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DOWN SOUTH DINNERSJamie Slater &Steven Zimmerman DOWN SOUTH DINNERS
The Brief The objective of the class was to learn from and utilize a Yale School of Management case study generated for Selco. Decided to use what we learned from Selco, and appropriate it to a local social issue in Savannah, Georgia. Using the Selco model we developed a start up service industry business plan, and developed a system in which residents of urban Savannah will gain access to affordable, locally grown/harvested foods.
Initial Question Improving local food production and distribution models is keyHow Can We for environmental sustainability, community heath and a thriving, local agricultural industry.Incentivize Local How do we build a system ofFood Consumption positive behavioral incentives that encourage local, healthy eating?& Production? We need to create better incen- tives for smaller farms and sourc- es of local food production at the local level. (text via OPEN IDEO)
GoalsBelow is a list of business objectives. We will be discussing our design strategyand thoughts how we plan on approaching each of these objectives.1. To make locally grown food 4. To create a brand and identity more accessible. for this company.2. To make locally grown food 5. Obtain locally grown food from more affordable. growers or create our own supply chain.3. To create a for profit business 6. Encourage local economic model valuing social good over growth. bottom line profit.
Initial Thoughts One of our initial thoughts was to create a stationery business that works as a market where consumers could simply walk in and shop. We quickly realized that having a storefront business was not necessarily a profitable model as we were looking for. Why can’t the business of providing this food to a particular market be profitable and have that fund our social endeavor?Storefront Business
Initial Thoughts Instead of instating a storefront business that has some false identities we shifted to a business that would deliver food to communities on a daily basis. Looking at existing of models of delivery services we tried to understand what we could learn from these businesses and also what we could improve. The ice cream truck carries much more then just sugary snacks, it carries meaning.Full Delivery Service
InterviewsAfter these interviews we were able to drill down into the issues that we werefacing and begin to address problems head on.Patrice & Marlile: Nicoll Street Baptist Church“People stay at the church long after the service is over.”Various Church Members: St. John Baptist Church“I cook for our family a delicious Sunday meal.”Jennifer Singeisen: The Farm Box“Why are you not trying to be a non-profit?”Erin Fenley: SCAD Design for Sustainability Student“I encouraged you to empower community members forthis service.”
PersonasFrom our primary research we were able to better understand our customer baseand the market that they exist in.Patrice & Marlile Natalie Benjamin & TinaChurch Representatives Church Goer 3 Savannah Resident 3Donovan Rebecca PattyChurch Goer 1 Savannah Resident 1 Savannah Resident 4Martha SandraChurch Goer 2 Savannah Resident 2
Case Study The prices of contents at Kroger: Oyster Mushrooms $5.49 per-lb Red potatoes $2.99 2lb-bag Arugula $1.45 per-lb Apples $2.11 per-lb Collards $3.00 bushel Baby onions $4.19 per-lb Fresh bread $3.00 loaf Prices divided by amount in Farm Box: Oyster Mushrooms 1/2 lb $2.75 Red potatoes 1 lb $1.50 Arugula 1 lb $1.45 Apples 1 lb $2.11 Collards 1 bs $3.00 Baby onions 1 lb $4.19 Fresh bread 1L $3.00 total 5–7 lbs $18.00 Cost of Farm Box $25.00 Net cost of Kroger produce $18.00The Farm Box Profit from Farm Box Sale $7.00
Case Study Mari Gallagher Research & Consulting Group Strengthen & expand farmers markets & community markets. Improve street vendor offerings. Consider mobile grocer options.Food Deserts
SWOT AnalysisThe completion of a SWOT analysis aided in us breaking down the strengths andweaknesses of our business model. This analysis translates our thinking into aquick visual representation of our ability to be successful.Strengths WeaknessesOpportunities Threats
The Brand Mood BoardThe interests of Down South Dinners revolves around the health benefits of eatingfresh locally grown foods over fast foods that are high in fats, sugars and sodium.But rather then framing this business around the health benefits we understoodthat it was more important to create meaning around this service and food.“Hand Picked For Your Plate”
The ModelIn order for the business to not be overcome by the scope of this project we are proposing to work the progress of the businessinto a three tier system. Also the space between each system allows the business to address the validity and feasibility of theadditions to system proposed by the second and third tier.
The BusinessDown south dinners needs the community to survive on many levels. Not only does it look for them to support and advertisetheir service but it also needs them to grow. The business needs to build trust from urban Savannah.
Costs The second tier will bringThe cost of this startup business is roughly around $15,000 to get off the ground. additional costs for industrialThese cost include: cooking equipment. This addition to our facilities is one of the largest costs at roughly twenty thousandSALARY (2) EMPLOYEES WAREHOUSE RENT dollars for the full kitchen and45k per year 1k a month 12k per year packaging systems.RAW MATERIALS STORAGE DEVICESdependent on quantity 1k investmentVEHICLE PETROL KITCHEN EQUIPMENTdependent on usage 20k investment
Next StepsThis project was a ten week course experiment, and while we feel we have begunto solve many of the issues related to Down South Dinners, in order to get thisproject off the ground there are several steps that would need to be taken.Concrete and specific sourcing Venture capital to fund the initialof product start-up costMore extensive primary Better understanding of legalethnographic research structure surrounding the projectResearch into possible non-for-profit opportunities visualsbysteve.com/downsouthdinners