20A – Growing Your Social Capital

1. Domain expert - Jorge Espinosa

• Mr. Espinosa graduated from the University of Miami with a Bachelor's degree in international finance and marketing. He has owned Revo Soccer for almost 9 years now in Doral, FL.
• He fulfills the role of domain expert because he is in the same business activity I would like to be in. 
• I have been in physical contact with Mr. Espinosa multiple times because a friend of mine used to work at his business and we began going there to play because I did not know it existed. 
• I have not been in contact with Mr. Espinosa since the virus broke out and he has not answered my email in time for this assignment.
• I believe that Mr. Espinosa is wise in this particular market because he has been running his business for a while now and it has always been busy when I go. 

2. Market expert - Ariel Gardelin

• Ariel Gardelin is a friend of mine who graduated from the University of Central Florida with a bachelor's degree in marketing. He has worked at Goal Station Futbox (indoor soccer place) for 4 years now and is in charge of their social media accounts. 
• He fulfills the role of market expert because he take part in a similar business activity and knows a lot about the customers that his business targets. 
• We have played soccer together and I have been to his job multiple times to play myself. 
• Since he is my friend, it was easy for me to complete this part of the assignment, he told me about the type of demographics that are most popular at the business he works in. 
• I can use the information he provided to learn about the target groups I should be targeting to get the best customer turnout. 

3. Market supplier - Soccer Wholesale

• Is a company that focuses on providing customers with soccer equipment for their businesses, teams, etc. 
• They fulfill the role of market supplier since they provide the equipment for me to set up an indoor soccer pitch.
• I looked up this company on Google and found their website where I learned more about them.
• I did email Soccer Wholesale but they have not gotten back to me. 
• I believe that Soccer Wholesale can provide me with mostly everything I need to set up the pitch for proper game conditions. 

This experience taught me to listen to those who are wiser and knowledgeable in the field you are interested in. It also helped me really sit down and think about the specifications I needed the individuals to have in order for me to complete this assignment. I can use their advice for my benefit in the future, see what they do and let it guide me in doing like them, or doing differently. This was different because I was looking for people I mostly already knew about, rather than finding random people who might share my thoughts. 

19A – Idea Napkin No. 2

1. My name is Luis Miguel Gonzalez. I am 19 years old and I am majoring in general business at the University of Florida. I am Venezuelan but was raised in Miami since the age of 4. My work experience has been entirely in customer service through retail and food industries so I am knowledgeable in serving others. My skills are communicating, listening, and cooperating with people well, being open-minded, patient, and being dedicated to my work. My aspirations for this business concept are to one day open my own indoor soccer facility because it is a business that I love personally and I would be passionate about taking care of it.

2. The service I am offering to customers is indoor soccer at my place of business, which would be the first in the region. I am providing the turf, goals, nets, balls, and boundaries to make the game possible. The customers will have all the means and conditions necessary to play under their chosen amount of time.

3. I am offering this service to people who are within 16-24 years old because they are the ones who have the most time on their hands, in regards to older people with busier lives and more responsibilities. They socialize the most time with their friend groups in school and bring them along to my business. Their age range is also the most active compared to others and will seek playing as entertainment and/ or  exercise. That is my expected target audience but at the end of the day anyone and everyone is welcome to play. The biggest thing my customers will have in common is that they will all love soccer, it is a supernatural passion within every player and fan of the sport.

4. Customers will believe my business is valuable because it will be the only indoor soccer business in the market for the region. They will come to play because they will be able to organize games from the comfort of their homes, they will be planned ahead of time, and punctual to commence. They will use my service especially when outdoor conditions are poor, so they can stay dry and not let weather affect their games.

5. My core competency as mentioned already, is the fact that I would be the only location for indoor soccer in the region. Additionally, given my background, I can offer my services in English and Spanish and I believe that is a huge benefit for me in connecting with more people. Thanks to my education, I can even appeal to Portuguese speakers because I am competent speaking one-on-one with them and I am still learning and improving.

I believe that these elements complement each other well and are the means that will lead to my success. My weakest element is my own knowledge in running a business because in my experience I was always in an employee role. However I am currently learning these concepts in my education and I believe I will become an even better manager of my business through practice and trial-and-error.

Two main points I took away from feedback received was to continue focusing on what you like, so in this case soccer, and use your background to your advantage. I incorporated my feedback by envisioning my business in my head and seeing myself running it. I mentioned both points in the first element.

18A – Create a Customer Avatar

My customer avatar's name is Miguel and he is 21 years old. He is Venezuelan, but was raised in Miami, FL. His hobbies include: biking, outdoor and indoor sports, working out, binge-watching shows on Netflix and Disney+, hanging out with friends, and playing video games. He drives a 2019 Toyota Rav4 and he would love to own an Audi in the future. His favorite shows are: Friends, Stranger Things, The Sopranos, Star Wars: The Clone Wars, Supernatural, and Rick & Morty. He is a finance student and shares an apartment with two other roommates. He is currently single and does not have any children but is planning on having at least two in the future. Miguel is organized and likes planning out his schedule and days out in advance. He has a male 6-year old yellow labrador, but he loves all sorts of pets and animals for that matter. His friendships are crucial to him and holds them as one of his most core values, the relationship he has with his best friends are more like sibling relationships. I have a lot in common with the avatar, I basically modeled him after myself. Our differences are that I am 19, while he is 21, and he is a finance major while I am a general business major, and he drives a car. His hobbies are a good match for my business because he is pretty active and would definitely enjoy the services my business provides.

16A –What’s Your Secret Sauce?

1. My human capital 
1. I get along with other people easily: It has always been simple for me to connect with other people, no matter the circumstance, whether it be in school, at work, or at social gatherings. I feel that this helps in work settings a lot since I often find myself working with other people to achieve goals and I am a firm believer in having good relations with people so that tasks can be performed efficiently. 
2. My manners and courtesies: This one is second nature to me. My mentality is I treat others better than how I would like to be treated. I have experience in both retail and food, which requires that you tend to customers with respect, enthusiasm, and kindness.  
3. I base my decisions on logic and reasoning: While I am an emotional guy, when it comes down to making significant decisions, I like to lay out all the information I know and from there I select the best way to move forward given my reasons. 
4. My desire to continue learning: I always want to keep on learning, even when I don't have school work, I find myself looking at topics I don't know about on Youtube, practicing phrases in other languages, and looking at how people do things differently from me to see their point of view. 
5. I am passionate in my work: Whatever it is I am focusing on, I enjoy dedicating myself entirely to that. I believe that you reap what you sow so if you put in the effort and attitude into work you will get that back from the outcome and the satisfaction of hard work. 
2. Interviews
1. My roommate Juan: Said that my I have been a great person to live with, I care about the appearance of our apartment, of my personal image and how I portray myself to other people, and one of the most down-to-Earth guys he has ever met. Whenever he needs me I am there for him and I do not shy from trying new things. 
2. My friend Salena: Mentioned how she admires the way I care for those close to me and complimented my skills as a listener and how detail-oriented I am, claiming I would remember things about her that she does not remember telling me. She also admired how grounded I am when I make decisions and how I can put my feelings aside because she is indecisive and finds herself at odds with her emotions and reasoning.
3. My friend Angela: She admires my curiosity and drive when I put my mind to a task or new topic. She likes how I look after her and others and she also mentioned how I get along well with everyone, her parents are fond of me and ask how I am occasionally. She also thanked me for getting her invited to parties and other social gatherings throughout high school.
4. My friend Ruben: Said that I have a heart of gold and that I am one of the most genuine persons he knows. He mentioned how I care deeply about others and their well-being and that friendships and relationships with people matter a lot to me. I am someone he can confide in and he said that whenever he has a problem he knows he can always count on me for advice.  
5. My friend Allen: He brought up how loyal I am to him and our group of friends. He said that he cherished my friendship with him because I am one of his closest friends and he can rely on me for anything. It doesn't matter how long it's been since we see each other because every time that we do we kick it off like we see each other every day.
3. Reflection: My friends said different aspects of me that they admired, but there was a connecting theme in all of their answers that I noted about myself that I was aware of. That was the importance I place in my relationships with loved ones, friends, and even people I do not know well. I do care about having healthy connections with other people since it is critical in life to network as it can open doors to opportunities. I believe that my interviewees are right about the things that they said and I would not make any corrections to the list from part one. I think I got the best aspects of my human capital correct. 

15A- Figuring Out Buyer Behavior No. 2

• After conducting my three interviews, I found that my customer segment values alternatives that offer a good price, and provide a quality service. They would select the alternative if they get a better deal like having more time for the amount spent. While my customer segment would lean more towards price, the quality of the service they receive is also important. It was noted that if they are regularly treated well as customers, and their playing time is respected and begins at the time that was agreed to, they would hold that alternative over others. 
• I offer a physical service to my customer segment and they would have to come to my facility to use it so there is only one place for the transaction to take place and that is face to face. At the time of the transaction they will be able to use card (debit or credit) or card. The transaction could be covered all at once by one person, or as most people prefer, everyone pays their part one at a time. The details are up to the customers to decide. Game reservations could be set over the phone, in person, or online on the website. The transaction will always take place after the service is provided. 
• What the customer segment cares most about after the purchase is: if they had fun during their session, if they felt that they were treated hospitably, if their game time was respected, and if they liked the facilities overall. Alternatively, the purchase would be a bad idea if: they had to wait past their reservation time to commence playing, were not greeted and approached by a representative, or if the quality of the pitch and its standards were not up to par. 
• After conducting my interviews, I have learned that my customer segment prioritizes the price and quality of this service when deciding if it was worth the purchase. As long as I can provide reasonable and competitive prices to them, as well as make them feel wanted and looked after when they are with me, there is no reason as to why they would not return.