11A – Idea Napkin No. 1

1) Who I am. 

I'm a third-year Marketing student here at the University of Florida. Moreover, I'm a military child who currently resides in Washington state but grew up overseas in Japan. I would say my talents encompass marketing data and analytics, photography, videography, graphic design, website development, and communications. 

I've had various experiences both personally and professionally that would enable me to succeed in this endeavor. Professionally, I've had several jobs before and during my collegiate career. My first job was as a Sales and Marketing Associate at a local printing shop. Proceeding this, I had an Consulting and Accounting internship with another local company. My next and current two jobs are as a Co-Instructor for the Introduction to Business course (GEB2015) and a Career and Peer Mentor (CAP) for Business Career Services. Lastly, I have been working for Boeing as a Branding and Communications Intern for the past ten months. 

As a rather new twenty-one year old, I would be lying if I said I knew exactly what I aspire to become. However, I would like to explore marketing data and analytics more in depth and possibly pursue a career in this path. Regarding my business concept of franchising a Whidbey Coffee, a well-known and credible coffee company within the Pacific Northwest, on the University of Florida campus - I can see the business playing a huge role in my life. If it were to succeed, I may have to consider staying in Gainesville after graduation or hiring individuals to look after it or sell my franchise.  

2) What am I offering to customers? 

I am offering a new and innovative coffee selection on the University of Florida campus. Whidbey Coffee offers varying product prices, new coffee products, as well as more seating in a relaxing environment. Starbucks has monopolized the prices for coffee on campus, and many individuals have this unmet need for lower prices and variability on campus. 

3) Who am I offering it to?

I'm offering this to students and faculty at the University of Florida - encompassing both coffee lovers and individuals who do not enjoy coffee but utilize it for increased productivity as well as a place to study or relax with friends. This would be a target market with individuals ranging from 18 years of age to approximately 45 years of age. All of my customers have location in common, that being the University of Florida campus. 

4) Why do they care? 

They care because customers on the University of Florida campus have a need for a wider array of coffee selection, product prices, and study locations. Customers will actually pay money to have a new type of coffee, "Frozen Mocha's" for example, with cheaper prices and more seating availability. 

5) What are your core competencies? 

What sets me apart from everyone else is that I have a worldly perspective and arguably more business experience than other current business majors. I grew up overseas in Japan for seven years, and have lived in many different places within the United States. I've also traveled around Europe. I've had five jobs in the past five years encompassing various different business positions and industry sectors. I believe my dedication, passion, and thirst for knowledge sets me apart from everyone else. 

Evaluation

After evaluating these five elements, I believe these elements do fit together. However, I believe I could be weaker in my core competencies for this business concept. Solely due to being of a young age, I believe establishing credibility amongst my peers and when attempting to negotiate a license with the University of Florida is a difficult task. I may need to bring someone in on this opportunity who has more experience in this particular field. Moreover, since I am still a full-time student, I would need assistance from another individual anyways more than likely in order to maintain my grades and graduate.