excelsior

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Yonsei School of Business
BIZ3182 Product and Service Innovation
Final Project SOLUTION FOR DONATION
Team excelsior
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Problem Analysis
and our objective
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Summary of Facts Interpretations
Quantitative Analysis
Qualitative Analysis

• Insufficient consciousness on donation culture
• Failing to recognize intrinsic values of donation
• Lack of understanding Many Korean people
  believe that donations should be made by chaebols
  or corporations.
• Lack of respect to corporations making donations.
  
• Believing their actions are to save face
• Corporate-centric donation culture
• Biased definition of Donation ( More than
  monetary)
• Such beliefs hinder the healthy growth of
  donation.

Ratio of donation to GDP (2008) USA 2.3UK
0.71KOR 0.53 Weighted Sum of Individual
Donations (2008)UK around 20billion wonUSA
around 200 billion won KOR around 5.7 billion
won Ratio of donations made to religious
institutions (2008)USA 35.8UK 11KOR
80 KOREA is lagging behind in individual level
donations. (Excluding ones made to religious
organizations)
???? ?? ???? ??? ??? ?? ??? (2008)
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WHY?

• Why are individuals
• reluctant to donate?
• Lack of exemplars
• Retirement Insecurity
• Lack of transparent window
• Lack of professionals
• Pessimism

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Looking into Individual Donations
???? ?? ???? ??? ??? ?? ??? (2008)
FactsIndividual Donation
Mostly made through organizations (strongly
biased) In the long run in will become an
obstacle to healthy growth / development of
sustainable donation culture
All in all, Biased channels Lack of
understanding true meaning of donation
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Looking into Previous Efforts

• Efforts by institutions to make donation more
  approachable
• TOMS Shoes Shoes for Tommorow
• Fun Donation boxes (coin maze)
• MineWater by CJ
• Big Issue Donation without
  realizing that one is donating.
• Specific-issue targeted. Story-telling Fun
• ?

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Our Ambitious Objective

• Suggest new paradigm of donation culture
• Encourage individual level donation through
  personalization and expanding the definition of
  donation
• Provide a new, more accessible donation channel
  that could be embedded in to our daily lives

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Solution
The Machine.
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What is an RVM?
Reverse Vending Machine
Function
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RVM for DONATION





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RVM for DONATION
Function
Simple

Detailed
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Donator RVM PROTOTYPE


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Donator RVM PROCESS
step 1
Insert Can / Bottle
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Donator RVM PROCESS
step 2
Select
You can donate \450. Would you like to donate?
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Donator RVM PROCESS
step 2
Select
You can donate \450. Would you like to donate?
Yes, I will contribute to the world.
No, I want the money for myself.
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Donator RVM PROCESS
Step 3-a
NO
You can donate \450. Would you like to donate?
Yes, I will contribute to the world.
No, I want the money for myself.
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Donator RVM PROCESS
Step 3-a
NO
Please take the \450 change.
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Donator RVM PROCESS
Step 3-a
NO
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Donator RVM PROCESS
Step 3-b
YES
You can donate \450. Would you like to donate?
Yes, I will contribute to the world.
No, I want the money for myself.
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Donator RVM PROCESS
Step 3-b
YES
Thank you for your contribution.
Read this QR Code and find out how you changed
the world.
To see how much you contributed, download our
application, or visit our website
www.wonbin.co.kr
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Donator RVM PROCESS
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Solution
The App.
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RVM App \on Bin
Bin that gives you Won
\on Bin
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RVM App \on Bin
1. Scan
2. donate
3. Donation history
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RVM App \on Bin
step 1
Scan QR code from RVM - Automatically credited
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RVM App \on Bin
step 2

• You can choose
• Where to donate?
• How much?

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RVM App \on Bin
step 2

• You can choose
• Where to donate?
• How much?

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RVM App \on Bin
step 3
Share ! - SNS
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RVM App \on Bin
Your History
Your total contribution to the world
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Solution
The Action Plan.
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Where to install machines?

• Where should we locate the machines?
• What are the sources of profits and operating
  cost?

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Where to install machines?

• Places with young people, generation -gt 10 30s
• Places where active SNS users flock -gt
  high-school, universities
• Places with high population density

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Where to install machines?
Next to canned, bottled vending machines
Space at the corner of bus stops
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What are the sources of funding?
Sponsors

• MACHINE AT BUS STOP
• REWARD for recycling Bus ticket, discount
  voucher
• Who provides bus tickets?
• -gt Sponsors
• profit analysis for potential sponsors
• Target sponsors
• stores which sell low-involvement commodities
• willing to establish eco-friendly image
• Convenient store, retail stores
• Ex) CU, E-mart
• Seoul city Namsan hybrid eco-friendly bus

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What are the sources of funding?
Sponsors

• MACHINE AT Universities and high schools
• REWARD for recycling Donation or Coins
• Target sponsors
• Beverage, canned goods companies
• willing to establish eco-friendly image
• Partnership with the machine, and get higher
  proportion of recycled cans
• What benefits the sponsors get?
• Save cost expenditure on containers
• Ex) able to save 330/ton for metal when
• using recycled cans -gt provide the
  coins from the part of the savings from here
• Advertisement effect as eco friendly brand

Per ton
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Going back to our Objectives

• Suggest new paradigm of donation culture
• Smart Donation
• Encourage individual level donation through
  personalization and expanding the definition of
  donation
• Donations does not necessarily have to be
  monetary
• Provide a new, more accessible donation channel
  that could be embedded in to our daily lives
• Integrating recycling and donation

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Donation is not a cost. Donation is the most
certain means of investment to make everyone
happy
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The End.
QA