What is your value proposition?
Be smart. Think head first.
We challenge school children to develop skills and gain critical awareness so that they are empowered themselves with a solution.
As anyone can reduce the possibility of dying for cancer by adopting simple behaviours and rules such as not smoking.
Who is your customer(s)?
Mainly state primary schools and children aged 10-11 yrs.
Also teachers and parents (family)
What approaches to you use to reach your customers?
We write to schools, teachers, headteachers and propose our free of charge classes.
Our written communication is followed by a phone call.
We also use a Sponsor get Sponsor plan to work through a network of valuable teachers and increase our opportunities.
Also we have a strong brand awareness in schools being in the market for over 20 yrs with free of charge activities.
What are your primary activities?
Our trained tutors deliver drama and theatre based activity right in primary schools. Our workshop lasts about an hour and engages children and teachers.
A welcome kit (stickers, brochcures, leaflets, a leaflet & letter to parents) is handout out to children. Children fill in a card indicating whether they would like to enter the Young Tobacco Fighter Club.
Young Tobacco Fighters can enter a competition. Around 500 winners from the Club are invited to the Award ceremony in May 31st to show their work (video, drawings, poems).
What other challenges - individual, organizational, or environmental – are you currently facing or might hinder future success of your business, and how do you plan to overcome those?
1.The rise in popularity of the newly developed electronic cigarette is a clear concern for us (cigarette industry markets on teens, also studies being done on electronic cigarettes are few and far between).
2.We don't have a dedicated website on this project.
3.We distribute welcome kits to all children. 1kit=1child
As each welcome kit weights about 200 gr, we need like to change this material in favour of new media/web material both for environmental and practical reasons (welcome kits are heavy tocarried around).
Briefly describe your growth strategy going forward
Thanks to our 20 yrs experience we manage to cover around 65% of all schools in the Milan area. In the next 18 months we wish to hit between 85% and 90% of all schools.
To do this we need to increase our counselling network (we currently have 10 leaders), and work on our telemarketing activities and create ad hoc website
What makes your business "ready" for growth?
The shift from sickness and cure to wellness and prevention is compulsory in a world where the management of long term medical conditions and other issues relating old age are of increasing concern.
What are your key growth objectives?
We want to increase by 25% our presence in schools.
Also we want to cut costs on printing materials by going on the internet. This should save us around 40% of costs which could be reinvested in further educations interventions at secondary school.