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Team Project. Group F Annie-Lou St. Amant Erin Bessemer Miranda de Boer Francisco Cabrera Josephine Zappia. Outline. Design Thinking Introduction Insights Concept Prototype Business Canvas. 1. Design Thinking Introduction. 2. Insights. Goal: Understand what matters
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Team Project Group F Annie-Lou St. Amant Erin Bessemer Miranda de Boer Francisco Cabrera Josephine Zappia
Outline • Design Thinking Introduction • Insights • Concept • Prototype • Business Canvas
2. Insights • Goal: Understand what matters • Starting point: Point of View Aid M. Bruscas in developing a plan to: • Reduce/eliminate food waste • Reduce/eliminate hunger • Safeguard dignity • Create job opportunities
2. Insights • Starting point: Point of View Elements: • User Spanish residents, (recently) poor, jobless, homeless, suffering from hunger and/or unemployment, struggling with dignity • Need Healthy meals, jobs • Insights Enhance self-esteem by creating jobs and safeguard dignity with food projects
2. Insights • Starting point: Point of View Initial idea: • How can we reduce waste and hunger in Barcelona in a dignified way, while simultaneously creating jobs for those willing and able to (re)enter the job market?
2. Insights • Mind mapping results • Stakeholders • Large-scale ´waste producers´ • Farmers, wholesalers/retailers, supermarkets, personal waste • Spanish residents themselves • Potential ´customers´ of the project (not yet defined) • Issues • Hunger, waste, unemployment, poverty, dignity • Inspiration • Food banks, discount supermarkets, reuse initiatives, social initiatives solving hunger and job (re)allocation programs for Spain´s ´Bottom of the Pyramid´
2. Insights • Observation Strategy • Observe ´waste producers´ • Get into contact with farmers, supermarkets etc. Discover willingness to cooperate in various expert interviews. (Interviews allocated over the different groups) • Observe potential users • Observe and if possible, question the potential user on the street and in supermarkets. Ask ideas and suggestions, discover further needs and develop increased understanding • Expert Interviews • Interview experts and potential partners in the eventual project.
2. Insights • Observation and Interview results • Interview 1: Plus Fresc Supermarkets • Questions to be asked to learn more about the problem of food waste: • What do you do with the food waste? • What types of food are most wasted, and why? • What percentage of food is wasted? • What is done with the food waste? • What are the laws and policies concerning expiration dates, and the re-selling of food? • How would your customers feel about buying products made from wasted but perfectly edible food at a lower price?
2. Insights Key learnings: • Wholesalers don’t send supermarkets products that will expire soon after reaching the shelf. Food banks pick up these products and give them away for free. But they only take products in perfect condition to maintain their brand image. Damaged, or fresh products are given to other organizations- very little is wasted at the warehouses. • Preserved foods are taken off shelf 45 days before expiry date and are given back to the wholesalers. • Products with a shorter age like yogurts (4 days) cant be given back to the wholesalers- given to organization.
2. Insights • Impact of crisis: • less speculative purchases + less conspicuous consumption> less products on shelves> less food waste: before, 2% not sold; now, 0.5% not sold. • before, packaged products were most wasted> now, fresh products are mostly wasted. • Policies on expiry dates are established either by law or the company. For expiry dates not enshrined in law, companies often underestimate the edibility of food. • Re-selling food at low prices to regular people would lead to problems if companies found out about this.
2. Insights • Majority of customers wouldn’t purchase products made from food waste> supermarkets wont put it on shelves. • Interview 2: Arrel Foundation • Questions to be asked to learn more about users: • what kind of jobs could/ do users do? • how do users spend their time? • what are some barriers for these users in working? • which areas in Barcelona have the most potential users? • How do they maintain these user’s dignity?
2. Insights Key Learnings: • Users visit doctors or assist in the workshops in the morning, then hang out in Raval in the afternoons. • There are systemic problems that make it difficult for these people to commit to jobs or educational programs; in turn, its unfeasible for employers/organizations to rely on them. • Poverty is especially concentrated in Barrio del Raval, La Mina, La Zona de los asentamientos. • To bring users back into the system, they would give a ticket to the person to eat in various restaurants at a special, discounted price.
2. Insights Learnings • Quotes, insights and learning are recapped/shared • Distribution has high costs and can damage produce • Very little is wasted at the warehouses. Most of the waste occurs in supermarkets with goods that are about to expire. • Food banks (give food away) only select food in pristine condition and do not solve issue of food waste. • Dignity and self-esteem are best taken into account when jobs are provided so that users become independent • Empowerment is the most difficult task as users find it hard committing to employment or educational programs • Collaboration of ´Experts´ is necessary to address large scale waste
2. Insights • Learning Framework • Solution of both problems will optimally result in enhanced levels of esteem • Second (´luxury´) problem • First (physiological) problem
2. Insights • Starting point: Point of View Initial idea: • How can we reduce waste and hunger in Barcelona in a dignified way, while simultaneously creating jobs for those willing and able to (re)enter the job market? Revised idea: • How can we reduce and eventually eliminate unnecessary hunger in Barcelona by using produce that would otherwise be wasted in a project that will create jobs for those in need?
3. Concept • A post-it war for idea generation is initiated. (Divergence)
3. Concept: post it war Main ideas: • Catering service using waste • Cooking classes using waste • Delivery of prepared food (made from waste) • Form ´partnership´ with supermarket chains that are willing to provide their waste for free • Gain profits from the socially conscious consumer • Need facility; use closed restaurants (4-8pm) • Use kitchens/storage from food banks
3. Concept • Selection> (Convergence). Best ideas: 1. Stalls in supermarkets selling cooked products using food waste or fresh products about to go off at a discounted price • Users belonging to our target group (unemployed, poor, unable to access enough food) can purchase these products at an even lower price than regular customers, using the same supermarket card with a special chip (anonymous; preserving dignity 2. Cooking classes using waste, use the end result for a delivery service of prepared food
4. Prototype IDEA NO1: A stand in supermarkets located in Barrio del Raval, La Mina, La Zona de los asentamientos to begin with. Here we will sell soon to be expired goods at a discounted price. We will also have an in store kitchen where our employees will prepare food (salads, sandwiches, humus, etc.) with goods that would other wise go to waste (ugly vegetables, soon to expire products, etc.) Since we use goods that would otherwise be wasted, the costs will be low, and wasted products are easy to predict using ‘expert’ knowledge which means that we can sell those products reliably, at a very low price. There will be no logistical costs with this model seeing as though the waste comes from within the supermarket. Poor people will pay an even lower price upon showing their supermarket card.
4. Prototype • IDEA NO 2: • Cooking classes using waste, use the end result for a delivery service of prepared food • In order to enable the above, partner up with local (super)markets, restaurants and foodbanks to benefit from their expertise and facilities. Willing (recently) poor Spaniards can be trained and employed in the project.
4. Prototype • Idea testing/ Testing with users • This project contains an extensive service, and can thus not easily be prototyped. Rather, as a form of testing, we will ask an expert´s opinion concerning the feasibility of the ideas. However, a user from Arrel foundation has agreed to an interview which will occur at a later date. For now, we will rely on the insights of experts to judge how the prototypes will be received by our users. • Based on our interviews with Arrel Foundation and Plus Fresc Supermarkets the following information will be used to determine which idea best meets our objectives: • Distribution of goods incur high costs • Most of the waste occurs in supermarkets with goods that are about to expire.
4. Prototype • Employing users is the most difficult task as they find it hard committing to employment or educational programs • To ensure dignity, poor people need to access products in the same way regular people do. • Poverty is especially concentrated in Barrio del Raval, La Mina, La Zona de los asentamientos. • Majority of customers in supermarkets wouldn’t purchase products made from food waste> supermarkets wont put it on shelves.
4. Choice of prototype • Stalls in supermarkets selling cooked products using food that would otherwise go to waste or fresh products about to go off at a discounted price. • Identified users get these products at an even lower price than regular people. Their supermarket card would have a special chip identifying them anonymously • Initially, we wlll establish stalls in supermarkets located in Barrio del Raval, La Mina, La Zona de los asentamientos, then scale up • Users are encouraged to work in the in store kitchen in exchange for free food, and a percentage of the profitsas well as with a salary
4. Prototype • ´Prototype´ Feedback • Main concerns: • We are unsure about the politics of re-selling raw food. If this is not feasible, we will only have an in store kitchen that sells cooked food. Other groups may have this information from their interviews. • Will customers want to eat food waste? This is why our model will be tested in 3 supermarkets in areas with a high concentration of users. If it works, we will up-scale. • Questions raised; • How to finance the facilities and resources needed? • Who to target for the cooking classes? • Who to be in charge of the menus? • How to deal with the variability of produce that comes in? • How to make sure nothing is wasted if demand for the catering delivery fluctuates? • How and who to employ? • How to use this initiative to maximally aid in reducing overall hunger while maintaining the user´s dignity?
4. Prototype • Iteration and improvement • Main concern: work out further details to assess feasibility. This will be addressed in the Business Canvas • Detailed outline of the business model • Financial investments required • Financial sustainability plan • Potential and necessary partners • Stakeholders • Resources
4. Capture Learnings • Point of View: While our initial (revised) point of view hasn’t changed in essence, we will be shifting emphasis to ensuring our users access our products in a dignified way rather than gaining employment. • About our prototype: our initial prototype was our second idea (cooking classes) but after considering our “experts” advice, our final prototype seems much more feasible. • About how to test the prototype: as mentioned above, we have used our “experts” to judge how our prototype might be received by our users. Also, we will soon interview a user at Arrel’s Foundation.
5. Business Canvas for “Zero Waste” supermarket food program
5. Business Canvas • Costs: • salaries, • training for cooking staff • kitchen appliances • kitchen space and décor • shelf space • card system implementation • Revenues: • sales of soon-to-be expired goods • sales of ready-made food • Channels: supermarkets big enough to have an in store kitchen
5. Business Canvas • Key resources: • kitchen • staff • equipment such as refrigerators • kitchen and stall space • informatics system- ID cards • Other benefits: • social revenues • employment of poor people • low cost healthy food • educating the public on food waste issue and changing the way people think about eating food waste which could lead to wide scale changes in consumer behavior that will reduce food waste in the short and long term.
5. Business canvass • Key partners: • Supermarkets • Charitable organization/unemployment agency • Key activities: • preparation of food • identification and storage of soon-to-be expired goods • working with partners to encourage employment of poor people • training for cooking staff
5. Business Canvas • Value proposition: • high quality food at low price • sustainable approach • eat well while doing good • Customer segments: all shoppers at supermarkets who want to: • Cheap food to eat quickly • Prepared food • reduce food waste • contribute to a social cause- employment of homeless people
