Playnspeak & Daily Dump

 

About Playnspeak & Daily Dump

Daily Dump is the brand of a company called Playnspeak. The company is run by Mrs. Poonam Bir Kasturi. Daily Dump helps in managing household bio-degradable waste and converting it into usefull high-quality compost. The company is involved in developing a range of composting solutions. The composter, made of terra-cotta, is sourced from village potters. The designs are 'open source', so individuals in other locations can replicate, adapt, build on, sell and use - for wide and rapid propagation of the idea. The challenge is to create sustainable revenue streams and make money out of all the research and design work they have done.

Daily Dump's goal is in 5 years become 100 times its present size in terms of number of households that Daily Dump will reach. Currently Daily Dump has about 3000 household customers.

"We want to be the leaders in a new way of doing business - which is able to be creative, transparent, equitable and yet be viable. We have been in the market for the last 3 years, and have managed to monetise something that did not exist before this - so we are now ready for the next leap"

The project has got a considerable environmental impact. But also it has a social impact, as the company takes orders from the pottery sector which is otherwise dying out. There are thousands of pottery artisans who are struggling to find market for their wares, and Daily Dump offers them new market opportunities.

 

 

Business case
Daily Dump was looking for an international perspective on their marketing strategy.The desired deliverable was a clear 5 point plan on market thrust areas - and possible strategies to get there.

They asked for an expert in marketing, preferably linked to social and/or green sectors. Preferably, the expert would also have some level of expertise in financial planning and growth management. 

SharePeople matched the case with Tom Wooning. Tom is a marketing & sales professional with broad experience at strategic, tactic and operational level. Tom has got its own company, Bureau T.O.M (Top Of Mind), focussing on Interim management and strategy consultancy.

 

 

Results

 

Analysis/ Advice 

 

Daily Dump needed more than just advice on marketing management. Sales management, financial management, internal organisation and team management were other disciplines that needed attention.

 

Together with the team, Tom and Poonam identified all "growth opportunities" for Daily Dump, those were prioritized and growth opportunities for next 6 months have been selected. For each growth opportunity an individual team member got selected who will be "in the lead" and they have developed Personal Action Plans. The team is very committed to make this work.

 

Also, the Daily Dump team has been completed. The team composition and team roles have been analyzed and a "chairman" has been added to the team. Besides, a financial monitoring system has been built and is in use.

 

Poonam: "Tom was able to assess our needs and break it up into individual tasks and overall goals. These were both short term as well as longterm. This was done in the context of the marketing needs of our organisation. Tom also designed tools for monitoring our financial flows."

           

 

Impact on the partners

 

Poonam:

"I have learnt that having a clear strategy and focusing on the priority items is essential. I am the founder, so I tend to be all over the place without any key focus. In addition, Tom made me aware that I need to invest in looking after myself too - and that is another great learning for me."

 

Tom:

"I have learned that I am able to analyse and assess what is needed in an organisation and in a team in a relative short period of time. I know how to translate this into a clear project approach & action plan, how to involve people and how to get (internal) buy-in and commitment. On a personal level I have learned all about India and the way of living. As guest in the founder's residence, where 4 generations are living together, I have been able to live as an Indian citizen for 3 weeks which has provided me with a unique, enriching and unforgettable experience."

 

Follow up

 

Tom and the team will stay informally in touch and keep eachother updated on how their goals are progressing. Team members will all implement their personal action plan and fulfill their newly defined team roles. SharePeople will stay connected with Playnspeak (Daily Dump), and if needed will provide follow up support.

Related business cases

• RiSE, 2010, Expert Program, India
• Sahaj, 2010, Expert Program, India