What's Your Secret Sauce

1) Five ways in which I think I have human capital that is truly unique are in the following ways:

• Ability to listen. I am very receptive and welcoming towards different opinions and perspectives. I am able to keenly listen to anyone who is speaking, which makes individuals feel valued and empowered.
• Ability to analyze. I am very strong in my analytical skills and in my ability to critically analyze situations. This allows me to identify solutions and effectively solve problems.
• Ability to communicate. I am very vocal and express my ideas in a productive manner. In doing so, I am also able to relay information amongst others in an efficient manner.
• Ability to maintain positivity. I am always approaching life with a "glass half-full" mentality, and attempt to see the benefits in any situation. This allows me to uplift the morale in all settings.
• Ability to delegate responsibilities. I am very effective in distributing tasks among a group of individuals. This allows for goals to be completed in a timely manner, while actively engaging every member of a team.

2) https://soundcloud.com/user-771777434/sets/ent3003-interviews

• The first individual I interviewed was my best friend. He expressed that my ability to empathize with others is what makes me different. This quality allows me to better relate with the individuals that I interact with.
• The second individual I interviewed was my college roommate. He expressed that my academic pursuits have allowed me to develop a unique perspective regarding individuals. My philosophy studies have equipped me the knowledge to understand that people think and express themselves in their own way. 
• The third individual I interviewed was my soccer teammate from high school. He expressed that my ability to understand cultural differences is what makes me different. My cultural appreciation allows me to properly interact with individuals from different backgrounds.
• The fourth individual I interviewed was one of my close colleagues. She expressed that my team-oriented and selfless mentality is what makes me different. This quality allows me to brighten the mood in any setting.
• The fifth individual I interviewed was my college mentor. She expressed that my ability to be receptive to others is what makes me different. I keenly listen to what people have to say, making them feel valued and understood.

3) Based on my five interviews, the way I perceive myself and the way others perceive me is pretty similar. Of these similarities, the most notable attributes are my ability to listen and my ability to maintain positivity. I feel as if my assessment of myself was more professionally oriented (i.e. ability to analyze, communicate, delegate responsibilities), while my interviewees' assessment of me was more personally oriented (i.e. ability to empathize with others, ability to understand cultural differences). However, I believe that both assessments are accurate---just focusing on different aspects of my character. Thus, I would ultimately not make any corrections to my initial list from part 1.

Figuring Out Buyer Behavior No. 2

1) The segment I am focusing on consists of individuals who regularly perform their occupation on elevated surfaces outside. Thus, I chose to interview two general construction workers who specialize in scaffolding and one roofer for this assignment. I have chosen this segment because these are the individuals who are most susceptible to lightning strikes and dangerous weather conditions. (Reminder: the product I am focusing on is weather-protective headgear for manual laborers).

2) The two general construction workers I interviewed explained that their alternative evaluation process is rather simple. Since they are accustomed to the standard hard hat that they are provided, this is usually the alternative they opt for. However, if possible, both did explain that they seek lighter options or hard hats that don't feel as suffocating. For example, one of the scaffolders explained that he prefers white hard hats over yellow hard hats because he feels that it attracts less heat. Other than that distinction, the style and quality of these hard hats were explained to be relatively consistent, with a price range of usually under $15. Since these workers are used to this form of equipment, they explained that they do not explicitly seek out weather-protective headgear, but would definitely welcome the idea. As for the roofer I interviewed, he explained that he had not considered protective equipment until recently. He has been working in the roofing industry for the last 7 years and explained that he has recently noticed the frequency in which roofers get struck by lightning. Interestingly enough, he explained that he initially sought after protective headgear that resemble the hard hats of general construction workers. However, he soon realized that those helmets would not provide much protection against hazardous weather conditions. The reason for why he considered a hard hat was because it is lightweight and rather inexpensive. More than the money, he emphasized the importance of comfortability intertwined with durability---similar to the scaffolders, he did not want any gear that would feel too stifling.

3) As for where these interviewees went in order to make these purchases, the scaffolders explained that their construction company provided their hard hats for them. Thus, they did not need to seek an external vendor for the protective equipment. As for the roofer, he explained that he went online when searching for different protective headgear. However, he expressed that there weren't any vendors that sold weather-protective equipment designed for roofers specifically. As a result, he did not end up making any purchases (or, at least not yet). When asked where he would like to make such a purchase, the roofer explained that he would prefer to try on any specific headgear before finalizing a transaction. This would be to ensure that the equipment is comfortable and practical for the demands of his occupation. Therefore, he expressed interest in buying equipment from a store. As for the method of transaction, he explained that he would probably use credit because that is how he makes most of his purchases (whether it be big or small).

4) The two general construction workers and the roofer I interviewed did not have to purchase a new product in order to fulfill their need. As previously mentioned, the scaffolders received their hard hat from their company, and the roofer did not end up purchasing protective headgear yet. However, in order to assess the 'rightness' of a purchase, all three workers expressed the idea of expectations. If an order was able to fulfill expectations, the workers explained that a purchase becomes deemed as a good idea. If an order was able to exceed expectations, then a purchase becomes deemed as a great idea. However, if a purchase does not fulfill or meet the previously held expectations, the three interviewees expressed that a purchase becomes deemed as "disappointing" or even "worthless."

5) Based on my interviews, I was able to conclude that my interviewees do not engage in a specific alternative evaluation. This is simply due to the fact that the scaffolders I interviewed do not necessarily engage in seeking a different alternative aside from the hard hat they are provided by their company. As for the roofer, I realized that he did engage in an alternative evaluation---however, the alternative he sought after was a product similar to that of a hard hat because that was the only available option on the current market. All three workers, however, expressed that they would welcome the idea of a product that provides protection from perilous environmental conditions, like lightning strikes. The roofer was especially adamant of a more weather-protective headgear because of how his occupation makes him particularly susceptible to potential lightning strikes.

6) Based on my interviews, I believe I have to engage with more potential customers in order to make a conclusive decision in terms of how my segment perceives alternative evaluation. This is because of the sheer fact that only one of my three interviewees (the roofer) expressed experience in engaging in the alternative evaluation process. However, one of the most significant realization I was able to make is that the potential product I offer (weather-protective headgear) will need to sufficiently address my customers' expectations. This is one of the primary determinants in regards to how a customer engages in post-purchase evaluation.

Halfway Reflection

1) With ENT3003 being offered as an online course, I think the most important thing is having discipline in order to keep up with the requirements of the course. In any online course setting, there are no set lecture dates or daily assignments due, making it easy to fall behind. This can ultimately lead to procrastination or cramming of information. Thus, I believe it is imperative to create a schedule that one can strictly adhere to when taking this class. I have implemented this technique and it has allowed for better time management and completion of tasks. Rather than rushing to finish all my assignments the night before, I am able to progressively work on them throughout the week. This has also allowed for better retention of the information being learned.

2) There have a been a couple instances throughout the semester thus far when I felt as if it was going to be very difficult to arrange the different interviews for some of the assignments---especially with the current health climate with COVID-19. When having those doubts, I felt rather discouraged and believed that I would not be able to sufficiently complete the assignments required for this course. However, I was able to combat these doubts by starting early. I would approach each assignment early in the week so I had ample amounts of time to plan and arrange my different sources and interviewees. Through these endeavors, I feel as if I have definitely developed a more tenacious attitude during the past two months. These experiences have further re-emphasized the importance of effective time management. Now, I am confident that I can tackle any task as long as I plan accordingly.

3) Three tips that I would offer next semester's student about fostering the skills that support tenacity and developing the tenacious mindset are the following:

• Acknowledge that there will be challenges. Understanding that there are obstacles is imperative in developing a tenacious attitude. This will ensure that you are not completely disheartened when faced with an unexpected challenge.
• Always plan early. Planning early provides you the flexibility to adapt to any unforeseen circumstances. It teaches you how to be proactive rather than reactive.
• Reflect and learn. It is essential to take the time to reflect on your past behavior or tendencies. By doing so, you will be able to identify areas of weaknesses and take advantage of them in order to grow.

Reading Reflection No. 1

1) The book that I chose to read was Shoe Dog, an autobiography by Phil Knight. Phil Knight is the founder of Nike and the book detailed his eventful journey as an entrepreneur. From selling shoes out of his trunk to establishing one of the most prominent athletic brands in the world, Knight explains the different lessons he learned along the journey---all of which contributed to the business man and person he is today. While reading this autobiography, the thing that surprised me the most was how ambitious Knight really was. Entrepreneurs are usually characterized as having extreme faith in their own ideas, but Knight really demonstrated unwavering faith like no other. For example, Knight explains how he ordered thousands of shoe shipments from a Japanese manufacturer despite lacking the necessary funds, and how he aggressively exhausted cash reserves and pursued banks so that they would lend him some money. Although this would be considered reckless or even illogical by most, Knight never had any doubts in his methods. Rather than worrying about the damaging consequences that could ensue, he was always focused on the opportunity at hand. On this note, the aspect of Knight that I admired the most was his unwavering mentality. When he initially proposed his business idea of creating an athletic shoe brand to his classmates in college, he was met with boredom and uninterested feedback. When he proposed his idea to his family, his dad was very reluctant to believe his vision. However, Knight was never once discouraged. He had "faith in faith" and relentlessly pursued his idea---even while working as a teacher to make ends meet. As for the aspect of Knight that I least admired the least, it was probably how unorganized his ambitions would seem at times. He was always running around trying to configure different aspects of his business, but sometimes it almost appeared as if he had too chaotic of an agenda. I believe that having an organized plan ultimately allows for greater efficiency, so this was an aspect of his character that seemed rather overwhelming. As mentioned above, despite the different obstacles Knight faced (i.e. financial stability), he never questioned his convictions and always remained committed to his vision.

2) From perseverance to ambition, Phil Knight exhibited many different competencies. The one competency that really stood out to me is his ability to assemble an effective team. When he first began to hire employees, Knight sought out individuals who were just as passionate in his vision as he was. Many of these individuals were former runners and athletes, just like Knight, and could truly relate to the problem that Knight was trying to address. By assembling a team filled with passionate individuals, he was able to surround himself with a strong support system that was genuinely vested in bringing this business into fruition.

3) One part of the reading that was confusing to me was when he talked about his leadership style. He explained that once he assembled a functioning team, he wouldn't really tell them how to do things. Rather, he would present a problem and allow people to figure things out on their own. In this sense, he provided his employees a lot of autonomy and free-range. I was a bit confused by this mentality at first because I always thought that an effective leader is responsible for teaching subordinates or providing explanations for how things ought to be done. However, I realized that Knight's hands-off approach allowed for more creativity and provided his employees with a sense of empowerment. Therefore, I learned that rather than telling everyone what to do, a true leader is concerned with putting his or her team in a position that best allows them to be successful.

4) If I were to ask Phil Knight two questions it would be the following: Why did you initially oppose the Nike logo? How much do you perceive the logo to currently affect your business? I would ask these questions because he explained in the reading that he was not content with the Nike logo when it was first submitted to the shoe factory. This is a really interesting proposition to me because the logo has become should a staple in society throughout the world---I personally could not imagine Nike without the swoosh logo.

5) I think Phil Knight had a very enjoyable outlook on hard work. For him, pursuing a deeply held passion was not hard work, but rather a reward. Since he was ultimately pursuing his passion for running, he never despised the long hours and stress that he endured. Rather, it was exhilarating and exciting because he had a genuine interest in what he was doing. This allowed him to also excel in the work he was performing. I, too, share this opinion because I am a strong believer that if you are doing what you are really passionate about, you will never work a day in your life---work will not feel like "work" in the traditional sense. Rather, your endeavors become challenges that you eagerly accept.

Figuring Out Buyer Behavior No. 1

The segment that I identified that exists in my venture market are individuals who perform manual labor outside and on elevated surfaces. The individuals that primarily compose this segment are those employed within the roofing industry. This manual labor segment is rather prominent within the workforce---the roofing industry, alone, generated $47.1 billion in revenue in 2020. I interviewed three individuals to better understand the needs of this segment. Of the individuals I interviewed, two are roofers and one is a general construction worker. I will further summarize the findings from these interviews below. These interviews provided me invaluable insight in terms of the awareness that my potential customers may have. Upon conducting the interviews, I realized that the three individuals reiterated similar sentiments when explaining when their need becomes the most salient. All three expressed that they realize a need for further protective equipment when whether seems unpredictable. This concern often arises before actually going to the work site---when the forecast is cloudy or murky. The individual involved in general construction also explained that this need may become apparent on the job (while working) when overcast weather unexpectedly emerges. When asked about the frequency of this concern, the two roofers explained that this concern is rather inevitable and utterly impossible to completely prepare for. This is due to the uncertain nature of weather. As one of the roofers put it, "Mother Nature simply has a mind of her own... you may think it's sunny one second but then it begins raining." When it comes to information search, the general construction worker had a different response than the two roofers. The general construction worker explained that he already has a hard helmet for his occupation. Thus, when he becomes aware of this need, he tends to opt for the helmet he already has because "it's better than nothing." He did acknowledge, however, that the helmet provides a rather false sense of security when it comes to protection against weather conditions, like lightning strikes. As for the two roofers, they expressed that they do not wear any protective headgear---even when the forecast appears cloudy. Their reasoning for this was two-fold: 1) there is no protective equipment for roofers out there and 2) they fear that any added equipment will hinder their comfortability when it comes to working. Thus, they have not taken any substantial measures to find a solution to this problem. However, after hearing more and more about lightning accidents from colleagues within the industry, both of them did express growing concern for added safety and protective gear.

After conducting the interviews, I learned more about the nature of the need for weather protective headgear---particularly when it exactly becomes relevant. All three interviewees explained that this need arises when the weather looks cloudy or potentially stormy. However, the problem with this is that weather can be often unpredictable. Therefore, the protective headgear needs to be constructed in a manner that allows workers to feel comfortable in always wearing it, regardless of what the current weather may look like. Further, it was reaffirmed that this headgear will have to be constructed in a manner that does not hinder or cause obstruction to the workers' task at hand (i.e. it cannot be too heavy or cause uncomfortable levels of heat). Overall, I would succinctly describe this segment as manual laborers who are easily exposed to hazardous weather conditions and are never wanting to sacrifice efficiency. Although they recognize the need to protect themselves from dangerous weather, they will only use protective equipment if it is deemed comfortable and practical for the demands of their job. Practicality was an essential component of the interviewees' information search.

Idea Napkin No. 1

1) I am a third year student majoring in Business Administration and Philosophy major, and minoring in Sociology. My strengths lie in analytical and critical thinking. I believe these skills will allow me to effectively evaluate data and execute data analysis, which will be helpful for forecasting different market trends. In doing so, I hope to be able to adapt the business model so that it can be both sustainable and relevant in the future. I have a lot of experience working in team settings and collaborating with others---this has allowed me to develop valuable interpersonal and communication skills. My main aspiration in life is to understand people better and provide assistance whenever I am able to do so. If I were to pursue my business concept, a considerable amount of monetary funds would be needed towards research and development. Thus, I would allocate a considerable amount of time and energy to bring this business into fruition.

2) The current product in mind is protective headgear equipment for roofers that would protect these workers from lightning strikes and other hazardous weather conditions. This helmet would be composed of durable metal material. Contrary to common thought, since metal is a strong conductor of electricity, metal provides lightning a low-resistance path. Materials with higher resistance cause electrical energy to be converted into heat---making it conducive for fires or explosions. Thus, although this metal helmet will not be able to completely prevent lightning from striking roofers, it will aid in protecting the workers and minimizing the potential damage that is caused.

3) I will be offering this product to individuals within the roofing industry. Thus, this is more of a rather niche product. This product primarily applies to roofers because of the elevated surface in which they usually perform their work. Since lightning tends to strike taller surfaces, roofers are often at risk when it comes to unforeseen weather hazards. The current market size, measured by revenue, of the roofing industry is $47.1 billion in 2020, and the market size has grown 2.7% per year on average in the US between 2015 and 2020. Therefore, there is definitely a strong market for this product. This product does not have to be exclusive to roofers, however. Any worker who finds him/herself outside and on elevated surface while working (i.e. general construction workers) will find this product particularly useful.

4) Customers will be interested in this product because it provides a very essential value: safety. There are currently no standard protective equipment for roofers on the market---especially when it comes to weather conditions. Roofers are often susceptible to lightning strikes and experience severe injuries such as cardiac arrest and even death. Therefore, providing these workers with protective headgear will be very helpful in preserving their safety and wellbeing. This will be the main appeal in purchasing or using this product.

5) In terms of what sets my product apart from everyone else, one of my core competencies lies in the fact that there are not many existing competitors. In fact, there are no standard protective roofing equipment on the market currently. Since this problem has not been properly addressed before, my product has the opportunity to penetrate a very profitable niche market with little to no competition. Further, while there are helmets that may protect manual laborers from standard head injuries (i.e. the type of helmets that construction workers often wear), the headgear I am proposing is different since it addresses the danger of lightning strikes.

Overall, I believe all five of these elements fit together. Since my product is targeting more of a niche audience, I was a bit reluctant at first. However, after doing some research, I learned that the roofing industry is very profitable and still growing. Thus, there is a clear market for this product. This was only reaffirmed when I realized that there are very little competing products when it comes to the problem that I wish to address. I believe that the main obstacle will be in actually configuring and developing the product.

Elevator Pitch No. 1

https://www.youtube.com/watch?v=xEtETKkgD2Y&feature=youtu.be

Testing the Hypothesis, Part 2

I conducted five interviews and determined the following information regarding the boundaries of my opportunity:

Who? After conducting my interviews, I learned that there are certain occupations that are very similar to roofers, yet fall outside the boundary. I interviewed three individuals employed within the general construction industry, one individual involved in masonry, and another individual whose occupation deals with installing solar panel systems. All of the five individuals are similar to roofers in that they deal with manual labor involving infrastructure of some sort. Of the five, the individual who seemed to best identify with the safety hazards of roofing was the solar panel installer. This is because his occupation often deals with installation projects on top of roofs or buildings. Thus, he is often exposed to heights that may put him in danger. As for the four other individuals, they all expressed that while lightning strikes may be a concern in any construction or building industry, this is not a pertinent concern in their field of work. The distinguishing factor between general construction and masonry workers and roofers was the level of elevation in which they perform their tasks. While general construction workers may work on projects that involve great heights, they are not consistently working outside or always on an elevated platform. The same goes for masonry workers---who often find themselves working on projects at ground level.

What? Based on my interviews, I also realized that the need I identified (the need to protect roofers from lightning strikes) differs from a more broader general need (the need to wear protective equipment) that many manual laborers have. In fact, general construction workers already have standard equipment gear that is worn at any construction site---this, however does not address the particular problem that roofers face. Further, the five interviewees all mentioned the need to wear protective equipment that does not hinder the efficiency of their work. This was also a need that was mentioned by the roofers, as they work long hours and often in scorching heat. Thus, within the roofing industry itself, there is a fine line between providing protective equipment and causing obstruction to one's ability to fulfill his or her responsibilities.

Why? The underlying cause of the outsiders' need is not significantly different from the people inside the boundary. Once again, the underlying cause for all parties (in wearing protective equipment) is to the preserve their safety and well-being. However, there lies a discrepancy between roofers and outsiders simply due to the job description. Roofers are required to consistently work on elevated surfaces and are more readily exposed to the dangers of lightning strikes. Thus, protective equipment that a roofer wears (i.e. a helmet made of metal materials) would be better catered to workers specifically within the roofing industry.



            Inside the boundary                                 |                           Outside the boundary
_________________________________________________________________________________
Who is in:
Roofers who consistently work on elevated                 Those who also work in the manual labor
surfaces outside, all of whom are exposed                   industry (i.e. general construction, masonry)
to lightning strikes and severe weather                         that are not always working on elevated
conditions.                                                                     platforms outside.

What the need is:
The need to protect workers from lightning                 The need to provide general protective
strikes and other perilous weather conditions.              equipment, while maintaining efficiency in
                                                                                      completing the occupational task.

Why the need exists:
Roofers are more susceptible to lightning                    The need exists to preserve general safety and
strikes than many other occupations because               well-being, such as protection from debris or
they work on taller surfaces (and lightning                  fall from platforms.
tends to strike taller objects, like roofs, as
they provide upward streamers to connect
with downward lightning streamers).

Solving the Problem

(1) The opportunity I have identified is a need for protective equipment for roofers that would protect these workers from potentially hazardous conditions. Roofers are often susceptible to lightning strikes and other lethal injuries because lightning tends to strike taller objects (i.e. roofs). This is due to the fact that taller objects provide upward streamers to connect with downward lightning streamers. 

(2) Therefore, I would address this need by devising a protective helmet product for roofers. This helmet would be composed of durable metal material. Although metal is a strong conductor for electricity, a strong conductor gives lightning a low-resistance path. On the other hand, poor conductors have more resistance to electricity, which allows electrical energy to be converted into heat---this increases the possibility for fires or explosions. For more information on this phenomenon, one may reference a "faraday cage." In essence, while a metal helmet would not completely prevent lightning from striking a roofer, it would minimize the damage caused.