TERO - FOOD RECYCLER

The Problem

We found that 72% of Americans don't compost because they don't know how to, they find it gross, they don't have enough space or they don't want to attract wildlife. 

The Opportunity

67% of those who don’t compost said they would be willing to do it if it was more convenient.  

National Waste & Recycling Association Survey

      ENTER TERO

RECYCLES FOOD WASTE IN JUST 3-STEPS

Collect food waste and fill your Tero over the week

Tero grinds and dries your waste in just 3 hours

Ready to use dry, homemade fertilizer 

WHO WOULD BUY A TERO? 

CLEAN ENERGY CARL

  • Environmentally conscious, uses solar-powered appliances and drives a Tesla. 

  • Has disposable income and donates to causes that help protect the environment 

  • Cares about home aesthetics 

  • Big city, urban dweller 

  • Early adopter 

  • Lives close to an urban garden

“I’ve become more conscious of food waste when buying groceries, but wish I could do more to combat the problem” 

GREEN THUMB GRETA

  • Suburban mom, lives in a single-family household 

  • Grows her own veggies in her backyard

  • Adapting to new smart home technology like the Alexa 

  • Composts leftover food scraps 

“ I wish there was an easier way to compost, especially during the winter” 

ORGANIC OSCAR

  • Health-conscious, shops at organic grocery stores and makes a lot of fresh fruit juices and smoothies

  • Lives in a city with no composting infrastructure 

  • Has disposable income 

  • Lives in an apartment and owns a few house plants 

“I’m vegan because I know it’s good for the environment, but I also end up wasting a lot of produce” 

CONSUMER PROBLEMS

 Each persona faced a different problem in terms of food waste. 

GREEN THUMB GRETA

Wishes there was a more convenient way to compost 

CLEAN ENERGY CARL

Feels responsible to do more for the environment 

ORGANIC OSCAR

Feels helpless about wasting food because of his healthy diet

FOOD WASTE? WHAT'S THAT

Tero solves all the consumer problems and food waste was instantly no longer waste. 

GREEN THUMB GRETA

This is as simple as using a crockpot, but for my plant’s food 

CLEAN ENERGY CARL

I can upgrade the environment by upgrading my kitchen 

TERO

ORGANIC OSCAR

I don’t have to compromise on my diet because I’m not wasting any food 

LAUNCH PLAN

PRE-LAUNCH

Create buzz among existing Tero fans and backers 

LAUNCH

Drive awareness among potential customers 

POST-LAUNCH

Drive engagement and sustain the conversation

PRE-LAUNCH

Keep existing backers updated by sending them emailers about the progress of their orders. 

A few weeks before the launch, give them access to the Teroville game on the Tero App. 

This game will take them through the journey of a Tero owner even before they have their Tero. 

They can: 

  • Build their own garden 

  • Harvest their favorite fruits & veggies from their garden scapes 

  • Make healthy dishes without wasting food 

  • Trade fertilizer with friends 

  • Donate fertilizer to community gardens etc 

LAUNCH

When launching the Tero, target the following cities.

PORTLAND

  • 56 % of residents described themselves as environmentally conscious.

  • The entire metro area of Portland recycles, composts, or generates energy from over 60% of its waste.

  • Most people here grow their own food in order to have access to fresh produce

  • We believe people like Green Thumb Greta can be targeted here 

SAN - FRANCISCO

  • 51% residents lauded their communities as eco-friendly 

  • It was the first city to implement mandatory recycling and composting policy

  • It has also been named the best US city for healthy eating

  • We think people like Organic Oscar can be targeted in San Francisco 

BROOKLYN

YouGov Survey, 2018

YouGov Survey, 2018

  • People here are making an effort to become more environmentally conscious. In 2017, the city collected 13,000 tons of residential compost. In 2018, that amount grew to 43,000 tons. 

  • We think people like Clean Energy Carl can be targeted in Brooklyn

New York Times - The Pros and Cons of New York's fledging compost system 

POP - UP SHOPS 

 Set up pop-up shops at :

  • Organic grocery stores

  • Farmer’s markets

  • Local nurseries 

SOCIAL MEDIA

Promote Tero on social media platforms like Facebook, Instagram, YouTube

Create short 6-second pre-rolls that can be placed before videos like : 

- Salad and smoothie recipes 

- Gardening and composting tips 

- Easy ways to do your bit for the environment etc. 

POST- LAUNCH

  • Share user-generated content of people's plants and gardens grown using Tero fertilizer

  • Create larger, high capacity Teros that can be used in schools and grocery stores 

  • Support our consumers throughout their journey using the Tero App

In case they have extra fertilizer or don't have  plants they can find a depository near them 

Show them how much of a difference they are making

 Provide them with  a way to keep track of their Tero 

WRAP UP

My Role 

Researched the target audience and found relevant problems problems

Outlined the phases of the launch and their objectives 

Studied the areas to target during the launch 

Best of Times

Learned how to inspire a creative team 

Dream Team

Payal Pereira, ST

Sharon Seunghye, XD 

Will Curtis, CW 

Grant Bawley, AD 

Dinma Onekwere, CBM 

pereirap@mymail.vcu.edu
 804-709-6981