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Team excelsior

Yonsei School of Business. BIZ3182 Product and Service Innovation. Final Project: [SOLUTION FOR DONATION]. Team excelsior. Problem Analysis. and our objective. 1. Summary of Facts& Interpretations. Quantitative Analysis . Qualitative Analysis.

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Team excelsior

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  1. Yonsei School of Business BIZ3182 Product and Service Innovation Final Project: [SOLUTION FOR DONATION] Team excelsior

  2. Problem Analysis and our objective

  3. 1 Summary of Facts& Interpretations Quantitative Analysis Qualitative Analysis • Insufficient consciousness on donation culture • Failing to recognize intrinsic values of donation • Lack of understanding : Many Korean people believe that donations should be made by chaebols or corporations. • Lack of respect to corporations making donations. • Believing their actions are to “save face” • Corporate-centric donation culture • Biased definition of “Donation” ( More than monetary) • Such beliefs hinder the healthy growth of donation. Ratio of donation to GDP (2008) USA 2.3%UK 0.71%KOR 0.53% Weighted Sum of Individual Donations (2008)UK around 20billion wonUSA around 200 billion won KOR around 5.7 billion won Ratio of donations made to religious institutions (2008)USA 35.8%UK 11%KOR 80% KOREA is lagging behind in individual level donations. (Excluding ones made to religious organizations) 아름다운 재단 기부문화 연구소 “한국의 기부 트렌드” (2008)

  4. 1 WHY? • Why are individuals • reluctant to donate? • Lack of exemplars • Retirement Insecurity • Lack of transparent “window” • Lack of professionals • Pessimism

  5. 1 1 Looking into Individual Donations 아름다운 재단 기부문화 연구소 “한국의 기부 트렌드” (2008) Facts—Individual Donation Mostly made through organizations (strongly biased) In the long run in will become an obstacle to healthy growth / development of sustainable donation culture All in all, Biased channels + Lack of understanding true meaning of donation…

  6. 1 Looking into Previous Efforts • Efforts by institutions to make donation more approachable • TOMS Shoes “Shoes for Tommorow” • Fun Donation boxes (coin maze) • MineWater by CJ • Big Issue Donation without realizing that one is donating. • Specific-issue targeted. “Story-telling” “Fun” • ㄷ

  7. 1 Our Ambitious Objective • Suggest new paradigm of donation culture • Encourage individual level donation through personalization and expanding the definition of donation • Provide a new, more accessible donation channel that could be embedded in to our daily lives

  8. Solution The Machine.

  9. 1 What is an RVM? Reverse Vending Machine Function

  10. 1 RVM for DONATION { } + + =

  11. 1 RVM for DONATION Function Simple + Detailed

  12. 1 Donator RVM PROTOTYPE = +

  13. 1 Donator RVM PROCESS step 1 Insert Can / Bottle

  14. 1 Donator RVM PROCESS step 2 Select You can donate \450. Would you like to donate?

  15. 1 Donator RVM PROCESS step 2 Select You can donate \450. Would you like to donate? Yes, I will contribute to the world. No, I want the money for myself.

  16. 1 Donator RVM PROCESS Step 3-a “NO” You can donate \450. Would you like to donate? Yes, I will contribute to the world. No, I want the money for myself.

  17. 1 Donator RVM PROCESS Step 3-a “NO” Please take the \450 change.

  18. 1 Donator RVM PROCESS Step 3-a “NO”

  19. 1 Donator RVM PROCESS Step 3-b “YES” You can donate \450. Would you like to donate? Yes, I will contribute to the world. No, I want the money for myself.

  20. 1 Donator RVM PROCESS Step 3-b “YES” Thank you for your contribution. Read this QR Code and find out how you changed the world. To see how much you contributed, download our application, or visit our website: www.wonbin.co.kr

  21. 1 Donator RVM PROCESS

  22. Solution The App.

  23. 1 RVM App “\on Bin” “Bin” that gives you “Won” \onBin

  24. 1 RVM App “\on Bin” 1. Scan 2. donate 3. Donation history

  25. 1 RVM App “\on Bin” step 1 Scan QR code from RVM - Automatically credited

  26. 1 RVM App “\on Bin” step 2 • You can choose… • Where to donate? • How much?

  27. 1 RVM App “\on Bin” step 2 • You can choose… • Where to donate? • How much?

  28. 1 RVM App “\on Bin” step 3 Share ! - SNS

  29. 1 RVM App “\on Bin” Your History “Your total contribution to the world”

  30. Solution The Action Plan.

  31. 1 Where to install machines? • Where should we locate the machines? • What are the sources of profits and operating cost?

  32. 1 Where to install machines? • Places with young people, generation -> 10 ~ 30s • Places where active SNS users flock -> high-school, universities • Places with high population density

  33. 1 Where to install machines? University campus, high school 2. Bus stop, stores of sponsor Next to canned, bottled vending machines Space at the corner of bus stops

  34. 1 What are the sources of funding? Sponsors • MACHINE AT BUS STOP • REWARD for recycling : Bus ticket, discount voucher • Who provides bus tickets? • -> Sponsors • profit analysis for potential sponsors • Target sponsors : • stores which sell low-involvement commodities • willing to establish eco-friendly image • Convenient store, retail stores • Ex) C&U, E-mart • Seoul city ‘Namsanhybrid eco-friendly bus’

  35. 1 What are the sources of funding? Sponsors • MACHINE AT Universities and high schools • REWARD for recycling : Donation or Coins • Target sponsors : • Beverage, canned goods companies • willing to establish eco-friendly image • Partnership with the machine, and get higher proportion of recycled cans • What benefits the sponsors get? • Save cost expenditure on containers • Ex) able to save $330/ton for metal when • using recycled cans -> provide the coins from the part of the savings from here • Advertisement effect as ‘eco friendly brand’ * Per ton

  36. 1 Going back to our Objectives … • Suggest new paradigm of donation culture • Smart Donation • Encourage individual level donation through personalization and expanding the definition of donation • Donations does not necessarily have to be monetary • Provide a new, more accessible donation channel that could be embedded in to our daily lives • Integrating recycling and donation

  37. Donation is not a cost. Donation is the most certain means of ‘investment’ to make everyone happy

  38. The End. Q&A

  39. 1 Amendments + Clarifications • Product • Randomization of donation money after pressing “Yes, I want to contribute to the world”, for the following situations • 1. No Smart Phone • 2. Voluntary action • ( Low QR Code engagement rate) • Service • Donations could be made on the application without recycling if the user wishes to donate more on his/her account. • Possible Advertisement platform • Both hardware and software: in forms of vouchers and banners. • Possible to capture revenue stream by monetizing traffic offline and online • Action Plan • Initial Market Penetration Strategy • Starting with eco-friendly cities • Sponsor from companies seeking a “green” image; as a method of Social Corporate Responsibility.

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