VCW for Cartão Solidário: Expanding Client Base and Corporate Partnerships
Leveraging supermarket partnerships to enhance the Cartão Solidário's reach and impact.
What is the best strategy to attract more clients and hence more companies?
This project utilizes the Value Creation Wheel (VCW) framework to develop a strategy for Cartão Solidário to attract more clients and corporate partners. The focus is on leveraging supermarket partnerships to enhance the card's reach and impact.
Overview:
Cartão Solidário is a discount card that donates a portion of each purchase to four charitable organizations. The challenge is to attract more clients and corporate partners to increase the card's reach and impact. The team applied the VCW, focusing on defining the problem, generating ideas, selecting criteria, narrowing down solutions, and developing a prototype.
Phase 1: Discovering Value
Diagnostic: Analysis of Cartão Solidário's operations, market, and competitor landscape.
Frameworks: 5 Whys analysis, TOWS analysis.
Stakeholders: Customers, partner companies, NGOs, and key decision-makers.
Challenge Definition: "What is the best strategy to attract more clients and hence more companies?"
KPIs: Project input, process, output, and company outcomes.
Phase 2: Creating Value
Idea Generation: Brainstorming and stakeholder feedback to generate solutions.
Criteria Development: Technology-based, B2C, product-related, and Portuguese companies.
Purification: POKA method to refine ideas and criteria.
Phase 3: Assessing Value
Idea Selection: Prioritized ideas based on impact and feasibility.
Criteria Selection: Must-have and good-to-have criteria.
Criteria Ranking: Ranking of criteria based on importance.
Phase 4: Narrowing Down and Creating Concepts
Value Creation Funnel: Application of filters to solutions.
Final Solutions: Supermarket partnerships and attracting new corporate partners.
Concepts:
Supermarkets selling Cartão Solidário.
Co-branded cards with supermarkets.
Prototype:
Partnership with supermarkets to sell and promote Cartão Solidário.
Customers can get the card for free with supermarket discounts or pay an annual fee for additional discounts.
Phase 5: Consolidating Value
Implementation: Partnership agreements with supermarkets.
Monitoring: Tracking KPIs related to card sales and usage.
Optimization: Continuous improvement based on performance data.
Key Takeaways:
Supermarket partnerships can significantly increase Cartão Solidário's reach.
Co-branded cards enhance brand visibility and customer loyalty.
Clear value proposition is crucial for attracting corporate partners.
Data-driven decision-making is essential for optimizing marketing efforts.
Continuous feedback from stakeholders is invaluable.
Conclusion:
By implementing these strategies, Cartão Solidário can effectively attract more clients and corporate partners, expand its market presence, and increase its impact on charitable organizations.