Download - UValue – OAP Assignment
UValue
Team members Arthur, Julia, Khai, Linda, Lucie, Sharon, & Sherri
Venture Lab Opportunity Analysis Project (OAP)
Prof. Chuck Eesley - 05.21.2012
The UTeam
Lucie (France) – Team Lead Linda (US) – Consumer Products Khai (US) – Finance Sharon (US) – Consumer Products Sherri (US) – Consumer Products Julia (US) – Research Arthur (Brazil) – Web Applications
Weekly meetings on Google+ Hangouts
Healthy and ethically grown?
Labor and human rights have been strictly segregated from the sustainability agenda
‘Does it ma+er whether an heirloom tomato is local and organic if it was harvested by slave labor?’
– Eric Schlosser, Slow Food
The Problem • People have personal value systems • Their value systems might not be reflected in
their purchasing habits – Lack of information – Lack of time – Lack of resources
Is this the only option?
The Generation of We: Cultural Creatives
“Values are the best single predictor of real behavior”
– Ray and Anderson, The Cultural Creatives: How 50 Million People Are Changing the World
New individuals - New product choices
• Organic food market reached $60B globally • 60M Americans want information about safe and green.
Organic non-food sales grew 9.7
percent in 2010, to reach $1.97B.
Source: Organic Trade Association’s 2011
Organic Industry Survey Captured G8’s attention (2012)
Hypothesis
People are interested in a website and/or mobile application that allows for ranking of a personal value system (sustainability, ethical labor practices, etc.) to help provide guidance for the purchase of goods and services.
Testing Methodology
• Face-to-face interviews – Engineering project management
event (8 – 10 people, ages 20 - 35) – Women’s book club (6 people, ages
50+)
• Online surveying – n = 80 (May 2012, Survey Monkey) – Questions on causes, local/organic/
sustainable food, ethical labor, environment, green lifestyle, decision-making, and technical aptitude
Results - Face-to-face interviews
• Customers first asked: “Why should we care?” – Our response:
• Personalized value system experience • Carbon tracking • Rewards system
– Their response: Liked value system! – Liked the ranking input – transparency as key
(show how filters are generated for users)
• Other feedback – Initial interest based on Freemium model – Flow is not too clear on mockup – More testing needed with paper prototypes
Market Segmentation
Businesses – Big brands – Smaller businesses
Consumers / Cultural creatives – Activists – Budget conscious – Value enabled
Competitive Landscape • Good Guide
http://www.goodguide.com/#
• Not much else out there other than less concerted efforts: – Leaders (e.g. Stella McCartney) – NGOs – Government groups
Uvalue will instead reflect personal values of and by consumers, not imposing the values of others.
Recommendations • Build a value ranking system based on
– Brands – Products (beginning first in food)
• Build credibility using info from govt/ scientific sources
• Make visually appealing and easy to use – Time: Efficient / convenient – Information: Informative / relevant – Resources: Fact-checked / credible
• Personalize purchasing experience • Provide a voice for the customer to brands
and companies + activism channel • Allow for collective change with each
purchase – $ goes where it should!
Lisa is conscientious – and wants to be sure that the gift she finds is safe and sustainably made because she cares about the earth.
Safe & Sustainably Made
Warranty
She is confused and frustrated by what is out there – and finds it difficult to have her values reflected in her purchase!
The challenge for Pierre is that he wants to be sure that the coffee beans were harvested by ethical means.
What are you interested in? Drop the causes and the categories that are near and dear to your heart!
There are direct ways to review brands/products based on your value system + get rewards that can be applied for future purchases or for your charity!
food
drink
child labor
factory workers apparel
agricultural workers nature
Both Lisa and Pierre were relieved to find help with UValue for life’s important and daily decisions. They put their money to the best use and are helping to change the world for the better - one day at a time !
User Experience Scenario
Who are you
Browse
Thumb up
Be connected
What are your values? Fill in an online quesBonnaire / Become a member / log in with Facebook
Discover the Uvalue Universe Brands and NGOs causes + other sustainable iniBaBves
Be ac=ve in the community Rate them ! Spread the word
Received infos that fit your interests And take acBon : sign a peBBon, go to a responsible restaurant …
Business Model 1/2
Proposi=on Value Proposi=on Architecture
Profit Equa=on
• Infos that fit your concerns • Brands speak to their consumers • NGO infos are grouped • Infos are spread in a visually way
• Brands+NGO give credible content
• The community rates • Top charts are displayed
• Keep people informed • Encourage them to take ac=on in a visually,
gamy, simple way • Scout the interest on sustainable ini=a=ves • Connect people to ac=vi=es they value
Business Model 2/2
Brands + NGOs
Community
Give credible informa9ons
Rate the causes
TOP 10 ACTIONS TAKEN
TOP 10 COMPANIES
TOP 10 INITIATIVES
THE GREENER OF THE MONTH
Get points, received special offers (commercial and ac=on to take) that fit your values and become …
OAP SWOT Analysis • Can begin with lean informa=on
based service. Technological skills. • Team with global experience. • Passion and rich with ideas and
enthusiasm. • Experience in packaging, finance,
web, marke=ng, research
• Too broad/lack of focus in strategy. • Partnerships not yet established
(govt and business)? • Low customer reten=on. Need for
mentor to help maneuver and manage strategy.
• Find a strong differencia=on
• Compe==ve social entrepreneurship vendorsLack of access to needed informa=on.
• Legal threats. • Geographically specific laws/
regula=ons/cultural tastes. • Inadequate or lack of
differen=a=on from other services?
• The value ranking system gives a global vision of ini=a=ves
• Consumers with certain values are matched with companies/businesses with shared values.
• Interna=onal market. • Geographically specific laws/
regula=ons/cultural tastes.
S W
O T
Models - Ideas
• Pinterest (visual appeal) • Goodguide (sustainability/manufacture/credibility + convenience in scanning)
• Foursquare (community) • Free2Work (labor and convenience in scanning product)
• Stella McCartney (fashion/causes/charity partnership opportuni=es).
The Uv Card A be]er name?
@ +
A simple image
A short descrip=on
Web link (if applied)
Take ac=on (if applied)
The ra=ng score
Thumb it up !
Comments …
The Website Interface
What are you interested in ? Drag the causes and the categories that interest you in the heart !
food
drink
child labor
factory workers apparel
consumer products
agricultural workers nature
The Website Interface
Which ac9on person are you? Place the acBon on the ladder.
Donate Buy from the brand
Go into an event Sign a pe==on
Donate + receive gi_
The Website Interface
Which brand light your interest ? Open the brands bags and click on them.
Fashion Consumer Goods
Food Drinks
The Website Interface
Which brand light your interest ? Open the brands bags and click on them.
Fashion Consumer Goods
Food Drinks
The Website Interface
Which brand light your interest ? Click on the one you want to responsibly follow.
Fashion Consumer Goods Food Drinks
<<
<<
The Website Interface
Uvalue!
Subscibe an ac=on a day
Cause Category TOP 10s
About us Uprofile
Proposi9on 1
@ +
…@ +
@ +
@+
…@ +
@ +
The Website Interface
Uvalue!
Cause Category TOP 10s
About us Uprofile
Proposi9on 1 – Presenta9on of the scroll menu
TOP 10 ACTIONS TAKEN
TOP 10 COMPANIES
TOP 10 INITIATIVES
GREENS OF THE MONTH
Child Labor
Factory Workers
Agricultural Workers
Office Employees
Food
Drinks
Consumer Products
Apparel Retail
@+
…@ +
@ +
The Website Interface
Uvalue!
Cause Category TOP 10s
About us Uprofile
Proposi9on 1 – Presenta9on of the « I like this brand… »
The Website Interface
Does it fit my values ?
I this brand
Proposi9on 1 – Presenta9on of the « I like this brand… »
The Website Interface
Uvalue!
TOP 10 ACTIONS TAKEN
TOP 10 COMPANIES
TOP 10 INITIATIVES
GREENS OF THE MONTH
TOP 10s
About us Uprofile
Cause Category
Proposi9on 2
@ +
…@+
@ +
…
<<
I like this brand
How is it sustainable ? GO
Country Profiles
The Website Interface
Uprofile
Rules in your country
About us Uvalue
Proposi9on 1 -‐ Uprofile
Interests Location Actions
To do around you To know around you
+ + +
The Website Interface
Uprofile
Rules in your country
About us Uvalue
Proposi9on 1 -‐ Uprofile
Interests Location Actions
To do around you To know around you
+ + +
Messages where you can receive special offers
Actions recommended on your preferences
About brands/initiatives/event that happen close to you according to your interests
Editing capabilities
The Website Interface
Proposi9on 1 -‐ Uprofile
Uprofile
Rules in your country
About us Uvalue
Interests Location Actions
To do around you To know around you
Messages where you can receive special offers
Actions recommended on your preferences
About brands/initiatives/event that happen close to you according to your interests
+ + +
Editing capabilities