OpenIDEO is an open innovation platform. Join our global community to solve big challenges for social good. Sign Up / Login or Learn more

a new business model to generate less plastic waste

make a simple change in the ordering system (APP) to eliminate the waste before the waste happens:

Photo of Jackie

Written by

 This is raw material idea i have submitted. i hope to keep this document, its formate and editing looks not super good, but it illustrates clearly what the problems are in the old APP design.  The concrete and further tested document, please refer to the document I submitted during answering the refinement questions.

Idea Title

We have a waste world with pollution, because they have a waste business model. To generate less plastic waste, we need a green APP.

Company / Organization Name

MAHANES CONSULTING AND HAPPINESS100

Website

www.m-consulting.top www.happiness100.org

Where are you / your team located?

Shanghai, China.

How does this Idea redesign unrecyclable small format plastic items that often end up as waste?

A new strategy: No need, No waste; Buy your needs; Disposable items are optional to be bought.

Which use cases does your Idea apply to?

Apply to Case 3: Straws and take-away co ee lids. In order to see how the current business model creates the waste, I ordered the food, and we will see very clearly how the waste was produced: disposable items such as spoons and straws are automatically included, and charged by restaurants. Actually I do not need these chopsticks and spoons(see pics in the attachment). BTW, a stunning number: only in China, one food delivering company(ele.me) alone serves 40,000,000 people within one day.

In what geographical context or area does your Idea plan to operate / solve?

my calculation of tax write off for take-away industry is based the date in China. It is 104,285,714 RMB(15,682,062 USD), but this idea plan absolutely operates globally, and can generate more tax write off, so as to encourage companies to do so.

How do you envision scaling up your Idea?

Will scale this new model to the online food-ordering industry, such as ele.me, swiggy, tinyowl, devFood, KFC, Panda Express, Munch, YOYO, meituan, yelp etc across the global. All these APPs exist in different countries. Tons of waste were created because of the default ordering process, which either to make customers pay to create waste, either to just create waste by giving customers the spoon/chopsticks/disposable fork/straw which customers do not really need them when ordering at home.

At what stage of development is your Idea?

  • Research & Early Testing: You are exploring an idea, gathering inspiration and information needed to test it with real users.
  • Prototyping: You have conducted some small tests or experiments with prospective users and will continue developing idea through these tests.

Please describe how becoming a Top Idea and working with the Think Beyond Plastics Accelerator Program will help to accelerate your solution.

My goal is to have all the major players to add one small feature in their APPs, so that customers can have their own choice to avoid the unnecessary waste, or can have the willingness to donate the money to charities since the disposable items have already been charged on customers. This is a hands one practice. The top mission is to work with Think Beyond Plastics Accelerator Program to create a standard for this industry(and its APP), so as to eliminate plastic waste from the very beginning.

Please describe from where your Idea emerged

A real story from my food-ordering experience. The unnecessary spoons and chopsticks are real waste because I have been charged by the restaurant up front but I do not have the right to make my own choice. Since I order the food, and it was delivered to home, and I do not need the spoons and chopsticks(for both sanitation and environment friendly concerns), but I still pay for it. As a result, I become a bad man together with the restaurant to produce waste for our planet.

Tell us about your work experience

I worked in graphic design, product innovation, process innovation, and marketing communication field; Also, worked in USA; holding an MBA degree from University of California San Diego.

Please describe, in detail, your business model and how you intend to test and iterate this model.

- This is how we can came up and calculated the tax write off for companies' tax payment. - Solution 2 with a donation strategy will not create much efforts for the industry to make a change, but just one more step of APP design change, that said, to really put circular design in the APP design. - With the tax deduction, the company has a huge incentive to make the change, not only for profits concern, but also for a CSR concern.

Please explain how your innovation will work within, potentially improve, and provide benefit to the plastics system.

This innovation involves customers, restaurants, and the take away companies. We built up a system to reduce plastic waste. The only thing need to do: 1. take away companies take the circular design approach to add one more step. 2. customers pay the same with a green concern, and attitude of entertainment to do so. 3. restaurant needs less time to put disposable items in the delivering bag. 4. in this system, everyone wins.

Please describe, in depth, how your solution will reduce the overall environmental footprint of packaging.

Since we convert the old business model and old APP design, to a new business model and new APP design, we will not create environmental footprint of packaging, there is no much to describe for this question.

Please outline how your design, material, and delivery choices will influence price, and how you intend to address the price increase that may result from this solution.

With the second solution of donation approach, we will not affect the price. Customers pay the same. It will not increase price, and it will decrease the labor cost for the restaurant because of not to put disposable items into the delivering bags. It will not increase the price, and it will add more profits for take away company because of the interests from the bank.(think about putting 15,682,062 USD fund in the bank)

Please explain how your solution will impact user behavior, and what design considerations you've included to ensure easy and intuitive interactions with your Idea. 

This solution will not affect the UX too much, just with a more step to choose with at most three 3 seconds.

Please describe how you intend to use the prize funding, if selected as a Top Idea. Be specific.

To connect with industry KOI (key opinion leader), either fly to other cities or countries, to persuade them to adapt to this new business model and new APP design; To create more buzz for it, and publish on newspaper, website and social media.

Attachments (1)

a new business model to generate less plastic waste.pdf

This is raw material idea i have submitted. i hope to keep this document, its formate and editing looks not super good, but it illustrates clearly what the problems are in the old APP design. The concrete and further tested document, please refer to the document I submitted during answering the refinement questions.

33 comments

Join the conversation:

Comment
Photo of Agaba Peter
Team

Good work keep u

Photo of Jackie
Team

thanks @ Agaba Peter

Photo of Agaba Peter
Team

welcome

Photo of DeletedUser
Team

DeletedUser

Good work Jackie . Keep it up

Photo of Jackie
Team

thanks @shamin nabuuma

Photo of Marisa_A null
Team

Jackie . We encountered a similar thought whilst developing our idea! Our thoughts are the same as yours. but we are looking at it from the customer's perspective and their perception of the experience. We thought rather than charge people, they get a discount...so the price displayed would automatically include the disposables (unless they were already part of our scheme), and then as they reduced the number of items they wanted (chopsticks, condiments) the price would decrease! We felt it was a difficult choice to make between adding to the final bill vs reducing the final bill. As customers we thought that it might be a better customer experience to see your price go down (reward) for not taking unwanted single use plastic) and the joy of a lower price rather than a punishment (price increases) as you add the items you need..
We weren't sure which was a better approach..! Overall also a really simple solution. Make us wonder why it isn't common place yet if we are trying to reduce the unnecessary plastic we use.

Photo of Jackie
Team

Marisa, thanks for sharing your thoughts about this. Your thought is another option to tackle this problem with an incentive. I think it is also very good. Why didn't online food delivering companies take this method? I think there is no much incentive for them, and they probably do not have a CSR concern in mind. In order to co-work with them, I proposed the charity idea, which will not reduce their profits, meanwhile give them the opportunity to do CSR. In the old model, if customers are charged for like 2 dollars for the disposable items, actually the cost for the items are way less, that being said, restaurants and take away companies make profits by selling disposable items. I also hope my solution will really tackle their concern, and make a change for this industry. Thanks again, Marisa, lets keep in touch to see how this evolves.

Photo of Jackie
Team

Share a news about disposable plastic items.
Seattle to Ban All Plastic Straws, Utensils in Restaurants in 2018.
 Lauren Ito Kate Rushton 
- Plastic straws and utensils will be banned from Seattle restaurants beginning June 2018, when an ordinance first passed in 2010 takes effect.
- The measure will make Seattle the first US city to enact a ban on plastic straws, putting it at the forefront of a global movement that aims to remove plastic from global supply chains because of its many environmental impacts.
- more at https://www.globalcitizen.org/en/content/seattle-restaurants-ban-plastic-straws-utensils/

Photo of Lauren Ito
Team

Hi Jackie,

We have received your Refinement Phase Submission Questions! Just a friendly reminder that the Phase closes tonight, August 31st at 11:30 p.m. PT. so please update your contribution on the platform before the deadline.

Thank you for all your work this Refinement Phase and for being member of the OpenIDEO Community!

Photo of Jackie
Team

Lauren,
Thanks or reminding. I did not find the edit button for updating contribution of the idea I submitted before. Would you please further advise?

Photo of Lauren Ito
Team

Jackie,

Please edit the contribution you are currently commenting on. The link is https://challenges.openideo.com/challenge/circular-design/refinement/a-new-business-model-to-generate-less-plastic-waste

Best,

Lauren

Photo of Jackie
Team

thanks Lauren.

Photo of Lauren Ito
Team

You're welcome!

Thanks for all your hard work!

Photo of Jackie
Team

For those who have interests in this business model, we have gone deeper to online food delivering industry, and we prefer to the second solution(tax deduction and donation) in my idea, and have just updated some data according to further research.

With a conservative estimate that 2% of online-food orders are delivered to homes, and the disposable items are valued at 0.25RMB (0.04 USD) (according to the e-commerce website www.tmall.com), then a total tax write off for take away companies will be 104,285,714 RMB
that is 15,682,062 USD (use currency: 6.65).

Don't forget that this is just in one country. When applied in a worldwide scale or to be applied as an industry standard, then the money saved for companies, and the money donated to charities will be phenomenal.

If anyone are interested in this , and want to make an impact to change the world be a greener and more sustainable place, please feel free to drop me a line. I look forward to hearing from you.

Sincerely yours,
-- Jackie

Photo of Henning
Team

Hey Jackie,
I read your idea submission with a lot of interest and I am convinced that this could be a solution for reducing waste on a bigger scale. I heard about disposable cutlery, boxes and cups are during trips to the USA, probably the country where FastFood is most popular. I believe your approach is the right one to tackle this issue. However I could imagine an even wider view, such as a global initiative could reduce waste on an even bigger scale. The problem is that only a few restaurants or chains are committed to implement disposable items. Especially market leaders in the industry such as McDonalds, KFC, Subway, Starbucks & BurgerKing could engage together in implementing disposable items for a sustainable future. Sustainability management is an essential part of successful current businesses and is getting more attention of stakeholders. An initiative or a corporation could also convince smaller restaurants to participate in implementing disposable items. This could start a new movement. Thanks for your engagement!

Photo of Jackie
Team

Hey Henning,
Thanks for your interest and time to read my submission. You are right, this is a worldwide problem and if we can make it happen in the real business world (the 2nd solution in my proposal), especially for those industry leaders such as McDonalds, KFC, Subway, Starbucks & BurgerKing in USA, Eleme and Meituan Dianping in China, and others countries, then it will be better off for customers (charity concern and kindness), restaurant(CSR concern), online food delivering companies(CSR concern and tax deduction), shareholders who care about circular economy, and charities(will get denotations). With that our world will be a way greener and sustainable place. Just let you know, till today, I have sent my proposal to big companies such as Eleme, and Meituan Dianping in China. Hope a first try will be good for future impact. Let's see how it evolves. Thanks.

Photo of Kate Rushton
Team

Hi Jackie!

There are 7 days left in the refinement phase.

If there is key information in the comments on your idea submission, I recommend that you move them to the main body of your idea submission before the cut-off time.

I just want to remind you that the deadline to complete the Refinement Questions via the online submission form is August 31 at 11:30 p.m. Pacific Time.

Photo of Jackie
Team

Hey Dear Kate, thanks for your kind reminding. Do I need to update my idea documents here, or just fill the refinement phase questions.

Photo of Jackie
Team

actually i went deeper for the ideas and talked with a larger audience, and found that the second option is better, because this solution will not reduce take-away company's profits, and meanwhile can write off its tax (tax deception will be up to 10 millions dollars), and what' more it will also boost its CSR brand reputation.

Photo of Kate Rushton
Team

HI Jackie!

The key 'must do' is to fill out the refinement questions. A link to the form is included in the email that was sent to you. If you want me to resend it, send me an email - krushton@ideo.com

The judges will be looking at both the idea post and the refinement questions. It would be great to see information like this on your idea post - 'actually i went deeper for the ideas and talked with a larger audience, and found that the second option is better, because this solution will not reduce take-away company's profits, and meanwhile can write off its tax (tax deception will be up to 10 millions dollars), and what' more it will also boost its CSR brand reputation' so you can get feedback from the OpenIDEO community on the updates to your idea.

Also, if someone only has a few minutes to look at your idea, they may miss out on key information in the comments section. It would be a shame for someone to miss some important information.

Have a lovely weekend, Jackie!

Photo of Jackie
Team

Hey Kate, thanks for the prompt reply.

In China, online food delivering company serves 50,000,000 people within one day. If 1% goes to home, then the plastic spoons, forks, straws & chopsticks are real waste (people who use their own spoons and forks at home, because it is clean and sanitary). If the wasted plastics are priced at 0.1 RMB(A very conservative estimate) for each order, then tax deduction (the charity solution in my idea) for the take-away APP company will be at least 20,857,122 RMB=3,131,700USD. This is a huge incentive for them to take action.

A recent news about an M&A in China: China food delivery service provider Ele.me has merged with Baidu’s food and beverage delivery service Baidu Waimai this week. The deal is valued at around US$500 million. China online-to-offline market size is expected to surge 76 percent from a year ago to 978 billion yuan (US$144 billion) by the end of 2017.

By the end of last year, Ele.me and Baidu Waimai were ranked as the first and third largest food delivery apps in China, with 36.5 percent and 17.3 percent market share respectively while Meituan Dianping came in second with 33 percent share.

So, I tried every chance to reach to these two major players, and today just sent my proposals to Chief Operating Officer of ele.me through one of my friends to see how it evolves. As to Meituan Dianping, I am still trying to have a lead to contact.

In other countries such as in USA (Yelp, Grubhub), this solution applies too. If more company does this, we will make the world a better and greener place.

Photo of Kate Rushton
Team

Hi Jackie!

Welcome to the refinement phase!

What assumptions are you making with this app in terms of roll out and scaling?

There are a few ideas from previous challenges that you may want to look for inspiration in prototyping your idea:

Go-between (A crowdsourcing app to allow food-packaging designers to collect in-depth insights from users) from the food waste challenge
https://challenges.openideo.com/challenge/food-waste/refinement/go-between-get-involved-and-let-s-reduce-food-waste - has a good example of a digital prototype and user testing under the heading (see the section DIGITAL PROTOTYPE (APP))

You might also want to look at Stair Walker in the fall prevention challenge. It is a very different idea. However, the videos of the users testing the idea and giving feedback is interesting - https://challenges.openideo.com/challenge/fall-prevention/finalfeedback/stairwalker

How might you prototype and collect feedback on your idea?

I just want to remind you that the deadline to complete the Refinement Questions via the online submission form is August 31 at 11:30 p.m. Pacific Time.

Photo of Jackie
Team

Kate Ruston Thanks again Kate. Will look into it and update the refinement materials. Have a nice weekend.

Photo of Jackie
Team

Hi Everyone, please see details by clicking ATTACHMENTS(1) on the bottom left on this webpage, and feel free to leave your messages here. I will answer your questions or queries at appropriate time.

Photo of Kate Rushton
Team

Who would you like feedback from? Are there certain types of people or people living in certain geographies that might be particularly relevant to your idea?

Photo of Jackie
Team

I would like to get feedback from businessmen, especially from takeaway APP companies. I am reaching to the people who are top management in those companies here in China, like Ele.me, Meituan, Dazhongdianping, Baidu Waimai, etc. But haven't get any feedback. I also contacted with William Morris here in Shanghai, and look forward to meeting him and discuss this more in details. He said he already passed along my idea to his friend who is working in Ele.me. PS: ele.me alone serves 40,000,000 people within one day. If you have leads in other countries, please feel free to pass around the idea to them to see how they are interested in it. I will appreciate it.

Photo of Kate Rushton
Team

Khuyen Bui Gia - if you have a free moment, would you look at the two options for the app in the attachment. Which one is easier to implement and the lowest lift?

Photo of Jackie
Team

the waste was produced b/c the business model itself produces waste. it is the outcome of the old model, now we need to change a bit and our planet greener����������������

Photo of Kate Rushton
Team

Hi Jackie,

It is good to have you in the challenge.

Have you been able to share your idea with an app developer or a restaurant owner? It might be interesting to know their feedback and what option is preferable/easiest to implement for their perspective.

If you are based in Shanghai, you might want to check out the OpenIDEO Shanghai Chapter who are also involved in this plastics challenge - https://beta.openideo.com/chapters/35 I am tagging William Morris here because I believe they are also working on takeaway apps.

There is a research post by Karla Solares that you might want to check out - A life full of … polymers? . It is about the plastic packaging she observed in a fast food restaurant in Mexico.

Would you look at the use cases and highlight which ones are addressed by your idea - https://d3gxp3iknbs7bs.cloudfront.net/attachments/d7cfea9d-b5a2-4ce3-a8de-3e518a3c4b67.pdf ?

Photo of Kate Rushton
Team

Also, if you are on LinkedIn, you might want to join the Circular Design Guide group - https://www.linkedin.com/groups/8585051. This group is about design & the circular economy. It's run jointly by IDEO and the Ellen MacArthur Foundation.

Photo of Jackie
Team

Thanks a lot Kate for your kind suggestion, and I will definitely contact William to see how this will evolve.

Photo of Jackie
Team

Kate, my request submitted:) thanks for the information.

Photo of Jackie
Team

Hey Kate, it applies to Case3: Straws and take-away coffee lids. It has been updated in my submission. Thanks again for the input. Cheers!