Post on 22-Feb-2016
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Team excelsior
Final Project:[SOLUTION FOR DONA-TION]
Yo n s e i S c h o o l o f B u s i n e s sBIZ3182 Product and Service Innovation
Problem Analysis and our objective
• 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 wonKOR around 5.7 billion won
Ratio of donations made to religious institu-tions (2008)USA 35.8%UK 11%KOR 80%
KOREA is lagging behind in in-dividual level donations. (Ex-cluding ones made to religious organizations) 아름다운 재단 기부문화 연구소 “한국의 기부 트렌드” (2008)
1Quantitative Analysis Qualitative Analysis
Summary ofFacts& Interpretations
12%
14%
43%
25%
6%
Reasons for hesitation
Don't know howOthersNo MoneyNot InterestedDoes not trust charitable orga-nizations
1Why are individuals reluctant to donate?
Lack of exemplars Retirement Insecurity Lack of transparent “win-
dow” Lack of professionals Pessimism
WHY?
Mostly made through organi-zations (strongly biased)
In the long run in will become an obstacle to healthy growth / development of sus-tainable donation culture
Facts—Individual Donation
아름다운 재단 기부문화 연구소 “한국의 기부 트렌드” (2008)
1
All in all,Biased channels
+ Lack of understanding true meaning
of donation…
1Looking intoIndividual Donations
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
1Looking intoPrevious Efforts
1
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
Our AmbitiousObjective
SolutionThe Machine.
1What is anRVM?
Reverse Vending Ma-chine
Func-tion
1RVM forDONATION
++ ={ }
1RVM forDONATION
+
Func-tion
Simple
Detailed
1Donator RVMPROTOTYPE
=+
1Donator RVMPROCESS
step 1Insert Can / Bottle
1Donator RVMPROCESS
step 2Select
You can donate \450.Would you like to donate?
1Donator RVMPROCESS
step 2Select
You can donate \450.Would you like to donate?Yes, I will contribute to the world.No, I want the
money for myself.
1Donator RVMPROCESS
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.
1Donator RVMPROCESS
Step 3-a“NO”
Please take the \450 change.
1Donator RVMPROCESS
Step 3-a“NO”
1Donator RVMPROCESS
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.
1Donator RVMPROCESS
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 contrib-
uted, download our application, or visit our website: www.won-bin.co.kr
SolutionThe App.
1RVM App“\on Bin”
“Bin” that gives you “Won”
\on Bin
1RVM App“\on Bin”
1. Scan
2. donate
3. Donation history
1RVM App“\on Bin”
step 1Scan QR code from RVM
- Automatically credited
1RVM App“\on Bin”
step 2You can choose…
- Where to donate?- How much?
1RVM App“\on Bin”
step 2You can choose…
- Where to donate?- How much?
1RVM App“\on Bin”
step 3Share !- SNS
1RVM App“\on Bin”
Your History“Your total contribution
to the world”
SolutionThe Action Plan.
1
Where should we locate the machines?
What are the sources of profits and operating cost?
Where to install ma-chines?
1Where to install ma-chines?
• Places with young people, generation -> 10 ~ 30s• Places where active SNS users flock -> high-school, uni-
versities• Places with high population density
1. University campus, high school2. Bus stop, stores of sponsor
1Where to install ma-chines?
Next to canned, bottled vending machines
Space at the corner of bus stops
1What are the sources of funding?
MACHINE AT BUS STOP REWARD for recycling : Bus ticket, discount
voucher
Who provides bus tickets? -> Sponsorsprofit analysis for potential sponsors
Target sponsors : stores which sell low-involvement commodi-
ties willing to establish eco-friendly image Convenient store, retail stores Ex) C&U, E-mart Seoul city ‘Namsan hybrid eco-friendly bus’
Spon-sors
1
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
What are the sources of funding?
Spon-sors
1 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
Going back to our Objectives …
Donation is not a cost. Donation is the most certain means of ‘investment’ to make everyone happy
The End.Q&A