4. Re-Caffeine
Social
Innovation KeysMovement
Worthy:
1 point &
environment
Unity:
Teams &
Human race
Numbers:
Anyone is
Potential
User
Commitment:
Easy to do
Politic:
Cities
Civil
Society:
Voluntary
Social innovation:What it is,Why it matters and hoW it can be accelerated by Geoff Mulgan
6. Re-Caffeine
“The key takeaways were that the cups are made of fiber
that paper mills could recycle,
but it’s critical that we collect enough cups to make it economical.
One good point was made about volume –
many of our cups leave our store with our customers,
so the solution must include collection of these cups,
which end up in homes or offices outside the store.”
Cup Summit 3 (2011), Starbucks
9. How?
1. Done with take-out coffee?
Find your team's nearest recycle bin!
2. Tap your phone on your team's logo on recycle bin.
Paper to paper, plastic to plastic.
3. Get point feedback from the bin and app. 4. Collect points, lead your team to victory and
get reward!
P
Team Point:
3902
Your Point:
11
P
10. User Position Map
OldYoung
Not really care about coffee
Purpose: Coffee
Morning-must
After meal
Because girlfriend
wants it
Selfie
Need caffeine
right now
For taste &
fragrance
Curiosity
다방커피
New Frappuccino
For the Show
Brand loyalty
Nothing particular
Popstar fans
Barrista
It’s famous
place
Cafe=Study
Business
To chatter
Sugar driveHyper Youngsters
Place matters
Ti’s coffee, pal.
No Need
11. Hyper Youngsters
are young people who drink lots of coffee,
love the act of it and
effect of sugar and caffeine.
12. Place Matters
does not really care about coffee,
but they regularly go to the cafe
out of need and sensibility.
14. No Need
does not care nor go to the cafe that much,
other than the dire need of social place
15. Hyper Youngsters Persona
Jenna (Studnet,19)
She cannot live without her cup of coffee.
She especially likes it with high sugar.
A morning without coffee is plain torture.
She denies it, but her friends know that
jenna is a sugar addict.
She is not particularly frugal, but
she lives off on pocket money from
parents. Thus she cannot buy the
expensive brand coffee like Starbucsks
all the time.
She is as long as there is a cup of coffee,
or rather, a cup full of sugar and syrup.
16. Place Matters Persona
Ricky (Engineer,28)
He cannot care less about the taste of
coffee . He goes to the cafes because his
girlfriend wants to go. Every weekend,
she comes up with fresh cafe to go.
They will have waffle, macaroon,
honey bread with coffee. To be honest,
he does not taste any difference from
bread. Bread is bread, flour.
She tells him that this is place is famous
for this and that all the time.
He will listen to her talk, all for her.
Where she is, he is.
