Hackathon: Hack the Waste 2020

“Less Plastic More Rewards” by Ctrl Alt Elite

Ida Spoor-Avans University of applied sciences

Thomas Nelen-UC Leuven-Limburg
Wannes Forier-UC Leuven-Limburg
Santa Brice- BA School of Business and Finance
Raymond Gericke-Belgium Campus
Valerie Awelewa-UC Leuven-Limburg
Miranda Čović
Tanielle Pettitt-Belgium Campus
Summary
50% of plastics ever manufactured have been made in the last 15 years.
Every year, about 8 million tons of plastic waste escapes into the oceans from
coastal nations.
Plastic is killing more than 1.1 million seabirds and animals every year.
The average person eats 70,000 microplastics each year
We currently recover only five percent​ of the plastics we produce
Plastic accounts for around 10 percent of the total waste we generate.
A million plastic bottles are bought around the world every minute

Our vision is to reduce plastic pollution by offering an innovative application to

consumers.
Our mission is that we'll create an application that will allow you to get information
about how many plastics the packaging contains when you scan the item code. By
purchasing eco-friendly goods, it will be possible to stock eco points. The app will
have the opportunity to find out how many eco-friendly stores are, so that stores will
also want to get better results, reducing plastic pollution.

The challenge
“According to extremely huge amounts of plastic waste and the negative
environmental effect it has on our planet and its living beings, we want to reduce the
use of plastic packaging at all levels or completely replace it with environmentally
friendly alternatives. We want to achieve this change through communication, which
influences the decision-making of individuals and the society. What innovative
communication approaches can we use to reduce or stop the use of plastic
packaging by consumers (manufacturers, retailers, and everyone else in society)?”

This challenge was made by ​Komunala Brežice d.o.o.

Brainstorming & Ideas

Brainstorm techniques
● Braindump
● Thinking with a different mind
● Visualizing
● Doom thinking
● Wordly perspectives
● Scamper
● Mindmapping
● Thinking without limitations
● Drive method (convergate method)

Ideas

Braindump
● Prescriptive analytics - no idea how to code this buuut you create identity profiles
whereby an algorithm prescribes what ads etc to display to individuals that would be
most affective to the personality type. Makes it easy to persuade people.
● Force people to not buy plastic.
● App notification everytime you did not buy plastic
● Biodigradable plastic
● Doom like tv commercials “if you buy plastic you are a murderer”
● Companies could pack goods into eco-friendly packagings that would be cheaper
than plastic packagings. Plus would also be an app in which you could see how
much plastic you've reduced with that choice.
● Carbon Powder- reduction of fumes
● App that tracks if you buy ecological products in the store, maybe you get rewards.

Thinking with a different mind

Jon snow: threaten to conquer land if the keep buying plastic,
Melisandre: Manipulate other people through social media so that they don’t buy plastic
products anymore
Yoda: Teach young padawans to not use plastic
Dorothy: Getting all the animals to speak up about how the plastic is badly influencing their
lives.
Rachel:
Spongebob:
Peter Griffin:
Barney:
Random word
Ring: marriage, Target young couples and a new audience. Responsibility, commitment for
the long term, marriage, Diamond, expensive, It shouldn’t be expensive customers.
Snack: Never enough, Quick and easy to use, unhealthy ones like chips, plastic, Colourful ,
homemade. More nutritional value, make the healthy stuff taste better. Don’t use your hands
when eating snacks. Does it have to be plastic? Cardboard.
Money: green -> friendly color, stocks, banks, dollar, Comparison app, compare any product.
Compare stores. Your dad’s wallet.

Scanning barcodes to information about the product for loyalty points. Hope hat stores buy
better products. Buying in bigger bulks so that there’s less transport plastic.

Transport via truck and boat from far away. Too much plastic when you buy online. Now a lot
of cardboard. Clothing stores packages in plastic like Zalando. They should change to
alternatives.

It should be relevant for everyone. The message should be very clear. Every store uses the
same loyalty point system = universal.

A store comparison system that compares different stores based on their ecological
initiative.

A drone service.

Idea pinout
● App that tracks purchases and get loyalty points for it I
● Drone services II
● App that tracks the ecological products I
● Prescriptive analytics III
● App that compares businesses IIII
● One universal app, prescriptive analytics, app that tracks the ecological products
loyalty points.
● Choose your function sign in

Prescriptive analysis

What is the value for combining?

Influence people and let them choose for ecological options. For customers show the stores
nearby with a rating. Use loyalty points to dissuade customers going to bad rated
companies.
A drone service: weather: they can store objects inside them to keep them safe from bad
weather. Using a more ecological drone as a transport option that delivers fast and less
plastic will be used for transportation, but you receive a once off durable box you can
constantly use for deliveries

Prescriptive analysis: Create a profile for different people and divert interest to environmental
friendly products. Advertisements and content displayed on various social media will differ
on an individual level as suited to the identified personality.

We have to communicate to public the way to persuade them to change their mind, to
educate them, to be fun, practical and educative

From Jelle Zandbergen to Everyone: (03:12 PM) I have a tip think about how you get true
information from companies how do you know for sure how they handle plastic waste

Fleshed out idea

Application that measures the use of plastic products of each store to give a rating. Clients
that purchase items can scan them for eco points based on how plastic friendly they are.
There will be an option to view stores nearby so that clients can get a rating of the best
stores in their vicinity. These eco points can be used to redeem discounts for plastic friendly
stores. Customers can leave a review to shape the rating of every store. There will also be a
scoreboard for the people with the most eco points to add competition.

Process
Zapper App> Pay from registered account> Scan Invoice> Identifying Products>
ESP8622(Wifi> Server to broadcast)
Blynk> Update Eco-points> Amount reached = Rewards
First draft
Interface visuals
Business model canvas

Key partners
Our key partners are the companies that participate in the rating system. In order to rate
companies and collect eco points we need to have companies participating in this project.

Key activities
App development: you need to develop an app as a platform to rate companies, upkeep a
community and collect points. It all comes together in the final app.
Database development: in order to be able to rate and collect points you need a decent
database. This will make sure that data is stored and accessible if needed.
Marketing: to keep in contact with companies and customers we need to upkeep a constant
marketing strategie so that we remain known amongst our clientele and kep partners.
Platform management: this concept relies on the upkeep of our platform (the app). The app
is the main focus and couse for our value proposition so it needs to be managed at all times.
Community building: the database of ratings is built on the ratings from individual users.

Key resources:
Databases: we need databases in order
App software
Company agreements
Community

Customer segments
Multi-sided platform consisting of companies and consumers with digital devices. In order for
this concept to work we need customers that use the app and give ratings in order to earn
points and we need companies that want to be rated in order for consumers to get discounts
so they can build their platform.

Customer relationships
Co-creation and automated services.
In order to start the app there needs to be a basic database of knowledge on comapnies. But
to further build that database customers need to give ratings on companies. These rating
affect how much eco-points you can get per company. Customers are creating the database.
This is also a automated service. It is a digital (app) self service concept.

Value proposition.
The application will remain free to download to attract a greater user base.
The users will accumulate eco points through the purchases of eco-friendly goods that they
may then exchange for discounts on environmentally friendly products.
Businesses wanting to enhance reputation may register on this application and be assigned
a customer rating in terms of their compliance in providing eco-friendly products.
This may allow the business to expand their client-base as users wanting to obtain eco
points would gravitate to businesses with high ratings.
Channels
We are going to reach out through social media platforms such as Facebook, Instagram,
Snapchat, etc which will be most effective. Our partnering companies and brands will notify
their customers as well that they will be working with us.
We will be advertising plastic friendly products but the customer is still free to choose
another product apart from those. By scanning the products, we will see whether it’s plastic
friendly or not. Based on how plastic friendly the chosen product is, eco points will be given.
The app will also have a rating system which allows the customers to rate our partnering
brands and companies after purchasing from them. We will also have a small section where
they can rate our app and give feedback.

Cost structure
Our main cost would be app maintenance. We have to provide a salary for the IT service.
Our company is value driven.

Revenue streams
We are aware that most customers will not be willing to pay that’s why we choose to make
the app free. The only sources of revenue that we will have are paid advertisement of
products and getting paid per download from the app store.
Sustainable value chain

People-planet-profit assesment
People:

Our app aims at persuading people to make more ecological decisions. Our app makes sure
that people are actually rewarded for purchasing ecological goods.

Planet:

By persuading people to buy less plastic we could be able to reduce the produce , use and
waste of plastic goods. This will have a positive effect on the planet in the long run.

Profit:

For the companies participating in this concept they will be able to expand their ecological
platform. With a high rating consumers are able to collect more points at a certain company.
The higher the rating the higher the popularity amongst app users. This can create an
increase in profit for those companies. As for the creating company the app hopes to be
profitable and self sufficient with ad revenue.
Marketing Plan
We have to communicate to public the way to persuade them to change their mind

Marketing plan - for users and for companies

Users​:
•All customers who are interested in reducing plastic pollution in EU

Identification of possible objectives

•Increase the number of people who will use this app to reduce plastic packaging use and to
find out which of company’s are the most eco-friendly.

Detailed customer description

•both genders, age 18+, all social statuses /relevant big companies in EU

•modern, healthy lifestyle, nature lovers, animal lovers, vegan…

What are they expecting?
•to easily follow how much plastic is it used to package a goods
buyers who seeking more value for money and want to be the part of change for the earth

Companies -
Big companies - more than 500 employees (Coca cola, Ikea, Unilever, AH, JUMBO, LIDL…)

Defined as accurately and in time as possible

The following goals are​ established in order to sustain:

General
● increase leads - content on social media, keywords/users - posting 3 times per week
● increased brand awareness - run Facebook and Instagram Ads /users - CPC (​Cost per
Click)

Attract big companies to cooperate

● B2B marketing - emailing, phone calling, meetings (presentation)

Specific
- in three months period 5000 users in EU
- in 6 months period 15000 users in EU
- In 3 months period attract 10 big companies
- in 6 months period attract 20 big companies
Social media - Facebook, Instagram
social media is used by a large number of people, including our customer segment. since we
are producing an app. We need to reach the public where they can be found, online.

Posters in shopping streets

The customer segment that we want to reach are 18+ consumers. This app will also be used
while shopping. so to reach the public it is best if we market where we want our users to use
the app. in the shopping streets .
Risk Assessment

SWOT analysis
positive negative

internal strengths weaknesses

- loyal customer base - customer privacy concerns
- store support - technical challenge in
- strong support from key implementing simple and
partners customer friendly search
- engine
-limited access to specific
mobile OS framework

external opportunities threats

-unique selection of goods
and products
-customer loyalty program
-niche cross-platform
frameworks (environmental
problems)
-​Not being approved for a
bank loan or luck of financial
means
-Not being sufficiently liquid
- High competition between
the similar applications
-mobile operating systems
develop themselves in
competitive way

Risks that we will face with:

● high competition between similar applications, such as “Good on you” (significant risk)
● Lack of financial means to enable the setting up of an application (close to critical risk)
● In the long term, users will not be interested in using this app (semi-significant risks)
● Not being sufficiently liquid (significant risk)
● Not being approved for a bank loan (close to critical risk)
● Having insufficient partners (minor risk)

Result:
● the number of application users will decrease
● application will not created
● the number of application users will decrease
● not being able to cover costs
● Having no starting capital
● Not having a lot of products to advertise so less revenue
Solutions for reducing risks:
● make the application more recognizable and interesting for users by advertising it and
● Attract sponsorships interested in setting up an application
● Occasionally introduce new innovative ideas to make app interesting
● ask for governmental subsidies
● crowdfunding
● try to partner up with a lot of brands and companies

Risk Severity Likelihood risk assessment

(25max)

High competition 3 4 12

Lack of financial means 4 5 20

In long term not interested to use 3 3 9

an app

Not being sufficiently liquid 3 4 12

Not being approved for a bank loan 4 5 20

Having insufficient partners 2 3 6

Risk Risk rating Solutions

Severity Likelihood

Lack of financial 4 5 Attract sponsorships interested in setting

means up an application

High competition 3 4 make the application more recognizable

and interesting for users by advertising it

Not being sufficiently 3 4 ask for governmental subsidies

liquid

In long term users are 3 3 Occasionally introduce new innovative

not interested to use ideas to make app interesting
an app

Having insufficient 2 3 try to partner up with a lot of brands and

partners companies
Financial Plan