Opportunity
OSHA, Occupational Safety and Health Administration, is an
agency that was established to ensure safe and healthful working environments
for both men and women. OSHA regulations require that an equal number of
facilities must be provided for both sexes. For women in construction, this
provides an unmet need. The nature of this need is serious, being that female
employees in the majority of sites do not have access to a sanitary restroom.
Some might argue that separate facilities shows special treatment to women and
that unisex restrooms should suffice, however, OSHA rule clearly states that
“Employers should provide separate bathrooms for male and female workers.”
Sanitation rules, including provisions for female employees in the construction
field, have been in place for over 30 years. Despite this, the opportunity is
now being created because of the rapid increase of women in the construction
field. Demographically, I am targeting females in the industry, however, this
spans the entire country and can maybe spread internationally.
The main issue present is that this is an unmet need and
even OSHA has acknowledged it. OSHA describes the challenge as being that
temporary restrooms are mostly unisex, and these facilities are usually not
maintained. As a result, women cut out drinking water in an effort to not use
the restroom. This can cause heat stress, urinary tract infections, and many
other health issues. This is a challenge that I have personally gone through on
the field. The bathrooms on my site were unsanitary, forcing me to drive 30
minutes roundtrip to the nearest Publix twice a day and limiting my water
consumption to two bottles a day. I risked my health, spent extra gas, wasted
time, and it was an uncomfortable situation overall. This opportunity is huge,
not only in a business aspect but in an effort to change the dynamic of the
construction industry, a male-dominant field. Construction is slow in regards
to internal changes within the company, making my window of opportunity lengthy,
which I can use to my advantage.
Innovation
My innovation is called the “Pink-a-Potty”, a portable
bathroom that is “pink” in color and meant to meet my female customer’s needs.
It works just like any regular port-a-potty except that since it is meant just
for female use it will be easier to maintain it as a sanitary facility. This
restroom will offer feminine products for women and, to ensure female-only
access, will also bring an external lock that can only be opened by punching in
the correct code. This code will be changed on a monthly basis, or per the
company’s request. Each “Pink-a-Potty” ordered will also come with a full
service contract, so that the company trucks can come to the customer’s site
once a week to empty out the restroom tanks and replenish supplies. The
supplies will include toilet paper, hand sanitizer, and toilet liners. Inside
of each “Pink-a-Potty” will be a toilet paper dispenser, a hand sanitizer
dispenser, a toilet liner dispenser, a bag hook, and a shelf. Some of these items
are not seen in your standard portable restroom. To have a successful business,
I will match the prices of other portable restroom companies. For short term
rentals I will offer portable toilets for $75-$100 a day per unit. For long
term rentals, contracts over three months, I will offer a rate of $400-$900 a
month per unit. The cost will vary based on how many units a customer would
like and will include drop-off of the unit, pick-up of the unit once the
contract has terminated, and a full service contract.
Venture Concept
An advantage that my innovation has is that it is a product
that people already order, and is a necessity on any site or outdoor event. I
think that customers will switch from standard port-a-potties to
“Pink-a-Potties” because my company will also offer standard portable restrooms
so that customers can make a one stop shop. For example, if Smith Construction
has a contract for 10 portable restrooms that is up for renewal, they can
switch to my company and open a contract for 7 standard toilets and 3 “pink”
ones for the same exact cost. It will be easy to switch because they lose
nothing, yet gain a new product, a safe workplace for women, and something that
makes them standout as a construction company. My competitors would be other portable
restroom companies, however, their weakness is that they don’t have my “pink”
product. Distribution, customer support, customer experience, and the business
location all play an important role in defining my business concept. I will
need multiple trucks for distributing the toilets, special equipment to empty
the waste tanks inside of them, and customer support to help clients order
toilets and set up contracts. With great support and distribution, customer
experience will be positive and I will have loyal companies that will use my
products on all of their jobsites. To start out, “Pink-a-Potties” will have an
in Miami, FL. The business will have 15 employees, 10 in the office and 5 out
driving trucks. Eventually, my business will expand and I will open more
offices and hire more employees. Roles for the employees include sales,
service, accounting, distributing, and coordinating.
The Three Minor Elements
My venture’s unfair advantage would be my networking with
various construction companies. Not only are these contacts potential clients,
but they can also refer me to other businesses. The fact that I am a female in
the industry, the exact market that I am trying to target, makes it hard for
competitors to copy my success. My next opportunity would be to open a line of
pink personal protective equipment, from hardhats to vest to safety glasses and
more. In five years I would like to have opened more than a dozen offices
around the country and have over 200 employees. In the next decade, I hope my venture
has helped achieve my vision of creating an equal workplace for women in
construction.

I received a lot of positive feedback on my venture concept.
The only thing that my peers suggested that I should change is widening my
market. Instead of strictly targeting the construction field, people were
saying that I should also offer my product to fairs, concerts, festivals, and
other outdoor events where temporary restrooms are needed. I have changed this
in my second venture concept, while I am still focusing in the construction market, I will also offer the product to other types of clients.