Tempelhof sustainable foods
table of contents
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project introduction Project brief
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SECONDARY RESEARCH initial research Pest Analysis Market Opportunity Analysis Elements of a solution
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Design THINKING primary research Customer insights ideation visual thinking scenarios pilot program
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FINAL Design Elevator pitch business model canvas The Story
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Financial projections
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Sources 3
meet the team
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ANDREA DI LElLO
Originally from Verona, Italy, Andrea is a Fashion Marketing Management major with a double minor in Photography and Business and Entrepreneurship. He’s a perfectionist and he likes to work on a team.
CLARISSA DIXON
Clarissa is an Animation major with a Business Management and Entrepreneurship minor. As a self starting artist with an entrepreneurial spirit, she’s recently found herself creating and selling replica props, key chains, and her own artwork Online. She loves being able to see her creations come to life
DEVON WALTHER
Devon is a senior, Equestrian Studies major with a minor in Business Management and entrepreneurship. As captain of the SCAD equestrian team she developed excellent communication and team work skills.
marcelo torres
Originally from Ecuador, Marcelo is an industrial design student also focusing on business and illustration. As a designer, he is motivated by challenge and self-improvement. He loves outdoor activities and is inspired by nature and music.
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project introduction 6
the challenge was to develop a profitable BUSINESS model WITHIN THE SCOPE OF REFUGEE camps with the use of DESIGN Thinking AND ENTREPRENEURSHIP methods and tools.
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PROJECT BRIEF
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To develop a profitable business model as a solution to a proven need or problem in the context of refugee camps.
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secondary research 10
secondary RESEARCH TOPICS were CENTERED AROUND THE BUSINESS ENVIRONMENT AND MARKET Opportunities as means of understanding external factors that can affect business ideas.
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initial research
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the following topics were explored prior to analyzing business environment factors and market opportunities
aid organizations
german food industry
camps
economy
refugees
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initial research
aid organizations UNHCR is the main organization that works with refugees. They have been protecting the
rights and well-being over the world.
of refugees all
camps
refugees
In refugee camps, there is an evident need
for community and a feel to be needed.
In order for them to integrate with the European society it is important that the refugees are able to work while the wait
the asylum.
moving out, refugees are waiting for asylum
lot of free time and don’t have an income as they are not
status. They have a
for
Basic needs are well met in camps in Germany.
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During their stay at camps and before
legally able to work outside the camp.
german food industry With a population of about 82 million people (16% of the total EU
population), Germany is the largest consumer of fruit in the EU. The fruit group with the highest consumption consists of bananas, grapes, apples, oranges and tangerines. The German market
economy Germany has the strongest economy in Europe. Unemployment rate is less than 5%. Germany has an open-door policy for refugees and is investing a lot of money on new camps.
is dominated by large retail companies which account for more than 75% of fruit and vegetable sales.
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pest analysis
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THE PEST ANALYSIS WAS USED TO UNCOVER THE EXTERNAL FACTORS SURROUNDING THE POTENTIAL BUSINESS IDEA.
political
social
economic
technological
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pest analysis
political Solutions in place are inappropriate and short-term oriented.
Germany has the 4th
Different countries have varying political agendas and some are more
Unemployment rate is 5% and deflation is 6%.
open than other to host
refugees.
Immigrations policies are a significant barrier for
implementing solutions related to travel and hosting refugees.
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economic largest economy in the world.
$50 billion have been allocated for refugees in 2016-2017
social Unemployment is rampant in refugee camps Children and unaccompanied teenagers are being left to fend by themselves The language
barrier has a big impact on their development
technological Information technology speeds up registration processes and aid
coordination.
SMS is an important form of communication. In Germany refugees are allocated to camps based on a computergenerated system. Apps have proven to be helpful
tools. 19
so, what’s the problem ?
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REFUGEE CAMPS ARE BUILT AS SHORT TERMS SOLUTIONS BUT ARE BEING USED FOR VERY LONG PERIODS OF TIME.
The problem is reflected in food management; the system relies ON Donations which makes the MODEL UNSUSTAINABLE and ineffective.
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market opportunity analysis
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ONCE a problem was IDENTIFIED, the team STUDIED the market as a tool to identify potential business opportunities.
Potential Customers
value Chain
Customer SEGMENTS
OBSTACLES
VALUE
PRELIMINARY SIZING
buying process
sustainable competitive advantage 23
M.o.a.
potential customers Aid organizations and governments. UNHCR respectively will be the entities of focus. Refugees are end
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users.
and Germany
customer segments Refugees: most concerned about proper food, shelter, safety and wellbeing.
Aid Organizations: most concerned about issues related to funding and resource management
value Work opportunities and in-camp
job creation
Business model aimed at promoting community integration and
inclusion
Positive economic
buying process Aid organizations will request
the service
Refugees and camp managers are engaged in the process; there will be training and education programs.
impact on host country
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m.o.a.
value chain
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obstacles
Inbound logistics: Land, plant bed, plat seeds, fertilizer
Diplomatic policies
Outbound logistics: harvesting and sorting
Relationships between non-profit organizations
Human Resources: planting and training person(s)
Difficulty of registration
Operation: water/irrigation, equipment, training, labor
Lack of physical
Service: continued training and monitoring
Prejudice or skepticism from potential customers and/or partners
infrastructure.
preliminary sizing There are currently 4.837.208 Many refugees are not
registered refugees
registered.
There is a total of 150.000
camps in the European Union
sustainable competitive advantage There are many clearly identified needs and problems surrounding refugee camps. All market segments are aware of needs that are not being successfully met: holistic
solutions are basically non existent.
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progress feedback
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After the Market Opportunity Analysis presentation, the team received valuable feedback and then the overall direction underwent revisions and improvements
three main stages were identified in refugee transit: before, during and after camp arrival. T.S.f. will focus on the time in which the refugees are staying at the camps
KEY TAKEAWAYS FROM FEEDBACK distributed solution may be possible
develop model for single camp. Plan for scalability.
community building and trade are essential
consider consumer-refugee transaction
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existing models
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relevant Business models were examined in order to better understand the elements of existing solutions in similar contexts.
The team decided to pursue a solution related to food management. instead of selling a solution to aid organizations, refugees will be enabled to grow and then sell produce to local Germans.
existing models prison food truck 31
existing models
prison Different prisons in the United States allow prisoners to work and have a job inside the prison. Everything
that is
produced is sold outside the prison in different shops depending on the location of the prison. The profit on the sales is in part reinvested in the prison and in part donated to different charities.
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food truck Commonly found in Europe, food trucks go around the neighborhoods and sell fresh fruits and vegetables. This
model is very convenient
for the locals as they can buy fresh foods everyday but it is also convenient for the smaller farms that can’t afford to sell at the local supermarkets. s
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elements of a solution
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based on research and analysis of existing models, it was decided that the solution ought to be a food management system that...
promotes community-building
makes Effective and productive use of refugee’s time
generates an income for refugees
partners with aid organizations
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STARTUP VISION
customers Local German population Aid organizations are partners Refugees produce the food
value
competition
Logical Need:
Primary Function
Differentiation
Sustainable food source for refugees that will allow them engage with the community while making good use of their time. Sustainable, fresh and cheap food is also available for the local German population.
Refugees will be able to generate profit through effective use of time and resources.
Refugees grow the produce and make a profit.
Emotional Desire: 36
offering
To be active and productive. To make a profit
Food management for aid organization will be relieved through in-camp food production.
Competitive advantage is pricing. Selling directly to the population we have less costs so the final product will be cheaper then the average prices in grocery stores.
preliminary elevator pitch
Tempelhof Sustainable Foods will facilitate sustainable and organic food production in refugee camps. The proposed and feel text solution will allow refugees to be text productive during their stay at camps by growing food and selling to the local community. Furthermore, the implementation of this business model will have a positive impact on the German economy. 37
design thinking 38
with design thinking strategies as the core tool, the team explored and prototyped potential solutions. A second study of the market opportunity was conducted.
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primary research
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Local Farmers in Savannah, Ga were interviewed at the Forsyth Farmers Market with the intention of uncovering insights about their processes of production and harvest as well as business management.
the interviewees Farmer Joe
southern drift farms
USDA certified organic farmer Forsyth Farmers Market
Organic Farmer Forsyth Farmers Market
gruber farms
cane water farms
Family Business Forsyth Farmers Market
Forsyth Farmers Market
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interviews
Farmer joe The process of getting organic certification is intense. There is a lot of
The family
“Get all your costs straight and start
The community helps
detailed planning, paperwork and inspections.
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gruber farms
small!“
farm started as a CSA (Community Supported Agriculture) project in 2010.
financially and receives a box of produce delivered monthly.
southern drift farms Both owners went to Organic
Farm School in WA and recently started their business. They will also start a CSA program in the fall
of 2016.
cane water farms Established in Savannah,
GA.
Selling at Forsyth Farmers Market and restaurants in town. (The Grey, The Florence, Cotton & Rye, Green Truck, etc.)
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customer insights
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with the intention of uncovering new ideas and opportunities, the business model was viewed through the perspective of customers and end users
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customer empathy map
insights After studying the empathy
map, it was concluded that the refugees and German locals have radically different needs and place value on very different things. The exercise helped the team understand and focus on each specific group and what value proposition would be most
valuable to each of them.
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German People Syrian Refugees 47
ideation
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with a broader perspective on what customers and end users place value upon, ideation and prototyping sessions led the team to find various potential solutions through business model canvas exploration.
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ideation & Prototyping
We became aware that non-organic produce was financially reasonable with in our program. With this insight our team decided that growing non-organic produce was the way to go for our business.
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If TSF went with organic farming there would be an abundance of certifications that we would have to go through and the price of organic products would increase. We decided that going organic would not be good for our business right away, later on we might take a second look at going organic.
When looking at the mobile food truck, the convenience factor is high for our potential customers and would ideally produce a lot of sales. Through this insight our team agreed that we would do the food truck to sell our produce.
Selling to Restaurants, although a good idea, includes having to get local restaurants to agree and sign a contract to buy your produce and figure out the delivery method of getting the products to the restaurants.
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visual thinking
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visual thinking facilitates Capturing the essence of the ideas in hand. It makes the model tangible and allows for clear discussions and changes.
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visual thinking
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scenarios
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different variables were altered in the business model canvas in order to obtain clarity as to what the best solution could be
After multiple ideation sessions and visual thinking workshops were conducted, it was concluded that the customers will be German locals instead of aid organizations.
Although Syrian refugees would technically be partners, they have been studied as customers since they are a crucial piece of the business due to its multi-sided platform nature.
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scenarios
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KEY INSIGHTS: Exploring different scenarios helped the team realize it may not be
wise to assume willingness of aid organizations to buy into the proposed offering. This was a factor in us switching
target customers.
The next question to consider was organic versus non organic fruits and vegetables? If the German community prefers organic produce, the business model would have to change accordingly and be able to support costs of more expensive seeds and increased upkeep costs since growing organic is more costly complicated. After understanding the implications of growing and selling certified organic produce, mainly being increased
costs and execution
difficulty. This lead the team to reconsider the idea of growing and
selling organic produce.
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market opportunity analysis 2.0
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the Market opportunity analysis was revisited given that major changes were made to the business model throughout the process of ideation and discovery
The key changes were: the use of a food truck as the key distribution channel and refugees as partners instead of end users.
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M.O.A. 2.0
potential customers Local German community buying produce.
Different neighborhoods surrounding the Tempelhof Airport.
Aid Organizations as partners to be able to work with
Individuals
refugees.
Refugees as partners to produce the product to sell
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customer segments
Small markets
value
buying process
Work opportunities and in-camp job creation
Purchase the startup necessities such as seeds and tools.
Business model aimed at promoting community integration and
Education and guidance throughout production.
inclusion
Positive economic
impact on the the German economy
Sell product to the German population through food
truck.
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m.o.a. 2.0
value chain Inbound logistics: Land, plant bed, plat seeds, fertilizer, water/
irrigation, equipment, training, labor
Outbound logistics: harvesting, sorting, delivering and storing. Human Resources: planting and training personnel. Service: continued training, growth and monitoring 64
Sales and marketing: food truck(s), licensing, location(s), advertising.
obstacles Refugee working policies, have to request to be able to work
Relationships with Aid Organizations Growing climate for the produce, consistency.
Skill of workers Capturing customer interest
preliminary sizing 4,837,208 refugees currently registered 700 refugees at Tempelhof, expected to grow to 2,300
sustainable competitive advantage Eventual growth to the point of being able to produce enough
refugees
food to self-sustain the demand at the Tempelhof Camp.
Population around Berlin, Germany is 3,562,166 people
Multi-sided solution. Holistically beneficial 65
pilot program
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As a way to initiate the program, T.S.F. will run a pilot program for the first year at the Berlin Tempelhof Airport camp. the goal is to obtain a test the idea successfully and prove that the model is applicable and beneficial. produce will be grown sustainably and then sold to the local population through a food truck. participating refugees will earn a percentage of the sales, while the rest will still benefit from the program because a percentage of the profit will go back into the refugee camp and into expanding the program.
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pilot program
Berlin Tempelhof Airport The Tempelhof Airport is located in the heart of Berlin, Germany. The Airport closed its operations in 2008 and since then it has become one
of the largest
public parks at 909 acres. In September of 2015 it was announced that it would serve as an emergency refugee shelter. It currently hosts around 700 refugees it has the potential to expand to 2,300 refugees once the renovations are done.
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final design 70
using the business model canvas as the primary resource for development, the team constructed a final solution.
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elevator pitch
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Tempelhof Sustainable Foods will facilitate food production and distribution for refugee camps. The proposed system will allow refugees to work on agriculture during their stay at camps while generating a profit for themselves. The implementation of the business model will promote a community-building environment and will have a positive impact on the German economy.
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the story
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partnering with aid organization T.S.F. will collaborate with the refugees and grow food inside the camps as a community. With a food truck T.s.F. will sell fresh food to the local german population and the profit will be distributed between the refugees..
all parties involved benefit from participating
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the process
T.s.f. PARTNERs with aid organization
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refugees grow and harvest crops As a community
t.s.f. food truck sells food in near-by locations.
refugees make profit from sales
the produce
potatoes
cabbage
carrots
beets
lettuce
onions
tomatoes
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business model canvas
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financial projections 80
as the final step to prove the validity of the the business model, financial projections were developed to explore profitability of the business venture
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financial projections
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produce was chosen based on growing capability in specific geographic location.
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medium projections
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optimistic projections
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conservative G projections
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sources & 90
citations
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sources http://www.bizstats.com/corporation-industry-financials/agriculture-forestry-fishing-hunting-11/agricultural-production-111/show Financial stats on Agricultural Production http://www.bizstats.com/corporation-industry-financials/retail-trade-44/food-beverage-and-liquor-stores-445/ food-and-beverage-stores-445115/show Financial stats on Food and Beverage Stores http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/11005-market-opportunity-analysis.html Market opportunity https://www.entrepreneur.com/article/222510 Cash flow http://www.forbes.com/sites/quora/2013/08/07/what-product-categories-generate-most-volume-in-a-grocerystore/#331366792b42 Grocery store stats
http://postconflict.unep.ch/liberia/displacement/documents/UNHCR_SAFIRE_Permaculture_Refugee_Situations.pdf Permaculture in Refugee Situations: A Handbook for Sustainable Land Management. http://theresilienceinitiative.org/?page_id=137 Permaculture Relief Projects: Macedonia camp 2000. http://www.permaculture.co.uk/articles/how-permaculture-can-respond-refugee-crisis How Permaculture can respond to the refugee crisis https://www.mercycorps.org/articles/iraq-jordan-lebanon-syria-turkey/quick-facts-what-you-need-know-aboutsyria-crisis Info on camps http://www.frontpagemag.com/point/260143/making-money-refugees-all-about-volume-daniel-greenfield Info on camps
http://www.statista.com/statistics/240966/average-weekly-sales-per-us-supermarket-store/ Grocery store stats
http://www.wsj.com/articles/in-european-refugee-crisis-an-industry-evolves-1442252165 Info on camps
http://www.offthegridnews.com/how-to-2/how-to-install-your-own-off-the-grid-well/ Info on wells
http://www.bustle.com/articles/124960-actual-statistics-on-syrian-refugees-gender-age-prove-that-ben-carson-is-totally-wrong Statistics on refugees
http://www.reuters.com/news/picture/container-city?articleId=USRTR34KUX Camp info http://www.unhcr.org/410501a14.html
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http://www.newyorker.com/news/john-cassidy/the-economics-of-syrian-refugees Employment
https://drive.google.com/open?id=0B8K9oTVko7RJVWZpWFR1ZHB5STg Employment
http://www.iafr.org/shelter-for-refugees Shelter
http://www.ilo.org/beirut/projects/WCMS_226940/lang--en/index.htm Employment
http://data.unhcr.org/syrianrefugees/regional.php Unhcr website
http://www.theglobeandmail.com/report-on-business/careers/career-advice/life-at-work/syrian-refugeesare-arriving-where-will-they-work/article27858492/ Employment
http://www.uniteforsight.org/refugee-health/module3 Food sources and situation
http://www.cbc.ca/news/canada/syrian-refugees-jobs-1.3424351 Employment http://shelterboxusa.org/about.php?page=108 From International Federation of Red Cross and Red Crescent Societies Shelter http://www.saidfoundation.org/project/emergency-shelters-syrian-refugees-za%E2%80%99atari-camp-jordan Shelter http://data.unhcr.org/syrianrefugees/working_group.php?Country=107&Id=10 Shelter http://www.reuters.com/article/us-design-wearables-syria-refugee-idUSKCN0VI18O Shelter http://www.bettershelter.org/ Shelter
http://www.wfp.org/emergencies/syria WFP involvement https://fh.org/syria Refugees and income http://www.usnews.com/opinion/blogs/world-report/articles/2016-02-04/syrian-refugees-need-humanitarian-food-assistance Stats on refugee communities https://munchies.vice.com/en/articles/eating-inside-a-syrian-refugee-camp-in-germany Germany’s “EASY” system and asylum status http://www.unhcr.org/410501a14.html Zimbabwe camp sustainable farming http://news.stanford.edu/news/2013/july/ethiopia-project-food-041113.html Small-scale farming at refugee camps https://www.mindtools.com/pages/article/newTMC_09.htm PEST analysis information
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sources https://www.bundesregierung.de/Content/EN/Artikel/2016/03_en/2016-03-16-regierungserklaerung_en.html?nn=709674 German Federal Government and refugee crisis http://www.nytimes.com/2016/04/11/world/europe/macedonia-greece-migrants-refugees.html?_r=0 Syrian refugees and Greece
http://www.economist.com/news/finance-and-economics/21688938-europes-new-arrivals-will-probably-dentpublic-finances-not-wages-good-or Refugees and the GDP in the EU and Germany
http://atimes.com/2016/03/on-merkel-syria-refugees-and-saving-the-eu/ Syrian refugees and the EU
http://qz.com/586547/germany-is-the-worlds-strongest-economy/ Germany’s economy and the refugee crisis
https://bostonreview.net/editors-picks-world/elizabeth-dunn-failure-refugee-camps The failure of Refugee Camps
http://news.nationalgeographic.com/news/2013/09/130920-syria-refugees-camps-war-children/ Needs of refugee children
http://www.thelocal.de/20151105/eu-commission-brussels-refugees-will-boost-german-economy Refugees boosting the German economy
http://www.independent.co.uk/news/world/europe/refugee-crisis-lost-children-being-split-from-parents-leftvulnerable-to-trafficking-and-abuse-10494331.html Unemployment in refugee camps
http://www.investgermany.com/german-economy.asp Info on German economy http://www.heritage.org/index/country/germany Statistics concerning German economy http://www.euractiv.com/section/social-europe-jobs/news/immigration-helps-push-german-employment-to-record-high/ Immigration and German employment
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http://www.forbes.com/sites/katiesola/2016/01/08/germany-cost-refugees/#647617f66e7c Welcoming refugees relating to economic investment and morals
http://xpatnation.com/breaking-german-unemployment-rate-remains-at-historic-low-positive-for-refugees/#. v50R15P9H German unemployment rate and refugees
http://www.academia.edu/9000814/Impact_of_the_language_barrier_on_immigrants_and_Refugees Language barriers and refugees https://hbr.org/2015/09/whats-europes-long-term-plan-for-integrating-refugees Long term plans for refugees http://www.computerweekly.com/feature/How-technology-is-helping-deliver-aid-to-Syrian-refugees-in-theMiddle-East How technology is helping deliver aid to Syrian refugees https://www.washingtonpost.com/news/innovations/wp/2015/10/13/the-tech-sectors-best-innovations-for-solving-the-syrian-refugee-crisis/ Innovations for refugee crisis
http://innovation.unhcr.org/labs_post/social-media-and-sms-outreach/ Mobile phones and social media outreach in refugee camps http://www.providencejournal.com/article/20160304/news/30304998 Getting refugees jobs https://www.bundesregierung.de/Content/EN/Artikel/2015/09_ en/2015-09-18-ausbildungsallianz-f%C3%BCr-fluechtlinge_en.html Overcoming obstacles so refugees can work
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Tempelhof sustainable foods
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