Forming an Opportunity Belief
Problem/Opportunity (1): Pest control is unaffordable for most low-income Americans.
Explanation (2): The majority of Americans will experience a pest problem within their lifetime. This pest problem may consist of a roach infestation, a group of wild mice, an outdoor wasp nest, or a bed bug invasion. Although these problems are relatively common, the cost of treatment from a pest control company is very expensive. Also, these problems affect low-income communities and disabled people at a higher rate for many reasons. For example, houses or apartments within close proximity to one another are more likely to spread pests from one residential area to another. Homeless shelters, low-income housing complexes, poorly-maintained apartment complexes, dorms, and nursing homes are examples of close-knit communities that are heavily susceptible to pests. A pest, such as a bed bug, is easily able to spread from room to room in these communities. Since the removal of these pests can be as costly as $1,500, the problem is likely to remain untreated and rapidly spread. Also, people who cannot pay for certain utilities, such as air conditioning, are more likely to be affected by insect invasions.
This problem has always affected low-income communities. People in this situation may attempt to solve a pest problem with home-remedies; however, expensive treatments are often required to eliminate the problem. As a result, low-income communities often deal with pests continuously, which may affect their health. One reason this problem exists is the lack of regulation surrounding urban pests. Although agricultural pests are often quarantined and treated by government agencies at no cost to the property owner, urban pests are not. This lack of interest is because urban pests are not considered economically important. For example, if the common bed bug were to appear in a state where it has never been found, its presence would not be acknowledged. This invasive insect would be able to spread from community to community, and people who could not afford treatment would be forced to live with a blood-sucking insect. I am certain that the opportunity to supply a less expensive product to low-income consumers exists.
Interviews (3, 4, & 6): A typical customer would be anyone who could not afford pest control. I believe many college students may have found themselves in this predicament.
I interviewed three people: My current roommate, a graduate student studying urban entomology, and a man who works for the U.S. Department of Agriculture
My Roommate
How would you describe this problem?
I lived in New York. I think it's a problem in the city. I think it's a problem in areas where lots of people occupy a small amount of space.
When do you believe people first become aware of a pest problem?
When your neighbor begins telling you about their roach problem or when your apartment complex sends out a notice.
Do they experience this pest problem constantly or only sometimes?
It depends. People try to ignore the problem. I would say sometimes. When you see a roach, you kill it and forget about it until you see another one.
How long do you believe people with this problem have needed a solution?
This is a constant problem. Even when there is a solution, another problem follows.
How are they currently addressing pests?
Apartment complexes try to deal with pests when a lot of residents complain. They will try to fix the problem in a short amount of time, but the problem never really gets fixed. They don't actually do anything that helps. Also, I've had neighbors who do not clean. They attract roaches. Then, the whole apartment complex has to deal with them. The problem is constant
Are they satisfied with this solution?
Momentarily. People are satisfied for a short amount of time. Then, the problem continues.
The Graduate Student
How would you describe this problem?
I was broke when I was an undergraduate student in California. I believe it's a lifestyle. People believe there's nothing you can do. They end up accepting the problem as a part of life.
When do you believe people first become aware of a pest problem?
I believe they're always aware of it from the moment they move in. That's why they become complacent. I always tried to clean and avoid pests, but my roommates and neighbors would give up.
Do they experience this pest problem constantly or only sometimes?
All the time, but they choose to not notice it.
How long do you believe people with this problem have needed a solution?
I don't think people are even looking for a solution most of the time. Again, they're complacent with living this way. It's a lifestyle.
How are they currently addressing pests?
They don't. Some people try to clean as much as possible to avoid attracting pests, but a lot of people do nothing and complain when the problem gets out of hand. I think it's a sickness. If you try to solve your problem early on, the problem will be easier to solve or maintain. People don't do this because they assume there is no solution
Are they satisfied with this solution?
No. Most people are not, but people also choose to not care.
USDA Employee
How would you describe this problem?
I believe it has to do with cleanliness. People need cleanliness to feel organized and to have peace of mind. People can't improve their lifestyle when they don't have peace of mind. It stops them from improving their financial situation.
When do you believe people first become aware of a pest problem?
When it begins affecting their lifestyle: When they first see a bug or get a bite.
Do they experience this pest problem constantly or only sometimes?
They experience this problem all the time, but there's nothing they can really do about it. It's constantly affecting them.
How long do you believe people with this problem have needed a solution?
Always. Pests have always been a problem. Since there is no government agency that deals with pests, this has always been and will continue to be a problem.
How are they currently addressing pests?
They use fly-swatters and cans of Raid. They buy what they can afford.
Are they satisfied with this solution?
They may feel a short-lived sense of satisfaction, but the problem continues. They don't feel satisfied in the long-run.
Reflect (5): I believe I heard opinions from three very different people. They all had different perspectives on the problem. I agreed with Vince, the USDA employee, more than the others. I feel sympathy for these people. They cannot better their lives if they are living with pests, I believe they are attempting to deal with the problem; however, their solutions only bring short-lived satisfaction. They are not satisfied, and they are looking for a better solution.
The graduate student, an entomologist, was very pessimistic. He assumed people were complacent and lazy. Although I don't agree with this statement, I have to be open to the idea that people are not looking for a solution to this problem. If people do not care and accept this problem as a part of life, my idea to offer a cheaper solution will never work.
My roommate offered a different perspective on the subject. Although she does not struggle financially, she pointed out that apartment complexes in urban areas do not efficiently or effectively deal with the problem. Their solutions offer short-term satisfaction; however, the problem remains. Maybe this solution could also help people who do not consider themselves to have low-income.
Summary (7): I believe the high cost of pest control is a problem that needs a solution. Although I have considered that certain people may be complacent, I believe the majority of people want a solution to this problem. I am definitely more knowledgeable on the subject now that I have spoken to others. I believe entrepreneurs should listen to others and consider their opinions. People should acknowledge the feedback they receive from others. Staying firm may lead to failure. One should only stay firm if they are confident that their opinion on the matter is shared by others and can be supported through evidence. My evidence derives from the two people I interviewed who believe a solution is needed.
Explanation (2): The majority of Americans will experience a pest problem within their lifetime. This pest problem may consist of a roach infestation, a group of wild mice, an outdoor wasp nest, or a bed bug invasion. Although these problems are relatively common, the cost of treatment from a pest control company is very expensive. Also, these problems affect low-income communities and disabled people at a higher rate for many reasons. For example, houses or apartments within close proximity to one another are more likely to spread pests from one residential area to another. Homeless shelters, low-income housing complexes, poorly-maintained apartment complexes, dorms, and nursing homes are examples of close-knit communities that are heavily susceptible to pests. A pest, such as a bed bug, is easily able to spread from room to room in these communities. Since the removal of these pests can be as costly as $1,500, the problem is likely to remain untreated and rapidly spread. Also, people who cannot pay for certain utilities, such as air conditioning, are more likely to be affected by insect invasions.
This problem has always affected low-income communities. People in this situation may attempt to solve a pest problem with home-remedies; however, expensive treatments are often required to eliminate the problem. As a result, low-income communities often deal with pests continuously, which may affect their health. One reason this problem exists is the lack of regulation surrounding urban pests. Although agricultural pests are often quarantined and treated by government agencies at no cost to the property owner, urban pests are not. This lack of interest is because urban pests are not considered economically important. For example, if the common bed bug were to appear in a state where it has never been found, its presence would not be acknowledged. This invasive insect would be able to spread from community to community, and people who could not afford treatment would be forced to live with a blood-sucking insect. I am certain that the opportunity to supply a less expensive product to low-income consumers exists.
Interviews (3, 4, & 6): A typical customer would be anyone who could not afford pest control. I believe many college students may have found themselves in this predicament.
I interviewed three people: My current roommate, a graduate student studying urban entomology, and a man who works for the U.S. Department of Agriculture
My Roommate
How would you describe this problem?
I lived in New York. I think it's a problem in the city. I think it's a problem in areas where lots of people occupy a small amount of space.
When do you believe people first become aware of a pest problem?
When your neighbor begins telling you about their roach problem or when your apartment complex sends out a notice.
Do they experience this pest problem constantly or only sometimes?
It depends. People try to ignore the problem. I would say sometimes. When you see a roach, you kill it and forget about it until you see another one.
How long do you believe people with this problem have needed a solution?
This is a constant problem. Even when there is a solution, another problem follows.
How are they currently addressing pests?
Apartment complexes try to deal with pests when a lot of residents complain. They will try to fix the problem in a short amount of time, but the problem never really gets fixed. They don't actually do anything that helps. Also, I've had neighbors who do not clean. They attract roaches. Then, the whole apartment complex has to deal with them. The problem is constant
Are they satisfied with this solution?
Momentarily. People are satisfied for a short amount of time. Then, the problem continues.
The Graduate Student
How would you describe this problem?
I was broke when I was an undergraduate student in California. I believe it's a lifestyle. People believe there's nothing you can do. They end up accepting the problem as a part of life.
When do you believe people first become aware of a pest problem?
I believe they're always aware of it from the moment they move in. That's why they become complacent. I always tried to clean and avoid pests, but my roommates and neighbors would give up.
Do they experience this pest problem constantly or only sometimes?
All the time, but they choose to not notice it.
How long do you believe people with this problem have needed a solution?
I don't think people are even looking for a solution most of the time. Again, they're complacent with living this way. It's a lifestyle.
How are they currently addressing pests?
They don't. Some people try to clean as much as possible to avoid attracting pests, but a lot of people do nothing and complain when the problem gets out of hand. I think it's a sickness. If you try to solve your problem early on, the problem will be easier to solve or maintain. People don't do this because they assume there is no solution
Are they satisfied with this solution?
No. Most people are not, but people also choose to not care.
USDA Employee
How would you describe this problem?
I believe it has to do with cleanliness. People need cleanliness to feel organized and to have peace of mind. People can't improve their lifestyle when they don't have peace of mind. It stops them from improving their financial situation.
When do you believe people first become aware of a pest problem?
When it begins affecting their lifestyle: When they first see a bug or get a bite.
Do they experience this pest problem constantly or only sometimes?
They experience this problem all the time, but there's nothing they can really do about it. It's constantly affecting them.
How long do you believe people with this problem have needed a solution?
Always. Pests have always been a problem. Since there is no government agency that deals with pests, this has always been and will continue to be a problem.
How are they currently addressing pests?
They use fly-swatters and cans of Raid. They buy what they can afford.
Are they satisfied with this solution?
They may feel a short-lived sense of satisfaction, but the problem continues. They don't feel satisfied in the long-run.
Reflect (5): I believe I heard opinions from three very different people. They all had different perspectives on the problem. I agreed with Vince, the USDA employee, more than the others. I feel sympathy for these people. They cannot better their lives if they are living with pests, I believe they are attempting to deal with the problem; however, their solutions only bring short-lived satisfaction. They are not satisfied, and they are looking for a better solution.
The graduate student, an entomologist, was very pessimistic. He assumed people were complacent and lazy. Although I don't agree with this statement, I have to be open to the idea that people are not looking for a solution to this problem. If people do not care and accept this problem as a part of life, my idea to offer a cheaper solution will never work.
My roommate offered a different perspective on the subject. Although she does not struggle financially, she pointed out that apartment complexes in urban areas do not efficiently or effectively deal with the problem. Their solutions offer short-term satisfaction; however, the problem remains. Maybe this solution could also help people who do not consider themselves to have low-income.
Summary (7): I believe the high cost of pest control is a problem that needs a solution. Although I have considered that certain people may be complacent, I believe the majority of people want a solution to this problem. I am definitely more knowledgeable on the subject now that I have spoken to others. I believe entrepreneurs should listen to others and consider their opinions. People should acknowledge the feedback they receive from others. Staying firm may lead to failure. One should only stay firm if they are confident that their opinion on the matter is shared by others and can be supported through evidence. My evidence derives from the two people I interviewed who believe a solution is needed.
There is a need for more cost effective solutions, but what is really the heart of the problem? Do you think it is pest control or could it be the lack of standards and regulations for maintenance at properties ( apartment complexes)? Are they required by the county or state to maintain a certain level of health and safety standards? Restaurants have to meet specific requirements and regularly get inspected, so maybe something similar needs to be established. I think this chain of thought demonstrates how important the “whys” are for creating a solution.
ReplyDeleteDo you think the people you interviewed were less optimistic because they are not really suffering the severity of the issue first hand ( it didn’t seem like they were)? I think someone dealing with bed bugs in their apartment on a regular basis would have an opinion shaped more out of desperation to elevate the problem. It would be insightful to compare their answers with those of the people you interviewed. If you are going to pursue this further, I would definitely recommend interviewing people currently dealing with a variety of pests.
I agree with your statement about being too firm can lead to failure. It really is important to get feedback from people in the trenches, so to speak. We have to step outside our own assumptions and get first hand knowledge if we hope to create a viable solution, especially one we hope people will pay for.
Ashley,
ReplyDeleteI think you have pointed out a crucial unmet need that needs to be solved. I have personally experienced many pest issues not only in my house but in my friends' houses as well. After reading your iterations it seems that many people experience the same problems with pest issues in their homes as well. The next step would have to be figuring out a way to make it affordable so more people will be able to access these services. Your evidence shows that there is a real opportunity with this idea and I hope you are able to take advantage of this opportunity.
Hey Ashley,
ReplyDeleteAdmittedly speaking, the opportunity you found is something I definitely could not have seen myself coming up with, kudos. Regarding how you conducted your interviews with prototypical customers, I think you asked some rather effective questions that will provide you with the best possible feedback. In your reflection and summary, I see that you stated you were more on the side of the USDA employee. While there's nothing wrong with that, it is important to adapt your opportunity belief to some degree based off of more than just one prototypical customer.