My Exit Strategy

1. I intend to take this company as far as it can go.

2. I believe that this company can be a national brand in a relatively short amount of time.

3. Once I saw the demand for organic food, combined with the plummeting profits of most fast food chains, I saw the opportunity as there to take their place. I think this idea will be massive and it will just take someone to do it. Once it gets big, my plans turned to buying land to grow my own crops locally. I believe that I can also help a tremendous number of veterans lives for the better by providing them with work (farming said land), shelter, and access to the food they grow.

Making It Real

https://docs.google.com/document/d/1Ct7QrMUNqXvBK3Kr2iflZsaaDjEPhEu4TEXjm4RTEKU/edit

Venture Concept No. 1

Opportunity

               

                Currently, there are two restaurants (individual buildings, not chains) that classify themselves as ‘healthy fast food’ and they are both located in the Bay Area of California. Costco is giving away money to just about anyone that wants to start an organic farm to keep up with the steep increase in demand over the past several years. Our streets are lined with fast food restaurants that sell cheap, low-quality, and often genetically-modified fare and we as a society are becoming educated on the subject. Globally, sixty-eight countries have completely banned genetically-modified crops, as they are being linked by numerous establishments (including the World Health Organization) with a host of health problems, including the dramatic rise in both digestive diseases (Celiac disease, ulcerative colitis, Crohn’s disease) and cancer. Patrons of these restaurants are not being served food; they are being served food-like products that are created in laboratories for less than what it costs to create the same product from real food. Is it that difficult to imagine that, during the rise of Monsanto GMO crops in the past thirty years, the ‘food’ that we are eating is the problem? This class has focused us on a target demographic for our product or business and I chose the young family with kids on the go or the student. These two made the most sense, as they both seek quick meals that are nutritional. However, when asked who has this need for healthy, organic food and what is the nature of the need for a widespread restaurant that sells delicious, organic, and affordable food, I would happily say that the answers to those questions are EVERY LIVING PERSON and the nature of this need is simple; the market is begging for this restaurant, as over six-hundred McDonald’s will close this year alone due to plummeting profits. I believe that multiple organic fast food chains will ultimately replace McDonald’s (and similar restaurants), as fast food and drive-thrus are simply an ingrained part of our culture now. Someone is going to take this market from these staples of American society and I believe that I can be one of those people.

Innovation

               

                As a society, we have become disconnected from our food. For the majority of human existence, you ate what you could grow, find, or kill. Due to advances in both agriculture and civilization as a whole, the majority of people on this on this planet have no idea where their food is coming from. Today’s world could use a dose of the past in many different aspects of life, but our diet has to be near the top. The food we eat three times a day to nourish and sustain us has got to become a priority if we are to continue to advance as a culture. Fast food restaurants are absolutely everywhere, including multiple establishments on the campus of our school. These restaurants sell us cheap food because they created cheaply. Currently, there is no major, national chain that supplies are country with completely organic, local food that is of the highest quality possible. I plan on selling fast food that is sourced only from local and organic farmers or co-ops, as it is the only thing conscionable for me to sell to you and your families. I want to see the demand for this market to be realized and I want to aid in the long and healthy lives of my customers!

Venture Concept

                 Consumers are making their demands clear with regards to organic food over the past decade, with sales tripling from $14B in 2005 to $42B in 2014. The internet has become the most valuable source of knowledge in human history and we are utilizing this information in our everyday lives as we are driving more electric cars than ever before and more green energy is being produced than ever before. Until recently, 100% of our food was organic. Your great-grandparents knew organic food simply as food. The people of this world are unwilling to continue on in the dark and this dramatic increase in organic food demand proves this to be true. Traditional fast food will always be cheaper than what I am offering and there will likely be some residual demand for it. However, when deciding whether you would like to save a few dollars by opting non-organic, it is important to also consider what increased medical conditions will cost you in the long run. A fundamental lack of foresight has placed our civilization on the brink of collapse from debt, environmental devastation, and ongoing military conflicts. We have already started to change and the economic impact of those that want to see the world be made into a better place is being felt from Uncle Jim’s Worm Farm to Tesla Motors and I seek to join them. This business will be organized as a standard fast food chains are today; an owner, several rotating mangers, numerous dining room employees, as well as the kitchen staff. Fast food chains can have anywhere from 15-30 employees and my restaurants will be no different.

The three minor elements

                     I believe my most important resource is the combination of the market demand for restaurants like this and the continuing demise of traditional, unhealthy fast food restaurants. I think it is fairly easy to see that these restaurants are on the horizon, as restaurants that boast healthy ingredients (like Zoe’s Kitchen) have been expanding massively and will continue to do so. I think that my passion to see this idea through is also another of my strengths. 

                    Once a proof-of-concept around this business model is established, I want to expand my ability to aid others by involving a major non-profit to assist me in helping homeless veterans get back on their feet with jobs, shelter, and healthy food for them and their families. I think that we could help each other, as I believe the homeless are ideal candidates to help in the growing of food that is also in high demand. Involving a partner, such as the Veterans of Foreign Wars (VFW) would be less about a potential financial contribution and more about establishing credibility with vets through name recognition and availability.

          In five or ten years, I would love to be on my way to taking McDonald’s market share for fast food. I think someone is going to do it and I think that person could be me. 

Celebrating Failure

1. I had hopes and dreams of maintaining my GPA where it is this summer. I was able to work it so that I could be taking 15 hours this summer and be able to return home for summer B, as there were a few things I needed to take care of. Last night, I asked my girlfriend to marry me and I was lucky enough for her to say yes! It was the culmination of a lot of hard work this past month, as a lot of planning and sneaking around had to take place. Unfortunately, I have not dedicated enough time to my studies during this same time and my grades are sure to reflect that. So, overall, I would say that summer semester has been a failure from an academic standpoint. 

2. I learned that I am ready to never plan another engagement while full-time at school. I really do not like the structure of having A and B classes and my unfamiliarity with it, combined with the work that goes into asking someone to spend the rest of their life with you, was too much. I apologize if I sound bitter about it, but I feel like this semester has been an L for me.

3. I spent six very hard years in the nuclear navy. Long hours that simply do not end begin to wear on you and it caused me to become somewhat negative. I have made it a conscious effort to improve upon that, as life is just too short to be pissed off all the time. Because of this, I normally take failure in stride. After being in environment like that, you start to take everyday failures post-military pretty well. However, this failure is a little more personal. Now I am responsible for two other people, as my fiancee has a sweetheart of a little girl. Our plan is for me to attend law school at UF after I graduate in the spring. This semester's GPA is going to hurt those chances and that is tougher to swallow. I have no one but myself to blame and that makes it a lot worse. My risk tasking, as far as academia goes, have come to an end. It is difficult to assess whether or not this class will alter my risk taking in the future.

My Unfair Advantage

1. An underutilized idea. With only two other organic fast food restaurants (individual restaurants, not chains) in the country and a verifiably expanding interest in the in the market, this idea is waiting to explode (in my opinion). This portion of the idea is not difficult to copy.

2. The capacity to help homeless veterans. I believe that through a grant from a military-affiliated non-profit organization (such as the Veterans of Foreign Wars (VFW) or the American Legion) I will be able to purchase farmland which will not only supply my restaurants with the organic produce that countless consumers are demanding, but I will provide healthy food and low-cost, multi-family housing units that can accommodate the requisite amount veteran workers and their families. To my knowledge, this business model is completely unique. Again, it is possible someone could copy it, but no one is setting up to do it.

3. Passion. I believe this idea could be revolutionary. As a culture, we have become detached from our food, if it is indeed food at all. The food-like products that line our grocery store aisles and fill our fast food restaurants have paved the way for the epidemic of cancer in this country and across the world. I want to help people reestablish their relationship to the food that they eat three times a day by sourcing or growing all of my food from local, organic producers. The passion that I speak of is not only my own, but with the rising demand for these products.

4. Work ethic. I am a veteran of the US Navy's Nuclear Power Program, where I served as a reactor operator on board USS Nimitz. My work weeks were 90 hours in port and when the ship was out to sea, I would get roughly thirty hours of sleep a week if I was lucky. While there may be some that can push it as hard as I can, it is a rare skill and one that I owe completely to my service.

5. A globally trending product. Currently, 68 countries across the world have banned genetically modified organisms (GMOs), with more joining the list everyday. Last month, both houses of Congress have passed the Dark Act, which makes it illegal for a product to be labeled genetically modified. They decided that the citizens of this country are not worthy of the knowledge of what their food is made of and I provide an option where they do. Based on this, I think my restaurants would also be a success in countries that clearly feel the way I feel. Also, this bill is on the President's desk right now. I encourage everyone to sign this petition to let President Obama know that we wish for him to keep his promise that he made while campaigning in 2007 and veto the Dark Act!

6. Confidence. I will need to successfully pitch this idea in order to provide the life-altering benefits to our country's veterans. It will be expensive at first, but I believe that with a combination of a grant from a non-profit to get the farms off the ground and my idea gaining notoriety, I think this idea will be a success. Not everyone has the confidence to stand in front of others and sell them on an idea. Public speaking and presentations justifiably scare some, as it is intimidating. I thrive in these areas however and believe that it will be integral to starting the veterans program quickly. While this confidence is not necessarily rare, it is certainly useful and one that I hope to take advantage of.

7. Quality of work. The last four evaluations during my time in the Navy were Early Promote (EP), which is the highest you can earn. I believe that my military resume will impress the people that I need to sell and this can only help me in my endeavors. 20% of an enlisted division can earn an EP each year. With 4 out of six years as EP's, combined with the technical acumen required to perform my job, that bullet point is exceedingly rare.

8. Problem solving. When something broke in the plant, Geek Squad was not coming out to fix it. I have been the leader of countless complex troubleshooting undertakings involving intricate electronics. Because of this, I can get to the genesis of a problem quickly and therefore fix it quickly. I also was required to submit plans that involved the entire division of 60+ in accomplishing a wide range of goals. I believe that this skill can be developed over time, but it is not something that most would be successful in. I know that I have the right combination of skills to see this idea through.

9. I can handle pressure. I was selected to be one of my ship's reactor operators for the Operational Reactor Safeguards Examination (ORSE), where a dozen members of Naval Reactors (the supervisory institution for the Navy's Nuclear Power Program, similar to the Nuclear Regulatory Commission) come to your ship and measure of competence in administration, material condition, maintenance, and plant operations. As an ORSE reactor operator, I had these lifelong nuclear operators throw whatever they felt like seeing me perform in a drill setting. I performed well and was recognized by the senior observer. I thrive in situations where big decisions must be made. It would be difficult for me to determine how rare this is.

10.  Creativity. I have been told all my life that I think differently than most and that I see situations differently than most. I think that this can only benefit this company. This is also another skill that is difficult to put a gauge on how rare it is. However, I believe that this skill will come in handy in a variety of ways in this industry. The rotating, seasonal menu that I plan on installing will provide a tremendous outlet for said creativity and I look forward to getting started.






Conduct a "VRIN" analysis for each resource. That is, describe, for each resource, how it is valuable, rare, inimitable (how hard it is to copy by others), and non-substitutable (are there other resources that can provide the same benefits?

Amazon Whisperer

In my healthy fast food chain, my revenue drivers are my food. Being that the premise of my restaurants involve fresh and local food, soda and other fast food staples that are anything but healthy will not be present. In a typical restaurant, the main revenue drivers are appetizers and alcohol. To make up for our lack of alcohol, I plan on having an array of juicing and smoothie options. If you have ever made a smoothie with ingredients from a farmer’s market, you know that the quality of the product is significantly better than anything a Smoothie King or equivalent can deliver. Having a drive-thru for these products will make my restaurants more appealing than ones that you must go into.

                For what is next, I have an idea that I believe is going to not only set me apart from every other restaurant, but will also have the potential to change the world. It is a simple fact that we currently do not have enough organic farms to keep up with demand. Last month, Costco imported organic corn from Hungary because consumers are no longer satisfied with Monsanto’s GMO products. Along with this, the labor statistics from fiscal year 2015 paint a scary picture for our state. There were over 500,000 homeless people on any given night in Florida last year. This accounts for roughly HALF of this nation’s homeless individuals, with nearly 20% of that figure being veterans. This has weighed heavily on me since I learned about the reality that faces countless Florida families, including my brothers and sisters from the military. With a massive potential work force and a dearth organic farms across the state and the country my proposal is simple; employ willing homeless people to work on my farms in exchange for shelter and food. This idea is certainly in its infancy, as there is a massive amount of moving parts to it. However, I believe that if I am able to come up with a system that works for both my potential employees and the business structure of my restaurants, this idea could make me me the new face of fast food. If I am able to partner with a major non-profit, such as the American Legion or Veterans of Foreign Wars (and I believe that it will not be very difficult), I will be able to create two substantial, if not unconventional, revenue drivers. One, with partnering with one of these established entities, I believe that I will generate massive capital in the form of donations. This will enable me to buy farmland and build low-cost, multi-family housing units that can accommodate the requisite amount workers and their families. Two, with helping the homeless, I believe that at least a portion of this enterprise will qualify for tax-free status as a charity, which will also make me eligible for additional grants. As the idea takes off and people from around the country see that not only am I providing their families with the highest quality food possible in a timely and affordable manner, but that I am also accomplishing this by improving the lives of potentially hundreds or thousands of families, the more interest will be generated in my business, the more donations that will come in, and ultimately, the more franchises I will be able to open and the more people I can help. I believe with all of my heart that in the age of information that we are currently in, consumers will flock to my restaurants as they have to Tesla Motors. I have an immense desire to leave this planet better off than I found it and I believe this idea can accomplish that.

                There is nothing on Amazon that is close to my business, nor do I think that there would be a demand for it. 

Elevator Pitch No. 3

2) The feedback that I received from Elevator Pitch No. 2 was unanimously positive. It was very encouraging, as I have a tremendous amount hope for this idea. There was nothing to change based on feedback.

3) The change that I made was based on the wrinkle that I have added to my business model. As a veteran, I was blown away when I learned that roughly half of this country's homeless reside right here in the state of Florida. Over one hundred thousand of those are former members of our nation's military.  I believe that I will be able to attain support from a major non-profit, such as the American Legion or Veterans of Foreign Wars (VFW) that will go to establishing organic farms with amazing shelters like this that will provide homeless vets with work, healthy food, and a roof over their family's heads. 

Reading Reflection No. 2

The Long Tail: Why the Future of Business Is Selling Less of More by Chris Anderson

1) This book explained a new trend in business concepts, known as the long tail. Amazon is perhaps the best example of this structure, whereby they make profit selling a large quantity of items at smaller volumes. Other popular items are critical in generating traffic to your business. 

2) This class (for me) is centrally based around our business concept. Healthy fast-food is not going to survive with the long tail, as it will lead to more food waste then is reasonable for an already expensive product. The book was facinating and other fast food restaurants have taken its queue, from mozzarella sticks at McDonald's to tacos at Hardee's, restauarants that provide food as cheaply as possible will not mind a little more waste. These are the things I thought about while reading it and it did not make for an efficient reading process.

3) Open a general store and see how selling various items (pre-chosen with financials provided) would affect the store's income. This might take a while to construct, but I think it would be both fun and educational. 

4) The biggest aha moment from me came from reading the reviews of this book, with particular emphasis on renowned economists. I thought several times in the book that the author came off as a little arrogant, especially with regards to the the success of his article, and to see that many of his studies or assumed numbers (percentages) for these models made little sense. It is an interesting concept, but I have no interest in reading anything that man has to say again. 

Idea Napkin No. 2

1) You. 

My name is Chris Campbell and I am a veteran of the US Navy. I am extremely hardworking and thrive in solving complex workplace issues. I not only operated and performed maintenance on nuclear reactors, but I also had to organizie subordinates in a manner that would accomplish all of the division's goals. I plan on attending law school. I believe that this education will benefit me mightily in business. I believe that my model for a local, organic fast-food chain is the future of on-the-go meals in this country. I would love to see this take McDonald's market share. 

2) What are you offering to customers? 

I am providing local, organic fast-food at a similar price point to that of regular fast food.  

3) Who are you offering it to? 

My customers are pressed for time and unwilling to compromise on the quality of their food. Parents and students are the demographics that I would hit the hardest. 

4) Why do they care? 

Cancer has become an epidemic throughout this planet in the last 30 years. Why is this? Well, depending on how much you trust the FDA (I do not at all), there is really no explanation for it. If you do some research, it is not difficult to link the drastic alterations in our diets to the boom of this disease. We no longer eat food, we eat food-like products. Cultures such as the Amish are virtually devoid of the disease and have not altered their diets in any meaningful way. There are countless studies that link veganism to the eradication of even late term cancers. Why is the FDA not telling us this? Well, you are still valuable to them in the form of immensely expensive cancer treatments like chemotherapy and radiation. What I am offering is a lifestyle change that will provide you and your families with the highest quality food that you can possibly buy. I am angry that we as Americans are basically science experiments for the biotech industry and my restaurants, in addition to widespread education to what is happening with our government, will help ensure a long and prosperous life to both you and your families. Only recently has this idea been utilized, so it is still in the infancy of its industry. Elon Musk's brother recently started a organic fast-food restaurant in California and I look forward to seeing others prosper in this arena.

5) What are your core competencies? 

 What sets me apart is my idea of rotating, seasonal menus. This will guarantee that our product is local and fresh. Being that it is also being produced by local farmers, the price point will be driven don as well.

I am extremely confident that not only is this idea a winner, but that I am the right man for the job. I understand a great many truths that many either do not know or do not want to know. My work for the government has given me insight on how they operate and my work ethic matches my desire to see this idea take off. I believe with all of my heart that if we as a speicies do not take control of our diets, we could be among the last humans to enjoy this world . 

Unfortunately, I did not do the first napkin idea. I again looked at several other presentations to get some background on what went wrong for others. 

My Customer's Avatar

My customer's avatar is a mid-30's mom of multiple children who may or may not work as well. She has zero free time, as her commitments outweigh her desires. Her hobbies are those of her children, that she has little time to prepare nutritional meals for through no fault of her own. She drives an SUV or minivan to haul her kids and their friends to-and-from whatever their daily requirements dictate. At the end of the day when her obligations are met, she watches trash reality shows to lighten her mood so she can giggle about other people's problems. She is constantly looking for ways to improve her daily grind, whether it be a faster route to get to her obligations or a quick, nutritional meal she saw on Facebook. She does her best in everything because so many depend on her. It is a thankless job, but no thanks is required for this super-mom!

My Secret Sauce

1. Creativity - I have been told throughout my life that I have a very creative mind and that I think differently from others.

Work ethic - After six years and countless ninety-hour work weeks, I like to think that my work ethic is very, very storng compared to others.

Problem solving - As a nuclear reactor operator that also performed complex maintenance on electronics involved with reactor protection systems, I know how to get to the genesis of a problem, organize a plan of attack, and see that tragedy through until completion.

Relatability - I have worked with people from all over the world in many different situations and finding common ground with others has always been easy for me.

Engaging - Speaking in public is a situation that causes anxiety to most. I have always found that being in front of people is where I thrive. I do not get nervous and I am able to articulate my feelings in a way that is easy to understand.


2. Interview #1


 My girlfriend Sara told me that I more or less poke holes in people's plans to expose whether or not they are well thought out. I see situations from multiple perspectives and it can be very useful (or aggravating).


Interview #2 and #3

For the second and third interviews I questioned my mom and stepdad (sorry, my stepdad refused to do it if it were separate from my mom). My stepdad said that I am able to approach a problem from multiple angles all while moving forward. My mom said that I have the ability to disagree with others without minimizing their opinions.


Interview #4



My forth interview was my little brother Jake. He said that my sense of humor gives me the ability to turn any situation into a comical one. This can be very useful in tense situations.


Interview #5


My 5th interview was probably my best friend from the Navy. We went through Nuclear Power School together, as well as serving on board USS Nimitz together for around four years. Kendal said that my planning and execution of strategy is what sets me apart. He also went into my work ethic and high standards for my work.

3. I think that the assessments that my family and friends provided was spot on. Many of them commented on attributes that I also mentioned. I would not have considered my sense of humor to be as useful in business, but I can see how it could be now. I think that it is very important to be your own biggest critic. It forces you to see your flaws and then you can go about correcting them. This is something that has been very important in my transformation from child to adult and I think this assignment highlighted many of these aspects!

Elevator Pitch No. 2

Unfortunately, I did not do the first elevator pitch. However, I looked at numerous videos and read the critiques. Several mentioned pauses, lack of hand motion, and looking out of place by smiling or laughing. I did my best to utilize other critiques as best as I could.