30A

This semester, and specifically this course, has taught me a lot about myself. I found that I am able to be creative, and that being an entrepreneur is a possibility in my future. I have discovered that all great businesses do fail, and that it takes a lot of work to become successful. After coming up with my idea, I decided that I would make it work one day, and try as hard as I can to never fail.

29A - Venture Concept No.2

This was my initial blog post for Venture Concept number 1:

""Millie and Willie Cafe"

My venture concept solves a problem that people always think about, but never act upon. If you have a dog, you will know what I mean. Often times, I struggle to bring my dog places because she is not a "service dog" or anything like that. However, I honestly want to bring my dog places in order to socialize her, and to let her enjoy life just as much as I do. I can not do that in our current coffee shops/food providers. With my idea, I would like to provide dog owners with the ability to provide their pets with an enjoyable time while they do as well. This would cause a problem though: the FDA does not allow pets to be indoors where companies serve hot food. This would be avoided with my idea, as I would separate the food/beverage side from the pet friendly side. People would be able to grab their coffee/snack in room 1 while they hang out in room 2 with their puppies/other animals. Millie and Willie cafe would allow people to both, to do things they have never imagined possible. People would be able to bring their pets in, and hang out, study, converse, or socialize with others while having their dogs run and do the same things in the same building. This is a great way to socialize a nervous pet, or to bring a puppy around others so they grow up friendly. It is also great for those that are unsure of owning a pet - they are able to enter the pet section, see their behaviors, and evaluate whether or not they are ready for a dog. Essentially, this idea only provides positives, not negatives. This business will soar in urban areas where dogs are fairly common, with a culture that people want to bring their pets everywhere. We would also host events like adoption events, private birthday parties, and other such things. This is a great business idea with even better opportunity in the changing, more pet-friendly, United States.  The forces in this environment are that people want to bring their pets around more."

After reading the feedback that I saw, I did not see the need to change anything. Many of the people who commented wished me the best of luck and thought that the idea was flawless. Yes, there may be errors or other logistical items to consider, but overall this idea appears to be pretty solid and I am sticking to it!

28A Your Exit Strategy

I personally do not think that with my business, I would have an exit strategy. Starting my business would come as a "retirement" for me after my few years in investment banking. I plan to start this business to provide myself with sustainable cash flow, while also enjoying myself by being around dogs and serving clients. I would plan to start with one location, and probably expand it to about 5-10. After I hit that mark, I would most likely keep the business at a mature level. When I retire, I would plan to give my business to my children, or sell to an outside buyer.

I selected this particular strategy because this business would be my passion. I could not think of a better way to spend my days than owning a dog cafe, serving animals and people. I want to be able to provide pets and people with a great, hybrid location where both parties can enjoy themselves in a safe, comfortable environment. Exiting early to gain a profit does not seem like a decision that would be in my best interest.

I think that the idea of an exit strategy was something that helped me come to this idea. When considering a good business idea, I thought of this. And, I thought that I wanted to something a bit slower than my investment banking job that I will have out of college. With the amount of capital I will have after working for a few years, I thought that this would be a safe investment that would provide to be successful in areas that I am interested in living in.

27A Reading Reflection No. 3

I read Cognitive Surplus by Clay Shirky. He  is a NYU professor that focuses on internet research and the effects on the population.

1) What was the general theme or argument of the book?

The author discusses cognitive surplus. This concept exhibits how the extra time that people have leads to the increased sharing online and productivity. As people increase the quality of their work-life balance, they go to the internet with their extra time, leading to an increase in content creation. Shirky explains the four types of sharing (communal, personal, public, civil) with a multitude of examples. Below are the following examples of communal and personal:

Communal - buying and selling furniture on an online marketplace that is local to the specific area.

Personal - displaying personal content, ex pictures of oneself, on social media.

Shirky describes that public and civil are two very important themes. Examples of these are:

Public - when people go on Reddit and create content for other people to read and interact with

Civil - crowdfunding resources to provide supplies for a Christmas toy drive.

Shirky spends a lot of time focusing on benefits that civil sharing provides to society as a whole. The main theme of this book is that cognitive surplus is powerful, in that it continues to impact a number of different things as cognitive surplus increases. However, people should spend more time outside or exercising cognitive surplus and less time on the couch to contribute to a continuously improving society 

2) How did the book, in your opinion, connect with and enhance what you are learning in ENT 3003?

Cognitive surplus relates to this course because of the new issues companies should be aware of when starting. They should have awareness to environmental, societal, and governmental impacts. In order to survive in today's business environment, profit alone will not keep the company afloat - one needs to understand the public and civic impacts. 

3) If you had to design an exercise for this class, based on the book you read, what would that exercise involve?

If I were to make a new exercise for the class, I would have them write a blog post about what their societal impacts would be of their business. It is essential for entrepreneurs to think about this before they start their business. 

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?

Everyone always talks about how bad social media and the internet is for society. I thought that it was very surprising how Shirky thought the opposite. Who knew that someone would prove that it could actually improve life? I like that I can put screen time towards improving my career.

26A - Celebrating Failure

Every semester has its ups and downs. Typically, I see myself conduct one huge failure per semester, whether it be a forgotten assignment, missed deadline, or problems with my students as a TA. This semester, I have had a few failures in my courses. For some reason, I keep forgetting to submit my CAPSIM assignments for International Business, and I have been failing to submit some of my assignments for this course. I usually do not forget assignments, but I keep failing to take the time to do the cupcakes and end up taking the grade hit on them. I have learned a great amount about myself this semester, and how effected I am by my incapability to complete assignments on time. I learned that I am not the type of person to do things late, and that I need to get myself back together and start being more productive. Going forward, I am making an effort to be proactive about my studies, and to make sure my work is turned in on time. 

Failure is a lack of success. However, even though failure is embarrassing, and awful, it is a great way to learn. When you fail, you can learn what you did wrong and how to do it better next time. I think it is better to completely fail on something, and do it better next time, then to do it kind of right and then just be average. In any business, things will go wrong, and the owners will fail at least once. The only thing you can do is just move forward and learn from these failures.

24A. Your venture concept number 1

"Millie and Willie Cafe"

My venture concept solves a problem that people always think about, but never act upon. If you have a dog, you will know what I mean. Often times, I struggle to bring my dog places because she is not a "service dog" or anything like that. However, I honestly want to bring my dog places in order to socialize her, and to let her enjoy life just as much as I do. I can not do that in our current coffee shops/food providers. With my idea, I would like to provide dog owners with the ability to provide their pets with an enjoyable time while they do as well. This would cause a problem though: the FDA does not allow pets to be indoors where companies serve hot food. This would be avoided with my idea, as I would separate the food/beverage side from the pet friendly side. People would be able to grab their coffee/snack in room 1 while they hang out in room 2 with their puppies/other animals. Millie and Willie cafe would allow people to both, to do things they have never imagined possible. People would be able to bring their pets in, and hang out, study, converse, or socialize with others while having their dogs run and do the same things in the same building. This is a great way to socialize a nervous pet, or to bring a puppy around others so they grow up friendly. It is also great for those that are unsure of owning a pet - they are able to enter the pet section, see their behaviors, and evaluate whether or not they are ready for a dog. Essentially, this idea only provides positives, not negatives. This business will soar in urban areas where dogs are fairly common, with a culture that people want to bring their pets everywhere. We would also host events like adoption events, private birthday parties, and other such things. This is a great business idea with even better opportunity in the changing, more pet-friendly, United States.  The forces in this environment are that people want to bring their pets around more.

23A - Your Venture's Unfair Advantage

I think that my business will provide a great amount of "staying power". My business model is one that few have thought of previously, and that almost no one has actually executed. There are quite a few resources that it provides that many companies do not, and they include:
- The ability to bring dogs indoors without question
- The ability to connect with friends while pets are around/available
- The ability to purchase pet retail products while enjoying food and beverages
- The ability to provide pets with a welcoming environment without a leash
- The ability to ensure my dog will enjoy an afternoon coffee session as much as I do
- The ability to make friends with new dog owners
- The ability to study while my pet socializes with others in a safe environment
- The ability to remain indoors, with my pet unleashed, in harsh weather conditions
- The ability to enjoy coffee and a snack whether or not I am a dog owner
- The ability to do homework in a calm setting while pets are enjoying themselves

VRIN
Valuable: People will be able to value time with their pets while also enjoying time spent studying, socializing, or doing other things
Rare: Not many places allow people to bring pets indoors while also enjoying hot foods and beverages
Imitable: Many people will not be able to recreate this because of the legalities included
Non-Substitutable - Places like Starbucks are not allowed to bring pets indoors because they serve hot food, and require all pets to be service animals. I think that this business model will allow everyone to bring their pet in.

My top resource is how rare it is. Not many people can create this business, but those who do will see it to be successful. It is important because you need to engage the customer in whatever they do, and allowing pets to come offers a special satisfaction that is rarely heard of. 

21A Reading Reflection 2

1) What was the general theme or argument of the book? 

For this assignment, I chose to read The Long Tail: Why the Future of Business is Selling Less of More by Chris Anderson. The overall theme was about how technology has completely changed the way people sell products to the public market. The trend towards directly niche markets markets makes sense, instead of appealing to the general consumer. Chris Anderson discusses the benefits of technology, and how it it able to better identify these niche markets to sell products to. An interesting example had to do with music software and website and the feasibility of sharing it to the public. This is caused by supply and demand, and the fact that a specific product can target enough people to make a sustainable amount of income.

2) How did the book, in your opinion, connect with and enhance what you are learning in ENT 3003?

This book connects with the idea of innovation and entrepreneurship. It helps on the sale side, which targets many markets nowadays. This makes you think how much entrepreneurship and sales has altered in the past few years. Previously, it was one product that appeased a large market. Now, we can economically see that there are a lot more smaller business that please the specialty, or picky, buyer. Technology has positively benefitted our ability to be entrepreneurial. This is what our class is about.

3) If you had to design an exercise for this class, based on the book you read, what would that exercise involve? 
I would suggest for students to research how things were sold/marketing techniques in the 70s and 80s and compare it to those commonly used today. Then, I would have students compare the business models and discover the impact of technology on businesses in the sales area. 

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? 

The most important concept that differed was that it is beneficial to have a ton of products for consumers, and that having this business strategy can still be profitable. "Putting all of your eggs in one basket" if awfully risky, and can often lead to business failure or bankruptcy. As you gain more niche products, you will gain a larger range of consumers.  

22A - elevator pitch 3

https://www.youtube.com/watch?v=5TsVWcH6rPg

20A Growing Your Special Capital

Person A: Domain Expert in Industry
Owner/Founder of Boris and Horton
1. The CEO and Founder of Boris and Horton has a background in entrepreneurship, charity, and dogs. He started an online charity business that raised hundreds of millions of dollars for other organizations, and also has had other entrepreneurial stints.
2. This person is a domain expert in the industry because he has created the only other company that has a similar idea to mine, and has great experience in the field.
3. I actually found him this summer when I was at Boris and Horton, and I had a chance to get his contact there because how interested I was in learning more about how he made this place happen.
4. I simply asked him a few questions on the phone - he was very helpful and wanted to let me know a lot about the business. I will repay him by returning as a customer next time I am in NYC.
5. I know that I will be able to rely on him if I have any questions when starting my own cafe similar to this, and that he would be a great contact to have when setting up charity events. He is a great entrepreneur.

Person B: Expert on market
Manager of local PetSmart
1. The local manager of PetSmart has always had a past with pets, specifically dogs. She also volunteers at the local Humane Society and actually plans on becoming a vet one day. In addition, I learned that she loves small cafes.
2. She is an expert on the market because she works at a pet store, and has an interest in the business plan I have. She knows what customers are looking for (in regards to retail products) from personal experience in the pet industry, and then also shares an interest in finding small cafes. She also has a dog, so she would be able to understand the business very well.
3. I walked into PetSmart recently to purchase something for my dog, and happened to strike a conversation with her. She was very kind and willing to provide opinions about different ideas I had.
4. I had a long conversation with her in PetSmart, and promised to keep her updated on when I start my business! She said she would love to help in any way she can.
5. I think that she will be a great contact to have because of where she works: she will be able to reach several different pet owners and would help spread the word of my business.

Person C: Important Supplier to Industry
Founder of LoveThyBeast
1. The founder of LoveThyBeast began in 2012 and was making items for her elderly dog. She has since created tons of bags and other products that would retail well in my dog cafe. She has a history of working in prop-design, and the first dog tote she made was black!
2. She is an important supplier to my industry because I can see myself retailing different goods from LoveThyBeast as an additional revenue stream.
3. I purchased a bag a while back for my pup, and then thought I would reach out and send a thank-you email. She responded, and after that I asked her to speak on the phone for a few minutes! She was very helpful and kind and gave me a great insight on what the business was like.
4. I asked her a few questions on the phone, and I hope to repay her as a returning customer for my personal use, while also including her products in my store one day.
5. I think that she will be a very reliable person to connect with when starting to supply retail products to my store one day - the products are high quality, utilitarian, and are made in the US! The products have a lot of different styles and will appeal to the market I am trying to target.

Reflection:
This experience helped me realize the importance of targeted networking, and how critical it is to hear good information. I will continue to keep this in mind through future recruiting events.

19A - Idea Napkin No. 2

1) You. 

My name is Melissa Eliseo, and I am currently a combined degree student here at UF. I find myself most talented in helping others and in strategy. I have been starting to utilize this talent as a teaching assistant for the course Effective Career Management. I have experience in a few different areas - my first internship was in high school, at a company called Oxbow Carbon. Simultaneously, I started volunteering at my local hospital ER. From these experiences, I realized that I liked helping people in the hospital, but did not like the hospital itself. I worked at Kate Spade as well, where I learned more about the importance of servicing your clients. These experiences made me think more about people, and the importance of thinking of others in a professional setting. This related to my idea because I want to help people by adding convenience and joy to their lives - by creating a cafe where you can bring a canine companion. I think that this business would play a huge role in my life - I would personally spend a lot of time there and would enjoy getting to know my clients.

Another thing that I would like to add is my desire to succeed. When I was younger, I played basketball, and had a coach named Michael Larkin. He always made us wear shirts that said "Winners train, and losers complain". After going through years of four hour practices and having a motivational coach like him, I learned to have a work ethic like no other. Without him and that experience, I would not be here today. 

2) What are you offering to customers? I would be offering a space where people could get coffee, and allow their dogs to spend time with them in an indoor, welcoming setting.

3) Who are you offering it to? I am offering it to the general public - anyone that does have a dog, or even if they do not. Coffee, beverages, and other goods are available to the general public in a setting where one can either interact with dogs, or not.

4) Why do they care? People will care about this idea because they will definitely want to spend more time with their animals once they hear about this, and will want to bring them here. 

5) What are your core competencies? I am very motivated, and determined to succeed. I will work nonstop until this idea becomes a reality. In addition, there is no direct competition, so my creativity skills will be able to ensure that I can maintain a competitive advantage even when the market begins to saturate (if it does).

After self reflecting, I do believe that this business could work, and that it will be successful. In addition, I also think that I would be able to successfully manage and start this business. There may be difficulties in the beginning, but that is the case with every business. I will only be able to see certain logistical issues when the business actually gets rolling.

After receiving feedback, I still believe this is a great idea and that, with hard work, I can succeed. I received feedback that said that there are no other competitors, which is true - I have only seen one other store like this, and it is in a completely different state. Also, I got feedback that if I worked hard that it would succeed. 

17A - Elevator Pitch No. 2

1) Elevator pitch for Millie's Cafe: https://youtu.be/sOjGE1XrCac

2) Though I did not receive any feedback from my peers, I did go watch my last elevator pitch and noticed a few things. As far as presentation goes, I made an effort to be more concise, and to only say what was necessary. Also, I felt myself speaking like the "OxyClean" commercial head in the first elevator pitch, so I worked on my tone of voice and sentence structure. I think that it is critical to go through the other elevator pitch, as it made me realize the different things that I can work on. I did not find any of my presentation "silly", but rather I found it to appear more professional than how I felt originally.
3) Based on my personal feedback, I made an effort to speak more concisely, and to not sound as "obnoxious" or like I was trying to sell the perfect cleaning product or specialty device. I made an effort to maintain professionalism throughout the entire presentation, though sometimes it can be difficult to stay focused the whole time.

18A - Create a Customer Avatar

Creating an "Avatar" - Meet Lisa, a 19 year old student at the University of Florida

Lisa is a 19 year old student that is in the Warrington College of Business. She is in her second year as a Finance major, and has a hefty school load this semester. On top of school, Lillie enjoys exercising, spending time with friends, and going to vegan events around Gainesville. She drives a small, forest green Mini Cooper, and enjoys driving her friends and herself around town. When not spending time with friends at the mall, Lisa enjoys watching the Walking Dead and the Vampire Diaries with her friends. When not busy with her friends or school, Lisa likes to spend time with her 9 month old puppy, Lillie. Lillie is a 25lb miniature goldendoodle, and is a bundle of energy. Lisa likes to bring Lillie with her everywhere, but can only bring her indoors where her ESA certification is granted. Lisa usually starts her morning walking Lillie to the Starbucks in downtown, where she will sit with Lillie and sip on a skinny mocha latte. Lisa will then get a few hours of homework in, outdoors. Being in the business school, which has mostly online classes, Lisa's computer dies a lot. When this happens, she must charge her laptop inside, while trying to keep Lillie under control. After her morning coffee, Lisa will walk back home and either go to class or the library - leaving poor Lillie by herself for a majority of the day. Lisa enjoys a healthy, balanced life and tries to include as many people as possible.

I feel like I would relate to Lisa as both a business owner, and a friend. When creating the avatar, I found myself describing a version of myself that I strive to be. Lisa is a successful, organized, productive student that knows how to balance it all (for the most part). I see coincidence in these few things, and also how I saw myself comparing my qualities to hers. 

16A - What's your secret sauce?

My 5 Unique Human Capital Traits:

1. The ability to be personable - I am able to connect with people in a way few are able to - I can get people to speak to me about things they may not even want to tell to their best friend. I am able to get a connection and make even the quietest people "crack".

2. Determination to succeed - When I create goals, I will try relentlessly until they are complete. There have been many personal hardships in my life, and the only way I have been able to overcome them is through hard work and wanting to come out successful.

3. Curiosity - I like to ask questions, and often times, I end up learning a lot more than I asked for. This is good and bad, but always a great experience when meeting new people.

4. Experience - I have seen and done a number of different things, and will be able to help individuals with a number of different things. 

5. Creativity - I like to think out of the box when coming up with ideas, asking people things, and creating content.

Video 1: My mom 

https://vocaroo.com/i/s1XxFI3rJNVU 

My mother said that I was intelligent, kind, and resourceful. I agree with these things because I have tried to live those virtues my entire life. 

Video 2: My Boyfriend

https://vocaroo.com/i/s16l7WYAkkXN 

My boyfriend was able to say that I am very well rounded with regards to people, and that I am intelligent. I believe these fall into a few of my unique human capital resources I mentioned above. 

Video 3: Harrison

Do you think I am more creative or curious?

https://vocaroo.com/i/s1yjlffpU6KN 

Harrison said that I am more creative because I am inquisitive, and always try to look at things in a different light. I definitely agree with him

Video 4: Nick

If you had to mention any of my weaknesses, what would they be?

https://vocaroo.com/i/s1fh0eXM54mI 

Nick mentioned that though I am very determined to succeed, I sometimes try too hard and things end up not working out. I definitely agree with him, and that it is something I can work on. 

Video 5: Dillon 

Do you think my education or experiences are what makes me unique?

ttps://vocaroo.com/i/s19LovOR9M4U 

Dillon mentioned that both make me unique, but more of my experiences because of my cultural background. I agree with this because I do have an interesting background and I think that I do rely on past experiences.

Reflection of Differences

I believe that though I received different things than I put, I think that these people may know be better than I know myself. I value their opinions because I have spent a lot of time with them and can see how they think about these different questions that I asked.

15A Figuring out Buyer Behavior

1. For this round of interviews, I chose three women in my sorority that are dog owners. They are all in the same age range, from 18-22. They all are full time students and thoroughly enjoy spending time with their pets. I will refer to them as A, B, and C.
2. The three interviewees had many alternatives, but none of them were necessarily as effective or well-rounded as a dog cafe.
Interviewee A mentioned that an alternative to the issue of not being able to study with their dog indoors was to simply bring their dog to an outdoor coffee shop, such as a Starbucks or something similar. This is does necessarily solve the solution though, because it is difficult to be a fully serviced customer outdoors. Additionally, it ignores the problem of summer heat.
Interviewee B mentioned that she could just bring her dog to a cafe that is "chill" with having dogs indoors (i.e. Wyatt's Coffee). While this does solve the problem of being outdoors, it does not allow the dog to be comfortable in this setting.
Interviewee C mentioned both of the previously mentioned alternatives.
3. This segment is more likely to meet in a brick and mortar retail space, as the product is a dog cafe. A dog cafe is a solely tangible item, though there can be an online retail presence for merchandise from the cafe. Interviewee C mentioned that she normally purchases her dog products at online boutique shops.
4. Interviewee A mentioned that it is critical to enjoy an experience, and that sometimes the price does not matter. She would spend money on premium items in order to provide her dog with a positive experience while she could enjoy one as well.
Interviewee B mentioned that price matters a lot, but she mostly looks back on the fun, memorable parts of an event. "A coffee is just a sunk cost a week after it is purchased" is a critical quote she made, stating that it is more important to remember a fun time.
Interviewee C looks back on price a bit more than the other interviewers. She determines a good purchase as something useful and cost effective.
5. The three interviewers were very insightful in letting me know different things to consider when trying to provide a great experience. A was very interested in the idea, as was B, but then C was more considerate of different logistical things.
6. Overall, I would say a dog cafe would be something that has few effective alternatives, but then has low purchasing competition if it were selling at premium prices.

13A - Reading Reflection

I read "Shoe Dog" By Phil Night

1) I was surprised how crazy the story is. Phil Knight, the author, had a passion and just decided to go for it. He went to Asia, out of all places, and conveniently got the opportunity to meet with the CEO of a large Japanese manufacturer. That is where “Blue ribbon” was born. And after sending just one round of samples to his mentor, he found a partner. 

I admire the management style of Phil Knight. I believe that being hands-off, and just telling people what to do, is overall more effective than trying to micromanage everything. I see this practice effective in many parts of my life, especially when I am doing group work.  

I least admired how all he seemed to care about profits. His first mission was to create a high end, low cost shoe line. To me, that sounds like he just wants to make money off of cheap goods by selling them at a high price. Additionally, with all of the issues at sweatshops, Phil Knight came off as a tad greedy.

He encountered very small sales in the beginning, only making 8,000 after selling out of his trunk at track meets for a whole year. Additionally, it took over a year to get the first round of shoe samples when the company first started. Despite these initial issues, Phil Knight was very confident and persistent in trying to make the business work. He still sent out the samples and had his partner coach more people to get more units sold. 

2) What competencies did you notice that the entrepreneur exhibited? 

Phil Knight appears to be competent in a number of fields. He is an intelligent man, that was able to create a business from a small idea. He is always a team player, shown through his management style and wanting people to excel as well. He was very hardworking, and strived to surround himself with likeminded people. 

3) I was genuinely confused why the Japanese CEO decided to meet with him. Typically, things like that don’t happen. It was crazy how that moment was the beginning of his great business. 

4) What was your craziest investment?

If you could go back in time, what would you change about your business? 

I would ask these questions because it is always interesting what people have to say when reflecting on the initial stages of their businesses. 

5) I think Phil Knight’s opinion of hard work was never giving up, and I share that opinion. He never stopped trying and worked hard to get his business going. Those traits are critical in bringing any career to a successful point.

14A Halfway Reflection

14A

1. This course has taught me a lot about myself. I constantly see myself thinking about new things that bother me, and other business ideas that could arise. The exercises made me think about the different things that I could make, the logistical problems about them, and how I could solve it with other business decisions. This course has helped me think more strategically about life itself, and that you can turn even the most insignificant things into a business. We’ve covered a lot of things about how to be an entrepreneur, and that everyone could be one if they are passionate about something. Before this course I never thought I wanted to start a business, but after combining my love for dogs and the need to bring my puppy everywhere, I have thought about different business ideas advocating for the inclusivity of pets. I have kept a pattern of when I do my work to make sure I don’t forget any assignments. 

2. This fall, I started classes in the MSF program. I’m not great at math or accounting, and all of the masters classes are heavily quantitative and focus on advanced accounting principles. Just last week, I had three exams - two I took on Monday, and one Tuesday morning. It was difficult to find the time and motivation to get through all of them, and I wanted to give up. However, I realized that I can’t do that if I want to have a successful career. I feel like I have developed a more tenacious attitude than ever before. My course-load this semester has greatly contributed to this. 

3. My three tips would be: 1. find a passion, and make a goal live your passion. 2. Find a supportive group of people that can push you along the way. 3. Surround yourself with other tenacious people, so they can rub off on you. 

Mount Everest!

12A Figuring out Buyer Behavior No. 1

Need Awareness and Information Search Interviews
Interview One: I began my interview process by speaking to a fellow family member, who has a dog. My sister loves her dog very much, and rescued her about a year ago. She always wants to bring her dog everywhere, but struggles with finding a place in Gainesville that will let her bring her pet inside. She is currently applying for medical school, and needs a quiet place to study. However, she does not want to leave her dog alone for long periods of time. My sister would definitely benefit from this business because she definitely fits the profile of someone that would be a frequent customer of the dog cafe, and who would probably bring others with her to spread awareness. This is an example of someone who would need a dog cafe to solve their mix of daily inconveniences.

Interview Two: I interviewed a friend of my sister, who is interested in purchasing a dog. She has lived with a roommate with a dog, and now that she is moving away for full time, she wants a companion to live with her in her one bedroom apartment in Boca. She believes that now would be the perfect time to get a dog, so she can train her while she is a puppy. However, she has never owned a dog and does not know how to take care of them. When discussion what she would do with the dog, she mentioned that she would want to spend all day with her/him. The business idea would help her truly decide if she wants a dog or not, as this environment provides exposure to those with or without dogs. This is an example of another need for this business.

Interview Three: I interviewed a friend that also has a dog, fitting the profile of a typical customer. She was discussing, like my sister, the inconvenience of not being able to bring her dog anywhere indoors to study. Another issue that she mentioned is that her dog never gets exposure to other dogs, because there are not any dog parks. This cafe would fix that problem, as dogs would be allowed to be off leash and be able to interact with one another. The indoor environment also assures that they would not be able to get away, which is also likely when in an outdoor dog park.

For this group of people, it is obvious that people need a place to bring their dogs so they can blow off some steam, or to just embrace their love for dogs in general.

11A Idea Napkin No. 1

1) You. 

My name is Melissa Eliseo, and I am currently a combined degree student here at UF. I find myself most talented in helping others and in strategy. I have been starting to utilize this talent as a teaching assistant for the course Effective Career Management. I have experience in a few different areas - my first internship was in high school, at a company called Oxbow Carbon. Simultaneously, I started volunteering at my local hospital ER. From these experiences, I realized that I liked helping people in the hospital, but did not like the hospital itself. I worked at Kate Spade as well, where I learned more about the importance of servicing your clients. These experiences made me think more about people, and the importance of thinking of others in a professional setting. This related to my idea because I want to help people by adding convenience and joy to their lives - by creating a cafe where you can bring a canine companion. I think that this business would play a huge role in my life - I would personally spend a lot of time there and would enjoy getting to know my clients.

2) What are you offering to customers? I would be offering a space where people could get coffee, and allow their dogs to spend time with them in an indoor, welcoming setting.

3) Who are you offering it to? I am offering it to the general public - anyone that does have a dog, or even if they do not. Coffee, beverages, and other goods are available to the general public in a setting where one can either interact with dogs, or not.

4) Why do they care? People will care about this idea because they will definitely want to spend more time with their animals once they hear about this, and will want to bring them here. 

5) What are your core competencies? I am very motivated, and determined to succeed. I will work nonstop until this idea becomes a reality. 

After self reflecting, I do believe that this business could work, and that it will be successful. In addition, I also think that I would be able to successfully manage and start this business. There may be difficulties in the beginning, but that is the case with every business. I will only be able to see certain logistical issues when the business actually gets rolling.

10A Elevator Pitch

https://www.youtube.com/watch?v=MXVyAny4aJU&feature=youtu.be

9A - Testing the Hypothesis, Part 2

After speaking with 5 more people, I found that not everyone wants to bring their dog to a dog cafe. I spoke to three people who did not have dogs, and two people who have very large, aggressive dogs.

Who: There were two individuals who, while they do share the same need and have a dog, do not actually have the ability to bring their dogs to a cafe like this, because they are large, aggressive, and do not get along with other dogs. They may fall out the boundary because of their dog's behavior.
What: Three of the people I interviewed do not have dogs, so they fall out of the boundary for the dog side of the cafe (even though they could still be potential customers for the cafe/beverage revenue). The other two people I interviewed would not apply because aggressive dogs are not welcome, as they disrupt other customers and create a tense air in the dog friendly space.
Why: All of the people I interviewed fall outside of the boundary for personal reasons. Those who do not own dogs have a fear of dogs, then those with aggressive dogs would be offended that other people would not welcome their dogs into the space.

8A - Solving the Problem

The main problem that I would see with this opportunity is the environment that the dogs would be in, which is very dependent on the dogs that are actually in the store at any given time. This would be very difficult to fix with a one-time thing, because there is no possibility that you will ever see the same group of dogs twice. It will also be hard to have only small dogs, or only large dogs. In order to please as many customers as possible, I think it would be smart to hire someone to watch over the dogs and dog side of the cafe, and handle things such as retail purchases or purchases of special pet items (which will be sold as retail). Also, a good solution would be to try to designate an area for small dogs, and one for large dogs. Yes, they can mingle, but respecting those locations would probably be smart for pet owners who are wary of bringing their pet to a new, unknown situation.

7A - Testing the Hypothesis

1. I see an opportunity in the pet and the cafe industry. People need a place to study and spend time with their dogs indoors, so it would be a great opportunity to have a cafe that also has a dog section, so they can play freely while owners do work/socialize.
2. People do not currently have a safe, indoor environment that facilitates dogs and their owners at the same time. A dog cafe would benefit pet owners and their pets because dogs can play inside while people can socialize, get coffee, and study/do work.
Who: Dog owners
What: People do not currently have a safe, indoor environment that facilitates dogs and their owners at the same time.
Why: A dog cafe would benefit pet owners and their pets because dogs can play inside while people can socialize, get coffee, and study/do work.
3. Who: Could also include people that do not have dogs, and it can be expanded into different pet areas as the business progresses.
What: Would all pets be allowed? Maybe - it depends what the demand is, and if people can bring other pets out in public.
Why: Some people might not want to bring their dog around with them. But that is okay - you can still be a customer of this shop.
4. I interviewed 5 people - three dog owners, and two cat owners.
a. The first person was a male in his early twenties with a dog. He thoroughly enjoyed the idea, because of the flexibility of playing with other dogs. He was concerned about very aggressive, large dogs, because he has a small dog. Also, his dog does not like cats or other animals. This would be a concern and something to consider before starting the dog cafe.
b. The second person was a female in her early twenties with a dog. She also enjoyed the idea, but was more afraid of what happens when pets do not get along - and if there is a way that it would be monitored by the cafe. It definitely would be something to consider when starting logistics.
c. The third person was a female in her late twenties with a dog. She liked the idea because she works from home, but was concerned about how loud it would get if someone were to try to study. It would be important to consider how to handle waves of commotion and business in the location. She was also concerned about cleanliness and how the dog area would smell - this would have to be mitigated prior to opening.
d. The fourth person was a male in his twenties with a cat. He wanted to know if it would only be for dogs - he walks his cat on a leash and brings it everywhere. He feels like his cat would be threatened in the dog-dominated environment. I would probably keep it limited to just dogs.
e. The last person was a female with multiple cats, and who does not like dogs. She thought the idea was cool, but has no interest in the business. She wanted to know how she could still enjoy the cafe side.

I found that though most people think it is a good idea, there are a lot of smaller logistical things to consider. I would have to think very hard about all of the possible problems that would be faced, because the market is dependent on customers This was constructive in helping consider a business model.

6A - Identifying Opportunities in Economic and Regulatory Trends

Opportunity 1: Opportunities for growth despite uncertainties of economic downturn
a. I found this https://www.thebalance.com/us-economic-outlook-3305669
b. I believe that, despite all of the negative news, there is a positive outlook for the macroeconomy going forward. We currently have increasing GDP, which is in a normal rate. Also, we have low unemployment, which represents a healthy point in the economic cycle.
c. The prototypical customer would be a normal, middle-class American citizen.
d. The opportunity may be of moderate difficulty to exploit. Most individuals will follow the trend of the negative news, but there also might be some optimistic individuals that may see the opportunity of further economic growth in the future.
e. There are several different points of view on the future of the economy. Without being able to see into the future, all speculation is backed by estimates and assumptions. I believe there is opportunity because of the assumptions I have chosen to believe, leading me to the thought that there is still room in the economy for growth before an inevitable downturn. From certain statistics, we can see that GDP growth remains positive, and still growing. There are other factors to support this theory as well.

Opportunity 2: The Federal Reserve will continue to rise interest rates until the natural rate is reached.
a. https://blogs.wsj.com/dailyshot/2018/09/07/the-daily-shot-banks-reserve-balances-with-the-fed-lowest-since-may-2013/?guid=BL-278B-1233&mod=searchresults&page=1&pos=3&dsk=y I have come to this idea of an opportunity based off of reading the Daily Shot consistently, as well as from material learned in my Fixed Income course here at the University of Florida.
b. I believe that, with the rising interest rates, the fed will continue to rise them until the natural rate has been reached. This natural rate, which has decreased significantly since the recession about a decade ago, will provide extended economic growth (not contraction) than what is normally expected of an economic life cycle.
c. The prototypical customer would be individuals purchasing homes, taking out loans, or bond investors.
d. The opportunity may be easy to exploit in the long run, but getting there (short run) is unfavored by a number of people. When individuals see rising interest rates, fear rises - causing an inadvertent increase in inflation, which leads into a snowball effect of market and inflation fear. This can be avoided by understanding, rationality, and a slow transition into the natural rate.
e. I saw the opportunity from a Professor, and his explanation of the relationship between the Solo Growth Model and the historic interest rates.

Opportunity 3: Increasing Opportunity for American Made goods in the US
a. https://www.wsj.com/articles/steel-workers-demand-higher-pay-raises-as-tariffs-lift-profits-1536668815?mod=searchresults&page=1&pos=3
b. With rising tariffs internationally, this is supposed to provide an opportunity to American producers to increase their national sales and production.
c. The prototypical customer would be an American citizen.
d. This opportunity, while it sounds great in theory, may prove to be difficult to exploit in actuality. Many American companies must import things like steel, oil, and raw materials to facilitate their productions, and these tariffs may make it difficult for them in the beginning. However, in the long run this could prove to be a good opportunity for smaller farmers and producers in the U.S.
e. I saw the opportunity in the news - while everyone is so against them, I am trying to be positive about the situation and see the benefits.

Opportunity 4: Spanish Speakers being able to vote
a. https://www.npr.org/2018/09/07/645753328/judge-orders-florida-officials-to-provide-sample-ballots-in-spanish
b. With the introduction of Spanish ballots in the state of Florida, more individuals are now able to vote in upcoming elections.
c. The prototypical customer would be a Spanish speaking U.S. citizen that is able to vote in the state of Florida.
d. This will provide further voting rights for American citizens. Spanish speakers will now be able to accurately discuss politics and will be able to have the opportunity to vote.
e. I saw this opportunity in the news - It is a great opportunity. I relate to this because my parents speak spanish and portuguese, and before they learned english, were not able to vote because of the language barrier.

5A - Identifying Local Opportunities

Opportunity 1: An effort to eliminate Red Tide

1. 17 Tons of Dead Fish Cleared from Beaches due to Red Tide

2. https://www.palmbeachpost.com/news/local/tons-dead-fish-cleared-from-beaches-due-red-tide/rzwDbdJ7Q3zeuMCsPmMbDM/

3. The article is discussing the major red tide bloom on the southwestern coast of Florida, and how it is killing millions and millions of fish. The counties have hired commercial boats to clean the dead fish, but are bringing in much more help because of the volume of dead fish. 

4. There are too many dead fish, and not enough people to clean them up. Also, there is the issue of Red Tide.

5. The state of Florida is facing the issue of red tide across the southwestern coast, and the individual counties are dealing with the issues of having too many dead fish and not enough people to clean them up, and the effects it is having on their tourism revenue/business.

Opportunity 2: Body Cam Videos increase Employment Demand

1. Surge in Police Body Cameras brings Need for more Employees

2. https://www.mypalmbeachpost.com/news/local/surge-police-body-cam-video-brings-need-for-more-employees/yROfbDWSGnCtZqN5I2G23M/

3. The article discusses how, with all police officers in Palm Beach Gardens wearing body cameras for protection, the police departments have run into an issue of needing more employees to look through footage. This has happened because more individuals request footage from police body cams as more cases and incidents come through. Police departments in south Florida hope to charge enough for the service that it covers costs. This video footage is popular with defense attorneys, and the article discusses the different ways in which each county attains this footage.

4. There is not enough working people to cover the amount of demand of work to be done.

5. The different police departments of south Florida counties

Opportunity 3: Reducing the Crowding of Palm Beach County Schools

1. Where the Crowds are: See which PBC Schools are Packed Beyond Limits, Which Sit Closer to Half Full

2. https://www.mypalmbeachpost.com/news/local-education/where-the-crowds-are-see-which-pbc-schools-are-packed-beyond-limits-which-sit-closer-half-full/8rqrGfsPQW3LLzdkuDyg6J/

3. This article discusses the uneven distribution of students across all Palm Beach County Schools, and about a proposal to solve this issue by building 3 new schools in the upcoming years. It covers that there is space for 22,000 more students across all schools in Palm Beach County, but there are some schools (those in lower-income or poorer neighborhoods) that are way too full. They show graphics of some schools that are too full, and some that need more students. Overall, this article discusses the pros and cons of if Palm Beach County were to add more schools to the system.

4. There is an uneven distribution of students across the Palm Beach County school district.

5. The Palm Beach County School district and the students in overcrowded schools.

Opportunity 4: Issues of Hurricane Florence

1. Delta caps Fares for Flights from cities in path of Hurricane Florence

2. https://www.palmbeachpost.com/news/national/delta-caps-fares-for-flights-from-cities-path-hurricane-florence/O8yHb2Ywxf3G8SvAdWiMKN/

3. This article is a brief update regarding the changes in price fares for the cities that will be affected by Hurricane Florence, and the different solutions that Delta has come up with to maintain customer service. They mention capping flights at around $299 to $599 in order for people to get out of the town if they have to, and are allowing people with pre-booked flights to change their routes free of charge. 

4. Hurricane Florence is negatively affecting the business of airlines like Delta, and they are trying to come up with solutions around it.

5. Airliners are facing this problem, and Delta is mentioned specifically in this article.

Opportunity 5: Increasing Spanish Ballots in Florida

1. Sample ballots in Spanish now required in 32 more Florida Counties

2. https://www.tcpalm.com/story/news/politics/elections/2018/09/07/sample-ballots-spanish-now-required-more-florida-counties/1224656002/

3. A judge instated a law in Florida that requires Counties to have a Spanish ballot, to cater to the large concentration of Spanish speakers in the Floridian community. This decision was made following a civil lawsuit filed by a Latino civil rights activist group. They said that it is unfair that Spanish speakers must vote off of an English ballot - considering it to be "ineffective". However, there are concerns that this may not be fully in place by the time election season is over. Many counties are included in this, one of them being Alachua county.

4. Having only English ballots inhibits a great amount of the Florida population from voting. After fixing this issue, they now have the issue of distributing Spanish ballots out before election season is over.

5. The United States District Court, Latino and Spanish speaking voters, and the Florida voting system. 

4A- An Opportunity Belief

1. I believe that an opportunity exists in the beverage and cafe industry that is directed toward the pet owner (specifically dog owner) community.

2. I believe that there is an unmet need in large cities, college towns, and dog owner communities that people want to get coffee, and enjoy it indoors with their pets. This is relevant for students that wish to study with their pets, but do not want to be home all the time with them, or outdoors in the Florida (or summer) heat. This need has probably always existed, but is becoming more relevant as society heads towards a better accepting community (as a generalized statement). As of right now, people either stay home with their pets, or bring them to the outdoor area of coffeeshops where they are unable to go indoors. Also, the pets suffer as they are exposed to the elements - heat or cold - and are unable to freely enjoy themselves and mingle with other dogs indoors under the supervision of their owners. Some owners may be satisfied, but this opportunity/idea would make dog owners ecstatic.

3. The prototypical customer would be a dog owner that enjoys spending time with their dog, and is interested in introducing their dog to others. Also, a dog owner/family that would be interested in joining a dog-loving community. Or, other customers that do not have dogs that enjoy unique cafes.

3A. Taylor Clasen is a student who owns a dog. She enjoys bringing her dog everywhere, and is always with her pet.

4A. Taylor Clasen - She believes that more people are adopting dogs, and that there will be a good community of people that would see this dog-friendly coffee shop as a need and a great experience for dog owners. She personally experiences this need when she is with her parent's dog, and when she gets a puppy herself. Also, she will experience this need when she is with her pup and needs a latte. She has always had this need, but no solution. She is currently addressing this need by leaving her dogs at home, or sitting outside in the hot Florida whether with her dog, who is miserable on a short leash.

3B. Sara Eliseo is a student who also owns a dog. She enjoys bringing her dog everywhere, and is always with her pet.

4B. Sara Eliseo - She believes that, localized to Gainesville, many older students and young adults have been adopting dogs, and they need a place to prepare themselves for their careers or study while spending time with their dogs outside of their homes. She personally experiences this need because she wants to take her dog somewhere to do her med school applications, but is not able to because of the brutal heat. Sara is currently addressing this need by either leaving her dog to be alone, and going to the library, or by subjecting herself to staying home all day. She also subjects herself to enduring the inconsistent Gainesville weather. She is not satisfied with this solution.

3C. Grant Husted is a student who just got a young puppy. He enjoys bringing her everywhere and spending as much time as he can with her.

4C. Grant Husted - From being a new dog owner, he wants to spend as much time with his puppy as possible. However, with the new school year starting up, he is unable to bring her to study, leaving her by herself for hours at a time. He feels that many other students and adults may have this issue as well, and that my opportunity would be a great solution to the problem. Grant went to a dog cafe in NYC and saw that it is a great environment for both the pet owner, and the pet. He was able to do homework while his new puppy mingled with other kind dogs. In Gainesville, he is not able to do this though and sees the need even more now. He addresses the need by leaving his dog at home, and is not satisfied with it.

5. I learned that this idea is accepted well by pet owners. It was surprising how excited Taylor was to hear that this is even possible, Grant was excited as well, and Sara said that she would be an investor in this opportunity. Dog lovers are interested in providing a great environment for their pets and themselves simultaneously.

7. A huge amount of opportunity still exists after these interviews. I do believe that this opportunity is more accurate. I think that entrepreneurs should ask for feedback from individuals to gain more ideas and add to the business idea. 

2A - Bug List

Below, you will find my 20 Bugs. After much thought, I see myself thinking about the different things that bother me, and the different solutions that I would see them. Hope you like it!

1. A place to hang out with a dog indoors while the owner can do homework or study. 

I always find myself needing a place to study, that is not my apartment, with my dog, and the only place I can do that is the outside of a Starbucks or coffee shop. This bug exists because a location like this does not exist.

2. At the Walmart on Butler road, there will be a super long line at the self check out (where there are about 8 of them), and an even longer line at the 2 registers (out of about 16) that are available. 

This issue bugs me because Walmart should either make more self checkout stations, or spend the extra capital and have a few more employees to reduce the check out wait time. 

3. I do not like the fact that I have to wear sneakers in the weight room at Southwest Recreation Center. Despite the safety hazard, I believe that it should be the responsibility of the individual for their own safety.

This bugs me because of the lack of personal liability the gym gives to its customers. If I want to not wear sneakers in the weight room, I should be allowed to do so. 

4. When I walk my dog in Gainesville, I always find other dog poop in the grass. 

This bugs me because owners should pick up their dog poop, and that Gainesville should have a regulation that either a. fines dog owners for not picking up after their pets or b. have a dog poop cleaning service for the grass owned by the city of Gainesville. 

5. The inefficient traffic lights around the city of Gainesville. It appears that if you stop at one red light, you stop at all of them.

This bugs me because the stoplight system should allow for more efficient traffic flow, so it does not take an individual 30+ minutes to go around town during rush hour. Industrial engineers would be able to increase efficiency and mitigate this issue. 

6. It is incredibly difficult to find a healthy, inexpensive salad in Gainesville.

This bugs me because every restaurant is focused on providing inexpensive food, but unhealthy food that does not appeal to people that are health conscious. This is also a case everywhere else, but has yet to be solved.

7. There is too much liberal media.

This happens because everyone is "entitled" to have a parade/event for every thing under the sun. Where are the conservative parades? Or the white male parades? 

8. It bothers me that career opportunities are more focused on your race than your intelligence and interest.

This is because companies are required to fulfill certain "quota" for diversity. This is fine and all, but I see that many interested, non-diversity students that are just as competitive are not able to get a job because of the color of their skin or financial background. 

9. The Gainesville HomeGoods/TJMaxx is under supplied and has little good merchandise. 

This could be mitigated by providing better products to the store. This issue may happen because of the Gainesville demographic area - even though students from the University go to the store often.

10. The amount of commercials on Xfinity on-demand shows.

This probably occurs because Xfinity is able to put in more ads because of the demand for the shows being watched. Though it may decrease short term revenues, decreasing the amount of ads in their on-demand shows may increase customer satisfaction and long term revenues.

11. There are too many bugs in my car AC, and I cannot find a pet friendly/human friendly product to get rid of them.

This happens because there is no product available that is safe, instead of raid bug bombs (which are full of pesticides). There should be a natural, safe product available. 

12. I lose earrings way to often, and it bugs me when I lose very expensive earrings.

This is because the clasps on earrings are not durable enough for my active lifestyle. There should be better clasps for earrings.

13. It is hard to find something that my dog can chew on for a long period of time that will not hurt her stomach.

This is because there is a lack of products that fulfill this need, or because they are not in Gainesville. 

14. Expensive clothing stores that have poor quality merchandise.

There should be a durability standard that clothes over a certain price point are required to pass. This happens because clothing producers try to squeeze margins further, risking quality for bottom line profit.

15. Appliances often break shortly after their warranty ends.

This is because producers make the product to have a certain lifespan, and do not wish to be liable for the product. There should be longer, free warranties on expensive products like appliances. 

16. I hate that plastic water bottles become moldy after a short period of usage. 

This is because the bottles do not have a long durable life (which they should). There should be some sort of sealant/protective layer to reduce the amount of mold that forms.

17. I do not appreciate that it is so difficult to sell used clothing. 

This is because thrift stores and places like Good-Will drive prices of used goods down so low that it is difficult to gain some return on used clothing when selling individually.

18. I hate how bugs still get through some screens (pool screens, etc).

This is because only high-quality (and higher priced) screens do this. Also, bugs always get in - regardless of the size of holes.

19. I hate that there are always dead bugs on the top of my pool, and that it takes a lot of work to clean them out.

This is because there is no automatic, robotic pool skimmer to remove topical debris in the pool.

20. The focus on removing straws from restaurants, even though bars (like J.J's Tavern) still sell drinks in plastic, disposable cups.

This is because they haven't found an efficient way to purchase reusable plastic/glass/durable cups that will actually start the revolution of green partying.

Reflection: I really enjoyed this assignment. As I started thinking about things that bothered me, I started thinking of more entrepreneurial ideas that could turn into multi-million dollar businesses one day. I hope to look back on this assignment and utilize it for a business idea in the future.

My Entrepreneurship Story

Are you a dog person? Well, I can say that I am - and it led to my first entrepreneurial idea. This past summer, I ran into the issue of wanting to spend time with my brand-new puppy, Millie, while doing my homework. I did not want to bring her to the outside patio of a Starbucks, where she would be just as miserable and sweaty as I would in the middle of the summer. This led me to a new idea idea: how great would it be if there was a cafe that allowed dogs inside? After doing some research, I saw that the only one was in New York City - where I was interning for the summer. That weekend, Millie and I went to the dog cafe, and went in to talk to the owners. Their dedication and love for dogs inspired me to open one in a different location later on in my career. The owners mentioned the several legalities behind starting the dog cafe, and how it took over 2 years to get the dog cafe approved by the FDA and the city of New York! It helped me logistically consider starting something so complex later on. Meeting the two owners of Boris and Horton (the dog cafe) was a great experience, as they showed me how much dedication to an idea had paid off for them. Within a year of opening, they already have had one expansion, and are planning to further expand the space to meet demand.

I joined this class because I realized there is so much I have to learn about the business world. I plan on starting my own business one day (whether it be a dog cafe, consulting firm, or hedge fund), and hope to gain a bit of knowledge before my college experience is over.  

The first picture shows the coffee shop side of the building, the second shows the logo (named after the owner's two dogs), and the third is of my puppy, Millie, eating one of their dog donuts on the dog side!

Test

Hello! This is a test for ENT3003.