Elevator Pitch Part 2

Elevator Pitch, Part 2 

Link: https://www.youtube.com/watch?v=_3TZxMCn7sg

Script:

“Here at Roommates for Change, we have crafted an online course that focuses on creating positive, healthy, and consistent living habits for college students that live with roommates. Of the 500 students we have interviewed from universities spread across the United States, only 27 students never had an issue living with roommates. Therefore, we seek to address the widespread challenge of roommates not collaborating to clean common areas of the living space – such as the kitchen and living room.

We recommend making this course mandatory for freshman and transfer students, although we leave that for you to decide. For easy accessibility and efficiency, the course will be offered to students through Canvas or any online platform you prefer. For pricing, we are asking for 45% of the price of one credit hour, per each student enrolled. After each of two trial semesters, we will adjust the class based on its effectiveness and reviews written by the teachers and students.

This course is a win-win for students, as they receive applicable life skills and points towards their GPA. Too often we hear stories about roommates fighting over a sink full of dishes or dirty clothes left all over the apartment – and our one goal is to take away this unnecessary stress students experience. 

After at least one year of proven success at the University of Florida, we plan to expand to other Florida institutions as a resource to facilitate peaceful living between students and their roommates. By granting students an understanding of the complexities of living with other people, your students will not waste time speculating about issues at home, though rather focus on their academics and campus involvement!

Thank you!”

2) A reflection on the feedback you received from your last pitch:

What stood out to me the most was Cam’s comment asking why a university would pay for my service if they can make their own class? This would be perhaps one of the biggest causes for concern with my service, because I have to show how my service will be superior and more cost-effective than any classes they would create internally. For any university, they understand what works and does not work specifically for them. Because of this, university officials may not feel comfortable outsourcing courses to a third party platform. If they do, the university will regardless be responsible for the risks involved since it is their students taking these courses. Thus, there might be legal roadblocks in this concept that I have yet to consider.

·       Also from Cam’s comment, the route for an outside business to pitch a class to UF officials may be obscure because who would you talk to? My guess would be to start with registration or the Dean’s Office, though it would be crucial to determine who, or what department in the university will be capable of sharing my opportunity with university officials who are in the right position to implement change.

·       There was no feedback that was outright wrong or silly, as the majority of the feedback appeared to be quite positive for my first elevator pitch.

3) What did you change, based on the feedback?

·       Made the pitch specifically for university officials, as opposed to my last pitch where it was far too broad and did not address my true customer (universities).

·       Created the company name “Roommates for Change.”

·       Made up some numbers (such as the 500 students from across the nation)… although this large sample would be necessary research to pitch this concept to universities.

·       Added some basic pricing (wanted to get more specific but it would take too much time).

Create a Customer Avatar

Create a Customer Avatar

For this assignment, I believe I somewhat “lucked out” because I am exactly the prototypical customer for my service. In past assignments, and in both of my elevator pitches, I have identified my customers to be freshman and transfer students (decided to take out study abroad students in my second pitch) at the University of Florida. Therefore, I understand exactly who my customers are, because well, I was a freshman not too long ago and I’m currently a transfer student at the University of Florida. In close, the customer avatar I created will have both parts of me and parts of people that I have interviewed throughout this semester to embody the typical customer. Spoiler alert, this college student is into a lot of stuff…

Customer: Patrick McHotdog, Freshman, University of Florida

Gender: Male

Age: 18

Major: Biology

Interests/Hobbies: billiards, his dog, family, visiting family lake houses going to the beach, reading science journals, mountain biking, baseball, football (only college football because Patrick keeps it weird), basketball, hockey, attending academic seminars/lectures, campus involvement (in a disability awareness club and a pretentious chemistry club), working out, watching movies.

Career and Academic Interests: Aspires to attend medical school after graduating from the University of Florida, completing his residency somewhere along the East coast, and perhaps coming back to Miami to be with his family and open his own practice.  

Personality: Definitely a quirky guy, Patrick likes to live full blast and takes advantage of all the opportunities he can. He will probably never say no to going out with friends unless he has a midterm or final coming up. Patrick takes his academic commitments very seriously and enjoys being involved with his school through clubs and volunteering. He is constantly seeking new adventures and dreams of traveling the world with a couple of great friends when the time comes up.

TV Shows: Breaking Bad, Rick and Morty, Game of Thrones, The Office, The Looming Tower, Anthony Bourdain: Parts Unknown, Narcos, Better Call Saul, Billions, Gold Rush,

Family Aspirations: Does want to eventually get married and have a few kids.

Music: Travis Scott, U2, Kid Cudi, Trippie Redd, KAASI, Kendrick Lamar, Post Malone, Mac Miller, Daft Punk, Young Thug, Eminem Red Hot Chili Peppers, Kanye West, Greta Van Fleet, Led Zeppelin, Marshmello

Video Games: MLB the Show, Call of Duty, Fortnite… Patrick doesn’t really play games.

Movies: The Dark Knight (2008), The Big Short (2015), The Bourne Ultimatum (2007), The Godfather (1972), The Good, the Bad and the Ugly (1966), Fight Club (1999), Se7en (1995), Whiplash (2014), The Prestige (2006), Django Unchained (2012), Heat (1995), 21 (2008)

Food and Drink: BBQ, burgers, coffee, steak, sweat tea, pasta,

Favorite Books: The Count of Monte Christo by Alexandre Dumas and the Harry Potter series by J.K. Rowling.

Car: does not have one, recently bought a scooter. Interested in Tesla, Ferrari, Land Rover, Mercedes-Benz, Audi, and Aston Martin. Although, Patrick will gladly accept any car if the A/C works.

Clothing: Primarily shops from Goodwill and purchases specialized apparel online.

Height: 6’2”

Weight: 203 lbs

Fun Facts: Played baseball for 11 years, has two crowns, loves orange juice, favorite dessert is brownies and vanilla ice cream, enjoys Greek mythology, and has eaten at the same BBQ restaurant for his birthday the past six years.

For things that I have in common with my avatar, it is practically 90% of the things I wrote for Patrick -- apart from a few things.

Pictures: Just some random pictures that might help you identify and relate to Patrick McHotdog.

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Figuring Out Buyer Behavior No. 2

How Project was Presented to Customers:

“Project Background: So basically, I am doing customer interviews to establish an opportunity – or find an unmet customer need for my entrepreneurship course. The exact need I am trying to understand is roommates not collaborating to clean up the living space, specifically in communal areas such the kitchen, living room, laundry room, etc.

To solve this, I have proposed that universities require freshmen and transfer students to take a one credit course that teaches how to live peacefully with other roommates. The reasoning behind this is that it will be a win-win for both students and university officials: students can receive a relatively easy A, while university officials can lower the unnecessary stress that students experience living with other roommates (especially randomly assigned roommates).

Please only write what you feel is necessary to share your opinion. Again, thank you!”

Questions Asked:

1. Does the price of the one credit class outweigh the benefits of understanding how to live peacefully with other roommates?

2. Does location on campus of this class matter?

3. Should this class be offered online?

4. How would you prefer this course to be taught? Through live lectures, textbook based, participation based, exam based…? Please feel free to provide alternate responses to the ones provided above. 

5. Based off your response to #4, what would you expect from the course materials and the instructor?

6. Should the cost of the course be included within the fees of the college (it’s free) or treated regularly (the cost of one credit hour)?

7. How would you pay for this course (student loans, out of pocket, scholarships, etc.)?

8. After paying for the course, what matters to you the most? Basically, what things or experiences do you want out of the class to make you feel like you didn’t waste money purchasing it?

9. Same question as #8, but now please explain what you would NOT want out of the class? 

Jeremiah Rivera: University of Central Florida, Junior

·       Price does outweigh the benefits of understanding how to live peacefully with other roommates.

·       Most of his roommates know how to live peacefully but they’re either too lazy or do not care enough to put in that effort.

·       Location does matter. Students living on campus will feel more inclined to follow rules than those living off campus.

·       Offer this course as another required small required online component to a student’s admission/orientation process – not a full credit course.

·       The course should focus on how to diffuse responsibilities among the roommates and delegate assignments/tasks based on everyone's schedules and skillsets.

·       Like other small online classes, you’ll learn the information and then take a quiz after each module. Overall grade should be a pass/fail with a predetermined minimum pass grade.

·       Provide real life examples and scenarios (with illustrations) to make it more relatable to students.

·       Should be included within the fees of the college.

·       Will pay through FAFSA/loans, not out of pocket.

·       Goals of the course: to know that people at least understand what behaviors and habits are accepted within a dorm or shared living space, that way the person is to blame if they are not living up to that standard.

·       Would not want an inaccurate or outdated depiction of what really goes down within the dorms or off campus housing.

Sabrina Olivera: University of Florida, Senior

·       Price does not outweigh benefit because my roommates and I figured it out ourselves.

·       Location does not matter.

·       Course should be offered online.

·       Course should be participation based.

·       Materials should be simply discussion posts and participation in lectures.

·       Course should be free.

·       Would pay through student loans.

·       Goals of the course: effective conflict resolution.

·       Would not want another boring lecture.

Kevin Fertel: Florida Gulf Coast University, Graduate School  

·       Price does not outweigh benefit.

·       Location does not matter.

·       The course should not be offered online.

·       Prefers this course as participation-based with minimal assignments and real-life implications.

·       Course should be free.

·       Will pay out of pocket or with a pre-paid fund.

·       Prefers an in-class midterm and final.

·       Goals: Understand the etiquette and respect that is required to have a good relationship with your roommate; learn how to interact better with people, resolve conflicts, share personal space etc.

·       Would not want course to be a waste of time with material that isn’t informational.

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 alternative evaluation, purchase decision, and post-purchase evaluation?

Overall, 2/3 customers prefer this course to be taught online rather than in person. Although this is a small sample size, this insight is interesting because I never considered offering this course online. Knowing this, it might be easier for universities to utilize an online platform as opposed to the use of classrooms on campus. Furthermore, an online class will also be easier to expand to other universities across Florida. Separately, it became obvious to me that this course should not be a burden to students, and therefore I agree with Kevin’s and Sabrina’s opinion of this course being participation with few quizzes or assignments. For purchase decision, it appears that the interviewees vary in methods of payment and thus no real conclusion can be made.

Should this course be offered to them, all interviewees shared that knowledge of how to handle tough situations while treating roommates with respect was a priority. It was evident that the customers value real-world applications of this course in retrospect to their past experiences in college.

Reading Reflection No. 1

Reading Reflection No. 1

Shoe Dog by Phil Knight

1) You read about an entrepreneur:

What surprised you the most?

• When Phil lied in a meeting full of executives (in Japan) at Onitsuka’s headquarters. Once again, Phil had to deal with the wrestling coach on the east coast, only this time the wrestling coach began selling the same shoes, now in his market. Knowing me, I would do anything in my power to maintain the relationship with my only distributor and he took a huge gamble to stay on top. 
• Blue Ribbon’s sales doubled every year. Phil focused everything on the concept of growth and understood that to stay relevant, his company had to continue to push innovation and consistently meet the increasing demand of his customers. 
• His core team collectively went by the name “Buttface.” As a playful joke, Phil wanted to be the only multi-million-dollar management team that went by “Buttface.” This told readers that however rich they become (his team), at heart they are still best friends from Oregon. 
• Customers embraced Nike’s new experiments, successful or not. Not every new shoe was a massive hit with customers, but because Nike was so respected for their innovation and creativity, customers never took it personally because they respected the brand far too much. 

What about the entrepreneur did you most admire? 

• Because this was written by Phil Knight, you would expect him to leave some things out – especially since the company is still active today. However, Phil recalls multiple instances where he didn’t necessarily have to. For example, Phil talks about his rages where he would shatter company phones, institute random rules for the office, and cases where he wasn’t exactly the nice guy (in other words, he let you know exactly how he was feeling). For this reason, the book was incredibly interesting since it gave me exactly what I wanted to read – because you can always read about the proper way to run a business in any textbook. Phil also acknowledges that not every idea was his, and goes further admitting that he never actually liked the “swoosh” logo for Nike. 
• How close he is with his superstars. From the outside looking in, one might expect these insane endorsement deals to be strictly concerned about money and brand recognition. On the contrary: Michael Jordan reserved a front row seat for Phil at his father’s funeral; Tiger Woods was the first to call him at 7:30 AM after his son died in a car accident; Lebron James gave him a Rolex with engraved with “Thanks for taking a chance on me.” Yes, you can make the case that these athletes are trying to preserve their relationship with Phil, though you can also admire that they treat each other like family and their relationship goes much further than business. 
• This quote from the book: “Don’t tell people how to do things, tell them what to do and let them surprise you with their results.”

What about the entrepreneur did you least admire?

• Putting one of his store managers, Bork, in an uncomfortable situation of having to deceive Kitami (Onitsuka executive) that they were not selling Nike Shoes. For context, Nike was Phil’s back up plan, and Blue Ribbon (Phil’s current company) was still in a formal contract with Onitsuka to sell their shoes. Eventually, Bork quit his job as store manager because he did not want to work under a boss who forces their employees to deceive.

Did the entrepreneur encounter adversity and failure? If so, what did they do about it?

• After believing he was the sole official distributor of Onitsuka in the west (America), Phil receives word that a wrestling coach was already the exclusive distributor of Onitsuka in the United States. More specifically, the wrestling coach claims that Phil is infringing his rights to sell Onitsuka shoes. Confused and not getting any response from Onitsuka executives, Phil flew to Japan to settle the dispute – understanding that his future in the shoe industry relied on this meeting. The CEO of Onitsuka compromises with Phil and allows him to sell track shoes to only 13 western states, while the wrestling coach could sell wrestling shoes nationwide. Although you can view this as a loss, Phil still found a way to produce a solid compromise in a foreign country – all at a relatively young age. Phil made it obvious to the CEO of Onitsuka that selling these shoes meant more than making money, and the CEO saw reflections of himself embodied in Phil (the determination to achieve your goals and succeed through adversity).

2) What competencies did you notice that the entrepreneur exhibited? 

• Phil defines the word tenacity. There was never a case in this book where you read about Phil giving in to a competitor or succumbing to the pressure. Although he expresses himself perhaps somewhat untamed, aggressive, or even rude, I would not hire someone who feels timid or restrained. As business leaders and entrepreneurs, this is what it takes to stay at such a high level of success. Per Phil Knight, “Beating the competition is relatively easy. Beating yourself is a never-ending commitment." 
• Reliability that ensured the respect not only his business partners, but his customers as well. Littered throughout the book are reflections of Phil being in an extremely tough spot with impending doom upon him, and yet he continued to persevere and find a way through. 
• Finding coworkers who possessed similar beliefs and attitudes towards not necessarily his company, but his relentless work ethic and hunger to win. For Nike, Phil wrote that his only prerogative was to win, hence the word Nike – the Greek Goddess of Victory.

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

• “American Selling Price (ASP).” This rule, instituted by the United States under the Fordney-McCumber Act of 1922, almost destroyed Nike as a whole. The United States was demanding a $25 million-dollar payment in 1981, though luckily, Phil and the government settled on $9 million. As defined by The Free Dictionary (link provided), the ASP indicated that a tariff on an import into the United States would be calculated according to the price of a similar, American-made good rather than the manufacturer's price. Although it seems not that confusing, Phil did describe the situation more technically, and some of the terms went over my head.

4) If you were able to ask two questions to the entrepreneur, what would you ask? Why?

• What is Nike’s general ideology or thought process when it comes to manufacturing shoes? In my perspective, Nike is operated primarily through creating demand for their shoes, then outsourcing to other nations for the cheap labor, contracts, land, etc. Overall, I would want to learn more about how exactly Nike creates these massive contracts while cutting costs to remain way ahead of competitors. 
• How would you compromise business time for family time?

5) For fun: what do you think the entrepreneur's opinion was of hard work? Do you share that opinion?

• To put his work ethic into perspective, Phil worked 70 hours a week as a CPA for a small accounting firm, ran the startup Blue Ribbon, plus had an Army Reserve requirement that took up two Tuesdays a month and one all day Sunday (plus two weeks in the summer). All at the same time. Moreover, I know that I work hard and put in the hours, but when you read that sentence, it instantly makes me feel that I can be doing more. 

Halfway Reflection

Halfway Reflection 

1) Tenaciousness is a competency. What are the behaviors that you have used (or developed) to keep up with the requirements of this course?

In the beginning of the semester, I would sort of do the assignments as they came and not really worry so much about the severity of the assignment. After almost missing the deadline for an assignment in the second week, I began to read over next week’s assignments (before finishing the current one(s)) to make sure I will not have an uneventful surprise come the start of the week. Therefore, I would recommend keeping up with your assignments, because if you distribute the work somewhat evenly across at least 2-to-3 days within the week, you should feel rather comfortable completing each assignment on time.


2) Tenaciousness is also about attitude. 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?

There were at least two times where I did feel giving up and not submitting an assignment. This past weekend (10/5), I had to choose between going out or staying home and finishing the two ENT assignments. On Thursday, one day before the typical deadlines, I had a big test for my business statistics course, and did not work on either of the two assignments due for ENT that night when I got home after the test (way too tired). Naturally, I waited too long to get started; at around 8:15 PM my friends texted me saying to be ready by 10:00 pm to go out, but I still had two assignments left to finish. In that moment, I had a spurt of determination and decided to not lose to either situation: not going out or not completing an assignment. For the next 100 minutes, I put myself into an absolute grind-it-out mindset where I kept telling myself that I would not let this assignment keep me from seeing my friends. Thus, sometimes increasing the stakes and giving yourself a goal with true rewards (even if it is short term) can naturally force you to become tenacious.



3) Three Tips. 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) Stay organized: Try to get your interviews out of the way by at least Wednesday or Thursday to not have to worry so much on Friday. This way you can also have some cushion if one of your interviewees bails on you.

2) Read your comments: The people writing the comments are in the same situation you are, so take a second to comprehend what they wrote. Multiple times I have found inspiration from my peers that has helped me adjust my opportunity and read where I could have done something differently.

3) You will most likely get stuck by trying to be the next Zuckerberg when creating your idea, and that’s okay. You must understand this class focuses on crafting a mindset and investigative process for entrepreneurship, and thus you will not automatically understand how to do everything perfectly. Expect to have some roadblocks and stay away from overthinking!

^ Stay tenacious, you do not want miss out on these game days!

#LSWho?
10/06/2018

Figuring Out Buyer Behavior No. 1

Figuring Out Buyer Behavior No. 1 

Questions Asked:

1. How many conflicts or arguments does it take for you to talk to your roommate about a certain issue? Basically, what’s your tipping point?

2. How do you feel when you allow the problem to linger?

3. Before you approach your roommate, do you already know your approach is going to work? How confident do you feel that your roommate will listen to you before you approach him or her?

4. How do you handle your roommate(s) not listening to you?

5. When your roommate(s) does not listen or acknowledge the problem you presented, do you talk to other people or try to figure it out alone?

6. In what part of the living space do conflicts with your roommates typically occur?

7. What is the very first thing you do to find a solution to the problem(s)?

8. In your experience, did you opt to the first solution you thought of or do you think it over and create a strategy?

9. What do you feel is the biggest contributing factor to solve issues when living with roommates?


Interview One Summary: Meagan McBride, Senior, University of Florida

In the beginning, Meagan shared how she typically won’t have any issues putting away a couple dishes since she is friends with all her roommates – though she does have limits. For instance, it bothered her greatly that one of her roommates left a note about garbage or dishes, for the roommate could have been “way more causal and just mention it before rather than building it up and then being passive aggressive with a sign.” Meagan also shared that it is not necessarily anyone’s fault when issues linger because everyone is busy and has opposing schedules. Furthermore, Meagan first causally talks about the issue in person or in group chat, and if roommates do not get the hint, she will be more direct. In close, she routinely emphasized to maintain a healthy relationship with roommates by always talking about issues and utilizing different strategies if need be.


Interview Two Summary: Alex Curbelo, Junior, University of Alabama

For Alex, she addresses the problem immediately when she sees it happen, will let it slide if it happens again, and will approach the roommate(s) if it happens once more. Although she feels comfortable talking about issues roommates, she confesses to feeling uncomfortable when the problem(s) linger for longer than others. Per her response, Alex will view the situation from everyone’s point of view and then figure out a solution that is “multi-beneficial” for the parties involved. As documented in prior interviews, Alex reflected on how unhealthy it is to live in a negative environment and suggests discussion for any problems with your roommates.


Interview 3 Summary: Ivan Godward, Junior, University of North Carolina at Chapel Hill

For Ivan, he does not wait for any issues to linger and addresses problems immediately with his other roommates (three in total). He goes on saying that he despises to be in awkward situations and has lived his life avoiding them at all costs. Since his roommates are his friends, he does take it too nicely when they blow him off or disregard his requests. Analogous to practically all other interviewees, the only problems that exist are in the kitchen – specifically dirty dishes. Ivan feels that the biggest contributing factor is not talking in a straightforward manner with your roommates, and he believes that is the only way to maintain healthy relationships.


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?

As expected, the segment for my opportunity, in terms of need awareness and information search, are 18 to 22-year-old college students who are not adjusted to living on their own, and thus have not acquired the necessary tools and courtesies that are crucial to live with other people. With a course to teach students healthier and more sustainable habits, this opportunity can be exposed.

Idea Napkin No. 1

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?

To keep it short, I am a transfer student from Miami majoring in finance. Originally, I wanted to become an ophthalmologist and study medicine, though I changed majors after my freshman year of college to pursue a career in either finance or management. Overall, I think my skills tend to be more quantitative, as I have always enjoyed math or analysis types of challenges. I do not have that much experience at UF thus far, although I was a finance intern for a healthcare provider, traveled to Washington, D.C. for an academic seminar focusing in politics this past January, and was president of a disability awareness club at my college while in Miami. In all honesty, I do not intend to go after this business idea, though I do enjoy the process of thorough process of investigation presented in this class.

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

A one credit course that focuses on creating positive, healthy, and consistent living habits for college students that live with roommates. First, the idea will be presented as a class for freshman, transfer, and study abroad students to appropriate University of Florida officials. After each of the two trial semesters, we will adjust the class based on its effectiveness and reviews written by the students and teachers. After at least one year of proven success at UF, we would expand to other Florida institutions as a resource to facilitate peaceful living between students and their roommates. This course will be a win-win for students, as they receive applicable life skills and points towards their GPA.

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?

The customers I would be offering this service to would be UF students, and I would be selling this idea to appropriate UF staff who would be able to make this happen. The majority of my customers will be in the 18 to 22 year old range – as UF would be offering this course to freshman, transfer, or study abroad students (course will most likely not be offered for graduate students).

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.

I believe UF would pay me money for implementation of this course because, as proven throughout my interviews, the majority of students (who live with roommates) experience some type of frustration, anxiety, or anger with other roommates. For a considerable number of students, this is their first time living away from home and are randomly assigned roommates. Thus, by teaching students the fundamentals living with other people, students will experience at least less stress and will be better prepared to resolve internal issues of living with roommates, compared to students who did not take the course. This all works in theory, though it would take (minimally) two semesters to determine if this course positively benefits both UF officials and students.

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

I do not know exactly what sets me apart from everyone else, though I do believe hard work will beat talent in the long run. With talent you specialize in one specific sector of a career or industry, though with consistency and hard work, I can branch out to multiple career or business opportunities and not be limited by talent.

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.

Generally, I do believe these elements fit together to create a business – although this class operates in theory and does not carry all the implications if I were to genuinely go after this opportunity today. Some aspects of my business (or any business I create) that will be weaker than others is perhaps creativity, marketing, and keeping up to date with social trends. Knowing this, I would find people who are in a similar situation as mine, because these people want to prove themselves as much as I do, and therefore will put in the extra work to build their own brand.