Final reflection

Having a blog to look back at is really interesting. It makes it very easy to see my progress on this journey. I think the most formative experience was actually doing the interviews. I really learned a lot and gained extremely valuable insight. I am very passionate about shark conservation, science and education, but actually hearing the needs from educators was invaluable. I will utilize all of the data and information I collected to create products and experiences educators and teachers want. There are things I think are interesting but might not be what teachers actually want. The interviews helped me really understand how we can create a unique experience and meet the needs of our customer segments. It will also help us stand apart from similar facilities.

This whole process has been really incredible and has given me the motivation to do it NOW. I was thinking 5-10 years from now, but the time is now. We’ve built a large audience and community, so I think we have a solid following and customer list. It’s really given me the drive to do this and make it a reality. I am really proud of the process. I have learned a lot and definitely did not expect to get this much hands on experience. I expected to learn some terms and key aspects, but we really learned how to apply these concepts now. I think this really sticks out and will continue to help me grow my business. I am really proud of working through these assignments and aiming to get the most out of them. I really tried to connect with people and do as much research as possible.

I definitely see myself as an entrepreneur. I had started a nonprofit before this class, but had not really thought of myself and my work as entrepreneurial. In doing the assignments and learning more of the aspects of entrepreneurship, I am really seeing myself in this role. It’s a lot of fun because it’s a role that is constantly evolving. There is always more to learn.

My recommendation for future students is to select a business you are passionate about. This is how you get the most out of this class. Don’t waste time on something you don’t care about. If you select something you are really interested in you can learn a lot from this course. You will walk away with extensive knowledge and the ability to open your own business/produce your own product. You will also work towards your goal instead of just adding course work. The exercises are applicable in real time and in real life, so it’s an incredible opportunity. I definitely suggest focusing on the interviews as well, as these were extremely valuable.

Reading Reflection 3

Steve Jobs



There were actually a lot of things that surprised me about Steve Jobs because my knowledge of him was very limited. I was most surprised by his hippie lifestyle, pilgrimage to India and excessive drug use. None of these were things I expected to read in this book. It was also really interesting to learn where the name “Apple” came from. I had no idea he was involved with PIXAR either.

I think I most admire his creative vision. He brought together unlikely, but highly intelligent and creative people to create products like nothing before. He is truly a technological visionary and has changed the way the world learns, communicates and runs. I also admire his ability to be different. He didn’t always conform or do exactly what society said he should. He thought outside the box, which is why the Apple products we know and love exist today. He also had the ability to bring things out in people, like getting Wozniak to sell his idea, rather than give it away. He might not have always used the best techniques, but he drove people to do more.

He definitely dealt with adversity, but also battled with a lot of inner turmoil. He was adopted and fought to accept this his entire life. He denied his own child and walked away from many relationships. He did things people could not envision, so there were always naysayers. He also struggled between holding celebrity status and trying to stay true to his non conformist beliefs. Some of his products were complete flops and his stubbornness seemed to have gotten in the way on many an occasion. He was even “ousted” from his own company, but those who worked with him felt this tough love was exactly what he needed. He didn’t give up though and no matter the obstacles, he brought his visions to life. Ultimately, he changed the way the world accesses information. He returned to Apple and produced technology the world had never even dreamed of (iMac, iPad and the iPhone).

Like Elon Musk, Jobs was intense and seemed to take this intensity out on people. He also had a very cold side to him which is shown in his complete disregard for people in many situations. He seemed to clash with a lot of people. He had a lot go growing up to do and once he matured a bit, he became more focused and was able to bring his creative visions to life. When he was running both Apple and PIXAR, he definitely stretch himself thin. He felt this had weakened his immune system and allowed the cancer to spread.

There wasn’t really anything confusing in the reading, but there were a lot of minute details that felt a bit unnecessary. It’s quite a long book, but it’s a very thorough glimpse into his life and ideas.

I don’t think he was afraid of hard work, but his definition of it was definitely different than Elon Musk. Elon is non stop, barely eating or sleeping. Jobs also relied a lot more on people to know how to do aspects of creating the product.

I would ask him two questions:

Ultimately, do you think your time in India helped shape your creativity?

Did you ever think you would change the way the world accesses information in the way that you did?

26 A- Failure

I am taking classes as a prerequisite for a Master’s and also working and running a nonprofit. I live in another country and am constantly taking on new projects. This semester I missed a few deadlines and completely forgot about a few assignments and deadlines. This is really uncharacteristic of me, as I hate to let people down. I am usually very organized and excellent at time management, but I just had too much on my plate. I actually had to turn down a big trip because I could not take on anymore commitments. I really failed at finding a balance for work and life. It’s very easy for me to be a workaholic, letting sleep, health and life take the back burner. I have realized how important this balance is and by finding it, I am far more efficient and successful. I don’t have it completely figured out, but it has definitely been eye opening.

I have learned that I need to sleep, eat healthy ( eat in general) and take time to do things away from the computer and that make me happy. I continuously have to learn that I can’t always do it all. I am terrible at saying no when people ask for help, letters of recommendation or for a school visit/presentation. I never want to let people down and I love my work, so I just say yes. There are only so many hours in the day and the last few months have really showed me that I need to take care of myself, do things for fun and

Failure is definitely hard, especially if you feel like you are letting others down. It affects me both mentally and emotionally. I am a type A personality and a perfectionist, so failure is really difficult for me. As I have gotten older, I have learned to deal with it better and to really learn from it. I grew up as an A student, star athlete and very driven. I have worked for myself, built my own company, traveled the world and really built a life I am proud of. When I fail now, I really stop and look at the situation. I slow down and try not to react immediately. It’s in my nature to fix it immediately, but this is not always the best course of action.

I am willing to take risks, as I know it is part of growth. I think I will definitely push myself more with the business idea because now is the time. I am the type of person who will want to wait till everything is ready and everything is perfect before starting, but that might take years. Before starting this class I wanted to put a plan together to open a center 5 years from now. Now, I am looking at a year from now.

ENT 28- Exit Strategy

When I started the nonprofit, I never thought about an end point. Over the last 5 years our program has grown and developed and I’ve learned a lot. It is my intention to keep the nonprofit going for as long as possible. As I get older and it grows, I would love to have someone else (other people) run it, but still stay on the board. Ideally I will pass onto family. It would be amazing if our kids ( meaning board of directors) could run it some day, as we all have. It’s what I want to do with the rest of my life, so I do not intend on leaving anytime soon. In regards to opening an education center, I would would want to keep the center open, but hire other people to run it. It would remain part of the nonprofit, so ultimately the whole thing would be passed on.

I have built this program from scratch and have worked with some incredible people to do so. It has been my baby for the last 6 years and it’s what I want to do with the rest of my life. It’s not just a job or income, it’s truly my passion. I have built it so it can continued onwards and kids can continue to learn about sharks. As environmental issues continue to escalate, a need for education continues to exist. I want this business to continue educating people around the world for as long as possible. Maybe one day it won’t be necessary, but for now there is a critical need.

Although I have not thought specifically about an exit strategy, all my decisions for the business have been made from my passion and belief in what we are doing. Wanting to continue onwards, making this my full time job has helped me grow the company. It started as a passion project, but now is a fully functioning and expanding business. It’s been an incredible journey. Knowing I needed to expand our reach and generate income for our projects has definitely shaped my approach. I have also learned that a nonprofit is still a business and has to be treated like one.

Venture Concept -Shark Education Center

Opportunity: For the creation of a shark education center in South Florida, I have identified a few key customer segments. Our main target segment will be teachers and home school parents/educators within 100 miles of the center. This can then be broken down into smaller segments including elementary school teachers and home school parents with elementary school aged kids. The needs will vary from group to group, but overall, include the following

• Field trips and hands on activities for students of all ages
• Interactive programs with one on one interactions for students
• Access to experts in the field, rather than just reading about it in a text/book.
• Activities to align with standards and curriculum requirements
• Flexible planning for activities
• Smaller group interactions and programs, rather than competing with multiple groups.
• Reasonably priced and easy to schedule

Overall, parents and educators want hands on learning experiences where students can directly interact with experts in field. They want these experiences to connect to larger global issues and concepts, while still connecting students to local opportunities. They want small group interactions and a reasonable price. They feel like there is a shortage of these opportune or those available do not meet all their needs.

Our online program allows us to meet this need for people in a much larger geographic range ( globally actually), but I do not believe people will drive further than 100 miles for a field trip/learning experience. Our center will offer unique programs, so it’s possible some people might travel further.

Customers are currently visiting other education centers and aquariums for these kinds of experiences. They can still visit this places as well as ours. As the home school community is growing, the amount of people with the need for these programs is expanding. This means our potential audience/customers are growing.
There is no set window, as people are always looking for these kind of experiences and learning opportunities. The standard school year will be when teachers have the most need, but summer camps and community groups will have the need year round.

Innovation:
Our online shark education programs were created from experts who work as marine biologists, conservationists and videographers. The content was developed to meet national education standards, making it easier for parents and educators to incorporate in their lesson plans. The innovation comes from our knowledge and experience as well as our ability to create unique visual content. The idea is not innovative, so to speak, but the combination of media and experience has allowed us to deliver a broad range of programs in an innovative manner. Other organization have similar components, but nothing close to our overall program and all the opportunities we already provide. The center would be a physical extension of this, providing students the opportunity to work directly with experts and access to learning programs not available in other locations. The innovation is also in the team of people who would be working with students. It will not solely be interns or people with an education focused background.

• Income will be generated through various customized programs
• Week day for schools and home schools
• After school for community groups and clubs
• Evening presentations for specialty certificate programs and guest speakers
• Summer camps
• Long term certificate programs
• Weekends open to the general public

Venture:
Our programs will solve the unmet need of educators and parents looking for specific learning opportunities for students. I believe people will come to the center because we will offer unique access to experts and customized programs for each group.
Our main competitors will be other education centers and aquariums in the area. They are designed for larger groups and can be expensive. They do not offer a one on one customized program for groups.
We will start out with me as the only employee and have interns and volunteers assist with the groups as we grow.
Our most valuable and important resource is our team. We bring decades of experience and first hand knowledge, studying and working with sharks around the world. The ability to combine this experience is not easily replicated.
The center will allow us to also grow our online programs and curriculum. It will give us a space to work from and to work with others.

Five years from now I want to see the center running full time, I want to have published 2 more books and developed an entire new curriculum to go with the programs at the center. I also want to have an unrivaled library of educational videos and visual content. I want to see education teams in various areas around the world also running our programs. I want to be traveling and teaching kids around the world about sharks and really focus on areas with major shark conservation issues. This is my passion and how I want to spend the rest of my life. I want to teach kids around the world about these amazing animals and saving our oceans.

23 A- ENT

1. Social capital: nearly 80,000 followers on social media.
A large audience means more potential customers and donors.
Not rare, as lots of organizations have large social followings.
Easy to copy.
Not easily substituted, other than maybe email lists.

2. In person connections: We’ve worked with hundreds of teachers directly.
This direct contact to people is valuable because it’s building relationships.
Not rare, lots of people do this. We have traveled all over the world though, so this is harder for a company to build.
Possible to copy, but not instantly. It would take time and resources for someone else to do and build.
Not easy to substitute, as it took time for us to build these relationships.

3. Experience- our team has a unique level of experience working with sharks all over the world and in different capacities.
This is the heart of our ability to create and build our program and materials.
Yes, rare to find this unique combination of people with these specific resources and knowledge.
No, you cannot copy years of personal experience and knowledge.
There is no substitute for knowledge gained from experience.

4. Knowledge: we’ve worked with hundreds of teachers to gain knowledge and understanding of curriculum and standards
These connects and relationships are extremely valuable. They add to our reputation and our reach.
Not rare, but definitely not easily done, as it takes time to build.
People could copy, but again, it would take a lot of time and networking.
This is not easily substituted, as these relationships are unique and took time to build.


5. Knowledge: our team has studied and worked with dozens of species of sharks all over the world. We have first hand knowledge of these animals.
This is the heart of our ability to create and build our program and materials.
Yes, rare to find this unique combination of people with these specific resources and knowledge.
No, you cannot copy years of personal experience and knowledge.
There is no substitute for knowledge gained from experience.

6. Reputation: we have built a solid audience and community and now have an excellent reputation with testimonials from all over the world.
Yes, very valuable as it’s what people say about us. It’s what the world thinks of us. It’s our credibility.
Not rare, but definitely not easily done, as it takes time to build.
People could copy, but again, it would take a lot of time and networking.
This is not easily substituted, as these relationships are unique and took time to build.

7. Media capabilities: We can shoot all our own content with high resolution photo and video cameras
Yes, it’s valuable as it means we do not have to rent/buy equipment or hire people ( we could not afford to do) and gives us amazing content that we have full rights to.
Not rare, but expensive to create or recreate. Some of our footage is unique (i.e lemon shark giving birth)
People can definitely copy, but it would take a lot of time and be very expensive. This footage and content has been collected and produced over many years.
We could get from other people, but would be expensive and have to deal with copyright and ownership..etc.

8. Media personalities: Many of our team members have been on TV and work in TV. They have a large social capital as individuals. I myself have 41, 000 followers on Instagram alone.
It’s valuable because it lends to credibility and our ability to build an audience.
It can be rare, as not everyone has a large following.
People could copy, but it would take time and resources.
Not really easy to substitute with our other resources, although they do work together.

9. Equipment: We have hi tech equipment for creating unique content. This includes 8K underwater camera systems and the ability to created VR videos.
Yes, valuable as far as monetarily and for the resources and content we are able to create.
Rare for many small nonprofits.
Not easily copied because of expense and time to learn how to use equipment and produce content.
Not substituted by any other resources.

10. Intellectual property: We have already created a large amount of lesson plans, activities, curriculum, videos…etc.
Yes, extremely valuable, as it’s a large part of what we do and who we are.
Rare because it was created by a unique combination of people with unique knowledge and experience.
Our unique combination of assets and intellectual property would not be easily copied.
Not able to substitute.

Our most valuable resource is definitely our team! We have been working with sharks for decades and bring unique experience and direct knowledge to the table. We have worked all over the world and have worked with dozens of different species of sharks. This would be nearly impossible to replicate. It is also what makes us unique and has allowed us to build a large audience and successful program. This resource would take years and years to replicate, were it even possible. It's ultimately what separates us from other organizations and allows us to offer a unique product and experience for students.

ENT 22 A

Here is my 3rd video. It was shorter this time, but more concise. It's definitely getting easier and I know what I want to say, without really having or memorized. I am trying to speak from the heart because I am incredibly proud of the program we have built. I can't wait to take it to the next level. I made sure to include the numbers again, as people commented on how effective they were. I mostly got positive feedback, so I really just tried to be concise and emphasize what we've done and what we plan to do.

ENT 20 A

Amy is a biologist who works in animal care at a turtle education center in South Florida. Her primary role is taking care of the green sea turtle they have on site, but she also does outreach with the general public. She coordinates groups coming through and plans activities for them. She is filling the ‘domain expert’ slot because she is working at a similar business to what I am trying to create. We chatted about challenges and ideas for marketing, which was really helpful. I am actually attending an event with her at the center next week. This will give me an opportunity to speak to her in person. We are going to network and discuss contacts for bringing groups in. I can connect her with groups we already have and she can help us connect with more teachers. The event on Tuesday is actually with over 100 teachers. Amy has a similar background of science and is now working in education. It can be challenging to make that transition with no formal education background. This is exactly my situation. She has learned a lot from working with people and coordinating programs, so I think we are building a long term collaboration. This will help each of us grow our audience and be better educators.


Krissy is a middle school STEM teacher who I briefly met at a shark event. We exchanged emails, but didn’t really speak. I reached out to connect to her about creating better curriculum to align with standards schools and teachers are using across the US. She has developed a lot of curriculum and is a certified STEM curriculum developer. She also loves sharks and diving! I worked on the grade K-5 curriculum and it was fairly easy to update to meet NGSS, but middle school is really tough. She is going to help us create lesson plans and activities to align with middle school expectations and standards. This will really set us apart and give us even more credibility. She lives in California so we are going to continue to have Skype calls and exchange emails. She fills the “expert on your market,” slot. In return she will be listed on our website as a curriculum developer and being given access to some of our media content to use for her own projects.

We do not regularly buy items, other than marketing merchandise, but we do offer students in field opportunities. In order to do this we need access to boats. Neal owns a diving company and is keen to take students out on field trips to see marine life. He is filling the "supplier" role. This is not a supply we need daily or even weekly, but it is a supply or resource we use and want to do more of. Neal’s boats are registered and insured and his crew have all the required safety training and permits to take guests ( including students) out. I’ve known Neal for a while, but have not really thought of a dive boat and snorkeling gear as supplies we need, but they are. Neal and I discussed the desire to bring more local students out on the water and even bring in students from other islands, offering them the experience. We also discussed creating a special shark program for kids ( open to any kids) in the summer, which would essentially be a 2 camp. We are going to speak again in person and come up with a schedule and itinerary for some activities. This will allow us to teach a lot of kids about sharks and the ocean and help connect them first hand with what we teach. Having your own personal experience is more valuable than any video you can watch or book you can read. In turn, the dive shop gets some images and video they can use for PR and marketing, but it also shows their involvement with the community.


I actually took this opportunity to reach out to people who I had thought of in the past, but had not really taken the time to connect with on a professional level. When you stop and think about people you have met or know through a mutual contact, you might be surprised at the knowledge and resources you will find. I think I definitely need to network more in education groups. We’ve been very shark focused, but educators are the ones who will help us create better programs and then bring their students to participate in those programs. I’ve only attended one education conference and it was extremely valuable. I will attend two more in 2019 and I am really looking forward to seeing what we can gain from this networking. This networking exercise was different because I approached people with a specific goal rather than coincidence of meeting. Going in with a specific ask also helped me understand what I could offer in return. It’s a far more targeted and efficient approach. It’s like having a very specific ‘To Do’ list.

Reading Reflection # 2

The Art of Social Media- Guy Kawasaki, Peg Fitzpatrick

This book offers 123 tips for using social media as a powerful tool. It’s written as a list and each tip is short and to the point. It starts with creating accounts and the best methods to set them up and walks you methodically how to use each account to your advantage. It’s a quick read, but if you follow step by step you really will see a difference in your reaching engagement. It’s laid out in a simple manner, so anyone can do it. The overall goal is to increase your engagement and reach, but also to help you understand your audience better. Ultimately it’s a no nonsense guide to kick starting or vastly improving your social media strategy. It’s efficient, easy to do and you will see results immediately.

We recently learned about social capital and in this day and age, a large part of social capital is social media. Are networks are online and virtual. Our networks have expanded globally; we are linked with people across the world through similar goals, values and passions. Social media has helped us unite with people over common goals without physical distance being a limitation. Social media is the modern form of PR and marking. Television and print ads are old school. They are expensive and do not allow the majority of people to meet the need of their customer at the exact moment they need it. Social media gives us instant and constant access. I put the pointers from this book into practice and saw our reach expand. I have also seen our engagement increase.

The exercise I would do is to have people create a social media page for their business. This could be done as a description of the details each person would put into creating the page if they were not ready to create the actual page. If they are planning on creating an actual product or business, then they could create the page. They would need to research one segment of their target audience and create a page to appeal to these people. Is is snap chat? Facebook? Instagram? Difference demographics are more active on different formats and researching your segment will help you find this. If they are not ready to create a real page, then they would be asked to fill out form with all the components they would put. This would include profile image, description..etc. They would also be asked to explain why they selected this particular social platform and why they think it’s the best space to reach a specific segment.

There were actually a lot of tips I did not expect or even think of. Some stuff is really obvious. One thing that really surprised me was a quote they used to describe optimizing each platform. “The five Ps of social media: Google+ is for passions; Facebook is for people; LinkedIn is for pimping; Pinterest is for pictures; Twitter is for perceptions." It made me think differently about what I post on each platform or how to phrase things differently for the same image. 1 post doesn’t necessarily work, as is, for all platforms. I also figured the list style of the book might be more quantity than quality, but actually the quality of about 90 % of the tips was really high. I’ve read longer and more in depth social media strategy books and believe I actually leaned a lot more from this style.

Social media really is an art and I would recommend this book to anyone who doesn’t have a lot of time, but who wants to understand and get better at social media. It’s part of the world we live in, so might as well rock it and get the most out of it!

Idea napkin # 2

I started my nonprofit 5 years ago and have used my knowledge of sharks, marine biology, media and conservation to build a successful program, community and audience. Combining my diverse background and skills, along with building a team of experts, has allowed us to create something difficult to replicate. My knowledge comes from having worked with sharks for over 15 years. My aspirations are to build an interactive and unique learning experience for students. I have dedicated most of my adult life to saving sharks and teaching others about them. This is my passion. I have built this nonprofit from an idea and now we are working with students around the world. Shark education is my passion and it’s what I want to do with the rest of my life. This education center will be a physical extension of this work.

The shark education center will give students and educators direct access to experts in the field of shark and marine science, underwater filming and photography and conservation. They will not read about in a book or watch on a video, they will learn directly from these people, including myself. Access to this expertise will be what sets us apart. Each program will be customized to meet the need of the group as well as deliver age appropriate content. It will also be designed as a one on one program, connecting with a single group each session. This will create a far more interactive opportunity for each group and each student coming to the center. The product will come in the form of programs for schools, home school groups, community groups like Girl Scouts as well as days open to the general public. We will offer something for everyone, but our focus will be students and educators.

We will offer these programs to teachers, students, group leaders and the general public. Our main target audience will be teachers within 100 miles of the center. This includes K-12 teachers and home school teachers. These programs will be offered during school hours during the week. We will also work with after school programs and clubs/groups such as scouts or diving clubs. Evening presentations will feature scientists, divers, photographers and other experts in ocean related fields. They will be kid friendly, but definitely cater to a more adult audience. Our weekends will offer specialty classes as well as just having the center open for the general public to visit. We will need to offer a diverse range of programs to a diverse range of people in order to keep generating income to support the center.


People will care because they are realizing more and more how much we need to do to save our oceans. They will also care because they hear about sharks in the news. They hear good stories and bad, so will want to learn facts. They want to learn what is happening in their own backyard, but also how this connects all of us globally. They want interactive and unique educational opportunities for their kids and students. People are becoming more and more aware of conservation issues and they want to be part of a solution; they want to be involved.


Ultimately our shark knowledge and experience sets us apart. Myself and my co-founders each have over a decade of experience working with and studying sharks around the world. We have also been educating students for a decade and working in the media world for as long. The ability to combine these facets makes us unique. We each have a broad range of experience and when we combine that, it’s not something another center in South Florida, possibly the US has. People can learn about sharks and share facts, but no one can gain a decade of experience without doing a decade’s worth of work. We are experts in the fields of shark ecology, shark research, shark filming and shark conservation. This allows us to create a program which will not be easy to replicate. Our team is really what sets us apart.

I believe all of these elements work together and will allow us to build a tremendous program. I think the challenge will be keeping a steady flow through the center to generate enough income in the beginning. We already have a large community, but I am not sure it is big enough. I believe we will need to start marketing the center before it is completed, so that we have people walking through the door on day 1.

I didn’t receive a lot of feedback ( 1 comment), so it’s difficult to adjust anything. The comment didn’t offer any ideas of change. I think in looking at my previous napkin, I’ve learned a lot more about the segments we will need to target and how to appropriately market to each. This will not be a one size fits all approach, as our segments have different ways in which they seek answers for the needs they have. I think I have also learned how unique our product is because of who we are and the knowledge we have. Sharks4Kids and my personal instagram pages have over 102K followers. We need to look at our influence and use it to promote the opportunities we are creating.

Elevator Pitch # 2

Here is my second attempt. Some feedback I received last time was that it seemed very memorized and not natural. I used a similar script, but focused less on memorizing and more on the message.

I got some positive feedback about my enthusiasm and eye contact, which I think are both important aspects and things I tried to maintain on this second attempt. It was also really nice to hear complete strangers comment on my passion. This really is my life and I am thrilled that it translates into the projects I am doing in this class. I believe it will also transition as I take the next step and create the center.

18 A- ENT-Avatar

Segment: Homeschool parent

My avatar is based on the people I interviewed and the people we have worked with during our already existing education events. 

Female
Average age 30-45
Stay at home mom
2 kids ( both are in a homeschool program)
Suburbs of Fort Lauderdale and Miami
SUV
Middle class
Working spouse
Family in the area to help
Member of home school group or network

Based on experience, most of the homeschool parents we have worked with are female between the age of 30- 45. They have 2 kids and both are in homeschool program. These parents pulled their children from public school after they dissatisfied with the level of education or support. Often their children need a different learning approach because they were either struggling or bored with the public school program. In Florida, they were also not happy with the “teach for the test” curriculum and standardized testing.

They prefer educational activities and programing  during the week because they kids play sports or are involved in clubs on the weekend. They visit a lot of museums, art galleries and education facilities. They are members of small and larger homeschool groups. Many of them meet with other homeschool parents on a weekly or monthly basis. 

They travel with their kids. They see travel as an opportunity to expose their children to new cultures and new experiences. This can be family travel or travel specifically for education. They are especially willing to drive across the state of Florida to attend events or programs for their students.

They are not teachers, but instead use access to online materials to assist with educating their students. The networks they are connected with are vital for accessing information and opportunities, but also for learning how to be educators. They keep a regular scheduling for lessons and the “school day,” but are also flexible as to not miss exciting opportunities that pop up.

They are willing to spend money for their students to attend specialized learning opportunities. They see value in these programs. Their selection is based on interest from the student, learning potential and alignment with their educational goals.

They are dedicated to their children getting the best education possible. This shapes their life. They also want their kids to have normal social interactions and to not be isolated from their peers. They socialize with other homeschool parents and a majority of their friends, with kids, homeschool or are thinking of homeschooling.


I don’t actually have much in common with this segment other than my age and desire to educate kids. The shared trait of valuing education is why I believe they will come to the center and find value in our programs.

15 A- Buyer Behavior 2

The segment I selected is “ home school parent/educator working with elementary school children.”
Visiting an education center and attending events is a little bit different than buying a physical product, but there are still decisions the buyer makes. For this segment they reach out to other parents and home school educators first when looking for alternatives. Their community and network is a huge component of their decisions. If someone else in the group has had a positive experience, they are more likely to select that item/opportunity. This also helps me identify how important word of mouth will be when working with these groups. I am a member of a Facebook group and I see their questions and comments about new programs and products, so I have had a glimpse into their research and selection process.

Price is definitely as significant aspect during the selection process, especially when a parent or educator has multiple students. It’s not the most important, but it’s definitely something they all consider when making a decision. They want to know they are getting value for their money. They usually ask us how much and how long the program will be. They also want to know the activities and experience might align with the curriculum they are working with. These elements are what they base the decision on, but also how they asses the experience afterwards. Was it worth the money? Did their kids enjoy it? Did they learn something? Would they do it again or recommend to other parents and educators. Based on interviews and working with home school parents for our already existing programs, I think the duration, cost and actual itinerary schedule are the key factors for deciding to participate in a program like ours.

They will look for these opportunities online as well as by reaching out to their network. They may have a smaller group they work with regularly, so will reach out to them first. After the smaller group then they reach out to the larger network and then finally online searches. There are websites which list curriculum and opportunities for homeschool students. This is something we have not explored, but definitely want to get our materials and opportunities listed on.

The programs will not be high priced, so payment can be flexible. They can pre pay online through our payment page or they can pay cash when they arrive. I believe most people will pay online because it’s how we shop now. The people I interviewed all said they would pay online because it’s easier. This means we definitely need to have a well organize payment portal. We will be selling to individuals and groups, so the online payment option is a must.

Once they have participated there will definitely be a post purchase evaluation. When asked, the parents said they would evaluation using the following criteria.

• Did their students enjoy it? Did the kids learn, but also have fun?
• Was it worth the money? Do they feel like the program was valuable? This is defined by the experience the kids had and what they can take away from it. 
• Did we provide a unique experience?
• Would they do it again? If they feel like the had an amazing experience and the students really enjoyed it, they will definitely do another program with us.
• Would they recommend it?

They would consider it a bad idea if they felt the materials were not age appropriate or the learning experience wasn’t what they anticipated.

Overall, I think it really just shows how much word of mouth will be key with this customer. They rely heavily on their networks to source information and share resources. Good reviews will be shared with a large number of new potential customers. This is probably more important than a Google search. We want to build a relationship with this network and continue to have them visit the center and utilize our programs.

Secret Sauce

Interview 1: My mom. My mom has watched me grow my nonprofit from an idea to reality. She has seen my struggles and my successes. She said I have "grit," which is something I had not thought of. I definitely do not give up easily







Interview 2: Our business director and member of our board. He mentioned media production and creating unique content. This is something I had thought of, but realize it might be a really significant component to our secret sauce.

Interview 3: Jess is one our ambassadors and worked with us for a couple of years. She mentioned my network on social media. I had not thought of this, but having a large following, both on my personal page and our nonprofit page, is definitely an asset.

Interview 4:
One of my best friends whom I have done shark research with for 14 years. She is also part of our education team. She described my dedication. This is definitely something I thought of and it was amazing to see other people thinking it too.

Interview 5: Our outreach director mentioned my willingness and ability to work with others and make them feel part of something. This is part of the culture we have built and helps us keep volunteers for years.

I think my human capital is unique for several reasons:

1. Knowledge: I have nearly 16 years of experience working with sharks around the world. People can study sharks in school or through books, but hands on experience and knowledge is invaluable and definitely hard to duplicate.

2. Experience in science, media and education: I have a strong background in all of these fields and have combined them to build the nonprofit. There are lots of people with experience in one or two of these areas, but not all three. This gives me the ability to create unique content and collaborate with some amazing people. I also understand what schools want and need, so can tailor our programs to meet these.

3. Ability to create media: I am a professional photographer and videographer and one of myour co-founders is a professional cinematographer. This allows us/me to create unique shark and ocean related content without having to outsource. We own the rights and can use for a diverse range of educational tools.

4. Dedication: I won't quite. This is my passion and what I want to do with the rest of my life. All my career experiences have led me to this project and program. We have very little money, but we are making things happen. A small dedicated group of people CAN change the world.

5. Passion: Most of my adult life has revolved around sharks. It's why I live in the Bahamas and why I do this work. I love working with students around the world because they inspire me. I love what I do and this passion drives my dedication and determination.


It was amazing to hear people mention some of the human capital I think I have, but also really interesting to hear about things I had not thought of. These interviews are really valuable and have definitely helped me see a new perspective. It's a little weird asking people to speak about you skills and assets, but it was really a great learning tool. It will definitely help me focus on some of these additional assets and build more of the program around them. I am so happy to hear that people think our culture is important. I am so grateful for any person who has helped us, no matter what form it has taken. This could be time, donations, legal support, accounting, access to materials we need..etc. Although a bit awkward, I definitely learned a lot from these interviews!

I would not change my list, as I believe all of the things I mentioned were mentioned by others in some form. I would definitely add a few components and see how focusing on those could benefit the program. It's also really incredible to know people see my passion, dedication and determination. I think it means I am honest and authentic in my approach to the work I do.

14- Halfway Reflection

For this course, I have found starting early helps. Yes, you can do most of the blogs last minute, but you won’t get anything out of them. If you really want to start a business, these assignments are valuable tools. Pick something you are passionate about because it’s a lot of work if you don’t care. I was lucky because I already had a business in mind and have actually been running the online component for nearly 5 years. Read over the assignments, think about them and then begin. Think about how they will help you and what you can get out of them. The interviews are especially valuable! I really learned a lot and gained a much better perspective on customer needs and opportunities. These are definitely worth taking the time to do if you are serious.

Starting early gives you the time to process the assignment and then find the tools you need to complete it. These are not things you can do off the top of your head and last minute. I think to be successful, you really need to think about the exercises. Think about what your ultimate goal is and this will help shape how you work through the challenges.


I believe I have had a tenacious attitude since day one. This attitude, teamed with my passion, is how I created the nonprofit to which my business idea will be an extension of. Passion is necessary for tenacity. Find your passion and the determination will follow. “Be fearless in that which sets you soul on fire,” is one of my favorite quotes. Life is short, so why try and do something you don’t like! I think these tools and exercises have helped me understand where to steer my focus and harness the tenacity towards solid planning and feasibility. I think my passion and belief in what I am creating (have created) is what drives me. It pushes me to try and get the most out of each exercise. I have found some of the assignments really challenging, but have come out the other side with greater knowledge and a better focus on certain aspects of my business. The harder the assignment, the more I learned.


Defining the market outside the boundaries, was tough, but very insightful. I assumed everyone in the South Florida area with students would want to visit a shark education center, but this is wrong. It was hard to hear that some people have zero interest, but it also helped me rethink and refine my market. It also gives me more determination to spread shark education to more people.

1. Find something you are passionate about! You have to love what you are doing to work hard enough for it to be successful. Kind of liking something is not enough. It might get you though a little bit, but it won’t last.

2. Look at each exercise as an opportunity to learn and become one step closer to actually bringing your idea to life. These are not simply assignments, but are actually valuable steps in a real life process.

3.Have fun! It has to be fun! You can work hard, but still you need to love it.

4. Drink lots of coffee!

Reading Reflection 1: Elon Musk

Elon Musk is a fascinating individual. Regardless of the good or bad things said about him, the man has an unrivaled work ethic. I had no idea of his commitment and grit towards making his visions become reality. I was surprised to learn about the connection between Tony Stark ( Iron Man) and Elon. I also didn’t realize how many other companies he had created or been an integral part of. It’s interesting to see the evolution from dot com and Silicon Valley to SpaceX, Tesla and Solar City. He really has combined the start up world with the sci fi world and created the unthinkable. Well, the unthinkable for most people.

I think I most admire his determination. The world is telling him he is crazy for many of his ideas, including taking humans to Mars, but he never quits. Not only does he not quit, he dreams bigger. If he takes the harsh criticism to heart, he doesn’t let it affect his goals. He is driven and doesn’t let what others think of him or his ideas stop him. Yes, he needs support in the form of employees and investors, but the negative press and comments only seem to enhance his resolve. I think this determination comes from the honest belief that he can do these things. He genuinely wants to make the world a better place for humans.

His treatment of people does demand better of them, but can also seem cruel and unnecessary at times. He’s extreme, which is part of the reason he is so successful, but also leads to harsh treatment of the people around him. I think it’s ironic that he cares so much for the human race, but on a one to one level, he can be pretty mean to people. Maybe he is looking at the average. I think hard work and expecting the best of others is great, but you also have to be kind and have compassion.

Elon’s entire life has been met with adversity and failure. He has lost companies, faced bankruptcy, gone toe to toe with major corporations and nay sayers and gotten divorced; he doesn’t quit. He’s been driven out of companies, taken advantage of and used. It’s as though these hardships and challenges have defined a core element of who he is. He has learned more, tried new things, pushed the envelop, taken risks and is constantly working to be better and make products better. If he can't find the right part or the right company to build it, he figures out how to build it in house. He has continuously risen, despite being knocked down. He is relentless. His work is probably an outlet for some of the emotion he has carried since childhood. It doesn’t seem as though he has dealt with issues from childhood, so he has spun them into a work ethic that keeps him in constant motion. I am sure he feels these things, but he hides it very well. His coping mechanism appears to be hard work. This hard work is based on a passion, so this is probably why it continues. No one could do the work he has done and made the sacrifices for something they do not care about.

Elon is clearly a very intelligent person, but I think it’s really impressive how much he has been willing and able to learn. Many CEOs would just hire the right people to do the job, but Elon wants to also know how to do the job. It’s incredible to think how much he has learned about rockets, solar power and electric cars, when he could have sat back and just managed. His knowledge of the inner workings of these systems has also been an valuable aspect in pushing all of these companies forward. He has actually learned how to build and launch rockets! It’s pretty remarkable when you think about it. It also shows his commitment. As an entrepreneur you are the heart and soul of your business. You knowledge, passion and energy drives the cycle. You can hire other people with the knowledge, but by combining your own knowledge with passion, Elon has defined a different level of success. He is more self reliant. Explicit knowledge means he can oversea all aspects of the company and production, enhancing the overall feasibility, production and success of the companies.


I didn’t find any of the reading confusing, but parts were definitely boring. They shared a lot of numbers from the different companies and I am not sure these really mattered. Yes, talk about how a company was near bankruptcy, but there were a lot of details which seemed unnecessary. They made the book longer and a bit clunky. I didn’t pick up the book to see a glimpse into their books, I wanted to learn about Elon.

I would ask Elon why he truly wants to put people on Mars and why he himself wants to go there? I would also ask how he pushes forward despite a constant negative commentary. People want to see him fail and he ignores it.

Elon’s opinion of hard work is probably matched by very few, if any entrepreneurs. He has taken it to a whole new level, living and breathing his work every moment of his life. He has scarified business partners, friends and wives to stay focused on his commitment to his goals. He doesn’t stop. I think all successful entrepreneurs have a strong work ethic, but I think there is something to be said for a life work balance.

12 A Figuring Out Buyer Behavior

 I selected “ home school parent/educator working with elementary school children” for my segment.

As soon as people select to home school their children, there is an immediate need for field trips or hands on learning experiences. They also want their children to interact with their peers during learning opportunities. This creates a social aspect as well. Traditional schooling offers all of these components, but as home school educators they have to think differently and plan accordingly. These field trips and hands on learning experiences are not necessarily shark specific when they initially identify the need. The need is really specific when curriculum such as predator prey systems, animal adaptations, ocean animals, ecosystems…etc. is being worked on or thought about. There are a wide range of topics and concepts to which sharks can be applicable and aid in learning. It becomes most salient when the parent starts looking for these kinds of STEM based learning opportunities.

If their student has an interest in sharks, then they begin to reach out for more information about shark related programs. This is where we fit in. Kids are usually fascinated by sharks and we get a lot of requests right after Shark Week each year. More and more schools are also having their own Shark Week. The need also becomes more specific when their students ask about oceans animals or sharks. Maybe they watch a documentary and want to learn more. Another starting point is when their son or daughter wants to be a marine biologist or learn more about what a marine biologist does.

All three of the people I interviewed are part of a larger home school group. They had heard about our program from other parents who had students attend our science education days. Their first step in finding activities, curriculum, learning opportunities is to consult with the group. If they are new to home schooling, they reach out frequently to the group for advice. This is the first place they go when searching for learning materials and opportunities. Next is a larger network of home school groups across the state of Florida, as they are also looking to still keep in line with standards. Parents with a positive experience working with us are spreading the word and we are now getting requests for whole groups to come do education days with us. I just booked a home school group and Girl Scout group for November. This came from positive feedback other parents gave. The common thread is a heavy reliance on the knowledge and experience of others in the group.

Once they have consulted groups, they move to Google. Searches can be quite diverse, but included:
“ STEM programs for students”
“STEM field trips”
“ Ocean curriculum”
“Ocean education programs”
“South Florida science education”
“Shark science programs for kids”
“South Florida STEM activities”
“Shark lesson plans for kids”
“Shark lesson plans”


I think home school parents, although they have the same age students, have slightly varying needs. The point of identity the unmet need which we have the solution for can vary. This depends on the current unit of study and level of interest a student has in sharks and ocean animals. The need awareness can also evolve as interest change and access to materials change. It can also be seasonal ( higher interest post Shark Week). They rely heavily on the groups they are part of for advice on materials, field trips..etc. This is their first point of reference when searching for solutions. This network is a considered an extremely valuable asset for providing solid education and learning experiences for their students.

Ultimately, the interviews helped me understand where to target our marketing and how much word of mouth is critical with home school groups. They have an incredible network and once a few parents have a positive experience, word spreads and demand for our programs increases. We also provide an opportunity for students to have social learning experiences, which is also highly sought after. I think it will help us fine tune a marketing strategy and find new places to reach out and share our work. It was also interesting to see how broad some of the search topics are. We will need to incorporate more of these into our framework and website and consider broader topics to which sharks can be applied. Every interview provides invaluable insight into how to make the product better and something the customer ultimately needs.

Assignment 11A- Idea Napkin

You:

I am a marine biologist with over 15 years of experience working with sharks around the world. I have worked as a scientist, diving guide and professional photographer. My co-founders of Sharks4Kids are also marine biologists and professional videographers. with a broad range of experience. Together we offer a unique expertise which we have translated into online content. As a team we have run in person programs in 11 countries and 15 US States and have spoken to nearly 80,000 students. I personally have spoken to students in 8 of those 11 countries. My goal is to create a shark education center where students and educators can learn about these remarkable creatures by gaining hands on experience with experts. They can live their own Shark Week. This business, in the online format, is already my life and the reason I am taking this class. It has grown tremendously in nearly 5 years and this will be the next step.

What:


The center will provide students, parents and educators the opportunity to learn about sharks and the oceans from experts through a highly interactive format. There are other aquariums and centers, but our focus on sharks will be unique. It will also offer a more personal experience, working with groups one on one. The programs will be specialized and adapted to meet the needs of each group, both age specific and curriculum specific. Educators and parents will also have additional activities and materials to take with them, allowing the learning to continue.
The demand for STEM and STEAM programing is on the rise and our programs fit this need. They align with curriculum standards in the state of Florida ( Sunshine State Standards and Next Generation Science Standards).

Who:

The primary region will be South Florida, specifically for school groups visitng. Homeschool groups will possibly travel further, so this might extend to the entire state of Florida. We will get guests visiting on vacation as well, but our primary demographic will be in South Florida, most likely within 50 miles of the center.
Within this region our primary customer will be school groups ( led by teachers and educators). They will be elementary, middle and high school teachers.
Homeschool parents/ educators and homeschool groups will also be a major demographic as this style of schooling is growing in popularity. Due to the rise in popularity, the demand for hands on learning and fields trips is increasing.
After school programs will be done with clubs and groups ( Girl Scout, Boy Scout..etc).
Evening lectures will be open the general public and depending on the topic, will have a broader demographic in both age and career ( not specific to teachers.) This will be away to expand on our primary target demographic and reach a more diverse audience.
Specialized certificate programs will cater most likely to students with a particular interest in a subject area, those who love sharks or want to learn more and home school groups looking for longer term projects in which to participate.

Additionally parents and families will visit the center on weekends when it is open to the public.
Common characteristics:

• Desire for hands on and experiential learning opportunities for students
• Interest in sharks and ocean conservation
• Interest in animal related activities for students

Why:
Shark populations in South Florida are being impacted by recreation and commercial fishing. This issue has gained more and more attention over the years as we are realizing how vital sharks are for healthy reefs and ecosystems. This extends beyond just sharks, but also impacts the livelihood of people in the region. Healthy oceans support people, the economy, tourism..etc. Sharks are part of life in South Florida, thus education and facts are necessary to increase awareness and protection.
Another reason is simply the fact that people love sharks or are terrified by them. Either way, they are intrigued. They are a fascinating creatures and there are endless opportunities to learn. Educators also teach about animals at some point in their curriculum and sharks can be connected to a lot of broader topics. This makes them an ideal focus species to show students real life examples.

Our team is unique in our combined experience. Collectively we’ve been working with sharks for over 45 years around the world. We have led research expeditions, tagged thousands of sharks, filmed documentaries, documented incredible behaviors and have spent over 10,000 hours in the water with sharks. We have worked with a diverse range of educators around the globe to develop an already successful online program. We are well connected to the shark science, shark conservation and shark media world, allowing us to combine all three elements to create a unique learning opportunity.


In looking at these elements, I believe they fit together with a common goal. I believe the hardest part will be broadening our audience, but as we evolve and create new programing, we will be able to attract more and more people. I believe the audience is large enough, they have unmet needs and we can fill them. We can provide a unique learning environment, which will add value to their lives, their programs and help them meet their goals. We have a strong knowledge base and skill set which is the product of a diverse range of skills and knowledge regarding sharks. We are not simply 1 person trying to open a center because we love sharks. We have data to support this need and we already have proof of concept that people want these programs. We are running 3 more in November and all have booked out very quickly.

9A Testing the Hypothesis

This exercise was far more challenging, but definitely insightful. I actually had a hard time coming up with 5 people who I believe would have the need of a shark education center, but actually do not.

My list included

• Home school parent/educator ( fear of sharks) with no interest in their child learning about sharks, specifically.
• Parent ( no interest in sharks )
• Elementary school librarian ( no interest in sharks/can’t see how it fits into her programs)
• Elementary school teacher ( no interest/intense fear, also teaching to tests and difficult to add in extra curriculum)
• Grandmother ( terrified of sharks so no interest in bringing grandchildren on the weekend) 

 I believed that all of these people, for different reasons, would have a need for a shark education center and education programs for their students/family members. The common thread for not needing ( or believing they do not need) is a lack or interest or intense fear of sharks. These animals have a dangerous reputation and people around the world are afraid of them. There are also severe misrepresentations of these animals portrayed in the press and on social media. People do not  understand how critical shark conservation is for the oceans and for all of us.

This helped me identify a huge market to target and possible change their perspective. These are all people who have children or teach children, so I believed they would have the need for a specialized educational opportunity for their students/children.


I also believe that people are becoming more and more aware about the threats facing sharks and are beginning to see them in a different light. Education is making an impact and  hands on experiences are always of interest for educators and parents. It creates a connection, which creates empathy and action.

The need I identified is similar to other educational needs, but it is very specific. The center would be hyper-focused, but would also connect students to larger ecological and global conservation issues. Sharks are the flagship species for our movement to save the oceans. I think the main difference is simply the specificity of the program we intend to create.

I believe the underlying cause is fear of sharks and lack of interest. Fear of sharks is deep rooted in our society thanks to JAWS and over media. People fear what they do not understand and the ocean is vast. It’s mysterious and unknown. Sharks are portrayed as monsters and while bites happen, fatalities are extremely rare. We need to change the conversation surrounding these animals. If people have feared these animals their entire life, it’s difficult to expect them to push for their students or children to learn. I believe we can change this and learning about this why, will help me re shape my approach. It helps me understand a challenging market and the methods I will need to change this perception. This was supported through the interviews when most people reflected upon this as a major reason of having no need or interest in the programs.

Elevator Pitch

Here is my pitch!

Assignment 8A- Solving the Problem

I believe there is a tremendous need for shark focused education program in South Florida. There are other centers, programs and aquariums, but nothing offers a comprehensive education program which encompasses ecology, science and conservation. The solution is a shark education center.

Sharks4Kids was founded in 2012 and we’ve built a large team of ambassadors and educators. We have also developed a large audience in South Florida and get asked about actives and opportunities for students on a daily basis. We have run several types of programs including shark tagging and science education days, which have always sold out and been extremely successful. Over nearly 5 years, we have built a large community and have worked with thousands of people in this geographic region. If we offered some unique opportunities, people from other areas of Florida would travel to participate in specific programing.

The center would be small to start, as to minimize the overhead costs of running a facility. After interviewing people I believe to be the target audience/customer, I have created a list of programs the center would need to offer to attract guests.

The center would have interactive learning activities as well as a space for presentations and classes. We would also have a small lab space for doing experiments and other hands on activities. School groups, homeschool groups and scout troops would be our primary focus during the week. Evening presentations with special guests would attract a diverse audience from the area. Weekend programs would be open to students from the area and would be separate of a specific group.

During the week we would offer time slots for single classes, groups or schools to visit. They would tour the center, receive a presentation and do hands on activities. The center would work with each group on a one to one basis, increasing the engagement and interaction for students. Activities would allow the students to get involved and to critical think about the information they learn in the lessons. Activities would include mock shark tagging and shark dissections, when possible. Working one on one would also allow us to meet the specific needs of a group. This means aligning with standard curriculum or to match a current unit of study. Working one on one would also mean groups would not be rushed through. This has been a complaint from educators who visit other facilities and one I definitely believe we could offer a solution too.

We would also be able to host virtual field trips via Skype and Google Hangout. This is something we already do, but having the center would allow us to expand on this program. We could offer daily or weekly Skype sessions.

We already have resources available for educators, so these could be used as preparation or follow up to a visit. I would be the only full time employee to start. Additionally, to keep overhead costs down we would have volunteers and interns to assist with the programs. They will gain education, science and conservation experience while also earning credit for their volunteer hours or as an internship. This is another facet we get contacted about a lot, so I believe we could fill these positions.

A weekly schedule might look like:

Monday - Friday: 10-3pm school groups ( 10-12, 1-3)
After school group or program: 3:30-5:30
Sat & Sunday: Open to the general public with specific specialty events and programs.
Evenings: 1-2 monthly evening lecture/presentation with special guests.

During the summer we would definitely explore week long camps, as this is also something we’ve had dozens of requests for. These would be ideal for students interested in sharks and the ocean and would include a diverse range of activities, presentations and field trips.

Items offered:
School group program ( per group or per student)
Home school group program ( per group or per student)
Summer Camp ( per student)
Public entrance ( fee per person)
Evening presentation ( per person)
After school program ( per group or per person)
Merchandise
Field trips ( additional cost, but additional income)

Funding would include donations, sponsors, grants, investors and paying guests/groups. As a 501 (c ) 3 nonprofit, donations are tax deductible which is a key feature to attract potential donors.We can also host events and sell merchandise to generate income. Eventually a membership program ( student, educator, family pass..etc).

Overall, I think a center would help create a new generation of shark and ocean advocates. Kids can make a difference, we just need to give them the tools to do so and encourage their action. If we want to make changes in the environment, kids are critical. They not only influence their parents, but will grow up and make more sustainable choices. I want to create a space where fear of sharks is turned into fascination. I want kids to learn about science by experience it hands on, rather than just in a book. I believe a center could make a huge impact the community and the for the oceans in the area.

Assignment 7A-Testing the Hypothesis

Opportunity: I believe there is a need for a comprehensive shark education program in South Florida.

Teachers, home school parents/educators, community groups and organizations could benefit from a shark focused education center. Indirectly, dive shops and other local businesses will benefit in the long run because educated kids will make more informed and sustainable decisions as adults. This will lead to healthy ocean ecosystems which will also support the economy. This has been seen in the Bahamas were it estimated that shark and ray tourism generates $114 million USD annually. This means sharks are worth more alive than dead in this region.

People around the world are afraid of sharks. In many cases, fear and misunderstanding has led to lack of support for legislation to protect these animals. It is estimated that approximately 100 million sharks are killed globally each year. This is from targeted fisheries (both large scale and small scale commercial and recreational) and as bycatch (non target species). In South Florida, commercial and recreational shark fishing are legal and both have garnered increased attention in recent years. One of the most significant issues in South Florida is beach shark fishing. While many fishermen are obeying the rules, it’s the people who are repeatedly breaking them, who are making all fishermen look bad. Beach fishing causes high stress on a caught animal and research has proven that there are high post release mortality. South Florida is a hot bed for shark issues as well as movements to protect sharks. Because of these reasons and a lack of full understanding about the science of these animals and conservation efforts, I believe an education center is needed and would be successful.

The center would provide educational programs, hands on shark science experiences as well as courses and lectures for students and adults. It would be an extension of the already successful online education program Sharks4Kids has built. We have a large audience and are constantly getting asked for additional programs for students of all ages. People want to fly their kids in from around the world to work with us.

Who: Local teachers, environmental educators, home school parents/educators.

What: Lack of shark focused education, focusing on science and conservation.

Why: Sharks are a controversial topic and because of the fear associated with them, facts are often not provided. This, along with misunderstanding, does not allow people to see the reality of sharks.

Testing: I actually sat down and made lists for each section and tried to think outside the box for each component. My interviews also helped me see some different perspectives.

Who:
Students who want to learn more about sharks.
Troop leaders ( Boy scouts and Girl Scouts) looking for additional activities.
Parents with students interested in sharks.
Dive instructors or guides wanting to learn more about the animals they sea
Lifeguards.
Tourists visiting the area.

What: It’s more than just a lack of a specific space to learn about sharks. There are lots of programs in South Florida where people learn about sharks, as well as centers or aquariums to visit. How would we compete? Why bother? Will we draw enough people?
Schools are always looking for additional resources and opportunities to field trips. The center would focus on one group at a time, providing a more interactive experience for each student. Shark education is really important, but I think the biggest component of the what, is a need for more hands on and experimental learning opportunities for people, primarily students, in the area.

Why: My initial why was simply based on my experiences in South Florida and seeing the fear and lack of education surrounding sharks. I felt like this was enough of a reason to create something to change the perspective and the conversation. I created Sharks4Kids because I believe students can make a difference and can save sharks, but it’s beyond this. People are become more aware of the impact we make and want to be part of something. They want to contribute and make better decisions for the planet. Yes, sharks are in trouble, but the oceans in general are in trouble and the community wants to do better. The Why goes beyond just sharks, but actually connects to the topics of global citizenship, climate change, plastic pollution, Red tide and many others. Sharks would be the focal point, connecting people to much larger global issues.


This is also a problem because sharks are vital for healthy ecosystems. Many are apex predators and removal of them can have a cascading impact. For example: If fish stocks go down, due to removal of too many sharks, not only is the local ecosystem impacted, but those who rely on it are as well. Fishermen, restaurants that buy fish from local vendors, dive shops who take people to see healthy reefs...etc. The impact is much further reaching than people often understand.

There is also a positive why, which is some people love sharks and are fascinated by them. They want to learn more and not just from reading something on the internet or watching Shark Week. They want their own experiences and to see aspects of shark science and conservation they might otherwise not have the chance to.

Interviewees
Middle school science teacher
Elementary ( grade 3 & 4) science teacher
High school science and marine science teacher
Home school parent (3)
Girl Scout troop leader

Summary of Interviews:

The biggest takeaway from the interviews was that my ideas of who, what and why were
pretty narrow. My own experiences and knowledge shaped my beliefs, but getting outside of
those thoughts helped me to see a larger connection and concept. I selected people who I
thought would use the center. I added the troop leader when I got a
message about doing a presentation at a meeting. My belief was school teachers and homeschool
parents would be the main visitors to an education center.

Although I interviewed the people I believed will make up the main demographic of those visiting, they gave me ideas about other visitors. Once the conversations started, I also started to think beyond just the educational sector. I had been asked by a lifeguard to do a presentation, so thought they might interested in programs.

The traditional school teachers highlighted a few key elements of wants and needs including hands on activities, learning from experts, small group interactions, take home lessons to follow up the visit or use as prep. They also liked the idea of aligning some of the programs with specific state or county requirements ( NGSS or Sunshine State Standards). They also want to connect sharks to larger global issues and concepts, as this is a way of encouraging the school to book these visits. They said budget and scheduling would be aspects to consider and would prefer the ability to book closer to the time of the visit. They would also want the ability to adapt programs to meet their specific curriculum needs as well as coincide with a unit they were teaching. They want kids to connect to the idea of being a global citizen. Our actions have an impact and are affecting people and places beyond the scope of our daily lives. They also want kids to learn how to be proactive and help the environment. Sustainability has become more than a buzz word and people, corporations and organizations around the world are working to be more sustainable. If we teach students at an early age, they will carry these tools with them.

Home school parents/educators were really excited about another opportunity for their kids to not only have experiential learning, but also a social activity. Home school and online education is rapidly growing, so this is definitely a target market. We have run programs with home school groups and they’ve been very successful. They are constantly reaching out and asking for more programs. Budget was more of a concern with this group than with the teachers, as its coming out of pocket, rather than from the school. One member of a home school group said they have some funding, but the price would need to be reasonable. We would definitely need to work with groups to understand what is reasonable in order to make this opportunity feasible and profitable.

The troop leader was actually a great insight into the world of after school or evening programs. It made me think about science clubs, environmental groups and other extracurricular groups. This groups area also looking for opportunities to see and experience hands on science. It’s a market I had not thought of, so was really excited to find this additional opportunity.


Parents: Some of the people are interviewed are parents and loved the idea of visiting the center on a weekend or attending specialty evening or weekend presentations.

Collectively the people I interviews liked the idea of the center being small and working with groups one on one. It was mentioned that in aquariums or larger centers, multiple groups are visiting, so students do not get a chance to ask questions or interact with an expert. The experience can also be rushed because aquariums are designed to move people through. These are interesting elements to consider and ones which can help us stand out and be successful.

Overall, the interviews provided me with a lot of additional ideas I had not thought of. I am not a traditional educator, so speaking to teachers was vital. Just because I think something would be cool or interesting, doesn’t mean it would necessarily attract visitors or groups. They have needs which have to be met in order to make field trips possible.

Assignment 6A-dentifying Opportunities in Economic & Regulatory Trends

Economic Trends:

Belief # 1: There is a market for synthetic lithium

I looked at Yahoo Finance and read an interesting article about the rapid increase in demand for lithium. A statement from Elon Musk made me think about the opportunity, “ In order to produce half a million cars a year ( Tesla)… we would basically need to absorb the entire world’s lithium- ion production.” The production of cars and other technology, which rely on lithium batteries, is predicted to keep increasing. This is shown from data of recent growth and evolution of technology. If Tesla ( a single entity) could use all the natural lithium available, there will be a need for an alternative or synthetic version. With any finite resource, as the resource nears depletion, an alternative must be created. The increase in creation and production of products using lithium ion batters will increase the demand. If demand is not met, major companies will either crash or having to seek an emergency alternative. This would be a B2B venture, selling lithium to companies producing batteries. I am not sure if the technology or science exists to produce a synthetic version or produce a compound that could be interchangeable with lithium. If such a product can be produced, it could still be challenging to exploit the market. This is a massive industry and very expensive venture. The scale of mass production would be massive and thus have a tremendous expense. Regulations for creating and selling the product would also be extensive.

Why: I do a lot of photo and video work, so I use lithium ion batteries in my cameras. I believe this makes me more aware of issues surrounding something I use and rely on regularly. If lithium ions were no longer accessible, a large part of my income and my husband’s would disappear. An alternative battery source would need to be created rapidly to counter act this loss. I am also reading about Elon Musk, so his name in a headline now catches my attention.

Belief # 2: Increased content creation for Netflix

Netflix is increasing in popularity and with this, they have begun to produce their own content ( movies and series). Netflix is reasonably priced, so it’s available for a diverse range of customers. It’s stocks also reflect the increase in popularity. 68% of 1500 Netflix Customers/consumers polled said they were either “extremely," or “very satisfied,” with the service. Internet technology is evolving, which makes streaming videos faster and more consistent. People want to watch their shows without the interruption of commercials or waiting till the next week for the next episode. The popularity is no doubt, a combination of these elements.

(https://finance.yahoo.com/news/why-netflix-nflx-stock-again-164904454.html)

The increase in popularity means an increase in demand for new content. This opens the door to production companies and producers to create media under different regulations or protocols required by traditional networks and organizations. It means a new outlet to explore and pursue for getting a diverse range of media is now available. This will open the door for new and upcoming production companies or producers. In the television world, compared to other networks, I believe this might be a very accessible market to exploit.

Why: My husband is a professional videographer who shoots for BBC, Animal Planet, Discovery..etc, so I am aware of Netflix shooting their own shows. My knowledge of TV production is why I am aware of the increase in demand for content. If someone doesn’t work in TV or know much about Netflix, they would probably not see this opportunity.

Regulatory Trends:

Belief # Data Protection Act website updates

There is a need for people to update websites to comply with new data protection act requirements. This has been an issue in the UK ( https://www.gov.uk/data-protection). After the issues with facebook, the Uk establishes a new regulation regarding data protection. Businesses and websites are now required to add this component to their website, which requires knowledge of coding a site or hiring someone. The most likely customer will be businesses who are in need of updating their websites to meet the new standards. I think there is a definitely an opportunity, but it may not last long. Once sites are updated and meet the requirements, the opportunity will no longer exist. It will be a lot of work and opportunity to begin with, but will slowly dwindle over time, unless rules change again. It might create a need for people to continuously regulate the protection of customer data over time.

Why: I run a website that is visited by people in the UK. People are asked to sign up for a newsletter or can purchase items from our site (e-commerce). Because we are dealing with people from that region, we had to update our website and make sure to comply with the new Data Protection Act. This took time and I really did not understand a lot of it. I could have used someone to help, so I assume other people had the same need.



Belief # 4 Increased protection against cyber criminals in association with the increase in virtual currency


With the growth in popularity of virtual cash/currency, central banks are looking at converting national reserves into a digital format. (www.pwc.com). This will increase the potential of cyber crimes associated with large scale International fraud. Many countries are also considering the establishment of their own digital currency. It’s one thing if your PayPal account gets hacked, but if a nation’s reserve gets hacked, it could have a devastating impact globally. Recent cyber attacks have highlighted how powerful and intelligent hackers have become. Creating virtual reserves might make some aspects of national banking easier, but it also opens an dangerous can of worms, one which will leave nations extremely vulnerable. If regulation allows for this, there will be a huge demand for increased cyber security. Businesses and people with the skills to protect this sensitive data will be highly sought after and a niche market will definitely be created. This will be a small scale and niche market, but each contract will be a large scale and complex project. Constant surveillance and updating will be required, so the contract will be ongoing.

Why: I use PayPal and Square personally and for my business and we’ve had our account hacked. This knowledge made me think about what would happen on a larger scale. It seems very easy for people to hack into small accounts, but protection would need to be extensive and much broader for larger companies and banks. Placing a national reserve into virtual currency seems terrifying, but it seems to be the way the world is moving. New technology is changing the way we do business, so of course it is changing the way we bank. I rarely go into a bank anymore. I can 80% of my banking online and with an app. This virtual movement made me think about larger scale possibilities and the need for greater protection. If someone does not use online banking or virtual currency, they would probably not consider this belief.

Local Opportunities- Assignment 5A

1. Beware Sea Swells From Florence
http://www.tribune242.com/news/2018/sep/10/beware-sea-swells-from-florence/

It’s hurricane season and there are currently three storms in the Atlantic. Despite not hitting the Bahamas directly, their impact might still be felt. Large swells are predicted for the northwest Bahamian islands as these storms, particularly Florence, pass by.

The problem is the damage these swells can cause on coastal areas including beach erosion and property damage.

These swells will affect home and business owners with properties on the coast. They can also affect roads close to the coast, which will impact commuters, business owners and schools, both directly and indirectly. (i.e road blocked, so have to take different route, which makes you late…etc).

2. Feces-filled sewage flooded the streets. The city did nothing for 10 days, records show.

Read more here: https://www.miamiherald.com/news/local/community/miami-dade/miami-gardens/article217790205.html#storylink=cpy

After an equipment malfunction, raw sewage was pumped into the streets of Opa-locka, Florida. It mixed with already existing stagnant water and left unattended for ten days. Residents were moving in and around the water, unaware of the fecal matter within it. This is not the first time the system has malfunctioned, as it is old and needs to be replaced or updated. Residents are angry because they feel like officials are ignoring the problem.

Raw sewage has huge health implications associated with human exposure, including increased risk of dysentary and E. coli. The problem is an old sewage system that needs to be replaced.

Many people are affected by this issue. Residents who have to commute through areas impacted, business owners with water damaging their property and city officials who might not have the money or power to implement a lasting solution.

3. BTC Again Plagued by Copper Theft
http://thefreeportnews.com/news/btc-plagued-copper-theft/

People have been stealing copper lines, which connect internet, television and phone services to homes. It takes 42 days for the connections to be replaced and services restored. Over 600 BTC subscribers have been impacted in one area and it takes a lot of resources, both financial and time, to repair and restore service to paying customers. The theft is happening due to the value of copper and officials are reporting $10,000 -$20,000 worth of stolen copper.

The problem is theft of copper lines which causes those in the area to lose their internet, television and phone lines.

BTC, which is the company providing the services, is experiencing a financial loss, unhappy customers and time allocated for repair rather than other necessary services. Customers are experiencing loss of services they are paying for and possibly rely on. If you are someone who runs an internet business from your home, this is a huge issue and could have a devastating affect on your livelihood.

4. BNT asks for Bahamians to stand for protection of Lighthouse Point
http://thefreeportnews.com/news/bnt-asks-bahamians-stand-protection-lighthouse-point/

Disney Cruise Lines is pushing to establish a cruise port and private facility ( for cruise ship guests only) in Lighthouse Point, Eleuthera. This pristine area has yet to be developed and residents, along with local NGOs, want to keep it this way. The Bahamas National Trust wants to see the area established as a national park where both locals and visitors can experience the natural beauty of the island. A modified plan, using a different section of the area, has been proposed from the cruise ship company, but the BNT does not believe this will allow for the requested preservation of the region.

Cruise ship companies want private destinations for their guests and often this means developing remote and pristine areas. Locals and NGOs want this area to be protected and preserved, rather than developed. The cruise lines and Bahamian government will benefit, but locals and local businesses will lose out.

Those living on the island will have the biggest problem as the building of a cruise port is highly invasive and will definitely have a negative impact on the environment. Coastal development and dredging will likely occur, which will affect local fisherman or those who run eco tours. Locals will also be restricted from accessing the area and will have to deal with the influx of additional people, additional pollution and environmental impact. Despite an increase in amount of visitors to the island, those visitors will only go to the area Disney has created for them, so the local economy does not see any benefit. The presence of a cruise ship will no doubt increase the amount of trash and pollution in the area, which will need to be dealt with at the local level.

5. Fly Infestation On The Rise From South Bimini Dump
http://www.tribune242.com/news/2016/apr/06/fly-infestation-rise-south-bimini-dump/

The landfill on the island is not being properly managed which is leading to an increased infestation of flies. The trash is not being buried or burned, so it is exposed and attracting millions of flies. The flies are spreading around the island and bothering locals and visitors.

The increased population of flies means they are in homes and on people when they are outside, particularly when eating or cooking outside. This increases the potential for exposure to health risks.

Locals and visitors are dealing with the issue. Businesses, especially restaurants with outdoor dinning areas, suffer because people do not want flies all over their food when they are trying to eat. Tourists do not want to visit a place with loads of flies, so all businesses and owners relying on tourists, suffer. Locals have to deal with the problem every day.