During class the other day we discussed an Arc Initiative case called Ecocalzer.  I feel that this company has a lot of potential to expand into international markets such as Vancouver because its value proposition gives it a competitive advantage over existing shoe companies in the market. Its mission is to produce fashionable, hand made, eco friendly shoes. If Ecocalzer can find an effective and accessible channel to reach its consumer base through, it is almost guaranteed to succeed because it has minimal competition. What I propose that Ecocalzer does is establish a consumer base within its niche market: fashion and environment conscious communities. A good way to reach these consumers is by displaying their shoes at art schools such as Emily Carr and at art markets such as Granville Island or the Harmony Arts Festival.

An incredible opportunity for Ecocalzer to increase its brand awareness is through social media:  if all of the one thousand students in COMM 101 alone “likes” or “shares” its Facebook page, surely word would have spread. An attached video that tells John’s story would make the product even more appealing to consumers as it is creating shared value by redefining productivity (solving an environmental issue).

However, Ecocalzer must be aware that there are many cheaper substitutes for its product, so if it wishes to maximize its profits, it needs to sell at a moderate price where the consumer’s marginal utitility is equal to marginal cost.

I look forward to seeing Ecocalzer expand into the Vancouver market one day!

Help support John by “liking” this page!

Resources: https://www.facebook.com/photo.php?fbid=180548408805280&set=a.180547658805355.1073741828.180530798807041&type=1&theater 

Have you ever seen a problem and wondered how you can solve it? Social entrepreneurs have the power to change the way things are done: they see a problem, and develop a business that solves the issue. What better way is there to run a business?

Bridgehead Coffee is the perfect example of the story of an entrepreneur. It was foundedby two United Church ministers and two social activists who were concerned for the prospects of small-scale coffee farmers in Nicaragua.  What Bridgehead offers is coffee made from fair trade coffee beans. The company has a commitment to work with only small scale farmers who provide Bridgehouse with the best quality coffee beans at a price that reflects the hard work that the farmers have put into the harvesting process. They fulfill their part of the agreement by bringing out the best in the raw ingredients of their coffee through practices that minimize the impacts on the environment.

While social entrepreneurs may not be able to minimize their costs like other companies whose only goal is to maximize profits, they gain additional social profit. These entrepreneurs attract an emerging group of consumers who are becoming increasingly conscious about the journey behind the products they buy.

Learn more about the story behind Bridgehead Coffeehouse:

Or Visit their website: http://www.bridgehead.ca, make sure you check out their blogs as well to learn more about what they’re involved with! Bridgehouse is seeing so much success lately that Globe and Mail did an interview with them.

If you have additional interest in the development of social entrepreneurship in Canada, make sure you check out this article too!