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 s

BIZ3182 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 of

Facts& Interpretations

12%

14%

43%

25%

6%

Reasons for hesitation

Don't know howOthersNo MoneyNot InterestedDoes not trust charitable orga-nizations

1

Why 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 into

Individual 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 into

Previous 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 Ambitious

Objective

SolutionThe Machine.

1What is an

RVM?

Reverse Vending Ma-chine

Func-tion

1RVM for

DONATION

++ ={ }

1RVM for

DONATION

+

Func-tion

Simple

Detailed

1Donator RVM

PROTOTYPE

=+

1Donator RVM

PROCESS

step 1Insert Can / Bottle

1Donator RVM

PROCESS

step 2Select

You can donate \450.Would you like to donate?

1Donator RVM

PROCESS

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 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.

1Donator RVM

PROCESS

Step 3-a“NO”

Please take the \450 change.

1Donator RVM

PROCESS

Step 3-a“NO”

1Donator 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.

1Donator 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 contrib-

uted, download our application, or visit our website: www.won-bin.co.kr

1Donator RVM

PROCESS

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