DOWN SOUTH DINNERS

Jamie Slater & Steven Zimmerman

DOWN

SOUTHDINNERS

The Brief

The objective of the class was to learn from and utilize a Yale School of Management case study generated for Selco.

Decided to use what we learned from Selco, and appropriate it to a local social issue in Savannah, Georgia.

Using the Selco model we developed a start up service industry business plan, and developed a system in which residents of urban Savannah will gain access to affordable, locally grown/harvested foods.

Initial Question

Improving local food production and distribution models is key for environmental sustainability, community heath and a thriving, local agricultural industry.

How do we build a system of positive behavioral incentives that encourage local, healthy eating?

We need to create better incen-tives for smaller farms and sourc-es of local food production at the local level.

(text via OPEN IDEO)

How Can We Incentivize Local Food Consumption & Production?

Goals

1. To make locally grown food more accessible.

4. To create a brand and identity for this company.

2. To make locally grown food more affordable.

5. Obtain locally grown food from growers or create our own supply chain.

3. To create a for profit business model valuing social good over bottom line profit.

6. Encourage local economic growth.

Below is a list of business objectives. We will be discussing our design strategy and thoughts how we plan on approaching each of these objectives.

Initial Thoughts

Storefront Business

One of our initial thoughts was to create a stationery business that works as a market where consumers could simply walk in and shop.

We quickly realized that having a storefront business was not necessarily a profitable model as we were looking for.

Why can’t the business of providing this food to a particular market be profitable and have that fund our social endeavor?

Initial Thoughts

Full Delivery Service

Instead of instating a storefront business that has some false identities we shifted to a business that would deliver food to communities on a daily basis.

Looking at existing of models of delivery services we tried to understand what we could learn from these businesses and also what we could improve.

The ice cream truck carries much more then just sugary snacks, it carries meaning.

Interviews

Patrice & Marlile: Nicoll Street Baptist Church

“People stay at the church long after the service is over.”

Various Church Members: St. John Baptist Church

“I cook for our family a delicious Sunday meal.”

Jennifer Singeisen: The Farm Box

“Why are you not trying to be a non-profit?”

Erin Fenley: SCAD Design for Sustainability Student

“I encouraged you to empower community members for this service.”

After these interviews we were able to drill down into the issues that we were facing and begin to address problems head on.

Personas

Patrice & MarlileChurch Representatives

Benjamin & TinaSavannah Resident 3

NatalieChurch Goer 3

DonovanChurch Goer 1

PattySavannah Resident 4

RebeccaSavannah Resident 1

MarthaChurch Goer 2

SandraSavannah Resident 2

From our primary research we were able to better understand our customer base and the market that they exist in.

Case Study

The Farm Box

The prices of contents at Kroger:

Oyster Mushrooms $5.49 per-lbRed potatoes $2.99 2lb-bagArugula $1.45 per-lbApples $2.11 per-lbCollards $3.00 bushelBaby onions $4.19 per-lbFresh bread $3.00 loaf

Prices divided by amount in Farm Box:

Oyster Mushrooms 1/2 lb $2.75Red potatoes 1 lb $1.50Arugula 1 lb $1.45Apples 1 lb $2.11Collards 1 bs $3.00Baby onions 1 lb $4.19Fresh bread 1 L $3.00

total 5–7 lbs $18.00

Cost of Farm Box $25.00Net cost of Kroger produce $18.00

Profit from Farm Box Sale $7.00

Case Study

Food Deserts

Mari GallagherResearch & Consulting Group

Strengthen & expand farmers markets & community markets.

Improve street vendor offerings.

Consider mobile grocer options.

SWOT Analysis

Strengths Weaknesses

Opportunities Threats

The completion of a SWOT analysis aided in us breaking down the strengths and weaknesses of our business model. This analysis translates our thinking into a quick visual representation of our ability to be successful.

The Brand

The interests of Down South Dinners revolves around the health benefits of eating fresh locally grown foods over fast foods that are high in fats, sugars and sodium. But rather then framing this business around the health benefits we understood that it was more important to create meaning around this service and food.

“Hand Picked For Your Plate”

Mood Board

The Model

In order for the business to not be overcome by the scope of this project we are proposing to work the progress of the business into a three tier system. Also the space between each system allows the business to address the validity and feasibility of the additions to system proposed by the second and third tier.

The Business

Down south dinners needs the community to survive on many levels. Not only does it look for them to support and advertise their service but it also needs them to grow. The business needs to build trust from urban Savannah.

Costs

SALARY (2) EMPLOYEES45k per year

WAREHOUSE RENT1k a month 12k per year

RAW MATERIALSdependent on quantity

VEHICLE PETROLdependent on usage

STORAGE DEVICES1k investment

KITCHEN EQUIPMENT20k investment

The cost of this startup business is roughly around $15,000 to get off the ground. These cost include:

The second tier will bring additional costs for industrial cooking equipment. This addition to our facilities is one of the largest costs at roughly twenty thousand dollars for the full kitchen and packaging systems.

Concrete and specific sourcing of product

Research into possible non-for-profit opportunities

visualsbysteve.com/downsouthdinners

Venture capital to fund the initial start-up cost

More extensive primary ethnographic research

Better understanding of legal structure surrounding the project

This project was a ten week course experiment, and while we feel we have begun to solve many of the issues related to Down South Dinners, in order to get this project off the ground there are several steps that would need to be taken.

Next Steps