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speakupdude
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scottshrum
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Good followups!

1) I think your gut is correct here... Even though your intentions are pure and you have real plans to see this effort through, unless you have anything tangible (especially RESULTS) to point to yet, I think that this will seem like a distraction from your overall story. Don't forget that words are a precious commodity in your essays, and it will tough to just "touch upon" this without raising more questions. I say to leave it out if you apply this year.

2) This is tough. If you're truly passionate about it, I say that's the tiebreaker (go with what you really care about). But just know that this will be a tough one for you... You've got to really make THEM (not you, and not me!) see why this is believable and makes sense for you. The alternate approach is to go the "entrepreneurship" route, but even this sounded murky to me, at least as you described it here.

3) I tend to be more bullish than the average "expert" on the "apply now, and just apply again next year if it doesn't work out" approach. As long as you have something new to talk about when you apply again, being a reapplicant is NOT a bad thing. I think you can do this safely. If you don't get in this year, you will ideally have more to talk about next year, and along with maybe spreading your best among 2-3 more schools next year (if it comes to that), I think you'll be okay one way or the other.

Good luck!
Scott