gvs final presentation for gvs
TRANSCRIPT
This case is COMPLETELY FICTIONAL, and the situation discussed is COMPLETELY HYPOTHETICAL and meant for the educational purpose of the case competition only.
The Under Armour name and logo are trademarked by Under Armour, Inc., and its use in this document does not imply any sponsorship herein.
Students Consulting for Nonprofit Organizations
Executive Board Advisor: Bryan GemlerProject Manager: Stefan Spanu
Consultants: Jay Gao, Jehan Madan, Lauren March, Paulina Stefano
Monday, December 14, 2015
Table of Contents
Executive Summary 3
Background Research 4
The Problem 5
Defining the Problem 6 Field Studies Amazon Mechanical Turk Cost Function
Solution 9
Repair Methodology 10
Marketing Strategy 11
Phase Progression 12
Conclusion 13
Appendix 15
Students Consulting for Nonprofit Organizations
- 3 -
Executive Summary
Strategy:- Target demographic:
• Residential property owners around high traffic areas with brick sidewalks
- Marketing efforts will raise awareness and motivate residents
- A grant system will be established to financially aid residents
Timeframe: - Four years
Cost:- $25,000
Impact:- Repair 60+ property sidewalks
- Demonstrate effectiveness of system for future sustainability
Students Consulting for Nonprofit Organizations
- 4 -
German Village Population Demographics
$56,000- 2013 Average Household Income
$93- Avg. resident expenditure on household improvements for every $100 avg. American spends
Students Consulting for Nonprofit Organizations
- 5 -
The Problem
Lack of large-scale community effort for sidewalk repair
Students Consulting for Nonprofit Organizations
- 6 -
Defining the Problem – Field Studies
Purpose:
Gain better understanding of sidewalk conditions
Find the following data:– Average number of sidewalks per residential property– Percentage of residential sidewalks damaged
– Average square footage of damaged residential sidewalks
Important Trends:
Trees are detrimental to the sidewalks
Commercial sidewalks are in better condition
Majority of sidewalks surveyed are bricks– 147 survey sample
Scope Assumptions
Average square footage of damaged sidewalks per residence: 13 feet
Commercial sidewalks outperform residential sidewalks in terms of four parameters
Initial Observations Data Analysis
Treat renters as homeowners
Categorize trees as "small, medium, or large" based on visual estimate
Determine closeness to commercial establishments through visible estimate
Assess overall degree of damaged sidewalks by parameters in line with the Columbus City Code
Per
cent
age
(%)
Residential vs. Commercial Sidewalk Damage
Students Consulting for Nonprofit Organizations
- 7 -
Defining the Problem – Amazon Mechanical Turk
Crowdsourcing Internet marketplace that enables Requesters to coordinate the use of human intelligence to create surveys
Amazon Mechanical Turk
Students Consulting for Nonprofit Organizations
“From the perspective of a property owner, how likely would you be to fix your damaged sidewalk?”
Perc
enta
ge (%
)
“Undecided”
“Somewhat Likely”
Information regarding results of previous lawsuits, homeowner liability
“How likely would you be to sue a property owner if you tripped/fell due to a sidewalk whose condition is not In compliance with city code?”
- 8 -
Defining the Problem – Cost Function
Cost Function
Students Consulting for Nonprofit Organizations
Cost to German Village Society ($) =
Margin ($) =
We found that when considering a block of houses, the cost to repair the ‘poor’ condition sidewalks is ~$275 per house in that sector. We found that residents would be willing to pay around half of that, resulting in a cost to German Village Society of:
$125 / House
- 9 -
Solution
Application– Via newsletter and website
– Similar information as FAFSA
The purpose of this form is to present a clear resident need to streamline decision making when allocating funds
Grant System
Initiative will seek to repair the sidewalks of a 200-house sector and will cost German Village Society approximately $25,000
Cost
National Trust for Historic Preservation: “Save the Past, Enrich the Future”
Preservation Ohio
Central Ohio Area Agency
Funding
Students Consulting for Nonprofit Organizations
- 10 -
Repair Methodology
Sidewalk Repair
Four-Step Strategy:– Contact and Apply– Inspect and Improve– Hire and Repair– Pay and Reimburse
Curb Repair
Students Consulting for Nonprofit Organizations
- 11 -
Marketing Strategy
Students Consulting for Nonprofit Organizations
Flyer Distribution Educate
Workshop Expansion Inform
Informational Video Demonstrate
- 12 -
Phase Progression
Funding– Apply for grants– Reach out to existing/potential
corporate sponsors
Operations– Work with partnered
brick/landscaper companies for increase in sidewalk repair demand
Phase 1 Target residential houses on
main streets with sidewalks that receive a ‘poor’ condition rating– Expected number of houses
serviced: 200– Expected cost to German
Village Society: $25,000
Phase 2 Evaluate whether approach
was successful– Financially sensible– Community acceptance
Identify next target – Residents on main streets with
‘fair’ rating?– Residents on adjacent streets
with ‘poor’ rating?
Phase 3
Students Consulting for Nonprofit Organizations
9 Months
36 Months
3 Months
Phase 1: Preparation Phase 2: Execution Phase 3: Evaluation
- 13 -
Conclusion
We believe that German Village Society will benefit the local community through this sidewalk repair initiative Increase walkability of German Village Greater community ‘togetherness’ Beauty/aesthetic increases to neighborhood
Value Added
The following checkpoints will serve as metrics for whether the project is successful or not
Students Consulting for Nonprofit Organizations
Metrics for Success
Checkpoint 1: Preparation
Checkpoint 2: Execution
Checkpoint 3: Evaluate
$25,000 acquired through grants + corporate sponsors/donations
85% of all sidewalks with ‘poor’ classification in 200-house sector repaired after 3 year period
Choose whether to stay with current brick supplier & landscaper sponsors
Identify next target area for repair
- 14 -
Questions?
- 15 -
Appendix
- 16 -
Field Studies Survey
Students Consulting for Nonprofit Organizations
- 17 -
Cost Function
Students Consulting for Nonprofit Organizations
Cost to German Village Society = $125
Margin ($/ft2) =
• Margin:• Cost to Repair / ft^2 = $9/ft2
• W.t.P = 55% of sidewalk cost• GVS Margin = (1-.55)*($9) = $4.05/ft2
• Ft^2 Damaged/Damaged Res. Sidewalk = 17 ft2
• % Res. Sidewalks w/ “poor” classification = 31.7%
• # Sidewalks/Res. House: 1.5• Avg. Tree Cost / House = $80.33/House
- 18 -
Cost Function
Students Consulting for Nonprofit Organizations
Accounting for 10% error and rounding…
Expected Cost to German Village Society ($) = $ 125 /Res. House
Notes: $125 is the average expected cost for any random group of 10
houses. We expect that, on average, ~3 of those houses would have sidewalks in ‘poor’ condition. Therefore, the cost to repair the sidewalks for one of those 3 sidewalks would average GVS ~$425
$275 is the total average expected cost to both GVS + the homeowner (homeowner expected to on average cover ~55% of this cost)
- 19 -
Cost Function
Students Consulting for Nonprofit Organizations
Tree/Root Removal & Cost Cost to remove tree + roots:
o Small Tree = $200o Medium Tree = $1000o Large Tree = $2000
Estimate what percentage of trees must be removed:o # of trees removed/would be removed1: ~ 53,000o # of trees along residential streets in LA2: ~700,000o Percentage = 7.57
- 20 -
Cost Function
Students Consulting for Nonprofit Organizations
Avg. Cost of Trees / House Calcs.:
- 21 -
Amazon Mechanical Turk
HITs– Human Intelligence Tasks
Workers– Make money by working on HITs
Requesters– Create HITs to collect data
– Fund account Load tasks Compile results
What Is It?
Our Survey
Students Consulting for Nonprofit Organizations
Questions 1 & 2: Likelihood to sue if injured?– With & without average sidewalk
cost + lawsuit info
Question 3: Likelihood to fix sidewalk
Question 4: Price willing to pay to fix brick sidewalk– Worked with Professor Rob Smith
- 22 -
Corporate Sponsorships
Corporate SponsorshipsAnother avenue to pursue is potentially partnering with businesses in German Village
These local corporations would provide “sponsorships” to residents for sidewalk repairs
More local sponsors can potentially lead to a larger volume of donations despite the smaller values
Students Consulting for Nonprofit Organizations
- 23 -
Decision Tree
Students Consulting for Nonprofit Organizations