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!
Wednesday, October 31, 2018
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.
Friday, October 26, 2018
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.
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.
Friday, October 19, 2018
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.
Thursday, October 18, 2018
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.
Wednesday, October 10, 2018
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.
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.
Friday, October 5, 2018
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.
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.
Thursday, October 4, 2018
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:
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.
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.
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