30A: Final Reflection

1) Looking through the assignments it was interesting to see the progression of my small business. In the beginning it was clear I was not too sure about what I was doing and then I got more comfortable. Some assignments I was almost embarrassed about because of the lack of effort, but others I felt quite proud of. Overall, I enjoyed each one.

2) I think some of the best experiences were getting out there in public and talking to strangers. I have no problem talking to strangers and I actually enjoy getting to know more about new people, but it was definitely very different for me to speak about a business idea that I had came up with on my own. I got a lot of praise and shock from people who were surprised by what I was doing while I appeared to be so young. It was satisfying when I came in contact with people that really took my questioning seriously. I gained a great sense of accomplishment.

3) I definitely believe I have developed more of an entrepreneur mindset. I know this people just walking around on a regular day I feel like my head is always moving and coming up with random little inventions or creative ideas to make something better. I made a note page in my phone where I enters ideas that randomly come up with. Started slow with one or two a day, but not I have a list of 36 ideas, some realistic and others seem silly. It's a fun way to keep your mind open and creative.

4) My number one thing to help out future students would be to keep on open mind. On any assignment you never know what you may come up with if you remain positive and allow your creative juices to flow. There's a way to get this class done by keeping your assignments safe and simple, but to make a better experience out of it push yourself to limits. Nothing is impossible in this class.

29A: Venture Concept No. 2

1)  I believe there is an opportunity behind the process that sorority girls must go through in preparation for rush. I see possibility in making the process of purchasing outfits and preparing for rush less challenging and less expensive. Building kits that are personalized to the requirements of your specific sorority, including clothing, shoes, and jewelry.

            Being in a sorority at the University of Florida was one of the best decisions I made going into my freshman year. It gave me the chance to immediately surround myself with people that made me feel comfortable and welcome in a new place. Fast forward to the start of my sophomore year and I am on the other side of the rush experience. Each one of the almost 300 girls in my sorority had to buy about five different outfits to wear during rush week. Not only can this get extremely expensive, but it can be very challenging to find specific outfits to fit the criteria when hundreds of other girls are searching for the same things. As sororities have grown at colleges and universities this issue has become more relevant. For instance, at a school as large as UF there are seventeen sororities. Each of these sororities includes between 200 and 300 members. That leads to thousand of girls in the same area, with the same unmet need. I know some girls will share outfits or purchase outfit from discount or consignment stores, such as Plato's Closet. I feel about 80% confident that an opportunity exists in this area.

            Segment: Females between the age of 18 and 22 attending a college or university as a member of sorority associated with the school.  Building kits that are personalized to the requirements of a woman's specific sorority, including clothing, shoes, and jewelry. To be slightly more specific one must understand the extent of needs and requirements that sororities provide towards the woman in order to go through the week process of rush. In reference to University of Florida sororities, typically rush requires 3-4 outfits with corresponding jewelry and shoes. This process is easy, efficient, inexpensive, and simple compared to the normal way of buying and shopping for outfits and accessories for rush. There is less stress of spending weeks and months searching. Everything can be found at once and in one place on the website I create.

            What sets this apart from everyone else is that we do it all in one place and it can all be done online and personally shipped to the customers home. They only have to go to this one website for clothes, shoes, and accessories. We choose from a pool of other online stores to help the kits remain unique and supply a variety of options. This cuts out the time of in store searching or visiting multiple websites and receiving many packages. Everything comes together in one shipment.

            Not only is it expensive but it can become very time consuming going from store to store and mall to mall to find the right outfits. On top of finding the right outfit, us sorority girls usually have to find coordinating accessories, such as shoes and jewelry. Overall, this is an expensive and time consuming process that can be made much simpler with RUSH KITS. Rush kits will provide sorority girls the opportunity to shorten this process from weeks or months to less than an hour, conveniently achieved from the comfort of their own home.

            Girls can simply visit the rush kit website, enter their outfit requirements (including color, style, size and more), then enter their accessory criteria and the website will provide 3 to 5 options for each outfit and accessory that was specified. These options are gathered from a pool of online stores, in addition to products that are made by RUSH KIT themselves. Once options are provided, the customer simply chooses the options they like the best and complete their order.

            The rush kit products are already discounted for a typical college student budget. Additionally, the other online stores that rush kit uses provide a discount from their regular prices. At the end of the process you will see an average overall discount of about 30% less compared to the price that girls would normally spend to shop in stores. 

            I would say the secret sauce to my venture is my mother because of her back ground in clothing retail. As a boutique owner, she knows all the ins and outs of buying and selling clothing and accessories from startup of a business. The next opportunity I see would be creating physical stores close to colleges and universities with Greek life sororities. This will allow consumers to come in and try on clothes and see it in person before they invest in the package. Five years from now I expect a great business to be booming. I would hope that most sororities, if not all, know the name “Rush Kit” because it has become so well known. While every girl may not decide to utilize it, I have hope that they will know the name. Also, I feel as though five years is enough time to evaluate how successful the business is and decide if building a physical store front would be helpful/successful for the company.

            Overall, I see so much potential in this idea. All parts seem to fit together greatly. The feedback I have received has only been positive. People have even added on to my ideas and provided me more insight on ways to make the website and process better. The demographic seems small, but it reaches out to so many people at the same time because of the amount of people that are members of a sorority. These girls are focused on showing their style, yet saving money at the same time.

2) I honestly didn't change much other than a few wording issues and format because I did not receive any negative feedback. My comments said that I was very thorough, detailed, and clear of what my business was and my plans for it. 

3) I did not change my concept. Just touched up the writing in general. 

28A: Your Exit Strategy

1)  I look at this business as something on the side. I have other goals in life that are more important to me so this is more of a way to make some extra money and be a part of something I find fun. I would plan to keep it going and probably sell after about a decade if I became to involved with other things in my life.

2) I chose this strategy because my number one goal is to be an orthodontist. This will be a full time job because I plan to own my own practice one day. I think dealing with both businesses at the same time and having a family would be too much to handle.

3) I honestly don't think I took my exit strategy into consideration too much in past assignments, but now that I'm thinking about it there are probably a few things I would want to change with this mindset. I would probably not want to expand too much. My venture idea was to open a physical storefront instead of remaining online only. Although, if I plan to only be a part of the company for a decade it would be a lot of work to create a storefront unknowing if it would be successful and then sell everything a few years later.

27A: Reading Reflection No. 3

How to Fail at Almost Everything and Still Win Big by Scott Adams

1) This book was basically focused on the ups and downs of Adams' life. He expresses his struggles and successes, while going through his personal life situations and experiences. I felt as though it was a teaching book as if Adams was using his life experiences as lessons for others.

2) This book connected with me because one of my favorite motto's is 'nobody is perfect' and that is basically what this book instilled. Adams simply explains his experiences in a way that encouraged me to never lose hope. Nothing will be perfect on the first try, but the more you put into it the more you will get out of it.

3) If I had to design an exercise for the class I would suggest students give at least 5 significant successes they have had through out their life, but the catch is for every success that provide they must also give a failure to balance it out.

4) I was shocked when Adams said "Passion is bullshit." This surprised me because  feel as though I have always been driven by passion. I understand where he is coming from at the same time thought. It is more like you can still do something that you may not be passionate about, but it's more about personal effort. Just because you aren't passionate about something you can still make it happen with determination.

26A: Celebrating Failure

1) I took physics 1 this summer at Florida Atlantic University. The professor was very nice and it was clear he was completely interested in the success of all of his students. On each of his tests (there were 5 in total) he would be an in-depth extra credit problem at the end. If we got it completely right we received 10 extra points on our test score, but if we missed any part of it we did not receive any extra credit. The first two tests I was somewhat close to the answer, but still completely wrong. On the third test I told myself I was going to get the extra credit and after the test I felt very confident about it. The next day I found out I was wrong by the units I wrote, yet all the numbers were correct. I received zero extra points for that test. Then I was very discouraged to the point where I was almost positive I would never receive the extra credit points. On the fourth test I worked out the extra credit problem and I felt confident, but I still assumed I did not get it correct because I did not want to get my hopes up. Come to find out I finally got extra credit points on the fourth try!!!

2) I learned to be patient and not get too cocky in a situation like this. When I just took my time and used confidence over cockiness, the turn out was success.

3) I definitely see failure as a lesson. Now this does not mean I don't get frustrated or discouraged, but when it is all said and done I always look for the positive side of the situation. This class has added on to my view of failure because it goes along with my mindset. Basically, don't stop trying just because you fail. In my opinion, it is hard to understand what real success feels like unless you have experienced some type of failure in the past.

25A: What's Next?

Existing Market

• After speaking to three potential customers I received helpful feedback. My idea to grow was to eventually open a physical store instead of the company being only online based. Two of the girls I spoke to saw potential in the idea. They said that it would help consumers her do not like to online shopping. Placing it in or near college towns would be the perfect location in their opinion as well. One suggested that I wait a few years before I decide if it is a good idea or not. She said if the online store is a success is and stable, then a physical store would be a safe move in her opinion. I agree with these two, but it is still just an idea because it makes me nervous to make such a significant jump from online to storefront.
• The other girl I interview surprisingly did not agree with the idea to open a storefront and I understand where she is coming from. She said that if the way I am doing it online is successful then what is the point in changing the way things are done. She said it make mess up the way things work and take out the simplicity. She seemed very passionate about it because she explained a story about her uncle's business. She told me that he made a huge change in his business by relocating because he was so successful in his start off location and the turn out was very bad. He ended up losing a lot of money. I understand her side of the venture growth. I see the reason in playing it on the safe side to avoid messing up something that is already going well.

New Market

• My idea was to add on the selling of male attire for fraternity brothers that are going through rush themselves. I know they usually match and dress professional so I saw some potential in it. After speaking to two boys that are members of fraternities at UF I found out it wasn't the best idea.
• Both of them had the same mindset about the idea. They thought it would not be very successful because most fraternities wear the same outfits for each round of the process and it is something they usually own already. They claimed the most common is a suit and tie. A lot of men their age already own one from graduating high school or some other occasion in the past that they needed one for. If they aren't wearing a suit then they are usually wearing matching shirts that were created by a company to personalize them. I'm glad I spoke to these boys because I was not expecting this response. I thought it was a wonderful idea until I realized how simple the outfits are for fraternity boys.

24A: Venture Concept No. 1 "Rush Kit"

            I believe there is an opportunity behind the process that sorority girls must go through in preparation for rush. I see possibility in making the process of purchasing outfits and preparing for rush less challenging and less expensive. Building kits that are personalized to the requirements of your specific sorority, including clothing, shoes, and jewelry.

            Being in a sorority at the University of Florida was one of the best decisions I made going into my freshman year. It gave me the chance to immediately surround myself with people that made me feel comfortable and welcome in a new place. Fast forward to the start of my sophomore year and I am on the other side of the rush experience. Each one of the almost 300 girls in my sorority had to buy about five different outfits to wear during rush week. Not only can this get extremely expensive, but it can be very challenging to find specific outfits to fit the criteria when hundreds of other girls are searching for the same things. As sororities have grown at colleges and universities this issue has become more relevant. For instance, at a school as large as UF there are seventeen sororities. Each of these sororities includes between 200 and 300 members. That leads to thousand of girls in the same area, with the same unmet need. I know some girls will share outfits or purchase outfit from discount or consignment stores, such as Plato's Closet. I feel about 80% confident that an opportunity exists in this area.

            Segment: Females between the age of 18 and 22 attending a college or university as a member of sorority associated with the school.  Building kits that are personalized to the requirements of a woman's specific sorority, including clothing, shoes, and jewelry. To be slightly more specific one must understand the extent of needs and requirements that sororities provide towards the woman in order to go through the week process of rush. In reference to University of Florida sororities, typically rush requires 3-4 outfits with corresponding jewelry and shoes. This process is easy, efficient, inexpensive, and simple compared to the normal way of buying and shopping for outfits and accessories for rush. There is less stress of spending weeks and months searching. Everything can be found at once and in one place on the website I create.

            What sets this apart from everyone else is that we do it all in one place and it can all be done online and personally shipped to the customers home. They only have to go to this one website for clothes, shoes, and accessories. We choose from a pool of other online stores to help the kits remain unique and supply a variety of options. This cuts out the time of in store searching or visiting multiple websites and receiving many packages. Everything comes together in one shipment.

            Not only is it expensive but it can become very time consuming going from store to store and mall to mall to find the right outfits. On top of finding the right outfit, us sorority girls usually have to find coordinating accessories, such as shoes and jewelry. Overall, this is an expensive and time consuming process that can be made much simpler with RUSH KITS. Rush kits will provide sorority girls the opportunity to shorten this process from weeks or months to less than an hour, conveniently achieved from the comfort of their own home.

            Girls can simply visit the rush kit website, enter their outfit requirements (including color, style, size and more), then enter their accessory criteria and the website will provide 3 to 5 options for each outfit and accessory that was specified. These options are gathered from a pool of online stores, in addition to products that are made by RUSH KIT themselves. Once options are provided, the customer simply chooses the options they like the best and complete their order.

            The rush kit products are already discounted for a typical college student budget. Additionally, the other online stores that rush kit uses provide a discount from their regular prices. At the end of the process you will see an average overall discount of about 30% less compared to the price that girls would normally spend to shop in stores. 

            I would say the secret sauce to my venture is my mother because of her back ground in clothing retail. As a boutique owner, she knows all the ins and outs of buying and selling clothing and accessories from startup of a business. The next opportunity I see would be creating physical stores close to colleges and universities with Greek life sororities. This will allow consumers to come in and try on clothes and see it in person before they invest in the package. Five years from now I expect a great business to be booming. I would hope that most sororities, if not all, know the name “Rush Kit” because it has become so well known. While every girl may not decide to utilize it, I have hope that they will know the name. Also, I feel as though five years is enough time to evaluate how successful the business is and decide if building a physical store front would be helpful/successful for the company.

            Overall, I see so much potential in this idea. All parts seem to fit together greatly. The feedback I have received has only been positive. People have even added on to my ideas and provided me more insight on ways to make the website and process better. The demographic seems small, but it reaches out to so many people at the same time because of the amount of people that are members of a sorority. These girls are focused on showing their style, yet saving money at the same time.

23A: Your Venture's Unfair Advantage

1) Personal experience that matches the consumers need
V: More understanding of customer needs
R: Not all entrepreneurs have firsthand experience of recognizing the need
I: It is very possible that any sorority girl could come up with, but I have the fashion back round
N: I don't think this would be substitutable

2) My father is an entrepreneur
V: This could be extremely valuable because he knows everything there is to know about starting a business. He has been through many ups and downs, but has overall been successful
R: This is pretty rare. It's not common to have an immediate family member that is an entrepreneur
I: This could only be copied if someone was related to an entrepreneur, but I am very close with my father so I know he would answer any of my question at any time
N: This is not substitutable

3) My mother owned a small clothing business
V: I am creating a clothing website so she would provide value information
R: This is very rare in my opinion
I: This can not be copied, unless someone else happened to also have a mother in the clothing/retail business world
N: This is not substitutable

4) Friends that are interested
V: This is valuable because my friends are also in sororities and they provide great ideas that come from firsthand experience
R: This may not be rare, but still very useful because not all friends would be willing to help
I: This may be copied if another girl has friends with sorority experience
N: This is not substitutable

5) Fashion experience
V: The website is based on clothing and accessory style, therefore having a back ground in it will be valuable to creating design that consumers will want
R: This can seem rare, but anyone can take fashion and design classes like I have. Although, I do have a natural sense of fashion as well
I: This can't be copied because I have a specific fashion sense and no two people are the same
N: This is substitutable with any person that has fashion experience or by using other resources to find trends and styles

6) Relation to website designer
V: My entire business is website based so this will be very valuable to create a successful website
R: This is rare to have such a close connection to a website designer
I: This can be copied by hiring a website designer
N: This is substitutable as well by hiring a website designer or learning website design on my own

7) Organization skills
V: Organization is valuable in any business in my opinion
R: This may not be rare because organization can be learned, but I am naturally very organized
I: This can be copied by anyone with organization skills
N: This can be substituted with computer programming or designing to assist in organization

8) Personal and family math background
V: I see a lot of value in my personal background in math for the financial aspects of the business. Math has always been a strong suit of mine and I can easily calculate and understand financial processes, along with many members of my family that have experience
R: This is somewhat rare because math can be difficult to many people when it comes to working with elaborate business finance
I: This can not be copied
N: This can be substituted with a financial advisor or accountant

9) Outgoing personality
V: This valuable to spread the word about a new business and form connections with people through socializing
R: This is somewhat rare because some are great at talking to other people, but some people are very shy and that can hold them back from reaching people directly
I: This can not be copied
N: This can be substituted by hiring someone that would be more willing to make the connections and spread word of the business. Although it is much more effective for the entrepreneur to be the one spreading the word because of the personal passion that they possess

10) Passion
V: Passion is valuable in a small business to start up with lots of effort and determination to succeed
R: This is not rare
I: This can not be copied
N: Passion can not be substituted. Either someone has passion or they don't


TOP: I believe my top resource would be my mothers experience in clothing retail. While she had a physical location and I am based online, she knows the ins and outs of selling clothing and accessories. She has told me in the past that it is very challenging. She has already given me lots of advise towards the business that I would I have never realized if she had not told me herself. I see potential in the information she will give me and what she will provide.

22A: Elevator Pitch No. 3

I got all positive feedback from my last elevator pitch. For this one I tried to be slightly more confident and add more animation in my voice. Enjoy :)

21A: Reading Reflection No. 2

Innovation and Entrepreneurship, Peter Drucker

1) The main focus of this book is the actions and behaviors of entrepreneurs. It talked about the connection between entrepreneurs and innovation with a focus on discipline. It was all about the practice of these two aspects and the strategies used by a typical entrepreneur.

2) It helped with the explanation of mindset and strategic ideas of an entrepreneur. I have always felt that staring a business or being an entrepreneur started off with the right mind set and this book backed that thought up. It focused in on the specific actions of entrepreneur that made them successful or not successful.

3) A great exercise would be pointing out the connections between entrepreneurs and innovation.

4) I was surprised by one quote specifically:

"The companies that refused to make hard choices, or refused to admit that anything much was happening, fared badly. If they survive, it is only because their respective governments will not let them go under."

This quote threw me off because he is making it seem all about the government primarily deciding if a business thrives or not. I found that interesting because I always though about it more like if you are providing at service in the right place, at the right time, and with passion anyone can make it work.

20A: Growing Your Social Capital

Domain expert:

1) Steven Hain is an assistant to my father that works with his technical support and issues. He has expertise with in website design. He has been doing this for my father for the past 6 years, but has been working in this area for the past 27 years.

2) I am filling the domain expert area because he could help with the technical parts of the website and the creation of it.

3) I found him through my father and contacted him by going into the office where he works for my father.

4) He talk to me for twenty minutes to give me some tips and information on how to create the website. He also gave me his favorite softwares for website design and explained some details of how to make the website user friendly.

5) He knows a lot about the online world and is very confident in what he does because he has been doing it for so long. My father is very satisfied in the ways in which he has helped his business. I see potential in him assisting me in the same ways that he does my father.

Market Expert:

1) Caren Weber is my mother and she used to sell stylish and trendy clothing and accessories through her own small business.

2) I am filling the market expert area because she focused on a similar age range that I am targeting and she was very successful. She ended up selling the business because she didn't have enough time for it, but she loved what she did and was very successful.

3) She is my mom and I spoke to her at home.

4) There was no exchange because she just wanted to help me with my project and supports my idea. She sees potential in my idea too.

5) I believe she would be the person I most relied on and went to for a lot of my questions because she did something so similar.

Supplier:

1) Sydney Stens works for an app that is popular around UF. It is called "Curtsey" and it allows students to put their clothes and accessories online to share for other girls in the area to rent.

2) I am filling the supplier are because the app focuses on sororities for social and other events that greek life attends, which is the same target market as me.

3) Sydney is a member of my sorority and I spoke to her over the phone and have also talked to her many times in the past about the business she works for.

4) Since we are good friends she was willing to do me the favor of speaking to me about it. I also told her that I would help promote the app she is working for so I made an account and added my own clothing to it. This gives her credit and commission for introducing me to the app.

5) She is very familiar with targeting the sorority girls at UF. She has been doing it for the past 2 years and has been successful with it. She has the ability to assist me in creating a supply the the sorority members would want.

Reflection:

Each person I spoke to I tried to go more in depth than have in past interviews or conversations about the RUSH KIT company. I feel like speaking to people who are more knowledgable in specific areas opened my eyes to the focus on the details that is needed to create a business, even though it make be small. It seemed like a simple idea at first, but has expanded to much more especially since talking to these people.

17A: Elevator Pitch No. 2

I was told I need to talk louder and stay still when I speak. I tried my best in the elevator pitch. Although, I did not receive much feedback on the last one so I did not change a lot.

19A: Idea Napkin No. 2

1) I am a positive and determined person. I try to turn every situation positive. Many people said that majority of the time they are with me I have a smile on my face. Also, I was told I have a creative mind. I am good at coming up with ideas quickly and making them my own. I see this business as a hobby rather than work. I enjoy creating and designing, which is what this business is all about.

2)  Building kits that are personalized to the requirements of a woman's specific sorority, including clothing, shoes, and jewelry. To be slightly more specific one must understand the extent of needs and requirements that sororities provide towards the woman in order to go through the week process of rush. In reference to University of Florida sororities, typically rush requires 3-4 outfits with corresponding jewelry and shoes.

3) College students that are members of a sorority that goes through the week rush process. Girls age 18-22 years old typically. Those with fashion sense and goal to be efficient and save money.

4) This process is easy, efficient, inexpensive, and simple compared to the normal way of buying and shopping for outfits and accessories for rush. There is less stress of spending weeks and months searching. Everything can be found at once and in one place on the website I create.

5) What sets this apart from everyone else is that we do it all in one place and it can all be done online and personally shipped to the customers home. They only have to go to this one website for clothes, shoes, and accessories. We choose from a pool of other online stores to help the kits remain unique and supply a variety of options. This cuts out the time of in store searching or visiting multiple websites and receiving many packages. Everything comes together in one shipment.


Overall, I see so much potential in this idea. All parts seem to fit together greatly. The feedback I have received has only been positive. People have even added on to my ideas and provided me more insight on ways to make the website and process better. The demographic seems small, but it reaches out to so many people at the same time because of the amount of people that are members of a sorority. These girls are focused on showing their style, yet saving money at the same time. Everything fits and works together.

I received feedback about teaming up with other online stores that sell trending outfits and accessories. I believe this is a key to providing a variety of outfits so each girl will be able to show her own personality through the style she chooses to go with. Some websites mentioned lack quality, so I will be focusing on those that focus on quality, style, and decent pricing for the demographic.

18A: Create a Customer Avatar

This girl is twenty years old and is going into her third year as an undergraduate student at the University of Florida. She is also a member of the sorority Zeta Tau Alpha, but has friends in multiple different sororities on the UF campus. Her primary hobbies include painting, swimming, and spending time with her friends and sorority sisters. One of her favorite things to do with her sorority sisters is attend the Gator football games during the fall semester. She drives a 2016 White Jeep Wrangler and enjoys driving to St. Augustine beach with a full car of friends. Other friends of hers also drive jeeps or more commonly smaller cars, such as Toyotas or Mazdas. Her favorite book is anything by Nicholas Sparks, which also goes along with her favorite movies that are based off of Nicholas Sparks' books. She is very focused on her school work in preparation for medical school. About three times a week you can find her at Library West with a group of friends studying for her next upcoming exam. She is organized and easily able to balance her college life between academics and the social scene. With only two years left as an undergraduate she is preparing to apply to medical schools around the country.

Answered Questions:
I have almost everything in common with the avatar. I based the avatar off of myself because I am the prototypical customer for the product. I based my idea off of my life at the University of Florida as a sorority member and the more I research the idea the more I realize how helpful it would be to me.

15A: Figuring Out Buyer Behavior No. 2

Interview 1: She said her main focus is on pricing. She said she must spend a lot of her extra spending money that could go towards more important thinks that she could use in college, such as groceries and school supplies. The other factor she mentioned was efficiency. She says it takes her weeks just to find a few outfits and accessories that meet all the requirements. She said she does a mix of shopping online and shopping in store. Online worries her because she says she never knows what size to get. She usually spends lots of time in stores trying on and purchasing and returning to find the right outfits. She says when looking back she was mostly concerned with comfort because she said she spend full 12 hour days in these outfits. It was also hot so she was focused on staying out of the heat. One example she gave was when she bought a dress that was long sleeve, but met the requirements and she was uncomfortable the whole day. Even though the dress was a good price it wasn’t worth it.

Interview 2: She said she is not very picky with her clothes shopping for rush because she’s going to be a senior and has done the process in the past. She realized she did not wear the clothes much after rush and was upset about the amount of money she spent. She simply looks for the least expensive while meeting the requirements. She prefers to buy online because it is easy to her. She also said she had a few issues with sizing in the past, but it has become easier as she only shops from a few online stores that she knows well. Looking back, she said her priority was to spend the least, but still look fashionable.

Interview 3: She said she is all about the fashion of rush to show off her style. Price matters to her, but style matters more. She shops in stores and online. She said she sometimes purchases multiple outfits for one requirement and choose the one she likes the best at home, then returns the rest. She also said she sends lots of pictures to her friends to get their opinions before buying or ordering. When she thought about past rush experiences she said she was disappointed when she settled for an outfit that didn’t reflect her personal style.

Conclusion: After these interviews I realized that this segment is very diverse. While they are all sorority girls looking for similar products, the shop and different ways and have different priorities. I conclude a few vital things for RUSH KITS would be to allow returns, provide multiple options per outfit description, and bring forth a range of quality and prices. Customers need to be able to pick their price range as well. A goal of mine would be to make the post-purchase evaluations positive. What I mean by that is that I allowed each type of customer throughout the segment to find what they need on this one website.