Green.me - Business Case for Innovation in a Sustainable World course at SKEMA Business School
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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
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Green.me - Business Case for Innovation in a Sustainable World course at SKEMA Business School
- 1. Business Presentation Caroline Bilet, Ibrahim Abubakari, Guillaume Groell Innovation In a Sustainable World – SKEMA Raleigh Spring 2013
- 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 2
- 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 3
- 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 5
- 6. Targeted market Target Area: NC Research Triangle In 5 years Large organizations Business travellers Small companies GREEN.ME Small organizations Big companies Universities 6
- 7. Simplified Business Strategy Paper Supplier Ink Supplier Hotels Homeless Employees Shipping partner Business travellers NGOs Small Organizations GREEN.ME Big Organizations 7
- 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 GREEN.ME 8
- 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 9
- 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 GREEN.ME 10
- 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 11
- 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) 14
- 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 15
- 16. Thank you!