19A - Idea Napkin No. 2

1. You.
My name is Brooke Atwell and I am a junior Public Relations major with an outside concentration in Business Administration at the University of Florida. I was born and raised in Key West, Florida and am still lucky enough to call the little island my home. From as far back as I can remember, I have always had passion for fashion and beauty. I knew early-on that I wanted to incorporate all aspects of it into my future career and, one day, I hope to work in the realm of high-fashion public relations. I plan to use all of the entrepreneurial skills I learn throughout this course, including my business venture, to enhance my overall skill-set and further develop my knowledge in the field.

2. What are you offering to customers?
My service will offer healthy, grab-and-go meals and snacks for the students and staff on the University of Florida campus. It will give those who value eating a nutritious diet the opportunity to keep up with this habit while carrying out their daily campus activities. These services will be offered Monday through Friday from 7 AM to 10 PM and will provide meals for breakfast, lunch and dinner. Because many students, and even staff members, do not have the time to visit the grocery store on a weekly basis, this will give them the opportunity to continue eating healthy meals while maintaining their busy schedules.

3. Who are you offering it to?
The target audience of my service is anyone and everyone on the University of Florida campus. It will specifically be aimed and used by those individuals who value and incorporate a healthy, well-rounded diet in their day-to-day life. Students and staff members on the UF campus are all busy with classes, clubs, jobs, greek life, etc. and my service will cutout the added bullet on their checklist of cooking meals when they simply do not have the time. At the same token, these meals will be offered at a very affordable price as the aspect of a college budget will always be taken into consideration with pricing.

4. Why do they care?
People will pay for this service because it is a convenient way to continue with their healthy habits while cutting out one of the hassles of making sure that happens. This is valuable to them because it will allow UF students and staff to quickly purchase nutritious meals and snacks without breaking the bank, leaving campus or sacrificing their healthy habits. It is the perfect, happy medium between convenient and valuable.

5. What are your core competencies?
From word-of-mouth and simply being a UF student, I have come to realize that there is not a place on the University of Florida campus that sells or provides healthy meals - not snacks or smoothies, meals. There are many fast-food spots filled with chicken fingers and fresh fries, but not a place that offers grilled chicken and green beans or hearty, flavorful soups. My business would offer these meals, that of which would be made fresh everyday, without jacking up the price.

I strongly believe that these five elements fit together perfectly. After evaluating the pros and cons of the entire business venture, I have come to the conclusion that the good outweighs the bad. Some students and staff members might pack their own meals or be on a restrictive budget, but I think the population of those who do not/are not is far more vast. Between my service being quick, convenient, affordable and valuable it is hard for me to believe that it would not be successful. To add to that, if the business grew popular, it could possibly expand to other university and college campuses.

My two main points that I took from my feedback were aspects of the location of the service on campus and how to ensure to customers that they are getting the best bang for their buck. I also had these same worries going into this business venture but through careful research and student feedback, I am certain there are solutions. I would locate the food joint wherever the heaviest foot traffic is, perhaps somewhere near Turlington or Plaza of the Americas. I would also ensure the food's quality and affordability by creating a social media account where daily deals and specials would be announced as well as posting it around campus and the restaurant itself.