EMBED Final Report

EMBED
FINAL REPORT
PREPARED FOR:
WRITTEN BY:
Sam Dobrowolski, Lucas Schirr, Charlie MacKenzie,
Quinn Villarreal, Arturo Vasquez Clavijo
Team #3 - Poverty
University of Cincinnati
Carl H. Lindner College of Business
Dr. Sue Mantel
Professor
Javier Alejandro Rodríguez
Camacho
Social Entrepreneurship
DATE : 04/26/2020

E M B E D
Report for: Dr. Mantel2
Table of Contents
Project Plan & Business Overview p. 3
p. 7
p. 10
p. 20
p. 25
p. 30
p. 34
Product Design & Refinement Plan
Marketing & Sales Strategy
Manufacturing & Financial Plan
SWOT & Competetive Analysis
PESTEL Analysis
Action Plan

E M B E D
Proposal for: Dr. Mantel 3
PROJECT PLAN

E M B E D
Charlie MacKenzie Sam Dobrowolski Lucas Schirr
Arturo Vasquez
Clavijo
Quinn Villarreal
Chief Marketing
Officer
As a Business Analytics and Market-
ing student, Charlie understands the
powerful bridge between analytics
and consumer insights. After working
at a marketing research consulting
firm, he brings valuable experience to
the team.
Chief HR Officer
As a psychology student, Arturo
brings a deep understanding of hu-
man behavior to the team. Aruto cur-
rently lives in Bogota, and is able to
provide the team with valuable first
hand information on the city.
Chief Executive
Officer
With his past ventures of Card Link ,
Swing Smith, and Villa Create, Quinn
brings a deep knowledge of how to
utilize cutting-edge design to drive
change. With EMBED, Quinn aims to
grow the company while continuing
its focus on social change.
Chief Operations
Officer
As an Operations Management and
Information System student, Sam has
both the knowledge of any technolog-
ical advancements that are necessary
for the company along with managing
the manufacturing and production
sectors of the company.
Chief Data
Officer
As an economics and business analyt-
ics student, Lucas has spent his entire
college career building a repertoire of
analytic skills and theoretical knowl-
edge to aid EMBED in its fight in Co-
lombia.
Our Team

E M B E D
PROJECT OUTLINE - GANTT CHART

E M B E D
Overview + Project Logistics
The Venture
Meeting Updates
Meeting Technology
EMBED is a low-cost bed that uses bungee cord tension to create a lightweight bedding and seating
system. EMBED is constructed of polypropylene for the mattress webbing, polyester bungee shock
cords held together by metal hooks, and built onto an aluminum frame for lightweight durability. The
tension from the bungee cords provides a suspended seating while delivering mattress-like support.
EMBED is lightweight, provides support during sleep, and allows for additional seating arrangements. In
addition, EMBED boasts a foldable desing for home that rely on little space.
EMBED will service South American communities affected by poverty by providing an ultra-low-cost
bed and seating option that will improve the health and well-being of their impoverished citizens. As a
result of better sleep, poverty afflicted individuals within South America will experience their quality of
life improve through our product’s introduction into their communities.
We have had 10 formal meetings, and 15+ project progress report updates through the WhatsApp chat
feature.
In the formal meetings, we focused primarily on project updates and large project decisions. We also
used the formal meetings as a time to plan group requirements and responsibilities for the following
week, as well as work through any conflicts. We used the short project report updates to collaborate
real-time with our colleagues, as well as brainstorm new ideas with the team.
We utilized WhatsApp video chat capability to talk face-to-face with Arturo in Colombia, creating a
streamline communication system. By using WhatsApp as both our text and video platform, we were
able to quickly reference previous conversations and keep our team up to date. During our meeting, we
additionally utilized Google Drive to collaborate on documents in real time. We also used Google Drive
to reference images and product design ideas while video chatting.

E M B E D
PRODUCT DESIGN
& REFINEMENT

E M B E D
Design Updates
FOLDABILITY
DECREASED PRODUCT WEIGHT
Our CHRO Arturo Vasquez Clavijo noted that through his primary research living in Bogota, he has
seen space be a large concern for people in poverty. With this in mind, we have implemented a new
foldable design so consumers can put the EMBED in storage when not in use.
Our new design uses hollow aluminum metal, rather than our previous steel-pole design. We have
decreased the weight by 50%, allowing for an increase in mobility, storage capabilities, and usage by
physically-limited consumers. With our switch to hollow aluminum for the support rods, as well as
switching manufacturers, we are able to lower the weight of the product and lower the cost (see Cost of
Materials, p.5)
INCREASED LOAD CAPACITY
We have implemented two types of tension to support the weight of the majority of people in the area.
The average male weighs 64kg, while our model is projected to hold over 100kg. Our model supports
capacity up to 250lbs by basing our model off cots with similar aluminum structures (Source A.1).
Our model is slightly heavier and contains a better support system, as well as more aluminum which
constitutes it can withstand over 250lbs of weight. Once we begin physical manufacturing, we will test
prototypes in clinical trials to ensure our engineering is safe for long-term use.
Additionally, our bungee tension and stretch tension created a strong web that holds the consumer. The
material is lightweight and is easy to manufacture and fix (Source 1).
FIGURE 1.A - EMBED - Final 3D
Model Prototype

E M B E D
FINAL DESIGN
Compact Design: Foldable legs allow
for easy transportation and storage
Polypropelene Vinyl: Using tension
and bungee cables to support up to
200lb
Polyester Bungee Cable: Bungee
increases support and adds comfort
to mesh
Aluminum Legs: Hollow alumi-
num legs allows for lightweight
and high strength

E M B E D
MARKETING &
SALES STRATEGY

E M B E D
SOCIAL VALUE
THREE PILLARS OF SOCIAL VALUE
CONSUMER & SOCIETAL BENEFIT
Sleep Deprivation
Frequent sleep deprivation and disturbances directly impact health and recovery, and frequently lead to daytime fatigue,
sleep apnea, and poor cognitive function. Bogota, EMBED’s target market (see Marketing Information p. 12), holds the
second-highest frequency of sleep disturbances in Colombia, showing 59.7% of the population effected. EMBED aims to
tackle sleep deprivation head-on with our affordable support system proven to lead to an increase in quality of sleep.
Health & Disease Control
Diseases frequently spread through contact with the floor, especially dirt and concrete flooring. Many Colombians sleeping
on makeshift beds are prone to life-threatening diseases. By sleeping on a surface elevated from the floor, EMBED helps
to defend against these diseases. As a of result of removing direct contact with the floor, we have seen a “reduce the risk of
diarrhea and infection by 50% and 75% respectively.” (Source 3).
Social Mobility
With many of our target market consisting of people in social mobility, we play a part in improving the lives of people that
need it most. EMBED provides a useful and affordable tool for new homeowners and the working class.
Quality of Life Index
Sleep apnea and quality of sleep directly negatively impacts an individual’s quality of life, as show in a study from the
American Thoracic Society. The study found a 0.88 to 0.90 correlation (Cronbach’s alpha), proving that quality of sleep is
a useful metric in determining an individual’s qualtiy of life (Source 4). Additionally, a stufy found that excessive daytime
sleepiness in 13.7% of patients negatively impacted their quality of life (Source 5). By providing quality support, EMBED
directly increases the quality of life for users.
Long-Term Community Benefit
Decrease in quality of sleep has been associated with “Cardiovascular diseases, traffic accidents, and a decreased quality
of life; all of which generate a substantial burden on public health services,” (Source 6). With our product in place, over the
long-term the communities will realize not only an increase in quality of life, but will also economically realize a substantial
decrease in spending on public health services.
SOCIAL MISSION:
EMBED aims to elevate the quality of life in people going through
social mobility by offering an affordable, health-conscious bed
solution.

E M B E D
MARKETING INFORMATION & TARGET SEGMENTATION
SEGMENTATION OVERVIEW:
The market we will be targeting will be primarily impoverished urban areas. These impoverished areas are more condensed
in urban settings than they are in rural settings. Ultimately, urban areas will pose as stronger markets for our product
because there is a higher concentration of poverty within them. For our first test market we are targeting impoverished
areas within Bogota because this city is most accessible to us given that Arturo lives there. Ultimately, we hope to expand to
other large urbanized areas including, but not necessarily limited to, Medellin, Cali, Cartagena, and Bucaramanga. Ultimately
speaking, this product is designed to improve people’s sleep and their overall health. Therefore, every person who does not
have a bed could purchase and benefit from this product. However, in a more specific lens, the elderly and pregnant women
should be more inclined to purchase this product. Poor sleep can lead to maternal complications such as hypertension and
can lead to the development of physical illness in the elderly (Source 7). While EMBED is geared toward providing every
demographic with better sleep, it is important to recognize that pregnant women and the elderly are a market segment that
could benefit the most.
REGIONAL POVERTY RATES
In order to find our market size, we multiplied the poverty rates in each of our target locations by the location’s population.
Poverty is defined in Colombia as making less than $90 each month (Source 8). As you can see by the calculations below,
the upper limit on our market size in our initial target market of Bogota is 919,212 people, but after we expand to all of our
desired locations, the upper limit will be around 1.8 million people. While the question may arise about whether or not the
people in our target market would want to purchase a bed with any leftover money they have, as we outline below in con-
sumer purchasing habits, many Colombians are focusing on“healthy lifestyles” and support social causes. We are confident
that with only selling our product for $12, this is something people in poverty could save for and afford.
Locations and Poverty Rates:
Medellin (13.4%) (Source 8): 2,427,000 * .134 = 325,218 people
Cali (15.5%) (Source 8): 2,228,000 * .155 = 345,340 people
Cartagena (26%) (Source 9): 914,552 * .26 = 237,783 people
Bucaramanga (12%) (Source 8): 581,130 * .12 = 69,735 people
Bogota (12.4%) (Source 10): 7,413,000 * .124 = 919,212 people
Total Market = Sum of People = 1,897,288
TARGET MARKET
It is also important to note that EMBED is not necessarily targeting those in extreme poverty. While EMBED is lightweight
and we have made adjustments to our original design that make the bed collapsable for easy storage, it is not something that
can easily be carried around for long distances. Therefore, EMBED is intended for people who are living in poverty but still
have a stationary home. Our product is perfect for someone who is living under the poverty line but is still making a wage and
can set the bed up in their house. In order to factor this into our market size, we want to remove the population in “extreme
population” who will most likely not be able to afford or benefit from the functionality of EMBED. In Colombia, 7.4% of those
living in poverty are deemed “extremely impoverished”, which is defined as living on less than $1.25 per day (Source 8). Even
if we round up and take 10% out of our upper market limit from our 5 target locations to account for this, we still have an
upper market size limit of roughly 1.7 million people across locations who could use our product.

E M B E D
MARKETING RESEARCH
MARKETING RESEARCH OVERVIEW:
As we discussed in the PESTEL analysis of SR1, Colombian consumers have largely been focusing on how their products
are made. Ecological and ethical characteristics are becoming increasingly influential because of the increase in prefer-
ence-based consumerism. Colombian consumers have been shifting the way they purchase from the traditional and cultural-
ly aligned logic to the more preference-based system, and it has become more accepted around Colombia (Source 11). While
makeshift beds and hammocks, for example, may be more traditionally and culturally accepted within impoverished areas, we
can see that Colombians are more drawn to products they prefer, such as EMBED.
Consumer Purchasing Habits
Colombian consumer behavior holistically is focusing on socially responsible consumption, which is defined as “consumer
behavior that favors corporate social responsibility practices and the rational consumption of resources and products while
recognizing the importance of maintaining a healthy lifestyle” (Source 12). Colombians, as with many consumers across the
world, are focusing more on products that lead to a “healthy lifestyle” and support social causes. EMBED is a cultivation of
both these buying principles. Our bungee-cord technology beds improve sleep and health while also including the social
impact of employing ex-guerilla members who are able to manufacture low-cost beds for those who need them.
Pricing Research
While looking more specifically at those living in poverty, price is an important factor in buying decisions in Colombia, espe-
cially for those who are poor (Source 11). As we illustrated in our competitive analysis in SR1, with the exception of make-
shift beds, EMBED is the cheapest bedding solution for those in poverty. We have made our low-cost structure one of the
focal points of the product because we understand that price is going to be the most important buying factor for our target
market. Given our costs outlined in our financial breakdowns, we plan on selling our beds for $12. As we’ve mentioned, in
Colombia living in poverty is defined as living under $90 per month. While this bed may be hard for families to purchase right
away, with saving as little as $1 per week, someone can afford EMBED in just three months.
Primary Field Research
Additionally, we had planned on Arturo completing primary research in Bogota by asking those in our target market if they
would purchase a product like EMBED. Unfortunately due to the development of the COVID-19 pandemic, Arturo has been
unable to effectively complete this primary research because Colombia has been on lockdown. However, due to our analysis
of the market size and the secondary research on the needs of those within our market, we are confident that EMBED is a
product our target audience would purchase and will be moving forward with that assumption. We have included primary
marketing research in Bogota under the Action Plan section because we do plan on theoretically completing that as we prog-
ress.

E M B E D
Pablo is a 33 year old Bogota native who works a minimum wage job and makes around $22 each
week. According to DANE (National Administrative Department of Statistics), an individual in
Colombia can make $3.50 each day and can provide a sufficient amount of food and services to
live (Source A.2). This means Pablo could provide for his family while still having a small portion
of his income to save. His wife stays at home and is unable to work because she must take care of
their infant daughter.
Currently, Pablo lets his wife and daughter sleep on a weak cot they have set up in their home
while he sleeps in the corner on a makeshift bed made from cardboard and blankets they have
found on the streets.
Oftentimes, Pablo struggles to sleep at night due to the lack of support offered from the make-
shift bed. This leads to him feeling tired at work, but he pushes through because he knows his
family depends on him to make a wage.
EMBED Value Proposition - Assuming Pablo has no savings and lives day by day, he only needs
to save $1 of his weekly earnings - 4% of his weekly income -- for roughly 3 months to afford
EMBED. Through finally sleeping on a supported surface provided through EMBED’s bungee
cord tension technology, Pablo is able to sleep comfortably through the night. This allows him to
be more productive at his job, which eventually could lead to a pay raise.
Luciana is a 74 year-old who lives in Bogota’s Ciudad Bolívar slum. She lives in a very
small home in the neighborhood with her 40 year-old daughter and her eight year-old
grandson.
Her daughter works a minimum wage day job and her grandson goes to a public school.
When he gets home, Luciana watches him until her daughter returns from work.
The three of them sleep in hammocks that are set up in their single-room house. The
hammocks are better than the makeshift beds some of their neighbors have, but Luciana
is old, and the hammocks often leave her back sore. She also feels like some nights when
she gets an especially poor night’s sleep, she wakes up feeling ill and it takes her a while to
fully recover.
EMBED Value Proposition - Given the money her daughter makes and the small savings
Luciana has from her days as a seamstress, EMBED is very affordable. After finally sleep-
ing on a supported surface, Luciana no longer struggles with back pain and feels healthier
after many nights of good sleep.
Estelle is a 28 year-old woman who is 7 weeks pregnant. Her and her husband live in a
Medellin slum. Her husband works gigs as a handyman whenever he can find one, and only
makes around $70 each month. Estelle had a job as well making roughly $20 a month, but
can no longer work because she is pregnant.
Currently, her and her husband sleep on a very thin sleeping mat on the floor of their small
home. While it was definitely uncomfortable before her pregnancy, Estelle was able to
get through the poor sleep. However, now that she is pregnant, she fears that the lack of
support offered by the mat will not only add to her sleeping complications, but also could
negatively affect her baby.
EMBED Value Proposition - Estelle still has a small amount of money left over from when
she still worked and can afford EMBED because of its low price. After finally sleeping on
a supported surface, she sleeps very well through the night and no longer needs to worry
that poor support could lead to maternal complications such as hypertension or gestational
diabetes.
Parent Pablo
Late-night Luciana
Expecting Estelle
BUYER PERSONAS

E M B E D
MARKETING CAMPAIGN
As most of our target market cannot afford expensive electronic devises, we believe our main form of advertisement will
be print ads, specificially outdoor print advertisements. When making purchasing decisions, consumers trust print adver-
tisements 34% more than they trust search engine ads (Source 13). When entering a new market, trust is key to winning
sales. We believe that by immersing our new market in printed advertisements (see Advertisement Display on p. 15), we can
increase the rapport with our consumers.
In our ad campaign, we plan to focus on outdoor advertisements such as transportation, billboards, benches, and streets
ads. In 2019, outdoor ad spend in Latin America amounted to 1.34 billion U.S. dollars and it is expected to increase to 1.42
billion by 2022 (Source 14). The 2019 total ad spend in the region amounted to 28.6 billion U.S. dollars (Source 15). As there
is already a preestablished outdoor advertisement market, we plan to immediately rollout our two campaigns to raise brand
awareness about both the consequences of poor sleep, as well the solution. As most of our target market rides public trans-
portation, we feel that the advertisements will quickly spread throughout the city to educate the consumers. On average,
there are 3.06 million daily bus riders in Colombia, which provides a substantial advertising audience (Source 16).
Lastly, referring to REDF’s “The Basics of Marketing Social Enterprises”, we felt that it would be advantageous for us to pur-
sue selective channels in the ‘Marketing Communications Mix”. We feel that “Word-of-Mouth”, “Interactive Marketing”, “PR
& Publicity”, and “Events & Experiences” will yield the best results with our product given the target audience (Source 17).
To enter a new market, we must educate the consumer on a product that has not previously existed. In the beginning of our
marketing strategy, we want to oversimplify our product, as well as over-explain the concepts and benefits. Some consumers
may not know of the current risk they are in, so in our marketing materials, we intend to include “public service announce-
ment” copywriting (see Figure 2.A). While we can still be creative with our marketing, our primary focus when entering a new
marketing is product awareness and benefit education. Additionally, our in-person promotions (see Sales & Distribution Plan,
p. 16) will also use education marketing tactics.
With our “Brand Awareness” campaign (see Figure 2.B), we plan to expand our brand image to get into more traditional mar-
keting. While the first campaign focused on awareness and education, the second campaign focuses on rhetoric and imagery.
By using bright colors and modern design, we plan to modernize the solution to poor sleep.
BRAND AWARENESS & PSA CAMPAIGN
Target: Parent Pablo, Expecting Estelle
Campaign: “Evitar enfermedades” -> Avoid Diseases
Distribution: Bus ads, translations, billboards, additional print ads
Call to Action: Purchase Bed
Call to Action Channels: Call associate, mail-in information, call, email
MARKETING CHANNEL: OUT-OF-HOME ADS
PSA ADVERTISEMENT

E M B E D
PSA Advertisement
Goal: Show consumers why they need the
product and the potential benefits that can
arise.
Education:
The advertisement details three health bene-
fits of improved sleep: improved cardiovascu-
lar health, decreased sickness, better quality
of sleep.
Figure 2.A
Figure 2.B
“Avoid Diseases”:
The “avoid diseases” design is meant to call
the floor’s dirt and germs to attention.
Brand Awareness Campagin
Goal: Raise EMBED brand awareness to increase consumer trust
by placing in public ad space.
ADVERTISEMENT DISPLAY

E M B E D
MARKETING CAMPAIGN
It has been shown that the Colombian government is willing to invest ad-spend dollars that will yield a positive result on
their citizens. In 2010, the Colombian government sponsored an ad campaign to call for all guerrilla groups to demobilize for
the Christmas holiday. In these public service announcements, the government “began using billboards and radio advertise-
ments” with much success (SOURCE A.3). For our cause, we would apply for a grant to fund either a video advertisement or
our print advertisements through the Ministry of Health and Social Protection of Colombia.
Additionally, our print ad campaign would be very affordable and extremely beneficial when entering the market. US print
transit advertising “Range of $150 - $600 for small to medium size markets” for a 4-week display (SOURCE A.4). US prices
are approximately 4-5x higher than in impoverished areas of Bogota, so we believe we can get approximately one-month of
bus transit ads for $100 per location.
When we enter Bogota, we could reasonably budget $3,000 for three-months of advertising at 10 locations. Private vehicles
only transport 19% of the Colombian population, with the rest, especially impoverished, relying on public transportation
(SOURCE A.5). Print advertising will not only be cost effective, but will directly be displayed by our target audience. Addi-
tionally, in 2019, there were “1.04 billion trips serviced by Bogota’s bus rapid transit system ‘Transmilenio’,” which is only
one of the primary bus transportation systems (SOURCE A.6). With a substantial number of our target audience relying on
public transportation, we believe the ad costs are justified.
Colombia has also made use of graffiti artists to collaborate on social causes. While expenses are variable, we have seen
graffiti artists collaborate with other non-profits for the help of the greater good. For example, Camilo Fidel López of Bogota
owns a company called Vertigo Graffiti that utilizes graffiti to advertise for social causes. Lopez stated his mission was “ to
make a valuable social statement,” and together we’d like to partner to empower the community, (SOURCE A.7). Below is an
example of graffiti work that Vertigo Graffiti has commisioned. Together, we would like to use graffiti artists to paint public
service awareness murals. We believe we believe this could be an alternate way to make use of space that may not be used
for traditional advertising, while also building energy around EMBED.
Ad Spend & Pricing
Alternative Advertisement Routes

E M B E D
Sales & Distribution Plan
Given the nature of EMBED, we plan on selling and distributing our product simultaneously through the use of in-person
demonstrations and local flea markets. As we outlined in SR1 with the use of an Ansoff Matrix (Figure 2), we are essentially
bringing an existing product to a new market. Therefore, it is crucial that we focus on building awareness for EMBED along
with showcasing its many benefits. Our team plans to actively do this by taking products to the communities that we are
targeting and offering in-person product demonstrations. Since Bogota is our initial target market, we plan on going to
impoverished Bogota neighborhoods first (i.e Ciudad Bolívar, Bosa, Usme) and then expanding to the other four cities in our
market size calculation.
In-person product demonstrations have proven to be very effective in garnering awareness for a product. According to
MarketingWeek, 41% of individuals are more inclined to purchase a product after seeing an in-person demonstration
(Source 18). You can also look at Costco, a leading U.S grocery and retail chain as a case study for in-person demonstrations.
While Costco and EMBED are vastly different companies, the success of in-person demonstrations can be translated across
the board. At Costco, product demos have boosted sales in some cases by as much as 2,000% and they can “sway people to
habitually buy things they never used to purchase” (Source 19).
We plan to take EMBED into the impoverished communities and let potential consumers sit on it. For comparison, we will
bring sleeping mats and cots, which many of them most likely sleep on, and allow consumers to feel the differences of the
two surfaces for themselves. Hopefully, the noticeable difference of support will do the convincing, but we also plan on
showcasing EMBED’s low-cost and the added health benefits of getting a good night’s sleep. We will have products on hand
so that during the demos if someone wants to make a purchase, we can sell one to them on site. The added benefit of these
in-person demonstrations is that besides the cost of spending our team’s time doing them in the communities, there are no
other associated costs.
We also plan to sell EMBED and bring awareness to the product through local flea markets. Flea markets are very popular
across Colombia and especially in Bogota, where “the city has a big market culture, with a large number of markets offering
a variety of products each day” (Source 20). Additionally, flea markets typically offer lower prices and tend to draw in those
who are looking to save money, so they would be a perfect channel to sell out of given our target audience. After analyzing
possible starting points, we have identified the San Victorino Plaza Market in Bogota’s San Victorino district. The market
is in close proximity to Bogota’s more impoverished neighborhoods such as Ciudad Bolivar and Bosa. Also according to
Culture Trip, “in San Victorino visitors can buy anything and everything, from clothes to home goods and cleaning products.
Divided into sections, each area contains a number of stores selling products – it’s a great place to buy a bargain” (Source
20). San Victorino is also an informal market, meaning it is tax-free (Source 21). This allows all products to be cheaper for the
consumers.
For the first year of operation our goal is to sell 15,000 beds at $12 each for a total revenue of $180,000. While renting
out space in the San Victorino market would be an additional cost, we believe this is a necessary expense in order for us to
meet our sales goals and the cost will be worked into the financials of our final paper. While there is not much information
available on specific vendor costs for San Victorino, flea markets in the United States typically charge vendors roughly $20
per day (Source 22). Assuming the pricing is relatively similar in Colombia, we would only need to sell roughly two beds
to make money using the space for the day. Together, we believe that selling and distributing EMBED through in-person
demonstrations and flea markets is a good way to target our intended audience and increase product awareness.
Figure 2

E M B E D
Marketing Plan Issues
Our initial product launch location of Bogota has a 12.4% poverty rate, translating to a total of 919,212
individuals that we referenced in our Market Information section. However, as we referenced in the same
section, we have come to realize that this figure may be an inflated market given that this total tally does
not account for varying levels of poverty. Both an employed individual with the resources needed to
survive and an unemployed homeless citizen with little resources are encompassed by this statistic.
Given that the cost to purchase our product will be $12, while that will be an expense that many within
our initial projected target market can muster, those living in extreme poverty likely will not be able
to make any such purchase. While we took 10% out of our upper market limit to account for those in
extreme poverty, our upper market limit calculation of 1.7 million people is still a rough estimation. Our
target market remains those living in impoverished conditions within Colombia, and we will be considering
outside funding options in order to get our product to the city’s most poverty-stricken citizens.
In order to effectively reach those in extreme poverty, it will be imperative that we partner with the
local government in Bogota, in addition to seeking outside sponsorship. While government contracts
will need to be worked out on an individual basis, there are other organizations from which we can seek
immediate sponsorship. One such organization is the Inter-American Foundation (IAF), a foundation
providing grants of up to $400,000 to support communities in Latin America and the Caribbean (Source
23). The government and other organizations that provide funding are not our primary target market, but
can be utilized as a means of reaching those on the lower economic rungs of our target market who may
otherside by unable to burden the expense of our product.
Ideally, once we have launched our product within Bogota and proven its benefit to those living under the
poverty line who are able to afford our product, we will be able to successfully pitch our product to the
Colombian government to sponsor our product for those living in extreme poverty who would otherwise
be unable to afford. Doing so would aid our expansion into our other target cities of Medellin, Cali,
Cartagena, and Bucaramanga over the years to follow.

E M B E D
MANUFACTURING
& FINANCIAL PLAN

E M B E D
MANUFACTURING COST BREAKDOWN (YEAR 5)
Additional Financial Models in Appendix p. 43

E M B E D
MANUFACTURING FEASIBILITY
In the above manufacturing breakdown, most of these numbers reflect a researched ideal that we have a concrete explanation
for how we are finding these values. There are some underlying assumptions that we will further breakdown. For example, we are
generally assuming that during an 8-hour shift, 1 employee could put together 5 beds, which averages to 1 hour and 36 minutes per
bed for assembly. We think this is a reasonable expectation given that there is little machinery work to construct the beds and the
total bed is limited to ultimately 17 parts (3 different materials). Another researched but assumed value would be rent. Many small
businesses when deciding the size of their warehouse consider the size and one of the most important factors is “to accommodate
an increase in demand… when your business grows, you still need a facility that can deliver what your customers want” (Source 24).
Ultimately, many warehousing spaces for smaller companies land around 25,000 square feet or smaller but in our manufacturing
breakdown we wanted to play it safe by assuming a 50,000 square foot space. This may render us higher rental and upkeep costs,
but it’s much better to assume higher costs in the beginning so that when EMBED grows, we are better prepared and do not have to
worry about the expansion of our manufacturing plant. Another cheaper option we could consider is working to retrofit an aban-
doned building to reduce costs in the long-run, however, finding an accurate figure for costs on this would be difficult to tell given
we are unable to access such information. For our purposes, we wanted to simply overestimate our initial needs in preparation for a
growing demand for our product.
The information below will all be in reference to the Five Year Breakdown in Appendix I at the end of this report. Please reference
those for a more thorough breakdown as below will be a summation of those reports.
In our first year we are setting our production and sales capacity at a low standard of just 5,000 beds, merely producing enough beds
to sell to .26% of our total target market, to assume a slower adoption of our product initially. However, as we grow our company
both with more adoption from consumers and greater name-recognition, our production capacity and workforce grows. For our first
year, we will not make a profit and will fall short of breaking even by $94,700. In Year 2, we will slowly start to improve our produc-
tion and sales capacity boosting it to 10,000 beds. This will keep us short of breaking even still by $60,950. However, in our 3rd year,
we hope to achieve some breakthroughs regarding sales and potential production improvements. We will produce and sell 20,000
units allowing us to breakeven and ultimately giving us an annual profit of $13,100. Ultimately speaking, our initial team will more
than likely not be taking a salary until our fourth or fifth year due to the amount of education to consumers and general costs asso-
ciated with manufacturing. Additionally, according to our Financial Models, we are estimating a spike in both sales and total profit
between our 4th and 5th years. Over the course of these 5 years, we assume that we will be producing a total of 155,000 beds. We
believe that due to the simplicity of assembly of our product, the total target market we are addressing that this value is a conserva-
tive figure for us to assume to produce and sell over the course of this five year stretch.
In the manufacturing plan we placed a large sum of money to contingency costs. This essentially is money set aside for any unexpect-
ed hiccups we come across. We put aside about 133% of our projected sales in case of any issues to cover any of those issues that
may arise. In year 2 we put aside 75% of our projected sales. These both are large sums of money, but we project in the first two years
we will face more issues and have more hiccups than in later years. For example, in year 5 we are setting aside merely 12.5% of our
projected sales because by our fifth year, we hope to have a refined process where most issues we would run into in the beginning
are resolved and these contingency costs can be allocated to future ventures or additional measures to help maintain our consisten-
cy in production.
We have accounted for cost of materials, wages, rental costs along with utility/upkeep costs and the contingency costs should cover
any additional costs that may not be perfectly clear at this moment.
One thing to consider is that we also plan to apply for outside grants, attend accelerators and work with many of the entrepreneurial
assistance tools available to us to help us potentially receive any outside grants. iNNpulsa is housed under the Ministry of Commerce
works on issuing government funded grants regarding countless topics including healthcare. They work to help companies overcome
their obstacles of how to grow, find financing to trigger growth, dynamize regional environments for innovation and entrepreneur-
ship (Source A.8). If we were lucky enough to receive any of these grants, we would obviously adjust these figures in our Financial
Breakdown given the sum amount and the timing of the grant received.
Lastly, an additional consideration that will be mentioned later on in this proposal is that as our company grows, EMBED would have
to consider shifting certain suppliers or negotiating for larger order quantities (resulting in lower order costs for materials) to match
the demand for our product, but for the manufacturing financial purposes, we are assuming the current analysis of our suppliers
would last and based our figures off of our current negotiated prices with our suppliers.

E M B E D
SUPPLIER & OTHER STAKEHOLDERS
Metal Structure Component Supplier
Mesh Supplier
Bungee Supplier
Shaanxi Xianfeng Dongtai Sheet Metal (101-200 employees)
Sheet Metal provider that allows us to have a low cost frame. We intend to order in bulk from them (Max Order: 10,000,
Lead Time of 20 Days). On orders of more than 200, there is a price decrease on parts. We are able to specify what types
of parts and pieces we want including the metallic components that are in these parts. A flexible company that can provide
low-cost goods, competitive pricing models, and high-skilled engineers in many differentiated fields proves to be a good
option for our business during the beginning stages (Source 25). If our product takes off to a much larger scale, we may need
to reassess our contract with them, but ultimately for the time being, Shaanxi Xianfeng Dongtai Sheet Metal is our metal
supplier.
We’ve held conversations with Camille Yang, a Manufacturing Ordering employee at Shaanxi Xianfeng Dongtai Sheet Metal,
and she has provided us with the small company touch we are looking for and assured us that she and the company can
provide the necessary materials we need to produce our product.
Ningbo High-Tech Zone Tobon International Trade Company, Ltd.
Ningbo High-Tech Zone TObon International Trade Company specialized in manufacturing stationery supplies ranging from
office to funhouse equipment. They are located near Shanghai so a massive port for exporting is nearby and they offer air,
water and land transportation (Source 26). This is another small company of employees between 101-200 and offer 1-2 day
shipping on products. In the early stages we are looking for companies that are flexible and responsive along with low-cost
which they can provide. Again depending on the growth of our product we may need to consider shifting suppliers but for
the early stages, this company fits the bill for offering low-cost mesh material along with expedited shipping to anywhere in
the world.
Quality Nylon Rope
Quality Nylon Rope is a United States Company constructed to produce high quality tension bungee rope. They offer many
favorable kickbacks such as bulk order discounts and on orders more than $25 they offer free shipping internationally
(Source 27). This free shipping will become a big factor for us as we intend to launch our first manufacturing site in Colombia
so having that perk is crucial to cutting materials costs. Ultimately speaking, as the demand grows for our products
purchasing in larger and larger bulk quantities will offer more discounts, so we can assume larger material cost cuts in the
near future.
An additional benefit is that Quality Nylon Rope cares about their employees.They hire many US veterans into their
workforce showing a dedication to the community they reside in which directly idolizes what our goals are. With our plan to
hire ex-guerilla members, our companies share a common interest in producing as much social value as possible, shown with
not only our product, but our workforce too.

E M B E D
SUPPLIER & OTHER STAKEHOLDERS
Other Stakeholders
Ultimately, given that our target market is those in poverty who can afford our product, a near-future stakeholder would
be the government and create an agreement where we sell our product to the government for less of a profit margin and
in return, they provide them to those more disadvantaged than our target segment. Our goal is to maximize social effects
and even if that means reducing profit margins slightly to fulfill a greater social impact, our company is open and willing to
negotiate with such deals.
Another subset of stakeholders to keep account for are the employees. We offer competitive pay for all positions and in the
beginning stages, we will be hiring those who have struggled to find employment, such as ex-guerilla members. Ensuring their
morale is high and they personally enjoy the work they are doing and the impact they are making on society around them
Our last major stakeholder would be our consumer. As listed in the social impact section above, we want to ensure that
our product is fulfilling the needs of our consumers. Retrieving their feedback, recommendations, and finding new ways to
measure their affinity to our product remains a top priority as our consumers are the individuals who keep us running. We
have a high priority set on consumer satisfaction and truly finding out the value and importance our product serves to those

E M B E D
SWOT &
COMPETITIVE
ANALYSIS

E M B E D
SWOT ANALYSIS - STRENGTHS
Low Cost
Pre-Existing Technology
When looking at the competition matrix below, we see that sleeping pads, camping cots, hammocks, sleeping bags, and
makeshift beds are our leading competition. While makeshift beds are extremely low cost because these are typically made
with materials such as cardboard or blankets, these offer extremely little support and comfort. On average, sleeping bags
cost around $20 (Source S.20), low-end twin sleeping pads cost around $12.20 (Source S.21), camping cots cost roughly $15
(Source S.22), and cheap hammocks cost roughly $10 (Source S.23). We estimate that we could sell our product for roughly
$12, which would pose to be one of the cheapest options when looking at the rest of the competitive landscape. Our product
cost structure breaks down into three main materials that are needed to assemble the bed - metal frames, bungee cords, and
mesh support. We estimate that per bed, the required mesh would cost around $2.50 (Source S.24), the bungee cords would
cost around $2.40 (Source S.25), and the metal framework would cost an estimated $2.70 (Source S.26). That totals to be
around $8 in manufacturing costs, but we would sell for $12. As you can see in our competition matrix, we offer better, if not
comparable support and health benefits than our competition but do so at a cheaper price.
We are essentially bringing an existing product to a new market. While this poses challenges that we will outline within
the Weaknesses portion, our tension-based bungee cord technology already exists within lounge and office chairs (Source
27), and these chairs are sold through large retailers such as Wal-Mart and Amazon. By simply utilizing this pre-existing
technology to create our low-cost and supportive beds, we will lower our Research & Development costs and will already
understand the effectiveness of this technology. Chairs that utilize this technology are incredibly popular because the mesh
conforms to your body better than traditional cushions and offer great “breathability” (Source S.28).
Easy to Manufacture
Our product will be manufactured with a metal frame and bungee cord tension technology as the support system. After
assembling the metal frame, bungee cord ropes are attached to divots between the external parts of the bed’s framework.
These bungee cords are then hooked to a supportive mesh net that the user can lay on. Chairs using very similar technology
are already mass produced in the United States and are sold through large retailers such as Wal-Mart and Amazon (Source
S.29), so based on the manufacturing ease of a comparable product, we are confident we can have the same manufacturing
efficiency with our own iteration.

E M B E D
SWOT ANALYSIS - WEAKNESSES
NEW MARKET PENETRATION
CULTURAL ADAPTATION
PROBLEM
As mentioned above, we are bringing an iteration of an existing product to a new market. While looking at an Ansoff Matrix
(Figure 2.B), we see that market development is key when bringing existing products to new markets (Source S.30). We will
need to understand if our customers actually have the desire to purchase our products and we will need to educate our
market on the health benefits of having a comfortable and supportive bed. Our customer base has probably never slept
on a supportive surface such as a bed before, and needing to understand if they actually want this product could pose as a
potential weakness.
SOLUTION
In order to understand the desires of our market base, Arturo will be conducting primary research with people in Bogota,
which is our initial target location. He will be asking people who are living in poverty if they want something more supportive
to sleep on and if they would use something like our product. Through conducting this primary research in our target starting
location, we hope that we will get a firm grasp on the need and desire of this product. If there is a need and a want as we
suspect, we then plan on taking our beds to Bogota neighborhoods and educating people on the health benefits of sleeping
on them. We also plan to let people lay on the beds so they can understand what it feels like before we purchase it. We hope
that by using primary research as well as educational marketing techniques, we can overcome this possible weakness.
PROBLEM
Similarly to our need of educating our market on the benefits of our product, we will need to effectively convince them
that this is something they should purchase. People who have slept on makeshift beds their entire lives may be completely
fine continuing to do so. We will need to overcome this potential barrier by developing marketing tactics that will convince
people this is something they can afford and something that is good for them.
SOLUTION
We are confident that people are choosing to sleep on makeshift beds because they don’t have the money to purchase a
supportive bed, not because they want to. People who have the money to own a bed in Colombia do have one, and they do
not settle for alternatives such as makeshift beds, camping cots, etc. However, if we find that our customers do not believe
they need to change how they sleep, we will simply articulate the many health benefits associated with sleeping on our beds
when we visit these communities. Our beds offer superior back support which aids better sleep, which leads to increased
brain cognition, helps prevent illnesses, and increase energy levels (Source S.31).
Figure 2.B

E M B E D
SWOT ANALYSIS - OPPORTUNITIES
SWOT ANALYSIS - THREATS
FURNITURE EXPANSION
GROWING POVERTY
Many people living in impoverished areas struggle to find furniture, and this eventually results in them sitting on the toilet
or side of the tub to eat their meals and rest. “Furniture poverty” is a term that is used when families cannot afford beds, but
also other basic pieces of furniture such as tables and chairs. Specifically in Bogota, those living in shanty towns or poor high-
rises have “furniture that is sparse and dilapidated” (Source S.32). Once we have solidified our beds in the market and are a
trusted entity, we could also leverage the same bungee tension technology to create other low-cost pieces of furniture, such
as chairs and benches. Our beds can actually be used as a sitting space for meals or family gatherings, but we could expand
our offerings and make future products more functional as pieces of furniture people can sit on.
While this opportunity is an unfortunate one, poverty rates in Bogota, which is our initial target market, are continuously
growing. For the third consecutive year, poverty rates in Colombia’s capital have risen (Source S.8). While the country’s
poverty rate is decreasing because of rural development programs, major cities have had trouble lowering employment rates
and once those in urban areas lose their jobs, they quickly fall into poverty. Our product is geared toward those in urban
areas, and if poverty is only rising in these areas, that means there will continue to be furniture insecurity. As a result, we will
continually have a market to serve and that can benefit from our beds.
Hammock & Makeshift Bed Competition
As you can see in our competition matrix (Figure 3.A, next page), our two largest competitors are hammocks and makeshift
beds. Makeshift beds are the cheapest option because they are generally made using cardboard, blankets, and other
materials that people usually can find, which makes them very appealing for those living in extreme poverty. Hammocks are
typically low cost and do offer steady support compared to other competition. They actually originated in Central and South
America, and are therefore widely used across the region (Source S.33). Given the very cheap nature of makeshift beds and
hammocks’ wide usage across South America, these competitors may pose as a threat.
While makeshift beds and hammocks do pose as strong competition, we plan on emphasizing both the cost effectiveness
and functionality of our beds through our community marketing tactics. Our beds are very comparable in price to hammocks
and while they may be more expensive than makeshift beds, they offer superior support. As we outline in our competitive
advantages portion, hammocks also require supportive structures in order to hang, which can be difficult for homes
in poverty. While it will be difficult to edge out products that have been used for numerous years, we believe that our
competitive advantage will allow us to do so.

E M B E D
COMPETITION
COMPETITIVE ANALYSIS
Since we are tackling a low-cost alternative to a high-cost item, we conducted a competitor analysis on alternatives to a tradi-
tional mattress to adjust to our target of extremely impoverished individuals. The most prominent competitor products are
makeshift beds (beds made from blankets or other materials), hammocks, sleeping mats, and sleeping bags (see Figure 3.A).
Currently, there is not accessible data for the make up of bed alternatives, but we know hammocks are the largest adopted
form of non-bed sleeping in Latin America. In the competitor matrix, we looked at the two most important factors of the
alternative bed industry: cost and support. As a low-cost strategy organization, we are looking to provide more support than
our weaker competitors, but our primary focus is on decreasing costs.
Amongst our competitors, we have identified “Makeshift beds” and “Hammocks” as our most significant competitors. Make-
shift beds, while they do not have a discernible market, are among many homes in extreme poverty because of their ease of
set up and cost-effectiveness.
Houses with dirt floors experience a 78% increase in parasitic infestations and a 49% increase in diarrhea, alongside a signif-
icant decrease in cognitive development, as opposed to houses with floors made of cement or other materials (Source S.34).
When individuals are exposed closely to dirt floors, these symptoms further increase. The “EMBED” decreases contact with
the floor and leads to less contractual disease. When used as seating, contact with the floor is further reduced since meals
are not being shared on the ground.
Our second main competitor comes in the form of hammocks. Hammocks originated in South America and are prevalent
where living situations permit. Hammocks can generally be low cost and provide a stable sleep support. In addition, they
can pose a safety hazard when not properly used by infants and children (Source S.35). But a hammock’s main downfall is its
reliance on a stable structure to enact, which provides difficulties for impoverished homes. Some impoverished homes do not
have a stable weight-bearing system, and using poor structures can be dangerous. While hammocks aid in health by provid-
ing a sleeping arrangement that is not on the floor, they cannot easily double as seating arrangements. Our product does not
share either of a hammock’s downfalls, which gives us a competitive advantage while entering a new market.
Figure 3.A

E M B E D
PESTEL ANALYSIS

E M B E D
PESTEL ANALYSIS
POLITICAL
LABOR LAWS
If we are hoping to employ Guerrilla warfare members, we will need to work with the current work programs that exist
within the government. The company Cerveza La Roja (Red Beer) employs ex-guerrillas that make beer. On their website,
it states, “It is also like an act of awareness to support their reinstatement, to say this it is believed that peace is possible.”
(Source S.5). When entering the market, we plan on gaining primary research by interviewing members of Cerveza La Roja to
gain strategies on their workforce implementation. The fact that ex-guerrilla members have been used as a workforce before
shows how that helps assimilate them into society by offering them jobs that they can be passionate about.
FUNDING GRANTS & INITIATIVES
We plan to apply to health and poverty assistive agencies to help jumpstart our business model. In November of 2019, to Co-
lombian President pushed forth an initiative named “Funds of Funds” which consists of 38 million dollars worth of potential
investments for startups and entrepreneurial efforts. It is noted that this Funds of Funds program is going to take a portion
to target President Duque’s “Economia Naranja” (Orange Economy), however, there will be leftover funds for high potential
companies. In a quote, Duque stated, “I have always believed that society is transformed by entrepreneurship by founders
who courageously seek a higher purpose” (Source S.6). Our product has that goal to transform part of society by offering
affordable, sleeping options for those living in an impoverished state.
ECONOMIC
INFLATION, WAGE RATES, TAXATION
Currently, the tax rate of Colombia on Corporations is 33% and the inflation rate is 3.62% and usually sits between 2-4%
(Source 7). The minimum wage as of February of 2020, the national Minimum Wage is 980,657 pesos or $330 USD/month.
This value is contingent that you work 8 hours for 6 days a week totaling 48 hours for the week. This is the maximum nation-
al minimum wage. If an employee works less their minimum wage will apply in proportion to the number of hours worked
(Hourly wage in a 30 day month calculates down to $1.37/hr USD) (Source S.7). When establishing our manufacturing and
labor process, we need to be aware of these laws when establishing proper payroll.
Disposable Income of Consumers:
In Colombia, retail sales have increased and specifically in home appliances in furniture have increased 11.2% since 2000
and clothing and textiles have increased 6.4 % since 2000. With both of these industries being a part of our product, it is safe
to assume prior to more primary research being conducted that the disposable income of Colombian consumers is beginning
to break into more retail based areas. With beds and seating being both a commodity and a need, we believe an increase in
disposable income with lead consumers to purchase a product like EMBED.
Social Return on Investment
With every good social entrepreneurship venture, there needs to be a social ROI. At EMBED, our social ROI is focused
around providing people with low-cost and supportive bedding, which in turn will give them health benefits from better
sleep. We hope that by doing this, we will positively shape society by making people happier, healthier, and more productive.
Another facet of our social ROI is providing children with better sleep and cognitive growth, which will help them develop
academically. According to Colombia Reports, “developing societies like Colombia must prioritize the nutrition and develop-
ment of children if a country wants to reduce poverty. Malnutrition and deficiencies in the cognitive development of children
has a lasting effect on their performance in school and ultimately in the global labor market.” (Source S.8).
Social Return on Investment
From a costing standpoint, our projected cost to produce our bedding solution is $8 for materials and additional labor for
construction will be roughly $2. This will ultimately put the total cost of production to $10 per bedding solution, so we have
come to the selling price of roughly $12. This gives EMBED a 17% profit margin on each bedding solution sold which we
believe will lead to a sustainable model in the long term. We also will pay and employ ex-guerilla movement members as our
workforce. While paying our employees above minimum wage, we will still be able to build a return-on-investment with an
estimated 17% margins per product.

E M B E D
PESTEL ANALYSIS
SOCIAL
CULTURAL TRENDS
Colombian consumers have largely been focusing on how their products are made. Ecological and ethical characteristics are
becoming increasingly influential because of the increase in preference-based consumerism. Colombian consumers have
been shifting the way they purchase away from the traditional and culturally aligned logic, to the more preference-based
system and it has become more accepted around Colombia (Source S.9).
HEALTH CONSCIOUSNESS
A study observed a “high prevalence of sleep related symptoms and undiagnosed obstructive sleep apnea in South America,”
noting that the disturbances led to an increase in cardiovascular diseases and traffic accidents and a decrease in quality of
life. Additionally, the negative effects of sleep have led to a “substantial burden on public health services” (Source 3). There
have been studies produced that show people with back pain saw no relief when sleeping on very firm surfaces. A study
showed there have been risks associated with sleeping on very firm surfaces, like the ground, for chronic neck and back pain
(Source S.10).
AGE & GENDER DISTRIBUTION
Sleep is important for every individual but is especially crucial for pregnant women and elderly. From a medically-approved
website, “Poor sleep can adversely affect health, potentially leading to maternal complications such as hypertension and
gestational diabetes” (Source S.13). According to the National Sleep Foundation, “The prevalence of sleep disorders tends
to increase with age with the root causes being attributed to physical and psychiatric illnesses” (Source S.14). Sleep is very
important when it comes to the physical health of the human, sleep deprivation alters the immune functionality and sleeping
disorders can cause cardiovascular health issues (Source S.15). Ultimately, sleep is a very important health need, and those
who are pregnant and the elderly, have an extra importance placed on sleep.

E M B E D
PESTEL ANALYSIS
TECHNOLOGICAL
PRODUCING GOODS AND SERVICES
Ultimately, our goal is to produce our product and sell it to the lower income area of Colombia. The production process
should seem to require low skill labor along with very low cost materials. We will not require much advanced technology. As
the textile and manufacturing industry continue to advance, in the future we would look see if we could establish a vertically
integrated company to additionally manufacture any raw materials.
TRAINING
If there are certain cost advantages affiliated with obtaining machinery in our manufacturing process, this could be an inno-
vation our company considers, but this would require us to train our employees to use this new machinery so ultimately, an in
depth cost-benefit analysis would be in place.
ENVIRONMENTAL
LABOR
Corporate Social Responsibility: We as a company need to identify any additional values we may offer on the environmental
side that could make us a desirable firm to purchase from/work with. Additionally, we would use the Natural Renewable Re-
sources and Protection of the Environment Code as reference to make sure we are in accordance to all environmental safety
regulations during our manufacturing process. In addition, our manufacturing process aims to become ISO14,000 certified
to adhere with advanced international environmental safety procedures.
LEGAL
LEGISLATION
Our company will need to keep up with new laws or updates to current laws to ensure we are 100% up to code regarding all
facets of our business. (Topics could include: employment, labor laws, health and safety, international trade regulation, taxa-
tion changes, etc.) For example in late December of 2019, there was a new law that passed titled Law 2010 that changed the
way that companies file their taxes starting with the fiscal year 2020 (Source S.16). Therefore, for filing taxes this year they
can abide by the current model, but law changes such as this is something our business is going to have to keep up on.
POLITICAL
This goes hand in hand with the legal factors because there is typically a relationship between the two. The difference is that
the legal side is geared more towards compliance while the political side is geared more towards government policy. This is
something our company will have to keep an eye on as it could be ever-changing given the current president’s policies. This
relates directly to the Duque’s Funds for Funds program that is specified above. Changes like these can replace funding or
grants from certain businesses and direct them elsewhere. Keeping up with the type of political structure and viewpoints
that are leading Colombia is definitely something that could impact our business.

E M B E D
ACTION PLAN

E M B E D
ACTION PLAN
Phase I (0-1 year): Research & Development Expansion
1. Establishing Connections & Government Discussion
We plan to meet with local governments to showcase our prototype and discuss funding, as well as implementation with
other local non-profits. We would set up meetings with social entrepreneurs, social hubs, and other centers of influence in
the city of Bogota. Businesses and centers we plan to target include Socialab Colombia, Impact Hub Latin America, VamosA
Startup Bootcamp, and more, (Source 28, Source 29, Source 30).
2. Meeting with Cerveza La Roja
Cerveza La Roja is an independent brewery in Colombia that has hire past guerilla members to work at the company. As we
would like to use a similar approach, we plan to meet with Cerveza La Roja (Source 31).
3. Product Design Prototype Research
Our first part of our implementation is to gather a group of targeted users and gain feedback. Here is an example of research
we will try to validate:
• Would you purchase the bed?
• How has your sleep been affected since using the bed for one week?
• How does EMBED work into your home? Is it convenient to store?
• What are areas we need to improve for the design?
4. Make Design Adjustments
5. Meet with market researchers at Universidad Javeriana
6. Set up supply chain and manufacturing process plan | Meet with local manufacturers (See Manufacturing Feasibility
section )
Phase II (1-2 year): Target Marketin Launch (Bogota) & Product Refinement
1. Finalize end-product and use local talent (ex-guerilla) to manufacture 100 pieces
2. Flea Market in Bogota (See Sales Plan & Distribution Plan section)
3. Once all units are sold, establish larger supply chain and permanent local manufacturing site
4. Use leverage in Bogota to meet with representatives in other Latin American Countries to expand
5. Continue to seek government or grant funding for current work done in Colombia (develop case studies, research, and
more to validate need for product)
Phase III (2-5 year): Exapansion
1. Receive feedback from EMBED implementation in Colombia and adjust for new markets
2. Begin to implement target areas in new countries.
3. Launch large-scale volunteer service program to scale company using US talent in addition to local talent.

E M B E D
SOURCES

E M B E D
SOURCES
Source 1:
https://www.ncbi.nlm.nih.gov/pubmed/26584832
Source 2:
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5021954/
Source 3:
https://challenges.openideo.com/challenge/zero-to-five/top-ideas/replace-dirt-floors-a-breeding-ground-for-disease
Source 4:
https://www.thoracic.org/members/assemblies/assemblies/srn/questionaires/saqli.php
Source 5:
https://www.sciencedirect.com/science/article/pii/S1984006316300372
Source 6:
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2603536/
Source 7:
https://www.verywellhealth.com/consequences-of-sleep-problems-in-pregnancy-3015068
Source 8:
https://colombiareports.com/poverty-in-colombia-decreases-but-continues-to-grow-in-bogota/
Source 9:
https://www.seattletimes.com/nation-world/cartagenas-hidden-shame-slums/
Source 10:
https://colombiareports.com/bogota/
Source 11:
https://import-export.societegenerale.fr/en/country/colombia/market-consumer
Source 12:
https://onlinelibrary.wiley.com/doi/full/10.1111/beer.12128
Source 13:
https://www.marketingprofs.com/chirp/2017/32613/print-a-tangible-way-to-invigorate-your-marketing-strategy-
infographic
Source 14:
https://www.statista.com/statistics/790316/outdoor-advertising-spending-latin-america/
Source 15:
https://www.statista.com/statistics/429025/advertising-expenditure-in-latin-america/
Source 16:
http://brtdata.org

E M B E D
SOURCES
Source 17:
https://redfworkshop.org/learn/basics-of-marketing-social-enterprises/
Source 18:
https://www.marketingweek.com/what-product-demonstrations-can-do-for-brands/
Source 19:
https://www.theatlantic.com/business/archive/2014/10/the-psychology-behind-costcos-free-samples/380969/
Source 20:
https://theculturetrip.com/south-america/colombia/articles/the-top-12-flea-markets-and-thrift-stores-in-bogota/
Source 21:
https://www.colture.co/bogota/see-do/touristic-places/san-victorino/
Source 22:
https://thewagonwheelfleamarket.com/60-2/
Source 23:
https://www.iaf.gov/apply-for-grant/#grant-criteria
Source 24:
https://www.conveyco.com/warehouse-size/
Source 25:
https://www.alibaba.com/product-detail/Custom-sheet-metal-frame-Sheet-metal_62479742683.
html?spm=a2700.7724857.discountZoneStyleB_top.5.66434cf234iTeN
Source 26:
http://www.cn-tobon.com/company_profile.html?spm=a2700.icbuShop.88.53.6ea1555e8bxD8H
Source 27:
https://www.qualitynylonrope.com/about-us/
Source 28:
https://latinamerica.impacthub.net/about-impact-hub/
Source 29:
https://co.socialab.com
Source 30:
https://thebogotapost.com/connecting-entrepreneurial-minds-propel-social-ventures-colombia-interview-juan-felipe-
cardona-vamosa/26255/
Source 31:
https://translate.google.com/translate?hl=en&sl=es&u=https://www.rtve.es/noticias/20190929/cerveza-roja-farc-
nueva-vida-guerrilla-tras-desarme/1980323.shtml&prev=search
Source 32 (Manufacturing Feasibility):
https://www.prologis.com/about/resources/how-much-does-it-cost-to-rent-warehouse
Source 33 (Manufacturing Feasibility):
https://www.cisco-eagle.com/industries-served/order-fulfillment/the-typical-warehouse

E M B E D
SOURCE A: Additional Sources
SOURCE S: Sources from Status Report 1
Source A.1:
https://www.grainger.com/product/13V988?gclid=CjwKCAjwnIr1BRAWEiwA6GpwNeKZP0XvdGSPk9fSesbb4E
45ciMiS40Up8AzncUaaOiBVHop6t-D1xoCR5cQAvD_BwE&cm_mmc=PPC:+Google+PLA&ef_id=CjwKCAjwnIr1
BRAWEiwA6GpwNeKZP0XvdGSPk9fSesbb4E45ciMiS40Up8AzncUaaOiBVHop6t-D1xoCR5cQAvD_BwE:G:s&s_
kwcid=AL!2966!3!50916698637!!!g!82166297277!
Source A.2:
https://colombiareports.com/poverty-levels-continue-fall-colombia-according-government-stats/
Source A.3:
https://www.cnn.com/2010/WORLD/americas/12/20/colombia.operation.christmas/index.html
Source A.4:
https://www.bluelinemedia.com/bus-advertising
Source A.5:
https://www.esc-pau.fr/ppp/documents/featured_projects/colombia_bogota.pdf
Source A.6:
https://www.statista.com/statistics/1089122/number-trips-transmilenio-transportation-system-colombia/)
Source A.7:
https://www.nytimes.com/2019/11/01/world/americas/colombia-turkey-graffiti-vertigo-marquez.html
Source A.8:
https://innpulsacolombia.com/es/innovacion-y-emprendimiento
Source S.5:
http://hacemosmemoria.org/2019/01/26/la-roja-cerveza-excombatientes-farc/
Source S.6:
https://www.contxto.com/en/colombia/colombian-president-reveals-us38-million-fund-of-funds-for-orange-economy-
startup-development/
Source S.7:
https://tradingeconomics.com/colombia/corporate-tax-rate
Source S.8:
https://colombiareports.com/poverty-in-colombia-decreases-but-continues-to-grow-in-bogota/
Source S.9:
https://import-export.societegenerale.fr/en/country/colombia/market-consumer
Source S.10:
https://www.healthline.com/health/sleeping-on-the-floor
Source S.11:
https://data.worldbank.org/country/colombia
Source S.12:
https://colombiareports.com/colombia-poverty-inequality-statistics/

E M B E D
Source S.13:
https://www.verywellhealth.com/consequences-of-sleep-problems-in-pregnancy-3015068
Source S.14:
https://www.sleepfoundation.org/articles/aging-and-sleep
Source S.15
https://www.health.harvard.edu/press_releases/importance_of_sleep_and_health
Source S.16:
https://taxnews.ey.com/news/2020-0025-colombia-enacts-new-tax-reform-law
Source S.20:
https://www.amazon.com/Sleeping-Bags-Under-25-Camp-Bedding/s?rh=n%3A2204498011%2Cp_36%3A1253555011
Source S.21:
https://foamforyou.com/mattress-foam-toppers.
html?gclid=Cj0KCQiAm4TyBRDgARIsAOU75sphNjhBvaeJoXNOoPruiJH13zAQ_jheflR_AP5tk3Gn-2-
6RcMI3TsaAq95EALw_wcB
Source S.22:
https://www.ebay.com/i/164040556512?chn=ps&norover=1&mkevt=1&mkrid=711-117182-37290-
0&mkcid=2&itemid=164040556512&targetid=875035063097&device=c&mktype=pla&googleloc=901
5711&poi=&campaignid=9343999164&mkgroupid=98367546447&rlsatarget=aud-649939740844:pla-
875035063097&abcId=1139336&merchantid=6296724&gclid=Cj0KCQiAv8PyBRDMARIsAFo4wK2tNtdyf5dq_
eoyRreJCRUwCFLv8wWUQUfVjHuXRKtrxnw0zntHaCsaAu6eEALw_wcB
Source S.23:
https://www.wish.com/product/5c628d388dd36f649842339b?hide_login_modal=true&from_ad=goog_shopping&_
display_country_code=US&_force_currency_code=USD&pid=googleadwords_int&c=%7BcampaignId%7D&ad_
cid=5c628d388dd36f649842339b&ad_cc=US&ad_curr=USD&ad_price=8.63&campaign_
id=7203534630&gclid=Cj0KCQiAv8PyBRDMARIsAFo4wK1TY_xntGRkZrWjZpqkZT0lkgSjMOlPKCbDHj-
ciAtvdJ6zHD0AKnAaAj_qEALw_wcB
Source S.24:
https://www.alibaba.com/product-detail/100-polypropylene-material-trampoline-fabric-jumping_60451515277.html
Source S.25:
https://www.qualitynylonrope.com/1-4-polyester-bungee-shock-cord-black/?gclid=CjwKCAiAvonyBRB7EiwAadauqQZ
DOiKqwYM_kPThXTpdXvFE2MxTOGDfcjXnMM0AYrmXpe8NRSIfmxoCUsoQAvD_BwE
Source S.26:
https://www.alibaba.com/showroom/metal-frame.html
Source S.27:
https://www.amazon.com/slp/bungee-cord-chair/pkr42kqzob39rgz
Source S.28:
https://www.top5reviewed.com/bungee-chairs/
Source S.29:
https://www.bunjobungeechair.com/what-is-a-bunjo-bungee-chair/

E M B E D
Source S.30:
https://www.mindtools.com/pages/article/newTMC_90.htm
Source S.31:
https://www.ncbi.nlm.nih.gov/pubmed/19110888
Source S.32:
http://www.icwa.org/wp-content/uploads/2015/11/HH-6.pdf
Source S.33:
https://www.hammockuniverse.com/blogs/hammock-blog/the-history-of-the-hammock-how-this-beloved-product-
came-to-be
Source S.34:
https://www.npr.org/sections/goatsandsoda/2014/09/02/342447826/when-a-home-poses-health-risks-the-floor-may-
be-the-culprit
Source S.35:
https://www.hammockuniverse.com/blogs/hammock-blog/hammock-safety-tips-for-children-and-parents
Source S.36:
https://qz.com/413831/how-colombia-plans-to-turn-32000-ex-jungle-dwelling-guerrillas-into-useful-members-of-
society/

E M B E D
FINANCIAL MODELS

E M B E D
Financial Models

EMBED Final Report

Recommended

Recommended

More Related Content

Similar to EMBED Final Report

Similar to EMBED Final Report (20)

Recently uploaded

Recently uploaded (19)

EMBED Final Report