Unfair Advantage

For this assignment, I will focus on the emergency reserve battery rather than the lack of parking on campus.

Resources

1) Public Speaking
V - Public speaking allows you to effectively communicate ideas.
R - From my experience, a variety of people are uncomfortable speaking to a large group of people.
I - Confidence and practice can result in successful public speaking.
N - Written communication can partially substitute public speaking.

2) Uniqueness of Product
V - This is valuable in a world where it is essential to attract the attention of customers and provide a product or service they want and/or need.
R - This is a unique concept that has not entered the market.
I - The product (or product idea) can be mimicked if the proper resources are used.
N - As of right now, the only substitutes that exist would be portable chargers and charging phone cases. However, these products would only function on the phone's main battery.

3) Connections/Potential Partners
V - Given that a few close friends are electrical and computer engineering students, this will be valuable in terms of developing the reserve battery.
R - This is not a rare attribute.
I - Having contacts can be imitated, however, the personal connection between contacts must be built.
N - The personal connection between contacts is hard to substitute, but it is possible to reach out to engineering firms for product development rather than rely on friends and family.

4) Motivation
V - There needs to be some aspect of motivation in order to operate a successful company.
R - Most people are motivated by something.
I - As stated before, almost everyone has motivation. However, motivations vary person by person.
N - Motivation cannot be substituted.

5) Organization
V - It is essential to keep tabs on everything regarding your business.
R - Pure organization is rare.
I - Organization cannot be imitated. A person is either organized or they're not.
N - No substitutes for organization come to mind.

6) Product Customization
V - The product can be customized in terms of codes and contacts. Customization is valuable as each product is suited for each consumer.
R - It is not difficult to create a customizable product.
I - Custom items can be replicated.
N - This can be substituted by having a base design with no access to customization.

7) Large Market
V - This product targets a fairly large audience as it applies to most smartphone users. This may be able to increase revenue.
R - This is rare at the launch of the product. As competitors enter the market, the size of the market becomes less rare.
I - Since there are no competitors, as of right now there is no imitation.
N - A large market cannot be substituted in this case.

8) Confidence
V - This is valuable as it shows a person believes in their idea and in theirself.
R - Confidence isn't completely rare, however, some individuals are more arrogant than they are confident.
I - Practice may be able to increase confidence.
N - Confidence may be substituted by a mix of other traits.

9) Teamwork
V - Teamwork is important when developing a product or working within an organization.
R - Teamwork is not very rare.
I - It is possible to imitate teamwork.
N - In business, you cannot substitute teamwork for another characteristic.

10) Analytical
V - It is important to approach situations from various angles and to pursue the best route.
R - This trait is somewhat rare as many people attack situations head-on.
I - Individuals can imitate an analytical mindset.
N - This can be substituted by other traits and characteristics.

Reflection
In terms of the reserve emergency battery, I believe the best resource would be the uniqueness of the product and what the product can offer consumers. Given that there are no similar products in the market, the uniqueness of the product will grab the attention of consumers. Furthermore, this product will provide a sense of security and safety to consumers, thus increasing success.

Elevator Pitch #3

YouTube Link: https://youtu.be/576WFWlTRyA

Feedback

On my second elevator pitch, I received positive feedback regarding professionalism, emotion, and being able to communicate the purpose of my product efficiently. Regarding constructive criticism, I was advised to be more enthusiastic throughout the beginning of my pitch to increase engagement.

Change?
For my third elevator pitch, I felt more confident and more comfortable presenting. This pitch took the least amount of time as most of it was already memorized. I feel as if though this pitch is better and more fluent than the other two, however, I still need to practice on showing more emotion when speaking.

Reading Reflection #2

The Art of Social Media: Power Tips for Power Users, Guy Kawasaki

1) What was the general theme or argument of the book?
The general argument of the book revolves around professionalism. Guy Kawasaki's book includes a variety of tips to improve the level of professionalism within personal media. Mr. Kawasaki speaks about the ideal appearance of profiles, content to post, and promotion, among other things. Mr. Kawasaki also writes about how individuals can use social media to increase traffic and profits, and overall, run a business.

2) How did the book, in your opinion, connect with and enhance what you are learning in ENT 3003?
This book relates directly to the marketing aspect of this course. In this course, we are developing an unmet need into a product or service. Similar to social media, we are trying to attract consumers to our product or service. The book provides advice on attracting a fan base which is beneficial to an individual planning to start a business.

3) If you had to design an exercise for this class, based on the book you read, what would that exercise involve?
Given that the book speaks about treating yourself and your media accounts as a business, I would create an assignment (or project) where students must create a social media account of their choosing. They must then apply what is in the book to their brand new accounts. This will serve as practice for their future 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?
Given that I already knew most of the tips offered, I think the most shocking moment is when Mr. Kawasaki speaks about the profitability of professional social media accounts.

Social Capital

Domain Expert
1) Who are they and what is their background?
I have chosen Armen Megerdoomian as the domain expert regarding parking. Mr. Megerdoomian is a Senior Parking Consultant for Walter P. Moore specializing in master planning, functional design, design development, feasibility studies, and field observations.
2) How will they fit this spot?
Given his background and expertise, Mr. Megerdoomian will be able to provide insight regarding efficient parking at the University of Florida.
3) How did you find and contact this person?
To find this person, I searched for parking consultants on the Internet. In order to contact this person, I sent an message to the email linked on their profile page on the company website.
4) The nature of the exchange you have with the person -- what favor did they do for you? What is the return expectation?
I sent Mr. Megerdoomian an email explaining the struggle undergraduate students that live off-campus have to face everyday regarding parking. In the email, I inserted a picture of campus to show him the distance from the parking lots to the center of campus, as well as the size of the parking lots. I asked Mr. Megerdoomian what he would do if he were hired by the university to expand parking.
5) How will including this person in your network enhance your ability to exploit an opportunity?
Based on Mr. Megerdoomian's goals as a Parking Consultant, I believe he will be an asset due to the fact we both want to tackle parking shortages. Similar goals will yield similar results.

Market Expert
1) Who are they and what is their background?
I have chose Luis Macedo of LAZ Parking as a market expert. Mr. Macedo is the Regional Manager of LAZ Parking's Florida Division.
2) How will they fit this spot?
Given his expertise on campus parking garages, I feel as if though Mr. Macedo can be able to balance parking for students, staff, and guests. 
3) How did you find and contact this person?
By searching for "parking lot owners", I came across LAZ Parking. While navigating through their website I found an page specifically for campus parking. This webpage has a contact button that directs to Luis Macedos information.
4) The nature of the exchange you have with the person -- what favor did they do for you? What is the return expectation? 
The information I sent Mr. Macedo is similar to what I sent to Mr. Megerdoomian. However, since LAZ Parking has a focus on campus parking, I also asked about the feasibility of this project.
5) How will including this person in your network enhance your ability to exploit an opportunity?
Having Mr. Macedo and LAZ Parking in my network will benefit the ultimate consumer. Since the firm focuses on its consumers first, if they were to manage their own garages on campus, decals may be more affordable for students.

Supplier
1) Who are they and what is their background?
I decided to choose Alan Carroll from McCarthy Building Companies. Mr. Carroll is the Executive Vice President of Parking at McCarthy. He has experience in delivering parking solutions for healthcare, commercial, education and government clients.
2) How will they fit this spot?
Given Mr. Carroll's background in developing parking for the educational sector, I believe him and McCarthy will be able to enhance the parking situation at UF.
3) How did you find and contact this person?
I searched for firms that primarily focus on parking lots and garages. I then found McCarthy Building Companies and looked at their employee page. I scanned through the employees' biographies looking for one that dealt with educational facilities. I contacted Mr. Carroll through the email on the company webpage.
4) The nature of the exchange you have with the person -- what favor did they do for you? What is the return expectation?
I asked Mr. Carroll questions regarding the construction process for parking at colleges and universities. I also asked about the possibility for underground parking in Florida.
5) How will including this person in your network enhance your ability to exploit an opportunity?
If the university were to expand parking, McCarthy would be a great firm to work with due to their knowledge regarding parking for educational facilities and consumers' needs and wants.

Reflection
Although awkward at first, contacting professionals allowed me to gain some confidence when networking. This assignment allowed me to understand that in the world of business, it is okay to ask for help and guidance. This networking experience tended to be different than past experiences because this one revolved around a product, rather than the actual individuals involved.

Idea Napkin #2

You.
My name is LeeAndrew Morales and I am a third year Business Administration student specializing in Sport Management and minoring in Retail at the University of Florida. With the degree I am seeking, and the education I am gaining, I will pursue a career in Sport Marketing. I am a competitive individual full of drive. My skills include communication, leadership, and determination. In regards to my business concept involving parking at the University of Florida, I do not believe it will play a large role in my life due to the fact that expanded parking would be under the control of a separate company. However, this opportunity may be a critical step in developing my entrepreneurial résumé.

What are you offering to customers?
I am offering a location for undergraduate students living off-campus to park on campus and/or a price reduction regarding the "Park and Ride" decal. In regards to location, parking lots can be expanded into above-level or below-level parking garages.

Who are you offering it to?
I am offering this service to undergraduate students who live off-campus due to the fact that the current parking situation for them is inefficient. However, based on feedback from peers and other students, parking is an issue for most of the student body. This means the service I am offering can potentially be offered to all students at the University of Florida.

Why do they care?
Consumers care about parking at the University of Florida because parking is disastrous on campus. Decals for undergraduate students living off-campus are relatively useless due to the location of said parking and the fact that after parking, students must find other means of transportation to get to the primary locations on campus.

What are your core competencies?
I am strategic. I am an achiever. I am open-minded. As a strategic individual, I tend to think outside of the box. Obstacles encourage me to work harder, yet efficiently. Likewise, as an achiever, I have a need to achieve at least one thing everyday. Finally, I am open-minded. In the world of business, this allows me to be accepting of criticism and be understanding of those that are around me.

Reflection.
I believe the elements listed above complement each other. Due to the need for efficient parking services at the University of Florida, there is potential for expansion. The weakest link of my service idea would be to decrease the price of parking decals due to the fact that they are sold by the university itself.

Feedback.
The feedback I received was mostly positive and reinforced the idea that parking on campus is a hassle. The criticism I received focused on the core competencies I previously listed. I was told I would need to list other qualities to make me and my service stand out. Because of this, I visited the "Secret Sauce" assignment and focused on those characteristics.

Customer Avatar

Avatar
The service I am offering is parking expansion on campus at the University of Florida for undergraduate students living off-campus.
The ideal consumer is a full-time, undergraduate student that lives off-campus. They are between the ages of 18 and 22 and of various backgrounds. The consumer tends to live a rather average "college" life. 
On a normal day, the student may wake up at 7:00am and enjoy breakfast. After eating, they may go to the gym or begin waiting for the bus to go to class. Upon finishing classes for the day, the consumer may spend time studying and/or doing homework in one of the libraries on campus. Afterwards, they wait for the bus to return home. If the consumer didn't go to the gym in the morning, they will go in the evening. 
When the consumer does not have any responsibilities, they tend to hangout with close friends and/or experience what their local city has to offer. When speaking of Gainesville, this may include nature trails, state parks, and natural springs. Given that the majority of undergraduate students are currently millennials, the ideal consumer is relatively tech savvy and enjoys various forms of media.
The consumer may drive an average white sedan and constantly complains about the parking situation on campus.

Commonalities
I am the ideal consumer. I essentially described my close friends and myself when defining the ideal consumer. We all hate UF's parking policies. 

Coincidence?
The fact that the ideal consumer and I have so much in common isn't necessarily a coincidence because I simply defined people I am close with and myself.

Elevator Pitch #2

YouTube Link: https://youtu.be/pEAQFaaMvOs

Reflection

The feedback I received was positive. My peers stated that my first attempt at the elevator pitch was engaging and professional. I was told that the use of statistics demonstrated that there is an unmet need. In regards to criticism, I was advised to be more emotional when speaking about my product. I tend to be very straightforward so I hope to use more emotion for the second elevator pitch.

Change?

For the second elevator pitch, I changed some of the script to create a better flow of ideas. I also attempted to use more emotion and emphasis when speaking about my product.

Secret Sauce

1) Human Capital
Competitive. 
I love competition. Since I was young, I've played a variety of team sports which allowed me to gain a competitive mindset and pave the path to the following characteristics.
Achiever. 
I have a constant need for achievements. Regardless of how small, I feel as if though my day is incomplete unless I achieve something. 
Persistent. 
I have a strong drive for success. 
Strategic. 
When I am given a situation, I tend to organize the issue at hand and work efficiently towards the end goal. 
Analytical. 
I question everything. I am curious about the world and like to know how things work and how people think. 

2) Interviews
1. Brandon, Friend - https://soundcloud.com/overdosedzn/brandon-interview/s-YNGz8
Brandon stated that I am a charismatic individual with a unique personality.

2. Malena, Friend - https://soundcloud.com/overdosedzn/malena-interview/s-GDQDp
Malena mentioned that I am determined, flexible and selfless. She also mentioned that she has seen me grow as a person.

3. Eva, Mom - https://soundcloud.com/overdosedzn/mom-interview/s-E3mMI
My mom spoke about how I am a determined person that will succeed regardless of the obstacles I face. She also spoke about how I am selfless individual that puts others in front of me, and how I am family oriented.

4. Jennifer, Friend - https://soundcloud.com/overdosedzn/jennifer-interview/s-9iLFO
Jennifer talked about the determination she sees within me. She also characterized me as selfless.

5. Wilder, Friend - https://soundcloud.com/overdosedzn/wilder-interview/s-jyHG2
Wilder spoke about how I'm a respectful, generous individual. He mentioned how I've always been there for him through our 15+ years of friendship.

(Warning: Interviews may be loud!)

3) Reflection
The common characteristics mentioned between the people that know me best are determination and selflessness. Brandon's description, as well as Wilder's, stood out because they acknowledged charisma, respect, and generosity. If I were to edit my list, I'd most likely add selflessness and respect to my five traits.

Buyer Behavior #2

Interviewees
Female, 21, Transfer Student, Fourth Year Student
Male, 20, Third Year Student
Female, 18, First Year Student

Alternative Evaluation
I produced a list of alternatives based on personal ideas and information gathered from former interviews. The list of alternatives regarding parking on campus includes walking/biking to campus, public transportation, city parking garages, and carpooling.

When asked to choose an alternative, all three interviewees stated they would use public transportation to get to campus. However, Interviewee #2 stated they may also carpool with their roommates depending on their roommates schedule; Interviewee #3 stated they also occasionally bike to campus. The factors that contribute to their decision would be the efficiency of the service as well as the distance to their destination. Regarding parking garages, the interviewees stated their main factor would be if enough space was available.

How/where do they "buy"?
The service I am offering is better parking on campus for undergraduate students that live off-campus. The only transaction in regards to this service would be when students purchase a parking decal online. In terms of location, students will be able to park in garages near Norman Hall and on the Commuter Lot. The interviewees each stated they would park on campus according to where their classes are located.

"Post-purchase" Evaluation
Interviewees #1 and #3 believe the purchase would be appropriate as long as parking is guaranteed. They feel as if though the expanded parking would not be beneficial if they still have to hunt for parking before class. In these cases, space is the most important factor.

Interviewee #2 stated they would only park on campus if they have classes most days of the week. They said that if they had to be on campus only a handful of times, they would not purchase the parking decal. For this interviewee, the purchase of a decal would rely on their course schedule.

Conclusion
These interviews allowed me to understand alternatives based on other perspectives. Although other alternatives exist, consumers tend to choose the service to get to campus based on availability, efficiency, and compatibility with their schedule. In order to satisfy availability and efficiency, parking expansions can begin being implemented near Norman Hall and the Commuter Lot. Regarding "post-purchase" behavior, consumers stated the expansion would be useless if their is still a surplus of drivers trying to park in a limited number of spaces. Because of this, a surplus of parking spaces would need to be created. Based on these interviews, I am able to look at the services I am offering from different point of views.

Halfway Reflection

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

Throughout this course, I have been able to develop my time management and organizational skills. Although there are only two main assignments per week, it is very easy to underestimate the amount of time each assignment takes to complete. For this reason, I tend to set up my blog "edits" in advance with future assignments. Moreover, rather than doing both assignments on the day they are due, I do them throughout the week so that I don't have to stress about them later.

Tenaciousness is also about attitude.
Talk about a moment or two when you felt like "giving up." What pulled you through? Do you feel like you've developed a tenacious attitude during the past two months? What experience or experiences most contributed to this?

In regards to giving up, there are a few moments where I didn't feel like completing an assignment. One of these moments would be when I realized I would have to conduct interviews regarding the opportunity I identified. The thing that pulled me through would be the fact that I never give up. Regardless of the situation, I complete whatever is asked of me.

Three tips. 
What are three tips you would offer next semester's student about (1) fostering the skills that support tenacity and (2) developing the 'tenacious mindset'?

1. Create a schedule. Although Canvas provides a calendar with upcoming assignments and due dates, I find it best to write down everything that's due and crossing it out once completed.
2. Complete assignments ahead of time. Given that Professor Pryor grades based on the minimum requirements of each assignment, it is a relatively easy course to pass. However, there is a lot of work that must be done for some assignments. Therefore, it is beneficial to work in advance to prevent the stress from completing assignments right before deadlines.
3. Remain open-minded. In this class, you are asked to identify opportunities. Some people may agree or disagree with what you have chosen as a need. For this reason, it is essential to keep an open, positive mindset.