Testing the Opportunity Hypothesis, Part 1

Hypothesis:

Any individual or business could benefit from using a resourceful and efficient system to conserve water, minimize utility expenses, and efficiently utilize runoff water in an effort to minimize the impacts of drought, climate change, water use restrictions, and rising costs of water usage.

• The Who:  Any individual or business that could benefit from having an external reservoir of free water
• The What:  To find a resourceful and cost-effective way to conserve water, minimize utility expenses, and efficiently utilize runoff water
• The Why:  People face many challenges searching for a more efficient way to manage water usage, including drought, climate change, water use restrictions, and rising costs of water usage

Interview1-Satish

Interview2-Emily

Interview3-Will

Interview4-Dustin and Corley

Testing the Who:  After conducting the interviews, it was apparent that regardless of people’s age, background, economic status, or lifestyle, each of the individuals that I interviewed could see a definite benefit for fulfilling this need. 

Testing the What:  In my interviews with the different individuals, I noticed that I had to adjust the types of questions that I used according to each person’s unique situation.  The interviews had a similar starting point, but ended up in very different places.  For example, Satish felt very strongly about conserving water, and objects to water usage that is not necessary.  He is in favor of an accessible method of water storage.  Meanwhile, Dustin and Corley are more focused on the wide variety of uses for an external reservoir of water.  They live on the riverbank, and to them water is abundant and they seldom feel concerned about striving to conserve water. 

Testing the Why:  I found that each person that I interviewed perceived their need in a very unique and diverse way.  Will was concerned with landscaping, and felt that making his property aesthetically pleasing was a priority.  Meanwhile, Emily has a daughter and while she would like to maintain her lawn, she is more interested in creating a wading pool experience for her daughter.  I was fascinated by Satish, who used a word to describe water which took me aback.  He believes that first and foremost, the relationship that we have with water should be based on respect, above all.  He talked about water as a priceless commodity that some take for granted and many spend several hours just trying to obtain.  He is concerned when he sees someone running the tap unnecessarily.  His water usage is minimal at best and he prefers it this way.  He does his best to leave as little of a footprint as possible.  Just after the interview with Satish, I spoke to Dustin and Corley, who described the wide variety of water usage including washing their dogs, washing their cars, and pressure washing their home.  They considered the time spent doing these activities to be enjoyable and liked the quality time spent with their families doing so.

My Solution

The Issue:

Any individual or business are in need of a resourceful and efficient system to conserve water, minimize utility expenses, and efficiently utilize runoff water in an effort to minimize the impacts of drought, climate change, water use restrictions, and rising costs of water usage.

My Solution:

I believe that people could benefit from having a reservoir of free standing water that they could have at their disposal to use whenever they wish.  I would like to develop a tank that is approximately 2 feet in diameter and 8 feet tall.  I would like to install this tank on the side of a home and attach it to the downspout drain of the gutter system.  During a rainstorm, as the water is channeled through the gutter system, it would be collected into the tank and stored for later use at no cost to the consumer.  With the addition of a pressure valve, the homeowner could then use pressurized water for projects such as watering the lawn, filling a pool, or washing a car. 

Looking for Opportunity

Regulatory Changes:

1. Advocates are needed at the local level to help consumers and doctor’s offices to utilize and maximize benefits offered under the Affordable Care Act (Obamacare).
2. Opportunity:
• I became aware of this through media outlets and a friend who works for a doctor’s office that most of the insurance companies have already or are planning to drop their ACA coverage options.
• Most people are unaware of what specifically the health plans offer, how to obtain one, or understand what the features and benefits are available.
• The typical customer is anyone who is not on a work based health plan, Medicare or Medicaid.
• The opportunity is fairly easy to exploit; with the proper education and training advocates can save both customers and doctor’s offices a lot of time and money, and the jobs created will have a positive impact on many people.
3. I see a great opportunity in helping people to obtain necessary healthcare.   I also believe that people deserve to understand their health care options and to be able to access them effectively. Any contractual obligation, specifically healthcare insurance policies, should be very clear to all parties involved. 

1. The legalization of marijuana for medical and recreational use by all states
2. Opportunity:
• Through various articles, I have been able to follow the recent success of a couple of startup companies that grow and distribute marijuana and related products for legal sale.
• States that have legalized marijuana have experienced huge tax revenue windfalls, and towns that were once abandoned have seen revitalization due to the new industry.  New jobs and skills are being created to successfully deliver natural products to the consumer.
• The prototypical customer is someone with a medical pain issue, and those who want to experience a natural way to relieve pain, reduce anxiety,  and  generally feel better.
• This opportunity is relatively easy to exploit through education showing that consuming marijuana in various forms is more natural than ingesting more harmful chemicals associated with cigarettes, over the counter drugs, or prescription medication. 
3. I believe that the incremental legalization of medicinal marijuana would create new markets with untapped potential.  Structured correctly, a regulated and highly supervised market, could minimize the risks and negative impacts associated with this drug, while focusing on the well-being of the end user. 

Economic Trends:

1. Domestic pets have evolved from serving work purposes and earning their keep, to becoming considered more like family members.  There is a proliferation of grooming and medical services, special diets, organic food offerings, and private rooms for boarding.
2. Opportunity:
• Being a pet owner I frequently visit pet superstores and utilize veterinary services and boarding kennels.
• There is a lot of opportunity to create and sell truly fresh and healthy pet food as so much of the current offerings look and smell nasty, also improved pet health insurance would be appreciated by many.
• The typical customer is any pet owner and animal lover.
• The opportunity looks great but the challenge would be formulating fresh and delicious smelling food that also has a long enough shelf life to be sold in stores.
3. Pets are increasingly being treated more like family members and are therefore cared as such.  There seems to be a market for providing pets with food that is nutritious and customizable for a breed or a pet's age and health status, for instance, if a pet is diabetic or needing to lose weight.  I think there would be a great demand for pet food that is organic as well. 

1. Anywhere, anytime, instant shipping
2. Opportunity:
• When ordering products from Amazon.com I discovered that 1 hour shipping was available to most metropolitan areas.
• The logistics for offering such time specific delivery requires extensive planning and resources to make it consistently successful.
• Everyone who orders products online which is a steadily growing number of shoppers
• The opportunity is easy to exploit from the point of supporting existing delivery. infrastructures.  There could be ways to completely overhaul this with developing technology such as 3D printing and drone delivery.
3. “Must have it now” is something that many industry managers have demanded for years, and it is finally becoming a cost effective method of obtaining items.  The “just in time” concept that industry has used to streamline inventories is excellent for home based businesses and even individual consumers.

Forming an Opportunity Belief

I believe that an important opportunity exists in minimizing water consumption and expense.  There are many factors that support this theory.  Each of us is constantly facing rising utility rates, which significantly impact water and sewer consumption.  In addition, people are becoming more environmentally conscious.  They are looking to minimize costs, conserve resources, and make efficient and environmentally friendly decisions for their homes.  On a larger scale, most regions of this country, and around the world, are currently being affected by drought which restricts water usage.

The unmet need is that people are searching for a way to maximize their water usage in an efficient and effective way, which conserves water while minimizing costs.  They need a system that would provide additional free water at their disposal, with minimal cost to the consumer, or a negative impact to the environment. 

The people who are experiencing this need are homeowners, business owners, and farmers.  This need is shared by any individual that would benefit from an external reservoir of free water. 

This is a need that has always existed because mankind has continuously needed to find the most effective and efficient way to manage the resource of water. 

In order to meet this need now, people are making an effort to restrict their water use.  When that is not possible, then people simply opt to pay more for their water, or go without.  I am 95% sure that this opportunity exists.

I identified three prototypical customers which included three homeowners.  The interviews are shown below.

https://soundcloud.com/tmcarrizosa/interview-1

https://soundcloud.com/tmcarrizosa/interview-2

https://soundcloud.com/tmcarrizosa/interview-3

After conducting the three interviews, I anticipated that my view of the opportunity would change, however, the interviews helped to confirm the validity that this opportunity does exist.  The people interviewed reacted favorably to this opportunity reinforcing the accuracy of this idea.  I do feel that entrepreneurs should continuously adapt their opportunities based on customer feedback.  This information is critical in order to identify a problem, and create a solution to satisfy that need.    

Identifying Local Opportunities

Article 1:

Rubio calls for criminal investigation of Eureka Garden owners

http://infoweb.newsbank.com.lp.hscl.ufl.edu/resources/doc/nb/news/15CDBBE5E53C1EA8?p=AWNB&drefer=news/15CE9A02152AD6A8&drefertype=mlt

US Senator Marco Rubio is asking for a criminal investigation against Global Ministries, the owner of Eureka Garden subsidized apartments located in Jacksonville, Florida.  After touring the Eureka Garden complex, he commented that the conditions were “clearly not habitable for humans.”  Among the concerns that the tenants have endured include mold, gas leaks, water damage, and unrepaired stairwells patched with tape. Global Ministries has received $6.3 million dollars in federal rent subsidy funding in 2014 for its 6 properties in Jacksonville, yet the conditions of the properties are appalling.    

The problem is that taxpayer dollars are going towards federal funded programs to help low income families in need.  However, there are unscrupulous property owners (slumlords) that neglect their responsibility, pocket the millions of dollars given to them in federal subsidies, and force the helpless tenants to live in deplorable conditions.

It is the tenants that have the direct immediate problem because their housing has been deemed uninhabitable.  However, it’s the taxpayers that indirectly have this problem because they have been misled and their funds have been completely misappropriated.  Until now, there has been no accountability.

Article 2:

Beach rule to protect sea turtles Amelia Island to start destroying items left on beach that disturb nests

http://infoweb.newsbank.com.lp.hscl.ufl.edu/resources/doc/nb/news/15CD4C292613BDE0?p=AWNB

In an effort to protect endangered sea turtles that require the beach area to nest, Amelia Island has implemented a rule stating that each evening after 8:00pm, any personal property that is left behind on the beach will be confiscated and ultimately destroyed.  According to the article, these items are not only a form of littering, but pose a safety hazard.  Amelia Island is renowned for its pristine beaches, and the refuse left on the beach can deeply impact tourism.  The article states that Amelia Island is focused on keeping beaches safe and clean which would benefit beachgoers, commerce, and last but not least, the turtles.    

The problem is that personal property, which may have been left on the beach due to unforeseen circumstances outside of the owner’s control, will be destroyed at the city’s discretion.  Many owners may object to this ruling.

While the Amelia Island sea turtle watch battles this problem every summer, it’s the property owners that face the destruction of their possessions if left behind on the beach.

Article 3:

Drug overdoses take a shocking turn

http://infoweb.newsbank.com.lp.hscl.ufl.edu/resources/doc/nb/news/15CD4C28314FB7E0?p=AWNB

Jacksonville is facing an epidemic of an opioid called fentanyl.  This is a synthetic pain reliever that is far more powerful than morphine and even stronger than heroin.  Fentanyl has been named as the cause of escalating death rates.  Last year in Florida, a total of 289 lives lost were attributed to Fentanyl.  In 2016, the death toll has been shown to increase systematically each month.  The article declares this a public health emergency and states that Jacksonville must act immediately to educate the public as much as possible to the dangers of this drug and what to do in case of an overdose.

The problem is the rising death toll resulting from the use of Fentanyl.

Any user of the drug Fentanyl is threatened by this issue, especially those who are unaware of its dangers or what to do in case of an overdose.

Article 4:

Gluten is no joke for those with celiac

http://infoweb.newsbank.com.lp.hscl.ufl.edu/resources/doc/nb/news/15CD4C2CC8A26B30?p=AWNB

The gluten-free diet is a very serious issue to the six percent of people that have celiac disease or gluten intolerance.  Celebrities, comedians and politicians are increasingly making fun of this disease which is very offensive to many people who must endure a strict diet regimen for the rest of their lives.

The problem is that there is a lack of respect for the disease and the people who have it, and that there are a lot of people including celebrities who have decided to go on a gluten free diet without a definite reason or understanding of the diet.

The true celiac and gluten intolerant patients have the problem because the seriousness of the disease is not understood and the continued lack of respect will seriously inhibit advocacy, education, and aid regarding the disease.

Article 5:

Nonprofit needs helping hands: Downtown Ecumenical Services Council needs help providing assistance

http://infoweb.newsbank.com.lp.hscl.ufl.edu/resources/doc/nb/news/15CCF7EE0F527470?p=AWNB

The Downtown Ecumenical Services Council is a Jacksonville non-profit organization that provides food, clothes and financial help to the poor and homeless community.  They have a large need for volunteers to sort and distribute the aid items.  Additionally they are engaged in a campaign to obtain city funding to reopen the Jacksonville Day Resource Center to provide essential services to the homeless.    

The problem is that there is a shortage of volunteers.  Additionally, the mayor of Jacksonville will not authorize any funding because he believes handling the shortfalls in the city’s pension fund takes precedence.

The working poor and homeless have the problem because they will not receive the help that is critical to their survival.  

Bug List

1.  There is a humming sound in my apartment that is extremely annoying.  It seems to be an electrical problem but even after an electrical inspection, the issue remains unidentified.

·         A home should be comforting and secure.  It bothers me that I am stuck in a lease and paying a great deal of money while having to endure this unavoidable nuisance.

2.  My GRU electric bill.  I am a single person living in a modest apartment and yet my electric bill last month was $145.00.

·         There is no way that I am using that much electricity.  There are an unprecedented number of miscellaneous fees on the statement that are completely unreasonable.  I wish that the people of Gainesville would unite and protest GRU and their utility fees and surcharges.  Before moving to Gainesville my bill in Melbourne, Florida was less than half of this amount.  This is exploitation.

3. Transportation Security Administration (TSA).  Travelers must endure ridiculously long airport lines, being patted down to the point of groping, and having items confiscated such as candles, nail clippers and other legal personal items, all in the name of security.

·         Passengers, customers, even concert-goers should not be treated as potential criminals.  Security is an illusion and while this scrutiny may deter some illicit activity, it can never guarantee safety.  In Texas people can carry a concealed weapon into a store or a restaurant.  This is not viewed as a threat for some reason.  However, if it is an airplane then the person carrying the same weapon is now a terrorist that can be detained indefinitely.  Double standard at its finest.

4.  American Idol.  This is by far the most generic, cookie cutter, assembly line method of discovering talent.

·         I am glad that American Idol did not exist when Janis Joplin, Bob Dylan, John Lennon, Prince or David Bowie were beginning their careers because we would run the risk of never being exposed to their musical genius.

5.  The proliferation of Walmart stores in every town.

·         Walmart has systematically destroyed small businesses across America.

6.  Strict and unfair Condominium Association rules and regulations.

·         My family owns a condominium in Jacksonville, Florida.  I went home to visit my family over Christmas break.  I have an official parking decal with no expiration date.  At some point the parking decals were updated, but I was unaware since I live in Gainesville.  On my second night visiting home, my car was towed and impounded. 

7.  The overemphasized requirement to arrive at work on time.

·         The employer’s focus should be predominately on an employee’s job performance, work ethic, and quantity and quality of work produced.  Instead, if an employee arrives at 8:03 instead of 8:00, they are placed on probation and then potentially fired.  Since a person dedicates 40 hours of their life per week to meet the demands of a company, the company should acknowledge the needs of an employee as well.

8.  The unfair system of using delegates to nominate our presidential candidates.

·         Each state has a different method of selecting delegates that is confusing to nearly everyone and often does not reflect the popular vote.  Trump overwhelmingly won the popular vote in Arizona but Cruz was awarded almost all of the delegates.

9.  Trump supporters.  Over 10 million people have voted for Trump.

·         I simply cannot understand how any person could vote for an individual who has repeatedly proven himself to be ignorant on foreign policy, immigration, the American legal system, and the US Constitution.  He has also proven himself to be racist, misogynistic, and a pathological liar.  The First Amendment of the Bill of Rights guarantees religious freedom, yet he is interested in banning all Muslims from entering this country.  Why anyone would support these traits and hateful philosophies is beyond me.

10.  Fox News presents the news in a biased and opinionated format that is usually factually incorrect.

·         The news should be fact based, reliable and informative.  At Fox News, however, the anchors use inaccurate, inflammatory statements that are geared toward manipulating their viewers from a fear based perspective.  They have taken it upon themselves to interpret the news for us and tell us what they want us to hear.  I ask, inform me don’t manipulate me.

11.  Global warming being considered a myth or a hoax.

·         Everyday there is growing quantifiable, factual scientific evidence proving the existence of global warming.  Rising sea levels alone can prove this theory and yet our very own politicians dispute the fact based findings of our scientific community. 

12.  The Patriot Act that was signed into law by President George W. Bush, facilitates the government’s ability to spy on civilians at their discretion without warrant or notification.

·         Benjamin Franklin stated "Those who would give up essential Liberty, to purchase a little temporary Safety, deserve neither Liberty nor Safety." 

13.  People’s lack of desire or unwillingness to organize themselves to bring about change.

·         Social media connects us all instantly and every day it becomes more available and accessible to people as a whole.  It gives us the ability to continuously unify ourselves to protest, boycott, petition and bring attention to serious issues that are in dire need of change.  This seems like one of the easiest, quickest and most efficient ways to literally change the world one issue at a time.

14.  Having to pay for parking at the beach.

·         I believe that natural sanctuaries provide wellness and well-being to the mind, body and soul of every person.  These sanctuaries should be made accessible and available to all at any time.  As a taxpayer I am already paying for parking and maintenance of these natural preserves.  It seems redundant and excessive to be charged money to visit something that belongs to no one and was made for all, especially when it does no harm but benefits everyone.

15.  The fact that GMO foods are not labeled.

·         We as taxpayers are financially supporting and maintaining the FDA.  As consumers we are financially investing in the production of food and its distribution.  I believe that if I pay money for an item that I will physically consume, then I have every right to know what I am consuming and more importantly to not be poisoned by chemicals from food producers simply so they can cut corners to make a profit that serves themselves only.  This problem continues to exist because people will not come together as a unified group demanding full disclosure and labeling for genetically altered foods.

16.  Exams in my opinion are an antiquated and fear-based system that sets students up for failure.

·         Learning should be engaging, exciting, challenging, and fulfilling.  Exams are meant to educate and test a student’s understanding of a concept.  Instead, exams generate extreme stress and fear of failure.  Exams are designed to specifically mislead and confuse students which undermine the effort invested in studying and preparing for the exam.  This leads to a scenario in which the student may feel devastated and demoralized by the experience.  This is the greatest adversary of education. 

17.  The power and wealth held by “the one percent”.

·         Christy Walton, who is a part of the Walmart family, has $22.5 billion dollars.  I am in favor of boundless potential and achieving extraordinary results; however I believe that with tremendous wealth and power, there is a responsibility.  Currently there is no balance or equality.  Mrs. Walton has her $22.5 billion while Walmart employees dedicate 40 hours of their week often spending more time at work than with their families, all while struggling to make ends meet living paycheck to paycheck.

18.  Corporations have more rights and people do.

·         According to USA Today, 27 major profitable corporations paid no taxes last year.  Corporations are protected by law and they have rights as if they were living, breathing individuals.  The difference between a corporation and an average individual is that a corporation has millions of dollars at its disposal to maintain a team of lobbyists that can influence the drafting of laws, and a team of lawyers that can defend those laws leaving corporations in an almost untouchable state.  It is the average person that should be protected by the law. 

19.  The militarization of police.

·         The police are a civil force that has become militarized to supposedly “protect” the state. With the exception of Northern Ireland, the police of the United Kingdom do not carry firearms and are still able to maintain peace and order while serving the people.  Contrary to popular belief, guns cannot guarantee safety or keep the peace.  The United Kingdom has found a way to successfully protect the state without the use of guns.  

20.  Due to the fact that I was employed full time to make ends meet before enrolling in college, I am not eligible for financial aid and will not be for a year and a half. 

·         While I had full-time employment to meet my living expenses, I feel that I am being penalized for returning to college to complete my degree.  For this reason, I am having to pay all my living expenses and tuition for 5 semesters out of my own pocket.  Moving from my home to Gainesville would have been tax deductible if I had moved here for a job, but because I moved here for my education, it was not tax deductible.  Legislation does not encourage students to return to school to finish their education.

This was an extremely challenging assignment but it was also surprisingly revealing.  This assignment has caused me to alter the way I view myself.  I simply did not realize how strongly and frequently I felt or thought about issues specifically pertaining to liberties, freedom, safety, security, and the illusion of control and ownership.  I was unaware of how passionately I felt about certain issues.  One area that I had particular difficulty with was in determining the root cause for why the problem exists.  I had the tendency to dive deeper into what bothered me about the problem rather than address the cause itself.  I attribute this to the fact that I, along with almost everyone else, simply do not have a voice.  This is literally the first time that someone has ever asked me what is bothersome to me and wanted to hear the answer.  All of a sudden having a voice made me want to start using it.  I also had some difficulty identifying the problems themselves.  As a society we discourage complaints and criticism and look down on negative perspectives.  It was difficult to look at the world and ask myself what is wrong with it and what bothers me about it.  It would be interesting to go beyond this assignment and explore each problem further.

My Entrepreneurship Story

Reflecting upon a time in my life in which I had been exposed to entrepreneurship, I surprised myself with the experience that came to mind. Although I am originally from Bogota, Colombia, I was raised in the U.S. since I was a child.  I have always been immersed in American culture, however recently I have made every effort to broaden my understanding and maintain my connection with my extended family, my culture, and my country of origin.   A few years ago, I planned a trip to visit Colombia in which I would not only visit my family, including relatives I had never met, but to independently visit remote regions of the country that I had never known. 

It was around the time of this trip that I had befriended someone who was down on his luck.  Originally, he had a call center job from which he had been fired for poor performance.  Later, he found a job in a fast food restaurant but was soon let go due to excessive absences.  He lamented his unemployment and the unfair treatment he received from his employers.  He worried that he would lose his internet over the fact that there just weren’t any good jobs around. 

Soon after, it was time for my trip to Colombia.  I was thrilled to reunite with friends and family and I was looking forward to seeing all of what this amazing country had to offer in both its beauty and its hardship.  While on a remote trip to an impoverished region, I encountered a true entrepreneur.  He was a young boy, approximately 11 years old, and willing to do whatever it took to improve his situation.  He got on the bus.  His hair was messy and his sweater, tattered.  One could only guess the last time he had a warm shower or a good meal.  Yet with the utmost determination, he announced to everyone on the bus, “Excuse me all, for your enjoyment on this bus ride, I would like to sing you a song!”  He filled his lungs and belted out a song he had probably sung a thousand times before and this would certainly not be his last.  

He sang endlessly, it seemed.  When the bus approached its next stop, he abruptly said, “If you enjoyed the song or if you have a big heart which I know you do, please feel free to give a coin!   I also have delicious chiclets gum, and handmade bracelets and even lovely necklaces to impress your beloved!”  In truth, the bracelets and necklaces were strings that were knotted and braided together.  He clutched a handful of them in every color imaginable and spoke of them as though they were authentic, artisan craftwork. 

I thought of my friend back in the states and the privileges he was afforded.  He had the opportunity to retain gainful employment in a comfortable, air-conditioned environment which would allow him to meet his needs.  Through his own actions, he made the choice to let that go.  Now here was a child who seemingly had nothing and from this nothing, he created something of worth or value to someone in some way.   Even if all he had to offer was his voice, then he would put his voice to use.  If all he could gather was string, then he would put string to use.  Was this some sort of beggar?  Absolutely not!  This was an entrepreneur.  This was someone who saw opportunity where others did not.  This was someone who was resourceful and used his initiative to take risks in the hopes of becoming prosperous in some way.  Although it must have been extraordinarily difficult for him, he was defining his moment rather than letting his moment define him. 

I believe it is observations such as this, which led me to choose entrepreneurship as my minor.  I realized it was not enough to try to be successful in any given career but rather to be an innovator within that field.  To be someone that would look at any problem and consider a unique and new approach to a solution. Most importantly, I wish to leave every situation better than how I found it.  Doing this does take a little courage and practice and I believe this course will offer just that.  

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