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Orenda

Orenda

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(v2.0)Orenda works with organisations, local cafes and manufacturers to support the switch to reusable cups and track the waste they DONT waste. Our triple bottom line is waste prevention, data analytics and impact education to empower people to create change in the world and their own lives.

The Idea

Australians use around 1 billion single use takeaway coffee cups and lids which go in to landfill or end up in the ocean and environment with significant negative impacts. There is little capacity to recycle these single use coffee cups so prevention of waste is better than cure.
Using our on the ground consulting service as well as a app to deliver the outcomes, Orenda works with organisations, local cafes, consumers and manufacturers to:
• switch from single use to reusable cups
• track the waste they DONT waste
Our triple bottom line is waste prevention, data analytics and impact education to empower people to create change in the world and their own lives.


The Market

Customer segments:1. Government/tertiary bodies/organisations with over 300 employees or students. 2.The local cafes that provide majority of the single use cups disposed of within that entity. 3. the employees/office workers/students that generate single cup waste, many of which already have reusable cups.
Pains: Consumers advised convenience of single cups often outweighs reusables. They often forget them or cant be bothered to bring them. Most thought were recyclable in Canberra, but still often didn’t recycle. Organisations need to deal with the waste bought into the building by consumers and meet formal Corporate Social and sustainability Responsibilities. Cafes need to serve customers fast while minimising labour, costs, space and meet hygiene requirements. Changes in international waste policy, incoming federal and state legislation has significant current and upcoming impacts on all of these segments.
Gains: The personal and business waste tracking and rewards aspects allow competition and awareness raising against self, peer to peer or business to business, or on social media to encourage wider use and behaviour change. The data collected can be used at multiple levels and for multiple uses, like informing policy  while providing additional income stream to Orenda.
Customer validation: We have approached a federal agency with a strong environmental and innovation focus, some of their employees and started approaching local cafes, inculding the one in the building. We have also approached students and some reusable cup manufacturers. We have confirmed a general willingness to engage in the project from all sides, and some useful validation of consumers has already been undertaken.
Wins: We have already seen behaviour changes in a number of consumers just through the impact education of the customer validation process. They have purchased reusable cups and advised they are making a bigger effort to avoid single use items.

The Competition

1. The primary competition is the existing single use plastic lined cups. Jobs: They are convenient, take up less space, are cheap to purchase, don’t require consumers to remember to bring a cup and many are branded by the café/ coffee brands so they are important for marketing and brand awareness. No responsibility for the waste produced.
2. Biopak Biocup (single use): Job: Is the only company who makes single use coffee cups and lids that can composted. Their food and cup compost service is the only way to divert their product from land fill. They are in seven cities (1300 suburbs)and expanding. Doesnt include Canberra yet. More expensive than single use cups.
3. Reusable cups: Jobs: reduces waste, gives consumers a sense of personal environmental impact, can be branded or personalised, Pains: has a higher cost and level of inconvenience, frequency of reuse not empirically trackable. Some are sustainably produced some are not.
4. Simply Cups: Australia's first coffee cup recycling program, allowing deposit of single use cups at collections points. Doesn’t include Canberra yet. They also sell rCUPs in Australia- reusable cups made from recycled coffee cups collected through UK's Simply Cups program (not Australia).
5. Orenda: Jobs: we will work with customers within a locality to determine the optimal blended business model to minimise waste and cost for that locality depending on available products and systems. Some of these “competitors” may become our partners. We also provide empirical and behavioral change data which is highly desirable in many spheres but is not readily available.

The Vision


Big Visions: to help people and society track the waste they DONT waste and make it easy to be an everyday waste warrior without giving up current conveniences. To make a sustainable approach the new norm using a Profit for Progress model with triple bottom line focus.
Beachhead market: Canberra based tertiary institutions (37000 students), state government (24000 employees) and Commonwealth government ( ? Employees)
Next phase: Australia wide thats around 43 univeristies (1.3million students), state government (1,5million employees) and 200 Commonwealth departments and agencies (240,000 employees).
Big Data: There is very little empirical data on:
-the uptake of reusable items or the frequency of use once purchased
-whether the embodied energy/carbon in their production and environmental impact is actually better compared to the equivalent single use item
-brand to brand comparasion of the above points
This data is highly desirable by multiple industries, government and consumer/NGO bodies and consumers alike.
Expansion: We would expand into tracking other single use plastic replacements/zero waste products like water bottles, lunch boxes.More importantly, we would facilitate connections and education between disconnected industies and the public. This will support the new policy/ regulations that come out of 2018 Environment Ministers waste agreement and many other emerging legislation and economic driver like the China National Sword policy.

Mentor Pitch

The problem is: Single use plastics ending up in landfill and the
environment, causing damage. Starting with the 1 billion single use coffee cups(SUCs) plus the lids Australians use every year.
Why is this a problem?  they cant be recycled so most go to landfill or end up as litter, damaging the environment. The lids can mostly be recycled, but usually arent even though 80% of employees say they WOULD like more workplace recycling.
What Orenda does is: provide on-the-ground services and an app to help organisations, local cafes, consumers and manufacturers switch to reusable cups and track the waste they DONT waste.
Our triple bottom line is waste prevention, data analytics and impact education to empower people to create change in the world and their own lives.
Our ask is: we want a mentor who
• wants to make a difference and has some sustainability background
• can work with a large diverse team
has experience with user centered design, app & data management, Customer value propositions and pitching

The Customer Experience

Starting assumption: organisation (the client) already signed up. The customer=coffee/beverage drinking office worker.
Awareness: hears about program to encourage reusable cups through a combined communication package delivered by Orenda, the organisation and local cafes. This will include:
• Posters (lifts, bathrooms, kitchens cafes etc)
• Internally - intranet/ carousel pages, face to face during townhall and division meetings, weekly internal newsletters, word of mouth "ambassadors",social and employee driven groups and events.
Engagement: They will be given a survey to complete as baseline behaviour (with incentives to complete it), and then they either be given a branded cup or keytag or link to download the app ( depending on model for that client)
Action: download and install the app (if relevant). Get daily coffee at a participating cafe (take their Orenda cup, or not). If they bought cup they get coffee as normal, if they dont have cup they ask for an orenda cup. Either way they "check in" (swipe tag,cup or stamp card, or use phone to get the QR code of the cafe). Cafe refills cup, or gives them a Orenda cup-notes that in their system. Worker goes back to office, enjoys coffee. If using own cup, washes and reuses. If using Orenda cup, they can drop it in the collection spot in each floor kitchen or wash it and reuse it.
Delivery: gets points depending on actions and will see:
○ personal Progress charts / photos in the app, breakeven carbon/energy winners/most improved, most getting prizes
○ TBC de -identified leader boards in the kitchens/ cafes,
○ General updates in the weekly newsletters, intra agency results
Ongoing relationship: at regular intervals over next year or so, validation checks with the basic data from the cafes and follow up surveys and internal waste audits for organisation = extra bonus points for the organisation. Orenda works with organisation on ongoing education / waste management regarding other single use items and recycling of soft plastics etc as well.

The Team

Answer: A well round team with 12 members.
Existing skills/experience:
Accounting, business software, data analytics, IT specialists, sustainability/environmental and marine waste knowledge, customer and public engagement, hospitality experience.
Assets/networks: connection to employees in a number of federal agencies, some of the cafe industry, emerging connections in the waste and recycling industry and related government departments and NGOs
Progress: have initial interest from a federal agency and significant interest from government office workers we have spoken to. We have already seen behavioural changes - from intial education about cups not being recyclable, some staff and students have purchased reusable cups or made more of an effort to use them, and dispose of their single use more appropriately. Some cafe owners are now aware that what they thought was recyclable or biodegradable cups are not. Extension education - soft plastics recycling and information about the incoming Australian recycling labelling system are also having impact in office and then people are starting to apply that knowledge at home.

Key Resources

Contact us: Orenda IACT18 Facebook page https://www.facebook.com/groups/248004319086012/ (please post or message, as it’s a closed group currently), email and website are pending.
We need:
• Life cycle analysis and carbon/ energy accounting in manufacturing and how to build that into the app, plus the related software and research
• At level connections to manufacturer of single use and reusable cups
• Finding clients: Entry to government (usually requires tendering), tertiary and big business
• Effective gamification and prizes (who provides the incentives)
• Engagement best practice - how to get participating cafes on board
• Waste audit and education programs - creation and delivery of services and materials
• Bg Data experience, how to manage, sell &communicate it
• Help with technical side of data tracking - tag/ RFID stickers/ QR codes, associated manufacturing and scanning technology
• Access to Cafe industry standard software and knowledge on how to build a "plugin" to pull existing basic data and Orenda on reusable cups./ how to easily tweak existing software ( extra buttons etc)
• Data warehouse and management, Security & Privacy
• NGOs and appropriate industry organisations to help deliver and cross promote (Planet Ark, government environmental agency, ACOR for example)
• Industry partners- existing companies with products and waste systems
• Crowdfunding and angel investors - to the tune of $100,000
Ways to identify what we have missed!