30A – Final Reflection

Final Reflection

Going into this class, I knew very little about what entrepreneurs actually "do" or the process behind entrepreneurship (I didn't think there was one).  Looking back on the assignments, videos, and readings I completed over the course of this semester, I have had a great overall experience and I definitely see myself continuing to practice entrepreneurship competencies in the future. My favorite and most memorable experience was when I completed my first elevator pitch. I had to give pitches in my innovation classes, but those were done with help from other people. This assignment was done entirely by me: creating and memorizing the script, doing countless dry runs, and improving based on the feedback I received was an experience I'll never forget. 

For future students taking this class and those truly interested in entrepreneurship, my best recommendation is put your best effort into the assignments and really reflect on peer feedback to maximize your learning experience. This means setting adequate time during the week to complete the assignments and leaving thoughtful comments to help your fellow peers grow. 

This is my key to success.

29A – Venture Concept No. 2

Assignment Link

Click here to view assignment

Feedback

After reviewing the feedback from the "What's Next" and "Venture Concept No.1" assignments, there were a lot of positive and constructive comments. One comment that stood out to me was by Rebeca Puerto; she recommended that I include a free trial option for potential customers. It's a great idea that I had not thought of before. Other comments praised the detail of the images, graphs, and overall venture concept. For my next revenue driver that is tailored to children ages 1-5, Jackson Bishop liked the idea of incorporating music therapy into products. I'll have to look into music therapy in more detail, but I believe it has potential. 

Applying Feedback

Based on the feedback, I added a full description of the free one week trial of the service and how customers can easily make the transition from trial to full service if they enjoyed it. Also, I added to the "What's Next" column more information about the idea to create products aimed to help early childhood development. 

27A – Reading Reflection No. 3

For this assignment, I read How to Fail at Almost Everything and Still Win Big by Scott Adams

The Theme

The general theme that I took away from reading this book is that, despite contrary beliefs, there is a formula behind success. Everyone has intrinsic personalities, preferences, and outlooks on life and success. But many people go through life not maximizing their skills due to external or internal factors: fear of failure, fear of risk, or whatever else it may be. In this book, Scott Adams reflects on his major shortcomings and uses those experiences to shed light on important life and entrepreneurial competencies. 

Connecting the Book and Class

Other than building tenacity through failure, this book connected to the class on one topic that struck a chord with me. 

Knowing when to Quit (Exit)

At this point in the semester, we have nearly covered all of the aspects of the entrepreneurial process with exiting the last part. Scott Adams talked about how to measure the strength of a business venture and using that knowledge in making the difficult decision to exit. He argues that the idea of being persistent in a "dead" concept or venture will only add insult to injury. Also, very rarely do start-ups begin with absolute failure, in its overall concept, and miraculously achieves success overtime. I think opportunity analysis and exit strategy were two of the many concepts that book connected with the class.

Exercise Based on the Book

If I had to design an assignment based on concepts taught in the book, I would build it on the foundation of human capital. Scott Adams proposed an idea that for every skill one obtains their odds of success doubles. He admits the "formula for success" is arbitrary as not all skills are equivalent, but nevertheless those who are willing to learn more will achieve more than someone who does nothing. For this assignment, students will identify all of their skills and competencies and then create a list of 10 new skills that could enhance or supplement their current skills. 

My 'Aha' Moment 

One thing that I learned that changed the way I think about success is the idea of systems vs. goals. I had always been taught to set goals high and to do whatever it takes to achieve those goals. The only problem is until you achieve those goals, and there's a chance you never will, you will constantly be in a state of despair or fantasizing. Also, once you achieve set goals you now experience a void that can only be filled by establishing another set of goals. Thus the cycle continues. Systems, on the other hand, are processes or routines that may not guarantee success or the results you envisioned, but the act of "doing" gives a sense of fulfillment. And fulfillment can increase your energy and chances of success. 

28A – Your Exit Strategy

My Exit Strategy

Since this is my very first business and I'm young enough to take risks, my exit strategy is to relinquish all my ownership and decision-making power by means of business merger/acquisition. Right now, I'm placing all of my time, energy, and effort to build and grow the business to a point where another larger firm in the industry, or an outsider, considers purchasing it. My best-case scenario timeframe is 5 years. This exit plan will be difficult to execute because of the psychological and emotional attachments to the business from the amount of time and energy I placed into it. However, since starting this business, this type of exit has been on my mind and has had strong influence over my opportunity analysis. I mentioned in my venture concept post that the demographics of my target consumer would be changing drastically over the next decade (as baby boomers get older and is replaced by the next generation). Knowing this, It would be unwise, in my view, to remain in this firm for longer than the expected future benefits. My goal of 5 years to reach a merger/acquisition exit requires that I manage my growth with expediency in mind, but never to damage quality or waste resources. If I fail to reach this goal, I still believe that the experience and connections gained through this venture will only increase my chances of success on the next one. 

26A – Celebrating Failure

A Failure at Snowboarding

During spring break, I traveled to sugar mountain to snowboard with a group of friends. I have lived in Florida for my entire life, so seeing snow and mountains was a new experience. I decided to pick up snowboarding instead of skiing because I thought snowboarding looked cooler. My first time strapping up, I couldn't even stand. It was frustrating to see children shred slopes, and here I am sitting on my ass. Eventually I was able to go down the practice slope, not without falling multiple times, and the adrenaline rush was amazing. I eavesdropped on some conversations that professional trainers were having with their trainees to pick up some fundamentals (essentially free lessons). Over the three days that I spent at the mountain, I managed to go from the practice slope to tackling intermediate slopes. If there was one thing that I learned from this experience is persistence. After the first day, I was so sore with bruises all over my body. Even with the pain, I wanted to get back out there and get better. 

I think failure is a necessary part of success. Failure is terrible and leaves a bitter taste in your mouth, but once you have a little bit of success it makes the failure worth it. I my case, all the times I fell were worth it when I successfully went down the beginner slope without falling. Emotionally, repetitive failure can lead to anxiety, from lack of self-confidence, and depression. To manage these emotions is to manage failure. This class really helped me expand past my comfort zone, both socially and creatively. I believe that I am more willing to take risks now than ever before since taking this class. 

25A – What’s Next?

Growth Outlook in Existing Market

The next service I am looking to provide the existing market, senior citizens, is a transportation service tailored to their needs and accessibility abilities. Essentially, it would be an "Uber for the elderly" but with more quality and care in the execution. For example, this service would transport elderly to doctors appointments, grocery stores, or for leisure. 

I plan to focus and build upon the scam service first. I believe that in the long-run it has the most potential for growth and opportunities for future innovation. Technology is only going to become more advanced as time goes on. With that being said, there will be need for older people to become protected from scammers who exploit knowledge gaps. 

This business will need to continually find ways to innovate in its service(s) and products in order to maintain a competitive advantage over the market or find market niches to grow. As of now, I do not know the specific details. 

Growth Potential in New Market

Looking at the older population for business opportunities sparked an idea for a new market: early childhood development (years 0-5). In an earlier post, I mentioned my entrepreneurship story that explained a product targeting this market. I truly believed in the product, so I want to take it a step further and create a business that will provide this product and similar ones to satisfy the needs of the consumer demographic and most importantly the parents (babies don't have money last time I checked). 

Some products I had in mind that will meet the needs of this potential consumer include: disciplinary products, educational tools, and music therapy.   

24A – Venture Concept No. 1

Click Link To View Assignment

Venture Concept No.1


Any feedback is greatly appreciated. 

23A – Your Venture’s Unfair Advantage

My Venture's Current Resources

1) Connections to a local neighborhood comprised mostly of senior citizens

• V - Valuable networking early on. To improve and further test my concept
• I - Establishing these connections will/did take time. Competition will have a hard time copying but are able to reach out to similar demographics
• R - I don't consider this resource rare. Maybe in some locations where the elderly population is smaller
• N - There are no substitutes to this resource. These connections allow me to learn about my target consumer better than any other method.

2) Human capital - personal experience with guiding elderly who are scam victims recover

• V - This experience is valuable. Not too many people have experienced the emotional and financial burden the elderly carry after they become victims.
• I - Other competitors may deal with these experiences but may not take the time to fully understand them and overlook their value.
• R - I consider this experience rare. Not too many people encounter this situation or know how to handle it.
• N - Without this experience it is very difficult to understand the problem facing seniors or creating innovative solutions for this problem.

3) Physical resource - Design plans for packaging

• V - I consider this a valuable resource. Efficient and organized packaging lessens the hassle and can lower costs,
• I - Copying this resource exactly will be extremely difficult
• R - This specific design is rare, but packaging as a whole is not.
• N - For my concept to work, packaging has little substitutes. I am avoiding an online presence because seniors are not always online. 

4) Automobile to deliver packaging

• V - Valuable for early stages of my business
• I - Other established companies may have a better and more efficient method of delivery
• R - I don't consider this resource rare.
• N - A bicycle and a delivery service are substitutes

5) Physical resource - Designs for structuring scam information for elderly to understand

• V - Valuable for the survivability and profitability of the business
• I - Other companies will have to do extensive R&D to copy or get similar results
• R - I consider this specific layout of information rare. No one has this as far as I know.
• N - There may be substitutes to make the information even more understandable, but as of now I do not know any substitutes. 

6) Human capital - programming: network and cybersecurity experience

• V - valuable for understanding how scammers operate and the methods used to combat them
• I - Many hi-tech established firms have teams of software and network engineers at disposal
• R - With rapidly advancing technology, this skill is being more common over time
• N - For the best results, this resource has no substitutes or alternatives

7) Financial and social capital - close family members work for Bank of America

• V - Valuable early on for funds needed to cover operation and other expenses. Also, for building relationships with a national bank. 
• I - Other companies may already have their financial needs met and established good relations with a national bank.
• R - Having good connections with a bank and its members may uncommon, however, since other competitors have established themselves already, I wouldn't consider this very rare. 
• N - Substitutes include building relationships with a local bank and scaling upward. It will take more time, however.

8) Operations strategy to deliver weekly

• V - Valuable for the business model and feasibility. 
• I - Other delivery services (competitors) can deliver daily
• R - More companies are moving toward same day delivery so its not uncommon. 
• N - I could move to bi-weekly or more times a week based on the demand of my service

9) Capabilities - knowledge in information systems and operations management

• V - Valuable in a sense that this knowledge can open more opportunities for innovation. 
• I - This knowledge can be learned and copied, but it may take time. 
• R - The knowledge is not rare. Classes and courses are being taught on the subject online everyday
• N - It can be substituted with a related technical degree or knowledge

10)Innovating products based on changes in scammer tactics

• V - Valuable for maintaining a competitive advantage long-term.
• I - Others may not consider adopting innovative solutions willingly or look for opportunities as I am. 
• R - I consider innovations based on changes in scammer tactics rare.
• N - Substitution - could be focusing on innovative opportunities based on consumer preferences.

My Top Resource

Based off my analysis of each resource, I believe that the designs of structuring scam information to make it more understandable will allow me to establish a substantial competitive advantage over my competitors. The reason this resource stands at the top above all the other current resources is because it lays the foundation of my business model. Without it, my target consumer would not be better off, the credibility of my business would fall, and there would be little separation between my business and competitors. 

22A – Elevator Pitch No. 3

The Pitch

Elevator Pitch 3

Feedback and Changes

After reviewing the feedback left on the last elevator pitch (NO.2), I received comments critiquing the camera angle and lighting. I made sure this time the room and lighting were not distracting. I received good feedback on my product/service explanation, so going into this pitch I wanted to make sure I kept the same energy and description. My goal for each elevator pitch was to remain confident in my composure and speak at a good tempo. Also, for this pitch, I memorized the script and made some changes on the fly to make the pitch flow better and sound more natural. I think these exercises really helped me identify flaws in my public speaking skills and gave me the opportunity to improve these flaws. I am going to continually practice creating and reciting elevator pitches going forward to build upon this skill and eventually utilize it in my entrepreneurial career. 

21A – Reading Reflection No. 2

Reading Reflection #2

For this assignment, I read Innovation and Entrepreneurship by Peter F. Drucker. 

Theme

This book was broken down into three main sections: the practice of innovation,  the practice of entrepreneurship, and entrepreneurial strategies. The practice of innovation, Drucker argued, is the main tool entrepreneurs utilize. In order to maximize exploitable opportunities, innovation has to be systematized (a process), specific, and impactful. An important concept I learned from this section was: innovation creates a resource (pg. 30). When practicing entrepreneurship, aspiring entrepreneurs have to focus on systematized management and visualize their role and commitments in the venture. 

Connection

This book and ENT3003 went hand-in-hand regarding the concepts. I personally felt this book further enhanced my entrepreneurial skills by providing real-world examples of companies and individuals working through the process of entrepreneurship. The first section of the book mirrored the first half of the class; the importance of opportunity to an entrepreneur and the many ways an entrepreneur can search for opportunities to innovate. Another concept, buyer behavior, was emphasized in the book as well as in the class. The book stressed the importance of remaining vigilant to changes in customer preferences, demographics, and perceptions. And in class, we broke the buyer behavior into a five-step process and conducted interviews to gain real experience.

An Exercise to Consider

If I had to design an assignment based off this book, I would structure the assignment on "creative imitation" (pg. 220). Basically, to satisfy the requirements, students would need to pick five existing innovations, technical or non-technical products or services, and provide new ways to use these innovations that might be better than their current use and explain why.

My 'Aha' Moment

I had many 'aha' moments while reading this book mainly from connecting the dots, concepts covered in class to true stories of past entrepreneurs. One 'aha' moment that had the most impact on me was when I realized that companies or individuals consistently practicing innovation and opportunity evaluation are able to reap the benefits, profit, for an extended period of time before the industry in which they are in catches up. 

19A – Idea Napkin No. 2

Idea Napkin

About Me

My name is Aaron Harvey and I am a second year Information Systems and Operations Management major determined to specialize in cybersecurity or data science. Over the last four years, I've been working to improve my programming, networking, and IT skills. I have experience with assisting the elderly who fell victim to phone and email scams; My grandparents were victims and going through that experience is what inspired me to further pursue this business concept. As I conducted more research on fraud and senior citizens, I realized that this problem is nationwide. I want to spread my business presence across the nation to meet the needs of every senior citizen. 

Value Proposition

My business is focused on providing senior citizens with relevant and current information about phone and email scams and other fraud tactics. The subscription-based business model will deliver packets of information straight to the elderly's doorstep. These tangible packets are easily understandable for all reading levels and ages. Also, unlike information on the internet, the tangible information the business provides can always be referred to at a moment's notice. While other businesses focus on software prevention or post-fraud recovery, my business will satisfy the heart of the need: a growing knowledge gap between the elderly and scams. 

Target Audience

The target audience and market segment the business is marketing to is senior citizens, age 65 and older, living in the U.S independently with no care takers. In addition, this segment must have access to phone, home or mobile, and computers with internet. The breakdown of my target consumer's psychographics:

A - Trustworthy, emotionally driven, family focused

I - Interested in reading, protecting retirement, 

M - Live without hassles, relaxation, staying safe and secured

What's in it for You?

You are a hardworking individual who spent decades building the retirement and lifestyle you are living right now. As you continue to age, your risk of falling for a phone or email scam increases. Don't think that scammers won't approach you; they have been scamming people like you for years with the same tactics. Why continue to put yourself, your retirement, and future at risk? Let my business keep you informed and secure. 

What sets us apart? 

There are many businesses on the market that are providing technology-centered preventative measures to keep you from falling victim to fraud. For example, caller-ID and Norton notify you of potential scammers and fraud, but even with these services many senior citizens still become victims. We believe the best form of protection from scams and fraud is keeping the individual at risk constantly informed. Our competition does not take into consideration the fact that many senior citizens simply do not understand the complexities of their products or services. If you don't understand how it works, how can you be sure you are staying secure?

Summary

Since the last idea napkin, I've done more research and conducted more interviews to get a better understanding of the feasibility of the business concept. With a better understanding, I still believe the aspects of the concept, mentioned previously, work well together. I mentioned in the last idea napkin that the customer's willingness or evaluation of the service would be an area of concern. I need to place more emphasis on marketing and exposure to strengthen this part of the concept. 

Feedback

From the two comments made on my last idea napkin, there was a lot of praise on the value proposition section. Using the feedback, I added more detail to the value proposition for a better understanding. I personally thought my "What sets us apart?" section was lacking, so I took more time to explain the differences between my company and others in the market.

17A – Elevator Pitch No. 2

Elevator Pitch 2

Elevator Pitch 2

Reflection on Feedback and Changes

After reviewing the comments left on the first elevator pitch (I only had 2 of them) , I stuck with the same hook and opening and statistical facts. There was a lot of positive feedback on these elements so I decided to keep them. Looking back on the first pitch, I felt tense and my speech was mechanical. I tried my best to not rely on the script too much. I added an example of a current scam tactic affecting senior citizens, coronavirus scams, to support my pitch. I also decided to wear more professional attire. 

18A – Create a Customer Avatar

My Customer Avatar

My target customer segment is senior citizens (ages 65+) who live at home with no caretaker and have access to phone, internet, and/or email. 

So how do I picture my prototypical customer? 

Meet Karen and Robert. An elderly couple that spends most of their time reading and watching their 5 grandchildren. Karen has arthritis so Robert does most of the day-to-day chores and driving. They attend church on Sundays and meet up with friends their age. Family is their number one priority, and they would do anything to keep their family safe. Since retiring from accounting 3 years ago, Robert has made plans to travel to Wuhan, China to appreciate the Chinese culture. The couple's very conservative lifestyle and investing has allowed them to save a significant amount of retirement funds; they plan to give the left-over funds to their favorite grandson Aaron. All in all, life is good. For the foreseeable future, they don't expect any more hardships or hassles. And why should they? They have a flip phone and cable television, with a grandparent modified controller thanks to Aaron, for technology.

Comparing Myself to My Customer

I find more differences than similarities between myself and the prototypical customer I'm trying to reach. For example: age, occupation, and mobility are a few categories that stand out to me. I do believe there are similarities, however. We both share a strong need for family, security, and take part in religious activities. There could be many reasons for these similarities, but I believe the main reason is the traditions instilled in us while growing up.

15A – Figuring Out Buyer Behavior No. 2

Interviews 

My business model involves the elderly population and with the current state of the coronavirus finding in-person interviews with the elderly was very difficult. To compensate, I did some research into the buyer behavior process of my target segment.

Alternative Evaluation

The elderly tend to move toward leisure activities meaning they would not want to consume or consider purchasing a product that would take time from their day or come off as too complex. This target segment has tremendous purchasing power so price would be taken into consideration when purchasing a product or service. Furthermore, the elderly are more likely to purchase and use services over products especially as they age. Most of my competitors are selling products. I think my subscription service model will help set me apart. 

Post-purchase Evaluation

The elderly, in focus groups, view generic products as better than name brands. Almost half of the sampled elderly spend their leisure time reading. This is important because my service is sending physical pamphlets with information about current scam tactics. If this segment didn't participate in reading at high levels, my service would not be considered in the first place. Those over the age of 65 are more likely to try new products and services just to try it. In other words, they are open minded and listen to recommendations. How they perceive the product or service is greatly influenced by friends in the same age group. 

Source:

https://www.acrwebsite.org/volumes/6307/volumes/v11/NA-11

16A –What’s Your Secret Sauce?

What Makes Me Unique

The five ways in which my human capital is unique from everyone else (at least a good majority) is:

1) Willpower 

This may sound generic, but I truly believe that most of the success that I've experienced in my life is in part due to my willpower and persistence in important situations. There is something inside of me that won't let me move on from a frustrating task or situation until I've completed it to the best of my abilities. I think the many years of athletics and team sports may have strengthened my persistence.

2) Leadership in service

I've been in many emergent leadership roles while serving my community. Being able to work well with a team is one thing, but actually influencing a group of people you haven't met before to accomplish a set goal or task is much more difficult. I led a small group of people at a food bank, and together we were able to package four tons of food for those in need. 

3) Dyslexia 

I was diagnosed with mild dyslexia back in 2012. It makes reading and writing more of a challenge but I believe that, in some ways, it makes me very creative. It's difficult to explain in words, but when I'm trying to solve open-ended problems I can "see" different, and sometimes wild, view-points that others may not come up with.

4) Technical and Conceptual Skills

I enjoy getting my hands dirty, hands on activities, and fantasizing. Reflecting on the skills I've built over the years, and the ones I'm currently building, they require extensive knowledge in both technichal and conceptual aspects. For example, one skill that I've been working on is audio engineering and mixing. 

5) Unique Experiences

I have piloted a monorail, hiked a mountain with a sprained ankle, got held at gunpoint, won an athletic title, and rode a bike with no handlebars (last one is a joke). In all seriousness, These experiences and many more are the reason I am who I am today. 

Why Other's Think I'm Unique

1) Mother - Mom Interview

• Summary - I have strong technical skills. I am resourceful and use what I have to solve problems. I have improved my communication skills and is more extroverted.

2) Father - Dad Interview

•  I am able to apply humor to complex situations. I can stay calm in stressful situations 

3) Cousin - I am reliable and very openminded especially when it comes to problems . I tend to overthink and very forgetful. 

4) Younger Brother - Brother Interview

• I have strong communication skills and English skills. I am able to make complex information more understandable.

5) Aunt - Aunt Interview

•  I am a very giving person with a servant attitude. I am sociable and a people person. 

Summary

I found many similarities between how I saw myself and how my closest family members saw me. For example, service, technical, and persistent were a few of the similar qualities. I think the differences were caused mainly by perception and personal preferences. I think for the most part the interviewees described me accurately. I would not change anything from my initial list. 

13A – Reading Reflection No. 1

Grinding It Out - Ray Kroc

1) This book was about Ray Kroc, the man behind McDonald's success. What surprised me the most was the fact that Ray Kroc didn't start pursing the idea of franchising the McDonald's brand until his mid-fifties. From his teenage years, Ray was hustling. He started a lemonade stand, work at multiple grocery stores, and became skillful pianist. I admire his determination and unwavering spirit. His ego was the only thing I did not admire. He came off as abrasive and when others made mistakes, his short temper would get the best of him. However, I believe, and he says in the book, that his ego was somewhat responsible for the success. Ray encountered failures ever since he opened his lemonade stand. He sold paper cups for 17 years before realizing the demand was diminishing and was forced to take an entrepreneurial risk. After his time at Lily Tulip Cup Company, Ray invested his own time and energy to sell Multimixers (milkshake makers) to restaurants. His first attempt at opening a McDonald's was an absolute disaster; He faced legal issues and operational setbacks. Despite these failures, Ray remained focused on his goals and took each problem head-on one at a time.

2) Ray displayed tenaciousness more than anything else. In order to succeed like Ray did, you must fail like he did. Not once did his shortcomings alter his vision or goal. If anything, they motivated him to work even harder. After running into legal issues between him and the McDonald's brothers, Ray said, "So I said, 'let them try', and I plunged ahead" (Pg. 70).



3) One part of the story, when he first got started in McDonald's, was confusing to me because I didn't quite understand how Ray was able to work in the venture and support his sales company at the same time with minimal help. He mentions working long hours and commuting miles between the two businesses, but still I can not comprehend him doing that.

4) If I had the chance to question Ray Kroc, I would ask:

     - Did you ever regret not spending as much time with your family? Family-work balance is important for your health and well being

     - How are your able to manage your time and maximize it? Do you have a certain routine or practices? He has the same amount of time as everyone else, yet he accomplishes so much more.


5) I believe Ray's opinion of hard work would be, more or less, the foundation of success. If there is one thing I learned from this book is to set your ambitions high and go after them relentlessly. I truly believe in that mindset.

14A – Halfway Reflection

So you want to be an Entrepreneur

Reflecting on the past two months of this class and the semester in general, I have been pushed to my limits. Every day the little voice in my head is always reminding me of the easy route, "It's only one assignment its not going to affect your grade that bad" and "Just do it later". Being able to combat those thoughts and the negative words of others (during interviews) and simply grinding it out are a few skills I've built upon so far. During the early assignments of identifying opportunities and forming a belief, I felt like giving up. I have been conditioned to start solving a problem immediately when faced with one, but what the issues (needs) that are not well-defined or left open-ended? These assignments forced me to think from the perspective of a consumer and from my own experiences. The early weeks of this class lays the foundation for the rest of the class and hopefully your entrepreneurship endeavors as well; falling behind hinders your ability to build upon important concepts (and causes major stress). Here are three tips that I suggest you follow:

1) Schedule - Thinking ahead about future assignments and writing down what you hope to accomplish is one way to stay on track. The assignments and readings in this class can not be done the night before. Reviewing the assignment criteria as early as possible gives you time to connect your experiences and thoughts, producing better solutions.  Besides, if you schedule your assignments, you are less likely to push them off.

2) Rapidly test ideas - When you are identifying potential opportunities and creating your business concept, do not get attached to the first solution or potential need. That solution is probably your worst one and the need you have identified may not be as scalable as you first thought (after reflecting on your interviews). Rapidly testing ideas and keeping your mind open to new ideas will produce more elaborate and sustainable results. This process has greatly improved my tenaciousness. It took me many hours, trial runs, and interviews to narrow down on one concept, and there is still more refinement that needs to be done.

3) See it through - Once you have a plan to complete an assignment or a concept to pursue, see it through to the end. I guarantee that once you finish what needs to be done, you will have a sense of accomplishment and more importantly, you will have experience. Giving anything less than 100% effort does not and will not produce exceptional results or tenaciousness. The only thing that should remain constant is your willingness to learn and your drive to succeed.

12A – Figuring Out Buyer Behavior No. 1

Market Segment

My market segment is elderly people (65 and older) that live alone or independently (no caretaker).

Interviewee #1

Need Awareness

I interviewed an elderly woman at a laundromat that has an issue with robocalls and people claiming to be from the IRS. She was scammed a few hundred dollars from someone claiming to be a family member in jail. I asked her if she's become more cautious about phone calls when she's home since the incident. Her response was yes. She said it's a problem because now she misses phone calls from important people (she gave family members and doctors' offices as examples). She said after 8:00pm she ignores phone calls.

Information Search

I followed up asking her what she did immediately after the scam. She said she reported the incident to police and they told her about precautions to take. She also did some research on scams, but she felt overwhelmed with all the links and information. 

Interviewee #2

Need Awareness

I interviewed an elderly man that realized he had an issue with scams after his wife was a victim. He told me the story of how late one night his wife answered a phone call and immediately after told him to get dressed to leave the house. He remembers asking what the problem was, but she didn't give him a definitive answer - only that it was an emergency. He drove her to Walmart and she bought gift cards. Within the next hour, he said the money was gone. He was pretty frustrated that she didn't communicate with him or anyone else; she told him the person on the other end said to keep it to herself (which is a major red flag). He still feels sick thinking about that night.

Information Search

Following the scam, he contacted close family members and told them what happened. They recommended that he only answer phone calls from recognizable numbers. He said that's all they said about it and still feels exposed. 

Interviewee #3

I spoke to a woman that was a victim of an email scam. 

Need Awareness

She told me that one afternoon she was enticed by an email promising her good deals at her local grocery store. She clicked on the email and followed the directions to access the coupons. Her entire account was breached and she lost valuable rewards points and some personal information was exposed. She was very upset and questioned why google mail didn't filter the email to begin with. She admitted that something didn't feel right in her gut, but she went with it anyway. 

Information Search

After the incident, she called the grocery store and notified them what happened. Her account was deleted. She looked more into Gmail's features and set up a better spam folder. Also, she turned to her nephews that were more experienced for help. She hopes that the improved settings will prevent anymore email scams. 

Summary and Conclusion 

From these interviews, I was able to gather 3 key points. First, each interviewee felt terrible after being scammed. Second, the information search differed from each person, some contacted family and others searched online for trusted sources. Either way, the information search was almost immediate. Lastly, I learned that despite all of the useful information about scams online, these individuals found websites to be confusing and hard to navigate. These interviews were very informative and showed me how potential consumers and members in my target audience first encounter and attempt to solve the issue. Their personal stories and experience is invaluable knowledge that is helping me form my business concept. This specific segment, people over the age of 65 and live independently, is conscious about the issue and goes to great lengths to mitigate the risk of it happening again.

11A – Idea Napkin No. 1

The Business Concept

We help the elderly stay informed on current scam tactics so they will become less likely to fall victim.

About Me

I am a second year Information Systems and Operations Management (ISOM) major looking to specialize in cybersecurity. I am fluent in multiple programming languages and has experience in network security and fraud identification. Recently, my two grandparents were victims of a phone scam and almost lost thousands of dollars if it wasn't for the diligent cashiers at Walgreens. I believe this business concept will greatly impact my life, the relationships with victims of scams, and I hope one day the business' influence will spread nationwide. 

Value Proposition 

I am providing senior citizens with relevant and easy to understand information about scams, scammer tactics, and preventative measures via a subscription based service that delivers the materials to their home on a weekly or bi-weekly basis.  Unlike other companies what specialize in technical scam protection, my business will satisfy the heart of the need: a growing knowledge gap between the elderly and scams. 

Target Audience and Market Segment 

The target audience is people in the U.S. that are 65 years or older and live at home (with no caretaker). Also, this population must have access to a home or cell phone and/or a computer with internet. Here is the following break down of the customer psychographics: attributes, interests, and motivations.

A - caring, trustworthy, and impulsive individuals 

I - interested in protecting retirement and other funds, interested in staying informed

M - values family, wants to live in retirement worry-free, security. 

Elderly scam victims share one thing in common: They believe the scam and scammers are REAL.

What's in it for You?

You've spent decades working hard to provide for your family all while building your retirement nest egg. Why place your money, assets, and well-being at risk? Scammers have been exploiting people like you for years, but do you know them and their tactics? At a fraction of the cost of an average scam you can protect yourself and your retirement. 

What sets us apart ?

Your healthcare provider may already send you information about scams through magazines or emails, but do you know that scammers are known to use your healthcare provider and other familiar company names to take advantage of you? Also, scam related information may be combined with other unrelated topics making the important information harder to understand and find. Our approach keeps things simple. Our patented information kits are straightforward and easy to understand, accessible, and delivered straight to your door. 

Summary

I believe that overall the five elements of the business concept align well with each other to solve the customer's unmet need. With that being said, I do think the weakest element would be the "Why do they care?" (What's in it for you?) because convincing the elderly population to learn something new is no easy task. However, looking at recent data regarding scams, an average of $2.9 billion is being taken from the elderly population in the U.S. every year so the need is there. How do I convince them to see the same problem and turn to my solution?

10A - Elevator Pitch 1

Link

Its a work in progress. Please any feedback is appreciated.

9A – Testing the Hypothesis, Part 2

The Opportunity 

I have a strong belief that the elderly population in the U.S. is more susceptible to phone and email scams due to rapidly advancing technology causing knowledge gaps. 

The Interviewees 

1) Senior home care employee
Notes:
Scams sounded realistic. They use emotion to lure elderly. Family ties. Not answer phone - monitor call her if necessary. Keep elderly up to date about scam. Tries to but cant be there all the time. Age group matters. Keeping them connected to those who know and trust. Isolated not good support are more susceptible. Mental ability - dementia.  

2) Senior citizen with a technology background
Notes:
Has encountered many Facebook and other social media scams. Reports scams to social media platforms and notifies friends of recent scams. Has never been scammed before. Always on the lookout and always cautious. 

3) Single mother of two children
Notes:

Trust. Does not have any restrictions. Does supervise and monitor phone usage. As they get older need more restriction. Tendency to explore. Elderly are really trusting. Pop-ups susceptible. Teenagers are more tech savvy. Tech exposure. AARP has a scam notice and magazine/newspaper targets seniors. don't rely too much on internet.  Scammers use companies like AARP. 

4) Retirement home
Notes:
Dependent and independent, still have phone and internet access. More significant monitoring less of a need. Informed employees about scams. Assisted and one-on-one supervision. Connection is important and vigilant. 

5) Grandparent who lives with her son
Notes:

Rarely answers phone calls unless she knows caller. Doesn't have email access. Son has taught her about phone scams, what to look out for, to a certain extent. 

Summary

In this set of interviews, my who, individuals and organizations, are either very knowledgeable of scams, do not encounter scams enough to find them important, or have found another way to deal with scams. These interviews are still focused on the elderly and the very young (learned about this potential group in the previous set of interviews), but their responses highlighted different needs and reasons for those needs that set limitations on my target audience.

The senior care employee has worked with many elderly individuals, some have been victims of phone and email scams in the past. She has been trained to identify scams that target the elderly and assists her clients by teaching them about scams. When she is present, she monitors client's phone calls. I found some similarities between her responses and the responses from the retirement home. At the retirement home, seniors are monitored on a spectrum from total care to assisted living. Where the senior falls on the spectrum is important because those living in total care may not even answer phone calls without supervision. Also, information spreads relatively quickly between seniors and personnel in the home. A senior informed me that her experience on Facebook and other social media platforms helped build her knowledge of scam tactics. She remembers receiving email scams that claimed to be from the developers of the game she plays on Facebook. After receiving so many scam emails, pop-up scams, and phony calls, she believes that she will never become victim of a scam.

It appears that the more interaction and guidance the elderly receive the less likely they will fall victim to scams. The threats of phone and email scams are not fully diminished even with the assistance of someone knowledgeable, but their perceived need for an external solution (my solution) is greatly reduced. Seniors who are living with some form of assistance from family to retirement home would lie outside of my target audience. Also, some seniors may already believe their knowledge of scams is sufficient and would not consider themselves as potential victims. My solution would focus on seniors who live secluded and with little current knowledge of scams. From these interviews, their need was not more information about recent scams, one-on-one consulting, or an incentive to move away from technology. Instead, inclusiveness and being a part of  trusting community gave them the sense of security. My solution has to provide those within my boundary a similar or greater sense of security. 

Table

Inside the Boundary	Outside the boundary
Elderly who live alone Little knowledge about technology	Tech savvy individuals and Elderly with consistent monitoring
Consistent and relevant information about  scams	The need is not consulting or anti-tech
The need is awareness and a reliable way to deliver effective information	The cause of the need is more focused on inclusion

7A – Testing the Hypothesis, Part 1

The Opportunity 

I have a strong belief that the elderly population in the U.S. is more likely to fall for phone and email scams because communication technology is advancing faster causing knowledge gaps.

Who: The U.S. elderly population
What: More likely to fall for phone and email scams
Why: Due to rapidly advancing communication technology causing knowledge gaps of scam tactics

The Interviews

1-- Walgreens employee

2--Telecommunications student

3--Senior citizen

4--T-Mobile representative

5--Federal Trade Commission (FTC) representative

Summary

The individuals I interviewed were very knowledgeable of the issues surrounding phone, text, and email scams (aka phishing). Some were in charge of filing scam reports, and others were trained to identify individuals who might be potential scam victims. I asked similar questions for every interviewee, but I changed some key words to expand the scope of the who, what, and why categories. Here were some related questions I asked:

1) Can you recall a situation where you believed someone was being scammed?

2) Which demographics are more likely to fall for scams? Least likely?

3) How are these effected demographics learning about scams? Are they even aware about scams?

4) How have phishing tactics changed overtime? What might be the cause of these changes?

5)What kind of precautions can someone take to prevent scams? Are they effective against today's phishing tactics? 

 After reviewing the responses from all the interviewees, the end result was a complete change of perspective on the issue. I've learned that the elderly are more likely to fall for phishing tactics, supporting by hypothesis, but young children are also vulnerable to these types of scams too. I had not thought about the other end of the age spectrum. The FTC and T-Mobile warned that phishing techniques have become more advanced overtime. For example, some scammers can track which companies you visited (via cookies) and send fraudulent emails with company logos. Why phishing tactics have changed is partially due to advancing communication technology and more about other related innovations. Since email's creation, there have been great innovations in communication technology. Despite these rapid advancements, the core functions of phone and email, the two major avenues of phishing scams, have remained relatively the same. As companies started expanding their presence with the assistance of the internet, scammers were able to take advantage. There are precautions and actions to take regarding email and phone scams, but after listening to the experts I can see how the elderly could overlook them. The simple reason is the precautions and reporting process is more complex than it needs to be, which exposes another opportunity. Terms like "authentication" and "Cross-referencing" might be understandable for many seasoned tech users, but the elderly may have a harder time understanding. 

8A – Solving The Problem

The Problem

The Opportunity -

I have a strong belief that the elderly population in the U.S. is more vulnerable to phone and email scams because internet and technology is advancing faster causing knowledge gaps.

(I modified the opportunity to include internet innovations mentioned in the interviews)

The Solution

I believe a marketable and feasible solution would be a subscription service that sends the elderly emails and learning material about the most recent and common scamming tactics. This solution works on filling the knowledge gap between rapidly advancing scam tactics and those likely to be victims of them. Another part of this solution would be an email based service that scans hyperlinks in emails and warns the user of potential scams. 

Identifying Opportunities in Economic & Regulatory Trends

Economic Opportunities

#1-- Farming Opportunities Amidst Trade War

After reading many articles on the U.S. - China trade war  (The Global Economy 2020: A Positive Outlook Shadowed by China, Debt, and Trade Tensions), I believe there is an opportunity for more cost effective farming practices for farmers in the U.S. Midwest. Based on recent economic trends and trade policy between the two countries, farmers in the U.S. have been struggling to sell important goods: soybeans, corn, and wheat due to tariffs. These crops not only financially support the lives of farmers, but are the foundations of many other markets. The prototypical customer would be farmers. An opportunity on this scale would be difficult to exploit considering each individual farmer is producing a unique variations of crops. Also, finding ways to reduce the cost of farming without violating regulations would be a challenge. 

I saw this opportunity because improving international relations to allow farmers to sell their products is what politicians are trying to do. Also, there is uncertainty when relations would begin to heal. This opportunity to target the farmers themselves by improving their operating margins is difficult, but can be exploited far sooner than the former option. 

Source: https://foreignpolicy.com/2019/12/31/global-economy-2020-outlook-positive-china-debt-trade-growth/

#2--Consumer Spending Could hint at Job Opportunities

An article titled Economic Trends: Reflections on 2019, Predictions for 2020 ranked 2019's fastest growing jobs, and hinted that consumer spending is a great trend to watch going forward into 2020. Based on this article, I believe an opportunity exists in non-tech industries, more specifically, the fast-food industry which is being revolutionized by the tech industry. Many people are looking to profit off the next big technology, but what about the needs of the fast-food worker who got displaced by a machine? I believe exploiting this opportunity could be very difficult. Those looking for jobs after being replaced by machines normally don't have the necessary skills to make an easy transition into another sector. 

This opportunity was reinforced after hearing 2020 Presidential Candidate Andrew Yang speak about automation and job displacement. What he has proposed so far with the "Freedom Dividend" only goes so far. My opportunity would focus on building the skills for those who were displace so they can return to the workforce.

Source: https://www.payscale.com/data/economic-trends-2019-2020

Regulatory Opportunities

#1-- Fishing Opportunities in Hawaii

A proposed rule by the National Oceanic and Atmospheric Administration (NOAA) would reduce the number of interactions between Hawaii shallow-set pelagic longline fishery and the leatherback sea turtle from 26 to 16. If this regulation passes, I believe the fishery would need to find another location to fish, start fishing a different species, or a technology to reduce the harmful effects of interaction. The prototypical customer would be Hawaii shallow-set pelagic long line fishery and fisheries who must account for endangered species while operating. I believe this opportunity would be relatively simple to exploit and solutions could be implemented rapidly.

I formed this opportunity greatly influenced by a wildlife conservation class. In the class, I learned about endangered species and the devastating effects of human interaction on ecosystems. In this situation, the fishery needs to abide by the regulations to prevent further depletion of the leatherback turtle population. Money can be replaced, species cannot. 

Source: https://www.regulations.gov/document?D=NOAA-NMFS-2019-0098-0006

#2-- Regulations Open Opportunities on Indian Reservations

A proposed rule by the Environmental Protection Agency (EPA) would set new requirements on natural gas sources to improve the air conditions on Indian Country. The Federal Implementation Plan (FIP), I believe, would create a need for a method to accurately measure emission output to compare to new regulation standards. The prototypical customer would be operators and managers of natural gas drillers in the region. I believe this opportunity would be somewhat easy to implement. These facilities most likely already have equipment to measure emission output, but with this new regulation comparing output to standards currently lacks an efficient method of comparison.

My prior experience with changing protocols and routines shaped my opportunity belief. I used to volunteer for a food bank each summer in high school. It was a great experience, but each time I went there were new procedures in place or a new layout to follow. The changes did affect my productivity and I believe it will be the same for natural gas operators and managers if the rule takes effect.

Source: https://www.regulations.gov/document?D=EPA-R08-OAR-2015-0709-0001

Forming An Opportunity Belief

My Belief

After reading peer comments on my bug list and their related posts, I believe there is an opportunity surrounding free-weights in the gym. I've been going to the gym at my apartment complex and to Southwest Rec. consistently for about a year now, and I started to notice free-weights ( dumbbells, plates, etc.)  were being misplaced or simply not returned to their needed locations. This can be extremely irritating since it messes up your workout flow. I believe there is a need for a more efficient way to return ,or re-rack, free-weights in the gym. When weights are not properly put back, it is not only an inconvenience to others but a potential tripping hazard. This problem mostly affects avid gym users and the gym's condition. The need has existed for awhile because gym layouts and free-weight equipment have not changed drastically overtime. From what I've seen during my workout, most people won't bother to re-rack weights that are clearly in their way just because they haven't used them. Also, I've seen people take weighted plates from one squat rack because the one they are using doesn't have the weight they're looking for. I am highly confident (about 80%) that this opportunity exists. Because right now, gym users have just been coping with the inconvenience.

Interviews

#1 - Apartment complex manager

Q: How many hours a week do you spend maintaining the gym?
She said on average about 9-11 hours a week. Because it is a 24 hour gym, when she does maintenance varies based on how many people are there.
Q: Could you walk me through your process?
First she checks the restrooms and machine equipment. She then makes sure the mirrors and windows are clean. When she spots misplaced weights, she tries to place them back but some are simply too heavy and awkward to lift.
Q: What led management to place signs in the gym telling people to clean up after themselves?
All of the managers decided to place signs reminding people to re-rack the weights because going through the process themselves was taking up too much time and was a hassle.
Q: Have you seen any improvement? Are people listening?
She said the situation improved slightly. Occasionally after peak hours, plates and dumbbells will be scattered around the gym.
Q: How often do you take inventory of equipment? Has anything been stolen or reported missing?
Management does inventory about once a month. If equipment is damaged they have to put it into storage until its repaired. In the past, she said dumbbells and even benches have gone missing and reported by residents. There are now cameras present and a pass code to enter the gym after clubhouse hours that only residents know.

#2 - Bouncer 

Q: How much time do you spend looking for weights?
He said it takes a few seconds to a minute to find weights for his specific workout. When you go to the gym and the weight type are important factors.
Q: When you can't find a specific weight at first, how does that make you feel?
If he can't find a weight at first, he said he assumes someone else may have it. He said there have been times in the past where he couldn't find a weight and he was the only one in the gym. Frustrating he says.
Q: Have you ever started a workout and realize the weights were not the same?
He has never started a workout with different weights, but occasionally when he picks up dumbbells from the rack they are not the same.
Q: Do you ever take the time to reorganize the free-weights?
After he finishes his sets, he said he returns the weights to where he found them even if it's not the correct placement. He never bothered to organize the weights because it won't last.
Q: What about the gym irritates you the most?
Inconsiderate people who think they own the gym. He talked about his experiences with people who hog machines, not wiping off their sweat, and those who spend more time on their phones than workout. 

#3 - Student gym user

Q: How much time do you spend looking for weights?

He said a few minutes at max. Walking from different areas to find them does use energy.

Q: When you can't find a specific weight at first, how does that make you feel?

He said it kills his motivation and frustrates him. He moves on to a different exercise.

Q: Have you ever started a workout and realize the weights were not the same?

No. He did pick up plates that were different weights because the size looked similar.

Q: Do you ever take the time to reorganize the free-weights?

He said it wasn't his job. He re-racks the weights he uses but never considered organizing the area.

Q: What about the gym irritates you the most?

He said scattered weights. One time, he tripped over a misplaced plate and fell on the squat bar. Everyone was looking at him and he felt embarrassed.

Reflection

The most important takeaway from these interviews was the fact that users across the spectrum recognize the problem and shared similar experiences. Also, the fact that they didn't bother to correct or improve the problem surprised me. The underlying cause of this problem is definitely people-centric not equipment. I need to focus on people and create some incentive-based solution. Looking back at these interviews I've gained important insight and established some credibility to this opportunity. 

Summary

Based on these interviews, I would say the opportunity for a more efficient way to re-rack free-weights is present, and my original idea was strengthened. My original idea was formed based on my own experiences, but after listening to others, I re-shaped certain details of my idea (moving from an equipment to people focused solution). I believe the opportunity it is more accurate and refined. In my opinion, entrepreneurs should take in as much user feedback as possible because at the end of the day, the market will decide if your product/service is valuable. There is a trade off: loss of original idea, customer bias, and uncertainty in which feedback to take. Staying firm in your goal to solve the need but take in many perspectives along the way.

Identifying Local Opportunities

Opportunity #1

Lessons learned from 2016, but US still faces new election threats

https://www.gainesville.com/news/20200126/lessons-learned-from-2016-but-us-faces-new-election-threats

This article highlights many areas in the 2016 election voting process that lacked proper security measures that enabled Russian interference. From out of date voting machines to social media fake news, essential facets of the election process, which should be highly maintained by federal and local government, were exposed by attacks that no one saw coming. Fast forward to present day, the article mentions different measures now being implemented to secure the election process from foreign meddling; however, many argue these precautions will not be enough. 

The main problem presented is foreign interference in US elections that undermine our democracy. As noted in the article, America is not the only country that experiences these attacks, and Russia is not the only country to interfere in elections.There are two who's facing this problem: US federal and local governments and American voters. The US government must protect the rights of American citizens from attacks, foreign and domestic. American voters who see these attacks on elections might question the legitimacy of future elections and could refuse to vote outright. 

Opportunity #2

4 Florida panthers found dead in first 2 weeks of 2020

https://www.gainesville.com/news/20200114/4-florida-panthers-found-dead-in-first-2-weeks-of-2020

Panthers once inhabited a large portion of the Southeast. But with population numbers barely over 200, the Florida panther is isolated to small regions in the state and in the Gulf of Mexico. Within the first 2 weeks of 2020, 4 panthers were killed by vehicles: 3 by cars and 1 by train. In 2019, 23 out of the 27 confirmed panther deaths were vehicle related.

The main problem in this story is the amount of panther deaths related to vehicles and the resulting injury to humans. This is a problem facing the dwindling Florida panther population, drivers in those regions, and Florida wildlife conservationists.

Opportunity #3

The No.1 cause of injuries in Hall is much more common than car crash injuries

https://www.gainesvilletimes.com/news/health-care/no-1-cause-injuries-hall-much-more-common-car-crash-injuries/

In Hall County (GA), falling related hospital visits have been rising and are becoming more common than car related injuries. Accounting for more than half of all documented check-ins at Northeast Georgia Medical Center in 2018, falling affects the elderly (50-90 years) at higher rates and is a potential life threatening event. The article mentions tips to reduce the chance of a fall and interviews a nurse at the hospital who works with fall patients.

The main problem presented is falling related injuries impact and frequency on the elderly population. Senior citizens are more likely to be hospitalized for a fall than any other demographic and are directly affected by this problem. Hospitals and staff also face this problem because they are responsible for treating fall injuries. 

Opportunity #4

These numbers show demand far outweighs supply for those needing mental health help

https://www.gainesvilletimes.com/news/health-care/these-numbers-show-demand-far-outweighs-supply-those-needing-mental-health-help/

Mental illness cases across northern Georgia and into Gainesville are rising, but treatment areas and staff are in a short supply in these regions. The ratio of people needing mental health care to mental health specialists in Georgia is 829:1. The article points to research and data showing that mental health symptoms drop 60-70% over an average eight visits which benefits overall patient and community health. Getting help with regards to mental health is important but sometimes overlooked. Many programs have been focused on educating family members, schools, and the community on mental health symptoms. Avita Community Partners is a mental healthcare provider that operates in 13 counties. The main center has limited spots and they are in the process of building a new center to house more patients. 

The main problem presented by this article is when patient numbers exceed the available spots in the mental health centers which delays treatment and poses a threat to those seeking help. People with depression and other mental health conditions are at the center of this issue. Mental health conditions are harder to diagnose and do not have an estimated recovery time unlike most physical injuries. Those who need treatment but are unable to might commit suicide. Family members of those affected also face this problem. How they confront their loved ones with mental health conditions is a very sensitive but important issue. 

Opportunity #5

Teachers rally, demand more money for schools

https://www.gainesville.com/news/20200113/teachers-rally-demand-more-money-for-schools

On January 30, 2020 thousands of teachers from all across the state of Florida headed to Tallahassee to protest for education: higher salaries for teachers, lower standardized testing, and increase funding for music and extracurriculars. 200 teachers represented Gainesville schools at the event, Take on Tallahassee: A Rally for Public Education. One teacher from Alachua County school, Eastside High School, recalls his experiences with students coming from impoverished families and fights for them. Under the current proposed legislation, by Governor Rob DeSantis, school staff: janitors, cafeteria workers, and others would be left out of the funding. Despite counter-protesting, the rally was conducted successfully and teachers would use the power of the vote if Florida legislators did not recognize their needs. 

The main problem in this article is the lack of funding in schools across Florida. This problem has devastating effects on the teachers' morale and student success. Teaching is a hardworking profession with very little compensation. Without the necessary funding, teachers will quit and students will ultimately suffer. Teachers, students, and staff face this problem - not only in Florida but in schools across the nation.