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.

Assignment 4A – Forming An Opportunity Belief

I believe there is a need for a comprehensive shark focused education program ( and a space to offer it)  in the Fort Lauderdale area. Yes, there are other ocean and marine life education centers, science centers and aquariums, but nothing is specific to sharks. I believe a program where students can take classes, experience shark science hands on and learn about these incredible animals, would be a vital part of shark conservation in Florida. Shark fishing, both recreational and commercial, is a large industry in Florida. Fear and lack of true understanding of the role these animals play in healthy ecosystems, creates an environment where better protection for sharks is needed. I created Sharks4Kids because I believe kids can make a difference and if we provide them with facts and tools, they will make more sustainable choices as adults, as voters and as buyers. They will do better than we have done for the planet, the oceans and sharks. Sharks play a critical role in healthy ocean ecosystems as well as adding economic value through ecotourism generated income (i.e shark diving and snorkel trips). In the Bahamas sharks and rays generate an estimated $114 million USD annually through ecotourism. Sharks are protected in the Bahamas, but just 50 miles away in Florida, minimal legislation protects very few species.

If we are able to inspire a generation of ocean advocates through education and outreach, we are giving the oceans and sharks a much better chance at surviving and thriving. We are all connected to the ocean, no matter where we live, so healthy oceans are something we all need to advocate for and support. This matters for all of us.

Unfortunately for sharks, they are in need a better PR team. People fear and even hate sharks, most often never having seen a real one in life. This fear has been nourished by media hysteria, which paints these animals as monsters and man-eaters. Yes, sharks are ocean predators and deserve our utmost respect every moment we spend in the water with them. No, they are not monster, killing machines.

I believe this region is lacking in a collective program for educators, parents and students to learn about sharks as well as gain hands on experience in conservation and science. Similar centers or programs, with a focus on sea turtles or other marine life have been successful, which also supports my belief in this opportunity. Teachers and homeschool parents/educators are constantly emailing us asking for field trips, outreach opportunities and specialty programs. I think the need for education regarding sharks has increased proportionally to our increased impact on shark populations and the oceans. There are is more commercial fishing, with better technology, than ever before. There is more plastic and trash in the ocean than ever before. Humans are reaching, both directly and indirectly, all areas of the world’s oceans, including the high seas. Ocean and shark conservation is by no means a new issue, but the urgency and extent of the need to address it and act has risen in recent years.

People around the world are working through various outlets to educate, create awareness and increase conservation efforts for marine life. These efforts are not new, but there are still various outlets and opportunities which have not been met. It’s overwhelming, but also inspiring to know how much we can do. We can make an impact. In South Florida there are other education and conservation centers and there are programs where people can learn about sharks. People can also visit science centers or aquariums for a broader learning experience. There is not however, one space, where all the elements of education and outreach have come together such as we’ve created through our virtual and physical programs. This would really be an extension and expansion of what we’ve already been successful at doing. This would be our base of operations, which could allow us to expand our reach even further.
Based on what I know, I believe there is an opportunity to create a center and fill unmet needs. (80-85% confident of this opportunity).

I thought about who are visitors/clients/customers would be and selected three target audiences.

Elementary school science teacher
Middle and high school science teacher
Homeschool parent/educator ( spoke to several with different aged children).

All three types of “customer” are looking for educational opportunities for the students, but the structure and specific needs will be different due to age, time availability and school requirements. Private versus public schooling and traditional versus non traditional ( homeschool or online) schooling will require different aspects to be included.


1. Elementary school science teacher ( Key elements/needs)

• Hands on experiences ( i.e touch tank, regular tank for views, interactive displays, age appropriate activities).
• Work with a small group. Big groups can get rushed through an aquarium or be overwhelming for students.
• Relate to larger ocean concepts ( use sharks as a specific example and connect to broader science and ecology concepts).
• More flexible in planning ( not require large amount of lead time).
• Cost ( is it per student or per group ).
• Using video as a tool for education and interaction.
• Would be interested in evening presentations featuring visiting scientists or workshops on how to bring curriculum into the classroom.
• Take home curriculum and activities to do as follow up.

Reflect:

Overall the goal would be to increase engagement with interactive and hands on activities made more accessible because of smaller group size. In comparison to larger centers or aquariums, a smaller center would focus on a single group at a time. Groups would be willing to pay, but budget of schools would vary. Sharks can be the focus, but they need to connect to larger concepts such as ocean conservation, ocean habitats and sustainability. Visual aids such as VR and other media are definitely in high demand. The way we learn is becoming more and more visual, so it’s no surprise that educators want to have access to visual media tools.

Questions I have upon reflecting:
How do we adjust cost so all income level schools have access? Could we offer free days as a trial for people, which in turn would encourage them to participate in paid programing.



2. Middle school and high school teacher ( Key elements/needs)

• Field trips and hands on activities are always of interest.
• Things to get students thinking critically about the world around them and how they impact it.
• Local, but also global connections and resources. What is happening in your backyard, but also in the same topic globally. How do these relate? How do students impact both local and global issues.
• A more personable program, which gives individual students the opportunity to ask questions and engage.
• Want someone with field experience and knowledge versus an intern or someone with a summer job.
• Does it match standards ( NGSS, Sunshine State…etc).
• Take home curriculum and activities to do as follow up.

Reflect: While being specifically focused on something could be seen as a negative, it also provides an area of expertise that larger format programs might not cover. As students get older it is critical for them to understand the impact they have on the world around them, including the environment. Schools want students to become global citizens, making connections not only with local issues, but also globally.

Large centers, zoos or aquariums can have ( not always and not every where) education staff/interns with limited external knowledge. They can also have a set program they do not adapt away from ( i.e must deliver these 5 facts about this species). Our team of experts can offer real world knowledge and experience from working with sharks around the world. We can incorporate science, conservation and technology to create a more thorough and dynamic exploration of the world of sharks.

We can also begin to discuss careers and career opportunities. Students could intern and volunteer.

Questions I have upon reflecting:
I believe creating activities and engagement for older students could be more of a challenge. Materials to do this could be more expensive, so will we be able to offer this to start or have to build it once we have momentum and become self sustaining?




3. Homeschool parent/educator ( Key elements/needs)

• They would be interested in programs running over the course of multiple weeks ( weekly or bi-weekly, 6-8 weeks).
• Cost would definitely be a significant factor, especially if parent/educator has multiple students.
• Run programs during normal school hours.
• Looking for more opportunities for older students ( age 12+) as there are already a lot of programs which focus on younger students.
• Take home curriculum and activities to do as follow up.

Reflect: Homeschooling is on the rise, so this is definitely a target demographic. They want in field and experiential opportunities and programs during normal school hours. This is a great learning tool, but also a social opportunity for students with their peers. The biggest demand seems to be for programs for students at 12 and up. There appears to be shortage of these, so designing and running targeted programs for this age group would fill an unmet need.




Questions I have upon reflecting:

Does it make sense to focus on programs for older students first? Is this the ideal niche market and greatest unmet need?



Overall reflection:

Ultimately there is a need for more hands on and experiential learning opportunities, especially with the rise in homeschooling and online education programs. Traditional schools also want field trips and in Florida, sharks are definitely a topic of discussion and interest. It is also not just about a specific animal, but sharks can link to a diverse range of ecology, conservation and biology topics. The center would have a specific focus, but we could connect it to a diverse range of local and global environmental subjects and issues. We could also connect other subjects areas ( writing and math projects) to increase the learning capacity.

While there are other education centers, aquariums and science centers in the area, sharks can connect to enough other environmental and science elements to draw people in. People are also intrigued, afraid and fascinated by sharks, so this is also another draw.

A all inclusive program would thrive by bringing both groups from schools and homeschools, offering single day visits as well as longer programs. Cost would be a significant factor depending on the school and group. Finding the right cost per program to meet the needs of people and work with their budget will probably be one of the biggest challenges.

Evening events would be more geared for the public, as with sports and other after school or extra curricular activities, evenings are already busy for students.

Working with smaller groups would increase engagement and allow students to interact with experts one on one. In larger venues the experience may be a bit more rushed or designed to engage a much larger group in a single experience. It can also be distracting for students if there are multiple groups or activities/interactions happening at once.


I believe most of what I described to the customers at the start is still solid and will be part of my plan. I definitely gained a better insight of what a customer/visitor would want and how much it will vary based on a few standard components. There will be consistent needs found with every customer, but also very specific needs to fill certain niches. A public school elementary teacher will have some overlapping goals in common with a middle school homeschool parent, but there will also be different goals and needs for each. I believe creating the basis to support and meet the needs of the common goals will be the starting point and from there wan can branch out to target the customized needs for each group. This customization and specific details will ultimately be what fills a niche and sets us apart from similar facilities. Our area of expertise and ability to deliver personal knowledge and experience will also be a tremendous asset.

In speaking to multiple people with different backyards, budgets and agendas, I gained a broader perspective of what this type of education program would need to offer in order to be successful and fill the unmet needs of those visiting. I believe this gives me a more accurate understanding of what would be involved in developing programing, how to do it and when to do it. It also helped me to see the negatives about a hyper focused arena, but also how to emphasize the positive and unique elements.

I learned a lot about what people like about other nature centers/education centers and aquariums and also what they wish was different. Having this insight will be invaluable for increasing our ability to fill a niche and offer a unique opportunity. This has definitely given me a more accurate view of how to move forward.

A huge part of entrepreneurship is adaptation. I think this ability is why certain entrepreneurs are more successful. They are able to adjust their system to fit a niche, rather than forcing ideas and trying to convince people they need it. As the customer/client need adapts, a successful business/product must do the same. Life is about adaptation and I believe accepting this is a huge part of entrepreneurial success. While there are certain aspects of a business or product you must maintain, you also have to be flexible. A rigid system might succeed in some very specific situations, but these cases would be the minority. It really is about finding a balance between adapting to meet a need while also maintaining the integrity and goals of the business. You cannot sell your soul just to make a dollar. I think specific ground rules must be in place while other aspects and elements can adjust as needed. Ultimately, finding this balance is the true mark of success in entrepreneurship.

Bug List- Assignment 2A

What bugs me? Here is a list of 20 things!


1. Customer service lines where it is nearly impossible to get connected to a person.
Why: It is probably more cost effective and more efficient for companies to use automated systems for a large percentage of their customer service calls.

2. The food supply boat only comes to the island on Thursdays, so if you don’t shop Thursday or Friday, the produce is usually gone.
Why: It’s more cost effective to bring things over once per week on a large cargo vessel versus multiple short trips. It also means suppliers and purchasers can get on a regular schedule.

3. People still believe Megalodon exists.
Why: Discovery had a show that made it seem like they might still be around. People want to believe in “monsters.” The ocean is vast and it terrifies people.

4. People think sharks actually target human beings.
Why: shark bites do happen, although extremely rare ( average 5 fatalities per year around the world from sharks). Media hypes up the monster and man-eater hysteria, so it’s easy to think this happens all the time. This is not just on social media, but also on reputable news outlets. It’s human nature to be afraid of large predators ( land or sea). Many people also assume sharks eat everything all the time.

5. When a file takes 8 minutes to upload in Florida/US, but takes 3 hours on our house internet.
Why: We have an older system on the island, which has not been updated. Older system means slower speeds. Internet has become extremely fast in other locations, so its hard to not expect the same everywhere.

6. There is no recycling on our island, so all the trash is burned.
Why: Recyclables have to be flown out or shipped ( by boat) off island. This is expensive. It also costs to have it recycled at another location ( US or another island). The expense and effort to do so are high, so people don’t do it or can’t afford it.

7. People at the grocery story in the ’10 items or less’ line with 30 items.
Why: people are in a hurry and look for the shortest line. No one likes waiting in a long line. Maybe people do not realize they have that many items.

8. The judgmental looks I get when I walk my pit bull.
Why: There are over 20 breeds of dog which are considered bully breeds and they are grouped together when looking at bite statistics. They have also been bred to fight, so there are a lot of stereotypes associated with them. Any breed of dog has the potential to show aggression. Many areas in the US and some countries have outright bans on these breeds, which only increases the negative perception.

9. The mini single use plastic water bottles.
Why: People want convenience and these are more cost effective for businesses to hand out. They are also more ideal for kids ( less water).

10. When people assume I sit on the beach all day with cocktails because I live on an island in The Bahamas.
Why: People go the Bahamas to vacation. Their experience probably involves sipping cocktails on the beach or at the pool. It can be hard for people to think of normal every day life in the places they vacation.

11. Requests to play games on Facebook.
Why: People like to play games and want their friends to join. It’s natural to want to share a fun experience with friends or to try and get them involved. There might also be points earned for signing up new people.

12. When someone sends a email telling me I need to answer their homework interview and it’s due tonight, so please do asap. (I get a lot of emails from students requesting interviews because of my work with sharks.)
Why: We live in a society where things have become instant. Instant access to everything has become part of our every day lives.. The assumption that our needs will be met instantly can be translated into experiences and interactions with people.

13. When I ask for no straw and the server puts one in my drink anyway.
Why: Drinks have been served with straws for years and people are creatures of habit. We don’t need straws but have become accustomed to seeing them in drinks. People probably don’t even think about it and just go into auto pilot. It might also be required protocol at some establishments.

14. When people wash the sidewalk or pavement.
Why: People want their yard or area clean and this includes sidewalks and driveways. They believe water is an endless commodity.

15. Being on email lists that I never signed up for and having to unsubscribe.
Why: We live in a world of bots and lists. We sign up for one thing and our email is part of a list sold to another company or site.

16. The new format of Gmail.
Why: Google probably thinks it is easier and more user friendly. They want people to think they are progressing and keeping with technology changes.

17. When people assume because I work for myself, I can drop everything and meet/call/do what they need at the exact moment they need it.
Why: People believe working for yourself gives you endless freedom and no set schedule. This can be true is some cases, but there are still tasks, meetings, appointments and deadlines just like any other job or business has.

18. When people throw cigarette butts out the car window.
Why: People think they are natural and do not realize they contain plastic. People think someone else will clean it up. People think they are small, so it doesn’t matter.

19. Coffee shops without almond milk or soy milk.
Why: Most people drink regular milk and milk drinking is ingrained in our society. Milk for calcium and strong bones.

20. Armchair shark experts on social media.
Why: In our instant society we have endless access to immediate knowledge. We can watch and learn how to do just about anything on YouTube. Social media has given people a platform to speak out on, but it also allows them to hide behind a screen.

The first five to seven “bugs” were easy! There are definitely things we deal with on a regularly basis which are annoying and frustrating. Numbers eight through 10 took some thinking, but then it was like hitting a wall. I read through the list quite a few times and many of my later “bugs” were derived from some of the initial ones. I started thinking about daily activities, things I encounter, and life in Florida versus the island I live on. It took a lot longer than I anticipated and made me feel a little like I was complaining.

All of these “bugs” are really first world problems. We have access to so much, yet we are still able to complain. It really is interesting to look deeper into our lives and analyze what we see as a problem or annoyance. Waiting in line at the grocery store means I have the ability to get to the store and money to buy food with; is a line really a problem then? I am lucky enough to have a dog, so who cares what people think of her? Identifying the “why” for each was even more insightful. So maybe it doesn’t matter if I get one nasty look from a person judging my dog, but those judgmental views add up. According to the ASPCA, 1.2 million dogs are euthanized in shelters in the US each year and 40% of those are considered pit bull breeds. If we assume a person’s judgment is based on things they have heard or seen, but not personal experience, then we need to change the conversation. This is true for the stereotypes surrounding sharks as well. Here, an annoyance has been linked to something much larger and a niche exists for education, protection and change.

Once I started looking at each “bug” from this perspective, I began to think more creatively about solutions. It’s pretty cool to think about how many incredible products or movements have been born out of someone somewhere being annoyed about something!

My Entrepreneurship Story: Assignment 3A

In 2012 I decided to start my own nonprofit. I had been sitting on the idea for nearly four years and decided to stop talking about it and take action. It was extremely exciting, but also included a very steep learning curve. Other organizations had educational components, but my goal was to create something that solely focused on the educational aspect of shark science and conservation. I wanted to make the content free and easily accessible for students and teachers. I also wanted to offer lessons delivered by our team as well as hands on outreach opportunities to add another level of engagement and immersion.  I felt like there was a niche and knew I was capable of filling it. I combined my passion for shark conservation with my knowledge and experience of working with sharks, but really had no business background. I recruited two other people to be board members, both who had extensive experience working with sharks. I recruited a third board member who had successfully built multiple businesses, but also loved the ocean and sharks. We spent one year building the website, creating curriculum, getting registered as a business and a 501 (c ) 3 and off we went. November 7, 2013 Shark4Kids was born.

It’s been an amazing journey thus far and I am constantly learning that a nonprofit is anything but just a nonprofit. It is a small business and it took some time for me to wrap my head around this concept. Tax exempt status, finding an accountant, creating spreadsheets and registering as a business had never crossed my mind. I am also not a formally trained teacher, so learning about curriculum development has been a significant challenge as well. The rewards however, have been beyond anything I imagined. We’ve connected with over 75,000 students in over 50 countries, both in person and virtually. In April I visited 13 schools in Singapore, which was incredibly special. Singapore ranks third on the shark fin trade market ( an estimated 73 million sharks killed each year for their fins), so education is critical. It was surreal being asked to travel across the world to share my passion with people.

Sharks4Kids: Shark Education around the world

During the journey I decided to write and publish a children’s book ( Norman the Nurse Shark). I felt like we had built a large enough audience, so I did a Kickstarter campaign to raise the funds and actually received nearly double of what I had asked for. 2 years later we’ve donated nearly 300 books to kids around the world and have sold nearly 1500 copies. I will be publishing my second book next year and will definitely do things differently. I learned a tremendous amount and doing every aspect of the book in house ( my husband did the layout, 4 friends did the edits and another friend did the illustrations) was an incredible accomplishment.

Taking Norman to meet a real life nurse shark. Image Credit: Denny Proctor

I have learned far more than anticipated, but one of the biggest lessons has been to ask for help ( see all those involved in the book above). There are amazing people out there with the skill sets I lack. Rather than spending all my time learning a new skill, I have reached out to people and asked for help. As a small business owner I have had to learn some things because we could not afford to pay for the service (i.e building a website), but I have also connected with some really incredible people. When you share a passion, its remarkable how much you can achieve when working together.

I have also had to learn how to say, “no.” I want to do it all and grab every single opportunity, but there just isn’t enough time in the day. I usually work 50-60 hours a week and still feel like I could do more and want to do more. Life is about balance and I've found it difficult to find at times. It’s not just about saying no, but also accepting the reason why you have to say it. I found myself getting spread thin and didn’t feel like I was doing anything to the best of my ability. I took a step back and assessed what was critical in order to create a new and more manageable course of action.  Just because I have to turn something down now does not mean it will always be the case.

I am enrolled in this class because I jumped in head first and now I want to see where I can take this business. At times it’s been scary and has seemed impossible, but I won’t quit. I am an entrepreneur (blood, sweat, tears and all). November will mark our 5 year anniversary and I believe this class will give me some extra tools for taking my passion and vision to the next level. I want to expand from online to a physical entity. I really want to learn more about growth and expanding our audience. How can I create more value? How can I find and create more efficient and manageable opportunities? I think getting feedback from my peers will also be valuable in this process. I feel like I am in stage 2, 3 and 4 concurrently. I have developed a concept, but am continuously expanding on it. I have acquired resources, but am always looking for more as a way of expanding the concept. I am also at the stage of managing and growing, which is really where I think this class is going to be an asset.