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tink | knit Pilot Program Report

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tink | knit Pilot Program Report

  1. 1. 1 Pilot Program Report 2014 Nov. - 2015 May
  2. 2. 2 Report Overview 3-9 1. Our Story 3 2. Our Impact 4 3. The Problem 5 4. New England’s Challenging Situation 7 5. A Fragmented Hat Market 8 6. Our Approach 9 Operations Report 19-31 1. Operations Overview 20 2. Working with Existing Organizations 21 3. Prototyping 22 4. The Product 23 5. Recruiting Mothers 25 6. Her Story 26 7. Customers Feedback 27 8. Building Trust with Single Mothers 28 9. Knitting Workshops 29 10. Other Workshops 30 11. Feedbacks & Future Plans 31 Business Report 32 1. Financial Overview 33 2. Sales Channels 34 3. Revenue 35 4. Supply Chain 36 5. Cost Breakdown Per Hat 38 6. Details of Production Cost 39 7. Fundraising 40 8. Partnerships 41 9. Workshop Partners 42 10. Accounting Logistics 43 11. Evaluation & Future Plans 44 Marketing Report 45 1. Brand Name 46 2. Logo 47 3. Posters 48 4. Creative Photos 50 5. Target Audience 51 6. Facebook Target Audience 53 7. Facebook Page Likes 54 8. Facebook Engagement 55 9. Facebook Posts 56 10. Facebook Events 57 11. Other Marketing Strategies 58 12. Evaluation & Future Plans 59 Achievements & Goal 60-64 1. Our Achievements 61 2. Long-Term Goal 63 Team Overview 10-18 1. Team Structure 11 2. Meet Our Team 12 3. Building Our Team 16
  3. 3. 3 Our Story “tink | knit” is a student-run social venture started by the Brown University Enactus Team that aims to empower single mothers in Rhode Island. We teach them how to knit goods, which are sold through the Brown University Bookstore, providing an innovative solution to their work-family conflict between financially and emotionally caring for their children. Along with providing income, inspiring confidence and teaching practical skills, we holistically support each single mother with access to resources and workshops on personal finance, legal consulting, housing, and career-building. We provide incentive, education and continuous compensation, and envision forming a supportive community for single mothers and their children in New England. Together, we believe we can transform their lives sustainably and permanently.
  4. 4. 4 Our Impact 50% of purchasing price given back to the knitter 8 single mother families helped $3,452 was directly given to single mothers 28.72% average income increase among single mothers 80% homeless single mothers found permanent housing 50% unemployed single mothers found jobs 40 students volunteered 210 products sold A tink hat is more than a purchase; it’s an investment into our community
  5. 5. 5 0 22500 45000 67500 90000 Single-Mother Single-Father Two-Parent $36,471 $81,455 $25,493 U.S. Family Annual Median Income in 2014 The Problem 0 6 12 18 24 Single Mothers Average U.S. 24% 7% U.S. Population Unemployment Rate in 2014 A Rising Number of Single Mothers Struggle with Worsening Socioeconomic Problems 0 6 12 18 24 1950 2010 6.3% 24% Single-parent Family % of U.S. Population in 2013 Two-parent Family 69% Single Father Family 6% Single Mother Family 25% U.S. Family Structure in 2013
  6. 6. The Problem 6 Single parenthood is a prevalent issue in the U.S. Despite an increasing number of single parents falling below the poverty line, support for them has been minimal. The problem is especially severe for single mothers: they often face challenges brought by little work experience, limited earning opportunity, and weak social security rights. In addition, single mothers are burdened with childcare responsibilities, which demand time, money, and attention. Children from single-mother families are more likely to develop poor health status and emotional problems, and are less likely to experience upward economic mobility. We want to change this situation together by creating an incentive for the mothers to become better role models. Our volunteers also lead fun workshops for the children during workshops for single mothers, so that the mothers do not need to find alternative child care. A Rising Number of Single Mothers Struggle with Worsening Socioeconomic Problems
  7. 7. New England’s Challenging Situation 7 Winter in New England is very long (up to 6 months), and sometimes the snow makes commuting in the city impossible. For single mothers who do not have cars, the weather prohibits them from finding new jobs or even getting to their jobs. Due to the rough winters in New England, we have decided to have our program run from September to April, which covers the toughest months of the year. With tink | knit, they are able to still make an income during this tough transitional period and maybe save enough for a Thanksgiving or Christmas meal. Our goal is to help the mothers find housings and jobs before they graduate from our program, so that they can pursue their goals during Spring and Summer. If they still need help after the Summer, they can apply for the second round of program the next year.
  8. 8. A Fragmented Hat Market 8 The hat and cap market is considerably fragmented in the U.S. The industry has been growing at an average annual rate of 5% from 2009 to 2014. With 1344 businesses, the industry generates around $2.1 billion every year. Many accessories are sold as part of clothing brands; companies that solely focus on selling hats are usually small or individual vendors. - Established clothing brands Almost all clothing brands feature a category of accessories including knit hats. Such hats are attractive for consumers because they carry the brand name effect. Most of the hats are factory made and do not carry much social impact. The prices of these hats depend on the brand name. For example, hats from Forever 21 can be as cheap as $5 while hats from Burberry can be as expensive as $100. - Individual artisans As more consumers shop online, online retail stores such as Easy and Modcloth have given individuals more selling power. The prices of the hats are often directly correlated to the pattern and material of the hat. The better and more natural the material, the more expensive the hat.
  9. 9. Our Approach 9 After recognizing the severity of the problem, “tink | knit” aims to make a difference. An astonishing 57% of single-parent families are categorized as low-income, and we want to find an innovative way for them to increase their income while being able to stay at home and care for their kids. We discovered that loom knitting can be easily taught and mastered in an hour, and enables the mother to produce a neat, high quality hat in only two hours. As a Brown University student organization, we want to connect our school to our community as well. Therefore, we decided to make Brown University knit hats, which was then approved by the Bookstore. Through the Bookstore’s sales data, we also found out that knit hats are the best selling item during the winter, which led to the launch of our pilot program. Our existing team of 30 students come from countries all over the world, including China, England, France, India, Morocco, Canada, Korea and more.
  10. 10. 10 Team Overview
  11. 11. PresidentVP VP Business Director Operations Director Finance Team Sales & Inventory Manager External Affair Manager Research Specialist Community Relations Team Product Manager Workshop Coordinator Knitting Specialist Marketing Director Advertisement Manager Publicity Content Manager Marketing Strategy Specialist Social Media Manager Fundraising Manager Photographers Community Marketing Manager Julia Xu ‘17Robert Lee ‘17 Zhuofei Xu ‘15 Alia Elghaib ‘17 Alina Joharjian ’18, Emma Kurihara ‘17 Alexia Delhoume ‘17 Chris Shum ‘17, Jack Du ’16, Kevin Wu ‘17, Sarah Park ‘16 Sophie Lee ‘18 Emily Dinger ‘17 Kian Ivey ‘16 Elizabeth Montoya ’16, Maria Fletcher ’17, Natalie Lerner ‘18 Jesamine Dyus ‘16 Claudia Ng ‘18 Megan Romano Kelly Luc ‘17 Marta Pysak ‘18 Christine Baltazar ‘17 Candy Rui ‘18 Vicky Zhou ‘18 Karla Navarette ‘16 Wenjie Zheng ’17, Christine Kim ‘1811 Team Structure
  12. 12. 12 We realized that single mothers have over 20% unemployment rate, but currently there is only one organization directly helping them in Rhode Island. We wanted to find out a way to help them make a substantial income while being at home caring for their kids, which gave birth to this amazing “tink | knit” project. In October 2014, “tink | knit” kicked off as a project under Enactus@Brown, which quickly drew attention in our community. I am extremely passionate about creating sustainable social impact through business. Ever since founding “tink | knit,” it has become my life. My dream is to keep working on this fascinating venture through my college career, and eventually create “tink | knit” branches in colleges across the New England area. I want to see the change we can make as students, and as aspiring social entrepreneurs. Meet Our Founder & President Julia Xu ’17 Co-Founder & President Business-Economics & Sociology From San Francisco, CA Lived in Beijing, China
  13. 13. I’ve always had a passion for entrepreneurship and social innovation. I started as External Affairs Manager, contacting the first companies for potential partnerships. As I became more involved, I pushed the establishment of strong foundations and protocols with a look toward long- term sustainability and success. Working with our president, Julia, has been amazing. Few have her drive and passion to make a difference. We would never have gotten this far without her. 13 Meet Our Vice-Presidents Robert Lee ’17 Vice President Urban Studies From Hong Kong I used to volunteer at a local micro-finance organization and most of the clients I interacted with were single parents. It made me become aware of the single parent issue and inspired me to co-found “tink | knit” with Julia L. Xu. During our founding stage, I mainly worked on defining tink’s mission, putting together a business plan, figuring out the production chain, setting up a foundational financial model and helping launch the pilot program. I feel so happy to see how much tink has evolved so far and I firmly believe that tink will become something big in the future! Zhuofei Xu ’15 Co-Founder & Vice President Applied Math-Economics From Beijing, China
  14. 14. 14 Meet Our Directors Alexia Delhoume ‘17 Marketing Director Industrial Design (RISD) From Paris, France Lived in Versoix, Switzerland Alia Elghaib ‘17 Operations Director International Relations From Rabat, Morocco Since the creation of tink, I have been involved in imagining a brand image that corresponds to our mission and the message we want to communicate to the Brown community and beyond. Creating our logo and working on visually strong and brand-consistent posters/Facebook covers/ photos/labels has been my role. I think I have a global view of what tink is as a brand and where it can go in the future. I have a lot of ideas moving forward and I feel honored to work with this incredibly motivated team. As the Business committee director for “tink | knit.” I've been regularly in touch with product suppliers (labeling companies, stitching and embroidery factories, etc.) and have been in contact with institutions such as the Brown Alumni Magazine and Brown Daily Herald to increase publicity. I regularly attend E-Board meetings as well as general Enactus meetings, providing my input on business/financial strategies and trying to keep the business committee on track concerning what we need to do.
  15. 15. 15 Meet Our Directors Alina Joharjian ’18 Operations Director Psychology From Providence, RI Emma Kurihara ‘17 Operations Director (Abroad) Development Studies & Economics From Culver City, CA As a Providence county resident, I joined tink | knit because I was interested in a way to help my community. Communicating with the Moms is especially important, since it allows Tink Knit to do bottom- up research on what we should focus on. For instance, I helped organize a personal finance workshop for the mothers after talking to them and understanding this as one of their priorities. Working with these women has been one of the most valuable experiences I have had at Brown so far, for it allows me to make change in the Providence community with individuals who need it the most. As the previous Operations Committee Director, I’ve performed outreach to recruit new mothers, which included visiting school and shelters. I coordinated with mothers to set up workshop dates, and called them for workshop reminders and progress check-in. Most importantly, I met with mothers both during workshops and on individual basis with other tink members to learn to knit and to teach the mothers to sew on tags. During the busiest season, I’ve also helped sewing on tags and attaching labels to hats. I think tink | knit is extremely inspiring and I hope to see it grow!
  16. 16. Building Our Team Overview • Based on interest in Enactus@Brown (Brought in Regional Manager for Info Session) • Initial team of 10 - open workshop, no interview Problem • Some members were only interested in Enactus, not tink | knit; • People who are potentially interested in helping single mothers or knitting are not attracted by Enactus Evaluation • Target audience for recruitment was not clarified, so we didn't get the most suitable people on the team. However, this initial team helped come up with the idea of Project “tink | knit” (initially called “Knits with Love”) 16 1st Round Recruitment Oct 2014
  17. 17. Building Our Team Overview • Based on interest in “Knits with Love” • Positions were given based on interest, but no specific requirements listed • Team of 25 (about 5 were inactive) - interviewed by the President, all accepted Problem • As a new student club seeking members after students had already committed to new groups for the semester, it was difficult to find dedicated members. In consequence, many positions were consolidated. Evaluation • There was no contract or clearly set expectation for new members. We saw very varied levels of commitment from team members, which made communication and coordination difficult. 17 2nd Round Recruitment Nov 2014
  18. 18. Building Our Team Overview • Most applied because of their brand recognition with “tink | knit.” Received a good number of spontaneous applicants compared to the first two rounds. • Specific requirements for each positions were clearly listed on the application, and applicants have to select the positions they are interested in and are selected based on related experience • Team of 27 - interviewed by E-board members based on different committees, all accepted • Previous inactive members (5) were moved to the volunteer team (tried to include everyone who’s interested, and created new positions based on each person’s expertise.) • Strict meeting attendance policy, and detailed weekly plans for each position was made by the President 18 3rd Round Recruitment Feb 2015 Remaining Problems • Need to attract more people with technical expertise (video, website, photo, finance) • Give directors more autonomy in leading their teams. More specific role for each position.
  19. 19. 19 Operations Report
  20. 20. Operations Overview 20 From the beginning, tink | knit aimed to have as great an impact as possible. With this goal in mind and having chosen knitting as our method of production, we evaluated options for our product line. After speaking to the Brown University Bookstore and learning that hats are the highest selling item, we chose to focus our efforts on hats as our first and main product offering. Along with their popularity, knitting a hat takes only two hours, and hats can also be sold for a high profit margin, resulting in an efficient production process.
  21. 21. 21 -McAuley Village: Directly Targeting Single Mothers This is a housing program for single moms in Providence. It is an independent nonprofit organization sponsored by the Sisters of Mercy. The program is a two-year transitional low-payment housing opportunity for formerly homeless mothers and their children. While the single mothers live in McAuley Village, they are required to enroll in workshops (such as childcare, job searching, budget management) to prepare them for future employment and living. The McAuley Village houses 23 units of households of single mothers with their children. The program has been running since 1990 and hundreds of applications are received each year. -Crossroads Family Shelter: Have Few Single Mothers in Their Program The mission of Crossroads Rhode Island is to help homeless or at-risk individuals and families secure stable homes. Those they serve achieve this by engaging in our range of services including housing, basic needs, shelter, case management, referrals, and education and employment services. Today they are the largest homeless services organization in Rhode Island, while many of their clients are single mothers. Working with Existing Organizations To Provide Better Assistance to Single Mothers
  22. 22. Prototyping 22 Prototype #1 Prototype #2 Prototype #3Knitting Loom Our President Julia Xu ’17 and RISD student Hanna Choi ’15 started to learn how to loom-knit through YouTube videos, and created the ultimate tink hat design. We used yarn from RI Resources for Education and RISD 2nd Life for prototypes, and eventually decided to use high quality Lion Brand Wool Ease Thick & Quick for our product.
  23. 23. The Product 23 Our product is hand-knitted hat. The hat is embroidered with Brown University logo on the front and has a “tink” brand tag stitched on the side. On the label sewed inside of the hat, the single mom knitter will sign her name so each product is personalized. Our customers can either pick from our existing designs, or choose to personalize their hats with a $3 addition and select any color combination for base, stripe, and pom pom. For next semester, we will introduce tink scarves and cup cozies.
  24. 24. The Product 24 The Five Essentials The Shani Valentine’s Day SpecialOther Designs Hand-signed Label
  25. 25. Recruiting Mothers 25 We’ve reached out to single mothers in Rhode Island through social media and related organizations, mainly McAuley Village (single mother program housing), Crossroads Family Shelter, and low-income neighborhood high schools. Most are unemployed, have two kids, and have monthly income lower than $600. We have 2 high school teen moms in our pilot program, but we have decided to stop recruiting teen moms due to their limited time for the program and our limited resources for them. We will focus on helping low income unemployed or homeless single mothers, and provide related skill training workshops. More financial background research will be conducted next semester before recruitment, and only those who are qualified can join the program.
  26. 26. Her Story 26 Designed by Alexia Delhoume “Her Story” campaign was initiated to introduce the single mothers in our program to our customers. A poster was displayed at our table in the Bookstore, and related social media contents and follow- up articles were posted.
  27. 27. Customer Feedback 27 Hat too tight. Pay attention to color change (knot). - Teach the moms to improve knitting skills!
  28. 28. Building Trust with Single Mothers 28 Our Community Relations Team call the mothers every two weeks to check on their progress. After deep conversations with each mother, we summarize that they are very satisfied with our program, both about the pay and about the work itself. A lot of mothers said that knitting has become a therapeutic way for them to alleviate stress from life. Some mothers also said that ever since they started to knit, they became more social in their shelter since they are now spending more time in the lobby. Some knit at night after their kids go to bed to make an extra income, while others rely on our program as their only source of income. However, since our only way of contact is through phone, sometimes the mothers are out of reach. In order to prevent this from happening again, we’ve decided to establish a new rule - only those who are mostly responsive can receive $15, while the others who constantly “disappear” will only receive $10. The bonus will be given whenever they start to become responsive. We hope to create an incentive for the mothers to be constantly involved and be more responsible for their work.
  29. 29. Knitting Workshops 29 Three large knitting workshops were held at the beginning of the program, in which our President Julia and RISD student Hanna have been teaching both our team members and the mothers to knit. We got pizza from Flatbread, and gave everyone looms and practice yarn to start with. Afterwards, our President and other students who’ve mastered the knitting skills began to meet individually with the moms once in a while for product checks inside the Bookstore. We also started to teach team members and the mothers to sew on the labels, and introduced the new Cup Cozy towards the end of the program. We plan to host three mandatory orientation workshops next semester, and let the “graduated” mothers from the pilot program become the mentors of the new moms. Instead of meeting each mom individually, we plan to create a calendar for the year-long program, marking the dates of the workshops for the whole year. In this way, we will have a regular product check and workshop time set up before the program begins.
  30. 30. 30 Other than knitting workshops, we’ve also invited Capital Good Fund to host a financial coaching workshop. For next semester, we will continue using the budgeting template from the financial workshop and introduce the concepts and tips to the new moms. We have already scheduled a job finding workshop with Brown Career Lab, and got valuable resources from HealthLeads and RI Coalition for the Homeless. For next semester, we plan to have one skill training workshop every month, and have it all planned out at the beginning of the program. In addition, we plan to initiate some events on campus to raise awareness among students about the single parenthood issue. For each workshop, we plan to provide food and drinks to the participants. The workshops will take place on Saturday afternoons and last for around 2 hours. Other Workshops To Help Single Mothers Improve Labor Skills and Long-Term Sustainability
  31. 31. Evaluation & Future Plans 31 • Overall things worked out for the pilot program pretty well, but everything has to be more structured next semester. • Create recruitment forms, interview questions, and application criteria. • Create a year-long calendar and set up the time for each workshop. • Have strict policies about the mothers’ performance - need to be responsive, need to show up to at least 3 workshops per month and etc. Use financial award for good performance. • Train at least 5 members to teach the new moms knitting. • Sort out the partnership with other organizations, and find long-term food supply for workshops. • Initiate a large social campaign on campus to raise awareness (need to brainstorm for a big idea)
  32. 32. Business Report 32
  33. 33. 33 Type Number Revenue $6577.07 Funding $1900.00 Expenses (-$6486.88) Profit $1990.19 Our pilot program ended with $1990.19 profit that enables us to purchase yarn and tools for next year’s program. ($90 profit was made if not including funding) Financial Overview Achieved Positive Retained Earnings in Launch Year
  34. 34. Sale Channels 34 Through our pilot program, we sold hats through three sales channels: online pre-order, the Brown University Bookstore, and on-campus pop-up sales. The bookstore allocated shelf space for our knit hats, which gave us a prime selling location for Brown students, prospective students, alumni, tourists, and Providence locals. Through our pre-order, we targeted family members of students and other audiences affiliated with Brown who supported our project. Pop-up sales in high-traffic areas of Brown’s campus offered us high visibility among interested fellow students and opportunities to grow brand recognition.
  35. 35. 35 Monthly Sales Number 2014-2015 0 18 35 53 70 Dec. - Jan. Feb. Mar. Apr. May June 65 42 28 22 20 13 Total Number of Sales: 210 Total Revenue: $6577.07 Revenue Pattern has Stayed Consistent with Seasonal Changes
  36. 36. Supply Chain 36 1. Material supply We bought practice yarn for $2 per package from Rhode Island Resources for Education. Each package contains 10 skein of yarn and weighs around 4 pounds. We bought “Wool-Ease Thick and Quick” from Lion Brand Yarn (lionbrand.com) for making the actual product. This yarn is made of 80% acrylic and 20% wool and costs about $5 per skein. 2.Embroidery vendor We ordered 500 Brown Logo for $240 from “The Studio,” an online patches order platform. We attached the patches with Liquid Stitch Glue to the hats. For 30 rush pre- orders, we did direct embroidery with a company that cooperates with the Brown Bookstore ($2.75 for each hat). After more testing and customer interviews, we realized the glue cannot sustain water permanently, so we have decided to do direct embroidery instead in the future.
  37. 37. Supply Chain 37 3. Tools, Labels & Tags We purchased labels and tools through taobao.com, the largest E-commerce platform in China, which substantially decreased the price. For each hat, both a logo and an inner label were stitched on, and a paper tag was attached on the side introducing our story. The inner labels were hand-signed by the moms with their name and the name of the consumer. This tag also contains washing instructions (machine wash warm, tumble dry low). Inner Label
  38. 38. 38 Profit Tools Marketing Patch Tag Yarn Labor 50% 23% 17% 2% 3% 2% 3% Type of Cost Number Labor $15 Yarn $5 Tools $1 Patch $1 Marketing $0.5 Tag $0.5 Profit $7 Price $30 Because the ultimate monetary goal of tink | knit is to supplement single mothers’ income, we managed to paid the mothers $15 per hat, which accounts for 50% of the base price of our hats. We believe that maintaining our compensation rate at such a high percentage of revenue demonstrates our substantial commitment to our knitters. Cost Breakdown Per Hat Executing a Lean Operation Model Allows Us to Return More to Single Mothers
  39. 39. Details of Production Cost 39 Supplies 45% Labor 55% B Patch 12% Transportation 7% Tags 5% Tools 9% Yarn 63% Marketing 4% Supplies Expense Breakdown Expense Type Number Labor $3452.50 Supplies $2811.70 Yarn $1902.87 B Patch $358.97 Tools $264.74 Transportation $223.21 Tags $159.67 Marketing $124.92 Total Expense $6486.88 Expense Breakdown
  40. 40. 40 Uber 16% RI Founders League Pitch Competition 5% Brown Venture Launch Fund 26% Brown Student Agency Inspire Week 53% Funding Type Number BSA Inspire $1,000 BVLF $500 Uber $300 Founders League $100 Total Funding $1,900 Funding Breakdown Fundraising Our Idea is Supported by Multiple Agencies & Companies
  41. 41. Partnerships 41 To further our cause, we focused some of our energy on establishing partnerships with businesses and organizations whose assets and knowledge add value to our mission. As detailed above, we partnered with the Brown University Bookstore as our primarily sales channel. The Bookstore provided us with shelf space, Brown logo license, and shipping services all free of charge. To transport our outreach team to shelters and the single mothers to our workshops, Uber gave us $300 Uber Dollars for our pilot program in exchange for putting Uber coupon on our tags. This funding has solved our transportation problem so that more of our profit can be returned back to the mothers instead of being spent on operation costs.
  42. 42. Workshop Partners 42 For our workshops, which included personal finance, job-seeking, and knitting skills, we partnered with The Flatbread Company to provide pizza for the mothers and children to eat. Capital Good Fund, a Providence-based organization focused on micro-financing and financial coaching, gave a workshop to the mothers on personal finance and budgeting, while Brown CareerLAB is planning for a job-seeking and interviewing workshop next semester. We’ve also received free legal consulting service from Neville Bedford, a lawyer at RI Bar Association specialized in family law. In addition, Health Leads and RI Coalition for the Homeless provided valuable resources for the single mothers in our program.
  43. 43. Accounting Logistics 43 tink | knit keeps all the funding and revenue in the Brown University Student Activities Office (SAO) Bank Account. The money is managed by Brown University staffs instead of individual students. The account checkbook is available to all team members online through BearSync. All payments to the mothers were processed through the SAO account, where the single mothers are inputted as individual supplier to Brown University. Our payroll manager constantly sends the invoice forms to SAO, so that SAO can make the payment to the mothers.
  44. 44. Evaluation & Future Plans 44 • Overall good performance on financials - self sustained! (made a $90 profit if not including funding) • Lower yarn expense (find alternative cheaper yarn) • Increase B Patch Quality (consider direct embroidery) • Invest more in marketing • Purchase tools from China • Find more partnership and sponsors (try to continue with Uber) • Start preorder from October • Broadcast through Alumni Magazine and other Key Opinion Leaders • Apply for Enactus grants
  45. 45. 45 Marketing Report
  46. 46. Brand Name 46 The word “tink” is the reverse lettering of “knit.” “Tink” is also a technical knitting term that is used to describe knitting backwards to unravel a mistake and then continuing the knitting piece -- which nicely correlates to our mission in helping single mothers in Providence. We all make knitting mistakes. The real trick is being able to fix mistakes without unraveling all your knitting, which is how we help single mothers improve their lives. When you unknit you are simply unraveling your knitting stitch by stitch to the place where you made the mistake. Then you fix it and carry on with you knitting. This is how we give our mothers a new start and a new chance of knitting their lives back on the right track. Designed by Wenjie Zheng
  47. 47. Logo 47 Objective: Warm, soft, happy looking, high quality, handmade, comfortable, gender neutral Font: Mistral for titles, Zag for text, Gabriola for supplemental text. Color: Dark Grey & White #766670 (Dark Grey) Designed by Alexia Delhoume
  48. 48. Posters 48 Designed by Kelly Luc
  49. 49. Posters 49 Designed by Alexia Delhoume
  50. 50. Creative Photos 50 Photo by Wenjie Zheng
  51. 51. Target Audience 51 -Consumers Interested in Social Responsibility Nowadays, more people are interested in buying goods with a social cause. The survey firm Nielsen conducted a survey of 30,000 consumers in 60 countries via the Internet in early 2014. According to the result, 42% of online consumers in North America are willing to pay more for products and services from companies that are socially and environmentally responsible. This marked a 7% increase compared to results in 2011. A brand’s social purpose is becoming more important in influencing customers’ purchasing decision. -Consumers Wanting Handmade, High Quality Goods Many consumers enjoy the originality and authenticity found in handmade products. In fact, consumers place a higher value on products they believe that contain the aura of authenticity. Handmade products also take more time and efforts to make, therefore offering higher manufacturing quality. Many major clothing brands such as J Crew, Banana Republic, and Brooks Brothers are introducing handmade products as well. As the clothing market is flooded with factory-manufactured products, handmade products are receiving more popularity among consumers. The excellent reviews of shopping platforms such as Etsy and Ruby Lane, where artists can sell their hand-made goods, proves the rising trend for handmade products.
  52. 52. Target Audience 52 -Consumers Pursuing Customized Goods In recent years, the trend towards customized products is accelerating as technology advances have made it easy for retailers to offer customized goods. As preferences become highly fragmented, consumers are increasingly interested in having the power to customize their own products. A Bain survey of more than 1000 online shoppers found that 25% to 30% of the shoppers are interested in trying out. Hence, if 25% of online sales of hats were customized, that would equate to a market of $500mm per year. -Customers Interested in Brown University (Launching Stage) Many people are interested in buying Brown University souvenirs. The demographic includes prospective students, current students, alumni, and other visitors at Brown University. The Brown Bookstore sells about 1000 Brown logo winter hats per year. There are 10 types of hats in the Bookstore and the most popular design sells around 200 hats per year. According to bookstore director Steve Souza, the most popular months for selling hats are November and December. Then sales numbers slowly come down from January to March.
  53. 53. Facebook Target Audience 53 Young women at Brown University interested in social ventures, human rights, arts & crafts, and single parenthood issue. Future Goal: Expand the target audience from Brown University to the New England Area. Contact Key Opinion Leaders in the social innovation and lifestyle fields for future promotions.
  54. 54. Facebook Page Likes 54 • Total page likes: 527 (as of July 2015) • Almost no Unlikes (1) • Paid likes (likes generated from paid Facebook Ads) were useful at the beginning, but not so useful after a while • A good post can substantially increase page likes
  55. 55. Facebook Engagement 55 Total Posts 61 Average Post Reach 561.46 Average Post Clicks 175.4 Average Engagement 14.6 Click Rate (Based on Post Reach) 31.24% Engagement Rate (Based on Post Clicks) 8.32% • Post reach can be greatly increased by promotion, but engagement rate only increase when the content in good • Good content: great ideas, team photos, emotional story • Need more campaigns and good content to increase engagement rate
  56. 56. Facebook Posts 56 • The Hazeltine post was extremely successful and increased page likes by 50 in a day. • Clever advertisement idea and great design (credit to Kelly Luc). • Good use of “rockstar” on campus - captured the interest of target audience (students interested in entrepreneurship) • Quote from Hazeltine reminds students about him. (Team work really worked) • Good content generates organic shares and likes (200+) Prof. Hazeltine is considered as the founder of entrepreneurship at Brown University. He teaches one of the most popular entrepreneurship class at Brown, and his extremely generous and charming personality won the love from many students.
  57. 57. Facebook Events 57 Two Facebook Events were initiated: Pre-Order and Blizzard Sale Number of people went on average: 108 per event 1. Hand-written thank you card sent before Christmas 2.Customized without additional charge 3.Products Sold: 65 hats 4.Facebook Event: 4.9k reached, 1.1k viewed, 117 engaged 1. Sale in Blue Room 2.Products Sold: about 50 hats 3.Facebook Event: 2k reached, 632 viewed, 115 engaged Preorder Blue Room Sale
  58. 58. Other Marketing Strategies 58 1. Individual Marketing (messaging and emailing people - with their names!) 2. Facebook Events 2. Morning Mail 3. Emails: 1) Professors: Barett Hazeltine, Alan Harlam, Danny Warshay 2) Student Groups: BSA, Social Innovation Initiative, Swearer Center, Entrepreneurship Program 3) Other resources: Bookstore; Neville Bedford (lawyer); SE Greenhouse; Founders League 4) Subscribers 4. Posters (Printed out at Sci-Li and distributed on campus) 5. Table-slips (Found not as useful)
  59. 59. Evaluation & Future Plans 59 • Overall good performance in a short period of time, but need more work on designing better social media content to attract organic engagement • Start events to raise awareness about single parenthood on campus - need more ideas • Contact Key Opinion Leaders related to lifestyle, social innovation, arts & crafts, entrepreneurship and etc. • Remain the brand image on every publicity content, including posters, websites, Facebook posts and more • Bring in more experts on photos, videos and website • Create a huge social media campaign attracting attention from the community - need more ideas
  60. 60. Achievements & Goal
  61. 61. Our Achievements 61 Mckinsey Women’s Impact Award 2015 Our Co-Founder & President Julia Xu ’17 won the McKinsey Women's Impact Award with “tink | knit” under the category of Economic Development and Opportunity Creation. *The McKinsey Women's Impact Award is dedicated to funding young women who are passionate about creating significant change in one of the following areas: Global public health; Economic development and opportunity creation; Sustainability; Social innovation and technology. Award recipients will receive $4,000 toward their summer employment, volunteer work, research or independent project that relates to one of the areas mentioned above.*
  62. 62. 62 Brown Student Agency Inspire Week 2015 First Place Founders League Pitch Competition 2014 Winner of Creativity Groups with positive social impact on campus or in the greater Providence community applied to be a part of the 2015 Inspire Week competition. BSA selected 5 finalists, and each of the 5 selected student groups created a video to explain their causes and show their impact. All finalists will receive a monetary donation from BSA to go toward their current projects, but the amount will be determined based on the number of votes that the group receives. This is the final event in a three-part series where we worked with startups at different stages of development to zero in on a unique story, craft a compelling pitch, and learn how to use body posture, voice and presentation to seal the deal. The Founders League is where Rhode Island’s startup community comes together to make great things happen. We offer community, space and programming where entrepreneurs at all stages of development can find inspiration and support. Our Achievements
  63. 63. Long-Term Goal 63 With the experience we have and data we collected from the pilot program, we continue to revise our business model, marketing strategy, and operations methods. Our goal for next semester is to expand our market to other University Bookstores in the New England area. The first stage is to open up the sales channel, so we continue producing the products while the other Universities help sell our products. The second stage is to initiate a tink | knit brand over Universities in New England, so that they will also help the single mothers in their own community. We will start with Universities in Rhode Island and in Boston, and with other Ivy Leagues nearby. Our ultimate goal is to form a tink | knit league, which can encourage college students to help their community and make a difference in the world.
  64. 64. Thank You!