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| report:mkt [2026/04/12 16:10] – [Business Idea Formulation] team1 | report:mkt [2026/04/23 09:50] (current) – [Macro analysis] team1 |
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| The business idea emerged from observations made in the team’s own daily environment, both in academic settings and in personal life. A common issue identified was the difficulty many people experience in staying focused while studying or working. The growing presence of smartphones and digital platforms has made distractions more constant and harder to avoid. Social media applications are specifically designed to capture attention through notifications, visual stimuli, likes, and other forms of instant feedback. These mechanisms reinforce habitual use and make it difficult for users to reduce screen time or change behavior, even when they are aware of the negative consequences @online{koehler2023habits, | The business idea emerged from observations made in the team’s own daily environment, both in academic settings and in personal life. A common issue identified was the difficulty many people experience in staying focused while studying or working. The growing presence of smartphones and digital platforms has made distractions more constant and harder to avoid. Social media applications are specifically designed to capture attention through notifications, visual stimuli, likes, and other forms of instant feedback. These mechanisms reinforce habitual use and make it difficult for users to reduce screen time or change behavior, even when they are aware of the negative consequences [(koehler2023habits)][(cruse2022colors)]. |
| author = {Koehler, Jessica}, | |
| title = {Why Are Old Habits So Hard to Break?}, | |
| year = {2023}, | |
| url = {https://www.psychologytoday.com/us/blog/beyond-school-walls/202304/why-are-old-habits-so-hard-to-break}, | |
| note = {Accessed: March 2026}, | |
| journal = {Psychology Today} | |
| } | |
| @online{cruse2022colors, | |
| author = {Cruse, Karl}, | |
| title = {The Psychology of Colors on Social Media}, | |
| year = {2022}, | |
| url = {https://carlkruse.at/the-psychology-of-colors-on-social-media/}, | |
| note = {Accessed: March 2026}, | |
| journal = {Karlcruse, Rummaging For The Useful} | |
| } | |
| [(Jessica Koehler, 2023. https://www.psychologytoday.com/us/blog/beyond-school-walls/202304/why-are-old-habits-so-hard-to-break [Accessed in March 2026]. //Psychology Today//)][(Karl Cruse, 2022. https://carlkruse.at/the-psychology-of-colors-on-social-media/ [Accessed in March 2026]. //Karlcruse, Rummaging For The Useful//)]. | |
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| At the same time, the team also identified another common characteristic among many students and young adults: they often live in apartments, shared housing, or student rooms with limited access to gardens or other green environments. This means that, although many people could benefit from the calming and motivating effects of caring for a plant, they may not have the opportunity, time, or confidence to grow something themselves. Research has shown that interaction with plants can contribute positively to emotional well-being and can support feelings of calmness, purpose, and connectedness [(Robyn Francis, 2010. https://permaculture.com.au/why-gardening-makes-you-happy-and-cures-depression [Accessed in March 2026]. //Permaculture College Australia, Djanbung Gardens//)][(Kelly Baldwin Heid, 2024. https://medium.com/symbiotica/can-plants-help-us-feel-less-lonely-81b68f670efc [Accessed in March 2026]. //Medium//)][(Giulia Carabelli, 2021. https://thesociologicalreview.org/magazine/september-2021/new-solidarities/living-with-houseplants/ [Accessed in March 2026]. //The Sociological Review//)]. | At the same time, the team also identified another common characteristic among many students and young adults: they often live in apartments, shared housing, or student rooms with limited access to gardens or other green environments. This means that, although many people could benefit from the calming and motivating effects of caring for a plant, they may not have the opportunity, time, or confidence to grow something themselves. Research has shown that interaction with plants can contribute positively to emotional well-being and can support feelings of calmness, purpose, and connectedness [(francis2010gardening)][(heid2024plants)][(carabelli2021houseplants)]. |
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| From a political and legal perspective, the product must comply with regulations related to electronic devices and data protection. Since the system involves monitoring user screen-time data, compliance with privacy frameworks such as GDPR is essential. This requires transparent data handling and informed user consent. | From a political and legal perspective, the product must comply with regulations related to electronic devices and data protection. Since the system involves monitoring user screen-time data, compliance with privacy frameworks such as General Data Protection Regulation (GDPR) is essential. This requires transparent data handling and informed user consent [(GDPRArticle5)]. |
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| ==== SWOT Analysis ==== | ==== SWOT Analysis ==== |
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| A SWOT analysis was conducted to evaluate the internal strengths and weaknesses of the concept, as well as the external opportunities and threats that may influence its success. | A Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, proposed by Nielsen Norman group, was conducted to evaluate the internal strengths and weaknesses of the concept, as well as the external opportunities and threats that may influence its success [(NNGroup2025)]. |
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| | Figure {{ref>SWOT_Screen2Green}} shows the SWOT analysis of the project, including its strengths, weaknesses, opportunities, and threats. |
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| <WRAP centeralign> | <WRAP centeralign> |
| <figure SWOT_Screen2Green> | <figure SWOT_Screen2Green> |
| {{ :report:swot_screen2green_1_.png?600 |{{:img |SWOT_Screen2Green}} | {{ :report:swot_screen2green.jpg?900 |{{:img |SWOT_Screen2Green}} |
| <caption>SWOT analysis</caption> | <caption>SWOT analysis</caption> |
| </figure> | </figure> |
| === Strengths === | === Strengths === |
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| The concept demonstrates several key strengths. Firstly, it is based on an innnovative concept that combines IoT technology, behavioral psychology, and indoor gardening. This combined approach makes the product both unique and relevant in today's digital society. Secondly, the system promotes mental well-being by encouraging reduced screen-time monitoring tools, as it introduces a more interactive and meaningful user experience. The compact design also makes it suitable for indoor environments such as apartments. Finally, the system provides a visible feedback mechanism, where the health of the plant reflects the user's smartphone usage, making otherwise invisible digital habits more apparent. | The concept demonstrates several key strengths. Firstly, it is based on an innnovative concept that combines IoT technology, behavioral psychology, and indoor gardening. This combined approach makes the product both unique and relevant in today's digital society. Secondly, the system promotes mental well-being by encouraging reduced screen-time monitoring tools, as it introduces a more interactive and meaningful user experience. Additionally, the product provides a visible and tangible feedback mechanism, where the health of the plant reflects the user’s smartphone usage. This makes otherwise invisible digital habits more apparent and easier to understand. The compact design also makes the system suitable for indoor environments such as apartments, aligning well with urban lifestyles. Finally, the concept is inherently flexible and adaptable, allowing for the integration of different plant types. This scalability is considered a strength, as it enables the product to evolve and appeal to a broader range of users without fundamentally changing the core system. |
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| === Opportunities === | === Opportunities === |
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| There are several external opportunities that could support the development and adoption of the concept. There is a growing interest in indoor gardening and sustainable living, which aligns well with the product’s purpose. At the same time, awareness of digital well-being and screen addiction is increasing, creating a demand for innovative solutions in this area. The system also has the potential to expand to other types of plants, increasing its market appeal. Furthermore, integration with existing applications could enhance usability and functionality. These trends provide a strong foundation for further development and potential commercialization. | There are several external opportunities that could support the development and adoption of the concept. Firstly, there is a growing interest in indoor gardening and sustainable living, which aligns closely with the product’s purpose and increases its market relevance. In addition, awareness of digital well-being and the negative effects of excessive screen-time is increasing. This creates a demand for innovative solutions that support healthier digital habits, positioning the concept within a relevant and expanding market. Furthermore, there is potential for collaboration with existing applications, such as productivity or well-being platforms. Such integrations could enhance the system’s functionality, improve user experience, and increase its competitiveness in the market. Overall, these external trends provide a strong foundation for further development and potential commercialization of the concept. |
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| Product-oriented objectives relate to innovation, functionality, and user value. Screen2Green aims to maintain a distinctive position by continuing to develop the concept as a hybrid between productivity technology and indoor gardening. Another objective is to ensure that the system remains simple enough for non-technical users while still offering enough functionality to feel innovative and useful. Finally, product development should remain open to future improvements, such as additional plant options, better app integration, or more refined feedback systems. | Product-oriented objectives relate to innovation, functionality, and user value. Screen2Green aims to maintain a distinctive position by continuing to develop the concept as a hybrid between productivity technology and indoor gardening. Another objective is to ensure that the system remains simple enough for non-technical users while still offering enough functionality to feel innovative and useful. Finally, product development should remain open to future improvements, such as additional plant options, better app integration, or more refined feedback systems. |
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| === Segmentation and Targeting === | === Segmentation and targeting === |
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| To effectively reach the right audience, Screen2Green can be segmented according to demographic, behavioral, and psychographic criteria. | To effectively position Screen2Green within the market, a segmentation strategy has been developed based on demographic, behavioural, and psychographic variables. This structured approach enables a more precise identification of user needs and supports the development of a solution that aligns with both functional and emotional user expectations. |
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| | == Demographic segmentation == |
| From a demographic perspective, the product primarily targets young adults, especially students and early-career individuals. These groups are particularly relevant because they often spend long hours studying or working with digital devices and are more likely to adopt app-connected lifestyle products. | From a demographic perspective, the product primarily targets young adults, especially students and early-career individuals. These groups are particularly relevant because they often spend long hours studying or working with digital devices and are more likely to adopt app-connected lifestyle products. |
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| From a behavioral perspective, the target audience includes individuals who experience high screen-time usage, struggle with distraction, or actively seek methods to improve concentration and time management. These users are likely to see value in a product that makes digital habits more visible and encourages better routines. | == Behavioural segmentation == |
| | From a behavioral perspective, the target audience includes individuals who experience high screen-time usage, struggle with distraction, or actively seek methods to improve concentration and time management. These users are likely to recognize the limitations of existing digital solutions and therefore see value in a system that makes digital habits more visible and encourages the development of healthier routines. |
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| | == Psychographic segmentation == |
| | From a psychographic perspective, Screen2Green appeals to users who value self-improvement, well-being, sustainability, and personal responsibility. This segment is typically motivated by the desire to achieve a better balance between digital and physical life. Furthermore, these users are drawn to products that combine functionality with emotional and aesthetic value, particularly those that incorporate natural elements and promote a sense of calm and responsibility. |
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| From a psychographic perspective, Screen2Green appeals to users who value self-improvement, well-being, sustainability, and personal responsibility. It is especially suited for those who appreciate calm, nature-inspired aesthetics and are drawn to products that provide not only utility but also emotional meaning. | == Targeting strategy == |
| | Based on these segmentation factors, Screen2Green adopts a focused targeting strategy centered on students, young adults, and urban users interested in digital well-being and indoor lifestyle solutions. This target group is considered highly relevant, as it demonstrates both a clear need for the proposed solution and a strong likelihood of adoption. Their familiarity with digital tools, combined with an increasing awareness of the negative effects of excessive screen-time, makes them particularly receptive to a hybrid solution that integrates technology with physical interaction. |
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| | == Marketing persona == |
| | In order to further refine the understanding of the target audience and support design and communication decisions, a representative marketing persona has been developed, see Figure {{ref>user_persona}}. This persona illustrates a typical user within the target segment and serves as a practical reference point for guiding product development, user experience design, and marketing communication. In particular, it supports decisions related to simplicity, emotional engagement, and the integration of physical feedback mechanisms, which are central to the Screen2Green concept. |
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| | <WRAP centeralign> |
| | <figure user_persona> |
| | {{ :report:user_persona_screen2green.png?600 |user_persona}} |
| | <caption>User persona for Screen2Green</caption> |
| | </figure> |
| | </WRAP> |
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| | Name: Emma |
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| | Age: 22 years old |
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| | Occupation: University student |
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| | Background and lifestyle: |
| | Emma lives in a shared apartment in an urban environment. She maintains a busy daily schedule consisting of lectures, assignments, part-time work, and social activities. A significant portion of her day is spent using digital devices, both for academic purposes and free time. Her daily routine is highly structured but frequently interrupted by digital distractions. |
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| | Behavioural characteristics: |
| | Emma frequently experiences difficulty maintaining focus due to constant smartphone distractions, including social media notifications and habitual checking behaviour. Although she has previously experimented with productivity applications, she often finds them easy to ignore or disengage from over time. She is open to new solutions but prefers those that integrate naturally into her daily routine. |
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| | Needs and motivations: |
| | Emma seeks a solution that helps her manage screen-time and improve concentration without requiring excessive effort or creating additional stress. She values tools that provide clear, intuitive feedback and support gradual and sustainable behaviour change. In particular, she is motivated by solutions that make her habits more visible and tangible rather than relying solely on abstract digital metrics. |
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| | Values and attitudes: |
| | She places importance on mental well-being, balance, and personal development. Additionally, she has a growing interest in sustainability and appreciates products that incorporate natural elements. Furthermore, she values simplicity, aesthetic design, and emotional engagement, which influence her willingness to adopt and continue using a product. |
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| | Goals and challenges: |
| | Emma’s primary goals include improving focus during academic work, reducing unnecessary screen-time, and establishing more structured daily routines. These goals are closely linked to her desire for increased productivity and improved mental well-being. At the same time, she faces several challenges, including frequent digital distractions, difficulty maintaining concentration over time, and a tendency to rely heavily on her smartphone. Existing productivity applications often fail to address these issues effectively, as they are easy to ignore and lack sustained engagement. |
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| Based on these segmentation factors, Screen2Green adopts a focused targeting strategy centered on students, young adults, and urban users interested in digital well-being and indoor lifestyle solutions. These users are most likely to understand the problem the product addresses and to engage with its combination of technology and plant care. | |
| === Positioning === | === Positioning === |
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| === Marketing-Mix === | === Marketing-Mix === |
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| The marketing mix provides a framework for translating strategy into practical market actions. For Screen2Green, the four main components are Product, Price, Place, and Promotion. | The marketing mix provides a framework for translating strategy into practical market actions. For Screen2Green, the four main components are Product, Price, Place, and Promotion (4Ps)<color #ed1c24> [add citation to a proper reference]</color>. |
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| === Control === | === Control === |
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| To ensure that the marketing strategy is implemented effectively and improved over time, a structured control method is necessary. One suitable approach is the PDCA cycle: Plan, Do, Check, and Act. | To ensure that the marketing strategy is implemented effectively and improved over time, a structured control method is necessary. One suitable approach is the Plan, Do, Check, and Act (PDCA) cycle<color #ed1c24> [add citation to proper reference]</color>. |
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