The Paperfoam project is a merge of 2 large courses during my studies at the IPO Zwolle. During the first course it was the assignment to build a new business case for the company Paperfoam. The second course was to develop a product based on the business case.
Business case
The process of the business case development existed of extensive desktop research, interviews with cooks, a dietitian a supermarket manager and observi ng consumer buying behavior. We also surveyed children on their snacking behavior at school and at home. The results were captured in a
KPI’s, client frictions and opportunities.
The opportunities than were split into 4 main directions to structure the brainstorm which produced 100+ ideas during the ideation phase. After selection based on fri c tions and demands, 4 main concept directions remained and were further developed:
1. Healthy choice, make eating healthy easier by smart design
2. Special for now, make can dy/snacks more rewarding by locking it into an educative puzzle
3. Healthy collection adds a ‘happy meal’ like gift to healthy snacks to nudge healthy behavior
4. Healthy message, a cute sketch on a banana, an awesome wrap to make fruit more appealing.
The concepts, still purely in writing where than probed with random shopping consumers. Based on the insights Healthy Collection w as selected further refined to fit a proper business case format. The business case was quite extensive, covering consumer insight, c ompany strategy, target group
approach, product portfolio, marketing approach, moment of market introduction, feasibility study, investment indication, development process, cost price target, market size analysis, risk analysis and a substantiated recommendation to move forward with this concept.
Written product concept:
‘a toy for children that is included with healthy snacks in the supermarket. The toy should be made by Paperfoam and is designed to use in combination with other similar shaped toys. The in tend is that the toys can be used for build and craft. The goal is to associate healthy snacks with a positive experience, the toy should therefore be physically connected to the snack, to ensure the relation between toy and snack’