23A - Your Venture's Unfair Advantage

Top 10 Resources

1.) Personal experience with the issue I'm solving. I'm a vegetarian myself! So I'll have an extra eye for problems that my app should solve, and I know how it feels firsthand to feel betrayed by marshmallows. 

2.) A market that is growing each year (vegetarians and vegans are basically the future), whether because of awareness of animal cruelty, health effects, or environmental impact- all three of which exponentially increase the number of vegetarians and vegans in recent decades. (For more info on the rise of vegetarianism and veganism in recent years: https://www.riseofthevegan.com/blog/veganism-has-increased-500-since-2014-in-the-us)

3.) An artistic eye and an aesthetic vision for the app.

4.) Leadership skills that would help me be a great founder/CEO for this project.

5.) A background in sustainability paired with the drive to make this app have global environmental impact.

6.) My unique network of family, UF faculty, and peers in majors like sustainability and computer programming.

7.) Public speaking and writing skills that would help me pitch this idea to potential investors or possibly even employees.

8.) Being in Innovation Academy, where I'm given the platform to present business ideas to real business-people and have actual investment opportunities (like Catalyst).

9.) My desire to research things I'm deeply passionate about, and find every last fact that I can on a specific issue and exploit that information for my own use.

10.) The combination of my approachability and inquisitiveness, which would allow me to optimize case studies on my app and find out what my target audience wants more of and less of in my app.

Part 2: VRIN

1.) V- This resource is valuable because I will be able to identify problems that my target audience face in ways that other people couldn't. For example, another student launching a start-up aimed at helping veterans in some way probably wouldn't have firsthand experience with the issues veterans face, and would have to rely entirely on interviews for more information. R- This resource is rare because most people in start-ups right now try to solve an issue that doesn't directly affect themselves, which removes them from their target audience and the very problem they're trying to solve. I- This resource could be copied in other startups run by vegetarians/vegans, but for now the main focus seems to be on health and calorie counting rather than a specific diet (in terms of food apps). N- There aren't really any other resources that could easily and quickly give non-vegetarians and non-vegans the same insight. Sure, researching on the internet helps, but there are certain quirks and issues that come up that have to be experienced firsthand to be understood and solved in an efficient and meaningful way.

2.) V- This resource is valuable because the amount of consumers I can reach is only going to increase if current trends continue (and with environmental sustainability becoming a quickly-growing concern, the market for veg is only going to boom from here on out). R- This resource is rare because most trends can be guaranteed to have an expiration date. Veg diets are predicted to eventually become necessary by some scientists in order for our resources to be consume in a way that doesn't deplete them for future generations. I- This resource could be copied if a product is developed for another environmental issue that's relevant to sustainability, but outside of that sphere of opportunity I can't really think of any other major business sectors that could have guaranteed growth like this. Maybe technology, but that's the only area I can think of. N- There are no other resources that could have the same impact as a guaranteed future growth in my market. Having a guarantee that a consistent market would have a projected future increase in income and also spending habits might have a similar effect, but wouldn't be the same as expanding the amount of consumers available.

3.) V- This resource is valuable because it draws in consumers and makes them stay. R- This resource isn't exactly rare, but it certainly helps achieve my goals and build my brand to be identifiable yet clean, all while optimizing user-friendliness. A lot of people are artistic though,  so I wouldn't necessarily go so far as to say it is rare. I- This resource could be copied rather easily if I hired a graphic designer (like my Uncle Rob). In fact, this resource would probably even be superior in a professional. However, if a designer drew up several sketches for conceptual directions, I would definitely want to have a hand in choosing the final product. N- There are plenty of other resources that would have the same effect as an artistic eye- like I said, I could use a graphic designer to create the app's aesthetic. 

4.) V- This resource is valuable because being able to take charge of a project without being a control freak (gripping the blade tightly enough to utilize it, but loosely enough so that it doesn't cut your fingers) is essential in being in charge of anything- and especially anything of consequence. R- This resource is rare but not unheard of. Plenty of UF students are capable leaders, but we're also the best school in the state. So take that as you will. I- This resource is not completely inimitable, but it's pretty hard to fake it until you make it when it comes to being a good leader and feeling comfortable in those shoes. It just comes down to the person's abilities. N- There are other resources that could provide the same effect. I could sell my idea to someone else and let them be in charge, which actually doesn't sound horrible now that I think of it.

5.) V- My background in sustainability would be valuable because that's a major reason why people go vegetarian or vegan, and I could implement features in my app with that in mind (sustainability ratings on certain food products, for example). R- This resource isn't necessarily rare, but the study of sustainability is still relatively new. Hiring someone, anyone, as a sustainability consultant would not come cheap. I- This resource is definitely not inimitable, because as I said, another expert in the field could easily replicate my own novice knowledge in the subject- but not cheaply. N- There are other resources (people) that could produce the same effect. Again, other experts in the field of sustainability could easily analyze foods and rate their environmental impact. 

6.) V- My network is valuable because I wouldn't be able to do anything with this idea if I didn't know the people I know. The idea would just sit in my brain until someone else somewhere thought of the same idea and made it happen, while I sit alone in my cardboard box and curse that person for stealing my great idea. R- This resource isn't necessarily rare, because everyone has their own network, but mine is unique to my own experiences and social circles. I- This resource isn't necessarily inimitable, but I think that between my computer science friends at UF, my dad's contacts at IBM, my own sustainability contacts at UF, my Innovation Academy startup contacts, and my family members who are artistic and have graphic design experience... all together the specific combination of my family, friends, and professional contacts equip me pretty perfectly to pursue this idea. N- There are other resources (contacts) that could provide the same help, and I'm sure other students have even better contacts than I do for this project. 

7.) V- Public speaking skills are valuable to this sort of project because it is essential to be able to communicate your idea in a quick, clear, and provoking way. R- This resource isn't exactly rare. Like the leadership skills, it just depends on a person's unique skill set. Some people are great at public speaking and could sell anything, while others can't. It really just depends. I- This resource isn't inimitable, because someone else could do just as good or better than me on selling my idea. I'm not the greatest public speaker in the world, but I think I have a decent grasp on confidence, projection, articulation, and organizing my thoughts in a way that effectively communicates my idea. N- There are other resources that could provide the same effect, if someone else became the spokesperson for this project. 

8.) V- Being in Innovation Academy is valuable beyond just looking good on a resume because "innovation" is a buzzword. It provides students with real business contacts as early as freshman year. At Catalyst, my startup idea won an award and my group was approached by several faculty members from the Warrington College of Business who showed genuine interest in our business platform and idea. This could help set me up for success for when I want to actually pursue a startup idea. R- This resource is only rare in that it is unique to Innovation Academy students at UF and students in similar programs at other elite schools. I- This resource isn't necessarily inimitable, because someone else in IA could use this resource, but it is pretty inimitable for someone outside of IA. N- This resource could be substituted for perhaps a business student's connections and education? I'm not entirely sure on this one to be honest.

9.) V- This desire is valuable because I can use this to make my app the best it can possibly be. R- I believe that this quality is rare, and I don't meet many people who have this quirk. I think it's one of the biggest things that makes me unique. I- This resource is inimitable, because someone can research a project all day, but if their heart isn't into it or they'd rather be doing something other than researching, then the quality isn't going to be the same. N- This resource isn't really able to be substituted. Even with a huge incentive, like a raise or a bribe, I still think that pure passion for something is what produces the best quality of work, especially when it comes to researching. 

10.) V- This quality is semi-valuable. It helps to be approachable so that an interviewee would feel comfortable saying something critical of my idea so that I can make it better. R- I don't think this quality is rare, and plenty of people do research with panelists as an actual job. I- This quality isn't inimitable, because a lot of people are approachable. I just think this quality would help my project. N- This resource is easily substituted, because although some people aren't approachable, someone else who is could be selected to do the interviews/beta tests. 

Final decision: I think that my most valuable, rare, inimitable, and non-substitutable resource is my market. For the reasons I explained above, I think that overall it contributes the most to my idea's "unfair advantage". 

 

21A - Reading Reflection no. 2

The Art of Social Media: Power Tips for Power Users

1.) The theme of this book was how to utilize social media to build your brand, and how to do so in a professional manner. A recurring theme was to be positive on social media and have a positive presence (for example, by limiting negative interactions or debates to three "rounds").

2.) The book connected to ENT 3003 because it focused on self-advocating and building a brand to make your business idea succeed. It gave specific tips, like using pictures/graphics/videos in your posts and using hashtags to advocate for yourself and your brand. Being a presence on social media helps with networking and finding future connections, which is something this class also focuses on.

3.) If I had to design an exercise for this class based on the book, I would say it should be to create social media accounts for your business idea. You would have to upload content for assignments, use hashtags, graphics, and only have positive interactions with other users.

4.) A big "aha" moment for me when reading this book was when it talked about posting across social media platforms to promote your work, like using Twitter and Facebook status updates to promote a new blog post. I usually only post to one social media platform at a time because I figured people would get sick of seeing me post the same thing on all platforms, and that may have been hurting my social media draw this whole time.On more noteworthy "aha" moment for me was the idea of saving hashtags to use for specific social media posts, like "good morning" hashtags. If they're saved somewhere, you don't have to come up with new hashtags for similar posts, and you can just copy and paste the hashtags into your post.

20A - Growing Your Social Capital

It's Who You Know, Not What You Know

1.) The first person I interviewed was Robert Evans, who is a graphic designer and web developer in Atlanta. He specializes in marketing, branding, and design. He's worked on apps countless times for clients, so I count him as my domain expert. Rob is my uncle, so I knew he was going to be my first call. 

After giving him my business idea and platform, he let me know that the hard part would be getting other food companies to agree to adding a QR code to their products, and another hard part would be programming the augmented reality aspect so that it would recognize the QR codes. It exists in other apps, but I have no experience personally with programming, so I'd need funding and a team of computer programmers who know what they're doing. He loved my idea and said that it's definitely an unmet need in a market that's changing the food industry and growing bigger each year. If it were a situation where I could pitch this idea then either sell it to someone else or go on Shark Tank and obtain the funding to support it, he said this app would probably be successful. 

Including Rob in my network would be a massive help to both of our brands. I'd be able to utilize his graphic design skills to give my app a user-friendly experience with an iconic and modern aesthetic that would help launch the app to success. If my app is successful, he'd be able to put it on his list of projects so that future businesses that want his web development services would know his worth and be able to recognize his design.

This is his website by the way: https://www.evansmade.com/ 

2.) The second person I interviewed was Erika Evans, who is a registered massage therapist and is taking classes working towards being a registered dietitian as well (she studied Health Education and Behavior at UF). She is also a yoga instructor, and was vegetarian for 12 years. Since she's knowledgeable about health and wellness, and was vegetarian for a long-term period, I'm considering her my market expert. Erika is my aunt - yes, she is married to Rob - so I killed two birds with one stone and talked with them back-to-back on the same phone call (if you were wondering, that side of my family is artsy and innovative and crazy talented). 

After giving her my business idea and platform, she loved the idea and was totally on board. She said it was a good shortcut for googling every individual ingredient on a food product. She voiced a couple of the same concerns as Rob regarding the actual programming of the app, and getting cooperation of food companies with QR code labeling. She said she thinks this app would be more useful for vegetarians and vegans when they're adjusting to the diet, but once they use the app enough they will get more comfortable with knowing which food products are okay to eat and which ones aren't and will gradually stop using the app. She said I should focus more on people who are trying to become vegetarian or vegan or people who don't quite know their stuff, because people who have been vegetarian or vegan for long-term like her probably already know food items like the back of their hands. Since more people are becoming vegetarian and vegan every day, and since it's such a rapidly growing market, she thinks this won't be a problem.

Including Erika in my network would be just as essential as Rob. I've only been vegetarian for 2 years, and my aunt was for 12 years. She knows about not only sticking to the diet but also doing so in a healthy and balanced way, so maybe I can find ways to implement nutritional deficiencies and promote health and wellness into my app on top of the primary purpose of distinguishing vegetarian and vegan food products. If my app was successful, it would help her out by putting her name out there as a nutrition and health expert and promoting her brand.

3.) The third person I interviewed was Doug Brown, a computer programmer for IBM. Since he's a computer programmer and would theoretically know how to program an app (and would also have a network of computer programmers who know how to program an app), I'm considering him a supplier in my industry. He's my roommate's dad and my own dad's coworker, so I called him too.

He said the augmented reality part of my idea would be difficult to program, but it's been done before in other app that utilize QR codes, so it wouldn't need any groundbreaking technological innovations- just the funding to hire a team of programmers to create the app. 

Including Doug in my network would expand my contacts to not just who I know and who my dad knows within IBM, but also who Doug knows. Having as much reach as possible in regards to finding computer programmers would be integral in making this app actually happen.

     (Doug with my roommate!)

Reflection

This experience was similar to past networking experiences I've had, because I reached out to people I know personally who would actually be able to help me professionally. In the past I've done that with past teachers, mentors from internships, coaches, and family/close family friends. Usually when you start there, it's a good place to start because it starts a chain of them saying someone else they know who could possibly help, which expands my own network further. This exercise was just one more confirmation that I do know people who could and would help, or could at least be a good starting point for this project, and that I don't have to do this alone. 

19A - Idea Napkin no. 2

1.) I'm a 20-year-old college student studying Sustainability and the Built Environment (and minoring in Innovation). My talents are leadership, time-management, dedication/passion, attention to detail, design, public speaking, brutal honesty, and specialization in environmental protection (and sustainability regarding construction and architecture/interior design). My aspirations are to make an impact for the better on the environment, social justice/public policy, women's rights, and constantly expand my horizons and learn new things in whichever job I eventually hold.
2.) What I'm offering customers is an app that utilizes augmented reality to scan food items and let the user know if that item is vegetarian, vegan, or neither. The FDA currently does not require food labels to list ingredients of ingredients, so sometimes a person might not even realize that a food they've been consuming contains meat. My app would give vegetarians and vegans peace of mind in knowing what's in their food, and what's in the ingredients in their food. Current apps on the market are meant for calorie-counting or nutritional value of food items, but none are marketed towards vegetarians/vegans and specifically tell consumers if a product is vegetarian or vegan.
3.) I'm offering this product to vegetarians and vegans, and especially people who are tired of constantly googling every ingredient listed on a food product (ie: "what is gelatin made of?" "what is casein?" "what is L. cysteine?").
4.) Vegetarians and vegans care about their commitment and want to know if anything they eat has meat or meat products in it. I know that finding out that marshmallows have gelatin in them (which are made with hooves) was a major surprise, and finding out that my Panera staple, broccoli cheddar soup, is made with chicken stock felt like a huge betrayal. Vegetarians and vegans want to know that they're actually eating the diet they're committed to, whether their reason for going onto the diet is environmental impact, animal cruelty, or health.
5.) My core competencies were already listed in number 1. This is essentially the exact same question, not to mention we just had an assignment about our core competencies. See the special sauce assignment for more detail regarding my competencies.

I didn't get any negative feedback from my last Idea Napkin, so what I took away from the positive feedback was that my idea definitely strikes a chord with people who are new to the vegetarian/vegan diet and are trying to commit but feel lost trying to figure out what to eat. Something else I took away was that my idea is new, and none of the comments said "oh, there's already an app that does this, it's called _." I didn't need to incorporate these into my new idea napkin, because my original idea napkin already had these two components.

17A - Elevator Pitch No. 2

YouTube link:

https://youtu.be/IlQUqaKHIwM

18A - Retired Ladies who do Yoga in the Morning

For this assignment, I wanted to create an avatar that reflected vegetarians in the US, not myself. Although I am an American vegetarian, I don't want my target audience to be skewed in my mind to all be exactly like me. I looked up some stats on vegetarianism in the US, and found that 59% are female, 57% were vegetarian for 10+ years, and 42% are ages 18-34 years old. 54% of vegetarians said they chose the diet because they cared about animal welfare, 53% of vegetarians are on the diet for health improvement, while 47% are vegetarian to help the environment. Ranked, Portland has the most amount of vegetarian or vegan restaurants (and no Florida cities make the top 10 list). Single people are twice as likely to be vegetarian. Minorities are more likely to be vegetarian (black people the most) than white people, and the average vegetarian's income is below average, surprisingly.




I pictured an average vegetarian based on this data. My avatar is a young (25 years old, 40 years wise), afro-Latina, liberal woman living in a solid blue state like Oregon, NY, or California. She's an eco-warrior and an animal rights activist, and cares about staying in shape and eating healthy. She's been a vegetarian for over ten years (since she was 15). She loves yoga, meditation, and is a cinephile. She likes cooking and knows how to cook many Latino dishes adapted to her vegetarian diet. She voted for Obama and HRC, and attended the Women's March in her city. She drives a used blue Prius. She's single (with no kids) and focusing on her career. She likes Supernatural, Gossip Girl, The Incredible Jessica James, and anything Marvel. She saw Black Panther 4 times in theaters.

What I have in common with my avatar is that we're both young, liberal, single, career-focused women. I think that makes sense, considering the statistics I focused on. The only statistic I didn't fit in regards to what most vegetarians are is that I'm white/Latina. White people have lower rates of vegetarianism than minorities, so in that aspect I'm actually the outlier (although I am also half-Ecuadorian, so I'm not sure whether I would could in the Latina section or the white section). What surprised me is that vegetarians don't tend to be more well-off than omnivores. Once I thought about it though, if most vegetarians are singles just starting out in their careers living in expensive cities, it also kind of makes sense that they have a below-average household income.

Sources for my stats:

https://www.huffingtonpost.com/hal-herzog/vegetarians_b_8059838.html

https://www.vegetariantimes.com/uncategorized/vegetarianism-in-america

https://www.statisticbrain.com/vegetarian-statistics/

16A - What's Your Special Sauce?

1. Five things I bring to the table are my leadership abilities, confidence, artistic abilities, ability to articulate my thoughts, and my determination. Any one of these qualities could be found in millions of people, but together I think these qualities have set me up for success in whatever the future holds. I think that I have leadership skills relating to keeping peers on task, making sure my group/team is working together, delegating disputes, listening to my peers' ideas and implementing them, making sure we're on schedule, and not becoming a dictator in the process. My confidence comes from a combination of doing mock trial and theatre in high school- it's always anxiety-inducing to go up onto a stage and speak, but I think these things have helped me become more desensitized to it than most people. My artistic eye comes from my mom, and it helps me in every facet of my life, from designing my interior design projects, the songs I compose on piano, how I decorate my bedroom, to how I design a presentation for a convention. The ability to articulate my thoughts comes from my dad. We're both focused on finding the right word to describe something, and people ask me a lot what the right word is for something they wrote about in an essay that they're working on. Communication is an important skill in life, and I think that being able to effectively communicate what I want to people is a definitive part of my secret sauce. Finally, I think my determination is a part of what makes me unique. If I find something wrong with the world, I'll do whatever it takes, protest wherever I can go, or create any product to try and change that injustice. I get passionate about certain things, especially politics regarding inequality and people who are in need, and I think that's the most important secret ingredient of all.

2. My roommate (who I've known since middle school), Ciara:

https://soundcloud.com/kyleigh-caicedo/ciara-interview-secret-sauce

She says that my determination, motivation, honesty, passion for social justice, artistic skills, and dependability are what make me different.





My brother (right):

https://soundcloud.com/kyleigh-caicedo/audio-message-from-cam-caicedo

He says that my determination is something he admires about me. He says that when I set my mind to do something I do it, and that's what makes me different.





My mom:

https://soundcloud.com/kyleigh-caicedo/moms-interview-secret-sauce

She says that I research really deeply about things I'm passionate about, that I am able to  focus, that I desire to do things well. She also says I'm good at seeing other people's talents and delegate accordingly in a group environment, that I stay even-keeled and work well under pressure, and I don't get frazzled under stress.



My dad:

https://soundcloud.com/kyleigh-caicedo/dads-interview-secret-sauce

He says my passionate temperament, intelligence, curiosity, and compassion make me difference. He also says that I'm inquisitive, approachable, unrelenting, and humanitarian.





One of my oldest friends, Cassie:

https://soundcloud.com/kyleigh-caicedo/cassies-interview

She says that what makes me different is that when I care about something I fight for it.







3. The things they said aligned a lot with my own perceived strengths, but to hear them say those things out loud and without any reservations felt really good. This assignment definitely gave me a confidence boost that I didn't really know I needed. I feel really empowered by the way the people closest to me perceive me, which makes me feel like I can conquer anything. There weren't really any differences in the strengths we all listed, but the way I said those strengths was more modest. For example, while I would say I'm studious and hard-working, my dad said I have razor sharp intelligence and am unrelenting. That's the kind of compliment that makes me get teary-eyed because it just feels so big. I don't think my number 1 needs any corrections, but maybe some upgrades since my interviews worded the same strengths much stronger.

15A - Figuring Out Buyer Behavior No. 2

For this assignment, I found three more vegetarians (my segment) through Facebook and conducted interviews with them over the phone.

For all three interviews, the respondents said that price is the number one issue when considering a product. They base their purchase on the perceived quality of the product in relation to the price at the time of the purchase. For example, if a consumer saw a product with rave reviews and beautiful packaging, if it's more expensive than it seems like it should be then they will buy the next closest thing (a knock-off). With apps specifically, I asked if they would rather buy a free app with in-app purchases or an app with a fixed price in the app store and no in-app purchases. Two responded that they would rather download a free app so they could customize the app and only buy packages within the app that applies to them, but the third customer said she'd rather buy a $5 app up front than buy a useless free app where every feature in the app costs $1.99 to unlock. In-app purchases are frustrating to her, especially if there are barely any (or no) features offered for free. I asked if packaging/design mattered to them, and all three said that they love good design and packaging. One of the girls said that 99% of the reason she buys makeup is because of the packaging.

My segment is likelier to buy my product (an app that provides a service) online, but is more likely to buy the products that the app analyzes in a restaurant or grocery store (so in person). None of my customers said that they use Amazon pantry, but one said she tried a service called HelloFresh. It's a service you pay for online and it sends you fresh ingredients with recipes for tailored lunches and dinners. She said she didn't like it and ultimately canceled her subscription, because she doesn't like cooking every single day and all of the meals they sent required cooking. When I asked if they are more likely to pay with cash or card, they all said card, hands down. Even farmer's markets have Square now, so there's no need to purchase anything with cash nowadays.

When my interviewees make a purchase of an app, they said they feel good about the purchase if they find themselves using the app on a regular basis. If it is a health/lifestyle app like a fitness app, they measure how satisfied with the app they are by how often they open up the app and decide to exercise, and if they feel good about the workouts they do. One also said that the app feels like a successful purchase if it is easy to navigate and is aesthetically pleasing. On the flip side, she said that it feels like a bad purchase if it has a confusing layout or looks cheaply made because of poor design or terrible aesthetics.

In summary, my interviews told me that my segment is looking for a simple, clean, user-friendly app that they will use for every meal and they won't mind using for every meal. Presentation communicates worth in this case, so my focus will have to be more on graphic design than I previously thought.

This segment values ease of use, aesthetic quality, frequency of use, and low cost in an app. They don't want to be bombarded by offers for in-app purchases, and they want a clean and simple app that has a clear purpose.

14A - Halfway Reflection, Tenacity & Paying it Forward

1) Behaviors I've used to stay on top of this course have been pre-planning and time management. Once I finish the assignments for the week, I take a look at the next week's assignments so I have an idea of how hard or easy the next assignment will be, rather than waiting until the day it's due to look at it and find out. Some assignments are more time consuming than others, so a majorly helpful behavior is looking ahead to account for any assignments that might be more time-consuming than the others. It sucks to look at an assignment the night it's due and realize you're going to have to wprk 3x as fast because there's a ridiculous amount of work you have to do by 11:59.




2) A moment I felt like giving up was at this point earlier in the semester when we were supposed to choose one of our bugs to start developing. I couldn't choose between two of my ideas and kept going back and forth between them, and at one point I was frustrated because I don't even want to be an entrepreneur. I felt overwhelmed because I didn't think either of my ideas were realistic for me to create and built up on my own, but I realized that isn't the point of the class. It's more about honing our abilities to spot opportunities and come up with solutions, and learn how to plan out our business platform while shaping the idea to fit consumers' needs. The idea we come up with isn't an end-all be-all, it's just a starting point for entrepreneurial thinking for the rest of our lives.

3) Three tips:
-Get into the habit of opening your Canvas calendar every day. If you're on top of due dates and assignments coming up, you won't be as stressed out or feel as overwhelmed, especially if you do smaller assignments early to account for time you need to study for exams and other work on bigger projects.
-If you have an idea or find something that bothers you that could be turned into an opportunity, keep lists in your notes app on your phone. I never have a pad and paper around to write ideas and observations down, but I always have my phone on me, so I use my notes app and it helps a LOT.
- Go into the class with an open mind. If you legitimately try to come up with bugs for the bug list, you'll get excited at the various opportunities you can pursue. If you just try to get it over with for the sake of completion, you aren't going to have a good time in the class and every assignment will feel like bs. What you put into the class is what you get from it.