business model, business model canvas, columbia, customer development, lean launchpad, lean startup, steve blank

1. Gaia
Sellingfashionandsociallyresponsibleapparel
Thomas Carlsen
Ameen Nadoom
Anderson Tracastro
Snigdha Mothukuri
TOTAL INTERVIEWS DONE
57
INTERVIEWS SINCE LAST
CLASS
14

2. What are we?
We are an e-commerce store who supports social
causes directly or through the payment of
licensing fees dedicated to sell NGOs/Non-
profits and “Gaia” trendy branded fashion items
with appealing social messages

3. Business Canvas (Day 1)
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Key Resources
Channels
Cost Structure Revenue Streams
Young adults (25-45 years
old) individuals with
disposable income that
donate at least once per year
Institutions (all verified
NGO, nonprofits,
universities, churches)
Retailers willing to engage
in donation
Young adults
Donors Problems to be addressed
- Hard to find appealing NGO
- Accountability
- Return
Solutions: We would create a list
of NGOs in the world and rank
them to according to performance
Institutions problems to be
addressed:
- Raise funds (particular
smaller institutions)
- Not enough visibility
Other companies problems:
- Facilitate the taxes / donation
requirements
• Charity navigator
• VC /Angel investors
• Bank
• Other companies (Loyalty
program, donating
revenue)
• Manufactures (branded
merchandise)
• Meeting institutions
• Transferring the money
• Developing and improving web
and app experience
Physical:
- IT infrastructure
Human:
-Team to analyze NGO
- Sales team
Bring new customers
- Social media
- PR
- Search engine market/ optimization
- Celebrities
- Sponsorships
Keep customers
- Loyalty program
- Customer interaction (Reviews,
newsletter)
Grow donations
- Referrals
- Reviews
• Deliver product through:
-Website (complemented with an
app)
• Major Costs: Personnel, marketing
• Transaction fees
• Suppliers
• Website maintenance
• % of donation
• Branded merchandised
• Interest on cash (money is transferred after some period)
• Advertising in our page
• Premium account (access to data, communication with NGOs)
• Selling experience
Key learnings
• Market was crowded with competitors
• Potential customers were satisfied with current solutions

4. Business Canvas (Day 2)
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Key Resources
Channels
Cost Structure Revenue Streams
Young adults (25-45 years
old)
individuals with disposable
income that donate at least
once per year don’t
typically donate
Institutions (all verified
NGO, nonprofits,
universities, churches)
Retailers willing to engage
in donation
E-commerces (to be further
detailed)
Brick & Mortar stores (to be
further detailed)
- Donors – People wants to
feel good about themselves.
Some people are not
proactive enough to donate
on their own but are still
willing to donate money if
the process is simple enough.
- Institutions – Raise their
current funds
- Companies – Facilitate the
taxes / donation
- Requirements Additional
“free” opportunity to engage
customers and receive
loyalty in return
- Online e-commerces and
brick and mortar stores
- Charity navigator
- VC / Angel investors
- Bank
- Other companies (Loyalty
program, donating revenue)
- Meeting institutions
- Transferring the money
- Developing and improving web
experience
- Working close to e-commerces
and brick & mortar stores to
implement our solution
Physical:
- IT infrastructure (own)
- Partners IT infrastructure
Human:
- Team to analyze NGO
- Sales team
Bring new customers
- E-commerces check out pages
- Brick & Mortar cashiers
- Social media
- PR
- Search engine market/ optimization
- Celebrities
- Sponsorships
Keep customers
- Customer interaction (Reviews,
newsletter)
Grow donations
- Referrals
- Reviews
Deliver product through:
- E-commerces check out pages
- Brick & Mortar cashiers
- Website (complemented with an app)
• Major Costs: Personnel, marketing
• Transaction fees
• Suppliers
• Website maintenance
- % of donation
- Branded merchandise
- Interest on cash (money is transferred after some period)
- Advertising in our page
- Premium account (access to data, communication with NGOs)
- Selling experience
Key learnings
• People that don’t donate also want to feel good about themselves, but some of them are lazy
• E-commerce platforms are willing to engage in social causes

5. Business Canvas (Day 3)
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
- VC / Angel investors
- Bank
- Other companies (Loyalty
program, donating revenue)
- Charity navigator
- Online e-commerces and brick
& mortar stores
- Meeting institutions
- Transferring the money
- Developing and improving web
experience
- Working close to e-commerces and
brick & mortar stores to implement
our solution
Get new customers
- E-commerces check out pages
- Brick & Mortar cashiers
- Social media
- PR
- Search engine market/ optimization
- Celebrities
- Sponsorships
Keep customers
- Customer interaction (Reviews, newsletter)
Grow donations
- Referrals
- ReviewsKey Resources
Physical:
- IT infrastructure (own)
- Partners IT infrastructure
Human:
- Team to analyze NGO
- Sales team
Channels
- E-commerces check out pages
- Brick & Mortar cashiers
- Website (complemented with an app)
Cost Structure Revenue Streams
- Major Costs: Personnel, marketing
- Transaction fees
- Suppliers
- Website maintenance
- % of donation
- Branded merchandise
- Interest on cash (money is transferred after some period)
- Advertising in our page
- Premium account (access to data, communication with NGOs)
- Selling experience
Young adults
• 25-45 25-35 years old
• Disposable Income
• Donate at least once per year
Don’t typically donate
• Lazy and selfish
• Want to get feeling of self
satisfaction
Institutions (verified NGOs,
Non-profits, universities, etc)
• Finance Managers
• Fundraisers
Retailers willing to engage in
Donations Brick & Mortar
Stores / E-Commerce
• Retail
• Cashiers
• Finance/Accounting
• Marketing
• Management
• IT
Young adults
• Rewarding donation experience
Simple and passive platform
• Hassleless
• Donate negligible amounts
• Personal Satisfaction
• Status Seekers
Institutions (verified NGOs,
Non-profits, universities, etc)
• Raise their current funds
Retailers willing to engage in
Donations Brick & Mortar
Stores / E-Commerce
- Facilitate the taxes / donation
requirements
• Brand Image (CSR strength)
• Customer loyalty
Key learnings
• Target customer is more likely to be between 25-35
• Fundraisers and finance managers are the customers we need to contact at the NGOs
• Business model as a for profit company will not work with the retailers

6. Business Canvas (Day 4)
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Key Resources
Channels
Cost Structure Revenue Streams
Young adults
• 18-35 years old with
disposable Income
• Don’t typically donate
• Lazy and/or selfish to
actively support a cause
• Want to get feeling of self
satisfaction
• Wants to purchase
fashionable clothes
Large NGOs and Non-
profits
• Finance Managers
• CMO/ marketing managers
• Fundraisers
Brick & Mortar Stores / E-
Commerce Big Premium
Retailers
• Cashiers
• Finance/Acc./Marketing/IT
• Marketing/ Sales managers
Young adults
• Rewarding donation
experience
• Donate negligible amounts
• Simple and passive way to
donate
• Personal Satisfaction
• Display of status
• New & Fashionable clothes
Large NGOs and Non-profits
• Raise more funds
• Outsource design of some
products
• Brand exposure
Brick & Mortar Stores / E-
Commerce Big Premium
Retailers
• Brand Image (CSR strength)
• Customer loyalty
• Commission
• Larger assortment
• VC /Angel investors
• Banks
• Large NGOs/ Non Profits
• Merchandise suppliers
(Outsourced)
• Big premium retailers
(Nordstrom, Macy’s)
• Meeting NGOs/ Non profits
• Transferring the donations
• Developing and improving web
experience
• Working close to e-commerces
and brick & mortar stores to
implement our solution
• Designing products
• Advertising our products
• Receiving and delivering our
products
Physical
• IT infrastructure (own)
• Partners e-commerce platform
• Distribution center
Human
• Team to analyze NGO
• Designers and fashion experts
Get
• E-commerces check out pages
• Brick & Mortar cashiers
• Social media
• PR
• SEM/ SEO
• Affiliate marketing
Keep
• Customer interaction (Reviews,
newsletter)
Grow
• New collections
• Expansion to other markets
• E-commerces check out pages
• Brick & Mortar cashiers
• Website
• Big premium retailers (Nordstrom,
Macy’s)
• NGOs/ Non profits own store
• Personnel
• Marketing
• Transaction costs (credit card, returns)
• Supply chain
• Website maintenance
• Licensing fees
• % of donation
• Interest on cash (money is transferred after some period)
• Advertising in our page
• Direct sale of ownership of NGO/Non- profit branded and self-branded merchandise
• Fees from NGO/ Non-profit when our product is sold through their channels
• Sale to Big premium retailers
Key learnings
• Implementation costs of the proposed business model are too high to compensate the benefits
• Estimated market is small
• There is a gap of good design clothes with NGOs logos
• Merchandise sales are not expressive in most of NGOs

7. We certified that there is space in the market of Non-profit promotion merchandise
Selling premium /normal
non-profit branded
Merchandise
Reselling/donating used
merchandise to fundraise
for a cause/charity
Selling premium/normal
own branded merchandise
for fundraising
Selling
merchandise
with messages
High-end
fashion merchandise
GAIA
E-commerce platform
selling non profit
merchandise
1

8. Business Canvas (Day 5)
Key Partners Key Activities Value Propositions Customer Relationships Customer Segments
Key Resources
Channels
Cost Structure Revenue Streams
Young adults
• 18-35 years old with
disposable Income
• Want to get feeling of self
satisfaction
• Wants to purchase trendy
clothes
Large NGOs and Non-
profits
• CMO/ marketing
managers
• Legal
• Fundraisers
Big Premium Retailers
• Marketing/ Sales
managers
Young adults
• Simple and passive way to
donate
• Personal Satisfaction
• Display of status
• New & trendy clothes
Large NGOs and Non-profits
• Raise more funds
• Outsource design of some
products
• Brand exposure
Big Premium Retailers
• Commission
• Larger assortment
• VC /Angel investors
• Large NGOs/ Non Profits
• Merchandise suppliers
(Outsourced)
• Big premium retailers
(Nordstrom, Macy’s)
• Meeting NGOs/ Non profits
• Transferring the donations
• Designing products
• Advertising our products
• Receiving and delivering our
products
Physical
• IT infrastructure (own)
• Partners e-commerce platform
• Distribution center
Human
• Designers and fashion experts
Get
• Social media
• PR
• SEM/ SEO
• Affiliate marketing
Keep
• Customer interaction (Reviews,
newsletter)
Grow
• New collections
• Expansion to other markets
• Website
• Big premium retailers (Nordstrom,
Macy’s)
• NGOs/ Non profits own store
• Personnel
• Marketing
• Transaction costs (credit card, returns)
• Supply chain
• Website maintenance
• Licensing fees
• Direct sale of ownership of NGO/Non- profit branded and self-branded merchandise
• Fees from NGO/ Non-profit when our product is sold through their channels
• Sale to Big premium retailers

9. Samsung Electronics competitive advantages
MVP (online and offline) – Filtering to your needs
Shop by DesignShop by Cause
Cause
NGO
Prints & Patterns
Size
Color
Designer
1

10. Archetypes – Buyers, NGO & Non-Profits, Big Premium Retailers
Buyers NGO/ Non profits
Archetype
• Young adults (18-35)
• Disposable income (either working
or with parents able to pay)
• Wants to be seen as conscious and
trendy by their friends
• Wants to support a cause and
“wear” that cause
• Wants trendy and fashionable
clothes to wear during regular days
• Already uses known trendy brands
(Calvin Klein,A&F, Ralph Lauren)
CMO
• Interested in
maintaining
strong brand
and increase
donations
Fundraiser
• Interested in
meeting
his/her
donations
quota
Legal
• Interested in
making sure
the agreement
is sound & clear

11. Product-Market Fit forYoung Adults
Pain relievers
Productandservices
Gain creators
~FIT

12. Product Market Fit for Large NGOs/Non-profits
Pain relievers
Productandservices
Gain creators
~FIT

13. We are still testing the value proposition, but so far customer were very receptive to the idea
“I never bought merchandise from NGOs because I was never exposed
to them, but I would buy one for sure.”
Customer A 21-27 years
“I am not very engaged in donating to NGOs, but if I can have a good t-
shirt and still help organization that would be interesting.”
Customer B 21-27 years
1
“We would definitely be interested in collaborating with GAIA to help us
with designing and displaying trendy apparel using our brand.”
AIESEC
“I now sleep in a t-shirt that supports a cause or an organization I’m
affiliated and have a connection with, but not wear on a daily basis due
to their poor quality and design.”
Customer C 21-27 years
“I would purchase apparel that help spread the word of a certain cause,
look good and don’t highlight the name of the NGO right now.”
Customer D 21-27 years
“We would be part of this to expand our reach to the public.”
Salvation Army
“We would sign up now to avoid having a dedicated design team.”
Charity Water

14. Pricing
$20-$35
$55 $20-$30
$30
$20-$30
$20-$40 $20-$60
$20-$40
Direct Stores Third party ecommerce Fundraising stores for
a cause/charity
$25-$40
AIESEC only profits $3 perT-shirt priced at $20.We could get better costs due to scale and price it higher ($30-$40) and get them
more money that they make now!
$8 $10 $5
COGS
$5
SG&A Shipping Licensing
$7
Margin

15. The selling diagram
Source: Statista, Fashionbi, Gaia analysis
Gaia’s warehouse &
distribution center
Manufacturer
Sends
designs and
pays the bill
(~$10/ piece)
Gaia’s headquarters
Communicate
shipping destinations
(Retailers and direct
sales)
Ship products
BuyersRaw material supplier
Pays for raw
material
NGO/ Non-profit
Sends the bill
for licensing
products
Pays
the bill
Marketing channels
Big premium retailers
2

16. The total apparel market size in the US is of ~$250 billion per year
Source: Statista, Fashionbi, Gaia analysis
• Total apparel market size in the US
2015
• Premium apparel market size
• Online market size
$250B
$104
$28B
We will capture 0.1% of the current apparel market
$ 28 million
• How much we could capture (0.1%)$0.028
2

17. Samsung Electronics competitive advantages
There are some next steps in order to get the company going
Problem Signal
Costs Understand more on cost side of the
business (suppliers and shipping mostly)
Likely
“Get”
Strategy
NGOs are willing to commit but legal
aspects need to be discussed further
Very likely for most
Desginers
Debate whether to use inhouse design
team or partner with independent
designers
Both ways could possibly
work