Growing My Social Capital

1. Tusu works at Minute Suites in Philadelphia International Airport.
2. I consider her an domain expert in my industry, as Minute Suites offers a similar product in Philadelphia.
3. I called Tusu on the phone.
4. I asked her a few questions about what they offer, specifically regarding the hours and the prices.
5. With Tusu in my network, I can find out more about what has worked for them, and what customers responses have been.

1. Allia is a travel agent, booking a lot of travel and entertainment in Orlando.
2. I consider her an expert on my market, as she targets the same market I would target for this product.
3. I called Allia on the phone.
4. I asked Allia several questions about travelers habits and preferences, and how they spend time in airports, and what their feedback has been on different airport experiences.
5. With Allia in my network, perhaps we can establish a strategic alliance, and she can suggest my business for customers she identifies who could benefit from it.

1. Angela works at A & A Halal Distributors.
2. She is an important supplier in my industry, as a wholesale distributor of groceries, she supplies snacks and drinks. 
3. I called Angela on the phone.
4. I asked her a few questions about what they could offer such as snacks and drinks with long shelf life, not too messy, convenient for the type of space we are discussing.
5. With Angela in my network, she could provide refreshments for my customers, enhancing the experience, and perhaps even as a revenue driver.

This exercise was the first in which I considered networking contacts from different angles of a business. Networking experiences in the past have focused more on knowing someone who knows someone for a job opportunity. This goes beyond that and considers the relationships with more depth. Approaching network from this angle can lead to a more keen understanding of the value of contacts and relationships.

Ideal Napkin No.2

I am a junior Business major. I plan to pursue my Masters in Accounting or MBA after I complete my BSBA. I am married, and my husband and I hope to have a baby in the next year. If I were to start this business, I would likely be very uninvolved in it’s development and maintenance, as my time and attention are committed to my education and my family. This would require significant capital, as I would have to hire people to manage all aspects of the business. However since I am pursuing a career in business, I would likely be able to benefit from the service of this product if it were in fact implemented.

I would like to offer private, single occupancy rooms for rent by the hour in airport terminals. These rooms would be a quiet, private, comfortable and secure where people can sleep, do work, talk on the telephone, to make more effective and efficient use of their time spent in airports, particularly during layovers. 

I am offering this to travelers in Orlando International Airport. This product can be used by people who arrive very early for their flights due to airline and federal requirements. This can also be used to people who have long layovers, or are experiencing flight delays, although only if their circumstance is somehow unique in the delay. If all travelers from a flight need accommodation, our facility likely would not be able to meet that need. This traveler is likely not responsible for anyone else such as small children or the elderly, as the rooms will be too small to accommodate more than one person. This person will most likely be used by travelers who are on their own, as when people travel with others, they seem to enjoy spending time with their companions. However, there are some times when people traveling with others might need privacy from their companions, so they could benefit from our product. Such as if a member of a family has work to get done on a vacation, it could be an opportunity to get some out of the way to enjoy more time with the family on vacation. People traveling for business can certainly take advantage of this, whether they are alone or with others, as they are less likely to value quality time with their traveling companions. This product is for adults, is not suitable for children without adult supervision. 

These travelers will find value in my product, as they are losing time at their destinations due to the time inefficiently spent in airports as a result of the uncomfortable, noisy, and public conditions.

In my experience, I have found that I am more disciplined, focused and organized than other people. I hold myself to very high standards, and I tend to look at things from angles others do not see. I place strong value in honesty and dependability that has set me apart from my peers. 

I believe these elements fit together, in that travelers in Orlando International Airport could certainly find value in this product, and benefit from using it. The only element that does not fit with this concept is me, as my priorities and commitments do not lie in making this product a reality.

I added how I would use the product, that is a role the business would play in my life I didn’t address in the first version of this post. I added that the rooms would be single occupancy, as this wasn’t clear before and I have gotten a lot of feedback about making sure they don’t turn into sex rooms... not that there’s anything wrong with that. I specified that the most practical time to use this product would be for layovers, as there has been a lot of feedback putting me off the idea of flight delays, as these usually involve a lot of people, and the airline usually sees to their needs. I added the point that travelers who need to do work for school or business while on family vacation could use this to get some of those tasks out of the way to free up more time with the family on vacation, as this is something I really wish I had a few weeks ago when I was working on school full time on my family vacation.

My Customer's Avatar

My prototypical customer is a business traveler, likely female. She is likely between her 30s and 50s. She is someone who prioritizes health and positive experiences. She is responsible financially, but not afraid of spending money for luxuries, if she can rationalize the expense in practical terms. She likes to spend money on things that will enhance her life in terms of functionality or beauty. She thinks outside of the box, and does not simply follow the crowd. She could be single or married, but if married, she likely wears the pants in the relationship. She manages a lot of responsibilities, and is always looking for ways to use her time more effectively. 

I clearly have a lot in common with this person, and I do not think it is a coincidence. I drew on my own experience for the idea, so it makes sense that someone who would use this product has a lot in common with me. I deliberately made a choice to pursue an idea in this class that I felt I would purchase myself.

Elevator Pitch No. 2

Pitch

I did not receive any feedback from the previous pitch, as it did not post due to technical difficulties. Therefore, I am currently posting the same pitch I recorded a couple weeks ago. Based on the feedback I have received in response to the other assignments related to the same concept, I believe this elevator pitch is reflective of what I would like to express at this time.

Alternative & Post Purchase Evaluation

I interviewed three people about their alternative evaluation, purchase decision and post purchase evaluation process as they relate to time spent in airports. 

Interview #1

Interview #2

Interview #3

When people are waiting for their flight, they are likely to evaluate alternatives based on proximity to gate and comfort. For layovers however, depending on the time they have to spend in the airport, security and privacy become more of a concern. At night people search more for somewhere quiet, private and comfortable with an aim of resting or getting work done.

If traveling for business, most people would have this expense covered by their business, so the amount of money they have to spend is determined by their company, but they are free to spend it as they choose. If someone knows they have a long layover planned, they may seek the information in advance, but when waiting for an initial flight, most customers will make their purchase decision on the spot.

When considering past decisions, people have felt satisfied when they feel their experience was comfortable and convenient. 

Practi-gal

I used the word practi-gal to refer women use characteristically feminine practicality. They are practical gals... practi-gals! People have found the term charming, although I haven’t heard anyone else repeat it. Mostly people think it is “cute”. No one has cast any scorn on the term. I feel if used more frequently it could catch on, at least in a small circle. When trying to fit it into conversation I have found that most women are practi-gals!

Halfway Reflection

To keep up with the requirements of this course, I have remained very adaptable and open minded. I don’t have a lot of experience thinking the way that the assignments have demanded, or doing the activities required. I have approached them drawing on the strong experience I do have, which has been to break seemingly overwhelming or unfamiliar objectives down into more manageable tasks so they do not seem as intimidating.

There were times, particularly before my first set of interviews when my feelings of insecurity were heightened. A big help was when I decided to audio record the conversations rather than video recording them. This took a lot of pressure off. 

Some tips for next semester’s students:

1) Schedule your first interview with someone very close to you, to help work out some of the bugs of the process. It’s a good idea to speak with people you don’t know for your interviews in general. But I interviewed my sister first, which helped put me at ease while I got used to the process.

2) Read ahead on assignments. I find it helps guide my general direction to have an idea of how the assignments are broken down, to really focus on the appropriate concept of the current assignment. This way I am not focusing accidentally on something that we will learn how to focus on more effectively in a future assignment.

3) Just do it! Even if I feel like I sound silly, or I feel unsure of what I am doing, it is always a big relief once I rip off the proverbial band aid and just get it done. Frequently once it is done I am more comfortable fixing it if I need to.

Need Awareness and Information Search

I interviewed three people who expressed a need for private rooms in airport terminals at Orlando International Airport.

Interview #1

Interview #2

Interview #3

I found that they generally identify their need when they book their travel. They do not usually plan in advance how they will spend their time waiting, even when they identify the need to fill the time. I found they mostly look around the terminal to determine a way to make effective use of their waiting period. Most people get something to eat and try to find somewhere comfortable. There seems to be more interest in finding a place to sleep than to do work. The people I interviewed look for comfort, security for their belongings and convenience in proximity to charging stations. 

Reading Reflection No. 1

I read Coco Chanel by Lisa Chaney. I did not previously know anything about Gabrielle Chanel’s life or development of her career, so I was surprised by everything I learned.

I admire that she did not accept circumstances that she did not find satisfying. I admire that she found creative ways to find satisfaction. I admire that she embraced her independence and sexuality.

I did not find much that I did not admire about her. The chips were stacked against her with her upbringing, so while I could criticize her for her insecurity, discontentment, and disillusionment I can certainly understand where those feelings originated. In fact I admire that she used these feelings of disillusionment to empower her to move forward with revolutionary ideas and lifestyle choices, even if she felt insecure about her abilities or success at times.

She did encounter adversity and failure in her attempts at becoming an actress and a dancer. She adapted, and found ways to get by. She used the resources she gained through these experiences to fuel her success.

I certainly noticed that she exhibited some of the competencies we have discussed in class. I found it interesting that her initial business seemed to stem from the identification of her own unmet need for independence and a sense of control over her life. She used her talents and resources to satisfy these needs. 

 I was slightly confused by the historical context of the book, as I am not very knowledgable about French history, and the names and terminology became a bit complicated for me to follow, mostly because of the language barrier. 

I would like to ask Gabrielle Chanel what she thinks of this depiction of her journey. Does she find it accurate in terms of events and more importantly the interpretations of her emotional and personal journey through these events? I would also be interested to know her opinion of the current Chanel brand.

I think Gabrielle valued hard work, which is why she was discontent with the simple life of a mistress in the first place. She was not satisfied to live the leisure life of a kept woman, and she consistently engaged in extracurricular activities, which leads me to conclude she valued learning as well as hard work. 

Idea Napkin No. 1

I am a junior Business major. I plan to pursue my Masters in Accounting or MBA after I complete my BSBA. I am married, and my husband and I hope to have a baby in the next year. If I were to start this business, I would likely be very uninvolved in it’s development and maintenance, as my time and attention are committed to my education and my family. This would require significant capital, as I would have to hire people to manage all aspects of the business. 

I would like to offer private rooms for rent by the hour in airport terminals. These rooms would be a quiet, private, comfortable and secure where people can sleep, do work, talk on the telephone, to make more effective and efficient use of their time spent in airports.

I am offering this to travelers in Orlando International Airport. This product can be used by people who arrive very early for their flights due to airline and federal requirements. This can also be used to people who have long layovers, or are experiencing flight delays. This traveler is likely not responsible for anyone else such as small children or the elderly, as the rooms will be too small to accommodate more than one person. This person will most likely be used by travelers who are on their own, as when people travel with others, they seem to enjoy spending time with their companions. However, there are some times when people traveling with others might need privacy from their companions, so they could benefit from our product. People traveling for business can certainly take advantage of this, whether they are alone or with others, as they are less likely to value quality time with their traveling companions. This product is for adults, is not suitable for children without adult supervision. 

These travelers will find value in my product, as they are losing time at their destinations due to the time inefficiently spent in airports as a result of the uncomfortable, noisy, and public conditions.

In my experience, I have found that I am more disciplined, focused and organized than other people. I hold myself to very high standards, and I tend to look at things from angles others do not see. I place strong value in honesty and dependability that has set me apart from my peers. 

I believe these elements fit together, in that travelers in Orlando International Airport could certainly find value in this product, and benefit from using it. The only element that does not fit with this concept is me, as my priorities and commitments do not lie in making this product a reality. 

Testing the Opportunity Hypothesis Part 2

I conducted five interviews with potential customers for private rooms rentable in 30 minute increments in Orlando International Airport.

Interview #1

Interview #2

Interview #3

Interview #4

Interview #5

I found that those who would be customers for my product differ from those who would not based more on the circumstances at a given situation rather than the individual themselves.

For example, parents would not be likely to use these products and associated services when they are traveling with their children. In that case, they would likely let the children sleep in the airport, and they would go without sleep. They would not likely have work to get done if they are traveling with their kids, at least not so much that they would require a private, quiet comfortable space to complete it. The most obvious reason is of course they would not leave their children unattended.

Time is also a significant factor. For example, most people said if their wait in the airport is under 3 hours, they would not require a private, comfortable quiet place to sleep or do work. On the other hand, most people said if their wait was over 6 hours they would likely get a hotel room.

Some people, young men in particular said they don’t have much trouble sleeping in noisy public places, as long as there is a place for them to lay horizontal. Security and privacy were not as much a concern for them.

Of course another significant factor would be price, as some people I spoke with would not want to pay anything for such a service, they would rather stay uncomfortable.

Most people said they would not want to use this product or service if they are traveling with family, as they would prefer to stay together. However, some would be willing to split up, if all members of the family are adults, particularly if everyone would like their private space for a short period. 

Inside the Boundary: 
Who is in: People with time in the airport that they do not feel is being used efficiently who are in need of quiet, privacy and comfort for themselves only.
What the need is: Private rooms for use by a single person in need of short term quiet, privacy and comfort
Why the need exists: People are stuck in the airport and some do not feel they are able to make efficient use of their time due to lack of privacy, quiet and comfort.

Outside the Boundary:
Who is not: People traveling with groups or families, with very little or very much time between flights.
What the need is not: Somewhere for couples, families or groups to get privacy, quiet and comfort. Somewhere for a single person to get privacy, quiet and comfort long term.
Alternative Explanations: People feel they can creatively make use of their time without privacy, comfort or quiet.

Tweaking the Innovation

Revenue Driver: Rooms for Rent

Item: Bed only

Benefit: Sleep

Tangible: Bed for one in private room

Augmented: Private, comfortable, quiet, more affordable than hotel room

Item: Desk only

Benefit: Work

Tangible: Desk space for one user in private room

Augmented: Private, comfortable, quiet, more affordable than hotel room

Item: Bed and desk

Benefit: Sleep and/or work

Tangible: Bed with work surface and chair for one user

Augmented: Private, comfortable, quiet, more affordable than hotel room

Revenue Driver: Luggage Storage

Item: Large locker

Benefit: Luggage Storage

Tangible: Locker large enough for carry on suitcase and personal item

Augmented: Secure

Item: Small locker

Benefit: Luggage Storage

Tangible: Locker large enough for carry on suitcase or personal item.

Augmented: Secure

Revenue Driver: Accessories

Item: Eye mask

Benefit: Helps some people sleep

Tangible: Standard black eye mask

Augmented: Aids relaxation.

Item: Earplugs

Benefit: Blocks out noise 

Tangible: Standard earplugs

Augmented: Creates quieter sleeping environment.

Item: Universal device charger

Benefit: Ability to charge devices.

Tangible: Device charge that has attachments to fit the most common electronic devices.

Augmented: If your charger is in luggage, or if you forgot it, you can still charge.

Item: Extra Pillow

Benefit: Extra head padding

Tangible: Extra standard pillows

Augmented: Sleep experience more personalized/ comfortable.

Item: Extra Blanket

Benefit: Extra warmth 

Tangible: Extra blanket 

Augmented: Sleep experience more personalized/ comfortable

Revenue Driver: Service

Item: Wake up call

Benefit: Customer will not miss their flight

Tangible: Someone will wake them up at the requested time

Augmented: Less stress, customer does not have to worry about alarm dependability.

Item: Netflix

Benefit: Entertainment

Tangible: Netflix streaming available in private room for a fee

Augmented: Entertainment for people who prefer to sleep with TV on.

Item: Shuttle to/from gate

Benefit: Transportation if people’s gate is far from the location of rental rooms.

Tangible: Golf cart that drives customer to gate at requested time, or brings customer to rental rooms from gate upon request.

Augmented: Eliminates the problem of having to find and get to the rental rooms.

Item: International calling

Benefit: In case of delays, particularly international guests can call anyone who might need to be contacted regarding the details of their amended travel plans.

Tangible: International phone calls available for a fee.

Augmented: Extends benefit of rooms beyond privacy, comfort, quiet.

Item: Wifi (if not available in airport - already available in OIA)

Benefit: Facilitates work, communication, entertainment.

Tangible: Password protected Wifi available for a fee.

Augmented: Customers can make more productive use of their privacy, comfort, quiet.

Item: Music

Benefit: Entertainment

Tangible: Music available in sound system in room at requested volume and genre.

Augmented: Entertainment for people who prefer to sleep with some background noise.

Item: Magazines

Benefit: Entertainment

Tangible: Magazines available upon request covering different areas of interest

Augmented: Entertainment for people who like to read while they are relaxing.