Forming an Opportunity Belief: A Twist on Opportunity Identification

I believe there is an unmet need for a gym on campus to relieve some of the stress off the existing two. However, I think it should be a privately owned gym right off campus. It would attract 1. the crowd that is too lazy to go all the way to Southwest but doesn't want to go to a small gym like Student Rec and 2. some of the more serious lifters that don't want to make the drive all the way to
Bailey's. I know from talking to people that they would be willing to pay for an off campus gym closer than Bailey's. Some of them even already go to Bailey's. I think this need has existed for awhile now, at least in the time I've been here (in my third year). As of now if people don't want to deal with the lines at the current UF gyms they can either get a membership at a gym far away or go to the ones on campus at obscure times. The issue is having to buy the land to build a gym, as right across from campus is prime real estate. For this reason, I am 70% sure there is an opportunity.

#1 3rd year female student in long term relationship
-Have you ever been to a UF gym? "Yes."
-How often do you go to one of the two gyms on campus? "Maybe like four times a week."
-Have you ever left before even working out because of how busy the gym was? "I've never outright left but my workout has been much shorter than I wanted it to be because the equipment was taken."
-Would you be interested in an off campus gym with a membership fee? "Yes."
-If so, how much would you be willing to pay? "Probably no more than $25 a month."

Reflection: It seems like this girl takes a more relaxed approach to her workouts, not minding if they get cut short and only willing to pay $25. This is definitely a prototypical customer, but would most likely not buy a membership at a gym right off campus.

#2 Freshman male who is very active
-Have you ever been to a UF gym? "Yes, my first time going was earlier this fall."
-How often do you go to one of the two gyms on campus? "I'd say around 5-6 times a week but sometimes I won't make it and I'll try to run outside."
-Have you ever left before even working out because of how busy the gym was? "I haven't left yet but I have noticed the gyms are both really busy."
-Would you be interested in an off campus gym with a membership fee? "I've actually already thought about it, so yes, especially if it was closer than some of the options right now."
-If so, how much would you be willing to pay? "I'd pay up to $40 a month for a high quality gym within walking distance of campus."

Reflection: This is a young student and it seems he is already getting tired of the traffic in the gyms on campus. With the amount of times he goes to the gym a week and him willing to pay $40, he would definitely get a membership at a new gym.

#3 Grad student female in mid twenties
-Have you ever been to a UF gym? "Yes, many times."
-How often do you go to one of the two gyms on campus? "Well, I used to go a few times a week but now I have a membership at a gym off campus."
-Have you ever left before even working out because of how busy the gym was? "Yes, there were so many times that happened. Sometimes I would try to workout in between classes and not be able to because there was a line. After dealing with it for so many years I finally decided to just pay for a membership off campus."
-Would you be interested in an off campus gym with a membership fee? "I already go to one so yes, but if it was closer that would definitely benefit the younger students."
-If so, how much would you be willing to pay? "I pay $30 right now, so I'd continue to pay $30."

Reflection: This student may be on the border of prototypical customer because of her age. She is most likely leaving Gainesville soon. However, she surprisingly was very supportive of an off campus gym. She seemed like when she was in undergrad she had rough experiences at the gyms. She would potentially switch her membership to the new gym for location purposes but other people in her situation that don't already have a membership somewhere else would most likely get one at a new gym.

Summary: I do think after talking to people that there is less of an opportunity than I initially thought, but that there is still definitely a demand there. I still think a lot of the hard core people would make the switch and then there would also be the crowd that is simply frustrated, like the last student I interviewed. This frustration could come earlier than grad school, too. It would be a big risk with how much someone would have to invest in the land, but it could pay off in a relatively quick time.