4A- Forming An Opportunity Belief: A Twist on Opportunity Identification

Beginning Point: Walking into a public gym environment can often be intimidating for inexperienced lifters or those just beginning a healthier lifestyle. They're extremely crowded at times, there are often very experienced lifters there who have a lean physique, and machines/free weights are confusing with little to no instruction. For me, I would have felt more comfortable when I first started going to the gym if I had a partner. I believe there is an opportunity to create a service for commercial gyms that attempt to find gym 'buddies' and remove some of that gym intimidation many have.

Describe Your Belief: 

• Unmet need: To feel confident and comfortable in a gym environment
• Who has the need: Those who are new to the gym: inexperienced lifters, youth, those trying to lose weight, and those wanting to create a healthier lifestyle for themselves 
• Where did the need come from: This need has come from the diverse setting of a commercial gym and with that, all experience levels and physique types. This creates fear, intimidation, and anxiety for new members. 
• What are people doing to meet this need now: People are either finding someone to work out with, continuing in the gym on their own, or, most commonly, quitting the gym and returning to their previous lifestyle. 
• I am 80% sure that this opportunity exists 

Prototypical Customer: Anyone who would like to begin a healthier lifestyle but feels intimidated by gym settings, those who previously tried to enter the gym but felt intimidated, and people who currently exercise alone and would prefer to have another person. 

Iteration #1: 

Female age 49 

She is a member of a gym and exercises by herself five times a week. She does experience the need, still after consistently working out at the same gym for three years. She experiences this each time she enters the gym alone and has had this need since she became a member. She first became aware of the need when she felt intimidated at a time when the gym was very crowded and full of experienced lifters. She felt this way because she felt as if she was "less experienced, had a weaker physique, and didn't know if her form or technique was proper." She also mentioned that she was approached by an older male who gave her advice on her exercise technique and she felt uncomfortable. Currently, she just continues to exercise alone but wishes she had somebody else to work out with. She is very satisfied with my idea because she had trouble finding a partner on her own, believes this will not only provide comfort but also accountability, and also gave me advice on how to possibly execute my idea. 

Iteration #2:

Male age 26

He is a personal trainer at a gym and is an experienced lifter. He himself had experienced this need when first beginning in the gym, and often sees others experiencing this while working. He experienced this mostly when first becoming a member of a gym and when he first started lifting. He first became aware of this need when he purchased the gym membership and realized that he was inexperienced. Currently, he feels comfortable in a gym setting exercising alone because of his experience level, employment at the gym, and confident nature but added that sometimes it would "be nice to have an accountability partner and spotter." He tries to work out with a friend or coworker when their schedules align, but mentions that oftentimes they are too busy to find a time. He was satisfied with my solution because he feels as if it would bring attention to the gym who would implement it, bringing new customers while showing loyalty. He mentioned that having members fill out a survey consisting of information such as the time they prefer to exercise, experience level, age and interests would be an efficient way to match partners that have similar lifestyles and schedules.  

Iteration #3: 

Female age 19

She is a college student at UF who had previously attempted to enter the gym and stopped after a couple weeks of consistently going. She does experience this need and was affected by gym intimidation enough to stop going. She experiences this need every time she attempts to enter the gym alone and has experienced this at each gym she has been a member of. She mentioned that if attending a workout class with friends, she does not experience this need. She is currently addressing this need by not exercising at all. She was satisfied with my solution because she said it would keep her motivated, give accountability, and allow her to meet new people who share the same hobby. 

Reflection: After reviewing three different types of prototypical customers and gaining insight from three different mindsets related to my opportunity, I realized that the need for this issue exists and my opportunity could possibly have a real place. I was surprised that even those who are experienced and often are the reason new gym members feel intimidated feel this way as well. I learned that most people who don't already have a gym partner would like one at least some of the time. I do wish that I had interviewed another perspective, possibly from someone who did not feel intimidated at all and preferred to work out alone. 

Summary: I believe there is still an opportunity there, but it would require more research within the desired market. I believe that about 70% of my opportunity is there if I accounted for those who don't experience the need. I believe this number is more accurate than when I began this assignment. I was able to gain insight into three different perspectives and gather their emotions and suggestions related to the opportunity. I believe that it is crucial for entrepreneurs to 'adapt' to their opportunity based on customer feedback. Because the customers are the ones who would potentially buy the product, it is vital that they feel positive about it and voice their opinions for entrepreneurs to take into account. This gives the customer the willingness to buy the product.