Create a Customer Avatar - 18A

My customer is a millennial female age 30 that does not have kids but has a live-in boyfriend whom she's been with for over a year. She drives a 2016 Charcoal Grey BMW 4 Series that is still in excellent condition. She has a Marketing Degree from UF and lives in Orlando, Florida. She works in hospitality and loves her job but is seeking to move up from her current position into a more leadership role. She works from 8-6pm and typically comes home tired and ready to kick back and watch her favorite show, Friends on Netflix. Most weeknights, she cooks dinner for her and her boyfriend, but sometimes she'd rather order take out since it's much easier and faster.

She feels good about her life, but the only thing she'd like to improve on is her appearance. She's gained about 20lbs in the last two years and doesn't like how she feels and looks. It's starting to affect her self esteem and relationship.

She makes a good living and loves to travel and go out to dinner/happy hours with her girlfriends, whom she's been friends with for over 10 years. If she had more time, she'd love to learn how to play the piano.


What do you have in common with the customer avatar? 

I have a few things in common with the customer avatar. I am a millennial in my 30's and enjoy watching Friends on Netflix and love hanging out with my girlfriends for happy hours. I also struggle with finding the motivation to go to the gym and would like to improve my physical health as well. One of my favorite things to do is to travel with my family and friends.

Do you think that is a coincidence? Why?

No, I don't think this is a coincidence because I feel like most businesses are created because the owner/founder has the same need/problem the company is trying to fix or improve.

Elevator Pitch No. 2 - 17A

1) Elevator Pitch #2 Video: https://youtu.be/tJODSDb3ER8

2) The two people who commented on my original elevator pitch provided positive feedback and even pointed a great selling point. I never had in mind the safety aspect of owning and running a gym, which is an extremely important factor to include. Thanks to the feedback, I can provide another value to my future customers. I believe my concept is still a profitable business idea, and the comments reinforce it. My delivery was well received, which made me feel confident about this new elevator pitch.

3) I added that having instructional videos in each station of the gym would not only help the member know exactly what moves they should be performing, but also keep them safe as well. Gym and safety go hand in hand, and I'm happy it was pointed out in the feedback received. Also, I never mentioned the price for the membership, which should've been included in the first elevator pitch.

What’s Your Secret Sauce? - 16A

1) Five ways in which I think I have human capital are:

• Disciplined: This is a skill I have recently improved on and continuously work hard to maintain it. From making my bed first thing in the morning to completing my school work on time, I strive to accomplish my daily tasks no matter how motived or unmotived I am, it will get done.

• Well- Mannered: This is a quality I'm proud to possess. Whether professionally or personally, the use of manners is essential and something I challenge myself to have even if the person I'm dealing with doesn't show the common courtesy back. From saying please and thank you, to holding doors for strangers, manners are my number one quality. 

• Honest: No matter the situation, if you ask for my honest opinion, you will get it. I do not sugar coat things, but at the same time, I show respect to the person asking the question. I don't think you need to be rude or cruel when someone asks for your advice on something. This also goes for being an honest person when it comes to conducting business or schoolwork.

• Adventurous: I like being spontaneous, and I'm always up for anything and everything. I love immersing myself in new experiences. For me, making memories is worth more than material possession. I've been lucky to have visited over 35 countries and have done some adventurous things such as bungee jumped and skydived. There are also once in a lifetime activities and opportunities I've been lucky to have participated in that I will forever cherish. 

• Organized: I base my mental health on how organized I am with my life and my surroundings. If my space is disorganized, I feel like my life is not in order and makes me spiral into a depressive state. As crazy as that sounds, I pride myself on being super organized because it helps me stay on track with other areas of my personal and professional life. 

2) I asked five of my friends on what they think makes me different, here are their responses:

Friend #1: https://soundcloud.com/fiorella-reategui/friend-1

It's so nice to have a friend say such lovely things about you. I love being friends with someone I can be open and have a good conversation with. I don't trust many people, so being vulnerable with someone means that their energy matches yours.

Friend #2: https://soundcloud.com/fiorella-reategui/friend-2

I love that she said I give genuine advice because I try my best to be honest and compassionate with others. I live my life by the golden rule: Treat others how you want to be treated. I give my loyalty and trust to my friends that have earned and appreciate it.

Friend #3: https://soundcloud.com/fiorella-reategui/friend-3

I sometimes feel like I have much more to accomplish or that I'm so far behind from the rest of my friends, but hearing such beautiful words of encouragement makes my heart happy. I have to remind myself that people are rooting for me and that I should do the same for myself.

Friend #4: https://soundcloud.com/fiorella-reategui/friend-4

If you want to find out if you're compatible with someone, live or travel with them. It's hard to find people who you can truly be yourself with, and that still want to be around you or you around them. I cherish this friendship because she knows me the best and compliments and accepts my personality.

Friend #5: https://soundcloud.com/fiorella-reategui/friend-5

You don't choose your family, but you choose your friends. I pride myself on having good people around me, and that I know are genuinely my real friends. If you're in my inner circle, you'll always get 100% of me, no matter what.


3) It was weird but nice hearing such wonderful things about myself from my perspective of my friends. For the most part, they mostly agreed with my own assessment of being organized and honest. I never thought of myself as being dependable but in a way that could fall into the category of being disciplined. If I make plans with you or if you need me, I'm there, no questions asked. For the most part, what you see is what you get with me, and I think that shows in my answers and in my friends' as well. My favorite description was being called strong and courageous. It takes a lot for me to view myself as those things, but it makes it easier to believe in them when someone else points them out for you.

Figuring Out Buyer Behavior No. 2 - 15A

Interviewees: I found three people who live in Central Florida and that I have not previously interviewed. They are all females ranging from 23-32 years old who work full time and are not married and have no children.

In my last interviews, I asked various people about their needs and preferences regarding their gym attendance and working out styles. I shared with them my gym reward concept, and for the most part, they were all open to it. For the new interviews, I presented them with the original idea plus two alternatives.

Alternative #1 is that they have a set price with no penalties or incentives but with instructional videos at each station.  Alternative #2 is the reward system, with a bit higher rate but no penalties if they can't make it.

London liked alternative #2 with no penalties because life happens, and you don't want to discourage your customers from canceling their membership just for the added fees. Beatriz agreed but also said that I could charge more than an average gym because the members were, in a way receiving virtual personal training with the instructional videos in each station. I loved how she described the concept of virtual personal training. Amanda liked the original idea of how it was presented. She thought the penality fees would encourage her to not skip going to the gym but suggested I added a penalty waiver of three times a month, just in case an emergency happened. I asked them what they all thought a fair price would be for a gym like the one I am proposing. London said she'd pay $50/month, Beatriz $75/month, and Amanda said $45. All three ladies agreed that a month to month contract would entice them more to join.


Post-Purchase Evaluation:  People feel discouraged when signing up for a gym because they feel lost and don't know what they're doing, or they sometimes feel like gyms are ripping them off. But if a gym gives them the confidence and encouragement they are seeking, then purchasing a gym membership makes them feel like they've made a good investment. As long as there are no hidden fees, and there is an easy cancellation policy, people would be more inclined to join and keep their membership.

Report The Findings: None of the ladies that I interviewed seemed interested in the reward concept. They did like the instructional videos in each station idea, and they all were in agreeance to a set price with no hidden fees.

Conclusion: Based on the new interviewees and their responses, an alternative proposal was needed. It made me analyze and refocus my objective for the gym. Although a reward system seems innovative, in the long run, it wouldn't be sustainable. It would be too hard to manage different prices for each individual member. The goal is to make a profit while at the same time giving the customer excellent quality service.

Halfway Reflection - 14A

1) Tenaciousness is a competency. What are the behaviors that you have used (or developed) to keep up with the requirements of this course?

Being disciplined is the number one quality I believe you must possess if you want to get an A in the course and hopefully become an entrepreneur one day. You need to make time to watch the weekly lectures and fully grasp the concepts being taught in the class to do well. You can't just "wing" because it will reflect in the quality of work you turn in and in your cupcake grade. Even though missing 1pt doesn't seem like a big deal, in the end, it might mean the difference of a letter grade, so you can't slack off.


2) Tenaciousness is also about attitude. Talk about a moment or two when you felt like "giving up." What pulled you through? Do you feel like you've developed a tenacious attitude during the past two months? What experience or experiences most contributed to this?

The second week I received a 0 in my 2A and 2B assignments because I waited until the last minute to complete and turn in my assignment. Even though I finished at 11:55am (which is already terrible, to begin with), I didn't understand how to turn in the assignment property. Resulting in me being closed out from the assignment page. I emailed the professor at 12:05pm with my link, and I let him know what happened. But unfortunately, rules are rules and anything past 12pm is late and will not be accepted- no exceptions. I felt defeated because I didn't want to start off the semester with a 0. I cried for about an hour but then pulled myself together and knew I was the only one to blame. From week 2 moving forward, I've never been late and have turned in all my assignments. The goal is to finish with an A+ in the class. Seeing my grade go up from the 0 makes me work harder each week. Not only prove to myself that I am an A student, but to my professor as well.


3) Three tips. What are three tips you would offer next semester's student about (1) fostering the skills that support tenacity and (2) developing the 'tenacious mindset'?

• Time Management:  Whatever you do, do not start your assignments the day they are due. I learned this the hard way. You might get lucky a few times and turn it before the 12pm deadline, but trust me, there will be a day where you're luck will run out, and you'll end up with a 0. Do not do that to yourself! Take the time to complete the assignment the night before if you can. 

• Take Notes: Whenever I watch the lectures, I always make sure I listen carefully to whatever the professor is teaching. This is where the questions from the cupcakes will be taken from, so you want to make sure you write down the important topics discussed. Sometimes they're taken from the stories he tells us, so pay attention to everything! From the six cupcakes we've taken, I've gotten 5/5 in all of them except one, which I got a 4/5. Although each cupcake is only worth one point, I take them very seriously because I would hate to not reach my goal grade in this class for just a point. 

• Take The Class Seriously: Although you're most likely taking this course because it's a requirement for your degree, I urge you to take the class seriously. There are many great tips found in each lecture that could help you in the future. Even if your aspirations are not to become an entrepreneur, being open to the possibility will help you succeed in this class, and who knows, maybe change your mind, and you might discover a new business idea within your next assignment or lecture. 

Reading Reflection - 13A

1) I read Grinding It Out: The Making of McDonald’s by Ray Kroc.

What surprised you the most? 

Although some people may consider and view Ray Kroc as the villain who stole the McDonalds name from the original owners,  I found him to be a fascinating man with an incredible and inspiring story. I finished the book, actually respecting his entrepreneurial tenacity and drive. I recommend reading the book to understand the man behind the brand a little bit better.

What about the entrepreneur did you most admire? 

His vision and hustle. Ray Kroc could see opportunities when they might not have been that obvious to others or at the time. I believe you need to have a certain quality to be successful in sales. Not everyone is good at it or should dedicate their time to pursue a career in it.

What about the entrepreneur did you least admire?

In 1961, The McDonald brothers sold the company to Ray Kroc for $2.7 million. Ray stated in his book that the deal included the original McDonald's restaurant in San Bernardino, which he says the brothers last minute refused to sell. This infuriated Kroc, but he still went through with the sale. But without the rights to their name, the McDonalds brothers were forced to rename their restaurant The Big M. So to get vengeance, Kroc opened a brand-new McDonald's one block away and put The Big M out of business. I believe Kroc let his emotions get the best of him and, unfortunately, cost the brothers their restaurant.

Did the entrepreneur encounter adversity and failure? If so, what did they do about it?

Ray Kroc was successful but also experienced failure on many occasions. From not graduating high school to working odd end jobs to pay his bills, to his divorce, and people not believing in him, he faced many adversities. But these failures helped him develop a winning mindset that eventually led him to see and create an opportunity with the McDonald's brothers. He never gave up, even though many people would've thrown in the towel in his situation or would've settled for less than they deserve. But not him. He never had that attitude and always strived for more.  He succeeded because he was persistent, worked hard, and was ambitious.

2) What competencies did you notice that the entrepreneur exhibited?

Persistence and his ability to adapt to any situation. Ray Kroc was the type of person that would never take no for an answer. He always found a way to make things work or to persuade people to change their minds about a situation. Regardless of the type of job he was doing, from selling lemonade to playing the piano to running McDonald's, he always gave it 100%. In the end, persistence and consistency will lead to success.

3) Identify at least one part of the reading that was confusing to you.

There was nothing in the book that was confusing to me. Ray Kroc did an excellent job of going into great detail about his failures and successes throughout his life, both professionally and personally.

4) If you were able to ask two questions to the entrepreneur, what would you ask? Why?

What is your biggest regret in life?
Who is someone you admire that you'd love to have dinner with?

I think asking these two types of questions always lets you in on what kind of person they are, and it's interesting to see their response.

5) For fun: what do you think the entrepreneur's opinion was of hard work? Do you share that opinion?

Ray Kroc believed that hard work and unrelenting perseverance is what leads a person to success. This a quote from the book that perfectly sums up his belief:


"Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent."

I agree with Ray Kroc. No matter how talented you are, if you don't work hard, nothing will happen for you.

Figuring Out Buyer Behavior - 12A

1) The gym will target millennials ages 20-40 years of age that live in the central Florida area who want to make working out part of their daily routine. This age group will do well with the reward system and find it useful.

2) I interviewed three individuals ages 30-35 who do not currently go to a gym regularly but would like to include it in their everyday routine.


3) All three people said that they're lack of energy and motivation were the culprit of them not exercising. One of the people, who is female age 31, lives across the street from the gym but is too lazy to get off the couch. She is aware that her laziness is standing in the way of her becoming happier and healthier. Another person I interviewed, male age 35, says that he tried going to the gym after work but finds his energy levels to be too low in the evenings. Perhaps going before work would better suit him, but that he hasn't found the motivated to go at 6am, even though he naturally is up at that time. The last person, female age 32, has two kids and is married, and feels guilty going to the gym instead of preparing their family dinner. All three individuals are aware of their need to go to the gym and have the desire to do so, but they lack the proper incentive to get up and actually go. My gym would be great for all three of them.

4) Most of the people I interviewed knew precisely what they needed to do after they told me their reasoning on not going to the gym. The mom that worried about making her family dinner said that she could probably start to prep that same morning that way, the food would be quicker to prepare or just have her husband cook. The guy that was too tired to workout in the evenings suggested that maybe working out in the mornings would result in him going to the gym. They all realized that these excuses for not going to the gym were just that... excuses. You can tell they all want to make a change but just need the right tools and motivation to make it happen.

5) All three people who I interviewed found my gym concept exciting and innovative and would want to join. I realized that people want to feel good about themselves because, in return, that makes them a better friend, spouse, and person.

6) The awareness is there from all three individuals, as well as the previous people I interviewed in the other assignment. They all are needing a gym concept like mine, and I know they would all do well. By achieving their goals, they will spread the idea to their family and friends, and that will give them accountability and people who could join them as well in their fitness journey.

Idea Napkin - 11A

1) I am a Business student at the University of Florida with a passion for self-improvement and wanting to live a life I'm proud of. I'm driven, disciplined, motivated, and a hard worker. I have experience in developing a concept and seeing it through with the various projects I've worked on throughout the years. I also know first hand how hard it maintains a healthy lifestyle that includes working out, so I can identify what is needed and lacking in most gyms. I'd love to create a gym that will target young millennials that don't have a clue on how to use the equipment properly or find the drive and motivation to actually go.

2) A gym that will have video instructions in each station that will guide and teach you on how to properly use the equipment as well as the number of reps for your desired goal. Membership will be focused on a reward system that will incentivize you to check in a workout. Goals will be set up with a gym trainer, and based on monthly achievements, you're monthly dues would be reduced. Also, monthly prizes and rewards would be award to motivate members to achieve their goals and go to the gym. Prizes could include money, tickets to events or games, massages, gym accessories, fitness tracker watches, etc. The funds used to purchase these prizes would come from the penalty fees associated with members not showing up to the days they committed. By charing a $25 penalty fee, it will motivate people to make going to the gym a priority, if not, it will cost them.

3) Mostly millennials who prefer to workout in a gym environment and want to improve their health. The ages would probably be around 20-40 years old, who have careers, families, and other responsibilities but lack the motivation to workout. They respond well to a reward system to help them achieve their goals.

4) People want to look and feel good. Working out increases confidence, productivity, and energy levels and in return, will make people happier. People would gladly pay a monthly fee to achieve those goals. Since the gym includes prizes based on performance, members will view them as mini-challenges and will be competitive enough to participate.

5) What will set this gym apart is the way it will be operated. Members will feel like they are part of something special and beneficial to them and nothing like they're used to. It's proven facts that reward systems work for something to be achieved. I hate to compare people to puppies, but when you're trying to train your puppy, you reward them with a treat when they do something good, this instills in their mind that what they're doing is right. Same works with humans.  Reward and accountability are the two main components of this new gym.

I believe all these five elements fit well together and would be a great business concept and something that has longevity. No matter where you are in life, the opportunity to feel and look, your best is something most people want to achieve.