Assignment 12A

Figuring Out Buyer Behavior No. 1

1.) Picking A Segment: I decided to speak to restaurants, one of the types of businesses my product would be targeting. Many restaurants have wheelchair accommodations but there are also restaurants that lack these accommodations. Three out of three restaurants did not have wheelchair ramps to accommodate guests with disabilities.
2.) Three People Who Fit The Segment: I interviewed the owner of one restaurant, a waitress of one restaurant, and a customer in the third.
3.) Need Awareness: In my first interview, the owner expressed that he does believe that wheelchair ramps are vital and necessary, thus establishing his business's need. He articulated that it is difficult to find the extra revenue to afford this expense. This need is extremely salient and is most present when handicapped individuals attempt to enter his restaurant and cannot as a result of the lack of ramps throughout the establishment. The second person I talked to was a waitress at a restaurant. She agreed that there is a definite need for this innovation. She mentioned a time when a man came in asking for a table and specified that he had a sister in a wheelchair and she had to turn them away because they have steps outside their restaurant and no wheelchair-friendly ramp. She got a little emotional talking about this incident because she said she had a lot of sympathy for this woman who was unable to even enter the restaurant. She also articulated that because there is not a particularly large amount of individuals in wheelchairs that attempt to eat at their restaurant, that the owner does not see a need to spend money on a wheelchair ramp. She made a valid point that if there was wheelchair access, they might get even more business. My last interview was with a customer in a restaurant that lacked wheelchair access. She stated that she never thought about the lack of wheelchair access but that it is a need. She said that it is a consistent need among restaurants but that she has only seen a select few with wheelchair access.
4.) Information Search: When tasked with this problem, all of my interviewees were quick to suggest the installation of a wheelchair ramp to solve the problem. Their google search would most likely consist of googling the price of a wheelchair ramp for the restaurant in question. Since this is a critical issue, they would most likely talk to their friends and family about implementing innovative wheelchair ramps.
5.) The Findings: After conducting these interviews, I learned that many individuals care about this issue and it can be universally agreed that this product is needed among restaurants. When tasked with the issue of lack of wheelchair accessibility, all of the interviewees tried to find the most viable solution to the problem.
6.) Drawing Conclusions: This segment has an immediate need and a clearly apparent information search among the public.

Assignment 11A

Idea Napkin No. 1

1.) You: My name is Autumn Farmer and I am a sophomore here at UF. I am pursuing a Biology major and an Innovation minor. I am an Innovation Academy ambassador which means that I get to act as the liaison between newly admitted students and parent and the Innovation Academy. I am also a dancer for Dance Marathon at UF. DM at UF is a fundraising organization on campus with all proceeds going directly to the patients at UF Health Shands Children's Hospital. I have a passion for helping others and my product stems from this passion. I have seen the lack of wheelchair accessibility and my desire to help was unleashed. This product would help me achieve my goal of helping others as a result. I have dreams of pursuing a career in the medical field and this product is intertwined with that dream.

2.) What I'm Offering to Customers: My product is a wheelchair ramp that functions as a conveyor belt and can be easily hidden underneath carpeting or tiling in any business. This product will solve the issue of a lack of wheelchair accessible throughout businesses and help harvest independence for wheelchair users.
3.) Who Am I Offering It To?: My customers all have a lack of wheelchair accessibility in common. This product would be offered to businesses that do not have wheelchair access for their customers. These businesses would specifically have steps that are difficult or impossible for wheelchair users to conquer, thus establishing a need for an innovative wheelchair ramp. The demographic characteristics of my customers varies among all ages, races, and genders.
4.) Why Do They Care?: My customers will only care about the product if they have empathy for those in wheelchairs. Wheelchair users will care about this product but my target market is businesses that lack wheelchair accommodations. To make these businesses care, I need to reiterate that by adding this wheelchair ramp, they will have an increase in customers and therefore an increase in profits.
5.) What Are My Core Competencies?: This wheelchair ramp functions as a conveyor belt which I have never seen in a wheelchair ramp.It can also be easily hidden and therefore is not bulky and taking up extra space.
6.) How My Elements Fit Together: I believe that for the most part, the elements of my business plan work together. I think that my passion for helping others carries through all aspects of my business and could help contribute to its' success. I believe that the only outlier of this plan is convincing businesses that lack wheelchair access that they should make the necessary accommodations. Convincing these businesses to make a change might be the most difficult facet of making my business successful. 

Assignment 10A

Elevator Pitch No. 1

Script

In the year 2013, 3.6 million Americans relied on wheelchairs to assist with mobility. And every year, there are over two million new wheelchair users in the U.S. So, wheelchairs are everywhere around us and many people use them to assist with mobility but many businesses and restaurants don't have the accommodations for wheelchair users. Even buses have these accommodations, ninety-eight percent of transportation buses have wheelchair accommodations. So why don't these restaurants and businesses have them? That was my question. So, I created an innovative wheelchair ramp that can easily be hidden underneath carpet or tile so that it doesn't damage any part of the restaurant or business that it's in. And when a patron hits a button, the wheelchair ramp will slowly come down to them and they'll go on to the wheelchair ramp. And then the ramp will slowly have a railing that comes up behind them so they don't fall off the ramp. This ramp functions as a conveyor belt and as I said can be easily hidden. So, those are the two innovations that make it different than other ramps. This will also assist with the people who help people in wheelchairs travel and transfer places so that they don't have to push them up the ramp, the person in the wheelchair can be fully independent to enter the business themselves. This will also appeal to restaurateurs and businesses that want to look good in the public eye. And this innovation will definitely help them with that.

Assignment 9A

Testing the Hypothesis Part 2

• Who: I talked to three owners of local businesses that all had wheelchair access and two businesses that stated that they would not be interested in purchasing my product. The three local business owners with wheelchair access all lie outside the boundary because they already have wheelchair accommodations in place and would only purchase my product as a way of upgrading. The two business owners that stated that they were not interested in my product also stated that they didn't believe that the portion of the population that uses wheelchairs is large enough to warrant a change in their business.
• What: This innovation would help the problem. However, those in wheelchairs often wish there was a better way for them to move from place to place. This could be seen as the overarching problem.
• Why: I don't believe that the underlying need of the outsiders is different. I believe that every business should have a ramp to accommodate those in wheelchairs. It just depends on whether or not businesses acknowledge this need or simply ignore it.

	Inside the Boundary	Outside the Boundary
Who:	Restaurants without wheelchair access	Restaurants with wheelchair access or lack of care to add wheelchair access
	Movie theaters without wheelchair access	Movie theaters with wheelchair access or lack of care to add wheelchair access
	Stores without wheelchair access	Stores with wheelchair access or lack of care to add wheelchair access
What:	To increase the prevalence of wheelchair ramps throughout businesses	To completely eliminate the use of wheelchairs
	To alleviate the need for assistance when using wheelchair ramps	To ostracize wheelchair users
Why:	Lack of wheelchair accessibility	Lack of regard for those in wheelchairs
	Increased reliance on others to help enter businesses	Lack of care to add wheelchair ramps

Assignment 8A

Solving the Problem

• To combat the issue of lack of accessibility throughout public businesses for individuals in wheelchairs, I want to create an innovative version of a wheelchair ramp. 
• This ramp can be easily hidden and blend into the tile or carpeting of the business with a simple cover. It will also function similarly to a conveyor belt and will have a sturdy platform with a small protective railing around the back. The patron will be able to press a button and the platform will slowly extend out over the steps and down to them. The individual will then wheel themselves onto the platform and the platform will turn on and lift them up the ramp. 
• I strive to create a wheelchair ramp that functions like a conveyor belt to promote independence and less reliance on other people to push those in wheelchairs up the ramp. 
• I have never seen a ramp like this one and the conveyor belt function is the most innovative idea I could formulate to solve this problem.
• I think that many businesses would be inclined to purchase this technology because it appeals to a portion of their customers. It can also be easily hidden and will not damage the stairs of businesses. 
• Overall, the goal of this product is to make people in wheelchairs feel just as normal as other people. I believe that many businesses would also be eager to purchase this product to improve their public image. Businesses are always striving to appeal to the largest audience and this product would not only help customers in wheelchairs but the businesses themselves.

Assignment 7A

Testing the Hypothesis Part 1

Providing increased accessibility for those with who use wheelchairs to assist with mobility

• Opportunity: In the year 2016, 3.6 million Americans relied on wheelchairs to assist with mobility.
• The who: individuals with physical disabilities that require wheelchairs
• The what: Wheelchair users are not able to enter businesses that do not have proper wheelchair accommodations.
• The why: Some businesses do not feel the need to appeal to this portion of the population because they are either unaware of the lack of accommodations or they do not care to go out of their way to accommodate wheelchair users.
• Testing the who: There are over 3.6 million Americans over the age of fifteen that use wheelchairs to assist with mobility. There are about 2 million new wheelchair users every year in the United States. The "who" is not only the individuals in wheelchairs but the people who often help to assist them.
• Testing the what: 98% of public transportation buses are equipped to handle and accommodate wheelchair users. Under the Americans with Disabilities Act, employers are required to provide accommodations for those in wheelchairs, schools are also required to make these accommodations. However, businesses and private establishments are not required to accommodate wheelchair users. This results in wheelchair users believing they are not welcome at these businesses and feeling ostracized.
• Testing the why: Businesses lack accommodations for wheelchairs because they either do not believe that they need to have these accomodations or that the portion of the population that uses wheelchairs is not  high enough to warrant changes to the layout of their businesses. Some business owners simply do not understand that the entrances, exits, and layout of their establishment is not wheelchair accessible, so they cannot make a change. Wheelchair users need increased accommodations so that they can enter more businesses and feel as normal as possible, rather than feeling ostracized by not being able to comfortably move around a store or restaurant.
• Interview #1: For this first interview, I talked to my boyfriend's sister. She is paralyzed from the waist down and has to use a wheelchair on a daily basis. She told me that she does not feel welcomed by businesses that do not have ramps or elevators for wheelchair users. She already has to transfer from a car to her wheelchair everywhere she goes so being able to comfortably move around in any restaurant or store would make her life easier. She exemplifies who needs increased accessibility what increased accessibility would entail, and why this accessibility is vital. 
• Interview #2: I then interviewed my boyfriend, who actively assists his sister in some of her daily activities. He attested to the lack of wheelchair accessibility in local businesses and described situations where they were turned away because of his sister being in a wheelchair. He is part of the "who"that would benefit from this opportunity. He also reiterated that many businesses are simply not aware that they should make these accommodations because of their ignorance about updating their businesses to assimilate individuals with wheelchairs.
• Interview #3: The next person I interviewed was a business owner that lacks wheelchair-friendly entrances and exits. He told me that he was not aware of the issue and would strive to make these changes. I told him that there are over 3.6 million wheelchair users in the U.S. and he was astonished at this number. He now understands the "what" and "why" of this opportunity. 
• Interview #4: I decided to interview a business owner with the proper accommodations for individuals that use wheelchairs. When I told them how many Americans travel in wheelchairs, they stated that they were fully aware of this statistic and they strive to make their business more accessible for those in wheelchairs. They told me that they believed in inclusion and did not understand why many businesses do not try to implement simple changes to update their entrances and exits.
• Interview #5: This last interview was with a customer at a local business who was completely unaffiliated with the business. I asked her if she was aware that this business was not wheelchair-friendly. She answered by saying that frankly she had never really thought about what those in wheelchairs would do when faced with the task of entering the building. By the end of the interview, she admitted that she felt very ignorant about the subject of disabled individuals in general and even more uncomfortable with the topic of accommodations.
• Given your interviews, what do you know about the opportunity that you didn't know before?
• I was aware of the problems with wheelchair accessibility in local businesses but I was genuinely surprised at the lack of knowledge about the issue from business owners and patrons. My interviews with a random customer and the business owner without a wheelchair ramp really shocked me. These individuals had never thought of the needs of this whole population of people. 
• I learned that this opportunity is even more important than I originally predicted. My interviews with my boyfriend and his sister just reiterated how lonely it can feel to not be able to do normal things like other people can. It breaks my heart that many people feel  this way.
• The ignorance and nonchalant nature of the Interview #3 and Interview #5 was also appalling. This made me realize that more education needs to happen so that people understand the changes that need to be made to their businesses to promote access to those in wheelchairs.

Assignment 6A

Identifying Opportunities in Economic and Regulatory Trends

• Economic Trend: A massive increase in the working population
• https://www.weforum.org/agenda/2017/09/global-competitiveness-report-2017-trends/
• I believe there is an opportunity because over the last few decades, over four billion people have entered the workforce. With this increase in workers, flexibility and job security need to become balanced.
• The prototypical customer is most likely a recent college graduate trying to find a job where their skills, training, and education can be utilized.
• I think that this opportunity may be hard to exploit because our world is vastly overpopulated and sometimes this leads to good jobs being harder to find. Overpopulation has been affecting nations around the world for years and there isn't a strong sign that this problem will be solved in the near future.
• I spotted this opportunity because I am currently a sophomore in college and I am fearful of finding a job after graduation. There are many jobs that have either flexibility or job security but rarely both. The thought of entering a job market that is overpopulated can be extremely frightening.

• Economic Trend: U.S income inequality continues to grow
• https://www.cnbc.com/2018/07/19/income-inequality-continues-to-grow-in-the-united-states.html
• I believe there is an opportunity because according to the Economic Policy Institute, in 2015, the top 1% of families in the U.S. made more than twenty five times what families in the bottom 99% did. One of the biggest reasons for this opportunity is the stagnation of wage growth.
• The prototypical customer is any American in the bottom 99%, they would benefit from an increase in income equality.
• If individuals in certain professions were paid fairly, then this problem would be easily solved. I think for this reason that this opportunity has the potential to be easy to exploit.  For income inequality to decrease, our nation needs to start appreciating the work that is being done in a variety of professions.
• I think I found this opportunity because my mother is a high school teacher with a Master's degree. However, she is underpaid for her work and her education level. Teachers are underpaid and other professions that require less schooling and skills are given higher pay. It is simply unfair, I think my passion for achieving income equality led to me identifying this opportunity for growth and change.

• Regulatory Trend: Public businesses having increased accommodations for handicapped individuals
• https://www.dol.gov/odep/topics/Accommodations.htm
• I believe there is an opportunity because under Title I of the Americans with Disabilities Act, modifications can be made to accommodate those with disabilities. I believe these accommodations should be applied to businesses as well. 
• The prototypical customer is any individual with a physical disability. 
• I think that this trend would be relatively easy to exploit because accommodations such as wheelchair lifts and ramps are already in place at the jobs and schools of those who are disabled. 
• I recognized this opportunity because my boyfriend's sister is paralyzed from the waist down and in a wheelchair. She has a full-time job and is a valuable part of society. The accommodations made for her have helped facilitate her success. However, sometimes when we try to go to a restaurant, there is no wheelchair access. If businesses had modifications for those with disabilities, then they might have even more business. 
• Regulatory Trend: Establishing legislation to prevent minors from obtaining e-cigarettes
• https://www.cnn.com/2018/09/12/health/fda-e-cigarette-juul-crackdown-bn/index.html
• There is an opportunity with this issue as illustrated in an article published by CNN. The head of the FDA is taking aim at e-cigarette companies. Specifically, e-cigarette companies are being asked to prove ,within the next two months, how they will keep their products from reaching minors. E-cigarette producers and sellers can either come up with a plan to stop minors from using their product or have their product pulled from the shelves.
•  The prototypical customer is producers and sellers of e-cigarettes.
•  I think that this trend will be easy to exploit because companies are already being forced to not sell their products to minors. If the sale of e-cigarettes to minors continues, then subsequent legislation to stop the sale would follow. 
• I recognized this opportunity because I think that vaping and e-cigarettes are annoying. The reason for the epidemic is that teenagers think that they are cool when they use these products. I think that it is vital that these products cease being sold to minors and legislation would be a step towards this goal.