gvs final presentation for gvs

This case is COMPLETELY FICTIONAL, and the situation discussed is COMPLETELY HYPOTHETICAL and meant for the educational purpose of the case competition only.

The Under Armour name and logo are trademarked by Under Armour, Inc., and its use in this document does not imply any sponsorship herein.

Students Consulting for Nonprofit Organizations

Executive Board Advisor: Bryan GemlerProject Manager: Stefan Spanu

Consultants: Jay Gao, Jehan Madan, Lauren March, Paulina Stefano

Monday, December 14, 2015

Table of Contents

Executive Summary 3

Background Research 4

The Problem 5

Defining the Problem 6 Field Studies Amazon Mechanical Turk Cost Function

Solution 9

Repair Methodology 10

Marketing Strategy 11

Phase Progression 12

Conclusion 13

Appendix 15


- 3 -

Executive Summary

Strategy:- Target demographic:

• Residential property owners around high traffic areas with brick sidewalks

- Marketing efforts will raise awareness and motivate residents

- A grant system will be established to financially aid residents

Timeframe: - Four years

Cost:- $25,000

Impact:- Repair 60+ property sidewalks

- Demonstrate effectiveness of system for future sustainability


- 4 -

German Village Population Demographics

$56,000- 2013 Average Household Income

$93- Avg. resident expenditure on household improvements for every $100 avg. American spends


- 5 -

The Problem

Lack of large-scale community effort for sidewalk repair


- 6 -

Defining the Problem – Field Studies

Purpose:

Gain better understanding of sidewalk conditions

Find the following data:– Average number of sidewalks per residential property– Percentage of residential sidewalks damaged

– Average square footage of damaged residential sidewalks

Important Trends:

Trees are detrimental to the sidewalks

Commercial sidewalks are in better condition

Majority of sidewalks surveyed are bricks– 147 survey sample

Scope Assumptions

Average square footage of damaged sidewalks per residence: 13 feet

Commercial sidewalks outperform residential sidewalks in terms of four parameters

Initial Observations Data Analysis

Treat renters as homeowners

Categorize trees as "small, medium, or large" based on visual estimate

Determine closeness to commercial establishments through visible estimate

Assess overall degree of damaged sidewalks by parameters in line with the Columbus City Code

Per

cent

age

(%)

Residential vs. Commercial Sidewalk Damage


- 7 -

Defining the Problem – Amazon Mechanical Turk

Crowdsourcing Internet marketplace that enables Requesters to coordinate the use of human intelligence to create surveys

Amazon Mechanical Turk


“From the perspective of a property owner, how likely would you be to fix your damaged sidewalk?”

Perc

enta

ge (%

)

“Undecided”

“Somewhat Likely”

Information regarding results of previous lawsuits, homeowner liability

“How likely would you be to sue a property owner if you tripped/fell due to a sidewalk whose condition is not In compliance with city code?”

- 8 -

Defining the Problem – Cost Function

Cost Function


Cost to German Village Society ($) =

Margin ($) =

We found that when considering a block of houses, the cost to repair the ‘poor’ condition sidewalks is ~$275 per house in that sector. We found that residents would be willing to pay around half of that, resulting in a cost to German Village Society of:

$125 / House

- 9 -

Solution

Application– Via newsletter and website

– Similar information as FAFSA

The purpose of this form is to present a clear resident need to streamline decision making when allocating funds

Grant System

Initiative will seek to repair the sidewalks of a 200-house sector and will cost German Village Society approximately $25,000

Cost

National Trust for Historic Preservation: “Save the Past, Enrich the Future”

Preservation Ohio

Central Ohio Area Agency

Funding


- 10 -

Repair Methodology

Sidewalk Repair

Four-Step Strategy:– Contact and Apply– Inspect and Improve– Hire and Repair– Pay and Reimburse

Curb Repair


- 11 -

Marketing Strategy


Flyer Distribution Educate

Workshop Expansion Inform

Informational Video Demonstrate

- 12 -

Phase Progression

Funding– Apply for grants– Reach out to existing/potential

corporate sponsors

Operations– Work with partnered

brick/landscaper companies for increase in sidewalk repair demand

Phase 1 Target residential houses on

main streets with sidewalks that receive a ‘poor’ condition rating– Expected number of houses

serviced: 200– Expected cost to German

Village Society: $25,000

Phase 2 Evaluate whether approach

was successful– Financially sensible– Community acceptance

Identify next target – Residents on main streets with

‘fair’ rating?– Residents on adjacent streets

with ‘poor’ rating?

Phase 3


9 Months

36 Months

3 Months

Phase 1: Preparation Phase 2: Execution Phase 3: Evaluation

- 13 -

Conclusion

We believe that German Village Society will benefit the local community through this sidewalk repair initiative Increase walkability of German Village Greater community ‘togetherness’ Beauty/aesthetic increases to neighborhood

Value Added

The following checkpoints will serve as metrics for whether the project is successful or not


Metrics for Success

Checkpoint 1: Preparation

Checkpoint 2: Execution

Checkpoint 3: Evaluate

$25,000 acquired through grants + corporate sponsors/donations

85% of all sidewalks with ‘poor’ classification in 200-house sector repaired after 3 year period

Choose whether to stay with current brick supplier & landscaper sponsors

Identify next target area for repair

- 14 -

Questions?

- 15 -

Appendix

- 16 -

Field Studies Survey


- 17 -

Cost Function


Cost to German Village Society = $125

Margin ($/ft2) =

• Margin:• Cost to Repair / ft^2 = $9/ft2

• W.t.P = 55% of sidewalk cost• GVS Margin = (1-.55)*($9) = $4.05/ft2

• Ft^2 Damaged/Damaged Res. Sidewalk = 17 ft2

• % Res. Sidewalks w/ “poor” classification = 31.7%

• # Sidewalks/Res. House: 1.5• Avg. Tree Cost / House = $80.33/House

- 18 -

Cost Function


Accounting for 10% error and rounding…

Expected Cost to German Village Society ($) = $ 125 /Res. House

Notes: $125 is the average expected cost for any random group of 10

houses. We expect that, on average, ~3 of those houses would have sidewalks in ‘poor’ condition. Therefore, the cost to repair the sidewalks for one of those 3 sidewalks would average GVS ~$425

$275 is the total average expected cost to both GVS + the homeowner (homeowner expected to on average cover ~55% of this cost)

- 19 -

Cost Function


Tree/Root Removal & Cost Cost to remove tree + roots:

o Small Tree = $200o Medium Tree = $1000o Large Tree = $2000

Estimate what percentage of trees must be removed:o # of trees removed/would be removed1: ~ 53,000o # of trees along residential streets in LA2: ~700,000o Percentage = 7.57

- 20 -

Cost Function


Avg. Cost of Trees / House Calcs.:

- 21 -

Amazon Mechanical Turk

HITs– Human Intelligence Tasks

Workers– Make money by working on HITs

Requesters– Create HITs to collect data

– Fund account Load tasks Compile results

What Is It?

Our Survey


Questions 1 & 2: Likelihood to sue if injured?– With & without average sidewalk

cost + lawsuit info

Question 3: Likelihood to fix sidewalk

Question 4: Price willing to pay to fix brick sidewalk– Worked with Professor Rob Smith

- 22 -

Corporate Sponsorships

Corporate SponsorshipsAnother avenue to pursue is potentially partnering with businesses in German Village

These local corporations would provide “sponsorships” to residents for sidewalk repairs

More local sponsors can potentially lead to a larger volume of donations despite the smaller values


- 23 -

Decision Tree


gvs final presentation for gvs

Documents