Business Case - Healthy Period by Natassja Addeo

BUSINESS CASE HEALTHY PERIOD A PILOT PROGRAM

Prepared by Natassja Addeo Project 2 Business Case March 2021

EXECUTIVE SUMMARY The Healthy Period Pilot Program will connect low income, homeless and marginalized people who menstruate with period products. Consumers who purchase period products will have an option to choose a buy-one-give-one product when they are shopping in the grocery store or big box store. In turn, the product that they purchase will provide a period product to someone in need. Through research and survey insights, the most used brands of period products were Always and Tampax, sister companies by Proctor and Gamble. The goal of this project would be to connect with Always and Tampax, and rebrand an existing product to reflect the Healthy Period Pilot Programs’ Buy One Give One (BOGO) initiative. To increase revenue streams, consumers can register for monthly subscription boxes that will bring menstrual products to your door. To give low income people access to these products, the Healthy Period Pilot Program will develop five test sites around the city of Toronto to provide period products to low income in the form of a vending machine. The vending machines would be located in sites that people are already frequenting, which include pharmacies and grocery stores. To ensure that homeless and low income people are assisted, vending machines will also be located at shelters and foodbanks. Vending machines will be outfitted with touch screens and a digital display to create-your-own period pack, and choose their own products. It is important for people who menstruate to feel independent, and have ownership over their menstrual cycles. During COVID 19, delivery of subscription boxes and the use of vending machines are essentially contactless. When COVID 19 is not as prevalent these structures can still remain.

BUSINESS OVERVIEW BACKGROUND DESCRIPTION Students, low-income and homeless women and girls, transgender and nonbinary individuals, and low income families can be affected by a silent form of poverty: period poverty. For many people a box of pads or tampons is very expensive, and they resort to using the same products for a longer length of time, toilet paper, socks, anything they have available to them and it is not healthy because this can cause toxic shock syndrome or urinary tract infections. BUSINESS PROBLEM 17% of people who menstruate in Canada experience period poverty and need ways to access menstrual products because they have made difficult financial decisions between purchasing period products and essential items. BUSINESS GOAL The business goal is to create a Buy-One-Give-One initiative for purchasers of period products. By purchasing a box of tampons or pads, it would pay it forward and supply period products to someone in need. Homeless, lowincome, and marginalized people who menstruate also have the problem of accessing period products. Shelters sometimes do not have enough supply of period products for people who menstruate. The Healthy Period Pilot Program is an organization that would be created to provide access points for free period products across the city of Toronto in the form of five vending machines. Access points would be across the city at grocery stores, pharmacies where people already frequent, and food banks and shelters to continue to target low income and homeless people who menstruate. BUSINESS BENEFITS Benefits of the Buy-One-Give-One component provides awareness of period poverty to the average consumer by bringing it to their attention when they are purchasing their own products. It is important to create access points for low-income people who menstruate across the city, and allow them to have ownership over their menstrual cycle.

KEY PERFORMANCE INDICATORS BUY-ONE-GIVE-ONE MODEL Transfer existing sales of Always and Tampax products to Buy-One-Give-One model of similar product lines. To increase sales of subscription boxes as secondary revenue stream every quarter. To develop a new customer basis for subscription boxes and big-box-store purchasers. ACCESS THROUGH VENDING MACHINE Recruiting volunteers for outreach programs to advise potential users of our services, and increase users over time, review monthly. To measure success of this project, the increase of access to period products is important, and pilot sites would increase from 5 vending machine sites to 20 sites over 12 months. To increase the number of products supplied to low income, homeless and marginalized people who menstruate.

MARKETPLACE OPPORTUNITIES COMPETITIVE ANALYSIS

WOMEN’S COLLEGE HOSPITAL (WCH) PERIOD PURSE

PERIOD PURSE

PERIOD PACKS

STRATEGY/ POSITIONING

Around International Women’s Day, the WCH operates an initiative to donate period products to those in need, only once a year. WCH is a world leader in health for Women.

Non-Profit organization based in Toronto ON that is the first Canadian registered charity to deal with menstrual equity.

Non-Profit organization ensuring that Ottawa ON community members have access to period products, advocating for policy reform.

OPERATIONS

Teaching hospital and ambulatory care in downtown Toronto. WCH has 661 full time, and 318 part-time employees. WCH Foundation has raised funds for the hospital, research initiatives and outreach programs.

Headquarters in Etobicoke, where they accept donations and pack for local shelters. There are chapters across Ontario, some provinces with goals to expand across Canada. They employ 11 staff, and have volunteers.

450 community members accessing products per month, 19 community partnerstheir process is to pack 8 pads and 6 tampons into their period pack, and distribute to their community partners.

CAPABILITIES / FEATURES

Focus on women’s health and wellness, with local reach to universities and hospital networks in Toronto. Various care programs to keep people out of hospitals. Some programs include a breast center, cardiology, obstetrics, mental health and wellness.

Period Purse focuses on Outreach, Education and Advocacy. 49,870 healthy periods were give, and they have empowered 27 schools. They want to achieve menstrual equity and reduce the stigma surrounding periods.

89,068 products donated within the Ottawa community, 30,700 products donated during COVID 19. Their process is to pack 8 pads and 6 tampons into their period pack, and distribute to their community partners.

Esteemed healthcare center is central in downtown Toronto, has a wide reach and network between other Toronto hospitals.

A growing following on social media, empowerment through schools to educate kids and teens, various initiatives to provide period products have positive response from communities.

A growing following on social media, various donation locations in Ottawa has positive community involvement.

MARKET PROSPECTS

In recent years there has been an expansion of period products, there are more brands dominating the aisles, and more diverse product types with different ingredients, and materials being used. More and more people are opting for reusable and sustainable options for period products like menstrual cups, cloth pads, and period underwear More people are purchasing their period products through ecommerce platforms rather than pharmacies, grocery stores, big box stores etc. Some popular brands like Always and Kotex have donated period products to foodbanks and charities that help connect low income people with period products, but more can be done within local communities.

CUSTOMER PERCEPTIONS

MARKETPLACE OPPORTUNITIES SWOT ANALYSIS

STRENGTHS

BUY-ONE-GIVEONE STRATEGY

-Providing opportunities for consumers to purchase a product and donate to someone in need -Spread awareness of period poverty -Creating partnerships with existing brands provides people with familiarity

-Providing people with period products that cannot afford to purchase them

ACCESS BY VENDING MACHINE

- Relieve the burden of purchasing products on low income, homeless and marginalized people - Creating access around the city of Toronto as a pilot program- can be used in other cities or rural areas

WEAKNESSES

OPPORTUNITIES

-People’s willingness to change their choice of period product, as people are creatures of habit – loyalty to other brands

Providing people with choice of products by using an existing product line from Always + Tampax including pads, liners, diva cup

-People are skeptical of buyone-give-one models based on other charities (the goal is to be transparent and make this model clear in packaging, messaging, advertising)

-Creating subscription boxes to eliminate going to the store, coming in a week before your expected cycle - No mainstream, widely available period product company offers Buy-One-Give-One

- Messaging- how to make sure that people in need will accept the period products - Vending machine interface, ensure that it is physically accessible for all to use, ensure display heights are adjustable from seated to standing positions

- Creating access points around the city for low income people who menstruate -Ensure access points are in places that people are already frequenting, do not cause them to go out of their way - Creating period packs- customize what products you want to use allows people who menstruate to take ownership over their cycles and feel independent

THREATS

-Competitive local organizations -Competitive market for period products, people purchasing what is on sale or purchasing quality products- change attitudes towards product -Emerging ecommerce brands, purchasing from mega online retailers like Amazon

-People in need that will not accept the product that Healthy Period is offering -Login and security, theft - Making sure that people do not abuse the systempeople taking products when they do not qualify for free menstrual products

MARKETPLACE OPPORTUNITIES PEST ANALYSIS

POLITICAL

- On July 1, 2015 the Canadian Federal Government removed GST tax on all sanitary products, as the Canadian government recognized that it is an essential item - Scotland was the first country to allow free and universal access to pads and tampons in public facilities including universities and schools

ECONOMIC

-It is estimated that Canadian menstruators spend up to $6000 in their lifetime on hygiene products -People in Canadian rural communities can spend double on the same products - 1 in 4 Canadian women have had to make difficult decisions between purchasing food and period products

SOCIOLOGICAL

TECHNOLOGICAL

-Periods still come with stigma in 2021, and people still have trouble asking for help if they are in need of menstrual products

-New innovations in period products have come to market- the standard include pads, tampons, menstrual cup and washable/ reusable period underwear and pads

-68% of women in Canada felt their period prevented from participating in an activity -55% of Canadian woman have missed school, work because of their period

- Developments in smart period products like Livia, which sends pulses to your brain to lessen period cramping, or Looncup, a smart menstrual cup that measures your menstrual cycle and connects to your phone via Bluetooth

MARKETPLACE OPPORTUNITIES POSITIONING Creating a positioning strategy based on period product brands, their accessibility in the market and their product portfolio. Always and Tampax and sister companies from Proctor and Gamble.

ABUNDANT PRODUCT PORTFOLIO 5

HARD TO

FIND

-5

EASILY

ACCESSIBLE

Store Brand Ex: Walmart Equate

-5

LIMITED PRODUCT PORTFOLIO

AVAILABILITY Grocery Stores, big-box stores, convenience stores PRODUCT PORTFOLIO Liners, pads, tampons

AVAILABILITY Grocery stores, big-box stores, convenience stores PRODUCT PORTFOLIO Liners, pads, incontinence underwear/pads

AVAILABILITY Grocery stores, big-box stores, convenience stores PRODUCT PORTFOLIO Tampons, menstrual cups, organic liners

AVAILABILITY Grocery stores, big-box stores, PRODUCT PORTFOLIO Focus on menstrual cup, cleaning solution, accessories

AVAILABILITY Grocery stores, big-box stores, PRODUCT PORTFOLIO Tampons only

AVAILABILITY Online Ecommerce PRODUCT PORTFOLIO Washable period underwear, apparel

MARKETPLACE OPPORTUNITIES PRICING Creating a pricing strategy based on Always and Tampax products to determine which line would be ideal to convert to a BOGO option. It was determined that the Tampax Pearl and Always Ultra Thin would be ideal to convert to a Buy One Give One because these products are affordable, easy to use and have positive customer reviews on online platforms. MOST FAVOURABLE 5

$$$

LEAST FAVOURABLE 1. Always Ultra Thin

2. Always Infinity Flexfoam

3. Always Maxi

22 Pads at $3.99 CAD

22 Pads at $8.98 CAD

24 Pads at $3.39 CAD

4. Tampax Cardboard Regular

5. Tampax Pearl

6. Tampax Radiant

7. Tampax Menstrual Cup

20 Pads at $5.29 CAD

18 Pads at $4.98 CAD

16 Pads at $5.49 CAD

1 cup at $39.97 CAD

MARKETPLACE OPPORTUNITIES BLUE OCEAN STRATEGY The Period Purse is a local non-profit organization in Toronto. They accept donations of period products, and provide them to people in need. The Period Purse advocates and educates local schools, they accept volunteer opportunities, and have period packing events. Healthy Period would build on their model by creating partnerships with mainstream menstrual product brands, like Always and Tampax and creating a Buy-One-Give-One model. Subscription boxes would create an additional revenue stream that would help fund the vending machine access points. .

Period Purse

Healthy Period

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BUSINESS MODEL KEY PARTNERS What are your key partners to get competitive advantage? Buy-One-GiveOne -Middle to higher income people who menstruate -Always + Tampax - Period product brand partnership -Big box stores, pharmacies, carriers of period products -Marketing -Freelance designers Healthy Period Pilot Program -Low income, homeless, marginalized people who menstruate -General public for donations -Shelters -Food banks -City of Toronto -Staff -Volunteers

KEY ACTIVITIES What are the key steps to move ahead to your customers?

VALUE PROPOSITIONS How will you make your customers' life happier?

CUSTOMER RELATIONSHIPS How often will you interact with your customers?

Buy-One-GiveOne -BOGO initiative -Connecting through subscriptions

Buy-One-GiveOne -Providing healthy periods to people who menstruate that cannot otherwise afford it

Buy-One-GiveOne -Social Media -Packaging and displays in stores -Ad/Brand campaign -Subscriptions

Healthy Period Pilot Program -Providing healthy periods through increased access to period products

KEY RESOURCES What resources do you need to make your idea work?

Healthy Period Pilot Program -Connecting people who menstruate to period productsletting them choose products they use -Access is keyprovide vending machines in discrete locations, discrete ways of getting the products in discrete packaging

Buy-One-GiveOne -Brand partnership -Stores to carry product Healthy Period Pilot Program -Space for vending machines -Low income people who menstruate -Donors, volunteers, staff, freelancers

Healthy Period Pilot Program -Outreach -Homeless shelters -Foodbanks -Toronto community housing -Events

CHANNELS How are you going to reach your customers?

CUSTOMER SEGMENTS Who are your customers? Describe your target audience in a couple of words. Buy-One-GiveOne -Middle to higher income people who menstruate Healthy Period Pilot Program -Low income, homeless, marginalized people who menstruate -People donating supplies -People donating funds -Advocates -Shelters, food banks, funded housing -Educators, schools

Buy-One-GiveOne -Social Media -Subscriptions Healthy Period Pilot Program -Outreach -Homeless shelters, food banks, funded housing -Vending Machine -Advocacy, education

COST STRUCTURE How much are you planning to spend on the product development and marketing for a certain period?

REVENUE STREAMS How much are you planning to earn in a certain period? Compare your costs and revenues.

-Volunteer work – no cost, Staff salaries -Freelance designers, organization admin staff -Vending machine: Manufacturer, freelance designer, production, installation, maintenance, space rental -Always + Tampax Brand Partnership -Packaging production of BOGO/stickers -Subscription box, Freelance Designer, production, postage

-BOGO period products -Subscription boxes -Government grants -Donations -Events, fundraisers, auctions -Local sponsorships

TIMELINE

The following is a timeline beginning on January 12, 2021, and ending on April 26, 2021. .

COSTS

The following are costs that will be associated with the onboarding of the Healthy Period Pilot Program and organization. . ORGANIZATION

Utilities Internet, Phone Building – Rent Equipment Additional costs

ORGANIZATION STAFF SALARIES

Director Administrative Assistant Volunteers Freelance Marketing Freelance Designers Legal and accounting

VENDING MACHINE

Freelance Designers Manufacturing Production Installation Maintenance Space Rental

SUBSCRIPTION BOXES

Freelance designers Production Packing Postage

BUY-0NE-GIVE-ONE

Brand partnership Freelance Designers Package production

CASH FLOW PROJECTIONS Estimated Cash Flow Projections March 2021 – February 2022

THE CONCEPT USER PERSONAS

ELENA

JENNY Nurse at busy Toronto hospital

CARLA College Student

MANDY General Labourer

DESCRIPTION / USER STORY Early forties, married with child in Toronto, income around $100k/ year, combined household income of $190k/year

DESCRIPTION / USER STORY Late twenties, single, living with one roommate in Toronto, income $55k/year

DESCRIPTION / USER STORY 19, single, lives with roommates in Toronto, income $15k/year

DESCRIPTION / USER STORY Mid thirties, single mother, living with one child in Scarborough, income $20k/year

KEY CHARACTERISTICS - Purchases period products from big box store, likes to purchase period products based on quality and comfort - Purchases monthly as she needs them, purchases more than one type of product at a time (ie: pad, tampon, liner)

KEY CHARACTERISTICS - Purchases period products from downtown grocery store, likes to purchase products when on sale, sometimes in bulk - Not particular about the products that she uses, choice based on price, and only purchases pads

KEY CHARACTERISTICS -Purchases period products when she can afford them Parents supply period products when she is low in stock, usually purchase in bulk from big-box-store

KEY CHARACTERISTICS Purchases period products when she can afford them from big box store, but when she cannot she will try to use the best substitution possible

Creative Director in Advertising

GOALS 1. Purchase products that I am comfortable using, working for my body. 2. Purchasing an ethical product. FRUSTRATIONS 1. Using products that are safe for me to use, tampons can cause toxic shock syndrome, and sometimes plastic applicators are unsafe. 2. Currently products don’t feel like there is a social or ethical cause behind period product brands.

GOALS 1.Purchase period products that fit within my budget, a good deal or on sale. 2.Purchase products that work for my body and flow. FRUSTRATIONS 1.Period products tend to be expensive- are there hidden costs if purchasing BOGO product? Embarrassment of walking down the period product aisle, and bringing it to the cash register.

GOALS 1.Access period products without borrowing products from parents or roommates. 2.Create a budget where she could incorporate her monthly period needs. FRUSTRATIONS 1.Nowhere affordable in downtown Toronto to purchase period products. 2.Does not feel independent enough, and wants to take care of her own hygiene needs; she does not know how to maintain a budget Can’t find a big box store to purchase period products that make sense financially

GOALS 1.To always being able to provide for her family, which could mean putting her own needs aside 2.Would like to get to a stage in her life when she can afford to purchase products every cycle without stress FRUSTRATIONS 1.Period products are too expensive for her right now Her budget is unstable because she relies of varying contract lengths; she is unsure of how much money she can allot for period products monthly

THE CONCEPT BUY-ONE-GIVE-ONE CONSUMER JOURNEY MAP

AWARENESS

ACTIONS What do the customers do?

TOUCHPOINT What part of the service do they interact with?

CUSTOMER THOUGHT What is the customer thinking?

Walking through period product aisle at store

Speaking to friends about products

Social Media Marketing/ Advertising

POS display & packaging

Social Media

CONSIDERATION

Browse Ecommerce or Healthy Period Pilot Program

Research Healthy Period Pilot Program

Landing page, search bar, product and about page

Healthy Period website Partnership info

Healthy Period website Partnership info Interested in eye-catching display

Social media ad, click on page, interest in BOGO

All info on Healthy Period website, product info, BOGO

Company is transparent about their process + partnership

PURCHASE

Select products in store

Select products on ecommerce website

ONBOARDING

ADVOCACY

Uses products

Repeat customer subscription box or in store purchase

Share with friends

Store > POS display> Cashier

Search for product> Select> add to cart

This is accessible in store and online!

Customer review

I enjoyed this service, I will pass on my own review

CUSTOMER FEELING What is the customer feeling?

PAIN POINTS

OPPORTUNITI ES

Too much info can be overwhelming

Keep all info on one platform, not multiple websites

Walking through period product aisle carrying product through store

Neutral colour palette- less obvious of period product

Not seeing the value of the cause

THE CONCEPT BUY-ONE-GIVE-ONE CONSUMER JOURNEY MAP

AWARENESS

ACTIONS What do the customers do?

TOUCHPOINT What part of the service do they interact with?

CUSTOMER THOUGHT What is the customer thinking?

CONSIDERATION

Grocery store, pharmacy, foodbank, shelter

Connect wit school guidance counsellor

Info on Healthy Period Website

Vending Machine

Choose your own product combination

Vending Machine

I can donate to this cause What is this vending machine for?

I can benefit from this cause

CUSTOMER FEELING What is the customer feeling?

PAIN POINTS

OPPORTUNITI ES

ONBOARDING

Access to free products

Connect with local shelter/ foodbank

See vending machine

PURCHASE

Makes sure info is easily accessible to all

Consider registration online or at libraries, shelters, foodbanks

Periods are not one size fits all

Build your own period pack option at machine

Tries products, uses service again

ADVOCACY

Spread messaging, tell others to use machine

Customer review

THE CONCEPT BUY-ONE-GIVE-ONE CONSUMER EMPATHY MAP

1. WHO are we empathizing with? -Middle to high income people who menstruate -People that are in the position that they can afford to purchase period products on a monthly basis Create revenue to support Healthy Period Program, and provide products to those in need

6. What do they HEAR? -‘I am looking to buy products that are ethical’ -‘Have you tried any new period products?’ -‘What brands have you been using on your cycle?’ ‘I keep thinking that I would love to get involved with a cause that works with this issue’

2.What do they need to DO? -Change their consumer habits and make a switch to choose the BOGO option -Consumer can register for updates to see how many people were helped through this program Become aware of period poverty through this initiative

7. What do they THINK and FEEL? PAINS -Purchasing products from companies that are unethical -Using period products that are safe to use -Period products tend to be expensive- are there hidden costs if purchasing BOGO product? -Embarrassment of walking down the period product aisle, and bringing it to the cash register

3. What do they SEE? -Mainstream period products in pharmacies, box stores do not have any BOGO offers -People purchase period products monthly, but are sometimes unaware of period poverty - Ecommerce subscription boxes do not offer BOGO

GAINS -Using existing product lines will help people choose familiar products -Subscription boxes would take burden off of people that have little time to purchase products -Coupon offers in period products could be used on next purchase to incentivize people to purchase again Positive social impact of BOGO

5.What do they DO? -Currently people are purchasing period products online, in pharmacies, grocery stores, big box stores - People are creatures of habit and usually purchase products that they are comfortable with

4. What do they SAY? -I would like to purchase products that represent an ethical charity’ -‘I would like to know what happens after I purchase my period products’ -‘I would like this purchase to remain in my budget’ ‘I want a convenient way of purchasing my period products’

THE CONCEPT VENDING MACHINE USER EMPATHY MAP

1. WHO are we empathizing with? -Low income, homeless, low-income, and marginalized people who menstruate -The above mentioned cannot afford to purchase period products - They need period products to be accessible to them by eliminating the cost and having access points around the city

2.What do they need to DO? -They have to make tough decisions between essentials like food, living expenses and menstrual products -Connect with Healthy Period organization to register and gain access to free period products

6. What do they HEAR?

7. What do they THINK and FEEL?

3. What do they SEE?

-‘Where are you finding affordable products?’ -‘Do you need help this month buying your period products?’ - ‘Do you know of any resources to get free products this month?’

PAINS -People want independence to choose and afford period products -People that do not have consistent incomes can’t plan for every cycle Affordable options in downtown areas are limited

- Menstrual products are out of reach for low income and homeless people who menstruate- the two main problems being cost and access

GAINS -Access points around the city that are easy to get to Choosing your own products provides ownership over your cycle

4. What do they SAY?

5.What do they DO? -Do not go to work or school or participate in social activities if they have their period because they do not have products to use Using the same products for a longer period of time, or items like newspaper, socks, toilet paper, dirty clothes can cause infection

-‘Menstrual products are out of reach for me’ -‘I have a hard time fitting period products into my budget’ -‘I put my family’s needs before my own’ -‘Menstrual products are too expensive’ ‘I do not have a reliable income to plan for my period cycles’

THE CONCEPT PROTOTYPING The following are ideations of packaging design, and the vending machine design. The packaging reflects the new Always Ultra Thin packaging reimagined as a Buy-One-Give-One solution. The vending machine pictured would be located in 5 locations across the city to start, and become widespread as the years progress. The digital display will allow the user to create their own period pack, and it will be dispensed out of the bottom ‘push’ door.

BUY-ONE-GIVE-ONE PACKAGING PROTOTYPE Using the existing logo, and updating the packaging to be neutral and atypical of period product packaging Size information BOGO Messaging

Organization

VENDING MACHINE PROTOTYPE

Organization, maintain similar branding to BOGO packaging

LED screen reachable from seated position- can be used to register and retrieve the period pack

Product dispensed here

APPENDIX SURVEY RESULTS AND INSIGHTS 40 Participants completed the survey based on consumer habits of purchasing period products.