The Humanitarian Centre | Cambridge | 22 March 2014

The Fairtrade Foundation

Team: Alexey BannykhArmando CarloneZaria GorvettMarco LiberatiClaudia-Gabriela MitrofanStephen UptonVictor Wong

Mentor: Sue Bentley

Fair terms of trade for farmers and

workers in the developing world

Better prices

Local sustainability

Decent working conditions

Fairtrade is about

ChallengeLevel of general awareness about Fairtrade concept 90%Level of interest 70%

How can we translate this into increased sales?

- lack of fairtrade product availability in supermarkets- poor visibility of Fairtrade products

600 towns1000 schools170 universities7000 faith groups

Targets we are addressing

- Increase the visibility and sale of Fairtrade products and the impact of the concept

- Find a platform that can be easily promoted to the general public

Online platforms for food industries

consumerThere are also procurement platforms for organisations and businesses!

260M

120M

50M

unique monthly visitors

User demographics and statistics

http://blog.spotistic.com/infographic-who-is-the-average-foursquare-user/

the way we see it working

Platform partnership benefits and impact

Increased brand visibilityaccess to new social groupsUp/cross sell of the Fairtrade productsMapping locations of Fairtrade retailers Increased availability feedback system to fuel discussionsMobile presence

Thank you!

The Humanitarian Centre | Cambridge | 22 March 2014

The Fairtrade Foundation

Team: Alexey BannykhArmando CarloneZaria GorvettMarco LiberatiClaudia-Gabriela MitrofanStephen UptonVictor Wong

Mentor: Sue Bentley

We need to make more Fairtrade products available and establish desire for them by increasing demand. It will empower disadvantaged farmers and workers.

What people think…. (it is not some outdated web stats)

17 people aged 22-43 asked to give their opinion on this novel platform

-16/17 are already using platforms such as Foursquare/Tripadvisor,etc and are familiar with the app

- 15/17 said that they would use this feature (mentioning that it needs to be user-friendly and at no cost)

-2/17 people said that would not be encouraged by such a platform to buy Fairtrade

-Would prefer to have the option of leaving feedback if they actually found Fairtrade products at the place they visited

Location-based commerce is undergoing rapid growth

Foursquare had amassed 45 million users and 5 billion check-ins as of December 2013

1.5 million business pages across 120 countries

Free app

Businesses can register to make their locations searchable

Potential customers “check in”- share information about where they are- to receive pop-up notifications of location-based, crowd-sourced tips, such as where to find the best coffee.

To a retailer, Foursquare is a marketing tool which increases visibility to potential customers.

To the public, Four Square is a social network which provides deals and recommendations

Diverse range of users (ethnicity, age, gender).

user demographics and activities

Austin&Williams 2011 UK (weareapps 2013)

Spotistic 2013

Significant portion of 30-49 population+ Increasing users base

PewResearch Sept 2013

31.7 mil. smartphone users x 74% = 23.5 mil targeted through comprehensive campaign (UK)

Yelp

120M

Tripadvisor

62M

Foursquare

~45M*

*Estimated:Foursquare:http://www.quora.com/Foursquare/How-many-daily-active-and-monthly-active-users-does-Foursquare-have-on-each-of-the-web-and-mobilehttp://www.appmtr.com/facebook/app/86734274142-foursquare/

Yelp:http://www.yelp-ir.com/phoenix.zhtml?c=250809&p=irol-irhome

Tripadvisor:http://www.forbes.com/sites/greatspeculations/2013/03/08/heres-why-we-believe-tripadvisors-user-base-will-continue-to-climb/

Worldwide Monthly Active Users (MAU)