Project developed during Sustainable Development course at SKEMA Business School - Business Plan for green and social business
Green.me is a green printing business using recyclable materials with a social aim to reinsert homeless people within the community
Ibrahim Abubakari, Caroline Bilet and Guillaume Groell
2. Vision / Mission
Vision
Be the 1st go-to company in the
next five years for green printing
within the Triangle area while
contributing to the development
of the community
Mission
Help local companies to be environmentally efficient
Reinsert homeless people within society
Run a carbon-neutral business…
Investing in state-of-the art equipment
Printing on-site
Low-polluting delivery system
with sustainably sourced inputs
100% recycled paper
Soy and vegetable-based inks
Minimizing chemical use
GREEN.ME
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3. Business Opportunities
Economic crisis
Increase in foreclosures
Tough social context
Growing focus on local initiatives and communities
In reaction to globalization concerns: decentralization
Need for tighter social fabric
Ecological footprint reduction for companies
Appeal to customers with growing concern : brand image
Incoming regulations
New technologies
100% zero landfill cartridges & high quality 100% recycled paper
Soy-based and vegetable inks
GREEN.ME
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5. Value proposition/customer benefits
Customizable
Generate savings
Online platform where users can create
their own designs from pre-set templates
Waste costs
Storing costs
Social commitment
Ecological commitment
Reinsertion program for homeless people
within the Triangle area
Responsibly sourced raw materials
Ecological equipment
Paper recycling program
GREEN.ME
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6. Targeted market
Target Area:
NC Research Triangle
In 5 years
Large organizations
Business travellers
Small companies
GREEN.ME
Small organizations
Big companies
Universities
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7. Simplified Business Strategy
Paper Supplier
Ink Supplier
Hotels
Homeless
Employees
Shipping partner
Business travellers
NGOs
Small Organizations
GREEN.ME
Big Organizations
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8. Go to market strategy
Sales strategy
Communication strategy
Maximum effort on initial direct sales.
Placing phone calls to firms, Company visits, emails
Social media selling- connecting & engaging with potential
clients on social media platforms such as Facebook,
Instagram, Twitter, etc.
Growing sales force from 1 (Y0-Y1) to 3 (Y4-Y5)
Partnership with NGO & associations to place ads on their websites
Educational forums during visits to potential clients to discuss our
products
Positioning (focus on recycling process & the use of natural inks)
Participate in the triangle area “Green events & Forums” (highlighting
on storytelling approach)
Development strategy
Systematic expansion approach (Launch, Mid-term & Long term)
Internal (R&D phase to have a clearer insight of the print and green industry)
Launch (Small scale production to capture interest)
Create partnership with customers (To
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9. The team
Team of 5 SKEMA alumni specialists with 25 years combined worth of experience
in business development, marketing & communication, finance, HR, legal and IT.
Ibrahim
Guillaume
HR
IT
GREEN.ME
Caroline
Marketing &
Communication
Thomas
Marie
Business
Development
Finance
& Legal
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10. Timeline
3 Partnerships obtained
NGOs: Housing for New Hope
Ink : Green Printing
Paper : Futur Mark Papers
5 former SKEMA graduates joined up to celebrate
the holidays and GREEN.ME was born
December 2012
NOVEMBER
DECEMBER
April 2013
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
February 2013
GREEN.ME was voted best innovative
project at NC State University ‘s 2013
Business Case contest
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11. The next 18 months
Set up
recruitment
process of
homeless
(1 hire for Y1)
Benchmark to
rent office space
in the Triangle
GREEN.ME
Benchmark to
purchase
equipment
Establish
partnerships with
NGOs, hotels and
suppliers
Website development
Commercial
prospection to
develop client
portfolio and
raise interest
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14. Risks
Human risk
Fulfill social aim: not
enough homeless
willing to participate
in the project
Hire other community
members in difficulty
(LT unemployed…)
GREEN.ME
Acceptation
by the market
Green investment
effort from
companies as LT
perspective
Increase awareness to
make companies sensitive
to those issues and future
impacts on their
businesses
Overestimation of
demande
Due to high price
Limit special features and
make compromises on
supplies (reduce % of
recycled materials to
offer lower prices)
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15. Demand
AMOUNT OF MONEY EXPECTED
To finance our project, the founders would invest $50,000 of the initial $90,000.
We would need $40,000 of external funding. Then, we would borrow $130,000
at Y3 in order to finance business growth (new office space and equipments)
VALORIZATION OF THE PROJECT
In order to kick-start our project we would also require networking help from our
partner to gain insights into the SMBs in the Triangle area
USAGE OF THE FUND
Funds will be used to support the growth of the activity and be used to carry out
the social and ecological aim of our business venture
GREEN.ME
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