Organi Kit
Toolkit for startup in organic food business
Chatsuree Isariyasereekul | SCAD Design Management | DMGT 748 Final Project | Professor Tom Hardy
Design Management Definition Design Management integrates research, design thinking, and creative strategy to problem solve and innovate, while focusing on multidisciplinary team work and collaboration (Sun, Williams & Evans, 2011). Design Management fosters ideas, links data to solutions, and creates value output for individuals and businesses.
Organi Kit Figure 1. OrganiKit Logo. Author’s image.
OrganiKit is a toolkit that helps to identify problems and understand customers in order to develop a sustainable business strategy that leads to increasing organic consumption. This toolkit consists of a guidebook, workbook, index cards, post-it notes, and sharpies.
Chatsuree Isariyasereekul M.A. Design Management Candidate SCAD | Winter 2016 Final Project submitted to the faculty of the Design Management Program at the Savannah College of Art and Design on March 15, 2016, in partial fulfillment of the requirements for the degree of Master of Arts in Design Management.
Figure 2. Photo of the author. David Londono Brinez
Abstract As the organic food industry is in a growing stage in Thailand, and this increases the number of startup businesses in this industry. However, there are a lot of startups who have budgetary challenges, which is the hardest problem that they have to overcome. Budgetary challenges constrain their creativity in design, marketing, management, the entire business system and its process. OrganiKit was a study of the organic food industry in Thailand for startup businesses who have limited budgets in order to understand what are the reasons of organic consumption and what constrains them from consuming organically. This study provided the process of creating business in organic food from: identify problems, understand customers, get insights, find opportunity, create ideas, build prototype, validation, refine for improvement, to implementation, with a workbook that has tools and framework to assist startups to generate ideas.
Dedications I dedicate this project: To my family who is always beside me as a guardian, and teaches me how to explore, embrace, and appreciate this beautiful world. To my auntie, Panida, without her support and encouragement, I wouldn’t be who I am today. Thank you for giving me opportunities in every step of my life. To my friends who give me support, advice, laughter, and smiles everyday.
Acknowledgements It is a pleasure to thank you people who helped me to complete this project: To my SCAD professors who inspired me along the way with their wonderful advice. To my classmates and friends for multi-cultural experiences and suggestions. They inspired me to think differently in positive and creative ways. To my participants, without them my project wouldn’t be completed.
Table of Contents Abstract
5
Dedication
6
Acknowledgement Project Framing
7 7
Subject of Study 10 Problem Statement 10 Target Audiences 11 Purpose of Study 11 Scope of Study 12 Significant of Study 12
Project Positioning
13
Research Planning & Synthesis
Research Space 36 Research Methodology 37 Main Research Question 38 Sub Research Questions 39 Research Question Matrix 40 Research Protocols 41 Data Collection Methods 42 Interviewees 43 Respondents 44 Insights from Interviews and Questionaires 45 Open Online Survey Findings 46 Observation Findings 47 Personas 48 Summary of Insights 52 Research Finding at a Glance Map 53
Opportunity Statement 14 Industry Analysis 15 - Organic food problems list in Thailand
- SWOT Analysis: Organic industry in Thailand
- Blue Ocean Strategy: What drive organic market?
Positioning 19 - Collaborative Research
- Collaborative Analysis
- Competitor Research & Analysis
- 2x2: Where do people organic shopping?
- 2x2: What kinds of organic food products in the market?
ZAG Steps 31 Value Proposition 33 Onliness Statement 34
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Design Opportunity & Criteria
54
Opportunities for Design 55 Design Criteria 58 Project Reframe 59 Revised Main Research Question 60
Prototype Development & Testing
61
Ideation from Insights 62 Ideas 63 Concept Developing Process 64 Concept vs Opportunity 65 Exploration of Diverse Concepts 66 - Organic in a Box
- Education Mobility: The Organic Tuk Tuk - Finding (Organic) Hidden Info
Chosen Concept & Concept Development
72
Final Deliverable
Final Deliverable: OrganiKit
- Guidebook
- Workbook
- Website
- Packaging Design
73 74
Validation Plan 80 Business Model Canvas 81 SWOT Analysis: OrganiKit 82 Implementation Plan 83 OrganiKit Launch 84 Marketing Mix (4Ps) 85
Conclusion & Recommendation
86
Conclusion 87 Recommendations 88
References
89
Annotated Bibliography 90 List of Figures 92 List of Tables 92
Appendix
94
Appendix A: Timeline 94 Appendix B: Signed Consent Forms 96 Appendix C: Protocols 98 Appendix D: Transcriptions 104 Appendix E: Final Design to Market 108 Appendix F: Working Wall 169
Project Framing
Subject of Study The structure of existing the marketing strategy does not support the sustainable growth of limited budget startup businesses in the realm of the organic food industry.
Problem Statement When starting a business with a limited budget, the budget is the most crucial thing that these startups have to overcome. Unpredictable financial problems are the main problem that tend to make them to fail quickly (Mahdavi Mazdeh, M., Moradi, K., & Mahdavi Mazdeh, H. 2011). Many businesses tend to collapse very easily because of limits on their budget. These limitations are harder in the startup stage. They constrain creative design, marketing, management, the entire business system and its process. In particular, businesses in the organic food industry must find ways to grow their profits despite these budgetary challenges.
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Target Audiences The target audience for this project will be two groups who dealt with budget issues: Group 1: Startups The primary target audience was the startups who sought a new opportunity for business under the condition of financial limitations. Group 2 : Customers The secondary target audience was the customers who lacked organic food knowledge and awareness, which led to not buying organic food products..
Purpose of Study The focus of this project was to frame the possibilities for applying design management methods to gain more understanding in the organic food industry in Thailand to develop a marketing strategy for limited budget startups that is based on user-centered design.
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Scope of Study The scope of this work was completed within 10 weeks from January 6 to March 15, 2016. The primary and secondary research was conducted in Savannah, Georgia. There was some data collection from Thailand, such as surveys and interviews that were translated into English. The project was focus on small and medium sized startups in the organic food industry that have financial limitations. The scope of this work was not focused on any other industry besides the organic food industry. Also, it was not focused on established businesses, but startups.
Significance of Study This project represents the culmination of my studies of how design management solves complex problems through design thinking, and how design management assists the creation of innovation to solve problems. Since the organic food industry is becoming a popular trend in Thailand, this project allows me to explore and gain deeper understanding of this industry as well as its business. Also, this project has strengthened my contextual research skills and created designs that are based on user-centered principles.
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Project Positioning
Opportunity Statement An opportunity existed to conduct research in the organic food industry in Thailand because the business is in a growing stage (Mateechaipong, C., 2011). This growth leads to the increasing number of startups in this business. After researching, a major problem is that Thais have a misconception and misunderstanding of organic food and its process, which is slowing down the organic food market. There is an opportunity to increase organic consumers through education by developing the existing marketing strategy for startups with a limited budget to market sustainably with the utilization of innovative thinking in design management methods.
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Industry Analysis To be able to understand the organic food industry deeply, research and analysis with three frameworks—Problems List, SWOT Analysis, and Blue Ocean Strategy—were used to comprehend and clarify this industry: Organic Food Problems list in Thailand, a summary of problems from secondary and primary research was used to see the overall picture of problems and how are they connected. SWOT Analysis was used to define the organic food industry in Thailand, and find the opportunities in this business. Blue Ocean Strategy was used to map a current marketing in organic food business from the angle of organic customer and organic producer, and then compared with the nonorganic food business. In this way, the researcher could map an opportunity space that matched the research.
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Industry Analysis | Organic Food Problems list in Thailand Production
Retailer (Market Place)
Consumer
- high cost in production
- fewer number of organic shops and
- misunderstanding of organic food facts
- high cost in supplier
restaurants
- higher price (few people can afford it)
- high cost in fair-trade, welfare
- a lot of “healthy food” that is an
- limited product selection
- lack of knowleadge in organic food in
alternative of organic food
- Megan Hopton
farmers
Organic Policy
- no standard and standard levels - no policy on non-organic food labels that
Politics
- frequent shifts of power in government
Economics
- weak economics - recession
uses “organic” to increase value
Figure 3. Organic food problem list in Thailand. Author’s image.
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Industry Analysis | SWOT Analysis | Organic Industry in Thailand
Location for farming
Certification/ Standard level
Practices
Higher price
Farmers
Organic knowledge (farmers & customers) Accessibility (retailer locations) Organic fruits & vegetables apperance Shorter expiration date of fresh fruits & vegetables Higher supplier costs for organic & fair-trade prices Organic food is consumed by small groups of people Ugly appearance of organic foods’ shape
S
W
O
T
A lot of land can be turned into organic farms
Policy (changes in government regulation on organic food)
Educate people more about organic benefits
Overuse of “organic” on non-organic food products
Educate farmers on how to do organic farming
More costs on packaging design & materials to make it more exclusive
Create organic community Create an awareness of organic benefits Fewer competitors Organic food restaurants and shops (create new brand identity)
Economics (recession & weak economies) Politics (changes in government hand power) Many alternatives to healthy foods (non-toxic vegetables, etc.)
Partnerhip with local farms/ farmers
Figure 4. SWOT Analysis for Organic industry in Thailand. Author’s image.
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Industry Analysis | Blue Ocean Strategy | What drives the organic market? 5 5
4 4
3 3
2 2
1 1
0 0
ice Pr e ic Pr
y lit ua ty Q ali u Q
non-organic consumer non-organic consumer
e dg le ge w o d Kn wle o Kn
ty rie y a t t V ie uc Var d o t Pr duc o Pr
organic consumer organic consumer
s. Ad . s Ad
n io at n c o o i r L at ile Loc a t r Re aile t Re
organic producer organic producer
n tio za on i d i ar zat nd rdi a St nda a St
what can be what can be
Figure 5. Blue ocean strategy of What drives the organic market? Author’s image.
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Positioning | Collaborative Research Organic Farms in Thailand
Harmony Farm Life is a certified organic farm that received 5 different certificates from 5 Institutions: USDA Certificate, International Certificate for Organic Agriculture from IFOAM, EURO Certificate for Organic Agriculture, Canadian Certificate for Organic Agriculture, and Organic Thailand Certificate. Moreover, they have a shop and restaurant in Bangkok called “Sustaina”.
Raitong Organics Farm is a certified organic farm—Organic ACT, IFOAM accredited—that supports farmers and the community since 2007. They encourage and educate non-certified organic farmers to become organic.
Grand Organic is a certified organic farm— Organic ACT, IFOAM accredited—that has variety of fruits, vegetables, and herbs.
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Adams Organic Farm is a certified organic farm—EU, Japanese Agriculture Standard (JAS), USDA—that is available at he highend supermarkets. They’re also have organic vegetables and fruit home delivery and pick up services available.
Green Smile Organic Farm is a certified organic farm—Organic ACT, IFOAM accredited—that provides a wide range of vegetables for salads. They have their own organic store open only in harvest season. At the shop, they also have fresh pastries and other food products that are made from their organic products.
Thai Organic Farm (Rai Pluk Rak) is a small certified organic farm—Organic ACT, IFOAM accredited—that is available at five major supermarket branches in Bangkok. They also serve their organic food products at their own restaurant called “Anotai”.
Bangkok Permaculture is a small certified organic farm—Organic ACT, IFOAM accredited—that provides only 3 kinds of fruits; mangosteens, santos, and langsat. Their products are available at Bangkok Farmers’ Market and their farm.
Rangsit Farm is a certified organic farm— Organic ACT, IFOAM accredited—that has a great range of vegetables and fruits. Their products are available mostly at the high-end supermarkets.
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Positioning | Collaborative Analysis Organic Farms in Thailand high standard
Harmony Life Farm Rangsit Farm
Adams Organic Farm Thai Organic Farm
Raitong Organics Farm
Green Smile Organic Farm Grand Organic Bangkok Premaculture
established
startup
no standard Figure 6. 2x2 of Organic farm in Thailand. Author’s image.
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Positioning | Competitors Research & Analysis Organic Market Place in Bangkok
S Sustaina Shop and Restaurant has served and sold organic food products that deliver directly from their organic farm, Harmony Farm Life.
- has organic food product resources - well-known shop because of their farm - one-stop shop: restaurant, bakery, and market
W
- product variety - products mostly are fresh, so they have a short shelf life - no signs where they can educate people - no relationship between customers and employees - most of their customers are Japanese
O
- having an area to educate peopel about organic food - creating an educational and fun atmosphere
T
- unstable politics and economics
Figure 7. SWOT Analysis of competitor research & analysis for Sustaina. Author’s image.
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Positioning | Competitors Research & Analysis Organic Market Place in Bangkok
S Sunshine Market is a natural health shop in Bangkok where people can find hard-to-find organic products. However, most products are imported.
- hard-to-find products - high quality products - gluten free products, which are hard to find in Bangkok
W
- expensive - most of their products are imported - not all of their products are organic, but also healthy food products
O
- support more local organic products - create learning environment in organic food - create interaction between store and customers
T
- currency exchange (may cause a higher price) - unstable politics and economics
Figure 8. SWOT Analysis of competitor research & analysis for Sushine Market. Author’s image.
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Positioning | Competitors Research & Analysis Organic Market Place in Bangkok
S Radiance Wholefoods is health store that provides fresh organic produce, wholesome food, and chemical free ingredients. However, most products are imported.
- have a workshop on making Kerif - 3 ways of selling: online, in store, and at farmers market - have a private organic label
W
- small amount of organic products in store - most products are provide online, and most of them are not organic food - same products as other online stores, but more expensive - its own private label design is not appealing
O
- create interactive education through its website - provide more workshops
T
- unstable politics and economics
Figure 9. SWOT Analysis of competitor research & analysis for Radiance Wholefoods. Author’s image.
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Positioning | Competitors Research & Analysis Organic Market Place in Bangkok
S Lemon Farm is a supermarket with stores in various location around Bangkok. They provide organic and macrobiotic food products. They don’t only provide foods, but also household products. Most products are domestic which supports their principle of local support.
- more product options than other competitors - support local businesses - have signs to educate their customers - well- known company
W
- not certified organic - overuse of “organic”; organic section, with non-organic products are in the same section
O
- bring in more organic products because right now this store has under 70 organic products
T
- unstable politics and economics might affect their business
Figure 10. SWOT Analysis of competitor research & analysis for Lemon Farm. Author’s image.
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Positioning | Competitors Research & Analysis Organic Market Place in Bangkok
S Spring Epicurean Market is once a month organic food market that serves people who want a healthy living. This market provides fresh and homemade foods with plenty of samples so you can learn about the food and buy directly from local producers.
- provide a space for people to learn more about organic food - connect good people with good food - relationship between customers and venders - provide activity for family every Sunday - fun and lively atmosphere
W
- the event happened only the last Sunday of every month - the event is permanently closed
O
- provide more days for this event - have a workshop at the event - provide more interactive activities about organic food for family, so they can create relationship between their family and organic foods (because users were family and foreigner)
T
- it’s an outdoor event
Figure 11. SWOT Analysis of competitor research & analysis for Spring Epicurean Market. Author’s image.
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Positioning | Competitors Research & Analysis Funding
$
Bank loan
S
- it’s a stable capital resource - there are people who prove business capability and possibility before having a loan
W
- it has to have a person or things to guarantee before getting a loan (secure loan) - there are too many processes to get a loan from the bank - uncertain amount of money, has a possibility to not get a loan
O
- cut out some confusion in the process when applying for a loan - cut out required additional terms
T
- unstable politics and economics will affect a loan process
Figure 12. SWOT Analysis of competitor research & analysis for Bank loan. Author’s image.
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Positioning | Competitors Research & Analysis Funding
$
Investors
S
- business investment experiences - business consultant - have someone help to operate business - have access to resources
W
- some investors might have only money, not experience - it might be hard for startups if they don’t have something to show investors (only ideas won’t work)
O
- expands the market with on hand resources - partners with other businesses to create new products and grow businesses
T
- unstable economics and recession might causes rejection
Figure 13. SWOT Analysis of competitor research & analysis for Investors. Author’s image.
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Positioning | Competitors Research & Analysis Funding
$
Crowdfunding
S
- an alternative way to get money to start the business - no capital needed - anyone can apply for this crowdfunding - variety funding
W
- it’s not popular in Thailand because it’s new - others might copy ideas and make money if people don’t have a patent or copyright - build up an appeal to attract people’s interest for funding - failed projects risk damage to the reputation of the business
O
- promotes this platform to make it recognizable - helps people to create appealing presentation
T
- fake crowdfunding - slow delivery once the products are out to the market
Figure 14. SWOT Analysis of competitor research & analysis for Crowdfunding. Author’s image.
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Positioning | 2x2 Where do people do organic shopping? Organic Small Store (competitor) Supermarket (to compare)
high price
Top’s (Chidlom)
Radiance Wholefoods Gourmet Market
Sunshine Market
Food Land
Spring Epicurean Market
Villa Market
unpopular
popular
Sustaina Shop
Lemon Farm
Finding
Opportunity Space
- Thais do organic shopping at the supermarket, but they are higher in price. - High price makes the stores unpopular. - Even though Lemon Farm offers the lowest price, products from their farm couldn’t prove that they are 100% organic as claimed. - There is an empty space that sells lower price organic food products.
low price
Figure 15. 2x2 of Where do people do organic shopping?. Author’s image.
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Positioning | 2x2 What kind of organic food is in the market? domestic organic products
Organic Small Store (competitor) Supermarket (to compare)
Sustaina Shop Spring Epicurean Market
Lemon Farm
Opportunity Space
limited organic selection
vast Food Land
organic selection
Finding - Most organic food products are imported and sell mostly in the supermarket.
Gourmet Market
Sunshine Market Radiance Wholefoods
- Small organic stores are also imported the food products, and they are limited in organic selections. Villa Market
- Sustaina shop has their own farm, so most of their products are fresh vegetables and fruits. Top’s (Chidlom)
imported organic products
Figure 16. 2x2 of What kind of organic food is in the market?. Author’s image.
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- There are two stores that offer online shopping— Sunshine Market and Radiance Wholefoods. - There is no organic shop that has a vast organic selection and offers mainly domestic organic food products. OrganiKit
ZAG Steps 1. Who are you? An alternative process for limited budget startups to develop a marketing strategy that is based on design thinking and user-centered design in order to elevate the initial brand promotional push.
2. What do you do?
6. What makes you the “only”?
3. What’s your vision?
The alternative process that benefits startups in terms of building outstanding competitive advantages by creating organic education platform. The platform is based on developing a meaningful relationship between organic consumers, organic producers, and startup businesses in order to grow and strenghten the business.
To elevate the initial brand promotional push for organic food startup businesses.
7. What should I add or subtract?
Develop a sustainable marketing strategy in order to increase education and awareness in organic food, which will increase organic food. consumers.
4. What wave are you riding? The growing organic food market in Thailand.
5. Who shares the brandscape? Competitors: 1. Sustaina Shop and Restaurant 2. Sunshine Market 3. Radiance Wholefoods 4. Lemon Farm 5. Spring Epicurean Market
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Funding: 1. Bank loans: SMEs 2. Investor 3. Crowdfunding
Subtract: Complexity Add: Simplified process for startups
8. Who loves you? Startups business and organic consumers.
9. Who’s the enemy? Existing and well-established marketing strategy in the organic for industry.
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ZAG Steps 10. What do they call me?
14. What do they experience?
OrganiKit.
Consumers experience fun and bcomeknowledgeable about the organic food environment.
11. How do you explain yourself? OrganiKit provides an alternative process for limited budget startups to develop a marketing strategy in organic food in order to increase organic consumers through an educational environment.
15. How do you earn their loyalty?
12. How do you spread the word?
16. How do you extend success?
OrganiKit spreads the word through application and education within a variety of platforms to increase an awareness of organic food consumption.
Success is measured by education that consumers increase their awareness and consumption among organic food. The more people know about the benefits of organic food, the more people will consuming organically.
13. How people engage with you? Consumers engage through various organic food educational platforms such as environment at the organic store, story telling, signs, and so on.
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OrganiKit earns consumers’ loyalty through continuously organic consumption and meaningful relationships.
17. How do you protect your portfolio? The portfolio is protected by the meaningful relationships and reliable organic food information that is unique.
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Value Proposition For startup businesses who have a limited budget in the organic food industry, this study will offer an alternative process to develop a marketing strategy in order to increase organic food education and awareness. The goal is to expand the base of organic food consumers. This will be accomplished by developing a sustainable marketing strategy that benefits startups in terms of building an outstanding competitive advantage by creating an organic education platform, which creates meaningful relationships between organic consumers, organic producers, and startup businesses in order to create initial business growth. Unlike other marketing strategies that are primarily statisticdriven, this marketing strategy is based on research that incorporates user-centered design and design management methods to solve problems in creative ways. This approach will increase the stability of the marketing strategy, and therefore, strengthen the brand promise of startup businesses.
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Onliness Statement This is the only study that cooperates design management methods in order to create an alternative process that provides for limited budget startups to develop a marketing strategy in the organic food business. What: a sustainable marketing strategy. How: utilize design management methods to develop a marketing strategy through design thinking strategy and usercentered design. Who: limited budget startups. Where: in the organic food industry in Thailand. Why: to elevate the initial brand promotional push. When: in an era of the growth of organic food in Thailand.
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Research Planning & Synthesis
Research Space branding
ecomomic
political
price
place
technological
environment
product
promotion
social
4Ps initial promotional push (marketing mix)
external driving forces
imported products
Marketing strategy
retail
t
e
us
or
p up
domestic products
s
user-driven
exporter
assist
distributor reach
producer
Core Value Proposition: to develop sustainable marketing strategy in Thailand design thinking
- financial control
gender purchase -
organic farms
knowledge -
understand
behavior
use
limited budget startups
financial issues
- cash flow - funding - lose money
consumer awareness -
Organic food industry
Design Management
create relationship
perception
Figure 17. Map of the study’s research space. Author’s image.
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Research Methodology The contextual research for this project will focus on the integration of a startup business with financial limitations and the organic food industry. The qualitative research methodology will be used to collect important data and gain insights from target users to explore alternatives for the organic food industry in order to develop a potential prototype.
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Main Research Question
How might we utilize design management methods to develop a sustainable marketing strategy for limited budget startups in organic food industry in Thailand?
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Sub Research Questions
1. What are design management methods? - How does design management method facilitate a marketing strategy process?
2. Who are organic food consumers? - What is organic food? - What are the characteristic of organic food consumers? - What are factors to create demand on organic food consumption?
3. What is marketing strategy in organic food? - What is organic food marketing strategy? - What makes the organic food strategy different? - What contributes successful marketing strategies in organic food? - How are external driving forces related to marketing strategy?
4. How do companies cultivate a sustainable marketing strategy? - What is sustainable marketing strategy? - How do companies operate a successful marketing strategy with a limited budget?
5. What are the problems for startups to develop a marketing strategy? - What are their marketing strategy’s problems and challenges? - How are they dealing with these problems, especially when they have a limitedbudget?
6. What are the influences creating an opportunity for innovation in the organic food business? - How do companies pursue innovation? -How are succes sful organic food companies being innovative, applying, or facilitating an innovation?
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Research Question Matrix WHAT do I need to know?
What are design management methods?
How do design management methodologies facilitate the marketing strategy process?
What is organic food?
What are the characteristics of organic food consumers?
Who are organic food consumers? What factors create demand on organic food consumption?
What is organic food marketing strategy?
What contributes to successful marketing strategies in organic food?
What makes organic food marketing strategy different? What is marketing strategy? How are external driving forces related to the marketing strategy?
How do companies cultivate a sustainable marketing strategy?
What are problems for startups to develop a marketing strategy?
What are the influences creating an opportunity for innovation for the organic food business?
What is sustainable marketing strategy? How do companies operate a successful marketing strategy with a limited budget?
What are their marketing strategy’s problems and challenges? How are they dealing with these problems, especially when they have a limited budget? How do companies pursue innovation? How are successful organic food companies being innovative, applying, or facilitating an innovation?
WHO do I contact for collecting this data?
WHEN do I need to get ahold of data?
WHAT will be taken away from this data? What will I be learning?
WHAT might I be missing? How might I be wrong?
WHY do I need to know this?
WHAT TYPE OF DATA is needed?
WHERE can I find this data?
WHAT TYPE OF DATA COLLECTION METHODS are needed for this sub-question?
To deeply understand what is design management; how its application helps the process of developing a marketing strategy.
Secondary and primary qualitative data
Academic books and articles,
Secondary research, Interviews
Design Management Professor
Week 3
A clearer picture of design management; how is it helping the process to be effective and innovative.
Design management methodolohies may not be what is needed.
To understand organic food and the organic food industry; what are customers needs; what are the influences of their consumption an perception of organic food.
Secondary and primary qualitative and quanlitative data
Academic books and articles, Interviews’ data, Social media
Secondary research, Interviews , Survey, Observation
Managers in the organic food industry, Organic food consumers, Organic food expert
Week 3
What kind of businesses relate to the organic food industry; who will be the organic food user.
Accuracy of the business information.
Academic books and articles, Interviews’ data
Secondary research, Interviews
Business owner, Business Expert, Company director
Week 3
What are the factors that create a successful marketing strategy; how to make these happen.
Secondary and primary qualitative data
Academic books and articles, Interviews’ data
Secondary research, Interviews
Business Expert, Company director, Marketing director
Week 4
What are the differences between startups and other companies cultivating their businesses.
Accuracy of the information because startups do not have much experience & missing information because of business privacy.
To understand what might be problems and challenges when creating a marketing strategy; how to deal with these problems and challenges with a limited budget.
Secondary and primary qualitative data
Academic books and articles, Interviews’ data
Secondary research, Interviews
Startup, Marketing director
Week 4
What are startups’ problems and challenges; what are insights of problems’ causes; how startups deal with those problems and challenges.
Accuracy of the information because startups do not have much experience.
To understand who are the target markets; what trends will be; what can be a space in this industry; how companies cultivate innovation.
Secondary and primary qualitative data
Academic books and articles, Interviews’ data
Secondary research, Interviews
Organic Food marketing director, Business expert
Week 4
The market trends in the industry; what will be an open space in the industry; who will be the users.
Missing information because of business privacy.
To understand marketing Secondary and strategy; what is organic food primary qualitative marketing strategy; what are data the differences in marketing strategy in organic food and other industries; what are the influences that contribute to a successful marketing strategy in the organic food industry; what are the driving forces; how do they create positive and negative effects on the marketing strategy. To understand what sustainable marketing strategy means; how successful companies operate their marketing strategy; how are they dealing with problems such as budget limitation.
Accuracy of the business information & missing information because of business privacy.
Table 1. Research question matrix. Author’s image.
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Research Protocols Research protocols are devices that are used to inform project information to research participants.
Consent Form
Transform Business Model for Limited Budget Startups in Organic Food
The following information provides an introduction to the field research that will be conducted in Savannah, Georgia and Thailand between January 6 to March 15, 2016 by Chatsuree Isariyasereekul, a candidate for the MA in Design Management at the Savannah College of Art and Design (SCAD). Purpose of the Study The purpose of this project is to frame the possibilities for applying design management methods into any field, but specially in this case, the organic food industry. Also, this study will present opportunities and possible solutions for the creation of business models for startups with limited budgets. Research Questions The research will be guided by the following questions:
Online Open Survey
Informed Consent Form
I voluntarily agree to participate in an interview performed by students at the Savannah College of Art and Design. I understand that this interview is being conducted by Isariyasereekul
Chatsuree
, in order to identify opportunities for design.
I understand that the evaluation methods which may involve me include: 1. the recorded (audio and photography) observations of my work 2. my completion of an evaluation questionnaire(s) and/or 3. my participation in a 30-60 minute interview.
How might we utilize design management methods to develop a sustainable marketing strategy for limited budget startups in organic food industry in Thailand? • • • • •
What are the characteristic of organic food consumers? What contributes successful marketing strategies in organic food? How do companies cultivate a sustainable marketing strategy? What are the problems for startups to develop a marketing strategy? What are the influences creating an opportunity for innovation for the organic food business?
Data Collection Methodology The contextual research for this project will focus on the integration of a startup business with financial limitations and the organic food industry. The qualitative research methodology will be used to collect important data and gain insight from target users through primary research. Data Management • Participants will have the option to anonymize their data prior to sharing the work • Data will be stored via the researcher’s hard drive • Data will be kept until March 2020; and properly destroyed by deletion of all files via the researcher’s hard drive. Contact Information This project is conducted through the Design Management department at the Savannah College of Art and Design. For additional information please contact: Researcher: Chatsuree Isariyasereekul | 912.662.2350 | cisari20@student.scad.edu Professor: Tom Hardy | thardy@scad.edu
I grant permission for the interview to be recorded and transcribed, and to be used only by Chatsuree Isariyasereekul
for analysis of interview data. I grant permission for the evaluation
data generated from the above methods to be used in an educational setting.
I understand that any identifiable information in regard to my name and/or company name will be removed from any material that is made available to those not directly involved in this study.
_______________________________________ Research Participant Name
_______________________________________ Research Participant Signature
_______________________________________ Date
Interview/ Questionnaire Form Questions for... 1. Business Expert (marketing strategist or marketing director) 2. Organic Food Business Owner or Manager or Marketing Director 3. Organic Food Expert in Thailand 4. Organic Food Consumer 5. Non-organic Food Consumer 6. Startup
OrganiKit
Figure 18-29. Research protocols. Full size images are located in Appendix B&C. Author’s images.
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Data Collection Methods
Qualitative data was collected via the following methods:
Interviews
Questionnaires
Intervews were conducted to gain a deeper understanding of the target audiences in the organic food industry. The interviews were conducted on an organic expert in Thailand, an organic farm startup business, an organic food business owner, a marketing team leader, an organic food consumer, and Forsyth Farmers Market director.
Questionnaires were conducted to gain an understanding of organic and non-organic consumers in Thailand since most of the prospects are in Thailand and they are living in a different time zone. The questionnaire questions were the same question set as the interview questions. It was used on a married woman, a university lecturer (professor), a fitness instructor, and an office employee.
Online Open Survey Online open survey was conducted to understand the larger scale of organic and nonorganic consumers; what are their perception of organic food, what are the reasons make and limit their organic consumption, and the activities within organic consumption?
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OrganiKit
Interviewees
Teri Schell
Hillary Bradbury
Rebecca Ngola
Forsyth Farmer’s Market Director
Marketing Team Leader at Whole Foods Market
Graduate Student (organic consumer)
Erik Lyons
Wanassanan Kittikun
Vorawan Thamrongvarangkul
Co-owner of Local Farmbag
Business Coodinator of Thai Organic Trade Association and Top Organic Products and Supplies Co.,Ltd.
Organic Farm Startup
Figure 30-35. Interviewees. Author’s image.
OrganiKit
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Respondents
Itchaya Siwananthakul
Wanchalerm Promsorn
Sucha Nuntaworanuch
OfficeBanker Employee (non-organic consumer)
University Professor (organic consumer)
Jewelry Business Startup
Saravut Prachapichai
Kemkasom Tangdejahiran
Fitness Instructor (non-organic consumer)
Office Employee (organic consumer)
Figure 36-40. Respondents. Author’s image.
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OrganiKit
Insights from Interviews & Questionaires
“Cost is a big factor, you have to spend a little bit more time to make those decision, but they are good value and I think the buying pattern.”—Hillary B.
“Consumers associate organic agriculture with small producers (not industrial farms). They buy products at farmers markets and OTOP fairs, but they still cannot be sure to what level these products are organic 100% or not.”—Wanassanan K.
“The weakness of organic food of its higher price”—Wanassanan K.
“Education, as people learn more about the chemical in our food and stuffs, maybe they will be interested in try a locally farm food.”—Teri S.
“I have weekly newsletters, every week I tell them what we are doing and coming up, thing like that”—Erik L. “we have classes on cooking and how to get what is in season. I think this kind of our opportunity to showcase what we have and why organic selection is really good.”—Hillary B.
“A lot of the people who came up would not even know what the food was. They never seen it, so they have to do a little workshop and cooking lesson on the side of the road”—Rebecca N.
“We done a lot of ground work in term of getting out talking to our customers, seeing what they are coming from, getting out to the community in different area.”—Hillary B.
Affordability
Education
Communication
Social Media
Why organic?
Trust
“Organic food should be Convenient to buy and affordable.”—Saravut P.
“We have been surveying when we go out to event how people get their information. It seems like Facebook is a big one in our community, more than twitter and Instagram. So, we use Facebook a lot.”—Teri S. “A social media, it will drop people to you. They will seek you out.”—Erik L. “You have to have a social media is that what i’m telling people who have limited budget and startups. As long as you’re creative, as long as you’re artistic, as long as you’re funky like edge to it, I think it will appeal to people.”—Erik L.
“quality makes flavors. The quality is organic stuffs.”—Rebecca N.
“There are a lot of on going training to make sure that we’re on point with what we offer.”—Hillary B.
”Because it’s more expensive so I feel like it cleaner and better.”—Wanchalerm P.
“Our produce department is very knowledgable they do a lot of training to make sure that they have information about our farms, producers.”—Hillary B.
“The fact is that you eat better and fresh makes from local farm, you’re getting to support local farm. I feel like I need to support them, the way of life is there. ”—Rebecca N.
“Thai organic consumers don’t believe anything they buy can ever be 100% safe to consume.”—Wanassanan K.
Figure 41. Insights from interview and questionaires. Author’s image.
OrganiKit
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Online Open Survey Findings *from 100 paticpants
men
31%
men women
31% 69%
women 69%
This online survey had 100 participants. Most organic consumers are women, and most of them claim that they consume organic food because of health concerns and they want to maintain a healthy lifestyle. However, they consume organic foods just once a week, which this consumption number isn’t high enough to reflect on good results for keeping people healthy. People consume organic vegetables and fruits the most because they believe it’s cleaner. People do organic grocery shopping at the supermarket because it’s a one-stop shop (in department store). They decide what organic food to buy from the packaging mostly because it attracts people first. Usually people find organic information from the Internet, which reveals that there are ways to do digital marketing.
ethical reason
12%
environmental reason (sustainability)
25%
health concern (disease&sickness)
66%
maintaining healthy lifestyle avoiding
43%
GMO foods
16%
health concern as trend
15%
food taste brand reputation
21% 11%
advertisement
7%
other
7%
Figure 42-44. Online open survey findings. Author’s image.
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OrganiKit
Observation Findings Lemon farm, Bangkok, Thailand
Forsyth Farmers Market, Savannah, GA
Finding
Finding
- Most shoppers’ behavior is walking around, seeing the price and ingredients, and leaving the store.
- The majority of shoppers are family.
- 65% are non-organic products, but “healthy” products.
- There is friendly interactions between vendors and customers during shopping.
- Organic section has non-organic food mixed.
Top’s Central Chidlom, Bangkok, Thailand
Whole Foods Market, Savannah GA
Finding
Finding
- Most organic packaged food products are imported.
- There are many signs that tell customers where the foods come from, and signs that tell the levels of how responsible the farmers grow foods.
- Here, the organic foods are very expensive. - Most of Thai organic products are rice and grain.
- Along the shopping journey, there are posters that advertise about products and how those are good for customers.
Figure 45-55. Observation findings. Author’s image.
OrganiKit
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Personas | 1. Startup Pat
Organic Food Store Owner
Pat is an architect who has a dream to have his own business in organic food. So, he started his own organic food store in Bangkok 18 months ago. He has a limited budget to overcome in terms of operating his business, which is harder in the startup stage. Moreover, he has no background of business and marketing, so it constrains him in management and increasing organic consumers in his store. He has to find a ways to grow his business and profits despite his budgetary challenges. He hopes that educating people about organic food and increase an awareness will increase his customers. Personality: Extrovert
Introvert
Sensing
Intuition
Thinking
Feeling
Judging
Perceiving
Motivations: Health Consciousness Environmental Concern Supporting Local “I want them to feel like organic is a part of their life and surely, everyone from children to adult should be able to feel that.�
Family Organic Trend Goals: to create sustainable organic business to increase the number of customers in his store
Age 28 Status Single Education 500,000 THB. a year (US$ 16,500) Income BachelorBachelor in Architecture Grocery Shopping N/A
to create an awareness of organic food to educate people about organic food benefits Frustrations: has a limited budget to operate his business has no experience operating his business has no effective marketing strategy
Figure 56. Persona 1 startup. Retrieved from http://www.gettyimages.co.uk/detail/photo/salesperson-in-an-organic-grocery-store-royalty-free-image/528843817
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OrganiKit
Personas | 2. Organic Consumer
Alisha
Chief Representative
Alisha is a successful working mother in Deutsche Bank who has 2 children. After her pregnancy, she started to do some research about organic food because she wanted to feed her family with non chemical food. Her high income and her organic food knowledge makes her consume organic food regularly. She usually does grocery shopping at supermarket because they provide more organic choices. She is always checking organic labels to make sure the products are 100% organic. Personality: Extrovert
Introvert
Sensing
Intuition
Thinking
Feeling
Judging
Perceiving
Motivations: Health Consciousness Environmental Concern “I’m a new mom and I started for my son, but I wouldn’t buy stuff like that for myself 3 years ago, but now I do because it is important for me to make sure that I’m going to be around for him.”
Supporting Local Family Organic Trend Goals: to maintain her healthy lifestyle
Age 42 Status Married, 2 children
to keep her family safe from conventional foods Frustrations:
Education MBA in Marketing and Finance Income 4,000,000 THB a year (US$ 132,000) Grocery Shopping Every Week
low number of organic food providers few location of organic stores in Bangkok small organic food selection
Figure 57. Persona 2 organic consumer. Retrieved from https://www.pinterest.com/pin/16536723610233354/
OrganiKit
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Personas | 3. Non-Organic Consumer
Wynn
Fitness Instructor
Wynn is a fitness instructor who worked at the gym over 10 years before having his own gym in Bangkok. He is a picky eater, and counts calories. Even though he knows about the benefits of organic food, its higher price constraints him from consuming organic. For examples, he consumes at least 5 lb. of chicken a day, which is expensive for him to consume organically. He spends most of his day at the gym training his clients and taking care of his gym. He also has a cafe at his gym where people can buy healthy smoothies and snacks. He orders all the ingredients from the market, which are all conventional foods. Personality: Extrovert
Introvert
Sensing
Intuition
Thinking
Feeling
Judging
Perceiving
Motivations: Health Consciousness “I do feel healthy with normal food, although I do not eat organic food. I roughly controlled my proportion of carbohydrates, protein, and good fat, so that’s why I feel healthy with non-organic food”
Environmental Concern Supporting Local Family Organic Trend Goals:
Age 33 Status Single Education 800,000 THB a year (US$ 26,500) Income Bachelor in Sport Science Grocery Shopping 2-3 days
to maintain his healthy lifestyle to keep muscular to learn more about organic food for his clients Frustrations: higher price of organic food has limited access for organic food because he has to standby at his own gym
Figure 58. Persona 3 non-organic consumer. Retrieved from http://ultimatefitnesstrainingcenter.com/wp-content/uploads/2013/12/NJ-Personal-Trainer-Enzo
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OrganiKit
Personas | 4. Change Agent
Darin
Change Agent
Darin grew up in the farmer community in Nakhon Ratchasima province in Thailand. She knows the benefits of organic products, so she tried to educate farmers in her community to change their conventional farms to organic farms. She knows this will help her community to increase the value on their products as well as increase their quality of life. She wants to help her community by branding and promoting their products to unexpected partners such as canteens in big cooperation companies and hospitals to become more greener. Personality: Extrovert
Introvert
Sensing
Intuition
Thinking
Feeling
Judging
Perceiving
Motivations: Health Consciousness Environmental Concern Supporting Local “The farmers are always there, it’s a matters of finding a right farmers, farmers provide the supplies.”
Family Organic Trend Goals: to help organic farmers to disperse their products with fair-trade to educate farmers about the benefits of organic farming
Age 45 Status Married Education High School & Business Certification Income 240,000 THB. a year (US$ 8,000) Grocery Shopping Every Saturday and Wednesday
to increase the value for her community Frustrations: The cost of organic food production is high It is hard to change people’s minds, if money is involved Stubborn farmers
Figure 59. Persona 4 change agent. Retrieved from http://www.iowalandsales.com/blog/women-farmer-resources/
OrganiKit
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Summary of Insights 1. Why does organic matter?
4. How does organic establish trust?
People buy organic food products because of its quality and taste, and welcoming atmosphere. Moreover, the consciousness of health, environment, and society are the three main reasons for organic consumption.
Organic Certification should be stricter in order to increases customers’ trust in organic food. Even though some products have organic certification, other products just use the word “organic” to increase the products’ value.
2. Where is the organic access?
5. How is organic knowledge diffused?
The growth of the organic food market in Thailand is increasing organic foods’ demand, however, the fewer number of store locations and the higher price limits organic consumption.
The more people who are educated about organic food benefits, the more they consume organic food products. Education can be promoted through physical and digital communication platforms such as signs, posters, newsletters, events, and anything that involved people.
3. Why listening is important? Co-creation allows startups and any businesses to understand customers’ needs in order to solve problems in creative ways. Co-creation in this context includes feedback, comments, learning from each other, and discussion for improve products and their performance. Also, these will enhance the value of the company.
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6. Why should this be on social media?
Social media is a powerful communication platform that brings people to other people and to other businesses. Especially, startup businesses with a limited budget, this is the only free platform to advertise, communicate, educate, and showcase to customers.
OrganiKit
Research Finding at a Glance Map
TRUST
accessibility y et
standards
product va ri
ement act io ern v o
n
ce rt
ion | trust | g cat ifi
un
An affinity diagram was created from the research insights and secondary research. It started with understanding the fundamental issues to comprehend secondary research, together with research insights, which are: education, communication, standards, and accessibility in order to create trust. These insights lead to increasing organic consumers.
increase organic consumers
re location | p sto
co-creation
communication
e| ric
oid
financial | management | marketing | branding | partnership
education
aw
how to
teraction | in
startups’ fundamental issues
e
prehen d com
dium | peo pl me
on
nd and rsta av e d
ss | comp re ene ar
on | adapta nsi ti e h
Figure 60. Research finding at a glance map. Author’s image.
OrganiKit
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Design Opportunities and Criteria, Reframing
Opportunities for Design Consumers
Why does organic matter?
OrganiKit
Consumers
Where is the organic access?
People buy organic food products because of its quality and taste, and welcoming atmosphere. Moreover, the consciousness of health, environment, and society are the three main reasons for organic consumption.
The growth of the organic food market in Thailand is increasing organic foods’ demand, however, the fewer number of store locations and the higher price limits organic consumption.
How might we...
How might we...
- leverage positive perceptions of organic food to
- increase access in organic food to create demand that
increase organic consumers? - integrate organic lifestyles into people’s habits so this makes people continue to consume organically?
will drive down the price of organic products? - bring price points of organic and non-organic food options closer together?
There is an opportunity to...
There is an opportunity to...
continue and increase the flow of organic consumption.
increase more accesses such as shops, restaurants, food trucks, and organic food delivery, this will make convenient, and expand organic food market.
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Organic Businesses
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Organic Businesses
Why is listening important?
How does organic establish trust?
Co-creation allows startups and any businesses to understand customers’ needs in order to solve problems in creative ways. Co-creation in this context includes feedback, comments, learning from each other, and discussion in order to improve products and their performance. Also, these will enhance the value of the company.
Organic Certification should be stricter in order to increases customers’ trust in organic food. Even though some products have organic certification, other products just use the word “organic” to increase the products’ value.
How might we...
How might we...
create platforms where people can create their own idea of organic and make it a customized product?
create standard levels in organic food so that we can
There is an opportunity to...
There is an opportunity to...
strengthen a relationship between company and customers by co-creation.
provide information and processes of organic food products in organic stores and on products to increase consumers’ trust.
earn more customers’ trust?
OrganiKit
OrganiKit
Organic Businesses
Organic Businesses
How is organic knowledge diffused?
Why should this be on social media?
The more people are educated about organic food benefits, the more they consume organic food products. Education can be promoted through physical and digital communication platforms such as signs, posters, newsletters, events, and anything that involved people.
Social media is a powerful communication platform that brings people together and other businesses as well. Especially startup businesses with a limited budget, this is the only free platform to advertise, communicate, educate, and showcase to customers.
How might we...
How might we...
- build a physical community that people can share,
provide an easy-to-understand “how to� on social
exchange, and discuss their knowledge about organic food? - incorporate living organic into people’s lives, and make it a lifestyle for all ages?
media, which will lead customers to understand the positioning and branding of organic food products?
There is an opportunity to...
There is an opportunity to...
create the informative source that children, teenagers, adults, and the elderly can enjoy and learn more about organic food benefits.
utilize social media in a way that people can easily understand organic food and products.
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Design Criteria for Prototype To be able to create success in startups to elevate a promotional push in the organic food business, the prototype should include the following criteria: - Merge the existing marketing strategy with design management process of improvement by design thinking and user-centered approach. - Address discovered findings during the design process. - Offer the capability to create the initial promotional push for limited budget startups. - Offer the capability to develop a marketing strategy for the long term. - Offer the capability to increase awareness of organic food in order to increase organic consumption.
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OrganiKit
Project Reframe The growth of the organic food industry in Thailand is creating the increase of startups in this industry. There are many startups who want to start their business in this industry, but a lot of them have budgetary challenges. These challenges limit them to create a business creatively. Research, findings, and insights were divided into two groups, which are from customers’ and organic businesses’ perspectives. These two groups allow researcher to deeply understand the problems between customers and organic businesses, which are lacking knowledge, communication, accessibility, and standards. These are constraining customers from trusting organic food. This project initially was focused on partially marketing strategy, but it only helps startups start their business. However, business strategy helps them to start a business holistically, so that focus was selected. Additionally, to be able to grow business, data-driven and user-centered design was employed to deeply understand customers’ needs and leads to the creations of a positive effect to increase the amount of organic consumption. The new business strategy approach was developed by using principles of data-driven research and analysis to design solutions that meet the requirements and aspirations of customers.
OrganiKit
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Revised Main Research Question
How might we utilize design management
methods to develop a sustainable business strategy for limited budget startups in organic food industry in Thailand?
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OrganiKit
Prototype Development and Testing
Ideations from Insights The researcher initiates the concept development process by using Crazy 8s for each opportunity statement. Crazy 8s is an activity that generates 8 different ideas within 8 minutes in a piece of paper. After finishing creating ideas from Crazy 8s, the ideas were analyzed and combined into three main concepts. Each concept was paired with opportunity to find the best concept that can be improved for the prototype.
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OrganiKit
Ideas is the organic acc
es
- Organic Ice-cream Shop
- Spread the Words
- Food Tuk Tuk
- Organic Food Theme Party
- Organic Food at the Gyms
- Organic Boot Camp
- Farm-Truck-to-Fork
- Organic in a Box
- Organic Food Delivery
- Chef on You
- Pop-Up Food Cart
es o
rganic establ
i sh
tr u
st?
ow
is o
n rga
ic knowledge
W
listening importa
nt ?
- Wish List Box
- Organic Lab
do
s?
is hy
- Weekly/Monthly Customized Food Box - Organic Food Testing Day - We Want to Hear Your Voice - Share Your Organic Lifestyle - Focus Group Testing (products, recipes) - Social Meetup
dif fu
se d
W
be o n s o ld this cia hou lm s y ed h
- Trust Level Stickers Board
- Under Express Way Organic Field
- Once-a-day Organic Process Post
- Standard Badges
- Organic Festival
- How it Differs?
- Farmers Fair
- Finding Hidden Info
- Organic Food FYI
- Farming Story
- Farm-to-Table Cooking Class
- Anonymous Chat
- Posters & Signs
- Organic Farming Library
- Share for Discount & Rewards
- Farm Tour
- Organic Food Bedtime Story
- How-To‌ The Easy Recipes
? ia
OrganiKit
re he
?
w Ho
W
H
W
s organic matt doe er? hy
63
Insights
Concept Developing Process
4. How does organic establish trust?
1. Why does organic matter? 2. Where is the organic access?
5. How is organic knowledge diffused?
3. Why is listening important?
6. Why should this be on social media?
Organic in a box
Design Criteria
Crazy 8s
Concept 1
- Organic Lab
- Organic Ice-cream Shop
- Spread the Words
- Food Tuk Tuk
- Organic Food Theme Party
- Organic Food at the Gyms
- Organic Boot Camp
- Farm-Truck-to-Fork
- Organic in a Box
- Organic Food Delivery
- Chef on You
- Pop-Up Food Cart
- Trust Level Stickers Board
- Under Express Way Organic Field
- Standard Badges
- Organic Festival
- Farmers Fair
- Finding Hidden Info
- Farming Story
- Farm-to-Table Cooking Class
- Posters & Signs
- Organic Farming Library
- Farm Tour
- Organic Food Bedtime Story
- Wish List Box - Weekly/Monthly Customized Food Box - Organic Food Testing Day - We Want to Hear Your Voice - Share Your Organic Lifestyle - Focus Group Testing (products, recipes) - Social Meetup - Once-a-day Organic Process Post - How it Differs?
Education Mobility: The Organic Tuk Tuk
- Organic Food FYI - Anonymous Chat - Share for Discount & Rewards - How-To‌ The Easy Recipes
- Merge the existing marketing strategy with design management process of improvement by design thinking and user-centered approach. - Address discovered findings during the design process. - Offer the capability to create the initial promotional push for limited budget startups. - Offer the capability to develop a marketing strategy for the long term. - Offer the capability to increase awareness of organic food in order to increase organic consumption. - Provide a simple process.
Concept 2
Finding (Organic) Hidden Info Concept 3
Figure 61. Opportunities for design. Author’s image.
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OrganiKit
Concept vs Opportunity Concept
Opportunity
A. Continue and increase organic consumption
Organic in a box B. More access A, B, C, E, F
C. Strengthen a relationship
Education Mobility: The Organic Tuk Tuk A, B, D, E
D. Provide information on organic food to increase customers’ trust
E. Create the informative source
Finding (Organic) Hidden Info F. Utilize social media C, D, E
Each concept is paired with opportunities to connect the objective from each concept and what can be included in each concept. In this way, the researcher can have a better understanding of each idea, so that the researcher can further details within the concept. Figure 62. Concept vs opportunity. Author’s image.
OrganiKit
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Exploration of Diverse Concepts 1. Organic in a box Cards: 3 groups
1.
P1
P2
P3
HMW
HMW
HMW
Cards
2.
Workbook
Guidebook
3.
Process:
Workbook:
1. Identify Problems
1. Frameworks
2. Understand Customers
P
O
E
M
S
3. Get Insights 4. Find Opportunity 5. Create Ideas 2. Ideation activities Guidebook: 1. Instruction of process
crazy 8s
role play
yes...and
circle of opportunity
fantasy excursion
2. Explain tools, frameworks, and cards
HMW 1
Figure 63. Concept 1 Organic in a box. Author’s image.
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2
3
4
5
story train (story telling)
OrganiKit
1. Organic in a box A toolkit box consists of a guidebook, notebook, and cards that help startups to develop a business by the 3 basic processes of design thinking 1. Inspiration: Guidebook: a guidebook that instructs and explains the whole process of Organic in a Box, which is the cards process, frameworks and ideation of activities in a workbook. 2. Ideation: Cards Process: set of 5 groups of question and picture cards that help guide to create ideas to: - identify problems - understand customers - get insights - find opportunities (How might we) - create ideas for marketing strategies Workbook: a workbook that consists of observation frameworks and ideation activities for observeing customers’ needs that will be helpful on the cards process. Ideation Activities: Crazy 8s’, Yes…and, Role Play, Story Train (story Telling), Circle of Opportunity, Fantasy Excursion to generate ideas 3. Implementation: Social Media: Share and discuss information in order to get feedback from posts in social media Idea Testing: Launch ideas into market to test
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Exploration of Diverse Concepts 2. Education Mobility: The Organic Tuk Tuk
Bangkok
2 . Design Tuk Tuk that relates to purposes
1. Identify customers’ needs ex. ready meals for office areas, vegetables & fruits
3. Launch to a market The Organic Tuk Tuk
The Organic Tuk Tuk
Figure 64. Concept 2 Education mobility: The organic Tuk Tuk. Author’s image.
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OrganiKit
2. Education Mobility: The Organic Tuk Tuk Education Mobility: The Organic Tuk Tuk tries to increase the organic food access, as well as educate people and promote organic food by the unique Thai transportation called Tuk Tuk. Goal:
to educate people about organic food through mobile billboards to provide more access of organic food to create and increase partnerships to deliver organic food
Material Needed: Tuk Tuk: each Tuk Tuk is used for different purposes (goals) Cards Process: A set of cards that help to guide and create ideas in order to: - identify problems - understand customers - get insights - find opportunities - create ideas for marketing strategies Process: 1. Identify customers needs in each areas 2. Design Tuk Tuk related to purpose 3. Launch the market 4. Get feedback from customers 5. Improve performance 6. (future plan) Partner to increase and expand the accessibility of organic food
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Exploration of Diverse Concepts 3. Finding (Organic) Hidden Info Signs & Posters
Organic Food
No Chemical
Why Organic Food?
Organic Food Brochure
= hidden info
Special Paper Glasses
The benefit of organic food...
15% discount
Organic Standard Level (badges): Process & Ingredients
20%
50%
80%
100%
20% organic
50% organic
80% organic
100% organic
find hidden info through special paper glasses or through mobile application. Figure 65. Concept 3 Finding (organic) hidden info. Author’s image.
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OrganiKit
3. Finding (Organic) Hidden Info The customer will be given special paper glasses, which will be used to find hidden in organic food information, discount, and rewards in the store. In this way, the customer will fully immersive interaction within the store so that both customers and the store creates a relationship between each other. They will also learn more about organic food. Material Needed: Posters and signs in store: information, facts, organic process of organic food Special paper glasses: for finding hidden info and then posting hidden info on social media to spread the word in order to get store rewards Standard badges: to create trust and show honest to customers Organic food planting kit (optional): a planting toolkit to increase the understanding of organic food through experience, to help customer to get an idea of organic planting Process: 1. Divide organic food information that relates to ages 2. Create organic standard level badges for customers who benefit them to choose products 3. Hide information in the store 4. Create special paper glasses 5. Wait for customers to get into the store
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Chosen Concept & Concept Development Future Plan: Next Step
Organic in a box Cards: 3 groups P1
1.
P2
Bangkok
P3
Cards Organi Kit
2 . Design Tuk Tuk that relates to purposes
Organi Kit
HMW
Guidebook
HMW
HMW
2.
Workbook Workbook
Guidebook
1. Identify customers’ needs ex. ready meals for office areas, vegetables & fruits
3.
Process:
Workbook:
1. Identify Problems
3. Launch to a market
1. Frameworks
2. Understand Customers
The Organic Tuk Tuk
The Organic Tuk Tuk
P
O
E
M
S
3. Get Insights 4. Find Opportunity 5. Create Ideas
Education Mobility: The Organic Tuk Tuk
2. Ideation activities Guidebook: 1. Instruction of process
crazy 8s
role play
yes...and
circle of opportunity
fantasy excursion
2. Explain tools, frameworks, and cards
HMW 1
2
3
4
5
Signs & Posters
Organic Food
No Chemical
Why Organic Food?
story train (story telling)
Organic Food Brochure
After analyzing three concepts, Organic in a Box is a fundamental concept that will be useful for Education Mobility: The Organic Tuk Tuk and Finding (Organic) Hidden Info concepts. Therefore, Organic in a Box will be a main concept, and Education Mobility: The Organic Tuk Tuk and Finding (Organic) Hidden Info will be the next step to enhance the outcome of Organic in a Box. The concept will be called OrganiKit. It is a toolkit that helps to identify problems and understand customers in order to develop a sustainable marketing strategy.
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= hidden info
Special Paper Glasses
The benefit of organic food...
15% discount
Organic Standard Level (badges): Process & Ingredients
20%
50%
80%
100%
20% organic
50% organic
80% organic
100% organic
find hidden info through special paper glasses or through mobile application.
Finding (Organic) Hidden Info
OrganiKit
Final Deliverable: Organi Kit
Final Deliverable: OrganiKit
Organi Kit
| Guidebook & Workbook
About OrganiKit
Introduction
OrganiKit is a toolkit that can be used as a guideline for startup in the organic food industry to help them start their own business strategy sustainably. This toolkit also helps them to identify problems and understand customers in order to develop a sustainable business strategy that leads to increasing in organic consumption. It consists of guidebook, workbook, index cards, post-it notes,and sharpies.
A guidebook provides the direction of the customers’ understanding, so it allows the user to design the solutions in creative ways. There are 9 steps that are provided in this guidebook:
Objective This toolkit will be helpful for startups with limited budgets to create organic food business strategies. Also, this will help them to create brands, strategies, and products with a data-driven and user-centered design process. The process will help them to fully understand customers and create ways to solve problems creatively.
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1. Identify Problems 2. Understand Customers 3. Get Insights 4. Find Opportunity 5. Create Ideas 6. Build Prototype 7. Validation 8. Refine for Improvement 9. Implementation
A workbook provides the tools that will help users through the whole process of Organikit. This workbook consists of 3 different set of cards, templates, and frameworks.
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Final Deliverble: OrganiKit | Guidebook
Figure 66. Final offering project: Guidebook. Full version of guidebook is located in Appendix E. Author’s image.
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Final Deliverble: OrganiKit | Workbook
Figure 67. Final deliverable: Workbook. Full version of workbook is located in Appendix E. Author’s image.
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Final Deliverble: OrganiKit | Website
www.organiKit.com/product
About Us
Product
Forum
Subscription
Contact Us
OrganiKit is a toolkit that helps to identify problems and to understand customers in order to develop a sustainable business strategy that leads to increasing organic consumption. This toolkit consists of a guidebook, workbook, index cards, post-it notes, and sharpies.
About Us
Product
Forum
Subscription
Contact Us
The OrganiKit website was created for selling and advertising the product, as well as providing details and instruction. This website also has forums that can be used as a communication platform between OrganiKit users to share experiences, ask questions, and leave feedback and comments. This website has a customer service section where customers can contact the business when they need help on a product. The goal is to create relationships between customers and the business.
Figure 68. Final deliverable: Website. Author’s image.
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Final Deliverble: OrganiKit | Website
www.organiKit.com/subscription
About Us
Lite
Medium
Product
Forum
Subscription
Utimate
Advising Videos
Advising Videos
Advising Videos
Workshop Videos
Workshop Videos
Workshop Videos
Group Facilitating Workshops
Contact Us
Group Facilitating Workshops 1-on-1 Facilitation Workshops
Subscribe
About Us
Product
Forum
Subscription
Subscribe
Subscribe
Contact Us
There are three levels of subscriptions that users can subscribe to through this website in order to implement them to accomplish their goals easily. The subscription levels are: Lite, which provides advising and workshop videos, Medium, which provides group facilitating workshops, and Ultimate, which provides 1-on-1 facilitation workshops.
Figure 69. Final deliverable: Website. Author’s image.
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Final Deliverble: OrganiKit | Packaging Design
Toolkit for startup in organic food business
Figure 70. Final deliverable: Packaging design. Author’s image (adapted from http://www.spoon-tamago.com/2014/12/09/packaging-design-for-mizkan-vinegar-by-taku-satoh/).
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Validation Plan Semantic Differential Semantic Differential—one type of rating scale designed to measure objects and concepts—will be used to scale the OrganiKit’s process and its performance in terms of does it helps startups generate ideas creatively and solve problems qualitively.
Customers’ advantages valuable
Customers’ disadvantages worthless
high quality
low quality
not misleading
misleading
useful interesting easy to remember would recommend user-friendly
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Semantic Differential will be used during the validation period. It will be scaled by OrganiKit users.
useless not interesting hard to remember would not recommend not user-friendly
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Business Model Canvas Key Partners
Key Activities
Printing Companies
Develop Business Strategy
Organic Farms
Develop Branding
Organic Food Stores
Provide Customer Education
Organic Food Suppliers - Domestic - Imported
Understand Customers - observation - informal chat with customers
Funding - Banks - Investor - Crowding
Key Resources Intellectual/Human - Product Developer (Toolkit) - Website Developer
Cost Structure
Value Propositions
Customer Relationships
Customer Segments
The growth of the organic food industry in Thailand is causing the increase of startups in this industry. There are many startups who want to start their business in this industry, but a lot of them have budgetary challenges. These challenges limit them to create a business creatively.
User-Centered Design
Limited Budget Startups Business in the organic food industry
Research, findings and insights were divided into two groups, which are from customers’ and organic businesses’ perspectives. These two groups allow researcher to deeply understand the problems between customers and organic businesses, which are lacking knowledge, communication, accessibility, and standards. These are constraining customers from trusting organic food. Therefore, to be able to grow business, data-driven and user-centered design will be employed to deeply understand customers’ needs and leads to the creations of a positive effect to increase the amount of organic consumption. The new business strategy approach was developed by using principles of data-driven research and analysis to design solutions that meet the requirements and aspirations of customers.
Data-driven solutions Appropriate Communication Organic food Education - sharing - exchanging
Channels Physically: - Toolkit: Guidebook, Workbook - Ads. Virtually: - Website - Social Media: hashtag
Revenue Streams
Toolkit Production
Product Sales (Toolkit)
Website Maintenance
Subscriptions - Advices - Update Contents - Update Frameworks and Tools - Facillitation Workshops
Staff Salaries Advertising for Products
Figure 71. Business model canvas for OrganiKit. Author’s image.
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SWOT Analysis | OrganiKit
- OrganiKit provides a solid process in terms of creating and building ideas.
- OrganiKit has a long process to accomplish. - OrganiKit needs to be tested in different problems and criteria.
- OrganiKit’s process helps to deeply understand customers. - OrganiKit is provided in both printed and digital version.
- OrganiKit is new to the market, it takes time before people know the product.
- OrganiKit can be applied in other businesses.
- OrganiKit needs financial support for the marketing and advertising.
- OrganiKit creates the relationship between customer and organic food businesses.
- The growth of the organic food market, consumption, and trends in Thailand. - The increasing number of organic food businesses in Thailand.
S
W
O
T - The idea can be easily copied and made it better. - Other firms might create a better version because they might have bigger resources. - Future costs to implementation.
- To understand organic customers’ needs to meet the requirement of organic businesses.
Figure 72. SWOT Analysis for OrganiKit. Author’s image.
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Implementation Plan
Mission, Vision, and Values Mission:
Values:
OrganiKit will help startups who have a budgetary constraint in the organic food industry to build businesses by data-driven research and processes. This product will help statups to generate ideas from data based in order to creatively solving problems and to meet customers’ needs.
Within the process of OrganiKit, the following values are being offered:
Vision:
2. It is user-friendly: OrganiKit was designed for startups, therefore the process has to be easy, fun, and interesting.
The OrganiKit’s vision is to strongly build businesses by data-driven and user-centered design solutions within the organic food industry to support the growing stage of the organic food in Thailand.
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1. It is data-driven design: The OrganiKit’s process was designed in order to solve problems by using data to generate ideas that meet customers’ needs effectively (user-centered design).
3. It is for limited budget startups: OrganiKit was designed to help startups who have budgetary constraint to be able to create business and solve their problems within the businesses.
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Phase 1
OrganiKit Launch
Introduce the OrganiKit to the market by: Creating a website for advertising and selling the product. - Providing a forum for users to use as a sharing knowlwdge and asking questions platform. - Providing Customer Service to create a relationship between customers and business. Using social media for free advertising to introduce product to people.
Phase 3
Phase 2
More tools and frameworks updated (code from product is needed) Subscriptions: Facilitation Lite:
Video Workshops (online) | Advising Video
Medium: Group Facilitating Workshops Ultimate: 1-on-1 Facilitating Workshops
Provide Business Consulting Firm for Entrepreneurs Provide a digital version with automatic analysis process
Figure 73. OrganiKit launch plan. Author’s image.
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Marketing Mix (4Ps) Product
Price
What kinds of products and services will customers have?
What is the value of the product and service to customers?
- A toolkit: Guidebook, Workbook, index cards, and 4 sharpies
- There is only one price for OrganicKit product
- Advice videos
- There are 3 levels of subscription, which are:
- Facilitating workshops for startups
$
for advices video
$$
for group facilitating workshops
$$$
for 1-on-1 facilitating workshops
Place
Promotion
Where and how doecustomers access this product initiative?
How is it market to customers?
- First in Bangkok, Thailand
- Website
- Sell the products through website and social media
- Press release
- Booth at events, i.e. Organic & Natural Expo,Thailand Innovation & Design Expo (T.I.D.E), etc.
- Social media - Free trial products for first 10 people who order
Figure 74. Marketing mix of OrganiKit. Author’s image.
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Conclusion & Recommendations
Conclusion
This project started as an opportunity to understand the limited budget of startups, because it is one of the most crucial problem that most startups have to overcome. At first, the researcher thought it was because the structure of existing marketing strategy was an element that supported sustainable growth in the business. However, to be able to create sustainable growth, the process of creating a business strategy is more important. Therefore, this project was reframed to focus on business strategy. The research reveals that organic food trends are growing, which indicates an increasing number of startups in this industry. Many startups have a limitation in budget that constrains them from creatively implementing a business strategy. Unpredictable financial problems tend to make startups collapse very easily. Therefore they, must
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find creative ways to create their unique business strategy in order to achieve their goals. However, weak standards, high prices, no access, and a lack of knowledge in organic food are four major problems that slow down organic consumption. OrganiKit is a toolkit that is designed for providing a process of creating a business strategy in the organic food industry in order to find ways to increase organic consumption and educate people at the same time. This toolkit will help startups specifically in the organic food industry to create and develop a business strategy with a limited budget. This process will bring them opportunities and ideas in order to grow a sustainable business with data-driven and user-centered design for design solutions.
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Recommendations There is an opportunity to expand the holistic idea of OrganiKit’s process by: Diffusing this process to other startup businesses to apply the OrganiKit’s process to design their solutions. However, they might have to adapt frameworks to make them appropriate for each business. Sharing this process not only to startup businesses who can use this toolkit, but also to growing stage businesses to solve their existing problems with data-driven design in order to grow their businesses in creative ways. Improving frameworks and supporting data that relate to the process of OrganiKit.
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References
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Annotated Bibliography Acklin, C. (2013). Design management absorption model: A framework to describe and measure the absorption process of design knowledge by SMEs with little or no Prior Design Experience. Creativity and Innovation Management, 147-160. http://0-web.b.ebscohost.com.library.scad.edu/ehost/pdfviewer/ pdfviewer?sid=ed570fbd-8c48-45b7-b601-68e60e5ec1cf%40sessionmgr112&vid=1& hid=115 The author discusses “design management absorption model” in 5 SMEs. Usually, the SMEs are ignored design process, which are a strategic resource to absorb new knowledge for businesses. The results of this model prove that design management facilitates such as “re-design” and “refocused” process of the businesses. This article provides research information about applying design management in various types of SMEs businesses, which allows for deeper understanding of the process of design management. Akhondan, H., Johnson-Carroll, K., & Rabolt, N. (2015). Health consciousness and organic food consumption. Journal of Family and Consumer Sciences, 107(3), 27-32. http://0-search.ebscohost.com.library.scad.edu/login.aspx?direct= true&db=ofm&AN=109005968&site=ehost-live&scope=site This research is about the study of organic food consumption behavior in graduate students, because there is a number shown in this paper that the primary motivation of food purchases in American consumers aged 18-34 is health benefits. These purchases are related to health consciousness and concern in consumers about improving their health and maintaining their wellness. This research provides the understand how organic food consumption is linked to health awareness in graduate students. It also shows a potential niche market of males for organic foods. Bergen, M., & Peteraf, M. A. (2002). Competitor identification and competitor analysis: A broad-based managerial approach. Managerial and Decision Economics, 23 (4/5), 157-169. doi:10.1002/mde.1059 This article provides two frameworks to analyze “competitor identification” and to evaluate “competitor analysis.” The frameworks indicate the insights of the clarification of competitors. These frameworks will be useful to create awareness of competitive threats and opportunities that lead to create a competitive strategy for different types of competitors. Bruce, M., Cooper, R., & Vazquez, D. (1999). Effective design management for small businesses. Design Studies, 297-315. http://0-www.sciencedirect.com.library. scad.edu/science/article/pii/S0142694X98000222
The authors define the definition of SMEs and design management. They talked about four major problems that cause design project failure in SMEs. Design management processes that mention in this paper are sourcing, briefing, andevaluating design, and it will be applied to three different small businesses in this paper. The three small businesses that applied design management methods are created the successful outcomes to their businesses because “effective use of design… is the creation of innovation products, processes, and service.” This article gives information of SMEs and examples of three different types of business that applied design management methods. Chrysochou, P. (2010). Food health branding: The role of marketing mix elements and public discourse in conveying a healthy brand image. Journal of Marketing Communications, 16(1), 69-85. doi:10.1080/13527260903342787 Chrysochou’s article explains branding healthy food in the market is like communicating to customers. The majority of consumers once they overload with information, they tend to make simple decisions, which are based on their heuristic knowledge and how are they perceive information. This article also provides five dense quantitative and qualitative research on branding, which focuses on healthy food, and these will be useful for the research part. Health and wellness in Thailand (2015). Euromonitor international. Passport. 1-19. This research states health and wellness in Thailand with statistics and explanations. Also, it provides forecasting trends for health and wellness products. This paper provide information that is helpful to understand Thais’ health and wellness. So, it will help to deeply understand consumers in general. Hoffmann, S., & Schlicht, J. (2013). The impact of different types of concernment on the consumption of organic food. International Journal of Consumer Studies, 37(6), 625-633. This article discusses direct and indirect concernment of organic food consumption. Environment, health consciousness, price, and motivation are the main factors of organic food consumption. These factors increase the demand of organic food. This article provides the main factors of organic food consumption, which will be useful in clarifying organic consumers part. Kantamaturapoj, K., Oosterveer, P., & Spaargaren, G. (2013). Organic food provision strategies of a niche market in bangkok. International Journal of Development and Sustainability, 2(1), 270-276. http://citeseerx.ist.psu.edu/viewdoc/download?doi= 10.1.1.300.3764&rep=rep1&type=pdf. This article conducts research mainly for specialized shops, and the focus area is in Bangkok, Thailand. There are two main reasons why people consume organic food, which are to maintain health and recover from illness. The authors give several approaches of how organic food can be branded and marketed in the niche market, which is teenagers in this case. Also, they provide offering strategies in the market. Co-creation is mentioned to create value and trust to the companies. This article provides insights that will be beneficial for the sustainable business model.
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Mateechaipong, C. (2011). Developing marketing strategies for organic products employed by Linder, J. C. (2004). Transformational outsourcing. MIT Sloan Management Review, 52–58. small and medium retailers in Bangkok. https://www.academia.edu/5502341/ http://0-search.ebscohost.com.library.scad.edu/login.aspx?direct=true&db=buh&AN Developing_Marketing_Strategies_for_Organic_Products_Employed_by_Small_and_ =12020788&site=ehost-live&scope=site Medium_Retailers_in_Bangkok This article provides four effective change strategies of how transformational outsourcing especially helps startups grow their business and also helps them to achieve the goal of affordable costs, and more manageable time with capable experiences. The four varieties of transformational outsourcing are “rapid startup, pathway to growth, change catalyst, and radical renewal.” This article provides insight of how outsourcing provides pros and cons for companies. This idea will be considered as an option to reduce cost for organic food companies. Lockwood, T . (2010) . Design thinking integrating innovation, customer experience and brand value. New York, NY: Allworth Press. Lockwood’s book compiles case studies and practical advice from various designers and experts that are divided into four sections. The book focuses on design thinking methods applied to create value, building brands, designing services, and customer experiences to be more innovative in system and business processes. This book will help to create a design process and strategy guidelines for the whole project. Lussier, R. N., & Halabi, C. E. (2010). A three-country comparison of the business success versus failure prediction model. Journal of Small Business Management, 48(3), 360-377. doi:10.1111/j.1540-627X.2010.00298.x Lussier and Halabi discuss three comparison success versus failure (S/F) prediction business models. There are factors that make business become successful or fail such as the financial model is “used sale as a predator” is not appropriate to the startup business. This article provides qualitative and quantitative data, and explains what make companies fail or success. Mahdavi Mazdeh, M., Moradi, K., & Mahdavi Mazdeh, H. (2011). Strategic planning model for startups: A case study of iranian packaging industry. Management Science Letters, 1(2), 157-166. doi:10.5267/j.msl.2010.03.005 This article shows how startups are structured and what their problems are. The authors also proposed a strategic planning model through a case study of the Iranian packaging industry. Moreover, this article reveals the initial factors of a startup depends on “entrepreneurial opportunities” and “competitive advantages and entrepreneurial characteristics” in order to be a successful company. This article will give insights about startups and how are they work. Martin, R . L . (2009) . The design of business: Why design thinking is the next competitive advantage . Boston, MA: Harvard Business Press. Martin’s book talks about the potential of design thinking to solve problems in businesses, and talkes about how the knowledge funnel helps to deeply understand problems that will break down the typical pathway for a business to create values and originate innovation. Some successful companies are mentioned. The author explains how these companies accomplish their goals through the use of design thinking.
The author discusses the main target organic consumers in Thailand and what kinds of products that they consume most. The characteristics of organic consumers lead to the marketing strategy of organic retailers mainly in Thailand. This article provides organic consumers statistic and marketing strategy specifically for organic food businesses that will be useful when listing customer needs. Organic food trends (2006). Euromonitor international. Passport. http://0-www.portal. euromonitor.com.library.scad.edu/portal/analysis/tab This report summarizes key trends of organic food. It also briefs the main points of organic trends and forecast future growth. The report provides main points of organic food trends, which help to create food trends for the project. Health and wellness in Thailand (2015). Euromonitor international. Passport. 1-19. This research states health and wellness in Thailand with statistics and explanations. Also, it provides forecasting trends for health and wellness products. This paper provide information that is helpful to understand Thais’ health and wellness. So, it will help to deeply understand consumers in general. Organic packaged food in Thailand (2015). Euromonitor international. Passport. 1-8. This report summarizes key trends of organic food. It also briefs the main points of organic trends and forecast future growth. The report provides main points of organic food trends, which help to create food trends for the project. Organic packaged food in the US (2015). Euromonitor international. Passport. 1-10. This report provides statistics and charts of consumers in organic packaged food in the US from 2009 to 2014. It also states trends, competitive landscapes, prospects, and forecasting. This research will be useful when comparing the organic food business in Thailand and the US. This will be value for the Thailand market. Osterwalder, A ., & Pigneur, Y . (2010) . Business model generation: A handbook for visionaries, game changers, and challengers (T . Clark, Ed .) . Hoboken, NJ: Wiley. In this book, the writers create a tool called the “Business Model Canvas” to help and guide people toward an uncomplicated pathway to create new business models and develop existing business models. Also, there are techniques and methods provided for helping to create a business model canvas along the way. This model is going to be one method that will be used to innovate the study’s business model.
This book will help clarify what might be significant and meaningful within companies. The examples in this book will be excellent case study references.
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Sebastiani, R., Montagnini, F., & Dalli, D. (2013). Ethical consumption and new business models in the food industry: Evidence from the eataly case. Journal of Business Ethics, 114(3), 473-488. doi:10.1007/s10551-012-1343-1 This article discusses the research of ethical consumption of the Slow Food social movement through the case study of Eataly—an innovative Italian food market company. There are 3 main issues of how ethical consumption affects market mechanisms. First,supply’s and demand’s interaction are analyzed separately, which causes underdevelopment. Second, the broad patterns of individual and collective behavior explain an ethical consumption. Lastly, the problems of “the attitudebehavior gap” or “ethical purchasing gap” can be understood on the scale of individual and social movement. This article clarifies what the Slow Food movement is, and provides three issues that will be beneficial for this project. It also indicates an idea of how organic food connects to this movement concept. Sun, Q., Williams, A., & Evans, M. (2011). A theoretical design management framework. The Design Journal, 14(1), 112-132. doi:10.2752/175630610X12877385838885 Sun, William, and Evans state the history and definitions of the design management field. They discuss how it became design management today. Design management in practice helps the design process, and creates the impact on quality such as “company performance” and “design-decision making”. Also, providing conceptual framework to better understand design management. This article is very well done explaining the field of design management, which clarifies and provides a deep understand of this field. They not only explain how it can be applied into practice, but also how effective and powerful this field is. Wylant, B. (2008). Design Thinking and the Experience of Innovation. Design Issues, 3-14. http://0-www.jstor.org.library.scad.edu/stable/25224163?pq-origsite=summon& seq=1#page_scan_tab_contents This article discussed about “clusters” connect innovation. The clusters include geography, participants, and community that are created the access to capabilities, information, expertise, and ideas of innovation. The author mentions about innovation definitions, and three categories of innovation and three main psychological components that create innovation. The process of innovative creation is also discussing in this paper. To be able to create innovation, the understanding of it meaning is necessary. This article provides information of ideation, creations, and perceptions of innovation. Zambito, T. (2014). The future of modern marketing is human centered. http://tony zambito.com/future-modern-marketing-human-centered/ This article explains that these days most markets are transformed to digital industries. The used of human centered design became a future tool of marketing of understanding buying behavior . Also, design thinking is an important element that should be considered to grow the business. Human centered design is one way to understand consumers’ behavior in both the physical and digital economy today. This article allows me to understand a new modern buyer and why this model became a major influence on designing.
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List of Tables Table 1. Research question matrix. Author’s image.
List of Figures Figure 1. OrganiKit Logo. Author’s image. Figure 2. Photo of the author. Author’s image. Figure 3. Organic food problem list in Thailand. Author’s image. Figure 4. SWOT Analysis for Organic industry in Thailand. Author’s image. Figure 5. Blue ocean strategy of What drives the organic market? Author’s image. Figure 6. 2x2 of Organic farm in Thailand. Author’s image. Figure 7. SWOT Analysis of competitor research & analysis for Sustaina. Author’s image. Figure 8. SWOT Analysis of competitor research & analysis for Sushine Market. Author’s image. Figure 9. SWOT Analysis of competitor research & analysis for Radiance Wholefoods. Author’s image. Figure 10. SWOT Analysis of competitor research & analysis for Lemon Farm. Author’s image. Figure 11. SWOT Analysis of competitor research & analysis for Spring Epicurean Market. Author’s image. Figure 12. SWOT Analysis of competitor research & analysis for Bank loan. Author’s image. Figure 13. SWOT Analysis of competitor research & analysis for Investors. Author’s image. Figure 14. SWOT Analysis of competitor research & analysis for Crowdfunding. Author’s image. Figure 15. 2x2 of Where do people do organic shopping?. Author’s image. Figure 16. 2x2 of What kind of organic food is in the market?. Author’s image. Figure 17. Map of the study’s research space. Author’s image. Figure 18-29. Research protocols. Full size images are located in Appendix AA. Author’s images. Figure 30-35. Interviewees. Author’s image. Figure 36-40. Respondents. Author’s image. Figure 41. Insights from interview and questionnaires. Author’s image. Figure 42-44. Online open survey findings. Author’s image. Figure 45-55. Observation findings. Author’s image. Figure 56. Persona 1 startup. Retrieved from http://www.gettyimages.co.uk/detail/photo/ salesperson-in-an-organic-grocery-store-royalty-free-image/528843817 Figure 57. Persona 2 organic consumer. Retrieved from https://www.pinterest.com/ pin/16536723610233354/ Figure 58. Persona 3 non-organic consumer. Retrieved from http://ultimatefitnesstrainingcenter.com/ wp-content/uploads/2013/12/NJ-Personal-Trainer-Enzo Figure 59. Persona 4 change agent. Retrieved from http://www.iowalandsales.com/blog/womenfarmer-resources/ Figure 60. Research finding at a glance map. Author’s image. Figure 61. Opportunities for design. Author’s image. Figure 62. Concept vs opportunity. Author’s image. Figure 63. Concept 1 Organic in a box. Author’s image. Figure 64. Concept 2 Education mobility: The organic Tuk Tuk. Author’s image. Figure 65. Concept 3 Finding (organic) hidden info. Author’s image. Figure 66. Final deliverable: Guidebook. Full version of guidebook is located in Appendix E. Author’s image. Figure 67. Final deliverable: Workbook. Full version of workbook is located in Appendix E. Author’s image.
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List of Figures Figure 68. Final deliverable: Website. Author’s image. Figure 69. Final deliverable: Website. Author’s image. Figure 70. Final deliverable: Packaging design. Author’s image (adapted from http://www. spoon-tamago.com/2014/12/09/packaging-design-for-mizkan-vinegar-by-taku-satoh/). Figure 71. Business model canvas for OrganiKit. Author’s image. Figure 72. SWOT Analysis for OrganiKit. Author’s image. Figure 73. OrganiKit launch plan. Author’s image. Figure 74. Marketing mix of OrganiKit. Author’s image. Figure A1. Timeline. Author’s image. Figure B1-11. Signed consent forms. Author’s image. Figure C1. Consent form one. Author’s image. Figure C2. Consent form two. Author’s image. Figure C3. Business expert interview questions. Author’s image. Figure C4. Organic food business owner interview questions. Author’s image. Figure C5. Organic expert interview questions. Author’s image. Figure C6. Organic food consumer interview questions.Author’s image. Figure C7. Non-organic food consumer interview questions. Author’s image. Figure C8. Startup interview questions. Author’s image. Figure C9-11. Survey questions. Author’s image. Figure D1. Hillary Bradbury interview transcript. Author’s image. Figure D2. Teri Schell interview transcript. Author’s image. Figure D3. Rebecca Ngola interview transcript. Author’s image. Figure D4. Erik Ryons interview transcript. Author’s image. Figure D5. Wanassanan Kittikun interview transcript. Author’s image. Figure D6. Vorawan Thamrongvarangkul interview transcript. Author’s image. Figure D7. Itchaya Siwananthakul response. Author’s image. Figure D8. Wanchalerm Promsorn response. Author’s image. Figure D9. Saravut Prachapichai response. Author’s image. Figure D10. Sucha Nuntaworanuch response. Author’s image. Figure D11. Kemkasom Tangdejahiran response. Author’s image. Figure E1. OrganiKit cover page. Author’s image. Figure E2. Logo page. Author’s image. Figure E3. OrganiKit explanation page. Author’s image. Figure E4. Author introduction page. Author’s image. Figure E5. Introduction page. Author’s image. Figure E6. Step one: Identify problems page. Author’s image. Figure E7. Step two: Understand customers page. Author’s image. Figure E8. Step three: Get insights page. Author’s image. Figure E9. Step three: Get insights page (continued). Author’s image. Figure E10. Step three: Get insights page (continued). Author’s image. Figure E11. Step three: Get insights page (continued). Author’s image. Figure E12. Step four: Find opportunity page. Author’s image. Figure E13. Step five: Create ideas page. Author’s image. Figure E14. Step five: Create ideas page (continued). Author’s image. Figure E15. Step five: Create ideas page (continued). Author’s image. Figure E16. Step five: Create ideas page (continued). Author’s image. Figure E17. Recommendations page. Author’s image. Figure E18. Step six: Build prototype page. Author’s image.
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Figure E19. Step seven: Validation page. Author’s image. Figure E20. Step seven: Validation page (continued). Author’s image. Figure E21. Step seven: Validation page (continued). Author’s image. Figure E22. Step seven: Validation page (continued). Author’s image. Figure E23. Step seven: Validation page (continued). Author’s image. Figure E24. Step eight: Refine for improvement page. Author’s image. Figure E25. Step nine: Implementation page. Author’s image. Figure E26. Quote page. Author’s image. Figure E27. References page. Author’s image. Figure E28. Back cover page. Author’s image. Figure E29. Workbook cover page. Author’s image. Figure E30. Logo page. Author’s image. Figure E31. Workbook explanation page. Author’s image. Figure E32. OrganiKit process page. Author’s image. Figure E31. Identify problems cards page. Author’s image. Figure E32. OrganiKit process page. Author’s image. Figure E33. Identify problems cards page. Author’s image. Figure E34. Identify problems card back page. Author’s image. Figure E35. Identify problems blank cards page. Author’s image. Figure E36. Identify problems card back page. Author’s image. Figure E37. Identify problems template page. Author’s image. Figure E38. Identify problems template page. Author’s image. Figure E39. Understand customers cards page. Author’s image. Figure E40. Understand customers card back page. Author’s image. Figure E41. Empathy map template page. Author’s image. Figure E42. POEMS template page. Author’s image. Figure E43. Five human factors template page. Author’s image. Figure E44. Persona template page. Author’s image. Figure E45. Affinizing process example page. Author’s image. Figure E46. Opportunity template page. Author’s image. Figure E47. Crazy 8s template page. Author’s image. Figure E48. Circle of opportunity example page. Author’s image. Figure E49. Create ideas cards page. Author’s image. Figure E50. Create ideas card back page. Author’s image. Figure E51. Create ideas cards page. Author’s image. Figure E52. Create ideas card back page. Author’s image. Figure E53. Create ideas cards page. Author’s image. Figure E54. Semantic differential template page. Author’s image. Figure E55. 4 action framework template page. Author’s image. Figure E56. The business model canvas template page. Author’s image. Figure E57. References page. Author’s image. Figure E58. Workbook back cover page. Author’s image. Figure F1. Working wall: Affinitizing Process. Author’s image. Figure F2-3. Working wall: Affinitizing Process. Author’s image. Figure F4. Failed Cultural Probe. Author’s image. Figure F5. Working wall. Author’s image. Figure F6. Working wall. Author’s image.
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Appendix A: Timeline
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Timeline week 1
week 2
week 3
week 4
week 5
week 6
week 7
week 8
week 9
week 10
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Project Palanning Refining Project Proposal
Working Wall
Conducting Research Data Collection Surveys & Observations Interviews Market Analysis Project Positioning ZAG & Value Proposition Research Synthesis Research Gap Personas Opportunities Design Criteria Midterm Process Book Initial Exploration Sketches of Concepts Concepting & Prototyping Concept Testing Assessment and Validation Concept Assessment Final Prototype Business Model Canvas & Implementation Plan Graduation Poster Final Process Book Figure A1. Timeline. Author’s image.
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Appendix B: Signed Consent Forms
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Signed Consent Forms
Informed Consent Form
Informed Consent Form
I voluntarily agree to participate in an interview performed by students at the Savannah
I voluntarily agree to participate in an interview performed by students at the Savannah
I voluntarily agree to participate in an interview performed by students at the Savannah
College of Art and Design. I understand that this interview is being conducted by
College of Art and Design. I understand that this interview is being conducted by
College of Art and Design. I understand that this interview is being conducted by
Isariyasereekul
Chatsuree
, in order to identify opportunities for design.
I understand that the evaluation methods which may involve me include: 1. the recorded (audio and photography) observations of my work
OrganiKit
Isariyasereekul
Informed Consent Form
Chatsuree
, in order to identify opportunities for design.
I understand that the evaluation methods which may involve me include: 1. the recorded (audio and photography) observations of my work
2. my completion of an evaluation questionnaire(s) and/or
2. my completion of an evaluation questionnaire(s) and/or
3. my participation in a 30-60 minute interview.
3. my participation in a 30-60 minute interview.
Isariyasereekul
Chatsuree
, in order to identify opportunities for design.
I understand that the evaluation methods which may involve me include: 1. the recorded (audio and photography) observations of my work 2. my completion of an evaluation questionnaire(s) and/or 3. my participation in a 30-60 minute interview.
I grant permission for the interview to be recorded and transcribed, and to be used only by
I grant permission for the interview to be recorded and transcribed, and to be used only by
I grant permission for the interview to be recorded and transcribed, and to be used only by
Chatsuree Isariyasereekul
Chatsuree Isariyasereekul
Chatsuree Isariyasereekul
for analysis of interview data. I grant permission for the evaluation
for analysis of interview data. I grant permission for the evaluation
for analysis of interview data. I grant permission for the evaluation
data generated from the above methods to be used in an educational setting.
data generated from the above methods to be used in an educational setting.
data generated from the above methods to be used in an educational setting.
I understand that any identifiable information in regard to my name and/or company name will
I understand that any identifiable information in regard to my name and/or company name will
I understand that any identifiable information in regard to my name and/or company name will
be removed from any material that is made available to those not directly involved in this study.
be removed from any material that is made available to those not directly involved in this study.
be removed from any material that is made available to those not directly involved in this study.
Itchaya siwanantakul _______________________________________
Wanchalerm Promsorn _______________________________________
Research Participant Name
Research Participant Name
_______________________________________ Research Participant Name
Itchaya siwanantakul _______________________________________ Itchaya siwanantakul (Mar 5, 2016)
wanchalerm promsorn _______________________________________ wanchalerm promsorn (Mar 5, 2016)
Vorawan T.varangkul _______________________________________
Research Participant Signature
Research Participant Signature
Research Participant Signature
_______________________________________ Date
_______________________________________ Date
03/05/16
Vorawan Thamrongvarangkul
Vorawan T.varangkul (Mar 6, 2016)
Figure B1-11. Signed consent forms. Author’s image.
March 6, 2016
_______________________________________ Date
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Appendix C: Protocols
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Consent Forms
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Consent Form One
Consent Form Two
Figure C1. Consent form one. Author’s image.
Figure C2. Consent form two. Author’s image.
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Interview Questions
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Business Expert Interview Questions
Organic Food Business Owner Interview Questions
Figure C3. Business expert interview questions. Author’s image.
Figure C4. Organic food business owner interview questions. Author’s image.
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Interview Questions
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Organic Expert Interview Questions
Organic Food Consumer Interview Questions
Figure C5. Organic expert interview questions. Author’s image.
Figure C6. Organic food consumer interview questions. Author’s image.
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Interview Questions
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Non-organic Food Consumer Interview Questions
Startup Interview Questions
Figure C7. Non-organic food consumer interview questions. Author’s image.
Figure C8. Startup interview questions. Author’s image.
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Survey Questions
Survey Questions
Figure C9-11. Survey questions. Author’s image.
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Appendix D: Transcriptions
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Transcripts | Interviewees Hillary Bradbury: Marketing Team Leader at Whole Foods Market
Figure D1. Hillary Bradbury interview transcript. Author’s image.
Teri Schell: Forsyth Farmers Market Director
Rebecca Ngola: Graduate Student
Figure D2. Teri Schell interview transcript. Author’s image.
Figure D3. Rebecca Ngola interview transcript. Author’s image.
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Transcripts | Interviewees Erik Ryons: Local Farmbag
Figure D4. Erik Ryons interview transcript. Author’s image.
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Wanassanan Kittikun: Organic Expert
Vorawan Thamrongvarangkul: Organic Farm Startup
Figure D5. Wanassanan Kittikun interview transcript. Author’s image.
Figure D6. Vorawan Thamrongvarangkul interview transcript. Author’s image.
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Transcripts | Questionaires Itchaya Siwananthakul: Banker
Wanchalerm Promsorn: Lecturer/ University Professor
Name: Itchaya Siwananthakul
Name: Saravut Prachapichai
Age: 29
Age: 40
Occupation: Banker
Occupation: Fitness instructor
Education: MBA
Non-organic Consumer
Non-organic Consumer Do you feel you eat healthy? why?
Do you feel you eat healthy? why?
Actually, I do feel healthy with normal food. Although I do not eat organic food but I roughly controlled
Not really. I don”t have time to cook or manage to order food from healthy food providers. What I do is
my proportion of carbohydrate, protein and good fat so that's why I feel eat healthy even I'm not eat
that I avoid very unhealthy food e.g. fast food, soda, fried food etc.
organic food.
What are the reasons that impede you from consuming organic food? why?
What are the reasons that impede you from consuming organic food? why?
Time and convenience, as I mentioned earlier. I also don’t want to put an effort doing a research of
Because it is very difficult to find organic ingredients or food to buy. It seems like organic food to be in a
healthy menu etc. Would be nice if there is an easy-to-understand "how-to" for me.
good supermarket and not extensively.
What might be your reasons to consume organic food?
What might be your reasons to consume organic food?
I want to be healthy and loss weight. I think organic food is less fattened less preservation, I guess.
Organic food should be Convenient to buy and affordable.
What if you are getting more understanding of organic food, will you change your mind to
What if you are getting more understanding of organic food, will you change your mind to
consume organic food?
consume organic food?
Yes. But as I said, time and convenience can be the constraint.
Saravut Prachapichai: Fitness Instructor
I do understand what is the organic food and if I was getting more information about some benefits, I would love to change to consume more and more but as I said, the troubles are very difficult to buy and
Where do you shop for food?
still expensive.
I don’t cook so I mainly get food from a restaurants....At home, my house keeper cooks for me. The ingredients are from supermarket.
Where do you shop for food? Supermarket
How much you spend for you food in each grocery shopping? I guess the average spending at supermarket is around 700-1,000 THB/time. However, this includes all
Do you consider organic food as your option as you do grocery shopping?
the household products too.
Yes I do. But I also compare price with non organic food as well. If the price of organic food to be similar
When I was in the UK, I spent around 20 GBP/week at the grocery store.
to non organic, I prefer the organic one.
Do you consider organic food as your option as you o grocery shopping? Yes. Do you have any other thoughts or comments? U might want to be more specific when talking about organic food. I think brands these days use the word "organic" to increase the value of their products much more than before.
Figure D7. Itchaya Siwananthakul questionaire. Author’s image.
Figure D8. Wanchalerm Promsorn questionaire. Author’s image.
Figure D9. Saravut Prachapichai questionaire. Author’s image.
Sucha Nuntaworanuch: Jelwery Business Startup
Kemkasom Tangdejahiran: Office Employee
Figure D10. Sucha Nuntaworanuch questionaire. Author’s image.
Figure D11. Kemkasom Tangdejahiran questionaire. Author’s image.
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Appendix E: Final Design to Market
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Figure E1. OrganiKit cover page. Author’s image.
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Figure E2. Logo page. Author’s image.
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Figure E3. OrganiKit explanation page. Author’s image.
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Figure E4. Author introduction page. Author’s image.
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Figure E5. Introduction page. Author’s image.
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Figure E6. Step one: Identify problems page. Author’s image.
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Figure E7. Step two: Understand customers page. Author’s image.
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Figure E8. Step three: Get insights page. Author’s image.
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Figure E9. Step three: Get insights page (continued). Author’s image.
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Figure E10. Step three: Get insights page (continued). Author’s image.
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Figure E11. Step three: Get insights page (continued). Author’s image.
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Figure E12. Step four: Find opportunity page. Author’s image.
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Figure E13. Step five: Create ideas page. Author’s image.
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Figure E14. Step five: Create ideas page (continued). Author’s image.
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Figure E15. Step five: Create ideas page (continued). Author’s image.
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Figure E16. Step five: Create ideas page (continued). Author’s image.
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Figure E17. Recommendations page. Author’s image.
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Figure E18. Step six: Build prototype page. Author’s image.
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Figure E19. Step seven: Validation page. Author’s image.
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Figure E20. Step seven: Validation page (continued). Author’s image.
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Figure E21. Step seven: Validation page (continued). Author’s image.
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Figure E22. Step seven: Validation page (continued). Author’s image.
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Figure E23. Step seven: Validation page (continued). Author’s image.
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Figure E24. Step eight: Refine for improvement page. Author’s image.
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Figure E25. Step nine: Implementation page. Author’s image.
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Figure E26. Quote page. Author’s image.
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Figure E27. References page. Author’s image.
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Figure E28. Back cover page. Author’s image.
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Workbook
Organi Kit A user-driven toolkit for limited budget startups in the organic food businesses
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Figure E29. Workbook cover page. Author’s image.
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Figure E30. Logo page. Author’s image.
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Figure E31. Workbook explanation page. Author’s image.
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Figure E32. OrganiKit process page. Author’s image.
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Identify Problems Cards
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Figure E33. Identify problems cards page. Author’s image.
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Figure E32. Identify problems card back page. Author’s image.
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Identify Problems Cards
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Figure E33. Identify problems cards page. Author’s image.
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Figure E34. Identify problems card back page. Author’s image.
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Identify Problems Cards
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Figure E35. Identify problems blank cards page. Author’s image.
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Figure E36. Identify problems card back page. Author’s image.
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Identify Problems Template
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Figure E37. Identify problems template page. Author’s image.
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Identify Problems Template
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Figure E38. Identify problems template page. Author’s image.
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Understand Customers Cards
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Figure E39. Understand customers cards page. Author’s image.
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Figure E40. Understand customers card back page. Author’s image.
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Empathy Map Template
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Figure E41. Empathy map template page. Author’s image.
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POEMS Template
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Figure E42. POEMS template page. Author’s image.
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Five Human Factors
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Figure E43. Five human factors template page. Author’s image.
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Persona Template
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Figure E44. Persona template page. Author’s image.
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Affinizing Process Example
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Figure E45. Affinizing process example page. Author’s image.
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Opportunity Template
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Figure E46. Opportunity template page. Author’s image.
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Crazy 8s Template
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Figure E47. Crazy 8s template page. Author’s image.
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Circle of Opportunity
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Figure E48. Circle of opportunity example page. Author’s image.
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Create Ideas Cards
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Figure E49. Create ideas cards page. Author’s image.
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Figure E50. Create ideas card back page. Author’s image.
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Create Ideas Cards
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Figure E51. Create ideas cards page. Author’s image.
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Figure E52. Create ideas card back page. Author’s image.
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Create Ideas Cards
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Figure E53. Create ideas cards page. Author’s image.
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Semantic Differential
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Figure E54. Semantic differential template page. Author’s image.
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4 Factor Framework Template
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Figure E55. 4 action framework template page. Author’s image.
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The Business Model Canvas
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Figure E56. The business model canvas template page. Author’s image.
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References Erwin, K. (2014). Communicating the new: Methods to shape and accelerate innovation. Hoboken, NJ: John Wiley & Sons. Kumar, V. (2013). 101 design methods: A structured approach for driving innovation in your organization. Hoboken, NJ: Wiley. Michalko, M. (2006). Thinkertoys: A handbook of creativethinking techniques. Berkeley, CA: Ten Speed Press. Osterwalder, A., Pigneur, Y., Clark, T., & Smith, A. (2010). Business model generation: A handbook for visionaries, game changers, and challengers. Hoboken, NJ: Wiley.
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Figure E57. References page. Author’s image.
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Figure E58. Workbook back cover page. Author’s image.
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Appendix F: Working Wall
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Working Wall
Figure F1. Working wall: Affinitizing Process. Author’s image. Figure F4. Failed Cultural Probe. Author’s image.
Figure F2-3. Working wall: Affinitizing Process. Author’s image.
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Working Wall
Figure F5. Working wall. Author’s image.
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Figure F6. Working wall. Author’s image.
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Organi Kit Chatsuree Isariyasereekul ploichatsuree@gmail.com www.ploichatsuree.com