Testing the Hypothesis, Part 2

• Who: From first thinking of my idea to now after interviewing a few new people who should have the unmet need I identified , I knew there were some groups that fell outside of my market boundaries. While it is possible that my idea is implemented in every vehicle, it tends to not appeal to elderly people, and a specific group of parents. I interviewed  people tend not to drive as much on their own, and when they are in a car as a passenger, it is usually not for a long amount of time, such as on a vacation. While some parents can see their child harnessed in the back seat while lying down, one mother I interviewed said she would not allow her child to lie down, even if they were safely harnessed. Where there is one, there are many, and this group of parents is only part of a larger group that would only trust what is standard, and not new.
  - One of the problems this entails is that, while a child may want to lie down and would have need of my product, a parent would have to be the one to buy it for them.
• I also interviewed an airplane mechanic, who brought up the fact that some airplanes have seats that you can lie down in, and that a better seat-belt design for a lying person, could also possibly be used in airplanes. This extended my original idea beyond car passengers, to possibly airplane companies as well.
• What: The mechanic that I interviewed was also very informative when it came to ideas for the design. While the product may allow passengers to lie down and stay harnessed, it does not prevent whiplash, and if you are lying down, the force could break your neck. I did not consider this before, and would have to modify the design in order to prevent this from happening.
• Why: The need is not different from what I originally conceived. The biggest thing is whether or not customers find the need to be important or not, and worth an investment, or simply something to get over. 

Inside the Boundary                            

Who:                 

Parents who will allow their child lie down in the back seat as long as they are harnessed.                                      

Teenagers and young adults who travel as a passenger on long trips to work or school frequently

                         
Car and airplane manufacturers.

People who cannot sit comfortably for a long time in a car, or who have medical issues preventing the same.

What:
Allow back seat passengers to lie down while being comfortable harnessed by a seat-belt.

Why: Some people will always be uncomfortable sitting for too long, while others may see it as a luxury rather than a need.

                               Outside the Boundary

Who: 
Elderly people who don't travel as a passenger for a long period of time.

Parents who will only see their child harnessed the standard way, and would not allow them to lie down even if they were safely secured.

What: Prevent whiplash during a car accident.
Make lying down in a car safer than sitting upright.

Why: Some people may not have the need to begin with, and if they do might just get over it instead of investing in solving it.                         

Solving The Problem

• My selected opportunity was the lack of a comfortable and safe way to be harnessed in a car while lying down. 
• Currently, all cars have standard upright seat-belts that are tested to improve the chance survivability in the even of a crash. 
• I would like to create a product that will allow backseat passengers to go from sitting upright to a lying down position, either on their back or on their side, while remaining harnessed by a seat-belt. Such a product would, of course, have to be approved by the National Highway Traffic Safety Administration, and comply with the regulation stated by the Federal Motor Vehicle Safety Standards.
• While my idea is fairly simple in concept, the application/implementation of it can be done in two ways:
• Replace standard seat-belt design: This to me was the most ideal implementation of my idea, because it could be added into all newly made cars. It would be a design that can harness an upright person, and then adjust to harness a lying down person through the touch of a button, etc. While ideal in terms of business, this is the least likely outcome due to the difficulty and possible impossibility of altering the view of car manufacturers and the government on seat-belt standards, as well as the change/increase in liability.
• Custom seat-belt attachment: This version would have the same effect, except it would be bought by the customer separately as a third-party modification. It would simply attach to the standard seat-belt and utilize the same buckle, but would be designed specifically for lying down, meaning it would have to be easily detachable if the passenger wanted to return to an upright position. This version is easier to adapt to regulation, and also more likely to be adopted due to liability reasons.
• Both versions above would of course have to be safety tested just as a standard upright seat-belt would be tested.
• With technology changing so rapidly as it is today, and with the possibility of driver-less cars in the future, this simple redesign of a very overlooked feature, could be used by everyone. In a future were cars drive themselves wouldn't it be nice to lie down in the backseat and safely take a nap.

Testing The Hypothesis, Part 1

Seat belts for passengers who want to lay down.

• Opportunity: For many people, sitting down for too long becomes uncomfortable, especially in a car, where the seats tend to not adjust for various postures. Many may want to lie down but refrain from doing so because it is unsafe in the even of a crash. 
• Who: People who ride as a passenger of a car frequently, especially on longer trips.
• What: Sitting for a long time in a car can be uncomfortable for some people and they may want to lay down but cannot do so safely.
• Why: Lying down in a car is hard to do comfortably while wearing a seat-belt, because they are made to harness a sitting person, and do not adjust. Without a seat-belt, lying down is very risky and extremely dangerous in the event of a car accident.

• Testing the who: The who is not just passengers of a car who cannot sit upright comfortably, but it is anyone who is a passenger who wants to lie down in a car safely. While everyone can be a potential user, its is fairly niche in terms of who will actually use the product. The driver of the car of course cannot, meaning it only pertains to passengers. Usually the front seat passenger chair can recline and adhere to the needs of the prototypical customer to relative satisfaction. Therefore, the idea of a seat-belt that allows you to lie down is for the back seat of a car that has a row of seats.
• Testing the what: Sitting for a long time can eventually become uncomfortable for anybody. Car seats today, especially the back row of a car if there is one, are not usually adjustable, and can be agonizing for people with poor posture, blood circulation problems, and even nerve issues. All of these can lead to pain from sitting. Sitting is also proven to be unhealthy,if done for long periods of time without a break, as shown in studies such as this one done concerning adults over the age of 45.
  http://annals.org/aim/article/2653704/patterns-sedentary-behavior-mortality-u-s-middle-aged-older-adults
• Testing the why: There are currently no widely available vehicles that have adjustable seat-belts for lying down. While making them adjustable could be a liability issue due to it not being within the standards set by safety regulations, it is more unsafe for an uncomfortable passenger to resort to taking it off in order to lie down. The issue for the passengers is the decision to remain uncomfortable, or take a risk. While an accident is unlikely, it is unexpected and deadly if the person is not harnessed properly. It is also illegal in most states now for back-seat passengers to not be wearing a seat-belt. 

Interviews:

1. I interviewed a 56 year old father of 2 teenagers. He notices that on occasion, when traveling a long distance in their car, his teenage sons have a tendency to unbuckle their seat-belts in order to lie down on the back row passenger seats to sleep. As parents, he and his wife find this unsafe, and often argue about how to handle the situation. If they force their children to keep their seat-belts on, the children complain that it is uncomfortable. His wife is both concerned about safety on the highway, and the fact that it is illegal to not wear a safety-belt. He notices it is only a problem with his back seat passengers, as the front seat passengers can recline the seat back easily. This clearly defines that the problem is for back seat passengers.
   
2. In this interview, I spoke to a young adult, 20 years old, who travels from his home in Miami, to school at UF in Gainesville. He travels as a passenger, and his older brother drives the car.
   He says that he can sit comfortably in the front passenger seat, but that when he wants to take a nap on the long road trip, he has to move to the backseat because he is not able to sleep unless he is lying down. He also says he doesn't care too much about not wearing a seat-belt being illegal, but that he does worry about the possibility of a car accident. He has tried to lie down in the backseat while wearing a standard seat-belt, but the strap doesn't adjust properly and the buckle is difficult to avoid when lying down.
   
3. My third interview was with my grandpa, who is 82. He doesn't drive much himself anymore, but says he misses the days when he could sit comfortably in a car and go on a trip. When I explained my idea to him, he thought that it was somewhat ridiculous, because their would be too many conflicts with regulation and the standard seat-belt design that has already been approved for many years. This was something that I never really thought about, and has made me consider the use of seat-belt attachments rather then a replacement.
   
4. My next interviewee is a 50 year old mother of 2 children. She and her family travel a lot by car, because her son has autism and they can't have him sit comfortably on a plane for a long time. Her son and daughter also tend to get on each others nerves when they are too close to each other, so they both need a row of the back seats to themselves, which is why they drive a full-size SUV. While driving, her son also likes to take of his seat-belt, and can become agitated when he has to sit for such a long time. She says she is not sure whether my idea would be a solution, but it would definitely be worth a try.
   
5. In my last interview, I spoke with a 10 year old boy. He told me that when his family travels, he likes to lie down in the back seat of their car and play on his Nintendo DS, but that his mom always yells at him to keep his seat-belt on. When he tries to lie down and wear a seat-belt, the buckle stabs him in the ribs and the belt awkwardly wraps around his neck and under his arm, making it very annoying for him. He is also very energetic and doesn't like to be sitting down for such a long time. It makes him restless, so sometimes he'll stand up in the back of the car and move around to not feel so confined. 

• Given the interviews, what do I know about my opportunity that I didn't know before?
• The interviews were a great way to confirm that, while not all people could see a use for my idea, there are those that may find it a lifesaver. I learned that I would have to look into the regulations behind seat-belts in cars, something I hadn't really thought of before. I had originally thought of my idea to be a replacement of the standard seat-belt, that could be used both sitting up and lying down. Now I am also considering a seat-belt attachment that utilizes the features of the standard belt, but in a more comfortable way that enables a horizontal harness.
• I also learned that as a back-seat passenger, many tend to have a false sense of security, whether they know it or not, and will take of their seat-belt to lie down, not considering or disregarding the possibility of a car accident. If an accident were to occur, not wearing a seat-belt reduces chance of survival by nearly 10%, and lying down without a seat-belt, while there are no statistics, is certainly life-threatening. It is also proven that reclining in the front passenger seat can even prove to be more dangerous, as the car is designed and crash tested with upright passengers, harnessed properly by the standard seat-belt.
• My interviews also confirmed my belief that the use of a special harness to lie down as a back seat passenger, appeals to a wide variety of people of different ages and body types. I also learned that, while many people do travel in smaller vehicles, most of those who travel with families and who have passengers that intend on lying down, drive a larger vehicle.

Identifying Opportunities in Economic and Regulatory Trends

Economic Trends

Opportunity #1: Increase in demand for hurricane supplies.

a) I found this opportunity while watching the news, before, and after the recent Hurricane Irma. Almost every new station was and still is, talking about preparing for a hurricane during hurricane season, and the incredible demand for goods such as fuel, water, plywood, and the lack of supply that many people are experiencing.
b) This information suggests that an opportunity exists, to me, because of the sheer amount of times it is discussed in the news, and the heavy importance that news stations, and the government, place on the matter.
c) The most likely customer with the opportunity are people in hurricane prone areas of the world, such as states on the Atlantic coast, and islands in the Caribbean.
d) The opportunity is relatively if not very difficult to exploit, because it is something that can mean the difference between life and death, and is a matter of great importance to the government, who hold high standards and regulation on disaster preparation.

It is an opportunity likely seen by most people who follow hurricanes on the news, if not all people in one way or another. I believe an opportunity exists because after watching the devastation that followed Hurricane Irma, and the amount of people in need of supplies who have no access to any, it is clear something needs to and can be improved.

Opportunity #2: Needs of many people to rebuild following hurricane Irma.

a) After watching the news on the devastation in the Caribbean and the Keys, and seeing the amount of people who lost their homes and businesses.
b) The opportunity definitely exists. There are thousands of people without homes in the areas affected by both Hurricane Irma and Maria.
c) The prototypical customers are people whose homes and businesses were destroyed by Hurricane Irma.
d) The opportunity is easy to exploit on a small scale, but difficult on a larger scale. It might also be seen is unethical to seek profit from the loss of other people.

The opportunity is known by anyone who has followed news of the recent hurricanes, but I have the personal belief that the government shouldn't be the only large organization helping to rebuild homes. Private organizations could be hired to help with the rebuilding process if such an organization existed.

Regulatory Changes

Opportunity #3: Some nursing homes are under scrutiny after Irma for allowing the deaths of patients from the heat.

a) I found this opportunity watching the news concerning the Rehabilitation Center at Hollywood Hills and in news articles such as
http://abcnews.go.com/US/10th-patient-dead-florida-nursing-home-lost-air/story?id=49965554.
b) Regulatory changes are under way to prevent a similar tragedy from happening again. I believe a preventative opportunity exists because of the current outrage over such a preventable incident.
c) The most likely customer could be the nursing homes themselves, or the families of those who are living in a nursing home.
d) Because the topic is so controversial right now, many people and companies are aware of it, and so it becomes relatively difficult to exploit. Also it is a problem that involves the government and the lives of elderly people, so it is very controversial and important.

My personal feelings towards this tragedy created the idea of an opportunity to me. My grandmother was very recently sick and passed away, so I know how terrible it must be for those who lost family members. And they were lost due to negligence, something that could have been avoided.

Opportunity #4: Loss of power to millions during Hurricane Irma, yet for some it took weeks to get it back.

a) The loss of power affected my family for over a week, and still is a problem for others, following hurricane Irma. Some cities such as Coral Gables are fining FPL for not getting the power back on for many residents. http://www.miamiherald.com/news/weather/hurricane/article174475551.html
b) There is no doubting that some Florida citizens still have no power. I faced this issue for around 10 days, and for certain homes without access to city water, getting power back should be a priority. There is an opportunity, because it is a problem that only a few companies have the ability to solve.
c) Customers include anyone who lives in a home that is prone to power outage during a storm, especially when the power outage is affecting millions of families at a time.
d) I feel this problem is very difficult to exploit, however it is one that should be given more attention. Only a few companies have the ability to return power to Florida homes after a disaster. With more help, power could be back on within days for those who need it.

This problem personally frustrates me. My home is the first to lose power during a storm in my county, and also one of the last to get it back. We use well water, so without power we don't have water. This makes going without power for over a week extremely difficult. I think many people can identify with this opportunity, but what can be done about it with the current control over the power lines.

Identifying Local Opportunities

 #1: "Got $3,000? That's what some airlines are charging to fly last-minute ahead of Irma"
http://infoweb.newsbank.com.lp.hscl.ufl.edu/resources/doc/nb/news/166C12F494838A88?p=WORLDNEWS
Summary: With hurricane Irma approaching many places in Florida, many people are rushing to evacuate themselves and their families. The problem for some is that the obvious means of evacuation for them, by plane, is now nearly impossible. With airline tickets in such high demand, the prices for those last few sights have skyrocketed to over $1000 dollars, and some even going as high as $3578. While there is no regulation against this, many people are outraged that airlines would do this in the event of a disaster, where capitalism should not be the priority. Of course, for the airlines, it is just standard pricing for the last remaining seats that are in high demand.

Problem: The problem lies not with the airlines or the people scrambling for tickets, but with our states preparedness for a natural disaster as strong as hurricane Irma. Since Andrew, many guidelines have improved, and the regulation towards supplies such as water and gasoline is a priority. This article, and others stories I have heard in the news have shown that the biggest problem becomes the ability to evacuate. While Florida's government is working well alongside the Federal government to help everyone who needs to evacuate do so, problems such as this still occur for some people, who see their best options for evacuation limited. This problem, of course is not consistent, and rather randomly occur as natural disasters do. 

Who: People who have the problem are residents of areas soon to be affected by Hurricane Irma, however any hurricane could cause similar problems. Also, specifically, people who have larger families to worry about, and even more specifically, those who's family members or themselves have a medical condition. 

#2: "Will Hospitals Close during Hurricane Irma. Some are already evacuating"
http://infoweb.newsbank.com.lp.hscl.ufl.edu/resources/doc/nb/news/166C52A77052BE28?p=WORLDNEWS

Summary: Hospitals are preparing for Hurricane Irma, and like most businesses, will likely close before, during, and after the storm. Jackson Health system will remain open until Thursday, and only physician offices and urgent care will be open Friday. Other hospitals such as Mercy Hospital in Miami have closed down and are evacuating patients. Hospitals in the Keys will not reopen until the storm passes.

Problem: The problem not directly stated by this article, but which is entailed in the information, is for people possibly in need of medical attention during or shortly after the storm. Hospitals will likely be closed,although the Florida government is working to have them reopen as quickly as possible. This is still a large problem for some people, and can mean the difference between life and death following a natural disaster.

Who: The problem exists for people who are effected and will be effected by Hurricane Irma, and other natural disasters that force businesses to shut down, such as earthquakes. Its is significantly greater of a problem for those who have a medical condition or who are injured during such a disaster. 

#3: MIAMI - Checks roll in to brewery - in a scam it wants stopped - A 'secret shopper scam' involving fake checks has Miami's award-winning Wynwood Brewery mixed up in a mail fraud it wants nothing to do with.http://infoweb.newsbank.com.lp.hscl.ufl.edu/resources/doc/nb/news/166BDB1FA622FC38?p=WORLDNEWS
Summary: The story covers a specific occurrence of mail fraud that has involved a Miami brewery in Wynwood. The scam is one of the riskier scams in terms of how likely people are to fall for it. Scammers create a fake check which appears to be worth several thousand dollars and cut by a real company or municipality. They then mail it to an unsuspecting person, with instructions telling them they've been marked as a "secret shopper" to survey big-box stores. "They are instructed to deposit the check at their bank, withdrawing $350 on the spot. Then, they must go to Walmart to make a $50 purchase - keeping the remaining $300 as compensation for their time. Finally - and this is the key step - they are supposed to wire the rest of the check to the company doing the survey". The scammers are getting rich,  and according to Benito Rodriguez, the brewery's finance manager, authorities don't seem to interested.

Problem: The are a few problems brought up in this story. One being that scammers have figured out a loophole in the banking system, where "banks are often willing to accept checks without verifying them, while moving "provisional credit" into a customer's account, which can be withdrawn immediately. By the time the check bounces days or even weeks later, the victim has already wired thousands of dollars - his or her own money - to the scammers. And the stolen funds can't be traced."
This is allowing such scams to take place, but the more troublesome problem is that authorities don't want to, or simply cant, do anything about it. It is something that could affect hundreds of people who are not educated about the situation, and it becomes a problem for them when they cant get their money back, as well as for the companies who are receiving the "blame".

Who: Because the scammers want to avoid getting caught, they are very random in selecting who they attempt to scam. Any unsuspecting person could be sent the fake check in the mail, and while most people will ignore it, those who fall for the deceit will have a very frustrating problem in their hands.

#4: TRANSPORTATION - At the gateway to the Keys, a tollbooth's closing has a human price - The human toll collectors on Card Sound Road collected fares from travelers to and from the Keys for 48 years. Last week, they collected their last tolls before they are replaced by SunPass machines.http://infoweb.newsbank.com.lp.hscl.ufl.edu/resources/doc/nb/news/166B87AB36AB8778?p=WORLDNEWS

Summary: The story covers the thoughts and feelings of toll booth employees, specifically those on the Card Sound Road toll, following their last day on the job before being replaced by SunPass machines. The Card Sound Road toll was known by some as the friendliest toll booth in the country. Some toll collectors had been working the job for over 20 years, it was their life. They knew regular travelers and were good friends, and on their last day were in tears saying goodbye to those who they grew closest with. With this change, the toll is expected to go up in price, leave the employees jobless. And there will no longer be anyone to talk with once the tolls are replaced by machines.
Problem: This story reveals a problem for not only to booth operators, but people in various jobs. That is, the advancements in technology and eventual replacement by machines. The replacement of people by machines is inevitable in this age of technology, and while it is a good thing from a progress perspective, it is a huge problem for the employees of certain jobs. They are left without a job, and might not have any other skill set to immediately find a new job.

Who: Any remaining toll booth operators have this problem, but on a much larger scale, anyone who has a job that can be done by a machine cheaper and more effectively.

#5: Irma washes away quaint restaurant in Gableshttp://infoweb.newsbank.com.lp.hscl.ufl.edu/resources/doc/nb/news/1670764A744DA600?p=WORLDNEWS

Summary: Following hurricane Irma, many business' have been affected by loss of power and property damage. One Gables restaurant, called Red Fish Grill, has faced Andrew and was closed for 2 years; now sees itself destroyed by Irma. Only the structure remains and even that is partially damaged. Rebuilding is an option, but they need support from the county. Being nationally recognized, they hope to acquire some support.

Problem: Hurricanes present a huge problem to many people and businesses, specifically those who are affected by storm surge. There is not much that can be done to prevent flooding, and the damage afterwards can be devastating. For damaged businesses, without outside support, the ability to rebuild while not operational can be very difficult and is also a problem faced by many, such as the Red Fish Grill.

Who: Owners of businesses that are located near sources of water and are also in an area known for hurricanes.

Forming an Opportunity Belief

Belief: The choice to lay down in a car while on a road trip is not safe, because it is nearly impossible to do so while wearing a seat belt.

Who: I believe that on long road trips, passengers who cant sit comfortably, or fall sleep sitting up, would choose to lie down across the seats.
Need: I also like to believe that most people would like to be safely secured by a seat belt in case of a high speed accident. It is also illegal.
Doing to meet the need?: People like this, myself included, end up lying down with no restraint based off of the unlikely chance of an accident and a false sense of security, as well as the uncomfortable feeling of trying to lie down with a seat belt on. If something were to occur however, lying down without a seat belt on could cause serious injury and most likely death.
Where: Unfortunately, most car manufacturers have standard seat belts systems that typically strangle you if you try to lie down, or shave a buckle that stabs you in the side. This has always been the case.

I am 100% sure that this problem exists. Some aftermarket seat belts exist such as racing belts, medical seat, and seat belts that allow children to lie down. There are, to my knowledge, none specifically designed for the "cannot sit comfortably for more than an hour" adult.

Prototypical Customer: Adults who travel by car as a passenger for more than an hour and who cannot sit comfortably or sleep sitting up, but who also don't want to lay down without a seat belt because it is illegal and unsafe in the event of a car accident.

Iteration #1: College Student
What is the exact nature of the need?: The desire to lay down and nap while passenger in a car driving on the highway, but concern that doing so is dangerous in the event of a high speed accident.
When do they become aware of the need?: Becomes aware of the need when traveling as a passenger in a car for a trip longer than 4 hours. Sitting up is no longer comfortable, and they are not able to fall asleep.
How long have they had the need?: They have had the need since sitting in a car became uncomfortable at the age of 13. 7 years since then, and going away to college 3 years ago, the need is much more existent. Now road trips from school to home are much more frequent than before.
When did they first become aware of the need? Why?: Became aware of the need on a road trip from Miami to Orlando. At this time, the person was 13 years old, and was traveling with a car full of people. There was no way for them to lay down to sleep and sitting up was extremely uncomfortable. Ended up lying down on the floor between the seats as a last resort.
How are they currently addressing the need?: Currently, they are forced to either sit up uncomfortably throughout the trip, or lie down without a seat belt, putting them at risk of serious injury or death in the event of a high sped accident.
How satisfied are they with this solution?: While the solution is obvious, just don't wear a seat belt, it comes at a great risk, and is also illegal. They would love to be able to lie down comfortably in a car and also wear a seat belt.

Iteration #2: Adult, but Single Passenger.
What is the exact nature of the need?: While in the car in the passenger seat, they can sit moderately comfortable, but get bored and want to sleep.
When do they become aware of the need?: When the are in a car as a sole passenger, on a fairly long car ride.
How long have they had the need?: Since they were old and tall enough to sit in the front seat.
When did they first become aware of the need? Why?: While carpooling to work for the first time, as a passenger in one of their coworkers cars. Before they would drive themselves and therefore would not have the chance to lie down.
How are they currently addressing the need?: Because most passenger seats in cars recline, they will use this to be as close to lying down as possible, while still wearing a seat belt.
How satisfied are they with this solution?: They are satisfied with this solution, and say they are usually comfortable even if just reclined slightly.

Iteration #3: Occasional Traveler, High school student.
What is the exact nature of the need?: To sleep at night while on a long road trip/vacation.
When do they become aware of the need?:While one a road trip, at night, when they are tired an want to sleep.
How long have they had the need?: Since the first trip they went on out of state, to North Carolina, where they traveled overnight by car. (4 Years ago)
When did they first become aware of the need? Why?: They became aware of the need on the first overnight trip by car that they were a passenger of. When it became nighttime, they wanted to go to sleep, but could not lie down comfortably with the seat belt on.
How are they currently addressing the need?: By using a pillow and leaning against the window, rather than lying down.
How satisfied are they with this solution?: They are moderately satisfied with this solution, however feel they would be more comfortable if they were able to lie down and also keep their seat belt fastened.

Reflection:
I realized that other people do share my feelings about being able to lie down in the back seat of a car, whoever most passengers typically use the reclining passenger seat to accomplish a similar goal. I learned that my opportunity is not as large as I thought it to be, and it is not as great of a problem to most people as it is to me. The thing that surprised me the most that I learned about my opportunity, was that most people already have solutions to the problem. Only a very niche group of people including myself, have struggled to no avail. It also tends to only be a problem when there are more than one passenger in the car, like there would be on a family road trip.

Summarize:

How much of the opportunity is still there?: I believe the opportunity is still there, for a small niche of customers for who laying down in a car ride is a frequent struggle. It is, however not as broad of an opportunity as I believed it to be. I think that I let my own opinions on the belief outweigh the opportunity's true scale.

I definitely believe that the new opportunity, less as it is , is more accurate then when I first thought of it.

I believe that entrepreneurs should always be open to customer feedback, but also take it with a grain of salt. Obviously if the customers feedback entails them not wanting the product, then it should force the entrepreneur to adapt the idea or forego it all together. But if customers want something more out of the product, or are complaining that its missing something, further research should be done along the lines of such a changes effects on the product and its success.