Trash to Treasure aims to address organic waste in landfills and support local green businesses through community composting programs. It will provide vouchers to environmentally conscious consumers to redeem at local organic food stores when they drop off compost. The business focuses on marketing this service to small local food stores, especially organic stores, by conducting customer research to understand their target customers and attract environmentally-minded repeat customers. The key activities are marketing and sales to promote the composting program and service to potential business partners.
Trash to Treasure aims to address organic waste in landfills and support local green businesses through community composting programs. It will provide vouchers to environmentally conscious consumers to redeem at local organic food stores when they drop off compost. The business focuses on marketing this service to small local food stores, especially organic stores, by conducting customer research to understand their target customers and attract environmentally-minded repeat customers. The key activities are marketing and sales to promote the composting program and service to potential business partners.
Trash to Treasure aims to address organic waste in landfills and support local green businesses through community composting programs. It will provide vouchers to environmentally conscious consumers to redeem at local organic food stores when they drop off compost. The business focuses on marketing this service to small local food stores, especially organic stores, by conducting customer research to understand their target customers and attract environmentally-minded repeat customers. The key activities are marketing and sales to promote the composting program and service to potential business partners.
Name Gregory James Warren NetID gwar791 Group Number: 479 Website Link: http://infosys1102014s1group479.blogspot.co.nz/p/d2- gwar791.html Tutorial Details Tutor: Day: Time: Khushbu Tilvawala Thursday 12pm Time Spent on Assignment: 20 hours Word Count: 1546
2
2 TRASH TO TREASURE INTRODUCTION Too much organic waste goes into landfills. This creates a huge amount of unnecessary pollution. At the same time, environmentally friendly businesses are struggling to attract customers. Trash to Treasure will address both these issue by initiating community composting programmes that will offer locals vouchers to their local organic food stores, supporting the environmental and local green businesses. 3. BUSINESS SECTION 3.1 Vision To bring together environmentally conscious consumers and businesses, while helping the planet through composting. 3.2 Industry Analysis: Electronic Composting Promotion Industry Industry: Electronic Composting Promotion Industry. This industry revolves around providing businesses access to a promotional scheme that directs customers to their firm through electronic composting bins. Force: High/Low: Justification: Buyer power: High There is high buyer power in our industry as businesses have many choices of advertising strategy, and they could easily abandon us for another advertising firm with little cost. (Yellow Pages, 2014). Supplier power: Low Supplier power is low because our industry requires a few raw materials such as wood and plastic, and a few simple electronic components
3
3 that are widely available and consequently not overly expensive. (Central Restaurant Products, 2014) Threat of new entrants: High Other than the fact that this is an industry with a small potential size, there is almost nothing to stop competitors entering the industry. The cost of establishing electronic composting is low, and so new entrants could quickly and cheaply establish themselves. (Northeast Regional Agricultural Engineering Service, 1993). (Kristen Vernon, 2010). Threat of substitutes: High The list of potential other promotions that businesses could utilise is almost endless. Many conventional advertising options are available to businesses and so our industry is extremely vulnerable to substitutes. (Yellow Pages, 2014) Rivalry among existing competitors: Low There are a very small number of firms in the industry commercially collecting compost. There are a also few not-for-profits in community composting. However, the commercial firms have different business models and the not-for-profits are under-developed, so overall there is little competition. (We Compost, 2011). Overall attractiveness of the industry: Overall the attractiveness of the industry is low. In particular, the high threat of substitutes means that if our service does not deliver good value for money to businesses, they will quickly shift to different avenues of promotion. If
4
4 we do make a significant profit, however, new entrants can quickly jump in and claim market share by undercutting us, as the threat of new entrants is high. 3.3 Customers and Thei r Needs The customers for our service are small local food stores. Organic food stores are particularly our target as are hoping to attract customers interested in environmental issues like composting, and are keen to be seen as helping the environment. They need to attract more customers to their stores, but dont have a large advertising budget to purchase TV commercials the like. They need promotions that are targeted at the people they hope to attract to their store environmentally conscious people. They also need to promote an image of being deeply concerned about environmental issues. Producing thousands of posters that will end up as litter within weeks is not an option. Since their environmental image is critical to their business model, it is crucial to be environmentally friendly in all their endeavours. 3.4 The Product and Service Our service fulfils both these needs. Environmentally aware people will be attracted to composting bins, taking the vouchers given to the organic food stores. Many may become repeat customers. Thus, we have offered advertising that is relatively cheap by being targeted, as people who do not care about the environmental and thus are unlikely to become repeat shoppers will probably also not be interested in composting. We also fulfilled the stores need to be seen as environmentally friendly. Customers will appreciate that the store is supporting a composting initiative, and this will give the store a distinction from other stores by cementing its environmental image. 3.5 Suppliers and Partners Two suppliers of our firm would be a firm supplying the simple raw materials for our compost bins, and a firm supplying the electronic components. We require the wood/metal/plastic that our bins will be made of, so this will be one supplier. A more important supplier relationship will be with the firm that provides our electronic weighing
5
5 and voucher printing components, as this will be be more complex and probably more expensive. Potential partners for our firm are not-for-profits involved in environmental work, and local governments seeking to promote composting. Not-for-profits have expertise in composting and environmental promotion that will be invaluable to our business. Local governments may have an interest in reducing the amount of waste going to landfill, and thus may be willing to support our work to ease the load on local garbage dumps. 3.6 Strategy: Focussed High Cost Our firm is targeting a high-end market because the sort of people who will be interested in composting will also be interested in high-end organic food stores. Our promotion will be likely to bring high-end customers to firms, so it only makes sense to target high-end firms. Furthermore, this is a relatively expensive promotional strategy per customer so the firm must be one with a high margin per customer. Our service is unique and differentiated. We are targeting a narrow market because we are specifically interested in (organic) food stores, not just any high-end business. This is because these stores share the environmental ethos of our company and have the most desire for the sort of customers we will bring to them. The overall strategy is therefore Focussed High Cost. 3.7 Value Chain Activity: Marketing and Sales The most important value chain activity for this business is Marketing and Sales. Promoting our company to business clients will be critically important. In a world where there are thousands of different marketing strategies, it will be difficult, and critical, to make ourselves stand out. This will require constant marketing of ourselves to firms, focussing on convincing them that we will ensure the best return on investment. 3.8 Business Processes
6
6 3.8.1. CUSTOMER RESEARCH PROCESS Researching the interests and needs of the customers who the firms we work with are seeking to attract is critical for our business. We must understand, and must prove to businesses that we understand, these customers, or they will not trust us to make them more appealing to these customers. Understanding customers is crucial to marketing to them effectively. This is therefore the most important process for our company, because if we cannot market other firms effectively, we will soon be out of business.
7
7 Start Select Target Customers Decide on Appropriate Customer Research Techniques Conduct Web Surveys Web Survey Conduct Phone Surveys Phone Survey Process gathered data into information Decide whether to offer to market to these customers No Begin promoting this service Yes End
3.8.2. BUSINESS CUSTOMER SELECTION PROCESS Our firm will approach select businesses with the best fit with our business model to encourage them to purchase our services. First, however, we must select which businesses would be the best fit, and which would have the most success at promoting. This will ensure that we can show an excellent record of success to future businesses, and that we avoid becoming entangled with brands that have a negative image that could tarnish our own image as an environmentally responsible company.
8
8
Start Locate a residential community where we could establish composting Are there food stores nearby? Do any of them fit with our environmental ethos? Yes No No Approach them about engaging our promotional services. Yes Did they accept? No End Yes
9
9
10
10 3.9 Functionalities 3.9.1. CUSTOMER RESEARCH PROCESS Customer information storage Web-based customer surveying 3.9.2. BUSINESS CUSTOMER SELECTION PROCESS Mapping of food store locations Email communication 3.10 Systems
3.10. 1. CONSUMER INFORMATI ON DATABASE Our firm will require a system to keep track of the information we will gather about consumers, to allow us to assess which areas to target for our promotions. This system will also support our analysis of this data so that we can understand trends and gain knowledge. 3.10. 2. MAPPING OF FOOD STORE LOCATIONS- To accurately assess where we should place our composting stations, we need to utilise mapping software that will allow us to consider many variables including the wealth of the people living in an area, the proximity to other composting options and to food stores, and perhaps other variables. This will allow us to make the best decisions about composting placement. 3.10. 3. EMAIL COMMUNI CATI ON - We need to be able to communicate easily with large numbers of businesses who we are considering offering promotional services to. This requires a very efficient and upscale-able system like Email to facilitate cheap communication. We will be able to assess their environmental awareness by communicating with them, and plan campaign with them if they become our customers.
11
11 3.11. Summary Table: Value Chain to Systems
Value Chain Activity Processes Functionalities Specific Information System(s) Broad Information System(s)
Marketing and Sales 1. Customer research process 1. Customer information storage
2. Web-based customer surveying Consumer information database
Web Surveying System Customer Relationship Management System
Decision Support System 2. Business Customer Selection Process 1. Mapping of food store locations
2. Email Communication Interactive Mapping System
Email System Decision Support System
Collaboration System
12
12 CONCLUSION Trash to Treasure faces difficult market conditions, but the environment is on everyones lips, and environmentally friendly business will have competitive advantages. Businesses need to be seen to be doing something for the planet, as well as themselves, and thats where we come in. IT is critical to supporting our vision, as it would be very difficult for us to understand our customers needs or to make important decisions without information. With enough information we can make correct decisions, and Trash to Treasure can support the environment and local businesses. REFERENCES
1. Yellow Pages. (May 2014). Advertising Agencies in New Zealand. Retrieved from http://yellow.co.nz/new-zealand/advertising-agencies 2. Central Restaurant Products. (2014). Digital Food Scales. Retrieved from http://www.centralrestaurant.com/Digital+Food+Scales-pl563.html 3. Northeast Regional Agricultural Engineering Service. (1993). How to Build a Compost Bin. Retrieved from http://extension.missouri.edu/p/g6957
4. Kristen Vernon. (2010). Composting: How to set up a backyard composter. techlife, 3(2). 5. We Compost. (2011). Our Story. Retrieved from http://www.wecompost.co.nz/about/
Dropshipping: Make Money Online & Build Your Own Dropshipping Business (Step-by-step Instructions for Starting E-commerce Business and Making Money Online)