16A –What’s Your Secret Sauce?

Five Ways I think I Have Human Capital

1. Determined: I am very determined. Once I start something I finish it no matter what. I set personal and academic goals and strive to met them.  
2. Leadership: I am a natural leader. In most of my group projects in high school and college I took on the leadership role. 
3. Communication: I am a strong communicator. For example, at work I communicate with my boss daily on the projects that I am assigned. I make sure we are both on the same page, so the end result is sufficient. 
4. Positive: I stay very positive. Even when I am having a hard day, I try to focus on the good things. Being positive improves my work ethic and overall well being. 
5. Detail oriented: I am very detail oriented. Whether its at work or school I focus on the small details of the projects or assignments I complete. I also am very detail oriented when it comes to my surrounds. I can tell when someone is having a bad day or if something is wrong. 

Five Interviews 
Interview #1: Key takeaways: My friend Rachel said I have a very kind spirit and a sweet heart, which makes me approachable. She said she can tell me anything and appreciates my meaningful and constructive feedback.
https://drive.google.com/file/d/1Zv5QlUWSziC68HcmEmXEtIuNK1LOVsa4/view?usp=sharing

Interview#2: Key takeaways: My mom Judy said I am not judgement when I met new people and take time to really get to known others. She said I listen before I make a judgment.
https://drive.google.com/file/d/1pZsp1Kp5tZa43ON0l_Dfe6a-B-pE0YI5/view?usp=sharing

Interview#3: Key takeaways: My friend Jenny said I am always cheerful about something, even when I am not having the best of days. She said when I see other people having a rough day I take time to listen to them and say or do something that makes them feel better.
https://drive.google.com/file/d/1x8Ci6CRvOQUDuyLU9yHGsm_8IPLsIBwd/view?usp=sharing

Interview#4: Key takeaways: My boyfriend Cole said I'm the type of person to accomplish any goal I set my mind to. I put everything I have, such as drive, emotion, and knowledge into accomplishing it. He also said I am a person who would never give up on anyone.
https://drive.google.com/file/d/1mUH8c5SykA1nVFVemCtXagHFA5tFD9p-/view?usp=sharing

Interview#5: Key takeaway: My sister Makayla said I am funny and a great person to be around, but also serious and hard working when needed. She said I am one to never give up on people and keep my word.
https://drive.google.com/file/d/1lDS1Nb7Zyq6uO5FMJx1Edy6n3T1oewFy/view?usp=sharing

Reflections:
I see myself as determined, positive and detail oriented. I think I have strong leadership and communication skills. Others see me as positive, determined, hard working, and loyal. How I view myself and how my interviewees described me is very similar. I think my interviewees were correct about me. They are my closest friends and family and know me better than anyone. I am not surprised our descriptions were similar and would not make any corrections to my list.

15A – Figuring Out Buyer Behavior No. 2

Report Findings:
Interview One: When asked which mattered the most price, quality or style, my first interviewee said style, because if The Spicer did not fit the style of the kitchen he would not purchase it. It would have to match with the surrounding and the rest of his appliances. He would buy The Spicer in the store verses online so he could see the quality and size of the machine. The only way he could tell if he was getting his money worth is by evaluating it in person. Also, he would want to make sure the product was not mis-advertised and the condition the product was in when purchased. He would use card instead of cash to purchase the product, since he does not carry cash in his wallet. The purchase would be considered a good idea if it functioned properly and caught his guest's eye. The purchase would be considered a bad idea if it fell apart and did not look like what was advertised.

Interview Two: When asked which mattered the most price, quality or style, my second interviewee said price, because she is watching what she spends. As a college student she is focused on budgeting. She believes The Spicer would be a great amenity to have, but would not invest a lot of money into it. She would buy the product in store and with a credit card. Buying in store rather than online allows her to compare different brands and prices. She finds it sad that a lot of brick and mortar stores are closing down due to low sales, which is another reason why she does not like purchasing online. The purchase was a good idea if it saved her time in the kitchen. She also liked the idea that the machine can hold spices in bulk, which would save her money since buying things in bulk is usually cheaper. If she saw the item in other stores or other people purchasing it, this would also signify it was a good purchase. The purchase was a bad idea if she did not use it often or if it broke easily.

Interview Three: When asked which mattered the most price, quality or style, my third interviewee chose price, because if it was too expensive she would just use regular measuring cups. She would purchase the product at her local grocery store with a debit card. She would buy the product in store versus online, so she could feel the material and see the size of the machine. If needed, she thinks returning purchases in store is easier than online. The purchase would be considered a good idea based on it's convince and value to her. She would considered it valuable if it functioned correctly and saved her time. It would be considered a bad idea if she did not use the product.

Draw Conclusion: Two of my interviewees said price mattered the most, while one of them chose style. This mean I would need to keep the price of The Spicer at a reasonable cost. If it was too expensive, the customer would just use measuring cups. Additionally, providing customers with the option of customizing the color of the appliance allows them to match the product with their kitchen. All three of my interviewees said they would rather purchase the product in store than online. I realized I need to have my product in many stores like Target, Walmart, Bed, Bath, & Beyond, and even grocery stores. Lastly, in regards to post-purchase evaluation my interviewees said they would consider the purchase a good idea if it was used often and functioned correctly. What was interesting to me is that 2/3 of the interviews mentioned evaluating what other people thought of the device when deciding if it was a good purchase. The first interviewee mentioned the product catching his guest eye's, while the second one mentioned seeing the product being used by others. This shows me I will need to focus my time on creating an effective marketing strategy.

13A – Reading Reflection No. 1

1) You read about an entrepreneur: Miracle Happen by Mary Kay Ash

• What surprised you the most? I was most surprised by how dedicated she was to her faith. I have known about Mary Kay makeup since I was a little girl and my mom purchased the product. I have always associated Mary Kay with makeup and never realize what her values were. As a Christian, I enjoyed reading about how she saw God throughout her life. In most of the chapters of the book she mentions how God had affected her life. The chapter that stood out to me the most was Chapter 7, which stated her perspective on life which was "God First, Family Second, Career Third."
• What about the entrepreneur did you most admire? I most admired her love for others and making them feel valued. She believed in personal touches and would send birthday cards and gifts to her staff members. She made sure that anyone who sent her a letter received one in return. As the company grew bigger she was unable to hand write the responses, but did make it a priority to hand write sympathy cards. These small touches show how much she genuinely cared for her employees and customers. She stated, "the whole reason for [the company] existence is the give people the opportunity to enrich their lives" (p173).  She created her business to support other women and was always looking for way to enrich other people's lives.
• What about the entrepreneur did you least admire? I least admired her workaholic personality. In the beginning chapters of the book, she calls herself and workaholic and  mentions having trouble sitting still and watching tv with her husband. Additionally, I felt like she was sometimes too selfless and did not take care of herself. She was always focused on her business and taking care of her family and left her needs till the end. 
• Did the entrepreneur encounter adversity and failure? If so, what did they do about it? Mary Kay encounter adversity at a young age. Her father had tuberculosis, which left her mother to care for the children by herself. At the young age of seven, Mary Kay found herself taking on adult responsibilities such as cooking dinner and shopping for school clothes. She grew up very fast and took on these duties without complaining. Another adversity that Mary Kay faced was her husband dying one month before the company was suppose to open. The company opened on schedule with the help of her two sons. Her son Richard left his job as an insurance agent with Prudential to help start the business. Her other son Ben supported her by donating 4,500 dollars to the company and later moved from Houston to manage the company's warehouses. 

2) What competencies did you notice that the entrepreneur exhibited? Mary Kay was a strong saleswoman and speaker. Her first experience of sales was for the company Child Psychology Bookshelf. Her enthusiastic personality allowed her to sell ten set of books in only a day in a half. She also sold cookware with her husband. Additionally, Mary Kay was a great speaker. At a young age she strived to be a good extemporaneous speaker. In middle school she competed in a statewide contest and won second place for best speaker. In high school, she competed on the debate team and was awarded for her accomplishments. Both of these skills would be used as she began selling her products and giving speeches for her company.

3) Identify at least one part of the reading that was confusing to you. When Mary Kay first began selling her product she would visit the houses and give sales presentation and facials. Customer found this unprofessional and believed if the company was so small the owner was giving facials the product must not be good. I was confused by the customer's response. I personally would have been honored to see the founder of a company coming to my house and demonstrating the product. 

4) If you were able to ask two questions to the entrepreneur, what would you ask? Why? Did you enjoy being a consultant or the founder of the company? I would ask her this because she had experience in both positions and I would want to know which she found more enjoyable. What has been the most memorable moment you've had throughout your experience with Mary Kay? I would ask this because I am curious to see who the moment would be with. Would it be with a customer, employee, family member? Would it be a one-one conversation or an event she went to? After the many years with Mary Kay, it would be interesting to what moment had a significant impact on her. 

5) For fun: what do you think the entrepreneur's opinion was of hard work? Do you share that opinion? Mary Kay believed in hard work and demonstrated it everyday. She followed the "35,000 List" which was invented by Ivy Lee, a leading efficiency expert. The "35,000 List" is created at the end of the day and is a list of the six most important things you have to complete the next day. She used this to organizer her many tasks and manager her time efficiently. She was determined and made it a goal to wake up at 5 a.m. and begin her workday without phone calls or interruptions. Creating her "35,000 List" and waking up early allowed her to maximize each day. I share her opinion of hard work and believe time management and determination are skills every hard worker posses. 

14A – Halfway Reflection

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

To keep up with the requirements of this course, I have used organization, prioritization, and time management skills. I work ahead on a lot of the assignments, because some take more time than others. I like to look ahead at different assignments and prioritize them by the difficulty and time it will take me to accomplish them. I start with the most time consuming assignment. I also watch all the lectures for the upcoming module on the weekend. I have three other classes that I have to attend lectures for, so it is convenient for me to schedule time out of the weekend to watch ENT lectures. I take notes and review them before taking the module's cupcake. As a result of working 20 hours a week in addition to being a full-time student, I need to management my time wisely. By using a planner I am able to organize my week and keep up with the assignments.   

2) 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?

I felt like giving up while recording the elevator pitch for assignment 10. I am not a salesperson whatsoever and am awful at recording myself. I also am a perfectionist, so every time I messed up a word or forgot a line I would have to start from the beginning. What pulled me through was knowing I would receive full credit for the assignment. I knew if I kept recording it over and over, I would end up with a video I was proud of and be more prepared for the next elevator pitch I would have to record. I also had spent a lot of time practicing and recording the first few trials, so I did not want that time to go to waste. I have developed a tenacious attitude during the past two months. As a senior this semester it has been harder for me to get motivated about doing homework and studying, but I am very determined to finish my degree and graduate. My previous college experiences have contributed to my tenacity. In all of my class I have been determined to do the best of my abilities. 

3) 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' ?

a. I would advise a next semester's student to be organized. Organization is a skill that support tenacity. If you want to accomplish things, you have to be meaningful with your time and know when assignments are due. In reference to this class, there are multiple assignments due each week like blog posts, cupcakes, and watching lectures, so students need to organize and prioritize. 

b. The second tip I would give regarding developing a "tenacious mindset" would be to relate the assignments to thing you enjoy. For example, invent a product or service you have interest in or read the biography book of a person you actually care about. It is easier to have a tenacious mindset about things you enjoy and truly care about. 

c. The last tip I would give an upcoming student taking this course would be to set reachable goals. For example, it is my goal every week to watch the lectures on the weekend. You could also set a goal to work one assignment ahead. Be determined to finish your first goal and create a victory.

2A – Figuring Out Buyer Behavior No. 1

1. Pick a Segment
I chose to pick inexperience cooks as my segment for the interviews. Since college is the first time many students live alone and have to cook for themselves, Gainesville has a large target market. I interviewed three college students. The first one has only been cooking for two years and still lives with her family, so she does not cook often. The second one just moved out by herself for the first time this year and has only been cooking for seven months. The third interview was with a female senior who started cooking three years ago, but still would not considered herself experienced, because she has had a meal plan for most of her time at school and rarely cooks for herself.

2. Interviews
Interview # 1
1. When did you become aware you needed a device that helped you measure spices? What was the time, situation, and place? I become aware I needed help measuring spice when I couldn't remember how many teaspoons were in a tablespoon. I also became aware when I ran out of measuring utensil. I was in my kitchen at home when I became aware.The situation was that I was cooking fried rice and had to measure a lot different ingredients like oil, spices, butter, and dry mixes, so I could not use the same measuring cup for each ingredient.
2. What was the first thing you did to find a solution to your problem? I had to wash the measuring cups multiple times, which wasted a lot of my time and was a hassle.
3. What sources of information do you look for? I used Google and Pinterest to search for ways to eliminate cooking tools.
4. When you search in Google, what are your search terms? Kitchen utensils, all in one measuring spoons, save time
5. Did you talk to friend or family about the problem? Yes, I talked to my mom who has been cooking for 40 years.

Interview # 2
1. When did you become aware you needed a device that helped you measure spices? What was the time, situation, and place? When I first moved into an apartment by myself I discovered that I did not have my own measuring cups. I was looking at a recipe in my kitchen and saw it required different spices. I realized I was not able to make the meal.
2. What was the first thing you did to find a solution to your problem? I looked up online what stores sold measuring cups, especially ones that are attached together. I lose things easily, so it is convenient for me to have one item that does everything.
3. What sources of information do you look for? I used Google, Amazon, and Walmart.
4. When you search in Google, what are your search terms? All in one measuring cup
5. Did you talk to friend or family about the problem? I talked to my family, friends, and roommate for ideas on how to solve the problem.

Interview # 3
1. When did you become aware you needed a device that helped you measure spices? What was the time, situation, and place? I became are I need help measuring spices, when I was cooking salmon in my kitchen back home. I had tasted it before serving it to my family and it did not taste as good as my moms. It was too fishy, because I had not put enough seasoning on it.
2. What was the first thing you did to find a solution to your problem? I added more spices to the recipe. I tried to fix it even though it was already cooked.
3. What sources of information do you look for? I use Google and asked my mom for help. We have a large family, so she is a very experienced cook.
4. When you search in Google, what are your search terms? Easy, Simple, and the best
5. Did you talk to friend or family about the problem? Yes, I asked my mom for her recipe and tips on how to make the meal better.

3. What I Learned
From interview three people in my segment market, I learned most of them become aware of the problem while cooking. My first interviewee realized she needed more measuring cups while making fried rices. While my third interviewee realized she had not added enough spices to her salmon after it had been completed. For each situation it was too late to solve the problem. In contrast, my second interviewee was looking at a recipe and was able to solve the problem before she started cooking. I also learned my segment market goes to their family or the Internet to solve their problems. Each of them used Google and other websites such as Amazon, Pinterest, and Walmart to search for a solution. Lastly, from the key search words my segment market Googled, I learned my customers are looking for easy to use, quick, and simple solutions. Both my first and second interviewed used the words "all in one" meaning they like products that can serve more than one purpose.

4. Draw Conclusions 
The segment market "inexperienced cooks" are not aware of the need until they are faced with the problem. They become aware every time they cook and do not have enough measuring cups or mess up an entire recipe. In regards to information search, this segment used the Internet to search for solutions. They used search terms such as all in one, easy, simple, and saves time. They are looking for a product that is convenient and saves them time. Additionally, all three of my interviewees stated they talked with a family or friend about the problem. This reminds me how important it is to have a network that thinks highly of your product and can vouch for you.

11A – Idea Napkin No. 1

1) You

I am a senior studying Business Administration with a minor in Event Management. I am organized, hard working, and motivated. I am also very outgoing, a strong communicator, and friendly. I have had three different professional office experiences. The first on was at an insurance company, while the other two were at Universities. I currently work at Shands as an Administrative Assistant in the Community Health and Family Medicine Department. If I was to start this business it would be a large part of my life until it was fully established and I could hire someone else to manage it. My passions is to help others, so I would want to incorporate this into the business by donating some portion of my profit to a charity or nonprofit. Since it would be a new product/ business it would take a few years to grow a customer basis. Most of my time would be spent organizing the business and marketing to my target audience. 

2) What are you offering to customers? 

My product will be used to decrease preparation time and the clean up process of cooking by measuring exact amounts of spices needed for any recipe. It will have a touch screen that allows the cook to chose which spice and measurement they would like. The machine will dispense 1/8 teaspoons to 2 tablespoons of spices and can hold up to 2-4 cups of each 15-20 different spices. There are two different designs one made out of plastic and the other made of metal. There are also two different prices for the machine. The lowest prices is 75 dollars and holds 15 spices, while the highest price is 100 dollars and holds 20 spices. The Spicer can also hold oil, which allows the cook to get perfect measurements of oil.

3) Who are you offering it to? 

My product will be used by inexperienced cooks, people who hate washing dishes, and people who cook with many spices. All of my customers waste time or struggle with measuring spices, which causes them to ruin their recipes. Any age is able to use my product, but I am targeting more towards people 18 and older. Most inexperienced cooks are in college, because that is the first time they have to cook for themselves. The more expensive machine will be marketed towards richer customers. My target market is motivated by making perfect meals and saving time. 

I am also marketing to restaurants who could save time by using my product. I will first start selling to small, Mom and Pop restaurants. I will also market to restaurants close to me in Florida, so I can personally visit them and promote my product. The restaurants are motivated to save time and money with my product.  

4) Why do they care? 

Customers will actually pay me money to use my product because it will save them time and money. By using The Spicer recipes will no longer be thrown away and wasted, because too much of a spice was added. The overall cooking experience will be more enjoyable, because the machine takes away the tedious task of measuring spices. The customer will not have to wash measuring cups after cooking, which will minimize the clean up process. It also saves time throughout the cooking process. Additionally, the machine is a great storage container for the ingredients. The customer will no longer have a messy cabinet full of spices, but a machine on their counter that provides organized storage. 

5) What are your core competencies? 

Spice organizer have been created but none of them dispense perfect measurements from 1/8 teaspoon to 2 t tablespoons. The were created for organization, while mine was created to measure the ingredients. My competition is unable to hold as many spices as my product can. Most of them contain 12 spices, while mine contains 15-20 different spices. They also cannot hold as much of each spice as the Spicer can. My machine will be simple to use and come in different colors to match the customers kitchen. By providing customized colors, customers will be able to alter the machine to best fit their preferences. Lastly, my competitors do not have an oil dispenser that can be added onto the machine. All of these core competencies set me apart from my competitors. 

Evaluation of the Five Elements

I think most of these elements fit together, but some do not. For example, the ones that fit together are my skills, the product, my target market, and the reason people would purchase the product. The product fits perfectly with the opportunity I am trying to solve. Additionally, my management and marketing skills would help organize the business and promote the product. In contrast, there are aspects of my business that are weaker. For example, I am not a strong salesperson. To expand my business, I would need to team up with someone who is experienced with direct selling. I would need to find a partner who has connections with local restaurants or knows specific individuals who would buy my product. His/Her sale skills and my management skills would be a great combination to start this business. 

9A – Testing the Hypothesis, Part 2

Who: After interviewing five people I learned there are individuals who are similar to my target market, but still fall outside the boundary. These people include experienced cooks, college students who buy pre-made meals or have a meal plan, and wealth families. Two of my interviews were with females who have been cooking for a very long time. The first one had been cooking for forty years. She is very experienced in cooking and would not use a machine that dispense perfect spice measurements. She said it would take her longer to find the measurement and spice she wanted on the machine then to just estimate the amount. The second female cooks for her family every night, so estimating spices is not difficult for her. I also interviewed three college students who would not use "The Spicer." The first one would not use the machine because she does not cook often and when she does she does not use multiple spices. She also said the machine would be too expensive for her to purchase. The second one has a meal plan on campus, so she never has to cook meals. This reminded me that people who do not have to cook for themselves would not fit my opportunity. The third student buys pre-packaged meals from the company Hello Fresh. The company provides the student with directions and all the ingredients to make a meal, so there is no measuring of spices needed. This interviewee also pointed out that very rich people would not buy this product because they would be able to eat out all the time or even have a person chef.

What: The need I identified is that cooks are ruining recipes because they are not able to measure precise amount of spices due to the spice themselves. Spices can be difficult to measure. For example, if the spice is old it will clumps together and when poured will come out all at once. This need is different then cooks being impatient or not following instructions well. If a cook is impatient and has a hard time watching over their food, it will still be ruined. Likewise, if a cook does not read instructions well and adds the wrong amount or type of spice, the recipe will be ruined. Purchasing "The Spicer" will not get rid of either of these problems. 

Why: The underlying cause of the outsider's need is not different. They either have adapted and learned from it or avoid the need all together. For example, experienced cooks have learned for their many years of cooking and are satisfied with estimating the amount of spice. Additionally, college student who have a meal plan, order pre-prepared food, or do not cook often avoid having to measure spices.

Inside the boundary                                 Outside the Boundary
Who is In:                                                    Who is Not:       -Inexperienced cooks                                 -Experienced cooks                                             -People who hate washing dishes              -Student who have a meal plan  -Restaurants                                                -People who purchase  -People who cook with many spices           -Pre-made meals                                                                      -People who eat out a lot                                                                       or do not cook
What the Need Is:                                        What the Need Is Not                                    -To reduce cooking time                              -Impatience   -To get perfect measurements of spices      -No following instructions                                                                         carefully
Why the Need Exists:                                    Alternative Explanations -Spices are difficult to measure                     -Experience cooks have -because some come out very fast,                learned how estimate spices  -while others can get clumped together        -Avoid cooking all together  -and then come out all at once.

10A – Elevator Pitch No. 1

https://www.youtube.com/watch?v=R2mU2wjumfU&feature=youtu.be