Janet Buckthorne was casually jogging in the park in the hot summer day. After a while she got dehydrated, with no water on sight and collapsed in the middle of the park. This event marked her entrepreneurial venture, as it sparked the idea of Joggle in Janet’s mind!
The young entrepreneur was at a point in her life in which her account balance was 10€ and she was trying to escape a bad relationship. Jogging was her stress relieving activity and the only thing keeping her sane at the moment. Usually she would carry the water container fannypack but it was too uncomfortable to carry this while jogging, and somehow unhygenic, since you had to wash it with antibacterial liquids after each use. Water bottle was not an option since it was even more inconvenient to carry while jogging.
Suddenly an idea came to Janet’s mind! She will make a prototype for a jogging bottle that’s easy to carry and use while jogging. She went back home, did research, and found out that the thing she is thinking about it not available on the market. So she used some free online tools and software to create a sketch of her prototype. She created a 250 ml water bottle that you can carry on your wrist as a bracelet.
But, since Janet didn’t have any savings to invest into her prototype nor skills or knowledge to start a business out of the idea, she decided to sell the patent, make some money and continue with her life. She then spent a year trying to negotiate with the buyers and handling the bureaucratic procedures. During this period she discovered things about herself that she didn’t know before. She saw that she is excellent at networking, communicating, problem solving and even administration. Janet decided to reconsider her entrepreneurial capabilities and set a goal to work hard for the next year and make enough money so that she can start up her company.
Eventually she made enough money for the start-up and first prototypes. The product got amazing reviews from the interested buyers so the production was expanding. Later on Janet started up a webshop to minimize the operational cost. At that point she discovered that the marketing sector is her safe zone. She was good at it, and it was getting her the results she wanted. She was making profit, yet it wasn’t enough for her to live from.
In 2019, thanks to her networking skills, she was offered a big deal for the annual marathon in Barcelona. She sold 70 000 joggles to the organizers of the marathon.
Janet’s main marketing strategy is google adwords and SEO. She experimented with different advertising options and concluded that that one one brings most results. In the future she is planning venture to a wholesales market to rise her sales. Even though the wholesales means that the unit’s cost is lower, she will rather gain more time so that she can continue focusing on her marketing strategy than on targeting single buyers.
Critical thinking for entrepreneurship 