OranjezichtCity CityFarm Farm .. ILS ILSjaar jaar22 Oranjezicht
C oO N C EE B
P O
T O K
Charlotte Buitenhuis Buitenhuis -- Emily Emily Flynn Flynn -- Sem Sem van van de de Loo Loo Charlotte Yesmin El El Sharkawy Sharkawy -- Tara Tara Verstappen Verstappen -- Demi Demi Wollendorf Wollendorf Yesmin
Six enthousiastic and motivated students from International Lifestyle Studies
Preface
at Fontys Academy for Creative Industries in Tilburg (The Netherlands) were responsible for doing research, brain storm sessions, concepttests and eventually putting this conceptbook together. We are very satisfied with thenoutcome of this project. The amount of hard work we put in, paid off. We would like to thank our teachers for their guidance, help and support throughout these last ten weeks. Especially John Matthijs, Rudy van Belkom and Ferry van de Mosselaer helped us a lot with their inspirational lectures about Concept Creation, Health and Leisure. Whilst writing this conceptbook, we kept in mind that the future of Capetown depends on the ongoing water scarcity and the ability of the Capetonians to live with it. Children are the future of tomorrow, and we wanted to make their future with water scarcity more bearable with our concept. Our goal is to inspire, entertain and inform the children and their parents. We hope that this conceptbook will give you different insights and new inspirations to adapt a different way to deal with water scarcity for now, and in the future.
ConceptbookOranjezicht OranjezichtCity CityFarm Farm Conceptbook InternationalLifestyle LifestyleStudies Studies--Fontys FontysAcademy Academyfor forCreative CreativeIndustries Industries International ILS2C Group 2 ILS2C - Group 2 CharlotteBuitenhuis, Buitenhuis,Emily EmilyFlynn, Flynn,Sem Semvan vande deLoo, Loo, Charlotte Yesminal alSharkawy, Sharkawy,Tara TaraVestappen, Vestappen,Demi DemiWollendorf Wollendorf Yesmin
Please enjoy reading this conceptbook,
1 Cover
IN
2/3 PREFACE
14/19 CHAPTER 1 WHAT
4/5 INDEX
20/31 CHAPTER 2 WHO
6/7 INTRODUCTION
32/43 CHAPTER 3 HOW
8/9 ANALYSEFACTSHEETS
44/53 CHAPTER 4 HOW MUCH
DE X
10/11 ANALYSES SUMMARY
54/55 EPILOGUE
12/13 VALUEFIT
56/59 SOURCES
This conceptbook is made for an assignment given by Oranjezicht City Farm in
Capetown, South Africa. We were asked to create a concept that involves influencing the children of Capetown how to learn to live with water scarcity.
Introduction
We did research in four different categories concerning our target group, Oranjezicht City Farm, upcoming trends and ongoing developments in the field of Leisure and Health. The data we gathered in this research phase can be found on the next page in a factsheet. We kept the most relevant and important information out of these analyses in our minds in the design phase. Out of this research phase and the outcoming results, we have drafted a Value Fit which is the core of our final developed concept after we tested three concept designs together with our target group. Inside this conceptbook you will find the following chapters. Chapter 1 ‘What’ will contain the idea behind our created concept. The Look & Feel will be described through visual activation tools and the Business Model Canvas. Chapter 2 ‘Who’ showcases the way of communicating throughout different channels we will use to reach our targetgroup. Chapter 3 ‘How’ will contain information about the stakeholders that are involved in our concept. Chapter 3 will also describe how developing our concept for now and the future will proceed with various kinds of resources and activities. Finally there will be an epilogue on this project throughout and the development of this conceptbook. Enclosed you will find the sources we used in the reseach phase following APA standards.
Target group
ozCf
Trends
Sector
Curious
transparency
biomimicry
open minded
playful learning
dynamic storytelling
Citizen initiatives
eager to learn
nature as teacher
“I do not mind
participating in activities as long it is with my best friend”
“Local food, culture and community through urban farming”
Gamification “Sustainability and
Experience economy also play a big part for our target group and OZF”
Creating awareness for now and the future “Changing behaviour while learning from nature in a playful way”
The target group are children within the age of five till twelve, living in Capetown, South Africa. Those
children are curious, open minded and very eager to learn. The target group finds it very important to find belonging in a group and to make friends. The target group experiences many things, such as emotions like fear, enjoyment and compassion for others. That compassion is expressed in how they treat and look after animals or often other human beings.
The organization beliefs that change begins with communities: taking action together. Another
outstanding vision of this organization is the believe in ‘nature as teacher’. It teaches children how things are built up, with a real life example in combination with joy (playful learning). Being actively involved in the process makes the process of growing food much more transparent. This way people become more aware of scarcity. (Oranjezicht City Farm, n.d.)
summary
The most relevant and interesting trends to the problem, target group and client are the trends Biomimicry, Dynamic Storytelling and Gamification. These trends will be combined to create a surprising effect. Learning and imitating nature’s biological designs and processes to create new innovations is what Biomimicry stands for. (Biomimicry, n.d.) Gamification will be included in the concept to keep it playful. Gamification is about ading game (elements) to something to encourage participation. (Definition of Gamification, 2018) Dynamic Storytelling is about creating an extra dimension to a story by adding different techniques and using personal data to make the story more surprising and let listeners connect to the story. Digitalization and the Experience Economy are both very important mega trends for these three macro trends. Sustainability also plays a big part in the trend Biomimicry. Capetown is developing in quit a fast pace. The population is expanding rapidly by 55% in the last couple of years, not to forget the growing tourist flow that should also be added to this amount (Daily Maverick, 2017). Cape town is coping with several problems, such as the inequality and the drought (De Valk, 2018). The citizens are showing more initiatives when it comes to these problems. They are taking matters in their own hands and are fighting the problems together. They do not have to give up yet, but they should look for alternatives like for example dry shampoo and promote these to make living with scarcity easier (BBC, 2018). The population is very independent and that’s why we should try to support them in their ways of dealing with the drought. Not only is it important that the awareness is extended throughout the country, next generations also need to grow up knowing about the issue and this way being able to change their behaviour. Changing this while making the process fun for kids will enable them to learn in more playful way. This information is used as a base for our concept and as inspiration to create our concept.
Caring is seen as an important element of the character of the target group. For
example,when they see an animal that needs care they will nurse it back to health or at least try to. We see an opportunity in generating this feeling the kids have and bring it to use in making them think and act different towards water scarcity in a transparent and honest way.
VV a
This goal can be reached by combining a few trends. In the trend biomimicry lies the base. By seeing and experiencing the way plants and animals deal with scarcity the target group will become curious and will like to know more about it and imitate this. This can be combined with the trend Gamification to bring a game element into the concept to let the target group learn from nature in a playful way.
Lu e f i t
Learning by doing is what the client finds very important and can be done by combining these trends. The trends Dynamic Storytelling and New Senses will also be included to keep the target group its attention. Concluding all this, we put the following conceptstatement together which is the inspirational core of our concept Run For Your Water.
Connecting the drops * * Instead of connecting the dots, the children will be connecting the drops of
water in a playful way to learn from mother nature her ways of doing.
Chapter Chapter11
What In the following chapter, you will find:
Concept definition Customer Journey Look & Feel
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Concept definition The name of the concept is ‘Run For Your Water’. The name is derived from ‘run for your life’. The concept is based on an obstacle run, where children have to bring water from one side of the country to the other side in order to beat the water monster (according to our storytelling). Storytelling and triggering the imagination of our target group will play a big part in the realisation of our concept. The construction of the obstacle run consists of four cabins. In every cabin, the childen will get instructions about a certain game that has to be completed in order to move on to the next cabin.
Teacher informs the class about the trail
Customer Journey The image below shows the customer journey that will take place while participating in the Run For Your Water escape room. There will be four cabins with a specific themed game in them that has to be completed to go through to the next room. The proces our target group run through while taking part in our concept is categorized in four different phases; Awareness, Participate, Use and After Use.
Kids tell their parents Parents go online and buy tickets on the OZCF site
participate
School registers the kids online and but tickets on OZCF Class and teacher go to OZCF
Kids & their parents go to OZCF
use
Kids run and play in the trail
Use
All phases compliment each other and are important to be succesfully completed in order for Run For Your Water to work as it is meant to work.
The kids cheack the site and decide they want to go to OZCF to do the trial
Purchase
Every game learns the children to use as little water as possible and to prioritize water use. Every cabin teaches a core value, following transparency, community, nature as teacher and play. At the end of the game, the group that used the least amount of water and won the most games, is the winner and receives an award. All elements in these games are close to nature to stick to Oranjezicht City Farm its own value to follow nature as an example to teach children to learn to deal with water scarcity.
Your Water!
Awareness Awareness
you should run for
School comes across advertisement, hears about it through OZCF
They go home with new knowledge and a prize
After Use
after use
Apply their new knowApply their new ledge at home and and tell knowledge at home their family and friends tell their family and friends aboutthe thetrail trail about
18 Conceptual Relations
19 Moodboard This mood board represents the look and experience of our concept Run For Your Water. The top left picture shows imitating nature its ways and the playful character from our target group. The pictures on the bottom left and the middle show how we want to incorporate puzzels and gaming into the trail to make it eventually feel like you are solving a mystery, or in our case defeat the Water Monster who took all your water. The bottom picture on the middle shows different ways we can include water in our concept. The water that will be used will be ocean water to highlight the scarcity of normal drinking water. All materials used to produce our trail are sustainable and durable for future use.
Our core values which are represented in this image above show how these values relate to eachother. Awareness is very important for OZCF and fo our target group. The kids are already aware of the water scarcity problem and the time has come to change their behaviour. To change the behaviour of our target group, we have to keep the value ‘Think in Solutions’ in mind instead of thinking how we could make them aware of how drastic their current reality really is. In Run For Your Water we chose to combine the playfulness and sharing characteristics of our target group together with the core value of OZCF learning from Mother Nature.
Chapter Chapter22
Who In the following chapter, you will find:
Persona Communication Organisation
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persona
‘‘I like playing outside with my friends, when we are at the playground we often make a obstacle run from the tree trunks. We have to fInish the run without touching the ground! ‘‘
Who am i ? hello! My name is Daniel I am 10 years old. I live in Cape town together with my brother, sister, my parents and my dog Sam. I am a 5 grader. I don’t like art classes, but I do enjoy gym class and math. When school is done me and my friends really like to go to the playground with the big swing.
Meet Daniel! Our persona shows the inside of the backpack of Daniel. Daniel is an adventurous and curious 10-year-old child who lives in Cape Town. He likes to participate in sports with his best friends. He also does not mind paying attention in school aslong as he is with friends and the lessons trigger his attention span. Daniel is our persona of your target group children within the age five till twelve situated in sunny Cape Town, South Africa. The children are curious, open minded and very eager to learn about the world around them. They find it very important to find belonging in a group and to make friends, by for example playing games or sharing experiences together. Those shared experiences can be expressed by sharing emotions, such as fear, enjoyment and compassion.
DANIEL
DANIEL
th
Da ni el
Children within the ages five till twelve are also very imaginative and have lots of creativity. Our target group wants to be involved withalmost everything around them and that is the reason triggering their curiosity with our way of communication is very important. The following pages contain details about the way we will profile our concept Run For Your Water towards our target group.
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24 Tone of voice Tone of voice is the manner of speaking towards our target group (TheFreeDictionary, 2012). It is essential to deliver a well-executed product towards not only our target group, but also to their parents and our client Oranjezicht City Farm.
Children
The age gap is quite big, so we want to address everybody in our target group and do not want to leave anybody out. Therefore, we choose to use bright colors that meets the eye. Kids love colors, especially when colors are combined. Children have a good imagination and try to express themselves through these colors. Sometimes colors even do have their own emotion, strength and beauty. Children do not make differences between them, there is no wrong or right, colors are just unique (Ruimte en Kleur, 2018). Not only in the visual part did we try to meet the target group, also in the way of reading and orally speaking. So therefore, there are four keywords chosen, that matches the needs of the target group:
Fun Children ages five till twelve like to play and make up games with their friends; Adventurous The target group is very eager to learn and wants to experience and see
new things;
Mysterious The target group is curious and therefore ask many questions and wants to find answers to those questions; Imaginative The children of the target group are very creative and open-minded
Parents
The parents are also an important part in how they address the target group. Kids need to have permission to experience something special with their friends. Therefore, we need to address the parents in a more mature, save and transparent way. They need to know that their children are safe, are being taking care of and most importantly they are having a good and informative time.
Oranjezicht City Farm
It is important for OZCF to communicate with the target group in a fun, adventurous, imaginative and mysterious way. OZCF needs to create involvement with the children, parents and the volunteers, by using the four keywords. Oranjezicht City Farm needs to create a space where the children feel safe, but their parents are also
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Building a relationship Oranjezicht City Farm needs to interfere with the parents and create a trustworthy and fun relationship with each other. Therefore, it is important to uphold a good status. We plan to create this relationship and a good status, by creating a website and mobile website for parents.
Website
The page of the website of Oranjezicht City Farm provides everybody who is visiting from information about Run For Your Water. The parents of our target group will experience the website its transparency, which is veryimportant in this modern society. It is all about disclosure, visibility and accessibility, which will eventually lead to trust (MVO Nederland, 2015). The target group has access to the webpage as well, but it is mainly designed for its parents and external companies.
To reach a wider range of the target group, Facebook is going to be an important communication platform. Oranjezicht City Farm can organise Run For Your Water events on Facebook. Organizing it on social platforms such as Facebook will create a bigger range for participants. The children can invite all of their friends to try the Run For wYour Water obstacle run.
Flyers and posters
It is also important to reach the target group in an offline way. This can be done by spreading flyers and posters across the city. The flyers will be free to take. These will be spread in several places where the target group is most likely to go: - Oranjezicht City Farm - School - The doctor - The dentist - The supermarket - Toystore - Childcare
Personal communication
It is important that the Run For Your Water parkour will be spread amongst the children and parents. The succes stories need to be shared, to create more audience for the Run For Your Water escape room. Fun experiences that took place while participating in the obstabcle course of our concept will have the ability to convince more children of the target group to take part in the Run For Your Water movement. Parents who hear convincing stories from other parents whose children have participated in Run For Your Water and had a fun yet inspirational time, are more likely to let their own children also take part in the concept.
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29 Everybody has to see what OZCF has to offer and what way to do that is spreading posters across the city. The poster and flyer will inform the target group about the exact location. We chose a visual map, because visuals are better remembered by the human brain than text (Van de Ketterij & Frankwatching, 2014). The posters will be shown at busy places throughout the city, where the target group or our target group their parents are most likely to go: - Schools - Health care offices -Oranjezicht City Farm - The supermarket - Childcare - Parks - Bus stops - Playgrounds - Swimming pools - Seashore
Organisation The concept Run For your Water is reflected in a game. In this game we have realized a an obstacle run, where children should bring water from the beginning of the parcours all the way up to the end. The intention of this game is to make kids aware of the amount of water they use and teach them how to prioritize water use. The aim is to spill a minimum amount of water while trying to finish the parcours. To realize the concept Run For your Water the director of Oranjezicht City Farm needs to arrange all the materials for the parcours. A volunteer director will be pointed by the director. The task of the volunteer director will be explaining to the kids what the aim of the concept is and how they have to finish the parcours. At the start of the parcour the supervisor will be the storyteller. He will be telling everything about the parcours and which will make them think about the amount of water they use. Every child will get an amount of water from a volunteer. This obstacle run has four cabines, in each room there will be secrets and puzzles which the children have to make to get access to a new room. As we are working with children there will be a volunteer in every room to give the kids a clue if needed. On the outside of each room there will be waiting two volunteers just in case anything goes wrong, think about refills or cheating on the game. These volunteers are there to help and monitor everything. Oranjezicht is a non profit organization, they need to cover it all with volunteers. In cooperation with schools and parents, that should not be too hard.
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Director Oranjezicht Cityfarm
concept monitoring
Volunteer supervisor
Volunteer 1
Volunteer 2
Volunteer 3
Volunteer 4
Volunteer 5
Organisation structure
This concept is a part of a family culture. The relationship between the children and volunteers is an important part of this whole concept. The aim is to work in an relaxing work environment, which will be created by getting good explanation by the director. This will decrease the tension of miscommunication. The parcours will be located in an open environment. There is a big amount of volunteers, who all want to be a part of educating children on the awareness of wasting water. By working together and creating teamwork, Run For Your Water will create a positive work environment for everyone with the best results.
Chapter Chapter33
How In the following chapter, you will find:
Materialization Design plan Network
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35 Physical surroundings
Materialization
For the concept ‘Run For Your Water’ we use mostly natural products, because it is in accordance with the Oranjezicht City Farm its learning method using nature as teacher. The construction is made from thick wood on the outside, because wood is sustainable and adds to the look and feel by making it adventurous and playful. The rooms are mostly dark, enlightened with small lighting. This creates a certain warm and mysterious look and feel. The idea is that in this way children are more comfortable and feel more focussed, so that the messages in every room of the obstacle run, will have more impact. We use ocean water to fill the tubes, but the story will tell them it is holy water. This is to make them truly involved. Audio records tell stories in every cabin with a mysterious tone of voice.
The name of the concept is Run For Your Water. The name is derived from run for your life, because we need water to keep ourselves hydrated. In this case it is an obstacle run where they need to run with water. The obstacle run is divided into four cabins. Every room tells a story which unknowingly consists of different ways to understand the reality our target group currently lives in. Also the mission in every cabin teaches one of the core value of Oranjezicht City Farm going from transparency, community, nature as teacher to playful learning.
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Transparency
The first room teaches transparency. In this room the children hear a story about what can be expected during the obstacle run together with an attempt to create awareness of what is going on in Cape town. The story audio played in this cabin is about a fictive water monster who came around and took all of the water. The children are being asked if they want to help to bring water from one side of the country to the other side.
By this way they can help and safe the people, plants and animals by delivering water. Unfortunately the road is blocked so they are forced to go through the landscape with obstacles. The children get a filled tube and are being asked how much water is in the tube. Further questions can be asked, such as how many tubes do you need for a shower. This is to make them think about water amounts of water and indirectly about scarcity.
The idea is to lose as little water as possible during the obstacle run. To go from one cabin to another we use unstable stairs and wood stones. This makes it a challenge to go from one place to another, without losing too much water out of the tube.
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Community
Once arrived in the second cabin, it is all about community and working together, another core value of Oranjezicht. The children are expected to move a ping pong ball through loose elements. This can be done by removing some water out of your tube, to stimulate the ping pong ball to move. This can’t be done alone therefore they learn how to work together. The group that is able to put the ball in the box the first, wins this challenge. Of course it is very important that they work together as a team to complete this mission. They also have to use the least amount of water in order to win the end game. This mechanism is similar to transit the toilet. The intention is for them to use this experience in real life.
Nature as teacher
The third cabin is based on the principles of nature as teacher. In this room hangs a big screen. Every time they drop some water on the tub, the projector draws a line. The children have to guess what the drawing is going to be. The longer you keep guessing, the more water you need to use for this. It is up to them to make sure they guess fast what they see on the screen. All drawings are nature related, such as an apple, a tree, a leaf, etc. This way children understand that also plants need water to grow. In our analysis we saw that children have affection for nature and animals, sometimes even more than for humans. So this is effective and has a relation to the method of nature as teacher.
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Playful (learning)
The last room is the playroom. Children are children and we want them to experience laughter and fun. We use this in the last category to convince the target group that they had a great time and not only about learning. The children have to find a golden ball in a ball pit. This ball possess the key needed to open the treasure. You have to fill all of the remaining water in this treasure. The team that has the most water left, eventually wins and gets rewarded. The reward should be water related to remind them at home about their experience and learnings in the obstacle run.
Concept markers
A few markers of this concept are absolutely essential and some factors are adaptive to change. The core of this concept is to teach children based on core values to learn to deal with water scarcity. As long as the games in every cabin teach transparency, community, nature as teacher and play, the concept is guarded. Also the structure needs to be as close to nature as possible, because it fits Oranjezicht City Farm’s learning method; nature as teacher. The inside of every cabin needs to be dark and cosy, which is at the same time a little mysterious. This look and feel triggers the attention of the target group. People are more alert in the dark and it aligns with the story being told in every cabin. Therefore the message has more impact. Water needs to be involved in every game, in a way children learn to prioritize water use. “Do I need this now or do I need it later�? In every game, water needs to be recycled. This is how children learn that even if you play with water, it is better not to. This stimulates them to think about scarcity.
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NEtwork Industry expert
Employees
The netwerk of Oranjezicht Cityfarm consists of all different stakeholders. The hierarchical amosphere will be created by the stakeholders that will be working together closely. The CEO is the head of the network. The head of the organisation will take the important decisions and creates all the agreements. After the CEO comes the branche experts, these are in charge of pointing out all the tasks and make sure everything runs smooth. From employees it goes to the customers which need to be directed by giving correct information. The network Oranjezicht Cityfarm is created by promoters who try to find enough investors to make the network grow. The CEO will always be in touch with the volunteers that want to invest their time in Oranjezicht Cityfarm. Because of the perfect arrangements Oranjezicht City Farm is a network which is streamlined from the CEO until the volunteers.
Chapter Chapter44
How much In the following chapter, you will find:
Business Model Canvas Value Framework Materials and Costs
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47 Business Model canvas
Oranjezicht Cityfarm, Government, Schools, International Lifestyle Studies
An escaperoom/ trail where kids try to get to the finish in a playful way. They start with a little bit of water and have to be creative on how they use the water to get tot he finish. *
Staff to escort the game, attendees, objects for the trail, microphone, screen (optional), big area, water from a lake, something to transport water.
Material to build the trail, Objects fort he trail, Screen, Microphone, Staff, Prize for the winner(s) Bottel to fill the water with, Speakers Game elements Nature and “fake” nature, learning from nature
Change behaviour towards the current reality (of water scarcity) in a playful way by learning from nature and copying its method
Through Oranjezicht City Farm its network. They have the ability to announce the new concept to their network with their social platforms
Attendees, these are mainly childern but parents may join. Mostly schools will sign up their students for taking part in the concept but any group who want to come on their own initiative is welcome.
Oranjezicht Cityfarms network, advertisement on the farm, contact schools and other child orginazations.
Participation fee Sponsorship through schools, the government, other charity and companies that can advertise Fund-raising at school by the childern
* An escaperoom/ trail where kids try to get to the finish in a playfull way. They start with a little bit of water and have to be creative on how they use the water to get tot he finish. In the esecape room they will have to use the water so efficient as possible and they can do this by learning from nature. How does a tree use it’s water so efficient as possible? At the beginning of the trail a (ghost) story will be told to inform the attendees of the trail, the instructions on how to get to the finish and the rules. This all will be told in a storytelling methode to make it more interesting.
Source: Mulder, P. (2017). Value Proposition Canvas. Retrieved from https://www.toolshero.nl/marketing-modellen/ value-proposition-canvas/
The BMC model, or Business Model Canvas shows a few values that an organization has. The Business Model Canvas is a graphic representation of these values. For this project this model is used as strategy tool for the development of a new concept. It also analyses the situation of the existing business of Oranjezicht City Farm. The building blocks of the organisation are the nine categorries in the BMC canvas (Mulder, 2017). The choices that have been made for the information in these categorizes are justified here below.
Key Activities
The Key Activities that are chosen for the trail are all chosen for a reason. By analysing all of the information that was found in the stages before creating the concept we have came to the conclusion that playing, learning from nature and creating a feeling of wanting to help are important. The activities came forth from this conclusion.
Key Partners
Our first key partner is Oranjezicht Cityfarm, our event will be held at Oranjezicht City Farm and this makes them an obvious partner. Our second partner is the government, because our concept will influence children in a good way and this benefits the whole society. We will try to aim that the government will sponsor any possible costs, this is very important because Oranjezicht City Farm is a non-profit organization and wants to keep their expenses low. We also want to include schools , schools can benefit from our educational part and we hope they will continue our ‘trail’ to change the children their behaviour when they are on school property. The partner ILS stands for us as ILS students as a partner. We can help in monitoring the concept and containing the quality of it in the future.
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Key Recourses
This category shows some examples of the necessities our concept needs to be realized. Further explanation and our argumentation can be found in chapter 3 in the Design plan.
Value Proposition
The value proposition is based on the matter submitted to us by Oranjezicht Cityfarm. We also added some of our knowledge we generated from topical trends to make it more futureproof.
Customer Relationships
Oranjezicht City Farm already has a network that they work with. We want to keep this network close and keep them in the ‘family’. This way we hope to keep, and possibly expand the network that Oranjezicht has. This expansion can happen by the right way of communicating the new concept.
Channels
Channels can be seen as our way of communication to the outside world and more importantly how we will be able to reach them and get our message across. Further explanation and our argumentation can be found in chapter 3 in Network.
Costumer Segments
We will focus on the children when creating our concept, not only because Oranjezicht City Farm suggested this, but also because these children will become the next generation. Approaching this as our target audience will show great potential for our future.
Cost Structure
The costs for the trail will be tried to keep as low as possible. This can be done by using recycled material and sponsoring by customer relationship.
Revenue streams
Making the run achievable to the non-profit organization, we want to charge a small partition fee. This will be around 5 euro per group, so around 1 euro per kid. We do not want to make it any higher because the run is for a good cause and we want to keep the threshold low. There could also be a possibility that schools get a special offer when they continue the process of behavioral change at school. Other revenues will be from sponsors such as the government or schools, we also suggest organizing an event like a charity run to collect money.
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Value Framework
The Value Framework is designed by Elke den Ouden. It gives insight in which categories values are being created by Oranjezicht City Farm and our concept Run For Your Water. There are four different categories: economy, psychology, sociology and ecology. The words that are marked green is the category where Oranjezicht and our concept have the most impact. Each marked category has an explanation that can be found on the following pages.
Economy - Stability
Stability on economic scale is for our client Oranjezicht of great importance. Therefore, the concept needs to be cost-effective mainly for now, but also foor in the future. According to our concept Run For Your Water, the realisation does not require a lot of money. Therefore, the focus of our concept does not lie on creating economical profit or gaining financial wealth but it mainly focusses on the Psychology and Sociology categories to create value in. Our concept rests mainly on the input of every stakeholder, for it to be successful for now and in the future. Effort is expected from the target group, the parents of the target group but also from the volunteers from Oranjezicht City Farm that will help with making our concept work. Only with equal effort from all stakeholders, the ultimate result of learning from nature in a playful manner can be reached.
Psychology - Shared Drivers
Our concept revolves about learning from nature while doing it in a play way. The communication in our concept is kept close to reality, what indirectly gives a transparent image of the world around you. Oranjezicht City Farm also has (sustainable) nature as a focus, together with transparent communication about the current water scarcity in Cape Town. The goal of our concept, with the core values of Oranjezicht and our target group kept in mind, is to make the reality more manageable and livable. This is done by bringing that current reality in a playful and natural, but most of all sustainable way to the target group with our concept Run For Your Water.
Source: E. den Ouden. (n.d.) Creating meaningful innovations: The Value Framework. Retrieved from Reader Health jaar 2 International Lifestyle Studies.
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53 materials and costs
Sociology - Social Resposibility
Oranjezicht City Farm has given us an assignment that involves creating meaningful innovations mainly in Sociology. We choose to focus on acticipating on the feeling of social responsibility with our concept, because concluding out of the client analyses Oranjezicht focusses on this category too. Our concept Run For Your Water tries to aim for social awareness and responsibility by learning in a playful way on how to deal with the most valuable material in Cape Town right now; water. Unknowingly, the children will learn about the preciousness of water in a pleasant, adventurous and playful way. By doing it this way, participating in our concept Run For Your Water will hopefully stimulate our target group to want to take part in our Run For Your Water adventure more than once. Parents of our participating target group will also be stimulated in sharing in our concept with other parents, to create a wider ‘Learning-does-not-have-tobe-boring” awareness range.
Ecology - Sustainability
Stability stands for mentality and course of action that literally sustains the world and the society (including future generations). An ecosystem is needed that shares the core values of our target group but also of Oranjezicht of transparency, integrity and shared responsibility. We combine these three core values with the main focus point that has a big influence on the current water scarcity situation in Cape Town, namely sustainability. By focussing on sustainability our concept will become more durable to develop for now, and execute in the future.
For this concept we mostly use wood and material from nature. The wood can be picked up from a place where they collect wood that is no longer in use. All the materials of the structure are recycled materials. The extra material is also coming from the homes of children. At school they can organize a gathering to raise as many useful materials as possible to build a basic obstacle run. The ocean water needs to be transported from the ocean to Oranjezicht City Farm. The point of our concept is to use as little water as possible, therefore they do not need to do this often. The transport of water is likely to be transported in a tank. A tank can be hired or if the situation is explained, in cooperation with a company who transports liquids for a low amount of money. These elements will be the main cost of our concept: A digital screen for the projection of nature as teacher in one of the rooms of the obstacle run. Speakers to tell stories and give instructions to the children in the rooms of the obstacle run. Communication material such as a website and someone responsible for the social media channels. The idea is to organize a charity run on the schools. This way the children raise money to be able to realize the trail ‘Run for your Water’. Also the municipality might have an extra fund, because the water problem is very serious and this concept will lead to a change in behavior in a long term. Also the awards for the children should be funded. There are certain sponsors in mind for this. Maybe there is a toy store who is willing to fund the awards given after completing the obstacle run. Most people involved in the concept are volunteers. Although they are not getting paid, It is nice to thank them every now and then. Some money should be put aside to show them appreciation with a little gift. If it cost too much, OZCF can reach out to certain stakeholders. They might want to help to realize the Run For Your Water concept. The stakeholders are mentioned in the paragraph ‘Network’.
Epilogue
Creating this conceptbook has been a very inspiring and intensive process.
This was the first time we created an English conceptbook, which was a challenging but rewarding experience in the end. We are satisfied with the way we worked together as a team. After putting in lots of hours of research, creative processes and hard work we are extremely proud of the end result of our conceptbook to deliver to Oranjezicht City Farm and International Lifestyle Studies. If there are any further questions about this project or our concept, you can contact us by using the following e-mail address: Tara.verstappen@student.fontys.nl
Analyses
BBC. (2017, November 3). Are protesters right on South Africa farm murder rate? Retrieved from http://www.bbc.com/news/world-africa-41807642?intlink_ from_url=http://www.bbc.com/news/topics/cq23pdgvyl7t/south-africa&link_location=live-reporting- story BBC. (2018, January 5). Dry shampoo is helpful during drought. Retrieved from http://www.bbc.com/news/av/business-42580478/dry- shampoo-is- helpfulduring-drought?intlink_from_url=http%3A%2F%2Fwww.bbc.com%2Fnews%2Ftopics%2Fcq23pdgvyl7t%2Fsouth-africa&link_location=live- reportingmap Biomimicry. (n.d.). Retrieved from https://www.merriam-webster.com/dictionary/biomimicry Definition of Gamification. (2018, January 6). Retrieved from https://www.merriam-webster.com/dictionary/gamification Getaway Travel. (n.d.). Economie van Zuid-Afrika. Retrieved from https://www.zuid-afrika.nl/zuid-afrika/reisgids/zuid- afrikaanse-samenleving/economievan-zuid- afrika/
Ss o
Lachemeijer, R. (2018, January 26). Kaapstad wil eerste smart city van Zuid-Afrika worden. Retrieved from https://www.duurzaambedrijfsleven.nl/ict/26915/ kaapstad-wil-de-eerste- smart-city- van-zuid- afrika-worden Oranjezicht City Farm. (2018). WELCOME TO THE ORANJEZICHT CITY FARM. Geraadpleegd van http://www.ozcf.co.za/
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who
ce
MVO Nederland. (2015, February 18). Transparantie. Retrieved from https://mvonederland.nl/ transparantie/wat-is-transparantie Ruimte en Kleur. (2018). Kind en kleur. Retrieved f rom http://www.ruimteenkleur.nl/kind-en-kleur
ss
TheFreeDictionary. (2012). Tone of voice. Retrieved from https://www.thefreedictionary.com/ tone+of+voice Van de Ketterij, B., & Frankwatching. (2014, November 12). Waarom visuele content beter scoort dan tekst [infographic]. Retrieved from https://www.frankwatching.com/archive/2014/09/12/waaromvisuele-content-beter-scoort-dan-tekst-infographic/
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How
Decomadeco. (2017). tubes [Illustration]. Retrieved from https://www.decomadeco.nl/ houder-voor-reageerbuisjes-rond-wit.html Denhartog. (2017). boomstammen [Illustration]. Retrieved from http://www.denhartog. nu/webshop/buiten%20spelen/woodplay/WP-C40-detail
Qianjiadongkqs. (2017). water drop [Illustration]. Retrieved from http://www. qianjiadongkqs.com/
Free great picture. (n.d.). lindeboom [Illustration]. Retrieved from http://www. freegreatpicture.com/trees/tree-1609
Vandenboschtuinenterras. (n.d.). waterbak pvc [Illustration]. Retrieved from http:// www.vandenboschtuinenterras.nl/assortiment/waterpartijen-beelden/group/242toebehoren/m.5349057930/toebehoren/
Homedepot. (n.d.). Pet Squeak [Illustration]. Retrieved from https://www.homedepot. com/p/Pet-Squeak-3-7-ft-L-x-3-4-ft-W-x-3-9-ft-H-Large-Bird-Dog-House1203L/205307023
Youtube. (2017). user key [Illustration]. Retrieved from https://www.youtube.com/ channel/UC2sDpUflDFdlC-NkamHTTaA
Kathys comments. (n.d.). old log cabin [Illustration]. Retrieved from https://kathyscomments.com/2018/painting-log-cabin-interior-walls Mywebroom. (n.d.). vintage wood bucket [Illustration]. Retrieved from http://www. mywebroom.com/antique-revival-vintage-wooden-bucket/ Overcast fm. (2017). radio headspace [Illustration]. Retrieved from https://overcast.fm/itunes823637079/radio-headspace Prullenbaktotaal. (n.d.). afvalton met deksel [Illustration]. Retrieved from https://www.prullenbaktotaal.nl/stapelbare-afvalton-met-deksel-120liter-blauw/
How much
Felce, D., & Perry, J. (1995). Quality of Life and Measurements. Retrieved from Research in Developmental Disabilities, 16(1), 51-74 E. den Ouden. (n.d.) Creating meaningful innovations: The Value Framework. Retrieved from Reader Health jaar 2 International Lifestyle Studies. Mulder, P. (2017). Value Proposition Canvas. Retrieved from https://www.toolshero.nl/ marketing-modellen/value-proposition-canvas/
Conceptbook Oranjezicht City Farm International Lifestyle Studies - Fontys Academy for Creative Industries ILS2C - Group 2 Charlotte Buitenhuis, Emily Flynn, Sem van de Loo, Yesmin al Sharkawy, Tara Vestappen, Demi Wollendorf