we're going to take this presentation from the point of view of all computer
scientists and as an idea for an app and as a look at the things from the
computer science end of considerations as that helped is developed and I'm
going to look at things from the Entrepreneurship point of view and how
to get a business established so we'll take it off from there Paul has an idea
for an app so we decided to do an app on sustainability and agriculture farmers
markets so let's get some jargon out of the way before we go on just so
everybody's on the same page so a smartphone that pretty much I think
everybody has in their pocket right now is really just a computer that happens
to have a phone as part of the hardware so when we talk about these things we're
writing when we say apps and things like that we're just writing programs for
these devices okay and that it can include your computer your smartphone
tablet anything like that all right so the two major ones I think everybody is
aware of is the Apple iPhone or iPad iOS operating system or the Android
operating system from Google so an application when we write them it's just
another software program that's all it is okay so your phone is just a computer
it has its own proprietary operating system on it one is Android it's based
on the Linux operating system which doesn't matter and iOS is is the one
that's on the iPhone and the iPads so now when we write an application when we
hear the term app all it is is an application software application word is
a software application okay that's all they are
so they're just running on that particular piece of hardware and they've
been written specifically for those so that's what a native app if you have
that term is so that's all we're talking about so when we say app which is
become mainstream I mean everybody in the other I believe it's sort of a nap
so now it all it is is a software application and hopefully if we use any
jargon we'll explain it I can't guarantee we won't but we will
make sure that you know what we're talking about okay so it's so now a web
app is just an application that's been written to work in the browser okay so
the browser acts sort of like an operating system like Windows or Mac or
whatever so it's been written to exist in that environment and you if you've
seen Gmail or any of the Google Doc Docs apps Google Maps anything like that
those are all just apps and when you open them in your browser or on your
smartphone or anything like that you get that application feel it feels
like you're actually what working in some kind of real software which it is
but it's being hosted on a different computer okay so now a web application
is portable and you can run it in any browser the reason we are talking about
this is because the prototype we're going to show you the farm-to-table app
is actually a web app okay and it's in its prototype stages I would say at this
point but it can run in any browser so on your phone and a tablet on a computer
any other device that has a browser I guess so last very applied as a browser
so you could run around a Raspberry Pi as opposed so the idea for the app is if
you're familiar with communities supported agriculture so you can sign up
or farmers markets you know farm to table the concept is fresh food locally
grown close by you can get a subscription of these farms and go pick
up your food or those markets in the area and our the idea that I had was to
have an app that showed you where they were and we're still flushing it out
it's a prototype as I said but the idea is to
get that eliminate the middleman and use an app so maybe to use a word that's
overly used to disrupt the the farmers market and community sustainable
agriculture market so Paul's coming to the Entrepreneurship department with an
idea for an app and the first thing we're that we need to take a look at is
what does the marketplace look like well apparently there's over 2.2 million apps
available in the App Store for Apple and there was over 3 million apps available
in the Android App Store and with Android there's literally 1,300 apps
being ended today so Paul's got a little bit the
competition right into the oven instant to try to figure out how to become you
know how to create awareness right and how many will ever find the niche within
all the competition and I can tell you the statistics show that less than 100
every 10,000 hours actually becomes a commercial success all right ok point of
view so just to give you an idea of these are the top 10 acts as far as
downloads are concerned in 2017 on Apple's absolutely so some of them you
may not have thought of as apps before but these are the top 10 I'm sure that
most of these are names that you recognize now for our first poll so let
me take a look the question is how many apps do you
think you use at least one time a month that are currently it currently
installed on your own farm just so you know this is an app
so it runs in it's a web app right it's running in the computer it's running on
your phone okay so you look like you're statistically average because the
average for the country is about 20 apps that people use at least once a month so
this is a fairly typical audience here and you can see that you know that it's
by a wide majority that between 10 and 20 apps you know I can tell you from my
own experience when I got a new smartphone I decided to take the 47 apps
I had on my phone and only reinstall the ones that I had used at least once in
the last one I actually had 11 only love and every single one of those apps that
I individually downloaded I thought was something that I couldn't live without
right that was good and absolutely so that gives you a little bit of idea of
what we need to think about when we're going to be marketing this after this
idea that ball has let's look at another part the app is you know is a technology
that we need to develop but it also is a business and one of the things to
realize about businesses is that a lot of new businesses fail right in fact
looking at dad over the 15 years between 1998 and 2013 over 20% of those new
businesses failed in the first year over 50 percent failed within the first five
years and over 2/3 of them failed within 10 years now if you think about it
that's an awful lot of waste of time and resources and people's energy money and
and talents it's not working good so one of the things we look at here at
HCC is how can we put our entrepreneurship students in the best
position for success we have as you heard in the introduction an
individualized program where we work with founding teams and individual
entrepreneurs to work with in one-on-one to try to help them get in the best
position possible for success once they launch their business and so one of the
things we took a look at was what's the PERT what's the traditional wisdom or so
the the you know the thing that everybody hears that they need to do
when they have a new business idea and they want to launch a new business what
do you think what does everybody say well you need a business plan okay
everybody says you need to prepare to create a business plan well we've
decided that that's wrong and that's one of the reasons that so many new
businesses fail is that people are led to believe that all they need to do is
put together a business plan and launch that follow that plan and they'll have a
successful business but let's think for a moment about what some of the
fallacies are what some of the what some of the problems are of creating a
business plan how do you create a business plan well people sit down at
their office right and they do research on Google and things of that nature and
make all sorts of assumptions not testing any of those assumptions and
start predicting what's going to happen in the future from their point of view
okay so you know this is when we think about the business plan you know there's
maybe better ways to do it than to create a business plan in fact I just
got a new book just recently that was written by the director of one of the
most prestigious entrepreneurship foundations in the the Kauffman
Foundation of the United States the title of the book was burned the
business plan okay now I don't quite go that far I
think a business plan is still useful but we need to realize the problems with
a business plan and a business plan I think is a good mental exercise to to
kind of put things together and figure out how things might work but one of the
things I think that everyone needs to realize when they're starting a new
business is you can't plan for success you have to discover it because what
happens when you create a business plan have you tested any of those assumptions
you know I sit down with entrepreneurs in most cases I asked them to - I asked
them to identify some of the key assumptions that if those assumptions
were not correct would destroy their business opportunity and in most cases
they just look at me with a blank stare because they hadn't viewed those things
that they had they had decided in their mind as actual assumptions that need to
be tested so what do we think is a better way actually following the
scientific method okay instead of instead of planning
think we can plan our way and predict the future
using the scientific method and realizing that yes we can make
observations we can we can make assumptions but we have to realize those
are assumptions create upon us hypotheses and actually test them and
actually test them in a way that I like to call survivable bets small bets small
to small chances that we can learn from because one of the things I always
guarantee entrepreneurs is that they're wrong something about their business
idea is they're wrong about and until they find out what they're wrong about
they can't be successful one of the things that's kind of I ride is that the
software development lifecycle it's very similar to the business development
lifecycle with the scientific method we're not we don't apply it directly but
there's a lot of planning involved things like that and we you don't want
to get analysis paralysis and plan too much but you do need to do a little bit
as Roger was saying it's not a bad thing but you don't want it to be the only
thing so so applying this scientific method okay to the entrepreneur process
I think you can see looking at from taking the original idea okay
developing that concept testing things finding out if your hypotheses are
correct learning from what's correct and what's incorrect then developing a
product right because what is any successful product in a business has to
do with design does it not okay taking all sorts of different things
no one right answer but how you design it can very well determine whether
you're going to be successful or not then once you've validated some of those
key assumptions then you've got your product you can start developing your
sales to create traction in the marketplace
and there's three stages you must go through to you afterwards you're gaining
traction in the marketplace the first is your product customer validation am i
doing something the customers like second is your process validation once I
know what customers like do I have a process down that is effective and
efficient and third then is financial validation okay now that I know my
processes can I do all this effectively officially and generate a profit so the
five two table I mean is larger has to be some questions as I was developing
the idea because we approach this is a real app that we came up with and the
approach was the same as he sees all the time my idea was to make it easy whether
you're in your own area or you're traveling to be able to find and have a
network say of all these farmers markets and farms that sell direct and things
like that and you could find them you know you want an organic food fresh food
that kind of stuff and wherever you travel to you would be able to find
those places okay our next poll we just want to see what do you think of the
idea you think that's something that would be you know useful or is it just
yeah my ego isn't that fragile so you're not
going to work you're not gonna hurt me if you I say you know maybe go back to
the drawing board
so okay so I think the votes are in and you know what entrepreneurs hear
this all the time right that oh this idea is great this idea is brilliant all
right what was the first question I asked you Paul
so what happens after the is that the first time and they find all these
places do they need it anymore you know why do they need your app and I just I
had a dumb plan to go cut my face because I really haven't thought of that
I was just like I don't know I guess I don't need it anymore you know it's a
one time out so you know maybe I have to charge your life the first time and then
hopefully you don't want to say catch on but they don't need it already on my
mind well that's that's a dangerous thing for
entrepreneurs because quite often you know people will tell them all that
ideas brilliant right and on the surface it may be brilliant but now we've got to
do some deep dives right into exactly what
okay so to have a viable business you have to solve a problem right if you're
not solving someone's problem what was going to pay you right who's going to
even take the time to use your app so some of the things we need to look at
some of the things we need to discover is we need to get out and talk to
customers and today you're our prospective customers right then we have
to find out how are people solving the problem now and is it that inadequate
that you know there are people that would find it you know useful to have a
specific app okay to find you know healthy food when they're out there
looking so so some of the questions we ask is is it a problem that we're
solving in a lot of cases you'll hear great ideas but then you get out there
you know and ask people to test it or try things and you find that there's
some inertia out there right that they've got their habits and they don't
see a compelling need to change anything okay to start using an app right maybe
they were using Google Maps right so so that's that's an issue and that's
something we need to test right away right we need to figure out is this a
problem we're solving how important is it to eat healthy to you
okay so so here's our first test we found that at the healthy eating is
important so so people want to find healthy food right so this was our first
test of of you know is this a problem we're solving let's go to the next one
what type of food would you like to find but what type of healthy food would you
be most interested in looking for
good right so so certainly you know when you're starting an app one of the things
you need to think about right is where do we start right so this gives us an
idea maybe we should start no just sighs okay elements of fresh produce that's
going to be number one on the list of things to do if you've ever been to one
of these they have also you know different things that organic foods
they're usually in other from other places you know local that they don't
provide so you get ice cream from a local dairy versus the fresh produce and
stuff like that so they all go in the end and so where would you be looking
for this information you know in the food together you know how would you
find where he's going to go for
okay this this is really a it shows you why business plans are not successful
way to start launch to plan for and launch into business already you're
starting to see some direction now if the entrepreneur had decided this
they would have chosen things that that may be from their observation or from
their own habits would you know make those choices but that may not be what
the overall consumer may want right so you need to get out there needed to talk
to people you need to find out not just what your opinion is but you need to
find out the opinion of the of the marketplace
and then you can start drafting a solution you know one of the things that
Albert Einstein said was if I had an hour to solve a problem I'd spend 55
minutes analyzing the problem in five minutes on deciding a solution and
that's a problem that that a lot of entrepreneurs have is that the problem
is looked at very quickly and simply not analyzed very very much and they go
right to a solution what happens then is the solution quite often is not
something that's really adequate because they hadn't analyzed the problem we
actually have a course here at HCC that helps entrepreneurs do that is really
you know look at the problem and in all sorts of different perspectives and look
at it in a much deeper aspect because so often entrepreneurs focus on the
solution when they should be focusing on the problem
so in designing that solution I like this unique customer value
proposition map because it kind of gives you in a graphic sort of way the idea of
the things you need to focus on Indies are determining exactly what your
business is going to emphasize in providing value to customers you can't
be all things to all people and unfortunately that's something that
quite often entrepreneurs try to be because they think they need to be to
start out but in actuality you actually have to focus because as an entrepreneur
you have limited time limited resources and you need to make the best use of
your time so you need to figure out what actually is it you know with your
customer the gains and the pains that that customer wants what what's the job
that your app needs to do for the customers it's going to vote those help
them gain information or take away the pain of being lost as they're out there
searching or can't find fresh they're lost and they need that farmers market
so I was ahead of myself on the last question I thought I was at this one so
I apologize for that but what you know with the app do you find would be
helpful if you were going to use something like that you know initially
with the idea the focus was on locating right farmers market and figuring out
where might be the closest one to wherever you are you know
currently but quite often once entrepreneurs get out there and start
interacting with customers they find new opportunities that weren't even on their
radar they find things that customers actually want and could need even more
than maybe the original idea in an entrepreneurship vernacular that's
called a pivot where where entrepreneur is heading in one direction and then
suddenly changes direction as a result of finding something that maybe even
offers a better opportunity a better gain in the marketplace that sort of
thing a better win for the customers than what they originally thought and
that happens over and over and over again so the fact that an entrepreneur
needs to get out there it needs to talk with customers right
needs to teach to test things because again an entrepreneur needs to realize
that you know even though they heard it from all their family and friends that
their idea was brilliant you've got to take that in much more detail you've got
to look at that for you know for lots of different perspectives you have to find
out what customers truly want so so here you know products in season was the the
key act the key takeaway here right and you know that wasn't in the original
design that the design was more location or maybe hours of operation and things
of that nature so so already we've added more definition to maybe what the app
can do as a result of your input
so once we get to a point where we've you know we've done things with
customers we got to where we think we have a product design then an
entrepreneur needs to do what's referred to as a Minimum Viable Product you don't
go to a full-fledged offering it you want to verify that the core
functionality that you're going to design in the product it's going to be
something that customers want you don't want to invest or risk all your assets
you want to take a survivable bet do something that is is you know large
enough to give core benefits to the customer but at the same time not be
something that the the venture is totally failed because you weren't right
the first time okay so so looking at that we need to figure out what's our
Minimum Viable Product what's the design here what's the core functionality and
and then get it out there so with it with the MVP prototype prototype we need
to figure out things like you know ease of use how we can maybe go about testing
this what customers maybe best to test it with you know things of that nature
we need to validate that what the way we're thinking is correct but we also
have an Ursa that we need to overcome because in so many cases people are in
habits and they though they recognize that maybe that new thing is a great
idea do they actually run out and use it at first
well they don't in fact through professor ever died
Everett Rogers a theory of diffusion of innovation what he found that only 15%
of the population is actually a personality type of early adopters
people that will go out and try that new thing most of us will wait for those
early adopters to be the guinea pigs and try it out before we're willing to to
move forward right so we're only dealing with a small percentage of the
population and as a result we also need to have to fit you know need to figure
out are these people that we're testing it with do we have enough early adopters
here to validate that our concept is good all right so with the web
application the reason we picked that as the platform so the web browser
basically all we're going to do our app you know we do it to write for the
iPhone or an iPad or an Android it's a specific language and you have to write
an app for each of those it's not in - it's not one app okay you have to write
the same thing multiple times pretty much so you have you know it's you're
not starting from scratch with each one but you do have to get it on that
platform make sure it works each one is different obviously if you see you know
if you're an iPhone or an Android proponent you know there are different
differences among them so with a web app you can write it for the browser
browsers or everywhere you can get it to market really quick if you need to make
a change on the fly you can change the website itself or however you've got it
going the minute someone goes back to that site it's now in effect so that
changes immediate okay if you refresh the browser you see that change okay so
we can do a lot of stuff you don't have to install it even though now Web Apps
is a term called progressive web app and that just means that it more closely
resembles a native app a native application that's written for a
particular device so you don't see much difference it can it can get the G your
GPS it can take advantage of contacts different things like that so as
more going on there but it's a low barrier to entry if you want to develop
an app so what we did and these are all Google Maps this is Google Maps all of
this makes up what you do when you go and type in and say hey where's this
hotel or anything like that it's made up of several of these components so one
thing we learned quickly our great idea we had to glue everything together it
wasn't just I you know we we sat down like I will do a map and we'll do this
and everything and we found out that it's basically they give you a blank map
they give you a bucket of pins they give you markers and all this kind of stuff
and you've got to do it so if you got a map laid out on a table it's up to you
to put all those features on there all they give you are the tools to do it so
we had to then figure out the best way to do that and we use several of these
technologies to do it so mussalam spent many a night over March getting it it's
like you know it's not just typing in and you get an address you know you got
to do these things and I said okay so we looked at it and we said okay so that
was one of the reasons it's not in quite the state that we expected it to be
originally that it took a little more time than we thought which i think is
pretty common you know you get into these things I got a great idea because
I see a lot of students from the software side come in and say well I
want to do this and I want to do that and you know in Rogers seeing them from
the other way they don't really have a lot of technical expertise so they need
someone to help them on that side but it's not usually that cut-and-dry like
oh yeah I can I can do this and just throw it together there's a little bit
more to it and I was surprised as well that it wasn't as easy as we thought it
was going to be because I just said ok we got to do this and there we go so all
of these pieces Google Maps so when you go to Google
Maps that's what you're doing they're called application programming
interfaces okay so they all glue together and it basically is a way for
you to access their software through your software they give you access to
their libraries but that's all they give you it's up to you to do the rest so we
started with that okay that's it we thought we were gonna move when we get
to the final product so what's considered the final product for the app
we thought we were gonna have it ready to go just like when you get directions
and all that that's a whole nother ballgame okay so we had the plain map
we're excited we got a plain map we were like alright this is it we're good we're
ready to go so then we had to figure out how do we get the markers on the map and
things like that and there was some more sought you know some more iterations
involved there you know rough drafts became more rough drafts one of the
other things about a prototype we actually hard-coded which means we
actually embedded the data into the app we didn't we're not getting it live so
all the places you'll see are actually coded into the program for the initial
prototype just to give it a realistic sense so then this is the website okay
but when you're on your app you don't need that big picture that's gonna take
up a lot of real estate right you don't have a lot you know even on an iPad if
you got the big you know state-of-the-art monster one it's still
you know space is at a premium so what you're gonna get is this initially and
then you'll have some links on the side and things like that so that you can
find them over give you directions you know the goal is but there'll also be
some other features that you know we're not ready to discuss yet basically
because we haven't thought of them but we're gonna we'll get there at some
point and we're you know this is really a focus group as well as the
presentation so you guys have given us a lot of you know information with that so
now we've got two and if you notice that's a little cap so that's us right
there so these this is if you bring up your phone when we get
to the end the smiley face will be the general you should it should show you as
being here okay if you go around the colony it will
show you wherever you are your GPS with a web app is a little bit different it
actually gets the nearest location to an isp it's not quite the phone it's not
grabbing the the location right from the phone all the time
so if you're on your browser or stuff like that and that we can modify but for
right now that's as close so it's not going to be right where you think you
are okay as far as that this is a picture from my area so that's why the
smiley face is up there you have the basic concept of the app how often would
you use this
okay well it looks like what is that seventy eighty close to 85% it falls
within the once a month or better right okay yeah you may make the top ten all
right so you know these are the things that that you need to ask that
entrepreneurs need to discuss with with customers potential customers customers
using their prototypes to really find out what actually is going to happen
right so well things are changing here
you know it's important with entrepreneurs right - there's a famous
entrepreneur said you know entrepreneurs need to get out of the building right
they need to get out in the marketplace and then deal with customers you know
after you've got that prototype after you've tested out in the marketplace you
know as we talked about as a new business as an entrepreneur you need to
focus you need to figure out who's your target market and what we mean by target
market is a group of people that will be your best customers okay the best
customers that we're going to use the app weekly okay that are that healthy
food is really important and that they want to find maybe the best deals or the
freshest fruit freshest produce things of that nature so we need to figure out
who those customers are we can't afford as entrepreneurs to market to everyone
we have to know you know who the who the best market segment is and we need to
know more about them so that when we're marketing we can we can target things
our message our brand all to the likes of you know
of our target market so you know there's lots of different things we can help
define our target market but really the most important other but ones on the
bottom here okay people make decisions based on
emotions in marketing terms it's called psychographics right what are people's
goals what are their what's their personality what's their self-image and
if you if you think about it when you look at ads on TV or or print ads things
of that nature most of those ads are speaking to the
psychographics of the target market for that particular product or service and
so what we'd like to know next is what is the most important thing to you which
of these things is the most important
okay so what this is telling us is as we create a brand as we create as we the
words that we use the colors we use the design we use on the app the things that
we portray with a particular business our need to be focused on health and
well-being because that's what the majority of you is your primary goal an
objective that's what's going to move you to to use the app so if we focused
on other things we wouldn't be speaking to you okay
and that's why if psychographics are so important as we need to understand what
those emotional triggers are so to speak for the product so even if even if you
had said success and stability we're number one you know and that in the app
had to do with with health and healthy food we would have portrayed that health
and healthy food in the in the theme of being success and stability because
we're eating all so so it's extremely important to understand what it is about
your target market that they are most going to be responding we're going to
respond to
so the next is the business model right we've said that you know we have to
solve a problem we have to do it in such a way that that provides value to our
customers value that's enough that people are going to want to spend their
time and their money to to use our solution so we need to figure out for
example how are we going to generate revenue from the app you know how are we
going to maintain that data bank of information how are we going to create
it and then maintain it of all the different farmers markets and keep that
up to date you know what are our customers and users you know what what
how are they going to go about using the app and and finally what areas of
innovation do we need one of the things that I see frequently and again we have
a course for this is that people come up with innovative ideas yet they stick
them right in a traditional old business model they don't think about innovating
the business model at the same time that they're bringing innovation to the
marketplace and so that's another aspect of it is is looking at how could we
innovate this to make it more effective or efficient right or do things that may
surprise you or delight you and get that app into the top 10 right so next year
when we do this again there it is the final you'll be taught us what new
features you want
if it's free great next thing you know
it's good most people would like a free version yeah okay so that has to come
into account as we put our business model together but now it's time to talk
about maybe some of the lessons we hope you took away from you know from this
talk that we had today number one is failure you know failure is not a pretty
word but entrepreneurs face failure a lot and the important thing about being
this is because a successful entrepreneur is knowing how to fail
properly right to take successful chances survivable chances excuse me
that may not be successful but you can learn from and then create success from
them one of the things I have a lot of our entrepreneur students do in our
entrepreneurship courses is interview an experienced entrepreneur and they're
surprised so many times to hear this my biggest mistake my biggest failure led
to my greatest success and they hear that over and over again it's certainly
something that entrepreneurs can you know can look at and realize that quite
often you know those things that we were unexpected those things that look like
huge obstacles that we can't overcome if we do overcome them and quite often they
can lead this to some great success so we you know we have to learn how to how
to how to handle failure and not let us not let you know small failures leads to
an old failure of the of the project also some
other lessons that I'd like hopefully they take away from this is number one
you can't plan for a successful business you have to discover it you can't sit at
your desk behind your computer and put together a business plan and follow that
as a roadmap to success it's not going to work that way you need to get out and
use the scientific method to test things to identify your assumptions create
hypotheses test those and find out in effect what will be successful in the
marketplace so how many of you would like to order the app
I lie my ego is fried
it's more aggression that's what we did
okay so of course this was another test right to see was there enough interest
that we should pursue this or should we go on to another new idea right and so
you know yes the majority would like to download the app or at least like some
more information so thank you that's very encouraging and you know that that
gives us another test of the level of interest we need to have those tests
constantly as we're as we're moving forward developing the idea we need to
continually get feedback Thank You Monique Paul and Roger we really
appreciate
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