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    • Granjeo.es  brings  the  social  experience  of  food   purchase  to  the  online  grocery   shopping.    
    • what  we  did  so  far  •   research  on  problems  of  food  distribu:on  in   SPAIN   -­‐two  online  customer  discovery  surveys  for   end  customers     -­‐one  face-­‐to-­‐face  interview  with  a  farmer     -­‐one  survey  for  face-­‐to-­‐face  interviews  with   farmers  (data  acquisi:on  is  right  now)     -­‐es:mated  business  market  size  in  two   different  scenarios  for  our  business.  
    • what  we  learned  so  far  •  Non-­‐organic  produce  is  difficult  to  TRACE.  •  ca.  60%  of  all  surveyees  state  they  WOULD  buy   local  or  organic  produce  ONLINE  it  they  were   CHEAPER.  •  Those  who  currently  do  NOT  BUY  organic   produce  would  NOT  buy  organic  produce  ONLINE   even  if  it  was  cheaper.  Price  does  not  seem  to  be   the  hindering  factor  for  not  choosing  organic   produce.    •  Those  who  currently  DO  buy  organic  produce   would  buy  it  online  if  it  was  cheaper.  
    • what  we  learned  so  far  •  Although  the  vast  majority  of  end  customers   answered  that  QUALITY  is  their  main  criterion  for   selec:ng  fruit  and  vegetables,  only  30%  of  them   chooses  ORGANIC  products  (for  many,  the  reason   being  the  too  high  price).  •  The  vast  majority  shops  always  in  the  same  shop.   When  asked  why,  many  men:on  loyalty  and   trust.  They  trust  that  their  loyalty  to  one  shop  will   reward  them  with  products  selected  by  the   grocer  especially  for  them.    
    • Our  Hypothesis:  •  In  our  opinion  their  trust  in  the  grocer,  among   other  reasons,  compensates  for  the  lack  of   traceability  of  non-­‐organic  products.     This  would  also  explain  why  these  customers   are  reluctant  to  buy  online,  while  on  the  other   side,  people  who  eat  organic  food  are  more   open  to  e-­‐commerce  solu:ons,  as  in  this  case   it  is  the  product  itself  that  provides  them  with   extensive  traceability.  
    • What  our  research  tells  us…  •  In  Spain  there  are  a  few  websites  that  aim  at  connec:ng  directly   farmers  to  their  end  users.    •  They  limit  mainly  to  offering  e-­‐commerce  solu:ons    to  individual   end  users  rather  than  purchasing  groups..  •   They  seem  to  have  a  limited  success.    •  We  found  only  one  website  that  is  fairly  similar  to  what  we  plan  to   do.  We  believe  however  that  the  implementa:on  of  the  interface  is   poor.    •  The  fact  that  these  websites  exist  is  a  PROOF  that  the  problem  does   exist  and  someone  is  already  trying  to  solve  it.    •  Clearly  the  tradi:onal  solu:on  of  food  distribu:on  with  many   intermediaries  INCREASES  PRICES  without  on  the  other  end   providing  us  with  product  TRACEABILITY.  
    • The  farmers’  point  of  view   (preliminary  data)  •  Many  coops  are  currently  struggling  to   compete  with  cheaper  imported  goods.    •   Therefore  they  are  interested  in  a  pla`orm   that  helps  them  sell  their  produce,  especially   on  a  local  scale.    
    • We  believe  that  •   traceability  is  a  crucial  aspect.    •   people  value  the  human  experience  of  buying   their  food.    •  We  need  to  provide  the  social  experience  of  food   purchase  to  the  online  shopping.    •  In  order  to  gain  the  trust  of  the  end  users,   farmers  must  be  seen  accessible.    •  The  internet  is  the  best  instrument  to  cancel  the   distance  between  the  farmers  and  their   customers.  For  all  of  the  above  we  are  convinced   in  pursuing  this  idea  further.  
    • Conclusion  •  For  all  of  the  above  we  are  convinced  in   pursuing  this  idea  further.