Elevator Pitch No. 2

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What’s Your Secret Sauce?

Describing 5 Ways My Human Capital that is Truly Unique

1. My passion for this solution in particular, making people feel safe.
2. I am very organized and like to find new ways to do things.
3. I try to think outside of the box and find solutions that maybe most people don't think of.
4. I pride myself in creativity and focus on the smaller details that some people don't think matter, but I think end up shaping the entire company.
5. I a most definitely a people person, and especially with a product like this you have to be more hand on with the customers and create a friendly and reliable face to the company.

Interview with 5 People Who Know Me the Best

I ask some people who are close to me what makes up my human capital and what about me would make me a good entrepreneur.

1. Steven Richardson (Older Brother) - He basically touched upon what he believed my skills were as a leader, he said that I can be authoritative but am also approachable and listen to others. He also said that, as a people person, I would do a fair amount of networking.
2. Alexia Byrd (Best Friend/ Roommate) - She said that I am creative and am good at coming up with new things. She also said that I would be able to grow my business through networking.
3. Emma Byrd (Roommate) - She said that I have an abstract way of thinking which would make me different from other people in the business world. She also said that I make a good leader.
4. Dorothy Richardson (Mom) -She said that I am a strong planner, in many ways for getting work done, in thinking ahead and leading a group. She also said that I have a unique way of looking at things and have always been interested in the arts.
5. Mitchell Musielak (Boyfriend) - He said that I have good customer service skills which is good for this type of enterprise. He also commented that I am stubborn and work hard to get what I want. 

https://www.youtube.com/watch?v=6OhrudxeIb4&feature=youtu.be

Reflect on the Differences

I think that others see me in a very similar way that I see myself. I feel as though I am a hard worker, work well with others, am creative, organized, and can handle being placed in a leadership roll. I never thought of stubbornness as a positive quality when it came to being an entrepreneur, so that was enlightening. And the one trait that was said that I don't know if it holistically describes me is being a leader. I know I like things done a certain way and that I can communicate this with other people, however I can not be the aggressive force over other people. I have a problem with not being the best at conflict and tend to shy away from raising my voice in any way. Overall though I think that my original list stands true.

Figuring Out Buyer Behavior No. 2

Segment: Gender

Interviewees:

Dorothy Richardson (42 - Female - Constituent Advocacy Manager)

Gabby Vukaj (21 - Female - Finance Major)

Jade Castillo (20 - Female - Entrepreneur of JC Photobooths and Party Rentals)

Alexia Byrd (19 - Female - Accounting Major)

Alternative Evaluation 

What matters most when deciding to join a club or membership based community for something like a gym or self defense classes? Price, quantity, style?

"The quality of amenities."

"The style matters most to me because I want to identify with it and really develop myself physically and mentally"

"When joining a gym, I would prioritize the prices but for self-defense classes I’d be more interested in the style/feel for the class versus it’s price."

"Price and quality definitely"

Or is there more than one factor that is important to you?

"Price then accessibility as I need to make sure it fits my schedule."

"The second most quality is quality because as a busy student, I need it to have multiple class opportunities."

"I can be more lenient on the price for self defense classes because I’m paying for an instructor to teach me how to defend myself. At a gym, I’m just using their equipment which I can find anywhere. Self defense classes will vary depending on the instructor, but the equipment at a gym shouldn’t change as drastically as classes."

"If feel comfortable with the trainer or whoever is teaching it."

How/Where Do They Buy

When starting these types of memberships, are you more likely to look around at different options online or do you check out the places in your local community in-person?

"I do online searches first and then call and if I like all that then I would go to the facility and check it out."

"I usually check the places out online because it's awkward to go and decide there that I don't like it."

"For self defense classes, I’d look online because I’d want to read through their website, the different classes, any reviews but for a gym, I’d just go. I’ve seen employees give tours to new clients looking into signing up for their gym but I’d just look online for the best deals and just sign up. To me, equipment is equipment."

"Normally online and reviews."

Are you more likely to use cash or will they finance the purchase or set up a payment plan?

"Monthly payments"

"As a finance major I know the payment plans are a scam because in the end you pay more. I like to pay it all up front or make use of any financial incentives to join."

"For the both options, probably a monthly payment plan that would withdraw the money from my account"

"Payment plan."

Post-Purchase Evaluation

What matters most to you when you think back on the 'rightness' of the purchase?

"So the purchase would be right if it's not too expensive."

"What matters mot to me when I think of the "rightness" of the purchase is if it truly challenges me in the way I'm looking to be challenged and if it impacts my day to day habits and body figure."" What matters most to me is knowing the purchase was worth it in the long run – am I able to defend myself because of the self defense classes? Have I lost weight or gained muscle? Both memberships, gym and self defense classes, should result in a change at the end of my journey. I’ll know I made the right move in terms of my purchase if I can say I’ve changed for the better/made steps toward accomplishing my goals."

"If I am actual able to protect myself afterwards."

What helps you determine if  the purchase was a good idea?

"If I see changes to my lifestyle, it works."

"I’ll know the purchase was a good idea if I’m seeing results. I don’t want to pay $20 a month for a gym membership"

"I would base it on how I feel about myself and growth. If I'm feeling stronger and more confident."

"If I feel safer walking around."

What sorts of things make you think a purchase was a bad idea?

"Bad idea if I tried for a few weeks or so and  I don't feel anything different."

I would think the purchase is a bad idea if the gym focuses more on the social scene or the "fun" fads that are not effective."

"If I don't think I actually got any benefit out of it or if it was a waste of time."

Conclusion

I think in general, most people shop for things in the same way. The search starts online so a company's online presence and aesthetic should be strong. Payment plans usually the preferred route to take for long term things such as these, and to be more profitable, people always enjoy be offered extra amenities. Finally, people want to feel welcomed in this type of community, they want it to make a change to their lifestyle and actually work for them. Maybe incorporating an employee whose job is to meet with the consumers their first week to make personalized plans and classes for each individual.

Halfway Reflection

Tenaciousness is a Competency

What are the behaviors that you have used (or developed) to keep up with the requirements of this course?

I think that the behavior that  have used the most in this class is learning how to step out of myself and try and look at things from other peoples point of view. We talked in the beginning of this course about the fact that something you may see as a problem may not be how others see it. We need to not convey our problems onto other and assume they will buy a product based off of this. In addition to this, using a creative and outside-the-box thinking has been essential to coming up with ideas central to my solution.

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?

My giving-up moment was probably more towards the beginning of this two-month experience when we were Forming an Opportunity Belief. It was definitely coming up with an idea, that I not only thought was worth pursuing but that I was also passionate enough to spend the rest of the semester on, was one of the most difficult things to do thus-far. I think, though, after this was established, a lot of other things started falling into place. Because of the topic which my idea surrounds, the responses I get during interviews are usually pretty uncomfortable. It is not discussed enough and it is a serious matter so people often tense up or don't know what to say. I think overcoming thins, and getting people to feel comfortable and open enough to talk about it has been another struggle but has progressively gotten easier the more interviews I've done.

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. Find a topic that you are passionate about, even if it takes a little longer, because you don't want to spend all this time on something you don't care about, it will end up being a waste.

2. Give yourself enough time to talk to people for interviews, prepare your questions and show a passion for what you are talking about so that the people you are interviewing will want to care more as well.

3. Think of the possibility that you could be the one who actually starts this business later on. Find out what the people want, not want you want, and make a product that is so suitable to peoples needs that you can't not start this business.

Reading Reflection No. 1

Miracles Happen, Mary Kay Ash

You read about an entrepreneur:

Whilst reading, something that did not necessarily surprise me, but impressed me, was that in order to kickstart her business, she had to sell her product home-to-home; she went from this to making an annual profit of about $22 million. What I most admire about this entrepreneur is how confident and persistent she was. To be so passionate about her idea to face all the struggles of being a up and coming businesswoman in a man's world is extremely empowering. In order to give herself encouragement, she said that she would repeat the phrase her mother told her "You can do it, Mary Kay. You can do it.". The fact that something so simple  could would help her is a real testament to what people are capable of seeing as they have the will-power and belief in themselves.

What competencies did you notice that the entrepreneur exhibited?

The biggest competency that I noticed Mary Kay Ash exhibited was against the discrimination and hardships that came with being a perspective women businesswoman in the 1930s. During this time, the gender biased family roles were not only the norm, but they were the expected. Mary Kay Ash defied this social norm but it was not without hard work. Even before she founded Mary Kay Cosmetics, when she was growing her background experience, there was discrimination in the workplace. It is hard to grow if all the men are promoted ahead of you.

If you were able to ask two questions to the entrepreneur, what would you ask? Why?

1. If you could change one thing that you had done in your journey to where you are now, what would it be and why?
2. What is this most impactful life-lesson that you learned through all of your experiences that you most hope to share with others?

For fun: what do you think the entrepreneur's opinion was of hard work? Do you share that opinion?

I think that Mary Kay Ash's opinion of hard work is that it is at the center of being able to accomplish your goals. Of course you need an idea and to believe in this idea but without hard work and drive, how would you be able to do anything further with it? I defiantly think that this is true.

Figuring Out Buyer Behavior No. 1

Segment: Gender

Interviewees:

Anonymous (19 - Female - Accounting Major)

Cynthia Corbett (22 - Female - Marketing Major)

Anonymous (18 - Female - Finance Major)

Catherine Moriarty (20 - Female - Marketing Major)

Need Awareness

In terms of sexual violence or sexual harassment...

• When do you feel most unsafe or at risk of experiencing these?
• "Mostly at night or even during the day, sometimes if I have to walk alone in an unfamiliar place."
• "I feel most unsafe when I'm under the influence or alone."
• "At night."
• "I feel at most risk of sexual harassment normally when it is after dark. If there is ever a time when I have an activity or if I am grabbing food late and then have to walk home or walk to a nearby bus station, I feel a little unsafe because there are not many people around and I am only there to fend for myself."
• Under what circumstances?
• "When I'm alone and I don't know the area very well or it isn't well lit. I feel more vulnerable to someone who maybe sees me as a potential victim. And I'm small and probably easy to carry."
• "If I'm under the influence then I tend to feel unsafe if I lose sight of my friends. Otherwise, when I'm with people I tend not to recognize danger. Secondly, being alone at night or in a tight space (like an elevator) with multiple guys that are being obnoxious or seem drunk."
• "When walking alone."
• "If I am alone, I will feel more worried of these events happening. If I am with friends, then it does not occur to me as much."
• How exactly do you recognize the feeling? 
• "My heart starts racing and I feel very anxious and I get sick to my stomach"
• "My fight or flight response kicks in, I instantly want to separate myself from the group that is making me uncomfortable. I also call people that I trust I know will answer the phone to stay on the line and talk to me until I'm somewhere safe."
• "My heart begins to race and I feel like someone is watching me."
• "I recognize the feeling normally when I first realize that I am alone, when I realize that no one else is around and that campus is not busy at all like it is during the day. I then tend to think about it and try to walk faster and get to my destination."
• Are there any specific places that you feel more at risk, or under certain contexts where you feel more vulnerable?
• "When I get off work at 12:30 am downtown I always feel extremely nervous and unsafe. Or walking to my car from a late test on campus since parking isn't close at all."
• "Alone at night and more so on back streets that aren't well lit. I'm always looking around and trying to listen for anything that may be near me and approaching. Also, feel very unsafe when I am drunk and alone. Even if I am in a room full of people I do not feel safe when I'm alone and unable to function normally. Also, groups of guys just make me uncomfortable in closed spaces. If I am waiting for an elevator and a large group of guys are also waiting. I will let them go and wait for the next elevator. I do not want to be alone and outnumbered"
• "No."
• "I definitely feel more vulnerable when I am alone. Or, because campus has the blue light safety blocks, I would definitely feel more scared if I were to walk home alone off campus. You never know what can happen off campus in the town of Gainesville and there are fewer “safety zones”."

• When you typically start to feel this way, what is the first thing that you do?
• "I normally call someone or start walking faster and looking around me."
• "I distance myself from the situation. I leave and try to find someone I know or get on my phone and start a conversation with someone I trust. Anything that makes me feel less alone and like I would have help if something happened."
• "Call someone."
• "The first thing I do is walk faster and look around for any person that may or may not be able to help in case something happens. Or, I tend to call a friend or my parents and just talk to them on the way home."

Information Search

• Have you ever looked into something that could help you feel safer?
• "I have pepper spray and other things for protection but they don't really make me feel safer because if someone approached me they would probably have the advantage because I wouldn't have time to prepare to strike."
• "A lot of people say I should be carrying mace or some equivalent on my keychain, but I've just never taken the initiative and bought something."
• "Yes."
• "I have not really looked into anything that could make me safer. I am not really aware of what else there is to do to keep myself in a safe position."
• Have you ever researched sexual violence statistics, and if so what are search terms that you use?
• "I have a few times mostly in terms of sexual violence on college campuses because it pertains to me most."
• "Yes, I have. The terms I've used are 'statistics', 'likelihood', 'College', 'Party', 'Under the influence', and 'men vs. women sexual violence statistics'."
• "No."
• "I have not really researched it on my own, but I have definitely been educated on this topic. If I were to research it I would probably look into the most common circumstances and most common places people get sexually assaulted at my age."
• Have you ever spoken to your friends or family about this problem?
• "Not really, I've talked to my family and they tell me to always be cautious and all that but never a full discussion."
• "Yes, but not directly. I've never sat down with my friends and just brought up sexual assault. However, we do speak about it in length if it gets brought up in conversation. This is one of the main reasons my friend group does like separate at parties and everyone (including the guys) have to check in once they are home."
• "Yes."
• "I have never really spoken to my friends or family about this problem, other than ensuring that we are all safe and my friends and I do make sure we all get home okay and we keep an eye out for each other at all times."

Research

After conducting these interviews I found these three commonalities: they all said that they feel unsafe when they are alone, they all said that their heart starts racing or they start walking faster to try and get away, and finally they all said they feel safer walking alone when the are on the phone with someone.

Conclusion

The people I have interview have all experienced fear or know of this situation, however, they all do not have something on hand for defense, they haven't all talked to their family or friends about it and they have not all done research on the topic. From this I can conclude that we need to spread the word and teach more people about what to do, who to call and how to feel safer in their day to day lives.

Idea Napkin No. 1

My Business Concept

About Me

My name is Christina Richardson, I am nineteen years old and work at Planet Smoothie as a Sales Associate. I am Majoring in Business Administration with a Specialization in Mass Communication and Minoring in Innovation at the University of Florida. I am very passionate about creative design and photography and aspire to travel and write about my experiences and what I see. As for past experiences, I have been a Congressional Intern for Congressman Yoho, a Senate Page for Senator Bradley and I recently worked at the Bright Minds Youth Development Summer Camp. If I were to actualize this company, I would hope that it could bring more awareness to the problem and help women feel safer. I don't think that some people realize how widespread this has become, and as a women I feel as though I shouldn't have to feel unsafe doing normal things such as taking the trash to the dumpster behind my work, taking my dog for a walk, going shopping alone, or going out with my friends at night. In situations like these, a brisk speed walk and headphone set become your best friends. I am a firm believer in tranquility and being about to feel comfortable in your own life and that is what I hope my company will bring to people.

Offering Customers

My company would provide accessible and affordable, weekly self-defense classes. We would work with each customer individually, making personalized payment plans. Additionally, we will pair each customer with their own ‘buddy’ to call when they feel like they are in an uncomfortable situation.

Target Audience

Demographics

Women｜Age: 15 - 40｜Any Race｜Rural Areas｜Lower / Middle Class

Psychographics

Values safety｜Doesn't want to be a victim｜Women who feel vulnerable｜Strength to Women

The Value

We will teach you what to do and how to defend yourself from acts of sexual violence and act as your security blanket when you are out with friends or on your own. No one should ever have to live their life in fear, afraid to going out by themselves in case that something might happen.

Core Competencies

The fact that we have the Buddy System is what I believe sets my company apart from others. This is a crucial part to this idea because it acts as your safety blanket and would make you less of a target.

I definitely believe that all of these elements work together. I mean I am narrowing down my target audience just to aim it at a more specified group most likely to want a solution to this problem. This however does not mean that we would turn away other people or discriminate against people who do not fit in the group described above. I want everyone to feel safe and anyone would be welcome. I think that having the Buddy System as a part of this idea makes us stand out. This being said I am sure that there is more that I could incorporate into this idea and some things that I could change about it. This will just come with time and the learning curve of starting and running the business.