AKHIL CHOPRA | DEVANSHI SIHARE Parsons School of Design | 2018
Contents RESEARCH CONCEPT COMPETITIVE ANALYSIS BUSINESS DESIGN PROTOTYPE TESTING DEVELOPMENT MATRIX FINANCIAL PROJECTIONS
Devanshi Sihare
Akhil Chopra
01 Research
In this section Context | Methods | Tools | Stakeholder Map | Insights | Opportunity Map
Context According to the Clean Air Council, enough paper and plastic utensils are thrown away every year to circle the equator 300 times. It is estimated that close to 40 billion individual plastic utensils— meaning 14 and 18 billion plastic spoons—are produced each year, and with such low rates of reuse and recycling, most of them end up in our landfills, beaches and oceans. They are likely to remain there for hundreds of thousands of years. This astounding figure gives businesses an easy opportunity to show their customers they authentically care about the environment by doing away with these unnecessary pollutants and replacing them with environmentally friendly utensils.
50%
of the $1.2 trillion that Americans spent for food went to food taken out from restaurants or delivered to their homes in 2009
A study by the Environmental Protection Agency (EPA) indicates that the US generated about 229.2 million tons of municipal solid waste in 2001 and
32%
of that was attributed to different food packaging materials.
Americans drink more coffee than any other nation, consuming more than
400 mn
cups each day, most of which are carried out in disposable cups!
Global food container market size was valued at
$231.9b
in 2015 and growing annually. Rising demand for convenience food products all over the world, including emerging economies, is the leading reason behind this growth
SECONDARY RESEARCH
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
DELIVER
INSIGHTS PRIMARY QUALITATIVE RESEARCH
PRIMARY QUANTITATIVE RESEARCH
SECONDARY RESEARCH
QUALITATIVE RESEARCH
QUANTITATIVE RESEARCH
Understand the practices, reasons and motivations that thrive Throwaway Culture.
Understand the consumer behavior with reasons, motivations, restrictions and pain-points while eating out & eating in, using single-use disposables, take-out options/ products in general, using reusable mugs/ bags / tableware recycling trash.
Find patterns regarding people’s eating, using and disposing habits, and their daily schedules.
Identify current and future trends and innovations in the restaurant industry and material innovation. Analyze regulations, laws and policies associated with disposable dishware industry.
Identify and analyze service behaviors that lead to more waste.
Identify the level of awareness regarding sustainable materials, responsible habits and recyclability.
USER INTERVIEWS
SITE VISITS
SHADOWING
SURVEYS
LITERATURE REVIEW
EXPERT INTERVIEWS
OBSERVATION
CARD SORTING
Tools
Identify if people are willing to change their consumption behavior.
Methods
Environmental Waste Management protection Agency Consultants
Stakeholder Map
MANUFACTURERS
SUPPLIERS
Zero Waste Guidelines
FOOD SERVICE PROVIDERS
MAyor’s Office of Sustainability
CONSUMERS
NYc Department of Sanitation
Grow Nyc
WASTE COLLECTORS
END OF LIFE
STYROFOAM
WHOLESALE SHOPS
COFFEE SHOPS
COMMERCIAL HAULERS
INCENERATORS
RIGID PLASTIC
COSTCO BUSINESS DELIVERY
STREET CARTS
PRIVATE HAULERS
SIMS MATERIAL RECOVERY CENTRE
ALUMINIUM
AMAZON
QUICK SERVICE RESTAURANTS
DEPARTMENT OF SANITATION
RECYCLING FACILITIES
PAPER
WEB RESTAURANT STORE
LOCAL DELIS
COATED PAPER
SUPERMARKET DELIS
Pre-consumption Stakeholders Consumption Stakeholders
COMPOSTABLE
QUICK SERVICE RESTAURANT CHAINS
Post-consumption Stakeholders Regulatings and Influencing Agencies
Insights 01
Responsible behavior is the outcome of convenience, not a lifestyle. Fact: People do not recycle or carry reusables because it is inconvenient. People eat out or order in because it is effortless. Observation: Inconvenience causes frustration, wastes time and takes effort, which makes people avoid the task.
02
Recycling generates more waste when pride overrules Guilt. Fact: People use and waste more when they know they are going to recycle. Observation: People that are thinking about recycling are not necessarily thinking about reuse or reduce.
03
04
05
Reducing waste is not something that we do subconsciously. We need constant reminders.
We can’t solve what we can’t see.
We expect others to improve before we improve ourselves
Fact: People forget to recycle or carry reusables, even who are aware and really care. Observation: People do not actively think about ways to reduce waste.
Fact: People can’t see the impact of their actions. Observation: People don’t understand the positive and negetive impact of their daily actions.
Fact: People want food establishments to keep sustainable material choices.. Observation: People want better choices made around them so they can be more motivated and do it unconsciously, making it a default behavior.
Conscious behaviour is the outcome of convenience, not a lifestyle.
FAVOURITE CUP DAY
Uncertainty derails conscious decision making.
PERISHABLE MATERIAL THAT DECOMPOSES WITH FOOD
Responsible behavior needs constant reminders.
Waste is a design flaw.
MAKE BAMBOO/ LEAF PLATES LOCAL + SCALABLE
We can’t solve what we can’t see.
EATABLE/ PLANTABLE/ QUICKLY COMPOSTABLE DISHWARE
‘SHAME CUP’ (WARNING SIGNS ON DISPOSABLES)
CONSUMER BEHAVIOR CHANGE REDUCE
NO DISPOSABLE DAYS
PRE CONSUMPTION
CONSUMER BEHAVIOR CHANGE RECYCLING
POST CONSUMPTION
EXTRA TAX ON DISPOSALES/ TAX BREAKS ON ZERO WASTE
SUBSIDIES ON COMPOSTABLE/ ECO-FRIENDLY MATERIALS BAN NONRECYCLABLE MATERIALS
FOOD ESTABLISHMENT SERVICE DESIGN
QUICK SERVICE EAT-IN RESTAURANT/ DELI
INTERIOR DESIGN FOR COMPACT WASHING & STORAGE
STAFF TRAINING KIT FOR SERVICE + RECYCLING
Opportunity Map COMMUNITY EDUCATION/ AWRARENESS PROGRAMS + ACTIVITIES
CONSUMPTION
MATERIAL INNOVATION
POLICY CHANGES We expect others to change before we change oursleves.
DISPOSABLE USERS MUST EAT OUT POLICY
CONSUMER BEHAVIOR CHANGE REUSE
SHAREABLE BOXES WITH CURBSIDE DROP-OFF SERVICES
Lunch is a gastronomical chore, not a social or experiential activity.
The dishware dignifies meals.
DISCOUNT/ OFFERS ON REUSABLES
INDIVIDUAL WASTE STATISTICS NOTIFICATION PER DAY
IMPACT STORYTELLING
TRASH TRACKER BINS WITH REPORTS
CARRY YOUR TRASH WEEK
WASTE MANAGEMENT SYSYTEM
ENERGY GENERATING CURBSIDE DUSTBINS
INDIVIDUAL ZERO WASTE CHALLENGES WITH PRIZES
GAMIFIED VALIDATION: POINTS TO PUT TRASH IN THE RIGHT BIN
MATERAIL SCANNER/ VIRTUAL GUIDE NEAR DUSTBINS
TRASH <> BIN COLOR CODED/ MATCHING SYMBOLS (GAMIFIED)
How might we make using reusable cups as convenient as disposables which leads to a behaviour change?
02 Concept
In this section Re.Do | How It Works | Vending Machine | Incentive for Students | Impact Messaging | Paper v/s Bamboo Cups | Washing System | Back-end System| Personas | Target AudienceValue Proposition for Universities
one cup at a time
re.do is a reusable mug pick-up and drop off system available in University Campuses for students and staff. Think sharing economy for mugs.
SCREEN FOR IMPACT MESSAGING The screen will show personalized messages that show an individual’s impact in a positive and tangible way.
CARD SENSOR MACHINE You can just get a mug by tapping your newschool card to the sensor.
PICK UP SPOT Your Re.Do mug lands here after you’ve swiped your ID card.
WATER SPOUT Water spout dispenses filtered water
Re.Do MUG The mugs are made of bamboo and are insulated and leak proof.
DROP OFF STATION These stations would be within the machine and also would be place individually in multiple convenient locations.
Incentive for students
Discount on Coffee In a Re.Do Mug in school cafe
Coffee in every 10th Re.Do Mug is free in nearby cafes
Discounts in the school shop
SAVE $60 On coffee every month, by using
60% of your peers are using re.do. You are a part of a great movement.
Thanks to you, this turtle's belly is full of jelly (and not bottle caps!)
Positive Messaging
Immediate Gains
To counter apocalypse fatigue and create a feel good factor
Incentivizing students to create immediate gains to increase adaptability.
Social Norms Making the use of reusable mugs the new normal, by making it a social act.
This month you saved enough energy to charge your phone 124 times.
Quantify Impact Making the impact more tangible by quantifying it.
Paper v/s Bamboo Cups
Paper cups
Uses 0.5 MJ of energy to produce • Usually not recycled • Emits methane in a landfill • Most food establishments use these, including The New School Cafeteria.
Uses 12.5 MJ of energy to produce • Reuse 25 times to become energy neutral • 25 uses means less garbage & no emissions • Re.Do machines use these cups made of bamboo, which is sustainably grown and can be composted.
Washing System
Licensing technology such as the Ohmic Array Technology by Heatworks to build trust. The tech uses graphite electrodes to excite the water molecules, heating the water considerably. The company claims that its hot water is purer than water from any other dishwasher available today and can be used to sanitize baby products
Filling cups In the Re.Do Machine Sensor detects when the drop-off bin Is full
The mugs are washed and dried thoroughly.
Backend System
The dirty mugs are then picked up from the Re.Do machine & taken for washing
Sensor detects when the Re.Do machine is low on mugs The sensor sends a notification to the Re.Do Vendor app
Personas LATE MAJORITY EARLY ADOPTERS
EARLY MAJORITY
Conscious Joe
Aloof Keith
• Believes in living green • Go out of his way to reduce his footprint • Sustainability overpowers convenience
• Aware of the waste problem • Chooses convenience over sustainability • Conscious about their image projection
Pain-points • Forgets to carry his reusable mugs • Being conscious takes a lot from his life Value Proposition • Make it easier for them to live waste-free • Provide validation for their behaviors
Pain-points • Chooses disposables as it is default • Too much effort to carry reusables Value Proposition • Changing the convenient option will change their behavior
Couldn’t-Care -Less-Jess • Doesn’t care about sustainability • Go with the default • Doesn’t trust the reusables Pain-points • Cleanliness is the issue • Not aware, perhaps • Averse to change Value Proposition • Build trust through transparency • Make it super convenient • Build awareness through ‘Impact Messaging’ • Provide personal incentives
EARLY ADOPTERS
Conscious Joe
13.5%
Target Audience
LATE MAJORITY
EARLY MAJORITY
Aloof Keith
34%
Couldnâ&#x20AC;&#x2122;t-CareLess Jess
34%
Value Proposition for Universities
Pioneers of Sustainability • Preach & Practice Sustainability • Ideal ecosystems
Cost Effective • Reduce disposables cost (2-3% of Cafeteria budget) • Reduce waste hauling cost by approximately 20% • Reduced internal waste collection cost
03 Competitive Analysis
Competitive Analysis Competitive Landscape | Benchmark Analysis | Ozzi v/s Re.Do
Competitive Landscape We identified companies pushing for reusables to fight disposables. We catergorized them into product and systems. The brands focussing on products arenâ&#x20AC;&#x2122;t really our competitors, but could be our potential collaborators. We identified the most popular organizations introducing reusable systems in different environements.
PRODUCTS
SYSTEMS
Benchmark Analysis Analysing the features and business models of the competitive reusable systems, we differentiated Re.Do in the following areas: 1. Target Environments: Competitors are operating in open ecosystems, partnering with individual cafes/restaurants. 2. Targeting Individuals: All the competitors are charging their users for the service, which involves individual sign-ups and efforts from each user, significantly slowing down the adoption rate. 3. Inconvenience: Existing reusable systems arenâ&#x20AC;&#x2122;t as convenient as using disposables and hence unable to create a positive behavior change.
B2B/ B2C
B2B
B2B
B2C + B2B
TARGET CUSTOMER
Academic Institutions
Academic, Commercial
TARGET USER
Students, Faculty, Staff
Students, Faculty, Staff
B2C
B2C + B2B
B2C
Food Business Individuals
Individuals
Cafes Individuals
Nearby Customers
Individuals Eating Out
Individuals
To-go Coffee Drinkers
Nearby Customers
USER REACH CONVENIENCE SCALABILITY ADOPTION BY END USERS POSITIVE BEHAVIOR CHANGE
COMPANIES WITH REUSABLE SYSTEMS Low Impact
ENVIRONMENTAL SUSTAINABILITY
High Impact
1. Reusable Plastic Food Containers 2. Distributed only in Cafeteria 3. Sign-up Fee of $5 4. Use tokens - inconvenient and often lost by students 5. Handed manually by cafeteria employees 6. Cannot be used outside campus 7. No impact messaging 8. No quantification of individual impact 9. Washing service done by universities 10. No incentives for students to use
1. Bamboo Mugs 2. Distributed all over campus 3. Included in the University Fees 4. Use school Ids - seamless and convenient 5. Vending machine 6. Can be used outside campus 7. Impact messaging creating feedback loops and changing behavior 8. Quantification of individual impact 9. Washing services done by Re.Do 10. Monetary incentives for use
04 Business Design
Business Design Business Model Canvas | Value Proposition Canvas | Differentiation and Efficiency Strategy | Pricing Strategy | Engagement Strategy and Value Creation | Underlying Magic | Launch Strategy
Business Model Canvas KEY PARTNERS • Mug supplier (Ecoffee Cup) • Washing system srovider (Heatworks) • Nearby cafes • Vending machine manufacturer • Software developer • App developer • University sustainability groups and clubs
KEY ACTIVITIES • Infrastructre setup • Collection • Washing • Tracking • Impact Assestment
KEY RESOURCES • Vending machine • System design • Human resource • Behavior science research
VALUE PROPOSITION
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
• Makes them pioneers of sustainability • Reduced waste hauling cost • Reduced disposable cup cost
• Personal Relations • Website • Email
• Private + Public Universities (Facilities Dept. & Sustainability Dept.)
• Reduced efforts of carrying reusables • Reduced waste footprint • Save money • Easy access to filtered drinking water • Cool mugs
CHANNELS • Website • Email
• University Students and Staff
COST STRUCTURE
REVENUE STREAM
• Washing Facilities • Infrastructure Setup • Salaries • Mugs • Logistics • Software Development • App & Web Development
• Semester/annual payments from universities • One-time fee from students (included in the university fees) • Lost mug firn from students
Value Proposition Canvas : Strategyzer AG
Value Proposition
Customer Segment Gains
Gain Creators
Products & Services Discount Coupons
(points for multiple use)
Filtered Water Stations on every floor
Stations to collect dirty mugs Creative Messaging for Impact Awareness
Creative Messaging for Impact Awareness
Cool Cups Feel good factor
Stations to Provide Pre washed Reusable Mugs
Discount Coupons
Hard to find water on every floor
(points for multiple use)
Cool Cups
Making Reusables convenient
Filtered Water Stations on every floor
Stations to Provide Pre washed Reusable Mugs
Stations to collect dirty mugs
Save Money
Pain Relievers
Find filtered water on every floor
Reusables are Convenient
Do not want to carry reusables
Reusables is as Convenient
Drink beverages on-the-go
Dispose to-go cups
Do not want to wash reusables
Have to use & throw disposables everytime
Want to drink filtered water
Forget to carry reusables
Pains
Customer Job(s)
Trying to be more sustainable
Our Reusable Mug Station System helps university students, faculty and employees who want to drink filtered water and other beverages on-the-go while be more sustainble by enabling them to use reusable mugs without the hassle to carry and wash everyday and get filtered water coveniently around campus, while saving money. Unlike using muliple disposables throughout the day and pay for water bottles.
Differentiation and Efficiency Strategy
Targeting a New Market B2B instead of B2C Servitization of We sell our services to the universities, - Closed Ecosystems Products instead of individual users. This increases Unlike our competitors that operate in open ecosystems, partnering with individual restaurants/cafes and targeting conscious consumers with broad demographic and geographic profile, we operate in closed ecosystems. University campuses provide advantage of restricted geographical boundaries, centrally controlled environments and limited, but more engaging user base, making it conveniently efficient for providers and users alike.
the the rate of adoption by cutting down the barriers of early adoption and commitment. The users are not required to sign-up, install an app or pay a subscription fee for the service.
Making product part of a larger service offering. Instead of providing vending machines to Universities as a product, we provide collection and washing systems as part of the overall service. We charge for service on a subscription basis after the initial installation cost. This makes it attractive to universities as it takes significantly reduces the effort to maintain.
Pricing Strategy 2-Sided Revenue Stream
Installation costs from the universities
Running cost from students - Invisible
Universities will pay for the initial setting up of infrastructure, which includes the costs of vending machines, drop off bins and the cups. This can be either be paid from the facilities department or through grants for sustainability programs available in these academic institutions
The university can charge students for their sustainability services, which will be included in the university fees. Students donâ&#x20AC;&#x2122;t want to pay separately or repeatedly (subscription or per usage cost) for the service. However, they donâ&#x20AC;&#x2122;t mind if its a seamless one-time fee. Additional revenue is generated by charging students for losing a mug.
Engagement Strategy and Value Creation Recurring Feedback Loops
Impact Messaging
Monetary Incentives Providing discounts in nearby cafes while using Re.Do mugs provide immediate gains to the users. They come back to gain more.
Individual Impact Assessment The university can charge students for their sustainability services, which will be included in the university fees. Students donâ&#x20AC;&#x2122;t want to pay separately or repeatedly (subscription or per usage cost) for the service. However, they donâ&#x20AC;&#x2122;t mind if its a seamless one-time fee. Additional revenue is generated by charging students for losing a mug.
The impact messaging using behavioral science will attract users by making them think and act more responsibly.
Convenience for users with efficient logistics
Convenience for Universities with servitization of Products
Built trust with users through transparency
Personal value to users with impact audits.
Underlying Magic
Launch Strategy Although universities advocate innovative, disruptive and sustainable models, they can be hesitant to invest in such models due to limited funding and uncertainty around adoption by students. To dodge this problem, we plan to approach the universities through students. Our plan is to first create a movement and demand from students side to install Re.Do in their campus. If the universities are sure that students are interested in the system, they will be more than willing to invest in Re.Do.
01
Create website, social media and on campus campaigns with effective messaging to grab attention of students like Conscious Joe and Aloof Keith.
02
Ask students to sign up and demand Re.Do in their respective Universities.
03 Reach students through newsletters, campus flyers, student organizations etc.
04 With more than 1000 students signed up, approach the universities.
05 Prototype Testing
Prototype Testing Hypothesis | Prototype Plan | Survey | Qualitative Feedback | Prototype 1 | User Feedback Report | Client Feedback Report | Prototype 2
Hypothesis Students would adopt the reusable vending machine if it becomes as convenient and trustworthy (in terms of cleanliness) as disposable cups and bottled water
The vending machine would reduce the cost of buying disposable cups and waste disposal for universities.
If given the right incentive, students would adopt the vending machine eventually this would lead to behaviour change.
Prototype Plan Role
Look & Feel
Implementation
1. The Functionality (with Users - students) • Would the concept of reusable cups be adopted by students? • Are they willing to use reusable cups as opposed to using disposable cups, if reusables become as convenient as disposable cups? • Does our system seems user friendly and as convenient as using disposables around school? • What doubts and concerns do they have with the system? (e.g. cleanliness of the water and cup)
1. Design of the machine • What would make these machines inviting to use? • Is UX design user friendly and intuitive?
1. Cost • Are the students willing to pay for the service? If yes, how much? • How do they want to pay for the service? • Are they willing to pay if they’re late in returning the cup? How much?
2.The Functionality (with Universities) • Would they be interested in investing in our model? • Will Re.do lead to a significant decrease in the cost of hauling waste and disposables? • What are the additional services they want to be included in the service? • How much are they willing to pay for service and how?
2. Features • What features do students want on the machines, eg. water dispenser, clean cups dispenser, place to dispose off the used cups, the user experience of the notification that they would get if they failed to return the cup. • Do they want these machines to be used for any other purpose like displaying school news? 3. Location of machines • What would be the ideal spots for placing these machines? E.g. - near the elevators, washrooms and/ or building entrance. • Where else can we put these machines to make the location consistent, convenient and seamless? 4. Mugs • What material does users prefer for a mug? • What features do they want in the Re.Do mug?
2. Incentives • What other incentives are needed to keep the students coming more? • What would make the students use our service when disposable cups are available for free? 3.Impact • What kind of impact metrics will affect the most to students and the universities? • How do they want to know the impact of their actions?
Likeliness to Use Re.Do
Survey We recieved 188 responses from students and staff across 5 universities in NYC. HIGHLIGHTS • 86% respondents said they are liklely to use Re.Do • 51% feel that Re.Do is as convenient as disposables • 61% sugested that they shouldn’t be charged separately for Re.Do • They want the mugs to be leak-proof and insulated. • 84% think that Re.Do will reduce waste on campus.
Is Re.Do as Convenient as Disposables?
Extremely likely (39%)
Definitely yes (24%)
Somewhat likely (47%)
Probably yes (27%)
Neither likely nor unlikely (6%)
Might or might not (27%)
Somewhat unlikely (6%)
Probably not (14%)
Extremely unlikely (3%)
Definitely not (8%)
Paying for Re.Do Service One time fee included in my college fees (26%)
Need for Incentives
One time fee, optional to buy on campus (14%)
Yes (30%)
Small subscription fee per month (7%)
Maybe (27%)
Per usage fee (19%)
No (43%)
This should be free on academic campus (35%)
Kinds of Incentives Lost Cup Penalty
Discounts at nearby cafe (35%)
Less than $10 (22%)
Discounts for events/conferences (14%)
$10 (43%)
Print Credit (7%)
Can be more than $10 (16%)
Discounts at university shop (17%)
Other (19%)
All of the above (16%) Other (%)
Preffered Features in Re.Do Mug
Will Re.Do Reduce Waste?
Leak-proof (39%)
Definitely yes (35%)
Insulated (37%)
Probably yes (49%)
Drinking Spout (14%)
Might or might not (14%)
Straw (4%)
Probably not (3%)
Other (6%)
Definitely not (0%)
What we heard STUDENTS ARE EXCITED ABOUT • the concept • not carrying their own mugs • saving money • the convenience • cool mugs STUDENTS ARE CONCERNED ABOUT • hassle of returning • cleanliness of the mugs
“I hate carrying my heavy water bottle from home and I hate buying plastic bottles. I would definitely use this.”
“I often forget to bring my refillable water bottle. It would be nice to have a reusable mug that I didn't have to remember or carry.”
“Maybe different messages in every bottle (something like fortune cookie). Or a new quote so we can take pride in using the bottle.”
“I personally would not be inclined to use a cup that is plastic and used by lots of people even if it is machine washed.”
“People may be turned off for hygienic reasons.”
“Because I typically grab something on my way to class, I wouldn’t use it.”
“People are lazy and wouldn’t wanna go through the hassle of returning.”
Welcome back John! So far you’ve managed to save 19 bottles from going to the ocean! on behalf of all the fish, I thank you!
Prototype 1 VENDING MACHINES: PICKUP + DROP OFF • Tap water dispenser • Insulated, leak-proof steel mugs • Incorporated drop off bin • Id card scanner - swipe action • Impact messaging • Locations - All floors + entry/exits of all buildings OTHER FEATURES • $10 lost cup fine • One time sign-up and payment for a semester • Multiple kind of incentives
FEATURES
USer Feedback Report
FEEDBACK
INSIGHT
ITERATION
Tap water in the water dispenser
“I never drink tap water. I always buy bottled water. I will not use Re.Do for water.”
People don’t trust tap water. They prefer filtered water
Provide RO filtered water
Insulated, leak-proof steel mugs
Most people don’t necessarily drink their beverages hot.
People like the features of disposables. It feels commitment free
Use leak-proof bamboo cups
Swiping action for ID scanner
“Its too much effort to take out my card and swipe it.”
ID scan has to be more convenient, being the first touch point
Tapping action for ID scanner
$10 lost cup fine
“Its too less for me to value it. People could just keep it and never return.”
$10 is less than the amazon price of similar mugs. It needs to be more as a penalty
$20 lost cup fine
One time payment for a semester long service for students and staff
61% survey respondents said they don’t want to pay for the service and it should be included in the university fees.
Adoption rate will be much higher if there is no upfront cost for the user.
To charge the universities and not the students and staff.
FEATURES
Client Feedback Report
FEEDBACK
INSIGHT
ITERATION
Re.Do concept and system
“We are not sure if students will use this on the regular basis. Looks like too much of investment. - Finance Dept., The New School
We need to proove that students will use this.
Before approaching the universities, get students involved. Make students demand for Re.Do. Offer a pilot service to test and gain university’s trust.
Location of machines: Vending machines on each floor and near entry/exits of every building.
“I don’t think we need these many machines. Pick-up points can just be near the current sources of disposable cups.” - Facilities Dept., The New School
We need more drop off points than pick-up stations. Pick-up stations need to be strategically placed.
Separate drop-off bins to be placed on each floor and near the entry/exit of the buildings. Pick-up stations need to be placed in the cafeteria and near entry/exit of the building.
Free print credit and discount at the university shop as incentive for users.
“Print credits will be difficult to institute because of the complexities of the school’s budget system.” - Sustainability Office (TEDC), The New School
Make it easier for universities to adopt. Keeping it simple. Do not intertwine with other internal systems.
Keep only third-party incentives.
Prototype 2 VENDING MACHINES: PICKUP + DROP OFF • Filtered water dispenser • Leak-proof bamboo mugs • Drop off bin - incorporated as well as separate • Id Card Scanner - tapping action • Impact messaging more personalized, reports on mail • Locations - Fewer pick-up stations, OTHER FEATURES • $20 lost cup fine • Price included in the university fees • Incentives - discount at nearby cafes, university shops
06 Development Matrix
In this section Development Matrix | Roadmap
Nov ‘17
Dec ‘17
Jan ‘18
Feb ‘18
Mar ‘18
Apr ‘18
May ‘18
June ‘18
Opportunity Mapping
RESEARCH Concept Ideation
Stakeholder Feedback
PROJECT FRAMING Concept Brief
Impact Messaging
BEHAVIORAL SCIENCE RESEARCH Environmental Scan
Landscape Analysis
Benchmark Analysis
COMPETITIVE ANALYSIS Refining Solution
Value Proposition Canvas
Business Strategy
IDEATION Brand Development
BMC
Prototype 1
Feedback Report
MVP Prototype Plan
Prototype Testing
Prototype 2
PRESENT
Development Matrix
Mock Presentation
Final Presentation
POST MVP
July ‘18
Marketing Campaign Design
Campaign Launch
Student Sign Ups
Approach Universities
Funderâ&#x20AC;&#x2122;s Pitch
Machine Design and Engineering
Machine Prototyping
Supplier Partnerships
Roadmap
Machine Manufacturing
Pilot with a few machines
07 Financial Projection
In this section Start-Up Budget | Cost Worksheet | Pricing Model
Cost Worksheet
Pricing Model
FIXED COSTS Vending Machines (per unit)...................................5,000 Drop off Bins (per unit).............................................. 500 Mugs (per vending machine)................................... 300 Dishwasher (per unit).................................................5,000 Collecting Equipment................................................. 700 Logistics and Setting Up...........................................1,000 Remote Backend Management Software...........4,000 Design & Development............................................10,000 Marketing........................................................................5,000 TOTAL 31,500
ANNUAL BASIC SUBSCRIPTION First 5 Vending Machine........................................ 40,000 First 10 Drop Off Bins............................................... 3,000 Installation Cost............................................................1,000 Transportation................................................................1,000 Total Price ....................................................................70,800 Profit Margin(20%)......................................................21,240 TOTAL PRICE 92,040
RECURRING COSTS (Annually) Collection Personnel................................................20,000 Website............................................................................ 300 Software Management...............................................1,000 TOTAL 21,300
Start-up Budget Design + Engineering of Machines......................10,000 Prototyping.....................................................................8,000 Manufacturing Cost of 10 Machines .................50,000 Cups (1000 nos.)..........................................................3,000 Dishwasher.....................................................................5,000 Marketing Campaign Design...................................5,000 Marketing Campaign Launch.................................10,000 Remote Backend Management Software...........5,000 Logistics...........................................................................5,000
PERSONNEL COST Devanshi.......................................................................60,000 Akhil...............................................................................60,000 Marketing..................................................................... 0 Designer........................................................................ 0 Accountant.................................................................. 0 TOTAL 120,000 GRAND TOTAL
TOTAL
101,000
172,800
VARIABLES Extra Vending Machine (x1)......................................8,000 Extra Drop Off Bins (x1).............................................. 300 ADDITIONAL ANNUAL SERVICES Collection & Washing..............................................70,000
Our mission is to reduce the waste generated by our disposable habits by changing consumer behavior that shifts the usage from disposables to reusables. We see a future of Zero Waste and a culture of re-use.
one cup at a time