19A – Idea Napkin No. 2

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?

The feedback I received from my original post was limited to encouragement. Unfortunately, because it did not include an actual critique, I was unable to determine any necessary adjustments. As such, my ‘about me’ section remains the same.  My firm will be engaged in creating a more perfect/ harmonious union amongst those who lawfully engage in cannabis smoking either medicinally, or recreationally, whenever that comes to pass. My firm’s skills and talents include social media marketing and public outreach. Our aspirations are to remove the taboo associated with the public utilization thereof. Once a bridge is built in order to form a better understanding amongst users and non-users, cannabis smoking will have avoided the scarlet lettering cigarette smoking has taken on.

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

In addition to the social outreach piece that will accompany the changes in legislation, my firm will also be active in the installing of a yet to be named open air hub device. This device is best described as being like a bus shelter, will allow smokers to freely engage in their activities, all while the device collects the exhaled by-product. Like what you may see at Disney, in the form of a mister, only this device will blow air and collect the same.

Having such a device available will aid in reducing the public backlash to perceived air quality and discomfort of associated smells in clothing etc.

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?

As noted in the physical description above, this will be a lightweight steel constructed shelter. The users would stand within them, but not be contained by them as they would be accessible from two sides. The actual device would one dimensional but would have strong but quiet suction attachments that would receive expelled air. From the sides, it would also direct the air upwards. 

This device would be marketed to those who preferred anonymity in their use of cannabis. Clothing would not be drenched in the smell, and the demographic of those utilizing the herb, would not be ostracized as they are now. My primary customers would be retailers who would benefit from the perceived discretion of use near to their shops. The cannabis industry would also be interested in supporting as the public relations would be good for public perception.

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.

The industry, retailers, and others directly impacted by these changes in law will be interested in funding this endeavor as it would help introduce these dramatic societal changes we will see occur in a positive fashion. The open-air hub piece would also include a PR initiative.

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

Our research is part of our core competencies. We have performed in-depth research denoting what will occur should there not be some significant relationship building between the cannabis industry, and the general public. Cannabis smoking if not introduced correctly, will go the way of cigarette smoking.

6) 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.

The areas where I perceive there to be the potential for difficulty, lie in the core competencies. As of now, the majority of my theory of potential interest comes from those who look to be impacted. I would need to increase my level of research in order to be sure a market exists to where this can be monetized on a large scale.

For the "feedback memo" -- please summarize at least two main points that you took away from the feedback you received. Also, please describe how you incorporated the feedback into this idea napkin.

As indicated above, I received very limited feedback. The feedback was from one reviewer, and it was as follow;

Hey Carlton, really enjoyed reading your post. I think what you're doing here is so smart. Marijuana is currently not legal in most states but just like we learned in class, sometimes the best way to fins opportunities is by looking at trends and laws that are in the process of being passed. Cannabis will one day be legalized everywhere, and I think getting into this industry early is genius. Great post!

This feedback was rather encouraging. I will continue to utilize my current methodology in marketing and segment selection.