BUSINESS PLAN _ FLICK THROUGH by mail75106

B U S I N E S S P L A N

J e s s i c a

W i s e m a n

C O N T E N T S

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E X E C U T I V E

S U M M A R Y

A smal l synopsi s of Pe a ch y, h i g h l i g h t i n g t h e k e y f e at u re s of wh at Peach y i s , wh o i s i t f o r, h o w wi l l i t ope r at e and i t s m onet a ry b a ck g ro u n d .

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C O N C E P T An out l i n e of wh at Pe a ch y i s , h i g h l i g h t i n g wh y t h e concept i s neede d, t he s e rvi ce s i t o b ta i n s to o ff e r and i t obj ect i ves.

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C O N S U M E R Ide n t i fi cat i on of Pe a ch y’s Educat ed Fem al e.

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co n s u me r

g ro u p ,

the

C O M P E T I T O R S I de n t i fi cat i on of Peach y’s cu rre n t co mp e t i to rs o n t h e mar ke t , h i ghl i ght i ng a S . W. O . T s h o wca s i n g Pe a ch y’s d i fferent i at i on i n add i t i o n to i d e n t i f i ca t i o n o f Pe a ch y’s US P.

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O P E R A T I O N S Hi ghl i ght i ng h ow Pe ac h y wi l l o p e ra te o n t h e ma rk e t, spe ci fi cal l y l ooki n g i n to l o ca t i o n , f u n d i n g a n d p roduct i on .

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M A R K E T I N G

S T R A T E G Y

A n ou t l i ne of what ma rk e t i n g me t h o d s Pe a ch y wi l l ut i l i se t o per su ade , showca s e d o n a 1 2 mo n t h t i me l i n e .

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F I N A N C I A L

F O R E C A S T

Ident i fi cat i on of Pea ch y’s ca s h f l o w f o re ca s t, hi gh l i gh t i n g wh e n Pe a ch y wi l l o b ta i n to s ta rt ma k i n g money.

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F U T U R E

G R O W T H

S T R A T E G Y

Out l i n e of Peach y’s futu re g ro wt h s tra te g y a f te r 1 2 mont h of ope r at i on.

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R E F E R E N C E S

0 1 E X E C U T I V E S U M M A R Y

L I S T

Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le Tab le

O F

T A B L E S

1 : Obje cive s 2 : Th e E du ca t e d Wo m e n 3 : D ire ct C o m pe t it o r, H ey Vi na 4 : D ire ct C o m pe t it o r, Bum b l e B FF 5 : I n d ire ct C o m pe t it o r, Sa d G i rl s C l ub 6 : I n d ire ct C o m pe t it o r, T he C ha t ty C a f e Sc hem e 7 : I n d ire ct C o m pe t it o r, C rea te a nd C ul t i v a te 8 : Ma r k e t P o sit io n in g M a p 9 : P e a ch y S .W.O.T A n a ly s i s 1 0: U K P o r t fo l io Gr a n t 1 1: P e a ch y’s E m plo ye e s 1 2: P e a ch y’s E m plo ye e s 2 1 3: L o ca t io n a l C o st s 1 4: Ma r k e l L in e I n su r a n c e 1 5: D o m a in Na m e 1 6: A pp D e ve lo pm e n t Da y s 1 7: P e a ch y A pp S t a ge s 1 8: F a ze le y S t u d io C o st i ng s 1 9: D e co r C o st in gs 2 0: Gu e st S pe a k e r s 2 1: E ve n t E x pe n se s 2 2: Mo n t h ly E x pe n se s 2 3: A ffil ia t e P ro du ct s 2 4: E x t r a Re ve n u e 2 5: Ma r k e t in g T im e l in e 2 6: C a sh F lo w F o re ca st 2 7: No t e s o n ca sh flo w f orec a s t 2 8: C o m m issio n S a le s

13 16 23 25 27 29 31 33 34 41 42 43 44 45 46 46 47 48 49 50 50 51 53 55 60 70 72 73

0 1

E X E C U T I V E

Estab l ish in g t h e n e e d fo r a new p lat for m t h a t se e k s t o o ffe r g rea ter o p p o rtu n it ie s fo r m e a n in gfu l s oc i a l con tact t o u n ive r sit y st u de n ts , a s U n ive rsit y Bu sin e ss h igh l igh ts t ha t 46% of student’s report experiencing lo n e l ine ss w h ilst a t u n ivers i ty, Pe ac h y pro po se s a n e w m o vem ent in p re ve n t io n o f lo n e l in es s a t u n ive rsit y by e n l igh t e n in g a g rea ter so cial ly co n n e ct e d so cie t y u t i l i s i ng b ot h o n l in e a n d o ffl in e pla t f orms (U n ive rsit y Bu sin e ss, 2 0 1 7 ). U t il ising a co m bin a t io n o f t h e U K ’s first co n n e ct ivit y a pp dev oted sp e c ifi ca l ly fo r t h e u se o f u n iv ers i ty wo me n, in a dd it io n t o re a l- l if e s a f e sp ace s co m pr isin g o f co n fe renc es an d mo n t h ly po p- u ps t h a t off er ac t ivit i e s t h a t o bt a in im po rta nc e to wel l be in g, P e a ch y se e k s to wo rk in pa r t n e r sh ip w it h U K u n ive rsit ie s, su ppo r t in g st u de nts i n ac kn ow le dgin g t h e sign ifica nc e of so cial w e l l be in g.

S U M M A R Y

uni v ers i ty women a s t hey s eek to k eep t he f eel i ng of l onel i nes s to t hem s el v es t hroug h f ea r of emb a rra s s ment ( 66%) , P ea c hy s p ec i f i c a l l y a i m s t he c onc ep t a t t he E d uc a ted Wom en – 18 to 24-y ea r-ol d i nc l us i v e mi c ro g roup of uni v ers i ty women i n t he U K . A s P ea c hy i s i ni t i a ted to a i d s oc i a l wel l b ei ng , t he b us i nes s wi l l op era te a s a s oc i a l enterp ri s e, s p ec i f i c a l l y a C ommuni ty Interes t C omp a ny f unc t i oni ng a s a nonp rof i t org a ni s a t i on. Fund i ng of £40, 000 f rom t he U K P ort f ol i o G ra nt f rom t he B i g L ot tery Fund wi l l b e req ui red i n ord er to s ta rt P ea c hy to c ov er c os ts i nc l ud i ng a p p d ev el op ment, eq ui p m ent a nd b us i nes s i ns ura nc e. T hroug h rev enue s trea ms of a ff i l i a te s a l es of wel l b ei ng p rod uc ts on t he a p p , t i c k et s a l es a nd ex tra rev enue s trea m s f rom ev ents , P ea c hy wi l l ob ta i n to s ta rt ma k i ng p rof i t f rom Feb rua ry, whi c h wi l l b e rei nv es ted f or t he p urp os e of c ont i nui ng to i mp rov e s oc i a l wel l b ei ng .

Id e n t if yin g t h e n e e d fo r a i d i ng t h e so cia l w e l l be in g o f u n iv ers i ty wo me n, a s t h e C o - o p F o u n d a t i on re p o rts h igh le ve ls o f a n x ie t y wi t hi n

0 2 C O N C E P T

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C O N C E P T

Estab l ish ing a pla t fo r m fo r y oung ad u l ts to h a ve gre a t e r o ppo r t uni t i es fo r me an ingfu l so cia l co n t a ct , a s B B C R ad io 4 ’s ‘L o n e l in e ss E x pe r i ment ’ re su l ts in d ica t e 4 0 % o f 1 6 - 2 4 ye a r ol d s e xp e rie n ce lo n e l in e ss gre a t e r t h an a ny ot h e r ag e gro u p, P e a ch y pro po s es to p rovid e a ne w m o ve m e n t in pre vent i on of lon e l in ess w it h in fu t u re ge n e ra t i ons b y e n l ig ht e n in g a gre a t e r soc i a l l y c o n n e cte d so cie t y u t il isin g b ot h on l in e an d o ffl in e pla t fo r m s t o i g ni te c o n ve rsat i o n , po sit ive m e m o r ie s a nd we l l b e in g (BBC , 2 0 1 8 ).

P ea c hy wi l l c rea te t he U K ’s f i rs t c onnec t i v i ty a p p d ev oted s p ec i f i c al l y f or t he us e of uni v ers i ty women, i n res p ons e to t he C o-op Found a t i o n i d ent i f y i ng 43% of y out hs s ta te a n onl i ne c om m uni ty g enera tes the f eel i ng of rea l -l i f e c onnec t i ons ( C o-o p Found a t i on, U nk nown) . Seek i ng to b ui l d a p l a t f orm where c om m uni ty c ol l a b ora tes to s up p o rt ea c h ot her, t he a p p wi l l ena b l e c ons um ers t he op p ortuni ty to i nteract onl i ne wi t h s i mi l a r i nd i v i d ua l s b a s e d up on p ers ona l v a l ues , need s a n d i nteres t c om p a t i b i l i ty to ens ure al l c onnec t i ons a re b ot h s c i ent i f i c a l l y a nd p ers ona l l y c om p a t i b l e.

S triv in g to o ve r t u r n t h e da m a g i ng h e al t h con se qu e n ce s o f o bt a i ni ng n e g at iv e ce l lu la r m e m o r ie s ca u s ed b y e xp e rie n ci n g lo n e l in e ss - a s h a rm f ul as smo king 1 5 ciga re t t e s a d a y – Pe ach y se e k s t o e x clu sive ly b enef i t t h e we l l b e in g o f u n ive r sit y women, as Un ive rsit y Bu sin e ss h igh l igh ts t ha t 4 6 % o f stu de n t ’s re po r t e x pe r ienc i ng lon e l in e ss w h ilst at u n iv ers i ty (Camp aig n t o e n d lo n e l in e ss, 2018) (Un ive rsity Bu sin e ss, 2 0 1 7 ).

O t her f unc t i ons i nc l ud e: • P ea c hy b l og c onta i ni ng c urre n t wel l b ei ng , uni v ers i ty a nd ev e n t c onv ers a t i ons off eri ng t i p s a nd tri cks f or b ot h p ers ona l a nd s oc i a l wel l b ei ng • P ea c hy s hop s el l i ng the l a tes t i nnov a t i v e wel l b ei ng b ra nd s es ta b l i s hed to a i d c ons umers wel l b ei ng a nd p rod uc t i v i ty a t uni v ers i ty • O p p ortuni ty to b ook on to t h e l a tes t ev ents hel d b y P ea c hy

O ffe rin g a 3 6 5 - da y co n ve r sa t io n a round t h e sig n ifica n t st igm a o f lo n e l i nes s , Pe ach y wi l l w o r k in pa r t n e r sh ip wi t h UK U n iver sit ie s t o o ffe r sup p ort u t il isin g effe ct ive o n l in e a n d o ff l i ne me t h o d s t h a t e n co u r a ge , in fl uenc e an d e mp ow e r co n n e ct io n , e qu a l i ty a nd h e al t h .

F u rt h e rmo re , in re spo n se t o L SN id e n t ify in g Ge n e r a t io n Z se e k s a f e sp ac e s to re ga in co n t ro l o f t hei r fu tu re s, Pe a ch y w il l pro po se re a l -l i f e sp ac e s t h a t e n co u r a ge a pp co ns um es to in ve st in t o t h e ca re o f t h e i r own social we l l be in g (Mick ie w icz., Sc ot t, 2 0 1 7 ).

W i t h a n a i m to s up p ort b ot h uni v ers i t ie s a nd women i n a c k nowl ed g i ng t h e s i g ni f i c a nc e of s oc i a l wel l b ei ng , P ea ch y ob ta i ns to und erta k e a m ov em ent i n enl i g hteni ng t hi s f or f uture g enera t i o n s ha p p i nes s , mem ori es a nd f ri end s hi p s.

Ut il isin g b o t h se m e st e r ba se d h ea l t h an d we l l be in g co n fe re n ce s a nd mo n t h ly po p- u p e ve n t s, P e a chy wi l l offe r in d ividu a ls the o ppo r tuni ty to con n e ct o n l in e co n n e c t i ons offl in e wit h in a ct ivit ie s t h a t o b ta i n imp ortan c e , in clu d in g m i nd f ul worksh o p s and t h o u gh t - pro v ok i ng me n torin g , in bu ild in g t h e ir w e l l b ei ng an d re lat io n sh ips t o co n t in u o u sly m a k e u n iv e rsity l ife t h a t l it t le bit e a sie r.

Objective 1

To primarily propose effective, qualitative social treatment to aid the social wellbeing of the community of university women throughout all UK universities

Objective 2

To ensure a great quantity of universities located within the UK seek partnership with Peachy in order to share the message of the concept to a large number of educated women

Objective 3

To ensure all revenue obtained by Peachy is solely reinvested for the purpose of continuing to improve social wellbeing.

Objective 4

To remove the stigma climaxed around loneliness at university by seeking to cultivate conversation between as many university women as possible Table 1: Objectives

0 3 C O N S U M E R

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C O N S U M E R P e a ch y cu r re n t ly h as one c ons umer tri b e, t he E d uc a ted Wo m e n , t h a t it t a rge ts to i mp rov e t hei r s oc i a l wel l b ei ng .

Age

18 - 24

Generation

Generation Z (2001 – 1997) and Millennials (1996 – 1995)

(Dimock, 2019)

Acorn Classification

Aspiring Singles: • 20 (Student flats and cosmopolitan sharers) • 22 (Low income singles) • 23 (Student terraces)

(Acorn, Unknown)

The educated women all identify as university students, who either live within student accommodation or at home, all upon low incomes from accompanying small student loans.

Adoption Process

Early Adopters

(On Digital Marketing, Unknown)

Seeking improvement within the social wellbeing, the educated women are accessible to chang

Maslow’s Hierarchy of Needs

Basic needs are obtained (Safety and physiological)

(McLeod, 2018)

Rokeach Values and Needs

(Revolvy, Unknown)

Peachy seeks to obtain the fulfilment of ‘belongingness and love needs’ by seeking to improve social wellbeing to identify intimate relationships and friends Instrumental: Ambitious, independent and loving

intellectual

capable,

Terminal: Sense of accomplishment, happiness, inner harmony, social recognition and true friendship Table 2: The Educated Women

Figure 1

Figure 2

Figure 3

Figure 4

Pe ac h y se e k s t o a ch ie v e to e n cou r a ge , e m po w e r a nd e d u c a t e ‘T h e E du ca t e d Wom en’ – an 1 8 t o 2 4 - ye a r- o ld in c l us i v e mic ro gro u p o f u n ive r sit y women wit h in t h e U K. A sp i r in g, e n t re pre n e u r ia l a nd b righ t , t h e e du ca t e d w o m en a re ke e n t o fu r t h e r t h e ir k n o wl ed g e an d a re in se a rch o f im prov i ng t h e ir fu t u re pro spe ct s by u n d er t a k in g fu r t h e r e du ca t i on a t u n ive r sit y. Th e se in d ividu a ls ca n be f ound e it h e r st a r t in g u n ive r sit y, m ov i ng to a n e w lo ca t io n , t h ro ug h to fin al ye a r st u de n t s. Ye t t h ey a l l sh are t h e co m m o n ch a r a cteri s t i c o f obt a in in g h e igh t e n e d l ev el s o f a n x ie t y o pt im ise d fro m t he fe e l in g o f lo n e l in e ss a t u n iv ers i ty. Wh il st U n ive r sit y Bu s i nes s catego r ise a lm o st half of stu d e n t s (4 6 % ) fe e l l onel y

t hroug h t hei r t i me a t uni v ers i ty, t he E d uc a ted Fema l es rep ort hi g h l ev el s of a nx i ety a s t hey s eek to k eep t hi s f eel i ng to t hem s el v es t hroug h f ea r of b urd eni ng ( 66%) , j ud g ement ( 52%) a nd emb a rra s s ment ( 66%) ( U ni v ers i ty B us i nes s , 2017) ( C oop Found a t i on, U nk nown) . P ea c hy wi l l ta rg et to red uc e t he s t i g m a b y m a k i ng t hem f eel s a f e a nd not a l one, f eel i ng more eq ui p p ed to ta l k a b out t hei r s oc i a l wel l b ei ng c onf i d ent l y. Di g i ta l l y a t ta c hed , t he ed uc a ted wom en reg ul a rl y c ons ume s oc i a l m ed i a a s a wa y to b roa d en t hei r s oc i a l c onnec t i ons wi t hi n a d i g i ta l env i ronm ent, a s W G SN i d ent i f y t ha t 63% s ta te t hei r rea l l i f e s oc i a l network ha s ex p a nd ed a s a res ul t of t hei r s oc i a l m ed i a network , hi g hl i g ht i ng t hei r d es i re to i ntera c t wi t h ot her i nd i v i d ua l s onl i ne ( H a l l i d a y, 2019) .

Th o u gh k e e n t o u t il ise s oc i a l me d ia a s a n e ce ssit y t o ob ta i n so ci a l in t e r a ct io n , t h e re gul a r us e h as pa r t icu la r ly h e igh t e n e d eff ec t u p on t h e ir m e n t a l w e l l b ei ng , as the Co-op F o u n d a t i on id e nt ify 6 9 % re po r t lo n el i nes s o b ser vin g o t h e r s h a vin g f un o n so cia l m e d ia w it h o u t t hem, h ig hl igh t in g t h e n e ga t ive eff ec t o ve r co n su m pt io n is h a vi ng on t h e e du ca t e d fe m a le s ( C o-op F o u n da t io n , U n k n o w n ). A l t ho u gh P e a ch y o bt a in s to us e an a pp t o a ppe a l, t h e m a i n us e o f co n n e ct ivit y w it h o u t s oc i a l me d ia t a rge t s t h is co n su m er tri b e to u t il ise a n a pp t h a t st im ul a tes o n ly po sit ive so cia l w e l l bei ng . Ho w e ve r, re je ct in g dev ot i ng t h e ir st u de n t lo a n s up on mater ia l ist ic go o ds in fa v our of e xp e r ie n ce s t h a t o bt a in t o off er transfo r m a t io n , t h e e du c a ted wo m e n a re de pa r t in g f rom t h e n o r m a n d be in g dr iv en b y

t he need f or ex p eri enc es t ha t op t i m i s e t he ex p res s i on of t hei r p ers ona l i ty, b ot h m eet i ng l og i s t i c a l a nd emot i v e need s . P a rt i c ul a r i nteres t wi t hi n s p end i ng l ow i nc om e up on c ommuna l a c t i v i t i es , a s t he C o-op Found a t i on i d ent i f y b ot h onl i ne c ommuni t i es ( 43%) a nd g roup a c t i v i t i es ( 61%) , t he E d uc a ted Women s eek op p ortuni t i es t ha t ena b l e t he op p ortuni ty to i ntera c t wi t hi n a c om m uni ty env i ronm ent, s howc a s i ng t hei r d es i re f or s oc i a l i s a t i on ( C o-op Found a t i on, U nk nown) . Si m i l a rl y a p p ea l i ng to t he ed uc a ted womenâ&#x20AC;&#x2122;s i ntent i on to und erta k e tra ns f orma t i v e ex p eri enc es , P ea c hy i ntend s to ta p i nto t he d es i re b y p rop os i ng b ot h a n onl i ne a nd rea l -l i f e c ommuni ty t ha t ob ta i ns t he op p ortuni ty to i mp rov e t hei r s oc i a l wel l b ei ng .

0 4 C O M P E T I T O R S

HEY! VINA / DIRECT

Partner of Tinder, Hey! Vina is a women’s only social app dedicated to building technology that supports women to leverage connection and community (Hey! Vina, Unknown). Offering 16+ women in 159 countries the opportunity to tap into the power of a supportive global community, the app recognised by Elle, Refinery29 and The Guardian combines functions including swiping to meet new friends and quizzes. Functions and Features

Strengths

Weaknesses

App • Swipe to match • Host and attend events • Messaging friends separately and within group chats • Quizzes • Vinazine

Free App The proposal of a free app for all utilisers enables a larger audience of women to engage within the Vina community, with the option to upgrade to subscription at $7.99 per month

Lack of Social Spaces Although Hey! Vina provides an ‘host and attend events’ feature upon the app, events only occur if utilisers create, limiting the frequency women can connect in real-life if no direct spaces are in place

Blog (Vinazine) • Thrive • Connect • Explore • Ladybrag • Fun Shop • • • • • •

Mugs ($18) Prints ($18) Socks ($15) Sweatshirt ($32) T-Shirt ($28) Tote Bag ($22)

Personalisation Application of enabling utilisers to undertake personal quizzes in addition to choosing connection preferences allows the utilisers to engage within a fully personal experience

Risky Group Chats Although the utilisation of group chats upon the app enables users to engage with other individuals they have not connected with, group chats also propose damaging effects Partner Association if turned into a volatile situation Ultimately being the sister company unless monitored to market leading dating app, Tinder, provides a large advantage Risk of Fake Utilisers in marketing and gaining utilisers Although the app requires for Hey! Vina individuals to log in utilising their Facebook or Instagram Overseas Availability accounts, utilisers either under Adoption of not just the UK market, the age of 16 or utilising a but offering women in 159 countries different person’s identity are the opportunity to download the able to create accounts without app ultimately enables more women any difficulty, risking the number in the world to tap into the power of fake utilisers upon Hey! Vina of a supportive global community Merchandise Prices Option to obtain Real-life Although the merchandise sold Community online is Hey! Vina branded Ultimately utilising the ‘host and merchandise, the prices are attend events’ function upon currently on the higher end of the app provides individuals the the market average, limiting the opportunity to engage within their amount of merchandise sold online connections, offline creating a larger community Press Coverage Coverage from large press media enables the app to reach a wider audience, ultimately increasing the online women community

Table 3: Direct Competitors, Hey! Vina

BUMBLE BFF / DIRECT

Sub section of dating app Bumble, Bumble BFF proposes both male and female consumers a simple way of creating meaningful friendships (Bumble, Unknown). Labelled as a movement rather than an app, Bumble BFF offers users the opportunity to swipe to meet friends with intentions to encourage integrity, kindness and equality within a supportive community. Functions and Features

Strengths

Weaknesses

App • Swipe to match • Messaging with friends

Free App The proposal of a free app for all utilisers enables a larger audience of women to engage within the Bumble BFF community, with the option to upgrade to subscription at £18.99 per month

Risk of Fake Utilisers Although the app requires individuals to log in utilising their email address with verification, utilisers can use different identities without any difficulty as identity is not questioned, risking the number of fake utilisers upon Bumble BFF

Blog (The Beehive) • Love • Friendship • Career • Wellness • Campus • Success Stories

Partner Association Ultimately being a part of large dating app, Bumble, provides a Expensive Upgrade large advantage in marketing and Although the app enables gaining utilisers for the app utilisers to use without any proposing of fees, the upgrade 24 Hour Messages of £18.99 per month is placed on Application of engaging matches the higher end of subscription together by stating a 24-hour costs, limiting the number of messaging rule encourages utilisers consumers who will pay monthly to ignite conversation subscription fees Overseas Availability Adoption of not just the UK market, but offering individuals in 160 countries the opportunity to download the app ultimately enables more people in the world to tap into a global community Personalisation Application of enabling utilisers to choose connection preferences allows the utilisers to engage within a fully personal experience

No offering of real-life connections Although the app obtains to connect individuals within a movement online, Bumble BFF does not give the option to propose real-life connections, limiting the extent meaningful relationships are created

Table 4: Direct Competitors, Bumble BFF

SAD GIRLS CLUB / INDIRECT

Online and real-life community, Sad Girls Club was generated to integrate Generation Z/Millennial girls combatting mental health by providing a service that creates community (Sad Girls Club, Unknown). Established after Elyse Fox’s depression document inundated young women to seek a mental health mentor, SGC utilises Instagram as its main communication platform, additionally to social spaces effectuated to unplug, detach and undertake activities to support individuals lives. Functions and Features Instagram • Daily words encouragement Blog • Wellness • Love + Sex • Spirituality

Strengths

Weaknesses

Online and Real-life Community of Ultimately utilising both online and real-life communal activities provides individuals the opportunity to engage within both conversations and connections with individuals who are suffering similarly from mental health

Merchandise • Pill organiser ($10) • Candle ($20)

Economically Competitive Scheme Application of utilising Instagram as their main platform to engage with their consumers provides a zero-cost Sad Girls Club Events yet effective strategy for Sad Girls • Irregular social Club to contribute to combatting events including a 6 week mental health Sadgirlsrunclub with Nike Run Club, Sadgirlsfilmclub Transformative experience and self-love poetry The proposal of both online advice showcases and encouragement in addition to partaking within social activities to combat mental health issues offers consumers the chance of selfimprovement

Social space location Although Sad Girls Club engages a wide audience through the utilisation of Instagram and the website, social spaces are currently available within NYC, restricting the wider audience from partaking within real-life social interaction Lack of social spaces Although Sad Girls Club provides collaborative social spaces, they are not very frequently available to their audience to partake within, particularly currently as there are no social spaces, limiting the frequencies of reallife social interaction

Personal expertise Engaging with the wider audience utilising Elyse Fox’s documentary offers individuals the chance to feel as if they are engaging within help that offers personal expertise Merchandise Sad Girls Club offers consumer focused wellbeing branded merchandise on the website including a pill organiser ($10) and a candle ($20) Large Brand Association Utilising larger brands, including Nike Run Club, to undertake collaborations for the pop-up events enables Sad Girls Club to reach a wider audience

Table 5: Indirect Competitor, Sad Girls Club

T H E C H AT T Y C A F E S C H E M E / I N D I R E C T

Based upon 75% of individuals craving real-life conversation, The Chatty Café Scheme obtains to reduce loneliness by creating ‘chatter and natter tables’ (The Chatty Cafe Scheme, Unknown). Creating space for individuals to talk, the simple concept obtains to offer all individuals from all walks of life the opportunity to chat without commitment whilst having an impact on someone’s day. Functions and Features

Strengths

Weaknesses

Blog • New information upon the Chatty Café Scheme

Business and Charity Association Amongst the independent cafes adopting the scheme, Alexandra has gained the backing from businesses and charities across the UK including Costa (300 cafes), Sainsbury’s (20 trialled cafes), Age UK and Mind etc.

Deficient Locations Limited availability across numerous locations within the UK – a mere 860 cafes with certain locations lacking any scheme association including Nottingham and Bournemouth

Economically Competitive Scheme Annual fee of £10 to be contained within the scheme including a sign, poster, leaflet, window sticker and poster amongst social media and website promotion, provides a low-cost yet effective strategy for businesses to contribute to combatting loneliness

Lack of Knowledge Difficult to be familiar with the scheme occurring within your area unless the local cafes participating publicises that they propose such scheme both outside and inside of the cafe

Café Locations • 810 within the UK • 18 within Gibraltar • 4 within Canada • 1 within Australia Partnerships • Costa • Sainsbury • Age UK • Mind etc

Simple Concept Ultimately utilising a simple concept, provides an individual the opportunity to chat without overcomplicating the process and disconnecting individuals from others Overseas Existence Adoption of not just UK businesses but expansion overseas including ventures within Gibraltar and further presence in Australia and Canada, proposes other countries are pledging to diminish loneliness as well Versatility Option to dedicate certain tables within a store environment, use the whole café as a platform or utilise in play group environments allows businesses to encourage elderly and young generation interaction

Social Media Presence Although Facebook is a utilised platform, to engage with all consumer demographics upon the most popular platforms, Instagram is a platform which they could engage with the younger demographic rather than just utilising Facebook Consumer Interaction Although the scheme is aimed at all individuals, Alexandra states that within a one week basis, 73 people, out of 105, who visit the website are female comparably to 32 males, suggesting the scheme is not reaching as many males as females

Table 6: Indirect Competitor, The Chatty Cafe Scheme

C R E AT E A N D C U LT I VAT E / I N D I R E C T

Online platform and offline conference, Create and Cultivate offer women the opportunity to create and cultivate the career of their dreams (Create and Cultivate, Unknown). Generated to gather the next generation of creatives, entrepreneurs and bosses to ignite conversation, Create and Cultivate recognised by Refinery29, Forbes and WWD utilises one-day conferences where individuals are destined to meet other like-minded women whilst learning tips and tricks from the best in the business. Functions and Features

Strengths

Weaknesses

Blog • Career • Advice • Conference • Profiles • Digital • Lifestyle • Downloads

Real-life Community Ultimately utilising large conferences provides attendees the opportunity to engage conversation with other attendees in addition to networking their business to future clients

Ticket Prices Although Create and Cultivates conference tickets include talks, food and $350 goody bag, ticket prices cost participants $350 ultimately limiting the number of consumers that can attend the events

Celebrity Presence Application of utilising large Conferences celebrity names within the business • 2 one day events sector allows Create and Cultivate to per year reach a wider audience for both their • Panels events and online platform • Keynote Speakers • Mentor power Transformative Experience hours The proposal of both online advice • Pop-up stalls and encouragement in addition to • Past speakers partaking within conferences that include Rosie Huntingdon create and cultivate careers offers Whitely, Meghan Markle consumers the chance of selfand Kim Kardashian improvement and confidence within their future ambitions Facebook • Group for post and Press Coverage after event attendees Coverage from large press media enables Create and Cultivate to reach a wider audience, ultimately increasing the real-life women community

Social space location Although Create and Cultivate engages with a wide audience through the utilisation of their website in addition to social media platforms, conferences are currently only available within USA, restricting the wider audience from partaking within the real-life community created

Consumer Specific Specifically focusing upon helping women cultivate their future career ambitions allows Create and Cultivate to gain a USP upon the market, in addition to being relevant specifically around the current #metoo movement Facebook Group Enabling event attendees to connect pre-event allows consumers to obtain networks and connections before attending the event Table 7: Indirect Competitor, Create and Cultivate

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C O M P E T I T O R

A N A LY S I S

Pe ach y h a s a va r ie t y o f bo t h d i rec t a nd i nd i rec t c omp et i tors c urrent l y on t h e m a r k e t . A l t h o u gh so m e s a t i s f y a s i m i l a r p rod uc t, s p ec i f i c a l l y n o c o mp e t it o r s o n t h e m a r k e t ta rg et t he E d uc a ted Wom en ut i l i s i ng a c o mb in a t io n o f a pp a n d e ve n ts , B o t h He y! Vin a a n d Bu m ble B FF e stab l is h a s d ire ct co m pe t i tors to Pe ac h y a s t h e y o bt a in t o o ff er e sse n t ial ly a co m pa r a ble a p p to Pe ach y’s co n n e ct ivit y a p p . Co n tain in g sim ila r o bje ct ive s of b u ild in g a n o n l in e co m m uni ty, b o t h ap ps pro po se a n e qu a l t hrea t to Pe ach y. H o w e ve r, bo t h o b ta i n p artn e rsh ips w it h da t in g m ark et le ad e rs, h a vin g a n a dva n t a g e t h ro u g h br a n d re co gn it i on. S imilarly, bo t h a pps t a rge t a sim i l a r targ e t a u d ie n ce , pa r t icu la r ly Hey ! Vin a targe t in g fe m a le u se r s. S imilarly, in d ire ct co m pe t it o r, Sa d Girls Clu b, o ffe r s a d ist in gu isha b l e c o mp ara ble bu sin e ss pla n to Pe ach y, w it h t h e u t il isa t io n of b o t h on l in e a n d o ffl in e pla t forms . Howe ver, sit u a t e d w it h in A m eri c a , S ad Girls C lu b o bt a in s n o t h rea t to Pe ach y a s t h e t a rge t a u d ie n c es locat io n s a re d iffe re n t w it h P e ac hy locate d in t h e U K.

T he C ha t ty Café Sc hem e, a l t houg h a n i nd i rec t c omp et i tor, s eek s to d i mi ni s h l onel i nes s b y i g ni t i ng c onv ers a t i on i n rea l -l i f e l oc a t i ons , s uc h a s P ea c hy s tri v es to. Howev er, a l t houg h b ot h s a t i s f y l onel i nes s , t he s c heme ob ta i ns a d i ff erent s erv i c e t hroug h l oc a t i ng ta b l es wi t hi n U K c a f es , p rop os i ng a d i ff erent s tra teg y a nd a ud i enc e. L i k ewi s e, i nd i rec t c om p et i tor, C rea te a nd C ul t i v a te a l s o a n i nd i rec t c omp et i tor ob ta i ns to ut i l i s e rea l -l i f e c onf erenc e ev ents , s uc h a s P ea c hy. N onet hel es s , a l t houg h ob j ec t i v es to off er onl i ne a nd off l i ne p l a t f orm s s i m i l a r, t he ma rk et C rea te a nd C ul t i v a te op era te wi t hi n d i ff ers to P ea c hy a s t hey s eek t he c a reer ma rk et ov er P ea c hy ’s uni v ers i ty ma rk et.

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P O S I T I O N I N G

M A P

High Social Importance

Inclusivity**

Exclusivity

Low Social Importance*

* Importance of social wellbeing to the business for the consumer ** Extent of exclusivity on the market to targeted consumer group

Table 8: Market Positioning Map

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P E A C H Y

S . W . O . T

Strengths

A N A LY S I S

Weaknesses

First University Women Loneliness Concept Peachy is the only business on the market that obtains to focus specifically on targeting university women by utilising the UK’s only social app and events solely for university women.

Event Location Whilst Peachy’s conferences and pop-up events are situated within a variety of the UK’s most university populated cities, there are currently around 130 universities located within the UK, limiting the number of Peachy Transformative Experience users that will be able to attend the events Peachy offers university women the opportunity easily and conveniently. to undertake a transformative experience by improving both their social and mental/physical Women Focused Initiative wellbeing through the use of the app and real- Whilst the app is intended specifically for life events university women, ultimately the extent of an impact Peachy will obtain to achieve on Event Location university student’s wellbeing will be limited Both conferences and monthly pop-up events as male students are excluded from utilising/ will be located within the UK’s most university attending. populated cities, making it easily accessible to attend the events from university locations. Personalised Experience On the app, users are able to preference who they are matched with based upon different characteristics, ultimately offering a personalised service to each specific user. Safe Space Peachy seeks to interlink with Generation Z’s women seeking for safe spaces by encouraging the connection of an online network to regain control of their own lives by undertaking real-life events. Partnership with UK Universities Partnering with various UK universities across the UK will enable Peachy the opportunity to gain as many university women to participate within the initiative as possible and improve their social and mental wellbeing. Table 9: Peachy S.W.O.T Analysis

Opportunities

Threats

Development of Merchandise While peachy obtains to sell innovative wellbeing brands as an affiliate upon the app, once Peachy has reached a large audience, there is opportunity to develop an own brand wellbeing range to gain greater revenue than just commission.

Reduction in University Places Although university spaces are on the rise, as UCAS identify a record number of 18-yearolds applying for a university place, a sudden drop in university applications could limit the number of consumers Peachy is obtaining to attract (UCAS, 2018).

Further Pop-up Locations Although the monthly pop-ups currently locate within various UK’s populated university cities, based upon the location of app utilisers there is opportunity for Peachy to further its popup locations to suit more consumers locational needs.

Competitor Partnership Although Peachy obtains a USP of dedicating the app specifically for university women, similar concept from competitors including Hey! Vina and Bumble BFF proposes a threat to Peachy as both apps obtain well known partnerships within the dating industry who obtain a larger following making it harder to start up against upon the market.

Male Expansion Although Peachy is ultimately apparent for the use of university women, there is opportunity to expand to create a new platform dedicated to the ‘university male’ by replicating Peachy within an appropriate method for a male consumer.

Competitor Location Although competitor, Sad Girls Club currently only holds events within the USA, there is threat that they could widen their event market to the UK, ultimately risking Peachy Subscription Fees losing consumers due to Sad Girls Club large Such as a way in which competitors Bumble BFF social media following. and Hey! Vina utilise subscription fees to engage extra revenue in return for further features upon GDPR the app, there is opportunity for Peachy to Although GDPR has recently been altered, introduce a subscription basis at a price in which due to the ever changing consumer demand, is achievable for university students to pay for if altered again, this could propose a threat each month but gain extra features upon the upon Peachy’s app as to ensure a personal app. experience, Peachy requires to utilise users personal details. This could mean that Peachy may not be able to offer a personalised experience upon the app.

Table 9: Peachy S.W.O.T Analysis

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P E A C H Y

U . S . P

Esta bl ish in g t h e im po r t a n c e of mea ni ng f ul s oc i a l c onta c t to u n iv e r sit y w o m e n â&#x20AC;&#x2122;s h e a l t h a nd wel l b ei ng b y p rop os i ng a new mo vem e n t in pre ve n t io n o f l onel i nes s wi t hi n f uture g enera t i ons , Pe ach y is t h e o n ly bu sin e ss on t he ma rk et t ha t ob ta i ns to off er t h is. Wit h a st r ive t o e n l ig hten a c ommuni ty to reg a i n c ontrol of a s m a n y cu r re n t a n d fu ture uni v ers i ty womenâ&#x20AC;&#x2122;s wel l b ei ng , Pe ach y o ffe r s u n ive r sit y w o m en t he onl y c om b i ned c onc ep t on t h e m a r k e t , u t il isin g t h e UK s f i rs t ex c l us i v e c onnec t i v i ty a p p i n ad d i t io n t o t h e U Kâ&#x20AC;&#x2122;s fir st ex c l us i v e wel l b ei ng ev ents s p ec i f i c a l l y fo r t h e u se a n d be n e fit o f uni v ers i ty wom en.

0 5 O P E R A T I O N S

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O P E R A T I O N S

Pea ch y w il l e st a bl ish a s a ‘ s oc i a l enterp ri s e’ , p ri ma ri l y i ni t i a ted to a id t h e so cia l w e l l be in g of t he c om m uni ty of uni v ers i ty wom en. S p e cifica l ly o pe r a t in g as a ‘ C ommuni ty Interes t C omp a ny ’ – l im it e d co m pa n y e x ist ing to b enef i t c ommuni ty ov er p ri v a te sha re h o lde r s – P e a ch y w i l l f unc t i on a s a non-p rof i t org a ni s a t i on d e l ive r in g a so cia l w e l l b ei ng s erv i c e to uni v ers i ty women who sha re a co m m o n ch a r a ct eri s t i c of l onel i nes s ( K orc ha k , 2018) . F un d in g fro m t h e ‘U K P ort f ol i o’ g ra nt b y t he B i g L ot tery Fund – su ppo r t in g U K pro je ct s t ha t c ul t i v a te to a d d res s l ong -term socia l issu e s a n d de ve lo p q ua l i ty of l i f e – wi l l b e req ui red i n orde r t o fu n d t h e st a r t - up of P ea c hy, wi t h a g ra nt of ‘ £40, 000’ n ece ssa r y (C o m m u n it y F und , U nk nown) . A ny p rof i t ob ta i ned from pla t fo r m s, in clu d ing t he s hop a nd ev ent s a l es , wi l l b e sole ly re in ve st e d fo r t h e p urp os e of c ont i nui ng to i mp rov e socia l w e l l be in g, a ft e r al l c ont i nui ng ex p ens es a re d i s tri b uted (ta x , w a ge s, e t c). Ta ble 10 hi g hl i g hts t he req ui rements of t he ‘UK P o r t fo l io ’ gr a n t . O pe r a t in g a s a C I C co m p a ny wi l l req ui re P ea c hy to p a y £27 to re gist e r o n l in e w it h C o m p a ni es H ous e ( G ov, 2019)

UK Portfolio Funding by the Big Lottery Fund (Community Fund, Unknown) Supporting UK-wide ideas and projects by testing and growing bold ideas that put people in the lead to address long-term social issues and to improve the quality of life across the UK and internationally. Bringing people together Support communities to be part of and celebrate events of UK-wide significance, funding activities that: • Support local projects to improve the quality of life for people and communities • Amplify the voices of people and communities to help create stronger connections between communities Growing great ideas Support the growth or adaption of great ideas across the UK by: • Support collective/joint responses to tackling important social issues from the perspective of those most impacted by them • Support those most likely to face disadvantage and increasing their opportunities Exploring new approaches Develop and test ways of building a stronger civil society: • Testing new approaches to grant-making and non-financial support • Testing new solutions to addressing long-term or emerging social issues, particularly where with first-hand experience of these issues are at the heart of creating the solutions Supporting projects that have UK wide significance in terms of interest, impact of influence, most interested in projects that have one or more of the following characteristics: • Led or directed by those with lived experience of the social issue being addressed • Tackle root causes, not just the symptoms of the ‘problem’, identifying structural barriers and long-term failures and attempting to change the systems that are failing to prevent people from experiencing problems • Informed by diverse perspectives and multi stakeholders to ensure that the solutions created can achieve outcomes for all • Develop collaboration and collective responses between organisations • Focus on continuous experimentation learning and adaption • Early action – addressing the issue at the earliest possible stage

Table 10: UK Portfolio Grant

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E M P L O Y E E S

In it ia l ly, P e a ch y w il l e mp l oy j us t two p erm a nent mem b ers of st a ff – C E O a n d e ve n t c o-ord i na tor – to ov ers ee a nd run t h e o pe r a t io n s o f bo t h o nl i ne a nd off l i ne el em ents . H owev er, Pe ach y w il l fu r t h e r e m plo y a d d i t i ona l emp l oy ees to und erta k e free la n ce o ppo r t u n it ie s i nc l ud i ng s tud ent a mb a s s a d ors a nd an a pp m a in t a in e r. A l l tea m mem b ers wi l l b e m a d e c l ea r t h a t t h e bu sin e ss is spe c i f i c a l l y to b enef i t of t he c om m uni ty so a l l o bje ct ive s a re su c c es s f ul l y a c hi ev ed . Ta b l e’s 11 a nd 12 d e m o n st r a t e e m plo ye e s, j ob rol e a nd moneta ry v a l ue. Al l fre e la n ce o ppo r t u n it i es wi l l b e op en ex c l us i v el y to t he ‘Ed u ca t e d Wo m e n ’ t o o ffe r op p ortuni t i es to b enef i t t hei r s oc i a l wel l be in g t h ro u gh w o r k e x p eri enc e f or f uture emp l oy a b i l i ty a nd fin a n cia l su ppo r t . How e ve r, a ft e r 1 2 m o n t h s onc e P ea c hy i s a g rea ter es ta b l i s hed b u sin e ss, fu r t h e r e m plo yees s uc h a s a s ep a ra te m a rk et i ng c oord in a t o r o r gr a ph ics de s i g ner m a y b e req ui red . CEO £18,000 PERMANENT

EVENT CO-ORDINATOR £16,000 PERMANENT

STUDENT AMBASSADORS £7.20 PER HOUR FLEXY

APP MAINTAINER £25 PER HOUR FREELANCE

Table 11: Peachy Employees

Job Role

Amount Required

Basis

Salary

CEO

Permanent, £18,000 Full Time

Event Co-ordinator

Permanent, £16,000 per Oversee every aspect of both Full Time year, Conferences and Monthly Pop-up (Payscale, events for Peachy, planning and Unknown) managing every logistic involved including venue, guests and staff etc ensuring all expenses are within the budget.

App Maintainer

Freelance

Student Ambassadors (Events)

Several within F r e e l a n c e £7.20 per hour various university upon a flexy undertaken, in locations contract line with the governments minimum wage for 21-24, (Gov, 2019)

£25 per hour, (People Per Hour, Unknown)

Responsibilities In addition to overseeing all decisions made by Peachy, the CEO will obtain to undertake all marketing strategies for Peachy, developing and co-ordinating marketing campaigns, creating efforts appropriate for university students including social media, email and presentations etc

Oversee any maintenance required with both the app and website

Working alongside the Events Co-ordinator to help run both the conference and monthly pop-up events with job roles including setting up, handing out welcome packs and speaking to attendees

Table 12: Peachy Employees 2

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L O C A T I O N

In i t ia l ly, P e a ch y w il l o p era te f rom t he C E O ’s hom e l oc a t i on u t il isin g a n in - h o u se off i c e. O t her em p l oy ees , i nc l ud i ng p e r m a n e n t a n d fre e la n ce/ i nterns wi l l c orres p ond i ng l y op era te from t h e ir h o m e s t o m a in ta i n l ow c os ts to ens ure a ny i nc ome i s in v e st e d in t o e n su r in g soc i a l wel l b ei ng i s b enef i ted . Howev er, on ce a m o n t h , a st a ff m eet i ng wi t h b ot h p erm a nent mem b ers of st a ff w il l o ccu r w it h in A l p ha Work s , B i rm i ng ha m up on a hot d e sk ba sis in o rde r t o e n s ure t he op era t i on of P ea c hy c ont i nues . Ta ble 1 3 h igh l igh t s fo r a l l c os ts i nv ol v ed . Aft e r 1 2 m o n t h s o f o pe r a t i ng , onc e P ea c hy i s g rea ter es ta b l i s hed as a re pu t a ble bu sin e ss a nd rev enue i s a c c um ul a t i ng , op era t i ng from a pe r m e a n t o ffice env i ronm ent ma y b e req ui red .

Locational Costs with Equipment Required

Price

Home Office

No rental cost involved

Wi-Fi

£17 per month, (Money Supermarket, 2019)

Bills (Water, Electricity, Heat)

£80 per month

Alpha Works x 1 per month

£20 per person upon a day basis, (Alpha Works, Unknown)

Furniture

No cost as home office utilised

Laptop x 2 £199 per laptop, (PC World, 2019) (HP 14-ca051sa 14” Intel Celeron Chromebook – 32GB eMMC, White) Microsoft Office Package

£79.99 upon a one year basis for all Microsoft software for up to 6 devices , (Microsoft Office, 2019)

Adobe Creative Package

£708 per year for all platforms for all team members upon the business package (Adobe, 2019)

Stationary (Pens, paper, notebooks, USB etc)

£15 for essentials, (The Works, Unknown)

Table 13: Locational Costs

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B U S I N E S S

I N S U R A N C E

Pe ach y w il l se e k t o pu rch a s e C IC b us i nes s i ns ura nc e to c ov er an y pro ble m s o ccu r re d d uri ng op era t i on. M a rk el L i ne off ers CIC in su r a n ce t o co ve r b ot h p ub l i c a nd em p l oy er’s l i a b i l i ty i n ad d it io n t o pro pe r t y da m a g e a t £145. 60 a nnua l l y ( M a rk el L i ne, 2 0 19 ) Ta ble 1 4 sh o w s bre ak d own of c ov er.

Cover

Description

Breakdown

Cost (Annually)

Public Liability and Protection against injuring Public Liability Limit £89.60 Employers Liability members of the public or = £5,000,000 damaging their property or injuring an employee/volunteer Employers Liability Limit = £10,000,000

Property Damage

Covers contents within premise £1,200 (cost – computer equipment equipment)

of £56.00

£145.60

Total

Table 14: Markel Line Insurance

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P R O D U C T I O N

A P P

Pe ac h y’s co n n e ct ivit y a pp a nd s up p ort i ng web s i te wi l l b e d e v e lo pe d a n d m a in t a in e d b y a f reel a nc e a p p a nd web s i te d e v e lo pe r w h o w il l be fo u n d on ‘ P eop l e P er H our’ . T he d ev el op er wil l pr im a r ily cre a t e t h e a p p , wi t h g ui d a nc e f rom t he C E O , a nd t h e n w il l be e m plo ye d o n a f reel a nc e b a s i s when ma i ntena nc e is requ ire d. A do m a in n a m e wi l l a l s o need to b e p urc ha s ed i n o rd e r t o e st a bl ish t h e w e b s i te. Ta b l e’s 15, 16 a nd 17 hi g hl i g ht cost s a n d t h e st a ge s o f c omp l et i on b a s ed f rom ‘ E s t i m a te M y A p p ’ (E st im a t e My A pp, 2 019) .

Domain Name

Price

peachy.website

£0.99 for one year, (Go Daddy, 2019) Table 15: Domain Name

Website and App Development Process Length of Time Required

Cost

App Designer

21 Designer Days (4.2 Weeks)

$9,450

App Developer

83 Developer Days (14 Weeks)

$37,350

Total

101 Days (20.2 Weeks)

$46,800 £35,833.20 based upon current exchange rate (1USD = 0.77 GBP) Table 16: App Development Days

Functions Required

Individual Length of Time Required

Developer days for medium sized app 30 Days (4-7 functions) at a polished UI level Email/Password sign up

1 Day

Media Uploading

4 Days

User Profiles

2 Days

Tags

2 Days

Searching

3 Days

App Icon Design

7 Days

Bookings

5 Days

Messaging

5 Days

Push Notifications

3 Days

Shopping Cart

5 Days

Payment Processing

5 Days

Intercom

3 Days

Usage Analytics

3 Days

Crash Reporting

1 Day

Multilingual Support

4 Days Table 17: Peachy App Stages

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P R O D U C T I O N

C O N F E R E N C E S

He a l t h a n d We l l be in g co nf erenc es wi l l b e ex ec uted twi c e a u n iv e r sit y ye a r o n a se m e s ter b a s i s . E a c h c onf erenc e wi l l l oc a te wit hin o n e o f t h e U K’s po p ul a ted uni v ers i ty c i t i es , wi t h t he f i rs t in Bir m in gh a m ’s F a ze le y Stud i os . L oc a ted wi t hi n t he C rea t i v e Q u a r t e r – 1 0 m in u t e s from N ew Street Sta t i on a nd c l os e to B irmin gh a m C it y U n ive r sity – t he l oc a t i on p rov i d es ea s y a c c es s fo r co n su m e r s a cro ss t h e UK . 2 ro o m s w il l be re qu ire d to rent on a whol e d a y b a s i s to acc o m m o da t e 5 cla sse s ta k i ng p l a c e wi t h 5 i nd us try ex p erts . Al l dé co r a t t h e e ve n t w il l b e a c q ui red on a renta l b a s i s to k eep c o st s lo w. Ot h e r co st s in c l ud e m a rk et i ng , s tud ent a m b a s s a d ors an d w e lco m e git s. Ta ble ’s 1 8 to 20 hi g hl i g ht a l l c onf erenc e c os ts .

Location – Fazeley Studios (Fazeley Studios, 2019) Price Old Ikon Gallery 225 Delegates in a theatre style

£1300 + VAT for private hire

Suite 7 100 Delegates in a theatre style

£480 + VAT for private hire

The Grand Gallery 200 Delegates

No Cost due to non-exclusivity

The Courtyard

No Cost due to non-exclusivity

Total

£1780 £2136 including VAT Table 18: Fazeley Studios Costings

Décor Required

Price (All on a hired basis)

Yoga Mats x 50

£4.50 per mat (£2 plus £2.50 for delivery and returns), (Ocean Flow Yoga, 2019)

Curved Bench x 8

£35, (Birmingham Catering Hire, 2019)

Bean Bags x 20

£14 per bean bag, (Birmingham Catering Hire, 2019)

Large Floor Cushions x 4

£20 per large bean bag style floor cushion, (Birmingham Catering Hire, 2019)

Chairs/stalls

Already on location

Large Plants

Already on location

Tables

Already on location

Delivery

£20 within a 10-mile radius of Birmingham, (Birmingham Catering Hire, 2019)

Returns

£20 within a 10-mile radius of Birmingham, (Birmingham Catering Hire, 2019)

Total

£905 Table 19: Decor Costings

Guest Speakers

Price (45 mins/1hour session and travel expenses)

Laura Whateley, Author of ‘Money: A user’s £150 guide’ Sharman, Founder of Digital Cooldown

£150

Melissa O’Neil, Personal Development mentor £150 Hayley Mulenda, International Influencer

£150

Katie Rogers, Yoga Tutor

£50 (located already within Birmingham)

Total

£650 Table 20: Guest Speakers

Other Expenses

Price

Student Ambassadors x 2

£7.20 per hour, on a whole day basis for 10 hours

Wi-Fi

Complementary included within venue costs

Welcome Gift • Notebook – Recycled Notebook – £61.95 for 100 units of notebooks, Small size (Hello Print, Unknown) • Copy of A5 double-sided schedule £17.39 for 100 units of A5 schedule, (Printed.com, Unknown) Marketing • Exhibition Display x 4

£26 each, (Digital Printing, Unknown)

Total

£327.34 Table 21: Event Expenses

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P R O D U C T I O N

P O P - U P S

Mon t h ly po p- u p e ve n t s wi l l b e p os i t i oned wi t hi n 6 U K uni v ers i t i es loca t e d w it h in po pu la t e d uni v ers i ty c i t i es . E a c h mont h wi l l c o m pr ise o f a t h e m e d w e l l b ei ng work s hop , d i ff eri ng ea c h mont h. Un ive r sit y pre m ise s w il l b e ut i l i s ed a s l oc a t i on a nd work s hop s wi l l be u n de r t a k e n by le c turers f rom ea c h uni v ers i ty. H owev er, in ca se o f il ln e ss, t h e e v ent c o-ord i na tor wi l l a l wa y s ens ure a b a ck u p le ct u re r. Al l lo ca t io n s w il l fo l lo w t he s a m e b ri ef s et ea c h mont h b y Pea ch y be fo re h a n d. No l oc a t i ona l c os ts wi l l b e und erta k en d ue to u t il isa t io n o f u n ive r si ty res ourc es â&#x20AC;&#x201C; f urni ture, l oc a t i on a nd le c t u re r s. H o w e ve r, u t il i s i ng s tud ent a m b a s s a d ors wi l l i nc ur a sm a l l fe e fo r P e a ch y. N onet hel es s , no f ee wi l l b e oc c urred b y t h e st u de n t s a s P e a ch y wi l l c ov er em p l oy ee c os ts . Ta b l e 22 h ig h l igh t s co st in vo lve d. Expenses

Price

Location

No fee due to utilising university premises

Workshop Lecturer

No fee due to utilising university lecturers within university locations

Furniture

No fee due to utilising university premises

Student Ambassadors x 1 per location

ÂŁ7.20 per hour based upon a 3-hour job

Total

ÂŁ129.60 per month Table 22: Monthly Expenses

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R E V E N U E

E - C O M M E R C E

Pea ch y’s e - co m m e rce sit e up on t he a p p a nd web s i te wi l l f unc t i on as a n a ffil ia t e , se l l in g in nov a t i v e hea l t h a nd wel l b ei ng p rod uc ts . Va r yin g br a n ds e a ch m o n t h, P ea c hy wi l l a c t a s a t hi rd -p a rty f or 1 2 in de pe n de n t br a n ds w i t hi n t he f i rs t y ea r of op era t i ng . 25% c o m m issio n fro m e a ch p rod uc t s ol d wi l l b e rev enue ob ta i ned b y P e a ch y. Th is is a ga in s t t he C os p ot ’s g ui d el i ne s ug g es t i ng t ha t t h e h e a l t h in du st ry s houl d ob ta i n c ommi s s i on ra ng i ng from 7 - 5 0 % , su gge st in g a f a i r p rop ort i on ( C op a d i s , U nk nown) . Pro du ct s w il l be a va ila ble to p urc ha s e t hroug h d i rec t l i nk on t he app t o t h e cre a t o r ’s w e b s i te. Ta b l e 23 hi g hl i g hts t he ra ng e of p ro du ct s a ffil ia t e d o ve r t he f i rs t 7 m ont hs of op era t i on, c os t i ng s an d co m m issio n . Al t h o u gh P e a ch y w il l sel l p rod uc t, a s a n a ff i l i a te P ea c hy wi l l n ot be h e ld a cco u n t a ble f or t he op era t i on of g ood s – hol d i ng g o o ds t o re fu n ds – a s t he c rea tor i s req ui red to d o s o, k eep i ng p ro du ct io n co st s lo w.

Brand

Product Range

Dirty Lemon

Price Range

Phase Month

Commission (25%)

A range of lemon beverages to £34 per case drink daily, flavoured specifically (6 pack) to assist and improve every day routines, including sleep, stress and focus

September

£8.50 per purchase

This Works

Award winning range of pillow £6 - £38 sprays, scientifically proven to develop individuals sleeping patterns as 89% utilised feel asleep faster than normal.

October

£1.50 - £9.50 per purchase

Torri Labs

Variety of herbal supplements £34 shots that form the backbone of daily (Box of 12) wellness routines with one sip, proven to balance, build and brighten

November

£8.50 per purchase

Vybes

Organic beverages that have £6 per bottle the power to improve emotional wellbeing and achieve homeostasis by incorporating 25MG hemp CBD in each bottle

December

£1.50 per bottle

Recess

Sparkling water infused with £30 per case hemp extract and adaptogens for (8 pack) balance and clarity

January

£7.50 per purchase

The Nue Co.

Supplements designed to work £30-£60 with all bodies, not against them, by incorporating supplements that set to improve energy, sleep and immunity

February

£7.50 - £15 per purchase

Anatomē

Bespoke edit of nine blended £18 per natural therapeutic oils containing 10ml bottle a blend of up to 28 therapeutic oil extracts within one single compound to support activity or rest with key blends including balance, recovery and confidence

March

£4.50 per bottle

Table 23: Affiliate Products

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R E V E N U E

T I C K E T

S A L E S

Due t o u n ive r sit y lo ca t ion, m ont hl y p op -up s wi l l s us ta i n a no fe e ba sis t o co n su m e r s. H owev er, t he two c onf erenc es op era ted d u r in g t h e u n ive r sit y ye a r wi l l s us ta i n a c os t to s tud ents to c o ve r a n y co st s a ccu m u l a ted f rom s ta g i ng t he ev ent. T he f i rs t c o n fe re n ce in Bir m in gh a m wi l l s us ta i n a c os t of ÂŁ40 p er p ers on. Tic k e t s w il l e n de a vo u r t o a t ta i n a s l ow a s p os s i b l e i n p ri c e i n orde r t o e n ga ge t h e e duc a ted women to p a rta k e. E a c h t i c k et wi l l be pu rch a se d fro m t he a p p ut i l i s i ng P a y P a l . T i c k ets wi l l b e e ma ile d t o e a ch pa r t icipa te.

0 5

R E V E N U E

C O N F E R E N C E S

To o bt a in fu r t h e r re ve nue a t P ea c hy ’s hea l t h a nd wel l b ei ng c o n fe re n ce s, gu e st spe a k er’s p rod uc t wi l l b e s ol d wi t hi n l oc a t i on. Wo r k in g t h e sa m e w a s a s P ea c hy ’s ec om m erc e s i te, P ea c hy wi l l act a s a t h ird- pa r t y fo r g ues t s p ea k ers wi t hi n t he 2 c onf erenc es p e r u n ive r sit y ye a r, t a k ing a 25% c om m i s s i on f rom ea c h p rod uc t sold. Ta ble 2 4 sh o w ca se s t he f i rs t c onf erenc es ex tra rev enue p ro du ct s, co st a n d co m m i s s i on.

Guest

Product

Price

Hayley Mulenda The ABC’s to £9.95 Student Success Book Laura Whateley

Money: A User’s £7.99 Guide - Book

Commission (25%) Amount Sold Total Revenue £2.50 (Rounded)

£62.50

£2

£50 £112.50

Total

Table 24: Extra Revenue

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L E G A L

P R I V A C Y

P O L I C Y

Acco rd in g t o Z D Ne t ’s ‘G enera t i on Z ’ rep ort, 44% of G enera t i on Z w il l pro vide t h e ir pe rs ona l d a ta i n ex c ha ng e f or a g rea ter p e r so n a l e x pe r ie n ce (ZD N et, 2019) T hi s em p ha s i s es G enera t i on Z’s se e k in g t o re ce ive a ta i l ored ex p eri enc e, whi c h P ea c hy wi l l pro po se fo r t h e a pp , c orres p ond i ng to t he G enera l Da ta Pro t e ct io n Re gu la t io n (G DP R ) . O b ta i ni ng p ers ona l i nf orm a t i on fo r spe cific pu r po se t o c rea te a p ers ona l a c c ount i n ord er to p o se a pe r so n a l ise d connec t i v i ty el em ent, P ea c hy wi l l onl y c o l le ct pe r so n a l da t a n e c es s a ry to f ul f i l p urp os e. Furt hermore, p e r so n a l da t a w il l be p roc es s ed wi t hi n a tra ns p a rent m a nner to e n su re a l l u t il ise r s o f t he a p p a re a p a rt of t he ‘ E d uc a ted Wo m e n ’ co m m u n it y, w h ere uni v ers i ty d a ta wi l l b e req ui red i n orde r t o o bt a in a sa fe e n v i ronm ent. Purch a se s fro m t ick e t s w i l l onl y ob ta i n nec es s a ry d a ta to s el l t he g o o d t o t h e co n su m e r – a d d res s a nd b a nk d eta i l s – b ut wi l l not b e st o re d fu r t h e r, u n le ss t he c ons umer s ta tes ot herwi s e.

0 5

L E G A L

T E R M S

O F

U S E

A se t o f t e r m s w il l be e x hi b i ted b etween P ea c hy a nd c ons umers u t il isin g t h e a pp fo r t h e f i rs t t i me, hi g hl i g ht i ng how t he a p p i s to b e u t il ise d a n d w h a t is n o t c l a s s i f i ed a s a c c ep ted b eha v i our. T he u t il isa t io n o f t e r m s w il l b e s i g ni f i c a nt f or t he a p p , a s c ons umes are pre se n t e d t h e o ppo rtuni ty to i ntera c t wi t h ea c h ot her a nd t hird- pa r t y br a n ds, e n suri ng a l l c ons um ers a re us i ng t he a p p appro pr ia t e ly t o a t t a in a s a f e env i ronment f or t he c om m uni ty of ‘Ed u ca t e d Wo m e n ’.

0 5

L E G A L

R A T E

O F

R E T U R N

Pea ch y’s ‘Re t u r n o f I n ve s tm ent ’ wi l l b e moni tored b y i d ent i f y i ng t he vo lu m e o f E du ca t e d Wom en d ownl oa d i ng t he c onnec t i v i ty app, in a dd it io n t o h o w m a ny b ook t i c k ets or R SV P to a t tend b o t h m o n t h ly a n d co n fe renc e ev ents . How e ve r, a n ‘A n n u a l C ommuni ty Interes t C omp a ny R ep ort ’ i s obl iga t o r y t o be co m ple t ed one y ea r a f ter t he l a unc h, d eta i l i ng p re cise ly w h a t h a s be e n a c c omp l i s hed d uri ng t he f i rs t y ea r of ope r a t in g. T h is w il l ide nt i f y t he ex tent b ot h p l a t f orm s – a p p an d e ve n t s – h a ve spe ci f i c a l l y i nv ol v ed t he ‘ E d uc a ted Women’ c o m m u n it y, w h ich w il l b e hi g hl i g hted t hroug h t he Soc i a l R a te of I n ve st m e n t (S ROI ). T hi s wi l l b e a c hi ev ed b y req ues t i ng al l co n su m e r s u t il isin g t he a p p to a ns wer a q ues t i onna i re on whe t h e r t h e a pp/ e ve n t s ha v e ei t her p os i t i v el y, neg a t i v el y or n ot d iffe re d t h e ir u n ive r s i ty a nd wel l b ei ng s i nc e eng a g ement b e ga n , in o rde r t o ga ge t he ex tent t hei r s oc i a l wel l b ei ng ha s d iffe re n t a ye a r o n w a rds.

0 6 M A R K E T I N G S T R A T E G Y

0 6

M A R K E T I N G

Sixth Form/College Visits: Focusing upon engaging the target audience early, Peachy will achieve this by visiting local sixth forms/colleges across the UK, with particular focus on all girl premises, to undertake talks upon what Peachy strives to achieve for social wellbeing. The aim is to engage prospectus students by offering reassurance of service early for when they move away from home for the first time in September.

S T R A T E G Y

Social Media: Start to obtain a countdown towards September launch, beginning to show sneak peeks of development of what both the app developer has been working upon in addition to the event co-ordinator. Continuation of posting inspirational imagery, graphic quotes and words of encouragement to continue building Peach’s brand aesthetic.

0 1

0 2

JUNE 2020

J U LY 2 0 2 0

Social Media Launch: Focus upon promoting Peachy’s brand aesthetic and values in order to engage the target consumer tribe. This will be achieved through quoted graphics obtaining important messages around wellbeing, words of encouragement and inspirational imagery regarding wellbeing.

UCAS Media: UCAS Media identify July as a good time to engage with prospect student’s due to offers starting to be accepted upon courses, in which from this time onwards new students begin looking for services to support their new lifestyles. Peachy will utilise UCAS Media by obtaining to market within a placed ad located within their newsletter, which seeks to reach over 100k students, obtaining a cost of £1000 (UCAS Media, 2018) Website Launch: The website will only obtain to feature small amounts of information upon Peachy. Although not releasing functions or features, the website will obtain to offer background upon what Peachy strives to achieve. 60

*Table 25: Marketing Timeline

Poster Placement: Further to email marketing, posters utilising QR codes will also be obtained throughout UK universities, utilising posters sent by Peachy within last month’s press pack. UCAS Media: All prospectus students will receive their firm university choices in August, in which UCAS Media state around 700k individuals will utilise the site. Such as in the same way previously in July, Peachy will obtain a placed ad located within their August newsletter, to increase Peachy’s exposure to prospectus students.

Social Media: Continuation of quotes, inspirational imagery and encouragement. Further content will be obtained featuring updates upon new blog posts upon the app, the first affiliate brand upon the shop in addition to announcement upon the first events, creating an early buzz to try and engage students within events straight away.

0 3

0 4

AUG 2020

SEPT 2020

Press Pack: Peachy will put together a detailed press pack to all universities across the UK, providing information around Peachy, highlighting what the concept offers and how this will attain to help their students. Included within this press pack will be posters which universities are encouraged to place throughout their locations once term starts within September. Social Media: Continuation of inspirational imagery, quotes and encouragement, however Peachy will begin to post sneak peaks of functions of the concept including event theme or locations, to create a hype and interest from the Educated Women.

E-marketing Campaign: The Drum highlighting the importance of not obtaining to waste time or money open printed literature during fresher’s fairs, Peachy will engage to with both new and current students utilising e-marketing, as 79% state they would like to be contacted through emails Hudson (2016). This will aim to inform the target audience of the launch of Peachy, with obtainment of direct link of both app and website to encourage immediate utilisation.

Student Lock in Events: With an attempt to interact with the educated women within student focused events away from specifically university locations, Peachy will seek to reach over 200,000 students in over 24 shopping centres across the UK (Campaign Live, 2014). Running throughout October, Peachy will place A5 postcards within shopping bags within a variety of stores including Topshop, Cas Art, Paperchase etc. Obtaining 6 designs, the cards intends to obtain a wider audience within a familiar environment, with direct QR code located for direct download.

0 5

0 6

OCT 2020

NOV 2020

Social Media: Images and videos obtained from Peachyâ&#x20AC;&#x2122;s first monthly pop-up event will be distrusted upon social platforms, in addition to continuation of quotes, encouragement and inspirational imagery with the aim to encourage the educated women to want to partake within the next pop-up or Novembers conference.

Social Media: Promote copying mechanisms, words of encouragement and inspirational imagery to participate within National Stress Awareness day, obtaining to offer specific information around stress at university and how to overcome this. Blog posts will be featured upon the app to further offer guidance.

The Drum recognises significant needs of students arise around the middle of the first time, with national dropout rate peaking in early November (Hudson, 2016). Peachy will tap into this upon socials by creating a social campaign around the up and coming wellbeing conference in November with an aim for attendance to improve their wellbeing at a time needed.

Celebrate World Kindness Day by igniting conversation upon the social platforms where the target audience are encouraged to spread kindness to other Educated Women. This will obtain to create a conversation, seeking to improve social wellbeing.

Social Media: Significant focus around the up and coming Christmas holiday season, with strong promotion of the wellbeing brand of the month located upon the app, reminding students that they can obtain to purchase presents for both themselves and family members to increase sales.

0 7

E-Marketing Campaign: A new year email will be sent out as communication to all the Educated Women, reminding them of the app, any up and coming events and information from Peachy. This is important to remind current students after a busy Christmas period. Furthermore, January endeavours a new month for intake of students for many universities across the UK, so this will obtain an important first email to engage them with Peachy.

0 8

DEC 2020

JAN 2021

E-marketing Campaign: A further email will be enclosed to all university women within December around the upcoming Christmas Holiday. The email will focus upon ensuring that during the busy period women should continue utilising the app whilst at home, emphasising the importance of continuing to build connections online and the opportunity to connect with further people within their home towns.

Social Media: Peachy will obtain to tap into the yearly trend of â&#x20AC;&#x2DC;new year new meâ&#x20AC;&#x2122; by obtaining to focus a social media campaign around the current brand sold upon the Peachy app. This aims to try to increase sales during January as all products sold upon the app all offer innovative wellbeing solutions. Furthermore, January pop-up events endeavour to be heavily promoted, highlighting the exact wellbeing benefits obtained from undertaking the workshop, offering an incentive to come and seek a free activity that obtains health benefits.

Social Media: Continuation of quotes, inspirational imagery additionally to any blog, event or shoppable information.

0 9

1 0

FEB 2021

MARCH 2021

Press Pack: A second press pack will be launched in February, just over the half way point of the university year. The new press release will obtain new information on Peachy after establishment for 6 months, identifying what has happened and how this has benefited the Educated Women. New posters will be obtained within the press pack with new marketing collateral to freshen up the brand image. The Manchester conference in March will feature heavy focus, obtaining to push ticket sales early to ensure attendance.

Social Media: Peachy will focus marketing around International Womenâ&#x20AC;&#x2122;s Day. A competition will be launched for women to be able to win tickets for the upcoming Manchester conference by encouraging users to create unique graphics on what they seek international womenâ&#x20AC;&#x2122;s day to stand for and will be posted upon social platforms utilising #Peachy. This encourages women to undertake mindful colouring, ensuring to continue to improve social wellbeing. Promote university mental health day, Friday 5th March 2020, through encouraging conversation upon the social platform around the mental health stigma.

Sixth Form/College Visits: Peachy will endeavour to begin visiting prospectus university students around the UK again. However, this time, 8 months after launch, the success of Peachy will be emphasised using imagery from events and highlighting the amount of app utilisers, to try and engage prospectus studios by highlighting a successful concept.

1 1

E-Marketing Campaign: A final year email will be sent to all students, highlighting the importance of continuing to utilise the app over the summer break to ensure online connections are sustained. This will enable Peachy to engage an audience over the summer break as no events will be obtained during this time.

1 2

APRIL 2021

M AY 2 0 2 1

Social Media: Continuous promotion of quotes, inspiration and any Peachy updates within the online shop, events and blogs.

Sixth Form/College Visits Peachy will continue to visit sixth forms/ colleges around the UK through May additionally. Social Media: Continuous promotion of quotes, inspiration and any Peachy updates within the online shop, events and blogs.

0 6

M A R K E T I N G S O C I A L

M E D I A

Inst a gr a m H o m e F e e d

C O L L A T E R A L E X A M P L E S

Q uoted G ra p hi c P os t

E ve n t P ro m o t io n P o st

Shop P romot i on P os t

0 7 F I N A N C I A L F O R E C A S T

0 7

F I N A N C I A L

F O R E C A S T

T h e fin a n cia l fo re ca s t hi g hl i g hts P ea c hy â&#x20AC;&#x2122;s ex p end i ture a nd rev enue fo r t h e fir st 1 2 m o n t h s o f o p era t i on, p roc eed i ng f rom t he d ev el op ment o f t h e a p p a n d w e bsit e (A pr il), t hroug h to t he 7t h mont h i n op era t i on ( M a rc h ) . Ta b l e â&#x20AC;&#x2122;s 2 7 a n d 2 8 h igh l igh t notes up on t he f orec a s t on p a g e 72.

Table 26: Cash Flow Forecast

Note 1

Net cash flow becomes positive in January

Note 2

Closing balance becomes positive in February

Note 3

Due to launching in September, Peachy’s income will start of steady during September and October. From November, onwards income will continue to increase from both conferences and the amount of commission obtained from products. However, it is highlighted a low revenue for December comparable to the rest. Please see table 28 for a breakdown of commission per month

Note 4

Other income incorporates extra revenue gained from the conferences undertaken in November and March, which obtains to take commission from sales of guest speakers books on a 25% basis. This doubles in March from Novemeber based upon a conference twice the size.

Note 5

Student ambassadors wage is included within both the ‘Conference Events’ and ‘Monthly Pop-ups’

Note 6

March Conference is based upon a conference twice the size of November’s, hence expenditure twice the amount within March than November

Note 7

Marketing will begin in July, as highlighted within the marketing timeline, advertising through UCAS. Furthermore, extra costs incorporate printing for both A5 double sided bags for student lock ins (September) and A4 posters incorporated in press packs delivered to universities (August and February) all purchased from Cheapest Prints Online (Cheapets Prints Online, 2019)

Note 8

Please find a detailed breakdown of each expenditure each expenditure on pages 40 to 51 and revenue on pages 52 to 55 Table 27: Notes on cash flow forecast

Month

Brand

Commission (25%)

Amount Sold

Total Income

September

Dirty Lemon

£8.50

300

£2550

October

This works

£1.50 - £9.50

600

£3300 (Average)

November

Torri Labs

£8.50

900

£7650

December

Vybes

£1.50

1200

£1800

January

Recess

£7.50

1500

£11250

February

The Nue Co.

£7.50

1800

£13500 (Average)

March

Anatomē

£4.50

2100

£9450 Table 28: Commission Sales

0 8 F U T U R E G R O W T H S T R A T E G Y

0 8

F U T U R E

G R O W T H

Ma le Ex pa n si o n If P e a ch y su cce ssfu l ly o b ta i ns to s t a r t im pro vin g t h e s oc i a l we l l be in g o f u n ive r sit y w omen wit h in t h e fir st 1 2 mont hs , t h e re is o ppo r t u n it y t o cre a te a p artn e r bu sin e ss t h a t a t tem p ts to im pro ve t h e so cia l w e l l b ei ng o f ma le u n ive r sit y st u de n t s . A l t h ou gh P e a ch y spe ci f i c a l l y re c o gn ise s t h e im po r t a nc e of so cia l w e l l be in g t o u n iv ers i ty wo m e n , m a le s a re a dd it i ona l l y su b ject t o lo n e l in e ss a t u n iv ers i ty. Ob tain in g t h e fa ce d ge n d ered p re ssu re s a n d ch a l le n ge s o f l i v i ng wit h t h e bu rde n o f ‘m anni ng u p an d de a l in g w it h it ’, m a l es re sp o n se t o lo n e l in e ss d iff ers to fe ma le s, a s t h e C o - o p F o u n d a t i on id e nt ify t h a t 5 5 % o f 1 6 - 2 4 -y ea ro ld m a le s w o r r y a bo u t bu rd eni ng o t h e r s w it h t h e ir w o r r ie s. ( C o-op F o u n da t io n ). F u rt he r m o re , m a sc ul i ni ty p re ssu re s h a ve le d t o t h e M enta l He al t h Day ide n t ifyin g men are 3 t im e s m o re l ik e ly t o ta k e t h e ir o w n l ive s, su gge st s a g rea t p ro ble m w it h h o w lo n el i nes s is ha vin g a de t r im e n t a l eff ec t u p on m a le ’s m e n t a l w e l l b ei ng (S o h r a bi- S h ir a z, 2 0 1 8 )

S T R A T E G Y

A l t houg h b us i nes s es a re a t ta i ni ng to off er s ol ut i ons to m a l e’s menta l wel l b ei ng , i nc l ud i ng A nx y M a g a z i nes rel ea s e of t hei r f i rs t ev er ‘ M a s c ul i ni ty Is s ues ’ , d el v i ng i nto p ers ona l c onv ers a t i on a round m a l e menta l i ty, t here i s not c urrent l y a n i ni t i a t i v e t ha t s p ec i f i c a l l y a i m s a t i m p rov i ng t he s oc i a l wel l b ei ng of m a l e uni v ers i ty s tud ents ( A nx y, U nk nown) . Suc h a s a wa y i n whi c h P ea c hy wa s t he f i rs t l onel i nes s p rev ent i on s tra teg y f or uni v ers i ty women, t he new c onc ep t to b e i ntrod uc ed i n Sep tem b er 2021 wi l l b e t he f i rs t up on t he m a rk et f or uni v ers i ty ma l es . Inc orp ora t i ng d i ff erent met hod s to ens ure eng a g em ent f or ma l es , t he b us i nes s wi l l s ol el y ut i l i s e ev ents to i m p rov e s oc i a l wel l b ei ng , a s a s tud y b y t he U ni v ers i ty of O x f ord i d ent i f i es t ha t m en b ond b et ter t hroug h f a c e to f a c e c onta c t a nd a c t i v i t i es ( G l a nc y, 2019) . T hi s c oul d b e a c hi ev ed ut i l i s i ng p op -up s twi c e p er m ont h t ha t a t ta i n i m p orta nc e ut i l i s i ng work s hop s t ha t off er c op y i ng mec ha ni s ms t ha t res i d e wi t h ma l e’s l onel i nes s .

P op-up L o ca t i o n Ex pa nsi o n A d d it io n a l ly t o e x pa n sion to a male co n ce pt , if P e a ch y p rov i d es to be su cce ssfu l t o t h e ta rg et au d ie n ce o f E du ca t e d Wom en, t h e re is a n o ppo r t u n it y t o ex p a nd t h e ir po p- u p lo ca t io n s. W hi l s t o p er a t in g w it h in 6 u n iv ers i t i es lo ca t e d, t h e re a re cu r re n t l y ov er 1 3 0 u n ive r sit ie s lo ca t e d a c ros s t h e co u n t r y. Th is su gge st s t ha t, al t h o u gh po pu la t e d u ni v ers i ty cit i e s a re o pe r a t e d wi t hi n, a la rge m a r k e t o f E d uc a ted Wom e n is be in g m isse d w i t h t he mon t h ly e ve n t s, n o t prov i d i ng e ac h w o m a n t h e fu l l o ppo rtuni ty to re ga in so cia l w e l l b ei ng . If pro ve n su cce ssfu l w i t h t he cu rre n t m a r k e t e d st u de n t s , t here is a n o ppo r t u n it y t o re lo c a te to ad d it io n a l lo ca t io n s inc l ud i ng No t t in gh a m a n d L e ice s ter to fu rt h e r h e lp a id so cia l w el l b ei ng o f as m a n y E du ca t e d Wo men a s p ossible .

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