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)

Brand = Reputation

Business Model

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

Sustainability/environment as #1 cause

Most people surveyed normally face little difficulty with decision making. . .

. . . yet found sustainable brands the most difficult to decide on.

Tech savvy population polled

>90% would switch brands based on new actionable knowledge

Somewhat likely + Very likely = 93%

Locally grown food popular


Care for ethical labor as cause too


One area most wanted to be knowledgeable in: Sustainability

39%

23%

14%

13%

13%

Market Segmentation

Businesses –  Big brands –  Smaller businesses

Consumers / Cultural creatives –  Activists –  Budget conscious –  Value enabled

Strategic Partnerships

•  Government •  NGOs •  Small businesses •  Large brands/companies

Key Partnerships with Activist Bloggers

@@

@

@

@

@

Partnerships with Govt Agencies

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.

Risk

Porter’s Five Forces of Competition

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!

Uvalue: Use case scenario

Lisa’s & Pierre’s Story

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!

Lisa finds out about Uvalue! She gets guidance that she needs on her purchase.

She can prioritize and tailor the selection based on her own value system.

Pierre had a huge presentation at work. He would like a cup of joe just to revive himself!

The challenge for Pierre is that he wants to be sure that the coffee beans were harvested by ethical means.

Pierre is able to find just what he needs to decide using UValue’s Mobile App!

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 Uinterface

First draft

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


Where are you? Use your locaBon sePng or pin your place!

Find me

Pin it

+

-‐


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_


Which brand light your interest ? Open the brands bags and click on them.

Fashion Consumer Goods

Food Drinks


Which brand light your interest ? Open the brands bags and click on them.

Fashion Consumer Goods

Food Drinks


Which brand light your interest ? Click on the one you want to responsibly follow.

Fashion Consumer Goods Food Drinks

<<

<<


Welcome on Uvalue!

Look at Uprofile Browse Values

Subscribe An Ac=on A Day


Welcome on Uvalue!

Look at Uprofile Browse Values

Subscribe An Ac=on A Day


Uvalue!

Subscibe an ac=on a day

Cause Category TOP 10s

About us Uprofile

Proposi9on 1

@ +

…@ +

@ +

@+

…@ +

@ +


Uvalue!


About us Uprofile

Proposi9on 1 – Presenta9on of the scroll menu


TOP 10 COMPANIES

TOP 10 INITIATIVES

GREENS OF THE MONTH

Child Labor

Factory Workers

Agricultural Workers

Office Employees

Food

Drinks

Consumer Products

Apparel Retail

@+

…@ +

@ +


Uvalue!


About us Uprofile

Proposi9on 1 – Presenta9on of the « I like this brand… »


Does it fit my values ?

I this brand

Proposi9on 1 – Presenta9on of the « I like this brand… »


Uvalue!


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


Uprofile

Rules in your country

About us Uvalue

Proposi9on 1 -‐ Uprofile

Interests Location Actions

To do around you To know around you

+ + +


Uprofile


About us Uvalue




+ + +

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



Uprofile


About us Uvalue



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

To be continued …