Value Drivers Analysis of For-Profit Social Enterprise (Case: People of Happiness)

Abstract

People of Happiness (POH) is a social enterprise lifestyle apparel brand. The brand is socially conscious but also provides gender-neutral and unique products. It focuses on spreading happiness through its apparel where they work with small local communities and businesses to manufacture its products. The experience of happiness is the core value of POH. However, happiness and mental wellness are hard to measure, and defined differently for each person. There is a need to ensure that POH assumptions and hypotheses are validated to nail the business model. The research aims to uncover the hidden needs of customers related to their happiness and understand the value drivers. During the preliminary exploratory study and descriptive research through literature studies and interviews, it is known that people chase a bigger need of being self-actualized with the top characteristics is having a good sense of humor, enjoying meaningful friendship, getting creative, and being grateful. To prepare the solutions, The 5 Whys Method and AHP were conducted. The findings indicate that the countermeasures for customers' jobs, namely, features are separated into 3, which are to be a brand that gives a fun-loving community, shares content to learn something new, and spreads good news through charities. This study also tested the three features in the form of insight test analytics in which the result would validate the value drivers. By researching the pain and solution of customers, it becomes validated that the best feature that gets the attention of customers and the willingness to pay comes from the feature of POH if it becomes a medium to learn something new which can be delivered through both online and offline activities. The outcome of this study is also a social business model canvas that continuously innovates its model to adapt to the ever-changing environment around it, as the world is shifting to a healthier lifestyle and more focus on mental health, the social innovation of POH differentiates the company from other related brands.