E-COMMERCE

BUSINESS
MODEL
GOONJ

SUBMITTED TO:
DR. A. SRINIVASA RAO

SUBMITTED BY:
KAMAKSHI AGGARWAL
NAVYA SOOD
SAIJAL SOMANI
SHAGUN PODDAR
MFM 18-20
 TABLE OF CONTENTS

CHAPTER No. TOPIC PAGE NO.

I. ABSTRACT 1

II. ABOUT GOONJ (NGO) 2-6

2.1 Mission and vision

2.2 Values

2.3 Founders profile

2.4 Initiatives

2.5 Cloth for work

2.6 Green by Goonj

2.7 Go green Products

2.8 Existing business model

III. INTRODUCING A NEW PLATFORM – BIG COMMERCE 7-16

3.1 Features of big commerce

IV. INTEGRATING TECHNOLOGY IN E BUSINESS MODEL 16

V. SUPPLY CHAIN MODEL 17-18

VI. E- MARKETING STRATEGIES TO BE IMPLEMENTED 19-25

6.1 Why e marketing

VII. BUILDING ECRM GOR GOONJ 26-28

7.1 Suggested ECRM strategies for Goonj

7.2 Planning CRM implementation

VIII. REFERENCES 29
I. ABSTRACT
A business model is a method for long-term survival and a value proposition for stakeholders
and customers. E-business models include the use of information technology to achieve long-
term goals.

CUSTOMER VALUE SCOPE

Price Revenue sources

Connected activities Implementation

Capabilities Sustainability

Table No. 1 Criteria for new business model

The report talks about suggesting Diverse funding for GOONJ’s e-commerce business model
where there is not just 1 super grant that funds everything, but a healthy mix of foundation
grants, corporate grants, government grants, contracts for services, fees for services and
individual donors.

Figure No. 1 Diagrammatic representation of how NGOs channelize its operations

II. ABOUT GOONJ (NGO)
“A no-loss, no-dividend, self-sustaining company that sells goods & repays investments to its
owners; whose primary purpose is to serve society & improve the life of the poor”
Goonj is a non-governmental organization headquartered in Delhi, India which undertakes
disaster relief, humanitarian aid, and community development in parts of 23 states across India.
Goonj focuses on clothing as a basic but unaddressed need.

2.1. MISSION & VISION

Goonj envisions to grow as an idea across regions, economies, and countries using urban
discards as a tool to alleviate poverty and enhance the dignity of the poor in the world. Address
basic but neglected issues of the poor by involving them in evolving their own solutions with
dignity and urban material as a reward.
Design and Strategy Principles
• Building and maintaining a connection of empathy, dignity and valuing between the issues
of the poor and the rich.
• Leveraging and empowering already available resources, wisdom, time, skills and efforts
of people.
• Approaching complex and interwoven challenges of poverty and discard in a human-
centred and community-driven way.
• Equipping end-users in cities and villages to thrive and evolve sustainably.
• Listening deeply to our rural communities with humility, treating people with dignity
and respect.
• Working alongside. Goonj facilitates, nudge and empowers the partners and communities
environmentally and socially to infuse new life and vitality into their communities.
• Being responsive. Goonj is constantly learning, incorporating and addressing from the
reality of changing communities, contexts and deepening relationships
• Evolving solutions with, not for the communities they work with.
• Rooting Ideas in Community. Their on-ground, strategies are built from the context,
cultures, knowledge, wisdom, resources, needs, and aspirations of the rural communities
we work with.
• Principles Driven. Their reflection, decision-making, and action, in the face of complexity
and uncertainty, is driven by their guiding principles.
2.2. VALUES
• To recognize and value the potential of local resources and traditional wisdom of people.
• To focus on the receiver’s dignity instead of the donor’s pride.
• To promote the circular economy by ensuring maximum use of each material.
• To collaborate with partner organizations to increase effectiveness and scale.
• To view every entity as an equal stakeholder in the process of development rather than
observing hierarchical relationships.
• In the race of development, they all are too focused on machines i.e. the big, known issues,
ignoring the needles- the most important basic needs.
At GOONJ the focus is on the needles, i.e. the small neglected needs while the world focuses
on the big machines. With a large-scale civic participation, it is becoming a big people’s
movement for development.
Goonj is creating a parallel economy that is not CASH based but TRASH based, where every
work doesn’t have to wait for money; instead, huge quantities of old re-usable material is
turning into a valuable resource.

2.3. FOUNDER’S PROFILE

Anshu Gupta is an Indian Social Entrepreneur, awarded Magsaysay Award for his work on
transforming the culture of giving in India and for highlighting material as a sustainable
development resource for the poor. Popularly known as the Clothing Man, Anshu founded
Goonj, offering a sustainable economic model for eliminating poverty and related issues. Under
his leadership, Goonj created a barter between urban surplus and village communities labour,
triggering large scale rural development work. Anshu has won many national and international
honours like Ashoka and Schwab Fellowship, while Forbes Magazine has listed him as one of
India’s most powerful rural entrepreneurs.

2.4. INITIATIVES
Since 1999, Goonj has built a network of communities from urban to village India,
channelizing material as a tool to address crucial gaps in rural infrastructure, water,
environment, livelihood, education, health, disaster relief, and rehabilitation. Its engagement
with both the urban and rural population has galvanized mass civic participation in addressing
basic but neglected issues. Goonj’s model of development implemented through its various
Initiatives proposes a more inclusive alternative economy where everyone is an equal
stakeholder in the process.

2.5. CLOTH FOR WORK

Worldwide when we think of resources for any kind of development work, we think of money.
Goonj works on turning old material as a resource for hundreds of rural development activities.
Communities have built huge bamboo bridges, dug up wells, have done bunding of acres of
land, developed small irrigation canals, have built drainage systems, built village schools and
have taken up massive exercises of repairing roads, developing water harvesting systems to
cleaning up water bodies. All these works are done but by making people understand their own
community power and giving old usable old material as a reward.

2.6. “GREEN BY GOONJ”

‘Green by Goonj’ a brand built around reusing and up-cycling even the last shreds of material
that Goonj receives. A range of over 100 different products like purses, fancy bags, file folder,
mats, etc. made out of torn jeans, obsolete audio tapes, one side used paper, etc. shows the
ingenuity, craftsmanship and design aesthetics of women from nearby slums involved in
making these products. Buying a ‘Green by Goonj’ products ensures that the work in rural
India continues unhindered irrespective of large/small funding support.

For decades Goonj has been the go-to place for contributing any surplus household material.
With Green by Goonj brand of recycled products Goonj ensures that nothing goes waste – un-
wearable clothes, torn oversized jeans, old fabric, obsolete audiotapes, unused ties, etc
2.7. GO GREEN PRODUCTS

Figure No. 2 Product offered at Goonj

Figure No. 3 Green by Goonj

2.8. EXISTING BUSINESS MODEL
How to Order
As of now, they don't have a website or any other platform to sell their products. The website
is only meant for the display of the products. The order or query can be sent to green-by-
[email protected] with “Green by Goonj” in the subject line, with the mention of the specific
product code and the desired quantity.

• Minor design modifications on any products can be done only on bulk orders.
• The colour and fabric used in the products are based on availability.
• Utmost care is taken in choosing the fabric and other material used in our products but
because this is generated from collected material, they do not take any responsibility for
colour bleeding, shrinking of material, etc.
III. INTRODUCING A NEW PLATFORM- BIGCOMMERCE

BigCommerce is one of the largest ecommerce solutions available in the industry. It’s headed
by CEO Brent Bellm and COO Robert Alvarez and has a team of over 350+ employees in three
international offices located in San Francisco, California, Austin, Texas and Sydney, Australia.
The company has garnered much success since it was founded in 2003. It’s gone on to service
customers in over 150 countries around the world and has even won such awards as the Top
Places to Work in 2016 (Austin American-Statesman) and San Francisco Bay Area’s Best and
Brightest Companies to Work For in 2016. It’s even been featured in Forbes’ list of World’s
Best Cloud Companies in 2016.

Advantages of using BigCommerce

1. It is designed to meet the functionality of small business’ needs
2. It has the largest built in features than any other leading platform in the industry.
3. It is the most scalable platform in the industry.
4. BigCommerce boasts an impressive average growth of 28% for its clients year on year.
5. There is no Locking in its own payment gateway. BigCommerce doesn’t lock you into its
own payment gateway. Better still, it doesn’t impose transaction fees on any of its plans.
Instead, it lets you choose your own provider without imposing any extra charges or
transaction fees.
6. There is no hidden cost for any in-built features like shopify.
7. It has excellent SEO features

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3.1. FEATURES OF BIGCOMMERCE

i. Payment Options
BigCommerce provides a large choice of payment gateways, serving over 100 countries. It
doesn’t add any transaction fees, either.
BigCommerce offers over 40 integrated payment gateways
Payment providers include:
• PayPal
• Stripe
• Square
• Apple Pay
• Amazon Pay
• Adyen

ii. Shipping Options

Merchants also get a break on shipping with this platform. For starters, it features a quick setup
process when it comes to configuring shipping options. This process allows the business to
define fixed shipping rates for a variety of different locations with ease.
Big commerce can also give the customers more accurate shipping quotes with real-time rates
from such carriers as USPS, UPS, FedEx, Australia Post, Royal Mail, Canada Post and more.
It also offers integration with Ship Station, which allows you to save time by printing your own
labels for USPS, UPS, FedEx, DHL and Canada Post.
Enterprise customers have access to even more features when it comes to shipping. This is
mainly in the form of deep integration with Shipping HQ, one of the most efficient shipping-
rate calculators in the industry. It allows you to offer customized shipping rates and more
accurate shipping quotes so you can cut back on overpayments for misquotes.

iii. SSL Security Certificate. It is responsible for encryption of the user data to make the online
payments safe.

iv. Abandoned Cart Recovery

Almost as important as an SSL certificate is the option for abandoned cart recovery. When a
customer enters their email and then abandons their products in the shopping cart at checkout,

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the business can send an automated email to draw them back to their purchase. customers can
even personalize the emails and include discount codes. This is a real money saver! On average,
these emails win back 12-15% of customers, while personalized emails are six times more
effective than regular ones.

v. Multichannel Selling
This platform’s primary feature is its ability to allow anyone to build and run their own online
store without having to rely on a number of different services, but it does allows the business
to sell in places outside of store. This includes online marketplaces like eBay, Amazon and
Shopping, but it also includes in-person sales through integration with Square POS as well as
the ability to sell on social media through integration with Facebook and Pinterest. Everything
can be managed from centralized and single platform.

Figure No. 4 Categorisation on BigCommerce Website

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vi. Big commerce analysis
It provides the business with a number a report like customer report, marketing report, search
data report, finance report, abandoned cart report. It provides analysis like orders, revenue,
customers, visits and conversion rates.

Figure No. 5 Profile Analysis of Online BigCommerce Store

vii. Large Apps Store

These are just a few of the essential features BigCommerce has. If the business wants to expand
their site beyond these functions, they can. They got over 600 apps to choose from in the
BigCommerce app store. BigCommerce has a much more limited app store than its
competitors. But that’s only because it has so many impressive in-house features already! The
business just doesn’t need as many apps as they would with Shopify, for example. This keeps
costs lower, because you don’t have to pay out for third party add-ons every month.

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viii. Template for website design
BigCommerce offers a reasonably good selection of responsive templates that the business can
use for the design of their online store. There are 7 free themes and around 130 paid themes
(ranging in price from $145 to $235) and each theme contains a number of different variants,
so there quite is a lot to choose from. All of these templates are fully mobile responsive, which
means they automatically reformat to fit mobile screens for mobile shoppers.
Luckily, BigCommerce makes it really easy to find the perfect theme. One can search by
industry, or by the layout you want for their template. For example, one can choose from grid
layouts or designs featuring large images. One can also view just free or paid themes, or use
the search bar to find tailored results. Themes really vary depending on the industry they are
categorized under. For example, themes in the ‘Clothing’ category have a product zoom
feature, while other categories don’t include this.

Figure No. 6 Example of how the Website Design looks like

ix. Big Commerce help and support

BigCommerce support comes in a variety of different formats. One-on-one support is available
24/7 through chat, email and phone. The knowledge base, known as BigCommerce University,
also contains a lot of helpful articles in case you get stuck.
There’s also a blog, webinars and help from other merchants in the community forums.

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 Figure No. 7 BigCommerce’s online help desk

x. Point of sales functionality

It facilitates the integration of the POS system with the e-commerce system. one can take
payment, add and sync inventory when selling from a physical store.

xi. Marketing
BigCommerce provides the business with a number of marketing features like banners, coupon
codes, carl level discounts, E-mail marketing, etc.

Figure No. 8 Banner/Poster option at Website

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xii. Buy Buttons
Another feature offered by BigCommerce are buy buttons. Buy buttons enable the business to
sell from blogs, e-mails, social media posts and any of the external websites. Once the
consumer clicks this button it leads him to the BigCommerce store to make the purchases.
These buttons can be customised as per the design and features of the original website of the
business.

Figure No. 9 Push Buy-Button option on Website

The following table shows the ratings given to various features of the BigCommerce website.
The overall rating is 4.2 out of 5.

Figure No. 10 Rating of BigCommerce’s Services

While creating an E-commerce store, BigCommerce even asks business to specify whether you
already have an existing website or not and the category of products you would like to sell.

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Figure No. 11 This is how a Store look like

Figure No. 12 E-commerce Store Dashboard

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 Figure No. 13 Various Plans available

Pricing is a little complex at BigCommerce, but the pricing options for small business are fairly
competitive when compared to other ecommerce platforms. They are as follows:
• Standard – $29.95/month
• Plus – $79.95/month
• Pro – $249.95/month
Business will also save 10% when they pay annually. These plans include no transaction fees,
unlimited products, unlimited file storage and unlimited staff accounts. There are also a lot of
free and affordable apps.

The following table shows the checklist of the various features provided under each plan
offered by BigCommerce.

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 Figure No. 14 Features of BigCommerce provided to new companies

IV. INTEGRATING TECHNOLOGY IN E-BUSINESS MODEL

i. Front-end e-commerce technologies
Front-end development starts with design. The design team creates wireframes and prototypes
for the future website and hands them to the development team. To develop the front-end of an
e-commerce website, developers use HTML5, CSS, and JavaScript libraries (Angular, Vue,
React).

ii. Back-end e-commerce technologies

Back-end technologies are very complex. Still, without the skeleton, an e-commerce website
would not work well. The back-end of an online shop is responsible for order management,
adding products to the catalogue, SEO settings, editing of website pages, online shop scaling,
payments, and user registration. SEO is an extremely cost-effective way of generating new
business to a website. The most popular programming languages used to develop back-end
include PHP, Ruby, Java, and Python.

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V. SUPPLY CHAIN MODEL
For decades Goonj has been your go to place for contributing any surplus household material.
With Green by Goonj brand of recycled products we ensure that nothing goes to waste –
unwearable clothes, torn oversized jeans, old fabric, obsolete audio tapes, unused ties etc.
In the digital age, NGOs are being forced to develop and execute digital strategies to remain
relevant to donors and beneficiaries. Digital transformation and a digital strategy as being born
in the nexus of people, platform, and process. It is very important for the organization to devise
a proper supply chain model.
A supply chain is a collection of suppliers required to create one specific product for a
company. The chain is made up of nodes or “links,” which can include multiple manufacturers
for parts, then the completed product, then the warehouse where it is stored, then its distribution
centres, and finally, the store where a consumer can purchase it. The concept of the chain is
important, because each link is connected in a specific direction and order, and the next link
cannot be reached without going through the previous one. Each link adds time and costs, and
can involve labour, parts, and transportation.

The organization should devise a supply chain keeping the following strategies in mind:

i. Lower shipping cost and delivery time:

Be responsive by getting their orders to them quicker and at a lower shipping cost.
There distribution centre is based out of Delhi. So ideal shipping time will be 3-4 days for
delivery in Delhi and Delhi NCR and 5-7 days for delivery in other tier 1 and tier 2 cities.
The shipment will take place through third party company. They can tie up with DHL as it is
known as a reliable yet low-cost courier partner.

ii. Increase the number of picked orders per day:

Order picking is one of the most important functions in the warehouse/Distribution centre.
Order accuracy and timely order fulfilment are keys to a successful customer experience.
Picking and packing are generally the two areas Goonj can also gain the most significant labour
cost savings

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iii. Sourcing affectively:
They should work effectively on Balancing the aggregate demand and supply to develop a
course of action which best meets sourcing, production, and delivery requirements.
At present they source material from charities from common people in form of clothes,
newspaper, blankets, beddings etc and upcycle them to create new products.
Along with this Goonj can tie up with export houses and can source export surplus for their
upcycling purpose. They can also join hands with brands who encourage the customers to
discard their old clothes.

iv. Efficient processing of raw material:

Transform product to a finished state to meet planned or actual demand. Goonj closely work
with artisans, especially women from rural areas to transform their raw materials into finish
product. They work to uplift these women by giving them a fair share in the profits.

v. Managing returns:
The question of returns generally not arise in an NGO as the products that are produced by
development organizations primarily serve the purpose of disseminating information on a
specific development topic or issue. These are products that are not often produced for mass
markets, but for particular groups with an interest in the development sector. Should
development organizations wish to broaden their market sector, they can develop products that
have a wider appeal, while still maintaining a focus on the dissemination of information on
development issues.

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VI. E-MARKETING STRATEGIES TO BE IMPLEMENTED
Electronic marketing/Internet marketing refers to marketing principles and techniques
promoted through electronic media (PC, Software, Databases, Networks) and more specifically
Internet (Social media). It uses a broad range of technologies to help connect businesses to their
customers. Thus, E-marketing encompasses all activities that a business conducts via internet
in order to attract new business, retain the current one and develop strong brand identity. E-
marketing is something that capitalizes on information technology to reach marketing
objectives of any business.

6.1. WHY E-MARKETING?

Main reason for enterprises to use e-marketing is to increase the speed of marketing and to
create a loop of mass communication through story-telling. Today’s customer is very quick in
switching brand preference when some other brand offers a similar product at a lesser price. It
is very important for businesses to create an environment where both the business entity as well
as the customer is quality driven (conscious consumer) and appreciates the emerging small-
scale sustainable enterprises. Participation from both customers and the enterprise is essential
in this process.

The below figure lists down some of the most feasible marketing strategies that Goonj can use
in order to promote its E-business at the chosen platform i.e. BigCommerce.com

Figure No. 15 Diagrammatic chart of the most feasible E-marketing for Goonj

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i. Digital Marketing
Digital marketing is more cost-effective than traditional marketing. As Goonj is a non-profit
organization, the marketers would be focused more on social causes rather than financial gain,
and implementing digital marketing strategies will be essential to growing their organization.
Video channels, Internet radio, Mobile marketing, display of digital banner ads are a few
suggestions for the organisation.

ii. Pay per Click Marketing

The advertiser targets certain words in a way that when someone searches the same words on
any search engine such as Google, a specific ad will pop up, and the advertiser pays a fee each
time any of their ads is clicked. It’s a way of buying visits to the website, meaning that one is
going to pay purely on performance basis i.e. when the ad is clicked upon. This is a dynamic
strategic process.

iii. Email Marketing

Promoting products through E-mails via 2 main approaches- One-to-many and one-to-one.
This is a very cost-effective, highly targeted, customizable, measurable form of marketing and
notably, takes advantage of a customer’s most prolific touch point i.e. their inbox.

iv. Blogging (A-big-thing-now)

Yet another but important and crucial to today’s market trends that has brought a huge change
in our society. The concept of influencers/bloggers has gained a lot of popularity in the 21st
century and is said to be a huge promoting medium. Also, the B2B marketers using blogging
as a promotion tool generates 63% more leads.

v. Social Media Marketing

Using social media platforms to connect with its audience in order to drive the website traffic.
And, in an industry that doesn’t have much to offer in return for someone’s donation, the short-
form content that the organisation is sharing with the world on social media means their

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audience doesn’t need to do too much to get involved. If the audience is giving donation and
don’t get anything back physically, it’s wise to make it as easy as possible for them to get
involved.
Thus, the BigCommerce portal offers various options for its registered retailers/entities by
linking their product catalogue to the following E-commerce sites, where in the case, Goonj’s
products will be available at eBay, Google shopping, Amazon, Square, Facebook and
Instagram page too, making it all the more accessible.

Figure No. 16 All available means of sale linked with BigCommerce Website

# Why should non-profits focus on social media? -

According to statistics, the main priorities of social media marketers at non-profits is to
fundraise, generate brand awareness, recruit volunteers or share news.

Figure No. 17 Statistics showing primary reasons for Non-profit organisations to be

promoting their products on Social Media

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Benefits of Social Media Marketing to Goonj-

• Increased exposure
Putting interactive content on the website or Instagram/Facebook pages doesn’t even
require spending hours and hours creating a unique post. Twitter polls can be run, hosting
a Q&A session through Instagram Stories and Posting Facebook surveys generates a great
deal of interaction for a Non-profit organisation like Goonj.
Goonj should be more engrossing/engaging on all the platforms it is present at, with equal
amount of participation.

Figure No. 18 Engaging and participating campaigns

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• Increased traffic
Branding a non-profit’s social media content with a hashtag can increase the organic reach
because it allows the content to be found in native search. All big platforms including
Facebook, Twitter, Instagram, Pinterest and LinkedIn have their own search features, and
with millions of users visiting the site each day, is a good idea to position the charity
proposition in front of them. Adding some creative and quirky #HASHTAGS is vital.

Figure No. 19 Promoting HASHTAGS Campaign

• Provides marketplace insight

• Page views
Goonj’s current product catalogue on www.goonj.org that can be linked to its
BigCommerce website profile and that has a feature for buying the products there and then.

Figure No. 20 Goonj Product Range

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 Figure No. 21 Goonj Product range

• Reduce market expenses

This is something that will eventually reduce a lot of expenses that this non-profit
organization could have otherwise incurred if it implemented selling option on its own
website because that involves quite a few technological integrations and lot of maintenance.

Figure No. 22 Scaling Online Business

• Improves search rankings

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• Improved sales

Figure No. 23 Improvement in Sales as the website is linked to many social media
platforms

vi. Viral Marketing

Viral Marketing is that which is able to generate interest and the potential sale of a brand or
product through messages that spread like a virus, in other words, quickly, and from
person to person. The idea is for it to be the users themselves that choose to share the content.

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 VII. BUILDING ECRM FOR GOONJ
Electronic Customer Relationship Management (ECRM) is a customer-centred business
strategy aimed at increasing satisfaction and loyalty of customers by offering them tailored
services. This is done by implementing CRM technological programs like customer support
and service, sales, etc. that facilitate in shaping products and services to suit each customer.

Customers’ experience while interacting with an organisation is valuable in shaping the

perception consumers form about the organisation. Positive experiences have a favourable
impact on loyalty, but negative ones may drive a customer away. In order to understand a
customer’s expectations and requirements, there can be a feedback system in place that
encourages communication with the customers.

Improving customer relationship management means having the efficiency of syncing

between mobile phones, calendars, reporting, and other client interactions. Having a CRM
that goes where one goes will improve the customer experience. A CRM should allow the
organisation to link multiple platforms while updating data in real-time.

7.1. SUGGESTED CRM STRATEGIES FOR GOONJ

Automating these customer relationship strategies is a smart way to improve the efficiency of
everyone that connects with customers and leads. It includes:

i. Chatbot-Customer interaction when they visit the website and help them with purchase.
It becomes a lot better for both the customer as well as the organisation

ii. Sending out a thank you when a customer makes a purchase.

A customer feels obliged when he/she is acknowledged with a personalised message
thanking him/her to be part of “Green by Goonj” cause and appreciating them for making
a difference in people’s (people who make products at Goonj) lives.

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iii. Offering a birthday greeting with promo code.
Offering personalised promo codes to customers on their Birthdays/Anniversaries by
analysing the data of each customer from their data set will definitely reflect a sense of care
and customers will feel more related and connected to the brand.

iv. Notifying current customers when a new product has been launched.
Since, “Green by Goonj” promotes everything sustainable and its product line is limited to
Bags and Wallets as of now, and majority of the customers that this organisation is going
to pursue will be the conscious customers who also do some kind of charity, So, as and
when the brand expands its range, it is the brands’ responsibility to keep its customers
updated and develop a sense of belonging in the minds of customers in turn promoting a
completely sustainable environment.

v. Sending an email to people that abandon purchases in their shopping cart without buying.
Sometimes while people are looking for a product and even though they add a product in
their cart that does not get converted into sale because of some or the other reason, the
organisation is sent the data of this set of people too. Goonj will be able to identify those
customers and send them auto generated emails as a reminder to complete the transaction.
This form of personalised emails brings a sense of attachment in the mind of customer as
he/she feels that the brand is maintaining a positive relationship with them.

vi. Offer “just in time” ordering.

The "just-in-time method" is an inventory strategy where materials are only ordered and
received as they are needed in the production process. The goal of this method is to reduce
costs by saving money on overhead inventory expenses that would definitely save cost up
to an extent.

vii. Provide after-the-sale support in the form of a helpful how-to or tips on how to upgrade.
Constantly being in touch with the customer is the key to success when an organisation is
operating online. Maintaining relationship with every customer is important for an online
business to operate because it lacks verbal communication online platform. Thus, the
organisation should accept customer’s suggestions and implement upgradations.

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viii. Conducting customer satisfaction surveys.
Sending timely survey links to even one-time customers and asking them for their feedback
can lead to continuous (repeated) purchase because by this way a customer feels
acknowledged and respected.

7.2. PLANNING CRM IMPLEMENTATION

A CRM implementation involves four basic steps:
• Building the Project Team
• Choosing a Project Methodology
• Determining CRM Needs
• Technical Implementation: In-house vs. Consultant

The CRM affects many at all levels of the departments in an organization, so in addition to
building a project team, there’s a need to compile data that each of the departments will need
in the new CRM (i.e. donor contact information, fundraising revenue and budgets,
volunteer contact information, event registrants and attendees, etc). The non-profit should
also realise this opportunity to re-examine current processes and procedures to determine if it
needs to be updated or improved.

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VIII. REFERENCES
• https://goonj.org
• https://digitalmarketinginstitute.com/blog/6-digital-marketing-strategies-for-non-
profits-corporate
• https://www.iesgp.com/blog/top-5-examples-of-customer-relationship-management-
efficiency

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