DABBA - Digital Business Solution

Context

A 2-week long exam project I worked on with three other students. Our assigned client was DABBA, an Aarhus-based catering company specializing in providing sustainable lunch arrangements tailored for small and medium-sized businesses.

The project primarily delved into these digital business topics: Business Strategy, Communication Strategy, Sustainability, Business Cases, and Digital Integration. Moreover, we developed a Figma prototype to showcase the proposed redesign.

Problem

Our teachers assigned us the task of devising a concept solution and implementation strategy to address this challenge:

How can DABBA, through their app, display CO2 consumption alongside the calorie, carbohydrate, and protein content of their dishes, and facilitate their clients in generating reports on CO2 consumption?

Action

What will the digital integration process look like?

I was in charge of this part of the project. I developed two Service Blueprints outlining all user interaction points and the backend infrastructure required for seamless integration with DABBA's current system.

One of the Service Blueprints I drafted for the new features

How will the solution fit into DABBA’s business strategy?

We conducted several business analysis techniques to identify DABBA’s current business strategy. From this research, we formulated a refined business strategy, incorporating our solution through a Strategy House.

Strategy House visualization

Which communication strategy should DABBA apply to promote the new solution?

Identifying DABBA’s desired brand identity and personality was crucial. We employed frameworks such as Kapferer Brand Identity Prism and J. Aaker’s Brand Personality Framework to establish these dimensions.

Subsequently, we crafted a concise strategy focusing on B2B marketing via social media, newsletters, and public relations (page 19 in the project report).

Kapferer Brand Identity Prism visualization

J. Aaker’s Brand Personality Framework; we focused on dimensions highlighted by blue

How can DABBA enhance its sustainable profile and reinforce its sustainable initiatives?

We evaluated DABBA’s sustainability efforts using The 5-Stage Sustainability Journey. Building upon this analysis and considering market trends like Corporate Shared Value and ESG, we proposed enhancements and outlined how our solution aligns with their sustainability initiatives (page 23 in the project report).

Make a business case and estimate the investment required and potential returns.

Our team constructed a comprehensive business case and estimated the investment required for the proposed redesign. This included ROI projections, KPIs, Risk Analysis, Resource Requirements, and a Roadmap to assist DABBA in making informed decisions.

ROI projections from our exam presentation

Result

The outcome of our process was a concept centered around an Application Programing Interface and a database that will be able to handle the new data required to visualize CO2 consumption and generate sustainability reports. Moreover, it is conceptualized to fit into various aspects of DABBA’s business.

The client could utilize this concept to make informed decisions regarding future actions. However, we the proposed solution needs validation through further research, discussions with developers, and testing on the intended target audience.