SELLING HEALTHCURE Creative strategies for the development of small business.
Akar Sinha
Strategic Design Management
IDENTIFICATION OF BUSINESS. Look at the ideal small business setup to develop.
Field work BARBER
FRUIT VENDOR
BIKE SERVICES
CHEMIST
Ashish
Vijay Bhai
Vipul Bhai
Jayant Bhai
Runs a small hair cutting salon in Pramukh Arcade
Owns a shop at Reliance choukdi with wife.
Runs his own 2-wheeler service center near NID .
Runs his shop in Info-city
Gives services to 12 to 15 people everyday which may rise to 25 during weekends.
Selling fruits like Apple, Pineapple, Banana,Grapes, Papaya,Orange,
Services 10 to 12 bikes daily.
Sells Alopathy and Ayurvedic medicine to more than 40 customers.
Makes profit of Rs.1000/- daily.. (Apprx).
Makes profit of Rs.900/- daily . (Apprx).
Makes Profit of Rs.600/- daily (Apprx).
Makes Profit of Rs.1000/- daily (Apprx).
COMMON OBSERVATIONS AND CONCLUSIONS Shadowing the client. Emotional and strategic reason to choose a fruit vendor.
Shadowing Fruits arrives in the tempo.
Wife takes cart to the nearby areas
8:00 AM 7:00 AM
Customers start arriving.
Lunch
11:00 AM 10:00 AM
Starts selling fruits to the customers
4:00 PM 1:00 PM
7:00 PM 5:00 PM
Drinks tea with nearby shopkeepers
Wife comes back after selling fruits
8:30 PM
Maximum foot fall
Common Observation
People are always asking for directions. Customers first taste the fruit and then buy. Customers are mostly from nearby apartments establishments. Does not depend on digital weighing machine and calculator.
Emotional reasons Fruits are healthy
Winding up.
Strategic reasons
Location of the fruit seller
Connect with the fruit seller
Accessibility
Buy fruits as per your choice and will
Cost factor
Varieties as per choice
Seasonal change in fruit
Ready to eat
Investment and services offered
ANALYSIS 1 Onion peal. Personas
Onion peal
Persona
Customize your purchase, use of technology,flexible payments, new customer domains, Fresh fruits, Daily available, Variety, Seasonal, Ideal Location Static and moving cart, Family business, Basic way of selling,
Fruits
1) Homie Mummy. A house wife aged 40-50 who buys fruits on a regular basis. She walks to the shop everyday spends around 50-70 rupees. She is always looking for the perfect bunch of fresh fruits for her family. 2) Dear Daddy A hard working employee aged 30 -50 who often buys fruit before going home or during the morning walk. He generally buys fruits in bulk on weekly basis. He spends around 100-200 on every visit. 2) Stud Boy A young employee who just started his career. He wants to stay fit and healthy. He visits the fruit vendor bi weekly and purchases fruits worth 100-200. He buys fruits in the evening after coming from office.
IDEATION
Mind Map
Mind map Effort Innovation matrix
Exotic Better Deals Easier Decision Making Fasting Dieting Juices
2 Days - 1 week Consumable Spoiled Juices Peeled Garnishing Slicing Cutting
Shelf Life Customization Seasonal Storage
Varieties Separate Units More Demand Higher Profit Margins Cleaning Washing Sprinkling
Water Storage
Crates Gunny Bags Knitted Bags Baskets
Fruits
Customer Shop
Relatives Saving
Primitive methods used Family business
Fruit Storage
Effort
Effort Innovation matrix Container design Slicing of fruits (fruit plate) Coconut malai
Fruits + Custard Attractive display Attractive display and signages
I : Min | E : Max
I : Max | E : Max
Lemon juice Coconut juice Price tags
Name tags Packaging in clusters (cane packaging) Fruit baskets (assorted fruits)
I : Min | E : Min
I : Max | E : Min
Innovation
Preferential Seeking health benefits Freshness Quality conscious Seasonal Pricing costing No price tag Bargain Awareness
Old weighing scale Street lamp
SCOPE
Not the conventional Business Model Canvas
Business network partners Infrastructure
Shop Weighing Machine Crates
Partner network
Offer
Wife and Son Relatives operating in nearby areas
Hand picked Clustered
Customer relationship
Customer
Distribution channels
Customer segments
Casual
Housewives Students Bachelors Family Men
Activity configuration
Procuring fruits from wholesale markets
Core capabilities
Dealing in fruits Customer relationships Calculative
Setting up his shop with fruits
Value proposition Selling fresh fruits at reasonable price.
Selling at a fixed location
Retailer
Selling on the moves
Housewives Employees (age : 25 - 30) Students
Cutting pineapple & coconut Reading newspaper Son Joins after lunch
Cost structure
Price List Cost Price, Selling Price, Profit
Finance
No credits Cash Payments
Revenue streams Selling Fruits
ANALYSIS 2
Pricing list
How a combination of fruits put together can work out in such a way that it could fit into the ideal cost bracket, which was found out on the basis of the spending capacity, willingness and buying behavior of the customers.
Supply Chain
Small/Medium Retailers Fruit cart and Shops
Farmer
Apmc
Consolidators/ Agents
Specialized Market Yard
City market and Town Markets
Naroda, Kalupur and Manik Chowk
Agriculture Produce Marketing Committee Large Retailer Star Bazaar
Secondary Whole seller
Primary Whole seller
Storage and Dealers
Bidding
Customers
FINAL DEVISED STRATEGIES
VISUAL MERCHANDISING TECHNIQUES
Attractive display of products and commodities plays a crucial part in determining the sales of any business. The visual merchandising of the fruit vendor is very basic and there is no use of modern techniques or methodologies for making the fruit display look attractive. We devised strategies on these lines by getting different containers like cane baskets, net packaging, plastic pouches and aluminum foil containers for the purpose of packaging. We grouped the fruits and created combos and put them together in different types of containers and validated them with different aspects like capacity, durability and the overall appeal of the package changed noticeably. This method of using cane baskets, net packaging etc. is tried and tested at the retail level, but at an unorganized sector level it’s uncommon and rare.
STRATEGIC DIFFERENCE AND IMPORTANCE FOR SELECTING THIS METHOD FOR SELLING
Almost all the shops have a similar pattern of doing the business. Every single vendor is doing the same thing and they all seem mundane. Especially in the case of our fruit seller, aspects like the location of the shop, customer base, catchment area etc. play a vital role. Taking all these aspects into consideration and anticipating the buying behavior of the customers, strategies were designed. For instance, the shop gets major business from the nearby college students, bachelors working in TCS and ultimately from the local residents staying in the apartment. The major customer segment out of these cannot afford to spend a large amount on buying fruits. So here, our strategy plays the role wherein we make affordable combos consisting of different fruits in one basket. Also, the combos are named in such a way that it will attract a wider customer range as there are health benefits mentioned on the combos and thereby highlighting the importance of eating fresh fruits as much as possible.
FINAL SOLUTION
We consulted a doctor regarding the most commonly occurring diseases or health issues in today’s times. She gave us a list of health concerns like Blood Pressure, Cholesterol, Diabetes, Gastric troubles etc. Also, everyone nowadays is health conscious and indulge in all kinds of activities to keep their weights in check. So, it felt apt to include a weight loss combo as well.
FINAL SOLUTION
THEN
NOW
How about we change the very basic process of buying fruits? Earlier people used to buy only one type of fruit and used to pay per is weight.
40rs/Kg
60rs/Kg
Now people buy fruits according to cure that they are looking for. Also they get variety and pay less for the same.
60rs/pp
50rs/kg
50rs/Kg
120rs/Kg
80rs/Kg
100rs/Kg
20rs/kg
40rs/dz
Cholesterol Combo 100 Rs
Blood Pressure Combo 120 Rs
Immunity Combo 130 Rs
Diabetes Combo 130 Rs
Gastric Combo 150 Rs
OPERATIONS
SCENARIO
The proposed idea can function in a real life scenario when people see pre made combos. They ask the shopkeeper about the details and benefits of the same combo. The user has the freedom to get his/her combo made. By doing so they get the best of every fruit and are satisfied with the health benefits of the same.
Cholesterol Combo 100 Rs
Blood Pressure Combo 120 Rs
Gastric Combo 150 Rs
Immunity Combo 130 Rs