potato heads




CORE PITCH

potato heads is a service that supports introverted, shy, and sensitive international students as they navigate new environments. Through tailored services, we help them build confidence and cultivate meaningful connections at their own pace, guiding those who want or need to socialize but feel unsure or nervous about where to begin.

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AUDIENCE

Demographics: 
Students and young adults entering new environments.


Emotional Condition:
Introverted individuals who prefer solitude or small group settings.
Shy individuals experiencing social anxiety or discomfort in social situations.
Sensitive individuals who are emotionally perceptive and may feel deeply.


Geography:
International students from Asia.





Insights/Bibliography




Research 
Research suggests that introverted young adults often face challenges when entering new environments, such as schools and workplaces, due to their preference for solitude or small group settings.
—Cain, S. (2012). Quiet: The Power of Introverts in a World That Can’t Stop Talking).

Introverted individuals may experience social anxiety or discomfort in social situation, making it challenging for them to navigate new environments and establish meaningful connections. 
—Schmidt, L. A., & Buss, A. H. (2010). Understanding shyness: Psychological perspectives

90% of surveyed introverts report fatigue after prolonged social interactions.
—Kahnweiler, Jennifer, Ph.D., CSP. “Six Key Challenges for Introverts.” LinkedIn Pulse

Shyness and sensitivity can also contribute to feelings of self-doubt, isolation, and difficulty asserting personal boundaries in social interactions.
—Aron, E. N., & Aron, A. (1997). Sensory-processing sensitivity and its relation to introversion and emotionality

International students are flocking to US universities in greater numbers, particularly from Asia, but the cultural barriers are as sturdy as ever. They are having a hard time fitting into American culture, and this “adjustment fatigue” can lead to isolation.
—Davidson, Lauren. “Chinese Students Try to Explain to American Students Why They Don’t Party.” Quartz, 31 Oct. 2013

Quotes
“I’m the kind of person who will stand in the corner and wait for people to talk to me.”
— Stephanie Chou

“The most challenging part about navigating social interaction is finding topics.”
— Cindy Chen

“In most social settings, I don’t talk, I’m always a listener.”
— Eve He

“I feel awkward not talking, but don’t know what to talk about.”
— Aron Hsie

Significance
Rise of Introvert Empowerment: Introversion is increasingly being recognized as a valid personality trait rather than something to overcome.

Digital Transformation: 
The shift towards online platforms for learning and personal development has been accelerated, particularly due to the COVID-19 pandemic. More people are seeking digital resources for self-improvement.

Focus on mental health 

Emphasis on self-care and boundaries

Competition Analysis
Landscape
- Mental wellness communities
- Peer support and social platforms for students
- Online spaces for introverts/sensitive people
- International student support services and networks
- Self-development livestreams or podcasts

Audiences
- International students (especially new to a country/culture)
- Introverted, shy, or highly sensitive individuals
- Young adults (ages 18–26) in college or recent grads
- People seeking emotional safety in social settings

Values
Personal growth and well-being
Improving relationships both personally and professionally


IndustrySelf-help
personal development

Bibliography
Aron, Elaine N., and Arthur Aron. “Sensory-Processing Sensitivity and Its Relation to Introversion and Emotionality.” Journal of Personality and Social Psychology, vol. 73, no. 2, 1997, pp. 345–368.

Cain, Susan. Quiet: The Power of Introverts in a World That Can’t Stop Talking. Crown Publishing Group, 2012.

Carnegie, Dale. How to Win Friends and Influence People. Simon and Schuster, 1936.

Davidson, Lauren. “Chinese Students Try to Explain to American Students Why They Don’t Party.” Quartz, 31 Oct. 2013, www.qz.com/139370/chinese-students-try-to-explain-to-american-students-why-they-dont-party/.

Edberg, Pia. “Why Introverts Struggle to Speak.” piaedberg.com, www.piaedberg.com/why-introverts-struggle-to-speak/#:~:text=Why%20introverts%20struggle%20with%20word,to%20express%20ourselves%20in%20writing. Accessed 4 May 2025.

“International Students Are More Socially Isolated than Domestic Students—and the Gap Is Growing after COVID-19.” Center for Collegiate Mental Health, Penn State University, ccmh.psu.edu/index.php?option=com_dailyplanetblog&view=entry&category=new-findings&id=44%3Ainternational-students-are-more-socially-isolated-than-domestic-students-and-the-gap-is-growing-after-covid-19. Accessed 4 May 2025.

Kamdar, Tapan. “Speaking Up and Being Heard: An Introvert’s Guide.” LinkedIn Pulse, www.linkedin.com/pulse/speaking-up-heard-introverts-guide-tapan-kamdar-cgb9c/. Accessed 4 May 2025.

Kahnweiler, Jennifer. “Six Key Challenges for Introverts.” LinkedIn Pulse, www.linkedin.com/pulse/six-key-challenges-introverts-jennifer-kahnweiler/. Accessed 4 May 2025.

Schmidt, Louis A., and Arnold H. Buss. Understanding Shyness: Psychological Perspectives. Guilford Press, 2010.

“The Main Challenges for Introverts: What You Need to Know.” The Vibe With Ky, 17 Apr. 2023, www.thevibewithky.com/2023/04/17/unpacking-5-main-challenges-for-introverts-what-you-need-to-know/. Accessed 4 May 2025.

“Why Introverts Struggle with Words: The Hard Science Behind It.” Introvert, Dear, introvertdear.com/news/introverts-words-hard-science/. Accessed 4 May 2025.

“9 Common Problems Introverts Can Relate To.” All About Introverts, www.allaboutintroverts.com/blog/9-common-problems-introverts-can-relate-to. Accessed 4 May 2025.

Zhang, Lu, et al. “Personality, Social Isolation and Mental Health Among College Students During the COVID-19 Pandemic.” International Journal of Environmental Research and Public Health, vol. 17, no. 23, 2020, doi:10.3390/ijerph17239048.    

AdvisorJane Guyer Fujita


Last Updated 24.10.31
Product Detail/Design Approach/Business






1. Branding System
The potato heads logo symbolizes a welcoming community where support and meaningful connections help individuals feel seen and understood.





2. Custom typeface
Combine serif and san-serif typefaces, symbolizing two distinct personalities (introverts and extroverts) coming together in the same environment. While they may have fundamentally different approaches to social interaction, they coexist and must find ways to connect.




3. Product detail
3-1.Touchpoints
Poster campaign, social media, website pages






3-2.Website Pages
Landing page, Podcast Page, Livestream Page







3-3.Podcast Clips
Highlight of the episode, self-reflection prompt







3-4.Livestream community
Teaser, Face filter, chat participation






3-5.Merchandise
Membership tote, candle, Potato hat, notepad





3-6.Exploration
Sketches + prototypes




4.  Business / Finances
Phases + Market





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