Campus Kitchens

Grace Burkard, Caroline Stropes, Coral Krentz, Annelle Roensch and Trisha Vertz

Agenda

● Overview of Campus Kitchens

● Customer Profile○ Customer jobs, gains

and pains● Value Map

○ Service, pain relievers and gain creators

● Hypothesis Testing● Prototype● Team Assessment● Summary

Overview--Campus Kitchens● “The Campus Kitchens Project”

○ Nonprofit organization

● Partner with both high schools and universities○ 51 schools around the country

● Mission○ Strengthen bodies○ Empower minds○ Build communities

● Recover food that would be wasted● Combating hunger

○ Of 4,300 students surveyed, 1 in 5 students suffered from hunger in the last 30 days (Goldrick-Rab & Broton, 2015)

Customer Profile

Value mapGain Creators

❖ Saving money➢ More focus on studies➢ More money for textbooks

❖ Variety of options❖ Comfortable environment❖ Learning potential from

speakers❖ Possibility for growth in

friendships

Pain Relievers

❖ Reduced worry about nutrition➢ Balanced meals➢ Healthier meals

❖ Environment reduces stigma❖ No need to travel far

➢ Events held at local churches❖ Eliminates: where will my next

meal come from?

Hypothesis Testing1. Fliers/Posters- Free Food brings in the wrong audience- “Financially disadvantaged” carries negative stigma

2. VS.

- Individual privacy for sensitive issue vs. popular social media platform

3. Announcement during club meeting

- Personal and immediate general interest

Results● Facebook seemed

to have further reach and greater interest among target audience.

● Clubs either didn’t get back to us or were reluctant to allow our announcement.

Chancellor’s Scholars Powers-Knapp

PrototypesHypotheses

● Defining best marketing methods. - Survey

● Determining the interest in speakers. - Survey

● Is email or Facebook more effective. - Market test

Obstacles

● Student privacy

○ Emails

○ Facebook post

○ Interviews

○ Couldn’t publicly post

Overcoming obstacles: worked through club leaders. Used private marketing approaches.

Summary and recommendations● Entrepreneurial Orientation and

Intensity○ Organization itself is very

entrepreneurial (combines charity, food

service, and student organization into one venture)

○ Not a lot of innovation on current products and service offerings

○ Very well aligned with their mission

○ Only organization like this in the Madison area

● Private Facebook Events○ Build customer base for Campus Kitchen○ Gain creators and pain relievers

Relays Information

Reminders

Know others from same club

Quick and Easy Communication

No Judgement

Hassle-free Communication

Team assessmentGrace: Main contact CK, journalist/anthropologist

Coral: Main contact TFA

Annelle: journalist/anthropologist

Caroline: meetings/documentations

Trisha: meetings/secondary research

Questions?

ReferencesGoldrick-Rab, S., & Broton, K. (2015, December 4). Hungry, Homeless and in College.

Retrieved April 22, 2016, from The New York Times: http://www.nytimes.com/2015/12/04/opinion/hungry-homeless-and-in-college.html?_r=1

"How Millennials Use and Control Social Media." American Press Institute RSS. N.p., 16Mar. 2015.Web. 15 Apr.2016.<https://www.americanpressinstitute.org/publications/reports/survey-research/millennials-social-media/>.

Schneider, P. (2016, February 3). Priced out: Low-income students struggle to meet costs, participate in college community. Retrieved from The Cap Times: http://host.madison.com/ct/news/local/education/university/priced-out-low-income-students-struggle-to-meet-costs-participate/article_57c2996f-6786-5b9d-852e-90007fccb3e9.html