2. Name Stream
Amy Jordan Marketing
Sally O’ Neill Marketing
Meg Hoare Accounting
Adrienne Murphy Human Resource Management
Faye Canty Human Resource Management
Group Formation

3. Purpose
Distribution of profits
Third party Funding
Characteristics of a Non- Profit
Organisation

5. Business Canvas Model

6. Our company is a non-profit organisation to
incentivize cycling to school/work. It
essentially offers discounts in the cafeteria to
those who cycle to school and work. Our
company would add beep technology to
student cards and/or employee cards whereby
you would scan your card when you arrive, it
would then give you a 20% discount on a
healthy lunch option in the cafeteria. It shares
the same characteristics as a loyalty card.
Value Proposition

7.  Customers get reduced prices on healthy lunch
options.
 They save money as they don’t have to pay for petrol
or parking.
 They will be involved in a healthier lifestyle including
cycling to work/school each day.
 Improved mental health is proven with exercise.
Gains for customers

8. Students
Low income employees
Active- Lifestyle
Customer Segments

9.  We conducted a survey with fellow students from
National University of Ireland, Galway and also in the
University of Limerick to establish whether or not
there is a market for the service among students .
 We also conducted a focus group with the staff in the
Kilmurry Lodge Hotel, Limerick to see if the concept is
viable in the workplace.
Customer Interaction

10.  NUIG survey- 65% of students said that they were
interested in the service and wanted to know more.
 Kilmurry Lodge employees- 55% said that they would
get involved in the Wheels for Meals programme.
 Kilmurry Lodge Management- The active lifestyle
aspect of the service appealed to them more than the
monetary benefits.
What we learned

11. We conducted an in-depth interview with Pat O’
Neill the senior project manager of Limerick’s
Smarter Travel. Our aim was to establish whether
people would convert from driving to cycling to
the workplace. We found that under the right
circumstances and incentives people were more
willing.
Market Research

12.  No direct competition
 Similar services are complementary rather
than competitive
 Example: Cycle to work scheme
Competitors?

13.  Government funding
 The companies availing of the service
themselves as they gain a socially responsible
image.
 Student unions and school boards.
Revenue

14.  Fixed Costs: the lock, wages, bike rack and swipe card
 Variable Costs: Maintenance and Depreciation costs
 Usage Fee: Money paid towards the subsidy based on
how much people avail of the discounts
 Tax exemptions: Non-profit organisations are exempt
for paying income and property taxes
which cuts costs
Cost Structure

15. Get Customers: pitching to potential clients
Keep Customers: surveys, promote clients positive
image in the media
Grow Customers: advertise success using
customer testimonies. Conduct
further market research to find
more potential clients
Customer Relationships

16. Kieran Donaghy
Kerry Football Team Captain
“A great thing
about Wheels
for Meals is that
it would
promote an
active lifestyle
among young
people”

17. Sarah Lavin
International Athlete
Princeton University
“I have heard about
Wheels for Meals and
think that it’s a global
idea for a global
problem!”

18. “This is an exciting scheme that we would definatly be interested in. Keep
us updated girls!!”
Gail Keogh

19. “Any ways to incentive the cycle to work scheme is a huge plus,
considering that most employees would use the canteen facility on a
daily basis this would offer a huge enticement as a cost saving
method not only on the transport for employees but also offering
further benefits.”
Des Frawley, CRM Executive, UPC

20.  Promote our service testimonials of the service in
action to grow our customer base.
 We hope to engage in cause related marketing in the
future to raise revenue.
 E.g. Campbell Catering in Galway teaming up with
Wheels for Meals to promote their healthy meals
Looking Forward

22. Any Questions??
Thank you !!!