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Granjeo.es	
  

brings	
  the	
  social	
  experience	
  of	
  food	
  
   purchase	
  to	
  the	
  online	
  grocery	
  
                   shopping.	
  	
  
what	
  we	
  did	
  so	
  far	
  
•  	
  research	
  on	
  problems	
  of	
  food	
  distribu:on	
  in	
  
   SPAIN	
  
   -­‐two	
  online	
  customer	
  discovery	
  surveys	
  for	
  
   end	
  customers	
  	
  
   -­‐one	
  face-­‐to-­‐face	
  interview	
  with	
  a	
  farmer	
  	
  
   -­‐one	
  survey	
  for	
  face-­‐to-­‐face	
  interviews	
  with	
  
   farmers	
  (data	
  acquisi:on	
  is	
  right	
  now)	
  	
  
   -­‐es:mated	
  business	
  market	
  size	
  in	
  two	
  
   different	
  scenarios	
  for	
  our	
  business.	
  
what	
  we	
  learned	
  so	
  far	
  
•  Non-­‐organic	
  produce	
  is	
  difficult	
  to	
  TRACE.	
  
•  ca.	
  60%	
  of	
  all	
  surveyees	
  state	
  they	
  WOULD	
  buy	
  
   local	
  or	
  organic	
  produce	
  ONLINE	
  it	
  they	
  were	
  
   CHEAPER.	
  
•  Those	
  who	
  currently	
  do	
  NOT	
  BUY	
  organic	
  
   produce	
  would	
  NOT	
  buy	
  organic	
  produce	
  ONLINE	
  
   even	
  if	
  it	
  was	
  cheaper.	
  Price	
  does	
  not	
  seem	
  to	
  be	
  
   the	
  hindering	
  factor	
  for	
  not	
  choosing	
  organic	
  
   produce.	
  	
  
•  Those	
  who	
  currently	
  DO	
  buy	
  organic	
  produce	
  
   would	
  buy	
  it	
  online	
  if	
  it	
  was	
  cheaper.	
  
what	
  we	
  learned	
  so	
  far	
  
•  Although	
  the	
  vast	
  majority	
  of	
  end	
  customers	
  
   answered	
  that	
  QUALITY	
  is	
  their	
  main	
  criterion	
  for	
  
   selec:ng	
  fruit	
  and	
  vegetables,	
  only	
  30%	
  of	
  them	
  
   chooses	
  ORGANIC	
  products	
  (for	
  many,	
  the	
  reason	
  
   being	
  the	
  too	
  high	
  price).	
  
•  The	
  vast	
  majority	
  shops	
  always	
  in	
  the	
  same	
  shop.	
  
   When	
  asked	
  why,	
  many	
  men:on	
  loyalty	
  and	
  
   trust.	
  They	
  trust	
  that	
  their	
  loyalty	
  to	
  one	
  shop	
  will	
  
   reward	
  them	
  with	
  products	
  selected	
  by	
  the	
  
   grocer	
  especially	
  for	
  them.	
  	
  
Our	
  Hypothesis:	
  
•  In	
  our	
  opinion	
  their	
  trust	
  in	
  the	
  grocer,	
  among	
  
   other	
  reasons,	
  compensates	
  for	
  the	
  lack	
  of	
  
   traceability	
  of	
  non-­‐organic	
  products.	
  	
  
   This	
  would	
  also	
  explain	
  why	
  these	
  customers	
  
   are	
  reluctant	
  to	
  buy	
  online,	
  while	
  on	
  the	
  other	
  
   side,	
  people	
  who	
  eat	
  organic	
  food	
  are	
  more	
  
   open	
  to	
  e-­‐commerce	
  solu:ons,	
  as	
  in	
  this	
  case	
  
   it	
  is	
  the	
  product	
  itself	
  that	
  provides	
  them	
  with	
  
   extensive	
  traceability.	
  
What	
  our	
  research	
  tells	
  us…	
  
•  In	
  Spain	
  there	
  are	
  a	
  few	
  websites	
  that	
  aim	
  at	
  connec:ng	
  directly	
  
   farmers	
  to	
  their	
  end	
  users.	
  	
  
•  They	
  limit	
  mainly	
  to	
  offering	
  e-­‐commerce	
  solu:ons	
  	
  to	
  individual	
  
   end	
  users	
  rather	
  than	
  purchasing	
  groups..	
  
•  	
  They	
  seem	
  to	
  have	
  a	
  limited	
  success.	
  	
  
•  We	
  found	
  only	
  one	
  website	
  that	
  is	
  fairly	
  similar	
  to	
  what	
  we	
  plan	
  to	
  
   do.	
  We	
  believe	
  however	
  that	
  the	
  implementa:on	
  of	
  the	
  interface	
  is	
  
   poor.	
  	
  
•  The	
  fact	
  that	
  these	
  websites	
  exist	
  is	
  a	
  PROOF	
  that	
  the	
  problem	
  does	
  
   exist	
  and	
  someone	
  is	
  already	
  trying	
  to	
  solve	
  it.	
  	
  
•  Clearly	
  the	
  tradi:onal	
  solu:on	
  of	
  food	
  distribu:on	
  with	
  many	
  
   intermediaries	
  INCREASES	
  PRICES	
  without	
  on	
  the	
  other	
  end	
  
   providing	
  us	
  with	
  product	
  TRACEABILITY.	
  
The	
  farmers’	
  point	
  of	
  view	
  
                 (preliminary	
  data)	
  
•  Many	
  coops	
  are	
  currently	
  struggling	
  to	
  
   compete	
  with	
  cheaper	
  imported	
  goods.	
  	
  

•  	
  Therefore	
  they	
  are	
  interested	
  in	
  a	
  pla`orm	
  
   that	
  helps	
  them	
  sell	
  their	
  produce,	
  especially	
  
   on	
  a	
  local	
  scale.	
  	
  
We	
  believe	
  that	
  
•  	
  traceability	
  is	
  a	
  crucial	
  aspect.	
  	
  
•  	
  people	
  value	
  the	
  human	
  experience	
  of	
  buying	
  
   their	
  food.	
  	
  
•  We	
  need	
  to	
  provide	
  the	
  social	
  experience	
  of	
  food	
  
   purchase	
  to	
  the	
  online	
  shopping.	
  	
  
•  In	
  order	
  to	
  gain	
  the	
  trust	
  of	
  the	
  end	
  users,	
  
   farmers	
  must	
  be	
  seen	
  'accessible'.	
  	
  
•  The	
  internet	
  is	
  the	
  best	
  instrument	
  to	
  cancel	
  the	
  
   distance	
  between	
  the	
  farmers	
  and	
  their	
  
   customers.	
  For	
  all	
  of	
  the	
  above	
  we	
  are	
  convinced	
  
   in	
  pursuing	
  this	
  idea	
  further.	
  
Conclusion	
  
•  For	
  all	
  of	
  the	
  above	
  we	
  are	
  convinced	
  in	
  
   pursuing	
  this	
  idea	
  further.	
  

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Oap

  • 1. Granjeo.es   brings  the  social  experience  of  food   purchase  to  the  online  grocery   shopping.    
  • 2. what  we  did  so  far   •   research  on  problems  of  food  distribu:on  in   SPAIN   -­‐two  online  customer  discovery  surveys  for   end  customers     -­‐one  face-­‐to-­‐face  interview  with  a  farmer     -­‐one  survey  for  face-­‐to-­‐face  interviews  with   farmers  (data  acquisi:on  is  right  now)     -­‐es:mated  business  market  size  in  two   different  scenarios  for  our  business.  
  • 3. what  we  learned  so  far   •  Non-­‐organic  produce  is  difficult  to  TRACE.   •  ca.  60%  of  all  surveyees  state  they  WOULD  buy   local  or  organic  produce  ONLINE  it  they  were   CHEAPER.   •  Those  who  currently  do  NOT  BUY  organic   produce  would  NOT  buy  organic  produce  ONLINE   even  if  it  was  cheaper.  Price  does  not  seem  to  be   the  hindering  factor  for  not  choosing  organic   produce.     •  Those  who  currently  DO  buy  organic  produce   would  buy  it  online  if  it  was  cheaper.  
  • 4. what  we  learned  so  far   •  Although  the  vast  majority  of  end  customers   answered  that  QUALITY  is  their  main  criterion  for   selec:ng  fruit  and  vegetables,  only  30%  of  them   chooses  ORGANIC  products  (for  many,  the  reason   being  the  too  high  price).   •  The  vast  majority  shops  always  in  the  same  shop.   When  asked  why,  many  men:on  loyalty  and   trust.  They  trust  that  their  loyalty  to  one  shop  will   reward  them  with  products  selected  by  the   grocer  especially  for  them.    
  • 5. Our  Hypothesis:   •  In  our  opinion  their  trust  in  the  grocer,  among   other  reasons,  compensates  for  the  lack  of   traceability  of  non-­‐organic  products.     This  would  also  explain  why  these  customers   are  reluctant  to  buy  online,  while  on  the  other   side,  people  who  eat  organic  food  are  more   open  to  e-­‐commerce  solu:ons,  as  in  this  case   it  is  the  product  itself  that  provides  them  with   extensive  traceability.  
  • 6. What  our  research  tells  us…   •  In  Spain  there  are  a  few  websites  that  aim  at  connec:ng  directly   farmers  to  their  end  users.     •  They  limit  mainly  to  offering  e-­‐commerce  solu:ons    to  individual   end  users  rather  than  purchasing  groups..   •   They  seem  to  have  a  limited  success.     •  We  found  only  one  website  that  is  fairly  similar  to  what  we  plan  to   do.  We  believe  however  that  the  implementa:on  of  the  interface  is   poor.     •  The  fact  that  these  websites  exist  is  a  PROOF  that  the  problem  does   exist  and  someone  is  already  trying  to  solve  it.     •  Clearly  the  tradi:onal  solu:on  of  food  distribu:on  with  many   intermediaries  INCREASES  PRICES  without  on  the  other  end   providing  us  with  product  TRACEABILITY.  
  • 7. The  farmers’  point  of  view   (preliminary  data)   •  Many  coops  are  currently  struggling  to   compete  with  cheaper  imported  goods.     •   Therefore  they  are  interested  in  a  pla`orm   that  helps  them  sell  their  produce,  especially   on  a  local  scale.    
  • 8. We  believe  that   •   traceability  is  a  crucial  aspect.     •   people  value  the  human  experience  of  buying   their  food.     •  We  need  to  provide  the  social  experience  of  food   purchase  to  the  online  shopping.     •  In  order  to  gain  the  trust  of  the  end  users,   farmers  must  be  seen  'accessible'.     •  The  internet  is  the  best  instrument  to  cancel  the   distance  between  the  farmers  and  their   customers.  For  all  of  the  above  we  are  convinced   in  pursuing  this  idea  further.  
  • 9. Conclusion   •  For  all  of  the  above  we  are  convinced  in   pursuing  this  idea  further.