Elevator Pitch No. 4

For this elevator pitch, I talked about how in my interview I learned that people are concerned about the price of the food/drinks at the restaurant, and how parents would be motivated to come if there was a day where kids can eat free. I have incorporated both of these ideas into my latest venture concept!

https://youtu.be/w-73DdjEv2I

Venture Concept No.2

Opportunity. An opportunity may be defined as a group of customers with unmet or under-met needs. When you describe the opportunity you have identified, you need to be sure to describe both (1) who has the need (i.e., who are the potential customers?) and (2) the nature of the need. Other questions you should address in this section:

My venture concept opportunity is a restaurant in midtown Gainesville that serves breakfast, lunch, and dinner, and also turns into a bar at night. I think the major target market is the students at the university, as well as other young people in the city. They have this need because there aren't very many good restaurants in Gainesville that serve food throughout the day, and there aren't very many bars to choose from. This window of opportunity will be open for as long as midtown is a popular place to hang out in Gainesville. 

Innovation. An innovation may be defined as a new or creative service, product, or process that may be applied in the marketplace to address customer needs. The service, product, or process you develop in this class may be radically innovative or it may be incrementally innovative. In this section, I would like to you discuss your innovation in moderate detail. Explain what it is, what it does, and how it works. You should also describe how you will make money – in other words, what, exactly, are you selling and for how much? For instance, if I was starting a business to teach people how to play the piano, I would be selling an hour of my time for $50.

My innovation is only moderately innovative because there are already restaurants in Gainesville, but there are not any that serves all three meals and also turn into a bar. I will make money off of the food and alcohol I sell at the restaurant. Food will range from $5-$20 and alcohol will range from $3-$20. 

Venture Concept. A venture concept may be defined as the application of a specific innovation to address a specific opportunity. In this section, describe how your innovation will solve or address the opportunity you identified. You also want to explain why customers will buy your innovation. In describing the concept, you also want to be sure to cover issues such as:

·      What are the reasons to think customers would switch to this new product?  How hard will it be to get them to switch? 

·      Who are the competitors?  What are their possible weaknesses or vulnerabilities? 

·      What role does packaging, your price points, distribution, customer support, the customer experience or the business location play (if any) in defining your business concept?

·      How would you organize a “business” to support the ongoing production of your new product, service, or process? How many employees? What roles are in the venture? 

My innovation will solve the opportunity by creating a new place in midtown to eat and go out. Customers will definitely buy my food and drinks because from my experience, a new restaurant/bar is highly needed and people would love a new one. I think that as long as I serve good food and have all my products at reasonable and affordable prices, it will be very successful. I don't think it will be hard to get people to come because people like a variety of restaurants to go to anyways. They don't just go to one all the time. 

The three minor elements

I also want you to cover three final elements in your description. Your treatment of these questions can be relatively short. Please focus most of your time on the opportunity, innovation, concept descriptions above.

First, describe what you think your most important resource will be. You might call this your venture’s “secret sauce” or “unfair advantage.” Besides your actual innovative product, service, or process, what will you have that will make it hard for competitors to copy your success?

Second, what’s next for the venture? Describe either the next opportunity you want to tackle with your current innovation, or describe the next new product, service, or process that may be aimed at your existing customers.

Third, what’s next for you? Assuming you launched, where do you want to be in five years with this venture? Where do you want to be, as an entrepreneur, in the next decade, and how does this first venture help you achieve your vision?

I think that my most important resource will be the connections and friends that I have made in Gainesville, because they will help me promote and spread the word about the restaurant. I think the next venture I want to tackle with my existing customers is having Sunday brunches. In five years, I want the restaurant/bar to be thriving, I want to still be the owner, and I want to have kept innovating and listened to the customers' needs. 

Feedback:

I received a lot of helpful feedback on my restaurant/bar idea. All of the students that I interviewed really seemed to love the idea and they all told me that they would come to the restaurant. The only problem that I ran into with students was their concern about prices. When I interviewed families, who were my new target market, they told me that kids menu deals would be a motivator to come to my restaurant, but I still think it will be hard to get families to come eat at midtown because of all the kids that are around. 

I am going to modify my venture concept in order to accommodate this feedback by making sure that having economical prices is one of my priorities for my restaurant, and by making sure that at least one day out of the week, meals are free for kids. This will motivate both of my target markets to come to my restaurant more frequently.

 

Google Gold

1) A discussion of your general approach and strategy to search engine optimiation (SEO). What were some of the activities you did for each blog post to pursue SEO?
For each blog post I would label each week, and I would share my blog posts with my classmates when I would comment on their posts in order to generate a following.

2) What were your keywords. How did you select those keywords? Did you change or refine your keywords through the semester?
The keywords I used included the ones we were told to use, which were the week labels. I didn't change this throughout the semester. I probably should've started adding more.

3) How did you use social media to enhance your SEO efforts? What your your surprises or general impression of using social media to improve your blog's profile? Was social media generally receptive of your blog, or did it get ignored?
I would post my blog posts on my facebook sometimes so that my friends who aren't in the class could read them. I didn't get much of a reaction, but I think a few friends read them. I think social media pretty much ignored the posts.

4) What was your most "viral" post? In other words, which post obtained the most traffic? Why do you think?
I think that my first post obtained the most traffic, because people were curious what I was starting a blog about.

5) Finally, did you make it to the first page of Google results for your keywords? If not, what page of results did you make it to?
I didn't make it to the first page. I was around the 5th page.

Very Short Interview Part 2

Reflecting on the answers that the entrepreneur gave me during our first interview, I think that I can really relate to all of his answers. I understand why he is so passionate about his business, because he grew it, and why it can also be really frustrating.

I asked him the following questions:

If you could go back and do everything over again, what would you change?
I wouldn't change anything. I'm really happy with the business I've created and the employees I've hired, and I think we're going to be really successful.

Do you ever feel like your job is overwhelming or too time consuming?
Sometimes. But that can happen with any job, you have to remember. So when things get crazy I just have to be thankful that I don't have a boss looking over my shoulder.

What are you plans for the future?
Definitely just plan on keep growing the business, hiring new people, and thinking of new ideas. The clothing industry is huge, and I'm excited to keep growing.

I think I have definitely learned a lot in this class and I'm more comfortable talking about entrepreneurship and the processes behind it. Having said that, I think that there is still a ton to learn and I'm excited to keep learning.

Week 13 Reading Reflection

Surprise: I was surprised to learn that goodwill and patents are both considered assets.

Confused: The most confusing part to me from this reading was probably the part that had the table on due diligence. It was a little confusing to read, but I think I got the gist of it.

Questions: How often to entrepreneurs overvalue their company because of an emotional bias?
Do entrepreneurs use all of the valuation methods available or just a few depending on the circumstance?

Disagree: I do not disagree with anything the author said this week!

Celebrating Failure

I have had a rough time finding an internship for this summer because I have failed to impress the interviewers. This has happened a few times this semester and it has definitely been pretty discouraging, because you finally get to the point where you get an interview and then you don't get the internship. Failing makes me feel discouraged and upset, and mostly makes me feel less intelligent compared to other people applying for the same position. I generally consider myself a pretty qualified applicant, so getting denied is definitely a reality check. This class has helped me realize that a lot of people fail and it's a necessary step on the path to success, so it makes the failures a little more bearable!

My Exit Strategy

1) Identify the exit strategy you plan to make. Do you intend to sell your business in the next 5 years for a large return? Do you intend to stay with the business for several decades and retire? Do you intend to protect the venture as a family business, and pass it down to your children?

I intend to sell my business in the next 5 years for a large return. 

2) Why have you selected this particular exit strategy?

I have selected this particular strategy because Gainesville is a young and fast-changing place, and I think there always need to be new, young minds in management. 

3) How do you think your exit strategy has influenced the other decisions you've made in your concept? For instance, has it influenced how you have identified an opportunity? Has it influenced your growth intentions or how you plan to acquire and use resources? 

I don't think that my exit strategy has really influence the other decisions I've made in my concept design. Either way, I want to create the best restaurant with the best food possible for the best value. 

What's Next?

Existing Market
Talk about what you think is what's next. You may rely on your analyses from "The Amazon Whisperer" exercise (when you discussed what product you thought might come next.)

In all of my previous interviews with people within my target market, the concept of serving alcohol during breakfast and lunch seemed very appealing and like it would draw in a much bigger crowd. This appeal made me think that maybe my customers would like it if my restaurant converted into a bar at night, where they could have drinks with their friends. But after thinking about this more, if I'm going to be serving alcohol at night, it would make most sense for me to also serve dinner, which changes my whole business idea from a "breakfast/lunch place" to a classic restaurant. So today, I'm going to find out if my customers would prefer for me to open a breakfast/lunch place that serves alcohol during those meals, or a full restaurant that converts to a bar at night. The former would focus more on having a day-time feel and atmosphere, while the latter would be more of a restaurant/bar. I asked my interviewees the following question:

Which restaurant do you think would be more successful in midtown: a strictly brunch place that serves a big menu of breakfast and lunch foods and also serves cocktails, or a restaurant that serves breakfast, lunch, and dinner, and converts into a bar at night. The first one would be more cutesy and strictly for brunching, the second one would be more casual.

https://youtu.be/pQytIixOJ5A
https://youtu.be/MITaARN3M1w
https://youtu.be/s_Vk-z5q1vM

In two to three paragraphs, describe what makes the most sense for your venture in terms of growing in your existing market.

I think that what I realized in the midst of these interviews is that a place that is strictly for brunch is going to appeal to college-aged females and elderly people more than anyone else. For example, middle-aged men would probably prefer a place that is open all day long and turns into a bar at night. Therefore, in order to appeal to everyone, I think a restaurant that is open all day long and turns into a bar will target the biggest demographic of people in Gainesville.

New Market
Identify a radically different market from what you're currently planning to target. 
The only market that I can really think of that my restaurant won't directly target is families. This is because the restaurant (similar to Swamp), turns into a bar at night, and there are often many college kids around who don't create an ideal environment for children. Therefore, my radically different market is parents and families.

Describe how you think your venture concept might be able to create value for people in that market. 
I think my venture concept might be able to create value for parents and families by offering special deals for kids such as one day out of the week where kids eat free. Since this restaurant is clearly not primarily targeted towards children, a promotion of that type will help to attract families and help them save money. I asked the parents that I interviewed the following question:

I am planning on opening a restaurant in midtown. What kinds of adaptations to the classic midtown restaurant / bar do you think you would make it more appealing to families? For example, if we had specials for kids such as kids eat free on Wednesdays, do you think you’d come more often with your family?

https://youtu.be/CZl88W-wURI
https://youtu.be/YwqhbLsT-Wk
https://www.youtube.com/watch?v=3aERF7ARFSU

Reflect, in two to three paragraphs, on what you learned about this new market. What surprised you the most? Were any of your expectations/assumptions correct? Does this new market, on second thought, appear to be as attractive as your existing market? 
These interviews were very helpful for me. I think the biggest struggle when it comes to targeting families is that most of them don't eat at restaurants in midtown, because it is such a college town and there are so many college kids around. I hadn't really thought about that previously, but I think that families are going to be a much harder demographic to target than I originally anticipated. Therefore, I will still offer the "Kids Eat Free" once a week, but I don't think this market will be as lucrative as I originally planned.

Week 12 Reading Reflection

I was most surprised by how many places people can go wrong with strategic planning. For example, lack of time can be a huge component and risk when it comes to planning a business and its strategic plan.

 I was a little confused about the Entrepreneurial Strategy Matrix, because it seems weird that you can have high risk and low innovation. You'd think if something has already been done before, it wouldn't be too risky to replicate.

I would ask the author where he thinks most entrepreneurs go wrong in strategic planning? And what he thinks the most important step is.

This week, I don't disagree with anything the author said!

Venture Concept No.1

Week 11 Reading Reflection

The importance of having an innovation strategy was very surprising to me, and the consequences of not having one.

I had to deal with accounts payable/receivable, etc. at my summer internship, not much in this chapter was confusing to me but I would like to get a better understanding of contributed capital.

Which method of innovation is best for start-up companies trying to expand their brand?
Do innovative collaborations have to follow set rules or are they free to do what they need to?

I don't think the author was wrong about anything in this section!

The Amazon Whisperer

• Describe the revenue drivers you currently include in your business concept for this class. Revenue drivers are the different ways you make money. 

My current revenue drivers are my food products.

• Describe what kind of product offering you believe should be next. What's the next thing your customers want?

The next kind of product offering I think should be next is to turn my restaurant into a bar at night. 

• Describe how this "next" thing will enhance your existing product/service offering. Does it improve the user experience, does it increase customer switching costs, does it foster customer loyalty, etc.?

This will enhance my current business because it will bring in more money from alcohol and it will spread the name of the restaurant around. Therefore, it will foster customer royalty. 

• Go to Amazon and try to find a product that is similar to the one you want to offer next. Describe the product. Include a picture of the product.

http://www.amazon.com/Paykoc-Solid-Copper-Moscow-Embossed/dp/B004CYWOEU/ref=sr_1_2?ie=UTF8&qid=1459126093&sr=8-2&keywords=titos+vodka

This is a moskow mule mug and this is what i would serve my moskow mules in! This product has great reviews. 

• What are the customer reviews for the product? What, exactly, do customers not like about the product? What do they like about it?

What customers like "I had been wanting Moscow Mule copper mugs for several years and finally found the perfect ones. I love how the mugs keep the delicious drink cool. There is no other way to drink a Moscow Mule, and during the hot summer months, there's no better drink than a Moscow Mule to quench your thirst. They are the perfect size.

These mugs look great in your bar area when not being used, and look really special and are authentic when using them."

What customers don't like "I know this product would tarnish but it looks kind of weird after washing. I think it would have helped if it came with instructions for cleaning so you could get the shine back."

• Describe what design/usability changes you'd make to the product. 

I wouldn't change anything about this product because most customers seem to really like it. 

• Describe why you think this product would make a good addition to your current product/service offering.

I think that a lot of college kids are looking for a new place to drink at midtown and my restaurant could serve as a great bar too. 

My Unfair Advantage

human capital, social capital, financial capital, and capabilities. You may also discuss the organizational culture you intend to create

• Personable - A lot of people are personable, so this isn't very valuable in differentiating myself.
• Fast learner - Not as many people are very fast learners, but it's not a big enough factor to make me stand out. 
• Highly Motivated - Being highly motivated is great and necessary, but a lot of highly motivated people still fail.
• Well Educated - I think this is one of my most valuable traits when it comes to being an entrepreneur. It's not easy to replicate the education that I am going to receive, and by the time I graduate I will have my bachelor's and master's in Finance. 
• Well Connected - This is definitely my most valuable resource, because not everyone who opens a restaurant knows as many people in Gainesville as I do, especially students, who are going to end up being my customers. This gives me a support network as soon as I open the restaurant, and free advertising through word-of-mouth.
• First-hand knowledge - This kind of goes hand in hand with the one about being well-connected. As a student, I personally know the needs of the students and what they'd like. 
• Team-oriented - The culture I would create would be very team-oriented, but this isn't very valuable or distinguishable. 
• Adaptable to change - Although this is a very necessary trait, it's also very common in many restaurants. 
• Creative - This is probably my least valuable trait, mostly because everyone considers themselves creative in some way. 
• Customer-oriented - This is more about the way I'd like my business to be run. I think that this will definitely make me stand out and will be very valuable. 

Week 10 Reading Reflection

1) What was the biggest surprise for you in the reading? In other words, what did you read that stood out the most as different from your expectations?

Even though I'm a finance major and I know that there's  a lot behind running a company, it is always surprising to much just how much there is to keep track of.

2) Identify at least one part of the reading that was confusing to you.

Since I've already taken finance and accounting, none of this was really confusing to me because I've learned it all already.

3) If you were able to ask two questions to the author, what would you ask? Why?

Would you recommend learning how to do the finances yourself or hiring someone who's a professional?
Do you think that finances behind businesses are going to become more automated with the advancement of technology?

4) Was there anything you think the author was wrong about? Where do you disagree with what she or he said? How?

I did not find anything that the author was wrong about. This is about finance and accounting, so there isn't really much room for error.

Growing Your Social Capital

The first person is an owner of a restaurant in midtown that serves lunch and dinner. They will act as my domain expert, because the restaurant is very similar to what I plan on opening, with a few minor differences (breakfast&lunch vs lunch&dinner). I found this person by walking into the restaurant and asking them to call me when they're free. A few of my friends work at this restaurant, so the manager was willing to talk to me without me doing him a favor. This person will give me a huge leg-up because they already know the ins and outs of the restaurant business, and I don't. I think it's always really important to have a good mentor when starting a business. 

The second person is the owner of a bar in midtown. They are my market expert, because although a bar is different from a restaurant (sometimes), they target the same market and they are run on the same basic principles. I found the person the same way as the first person, by having them call me. Once again, a few of my friends work here so he was willing to take a few minutes to talk to me for this project. Although I think this person is less useful than the first owner, he is still helpful for me because he provided more information about the target market and how to advertise well. 

The last person is the supplier of some of the food I would use. They are my supplier. I contacted this person by asking one of the restaurant owners who their supplier is, and then emailing that person. The favor I will be doing for them is buying their products. This person will help me exploit an opportunity because he has some of the best quality food in Gainesville and now I've already established a relationship with him. 

Elevator Pitch 3

This is my third elevator pitch. On the last one, I had a lot of people tell me that I needed to stabilize my camera and go somewhere with better lighting. So for this one, I put my camera on a flat surface and tried to go somewhere with better lighting. Other than that, all of the feedback was positive and they agreed with my business plan!

https://youtu.be/m8qI249XtlI

My Secret Sauce

How I'm unique:
1) I am very in control of my emotions and my reactions to my emotions
2) I am good at focusing on important tasks when they need to be completed
3) I don't let distractions interrupt my priorities
4) If something is important to me, I will do it with precision
5) I don't let other people's opinions influence me if I am confident in my reasoning

https://youtu.be/5y-Q1JIdYxE
Lacey told me that she think's I'm very good at using logic over my emotions when making decisions. She also said that I'm very good at focusing and studying.

https://youtu.be/McliJ6xQIII
Adam told me that I have good work ethic and that i'm a quick learner.

https://youtu.be/G4YbyG3tmBg
Simon told me that I'm cheerful, lively, and a good friend. He also told me that I'm generous.

https://youtu.be/hHT_MizgO7o
Ralph pointed out that I am a go-getter. He said that I am not afraid to say what's on my mind.


I think that the way that I see myself and other see me is incredibly similar, which was kind of shocking to me. I was flattered to hear about all the nice things my friends had to say about me. I do think that the friends that I interviewed are correct about me, but I think they may have exaggerated some characteristics haha. I wouldn't make any changes to my original list.

Week 9 Reading Reflection

Biggest surprise:

The author stated that banner ads are the "cheapest and most efficient way" for new companies to advertise. I found this very surprising because I generally ignore banner ads. I didn't realize that they were so efficient and effective.

Confusing:

At first I found it a little confusing how the author explained that researchers gather secondary data first. From the sound of it, you'd think you gather it second. But what it actually is is data that has already been collected, so you gather it first.

Questions:

What is your opinion on companies that use little to no marketing, such as WD40?
Which strategy is generally more fruitful, product-driven or sales-driven?

Disagree:

If anything, I'd have to say I disagree with the banner ad comment. I think that maybe they seem useful because a lot of people accidentally click on them, but I wonder how many of the people that click on the ads actually make a purchase.

Idea Napkin No. 2

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?
I am a sophomore female finance student at UF. I am good at photography and I like to read, and I also enjoy food. I would like to run a successful company. I think this job could be my full-time job.
2) What are you offering to customers? Describe the product or service (in other words, how you'll solve customers' unmet needs). 
I am offering to customers a great American restaurant in midtown Gainesville. There aren't any breakfast places in midtown, so I think that students and professors alike would really enjoy this new option. It would provide a relaxed environment and great food, along with a friendly staff. In addition, on the weekend (Friday, Saturday, and Sunday) mornings, I will offer drink deals such as bottomless mimosas and bloody mary's for those of drinking age.
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?
This question doesn't change much. I still believe that what is special about my business opportunity as oppose to many other people's is that this restaurant would benefit literally everyone in Gainesville. Anyone who would like a new breakfast/brunch/lunch place with great food would benefit. This includes kids, families, students, professors, and Gainesville residents. The one part I would add is that I am aiming to make this an affordable brunch spot, where students won't have to break the bank.
4) Why do they care? Your solution is only valuable insofar as customers believe its valuable to them. Here, explain why customers will actually pay you money to use your product or service. 
My customers will find this place valuable because it is a great place to unwind from a stressful week with either your family or your friends. It is also a place you could get a breakfast to-go and eat it in the library during the week or bring it to class. The options are endless, and I think that many people in Gainesville will find a use for a restaurant like mine.
5) What are your core competencies? What sets you apart from everyone else? Also: what do you have that nobody else has? 
My core competencies include my love of great breakfast food and my knowledge in the area. I am also a very research-oriented type of person and I would make sure to get the best quality food available for the most affordable price.
In addition to these five elements, please spend a paragraph evaluating whether you believe these elements fit together or whether there are aspects of your business concept that are weaker / out-of-joint with the others. 
I believe that all of my business concepts fit together very well, and that there shouldn't be any problems implementing them. I think that if I were to implement this idea, the only flaw would be my lack of experience/age, so I would wait until I finish with my bachelors and my masters and work a few years before I dive into the restaurant industry. I might even try to pursue a degree in that industry.
For the "feedback memo" -- please summarize five main points that you took away from the feedback you received. Also, please describe how you incorporated the feedback into this idea napkin. 
- I realized that running a restaurant is a full-time business, and I'd need to make it my full-time job in order for it to be a success
- Alcohol is a huge part of the appeal of restaurants for college kids. My restaurant will now serve alcoholic beverages and have deals on those drinks during the weekends.
- I need to make affordability a priority, because not many college kids eat out. I have included that in my "Who?" question.
- Customers need to realize that this place can be used every day of the week, and all months of the year. There will be to-go and delivery options (**affordable**), so you can grab your breakfast sandwich and head to lib west (across the street), or come relax for an hour or so with friends.
- Quality of food matters to many customers, and I need to let them know that I will use the best quality foods I can find.

Week 8 Reading Reflection

1) What was the biggest surprise for you in the reading? In other words, what did you read that stood out the most as different from your expectations?

I was surprised about how many ways there are to raise money to start a company. There are really so many different ways to raise capital.

2) Identify at least one part of the reading that was confusing to you.

I was a little bit confused about the different types of private placements that the reading talked about. 

3) If you were able to ask two questions to the author, what would you ask? Why?

"What's the easiest way to get into venture capital?"
"Do many entrepreneurs end up being venture capitalists?"

4) Was there anything you think the author was wrong about? Where do you disagree with what she or he said? How?

I don't think the author was wrong about anything!

Half-Way Reflection

What are the behaviors that you have used (or developed) to keep up with the requirements of this course?

The most useful thing that has helped me keep up with this course and get all of my assignments in on time is a calendar. I use a very scheduled calendar app on my phone called "Tiny Calendar", and it has every assignment for every class, and everything that's important that I need to do everyday. Without it, I would definitely fall behind.

Talk about a moment or two when you felt like "giving up." What pulled you through? Do you feel like you've developed a tenacious attitude during the past two months? What experience or experiences most contributed to this?

A lot of times the assignments in this class are due on Sundays at 9pm, which is a time when absolutely nobody wants to sit down and do homework. There have been times when I've considered just not doing it, but I always push through and finish the assignment. I am motivated by having a good grade in this class. I think I've had a tenacious attitude in this class, and that's because I'm a generally self-motivated person.

What are three tips you would offer next semester's student about (1) fostering the skills that support tenacity and (2) developing the 'tenacious mindset' ?

1) Have a very neat calendar with everything in it 2) check Canvas regularly to make sure you didn't forget anything 3) have fun with the assignments, it'll make you more motivated to keep doing them

Free Money

Today I went to a random apartment complex’s pool near my apartment to find random people to give a dollar to. It was really awkward. I predicted that I wouldn’t have a hard time giving away free money, and my prediction was correct. My tactic was to go up to them and just be very blunt and straight forward, and so that’s what I did. I approached them and asked if they wanted a dollar because I was “feeling generous today”. Yes, I got weird looks, but they took the dollar. All of the people I approached were busy reading, studying, or listening to music. 

https://www.youtube.com/watch?v=U2RUKFhMKOY

https://www.youtube.com/watch?v=9RMLeiyY_Jc

Week 7 Reading Reflection

Biggest surprise: What stands most to me in this chapter is the great variation of company types, and how those decisions affect your company in the future. Although I suppose you can change your company type later on in the life of the company.

Confusing: Nothing in this reading was confusing to me, except perhaps the gravity of decision spectrum.

Two questions: I would ask the author what he thinks is the easiest type of company to run, and whether it is more effective to give the consumer as much information about a product as possible, or to appeal to their emotions.

Disagree: I don’t disagree with the author about anything in this chapter.