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Friday, February 21, 2025

Week 4 B: Defining Our Target Market

 "TARGET MARKET ANALYSIS FOR FOREIGN CLIENTELE ACQUISITION FOR LR INTERIORS INC."


"THIS TARGET MARKET ANALYSIS REPORT IS BEING PREPARED TO CONSIDER REVISING STRATEGY AND MARKETING IN FOREIGN COUNTRIES."


Market Overview:

 Dubai's interior design market is experiencing robust growth, driven by fast urbanization, a booming real estate sector, and luxury tourism industry. The United Arab Emirates (UAE) interior design market is projected to expand from $3.58 billion in 2025 to $4.97 billion by 2030, with Dubai contributing approximately 50% to this market share. 


United Arab Emirates Interior Design Market Size


Demographic Characteristics:

  • Age: 25-55 years
  • Gender: male and female
  • Income Level: Middle to high-income earners
  • Occupation: Professionals, business owners, and expatriates
  • Education Level: University graduates

Psychographic Characteristics:

  • Lifestyle: Affluent individuals with a taste for luxury 
  • Values: Appreciation for quality, exclusivity, and personalized services
  • Interests: Art, design, architecture, and modern living

Geographic Characteristics:

  • Location: Residents of Dubai, particularly in upscale areas like Downtown Dubai, Palm Jumeirah, and Dubai Marina

Tuesday, February 18, 2025

Week 4 Part A: Defining Target Markets

  Subway.com colors their logo in yellow and green following their corporate identity. It also includes two arrows emphasizing it's speed of delivery and their target market, people who want to get in, get their grub on and be on their way.

  The rolling banners follow the same color scheme (perhaps to appeal to a broad market) and includes economical prices to grab the attention of cost conscious students, professionals on the go, who may even be behind the wheels, between service calls or projects.

  Their target market includes travelers who have paid hundreds or thousands of dollars in flight tickets, hotel reservations and Uber rides and refuse to fork out $45 on a badly prepared pizza, which will give them indigestion later during the flight!

  HungryBear.com is using the color scheme that is reminiscent of our state flag. You don't have to look far to see the grizzly with an apron around it's neck, munching on a sub (I am told by my Chicagoan cousin that sandwiches refer to sliced bread and subs to the ones looking like submarines, can someone please verify?) To me this color scheme also ties into our great states Mexican heritage of warmth and hospitality. 

  Hungry Bear features mouthwatering pictures of the food they made in-house and you can be sure the food you get is similar to food you see here - unlike those other guys!

  Just by looking at their website, I would say their customer base includes well established members of society: Business owners, Lawyers, Doctors, College Professors... People who value the dining experience and would pay a premium for it and also have partners, friends, companions to share the generous portions with.

Week 3 B: Developing a Brand

  After running on a long tangent, I am now ready to share some of my thoughts in the class assignment. I was writing a long piece-both related and not-to the core class materials which I won't be publishing here, but gave me a lot of food for thought.

 Analyzing my wife's business LR Interiors: She does use a logo, but in my mind she is the real face of her business (I'll elaborate later). The logo is her initials drawn into the corner of a room. This showcases the nature of her work which can range from designing and decorating to drafting and rendering. Plus the word "interiors" which isn't a tagline per se, is also revealing of her services.

 She is using a dark grey background with her initials popping out in bright white. I think the color choice plays well into the kind of work she likes to do, but excludes other clients. Not every client is looking for ultra sleek, minimal, Modern, etc. look. Some people like neoclassic or rustic, or very colorful designs-which she gladly takes on as an interior designer-but are underrepresented.

 Most of her clients are either repeat business, have seen her work somewhere and she is recommended to them, or very seldom someone that contacts her through Instagram, which she keeps as a portfolio of projects she likes to be known for. Ultimately the project owner is the person who is going to trust her with the finances and also for her to come through with good designs that adds value to the project and in her line of work, successfully completed projects speak volumes.

 She uses the fonts provided for stories and reels to spice up her presentations. Maybe she should consider using a uniform look. This would become necessary as she grows and starts to utilize other talent.

Friday, February 7, 2025

Week 3 Part A: Aesthetics, Design, and Branding

 The first site that chose for this assignment is best-electronic-ca.com

 Initially it takes one a few minutes to figure out their services and products. It's using the official ATARI logo but it's on an obscure domain. Wait, is ATARI still around? 

 There's no Hierachy to the information provided. The bold typography makes it feel like it's "Breaking News" constantly. 

 Okay! I get it now. They provide parts for the vintage video game console and for such a niche market, they carry a lot of parts and are the go-to place.

 "Make people scroll! Don't you dare create a second page!". The admin behind this website never got the design lecture memo.

 

The second website is a very curious one: itcorp.com

 There are many consulting businesses in the tech sector with a large firm involved who doesn't want their contractors taking on competing clients. 

 The writer behind this-likely the owner- is probably open to selling this domain:"... calls itself ITcorp" and has great sense of humor: to satisfy the needs of those..."

 There is a lesson here, though. The people who don't actively seek your business have the higher hand in negotiations when you need their services.


 The third website toyota.com is a great example of an organized site with clearly planned out depth of content. They obviously make more models than the ones they feature on the landing page, but everything can be reached by a few clicks. 

 The featured models are carefully placed to reinforce the brand's image of rugged and reliable. Whether deliberate or not, affordability has completely been omitted.

 Toyota takes pride in their products & puts equal care into both how they're produced and presented. 


The last website is apple.com

 I consider Apple the innovators of this new business style that we are also learning in this class. There's a famous story about Steve Jobs giving hell to his engineers to be able to change fonts on the original Mac. And to his credit, he got his fonts.

 Helvetica (originally developed in 1957) didn't become widely recognized until apple started using it along with their minimalistic approach.

 They have been setting the standards and leading the pack on how to run websites for a while now.


 

Monday, February 3, 2025

Week 2 Part B: Business research

The Cheese Board Collective

1.  cheeseboardcollective.coop

2. Cheese Board is an employee owned Bakery/Cheese/Pizza shop in Berkeley. They occasionally feature live music. The menu that changes daily is a vegetarian pizza and a salad, it is the only vegetarian joint that I frequent so worry not, all of their pizzas are delicious. They have gotten 4.8 stars from over 3500 people on google. I am also a fan of their business model where every worker is a partner.

3. There are links to their Facebook (11k) and their Instagram (13k) on their website. Their last post was about the lunar new year and was up on January 23rd.

4. I would say they have delegated the social media tasks to one of the worker/partners who used the Instagram/Facebook feature that lets you automatically post identical content on both platforms. Their following seems to be organic and food oriented rather than because of their content and presence on social media. If they partner up with a pro they can both present themselves and their business model better.


Pickle Pop

1. Picklepop.co

2. Pickleball courts hosting open play, clinics, live ball, social events and private parties on the infamous Santa Monica Promenade.

3. The website lists Instagram page with 14.7 K followers. It has a ton of short video content and it is in the theme color of pink. Seems to be in good hands.

4. The two founders appear to be doing much better than when I was there last. I am happy to report that both the social media and the business look very busy.


La Mission

1. la-mission.shop

2.This is the go-to spot to get the staples of Mexican food in Berkeley. The food is very hearty and delicious. 

3. However this restaurant lacks any social media presence. It has thousands of four and five star reviews on Yelp and Google. It even enjoys four stars from seventy seven reviewers on Trip Advisor!

4. This is one business that can skyrocket if they adapt to the new ways of doing business. They can grow to several shops with many employees and eye-popping profits.


Ryan Air

1. ryanair.com

2. Ryan Air is an Irish ultra low-cost airline group with many European destinations. I have flown the airline multiple times for prices as low as 9.99 Euros (less than a movie!) and the checked luggage can easily cost you four/five times the price of seat!

3. Their website has links to their Facebook page (5.2M), Instagram (1.6M), YouTube (146K), and a suspended X account (which is very revealing of their ways!). Upon searching further I found their new X account which has 862K followers. They clearly have a team of social media experts and are utilizing every platform to perfection with posts, videos, shorts, memes, replies...

4. "The company has at times been criticized for [ ... ] & tendency to intentionally generate controversy to gain publicity."(Wikipedia) and I believe controversy is what they do best. Their content and the way they troll their customers and sometimes competitors, goes viral occasionally. However I can't make up my mind that whether their intentional politically not correct stance helps or hurts their business. Mind you train tickets for many of these routes can cost eight times as much and take way longer. In other words they don't have any competition for their segment.


Picklers

1. picklers.ae

2. Picklers is another pickleball business- and there will be many of them in the next couple of years. This time in Dubai, UAE. They provide courts, lessons and themed events.

3. Their website greets you with professionally made videos, and lists their Instagram with 3.3K followers and similar videos. The also tried their hands at TikTok but aren't successful which is shame because I believe that's the platform to reach the younger generation if politics doesn't play a role in this, (who wants to open that can of worms?!) They also have a very busy telegram channel where members set up games.

4. This is another business that I frequent when I am in town. This is also a great spot for the expats to find each other in Dubai while doing a fun physical and social activity. Maybe the owner's son will take over TikTok and this business continues to thrive.

Week 2: Fun With Claude

 I put my essay through Claude AI and had it rewrite as some great writers. I don't mean to compare myself with any of these giants, but it was fun reading my life story in their distinctive styles. I'll publish it here for anyone who cares to read.

How would Marcel Proust write this?

Here's your story reimagined in Proust's characteristically introspective, meandering, and sensory-rich style:

In contemplating the nature of gratitude and its delayed expression, I find myself drawn to that peculiar modern ritual of leaving reviews—those digital testimonials that, like the taste of a madeleine dipped in tea, can transport us through the corridors of memory to moments both forgotten and eternally present. It was in this spirit that I turned my thoughts first to the Montessori school, where time had moved with that particular fluidity characteristic of watching a child's development: both languorous in its daily rhythms and startlingly swift in retrospect. Mademoiselle Aberella, whose very name now conjures the gentle authority with which she guided our daughter through those formative hours, had created an atmosphere that seemed to exist outside of ordinary time—at once structured and nurturing, like the invisible forces that guide a flower toward the sun.

And then there was that interlude in Bodrum, where the very air seemed charged with a different quality of light, where the Sea Village Garden (how provincial that name seems now, how inadequate to capture the sublime intersection of luxury and familial intimacy we experienced there) transformed us into creatures of leisure, much like those elegant Russians who once frequented the grand hotels of Balbec. My brother-in-law's generosity, like Swann's introduction to the Verdurins' salon, had ushered us into a sphere of existence we had previously only glimpsed through the windows of others' lives.

The curious democracy of the digital age has seen fit to bestow upon me the title of "Level 6 Guide"—an honor as arbitrary and yet as meaningful as any aristocratic designation—earned through what I can only describe as a peculiar form of literary optimism, a determination to illuminate only the bright passages in the vast novel of commercial encounters.

Yet even in this cultivated garden of positive experiences, there blooms one curious flower: that ill-fated bistro, whose magnificent chandelier hung like a promise of splendor that the reality beneath could not sustain. How strange that memory preserves most precisely those moments when the facade of civility cracks, when the glittering surface reveals the decay beneath, like the first glimpse of mold on a forgotten piece of fruit. My three-star review—that modest protest against disappointment—has now vanished into the digital ether, like so many lost hours of our youth.

The transformative power of others' words—those three reviews that lifted me from the sterile confines of my IT desk to the vibrant world of athletic instruction—reminds me of how Bergotte's criticism could elevate an unknown painter to the heights of fashion. Now, at forty-four, I find myself, like the aging Swann, contemplating the finite nature of physical prowess while surrounded by the eternal spring of younger bodies on the tennis courts. The pickleball court has become my own personal Combray, a refuge where time moves according to its own laws, even as my body reminds me of its inexorable march forward.

And so I turn, like all of us must, toward that mystifying modern alchemy of social media and artificial intelligence, seeking what my contemporaries have already discovered: a way to transmute physical effort into that most ethereal of modern commodities—passive income. Like the aristocrats of old who lived off their estates while sleeping in their Paris apartments, I too dream of prosperity that flowers even in my absence.

In this pursuit, I place my faith in this class, much as the young Marcel once believed that the magic lantern's images on his bedroom wall could transform the ordinary into the extraordinary. Perhaps here, in this intersection of technology and human experience, I shall find that elusive formula for turning time itself into gold.

Would you like me to adjust any aspects of this Proustian interpretation?

That's too much, no real human would ever read that. It is beautiful though. Let's try William Faulkner'style

Here's your story in Faulkner's distinctive Southern Gothic style, with its stream of consciousness, multiple perspectives, and non-linear time:

The reviews stayed unwritten long past their time, like dead leaves clinging to winter branches, until the assignment came and there wasn't any choice but to reach back into that well of memory and pull them up dripping with the weight of time passed: the Montessori school where my girl-child learned her ways in Ms. Aberella's classroom (my daughter my daughter my daughter who walked in small and came out knowing things that weren't just letters and numbers but life itself) and that Turkey place where we played at being rich folk for a spell, my brother-in-law's money making us all fancy for a time at that Sea Village Garden where even the help treated us like we were somebody.

Google done told me I'm some kind of Level 6 whatever-they-call-it now on account of them reviews I been writing, all of them good ones because that's what I know to write, just the truth of good times spent and money well used, stars scattered like bright pennies across the internet, four and five at a time until they pile up like autumn leaves.

Except that one time. That one time with that bistro (dead now dead and gone with another shop in its place serving coffee to folk who don't remember what was there before) with its chandelier hanging down like judgment, catching light and throwing it back at us while the kitchen behind (Lord the kitchen) showed its dirty truth and my friend came running from the bathroom with warnings in his eyes. We got out quiet-like, me keeping peace like always, watching another table rise up and follow us out into the night. Three stars I gave them. Three stars and they died anyway, though not by my hand, no sir, not by my hand.

Time flows backward and forward like muddy creek water after rain, showing me sitting at that IT desk (eight years wasted except for what came after) when the money got tight and the hours got short and I had to make a choice. Three reviews saved me then: my one client's daddy and them tennis fellows writing words about how good I was with children, words that grew into a business that grew into a life.

Now here I stand, forty-four years done gone by, running these old bones across courts and hearing new words like pickleball that pay better than tennis ever did, but my knees (my knees my knees) they know what's coming. That massage gun giving out wasn't no accident but a sign, like them buzzards circling before the storm.

I see them other folks, clients and friends alike, with their money working while they sleep, and I know that's what I need: something that doesn't need these legs these knees this body that keeps on telling me it won't last forever. Maybe this class, with its talk of social media and artificial brains, maybe this is where I'll find it, if I can just figure out how to make tomorrow come before yesterday catches up with me.

I liked reading that. How would Ernest Hemingway approach this?

Here's your story in Hemingway's characteristically terse, direct style with short, declarative sentences:

I had to write the reviews. They were overdue. The first was for the Montessori school. It was a good school. Ms. Aberella ran it well. She was kind but serious. Our daughter learned things there. Real things.

Then there was the resort in Turkey. My brother-in-law paid. It was the kind of place we could not afford. The staff treated us well. Too well. Like royalty. I thanked my brother-in-law separately.

Google made me a Level 6 Guide. It meant nothing really. Just that people liked my reviews. I only wrote good ones. Four stars. Five stars. That was all.

Except for the bistro. The bistro was bad. It had a good chandelier. That was all. The kitchen was dirty. The bathrooms were worse. We tried to leave quietly. They got angry. We left anyway. Another table left too. I gave them three stars. That was generous. They closed later. It was not my fault. A coffee shop is there now. They do well.

Reviews matter. When owners respond, people come back. I know this. Reviews changed my life once. It was during the financial crisis. I worked IT at a big firm. They cut my hours badly. I had to change. I asked for help. Three people wrote Yelp reviews. My client's father wrote one. Two tennis friends wrote the others. They said I was good with children. It was true. A year later I had enough clients. I quit IT. I had worked there eight years. When things got bad, they cut me loose. The new career was better. It still is.

Now I am forty-four. I still play tennis. I run hard. I hit hard. Pickleball pays better. It is easier on the body. My massage gun broke. My knees will break too. Someday.

I need money that works while I sleep. My clients have this. The people I know have this. They tell me to do it too. They are right.

I will need help. Social media. AI. This class. That is the truth.

It was a simple story. But it was my story. And it was good.

You're good Claude! Lets retell in the style of my favorite: Salman Rushdie.

Here's your story reimagined with Rushdie's magical realism, playful language, and interweaving of the personal with the mythological:

In the great digital bazaar of opinions, where stars rain down like cosmic confetti and words transform into weapons or wings, your humble narrator (that's me, yes-yes-yes) found himself tasked with the peculiar modern ritual of Review-Writing, that most curious offspring of the marriage between Commerce and Memory. What else to do but dive into the chutney-thick mix of past-present-future?

First came the tale of Southern California Montessori, where Ms. Aberella (blessed be her name!) ruled her kingdom of small citizens with that rarest of combinations: love-wrapped-in-discipline. Our daughter, like so many before her, underwent the ancient-modern metamorphosis from caterpillar-child to butterfly-student, while I, the ever-procrastinating father, held my gratitude like an unspent coin until this assignment-gods demanded their due.

And what of the Sea Village Garden of Bodrum? Ah! That Turkish delight of a resort where my brother-in-law (may his wallet forever be blessed) played Fairy Godfather to our Cinderella family, transforming us from humble middle-class mice into guests-who-must-be-pampered-at-all-costs. The magic lasted longer than midnight, I tell you!

But wait-wait-wait, what's this? Google, that great Algorithm-in-the-Sky, has crowned me Level 6 Guide! A title as weighty as any bestowed by the ancient emperors, earned through the simple art of telling truths about good experiences, scattering 4- and 5-star blessings like a benevolent deity of commerce.

Yet every story needs its shadow, and mine arrived in the shape of a bistro (now deceased, but let's not speak ill of the dead). A chandelier worthy of Versailles hung above a kitchen that would make even the most forgiving health inspector weep, while the restrooms... but no, some horrors are better left undescribed. Three stars I gave them - my only venture into the territory of mediocrity - and like a curse from an offended djinn, the business vanished into the mists of bankruptcy, replaced by coffee-sellers who understood better the modern rituals of cleanliness and customer service.

In my previous incarnation (for don't we all have many lives?), I sat chained to an IT desk in the Silicon Valley of Sorrows, until the Great Financial Crisis came howling like a demon-wind. But three magical reviews - ah! those three reviews! - written by my client's father and two tennis-playing companions, transformed me like a spell cast in pixels and praise. "Good with children," they wrote, and lo! A new career sprouted from the ashes of the old.

Now, at forty-four orbits around the sun, I chase little balls across courts with the energy of a much younger man, while pickleball (that upstart sport!) fills my pockets better than its aristocratic cousin tennis ever did. But the massage gun's death speaks prophecies about knees, and one must listen when the body whispers its mortal truths.

And so, like all heroes on their quests, I seek the Holy Grail of our times: passive income! That magical fountain that flows even while one sleeps, that philosopher's stone that transforms time into money. With social media as my flying carpet and AI as my wise old sage, I place my hopes in this class, this modern madrasa of digital wisdom.

For isn't that what we all seek in the end? A story that continues telling itself, even after we've left the room?

(Would you like me to adjust any aspects of this Rushdie-esque retelling? Perhaps add more wordplay or cultural references?)

That was also a great read. I like his style. Can you reimagine With Jorge Luis Borches' style of writing?

Here's your story reimagined in Borges' metaphysical, labyrinthine style with his characteristic themes of infinity, mirrors, and libraries:


On Reviews and the Infinite

In that vast digital library we call the Internet, where each review is both a mirror and a labyrinth, I discovered myself assigned the task of adding to its endless catalogue. Consider the peculiar nature of these testimonials: each one a fragment of time preserved, each rating a number that pretends to quantify the unquantifiable.

The first review concerned a Montessori school where, in one of time's countless paradoxes, my daughter both did and did not remain forever young. A certain Ms. Aberella (whose name I now suspect might be an iteration of all possible teacher names) presided over this universe of ordered chaos, where children learned the infinite in finite steps.

Then there was the resort in Bodrum—a place that, like Asterion's house, contained all possible luxuries. My brother-in-law (who, in the circular nature of gratitude, received his own review in the form of a thank-you note) had granted us access to this parallel reality where we existed as royalty. The Sea Village Garden: perhaps in some other universe, all gardens are by the sea, and all villages are gardens.

Google bestowed upon me the title of Level 6 Guide—a designation that, like the Library of Babel, contains within it all possible ratings. I had achieved this through a curious method: by documenting only positive experiences, as if constructing a map that deliberately omits the territories of discontent.

Yet in this catalogue of contentment there existed one anomaly: a bistro (now vanished, though in the eternal return of all things, replaced by a coffee shop) whose magnificent chandelier served as a metaphor for appearances versus reality. Like the Aleph in my basement, from my vantage point I could observe all the kitchen's failings simultaneously. The three stars I assigned it exist now only in memory, that most unreliable of archives.

In my former life—for we die many deaths—I inhabited the labyrinth of information technology, until the financial crisis (that cyclical beast) forced a transformation. Three reviews, like the three Fates, rewove my destiny. Their authors—a client's father and two tennis companions—unknowingly participated in an act of creation, their words "Good with children" serving as an incantation that opened a portal to a new existence.

Now, at forty-four (a number whose significance in other numerical systems I dare not contemplate), I traverse courts whose geometric patterns suggest the infinite. Pickleball, that modern variation of ancient ball games, proves more lucrative than its predecessor. The death of a massage gun portends the future of knees—in the garden of forking paths, all bodies eventually betray their owners.

I seek now what all seekers ultimately pursue: a system of wealth that replicates itself, like those infinite mirrors that reflect each other eternally. My contemporaries possess this knowledge, this philosopher's stone of passive income. Perhaps in this class, through the arcane arts of social media and artificial intelligence, I too shall uncover the formula.

In the end, we are all reviews of ourselves, incomplete testimonials of what we have been and what we might become. In some infinite library, all possible versions of this story already exist, including this one you now read.

[Note: Would you like me to adjust any aspects of this Borgesian interpretation? Perhaps add more references to his specific works or philosophical concepts?]

Sunday, February 2, 2025

Week 2 Part A: Business & Consumers: Communication plus Reviews

For this assignment I left a couple of overdue reviews on establishments that I enjoyed doing business with in the past. First one was Southern California Montessori where our daughter attended for about a year. Their kind and loving yet serious attitude taught my daughter many great things for life. I had always wanted to write something nice to Ms Aberella and her staff. This assignment provided the perfect opportunity for me to do so.


The next business was a resort in Bodrum, Turkey, where I had a vacation with my wife's family a couple of years ago, and hadn't found the time and words to express my appreciation to the business and my brother in law who treated us (I sent him a thank you note as well). This trip which was above and beyond our normal travel style from the go, has left a lasting impression on us. The staff and the property at Sea Village Garden made us feel like royalty!


Recently I received and email from google that I was now a level 6 guide as my reviews had garnered a lot of likes. I had done this by only sharing my good experiences with potential readers. I have left tens or maybe hundreds of businesses, four and five  star reviews.


The only time I left a review of a bistro the business ended up closing (not because of my review, I hope). 


Initially we were met by friendly staff and great decor including a spectactular oversized chandelier. From where I was seated I glanced into the kitchen and immediately realised the sanitation was subpar. A friend who had gotten back from the restrooms advised us not to go! We politely asked to cancel the food and pay for the drinks only and were met with hostility. I was able to get our group out of there with my unconfrontational attitude. Another party also got up and left. Several days later I got on Google Maps and saw the business had mixed reviews. I still gave them the benefit of doubt. I wote "Great decor and chandelier, disappointing experience." and left the only three star review of my life.


Like I mentioned the business closed a few months later. Another coffee shop took over the retail space and are doing quite well. That review has been deleted among many others of a defunct biz.


On the other side, when I write a review and the business owner either thanks me or welcomes me back, they create repeat business on my behalf.


In my former career I worked at the ITdesk in a big bay area firm. When the financial crisis happened, my hours were cut drastically. This is when I decided to pursue a career in sports and hospitality. I asked the father of my sole client along with my friends to write a yelp review for me. The father obliged along with two of my tennis buddies mentioning "Good with children" somewhere in his review. Approximately a year later I had enough clients to quit the dead end job that I had thrown myself onto for 8 years, but had lost most of my paycheck along with benefits the instant going got tough, and started a fulfilling career that has lasted to this day. 


Those three reviews were detrimental in my success in lauching a small business. I would never be here without them and feel indebted forever.


Today I am spending as much time a 44 year old can on courts, running from corner to corner and crushing balls as hard as I can. I now have a new income stream in pickleball that exceeds tennis and is less taxing on my body. But having a good massage gun give out on me recently makes me think of when my knees will. 


I too, am going to need a business that generates income not only when I am on, but when I am off the courts- even while sleeping. Most of my clientele and the people I rub elbows with have something like this and advise me on starting one myself.


I am going to need a lot of help from social media, AI, and I have very high hopes from what I will take away from this class.