Harvard Case - PeriFerry: Ferrying Transgender People from the Edges to the Mainstream
"PeriFerry: Ferrying Transgender People from the Edges to the Mainstream" Harvard business case study is written by Shubham Sharma, Satyendra C Pandey. It deals with the challenges in the field of Entrepreneurship. The case study is 15 page(s) long and it was first published on : Mar 7, 2024
At Fern Fort University, we recommend PeriFerry adopt a hybrid growth strategy that leverages its strong community foundation while strategically scaling its operations. This approach involves a combination of organic growth through enhanced service offerings and community engagement, alongside strategic partnerships with organizations and businesses that align with PeriFerry?s mission. This strategy aims to maximize PeriFerry?s impact while ensuring financial sustainability and long-term growth.
2. Background
PeriFerry is a non-profit organization founded by a transgender woman, Maya, to address the unique challenges faced by transgender individuals in accessing healthcare, employment, and social support. The organization provides a range of services, including:
- Transportation: PeriFerry operates a fleet of vehicles to transport transgender individuals to medical appointments, support groups, and other essential services.
- Advocacy: PeriFerry advocates for transgender rights and provides resources and support to transgender individuals and their families.
- Community Building: PeriFerry fosters a sense of community among transgender individuals through social events, workshops, and networking opportunities.
The case study highlights PeriFerry?s initial success in building a strong community and providing essential services, but also its challenges in scaling its operations and securing sustainable funding.
3. Analysis of the Case Study
PeriFerry?s success can be attributed to its strong entrepreneurial spirit, community focus, and disruptive innovation in addressing a critical social need. However, the organization faces several challenges:
- Financial Sustainability: PeriFerry relies heavily on donations and grants, making it vulnerable to funding fluctuations.
- Scalability: Scaling its operations to reach a wider audience requires significant investment in infrastructure, technology, and personnel.
- Competition: PeriFerry operates in a growing market with increasing competition from other organizations addressing similar needs.
To address these challenges, PeriFerry needs to adopt a strategic growth plan that considers the following:
- Business Model Innovation: Explore alternative revenue streams beyond donations, such as fee-based services, corporate sponsorships, and social enterprises.
- Technology and Analytics: Leverage technology to enhance service delivery, streamline operations, and gather data to better understand the needs of the transgender community.
- Marketing and Branding: Develop a comprehensive marketing strategy to reach a wider audience, build brand awareness, and attract potential partners and donors.
- Organizational Culture: Foster a culture of innovation, collaboration, and continuous improvement to attract and retain talented staff.
4. Recommendations
Short-Term:
- Develop a Minimum Viable Product (MVP): Introduce a fee-based transportation service with a limited scope and target audience. This will allow PeriFerry to test market demand and generate revenue.
- Partner with Local Businesses: Establish partnerships with businesses that cater to the transgender community, offering transportation services in exchange for advertising or referral fees.
- Leverage Technology: Implement a web and mobile application to streamline service booking, track usage, and gather data on user needs.
- Enhance Community Engagement: Organize regular events and workshops to build community, raise awareness, and attract potential volunteers and donors.
Long-Term:
- Expand Service Offerings: Develop a comprehensive suite of services, including healthcare navigation, employment support, and legal assistance.
- Seek Venture Capital Funding: Develop a compelling business plan and pitch deck to attract investors interested in social impact ventures.
- Explore Strategic Partnerships: Partner with national organizations and businesses that align with PeriFerry?s mission, expanding its reach and impact.
- Implement a Sustainable Business Model: Develop a diversified revenue stream through a combination of fee-based services, partnerships, and social enterprises.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies: PeriFerry?s core competencies lie in its community focus, advocacy, and transportation services. These recommendations build upon these strengths while diversifying its offerings.
- External Customers: PeriFerry serves transgender individuals who need access to essential services and support. The recommendations aim to provide more accessible and affordable services.
- Internal Clients: PeriFerry?s staff and volunteers are passionate about their mission. The recommendations foster a culture of innovation and collaboration to attract and retain talent.
- Competitors: PeriFerry faces competition from other organizations addressing similar needs. The recommendations focus on differentiation through innovative service offerings and strategic partnerships.
- Attractiveness: The recommendations are designed to increase PeriFerry?s financial sustainability and impact. The potential for revenue generation through fee-based services and partnerships makes PeriFerry a more attractive investment opportunity.
6. Conclusion
PeriFerry has the potential to become a leading organization in providing essential services and support to the transgender community. By adopting a hybrid growth strategy that combines organic growth with strategic partnerships, PeriFerry can achieve financial sustainability, expand its reach, and make a lasting impact on the lives of transgender individuals.
7. Discussion
Alternative options include focusing solely on organic growth through donations and grants or pursuing a rapid expansion strategy through aggressive fundraising and acquisitions. However, these options carry significant risks. Relying solely on donations can lead to financial instability, while rapid expansion can strain resources and compromise quality. The hybrid growth strategy offers a balanced approach that mitigates these risks while maximizing PeriFerry?s potential for impact.
8. Next Steps
- Develop a detailed business plan: This plan should outline PeriFerry?s vision, mission, target market, service offerings, revenue streams, and financial projections.
- Create a marketing and branding strategy: This strategy should focus on building brand awareness, attracting potential donors, and reaching the target audience.
- Identify and cultivate strategic partnerships: PeriFerry should seek partnerships with organizations and businesses that share its mission and can provide resources, funding, or access to new markets.
- Implement a technology roadmap: This roadmap should outline the development and deployment of web and mobile applications to enhance service delivery and data collection.
- Build a strong team: PeriFerry should recruit and retain talented individuals with expertise in finance, operations, marketing, and technology.
By taking these steps, PeriFerry can position itself for sustainable growth and make a significant difference in the lives of transgender individuals.
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Case Description
PeriFerry is a pioneering social enterprise working toward creating sustainable livelihood opportunities and inclusive workplaces for transgender persons in India. Originally located in Chennai, Tamil Nadu, India, PeriFerry has upskilled 320 transgender persons and sensitized more than 30,000 employees about their inclusion in the workplace. PeriFerry's founder and chief executive officer, Neelam Jain, does not believe in an extravagant showcase of effort. Instead, since she founded PeriFerry in 2017, her approach was that when transgender persons wished to transform their lives, they could locate and reach out to PeriFerry via the internet and various social media platforms like LinkedIn, X, Facebook, or Instagram or meet on-ground community representatives. But Jain is looking forward to PeriFerry's next five years and contemplating whether this approach will be relevant to scale social impact. Alternatively, Jain is considering adopting a proactive stance in reaching out to transgender people. This could involve extending its geographical coverage to include other cities in India and introducing a diverse range of services to provide holistic support for transgender persons. The new approach will allow PeriFerry to scale wide by reaching out to more trans people who are dispersed in various geographical locations in India who find it difficult to locate PeriFerry due to a lack of technological amenities. But Jain would also have to figure out the resources and capabilities required to scale its social impact. Jain must determine which strategy PeriFerry should pursue in the next 23 years.
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