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Business development of “Beyond the reef” in Korea

Team3 : Vanessa, Kaho, Eric, Camille, Hugo

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Insight

We realize the problem

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Background: Gender inequality in Korea

No. 108

In the Global Gender Gap Report in 2020

By World Economic Forum

32.5 %

The worst gender salary gap

By OECD

https://www.upi.com/Top_News/World-News/2019/12/17/Japan-South-Korea-gender-gap-among-worlds-worst-WEF-index-shows/9461576601880/ 

https://www.nbcnews.com/news/world/south-korean-women-hit-back-old-gender-roles-return-n1254704 

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Persona

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Mission

We want to help…

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Our mission: Encourage women �by improving the status of older women in Korea

Provide them

the opportunities to work

Improve

their economical situations

Cultivate a sense of unity

by creating the community

​

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Our project

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Beyond the reef

It’s a Japanese brand, and they sell handmade product made by elderly women. They support gender equality in workplace.

​

​

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Prototype

17 US$

350 US$ 

Medup knot earrings

Knitted tote bag

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Our Business Model

Korean Branch

Beyond the reef

Opportunities to work

Cultivate a sense of unity

Share the experiences on SNS

Employees

Customers

Sell the products through the online shop

and the local store

​

Advertisements and Communication on SNS

Competitor

Quick

fashion brand

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Mission and a story

​

Customers ' empathy – Gender equality focused

Targeting younger generation

Original handicraft values

​

Encompass the uniqueness, hand-made high quality and environmental friendly

Customers – Product – Creator Relationship

We pay attention to the happiness of both customers and workers

​

Novelty

Regional limited product

Release new Korean product line

​

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Feasibility

How exactly to promote the project?

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PMBOK

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PMBOK

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Gantt Chart

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Requiring staff

Earings / Clothing

tailor 60 5

Marketing

associate

​

Supply chain

associate

​

Beyond the reef staff from Japan 1

​

Accounting

associate

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Communication

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Business Analysis

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  • Order-made, no deadstock
  • Handmade high-quality products and sustainable materials
  • Slow fashion, ethical brand

Strength

​

Weakness

​

S

W

  • Less items
  • Higher price range on original products
  • Longer waiting period

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  • Empathy for gender inequality
  • Providing friendly working environmental

Opportunities

​

Threats

​

O

T

  • Competitive apparel market
  • Adaptation to Korean fashion sense

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Cost Estimation (USD/Month)

Cost

Description

Estimation

Percentage

Human Resource

Staffs

(4 Full / 5 Part-Time)

$1900 (240hr)

$ 750 (96hs)

​

Operation

Online platform, 

Hardware, Material

$2000

​

Marketing, Advertisement

SNS, other platform, cooperation

$3000

​

Logistics

Warehouse,

Transporters

$1000

​

66%

12%

18%

6%

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Conclusion

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Key points of our success

1

Good Storytelling

2

Rely on Beyond the reef strength

3

Communication based on empathy

​

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Future activity

Social activity events in retirement houses / nursing homes

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Improve the work life of old women in Korea

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Risk-competitor

Threats:

  1. Other Handmake clothing brand
  2. Luxurious clothing brand
  3. Quick fashion clothing brand

​

Opportunities:

  1. Empathy of gender inequality
  2. High quality handmade products

​

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Customer Value

    • Well-design
    • Gender equality issue

Cost

    • Distinguished

Convenience

    • Local store
    • Online shop

Comunication

    • SNS
    • Customer experience

Potential Needs

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First Step :

Fund gathering

Second Step :

Recruitment

Third Step : 

Advertisment Campaign

>How much the project will cost? 

​

>Extra funds?

​

>Not enough funds?

>Which media?

​

>Target?

​

>Duration?

Planning( PMBOK analysis)

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Potential Market

Customer

    • Looking for well-design
    • Support the gender equality issue

Competitor

    • Quick fashion

Company

    • High quality textile
    • Handmade story

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Persona

  1. Kim Ji-young (金　智英)
  2. Gender: female
  3. Age:45
  4. Occupation: homemaker, also have a part-time job in supermarket
  5. Children: 2 children(1 girl,1 boy)
  6. Hobby: shopping, family time
  7. Interested items: Accessory, cooker(?) 
  8. Personal episode: gender inequality in house

Gender inequality in workplace

​

​

​

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Business flowchart

Customer

We (division)

Beyond the reef

Product

product

Revenue

Brand image

Women right

Workplace for older women

Product

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Communication

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Marketing 

strategy

Beyond the reef

Required

staffing

Feasibility

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