Subsistence looks like, in the urban setting, people that have very low access to resources such as healthy foods. They have corner stores that are packed with potato chips and high sugar drinks and no fruits, no vegetables. There are a lot of food deserts on the West Side, where people don't have good access to healthy foods. A lot of people are on public assistance, which is not a lot a money. Maybe about $300 a month for groceries for a family of four and lack of transportation, lack of quality services in the area. They've gotta go four, five, six miles away to get good quality healthcare. The communities are filled with clinics that don't provide the best service and are not the cleanest places to go. There are blocks and blocks of areas that have no quality housing. The housing that is there is very dilapidated and run down and is unsightly in the neighborhood but you will also see a lot of opportunities for people to do things. There's a lot of abandoned buildings that are still in really good condition that if people could start businesses, they could move into for very low cost. To get people involved and get them engaged and get them hope and belief that their life can be different is you have to show them something that's different. We started with consumer literacy, how to purchase goods. What's your biggest fear when you go to purchase goods? Do you create a shopping list? Do you clip coupons? Do you pick stores because of proximity or do you shop different stores based on price? Then we flipped it around and said, if you were a business owner, what's the most important issue to you as a business owner? We had production, distribution, money, consumers, transportation, things like that and not one student said the customer was the most important thing, which was the big aha moment in the class. We said, as a customer you had all these wishes for businesses to focus on you and in less than an hour, when you became the business, you completely forgot about the customer.