4A- Opportunity Belief

1. One opportunity that I think exists right now is eliminating plastic bag usage at major stores.

2. A major issue with plastic bags today is the harmful effect they have on the environment. Plastic bags do not easily decompose, therefore they often sit in landfills for long periods of time. Some bags can end up polluting the ocean, which can affect marine life by killing animals. The unmet need is the treatment for the environment. Wildlife as a whole and especially marine wildlife has the need to prevent death numbers. This need has always existed and we are just seeing the major effects it has in society now rather than before. Plastic bags have always been used in major stores and people now are using alternative methods to meet this need. Im 100% sure that this opportunity exists as we are seeing the affects it is having on marine wildlife and the environment.

1st Customer- Shopper at Publix, Ally 
3. The prototypical customer is a younger person specifically college student ranging from 18-26 years of age. This audience of the younger generation is interesting to talk to as the issues of climate change and pollution grow stronger each year. Most seem to be aware of the current issues in society but tend to not change their habits or ways to make a difference. The most popular reason to using plastic bags is how much easier it is than other methods and what is wrong with the younger generation.

4. I talked with a girl named Ally in Publix and she currently is a sophomore here at the University of Florida who transferred from Florida State University. After talking with her for several minutes, she told me she cared a lot about the environment and does different methods herself to try and make it a better place. A specific example would be she had recyclable bags with her to use at checkout instead of the plastic bags Publix provides. I asked Ally questions that were tied to the criteria and her answers were quite interesting. Unlike most people in her prototypical category, she was well aware of the current issues and already participating in alternative methods. When asking whats the nature of the effects of using plastic bags and how often does she encounter it, her response was that most people do not realize what it does to the environment since they simply just throw the bags away and forget about it. She encounters it all the time as she said every Tuesday is her grocery day so sees people using and taking plastic bags every week. Ally stated that she became aware of the need at a young age do to her mother making the change from plastic to recyclable bags and she addresses the need by continuing to bring recyclable bags herself.  She is very satisfied with the solution of people using recyclable bags but is frustrated because not many people do so.

2nd Customer- Shopper at Publix, Martin 
3. The prototypical customer is a middle aged person from around 30-50 years old. This generation seems to be very aware of the issues with plastic bags as they keep up with news and problems in society. Most people in this age group are aware of the problems plastic bags have in the environment and take action to make a change. Majority of people this age have children so they tend to be the ones involved with plastic bags the most in places such as grocery stores or warehouse stores.

4.  I talked with a middle aged man named Martin before he checked out at Publix. Our conversation was a few minutes and I learned that he is a father of 2 kids and has a wife at home. Before I got into  questions for the criteria I asked if he does most of the shopping for the family and he told me he does because his wife picks up the kids or drives them to where they need to go at night. When asking him about plastic bags and the issue they have for the environment, his response to the nature of the need was how stores like Publix or Walmart should completely eliminate plastic bags in their stores. He said he became aware of the effects of plastic bags from the news and images of sea turtles caught by plastic bags dead. He experiences involvement with plastic bags all the time as he gets groceries or things like electronics from Walmart. His main address to the issue was how sometimes he forgets recyclable bags due to just being busy and the stores should have alternative ways instead of only providing plastic bags. Martin addresses the issue of plastic bags by using recyclable when he remembers to grab them or is not in a hurry. Sometimes he said its just to hard to remember or would be going out of his way adding time to using recyclable bags.

3rd Customer- Shopper at Publix, Gloria 
3.  The prototypical customer is an elderly person from the ages of 60-80 years old. With this generation, most people tend to stick to the method of using plastic bags due to either lack of awareness or just not wanting to change their ways. Habits and methods have been used for a long time in their life and they tend not to break these kinds of things even if it means helping the environment.

4. I introduced myself and talked to an elderly woman by the name of Gloria. She is married and it is just her and her husband that live in Gainesville. I asked if she does most of the shopping between the two and she told me yes she always has. When asking about the problem of using plastic bags she seemed unaware of the harms they have for the environment. Her answer was she just uses what the stores gives her as she does not own any recyclable bags and has always just gone with what the store has. Gloria was not aware of the effects plastic bags had in society and respectively I told her some of the issues they have. Being that she has her ways, I do not believe she is going to change so she addresses the issue of plastic bags by continuing to use them since it is given to her which is a problem.

5. Reflection
What I learned about plastic bag usage and people's experiences with them in Publix was very interesting. I learned that most people are aware of the issues that plastic bags cause in the environment and to wildlife, just do not act on it. People in the younger generation ages 18-25 tend to know a lot about plastic in landfills and what it is doing to animals but just do not go to alternative methods. People in the middle generation ages 30-50 tend to act on these issues by having recyclable bags they take everywhere to use instead of plastic provided by the store. The older generation people ages 60-80 tend to not know much about the harms of plastic bags and keep using them just due to the habits and ways. The most surprising thing I learned about plastic bag usage at major stores is how all three people I interviewed agreed on how it is majority the stores fault for this being an issue. Ally, Martin, and Gloria all stated in a way they believe the store should put more effort into either eliminating plastic bags or having alternative methods available.

7. Summarize
My original opportunity has not changed as I am still 100% that this opportunity exists and can be acted on. Since nothing has changed, I believe my initial opportunity and statement is correct with eliminating plastic bag usage in stores. I think entrepreneurs should adapt their opportunities based on customer feedback heavily. What makes a successful product and business is customers purchasing it so having feedback would be crucial to see if it will succeed. If you ask different people if they like and would buy your product and they say yes, you know you are on to something and can progress the process. Adapting to the customer wants or needs is what every entrepreneur should do so they will sell their product and have a cash flow from it.