Harvard Case - groupelephant.com: Going 'Beyond Corporate Purpose'
"groupelephant.com: Going 'Beyond Corporate Purpose'" Harvard business case study is written by Flavio Feferman, Matthew Bujnicki, Stacey Chin, Travis Dziubla, Ashley Lohmann. It deals with the challenges in the field of Social Enterprise. The case study is 15 page(s) long and it was first published on : Feb 16, 2016
At Fern Fort University, we recommend that Groupelephant.com adopt a hybrid organizational structure, integrating elements of both for-profit and non-profit models. This approach will enable them to maximize their social impact while ensuring financial sustainability and scalability.
2. Background
Groupelephant.com is a social enterprise founded by Jean-Baptiste de Francueil, aiming to improve the lives of elephants in Asia by creating a sustainable business model. They offer high-quality, ethically sourced elephant dung paper products, promoting conservation through responsible tourism and community development. The case study highlights the challenges faced by Groupelephant.com in achieving its mission while navigating the complexities of a hybrid business model.
The main protagonists are Jean-Baptiste de Francueil, the founder and CEO, and the team of passionate individuals dedicated to the cause. They face challenges in balancing social impact with financial viability, navigating legal and regulatory frameworks, and scaling their operations while maintaining ethical standards.
3. Analysis of the Case Study
Framework: We utilize the Triple Bottom Line (TBL) framework to analyze Groupelephant.com's situation. This framework considers three key dimensions:
- Social: Groupelephant.com's social impact is measured by the positive effects on elephant conservation, community development, and poverty reduction.
- Environmental: Their commitment to sustainable practices, ethical sourcing, and reducing environmental footprint is crucial.
- Economic: Financial viability and profitability are essential for long-term sustainability and scaling operations.
Analysis:
- Social Impact: Groupelephant.com has a strong social mission, evident in their commitment to elephant conservation, community empowerment, and fair trade practices. They have successfully created a demand for their products, demonstrating the potential for social impact through market-based solutions.
- Environmental Sustainability: The company's focus on ethical sourcing and sustainable practices aligns with the principles of a circular economy. Their use of elephant dung as a resource minimizes waste and promotes environmental responsibility.
- Economic Viability: While Groupelephant.com has demonstrated initial success, achieving financial sustainability and scalability remains a challenge. The need to balance social impact with profitability requires careful consideration of pricing, cost management, and market expansion strategies.
Key Issues:
- Hybrid Model Complexity: Navigating the legal and regulatory frameworks of both for-profit and non-profit sectors can be complex.
- Scaling Challenges: Maintaining ethical standards and social impact while scaling operations requires careful planning and resource allocation.
- Market Penetration: Expanding the market for elephant dung paper products requires effective marketing and branding strategies to reach a wider audience.
4. Recommendations
1. Hybrid Organizational Structure:
- Form a Benefit Corporation (B Corp): This legal structure allows Groupelephant.com to legally pursue both profit and social impact, providing a clear framework for balancing these goals.
- Establish a separate non-profit foundation: This foundation can focus on community development, education, and research related to elephant conservation, while receiving funding from the for-profit arm.
- Develop a clear governance structure: This structure should ensure transparency, accountability, and alignment between the for-profit and non-profit entities.
2. Strategic Planning and Growth:
- Develop a comprehensive business plan: This plan should outline market segmentation, target audience, pricing strategies, and marketing initiatives.
- Explore new product lines: Expand beyond paper products to offer a wider range of sustainable goods, such as clothing, furniture, or home d'cor.
- Leverage digital marketing and e-commerce: Utilize online platforms to reach a global market and increase brand awareness.
3. Financial Sustainability and Impact Measurement:
- Develop a robust financial model: This model should incorporate social impact metrics alongside traditional financial indicators.
- Explore impact investing and social finance options: Partner with impact investors and social finance institutions to secure funding aligned with the company's mission.
- Implement a Social Return on Investment (SROI) framework: This framework will help measure the social impact of Groupelephant.com's activities and demonstrate the value creation beyond financial returns.
5. Basis of Recommendations
- Core Competencies and Mission: The recommendations align with Groupelephant.com's core competencies in ethical sourcing, sustainable practices, and community development. They also support the company's mission of elephant conservation and poverty reduction.
- External Customers and Internal Clients: The recommendations consider the needs of both customers seeking eco-friendly products and the communities involved in the production process.
- Competitors: The recommendations focus on differentiating Groupelephant.com from competitors by emphasizing its social impact and unique product offerings.
- Attractiveness: The hybrid organizational structure, combined with strategic planning and impact measurement, enhances the company's attractiveness to investors and stakeholders.
6. Conclusion
By adopting a hybrid organizational structure, focusing on strategic planning and growth, and prioritizing financial sustainability and impact measurement, Groupelephant.com can maximize its social impact while ensuring long-term viability. This approach will allow the company to scale its operations, reach a wider audience, and contribute significantly to elephant conservation and community development.
7. Discussion
Alternatives:
- Remaining solely a for-profit company: This option could limit the company's ability to prioritize social impact and attract investors aligned with its mission.
- Becoming a non-profit organization: This option would limit the company's ability to generate revenue and scale operations, potentially hindering its long-term impact.
Risks and Key Assumptions:
- Market demand: The success of the recommendations depends on the continued demand for elephant dung paper products and the company's ability to expand into new markets.
- Financial sustainability: Achieving financial viability requires careful cost management, pricing strategies, and access to capital.
- Regulatory environment: Navigating the legal and regulatory frameworks of both for-profit and non-profit sectors can be complex and require ongoing attention.
8. Next Steps
Timeline:
- Year 1: Formalize the hybrid organizational structure, develop a comprehensive business plan, and implement a robust financial model.
- Year 2: Launch new product lines, expand into new markets, and begin implementing an SROI framework.
- Year 3: Secure impact investments, establish partnerships with social finance institutions, and evaluate the effectiveness of the hybrid model.
Key Milestones:
- Legal incorporation of a B Corp: This milestone will provide a legal framework for the company's hybrid structure.
- Launch of new product lines: This milestone will demonstrate the company's ability to diversify its offerings and reach new markets.
- Securing impact investment: This milestone will provide the company with the financial resources necessary for growth and expansion.
By implementing these recommendations and achieving these milestones, Groupelephant.com can become a leading example of a successful social enterprise, demonstrating the power of business to create positive social and environmental impact.
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Case Description
The groupelephant.com (formerly EPI-USE) case focuses on CEO Jonathan Tager as he grapples with implementing and sustaining his company's recently launched Beyond Corporate Purpose: Elephants, Rhinos & People ('ERP') program. In what is more than just a Corporate Social Responsibility ('CSR') program but rather a hybrid business model, Tager is contemplating how to measure and convey the program's expected impact on elephant and rhino poaching, as well as on poverty alleviation in South Africa. The case study highlights the difficulty of planning in embarking on programs of this nature as well as CSR programs in general. It also addresses topics such as hybrid (blended) business models, the 'theory of change' underlying CSR strategy, and the challenges involved in defining and measuring impact. The case explores organizational challenges and tensions related to adopting a business model that is no longer solely for-profit, including whether companies have a responsibility to actively engage in advocacy and devote significant resources to social and environmental (conservation) objectives or whether such efforts violate the fiduciary responsibility that CEOs have to shareholders.
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