ROLE
Researcher, systems designer, product design lead
SITUATION
Atlanta's black youth are selling water at intersections as a hustle to earn money for their families and future. Due to opposition and negative attention, a city ordinance now bans this practice, leaving underprivileged kids without an opportunity to make money. As a response to this problem, I explored a way to change the narrative of the hustle and protect the safety of underprivileged youth in Dallas, Texas.
TASK
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Understand the nature of the hustle
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Research current laws in place that prohibit or offer an opportunity of success
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Identify misconceptions of selling water
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Analyze mentorship programs and non profit business models
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Present insights and recommend futures
ACTION
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Journey map of a water seller in Atlanta
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Navigate Dallas' lemonade law as a gap of opportunity to foster selling water
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Partner with 7-Eleven to create a community water vending program
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Marketing and product deliverables
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Design and prototype a high-fidelity extension to the 7-Eleven application
RESULT
Staying local, we discovered the Texas lemonade law that provides protective legislation for kids selling drinks at a stand. Leveraging 7-Eleven's commitment to community and youth support, we developed a guided vending program for young entrepreneurs to safely earn money while educating the community.
I had the opportunity to propose our system solution to 8 professionals at 7-Eleven's Research and Development Division.
Overview
Black youth in Atlanta are
facing opposition for selling water at intersections.
Many of these teens are trying to make money to support their family, buy a bike or car, and save for college despite being too young to be employed. Recently, however, instances of citizen deputies reporting disturbances and even violence have painted the kids' in a bad light. After a lot of negative media and community attention, a city ordinance was passed to ban selling water at intersections in Atlanta.
We created a 7-Eleven
guided vending program.
Due to the ordinance ban in Atlanta, we found a loophole in the Texas law. In Dallas, youth selling water and lemonade has garnered positive media attention, community support, and protective legislation. Using the power of the Texas lemonade law, minority groups in Dallas can benefit from opportunities to quickly, safely, and legally make money in order to mitigate poverty disparity. As 7-Eleven lists their commitment to helping communities through youth programs, we integrated a vending program for young entrepreneurs to safely make money while educating their local community.
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Research Phase
TAKEAWAYS
1
Water is not the issue, the issue is social and political.
2
Skepticism from the community is centered around danger and ill intent. (media hysteria)
3
Throughout history, street selling has been stigmatized due to classism and racism.
HISTORY OF THE HUSTLE IN ATLANTA
Historical Discrimination: Historically, Black Americans have been prohibited from property ownership, commercial trade, testifying in courts, and voting due to enforced Black Codes.
Wage Gap: The discrimination led to a significant wage gap, with the average of income for a Black family in Atlanta being much lower than that of white families.
Side Hustles as a Solution: Many of Atlanta's black citizens, particularly the youth, have turned to side hustles to meet expenses for daily living.
Challenges in Side Hustles: The history of discrimination towards street vendors reflects the broader challenge faced by individuals employing side hustles.
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Average Household Income in Atlanta
UNDERSTANDING THE SITUATION IN DALLAS
Literature Review:
80+ secondary resources
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The need for a hustle for minority groups applies to the DFW (Dallas, Fort Worth) area
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DFW has attempted to thwart the sale of goods on the street by city ordinance
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Texas has a lawful opportunity to empower young people to sell outside through the lemonade law
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Minority groups in Dallas could benefit from opportunities to quickly, safely, and legally make money to mitigate poverty disparity between races in the community
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Dallas Poverty by Race
OPPORTUNITY FOR SUCCESS:
THE TEXAS LEMONADE LAW
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The lemonade law enacted in 2019 protects children under the age of 18 who sell non-alcoholic beverages, who are selling in residential areas, parks, and approved properties.
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With this enacted, a city, county, or local health authority cannot make a rule or law that stops kids from selling lemonade or similar beverages or request a license, permit, or fee for doing so.
SPONSORED BY 7-ELEVEN
In my quest to identify a company or non-profit organization that serves the Dallas community, my search led me to 7-Eleven. I discovered that 7-Eleven originated in Dallas, is the first in convenience, and participates in community youth focused programs such as, 'Operation Chill' and 'Project A-Game'. These initiatives exemplify their commitment to making a positive impact at the grassroots level by providing development opportunities and improving police/youth relationships.
7-Eleven's Operation Chill is an outreach program that allows law enforcement to award a coupon to kids that are exhibiting positive behavior.
The Solution
I created Hustle 2 Opportunity (H2O), an entrepreneurship program sponsored by 7-Eleven that allows teens over the age of 12 to sell water outside of approved locations.
WHAT IS HUSTLE 2 OPPORTUNITY?
Teens can sign up to sell water at parks and shopping centers. To do so, teens can sign up on the H2O app, and purchase the Hustle 2 Opportunity water bottles at participating 7-Eleven locations. After purchasing the water, teens go to the designated area to sell and are provided stands and marketing materials by the Team Lead. The teens are able to learn about entrepreneurship, hydrate, educate the community, while taking home all the money earned.
Steps
1. Learn about H2O in a school assembly
2. Sign-up through the H2O app with a parent
3. Schedule for a day or time on the H2O app
4. Purchase H2O branded water from 7-Eleven
5. Arrive to their station
6. Collect their stand from Team Lead
7. Begin Selling
HOW DOES IT WORK?
Water Reps - The teens selling H2O.
Team Leads - Community members educated on the law and supervise the Water Reps.
There is 1 team lead per 2 water reps.
Location - The 7-Eleven location that the teen signed up with to cash out their wallet and the location the Team Lead is from.
Station - The approved business, park, or shopping center that is is allowed for H2O Water Reps to sell outside their business.
Stand - The individual stand that the water reps use, including their safety pack, and phone.
Application & Storyboards
HUSTLE 2 OPPORTUNITY
APP FEATURES
Modeled after current 7-Eleven app, the Hustle 2 Opportunity app allows for both parents and kids to remain informed and involved in the program.
The H2O app includes 2 modes, one for when water reps are off duty, and an additional mode with emergency and request features for when they're on scene.
WALLET, REQUESTS, AND SCHEDULE
Water reps can make a request for more water or assistance. A screen then pops up notifying that a team lead is on their way.
Water reps can cash out their funds and view recent transactions on the payment page.
Water reps can select a time on the signup page to sell at a given station.
Scenario of Use - Requesting Team Lead Assistance
This storyboard displays a child getting distracted and wandering off from their station. The child can use the "request a team lead" function on the app to reconnect to safety.
Click Image to Enlarge
SAFETY
In the case of an emergency, water
reps can click the
"SOS" button.
Once they select the SOS button, they will be prompted to tap and hold 911 if they feel they are in danger.
PARENTS
Before being able to access parental information, users are required to enter a pin set only by a child's parent or legal guardian.
Here, parents and guardians can see where their child is when they are out selling water and they can see their current/future schedule.
Tapping on the map will allow parents to expand it into a full sized map.
Scenario of Use : Parents Locating Water Rep
This storyboard displays parents using the "locating water rep" function to pick up their child.
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Branding & Marketing
HUSTLE 2 OPPORTUNITY
STAND MATERIALS
Customizable sign where children can set their goals and prices.
Customers can purchase an H2O branded water and receive an educational pamphlet about the program and our mission.
EDUCATIONAL PAMPHLET
Outside of the pamphlet demonstrating our mission and goals for the community.
Click Image to Enlarge
Inside of the pamphlet displaying how the H2O program operates and how you can sign up.
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Scenario of Use : De-escalating & Educating
Using the educational pamphlets and the "request a team lead" feature on the app, children are able to inform the public and diffuse possibly hostile situations.
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STAND OPTIONS
The most cost efficient stand, giving franchises the opportunity to test the H2O program in
their community.
Has more storage and is collapsible for stores that want to carry several of these carts to support a higher engagement in H2O and meet higher demands for water.
A cooler cart which allows large quantities of water bottles to be transported and kept chilled. This is for franchises that flourish through H2O and want to invest into the program.
IN-STORE MARKETING
Gas pump topper at 7-Eleven locations to increase brand recognition and familiarity with
the public.
Water that the water reps purchase
and sell at stands. The bottle holds
our mission statement and promotes community support.
H2O napkins can also be found in stores and at the water rep's stand. The napkins hold our mission and encourages the community
to participate.
OUTREACH MARKETING
As Dallas is a car-centric city, there is opportunity for road advertisements.
I created billboards to increase familiarity with the public and to promote participation in the program through showing what it can do for teens. By showing the product, customers are more likely to reach for it in store and in public.
Logistics Behind H2O
COVERING COSTS
H2O strives to allow the Water Reps to learn money management skills, therefore they set their own prices for their H2O water. 7-Eleven will have increased sales due to the direct sale of H2O water in store while the Water Reps keep their profits.
Although our focus is for children to have a platform to sell water outside at their leisure, H2O will be available for sale outside of H2O active hours to cover the costs of stands. Our H2O marketing efforts will also bring new audiences to the 7-Eleven community.
Transforming Communities & Business Practices
IMPACT OF HUSTLE 2 OPPORTUNITY
The Water Reps
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A safe entrepreneurship program for teens under the working age of 16.
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An opportunity to learn skills such as businesses, public speaking, customer service, and money management.
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Resume builder by a known and trusted company.
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Future growth opportunities by joining the 7-Eleven team.
The Community
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Uplifting and protecting the youth of
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the community.
- Education on local laws, citizen regulation, and law enforcement.
- Increased accessibility to clean drinking water anywhere and anytime
7-Eleven
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Increased profits from the direct sale of their 7-Eleven branded water.
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Ability to reach new audiences and communities.
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Positive brand equity compared to competitors.
Conclusion
WHAT I LEARNED
Through this project, I've learned that entrepreneurship and mentorship offer powerful avenues for low-income youth to earn money safely. I gained insights into the intricate legal landscape surrounding such initiatives and the potential for corporate partnerships, exemplified by the collaboration with 7-Eleven. This experience is a testament to the importance of innovation, empathy, and strategic alliances in creating lasting solutions for marginalized communities.