Assignment 18: Create a Customer Avatar

The Avatars

Description of Customer

I'm targeting men and women who look at themselves in the mirror like the guy in the second photo. I want the people who want to have the goal of being swole. My target market are those who want to gain the muscle that they have been working hard to try and achieve. These people are usually in the age range of 18-40 years old. The "wanting to get big phase" usually starts after high school/during senior year and normally continues through the thirties. These people don't necessarily have a certain haircut or skin tone, they all just have one goal in mind, and that is to get stronger and bigger. How my customers dress is normally a tight fitted shirt or tank tops to show off the progress with basketball shorts. For women I would think compression pants with either a workout bra, crop top, tank top, or shirt. My customers also where Converse, Metcons, Nike Air Max 270s, and sometimes just regular Nike frees. Can't really specify what car they might drive because everyone is different. They listen to either rap (modern and old school) and hard rock (Disturbed, Linkin Park, System of the Down, Godsmack). Some of my customers will bring journals on what they did during their workout and may count their carbs (micros and macros). 

Further Questions

I technically am one of my own customers. I am basically all of the qualities I described for my customer avatar. I'm 20 years old and I wear tight fitted shirts (I kind of have no choice on this). I wear Metcons, basketball shorts, and I listen to rap and hard rock when I'm working out (country and old, nostalgic songs throughout the day though). However, I do not have a journal or count my carbs. I don't think its a coincidence that I have the same qualities as my avatar because I'm in the same boat as my avatar. I want to get bigger and I base my assumptions of my avatar off of past experiences of meeting people and of me. So, there really is no surprise that I almost mimic my customer avatar.   

Assignment 17: Elevator Pitch No.2

The Pitch

Description of the feedback from last pitch

What stood out to me as the most important part of my pitch that I needed to work on was the hook in the beginning. If I'm not able to hook my audience from the start, I won't be able to get my idea across as effectively. The feedback that surprised me the most was a comment about my flow through my ideas. The feedback that I received that was not wrong but outright silly I guess was the comment about my product being 5 stars on Yelp. I think the feedback that I found to be most useful and insightful was the comment about appearing more natural. I do feel like my pitch is a little cut and dry, but I feel like it's from doing this in the morning where I haven't reached my point of energy yet.

What did I change?

The things that I changed in this pitch was trying a new hook in the beginning. I don't know how effective it really is because I kinda just thought of it on the spot. Didn't really plan what I was going to say for the hook. It was between this one and a Taco Bell chalupa box hook. I kept the script the same but tried to be more natural. I feel like I was a little more natural in this pitch; however, I do think that I can do better.

Assignment 16: What's Your Secret Sauce?

Describe five ways in which you have human capital that is truly unique

1. I normally analyze a situation before making any necessary actions. That way I can make a careful and a well thought out representation of my audience.
2. I take into consideration how others feel and try to form my actions accordingly.
3. I'm very knowledgeable when it comes to cooking and working out. For instance, I can name different exercises you can do to target specific areas of muscle.
4. I'm very personable once I come out of my shell and open up to people. 
5. I try to make light of any bad situation. I want to make something positive out of something negative.
6. Good leader and goes all in when passionate about something (Bulk Bites)

Interview 1: Mom

Mom's Interview

For my first interview I interviewed my mom. She made comments talking about how I'm able to adapt to situations and that I can be analytical in different situations. She also pointed out that I am laid back and calm in the midst of problems.

Interview 2: Dad

Dad's Interview

Some things that my dad highlighted was that I was an fast learner and that I adapt well. He also noted that I'm an easy going person and that I always work hard.

Interview 3: Sister

Sister's Interview

For my sister, she noted that I was very personable and that I take other people's consideration and not just my own. She also pointed out that I try to make light of bad situations.

Interview 4: Philip

Philip's Interview

Philip pointed out that I'll assess a situation before I act upon it. He also noted that I was shy at first and that once you get to know me that I tend to come out of my shell.

Interview 5: Jake

Jake's Interview

Jake pointed out that I was a great leader and that I am extremely hard working. He also noted that if I'm passionate about something that I'll go all in for it.

Reflection

Going through the interviews, I didn't find really any differences but rather more stuff to add to the list I made in part 1. One of the new thin gs that came up came from my friend Jake who pointed out that if I was passionate about something that I would go all in instead of giving less than 100%. He also pointed out that I was a great leader which I don't think any of the other interviewers pointed out. The others sort of reinforced the things I wrote about myself in part 1, such as being shy in the beginning, being analytical when it came to acting upon a situation, and taking other people's feelings into consideration when acting upon a situation. I think what causes these differences is that they are more noticeable about my actions than I am to myself. When thinking about it, I do feel like my interviewees are correct on what they said about me. Like I said in the beginning, I may go back and add some stuff but not necessarily change anything I did in part 1. 

 

Assignment 15: Figuring out Buyer Behavior No.2

Interview 1 Summary: Philip

From the information given by Philip, it seemed that Philip wanted a lower priced item when it came to purchasing snacks. Although quality is a big part in his eyes, it wasn't as big as the price. Philip didn't really care about the style of the snack. The style seemed to be the last thing he was worried about. Philip would purchase snacks in store only just because he felt that it was easier and faster than paying online and waiting for them to be delivered. He would also use cash rather than card. Philip would evaluate the purchase by the taste and effectiveness of the product He wants it to taste good and also hold him off until his next big meal.

Interview 2 Summary: Steven

Steven seemed to worry more about the quality of the snacks than anything else. Price and style were least likely to affect his purchase decision for snacks. As for how Steven purchases his healthy snacks, Steven would do something similar to Philip by buying from the grocery store but would do the store pick up. He usually already knows what products he wants from past experiences. For Steven, he wants a product that satisfies his hunger for in between his meals. He doesn't want a snack that holds him off for like 20 minutes before he's hungry again.

Interview 3 Summary: Britt

Britt focused more on the style when choosing the right snack. He would prefer a regular bar than say a protein shake. Britt also cared about the price and quality as well when choosing his snacks. He would often do a little background search of some of the popular brands to choose from. Britt likes to see the snacks in person before he buys, so he would go to either Publix or the Vitamin Shoppe to purchase his snacks. He normally pays cash, but if he doesn't have cash he pays with card. Like Philip and Steven, Britt found that the purchase was a success if he didn't feel hungry after eating the snack in between his meals. If the product failed to cure his hunger, he would deem the product as a failed purchase.

 Conclusion

It seemed that Philip, Steven, and Britt didn't just prefer one aspect of the snack. All of them incorporated price, quality and style within their purchase of the right healthy snack. Same goes with their preferred choice on where to buy the snacks. All of the people interviewed purchased from their local grocery store or health shop to purchase their snacks, as well as using the same form of payment. All of their post-evaluations lined up with each other holding how well the snack battled their problem with hunger in between their meals.

Assignment 14: Halfway Reflection

1) Tenaciousness is a competency.

The behaviors that I use to keep up with the requirements of this course is just reminding myself that this is only for 16 weeks and that I need to just take it week by week. I've also noticed that I would schedule time to brainstorm ideas for how to tackle upcoming assignments. 

2) Tenaciousness is an attitude.

I've honestly never felt like giving up in this course. The only thing that sort of gets to me is the willpower or drive to complete the assignments. What sort of pulled me through many of the times I thought about not submitting an assignment was thinking back about my grandpa who would say to always finish a job that you've started. So, I started this class and I plan on finishing it. I don't feel like I acquired a strong tenacious yet in this course; however, in the future, I can see it developing into something. One of the experiences that kind of contributed to this was the elevator pitch because I really don't like recording myself and listening to my recorded voice, but I had to do it anyways.

3) Three Tips

1. Plan ahead and get things done ahead of time (ie. work ahead)
2. Ask yourself why you wrote something down and make sure to answer the requirements fully.
3. Find a driving force that is always reliable to keep you going through the course. 

  

Assignment 13: Reading Reflection No.1

Book Chosen: Shoe Dog by Phil Knight

1) What I was most surprised about reading Shoe Dog by Phil Knight was the attention to detail from the start of the venture to now. I was expecting the book to only include business moves and such as an overall, but instead the book included year by year analysis of important events that happened in his life. Events including not only his business but his past relationships and family ties.

The biggest thing that I admire about the Phil Knight is his passion for creating the best shoes on the market and the support of his family behind him after knowing what he can do with his business idea. Knight wouldn't stop at anything to keep his vision alive. In the beginning of the book, Knight was promised I believe 13 states in the west to sell his Americanized shoe being exported from Japan. However, another seller being supplied by the same company who agreed for Knight to have the these western states created unnecessary competition in the areas he was selling. What did Knight do? Knight took a trip back to Japan to get this all worked out. Plus, after seeing the venture unfold for creating the best shoe on the market, Knights family started to support him more and more.

What I least admire about Phil Knight was a specific instance in his life when he first started his company. When Knight first pitched his idea he recalled thinking that if he didn't get the deal, he would've been a disappointment to his family and friends back at home. I feel like having this mindset before trying to get a business deal may be effective; however, I also feel that putting that much pressure on yourself can be detrimental. The added stress could ultimately make you slip up your words and cost you the deal.

Phil Knight encountered a lot of bumps in the round including things regarding his company and his relationship. One of the bumps in the road was the instance that I highlighted earlier for when he was sorting out the whole self competition competition that the supplying company was creating. Another, was the thought of love he had for this girl in year 1964 named Sarah. Although this could've been a bad outcome for Knight, losing a possible chance at true love, Knight took something from the whole situation, being a rebel. Even though Knight had this loss, Knight continued forth with his business venture as if nothing happened. How? With the support of his sisters.

2) The competencies that Phil Knight exhibited were both legal and effectiveness that he created through connections. Knight had a previous connection with his cousin who was part of a law firm who helped Knight win the case that would allow him to sell in the western states that he highlighted or was promised. Another instance was having a connection to his old track coach Bill Bowerman. Bowerman was the driving force behind developing the design of the she to make it lighter and more fitting to the US consumer base. Back in college, Bowerman would take apart and alter his runner's shoes and experiment with them during track meets.

3) One of the parts of the reading that confused me was when Knight's bank told him that he was in trouble for having a prediction of 100% growth in his company. Like Knight at the time, I thought having a high growth prediction would be a great thing to have which is why it confused me.

4) What was the hardest obstacle that made you stop and think whether you'd be better off not doing what you're doing? I would ask this question because he had many problem in his book that I would deem very tough to handle. I want to know which was the one that almost took him over the edge.

What would be some tips on getting past that shyness that you mentioned that came with age?
The reason I would ask this question is because I feel I follow in a similar path where I was very outgoing in the earlier years but grew more shy as I became holder.

5) I think the author's opinion of hard work is pushing through your problems to get to your goals no matter how difficult they may be. I feel that I share the same opinion. 

Assignment 12: Figuring out Buyer Behavior No.1

Picking a Segment

The segment that I am choosing is going to be the gym goers between the ages of 17-30 years old. I find that this is around the age where people who really go to the gym are trying to get bigger and focus on getting as much calories in their diet as possible. Therefore, my product would be a perfect fit for this segment.

What I learned from the Interviews

1. Interview with Joe: Joe expected the need every day and throughout the day. Joe, however, does not experience the need over the weekend because he doesn't have classes or much to do on the weekends so he eats frequently. He only seemed to need a snack in between meals because that's when he felt most hungry. Joe experiences the need while going to college because when he's home, his family usually has the house stocked with snacks. Joe would normally go to the store to purchase snacks rather than search on the internet or make them himself.
2. Interview with Oliver: Oliver expected his need only on the week days where he has to go to his job. Oliver described that he would start to feel hungry because he wouldn't eat a lot during breakfast or lunch, causing him to need some sort of snack to eat. Oliver normally experiences the need to eat snacks during work hours where he is unable to make a healthy snack for himself. When he experiences the need, Oliver normally gets something from the vending machine that's at work because its easy and quickly accessible. 
3. Interview with Drew: Drew, just like the others interviewed, said that he normally experiences the need during work because he doesn't have time to leave work and come back. Drew often needs a snack in between his meals because he normally eats a little during breakfast, lunch, and dinner. He also says that he needs some kind of fuel for when he's done boxing. Drew experiences the need for a snack sometimes between meals at work but mostly at home after he's done boxing. Drew would often go out and purchase his healthy snacks at the local grocery store; however, he was the first customer I sold my product to and really liked them.  

Conclusion on Segment

What I can draw about the segment that I've interviewed is that they primarily experience the need for a healthy snack over week days because they don't have the time to make their own to take with them to either work or campus. The average gym goer needs the snacks in between meals because they don't a lot during breakfast, lunch, and dinner. They also need some kind of healthy snack to fuel the muscle fibers that they strained while working out. I would say that this segment experiences the need while at their jobs or classes. The first thing that this segment does to satisfy their hunger is to either locate a vending machine, have a pre-bought snack from the grocery store, or make up for it on their next major meal. 

Assignment 11: Idea Napkin No.1

You...

I am Austin Abramczyk and I am from Boynton Beach, Florida. My talents include being able to persuade others and being able to budget money effectively. I have background in the fitness industry working for a vendor who sells supplements through Amazon. My aspirations are to become a future firefighter in Fort Lauderdale after I finish my four years at the University of Florida. I see this business as being a part time thing in my life because the product is very labor intensive and everything is made by hand.

What are you offering to customers?...

I am offering a product that saves those who make their own snacks time and effort by creating a healthy, homemade snack that fulfills the necessary nutrients an individual needs throughout the day. My product ultimately allows the customer to not have to worry about making their own snacks, or pay for snacks at the store. The product has natural ingredients that allows the customer to be comfortable with what they are eating.

Who are you offering it to?...

Currently, the demographic is the population in Boynton Beach in the age ranges of 15-50 years old. The main individuals that the product is being made for is the everyday gym goer, health nuts, and those with outdoor jobs.

Why do they care?...

Customers will pay for my product because it'll save them time and effort of making their own snacks. A big problem that people face in their day-to-day lives is finding the time to fit extra variable within their schedules. People are too focused on their jobs, working out, making dinner at night, and caring for their children. People just don't have the time to make their own healthy snacks. Also, people don't want to go through the hassle of buying the supplies just to have it sit in their cabinet for ages because they don't have the time to utilize the ingredients to make the healthy, homemade snacks that they find online.

What are your core competencies?...

What sets me apart from everyone else is that people do make these snacks, but nobody has made them to sell. Instead of giving people the recipe to make the snacks, I'm allowing people to pay for me to make the snacks on my own time that way they don't have to waste their time. The thing that I have that nobody else has is time on my hands. I am currently a student and I am only busy for maybe a quarter of the day, leaving the rest of the day for free time.

Evaluation...

I believe that everything ties together in the five elements that I listed. However, the only thing that doesn't really fit is the location that I chose to sell the product. I'm trying to market my product in my hometown of Boynton Beach, but I'm in Gainesville for a majority of my schooling. What's good about my five elements is that my experiences in the fitness industry allows me to connect with the gym goers and health nuts described in my ideal customer demographic. Knowing a lot of people who work out, I know that people who go to the gym don't necessarily have time to make healthy snacks at home. Therefore, this product is perfect for these individuals. Plus, knowing that people normally just share recipes instead of selling them, I won't have very much competition. The only real thing that I need to worry about is the amount of orders I receive at once because of them being made by hand and calculating a reasonable price that benefits both me and the price sensitive customers.