow out; I just care that my hair gets cleaned.

Reflection: It seems like men with not much haircare interest maybe wouldn't be the best market. It is good to know that maybe men care more about clean hair than healthy hair.

Summarize.

How much of your original opportunity is still there? I believe that the whole opportunity is still there! I think that this is a win for all consumers. While the business model would be difficult, I think that there is an unmet need for a very large market.

Do you believe that your new opportunity is more accurate than when you started? Yes! It was nice to get input from people other than myself and to also get actual numbers on what people pay now and what people would be willing to pay.

I believe that entrepreneurs should be responsive to customer feedback in making their product as useful as possible but should be cautious of making too many changes and should be responsive to the most important or most demanded changes first. Also, some changes cost more than they give back, so entrepreneurs should weigh the benefits versus the costs of all changes.

3A - Your Entrepreneurship Story

My father is an entrepreneur and has his own engineering business! I have been surrounded by him, his business, and his entrepreneurial mindset my whole life! He is my role model and best friend.
Here is a photo of me and my dad.

I signed up for ENT3003 because I needed an upper division elective credit! While I could have taken an easy 2 credit course that had nothing to do with me, I decided to take ENT3003 because I had heard amazing things about the class, the professor, and have a desire to learn about what it takes to be an entrepreneur!

2A - Bug List

Assignment 2A - Bug List

1. When I see people chew with their mouth open while I am also eating. 
1. WHY it exists: This is very gross to watch and often causes me to lose my appetite, resulting in me not being able to enjoy or even finish my meal.
2. When people park in more than one parking spot or park on/over the line in a parking spot next to an open spot when I am trying to park my car as well in a packed lot. 
1. WHY it exists: This makes it extremely difficult for me or impossible for me to park my own car because someone wasn't considerate of others when parking their own. 
3. When people go less than 70 MPH in the left lane of the highway. 
1. WHY it exists: This completely negates the benefits of a 'fast lane' causing people to have to use the middle lane when trying to go faster than the middle lane traffic and/or causing drivers to have to pass on the right hand side of a car/truck which is dangerous. 
4. When my roommates leave a pan dirty that I need to use to cook for myself. 
1. WHY it exists: This has happened to everyone. When the specific pan you need is dirty and you can't cook what you need. Perhaps I'm cooking a large amount of pasta and this is the only pot big enough to fit everything. This bug exists because I either have to clean this pot/pan myself or use another pan that isn't the best option or cook something else entirely because someone else was not being considerate of a shared space/tool.
5. When someone uses something of mine and finishes it without telling me so that I am no longer able to use it.
1. WHY it exists: While I don't mind people borrowing things from me or using some of my stuff, I do mind when this affects my ability to use my own belongings. If someone borrows some milk, let's say, when the jug is full, I don't mind because there is still enough for me to use. However when someone finishes the milk and leaves me with nothing without letting me know, then I am going into the fridge or going to make something and not able to use the item I bought anymore and was not given notice to replace it before I needed to use it again. 
6. When I want ice cream and the McDonald's Ice Cream Machine is broken.
1. WHY it exists: This bug exists because I put in the whole effort to get up, drive to McDonalds, make my order, and then am told that my order cannot be completed and I wasted my time. 
7. When my groceries expire before the 'Best By:' date.
1. WHY it exists: When I grocery shop, I plan my meals for the week. If I purchase some chicken that says it will be good until Friday, I will plan to use it on Wednesday. When I open the package on Wednesday and find the chicken is already spoiled, this ruins my whole meal plan for the week. 
8. When my gel nail polish chips before 3 weeks has passed. 
1. WHY it exists: Gel polish is guaranteed to last 3 weeks. I am spending extra money for polish that will last this long. If my polish chips before then, then I am wasting my money and time on gel polish over regular polish and the company is also breaking their guarantee. This means I will now have to spend more money and time than originally anticipated getting my nails re-done.
9. When my iPhone charger breaks.
1. WHY it exists: I spend a lot of money on Apple Certified chargers. If these products are so expensive, I should expect them to last and be of quality materials. When my charger breaks after a few months, I am upset to have to spend more money on another expensive charger that I do not expect to last. While I would buy a cheap charger, I cannot justify risking it short circuiting my phone and breaking my warranty. So I must spend money on expensive chargers that will break eventually, but won't break my phone.
10. When people are intentionally loud in designated study spaces.
1. WHY it exists: This affects my ability to study. I am in a space specifically designated for studying and when people are loud, on the phone, or laughing, they are not studying. This disrupts my studying and lowers my quality of study, and instead of studying, I am forced to confront a stranger and create conflict or find a new study space. This puts me in an uncomfortable situation when I was in my right studying in a study space.
11. When teachers provide practice exams that are nothing like the actual exam and contain completely different material.
1. WHY it exists: This is a waste of my time. I am spending my study time and energy practicing on an exam that is nothing like what I should be preparing for. This also makes me feel that I need to prepare for what is on the practice exam, shifting my focus from the material that will actually be on the exam. No practice exam is better than a misleading practice exam.
12. When my COX wifi is bad but COX has a monopoly is Gainesville so I have no other option for my wifi provider.
1. WHY it exists: I have to spend my hard earned money on bad wifi because I have no other option. No other reason needed.
13. When Word crashes and all of my work gets deleted.
1. WHY it exists: Putting so much effort into a document and then all because of a computer glitch and a lack of saving every so often, it all gets erased. This is especially awful when it is very close to a deadline. 
14. That there is only one type of honk on a car.
1. WHY it exists: There are many different needs to honk, both nice and mean: letting someone know their taillight is out, when someone does something dangerous, etc. However, there is only one type of honk. There are times that I don't want to honk at someone to let them know that their taillight is out or their gas cap is open, because I worry they will hear a loud, threatening honk and assume I mean something negative.
15. When the whole plot of a movie is shown in the trailer.
1. WHY it exists: This ruins the movie for me. While a movie may look good, it makes it difficult to want to see and spend my money a movie when I already know what is going to happen. 
16. When people CC me on emails that have nothing to do with me.
1. WHY it exists: This wastes my time and takes my attention away from work that actually needs my attention. 
17. When teachers' give busy work to build points in the class rather than providing real work that will help me learn the material. 
1. WHY it exists: This is wasting the time that I could be using to study and learn the actual material in the class.
18. When people do not wipe down gym equipment after using them. 
1. WHY it exists: People are lazy and inconsiderate of others' needs.
19. When the grocery store is out of stock on the one thing I came there for.
1. WHY it exists: An incorrect judge of demand or a lack of restocking the shelves. 
20. Insane lines for female restrooms at bars and clubs in comparison to the mens' line.
1. WHY it exists: A lack of gender neutral bathrooms and the increased amount of time women need to use the restroom/reapply makeup/etc.

REFLECTION: The beginning of this assignment was not difficult. However, after about #7, it was hard to find bugs. I felt that I was running out of things that actually bother me and finding random one or two time occurrences.

Tester

Tester