29A - Venture Concept No. 2

What are the forces or changes in the environment creating this opportunity? 

When you love something you want to talk about it and share it with others. I would say that the pleasure and education of natural history and the forces of stewardship and conservation are what are driving this opportunity.

• How is this market defined geographically and demographically? 

The market is define as the north central region of Indiana. This might be gerrymandered as having a southernmost point at Anderson, Indiana and a northernmost point of Fort Wayne, Indiana,  an easternmost point of the Ohion state line and a westernmost point of Peru, Indiana. Regarding demographics, I can see myself hosting children’s classes for interested students. I am interested in the mature teen or university student and particularly the lifelong learner— wherever they are in life. I am interested in learners who are willing to engage the subject as active learners. 

• How are customers currently satisfying this need?  And how loyal are they to whatever they use now?  

Customers are  now using the local bird club and/or programs offered at local state parks. The problem is twofold and in respective order. A narrow range of programs and also a really distant drive to the state parks from our region of Indiana. A shallow range of options is really the biggest issue that I have seen, outside of a far drive for any student of these classes. I know one guy who drove over an hour for a monthly nature class I attended. 

• How big is this opportunity?

I think about 25% of any sample of people would be willing to go out on an educational walk and learn about the flora and fauna of the local area. 

• How long will the “window of opportunity” be open? 

This window of opportunity will be open until someone steps up and fills the gap that I”m looking to work into.

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

People will switch because of price and location. Our classes will be free and local. They don’t have to drive an hour to enjoy a state park program or hike. Effective marketing through word of mouth and facebook and Instagram will make them aware of the club and help to persuade them to switch to us. 

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

Our competitors are primarily the state park nature centers. However they really only cater to children. Even their adult programs are festooned with childlike teachers and activities. It’s foolish and silly, but still appreciated at times. One of the biggest weakness is that they do not delve deep into their subject matters. They simply give the subject a breif look rather than taking weeks and months to study and learn about a subject. 

Another competitor are online classes. There are many free or paid that are available for various subjects within the natural world. What is missing is the sense of locality and and community. 

• 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? 

Effective graphic design of marketing materials (AKA packaging) will be helpful. The locations will be parks and preserves. For classroom settings learning we will use library conference rooms or simply go on a walk while we lecture and Q&A. We can also support local mom and pop coffeehouses and host classes there as well.  

• 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?

The core of the people part of this club will simply be mentors or teachers. While they will not be the focus of the class, they will point students towards the subject why are teaching about. These people will be fact-based but also have a bit of the griot inside of them that can spin a good yarn!

As you might have guesses, small-town Indiana is quiet. Some have said that that fact is prone to setting its residents off into a literary direction for their lives. Perhaps that’s true. Many, for sure, of Indiana’s residents are already comfortable with the land and are sheepish, awkward (at first) and non-gregarious (at first). These things change when you bring people with similar interests together over medium-to-long periods of time. 

That is my mission. To bring these people together and to grow their populations so that stewardship and conservation are given their due place in the mind of Hoosiers. I really think that keeping things local and surrounding the subject are what will be the lifeblood of this type of organization.The motto of one western college is apt here: The search for truth in the company of friends. 

I did not receive much critical feedback that helped me to manipulate the idea. I did receive much feedback that this idea would be best at a free price point. I think that is good and fine and acceptable. 

The  biggest change in the concept is the addition of classes for children. I didn’t want o be a babysitter. I refuse to be that as an organization. If there will be children’s nature-study, they will be accompanied by an adult. This way those special moments of amazement and discovery can be shared with someone they love and trust. Plus I wouldn’t have to babysit them all throughout the walk! Also, going into this, I thought I could charge a small fee. Coming out of the class, I really don’t see that as a feasible option. 

Hey, thanks for putting up with my rambling this semester. From Indiana, cheers.