- 學位論文
永續護髮公司的商業計畫提案
BRWN: A Business Plan to Create Sustainable Hair Care Products for Southern Africa
並列摘要
BRWN is a hair care company based in Southern Africa that creates hair care products for people with curly to kinky hair. BRWN creates products with the end user in mind while building a sustainable ecosystem firmly rooted in local communities to create a positive economic impact. BRWN centers on exploring the different plants in Southern Africa, mainly Aloe Forex (also called Cape Aloe, an indigenous Southern African bitter aloe) Marula (a fruit from the Marula tree whose seeds can be used as a moisturizer), and Rooibos (Aspalathus linearis used as a tea but can be used for the hair as it is rich in antioxidants. South Africa is a growing economic hub in Southern Africa with a total population of 62 million, where the majority are black people with curly hair. BRWN plans to provide hair products for people between the ages of 20-39 years old, which gives us an addressable market of 20.26 million. The trend of women ditching their relaxers to revert to their natural hair has opened opportunities for hair products made for curly and kinky hair. BRWN will enter the B2B market with shampoos, co-wash, and conditioners as their first product offering. These products will be in partner salons and hotels. BRWN’s marketing and sales strategy includes partnering with salons as a business channel for consumers to see and use our products. Hotels are looking to reduce water usage per room. BRWN plans to partner with hotels to offer a co-wash that drastically reduces water usage by combining shampoo and conditioner into one product. BRWN sent a survey questionnaire to 45 people, asking varying questions to test their willingness to purchase sustainable hair care products. One of the findings was that customers understood the " natural "label placed on products but did not understand the ingredient specific labels. The finding shows that there is still not enough market education on the harmful effects of specific ingredients, such as parabens or silicone, which results in women using toxic products on their hair. It is alarming as black women were the most prone to ovarian cancer due to exposure to chemicals in their relaxers. BRWN hopes to combat this by introducing masterclasses in their partner salons to educate consumers on hair and harmful ingredients. BRWN focuses on creating a community around its brand, where women of color can learn and understand their hair better through curated hair experiences and hair masterclasses. We believe it will change how we interact with our hair, which is usually unhealthy. BRWN advocates for local products made for the South African market. Sourcing local ingredients will ensure jobs for the South African market. International hair brands own the largest market share in South Africa, so BRWN plans to enter the B2B market rather than the B2C market. The South African market is also prone to supply chain disruptions caused by xenophobia attacks or political unrest. Political unrest can disrupt our supply chain, which is why BRWN will also look into sourcing Marula and Aloe from The Kingdom of Eswatini and Zimbabwe for a continued supply of raw materials. BRWN's financial and start-up costs amount to R280,811, invested by the owner. Our first-year projections are to produce 3,000 liters of product with one machinery.