rethreaded

RETHREADED SABRINA FALB

KWANMUI TINA NG

AGENDA

•  Organizational Background •  Overview of Research Processes – Project 1 – Project 2 – Project 3

•  Summary of Key Research Insights •  Recommendations •  Limitations & Next Steps

ORGANIZATIONAL BACKGROUND

ORGANIZATIONAL OVERVIEW •  “Rethreaded loves people affected by the sex trade

by fostering relationship and life-giving community. Our vision is to unravel the effects of the sex trade by fighting business with business on a global and local level.”

•  Social enterprise •  4-month training program to teach affected

women new skills •  Up-cycling of donated T-shirts

CUSTOMERS

Female 96%

Male 4%

Gender Proportion

94

0 20 40 60 80 100

Florida

Georgia

Iowa

Massachusetts

North Carolina

South Carolina

Number of People

Stat

e

Location of Respondents

Age Range 19 - 73

Average Age 40

CURRENT CHALLENGES

Brand & Customer (Payer) Identity

Product Design & Resource Allocation

Assessment of

Distribution Channels

Drive Sales

OVERVIEW OF RESEARCH PROCESSES

PROCESS OVERVIEW – PROJECT 1

•  Brand & Consumer Identity – 10 question preliminary survey to establish the

profile of the average Rethreaded customer & their perception of the brand

– 100 respondents •  Connected to Rethreaded by newsletter and social

media outlets

PROJECT 1 SURVEY Other Associations:

•  Creating a sense of community, belonging, and purpose for people of all walks of life

•  Substance abuse/population I work with

•  Showing God’s love, grace, and mercy

•  A ministry 93

57

41

16

18

0 10 20 30 40 50 60 70 80 90 100

Fighting the business of sex trade with business

A form of empowerment for women

Nonprofit organization

Sewing business

Sustainability

Number of Respondents

Rethreaded Brand Associations

PROJECT 1 SURVEY

1.86

2.72

1.42

0 0.5 1 1.5 2 2.5 3

I like the items sold by Rethreaded

I support the story behind the organization

I wish to help with nonprofit work in general

Average Ranking

Reasons for Shopping at Rethreaded

PROJECT 1 SURVEY

Other Responses: •  Bedspread or

throw •  Bath/body

products •  Home goods (pot

holders, dog collar/leashes, rugs, pillows, placemats)

69

22

56

65

7

0 10 20 30 40 50 60 70 80

Scarves

Clothing

Jewelry

Bags

Keychains


Products Customers Most Likely to Buy

PROJECT 1 SURVEY

60

19

7

0 10 20 30 40 50 60 70

Rethreaded warehouse

Online store

Local retailers/partners


Where Customers Buy Rethreaded Products

Other Responses: •  Home parties

(7) •  Rethreaded

events (3) •  Pop up sales

(4)

PROJECT 1 SURVEY Other Responses: •  Being able to buy

product online •  More story •  Capitalize on the idea

that you are a business for women by women

•  More product choices •  Shipping and inventory •  Costs of items seem

high compared to marketing efforts and customer service availability

•  Would love to shop online 2

4

29

31

35

0 5 10 15 20 25 30 35 40

Changes to design and/or interface of website

Greater support from sales force and/or customer service

Different product design and greater assortment

Convenience or greater accessibility

No changes are needed


Improvements Customers Would Like to See

RESEARCH INSIGHTS

Brand Identity •  Importance of the

story •  Key differentiator •  Product v. Story

Customer Profile •  Mostly women •  38.46% satisfaction levels

•  Room for improvement in product offering & distribution

•  Preferences for scarves, bags, and jewelry

•  Opportunity in home goods & pet items?

Website (Online store) •  Low awareness,

underutilized •  Area of opportunity

for greater accessibility and reach

PROCESS OVERVIEW – SECONDARY RESEARCH

•  Rethreaded partners’ product offerings –  Sari Bari

•  Home goods –  Blankets, throws, bedcovers

•  Accessories –  Make up bags, carry-alls, market totes, hobo bags, etc.

•  Baby items –  Changing mats, diaper bags

–  Love Calcutta Arts •  Indian paper crafts

–  Cards, books, stationery, gift bags

–  Freeset •  Laptop/iPad sleeves, Braided Bangles, Wine bags

PROCESS OVERVIEW – SECONDARY RESEARCH

•  Rethreaded partners’ website à online store –  Sari Bari

•  “Customer service” clearly marked to the side, immediately under the product categories –  Shipping policy, Return Policy, FAQ’s

•  Promotion codes, discount code

–  Freeset •  “Delivery Info” clearly marked to the side

–  Delivery times, Returns

•  Forms of Payment Methods Accepted •  Customers can track order status

SECONDARY RESEARCH – SARI BARI

SECONDARY RESEARCH - FREESET

SECONDARY RESEARCH – INTERNATIONAL SANCTUARY


•  Product Design & Resources – Multi-Attribute Survey to determine potential

customer preferences & which attributes to leverage

– 51 respondents •  Connected to Rethreaded by newsletter and social

media outlets

PROJECT 2 SURVEY

•  Level of importance of the following factors in online shopping – Product price – Variety – Ease of purchase – Customer service – Product quality – Product design

PROJECT 2 SURVEY

Ranking of factors 1.  Quality 2.  Price 3.  Design 4.  Customer service 5.  Ease of purchase 6.  Variety

4.25

4.37

4.43

3.78

3.98

4.2

3.4 3.6 3.8 4 4.2 4.4 4.6

Product price

Product quality

Product design

Variety

Ease of purchase

Customer service

Average Importance

Fact

or

Average Importance of Factors in Online Shopping

PROJECT 2 SURVEY

3

27

11

4

4

2

0 5 10 15 20 25 30

$0-15

$16-30

$31-45

$46-60

$61-75

$75+


Pric

e

Preferred Price Points

PROJECT 2 SURVEY

38

44

31

16

35

15

34

17

18

14

10

0 5 10 15 20 25 30 35 40 45 50

Scarves

Bags

Clothing

Aprons

Home Items

Pet items

Jewelry

Technology Accessories

Stationery

Children's Clothes

Handkerchiefs


Prod

uct C

ateg

ory

Preferred Product Categories

PROJECT 2 SURVEY

4.09

3.56

3.89

3.77

3.65

3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 4 4.1 4.2

Scarf

T-shirts

Bags

Jewelry

Children's skirts

Average Rating

Prod

uct

Assessment of Rethreaded's Current Product Designs

PROJECT 2 SURVEY

24

6

0

0

0

6

0 5 10 15 20 25 30

Very Satisfied

Satisfied

Neutral

Unsatisfied

Very unsatisfied

N/A


Ratin

g

Assessment of Rethreaded's Current Product Quality

1

29

6

0 10 20 30 40

Yes

No

N/A


Ans

wer

Any Prouduct Issues After Purchase From Rethreaded?

RESEARCH INSIGHTS

Customer Product Preferences

1.  Price 2.  Quality 3.  Design

•  Price Point of $16-30 •  Top five product

categories: Bags, Clothing, Home Goods, Jewelry, Scarves

Current Rethreaded Product Assessment

•  Average rating of product design:

3.8/5 •  Quality/satisfaction rating: 100%/

97%

Areas for Improvement

•  Product Design à can be improved all around

•  Product Assortment à Home Goods?


•  Project 3 – Distribution Channels – Supplemental survey to assess the effectiveness of

Rethreaded’s current online store design – 51 respondents

•  Connected to Rethreaded by newsletter and social media outlets

PROJECT 3 SURVEY

4.23

4.15

3.98

3.83

4.04

3.78

4.54

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Ease of use

Attractiveness of design

Display of products

Selection of products offered

Amount of information provided

Customer service

Credibility as a trustworthy source

Average Rating

Fact

or

Assessment of Rethreaded's online store

PROJECT 3 SURVEY

10

4

37

10

14

1

0 5 10 15 20 25 30 35 40

Paypal

American Express

Visa

Mastercard

Debit card

Other


Form

of

Paym

ent

Preferred Form of Payment For Online Orders

PROJECT 3 SURVEY

23

21

4

2

0

0 5 10 15 20 25

Very important

Important

Neutral

Unimportant

Very unimportant


Impo

rtan

ce L

evel

Importance of Tracking Your Order Online

RESEARCH INSIGHTS Customer Online

Shopping Preferences

•  Order tracking •  Visa, Debit card,

Mastercard & Paypal

Rethreaded Online Store Assessment

•  Areas for

improvement: 1.  Customer service 2.  Selection of

products offered

SWOT ANALYSIS Strengths Weaknesses Threats Opportunities

•  Loyal customer base

•  Compelling and moving story

•  Supportive network of partners

•  Lack of experience

•  Insufficient human capital & resources

•  Only one warehouse

•  Underdeveloped distribution channels

•  Product design/selection

•  Obstacles to employment for women in program

•  Possible similar organizations as competition

•  Leverage story à Local events for networking and awareness

•  Changes to product selection & design

•  Further develop distribution channels

•  Collaborations with local organizations

RECOMMENDATIONS

RECOMMENDATIONS •  Communication Strategy –  Message Content & Source

•  Continue promoting the story behind the organization as priority –  Go for impact –  Have women share their personal stories if they are willing

–  Target Market •  Focus on women, but don’t exclude men

–  Communication Media/Channels •  Leverage social media channels (newsletter, Facebook) •  Networking & outreach events •  Press opportunities with magazines, news channels •  Partnerships with similar organizations, local churches, local retailers

RECOMMENDATIONS •  Communication Strategy (continued) – Success Measures

•  How many new people joined the email newsletter? •  How much did social media followings increase by?

–  Facebook fans, Instagram, etc.

•  How many new partnerships were attained? •  How much more press coverage was received?

RECOMMENDATIONS

•  Implementation Strategy –  Objective: To increase product design/assortment &

improve online distribution channel –  Products

•  Roll out different product designs (clothing, bags, jewelry) and gauge customer reactions

•  Diversify product selection (home items, pet items, tech accessories, etc.) –  T-shirts & children’s skirts could be phased out if resources are an issue

–  Online store •  Add a customer service page with shipping, return & payment

policy •  Implement an order tracking system

RECOMMENDATIONS •  Implementation Strategy (continued)

–  Target Market (Payers) •  Primarily women •  Don’t exclude men though!

–  Many of the customers have families –  Consider items that can appeal to both men and women (home goods, pets)

–  Responsible Parties •  Webmaster for website changes •  Product designer for product design changes •  Instructor of program for women’s training for carrying out product designs

–  Success Measures •  Measure increase in sales through online channel •  Look for increase in sales for products with better designs suited to customers’

tastes •  Number of accounts made by customers on Rethreaded website

LIMITATIONS & THE FUTURE

LIMITATIONS & NEXT STEPS

•  Product design changes depend on whether resources are sufficient to carry them out – Also, depends on nature of clothing donated &

ease of learning for women employees

•  Next Steps – Concept tests for various product designs and see

which ones work best with customers – Visit Rethreaded and its warehouse in Jacksonville

to conduct observational studies

Any Questions? J

Back up (Extra Research)

PROJECT 1 SURVEY

44

6

9

4

6

1

12

0 10 20 30 40 50

Friends

Family

Social Media

Press coverage

Local community

Campus Representative

Outreach event


Sour

ce

How did you first hear about Rethreaded? Other Responses: •  Kristin Keen •  River City

Church •  NPR •  Church of

Eleven22 •  OneSpark •  FirstCoast

magazine •  UNF Women in

Business society

PROJECT 1 SURVEY

Other Responses: •  Friends •  Volunteering,

serving on the board

•  Employee

22

77

64

0 10 20 30 40 50 60 70 80 90

Rethreaded website

Social Media (Facebook, Twitter, etc.)

Email newsletter


How Do You Stay Updated With Rethreaded?

PROJECT 1 SURVEY

64

4

7

65

0 10 20 30 40 50 60 70

Myself

My significant other

My kids

Friends/family


Who do you buy Rethreaded products for?

Other Responses: •  Pets •  Grandchild

PROJECT 1 SURVEY

4

47

30

15

0 5 10 15 20 25 30 35 40 45 50

Very often

Occasionally

Once or twice

I am still considering


Freq

uenc

y

Frequency of Purchases from Rethreaded

PROJECT 1 SURVEY

60

19

7

0 10 20 30 40 50 60 70

Rethreaded warehouse

Online store

Local retailers


Cha

nnel

Where do you normally buy your Rethreaded products?

Other Responses: •  Home parties •  From director •  Pop up sales

events •  Shows •  Consignment

sales

PROJECT 2 SURVEY

14

28

1

8

0 5 10 15 20 25 30

Online

Physical location

Catalogues

Face-to-face


Cha

nnel

Preferred Channel for Purchase

PROJECT 3 SURVEY

42

7

0 5 10 15 20 25 30 35 40 45

Yes

No


Ans

wer

Willingness to Purchase from Current Rethreaded Online Store

rethreaded

Business

average rethreaded customer

rethreaded products

process overview project

rethreaded events

secondary research freeset

product choices shipping

customer service availability

secondary research sari