My Exit Strategy

1) Going forward, I would hope to grow my business venture large enough so that I can stay with the business for several years and then retire. This would require sustainable growth and a stream of income that is sizable enough for my desired retirement plan. 

2) I have chosen this particular exit strategy because I personally am one to develop sentiment and attachment towards something I really care about. So, unless the offer is utterly irresistible, my main prerogative would not be to sell the business. I would continue my venture with the expectation that I can grow and enhance it under my guidance and supervision. However, with that said, I would not intend to protect the family venture as a family business and pass it down to my children. I would not do so because I am also a strong believer in the idea that everyone has their own passions and desires. Thus, I would never want to force my children to continue a passion that was mine. If my children happen to say that they want to continue my venture on the basis of their own will, that is a different story (but I do not intent nor expect my children to continue this business). 

3) I have always had a desire to establish a business with longevity in mind. This exit strategy has definitely influenced other decisions I have made in developing my business concept. For example, understanding that the roofing industry has grown 2.7% per year on average in the United States between 2015 and 2020, I strategically chose to enter an industry that has growth potential far into the future. With this in mind, I also purposefully stated that I would want to expand my product line to provide other equipment and materials to roofers as a growth strategy going forward.

Reading Reflection No. 3

1) The book I chose for the third reading reflection is Mindset: The New Psychology of Success by Carol Dweck. The general theme of the book was about defining and establishing a growth mindset so that you can channel any failures or setbacks into vessels for growth. In contrast to a growth mindset, a fixed mindset inhibits your brain from evolving---this mindset sees certain traits, such as intellect and skills, as being inherently fixed. In determining which mindset you adopt, perspective plays a vital role. The way in which you perceive your mind and brain ultimately dictates whether you seek new opportunities in life or are content with simply being stagnant. 

2) The book, in my opinion, connected with and enhanced what I am learning in ENT3003 because this course has emphasized the importance of adopting a growth mindset. Through different assignments, like the Bug List and Identifying Local Opportunities, we have been taught to constantly seek challenges or problems that can ultimately be turned into opportunities for success. Rather than being discouraged or resentful of the challenges in our life, we have approached these problems with the perspective that we can capitalize and solve them. Further, through multiple iterations of the same assignment, we have learned to seek points of weaknesses and ways to enhance our current understandings (as it pertains to our business concept). Thus, I feel as if the assignments we have completed throughout this course have embodied and exemplified the exact lessons that were conveyed in the book.

3) The book emphasizes the notion that a fixed mindset can be modified to become a growth mindset. It all depends on awareness and perspective. So, if I had to design an exercise for this class based on the book, it would be to have students make a list of experiences in which he or she exhibited a fixed mindset. Based on those experiences, I would then ask the students to explain what they would have done if they used a growth mindset instead. By asking students to reflect on their past decisions, and then to envision a different course of action, we would be conditioning students to identify what a growth mindset looks like and instances in which a growth mindset can be utilized going forward. Thus, this assignment would teach ways to be proactive, rather than reactive, in the future.

4) The biggest surprise or 'aha' moment that I had when reading the book was when Dweck mentioned that a growth mindset allows a journey to be worthwhile, regardless of whether you win or lose. In essence, even if you fail, a growth mindset will see that failure as being meaningful and worth it. Rather than this statement being a difference from a prior expectation, this was an 'aha' moment because I realized that this statement perfectly conveyed a sentiment that I had always felt towards failure. I have always perceived failure as an opportunity for growth, but I never realized that this understanding was attributed to something known as a "growth mindset." 

Celebrating Failure

1) Over the summer, some friends and I have engaged in creating an online startup company centered around health and recovery products. This business is separate from the one that I have been planning throughout the duration of this course (which is a business centered around providing protective headgear equipment for roofers). There are currently six total members within our team, and I have been delegated the financial tasks and responsibilities of the company. After filing an LLC to be recognized as an official business within the state of Florida, I was assigned the responsibility of applying for a corporate bank account. Since our business functions online as an eCommerce store, I had sought out an online banking institution. After collecting all of our relevant information, I diligently filled out the banking application online (with the assumption that it would be processed and accepted rather immediately). Much to my dismay, seconds after receiving an email verifying that I successfully submitted my application, I received another email stating that my application could not be further reviewed. I was utterly distraught and did not know the reason for the rejection. After doing some research, I learned that some common reasons for why an online bank would immediately deny your application include the following: lack of credit history, a complex business structure, or troublesome banking history. However, none of those applied to my situation. When I tried to receive further clarification, the banking institution would not specify the reasons for why my application got denied and referred me to the screening agency (ChexSystems) that was used during the review process. ChexSystems, however, had an automated phone system that would not allow me to communicate with a live person and the only way to send mail was via physical mail at the post office---they had no email for communication purposes. Needless to say, I was utterly frustrated and confused with the entire process. 

2) After my disappointing experience with the online bank's customer service, I found myself reading a bunch of reddit threads in an attempt to self-diagnose what the problem exactly was. Ultimately, I decided that a traditional brick-and-mortar banking institution would be a lot more helpful in opening a corporate bank account. A few days later, I went to a traditional bank and worked with an associate to fill out an application. I explained to her all my grievances and told her about the complications I faced when attempting to use an online bank. She was able to provide a lot more clarity and answered all the questions I had. When it was time to fill out the application at the brick-and-mortar bank, I was also more prepared and had all the necessary paperwork and information with me. This caught the banking associate by surprise because she said that most of her clients have little to almost no knowledge of how to properly fill out an application. Her remark made me realize that my initial failure in opening a bank account allowed me to be much more prepared and ready for the second go-round. The second attempt felt a lot more seamless and smooth. Thus, based on my first experience, I learned that failure can allow you to be more prepared for the next opportunity or chance you receive (so long as you allow yourself to learn from that failure). 

3) Failure can be super frustrating, complex, and unexpected. It can cause immense stress and disappointment, but it is not useless. If you can take your failure as a learning experience and find ways to adapt, failure can actually be a purposeful tactic in allowing you to be successful. When I am faced with failure, I become very determined to understand why I failed. I seek for reasons and clarity so that I do not repeat the same mistakes in the future. Taking ENT3003 has also reiterated my perspective on failure based on the different assignments we were assigned throughout the year. By completing multiple iterations of the same assignment, I was forced to re-evaluate my decisions and understand why certain things did not work out the way I had expected. Thus, via trial and error, this class has equipped me with the understanding that failure is an uncomfortable, but necessary, part of the process. Since the only way to fail sometimes is by taking chances and leaps of faith, I am definitely more likely to take a risk than I was a few months ago.

What's Next?

Existing Market

    I believe that the next step is is actually developing the proposed product, or research and development. Since I have constructed the market research and demand for protective headgear equipment, the next step would be actually construct the product and test for functionality. This would involve creating a prototype and running different tests and simulations to gauge the overall effectiveness of the product. My product will be composed to durable metal materials, so finding the right balance in product composition will be crucial to the efficacy of the helmet.

    After interviewing three customers and explaining to them my business, all three actually asked if I could demonstrate or showcase the product to them. They were interested in actually seeing the tangible product so that they could visualize my proposed business concept. However, I had to express that a product was not yet created and this led them to your suggestion of what the next step of my venture would be: creating a model product that can be conveyed to target consumers. All three interviewees alluded to practicality and wanted to ensure that the protective headgear would not be too stifling or heavy for manual laborers. One interviewee did also mention the suggestion to perform more market research to ensure that the business model can truly be sustaining and successful. Since their suggestions were similar to what I thought would be the next step, we were in agreement in terms of the direction of the venture and what actions ought to be taken. 

    Based on my expectations and the feedback that I received from customers, I believe the next step would be create some tangible representation of what my product is. Even if it is not the actual product itself, having a model or representation of some sort would be super helpful in conveying my business concept to target customers. While it is easy to hear the many benefits and advantages of a product, it is often more difficult to actually visualize what that product is. Thus, by creating a model or prototype, customers can better understand the vision and feel compelled to try the product in the future. In creating a prototype, product testing can also be done to ensure the effectiveness of the headgear. It is vital that a product actually does what it advertises, so running tests and simulations would be an integral process in ensuring the legitimacy of a product.

New Market

    My target market has been primarily end-consumers (manual laborers who their daily tasks outside and on elevated surface, such as roofers). Thus, a completely new market would targeting B2B or offering my proposed product to another business. 

    My radically different market, which I describe as being a business market now, would create value for people in that market by providing them a product that they can wholesale to their already existing customers. In this business model, I would essentially be serving as a manufacturer who supplies my protective headgear equipment to retailers and other business. If these businesses already have an established customer market, then providing them a new product will allow them to address more of their customers' needs. For instance, consider a home improvement store like Home Depot. I would provide my products to Home Depot and they would subsequently offer it to their customers. 

    In this section, I interviewed two employees from Home Depot. When I expressed my business concept to them, they both felt as if my product would fit in their overall product offerings. Since Home Depot specializes in home improvement, including construction products, protective headgear for roofers fits their overall store theme. This was something that was stressed during my interviews: compatibility and theme. Both interviewees explained that my product could be adapted for any business retailer as long as it fits the scheme of the overall products they are selling. For example, one interviewee provided an example and explained that my product would not be suitable for a place like PetCo, a company that specializes in pet products. However, in stores specializing in home improvement and hardware, like Lowe's and Ace Hardware, my product could definitely fit under their product offerings.

    Upon conducting this portion of the assignment, I realized that there is a totally new market that I had never really considered before (B2B). I had always thought only about the end-consumer, but never about selling my product to other businesses. This new target market definitely seems just as feasible and there exists a clear opportunity to find success. In my Venture Concept assignment, I had talked about wanting to potentially expand the services of my product by creating additional items within my product category. However, I now realize that an alternative approach would be to simply expand my target market by offering my product to a new set of customers.

Venture Concept No. 1: Protective Roofing Headgear

Opportunity: The business concept I am suggesting is creating protective headgear equipment for roofers that would protect them from potentially hazardous weather conditions, like lightning. Thus, the need that I am addressing is the need for safety and security for manual laborers that perform their daily tasks outside and on elevated surfaces. As briefly mentioned, this product would primarily pertain to roofers. Roofers are susceptible to lightning strikes and other lethal injuries because lightning tends to strike taller objects, such as roofs, as they provide upward streamers to connect with downward lightning streamers. There are currently over 50,000 corporations engaged in roofing work and installation work valued at a total of $31.4 billion. Further, the ted States has 75 million single-family homes and on average, about 7% re-roof each year. Demographically, the average male roofer in the industry is 36.8 years old and the average female roofer in the industry is 37.3 years old, with the most common race for roofers being white (non-Hispanic). Despite there being general guidelines as to the type of clothing a roofer should wear (depending on the type of roofing system he or she is working on), there exist no standard protective roofing equipment for these workers. Thus, customers are not adequately satisfying this need or are simply not aware of this need because it has become almost normalized to have no protective equipment for roofers. While other manual laborers, like general construction workers, wear hard-hats as a form of headgear, this would not be sufficient to protect against lightning strikes and hazardous weather conditions. With the market size of the roofing industry having grown 2.7% per year on average in the United States between 2015 and 2020, there is a clear market and opportunity for this product. Until someone else devises a form of protective headgear that is both functional and practical to the daily demands of a roofer, this "window of opportunity" will remain open.

Innovation: The product that I am offering would be considered radically innovative because there currently exists no standard protective equipment for roofers on the market. The product itself will 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. (Compare this with poor conductors of electricity have have more resistance: these material cause electrical energy to be converted into heat---making it conducive for fire or even explosions. This product would also remain relatively light-weight and practical in order to adhere to the working conditions of roofers. Roofers already often experience excruciating levels of heat, so the headgear could not be too intrusive or overbearing on their working conditions. By developing a product composed of durable metal material, I would be offering an innovative product that has the potential to alter safety protocols in the roofing industry. With around 188,000 individuals employed in roofing, if we priced this protective headgear at $35 a piece, we would generate at least $6 million in revenue on a yearly basis.

Venture Concept: This protective headgear composed of durable metal material would address the problem I identified by providing a tangible piece of equipment that offers both protection and safety. My targeted customers will be compelled to purchase this product simply due to the fact that there is no other product that is really similar in the functional purpose that it serves. By being composed of metal and still remaining light, this headgear may be similar in nature to other general helmets in that they serve the purpose of protecting one's head. However, the functionality of the helmet I am proposing is completely innovative and radical compared to, for example, a hard-hat worn by general construction workers. Since this would be a radically innovative product, I do not believe it would be hard to get my customers to "switch" to this product. The main thing would be to make roofers aware of this inherent need that they have that they may have suppressed and ignored for so long because the roofing industry has normalized a lack of safety standards. As mentioned, the main competitors to this product are other forms of general headgear equipment and helmets. These products' weaknesses and vulnerabilities lie in the fact that they cannot adequately withstand or protect against perilous weather conditions. In organizing a business to support the ongoing production of my new product, the team I would be working with would initially be rather small. The main components or roles in the venture would be research and development (in order to construct the product), and supply-chain management (in order to establish a strong relationship with a supplier that can provide the necessary materials for constructing the product), and marketing (in order to analyze the specifics of market demand).

Secret Sauce: In pursuing this business concept, my most important resource will be human capital---specifically my business administration degree that I am receiving through higher education, communication skills and ability to demonstrate emotional intelligence, experience and background in leading teams and collaborating with individuals, natural tendency to have an optimistic approach, creativity and desire for continuous innovation, and ability to provide constructive criticism and receptiveness to feedback. Having these human capital traits will allow me to facilitate a culture of passion, understanding, and withstanding success.

What's Next For Venture: The next action item for the venture would be to actually try to develop and construct the proposed product. This would require further research and development, and involve prototype testing of my protective headgear. I would have to ensure that the headgear is composed of the right specific materials so that it can achieve optimal performance and function.

What's Next for Me: Assuming I've launched, in five years, I would like to continue running this venture if successful. Depending on the profitability of this business, I would use it as my primary form of occupation. Based on the level of stability within the business, I would also seek to either expand the line of products within the product category of protective headgear or create a new business as an entrepreneur (to have multiple projects running at the same time). This would obviously create more responsibilities on my end, but I would properly address those by creating a larger network and expanding my team to support the different business functions.

Your Venture's Unfair Advantage

1) $5,000 saved up from working that can be used towards initial investment. 

• This is a form of financial capital. This resource is very valuable, however, not very rare, inimitable, or non-substitutable. 

2) Connection to an expert who has a lot of experience selling protective headgear and equipment. 

• This is a form of social capital. This resource is very valuable, rare, and inimitable. However, this is not non-substitutable.

3) Connection to an individual who works within the supplier domain of my industry.

• This is a form of social capital. This resource is very valuable, rare, and inimitable. However, this is not non-substitutable.

4) Connection to an individual who specializes in selling mechanical tools to my target audience.

• This is a form of social capital. This resource is very valuable, rare, and inimitable. However, this is not non-substitutable.

5) Business Administration degree that I am currently seeking through higher education.

• This is a form of human capital. This resource is very valuable, rare, inimitable, and non-substitutable.

6) Communication skills and ability to demonstrate emotional intelligence.

• This is a form of human capital. This is a form of human capital. This resource is very valuable, rare, inimitable, and non-substitutable.

7) Experience and background in leading teams and collaborating with individuals.

• This is a form of human capital. This is a form of human capital. This resource is very valuable, rare, inimitable, and non-substitutable.

8) Natural tendency to stay optimistic and approach life with a "glass half full" mentality.

• This is a form of human capital. This is a form of human capital. This resource is very valuable, rare, inimitable, and non-substitutable.

9) Creativity and desire for continuous innovation.

• This is a form of human capital. This is a form of human capital. This resource is very valuable, rare, inimitable, and non-substitutable.

10) Ability to provide constructive criticism and receptiveness to feedback.

• This is a form of human capital. This is a form of human capital. This resource is very valuable, rare, inimitable, and non-substitutable.

After conducting my VRIN analysis, I came to the conclusion that my top resource is human capital. This seemed to be the only resource that is valuable, rare, inimitable, and non-substitutable. While it is true that anyone is capable of exhibiting some of the aforementioned human capital traits, it is a different story when considering whether people truly do embody them. For this reason, I did consider human capital, such as the ability to provide constructive criticism and receptiveness to feedback, to be rare.  

Growing Your Social Capital

1) The first person I networked with was a domain expert within my industry. This individual, Dae, is someone who has a lot of experience with protective headgear and equipment. He is my friend's father and used to run a helmet shop in downtown Jacksonville for over 20 years. While his headgear equipment was more tailored to sporting activities, like skateboarding, he still understands the core necessity for safety products. In my conversation with Dae, he provided a lot of knowledge regarding how his helmets were constructed and why they were sculpted in their particular manner. He explained the different parts of the head that are more sensitive to damage than other parts, as well as the different supplies that went into creating his different helmets. This information was super valuable because he could be a potential partner who would provide lots of experience and knowledge regarding protective headgear equipment. 

2) The second person I networked with was an expert on the market. The individual I interviewed, Tom, is a direct seller who specializes in selling mechanical tools to roofers and general construction workers. While he does not sell protective headgear equipment in particular, he does offer many of the other supplies (i.e. gloves, digging bar, drills) necessary to perform manual labor jobs. He was once a general construction worker himself and had a brief stint within the roofing industry as well. After noticing the constant necessity of hardware supplies, he decided to capitalize on the opportunity to begin his own business. My family is currently undergoing renovations on our house, so I was able to contact this person by asking the current contractors who supplies their tools and inventory. Upon speaking to the workers, I was able to get in touch with Tom. After conversing with Tom, I felt as if I established a reliable connect who has extensive knowledge on the roofing and construction market. I explained my business concept to him and we agreed to stay in touch---in the event that I pursue this idea, he would be a potential partner to work with in designing protective headgear equipment for roofers. Thus, including Tom will enhance my ability to exploit an opportunity because he provides years of experience and a breadth of knowledge.

3) Lastly, the third person I networked with an important supplier to the industry. The individual I interviewed, Cathy, is a corporate employee for Home Depot. While she is not directly involved in the manufacturing process of hardware supplies, she does have a solid understanding of business transactions are done with construction firms within the industry. Cathy is actually my mom's friend, so I was able to get in touch with her by way of my mom's social network. When I conversed with her on the phone, she explained a lot more of the logistical side of a business, particularly within the industry that I am targeting. While Home Depot may be a supplier to other firms, she also explained that large corporations would not use Home Depot as an intermediary in order to obtain their supplies. Rather, they would have a more direct supplier from whom supplies would be received. This is to minimize the cost structure of their business model. In return for all this information, Cathy simply expects me to keep her updated on this potential project of mine. Including Cathy in my network will be super beneficial because she provides insight into the more transactional aspect of businesses, a sphere that I am not too familiar with.

Reflection: This networking experience taught me how to target specific individuals who may be of value to me and my business concept. It was definitely different than past experiences of networking, where I would vaguely connect with anyone who I thought could provide me professional connections. In this assignment, however, I was very intentional with who I reached out to and communicated with.

Elevator Pitch No. 3

1) https://youtu.be/Li6s_mP1knQ

2) Based on the feedback, I received positive reviews on my updated introduction. In my second elevator pitch, I decided to insert a segment in the beginning where I introduce my name---I was told that this made it more personable and attention-grabbing. Other feedback that was stood out as important to me was regarding the end portion of the pitch. I made the change to ask for "another meeting" rather than for them to "join me" because the latter expression made it seem like I already had a product configured. Lastly, I was told that my delivery (tone and pace) and statistical information really aided in solidifying the pitch overall. 

3) According to the feedback, it was suggested that I elaborate more on the risks posed to roofers who are struck by lightning (and scale down the information regarding pricing components at the end). Since this is only my elevator pitch, I was told that it seemed to premature to include details about pricing already. So, on this third attempt at my pitch, I made sure to focus more on the problems that roofers face due to hazardous weather conditions. Aside from this feedback, I was told that the pitch overall seemed really strong!

Reading Reflection No. 2

1) The book that I chose for my second reading reflection is How to Fail at Almost Everything and Still Win Big by Scott Adams. Adams is the founder of the infamous American comic strip "Dilbert," known for its satirical office humor. The general theme of the book was about the different theories and lessons that Adams has learned throughout his life regarding how to maximize one's likelihood for success. He talks about his many personal experiences and how they have all contributed to his profound understanding of failure---in particular, how failure and can be optimized in order to eventually discover your winning ticket in life.

2) The book, in my opinion, connected with and enhanced what I am learning in ENT 3003 by reinforcing the many misconceptions that individuals have regarding entrepreneurship. For instance, we have learned that entrepreneurship is a developed skill---success and a million dollar idea is not cultivated over night. It takes patience, understanding, and multiple trials. Throughout this class thus far, we have engaged in various assignments more than once and for good reason: you learn something new each time. In the book, Adams discussed about the importance of learning from past endeavors (and mistakes), and leveraging those experiences in order to keep yourself motivated and closer to success. 

3) If I had to design an exercise for this course, based on the book I read, it would be about how to strategically manage one's energy. Adams explained that at different parts of the day, we as humans, have different energy levels. Thus, it is essential to match our activities to the mental energy we have. For instance, Adams talked about how he draws in the morning because that is when he needs to have the most creativity (and he has the most energy around 6 AM). However, Adams engages in "busy" or less stimulating work in the afternoon (around 2 PM) because that is when he has less mental energy. By following this routine, he is able to maximize his productivity in any given day. Therefore, I would design an exercise in which students would create an outline of their day, detailing at which parts they exhibit peak energy and low energy. Based on this outline, students can decide when would be the most appropriate time to engage in certain activities that are either more or less stimulating than others. 

4) My biggest surprise or 'aha' moment when reading the book was when Adams talked about how "success creates passion more than passion creates success." At first, I was utterly confused by this statement. I have always been under the assumption that passion is the ultimatum that eventually propels you to reach your goals. While true to a certain extent, Adams explained that passion is not always everything. In fact, individuals have a tendency to develop passion after an idea becomes successful. This even applied to the "Dilbert" comic strip---it was just merely another one of Adams's hopeful ideas to make it big, but never did Adams become passionate about comic strips and sketching until it became successful. Thus, rather than passion, a simple desire to work hard and an idea that looks promising is more of a telling indicator for whether someone will be successful or not. 

Elevator Pitch No. 2

1) https://youtu.be/GA9bhHrnBBU

2) Based on my peer reviews, I received a lot of positive feedback on the research and statistical information that was provided---the market size, how much revenue is generated within the market, and the material composition of my proposed product. I was also told that using an anecdote at the beginning of the pitch really made it captivating from the get-go. Further, it was expressed that my hand gestures were appropriately used in accordance with my points, and the pace at which I was speaking was very helpful in allowing the information to be conveyed effectively. Thus, insights on my delivery and content proved to be the most helpful.

3) Based on my feedback, I was recommended that I introduce myself in the beginning so that my audience knows who I am. I incorporated this aspect into my new elevator pitch. Further, at the end of my first pitch, I asked for my "investors" to join me in my endeavor to protect roofers. However, I was told that this implied that I already had a product made and ready to be sold. Thus, in my new elevator pitch, I instead ask for another appointment so that I can further discuss my proposed business concept. 

Idea Napkin No. 2

1) I am a rising third year student at the University of Florida, majoring in Business Administration and Philosophy, and minoring in Sociology. My skills lay in analytical and critical thinking and I have strengths in emotional and social intelligence. My aspirations are centered around doing good for society---whether it be through daily acts of service or through a business model. If this business were to gain traction, it would play a significant role in my life. Since I am the type of individual that gets very engulfed in things that I am passionate about, I would allocate a substantial portion of my time to bringing this business concept into fruition.

2) I am offering a product that is a form of protective headgear equipment for laborers within the roofing industry. This protective headgear is to protect roofers from often unpredictable and perilous weather conditions, like lightning strikes. It will be composed of durable metal material. Since metal is a strong conductor of electricity, it provides lightning a low resistance path---preventing the potential for explosions or fires.

3) This product is essentially being offered to any worker who finds him/herself primarily working outside on elevated surfaces. Thus, this can appeal to general construction workers, satellite installers, and even architects. However, those that are consistently exposed to the aforementioned conditions are individuals within the roofing industry. Based on demographical statistics, the average male roofer in the workforce is 36.8 years old and average female roofer in the workforce is 37.3 years, with the most common race/ethnicity for roofers being white (non-Hispanic).

4) Customers will pay to use my product because it provides a fundamental benefit: safety and protection. This protective headgear will aid in increasing the longevity of these workers and help prevent any fatal injuries from occurring. Thus, this product will essentially protect the wellbeing of potential customers---incentivizing them to make the investment to purchase my proposed equipment.

5) My core competencies revolve around the fact that there is not a product like this on the market yet. While there are standard hard hats and helmets that exist, there is no form of protective equipment that serves to protect individuals from the risk of lightning strikes. By developing my product by using components of durable metal material, I will be providing an innovative product that can hopefully alter the safety protocols within the roofing industry.

Overall, I still believe that all of these elements fit together in a harmonious manner. There does not seem to be any aspects of the business that are out of sync with one another. Since I am targeting a more niche market (i.e. roofing industry), the aspects of my business are more tailored and specialized towards customers within that field. Thus, I am currently content with the prospect of potentially pursuing this business concept in the near future.

Based on the feedback I received, I was told that there was a common understanding that the work performed by roofers is very hazardous. In fact, one peer reviewer explained that he knew someone who had actually just started a roofing business in North Carolina and wondered if his friend had ever considered protective gear for his fellow coworkers. This reinforced the relevancy of my idea and that it may have very practical applications for individuals within the roofing industry.

Create a Customer Avatar

         

 

My prototypical customer is a 5'7'" 144 pound man who is currently 36 years old. He has very short hair to save himself from any extra heat in the scorching Florida sun and maintains slight stubble around his chin. He is never the type that is too concerned about appearance, he is more focused on himself and simply living each day with the intent of fulfilling his responsibilities. His mantra is and always has been "work hard now to live the dream later." He currently has no children or spouse---pursuing a family or a relationship has never been a desire nor a priority for him. He drives home after each work day in his dark blue 2012 F-150 truck. His truck has endured some bumps and bruises because of all the materials it has carried over the years: asphalt shingles, stone-coated steel, and rubber slate to name a few. Once he gets home, he goes to the living room, turns on the television, and tunes into the sports channel. He is an avid fan of baseball and watches his team, the Cleveland Indians, whenever time permits. Watching television has always been a routine aspect of his schedule after work, and for good reason: it requires very little to almost no stimulation. After a day full of taxing labor, he looks forward to his nightly television time---winding down on the sofa and enjoying America's past time. Although only 36 years old, he feels as if the intensive labor of his job has taken a toll on his body---his youth feels like a thing of the past. Despite the rigors of his job, he never flinches when the sun rises and a new day begins. He feels lucky and appreciates the essence of hard work. Since he was a young child, he always applied the lessons from his favorite book, "Little Britches: Father and I were Ranchers." This book was given to him by his late father, and details the importance of respect, hard work, and a strong family structure---all of which he hopes to fully embody in the future.

After creating my prototypical customer, I realized that I do not have too much in terms of the external traits of my avatar. For example, I do not have stubble or super short hair. However, I did find some of the internal character traits to be similar, especially regarding the importance of hard work and determination. Just like my prototypical customer, I always appreciate the little things in life and try not to take anything for granted, even with situations get tough. Thus, I do not think having these similarities was a coincidence. Rather, it seems that I projected my own values and convictions into the avatar I created. However, I also did take into account the rigorous demands of an occupation such as roofing and used that to mold the narrative of my prototypical customer.