Edible Cutlery: An Innovative Solution for Plastic Waste Reduction

Running head: EDIBLE CUTLERY
Managing, Entrepreneurship and Innovation
[Edible Cutlery]
Name of the student:
Name of the university:
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1EDIBLE CUTLERY
Executive summary
This project analyses the proposed innovation solution from various perspectives. Moreover, it
designs a marketing strategy to support an effective launch of the proposed “Edible Cutlery”.
The proposed marketing strategy is an effective guide to launch a new product. However, it all
depends now in the startup venture like how they manage necessary resources and generate
strategic capabilities.

2EDIBLE CUTLERY
Table of Contents
1. Innovation Solution (Value-proposition).....................................................................................3
2. Market analysis............................................................................................................................3
3. Short-term and long-term objectives...........................................................................................4
4. Resources and capabilities needed to start the business..............................................................5
5. Marketing.....................................................................................................................................8
Four P’s:.......................................................................................................................................8
Advertisement Cost:....................................................................................................................9
Revenue Stream:..........................................................................................................................9
6. Growth potential..........................................................................................................................9
7. Conclusion.................................................................................................................................10
8. Time frame.................................................................................................................................10
References......................................................................................................................................12

3EDIBLE CUTLERY
1. Innovation Solution (Value-proposition)
The proposed innovation product or solution is an “Edible Cutlery”. The innovation used
here is a “Product Innovation”. Sorghum flour is the only material to be used to make the
organic cutlery. This is better than disposable utensils used in restaurants and many other places
in terms of sustainability. Disposable utensils used across the restaurants are non-biodegradable.
This means it cannot be completely decomposed (Miandad et al. 2016). On the contrary, the
proposed organic cutlery will leave any wastes behind. These cutleries and spoons will itself be
eaten as they are made of Sorghum flour and are treated with no preservatives. Hence, these
cutleries and spoons are safe (Ragaert, Delva and Van Geem 2017).
The innovation should create value for the national economy. This will provide a solution
to the plastic waste provided that the venture is successfully launched and is able to maintain
steady growth in the long-term (Eesley and Miller 2018). This will also create value for the
environment in which the business will operate by encouraging reduced plastic waste and
providing a sustainable solution to the businesses (Eesley and Miller 2018). The innovation
solution will create value for the society that they serve. Reduced air pollution through increasing
usage of organic cutlery will also reduce the level of the adverse impact of air pollution on the
health of people (Eesley and Miller 2018).
2. Market analysis
The customers for edible cutlery are those who are health-conscious. By doing effective
promotion of the product people other than those who are health-conscious can also be
encouraged to buy this product. Under geographic segmentation, the product at the initial level
will target restaurants and other food-centers where non-biodegradable utensils are used. If the