The document proposes using a location-based platform like Foursquare to increase awareness and sales of Fairtrade products. It notes general awareness of Fairtrade is high but interest does not always translate to sales due to lack of availability in stores. A mobile app could map Fairtrade retailers and allow users to provide feedback to promote discussion. This could empower disadvantaged farmers and workers while increasing brand visibility for Fairtrade. User research found most people familiar with such apps would use one for Fairtrade if it was easy to use and free.

1. The Humanitarian Centre | Cambridge | 22 March 2014
Team: Alexey Bannykh
Armando Carlone
Zaria Gorvett
Marco Liberati
Claudia-Gabriela Mitrofan
Stephen Upton
Victor Wong
Mentor: Sue Bentley

2. Fair terms of trade for farmers and
workers in the developing world
Better prices
Local sustainability
Decent working conditions
Fairtrade is about

3. Challenge
Level of general awareness about Fairtrade concept 90%
Level of interest 70%
How can we translate this into increased sales?
- lack of fairtrade product availability in supermarkets
- poor visibility of Fairtrade products
600 towns
1000 schools
170 universities
7000 faith groups

4. Targets we are addressing
- Increase the visibility and sale of
Fairtrade products and the impact of
the concept
- Find a platform that can be easily
promoted to the general public

5. Online platforms for food industries
There are also procurement
platforms for organisations
and businesses!
260M
120M
50M
unique monthly visitors

6. User demographics and statistics

7. the way we see it working

8. Platform partnership benefits and impact
 Increased brand visibility
 access to new social groups
 Up/cross sell of the Fairtrade products
 Mapping locations of Fairtrade retailers
 Increased availability
 feedback system to fuel discussions
 Mobile presence

10. The Humanitarian Centre | Cambridge | 22 March 2014
Team: Alexey Bannykh
Armando Carlone
Zaria Gorvett
Marco Liberati
Claudia-Gabriela Mitrofan
Stephen Upton
Victor Wong
Mentor: Sue Bentley

11. We need to make more Fairtrade products
available and establish desire for them by
increasing demand.
It will empower disadvantaged farmers and
workers.

12. What people think…. (it is not some
outdated web stats)
17 people aged 22-43 asked to give their opinion on this novel platform
-16/17 are already using platforms such as Foursquare/Tripadvisor,etc and
are familiar with the app
- 15/17 said that they would use this feature (mentioning that it needs to be
user-friendly and at no cost)
-2/17 people said that would not be encouraged by such a platform to buy
Fairtrade
-Would prefer to have the option of leaving feedback if they actually found
Fairtrade products at the place they visited

13. Location-based commerce is undergoing rapid growth
Foursquare had amassed 45 million users and 5 billion check-ins as of December 2013
1.5 million business pages across 120 countries
Free app
Businesses can register to make their locations searchable
Potential customers “check in”- share information about where they are- to receive pop-up
notifications of location-based, crowd-sourced tips, such as where to find the best coffee.
To a retailer, Foursquare is a marketing tool which increases visibility to potential customers.
To the public, Four Square is a social network which provides deals and recommendations
Diverse range of users (ethnicity, age, gender).

14. user demographics and activities
Austin&Williams 2011 UK (weareapps 2013)

15. Spotistic 2013
Significant portion of 30-49 population
+ Increasing users base
PewResearch Sept 2013
31.7 mil. smartphone users x 74% = 23.5 mil targeted through comprehensive
campaign (UK)

16. Yelp
120M
Tripadvisor
62M
Foursq
uare
~45M*
*Estimated:
Foursquare:
http://www.quora.com/Foursquare/How-many-daily-active-and-monthly-active-users-does-
Foursquare-have-on-each-of-the-web-and-mobile
http://www.appmtr.com/facebook/app/86734274142-foursquare/
Yelp:
http://www.yelp-ir.com/phoenix.zhtml?c=250809&p=irol-
irhome
Tripadvisor:
http://www.forbes.com/sites/greatspeculations/2013/03/
08/heres-why-we-believe-tripadvisors-user-base-will-
continue-to-climb/
Worldwide Monthly Active Users (MAU)