15A – Figuring Out Buyer Behavior No. 2

According to the American Kennel Club most people feed their dogs processed kibble or equally processed wet food. All commercial dog food contains at least the minimum nutrition a dog requires. However, not every dog is the same, and some may require nutrition specific to them.

A survey performed by Purina on 900 dog owners found that the most difficult part of pet ownership is choosing the right food. Many dog owners feel overwhelmed with the amount of choices available in shelves, and a majority are not 100% satisfied with the current food they are feeding their dog.

My segment consists of pet owners looking to purchase natural, healthy, and affordable fresh foods that meets their pets’ nutritional needs. Because most of my segment has tried various commercially available foods that have not worked for their pet, what they value most is quality ingredients and complete nutrition.

Brick-and-mortar remains the primary source of pet food, according to americanveterinarian.com. Therefore, we expect our segment to enjoy having a physical place available to shop for their pet’s food.

The most important post-purchase indicator of “rightness” is their pet’s reaction to the food. For example:

Did the pet seem bloated?

Is the pet happy and energetic?

Did it cause any unwanted intestinal effects?

What does the pet’s coat look like: shiny or dull?

What do blood work results look like when they receive checkups?

Does the food contain all the nutrition their pet needs?

I have interviewed three people close to me that would be potential customers in my segment. Based on the interviews and research, I have concluded that this is a segment that values quality over price. It is also a segment that prefers to go to a physical store for purchase rather than using an online platform, and it values post purchase decisions based on the well being of their pet.

14A – Halfway Reflection

Perseverance is one of the strongest attributes an entrepreneur must possess. When starting and maintaining an entrepreneurial venture, there will be obstacles along the way that will pose a threat to your end goal. After taking this course, you will gain a solid understanding of the role of perseverance and tenacity in the development of your venture. You will gain knowledge relating to famous entrepreneurs that persevered through difficult situations, and hopefully it will inspire you to do the same. 

I have felt like giving up multiple times when I'm working too much and my responsibilities become busy and hectic. I have to push myself to meet deadlines, study for exams, and have an healthy social  life. Although it can be difficult, persevering follows in the steps of having a positive attitude and seeing beyond an immediate threat or obstacle into the possibility of a more colorful outcome. In this sense, one must develop an understanding of failure as a success that gets you a step closer to your goal.

My three tips to a future student when it comes to fostering skills necessary for tenacity and developing a tenacious mindset are:

1) Make sure to seek guidance from people wiser and more experienced.

2) Look at every difficult situation or failure as a learning experience that gets you closer to a successful outcome. 

3) Don't get sidetracked easily, and follow through to the best of your ability. 

13A – Reading Reflection No. 1

1) The Wright Brothers

a.      What surprised me the most about the brothers is their perseverance. I had briefly heard about the wright brothers in the past but reading about their perseverance amongst failure was very inspiring and surprising. Something that I also did not know, is that Wilbur Wright, one of the brothers, was considered an actual genius. His intellect played a big role in developing the mechanism needed to fly the plane. His genius combined with his brother’s mechanical ability fused together in a mix of perfect cooperation that led to the eventual invention of the airplane.

b.      What I admired most about them was their perseverance. They had an idea in mind and there was very little that could stop them. They knew the risk of dying was very eminent but not even that would stop them. Even after they had finished their invention successfully, the next step was selling it. They had to go through immense barriers to sell someone on the idea that human beings were meant to fly. This is especially interesting to me in the context of the present. Had the Wright Brothers given up and not created the airplane/glider, the world would be a completely different place.

c.      I think the Wright Brothers might’ve been a bit over the line obsessive over their feat into the air. Although this can also be considered their strongest attribute, it’s not something I would particularly admire.

d.      I think the main adversity the brothers faced was being successful in coming up with a glider that would work. They spent a very long time and it look various failed attempts to be successful.

2)     The entrepreneurs were inventive, intelligent, creative, and extremely tenacious.

3)     There were some technical aspects that were explained that I found a little confusing.

4)     I would ask them what motivates them and what they thought the world would be like 100 years from the time they invented the plane.

5)     I think both brothers understood the importance of hard work. While they had the capabilities such as intelligence and intuitiveness that would enable them to create something great, without hard work this would all mean very little. I agree with this opinion, I think hard work supersedes natural talent.

12A – Figuring Out Buyer Behavior No. 1

1) Pick a segment. My segment will be pet owners unhappy with the current food they are feeding their dogs.

2) Find three people who would fit that segment and arrange to interview them. 

          Interview questions include:

1)    What food do you currently feed your dog, and are you looking to switch them out from it?

2)    Why do you want your dog to eat differently and what do you look for in a new dog food?

3)    How often do you find yourself thinking about changing your dog’s diet?

4)    How many times do you think you’ve switched your dog’s diet?

5)    Do you consider your pet to be a picky eater?

6)    How do you choose new foods for your dog? And what influences your decision for new food?

3) Begin with need awareness. 

4) Move to information search. 

The first thing people I interviewed who have the need do to solve the issue is to change dog foods. They look online for ideas on which dog food is better and they also consult their veterinarians. They are likely to look at dog food reviews on google and compare the contents of said food. However, one of the strongest forces shaping their decision comes from personal experience from friends and family.

5) Report the findings of your research. 

I interviewed three people I had interviewed previously. One of them was someone who did not immediately wish to change their dog’s diet, and upon further questioning I decided to throw this interview out because it did not sound like they would seriously consider switching foods now.

However, the other two people I interview are personally known to me, so I know their needs from before. The first one is a family friend who owns a Siberian Husky named Bronco. Bronco was in an accident a few years ago and he needed to have surgery on his leg. Being a large dog, it is important for Bronco to maintain a healthy weight to avoid placing too much pressure on his leg. However, Bronco is a very finicky dog, and currently his mom is having issues finding a food that he will eat and that will keep his weight down. Sometimes he can go days without eating if he doesn’t like his food, which worries his mom. Current light kibble options are often rejected by Bronco, and healthy fresh alternatives come at outrageous prices due to Bronco’s size.

My second interviewee is again another family friend who owns a four-year-old poodle. This pet parent is particularly concerned because their dog is very finicky, and even when they do eat the kibble they are presented, they demonstrate gastrointestinal discomfort. They will vomit and have a hard time defecating. They have tried multiple dog foods with the same results. Finally, after placing them in a fresh food diet their health improved significantly. However, this comes at a price. This person is currently spending around $120 every month to feed their 14-pound dog.  

6) Draw conclusions. Based on what you know about this segment and what you learned in your interviews, how would you succinctly describe this segment in terms of need awareness and information search?

Based on my interviews, I found that there are three main things my interviewees look for:

Affordable, fresh, and healthful foods.

These are the main things that our business will focus on when offering our food. I think if we really focus on providing our customers with what they truly need, our business can really be successful.

11A – Idea Napkin No. 1

1) You. Who you are. What your talents are. What your skills and experiences are. Also: what are your aspirations? Specifically, regarding your business concept, how do you see this business (if you were to start it) playing a role in your life?

               My name is Angelica and I am a fourth-year business student at UF. I am creative and I love to find ways to do things more efficiently in order to make businesses run better. I am currently working as an accounting assistant for a small firm in Boca Raton FL, and I hope to go on to do a master’s in accounting next semester. I have extensive experience with customer service after working in it for over 3 years. Starting this business would be an interesting step for me because it hasn’t really been an immediate wish to do so. I think it has been eye-opening to begin thinking about creating a business right now because it gives me a realistic expectation.

2) What are you offering to customers? Describe the product or service (in other words, how you'll solve customers' unmet needs). 

               I will offer customers (pet owners) a fresh and local food alternative to feed their dogs a better diet. It will help owners with finicky dogs and dogs with dietary restrictions more options locally buy their foods the best food possible.

3) Who are you offering it to? Describe, in as much detail as possible, the demographic and psychographic characteristics of your customers. Think especially of this question: what do your customers all have in common?

               I am selling this idea to any dog owner looking to feed their dog better food. However, understanding that most pet owners are not looking to immediately change their dog’s food, my target market includes pet owners with dogs who are extremely finicky or have dietary concerns/restrictions. They will mostly be local to Coral Springs, FL.

4) Why do they care? Your solution is only valuable insofar as customers believe its valuable to them. Here, explain why customers will pay you money to use your product or service. 

               Pets are part of the family. The wrong food can drive some pets into malnourishment and finding good local affordable options can be a real challenge.

5) What are your core competencies? What sets you apart from everyone else? Also: what do you have that nobody else has? 

               Our business will offer LOCAL, FRESH, AFFORDABLE dog food. We will operate boutique style, and this is not something that exists in Coral Springs. Through advertisement and partnering with companies like Banfield Pet Hospital and PetSmart, we will be able to dig into the local market to grow our brand and stand out from competitors.

I think these elements fit together very well. I am offering my idea to a niche market of pet owners with certain needs, and through a creative approach I will be able to stand out from competitors. The idea of pets as part of the family (something I hope to emphasize in marketing) will further drive people who did not think about switching foods into thinking of doing so. Low prices and being established locally, as well as being the only place to offer such service, further puts our business at advantage.

10A – Elevator Pitch No. 1

9A – Testing the Hypothesis, Part 2

Who: I think the main people who fall outside of my boundary are those who are happy feeding their pets their current diet. These may be those with dogs who are not very finicky or otherwise healthy and do not require a different diet.

What: It is important to understand why someone is looking to buy a different type of food than the ones available at any super market. Does the person want their pet to eat a healthier diet? Or does their pet have a health condition that requires a different diet? These are important questions to draw because it will help us create a target market.

Why: Outsiders just want affordable food that keeps their dogs healthy and happy. They may not have the same needs as those inside the boundary. Their desire to change foods might be nonexistent all together.

These are some of the questions I asked when performing interviews. The interviews were done with pet owners who do not feel the need to switch their dog’s food.

How long have you fed your pet their current food?

Do you consider your pet to be a picky eater?

If you had the choice to feed your pet fresh food, would you? Why or why not?

What made you choose your current dog food?

Have you ever considered switching food brands?

Interview summary:  Surprisingly, most of the answers to these questions were very similar from one pet owner to the other. The general idea when it comes to their current dog food is that there is just no issue with it. Their dogs have mainly been fed the same food since they were puppies, and they never had any health reason to switch them from it. A few of the interviewees also mentioned having dogs in the past who lived long healthy lives eating the same kibble recipe. They view it as unnecessary to spend more money on fresh food because the current one does the job it is supposed to do. One answer stood out the most to me, and that is when asked “Have you ever considered switching food brands?” the answer was yes, because this person thought they’d like to feed fresher food to their pup somehow. They just brushed off the idea due to 1) cost and 2) lack of readily available options.

Inside the boundary	Outside the boundary
Who: pet owners looking to switch their dog's current diet for healthier, fresher alternatives.	Who is not: pet owners who are happy with their pet’s current diet.
What: affordable fresh food that is locally available to purchase.	What the need is not: healthier alternatives.
Why: current options are unaffordable, and there are virtually no local options to turn to.	Alternative explanations: they have not had the need due to their pet’s current health and the longevity they have been feeding their pet their current food.