Focus on sustainable business goals

Firstly, potential adopters of stray animals were selected as the target group. I expected to study them to increase the adoption rate of stray animals and thus reduce the burden on the institutions. However, after digging deeper, I realised that the more important issue in this topic at the moment is how to run the stray animal related organisations sustainably. So I switched my target group and focused on stray animal rescue practitioners. So I interviewed a few members who run stray animal rescue societies in universities.

This role was chosen because their difficulties and needs were more prominent. It also most directly touched on the business objectives. They are a group of students aged 18-30 with a social heart and a desire to help stray animals. On average, they reach out to 5-10 regular stray animals on campus each month and raise anywhere from $500-3000 for more rescue activities through fundraising. They are most eager for two elements, one is to explore more diverse sources of funding to support long term operational needs. The second is to get more people to adopt in order to achieve the purpose of the operation.

Using the user needs and business objectives that I learned from the interviews, I mapped out a user map and a story map, which led to a base problem statement. That is, how might we make NGO people (who/users) address the problem of gaining more investment and acheive more adoption (what/needs) to work efficiently and benefit to society (why/goals). With this definition, I planned the features and content that would probably be needed for this product and scraped data from relevant websites. Specific details about this project can be found here.

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