BUSM 2309 Social Entrepreneurship Ang Hui Ting Jaslin (S3249621) Chin Kaile () Wong EeEn ()

BUSM 2309 Social Entrepreneurship

Executive Summary
This report consists of the research and analysis performed in relation to ProjectHappyFeet (PHF) and their current promotional tools. The findings have been presented using a SWOT analysis, PEST analysis and the marketing mix that includes product, place, promotion and price. We have drawn upon these results in order to conceive a marketing plan that aims to increase public awareness for ProjectHappyFeets annual event, PHF Slipper Race.

From the interview conducted with the founding member and director of communications and outreach, Mr Terence Quek, we came to understand that ProjectHappyFeet wanted to increase their visibility to the public eye and that currently their focus is aimed towards getting 8000 people to take part in the slipper race and to get more volunteers to help out in the day-to-day operations of the organisation. After looking into their past and current events, we found the need to further promote their annual event, The PHF Slipper Race.

Our recommendation aim to help ProjectHappyFeet market their annual event so as to reach out to a wider target audience. To create more awareness, we decided to use the social media Facebook to reach out to the younger crowd. A video showing a small group of people walking around barefooted will be created and shared on Facebook to generate buzz leading up to the Slipper Race happening in November.

BUSM 2309 Social Entrepreneurship

Table of Contents:
Executive Summary ...................................................................................................................... 2 Table of Contents: .......................................................................................................................... 3 1. INTRODUCTION ......................................................................................................................... 4 1.1 Core Values ...................................................................................................................... 4 1.2 Proposed Plan ................................................................................................................. 5 2. Situational Analysis .................................................................................................................. 5 2.1 Target market ...................................................................................................................... 5 2.2 SWOT Analysis ................................................................................................................... 5 2.2.1 Strengths ....................................................................................................................... 5 2.2.2 Weaknesses ................................................................................................................ 6 2.2.3 Opportunities ............................................................................................................... 6 2.2.4 Threats ........................................................................................................................... 6 2.3 PEST Analysis..................................................................................................................... 7 2.3.1 Political/Legal .............................................................................................................. 7 2.3.2 Economic ...................................................................................................................... 7 2.3.3 Social .............................................................................................................................. 7 2.3.4 Technological .............................................................................................................. 8 3. Marketing Strategy ................................................................................................................ 8 3.1 Marketing Objectives........................................................................................................ 8 3.2 Marketing Mix (4Ps) .......................................................................................................... 8 3.2.1 Product ........................................................................................................................... 8 3.2.2 Place ............................................................................................................................... 9 3.2.3 Promotion ...................................................................................................................... 9 3.2.4 Price................................................................................................................................. 9 3.3 Media mix .............................................................................................................................. 9 3.3.1 Social Media ................................................................................................................ 9 3.3.2 Going to schools and organisation to publicize the event .................. 10 4. Execution Plan ......................................................................................................................... 10 4.1 Timeline ............................................................................................................................... 10 4.2 Propose Budget Plan .................................................................................................... 10 4.3 Revenue .............................................................................................................................. 11 5. Conclusion ................................................................................................................................. 11 6. References ................................................................................................................................ 11 7. Appendix..................................................................................................................................... 11

BUSM 2309 Social Entrepreneurship

1. INTRODUCTION
Project Happy Feet Limited is a not-for-profit organisation registered with the Singapore government as a Public Company Limited by Guarantee. That is, a social enterprise. It started in 2007 and upholds an ideal that people can be altruistic and are willing to give back to the community through their time, expertise and energy sometimes money. For that reason, it is an organisation that is fully run by volunteers so that 100% of funds it raised through its public fund-raising events can be channelled directly to its beneficiaries.

Today, it is supported by a core team of more than 30 professionals and has a database of 250 volunteers and growing. It placed great emphasis on corporate governance, transparency and accountability, and through innovative fund-raising, has raised in excess of SGD300 000, made its footprints of change to benefit more than 5,000 underprivileged children and youths, and has provided more than footwear and school supplies, empowering lives through supporting education and training in Singapore, Vietnam, Cambodia and Nepal.

1.1 Core Values

Transparency We believe in providing transparency to our donors and supporters so they know that their contribution goes towards the cause they had intended. Accountability We undertake great responsibility in doing the work we do and are accountable for the decisions we make. Others Before Self We constantly put the interest of our beneficiaries before ourselves. By doing so, our actions are steered towards benefitting only them. BUSM 2309 Social Entrepreneurship 4

1.2 Proposed Plan

This proposal aims to help Project Happy Feet reach out to the masses and create more awareness to the organisations yearly event, PHF slippers race. Also it creates a platform to invite more volunteers to help out in the organisations day-to-day operations.

2. Situational Analysis
2.1 Target market
Our target market would be students and young working adults between the ages of 18-35. According to Singstat (2011), there are 83,542 polytechnic and 74,534 university students in Singapore. The plan to target this group is because this group of young adults are especially active on social networks like Facebook, Twitter and YouTube. Therefore, they can help to reach out to the masses by posting and sharing the video on these social platforms.

2.2 SWOT Analysis

2.2.1 Strengths
Established board of governance so no conflict of interest in decision making System of accountability and transparency Focused on empowering life thru education and training to alleviate poverty instead of plain giving Allocation of volunteers to fully maximise their potential and to be more efficient in the operation of the organisation

BUSM 2309 Social Entrepreneurship

2.2.2 Weaknesses
Lack of resources like volunteers as there are no full time staff Limitations in terms of permits for fund raising in Singapore Not able to provide tax refunds for major corporations as PHF is not a charity Lack of public awareness

2.2.3 Opportunities
Tie up with major corporations or F&B establishment like Ben & Jerry, Havianans Slippers or Crocs to further create awareness Project Happy Feet open house to recruit more volunteers to help out in planning of events and maintain the day to day operation of the organisation Approach tertiary school to work together to plan events and recruit young volunteers Be more aggressive in creating brand awareness and make use of social media to generate buzz about the organisation

2.2.4 Threats
MCYS only issue one permit for fund raising and many paper work will have to be submitted before the organisation can get selected Little power given to the organisation to help a needy person as it has to go through MCYS before they can provide any form of help Lack of supporters, volunteers and resources to carry out a major event

BUSM 2309 Social Entrepreneurship

2.3 PEST Analysis

2.3.1 Political/Legal
Several regulations are being set by the government for non-profit organisations. This is to ensure money donated is used for the right cause. One of those regulations is the 80:20 ratio. It is stated that for all fund-raising conducted in Singapore, 80% has to be donated to local beneficiaries and only 20% allowed to be send overseas.

There are also many procedures to set up a Social Venture. Many paper works has to be done in order to get the organisation up and running. To carry out a fund raising, permission has to be sought from the government.

2.3.2 Economic
The unemployment rate in Singapore is lower compared to the other countries in the South East Asia region (Singstat 2012) and therefore more Singaporeans have the economic means to donate and support non-profit organisations.

2.3.3 Social
As more focus and emphasis have been placed on social responsibility by the government, more schools are now focusing on community services be it local or overseas. Social entrepreneurship is also more recognised and tertiary institutions are coming out with social entrepreneur courses like the Diploma in Business and Social Enterprise by Ngee Ann Polytechnic (NP, 2012).

BUSM 2309 Social Entrepreneurship

The mindset of people also starts to change and they realise that they get to learn while helping other too. This results in a more positive reaction to being involved in overseas community services. Consumers also start to be more inclined to businesses that practise corporate social responsibility, encouraging businesses to give back and provide more support to the communities in need.

2.3.4 Technological
The advancement of technology over the recent decade has allowed overseas NGOs to contact to other organisations for help through the Internet. This has result in easier communication, through the use of emails and video conferencing between foreign NGOs and Project Happy Feet. The use of social media have also helped in rapidly spreading messages to the people, creating awareness and allowing more people to understand what is happening in other countries.

3. Marketing Strategy
3.1 Marketing Objectives
Our marketing objectives is reach out to the general public to create awareness for Project Happy Feet Slipper Race and also to raise funds for the underprivileged in Singapore and Cambodia by getting people to register for the slipper race.

3.2 Marketing Mix (4Ps)

3.2.1 Product
The 4km slipper race is the product that will be offered to the targeted consumers. By making these people understand the purpose of the slipper race, this will allow them to feel inspired and

BUSM 2309 Social Entrepreneurship

empowered to do something for the underprivileged children around the world and hopefully, spur them to join the race.

3.2.2 Place
The awareness campaign will be held at local polytechnics and universities and selected organisations. Direct sales will be made at the booths set up at these places. The actual event Project Happy Feet Slipper Race 2012 will be held at Angsana Green, East Coast Park.

3.2.3 Promotion
A video that shows Project Happy Feet volunteers experiencing a day without footwear with their views and reflections will be uploaded on various social networks to create awareness. Through this way of advertising, we will be able to reach out to the masses and let people know more about Project Happy Feet and the slipper race.

3.2.4 Price
It will cost SGD$35 to register for the slipper race where 100% of the funds will go to improving the lives of needy and underprivileged children in Singapore and Cambodia.

3.3 Media mix

3.3.1 Social Media

Utilizing social media like Facebook, Twitter and YouTube help increases the publics awareness. By liking, commenting and sharing the video across these platforms, people will get to know and understand about Project Happy Feet Slipper Race 2012. This helps to create awareness and hopefully, more people will be attracted and be keen to sign up for the slipper race.

BUSM 2309 Social Entrepreneurship

3.3.2 Going to schools and organisation to publicize the event

Since our target market is tertiary students and young working adults, booths will be set up during the promotional period for the event in selected polytechnics and universities, as well as selected organisations, so as to reach out to them personally in their campuses and workplaces. This will not only allow more people know about the event, but they will also be educated more about underprivileged children around the world.

4. Execution Plan
4.1 Timeline
1st September 2012 Registration for Project Happy Feet Slipper Race 2012 opens 20th September to 30th September 2012- Making of the promotional video 1st October 2012- Launch of the video 1st October to 30th October 2012: Road shows in polytechnics, universities and organisations 4th November 2012 (8am) The actual day of Project Happy Feet Slipper Race 2012

4.2 Propose Budget Plan

As Project Happy Feet is a non-profit organisation, being prudent with its expenses is vital. The slipper race will be promoted through social media like Facebook, Twitter and YouTube, which is free. And since it will be a non-competitive walk, there will not be any prizes given. All equipment and tentage will be sponsored and all volunteers involved on the day of the race will not be paid.

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4.3 Revenue
It is expected that 8,000 participants will take part in this event this coming November, which is four times more than last years turn out. Project Happy Feet hopes to raise a total of $250,000, 100% of which will go to the individuals at This Life Cambodia, Compassion Fund and the SPED Financial Assistance Scheme by Community Chest in Singapore.

5. Conclusion

6. References
Singstats Np website Projecthappyfeet.org

7. Appendix
Interview with terence

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