UValue – OAP Assignment
- 1. UValue Team members Arthur, Julia, Khai, Linda, Lucie, Sharon, & Sherri Venture Lab Opportunity Analysis Project (OAP) Prof. Chuck Eesley - 05.21.2012
- 2. The UTeam Lucie (France) – Team Lead Linda (US) – Consumer Products Khai (US) – Finance Sharon (US) – Consumer Products Sherri (US) – Consumer Products Julia (US) – Research Arthur (Brazil) – Web Applications Weekly meetings on Google+ Hangouts
- 3. Healthy and ethically grown? Labor and human rights have been strictly segregated from the sustainability agenda ‘Does it matter whether an heirloom tomato is local and organic if it was harvested by slave labor?’ – Eric Schlosser, Slow Food
- 4. The Problem • People have personal value systems • Their value systems might not be reflected in their purchasing habits – Lack of information – Lack of time – Lack of resources Is this the only option?
- 5. The Generation of We: Cultural Creatives “Values are the best single predictor of real behavior” – Ray and Anderson, The Cultural Creatives: How 50 Million People Are Changing the World
- 6. New individuals - New product choices • Organic food market reached $60B globally • 60M Americans want information about safe and green. Organic non-food sales grew 9.7 percent in 2010, to reach $1.97B. Source: Organic Trade Association’s 2011 Organic Industry Survey Captured G8’s attention (2012)
- 9. Hypothesis People are interested in a website and/or mobile application that allows for ranking of a personal value system (sustainability, ethical labor practices, etc.) to help provide guidance for the purchase of goods and services.
- 10. Testing Methodology • Face-to-face interviews – Engineering project management event (8 – 10 people, ages 20 - 35) – Women’s book club (6 people, ages 50+) • Online surveying – n = 80 (May 2012, Survey Monkey) – Questions on causes, local/organic/sustainable food, ethical labor, environment, green lifestyle, decision-making, and technical aptitude
- 11. Results - Face-to-face interviews • Customers first asked: “Why should we care?” – Our response: • Personalized value system experience • Carbon tracking • Rewards system – Their response: Liked value system! – Liked the ranking input – transparency as key (show how filters are generated for users) • Other feedback – Initial interest based on Freemium model – Flow is not too clear on mockup – More testing needed with paper prototypes
- 13. Most people surveyed normally face little difficulty with decision making. . .
- 14. . . . yet found sustainable brands the most difficult to decide on.
- 15. Tech savvy population polled
- 16. >90% would switch brands based on new actionable knowledge Somewhat likely + Very likely = 93%
- 17. Locally grown food popular Somewhat likely + Very likely = 76%
- 18. Care for ethical labor as cause too Somewhat likely + Very likely = 85%
- 19. One area most wanted to be knowledgeable in: Sustainability 13% 13% 14% 23% 39%
- 20. Market Segmentation Consumers / Cultural creatives Businesses – Activists – Big brands – Budget conscious – Smaller businesses – Value enabled
- 21. Strategic Partnerships • Government • NGOs • Small businesses • Large brands/companies
- 22. Key Partnerships with Activist Bloggers @ @ @ @ @ @
- 23. Partnerships with Govt Agencies
- 24. Competitive Landscape • Good Guide http://www.goodguide.com/# • Not much else out there other than less concerted efforts: – Leaders (e.g. Stella McCartney) – NGOs – Government groups Uvalue will instead reflect personal values of and by consumers, not imposing the values of others.
- 25. Risk Porter’s Five Forces of Competition
- 26. Recommendations • Build a value ranking system based on – Brands – Products (beginning first in food) • Build credibility using info from govt/ scientific sources • Make visually appealing and easy to use – Time: Efficient / convenient – Information: Informative / relevant – Resources: Fact-checked / credible • Personalize purchasing experience • Provide a voice for the customer to brands and companies + activism channel • Allow for collective change with each purchase – $ goes where it should!
- 27. Uvalue: Use case scenario Lisa’s & Pierre’s Story
- 28. Lisa is conscientious – and wants to be sure that the gift she finds is safe and sustainably made because she cares about the earth.
- 29. She is confused and frustrated by what is out there – and finds it difficult to have her values reflected in her purchase!
- 30. Lisa finds out about Uvalue! She gets guidance that she needs on her purchase.
- 31. She can prioritize and tailor the selection based on her own value system.
- 32. Pierre had a huge presentation at work. He would like a cup of joe just to revive himself!
- 33. The challenge for Pierre is that he wants to be sure that the coffee beans were harvested by ethical means.
- 34. Pierre is able to find just what he needs to decide using UValue’s Mobile App!
- 35. What are you interested in? Drop the causes and the categories that are near and dear to your heart! agricultural workers nature food child labor drink apparel factory workers There are direct ways to review brands/products based on your value system + get rewards that can be applied for future purchases or for your charity!
- 36. Both Lisa and Pierre were relieved to find help with UValue for life’s important and daily decisions. They put their money to the best use and are helping to change the world for the better - one day at a time !
- 37. User Experience Scenario What are your values? Who are you Fill in an online questionnaire / Become a member / log in with Facebook Discover the Uvalue Universe Browse Brands and NGOs causes + other sustainable initiatives Thumb up Be active in the community Rate them ! Spread the word Received infos that fit your interests Be connected And take action : sign a petition, go to a responsible restaurant …
- 38. Business Model 1/2 Proposition Value Proposition Architecture • Infos that fit your concerns • Brands+NGO give credible • Brands speak to their consumers content • NGO infos are grouped • The community rates • Infos are spread in a visually way • Top charts are displayed Profit Equation • Keep people informed • Encourage them to take action in a visually, gamy, simple way • Scout the interest on sustainable initiatives • Connect people to activities they value
- 39. Business Model 2/2 TOP 10 ACTIONS TAKEN TOP 10 COMPANIES Brands + NGOs TOP 10 INITIATIVES Give credible informations Rate the causes Community Get points, received special offers (commercial and action to take) that fit your values and become … THE GREENER OF THE MONTH
- 40. OAP SWOT Analysis • Can begin with lean information S W • Too broad/lack of focus in strategy. based service. Technological skills. • Partnerships not yet established • Team with global experience. (govt and business)? • Passion and rich with ideas and • Low customer retention. Need for enthusiasm. mentor to help maneuver and • Experience in packaging, finance, manage strategy. web, marketing, research • Find a strong differenciation • The value ranking system gives a global vision of initiatives O • Competitive social entrepreneurship vendorsLack T • Consumers with certain values are of access to needed information. matched with • Legal threats. companies/businesses with shared • Geographically specific values. laws/regulations/cultural tastes. • International market. • Inadequate or lack of • Geographically specific differentiation from other services? laws/regulations/cultural tastes.
- 41. Models - Ideas • Pinterest (visual appeal) • Goodguide (sustainability/manufacture/cr edibility + convenience in scanning) • Foursquare (community) • Free2Work (labor and convenience in scanning product) • Stella McCartney (fashion/causes/charity partnership opportunities).
- 42. The Uinterface First draft
- 43. A better name? The Uv Card A simple image A short description Web link @ + (if applied) Thumb it up ! … Comments Take action The rating score (if applied)
- 45. The Website Interface What are you interested in ? Drag the causes and the categories that interest you in the heart ! agricultural workers nature food child labor consumer products drink apparel factory workers
- 46. The Website Interface Where are you? Use your location setting or pin your place! + Find me Pin it -
- 47. The Website Interface Which action person are you? Place the action on the ladder. Donate Buy from the brand Go into an event Sign a petition Donate + receive gift
- 48. The Website Interface Which brand light your interest ? Open the brands bags and click on them. Fashion Consumer Food Drinks Goods
- 49. The Website Interface Which brand light your interest ? Open the brands bags and click on them. Fashion Consumer Food Drinks Goods
- 50. The Website Interface Which brand light your interest ? Click on the one you want to responsibly follow. << << Fashion Consumer Goods Food Drinks
- 51. The Website Interface Welcome on Uvalue! Look at Uprofile Browse Values Subscribe An Action A Day
- 52. The Website Interface Welcome on Uvalue! Look at Uprofile Browse Values Subscribe An Action A Day
- 53. The Website Interface Uvalue! About us Uprofile TOP 10s Cause Category @+ @+ @+ … Proposition 1
- 54. The Website Interface Uvalue! About us Uprofile TOP 10s Cause Category TOP 10 ACTIONS TAKEN Child Labor Food TOP 10 COMPANIES Factory Workers Drinks TOP 10 INITIATIVES Agricultural Workers Consumer Products GREENS OF THE MONTH Office Employees Apparel Retail @+ @+ @+ … Proposition 1 – Presentation of the scroll menu
- 55. The Website Interface Uvalue! About us Uprofile TOP 10s Cause Category @+ @+ @+ … Proposition 1 – Presentation of the « I like this brand… »
- 56. The Website Interface I this brand Does it fit my values ? Proposition 1 – Presentation of the « I like this brand… »
- 57. The Website Interface Uprofile About us Uvalue Interests Location Actions + + + To know around you Rules in your country To do around you Proposition 1 - Uprofile
- 58. The Website Interface Messages where you can receive special offers Editing Uprofile About us Uvalue capabilities Interests Location Actions + + + To know around you Rules in your country To do around you About brands/initiatives/event Actions recommended on that happen close to you your preferences according to your interests Proposition 1 - Uprofile
- 59. To be continued …
Editor's Notes
- #4: http://simplegoodandtasty.com/2010/01/13/chipotle
- #7: http://mashable.com/2012/04/10/g8-one-campaign/http://one.org/us/actnow/thrive_splash.htmlhttp://www.nutraceuticalsworld.com/contents/view_breaking-news/2010-05-03/global-organic-food-market-reaches-60-billion-/http://www.ota.com/organic/mt/business.htmlU.S. Food Market Estimatorhttp://www.ctre.iastate.edu/marketsize/
- #9: https://docs.google.com/drawings/d/1M_wEPLgXwLXUEoOyB4vf64l3D-rBoZfYmfdqSB2dYtQ/edit?pli=1
- #21: http://www.techinasia.com/the-big-b2b-social-media-marketing-plan/
- #23: http://marketinggreen.wordpress.com/
- #24: http://www.foodnavigator-usa.com/Market/The-importance-of-ethics-for-consumer-trust-Can-and-should-are-not-the-same-question
- #25: http://www.crunchbase.com/company/goodguidehttp://www.ustream.tv/recorded/703056