Assignment 1 - BUSM2580

Business Analysis Presentation

Name: Lê Công Hải Văn

SSID: s4037893
Tutor’s name: Thinh Hoang Gia
Class group: SGS_G19
Due Date: 10 December 2023
1001fontaines and O-we hope to tackle
this
1001fontaines is a French non-governmental organisation:
• Vision: to improve the livelihoods of vulnerable people by providing them access
to clean and safe water (1001fontaines n.d.).

Owe water was set up in 2005, realising 1001fontaines’s vision.

• Exemplifies the business model of a social enterprise (SE): mixing financial
stability and social purpose (Doherty et al. 2014).
• 4 East-Asian countries: Vietnam, Myanmar, Cambodia, and Madagascar, creating
over 1000 jobs and impacting the lives of 1mil+ beneficiaries.
Some Company-level Problems

LOW BRAND DEPENDENCE ON COMPETITIVE INEFFICIENT

AWARENESS RETAILERS MARKET CUSTOMER TARGETING

Customers do not Products have not reached

know much about O- O-we water does not O-we water prices its intended populations due to
we Water, its mission, have sufficient in-firm products higher than inadequate demographic
and its unique value distribution methods. low-quality counterparts. research, location choice,
propositions. and so on.

Identify stakeholders involved in the brand

awareness problem
 HIGH

Keep Satisfied Manage Closely

Government Retailers Customers

(Low-income)

Investors
Influence

Management

Monitor Keep Informed

Industry Marketing/PR
Partners (Biti’s team
and others)

Competitors

Employees

LOW HIGH
Interest
Why are customers and investors key
stakeholders?
Customers are key because:
- They make purchases and contribute financially.
- Customers can spread positive or negative feedback, influencing
the decisions of potential buyers.

Investors are key because:

-They provide the capital for company operations, including sales,
marketing, and so on.
-They have an interest to see the company become commercially
successful or make the most social impact.
Tools use for analysing the
customers

Why the persona profile?

• Reliable and realistic representation of your

targeted audience.

• The insights gained from the persona profile can

be used to create.a marketing tool that is
relatable to your customers’ goals, challenges, and
needs.

Why the journey map?

• See how the company is interacting (considering,

purchasing,…) with the customers through
current touchpoints. -> identify problems

• Customers build their awareness of the brand and

consolidate their perception through their journey
with the company.
Customer
Persona Profile
Demographic Information Short Description/Characteristics

Name: Vân Likes to socialise in

Age: 42 Family- Economical the neighborhood
Gender: Female caring (Low family
Marriage Status: Married with 2 Kids income)
Occupation: Housewifery
Annual Income: None

Behaviors Beliefs

Very elementary
Buys use of social media
branded (Facebook and Goes to market Can not stand it
low-tier Youtube only) and mom&pop Self-accountability when family gets
water stores in the for family well-being sick
jugs vicinity to shop
daily

Goals, needs, and challenges

To provide family with economical and safe water

Stays happy when involved in the local community
Limited information on related health hazards and where to get reliable water
Customer Journey Map

Awareness Consideration Purchase Retention Advocacy

Workshop Mom&pop stores

Online Grocery stores Grocery stores
Retailers
Local community Online Online Online

Third-party
Employees
Shop sellers distributors
Volunteers Front office
Volunteers
Factory workers Employees

Youtube
Kiosks
Facebook Text message Youtube
Website Promotion pack
Website Letters Home delivery Facebook
Partnership (RMIT Website
Uni,...
Defining the customers’ problem:

Awareness Consideration Purchase Retention Advocacy

Not enough
touchpoints with
the company to
advocate

Lack of info about Unaware of the

clean water at health hazards of Financial difficulty Financial difficulty
affordable price low-quality water
(O-we) and perks of O-we

Thinks O-we water

is just like other
brands
Analysing the investors, why the empathy map?

• It helps to know what potential investors are

thinking, seeing, hearing to know what sensory
points to address in investor pitching process.

• O-we can develop a permeation plan that caters to

investors’ needs and address their pains and gains
most effectively.
Defining the investors’ problem:
To sum up

• 1001fontaines and O-we water: a social enterprise that aims to provide the
vulnerable community with access to clean and safe water.

• Some problems that are affecting its impact creation process: fierce competition,
inefficient customer targeting, dependence on third-parties, and low brand
awareness.

• Key stakeholders: low-income customers and investors (an analysis is provided

with the persona profile, CEM, and CJM).

• Problems both are facing: lack of information about O-we and its unique
proposition.
• Customers need more incentives to engage with purchase, retention, and
advocacy for the company.
• Investors lack access to technical information.
References

1001fontaines (n.d.), Homepage, 1001fontaines website, accessed 1 December 2023.

https://www.1001fontaines.com/en/

O-we Water (n.d.), Homepage, O-we Water website, accessed 1 December 2023. https://www.o-we.vn

Statista (2022) Share of the population with access to safely managed drinking water in East and
Southeast Asia in 2022, by country or territory, Statista website, accessed 2 December 2023.
https://www.statista.com/statistics/1423382/access-clean-drinking-water-east-southeast-asia-by-
country/

WHO (World Health Organisation) (2023) 1 in 3 people globally do not have access to safe drinking
water, WHO website, accessed 2 December 2023. https://www.who.int/news/item/18-06-2019-1-in-3-
people-globally-do-not-have-access-to-safe-drinking-water-unicef-who

Doherty, B., Haugh, H. and Lyon, F (2014) ‘Social enterprises as hybrid organizations: A review and
research agenda.’ International journal of management reviews, 16(4):417-436, doi.org/10.1111/ijmr.12028
than k you