Social Entrepreneurship Final Project “No tires mas comida”

SOCIAL ENTREPRENEURSHIPFINAL PROJECT

“NO TIRES MAS COMIDA”

Constantin Beyer von Morgenstern, Fiammetta Falaschi, Benjamin Graub, Karan Kalra, Mélissa Mellado Ruiz, Wenjia TengGroup D

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AGENDAMarket gap - Insight1

Concept2

Prototype3

Iteration4

Key learnings5

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Concept2

Prototype3

Iteration4

Key learnings5

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MARKET GAP - INSIGHT 4

Problems identificatio

n

Food Waste

Hunger Issues

Keep End User Dignity

1.100.000 people in Spain are having problems to get access to proper meals (caloric and protein needs)

Increase of « community kitchen » services

Bad nutrition increases diseases especially among children

1/3 of food produced in EU ends up in trash bins

Extensive industrial agriculture wastes & destruction of resources

Homeless people having to look for food in trash bins

They need to beg for money of food - No dignifying jobs -

Raising awareness on food waste and motivate people to fight this issue while getting tips to manage their food purchases

Involve them to serve and participate in their communities while benefiting from it

Improve lifestyle and make them feel useful and appreciated by society

Involve homeless people to work for their community and be rewarded with accommodation and proper nutrition

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HOW IS THE FOOD WASTED?• Product use-date is passed (avoid out of stocks)• Bad planning and management of resources (shape of

product is not perfect, lifecycle passed)• Marketing pack of products (people buy more than they

need)

Supermarket

• They need to adapt their supply to supermarket (tend to overproduce)

• Supermarkets might have special requirements depending on customers taste

Private brand producers and local farmers

• Bad planning to meet customers demand • Cannot afford to run out of stock

Restaurants/ Schools

• Bad planning and compulsive purchases• Need to feed everyone (have food constantly )• Want good product (won’t use food that doesn't have a

perfect shape)• They can reuse food excess

Families

• Bad planning and compulsive purchases• Difficult to organize purchases for 1 personIndividuals

Food losses in Europe

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Constantin Beyer von Morgenstern

Second slide with data in europe from pdf

HOW TO DEAL WITH IT? 6

Social business opportunities

Food banks collect food from supermarkets and wholesalers

Charities and NGOs get delivered with food and redistribute it to local communities

Missions

Raise awareness on food waste and hunger issues

Help people find a way to better manage their food and reduce their waste

Combined way to find jobs/access to proper food for poor people while reducing food wastes in the community

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Second slide with data in europe from pdf


Concept2

Prototype3

Iteration4

Key learnings5

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CONCEPT 8Brainstorming

Sensitization of people

- Events to raise awareness on food waste

- Children sensitization (games and tips to parents)

Personal shopping assistance

- Mentor to show people what to buy

- Personalized cooking classes

Technology assistance

- Application “Mi nevera” to manage food and get reward from supermarkets

Reutilize "food waste" from families

- Create a community where people could give the food they are not going to use

- Get rewards for giving food

Involve homeless people

- Collect and cook wasted food for local communities

- Be involved and benefit from it

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• Individual customers

Procurement Production Sales

• Supermarkets• Private

consumers • Food Bank

Online/ Mobile Phone Application

• Smoothie Store• Take-away shop

• Fruit juices• Smoothies

Transfer by a network of trained homeless employees.

Transfer by trained homeless employees

Production and Sales in one location

Hypothesis – Efficient and easy to use information system: a) Motivate consumers and other sources to help reduce food

waste b) Provide us valuable data to tackle the problem.

CONCEPTValue Chain

After-Sales

• Individual customers get rewarded to the local supermarkets (discounts) for giving food to the organization 9

1. Procurement Sources

The main source of procurement are private consumers, food banks, and potential supermarkets

Service Offered We propose to develop a online network, where information will be fed through a mobile

application and by logging into the website. The purpose is to inform our network about food that is fit for consumption at the moment, but will go to waste if not consumed in a few days.

Eg: A family is heading out for the weekend and knows that the food stored in its fridge will have to be thrown away. They just post it on the internet or on the app (and that’s it)

Collection Our local network of trained employees (homeless/unemployed/poor people) will collect

this food by bike from their specific locality and bring it to the production center.

2. Production Segregation

First and foremost this food will have to be segregated for different purposes. Cooking

Here we process our collections in order to make it sustain longer and be viable for selling.

Items include, fresh fruit juices and smoothies

3. Sales Sales channels include take away food shop and a smoothie store

4. After-Sales By buying at the local supermarket with their fidelity card, customers get their food uploaded

directly on their i-Phone application Customers get discount from the supermarkets and recommendations of food to buy to

better manage their purchases

CONCEPT

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CONCEPT 11Persona

He has been living on the street for 4 years now His parents are separated and he does not talk to his father anymore His mother is sick in the hospital and he needs to work to pay her bills and

every day needs

He was renting a small apartment in town but his landlord asked him to leave since he could not pay the rent for several months

He is now sleeping some night in the streets and some nights at friend’s flat but his friend is not happy with the situation and would like him to find his own place

Since he is most of the time working to get money for his mother he has not much money left for himself

No money to buy proper food and he is sometimes really hungry No money to buy appropriate clothes

He tried to get involved in several jobs (barman) Most of the places where he tried to work now fired him because he

sometimes had to leave on a hurry to help his mother and he did not have an appropriate profile (not shaved)

He is now trying to get money on the streets by playing music since his mother offered him a guitar several years ago

He would like to get a proper job and place to live where he could have a shower every day and proper meals

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Andreu is a homeless young man of 28 year old living in Barcelona


Homeless part of the improvement programme

CONCEPT 12ScenarioBefore using the service Engagement with the service

Disengagement with the service After using the service

NTMC !

Mi Nevera

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Concept2

Prototype3

Iteration4

Key learnings5

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PROTOTYPE 14

Initial Assumptions to be tested

Two assumptions of our idea to be tested through prototyping

1. Consumers are willing to buy fruit juice from fruits that could not be sold at the supermarket anymore

2. Individuals are interested in using a smart-phone application to reduce their food-waste – Super-Markets are willing to look into the option.

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PROTOTYPE

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1. Buy fruits in advance and some fresh fruits

3. Get feedback on juices on the streets of Barcelona

2. Make two juices using the two sets of fruits

4. Get feedback from Supermarket and food bank

Prototyping the acceptance of fruit juices from fruits that couldn‘t be sold at the super-market anymore

PROTOTYPE

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Key Feedback

„ The juices are very similar. I would pay the same price for both“ – Test

person on the streets of Barcelona 《„Part of our food waste goes to charities but the majority is still wasted “ –

Silvio Elias, CEO Veritas

„No is forbidden to sell it [processed food from food waste]. We transform

directly 422 Tm of peaches to juice in august, but its always free for the

poor people .“ – Jordi Peix, Food Bank

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PROTOTYPE 17Prototyping interest for smart-phone application to manage own food

1. Design application on paper

PROTOTYPE

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2. Test application on the streets of Barcelona

„ Wow – this is an amazing idea. I would definitely use it if it

were available“ – Test person on the streets of Barcelona》《

Prototyping interest for smart-phone application to manage own food

PROTOTYPE

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3. Get feedback on application idea from Supermarket


„It seems like an interesting idea. However to put this app. Into practice a lot

of work and additional resources would be necesssary“ – Silvio Elias,

Veritas

》《


INTERVIEW WITH VERITAS

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Basic Facts on Food Waste

At theProducer Level

At theSupermarket

Level

Following the need of consumers to have an abundant amount of food to choose from

Lots of food waste created through poor planning and surplus

FOOD WASTE

Bread: 10%

Fruits & Vegetables: 6%

Dairy Products: 3%-5%______

Overall < 1% of Total Turnover

INTERVIEW WITH VERITAS

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How Veritas Tackles These Problems

At theProducer

Level

At theSupermarket

Level

Plan with the farmers and suppliers exactly how much food they

will need to avoid surplases and thus

food waste. Together they choose the type and amount of seeds

to plant. Set up a Food Kitchen:

- Employing handicap people to transform this food into meals- The transformed

food will then be sold in Veritas

supermarkets- Following a “zero food waste” policy

Donate extra food to churches and

charities (however there are logistics

problems associated with this, and

sometimes the food is just too much). The rest goes towards

animal feed.

INTERVIEW WITH THE FOOD BANKFood Facts• Receive 45 different categories of food in order to try to try to

have a good nutritive balance• 50% of food received is financed by the EU, but often also ask

supermarkets to donate food that they cannot sell.• Food received varies greatly due to seasonality• They receive enough food to distribute 122kg per person/year (the

average should be 500kg)

Logistics• Industries send food to their warehouse• The Food Bank goes every day to four different bakeries to collect

food and twice a week to supermarkets• The food is also distributed to approved charities, which are

monitored twice a year to make sure its is being distributed correctly

• The charities come to collect the food in their warehouse but fresh food is delivered directly to them by the Food Bank

• The cost of logistics and warehousing is around 300,000€ a year with 6 employees, 20 volunteers, and 4 or 6 social workers 22

PROTOTYPE 23

Key Learnings

Selling fruit juices from food waste

Application of Households

• Acceptance tested and feedback positive

• Reluctance of food banks to supply free food to be sold

• Acceptance of super-markets to take part as they already have their own programs

• Interest of end-user tested and seen as existing

• High costs of logistics• Interesting tool to help

individuals manage their food and throw away less

• Possibility to finance through super-market collaboration (to be tested)

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Pro/Cons


Concept2

Prototype3

Iteration4

Key learnings5

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ITERATION

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Service re-implementation according to users

feedbacks

•Pop up reminder•Customer card linkageAutomated

Fridge-stock Update

•Daily/Weekly/Monthly consumption pattern

•Price Information/Budget Information

Consumption Plan

•3 instead of 4 fridge shelves

•Automated processes

User-friendly interface

Use

r id

eas

for

impr

ovem

ent

s

PROTOTYPE

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4. Develop Smart-Phone App on Powerpoint


27PROTOTYPEApplication Process (1/2)

28PROTOTYPEApplication Process (2/2)

PROTOTYPE

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4. Develop Smart-Phone Application on Powerpoint

5. Retest application


PROTOTYPEKey Re-test Feedback

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„I like the idea – but how could picking

up the food ever be economically

viable? - Test Person

》《30

„This would be very useful for me. I

have to throw away food gone bad

frequently and would love to help

fight a social problem and manage

my food better. - Test Person

》《


Concept2

Prototype3

Iteration4

Key learnings5

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KEY LEARNINGS

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Project Implementation Project Process

• Product Learning• High difficulty to address all three

issues (Food Waste, Hunger issues, Keep end user dignity) simultaneously

• Necessity to narrow down the scope of social business due to cost and logistical complexity

• Food bank reluctance

• Design thinking process helpful for idea generation

• Interview was important to get first hand professional information/feedback

• Good information exchange with other groups

THANK YOU FOR YOUR ATTENTION!

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Documents

Social Entrepreneurship Final Project “No tires mas comida”