Assignment 18A: Create a Customer Avatar

I would say that my customer avatar would be a a 20-year-old female college student. This student would probably be in a sorority and loves to go out with her friends. She loves to give back to community by way of events like Dance Marathon. She is really into staying fit. She goes on morning runs and goes to the gym in the afternoon. She has tried tons of diets to see which one works best. She probably drives a silver Honda or Subaru. She absolutely love the Bachelor/Bachelorette. She doesn't have any children.

The only things that I think I have in common with the customer avatar are that I like to go out with friends, I like to give back, and I don't have any kids. I don't think that these things are a coincidence. My target market for this restaurant is primarily college students. Since I am a college student, it makes sense that I have some of the attributes and qualities of the customer avatar. Those thing are very common aspects that most college student have.

Assignment 17A: Elevator Pitch No. 2

https://youtu.be/fd2C5InMFwE 

I didn't have any comments on my last elevator pitch so I really didn't change it much. I did add some more inflections to my voice. I realized while watching the last video that my voice was at a constant pitch throughout most of the video, so I tried to switch it up. I also used a script this time. I thought, in my opinion, that other people's pitches sounded better if it seemed like they had a script going into it. Overall, I think this added more consistency to the elevator pitch when compared to the ways I was slightly fumbling trying to remember what to say for the last one.

16A: What’s Your Secret Sauce?

1)  #1: I believe that the first way that I have human capital is that I am caring. I have a genuine desire to see everyone do well and continue to improve. I try to go above and beyond for people, especially when I don't know them. I desire to see the needs of other and put myself in a position where I can help out.

#2: I believe that I am diligent. I don't always take the most time to dedicate to anything. I am definitely a procrastinator and sometimes it is a hindrance because I truly desire to do a good job. However, when I get started on something I want to put my best foot forward by doing the best that I can. I will continue to tweak it until it is just right or at least acceptable to be presented to others in my eyes. I have a high standard for excellence and I desire to show that in all that I do.

#3: I think I am very humble (which is a humble thing to say, I know). However, I think that we to often discredit humility as an attribute. I definitely don't have an extroverted nature, which I think contributes to the humility. I don't care if I get all of the credit for something, though. I just want to know that I did my best. I honestly like it better when no one knows the things that I am involved in. I always try to do things because I want to do them and not because others want me to.

#4: I think that I am ambitious. I always try to set big goals and attain even bigger ones. A lot of the time it doesn't always work out, but I still try not to limit myself. I live life as though the sky is the limit and the impossible can miraculously happen, but I am still logical practical as I rationalize through things. I think that this optimism about my goals just propels me to aim bigger each time.

#5: One of the things that I believe set me apart from most other people that I meet is how observant I am. I make that the connections that others most others don't. I mentioned earlier that I am introverted, but I also have a very analytical mind. I believe that these two things combine the help me find solace in stepping away or withdrawing from a crowd and observing those around me. I think that I have a good idea of who people are and whats important to them after 10 minute of observing them in their element. I think that it helps me get to know people better by getting a feel of what they're like before even meeting them.

2) Person#1: I think that one of the things that stuck out to me when first meeting you was your sense of humor. Your sense of humor is what really captivates people and draws them in. You could be have the worst day but still smile and joke through it. This is one of the most vital way that you connect with people. I think that your humor keeps you approachable and lets everyone know your human.

Person #2: I think that you are so incredibly loyal. You push through and persevere even when things get really challenging. I have seen you stick with something even if it isn't the most favorable place to be. If you believe in something and think that it is worth your time, then you are in it for the long haul. You do that with your friends. You have a way of keeping you friends for life at all costs. you go to bat for them in incredible ways.

Person #3: I would say that you are spontaneous. Sometimes you say or do the most outlandish, unexpected things. I also think that it is not confined to one aspect of your life. You do unexpected things on both a small scale and a large scale. You can decide to just randomly break out into dance or you can randomly to go to the beach a day before you final. I think you are pretty innovative in the way that you can think of solutions really quickly, even if they aren't always the most effective. Your unpredictability keeps me on my toes.

Person #4: You are very trustworthy. One of the things that I appreciate about us being friend is that I know that you won't gossip about me. I know when I tell you something that I won't hear someone else saying it. I always just feel like I can you anything which is comforting.

Person #5: Something that I have always admired about you is how chill you are. You're always so calm under pressure. You can really stress about an exam or something but you always pull it together and you seem like you've got it. You always talk about being stressed but you seem unphased. You don't sweat under pressure, you just take it with a grain of salt and keep it pushing. I don't know how you do it because I would have a meltdown. It motivates me to keep persevering though.

3) These interviews really opened my eyes to things about myself that I don't really see. I knew this have most of the attributes stated, but I didn't really think that people noticed. I was surprised to see that the little things that I don't think about affected people the most and were the most memorable to them. I think I see describe myself by the things that I have to work for. If I am making a conscious decision about it then I notice it. I feel like other notice things that I do pretty effortlessly. I think that the interviewees are correct about the attributes they present. I think that I wouldn't make any corrections to the descriptions I provided. I think both presented lists are correct just in their own way.

15A: Figuring Out Buyer Behavior No. 2

Segment: College students age 17-23

#3) Person 1: This person believes that the most important factor to them is price. If they are deciding to eat out, they want something cheap. For example, if they are on Archer, they would rather go to Steak and Shake than Relish in an attempt to save money. This person does work two jobs and the have lots of expenses that they take care of. Thus, it is important to them to have a place to have a good time, but to be satiated for minimal expenses.

Person 2: This person prioritizes quickness and efficiency over all else. She has a relatively busy schedule and she believes her time is precious. She is taking a lot of really difficult classes this semester and she rarely has time to get food. She tries to combat the long lines at peak eating times by bringing or making her own food while studying. However, she would like to be able to get in and out of restaurant quickly if she does decide to eat out.

Person 3: This person believes food quality is most important. He thinks of himself as a foodie and really searches for the most quality restaurant or the best food recipes. He even buys the best of the best groceries, but only in small amounts. Though he doesn't have a lot of money, he does direct that money to the most quality restaurants, just in a lower frequency.

#4) All of the people that I interviewed are more likely to come into a restaurant to get food. I am pretty sure that this has something to do with the cost of delivery or delivery apps. Person 2 was the most willing to use a delivery app to get food. She wanted to reduce the waiting time that she personally experienced and she wanted to be able to focus on study during that time without having to commute to get food.

#5) Person 1 said that the way they feel after looking at the final price makes helps them know if it is a good decision or not. This person knows if they start to think that this could affect their future bills, even slightly, then it wasn't a good choice. Person 2 said she knows if a purchase was not a good idea if she finds herself wondering if she is going to be able to finish an assignment or finish studying while waiting in line for something. Person 3 said the the decision comes when they start eating the meal. If they don't like it or can't seem to find its uniqueness then they would think that it was a bad purchase. If they are able to say they would go back then it was worth it for them.

#7) Based on these responses I have realized that there are a lot of different dynamic factors that drive buyer behavior. I think that one of the most important things that I learned is that you have to try to differentiate yourself in a lot of ways to reach just your target market, but not too much so that you are not trying to reach people not in your target market. I also learned that people want you to be available and approachable as a restaurant. This correlates to lower wait times and less high priced foods.

Assignment 14A: Halfway Reflection

I think the main behaviors that I have used to keep up with this course are diligence and consistency. I plan to do the assignment preparations, whether that is reading a book or conducting interviews, all by Thursday night. On Thursday night, I like to have a good idea of what I would say in my post. Then, on Friday, I will use the morning to write my post. Then I will take all of Sunday, whether in the morning, afternoon, or at night, and I will do the responses and watch the lectures for the cupcake. I try to have the cupcake and responses done before Monday morning so that I don’t have to dedicate my morning to it. 

I think the most memorable moment that I had to pull through when I felt like giving up was the Friday before I had to take the GRE. I had three assignments due, and I wanted to just neglect all of them However, I decided that my grades would actually be the deciding factor for graduate school, regardless of a test score, and I actually got two done. I think I have developed a tenacious attitude over the past two months. I think it is because I actually see myself being able to run the business I am working on, or something like it. My 3 tips would be to have a set schedule and stick to it, to reflect on the areas where you have been tenacious and reward yourself for the successes, and think of ways you can work more effectively daily.  

Assignment 13A: Reading Reflection No. 1

The book that I chose to read was Twenty-Seven Dollars and a Dream: How Muhammad Yunus Changed the World and What It Cost Him by Katharine Esty. The thing that surprised me the most about Yunus was his ability to pursue multiple interest throughout his life with such proficiency, some of which he pursued simultaneously like economics, poverty, and politics. The thing that I admired the most about him was his ability to not let his disdain for corruption in the government to deter him from making political advances and even working with the government in some instances. His mistrust did not cause stagnation. One of the things that I least admire is his decision to put personal life on the backburner most of the time. I think that your personal life provides some emotional stability and sanity to your life no matter how much you love your job or how crazy your family is. Yunus encountered adversity a number of times. He tried to help the rural village of Jobra to produce economic reconstruction in a number of ways, and, initially, each attempt failed. Immediately after, he was discouraged from all of his failed attempts, but his successful program came about from him living life and simply having a conversation with someone from the village.


I think one of the core competencies that Yunus had was that he had multiple interests in a variety of things, and he had some level of proficiency in all of those things. For example, his Boy Scout experiences helped make some of the guidelines for his bank. His early interests in literature and drama made him a phenomenal writer and orator when giving speeches or writing memos to convince key players in a deal. Lastly, his ability to draw people in and make lasting connections quickly made networking a lot easier for his unconventional pursuits.


I think the most confusing part of all of this has to do with microcredit itself, and why it worked. I am confused if it was the overall lack of a consistent government that lead to the success of microcredit or was it the dynamic changes it presented to the society. I am struggling to see how it would work in places other than Bangladesh.


If I could ask Yunus two questions they would be "Where was your favorite place that you have traveled to?” and “If you can change your choice, would you have moved to New Jersey?” The first one is because I love traveling and he has been to tons of places for extended periods of time. The second is because he seems to love his daughter and his decision to stay put somewhat of a strain on his relationship with her since he couldn’t see her for so long.


I think Yunus’ idea of hard work is always putting yourself in a position that can be most useful for yourself and others. I think I share that opinion because I am always trying to utilize my time and resources effectively.

Assignment 12A: Figuring Out Buyer Behavior No. 1

Segment: College students age 17-23


Need Awareness:

Person #1: He works as a delivery person for Bite Squad. He says that he tries to eat before his shifts so that he doesn't become hungry. His need becomes most salient mean he is on a shift and he hasn't eaten yet, but he can smell the food in his car. He also has this need after a long shift, and all of the restaurant while riding down Archer.

Person #2: He lives in Murphree Area. He has a lot on his plate as an Engineering student and spends a lot of time in Library West. When he doesn't want to eat at Starbucks, he often ventures down University looking for something to eat. Also, when coming home from a long day of school or work, he often heads in the direction of the bright restaurants to calm his hunger pains.

Person #3: She classifies herself as a foodie. She often likes to seek out new restaurants in Gainesville. This happens especially when she has had a rough day and needs to have a good time. She also enjoys having some alone time from her roommates going out to restaurants by herself.


Information Search:

Person #1: The first thing he does to solve his problem is start looking at restaurants on Archer that he is passing. He makes a mental note of where he would like to go when he gets off of work. As soon as he gets off, he makes a call to friends to see if they want to go to the restaurant he decided upon, or if they have something else in mind.

Person #2: He often uses delivery apps so he does have to walk up and down the block making a decision. He picks a food category, or has a friend pick for him when he can't decide and he looks for who delivers. He does get delivery very frequently since he doesn't like to take prolonged study breaks.

Person #3: She usually asks around her friend group or her classmates about new restaurants to try. She really likes to get opinions from locals when she is able to meet them. She also doesn't mind riding around and exploring for a new place to eat, unless she is really hungry.


Conclusion: I would say that this segment is not usually aware of their needs until hunger is imminent. Not all of this segment plan ahead when it comes to meals. In this regard, they seem to act very impulsive in nature and tend to pick whatever sounds good that is close. As far as their information search, I do believe that they search in a variety of ways. However, for each person they got an opinion from someone else. I think personal recommendations hold a lot of weight for this segment.

Assignment 11A: Idea Napkin No. 1

1) My name is Nala Mckie, and I am a lover of pasta. I have been to a lot of restaurants, and I have been mostly unimpressed by the pasta dishes they serve. I believe with my skills to create dynamic dishes with combinations not typically seen, I can create tasty, well-respected pasta dishes. Thus, I aspire for this restaurant to have pasta take the center-stage. I think this restaurant will be the restaurant that I would have wanted as a broke college-student and a lover of pasta.

2) This restaurant will be a build-your-own-pasta bowl facility. There will be an assembly line of ingredients and you can pick those that fulfill your desires for that night; then you could switch it up the next week. All pasta bowls will be quickly prepared, unlike waiting at a dine-in restaurant, and they will be under $12, unlike paying at a dine-in restaurant. There are a number of options for vegans, meat-lovers, gluten-free individuals, and those eating on the lighter side.

3) The commonality in all of the customers is a hungry stomach and an affinity for pasta. I think the most common demographic will be lower to middle income individuals and families. People who want to go out to eat but are not looking to break the bank. The restaurant will be marketed as a great place to hang out though. A good place to have a family night out or for students to catch up with their friends. I like to think of it as a place to do life together, or grow closer with each other while grabbing a bite to eat.

4) Customers care because they can't find this specific food item without going through much more hassle. Instead of spending an hour and a half in a nice Italian restaurant with screaming children, you can be in and out in 15-20 minutes. Even if you called ahead to a restaurant and ordered take out, it would still take at least 30 minutes and around $15 a meal. This restaurant offers the same, or even better, quality food starting at half that price. 

5)I believe the main thing that would set me apart would be a high level of customizability. You can't go into Olive Garden and tell them you want spinach and mushrooms with chicken and sausage without facing some serious upcharges. Also, they might not even have all of the ingredients that you desire. Another thing that would set this restaurant apart would be the warm, social atmosphere and the level of quickness paired with quality


I think these elements mostly fit together. The aspect of targeting families and students by competing directly against some challenge that they face, like limited time and money, fits really well together. I think that there is a consistency in consideration of the target customers in every aspect all the way down to the core purpose of the business. The one thing that I think is a bit out of place is marketing the restaurant as a great place to hang out and catch up. I think its a good way to get people to fall in love with the place by creating memories there with friends and loved ones. However, I think it goes directly against the vision to be a quick, in and out restaurant.