PricePie brief for Good for Nothing Brighton #summeroflove

1. PricePie is all about pricing transparency.
It’s a social enterprise that helps businesses show their customers where their
money goes when they buy something from them, and helps consumers see what
businesses do with their money.
Ethical pricing of all goods / services is where we aim to be.
http://www.pricepie.co.uk
Background
PricePie was set up in Jan 2011 by Sam Zubaidi. He had previously worked for the
UK’s largest gap year travel company, Realgap, which was a vibrant, exciting and
very fair place to work. It was taken over by a large multi-national firm in 2009, who
made many changes to the business, which had a negative impact on customers,
suppliers (some of whom were NGOs and charities in the developing world) and
staff.
Following these changes, Sam noticed that increasingly, customers were phoning up
and asking,
“where is my money going?”
Having handed in his notice and whilst travelling around South America, Sam thought
one day, “Customers are increasingly asking where their money goes, so let’s help
businesses show them”.
UK businesses supply PricePie with their financial data, which demonstrates how
they decide to price their goods / services. PricePie then formulates the data in to a
pie chart, which is then placed next to the selling price on the businesses’ website /
label, so their potential customers can see exactly where their money will go if they
decide to buy. See here.
Just as we can see the nutritional information on food which allows us to decide if
we’d like to buy it or not, PricePie aims to do the same large scale, but with pricing
information.
In today's harsh economic climate the public continue to spend, however the
difference, is that they are far more careful about who they spend their money with. 1
in 2 UK adults now claims their primary motive when deciding between companies is
ethics.
PricePie aims to be the difference that helps ethical businesses sway that 50% of
consumers.

2. The Challenge For Good For Nothing
1. Develop a Consistent and Attractive Looking Product That Will Engage
Consumers
Our current PricePie charts have been developed slightly differently for each client.
We are know looking to maximise brand recognition and maintain consistency. We
want to develop a pie chart that looks attractive and is the same from client to client.
More specifically, they would like to have the same segments of the pie chart for
each client, i.e. ‘what we keep’, ‘marketing’, ‘production’, ‘we give back’ and ‘we pay
staff’ and the segments should be the same colours from client to client. Each pie
chart is to be juxtaposed to the PricePie logo.
2. Create a Tool / Program That Enables PricePie to Produce These
Customised Pie Charts
We need to develop the software / tools that will enable us to produce the same pie
charts from customer to customer automatically without manual intervention.
In particular, with some clients we will require the ability to upload pie charts to LED
screens that will be positioned within a shop or other physical spaces. The tool /
program will need to be easy to use, as there are likely to be multiple changes on a
weekly basis, across many products.
3. Develop the Brand, Positioning and Communications
In order to start a movement and gather momentum, we need to engage and hook up
consumers, businesses and the media.
We need to develop our brand positioning, guidelines and communications assets to
more clearly demonstrate the potential and the ‘what’s in it for me?’ for the three
different audiences, explored and brought to life in creative ways.
We would love to have a mechanism to sell the proposition to businesses more
effectively, so are looking to develop a sales tool/presentation.
4. Building an Ambassador Force
We need to create, grow and empower grass roots ambassadors. People who care
about where their money goes and businesses who are taking innovative, fresh
approaches to doing business that does social and environmental good. We are
looking for new ways to find, and engage these groups.