The Problem
Keep Virginia Beautiful (KVB) faces a lack of financial resources. Their primary source of income is derived through a contract with the Virginia Department of Transportation (VDOT) for the Adopt-A-Highway program, which is renewal-based.
User Research
According to Nielsen, nearly half of all consumers in the United States (48%) reported that they plan on amending their shopping habits to reduce negative impacts on the environment. Since 2014, growth of 20% for sustainability focused product sales have pushed companies to expand their offerings. Interestingly, attitudes toward sustainability preferences are highly driven by consumer age groups. Of millennials surveyed, 75% said they were aiming to re-focus their habits based on concern for the environment.
Market Potential
Cost of Certification (based on size of business)
Under 100 employees - $500
Between 100 and 500 employees - $2,000
Over 500 employees - $4,000
Serviceable Available Market:
Small businesses in Virginia: 723,962
Year 1:
10-100 employees - 1% of 59,365 (8.2% of 723,962) = 594 x $500 = $296,825
100-500 employees - 1% of 5,213 (0.72% of 723,962) = 52 x $2,000 = $104,000
Over 500 employees - 1% of 1,738 (0.24% of 723,962) = 17 x $4,000 = $68,000
The Recommendation
Creating a certification program for businesses interested in improving their sustainable image will allow Keep Virginia Beautiful to increase awareness and opportunities for funding. The certification would be comprised of: participation in the Adopt-a-Highway program (with cleanups once per quarter), documentation of access to recycling for employees, and documentation of cigarette-butt receptacle placement in outdoor congregation areas.
Creating a certification program for businesses interested in improving their sustainable image will allow Keep Virginia Beautiful to increase awareness and opportunities for funding. The certification would be comprised of: participation in the Adopt-a-Highway program (with cleanups once per quarter), documentation of access to recycling for employees, and documentation of cigarette-butt receptacle placement in outdoor congregation areas.
Website Re-Design
A website re-design with an intuitive user-interface will help users navigate the trash documentation pages and access information more easily.
Old Site:
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New Site:
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A website re-design with an intuitive user-interface will help users navigate the trash documentation pages and access information more easily.
Old Site:
New Site:
