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freecycle

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by

Guo Shaotian

on 19 March 2014

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Transcript of freecycle

Free
cycle.
org

Group Members:
Qingyi Yu (Leigh)
Honglin Wu (Lyn)
Jingyun Zhang (Ginny)
Shaotian Guo (Oliver)
Shenli Zhu (Celia)
Xin Quan (David)



Agenda
Introduction
Key to Success (Q1)
Impact of Freecycle (Q2)
Model Application (Q3)
Conclusion
Company History
Set Up in
2003

Approved as
Federal non-profit
organization
in 2006

The world largest
reuse community
in 2009

freecycle Network
Q 1: Why can freecycle.org achieve such high levels of growth in such a short period?
Sources and Use of Funds
Publicity
Perception Changing
Sources and Use of Funds
Four Sources
1. Corporate Underwriting
2. On-site Advertising
(Google, Twitter)
3. Individual Donations
(Deductible)
4. Grants
(Government)

Annual Budget: $ 140,000

Usage of funds:

Publicity
Easy Approach


1. Online platform
2. Iphone/ Android App

Volunteers to Spread the Word

1. Share in social website;
2. Post flyers;
3. Host a free market;
4. Write articles about freecycle.org;
5. Contact local media;
6. Reach out to local organization
Perception Changing
Environmental-friendly Concept
Consumers’ increasing environmental friendly awareness

Our success depends on your inspiration.

(Financial Times, 2008)
Reciprocity

Q2: How Freecycle.org affects the purchase habits
1. Alternative Disposal Options
2. Offering Free Items
3. Function of E-commerce
Alternative Disposal Option
Consumers’ Disposal Options
Alternative Disposal Option
Consumption Perception
1. Economic Purposes
2. Individual Wants
3. Altruism (Help Others)
4. Environmental Concerns
5. Social Responsibilities

Offer Free Items
Buying Decision Process
Problem/Need
Recognition

Information
Search

Evaluation of
Alternatives

Purchase Decision

Post –purchase
Decision

Function of E-Commerce
Purchase Place (On-line)
1. Convenience
2. Efficiency
3. Flexibilities
4. More disposal items can be provided

(Compared to Charity)

Impact of Freecycle
Perception Changes
Purchase Decisions
Lifestyle Changes
Q3: Should Profit Businesses Get Involved?


Why
Attract more consumers

Create business opportunities

Freecycle market will not affect the trade market

Enhance Reputation

Profits?
Advertisement Income

Website Link Commission
Conclusion
Q&A
Covered among 70 countries, 5120 groups and 7,116,412 members so far in 2013

Q3: Should Profit Businesses Get Involved?
How?
1. Insert Freecycle Model

2. Website Links

Risks
1. Resell the Free Item

2. Cannot Meet the Expectation
Freecycle is not a form of escape from market (Kozinets, 2002); the community remains firmly entrenched in the market (Arnould, 2007).
Reference
Anon, 2007,
Freecycle your way to savings
, Money Savers, June 2007, pp.14

Arnould, Eric J. 2007,
Should Consumer Citizens Escape the Market?,
The Annals of the American Academy of Political and Social Science, 611, 96-111.

Financial Times, 2008.
Green thrift
.[Online] Available at: http://search.proquest.com/docview/250099446?accountid=10792 (Accessed on 20th February 2014)

Freecycle.org, 2014,
Freecycle Portfolio
, [Online] Available at: https://www.freecycle.org (Accessed at 22th February 2014)

Jackson T., 2005,
Motivating Sustainable Consumption
, Guildford Surrey: University of Surrey


Kozinets, Robert, 2002,
Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man
, Journal of Consumer Research, 29(June), 20-38.

Michelle R. Nelson, Mark A. Rademacher, 2007,
From Trash to Treasure: Freecycle.org as a Case of Generalized Reciprocity
, Advances in Consumer Research, Vol.36, pp.905-906

Michelle R. Nelson, Mark A. Rademacher, 2007,
Downshifting Consumer = Upshifting Citizen? An Examination of a Local Freecycle Community
,The ANNALS of the American Academy of Political and Social Science, Vol.200, pp.141-156
Reference
Full transcript