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report:mkt [2026/05/26 13:32] – [4.5.3 Positioning] team1report:mkt [2026/05/31 20:26] (current) – [4.5.3 Positioning] team1
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 ==== 4.2 Business Model ==== ==== 4.2 Business Model ====
  
-The Business Model Canvas (BMC) (Figure {{ref>fig:bmc}}) provides a structured overview of how the project could create, deliver, and capture value. In this project, the canvas is used to explore the broader potential of the concept beyond the current prototype. It is important to emphasize that the canvas represents a conceptual and future focused perspective. While the project primarily focuses on developing and testing a prototype, the elements in the BMC illustrate how the solution could be scaled and implemented as a viable business in a real-world context.+The Business Model Canvas (BMC) (Figure {{ref>fig:bmc}}) provides a structured overview of how the project could create, deliver, and capture value [(strategyzer_bmc)]. In this project, the canvas is used to explore the broader potential of the concept beyond the current prototype. It is important to emphasize that the canvas represents a conceptual and future focused perspective. While the project primarily focuses on developing and testing a prototype, the elements in the BMC illustrate how the solution could be scaled and implemented as a viable business in a real-world context.
  
 <WRAP centeralign> <WRAP centeralign>
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 === 4.2.1 Activities, resources, and value proposition === === 4.2.1 Activities, resources, and value proposition ===
  
-The key activities describe the core processes necessary to develop and deliver the solution. In this project, these primarily involve product development, system integration, and testing of both hardware and software components. While the current work focuses on prototyping and validation, activities such as manufacturing and marketing represent important future steps for scaling and commercialization.+The key activities describe the core processes necessary to develop and deliver the solution [(digitalleadership_key_activities)]. In this project, these primarily involve product development, system integration, and testing of both hardware and software components. While the current work focuses on prototyping and validation, activities such as manufacturing and marketing represent important future steps for scaling and commercialization.
  
-These activities are supported by key resources, which form the foundation of the system. This includes both physical components, such as microcontrollers, sensors, and irrigation systems, and intangible resources, such as knowledge in IoT development, plant care, and user experience design. Together, these resources enable both the functionality of the prototype and its potential further development.+These activities are supported by key resources, which form the foundation of the system [(digitalleadership_key_resources)]. This includes both physical components, such as microcontrollers, sensors, and irrigation systems, and intangible resources, such as knowledge in IoT development, plant care, and user experience design. Together, these resources enable both the functionality of the prototype and its potential further development.
  
-The value proposition, which defines the value created for users, is the core of the project. The concept translates digital behavior into a physical and biological outcome by linking screen time to plant health. This creates a tangible and engaging feedback mechanism that promotes awareness of smartphone usage while simultaneously simplifying indoor plant care and supporting sustainability.+The value proposition, which defines the value created for users, is the core of the project [(strategyzer_value_proposition)]. The concept translates digital behavior into a physical and biological outcome by linking screen time to plant health. This creates a tangible and engaging feedback mechanism that promotes awareness of smartphone usage while simultaneously simplifying indoor plant care and supporting sustainability.
  
  
 === 4.2.2 Customer relationships, channels, and customer segments === === 4.2.2 Customer relationships, channels, and customer segments ===
  
-To ensure continued use, customer relationships focus on how users interact with the system over time. Through the mobile application, users receive ongoing feedback on both their behavior and the condition of the plant. Features such as notifications and gamification are intended to support engagement and encourage consistent interaction, which is essential for influencing user habits.+To ensure continued use, customer relationships focus on how users interact with the system over time [(digitalleadership_customer_relationships)]. Through the mobile application, users receive ongoing feedback on both their behavior and the condition of the plant. Features such as notifications and gamification are intended to support engagement and encourage consistent interaction, which is essential for influencing user habits.
  
-In order to reach these users, appropriate channels are required. The solution would primarily be delivered through digital platforms such as mobile applications and social media, in addition to potential online and retail distribution. Although these channels are not implemented within the scope of the project, they illustrate how the product could be made accessible in a real-world context.+In order to reach these users, appropriate channels are required [(digitalleadership_distribution_channels)]. The solution would primarily be delivered through digital platforms such as mobile applications and social media, in addition to potential online and retail distribution. Although these channels are not implemented within the scope of the project, they illustrate how the product could be made accessible in a real-world context.
  
-This is closely linked to the defined customer segments, which include young adults, students, and individuals with high screen-time usage, as well as those interested in digital well-being and self-improvement. Focusing on these groups ensures that the solution targets users who are most likely to benefit from and engage with the concept.+This is closely linked to the defined customer segments, which include young adults, students, and individuals with high screen-time usage, as well as those interested in digital well-being and self-improvement. Focusing on these groups ensures that the solution targets users who are most likely to benefit from and engage with the concept [(digitalleadership_customer_segments)].
  
  
 === 4.2.3 Cost structure and revenue streams === === 4.2.3 Cost structure and revenue streams ===
  
-From a business perspective, the cost structure outlines the expected expenses related to development, production, and distribution, including hardware components, software development, manufacturing, and marketing. Although these costs are not directly incurred in the project, they provide insight into the economic considerations associated with scaling the solution.+From a business perspective, the cost structure outlines the expected expenses related to development, production, and distribution, including hardware components, software development, manufacturing, and marketing [(digitalleadership_cost_structure)]. Although these costs are not directly incurred in the project, they provide insight into the economic considerations associated with scaling the solution.
  
-Complementing this, the revenue streams indicate how the solution could generate income, for example through the sale of the Smart Pot device, optional premium features within the application, and complementary products such as seeds or nutrient kits. This highlights the potential for financial sustainability and supports the long-term viability of the concept.+Complementing this, the revenue streams indicate how the solution could generate income, for example through the sale of the Smart Pot device, optional premium features within the application, and complementary products such as seeds or nutrient kits. This highlights the potential for financial sustainability and supports the long-term viability of the concept [(digitalleadership_revenue_streams)].
  
 Overall, the Business Model Canvas provides a cohesive framework for understanding how the pot could evolve from a prototype into a scalable product. It connects technical development with broader business considerations, highlighting both the requirements and opportunities associated with future implementation. Overall, the Business Model Canvas provides a cohesive framework for understanding how the pot could evolve from a prototype into a scalable product. It connects technical development with broader business considerations, highlighting both the requirements and opportunities associated with future implementation.
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 ==== 4.3 Market Analysis ==== ==== 4.3 Market Analysis ====
  
-To understand the conditions in which Screen2Green would operate, a market analysis was conducted. This analysis helps identify the main actors, trends, and external forces that may affect the product’s success. In order to provide a structured overview, the analysis is divided into micro-analysis and macro-analysis. The micro-analysis focuses on the immediate environment surrounding the product, while the macro-analysis examines broader external forces.+To understand the conditions in which Screen2Green would operate, a market analysis was conducted. This analysis helps identify the main actors, trends, and external forces that may affect the product’s success [(businessnewsdaily_market_analysis)]. In order to provide a structured overview, the analysis is divided into micro-analysis and macro-analysis. The micro-analysis focuses on the immediate environment surrounding the product, while the macro-analysis examines broader external forces.
  
  
 === 4.3.1 Micro analysis === === 4.3.1 Micro analysis ===
  
-Micro-analysis focuses on the factors closest to the project that directly influence its ability to deliver value to customers.+Micro-analysis focuses on the factors closest to the project that directly influence its ability to deliver value to customers [(oxford_marketing_micro_macro_environment)].
  
 Suppliers play an essential role in the development of Screen2Green. The system depends on electronic components such as microcontrollers, sensors, and water pumps, as well as structural materials for the pot itself. Access to reliable and cost-effective suppliers is therefore crucial in order to maintain product quality while ensuring that the final solution remains affordable for the target group. Suppliers play an essential role in the development of Screen2Green. The system depends on electronic components such as microcontrollers, sensors, and water pumps, as well as structural materials for the pot itself. Access to reliable and cost-effective suppliers is therefore crucial in order to maintain product quality while ensuring that the final solution remains affordable for the target group.
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 === 4.3.2 Macro analysis === === 4.3.2 Macro analysis ===
  
-Macro analysis examines the broader external factors that influence the environment in which Screen2Green operates.+Macro analysis examines the broader external factors that influence the environment in which Screen2Green operates [(oxford_marketing_micro_macro_environment)].
  
 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)]. 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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 ==== 4.5 Strategy ==== ==== 4.5 Strategy ====
  
-An effective marketing strategy is necessary to connect Screen2Green with its intended users and to establish a clear direction for future market entry. This strategy is based on the results of the market analysis and is intended to guide the project in terms of value delivery, audience focus, and competitive differentiation.+An effective marketing strategy is necessary to connect Screen2Green with its intended users and to establish a clear direction for future market entry. This strategy is based on the results of the market analysis and is intended to guide the project in terms of value delivery, audience focus, and competitive differentiation [(coursera_marketing_strategy)].
  
  
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 === 4.5.2 Segmentation and targeting === === 4.5.2 Segmentation and targeting ===
  
-To effectively position Screen2Green within the market, a segmentation strategy has been developed based on demographic, behavioral, 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.+To effectively position Screen2Green within the market, a segmentation strategy has been developed based on demographic, behavioral, and psychographic variables [(coursera_marketing_strategy)]. 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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 === 4.5.3 Positioning === === 4.5.3 Positioning ===
  
-Positioning defines how Screen2Green should be perceived in the minds of users relative to competing products. The aim is to create a clear and distinctive place in the market by emphasizing the product’s unique combination of productivity support, digital well-being, and physical plant interaction.+Positioning defines how Screen2Green should be perceived in the minds of users relative to competing products [(pma_positioning_guide)]. The aim is to create a clear and distinctive place in the market by emphasizing the product’s unique combination of productivity support, digital well-being, and physical plant interaction.
  
 As illustrated in the perceptual map, existing solutions can be divided into two main categories based on their level of physical interaction and behavioral influence. Productivity applications such as Forest, Flora, and Focus To-Do demonstrate high behavioral influence but low physical interaction, as they operate purely in a digital environment and rely on user self-regulation. In contrast, physical plant-based solutions, including traditional plant pots, smart farming systems, and the AeroGarden Harvest, offer high physical interaction but limited behavioral influence, as they either require manual care or rely heavily on automation without actively encouraging behavioral change. As illustrated in the perceptual map, existing solutions can be divided into two main categories based on their level of physical interaction and behavioral influence. Productivity applications such as Forest, Flora, and Focus To-Do demonstrate high behavioral influence but low physical interaction, as they operate purely in a digital environment and rely on user self-regulation. In contrast, physical plant-based solutions, including traditional plant pots, smart farming systems, and the AeroGarden Harvest, offer high physical interaction but limited behavioral influence, as they either require manual care or rely heavily on automation without actively encouraging behavioral change.
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 === 4.5.5 Brand === === 4.5.5 Brand ===
  
-Branding is important because Screen2Green is not only a functional product, but also an experience-based concept that relies on emotional resonance and user identification. The brand should therefore communicate calmness, growth, balance, and self-improvement.+Branding is important because Screen2Green is not only a functional product, but also an experience-based concept that relies on emotional resonance and user identification. The brand should therefore communicate calmness, growth, balance, and self-improvement. The name Screen2Green clearly reflects the central idea of the concept. “Screen” represents digital habits, smartphone use, and the challenge of excessive screen time, while “Green” represents nature, plants, health, and renewal. Together, the name communicates a transformation from digital overload to healthier and more natural habits. This makes the name both descriptive and memorable. The visual identity aligns with the same meaning. Green tones are particularly suitable because they are associated with calmness, growth, nature, and health. These associations support the emotional positioning of the product and strengthen the connection between digital well-being and nature-based interaction. A minimalistic design style also supports the product’s focus on clarity, balance, and reduced distraction, which aligns with the overall goal of promoting mindful technology use.
  
-The name Screen2Green clearly reflects the central idea of the concept. “Screen” represents digital habits, smartphone use, and the challenge of excessive screen time, while “Green” represents nature, plants, health, and renewal. Together, the name communicates a transformation from digital overload to healthier and more natural habits. This makes the name both descriptive and memorable. 
  
-The visual identity aligns with the same meaning. Green tones are particularly suitable because they are associated with calmness, growth, nature, and health. A minimalistic design style also supports the product’s focus on clarity, balance, and reduced distraction. The logo reinforces this identity by having a plant-related symbolism in a simple and recognizable form.+The logo reinforces this identity by using plant-related symbolism in a simple and recognizable form. The curved organic shape resembles a growing plant while simultaneously creating a dynamic and modern appearance that reflects both nature and technology. The inclusion of a water droplet symbolizes plant care, nourishment, and the behavioral feedback system integrated into the product. The logo design therefore visually communicates growth, interaction, and sustainable behavior in a compact and memorable way. 
  
 <WRAP center round box 60%> <WRAP center round box 60%>
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 +In addition to the logo and slogan, several communication materials were developed to support the branding strategy and strengthen product visibility. These include a flyer, a tri-fold leaflet, and a promotional poster. All materials follow a consistent visual identity through the use of green and earthy color palettes, natural imagery, soft backgrounds, and clean layouts. This consistency helps create a cohesive brand experience across different communication platforms and reinforces the product’s association with calmness, mindfulness, sustainability, and healthier digital habits.
  
 +== Flyer == 
  
 +The flyer seen in Figure {{ref>flyer_screen2green}} was designed as a concise promotional communication tool intended to quickly introduce the product concept and its key features to potential users. The layout combines product visuals, branding elements, and simplified feature descriptions in order to communicate the product in an accessible and visually appealing way. The flyer highlights features such as real-time screen feedback, visual habit tracking, and mindful technology use while emphasizing the connection between the mobile application and the physical plant system. The inclusion of App Store and Google Play icons also reinforces the perception of Screen2Green as a connected ecosystem combining both hardware and software. The slogan “Making the invisible visible” further strengthens the brand identity by emphasizing the product’s core concept. Screen habits and digital behavior are normally invisible and difficult for users to perceive in a meaningful way. By translating screen usage into the visible condition and growth of a living plant, Screen2Green creates a physical representation of digital habits. The slogan therefore communicates both behavioral awareness and personal responsibility in a concise and memorable manner.
  
 +The flyer additionally uses calming colors and natural visual elements to create an emotionally positive impression that aligns with the project’s focus on mental well-being and balanced technology use. The minimalistic structure improves readability while ensuring that the main message can be understood quickly.
  
 +<WRAP center round box 60%>
 +<figure flyer_screen2green>
 +{{ :report:flyer_screen2green.png?nolink&400 |Flyer}}
 +<caption>Flyer</caption>
 +</figure>
 +</WRAP>
 +
 +== Leaflet ==
 +
 +A tri-fold leaflet was also developed to provide more detailed information about the product, its purpose, and its functionality. Compared to the flyer, the leaflet allows for more in-depth communication while still maintaining a visually approachable presentation style. The front panels seen in Figure {{ref>foldedleaflet}} use questions such as “Excessive screen time?”, “Endless scrolling?”, and “Digital overload?” in order to immediately engage users and create identification with common digital well-being challenges. This approach helps establish emotional relevance before introducing the product solution.
 +
 +<WRAP center round box 60%>
 +<figure foldedleaflet>
 +{{ :report:folded_leaflet.png?nolink&400 |Folded leaflet}}
 +<caption>Folded leaflet</caption>
 +</figure>
 +</WRAP>
 +
 +<WRAP center round box 60%>
 +<figure backandfrontofleaflet>
 +{{ :report:opened_leaflet.png?nolink&400 |Back and front of leaflet}}
 +<caption>Backside and front of the leaflet</caption>
 +</figure>
 +</WRAP>
 +
 +
 +Inside the leaflet, the system functionality, hardware components, behavioral benefits, and product features are explained through concise text sections supported by visuals. The leaflet also emphasizes how the system encourages healthier habits through visual plant feedback and mindful interaction. By combining emotional messaging with practical product information, the leaflet supports both user engagement and product understanding.
 +
 +<WRAP center round box 60%>
 +<figure insideofleaflet>
 +{{ :report:leaflet_inside.png?nolink&400 |The inside of the leaflet}}
 +<caption>Inside of the leaflet </caption>
 +</figure>
 +</WRAP>
 +
 +== Poster ==
 +
 +A promotional poster was developed as part of the overall communication strategy to support presentations, exhibitions, and public product promotion. The poster combines the physical prototype with the mobile application interface in order to visually demonstrate the integration between hardware and software. Figure {{ref>poster}} shows the poster that highlights several key behavioral and psychological benefits of the system, including reduced digital overstimulation, improved focus, and healthier screen habits. The use of concise statements, visual hierarchy, and strong product imagery allows the main concept to be communicated quickly and effectively even at a distance.
 +
 +
 +<WRAP center round box 60%>
 +<figure poster>
 +{{ :report:poster.png?nolink&400 |Poster}}
 +<caption>Poster </caption>
 +</figure>
 +</WRAP>
  
  
 +The consistent use of typography, color palettes, logo placement, and natural imagery across the poster, flyer, leaflet, and logo contributes to stronger brand recognition and a more professional market identity. Maintaining consistency across communication materials is important for improving memorability, building credibility, and establishing a cohesive brand presence. Overall, the Screen2Green branding strategy was designed not only to promote the product itself, but also to communicate broader values related to sustainability, mindfulness, healthier digital behavior, and reconnection with nature. The combination of emotional messaging, natural symbolism, and technological integration helps position Screen2Green as both a functional smart product and a meaningful lifestyle-oriented experience.
 ==== 4.6 Marketing Programmes ==== ==== 4.6 Marketing Programmes ====
  
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