GREEN CUP

INSPIRE | INNOVATE | INITIATE

Green Cup: Team, Mantra,

Twitter
Team Members &Summary
Roles:
-

Logan (VP of Marketing)

Kyle (CINO)
Spencer (CTO)
Austin (CEO/Founder)
Madison (VP of Research and Development)

Mantra: Be Green
Twitter Summary: Green Cup is a social enterprise that distributes
compostable hot beverage cups to schools for free, supported by sponsors.

Busines
s Model
Canvas

-Coco Brooks

Busine
ss
Model
Canvas
2

MVP Approach/ Three

Hypothesis
MVP Video Prototype
- People care about coffee cup
waste
- Is collection possible, and are
schools willing to pay for this
service/have service already.
- Schools are open to using cups.

MVP 1
Test our 3 hypothesis through a survey
Establish initial interest and compost readily available on schools
Test if schools are interested in positive sponsorship on cups at their school
Tracked Results

MVP 1 Results
70% of the subjects were principal/administration
88.1% found value in positive cup sponsorship
63% use hot hot beverage cups at school (500-800)
64% saw cost savings for their school

Transition from MVP 1 to MVP 2

>MVP1 targeted high schools and opened up a potential partner in CoCo
Brooks
>MVP1 established a viable opportunity for this venture and the interest of
the targeted parties
>We realized the potential in the untouched market of advertising in high
schools and the benefits to advertisers for high exposure time (37 minutes)
>MVP1 - MVP2 attempted to establish viability on the advertiser segment

MVP 2
Validation
Tests

MVP 2 Results
Discovered potential price point of $10,000/ 10 schools
Found 3 potential advertisers: ATB, Glacier, MRU
Advertisers were excited about 35+ minute exposure times

Transition from MVP 2 to MVP 3

>Potential to expand compostable coffee cups into multiple markets such as
corporations, public events.
>Expand Green Cup throughout Canada in the coming years.
>Can move from not only coffee cups but also into compostable plates,
cutlery, packaging, napkins, etc.

MVP 3..
Expanding outside of high schools
Testing for large events and other controlled environments
Testing the potential for other compostable items (plates, forks, napkins
etc.)
Develop a way to track results > Increase value

MVP Summary
Our initial MVP1 was developed with the high school customer segment in
mind
Found that large vendors (Coco Brooks) handles majority of cafeteria for
high schools in Calgary Decided to initiate partnership with them rather
than target individual high school
MVP2 targeted the advertiser customer segment
We constructed a simple infographic to show the potential
advertisers/sponsors exposure time and a cost break down
MVP3 will consist of expansion into events and other controlled areas as
well as trackable results for advertisers

5 Key Metrics
Inventory Turnover Rate: (This is important for determining re-order points for future reference.)
Sponsorship Website Traffic (To measure interest for the sponsor - look for an increase in website visits)
Sponsorship Interest > Kill Ratio (We need to make sure more people will pay for our service. Exposure. Future
growth.)
School Partner Interest > Kill Ratio (We need to make sure there is a cost benefit. We're also making a positive
difference in the eyes of the school. Educating children about composting is a bonus)
Compost Collection Rates (We have to factor this into our per unit cost of the product because we are collecting
the cups after their useful life.)

Results Summary
70% of the interviews conducted were with Principals/Administration. The
other 30% was made up of students.
500-800 cups used was the most frequent amount at 46%
71% of schools did not have compost on site
86% of Schools interviewed were open to using sponsored cups provided
or at a subsidized rate
64% currently use hot beverage cups at school
64% saw a cost savings element for their schools.
71% said they would want all the compost collected, not just the cups

Supply
Chain

Scaling Strategy
Identify Vendors
Identify Controlled Environments
Diversify Offerings

Cost Breakdown

Initial Investment/Breakeven
Point
Require $10,000 to cover
the first inventory purchase.