The document provides an overview of Rethreaded, a social enterprise that trains women affected by the sex trade. It summarizes 3 research projects conducted to understand customers and improve products. Project 1 examined brand perception and customer profiles. Projects 2 and 3 assessed customer preferences for product attributes, design, and the online store. Key findings included a need for improved product variety, design, and distribution channels like the online store. Recommendations focused on leveraging the organization's story and implementing changes based on research insights.

1. RETHREADED
SABRINA FALB
KWANMUI TINA NG

2. AGENDA
• Organizational Background
• Overview of Research Processes
– Project 1
– Project 2
– Project 3
• Summary of Key Research Insights
• Recommendations
• Limitations & Next Steps

3. ORGANIZATIONAL BACKGROUND

4. ORGANIZATIONAL OVERVIEW
• “Rethreaded loves people affected by the sex trade
by fostering relationship and life-giving community.
Our vision is to unravel the effects of the sex trade by
fighting business with business on a global and local
level.”
• Social enterprise
• 4-month training program to teach affected
women new skills
• Up-cycling of donated T-shirts

5. CUSTOMERS
Female
96%
Male
4%
Gender Proportion
94
0 20 40 60 80 100
Florida
Georgia
Iowa
Massachusetts
North Carolina
South Carolina
Number of People
State
Location of Respondents
Age Range 19 - 73
Average Age 40

6. CURRENT CHALLENGES
Brand &
Customer
(Payer)
Identity
Product
Design &
Resource
Allocation
Assessment
of
Distribution
Channels
Drive Sales

7. OVERVIEW OF RESEARCH PROCESSES

8. PROCESS OVERVIEW – PROJECT 1
• Brand & Consumer Identity
– 10 question preliminary survey to establish the
profile of the average Rethreaded customer & their
perception of the brand
– 100 respondents
• Connected to Rethreaded by newsletter and social
media outlets

9. PROJECT 1 SURVEY
Other Associations:
• Creating a sense of
community,
belonging, and
purpose for people
of all walks of life
• Substance abuse/
population I work
with
• Showing God’s love,
grace, and mercy
• A ministry
93
57
41
16
18
0 10 20 30 40 50 60 70 80 90 100
Fighting the business of sex trade
with business
A form of empowerment for women
Nonprofit organization
Sewing business
Sustainability
Number of Respondents
Rethreaded Brand Associations

10. PROJECT 1 SURVEY
1.86
2.72
1.42
0 0.5 1 1.5 2 2.5 3
I like the items sold by Rethreaded
I support the story behind the organization
I wish to help with nonprofit work in
general
Average Ranking
Reasons for Shopping at Rethreaded

11. PROJECT 1 SURVEY
Other Responses:
• Bedspread or
throw
• Bath/body
products
• Home goods (pot
holders, dog
collar/leashes,
rugs, pillows,
placemats)69
22
56
65
7
0 10 20 30 40 50 60 70 80
Scarves
Clothing
Jewelry
Bags
Keychains
Number of Respondents
Products Customers Most Likely to Buy

12. PROJECT 1 SURVEY
60
19
7
0 10 20 30 40 50 60 70
Rethreaded warehouse
Online store
Local retailers/partners
Number of Respondents
Where Customers Buy Rethreaded
Products
Other Responses:
• Home parties
(7)
• Rethreaded
events (3)
• Pop up sales
(4)

13. PROJECT 1 SURVEY
Other Responses:
• Being able to buy
product online
• More story
• Capitalize on the idea
that you are a business
for women by women
• More product choices
• Shipping and inventory
• Costs of items seem
high compared to
marketing efforts and
customer service
availability
• Would love to shop
online2
4
29
31
35
0 5 10 15 20 25 30 35 40
Changes to design and/or interface
of website
Greater support from sales force
and/or customer service
Different product design and greater
assortment
Convenience or greater accessibility
No changes are needed
Number of Respondents
Improvements Customers Would Like to See

14. RESEARCH INSIGHTS
Brand Identity
• Importance of the
story
• Key differentiator
• Product v. Story
Customer Profile
• Mostly women
• 38.46% satisfaction levels
• Room for improvement
in product offering &
distribution
• Preferences for scarves,
bags, and jewelry
• Opportunity in home goods
& pet items?
Website (Online store)
• Low awareness,
underutilized
• Area of opportunity
for greater
accessibility and reach

15. PROCESS OVERVIEW – SECONDARY
RESEARCH
• Rethreaded partners’ product offerings
– Sari Bari
• Home goods
– Blankets, throws, bedcovers
• Accessories
– Make up bags, carry-alls, market totes, hobo bags, etc.
• Baby items
– Changing mats, diaper bags
– Love Calcutta Arts
• Indian paper crafts
– Cards, books, stationery, gift bags
– Freeset
• Laptop/iPad sleeves, Braided Bangles, Wine bags

16. PROCESS OVERVIEW – SECONDARY
RESEARCH
• Rethreaded partners’ website à online store
– Sari Bari
• “Customer service” clearly marked to the side, immediately
under the product categories
– Shipping policy, Return Policy, FAQ’s
• Promotion codes, discount code
– Freeset
• “Delivery Info” clearly marked to the side
– Delivery times, Returns
• Forms of Payment Methods Accepted
• Customers can track order status

17. SECONDARY RESEARCH – SARI BARI

18. SECONDARY RESEARCH - FREESET

19. SECONDARY RESEARCH - FREESET

20. SECONDARY RESEARCH –
INTERNATIONAL SANCTUARY

21. PROCESS OVERVIEW – PROJECT 2
• Product Design & Resources
– Multi-Attribute Survey to determine potential
customer preferences & which attributes to
leverage
– 51 respondents
• Connected to Rethreaded by newsletter and social
media outlets

22. PROJECT 2 SURVEY
• Level of importance of the following factors in
online shopping
– Product price
– Variety
– Ease of purchase
– Customer service
– Product quality
– Product design

23. PROJECT 2 SURVEY
Ranking of factors
1. Quality
2. Price
3. Design
4. Customer service
5. Ease of purchase
6. Variety
4.25
4.37
4.43
3.78
3.98
4.2
3.4 3.6 3.8 4 4.2 4.4 4.6
Product price
Product quality
Product design
Variety
Ease of purchase
Customer service
Average Importance
Factor
Average Importance of Factors in Online Shopping

24. PROJECT 2 SURVEY
3
27
11
4
4
2
0 5 10 15 20 25 30
$0-15
$16-30
$31-45
$46-60
$61-75
$75+
Number of Respondents
Price
Preferred Price Points

25. PROJECT 2 SURVEY
38
44
31
16
35
15
34
17
18
14
10
0 5 10 15 20 25 30 35 40 45 50
Scarves
Bags
Clothing
Aprons
Home Items
Pet items
Jewelry
Technology Accessories
Stationery
Children's Clothes
Handkerchiefs
Number of Respondents
ProductCategory
Preferred Product Categories

26. PROJECT 2 SURVEY
4.09
3.56
3.89
3.77
3.65
3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 4 4.1 4.2
Scarf
T-shirts
Bags
Jewelry
Children's skirts
Average Rating
Product
Assessment of Rethreaded's Current Product Designs

27. PROJECT 2 SURVEY
24
6
0
0
0
6
0 5 10 15 20 25 30
Very Satisfied
Satisfied
Neutral
Unsatisfied
Very unsatisfied
N/A
Number of Respondents
Rating
Assessment of Rethreaded's Current
Product Quality
1
29
6
0 10 20 30 40
Yes
No
N/A
Number of Respondents
Answer
Any Prouduct Issues After Purchase
From Rethreaded?

28. RESEARCH INSIGHTS
Customer Product
Preferences
1. Price
2. Quality
3. Design
• Price Point of $16-30
• Top five product
categories: Bags,
Clothing, Home Goods,
Jewelry, Scarves
Current Rethreaded Product
Assessment
• Average rating of product design:
3.8/5
• Quality/satisfaction rating: 100%/
97%
Areas for Improvement
• Product Design à can be improved
all around
• Product Assortment à Home Goods?

29. PROCESS OVERVIEW – PROJECT 3
• Project 3 – Distribution Channels
– Supplemental survey to assess the effectiveness of
Rethreaded’s current online store design
– 51 respondents
• Connected to Rethreaded by newsletter and social
media outlets

30. PROJECT 3 SURVEY
4.23
4.15
3.98
3.83
4.04
3.78
4.54
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Ease of use
Attractiveness of design
Display of products
Selection of products offered
Amount of information provided
Customer service
Credibility as a trustworthy source
Average Rating
Factor
Assessment of Rethreaded's online store

31. PROJECT 3 SURVEY
10
4
37
10
14
1
0 5 10 15 20 25 30 35 40
Paypal
American Express
Visa
Mastercard
Debit card
Other
Number of Respondents
FormofPayment
Preferred Form of Payment For Online Orders

32. PROJECT 3 SURVEY
23
21
4
2
0
0 5 10 15 20 25
Very important
Important
Neutral
Unimportant
Very unimportant
Number of Respondents
ImportanceLevel
Importance of Tracking Your Order Online

33. RESEARCH INSIGHTS
Customer Online
Shopping Preferences
• Order tracking
• Visa, Debit card,
Mastercard & Paypal
Rethreaded Online
Store Assessment
• Areas for
improvement:
1. Customer service
2. Selection of
products offered

34. SWOT ANALYSIS
Strengths Weaknesses Threats Opportunities
• Loyal customer
base
• Compelling and
moving story
• Supportive
network of
partners
• Lack of
experience
• Insufficient
human capital &
resources
• Only one
warehouse
• Underdeveloped
distribution
channels
• Product design/
selection
• Obstacles to
employment for
women in
program
• Possible similar
organizations as
competition
• Leverage story
à Local events
for networking
and awareness
• Changes to
product
selection &
design
• Further develop
distribution
channels
• Collaborations
with local
organizations

35. RECOMMENDATIONS

36. RECOMMENDATIONS
• Communication Strategy
– Message Content & Source
• Continue promoting the story behind the organization as priority
– Go for impact
– Have women share their personal stories if they are willing
– Target Market
• Focus on women, but don’t exclude men
– Communication Media/Channels
• Leverage social media channels (newsletter, Facebook)
• Networking & outreach events
• Press opportunities with magazines, news channels
• Partnerships with similar organizations, local churches, local retailers

37. RECOMMENDATIONS
• Communication Strategy (continued)
– Success Measures
• How many new people joined the email newsletter?
• How much did social media followings increase by?
– Facebook fans, Instagram, etc.
• How many new partnerships were attained?
• How much more press coverage was received?

38. RECOMMENDATIONS
• Implementation Strategy
– Objective: To increase product design/assortment &
improve online distribution channel
– Products
• Roll out different product designs (clothing, bags, jewelry) and
gauge customer reactions
• Diversify product selection (home items, pet items, tech accessories,
etc.)
– T-shirts & children’s skirts could be phased out if resources are an issue
– Online store
• Add a customer service page with shipping, return & payment
policy
• Implement an order tracking system

39. RECOMMENDATIONS
• Implementation Strategy (continued)
– Target Market (Payers)
• Primarily women
• Don’t exclude men though!
– Many of the customers have families
– Consider items that can appeal to both men and women (home goods, pets)
– Responsible Parties
• Webmaster for website changes
• Product designer for product design changes
• Instructor of program for women’s training for carrying out product designs
– Success Measures
• Measure increase in sales through online channel
• Look for increase in sales for products with better designs suited to customers’
tastes
• Number of accounts made by customers on Rethreaded website

40. LIMITATIONS & THE FUTURE

41. LIMITATIONS & NEXT STEPS
• Product design changes depend on whether
resources are sufficient to carry them out
– Also, depends on nature of clothing donated &
ease of learning for women employees
• Next Steps
– Concept tests for various product designs and see
which ones work best with customers
– Visit Rethreaded and its warehouse in Jacksonville
to conduct observational studies

42. Any Questions?
J

43. Back up (Extra Research)

44. PROJECT 1 SURVEY
44
6
9
4
6
1
12
0 10 20 30 40 50
Friends
Family
Social Media
Press coverage
Local community
Campus Representative
Outreach event
Number of Respondents
Source
How did you first hear about Rethreaded? Other Responses:
• Kristin Keen
• River City
Church
• NPR
• Church of
Eleven22
• OneSpark
• FirstCoast
magazine
• UNF Women in
Business society

45. PROJECT 1 SURVEY
Other Responses:
• Friends
• Volunteering,
serving on the
board
• Employee
22
77
64
0 10 20 30 40 50 60 70 80 90
Rethreaded website
Social Media (Facebook, Twitter,
etc.)
Email newsletter
Number of Respondents
How Do You Stay Updated With Rethreaded?

46. PROJECT 1 SURVEY
64
4
7
65
0 10 20 30 40 50 60 70
Myself
My significant other
My kids
Friends/family
Number of Respondents
Who do you buy Rethreaded products
for?
Other Responses:
• Pets
• Grandchild

47. PROJECT 1 SURVEY
4
47
30
15
0 5 10 15 20 25 30 35 40 45 50
Very often
Occasionally
Once or twice
I am still considering
Number of Respondents
Frequency
Frequency of Purchases from Rethreaded

48. PROJECT 1 SURVEY
60
19
7
0 10 20 30 40 50 60 70
Rethreaded warehouse
Online store
Local retailers
Number of Respondents
Channel
Where do you normally buy your Rethreaded
products?
Other Responses:
• Home parties
• From director
• Pop up sales
events
• Shows
• Consignment
sales

49. PROJECT 2 SURVEY
14
28
1
8
0 5 10 15 20 25 30
Online
Physical location
Catalogues
Face-to-face
Number of Respondents
Channel
Preferred Channel for Purchase

50. PROJECT 3 SURVEY
42
7
0 5 10 15 20 25 30 35 40 45
Yes
No
Number of Respondents
Answer
Willingness to Purchase from Current Rethreaded Online Store