Testing the Hypothesis Part 1

People traveling through several major international airports aren’t able to make the most efficient use of their time spent in airports because of a lack of space, privacy and quiet.

Two years ago, my husband and I went to Paris. (He wasn’t my husband yet, we got engaged on that trip.) Our flight traveled through the evening, and arrived in Paris at 6am, which was midnight “our time”. I usually sleep at midnight, so I didn’t sleep on the plane, but as soon as we arrived I started to drag bigtime. We could not check into the hotel until noon, so we ended up sitting in a cafe for several hours, very grumpy and exhausted.

This was not the first time I wished I could have a quiet place to take a nap in the airport. It is also an issue with long layovers. Other times when a flight gets delayed, hours get wasted. It is a particular disturbance on short trips, where you do not have the buffer to adjust to the time / sleep difference.

I discussed this challenge with 5 people:
Interview #1
Interview #2
Interview #3
Interview #4
Interview #5

This is not a problem for all travelers. There are a handful of airports in the USA and internationally with napping pods, and airport hotels with day use rooms. First class lounges in some hotels contain nap rooms. Some travelers “can sleep anywhere”, and do not have trouble sleeping in the airport or on the plane as needed.

In Orlando International Airport, however, in the top 20 busiest airports in the USA, and top 35 in the world, there is no such amenity.

The biggest issue seems to be with losing sleep, but also there is a need to get work done. Multitasking is trending in our culture, and the loss of time is becoming increasingly frustrating, as we are getting increasingly accustomed to doing many things at once.

My Solution

An ideal solution to the problem of lost time in Orlando International Airport would be private rooms, available 24 hours, with short rentals, such as 30 - 60 minute increments. These rooms would be only large enough for single occupancy. You can keep your luggage in a locker outside the room. There would be minimal furnishings: space to comfortably sleep, talk on the phone, or work on the computer. There would only be a few, perhaps 4-6, as these rooms would be located in retail spaces between security and the gate, where there are shops and restaurants. 

Looking For Opportunity

Economic Trend: Multigenerational Households

Multigenerational households have been increasing in quantity. Economic factors have contributed to this, the number began to grow with the recession that began in late 2007. Recent college graduates have moved back home if unable to support themselves, and grown children and elderly parents are also sharing households.

I heard about this economic trend in my Marketing class, and it was further substantiated by an article in The New York Times. The article is from 2013, but based on the Marketing text, this trend continues.

This suggests an opportunity could exist for developers to build homes suited for this type of family, or adjoining apartments. This could also be an opportunity for “adult-sitting”, hourly care for elderly relatives who can not be safely left by themselves, for when the adult children in the same household may be unavailable, just like babysitting, but for adults.

Families with multigenerational living arrangements or needs would be prototypical customers. The specifics could vary from family to family depending on who is making decisions about the living arrangement, why the arrangement is coming about, and whether members of the family require assistance.

The opportunity could be relatively easy for a home builder, it would involve introducing new models, which is likely something they already have infrastructure in place to do. The idea of “adult-sitting” would be even easier, even a local teenager could do it just like babysitting.

My experience with my family is the reason I can relate to this trend. I am very close to my family, and we have considered the option of a multigenerational living arrangement as some members of our family have gotten older. 

Economic Trend: Employees Gaining Power in Labor Market

According to this article in The New York Times, the labor market is slowly and gradually tilting in favor of employees. This means companies are working harder to attract good employees.

This suggests an opportunity could exist for a third party to offer competitive employee benefit packages to employers. An insurance company could introduce a new type of coverage to be covered in employee benefit packages. An entertainment company could create team building entertainment to be packaged and sold to the employers to give them a competitive advantage in offering a unique and interesting benefit to the employee. Clubs or venues could create organizational packages in which the organization (employer) has a membership for all of its employees, so the employer can offer this to potential employees as a benefit. All of these benefits could represent a savings to the employers if they offer a benefit to the employees that would cost the employer less than paying them a higher wage or salary.

This opportunity could be relatively easy or difficult depending on what type of business would like to take advantage of it, and how much infrastructure they already have in place for carrying out one of these ideas.

I am enthusiastic to see this trend beginning about a year before I am done with school. I hope this trend will continue, and companies will offer exciting benefits to employees joining their organization.

Regulatory Trend: Carbon Pricing

In this article in The New York Times the president of the World bank urged people to prepare for regulations requiring fossil fuel polluters to pay for the carbon dioxide they emit.

This could represent an opportunity for new materials and methods at companies with large carbon footprints. Such innovations could benefit the company if the savings in emissions would equate to prevention of some of those fines. I imagine this opportunity is relatively difficult to exploit, because there are large scale research and development teams, facilities and organizations dedicated to this purpose.

In this instance, I don’t think I am the only one who would have seen this as an opportunity. I think the factor preventing this solution is more a technological one, and I do believe it will continue to be solved gradually, rather than one “aha” moment.

Regulatory Trend: Legalizing Marijuana

As discussed in this article in The New York Times, more states are legalizing the substance, and lawmakers are having a challenge measuring whether a person using marijuana is too impaired to drive. 

This could be an opportunity for a test that effectively determines one’s level of impairment. It is discussed in the article this is a difficult task, as traces of THC remain in your blood much longer than the user will feel any impairment. Furthermore, regular users may not be impaired, even immediately after use. These facts make it seem difficult to exploit this opportunity.

If the customer for these tests could be police departments, and other regulatory agencies. Depending on the level of complexity and the affordability of the tests, they could be sold directly to consumers who wish to test their own level of impairment, perhaps before deciding to drive.

One reason this does not exist is likely because the cost of developing such a test has outweighed the potential benefit, especially since until recently, any marijuana use at all was an offense. However, with the changing regulations related to the substance, maybe this idea is becoming more valuable and the research can be carried out.

Forming an Opportunity Belief

I was out at a sports bar last Sunday afternoon to watch an Orlando City Lions soccer game with a group of friends. The bar can get very crowded for these games, so we made a reservation. They put together a few tables for us, which were high top tables. One of our friends came with her 10 month old baby (suitable environment for a baby, I promise). When she asked for a high chair, they brought her a standard table height high chair. Of course this didn’t work at the high top table, so the baby had to be held through the entire game and meal. We took turns holding the baby (because she is so cute!... and also) because her mother had a hard time reading the menu, eating, paying, etc, with baby on her lap. This led me to believe that an opportunity exists for a high top high chair.

I spoke to three parents of young children about this. 

Interview #1

Interview #2

Interview #3

It was mentioned that bar and grill type restaurants are generally good places to go with kids, because they are noisy and the kids don’t disrupt the setting. However they have a lot of high top tables, so the same issue can become a problem. One person said he worked at a restaurant where they had high top high chairs.

The family can simply request not to be seated at a high top table. However, this becomes a problem during peak hours when the restaurants are particularly crowded, it can lead to longer wait times, which is also quite inconvenient in general, particularly with children of that age. 

When dining at these types of restaurants with a group, as what happened to make me aware of the idea, sometimes the family does not have the option of table height.

The parents I spoke with said they were not aware of the need until they had kids, and the child uses a high chair for 1.5-2 years. 

I found this can also be a problem for parents at home, if they eat on higher surfaces, such as a pub height table or a bar height counter with bar stools. One parent had a pub height table at home. Once her baby was old enough to sit in the high chair she realized the high chair was too short for their table, and they had to end up getting rid of their table and getting a new one. That was certainly an expense they could have done without. 

Some parents agreed it might be a good idea as an additional feature to high chairs to be adjustable to different heights, rather than having two separate products for high chairs of different heights.. 

There are a few different ways parents are currently addressing this problem. The most common is to hold the baby, or stand, which are both quite uncomfortable and inconvenient. One parent said he has left the restaurant if they haven’t had appropriate seating for his child. As I mentioned, when they realized this problem with their home dining table, they had to buy a new table. 

My original opportunity belief was more focused on the idea of high chairs in restaurants, where restaurants could be the customers. However as I spoke to a few parents, I came to think that this is a product that could be beneficial to parents for home use as well. I feel fairly certain this opportunity exists, but one thing I would like to investigate further is if in fact there is something like this that already exists, and if so, what prevented these customers from having it when they needed it? Then perhaps the opportunity exists in a product that is more accessible to these customers who need it?

I think it is essential for entrepreneurs (and everyone) to constantly adapt based on feedback. I believe to receive feedback with an open mind and heart and consider your take on inherently yields adaptation and evolution. 

Identifying Local Opportunities

In the local newspaper, The Orlando Sentinel, the following articles described problems that a person or organization has in my local community.

Insurers Sue to Block Florida Law Mandating Search for Beneficiaries.

A new law requires life insurance companies to check to see if policy holders have died, and to seek out the beneficiaries if they have. Four companies that sell life insurance are suing the Chief Financial Officer of the agency responsible for enforcing law. The lawsuit asserts that, per the terms of the contract, it is not the death of the insured, but instead, plaintiffs receipt of due proof of death, that triggers their obligation to investigate and pay the claim. The insurance companies further claim that the law is unconstitutional because it applies retroactively to 150,000 policies.

This is a problem for insurance companies, who will incur additional expense in the process of seeking out these beneficiaries, as well as payment of several claims that would have otherwise been left unpaid. 

This is problem for beneficiaries, who are meant to be protected by this law. The law suit could interfere with the agency’s ability to enforce the law, and claims due will remain uncollected. 

Target Transgender Bathroom Policy Ignites Protests, Debates.

Target recently announced that employees and customers could use restrooms and fitting rooms corresponding to their gender identity. The American Family Association sponsors a petition to boycott Target in opposition to the policy, contending that sex offenders will take advantage of the policy to peep at or molest women and girls. 

This is a problem for Target, who stands to lose customers due to the boycott.

This is a problem for boycotters, who need the products and services they were getting from Target prior to the boycott.

Sanford Burnham's Future at Lake Nona in Question; UF in talks.

Sanford Burnham received substantial economic incentives to located to Orlando in 2007, and has fulfilled expectations that it would build an outstanding medical research facility and catalyze development of a life science cluster in the Lake Nona area of Central Florida. The institute is now discussing a proposal with The University of Florida to allow UF to build upon and grow the research enterprise established in Lake Nona. This agreement requires support of stakeholders such as Orange County, Orlando, Lake Nona, the State of Florida, UF’s Board of Trustees and the State Board of Governors. 

This could represent a problem for the stakeholders involved, particularly those who granted economic incentives for the institute to locate to the area for the stimulation of growth. This could represent opportunities for other institutions such as The University of Florida to fulfill the need for life science professionals and organizations to carry on the work of Sanford Burnham if they leave Orlando.

Unfinished Mansion, Other Big Projects Await Long Road to Completion.

Three large construction projects in Central Florida have been under construction for 6 - 15 years, and estimates for their completion remain vague, with ranges from one year to 18 months.

This is a problem for the owners and developers of these projects. There is substantial expense associated with the length of time involved in these projects. Some of the delays have been due to unpredictable and prolonged shipping times of imported materials, language barriers with construction crews, use of exotic and unusual materials, the advancement of time has rendered aspects of the projects obsolete, requiring refurbishments simultaneous with construction, and financial challenges. Each of these causes of delays represents needs that are not being adequately addressed for the owners and developers.   

Deputies: SeaWorld Manager Stole More Than $100,000.

A former Sea World manager was accused of voiding the sale of park tickets, and stealing the cash paid for the tickets.

This reveals a problem for Sea World, in that there appears to be a measure of security lacking that would prevent this type of theft from occurring.

This reveals a problem for the suspect, in that she likely has a compulsive problem, or is in a desperate financial situation, representing a need for mental health and financial management services.   

Bug List

There is no wireless keyboard for iMac with a number pad.
Why? Traditionally Apple computers have not been used in business / financial environments that use number pads, and there are supplemental number pads, or wired keyboards with number pads.

The cash wrap service in Express and Victoria’s Secret stores is consistently slow, and frequently backed up with long lines.
Why? Their security tags take a long time to remove, and their promotions create frequently purchases of several items.

Customer Support for DirecTV is consistently time consuming and inefficient.
Why? Inefficient and ineffective structure, procedures and/or training for customer service.

I don’t keep in touch with my grandmother as much as I would like to.
Why? We communicate differently. She is not accustomed to communicating the way I keep in touch with many people in my life (social events, social media, text messaging, emailing), and I am not accustomed to communicating the way she keeps in touch with people (individual visits, long telephone chats). 

Sleeping in airports.
Why? There are no comfortable places to get a sound sleep for a few hours, the option of renting a hotel room for a whole day is not always affordable or time effective to only sleep for a few hours, although the few hours of sleep may be vital and valuable in your plans.

Driving a car with an infant as the only passenger.
Why? This can be a huge distraction. When someone else is driving, the primary caregiver can focus attention on baby, and the driver can focus on the road. It can be dangerous to divert attention from either at the wrong moment!

It is hot when I get in my car in the summer if it has been parked in the sun.
Why? Leaving my windows cracked can be a safety hazard, let bugs in, and be a risk of getting the car wet in Florida summers with frequent afternoon thunderstorms.

I am frequently late because I have to stop for gas.
Why? I forgot I was low on gas until I got in the car to go somewhere.

Restaurants with good food are not suitable for kids, and vice versa.
Why? Restaurants that cater to children do not focus on the quality of their food, and restaurants with high quality food do not cater to children.

Shopping in the mall can be a challenge when my hands are occupied with bags.
Why? Carrying bags is how to get your purchases home with you.

Turning left without a light.
Why? It is a judgment call whether there is enough distance between yourself and the oncoming traffic to make the turn. Some people make are more conservative or risky than others in making this determination.

Business lunches.
Why? It can be a challenge to carry on a professional conversation while eating. It can be a challenge to eat healthy in “nice” restaurants. Energy and productivity after business lunches are frequently lowered.

If a woman is trying to get pregnant, the time between a positive ovulation test and the time when she can test for pregnancy can be very stressful.
Why?  At home pregnancy tests cannot detect if a fertilized egg has embedded in the uterus until some time after conception.

Comforter storage.
Why? Containers large enough to store comforters are generally not attractive or do not preserve the quality of the comforter, as they need to be stored tightly, and become wrinkled.

The water in my shower takes almost 4 minutes to get hot.
Why? The distance from the water heater to the shower is too great for the water to heat at a faster rate.

Sharing group or event photos.
Why? People in group photos and at events have different levels of commitment and ability to share photos.

We are not allowed to put trash bags in recycle bin.
Why? Trash bags are not recyclable.

No opportunities for slow dancing in Orlando, except at weddings.
Why? There is no slow dancing in nightclubs, there is no dancing in restaurants.

If I have been drinking, and decide to get a taxi or an Uber home, my car is left to be picked up later, which either costs another fare or more time in the future. 

Why? There is no one to take home my car simultaneous to my trip home.

The first time I visit a doctor, I have to commit to pay for the service before I know if the service is efficient, effective or to my liking.
Why? The only way to find out these things is to schedule a health care service.

I had some challenges developing this list.
One challenge was that for most of the “bugs” that came to mind, solutions for these bugs existed. I continued to remind myself that was not a reason it could not be included in the list.
Another challenge I had was in taking note of they “why?”, I had to shift my focus from why it “bugs” me to why it exists. I found this new perspective interesting.
I found the exercise had a degree of difficulty due to these challenges. However, I can certainly see how considering points from this perspective can be valuable to identifying opportunities and adapting and evolving accordingly, individually and collectively. 

My Entrepreneurship Story

My parents divorced when I was 6, and my mother was one of the several women who after a divorce, sought entrepreneurship as a means to manage the commitments of a single parent.

She opened a real estate office, to address a need she observed as Florida was growing at such a rapid pace. She was unexperienced and lacked a college education, and her business only lasted about two years.

She decided to pursue her degree. After she graduated she worked for a few small businesses. One company she worked for was a small developer from The Netherlands who sold vacation homes to Dutch families in Florida. 

Her education was in Economics, and she had experience with accounting in her various roles. She partnered with one of the owners to develop an advantageous financial and legal procedure for the sale of these properties, considering the financial and tax regulations of both countries. This extended the service the company could offer to include ongoing financial services for the international assets of the buyers. This was a great success, and she earned a partnership for her contributions to this advancement of the company. 

I worked for their company. This is a photo of our team at a Christmas party. My experience with her has been valuable and inspirational.

I enrolled in ENT3003 as part of the curriculum in the UFOnline Business Program. This is my first semester in this program. I admire the commitment to a new experience in learning, and I am enthusiastic to go with it and grow with it. 

Testing

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