Termtem Green Startup

Implementing idea from case competition into reality

Overview

During my junior year in college, my friends and I entered a case competition with a delivery refill idea. Wishing to make a real impact, we sought feedback from experts, developed the prototype further, and eventually turned our idea into a non-profit green-startup called ‘Termtem’ (Thai word that means ‘Fulfill’ in English).

Collaboration

Thailand Startup League, CU Innovation Hub, TEDFund, LION Corporation

My role

Design lead: product strategy, customer journey, service design, visual design

Team

Rhach Roongnirandon (project manager)

Nuttaphat Huayudomsin (system operator)

Kankanit Keeratiyothin (business analyst)

Tanita Panitpattanakit (marketing manager)

Sirinda Limsong (designer)

Duration

Dec 2019 - April 2021 (1 year 5 months)

Identifying the problem

Every minute, more than 1,200,000 plastic bottles are used by humans, but half of them are used only once and will remain as waste on Earth for another 450 years, making the rise of single-used plastic now a global problem.

COVID-19 as an accelerator

Together with the COVID-19 that has changed people’s lifestyle, the New Normal way of life leads people to use more delivery services and become more addicted to convenience. Even though people know that plastic bottles are being improperly disposed of, 80.6% still buy the single-use plastic bottles due to the convenience.

Problem statement

How can we make reducing the use of single-use plastics meet people's current lifestyle?

Solution

Therefore, we came up with a solution of a delivery refill service by using electric cars for refill. Our product line focuses on household liquids such as soap, washing detergent, dishwashing liquid, and bleach because these products can be stored for a long time and are more expensive if bought in small amounts. Besides being convenient and cost-saving, the service also creates a positive impact on the environment.

Target persona

We categorize our target group into 3 main groups and focus mainly on ‘Convenient-Green’ group as they have a lifestyle that matches our services and are the group with the largest proportion. They are people who want to help the world but still cling to convenience.

We categorize our target group into 3 main groups and focus mainly on ‘Convenient-Green’ group as they have a lifestyle that matches our services and are the group with the largest proportion. They are people who want to help the world but still cling to convenience.

We categorize our target group into 3 main groups and focus mainly on ‘Convenient-Green’ group as they have a lifestyle that matches our services and are the group with the largest proportion. They are people who want to help the world but still cling to convenience.

Market size

From the market size secondary research, we found that there are over 2.3 million condo residents in Thailand with 1.4 million of them in Bangkok. Of which, the proportion of convenient-green people is nearly 1 million. The number continues to rise every year, presenting an opportunity to capture this market.

Refill process

Product refill can be done easily via LINE Official Account, an application that Thai people use regularly. Users just have to select the product type, desired quantity, and place the order.

Drop off, refill, pick up!

Upon completion of the payment process, users can leave empty bottles on the shelves of our partnered condominiums and dormitories.

A LINE notification will be sent to users when our employee takes the bottle to refill it at the refill station, then returns it to the shelf.

Tailor customer and stakeholder experiences

In order to set a clear operation process, my team and I developed a service blueprint which illustrates all aspects of the service ecosystem, including touchpoints, processes, and user interactions. The blueprint also helps identify pain points and opportunities for improvement.

Turn idea to a reality

Bringing an idea to life required more research on how the MVP solution could be developed.

To start a business, here’s what we had to consider and explore deeper back then

01
Products to sell

We did an online questionnaire to gather the top three brands for our product line. All of which are brands that cover to 60-90% of the market.

02
Service areas

In the beginning, we selected 3 main areas around Chulalongkorn U., Sathorn, and Phayathai district, since they are areas with a high density of condominiums.

03
Business model

We position ourselves as another sales channel that allows brands to better reach consumers. Our income comes from profit margin on product sales which are 60% cheaper than retail stores.

01 Products to sell

02 Service areas

03 Business model

Step back
and start within
the community

Step back and start within
the community

We found that running a start-up was nothing like what we’ve planned. The perfect idea was too hard for just a group of 5 students to manage. We then decided to start within our community which is the university.


Our service began in 5 student dormitories and 3 condominiums around Chulalongkorn University, as well as setting up booths several times to promote the service there.

Seek more opportunities

Having run the start-up for a while, we saw an opportunity to expand our services. Instead of refilling for individuals, we partnered with a university cooperative store and set up a refill station. This reduces our refilling frequency and allows students or people nearby to refill at any time.

What I learned

Embrace different perspectives

Working in a multidisciplinary team allowed us to learn from others. Enabling us to overcome challenges, and accomplish ambitious goals.

Always be adaptable

I learned to be more adaptable when faced with challenges, and that problem-solving is crucial to ensure continued progress.

Create
positive
impact

At first I didn't think our team's idea would get this far, I was delighted to see the idea make a positive impact on society, even on a limited scale.

Copyright © Sirinda Limsong 2023

Copyright © Sirinda Limsong 2023

Copyright © Sirinda Limsong 2023