Team-CElena, Anna, Raffa, David & Adrien

Social Entrepreneurship

Barcelona, April 30th 2012

Agen

da

1. Design Thinking Methodology2. Barrio Solidario3. Key Learnings

Agen

da

1. Design Thinking Methodology2. Barrio Solidario3. Key Learnings

Desig

n Th

inki

ng P

roce

ss O

verv

iew

Designing Business Model Filtering Ideas

Identifying Objectives Brainstorming

Interviewing Agents Prototyping

Design thinking: 1st round

Lacking experience, in the first round of the design thinking process we did not follow the steps in the right order

Iden

tifyi

ng O

vjec

tives

• Better manage food waste to feed those without access to proper meals

• Create employment for people with less resources

• Raise awareness on food waste

Project Goals

Brai

nsto

rmin

g &

Filt

erin

g

• Kitchen Surfing• Food production plant using soon to

be wasted vegetables as raw material• Clochard identification system• Food measure re-engineering ISO 007• Re-balancing point in wealthy areas• Kitchen in supermarkets

• B2B Platform linking mass food waste sources with mass canteens services

Sustainability?

SocialImpact?

Viability?

Low Cost?

EngagementPower?

Food wastecapacity?

Brainstorming &Filtering

Filte

ring

(1/2

)

Dr. Adrien van der Weid

Online Platform,eBay style

Cost-SavingSolution

Efficiency gains in distribution

Tacklingfood waste

We developed the basic pillars of our chosen idea…

The idea: Food Cycle 2.0

Goalbring waste food back into the economic cycle

IdeaBuild a platform to bring together producers (with food waste) and large consumers of food interested in cheap sources or in having a positive environmental impact

FarmersWholesalers

CustomersFood manufacturing

Retailers

Restaurant, canteen, etc.

Leftovers, Surplus, Unprocessed-, Older Food = Waste

Food Production

We will do this

HowUpcoming usable waste food is put on website » Other companies can bid/buy » Pick up & delivery by our - former unemployed - workers (possibly paid with a % of the price)

= Food

Filte

ring

(2/2

)«Food Cycle 2.0»

…and created a concept for

Prot

otyp

ing

Then we made prototypes for Food Cycle 2.0 both as web platform and smartphone app…

Inte

rvie

win

g (1

/3):

Som

e re

mar

ks

Restaurante El Gallego“ I’m not concerned with the food waste produced by the restaurant. What we throw

away cannot be eaten ”

José, pizzeria owner

Javier, restaurant owner

…but in the interviews we learned that restaurants were not receptive to our idea

Pizzeria San Marino“I really feel bad about food waste

because I come from the most humble roots. […] No, I would not use the

platform as we have our traditional suppliers, our well established

processes and we appreciate the quality products we receive.“

Unilever – Igone Bartumeu • Food wasted at marketing, sales &

logistics stages• Waste from Unilever is in both food

and household goods • Majority of food waste is given to Food

Banks• Selling Charity• Food Banks cannot take on all the

food because of:- Capacity reasons (e.g. not

enough fridges) - Insufficient number of

organizations available to take food from them

• Community project already existing• Suggest to make donations easier• Recommend to involve authorities

RESTAURANTS• Desire to help poor people• Routine with traditional suppliers

and established processes• Impossibility to sell and buy food

close to the expiration date• Necessity to follow public health

requirements

ARAMARK – Manager• Limit waste by planning correct

amount of food that will be consumed daily

• Soon to be wasted food cannot be purchased because of hygienic reasons

• Suppliers are chosen by the holding company

Inte

rvie

win

g (2

/3):

deta

iled

insig

hts

✓✗

Inte

rvie

win

g (3

/3):

Conc

lusio

ns

We realised that our idea will not be successful as we have...

• Restaurants don‘t dare or don‘t want to use our platform

• Large caterers cannot use the platform

No buyers in the B2B model✗

• Producers and shops rather want to give the food as charity than to sell it for a cheap price

No sellers✗

• Small food providers would not pay and distribution and logistics costs

Problem with logistics✗

...but there was awareness, so we went on, had ideas...

make it B2C?

make it non-commercial?

make it local?

Real

izatio

n of

mist

ake

Designing Business Model

Filtering Ideas

Identifying Objectives Brainstorming

Interviewing Agents Prototyping✗

Testing prototype through

interviews

Brainstorming

Identifying Objectives

1st Interviewing & collect insights

Prototyping design

Filtering✓

Design Business Model

…and realized we did mistakes in the process in the first round.

So we finally adopted the correct process and started…

Design thinking: 2nd round

Done in 1st round Done in 1st round

Persona: Tarik SinghNationality: PakistaniAge: 32 years old Status: SingleDomicile: Spain, Barcelona, GraciaFamily: moved to Europe with his parents, brothers and sisterEducation: private tuition Previous work experience: casual jobs such as delivery guy, plumberActual job: greengrocerValues: Family, Dignity, Solidarity

Following the insights collected in the interviews, we developed our persona

Brai

nsto

rmin

g

Filte

ring

& P

roto

typi

ngFollowing a new filtering process, we chose and developed a new idea and designed the respective prototype

Idea

Prototype

Idea will be elaborated in the Business Model Canvas

section

ORGANIC SHOP – BIO SI• Left overs are given to employees

or customersMEAT SHOP – SARROCA• Food waste is thrown because of

strict sanitary rules• It is easy to throw food waste

away. Any other solution must be even easier in order to work.

RESTAURANTS• Impossible to re-use left overs• Hygienic legal restrictions• No cost in waste managementSMALL SUPERMARKETS• Orders are made according to

customers needs no waste• Sensibility to waste issue• Mainly regular customers

GREENGROCERSTENTACION FRUITS• Minimal waste• Left overs are sold at discount or given

to homeless peopleSPAR GROCERY STORE• Waste comes from dairy products • NOT willing to buy almost expired food

due to hygienic issueFRUITES GRACIA• Damaged fruits and vegetables are

thrown away• 2 boxes of fresh food wasted every day• “it would be better to give wasted food

to people who don’t have anything than to throw it away. But it is difficult!”

Testi

ng P

roto

type

– k

ey in

sight

sIn a second round of interviews our concept was better received. So we went on with it...

Agen

da

1. Design Thinking Methodology2. Barrio Solidario

- Concept & Mission Statement- Business Model Canvas- Key Success Factors- Pilot- Scaling-up- Objectives’ check

3. Key Learnings

The

Conc

ept

Barrio Solidario seeks to channel waste generated from food providers to households living in poverty

Barrio Solidario

• Users (underprivileged households)

adhere to the program either by

buying food vouchers for gaining

them by serving for BarSol mission.

BarSol sends vouchers by mail

• Users present vouchers to adhering

food providers (supermarkets,

specialized food shops, restaurants

etc.) in exchange of food that

would otherwise go to waste

• Regular customers donate food

they would waste from home to

food providers

• Food providers return vouchers to

Barrio Solidario.

1

2

3

4

How it works

Users

Food Providers

1

2

Regular customers

3

4

Values• Solidarity• Excellence• Ambition

Stat

emen

t of v

ision

, miss

ion

and

valu

es

VisionTo achieve solidal barrios in Spain where no edible food is wasted, and no family goes hungry

MissionBringing poor families and food providers in the same programme to ensure that edible food produced is accessible at affordable prices

Barrio Solidario has developed its vision, mission and set of values to focus its operations

Busin

ess C

anva

s fra

mew

ork

The business model will be described according to the business canvas framework

C H A N N E L S

C U S T O M E R R E L AT I O N S H I P S

R E V E N U E S T R E A M SC O S T S T R U C T U R E

C U S T O M E R S E G M E N T S

K E Y R E S O U R C E S

K E Y A C T I V I T I E S

K E Y PA R T N E R S

VA L U E P R O P O S I T I O N

The Business Canvas

Of the 123.000 inhabitants of Gracia an estimated 10% live below the poverty line (23% in whole Barcelona). One quarter might be interested in our service, making it around…

mostly immigrants, elderly people, and long-term unemployed.

Residents of Gracia

Cus

tom

er S

egm

ents

People living below the

poverty line of 650€

income per month

Our Customers are…• Interested in very cheap but

diverse food• Preferring to pay a symbolic

price rather than receiving donations• Not minding variations in how

much food and where from• Aligned with our values

… 3000 potential users

Val

ue P

ropo

sition

Underprivileged Households

SocietyFood

Providers & other customers

VALUE ADDED

A triple value will be created for underprivileged households, the food providers and society

• Cheap food• “Dignity” from

avoidance of charity• Diversity of food• Integration in barrio

• Gratification• Integration in barrio • Enhanced marketing

• Reduction of waste• Support to poor

households• Fostering of

community feeling

Cha

nnel

s (1/

2)Households will be reached through several channels to create awareness, enable the sign-up and deliver value

Awareness Sign-up

BrochuresLearn of BarSol from brochures located in strategic touch points

WebsiteLearn of programme from online platform

Word-of-mouthReferral from other members of the community

WebsitePurchase vouchers from online platform

MailPossibility to purchase vouchers via mail

TelephonePossibility to purchase vouchers via telephone

MailVouchers and service brochure delivered via mail

Direct ContactBarSol representative to introduce new users to closest providers WebsiteAvailable providers and collection times indicated on website

9 channels for householdsValue delivery

Also the food providers will be reached via multiple channels to guarantee easy access to the service

8 channels for ProvidersDirect contactApproached directly by the BarSol “sales” team

WebsiteLearn of programme from online platform

Word-of-mouthReferral from other members of the community

E-mailIf interested to join, can contact BarSol via e-mail

TelephoneIf interested to join can contact BarSol via telephone

Direct contactBarSol to meet provider rep to finalize sign-up

WebsiteDetails of the provider reported on online platform

Direct ContactBarSol rep to introduce users to providers and to make periodic visits

Cha

nnel

s (2/

2)

Awareness Sign-up Value delivery

• Provide information in various forms and languages • Introduce users to providers

and other users• Regular contact through

payment/community service• Check elegibility

Cus

tom

er R

elati

onsh

ips (

1/2)

Barrio Solidario wants to build a barrio network of associated food providers and clients

• Build a network between users for them to exchange experiences and better integrate• Community service:

introduce new users• Word-of-Mouth

• Build trust and personal relationships• Shops/restaurants may receive

community service from the users

Cus

tom

er R

elati

onsh

ips (

2/2)

Barrio Solidario wants to build a barrio network of associated food providers and clients

• Raise awareness• Include society in

project through donation box and information• Provide way to

reduce food waste in homes

• Personal relation and information exchange• Regular visits• Create Visibility: stickers,

posters, badges• Engage providers

through awards

3

2

1

Key

Acti

vitie

s

Engagement of potential providers• Visit potential food providers and present advantages

of the programme• Conduct sign-up meetings

• Web management• Management of mail• Analysis of service usage

Management & back-office activities

Barrio Solidario will have to engage in three key sets of key activities to deliver its service

• Introduce new users to providers• Conduct periodic visits to providers

Contact with programme members

Key

Res

ourc

esBarrio Solidario will start as a lean business

with as little resources as possible

+• 40% Management

and Administrative capacity• 60% Sales and

account management

+

+

+

Design + Development Home Office 1 FTE

Funding Network

Key

Par

tner

sThree types of key partners will have to be

engaged to carry out the operations

Food Providers

Key Partners

Communityleaders

Funders

KeyPartners

• Provide funding for early stage activities

• Provide regular supplies of excess food

• Collect waste from other regular customers

• Spread awareness• Foster community spirit

Cos

t Str

uctu

reThe upfront costs to set up operations will be minimal, and

operational costs will amount to about 1,700€ / month

Opex

Capex• Incorporation of the company

• Website with basic functions€1,000

• 1 FTE gross salary

• Administrative overhead (mail, print etc.)

€0

€200 / mo.

€1,500 / mo.

• To cover up-front of costs• Sources:

- Government subsidies- Individual donations- Philanthropists

Donations and subsidies

Rev

enue

Str

eam

sThe major source of revenues to sustain operations

will be raised from donations and subventions

€7.5 per user per month

Voucher payments

=

€1 per voucherx

7.5 vouchers per month for average

user

21

Revenues

Key

Succ

ess F

acto

rsWe understand that the realization of the described business model rests on a set of key success factors

FinancingBuild-up of network to raise sufficient funds

MatchingMatch demand for each provider with his respective food on offer

Trust buildingAbility to encourage community feeling and foster trust-based relationships

The

Pilo

t

• Duration: 2 months• Area: Vila de Gràcia• # Providers: 10 Small fruit & vegetable

stores, provide up to 4 portions of food per work day• Max. # users: 180 users, buying 1.5

portions per week• Expected # users: 50, buying 1.5 portions

per week• Revenue from vouchers: 300€ per month• Restriction: No community service, No

professional design and development• Staff needed: max. 1 FTE• Costs:

• Incorporation: Postponed• Staff: 5 Founders work for 0€• G&A: 100€ per month= 200€ in total 400€ profits, to be saved for the

incorporation expenses

The Pilot

Scal

ing-

up S

trat

egy

(1/2

)

1 Refine insights on service user Define terms and conditions for providers

Engage providers

Start creating a better world

2

3

5

We have identified a set of next steps that must be undertaken in order to set-up the pilot

Set up communication channels, finalize beta version of web platform2

Engage a limited number of first users4

Scal

ing-

up S

trat

egy

(2/2

)In order to scale-up properly we have to check if the

model is transferable and then find a promising strategy.

1 Is the model transferable?

How can the five R‘s be answered?

In which form should we scale up?

Which mechanism should be used?

Yes, Transferable

(Experience from Pilot needed)

Expectedly: Progam model

Expectedly: Dissemination

2

3

4

Scal

ing-

up g

eogr

aphi

cally

From Barcelona to…

Gracia

Barceloneta

El RavalPoble Sec

Besòs Maresme

Expand to whole Gracia

Duplicate the model in other barrios with

high poverty

Replicate the model all over…

Spain

Obj

ectiv

es’ C

heck

«Better manage food waste to feed those without access to proper meals»

Objectives

«Create employment for people with less resources»

«Raise awareness on food waste »

Check

Provide channel to food establishments and households to offer excess food to those without access to proper meals

Objectives’ check

Visibility of badges, collection of monetary / food donations, and word-of-mouth builds awareness

Provide limited opportunities of employment once the business scales up to other barrios

Barrio Solidario meets all required objectives

Agen

da

1. Design Thinking Methodology2. Barrio Solidario3. Key Learnings

Wha

t did

we

lear

n??

Key learnings Stick to the Design Thinking Process!

Interviews are important to gain insights about the potential users and understand their issues.

After the first engagement interviews are easier than they seem…

Be ready to iterate the process and modify your original idea!

During the interview process make sure to use your POV as a reference but at the same time to gain insights from other stakeholders with different points of view!

¡Gracias!Please visit us on

barriosolidario.wordpress.com