Final Reflection

My elevator pitches were the most formative experience from this class.  I enjoyed getting to express my business idea aloud, seeing myself improve with each iteration, and polishing-up my public speaking skills.  I found that performing the pitch helped me become more passionate about my idea.  The "What's Your Secret Sauce" assignment was both the experience I'll remember years later and my most joyous experience.  It was initially uncomfortable asking my closest friends and family members to describe what makes me unique.  But after hearing what all of them had to say, it filled me with joy and made my heart very full because they had such thoughtful and nice things to say about me.  Recording it with my best friend was also really funny because he kept laughing and having to restart.  I'm most proud of myself for completing the assignment, "Growing Your Social Capital," because it was nerve-wracking to reach out to people I'd never meant via email and LinkedIn.  Though I didn't hear back from any of them, I was really proud of myself for summoning the courage to contact them.

I don't yet see myself as an entrepreneur, mainly because I have not yet put any resources into a venture that I sincerely want to pursue.  My venture for the class was an idea I had, but as I completed assignments and research, I decided that it wasn't an opportunity I'd actually want to pursue.  However, I definitely think that I've developed more of an entrepreneurial mindset.  I'm now constantly noticing unsolved problems in the world around me, and thinking of how to solve them.  Last month, my hair stylist was talking about how many clippers had broken when the cord catches and they fall off the table.  I immediately started thinking that maybe someone like me could design a shock-absorbing case to protect hair clippers.

I would recommend that any student taking this class in the future should get comfortable interviewing people and contacting people they don't know well.  To perform best in this course, I think they must set aside time to work on it every week, since the workload is consistent and substantial.  To foster this mindset, I recommend that they set a goal for how they want to perform in the class, and do their best each week to make sure it's still attainable.

I'm not sure what sort of photo I should use, so here is a picture of the Apollo IE "Golden Dragon," which I took at the 2020 Amelia Island Cars and Coffee.  This event was the last fun thing I got to do before everything got cancelled, and it was an awesome day.

Venture Concept Number 2

For those who do not own a luxury vehicle, their car seats may provide inadequate comfort on long journeys.  Indeed, the people I interviewed who did not own a luxury car almost all affirmed my belief that this opportunity exists.  Since the majority of road users do not own luxury vehicles that offer more comfort on long drives, I think that the size of the potential market is large.  The only question is, out of all the people whose vehicles lack comfort, how many of them are dissatisfied enough to seek out a solution to the problem?  Out of the customers I interviewed, many of them did say they would be interested in my product, but none of them were currently using a competitor’s product to solve the problem.  With this in mind, I think my opportunity is medium-sized; I would not call it big or small.  My potential market consists of middle-class Americans throughout the country who travel long distances regularly and own a non-luxurious vehicle.  This opportunity has been around for a long time, and the “window of opportunity” likely won’t be closing within the next ten years.  Eventually though, if car ownership declines and autonomous ride-sharing services become popular, the size of my market would decline, so I would want to exploit the opportunity before then.  People who are currently satisfying this need are using cushions and padded seat covers to improve comfort, and unless their current solution breaks or they get a new car, I don’t think they would be likely to replace it with my product.

            My padded seat covers that I am offering to solve this problem are incrementally innovative.  There are plenty of padded cushions and seat covers on the market already, but the majority of them are not very good-looking.  My padded seat covers will be designed to look as great as they feel and offer a level of customizability unmatched by competitors.  Each seat cover will have its bottom stuffed with plush memory foam to provide the extra comfort and support needed to make long trips enjoyable.  Customers can choose one or two different materials for the outer layer, and options include vegan imitation leather, durable cloth, alcantara, and premium full-grain leather.  Customers can choose from four standard colors which are saddle brown, black, grey, and white.  At an added cost, customers can choose a premium or custom color, specify contrast stitching, choose stitching patterns, or select bi-color layouts for their seat covers.  The seat covers are sold for a vehicle’s two front seats as standard, but the back seats can also be done for an additional cost, which varies depending on the amount and size of back seats to cover.  Each customer submits their vehicle’s make, model, and year so that we can obtain the correct dimensions to make their seat covers fit the vehicle.  The standard price of two front-seat covers is $100 for either imitation leather or cloth material.  Choosing alcantara adds $40, and premium full-grain leather adds $400.  Having a combination of alcantara and full-grain leather is $300 extra, while a combination of alcantara and imitation leather is $30 extra, and a combination of imitation leather and cloth adds no extra cost.  Choosing a premium color adds $20, a custom color adds $50, and choosing a two-color layout adds $50.  A stitching pattern adds $25-$150 depending on its complexity while getting the stitching in a contrasting color adds $25.

            People will buy this product because it is priced competitively relative to other premium padded seat covers on the market, but it offers a level of personalization that my competitors do not.  In America especially, many individuals crave the ability to be unique and express themselves, hence why products like custom t-shirts and phone cases have enjoyed so much success.  I think it will be hard to get people who already have padded seat covers to switch to my product, as long as they are satisfied with the ones they own.  I would mainly focus my marketing efforts on getting people who don’t already have padded seat covers to buy mine since they are high-quality, comfortable, stylish, and customizable.  My primary competitor is Rixxu, who also makes very nice-looking, high quality, padded seat covers.  Their weaknesses include poor installation instructions, lack of social media presence, and the use of “universal fit,” which means that for some cars, the covers do not fit well.  Packaging, distribution, and business location will play a minor role because my business will sell all my products online.  My price point is very important because it keeps my business competitive with rivals.  Customer support and customer experience are vital and will be my venture’s “secret sauce,” along with the customizability that I am offering.    I noticed reviews of competitors complain about the lack of post-purchase support.  Each customer will have access to live chat where a real person can rapidly respond to their concerns.  Additionally, customers will receive email notifications regarding the status of their order, including photos of their covers once they are produced.  Customers will also be able to interact directly with the company via our social media pages.  Another big advantage that I have, compared to other startups, is that I have a very good relationship with my former boss, Peter, who is a very successful entrepreneur.  He's very good and growing businesses as well as buying, selling, and merging them.  His guidance and support would be extremely helpful to successfully launching and growing my business.  Once my company has grown, I would probably have around 50-100 employees including accountants, human resources, customer service, equipment operators, operations managers, stockers, quality control, designers, information technology, marketing, and salespeople.  The next thing for my venture would be to produce other custom interior components, like steering wheels, carpets, floor mats, and headliners.  After launching successfully, I would like to have grown this venture to the point where I am profiting at least $200K per year and selling nationwide after 5 years.  It would be nice to eventually sell the company for at least $10 million, and then I would like to invest that money and live off some of that passive income while working a fun job like being an instructor at the Porsche Experience Center.  I would like to make my first million within the next ten years, and if this venture is successful, it could help me achieve that.

2) The feedback from my first venture concept emphasized the importance of pricing my product right.  They said that my estimates look good, but if I use more of my resources from my previous assignment (My Venture's Unfair Advantage), then I could make even more.  They also liked that I had goals and that they seemed realistic.  From my What's Next assignment, the feedback I got was very positive.  They liked that I had goals for the future, and they thought it could be very successful if my first product succeeds and my company continues to grow.  They also thought that good companies would invest with me because of the problems my product solves.

3) The main thing I changed from my first venture concept is that I placed greater emphasis on my Venture's Unfair Advantage.  The feedback on my post referred to that assignment, and I realized that I should have emphasized my unfair advantage as part of my "secret sauce" in my venture concept.  So in my final paragraph, I added my relationship with my former boss as part of what gives my company a competitive advantage, and I explained how it'll help me succeed.  I also just re-read the whole thing and changed the wording of a few sentences to make it nicer to read.

Here is a picture of a nice set of padded seat covers made by Rixxu, my primary competitor.

My Exit Strategy

The exit strategy that I would like to use is selling my business for a large return after 5-10 years of profitable operation and growth.  I would like to get at least $10 million for my business, which I would then invest in a restaurant franchise, collector cars, and real estate so I have enough passive income to support the lifestyle that I want.

The reason that I chose this exit strategy is that the primary goal for my career and business ventures is to be able to afford the lifestyle I want as quickly as possible.  This is because I want to be able to travel and drive exotic cars before I get too old to enjoy it as much as I can.  Also, I anticipate that vehicle ownership will become less common in the future, which results in a shrinking market for my product.  Therefore, I would like to sell the company before autonomous, ride-sharing services begin to take precedence over owning your own vehicle.

This exit strategy has influenced the growth strategy for my venture.  I intend to grow brand and product awareness rapidly by using social media influencers to promote my product.  Each influencer will offer their followers a promotional code which will encourage those interested in my product to buy it.  By growing my venture quickly, I can hopefully make my company valuable and attractive enough to sell it when I want for the price that I want.

Celebrating Failure

One time that I failed this semester was when I went skiing over spring break.  I went to Jackson Hole with my best friend, Bryce, and his family, and it was my first time skiing.  I was excited but definitely a bit nervous since it's apparently one of the most advanced ski resorts in America.  I started with a full day of lessons, which went well for the most part, but I couldn't turn sharply or hockey-stop (which is when you quickly rotate your ski's 90 degrees to slow down rapidly).  Even at the end of my six-hour lesson, I still struggled with these aspects, which meant that I wasn't ready to tackle any blue runs or even the steeper green runs.  It also meant that I couldn't allow myself to get going too fast because I lacked high-speed control, which was frustrating because I wanted to keep up with Bryce who is very good at skiing.  Thankfully though, he helped me work on my technique for the entire second day of skiing.  There were times where I didn't feel like I was improving, or I would do a decent hockey-stop but then I could not replicate it.  We practiced on Eagle's Rest, which is one of the steeper green runs where I fell many times and even plowed into a snowdrift at one point.  But slowly I improved and became more confident.  By the end of that day, I felt much more confident and was able to tackle my first blue run on the third day, and by the fourth day, I was shredding and having the best time of my life!

This experience taught me that when trying something new or learning a new skill, you're almost destined to fail at it many times before you become competent enough to actually enjoy it.  If you stick with it, keep practicing, and stay positive, however, the feeling of finally succeeding is immensely rewarding.  I am very proud of how I learned to ski well despite the difficulties I encountered, and it allowed me to enjoy the best experience of my life so far.

Failure is definitely hard, and after falling in the snow many times, much to Bryce's amusement, it can be quite embarrassing too.  Most of all though, I think that failure is scary.  I am scared to fail exams, I was scared to fail at my first internship, and I was scared to fail on my first blue run.  The fear of failure for me comes from the consequences I imagine in my head, and I often envision the worst-case scenario.  For instance, on my first blue run, I was afraid of running into someone and hurting us both if I still wasn't good enough to stay under control.  To try and handle failure, I have been trying to get myself to focus on the potential rewards, rather than the consequences, of taking a risk or facing a challenge head-on.  This class has made failure less frightening to me, and I am more likely to take a risk now than a few months ago.

What's Next?

Provided my padded custom seat covers are successful, I would like to expand my company's offerings to include other interior components.  I'd like to offer customizable steering wheels that can be upholstered and styled with options much like those I offer for the seat covers.  I would also like to offer customizable carpeting and headlining made from quality materials.

Since the interview requirement is suspended for this assignment, I would simply like to discuss my ideas for the future of my company further.  Offering new interior components is a great way to grow in my existing market.  Many of my existing customers would likely be interested in the new products I am offering.  This is especially true for those who chose to customize their seat covers, as many of them are probably interested in further customizing their car's interior.  One possibility is that instead of investing in the knowledge, staff, and equipment to make the new products myself, my company could merge with an existing one, like Carbontastic, which makes beautiful custom steering wheels.

The new market that I could target would be people who need durable, functional seat covers in vehicles like semi-trucks, tractors, and taxis.  This market consists of both consumers and other businesses.  I think that by offering a utility-focused product line - basic designs in gray or black with no excess frills and durable cloth construction - I could appeal to users in this market.  This is because the people in these markets would likely want a low-priced seat cover that can withstand frequent, heavy use.

The users in this market are more likely to need a seat cover due to the original seat being damaged/torn by how much use it sees.  This means that my product becomes appealing not just because it offers superior comfort, but also because it protects the seat beneath from further damage.  At the same time, these customers are not interested in the aesthetic appeal of my product, so I adapted the form of my product to sacrifice aesthetics for low-cost and durability.  This market is attractive because it has the potential to sell to a business, like a taxi company, which will make larger purchases and would buy more seat covers over time.  The individuals in this market also feel the need for my product stronger because covering a deteriorating seat is a more compelling need than making a normal seat more attractive.  One thing that makes this market less attractive is that the basic seat covers sold to these customers will have lower margins than customized seat covers sold to my existing market.

Venture Concept Number One - Elite Seats

            For anyone who does not own a luxury vehicle, the seats in their cars may provide inadequate comfort on long journeys.  Indeed, the people I interviewed who did not own a luxury car almost all affirmed my belief that this opportunity exists.  Since the majority of road users do not own luxury vehicles that offer more comfort on long drives, I think that the size of the potential market is large.  The only question is, out of all the people whose vehicles lack comfort, how many of them are dissatisfied enough to seek out a solution to the problem?  Out of the customers I interviewed, many of them did say they would be interested in my product, but none of them were currently using a competitor’s product to solve the problem.  With this in mind, I think my opportunity is medium-sized; I would not call it big or small.  My potential market consists of middle-class Americans throughout the country who travel long distances regularly and own a non-luxurious vehicle.  This opportunity has been around for a long time, and the “window of opportunity” likely won’t be closing within the next ten years.  Eventually though, if car ownership declines and autonomous ride-sharing services become popular, the size of my market would decline, so I would want to exploit the opportunity before then.  People who are currently satisfying this need are using cushions and padded seat covers to improve comfort, and unless their current solution breaks or they get a new car, I don’t think they would be likely to replace it with my product.

            My padded seat covers that I am offering to solve this problem are incrementally innovative.  There are plenty of padded cushions and seat covers on the market already, but the majority of them are not very good-looking.  My padded seat covers will be designed to look as great as they feel and offer a level of customizability unmatched by competitors.  Each seat cover will have its bottom stuffed with plush memory foam to provide the extra comfort and support needed to make long trips enjoyable.  Customers can choose one or two different materials for the outer layer, and options include vegan imitation leather, durable cloth, alcantara, and premium full-grain leather.  Customers can choose from four standard colors which are saddle brown, black, grey, and white.  At an added cost, customers can choose a premium or custom color, specify contrast stitching, choose stitching patterns, or select bicolor layouts for their seat covers.  The seat covers are sold for a vehicle’s two front seats as standard, but the back seats can also be done for an additional cost, which varies depending on the amount and size of back seats to cover.  Each customer submits their vehicle’s make, model, and year so that we can obtain the correct dimensions to make their seat covers fit the vehicle.  The standard price of two front-seat covers is $100 for either imitation leather or cloth material.  Choosing alcantara adds $40, and premium full-grain leather adds $400.  Having a combination of alcantara and full-grain leather is $300 extra, while a combination of alcantara and imitation leather is $30 extra, and a combination of imitation leather and cloth adds no extra cost.  Choosing a premium color adds $20, a custom color adds $50, and choosing a two-color layout adds $50.  A stitching pattern adds $25-$150 depending on its complexity and getting the stitching in a contrasting color adds $25.

            People will buy this product because it is priced competitively relative to other premium padded seat covers on the market, but it offers a level of personalization that my competitors do not.  In America especially, many individuals crave the ability to be unique and express themselves, hence why products like custom t-shirts and phone cases have enjoyed so much success.  I think it will be hard to get people who already have padded seat covers to switch to my product, as long as they are satisfied with the ones they own.  I would mainly focus my marketing efforts on getting people who don’t already have padded seat covers to buy mine since they are high-quality, comfortable, stylish, and customizable.  My primary competitor is Rixxu, who also makes very nice-looking, high quality, padded seat covers.  Their weaknesses include poor installation instructions, lack of social media presence, and the use of “universal fit,” which means that for some cars, the covers do not fit well.  Packaging, distribution, and business location will play a minor role.  My price point is very important because it keeps my business competitive with rivals.  Customer support and customer experience are vital and will be my venture’s “secret sauce,” along with the customizability that I am offering.  I noticed reviews of competitors complain about the lack of post-purchase support.  Each customer will have access to live chat where a real person can rapidly respond to their concerns.  Additionally, customers will receive email notifications regarding the status of their order, including photos of their covers once they are produced.  Customers will also be able to interact directly with the company via our social media pages.  Once my company has grown, I would probably have around 50-100 employees including accountants, human resources, customer service, equipment operators, operations managers, stockers, quality control, designers, information technology, marketing, and salespeople.  The next thing for my venture would be to produce other custom interior components, like steering wheels, carpets, and headliners.  After launching successfully, I would like to have grown this venture to the point where I am making at least $200K per year and selling nationwide after 5 years.  It would be nice to eventually sell the company for at least $10 million, and then I would like to invest that money and live off some of that passive income while working a fun job like being an instructor at the Porsche Experience Center.  I would like to make my first million within the next ten years, and if this venture is successful, it could help me achieve that.

My Venture's Unfair Advantage

1. I have in-depth knowledge of automobiles and their interior design.
- This resource is valuable in that it allows me and my designers to create seat covers that complement current and future trends in automotive interior design.  It is rare to have the depth of knowledge that I have, but it is not inimitable.  I do not believe there is a substitute for having this knowledge.

2. I have a very good relationship with my former boss, Peter, who is a very successful entrepreneur and executive.  He could help me start and grow my business.
- This resource is extremely valuable because he can help me avoid the mistakes that some people make when starting a new business, and he can help with the legal aspects of establishing the company.  I think it is rare to have someone as successful and knowledgable as he is to help your startup, especially when he wouldn't charge me for his assistance.  It is difficult to copy for competitors, just because mentorship is typically expensive, but it's not inimitable.  It is substitutable because established competitors have already started and grown their business.

3. I'm aware of many influencers in the automotive world who I can contact to promote my product.
- This is valuable knowledge because having someone like a popular YouTuber promote your product is a great way to generate awareness.  Offering viewers a discount with the promotion can also help boost sales from the promotion.  This resource is not rare or inimitable.  It is substitutable because there are other ways to promote a product.

4. I am savvy with social media, and would not necessarily need outside assistance to develop and grow my brand's social media presence.
- This is valuable because it will save me money on the costs of launching my business and running it early on.  As the company grows, I would eventually delegate this responsibility.  It is not rare or inimitable because there are many people who are good with social media, especially those who have grown up with it like I have.  It is non-substitutable because social media plays a key role in running a business and engaging customers in the modern world.

5. I am an empathetic person who can easily put themselves in the customer's shoes to understand what they desire and expect from a product.
- This resource is valuable because understanding the customer enhances your ability to satisfy their needs.  It's not especially rare, because a lot of people are empathetic (although I wouldn't say that the majority of people are).  It is inimitable for people who are not empathetic; it's one of those traits where you either have it or you don't.  It is substitutable because conducting enough customer research can also allow you to understand what customers want and expect from your product.

6. My company would prioritize outstanding customer service.  Any complaints would be handled promptly and would not be closed until the customer is satisfied.
- This is very valuable because providing excellent customer service gives your organization positive word-of-mouth and allows you to create longstanding relationships where customers make repeat purchases.  This resource is somewhat rare because many companies give poor customer service and neglect to adequately resolve customer complaints in a prompt manner.  It is not inimitable, but it is non-substitutable because customer service is a key aspect of running any business.

7. My company would manufacture and ship directly to customers from one location via FedEx, saving money from having a middleman or using multiple distribution centers.
- This is valuable because it saves my organization money.  It is not rare, inimitable, or non-substituable, because there are effective alternative methods to distribute goods to customers.

8. The organizational culture that I intend to create would make every employee feel like a valued part of the company.  At the end of each month, every employee would have the opportunity to submit 1-3 suggestions directly to me to improve the business, and I will select at least one to implement.  Every week I would send a memo to all employees detailing how the company is performing, what our goals are, how we will achieve them, the goals we have achieved since the previous memo, and I would also like to recognize at least one outstanding employee.  Consistently outstanding employees would receive awesome gifts at the end of the year, like a vacation cruise, a high-end watch, or an exotic car driving experience.
- This resource is extremely valuable because retaining employees saves money on training new ones and allows you to have a more experienced and proficient team.  It is somewhat rare because many companies do not create an atmosphere where all employees feel valued and appreciated.  It is not really inimitable, but it is difficult to imitate because it requires inside knowledge of how my business is run.  I think it is non-substitutable because a positive work environment adds value to a job that can't be replaced by higher pay or other benefits.

9. I am a very hard-working person who is driven to succeed; once I decide to pursue something I do not give up until I've done everything I can to make it work.
- This is valuable because launching a business requires a lot of hard work and commitment over a long period of time, and you won't succeed if you are lazy.  It's not rare because my competitors also have this.  It is inimitable if you don't possess it, like empathy, and it is also non-substitutable.

10. My conflict resolution skills will help me ensure that internal relations between employees are kept civil, and any conflicts that do arise are dealt with quickly and effectively to keep things running smoothly.
- This is valuable because maintaining a civil work environment helps a business run more smoothly, and it will be most important in the early days of my business when conditions are less stable and change rapidly.  It is not rare or inimitable, as plenty of competitors will have dedicated human resource employees to mitigate conflicts.  It is non-substitutable, as there is no way to resolve a conflict without having people communicate about the issues.

My top resource is my relationship with my former boss, Peter, and therefore it is my venture's unfair advantage.  It is the most important because his mentorship is what would allow my business to start off strong and avoid many of the pitfalls that startups can run into.  If he sees enough promise in the company, he could also serve as a source of investment as he has done very well in his career of starting several companies, serving on multiple corporate boards, and orchestrating numerous mergers and acquisitions.  With his guidance, my business would have a much better chance of becoming profitable and competing with established competitors.

Reading Reflection Number Two

1. The general theme of this book is that success requires perseverance through failure after failure, as well as learning from those failures and improving yourself by focusing on the realistic changes you can make day-by-day to increase your odds of success.

2. I think that this book really connected with the entrepreneurial mindset that we learned about early in the course.  Scott's story of doing many different jobs before finally succeeding as a comic artist reminds me of the story of Colonel Sanders from the beginning of the semester.  I also think his advice on interacting with people, like when he talks about the power of giving honest praise, enhances what I learned about managing the employees in your startup and creating an attractive organizational culture.

3. The exercise I'd design would focus on helping students think about implementing systems instead of just having goals.  The exercise would be conducted early in the semester, and it would involve choosing one goal for your business idea, and a second goal that is something you wish to achieve personally in your life.  For each goal, write down at least one system that can be implemented on a daily basis to move you towards that goal.  Each student will implement the system they developed for their personal goal throughout the rest of the semester, and at the end of the semester, they will reflect on how that system moved them closer to their goal, as well as how it improved their state of being.

4. My biggest "aha" moment was when Scott Adams talks about how having systems is superior to having goals.  He says that doing something every day is a system while waiting to achieve something in the future is a goal.  I've always been told about the benefits of being goal-oriented, but after reading what Adams wrote, I realize that having a goal without using one or more systems to achieve it is useless and will ultimately lead to frustration.  One great example that he gave is that running a marathon in under 4 hours is a goal, but exercising daily is a system.  This has inspired me to start creating and implementing systems to achieve the goals that I have for myself.

Elevator Pitch V 3.0

https://www.youtube.com/watch?v=2oNhtPRrNOk

Reflecting on the first comment I received from my second pitch, one of the things that stood out to me was their statement that the variety of style and fabric options was very marketable and crucial to the success of my product.  Since this is one of the core differences between my product and competitors, it was very encouraging to hear this.  They also mentioned that having influencers use the seat covers in their cars could be a good way to market the product.  I think this is really smart and insightful since a lot of popular YouTubers have interesting cars that they share with their audiences.  Having my product in an aspirational position like that could make it a lot more appealing, especially to younger (18-30-year-old) audiences.

The second comment on my second pitch said that my second pitch was a great improvement over my first.  They mentioned that I emphasized the weaknesses in my first post and made the necessary improvements, which I completely agree with.

I didn't change anything with the content of my pitch for my third and final delivery.  Instead, I focused on my delivery and my presence in front of the camera.  I got the pitch completely memorized to the point where I was comfortable with it.  I focused on making good eye contact with the camera, making good use of gestures, and being enthusiastic about my idea.  I think this was easily my best pitch yet, and I'm happy with the improvements that I have made.

Growing Your Social Capital

Person #1: 

CARiD.  I couldn't find contact information for a particular individual at CARiD, but it is a website that sells automotive accessories including Rixxu seat covers, which are by far the most like the seat covers that I would like to make for my business idea.  CARiD has been in business since 2008 and sells a wide variety of automotive accessories.

This person is my domain expert since CARiD sells automotive parts and accessories, including padded seat covers. 

I searched "padded car seat covers" on Google, and looked among the various options available.  initially, my plan was to contact a competitor that is making the product similar to how well I would like to make it.  The Rixxu seat covers, which are being sold on the CARiD website, look excellent and only lack the ability to make unique, custom covers.  I tried to find the company on LinkedIn to no avail, and their website included no contact information.  I decided the next best thing would be to contact CARiD, and see if anyone from their website could provide feedback on my idea.

I sent an email to info@carid.com, explaining who I am, the nature of my assignment, and asking if anyone there would be able to provide feedback on my business idea, along with their name and job title.  I included a link to my blog post for assignment 8, "Solving the Problem" in the email.

I have yet to hear back from someone at CARiD, but the favor that they would be doing for me is providing feedback on my business idea.

Having someone from CARiD in my network would help me exploit my opportunity by giving me connections to an online retailer that could sell and distribute my padded seat covers.

Person #2:

Charlie Scott, owner of Car Seat Covers Direct and Car Mats NI.  He has owned and managed the company since March of 1986, and he is an entrepreneurship professional who graduated from the University of Kent.

He is my market expert since he has 34 years of experience producing and selling car seat covers, which is the same business that I am interested in.

I searched "car seat covers" on LinkedIn, and his company, Car Seat Covers Direct, was the first company that popped up for me.  I looked at the 9 employees listed and found the owner, Charlie Scott.  His profile contact info did not include his email, just the company website (http://www.carseatcoversdirect.com/).  I sent an email to the company address, info@carseatcoversdirect.com, asking if Charlie Scott could provide feedback on my idea.  The content of the message was similar to the email I sent to CARiD, and I once again included the link to my assignment 8 blog post and asked for feedback on my business idea.

I have yet to hear back from Charlie Scott or anyone else at Car Seat Covers Direct, but the favor that I requested in my email is feedback on my business idea.

Having Charlie Scott in my network would enhance my ability to exploit this opportunity because he could be a mentor to help me get my business up and running since he has owned and managed a successful car seat cover business for 34 years.

Person #3:

Chris Wimer, who is a sales executive/automotive business development at Moore and Giles.  Moore and Giles is a producer of fine leather goods, and Chris Wimer has been a sales executive at Moore and Giles for just over 3.5 years.

This person fills the supplier slot since Moore and Giles can provide both the high-end full-grain leather used to make my premium Napa leather seat covers, as well as top-grain leather which can be used to produce the seat covers made from standard automotive leather.

In order to find Chris, I first researched Napa leather, since I wanted to find a supplier for it specifically.  I found that it's actually a broad term used for any soft, smooth leather, but it lacks an exacting standard of classification.  What I did find though is that full-grain leather is the softest, most desirable and unaltered leather you can buy, so I then searched for full-grain leather suppliers.  Moore and Giles was the first supplier I found that actually offered authentic full-grain leather, so my next goal was to find the contact information of someone who worked there.  I decided to find the company's LinkedIn page, where I went through the list of employees they have on LinkedIn.  I then decided that Chris Wimer would be the best person to reach out to regarding my business idea since he does automotive business development at Moore and Giles.  He did not provide contact points on his LinkedIn, so I had to try and reach him via the contact for Moore and Giles.  They don't give out the company email on the website, but they do have an inquiry form that you can fill-out to get an email response from a representative.  So that is what I did, I filled out the form, mentioning that I was a student at UF who needed to get feedback on their business idea for their entrepreneurship class and that I would like the feedback to come from Chris Wimer if possible.  I specified that my idea involved making finely crafted, padded car seat covers using leather from a supplier like them as one of my material options.  

I have not yet heard back from Chris Wimer or anyone else at Moore and Giles, but the favor is requested in my email was feedback on my business idea.

Having Chris Wimer, or anyone else from Moore and Giles, in my network would enhance my ability to exploit the opportunity I'm pursuing by giving me connections to a reputable supplier of fine leather that could be used to produce my seat covers.

Reflection:

In future networking events, I will create a plan of action ahead of time.  This would involve looking at the list of people in attendance at the event, taking note of which ones I would like to meet with, writing down what I would like to gain from each meeting, and writing any specific questions I would like to ask.  I have not actually had any formal networking experiences in the past, so this was all new to me.  However, I think the main difference between this assignment and a formal networking experience is that at a networking event, the people you attempt to network with would expect to be approached.  With this assignment, none of the people I approached were expecting it, and I did not have anyone's direct contact info, so I had to work around it using their company's contact information.

Idea Napkin Number Two

Who I am: I am a senior mechanical engineering student who is passionate about cars, animals, travel, and food.  I am good at video games, public speaking, and racing go-karts.  Some of my more business-related skills include Microsoft Office, time management, and a strong work ethic.  I have survived 4 years of engineering curriculum, and I also interned for two summers at Fast Lane Travel, who takes customers on luxury Porsche driving tours through Europe.  I have also been to countless car shows where I get up-close with a wide variety of cars, which provides a lot of the design inspiration for my padded seat cover idea.  I aspire to finish my BS in mechanical engineering, then get my MBA and try to earn as much money as I can to afford my dream cars and travel.   If I were to start this business, I would try to grow it on the side until it became profitable, then devote all of my time to it with the end-goal of selling the company for at least several million dollars.

What I'm offering to customers: I am offering customers a way to make their car seats much more comfortable on long journeys while simultaneously making the seats more attractive.  The seat covers will be padded to provide additional comfort, while a selection of styles, colors, and materials will allow customers to customize their seat covers to suit their taste.

Who I'm offering this product to: My customers are automobile owners who drive for more than 2 hours at a time on a semi-regular basis.  They are mostly middle-class and do not have especially luxurious cars that would make long journeys more comfortable.  Some of them suffer from back pain or other preexisting conditions, which makes them more inclined to seek out a way to make their car seat more comfortable, like my padded seat covers.  They comprise a wide range of ages, from 18 years old and up.  They take pride in their car and want it to look good, they are individualistic, and they enjoy expressing themselves.

Why they care: They care because everyone wants to be comfortable in their car, and my target segment values their comfort enough to seek out a solution to their car seat's lack of comfort and pay for it.  This is especially true for my potential customers who have pre-existing health conditions, so a portion of my marketing would target them specifically.  They also care enough about the style of their car's interior to seek out a more attractive solution than the existing cushions and padded covers on the market.  They're also interested in having the option to create a unique seat cover that reflects their personal tastes.

My core competencies: My knowledge of automobiles, including the interior design and materials, is exceptional.  Also, I am good at planning and staying disciplined to achieve my goals, which will be very helpful for getting the business off the ground.  My experience interning at Fast Lane Travel allowed me to see how a small business is run, which would certainly serve me well starting my own business.
I definitely think that these elements work well together.  I understand the types of customers who would buy my product, and through the interviews I have conducted, I know what their needs are and how to tailor my product to satisfy them.  My personal attributes also fit well with the business idea, as I am in-tune with trends in the car industry which influence the design and material options for my seat cover both now and going forward.  The only thing that does not fit very well is my knowledge of how to make the seat covers, as I have no experience with sewing or producing fabric.

Feedback Memo: I received two comments on my first idea napkin.  The first comment made note of how my internship at Fast Lane Travel connects to my idea since both are in the automotive area.  Although the link between the custom seat covers and the Porsche driving trips isn't especially strong, it's still a good point, and I learned a lot about how a small business is run during that internship.  The first comment also mentioned that they could see my product doing very well on the market and even becoming trendy because everyone wants to be comfortable.  The second comment mentioned that my idea was creative and unique, which is exactly what I want people to think when they examine my product.  They related their experience driving to UF as an out of state student and how uncomfortable it gets for them.  The second comment also mentioned that it is a good idea to market it toward people with health conditions that make sitting in a car seat more uncomfortable.  The last thing they mentioned was that the customizability of my product is nice since many people like to express themselves through the way their car looks.

Based on the feedback I received, I added some things to my idea napkin, but I didn't have to delete anything and most of it is the same.  I have italicized my changes in the idea napkin above.  The changes focus on emphasizing the parts of my idea napkin that my peers thought were most valuable, but that I had not already focused on.  For one, I emphasized how my potential customers are individualistic people who care about how their car looks.  Then, I specified the desire of being comfortable in the car as a universal one, not just exclusive to my potential customers.  Next, I decided that more emphasis should be placed on the value of my product to people with back pain or other pre-existing conditions that make driving less comfortable.  The final change I made was explaining how my experience interning at Fast Lane Travel contributes to my core competencies.

Creating a Customer Avatar

Bradley is a 40-year-old real estate agent living in Fort Myers.  He has lived in Florida his whole life and he enjoys the warm climate.  He is middle-class but has aspirations to move further up the social ladder.  He spends many hours every week driving to the office and visiting listed properties with potential buyers.  He appreciates a good automobile, but is not a super into cars, so he drives a metallic gray Volkswagen Golf GTi with cloth seats and an automatic transmission.  While he enjoys driving on open roads, his back-pain problems make long drives uncomfortable.

Bradley is married without children, and his wife, Kristen, works as a nurse.  They have a 2 bedroom, 2 bathroom home with a pool in a quaint suburban neighborhood.  They enjoy watching game shows, American Idol, and reruns of The Office together.  On weekends, Bradley enjoys getting together with his friends for a round of golf, fishing in the Gulf, or going to the local brewery to socialize and watch sports.  He also enjoys a spot of video games on his Xbox when he has time to kill.  He's not much of a reader, but he does subscribe to The Wall Street Journal, Forbes, and DuPont registry to keep up with trends in the economy and the real estate market.  He is fiscally conservative but socially liberal, so he's a registered independent who supports political candidates that are reasonable, fairly moderate, and pro-business.  He is generally happy but looks forward to earning more so that he and Kristen can travel the world and have adventures like skiing, hiking, and white-water rafting.

I myself share some similarities with Bradley.  I also appreciate cars, although I'm much more into them than he is.  I also aspire to move up from the middle class so I can afford to go on trips and have amazing experiences.  We both enjoy The Office and playing Xbox, and we have similar political ideologies.  This is no coincidence, as my segment is very broad, so I decided that my prototypical customer should be someone in the segment somewhat similar to me since I myself want the product that I have developed in this course.

Elevator pitch V 2.0

https://youtu.be/Qr8iZ7VqqXY

I was pleasantly surprised by the feedback from my first elevator pitch.  I didn't feel very confident about my pitch, but the person who reviewed it said that she really enjoyed it, which was great.  What surprised me most was that they said my product was a major need in their life, and I always thought people would view it as a desirable luxury, though I'm glad that the demand for it may be even higher than I expected for some people.  I also thought their statement that "having many different styles and colors is a major plus" was very insightful because it confirmed my belief that some people would really appreciate a stylish and customizable padded seat cover over a boring and generic one.

Based on the feedback I received from my first post, I kept the content of my pitch the same.  The reason for this was that the person who left feedback on my pitch seemed to enjoy the content of my pitch, and did not make any suggestions to add or remove information.  What I did change though, even though it wasn't in my feedback, was that I decided to dress nicer, seeing as the other students dressed-up for their pitches.  I also decided to memorize my pitch so that my delivery was less robotic and I could be more dynamic with my gestures, facial expressions, and cadence.

What's Your Secret Sauce?

Interview playlist: https://soundcloud.com/jacob-jenkins-396991876/sets/interviews-for-assignment-16a

Part One: My unique human capital according to myself:

1. My knowledge of cars, especially high-end ones, is extensive, and I’m very passionate about them.  I can name almost any car’s make and model at a glance, and for cars that are cool/interesting/fast, I can also usually tell you the type of engine it has, its displacement, whether it’s naturally aspirated or boosted, its horsepower, 0-60 time, top speed, transmission, drivetrain layout, price, what its competitors are, and how compelling it is relative to its competitors.  I can even name cars with distinctive engine sound just by hearing them.  Relating to my passion for cars, I was able to qualify for Speech and Debate NCFL nationals with an original oratory on why cars are more than mere transportation, which leads me to my second unique trait…
2. My public speaking skills are strong and honed from my experiences in high school speech and debate.  I learned how to effectively present an argument in two years of Lincoln-Douglas debate, and I also memorized and presented a 10-minute original oratory in my senior year, which I got to nationals with.  These experiences allow me to be comfortable speaking in front of an audience, and I even learned how to work the room based on people’s reactions.
3. I learn very quickly and have a good memory.  This has helped me succeed in my classes without an obscene amount of studying time.
4. I’m good at seeing conflicts objectively.  In a disagreement, I can look at both sides, understand their arguments, and make logical decisions regarding the validity of the arguments.  This makes me good at resolving conflicts.
5. I’m an empathetic person, and I can easily relate to why most people feel the way that they do, provided they’re not completely insane.

Part Two: Summaries of each interview

Interview one: My little sister, Julianna: She said that my unique human capital is that while I’m very analytically intelligent, I am also empathetic, emotionally intelligent, caring, and I work well with others.  To her, this a rare combination of things.

Interview two: My mom: The unique traits she thought of for me are immense kindness, caring for other people and animals, patience, my problem-solving skills, my ability to understand how things work, my love and knowledge of automobiles, drawing, designing things, and painting.  She also mentioned that whenever I discover a new interest, I delve deeply into it and learn all about it.

Interview three: My best friend, Bryce: Bryce compared my human capital to my taste in cars.  He said that I strive for greatness and that I am the nicest and most passionate person he has ever met.  He went on to say that my burning passion for cars is what drives me to succeed and sets me apart from everyone else.

Interview four: My dad: My dad primarily focused on my integrity as part of my human capital.  He said that I stick to what I say and what I believe in and that I have high character.

Interview five: My cousin, Reid: Reid said that I am very energetic about everything that I am passionate about.  He also said that I’m very hardworking and that I love cars and animals.

I see myself as hardworking, passionate about what I believe in, intelligent, and caring.  Based on the interviews I conducted, the other people I know see me the same way, so there are not differences between how others assess me and how I assess myself.  I think my interviewees are correct about me, except for a couple of things my mom said, as I do not consider myself a good drawer or painter.  I would not change anything about my list from part one, although if I could add-on to that list, I would incorporate the traits that my interviewees mentioned.

Figuring Out Buyer Behavior Part 2

Interview number one: Bryce, 19-year-old male:
When evaluating alternatives, Bryce seeks to find the best compromise between quality and price, but it depends on the type of product.  For a product that he plans to use for a long time, he is willing to pay a premium to get a well-made product that he can depend on.  For a product like my premium padded seat covers, he would first look for any options that would look good in his car.  Then, out of these options, he would choose the cheapest one that is still made of good materials and has good customer reviews.  Once he is ready to make the purchase, he would most likely pay the full amount with a credit card online.  He would prefer to buy the product from Amazon since he gets Prime shipping and 5% cash-back on his Prime card.  When evaluating the product post-purchase, the most important thing to him is that it works as advertised, and continues to do so.  If the product does not work well, he will return it if possible or write a bad review if not.  As long as the product does satisfy him, he will not regret the purchase.

Interview number two: Haley, 22-year-old female: When evaluating alternatives, Haley also said that she looks for the best balance between quality and price.  She has to be careful with her money since she is a full-time student, so she typically will not buy the most expensive option.  At the same time, she is wary of buying the cheapest option in case it fails or disappoints her because then she feels like her money was wasted and she would have been better off spending more to get a quality item.  With a product like mine, she would seek out the cheapest option that still has offers high enough quality for her to have peace of mind about the purchase.  Haley typically prefers to buy products online, mainly from Amazon since she is also a Prime member.  The exception is for something like clothes, where she likes to ensure that they fit properly by trying them on.  She also prefers to buy expensive items, like electronics, in person since she is afraid of them being damaged during transport.  For a product like mine, she would buy online since she can measure her seat to make sure they are the right size, and because she would like to take advantage of the customization options to create her own unique seat covers.  She regards a purchase as a good idea if she uses the product fairly often, and if its performance meets her expectations.  She regards a purchase as a bad idea if it ends up collecting dust, if it drains her bank account too low, or if it breaks/performs poorly.

Interview number three: Stephanie, 73-year-old female:  When evaluating alternatives, Stephanie typically tries to find the cheapest option, and she often waits for a product to go on-sale so that she gets the best deal possible.  When shopping, she sometimes purchases a product that she was not planning to buy because she sees a great deal on it.  With clothing, style matters, but with a product like mine, she would just go for the cheapest option.  She only likes to shop in stores, since she does not own a computer.  Not only that, but shopping is a fun pastime for her, and she often will invite her friends to go along with her.  She likes to buy a lot of gifts, and in that instance, she considers the purchase a good decision based on how the person she gave the gift to reacts, and how much she sees them using her gift.  For personal purchases, she usually considers her purchase a good decision as long as the product does what she needs.

In terms of alternative evaluation, this segments seeks out products that provide good quality at a low price.  During the purchase decision, some people in the segment shop online, while others look in-store.  All three people I interviewed would pay for their purchases in-full upfront.  For their post-purchase evaluation, the people in the segment primarily assess if the product performs as desired,

Halfway Reflection

In order to keep up with the requirements for this course, one of the most important behaviors I used was managing my time and scheduling a time to work on this class each week.  Since I have no class on Thursdays, and my assignments in my most time-intensive class are due on Wednesday, Thursday has been a great day for me to work on this class.  My only suggestion is that you do your assignments at least 24 hours in advance since some of them require interviews, which can be difficult to arrange in-time.  The other behavior that has helped me keep up with this class is spending time picking something I cared about for my business idea, which has made the assignments much more enjoyable.

While not in this class, a moment when I felt like giving up was during the first design report for EML2322L, design and manufacturing lab (DML).  In this assignment, I had two weeks to design a robot to move tennis balls from a 3-tiered wooden frame into a bucket that satisfied a given set of design constraints.  I then had to make detailed drawings of the robot, made to-scale using straight edges, engineering paper, and a compass, complete with dimensions and material specifications.  I had to draw the whole robot from the front, top, side, and isometric view, and do the same for all of its subsystems.  I am not artistically inclined, and I had never undertaken such a large project within such a short period of time.  On the night I started my first drawings, 4 days before they were due, I had a panic attack because I didn't think I would be able to pull it off, and I felt like giving up.  I had to call my parents and my big sister to calm myself down, and then I talked to my friends and planned to work with them in the library while I did the drawings.  Over the next 3 days, I easily spent at least 25 hours on the drawings, but I got them all done and felt hugely relieved.  I feel like I definitely developed a tenacious attitude over the past 2 months, and overcoming my first design report contributed most to this.  If I can get through that, you can get through any assignment this class can throw at you because none of them are nearly as bad as what I had to do for DML.

One of the most important tips I can give you for fostering the skills that support tenacity is to find something that drives you to succeed.  For me, it is my love of exotic cars; below I have included a picture of me with a Ferrari F50 and F40 LM from a car show in Naples (the combined value of the two is roughly $9 million).  Since I view success in school as increasing my chances of owning an exotic car, this drives me to succeed in my courses.  Another tip for developing the tenacious mindset is to see yourself as unstoppable, and believe that no assignment, class, or professor is worthy of preventing you from achieving your goals.  The final tip I have for you is to realize that you have all the tools you need to succeed; you are in one of the best country's to live in (the very best in my eyes), you're at one of the best schools in it, and you wouldn't be here if you weren't among the smartest people in the country yourself.  You've got this! :)

Reading Reflection #1

1) You read about an entrepreneur:

·        What surprised you the most?

I was surprised that the man who grew McDonald's into the largest fast food franchise in the country was at one point an avid pianist who opened a music store with his friends, and later played for a high-end bar.

·        What about the entrepreneur did you most admire?

I most admire his work ethic.  Kroc routinely worked long hours for years, and although it caused his personal relationships to suffer (like his marriage with Ethel), I admire anyone with the amount of drive and determination to work that hard for such a long period of time.

·        What about the entrepreneur did you least admire?

On the flip-side of my last point, I least admired his lack of ability to balance work with his personal life and relationships.  I believe that you should work to live, rather than living to work, which was all-too-often the way Kroc lived his life.  As a result, his first two marriages suffered.  To me, being able to effectively balance your work with your personal relationships and other passions is very important, and something I value in my own life.

·        Did the entrepreneur encounter adversity and failure? If so, what did they do about it?

One instance when Kroc encountered adversity was when he had to give 60% of the money, he made selling multimixers to the paper cup company he used to work for, and he struggled to make ends meet.  Another instance was when he opened the second McDonalds establishment and he repeatedly failed to make the French fries correctly, despite following the specific directions from the McDonalds brothers.  Eventually, he had to call-on outside experts to understand what was wrong with the way he was making the French fries.

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

He was persuasive, such as when he convinced the McDonalds brothers to allow him to grow their business.  He was a very good salesman, who knew when to stop talking so he wouldn’t drive a potential customer away.  At the same time, he was an honest and ethical salesman, which helped him maintain loyalty with his clients.  He also always sought to grow and improve as a businessman, even from a very young age. 

3) Identify at least one part of the reading that was confusing to you.

Kroc’s writing style was very easy to follow, as he uses a very casual, conversational tone, so I never had any issue with understanding what he was trying to say.  In the early parts of his story though, it was kind of hard to keep track of all the different ventures he was pursuing, as he often did more than one at a time, and he switched occupations out often as some failed and others were replaced by better opportunities.

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

I would ask him if he could go back to when he was first began selling the Multimixer, what would he do differently, if anything at all?  I would also ask him, what is your biggest regret from your career?  I would ask him these questions to gauge if his success in the business world was worth the sacrifices he had to make in his personal life, and I also just think it’d be really interesting to hear the answers he would have for these questions.

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

“Work is the meat and hamburger of life.”  I think that Ray Kroc held a very high opinion of hard work.  He always had a desire to work to achieve his goals and enjoyed it as an important part of his life.  I myself do regard hard work as good and important, however, I do not view it as what I enjoy doing; it is a means to an end for me.  Hard work will hopefully allow me to enjoy the lifestyle I want, but hard work is not what I enjoy doing.

Figuring Out Buyer Behavior Number One

My segment: Automobile owners who own non-luxurious cars and routinely (about once every two weeks) drive on journeys more than two hours long.  They are working, middle-class people ages 18-65 years old.

Interview one - Pamela, 55 year-old female:
Q: When do you start to feel uncomfortable in your car?
A: When I am driving from Gainesville to Cape Coral to visit my mom, I usually start getting uncomfortable and restless around Tampa.  If I had to pick a time, I would say after two hours in the car.
Q: How do you start feeling the need for a more comfortable car seat?
A: After a long enough time of driving and sitting in the same spot, I just start to feel uncomfortable.
Q: Where do you start to feel this need for a more comfortable car seat?
A: While driving my car.
Q: What kind of car do you drive?
A: 2012 Hyundai Sonata

Q: Whenever you feel a need like this, how do you first go about finding a solution, should you choose to do so?
A: I first do a Google search.  For your product, I'd look up something like "padded car seat cover."
Q: What sources of information do you look for?
A: Whenever I search for a product on Google, I like to see what options are available on Amazon, since they have two-day shipping and I can read reviews.
Q: Do you go to friends and family to help find a solution to your problem?
A: If I know someone who already uses a product that I'm interested in, then I will ask them about it, but usually I can just find what I need on Google.

Interview two - Dale, 62 year-old male:
Q: When do you start to feel uncomfortable in your car?
A: When I'm driving a long time, or when I'm stuck in bumper-to-bumper traffic and I have to keep pushing the clutch in and out to inch along.
Q: How do you start feeling the need for a more comfortable car seat?
A: I don't know, after a while, my body just starts feeling sore.
Q: Where do you start to feel this need for a more comfortable car seat?
A: In the car I guess.
Q: What kind of car do you drive?
A: A 2010 Ford Fusion.

Q: Whenever you feel a need like this, how do you first go about finding a solution, should you choose to do so?
A: I usually just search it in Google.
Q: What sources of information do you look for?
A: I look for different websites that sell products like the one I want and try to figure out which is best.  I try to avoid buying anything made in China or Vietnam.
Q: Do you go to friends and family to help find a solution to your problem?
A: Sometimes I'll ask my brother or sister for help, but only if it's a more serious decision like a car or a new TV.

Interview three - Cara, 23 year-old female:
Q: When do you start to feel uncomfortable in your car?
A: Whenever I have to drive from New York to Philadelphia I get restless and uncomfortable; like I have to keep shifting my weight around so I don't get too sore.
Q: How do you start feeling the need for a more comfortable car seat?
A: I don't know, I guess my body just starts letting me know that it's uncomfortable when it's time.
Q: Where do you start to feel this need for a more comfortable car seat?
A: In my car on long drives
Q: What kind of car do you drive?
A: I drive a Jeep Wrangler


Q: Whenever you feel a need like this, how do you first go about finding a solution, should you choose to do so?
A: I look on Google.  I like trying to find reviews on a product before I buy it; if it doesn't average 4/5 stars then I usually won't buy it.
Q: What sources of information do you look for?
A: Yelp is good, and then Amazon and Google reviews are also really helpful.
Q: Do you go to friends and family to help find a solution to your problem?
A: Not really, I can usually find everything I need online.

I learned that the individuals in my target segment all feel the need for a more comfortable car seat in their car on long trips, as I had already determined during "Testing the Hypothesis, Part One."  I also learned that they usually start their information search via Google by looking up the type of product they are interested in.  Two of the people in my segment stated that product reviews are a valued part of their search for more information on a product.  The other person preferred to look on the websites selling the product for information, specifically to find out where it is made since that is important to them.  None of the people I interviewed relyed on consulting friends and family during their information search, although one person did mention that it would be an important source of information for a high-risk purchase.

My segment is aware of their need, and they would primarily use online resources (especially Google and user reviews) to find out more information on it.