Forming an Opportunity Belief

1. I believe there is an opportunity in Gainesville for a straw made out of licorice.

2. There is currently an unmet need in Gainesville for straws that are non-plastic and will endure an entire cold drink. Since the plastic ban, some establishments have been providing biodegradable straws. However, these are expensive, so most companies have resorted to paper straws or none at all. This is a problem, as many consumers feel that using no straw is unsanitary and paper straws do not hold up for an entire cold drink. I am 70% certain that there is an opportunity for this straw. I am certain there is a market for a new solution to the straw problem, as UF students have voiced their negative opinions about both paper and plastic straws.

3a. A prototypical customer of the licorice straw is a UF sorority girl.

4a. Paper straws are not a proper solution due to the fact that they don't work well when wet and they require chopping down trees. She came back after winter break and discovered this need while drinking Coca-Cola with a paper straw. She only experiences this need when at establishments off campus, where they don't use biodegradable plant-based straws. She addresses her need by bringing her own straws from home. She doesn't prefer licorice straws because she doesn't want to mix the taste of licorice with certain drinks. She believes there are other solutions that exist outside of paper straws.

5a. From this interview, I learned that while paper straws are not well-liked, plant-based straws are more desirable than the licorice straw solution. Some consumers may not want to put licorice straws into all types of drinks, which is understandable. I still think the plant-based straws are not currently solving the problem, because most companies in Gainesville do not provide them.

3b. Another prototypical customer of this product is a UF business student.

4b.There is a strong need for a new type of straw. She became aware of this need on January 1 2020 when the ban went into affect, and experiences the need every time she drinks a drink. She currently deals with this problem by purchasing single use plastic straws in bulk from Walmart. She does not like the idea of a licorice straw because she doesn't like the taste of licorice.

5b. From this interview, I learned there is a sincere desire for a new solution to this problem, however I do not think my solution will be satisfactory for all consumers due to the taste factor of the licorice.

3c. A third prototypical customer of the licorice straw is a UF faculty member.

4c. The problem is only moderately important. Paper straws dissolve faster and make your drink taste grosser. However, paper straws are still usable. This need became apparent right when Gainesville banned plastic straws. She is only occasionally aware of this need. She is very dissatisfied with the idea of a licorice straw, because she doesn't like the taste of licorice and it is too pliable since it has no structural integrity.

5c. Since this interviewee does not feel as strongly about the problem, it makes me wonder if my idea will be a success. Also, having interviewed three people, and receiving no positive feedback about the licorice concept, I think it is lacking in ingenuity.

7. While I think there is still a great opportunity for someone to solve the straw issue in Gainesville, I do not believe there is opportunity for a licorice solution. A lot of consumers do not like licorice, and would have a problem using it to drink their beverage. I think taking a different approach, and producing more affordable plant-based straws would be a more successful venture. I think this shows it is extremely important to adapt to your consumers' since they will be the ones purchasing the product, while still remaining true to your strengths.