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.