Social Enterprise Report: Green Planet's Waste Management in Brunei

This report details the establishment of Green Planet, a social enterprise in Brunei, designed to address the country's significant waste management issues, particularly food, paper, and plastic waste. The report outlines Green Planet's mission to promote environmental sustainability, reduce waste through various strategies, and create economic opportunities for the community. It includes a business model canvas, analyzing customer segments, value propositions, distribution channels, revenue streams, and cost structures. The report also discusses the competitive landscape, marketing strategies, and pricing models. Green Planet aims to leverage technology, partnerships, and educational initiatives to become a leading force in waste reduction and environmental awareness within Brunei, with a focus on social impact and community well-being, emphasizing the importance of waste minimization and environmental education.

Running Head: SOCIAL ENTREPRENEURSHIP 1
Social Entrepreneurship

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Executive Summary
Social entrepreneurship is the process of structuring the products, services, customer segments,
revenue generations, but major change is not maximizing the profits but social profits. This is the
holistic approach that is implemented on the basis of three pillars, i.e. planet, people and profit.
Social entrepreneurs are known as social problem solvers as they emphasize on the issues related
to people and environment. One of the major issues in Brunei is increased waste of food, paper
and plastic. It is the best solution to establish a social enterprise to resolve the issue of wastage in
the country. The major objective of this report is to establish a social enterprise, i.e. Green Planet
in Brunei to deal with waste management issues. The report includes all the business and
strategic aspects, which are needed for introducing this new social enterprise. The business
model canvas of the organization shows that how it will deliver its services and value proposition
to the target customer segments.

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Table of Contents
Executive Summary.....................................................................................................................................2
Introduction.................................................................................................................................................2
The Need or Problem...................................................................................................................................3
The Product/Service and its Unique Value Proposition...............................................................................3
Social Mission..............................................................................................................................................3
Economic condition of Brunei..................................................................................................................3
Marketing and Competition.........................................................................................................................3
Pricing Strategy........................................................................................................................................4
The Business Model Canvas.........................................................................................................................4
Customer segments.................................................................................................................................4
Value proposition....................................................................................................................................4
Distribution channels...............................................................................................................................4
Customer relationships............................................................................................................................4
Revenue streams.....................................................................................................................................4
Key activities............................................................................................................................................4
Key Resources..........................................................................................................................................5
Key Partners.............................................................................................................................................5
Cost Structure..........................................................................................................................................5
Conclusion and Implications........................................................................................................................5
References...................................................................................................................................................6
Appendices..................................................................................................................................................7

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Introduction
Social Enterprise is an organization, which implements commercial strategies to increase the
improvements in social, environmental and economic well-being. It may include enhancing the
social impact along with its profits for internal and external stakeholders. Social entrepreneurs
can structure these firms as non-profit or for profit, mutual firm, co-operative, and benefit
corporation or charity organization. These social enterprises are established by the social
entrepreneurs, who look for the need to implement the changes and they go through the ways to
see how they can make changes for better world and better society (Aleluia, & Ferrão, 2016).
There are many social entrepreneurs, who structure social enterprise to resolve any issue or
implement changes in the country. This report includes the creation of a new social enterprise to
resolve the issue related to food and other wastage. This social enterprise is named as Green
Planet, which will work to manage different type of wastage in Brunei.
In this report, there is a discussion about the social mission and products/services, which are
offered by organization to resolve the issue. Moreover, it includes target market, market position,
competition and pricing strategy that is implemented by Green Planet in Brunei. It includes the
strategies and ways, through which the organization can be better than its competitors in country.
Furthermore, the report draws the business model canvas for Green Planet Organization. This
business model canvas discusses about different components, which are required for developing
a positive and effective value proposition.
The Need or Problem
Brunei is a small country on the island of Borneo in 2 different sections that is bordered by South
China Sea and Malaysia. With a tiny population of 400,000 people, Brunei Darussalam ranks
among the highest in the region in the area of waste generation, i.e. 1.4 kilogram per person/day.
From this total wastage, much of this includes 18% paper waste, 36% food waste, 17% plastics,
7% metals, 6% glass and 15% others (Department of Environment, Parks and Recreation, 2015).
By looking at the extensive canvas of waste composition, there is a surplus of opportunities in
terms of economic, social and environmental advantages with minimization of wastage in Brunei
Darussalam. In the country, there are various reasons behind this wastage, like; supermarkets in
the country are disposing their rotten fruits and vegetables in landfills that are contributing to the
harms of greenhouse gases being emitted globally in the environment. Food wastage is more

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than other wastage in the country, as people generally prepare more food than requirement, when
having a meal or organizing a social and religious gathering. This wastage is affecting
environment and natural resources adversely. However, this nation is implementing a model that
indicates that Brunei Darussalam is well-placed to become a model of how a nation can have
healthy economy and healthy people, but it failed to manage the related things. It is affecting the
natural environment and climate in the country. This is one of the major issues, which are
affecting the life and economy of the country (Brunner, & Rechberger, 2015). The country is
making efforts to deal with these issues. Thus, this is one of the major social problems in Brunei
that is affecting the lives of people, natural resources, land, climate, water and biodiversity. To
deal with this issue, the new social enterprise, i.e. Green Planet will be established.
The Product/Service and its Unique Value Proposition
To deal with the above stated issue, it is very important to establish a social enterprise, so that
different types of wastage can be minimized. Green Planet will be set up to minimize all types of
wastages, especially food wastage. The organization will offer the services through their mobile
application and platform (Awan, 2011). This application will assist the organization to connect
the retailers with surplus food to local charity institutions, which are working with poor
communities. Green Planet will be the best example of social enterprise, which will be engaged
in reducing the wastage in Brunei and its nearby areas. Apart from this, the organization will not
only collect the wastage, it will also empower the local people to make money from the
unmanaged wastage in their street areas. It will make efforts to partner with the Lagos Waste
Management Authority and gathers waste, inclusive of plastic bags, plastic bottles, aluminum
and other waste materials. In addition to this, Green Planet will promote conservation and
environmental education. The organization will make efforts to generate the revenues by
becoming a social enterprise in Brunei (Deakins and Freel, 2009).
The enterprise will develop an effective value proposition, which will create a positive
perception in the mind of community people. To offer its services, Green Planet will implement
effective strategies and tactics, which will assist the organization in resolving the issue and
making changes in the community and natural environment (Brunner, & Rechberger, 2015).
First, this social enterprise will implement differentiation strategy, under which it will distinguish
its products and services from other social enterprises in the country. The enterprise will use

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modern and advanced technology to manage and minimize the wastage in country. It will create
a mobile application and website, through which people can connect with them. The product
differentiation strategy will assist the organization in offering the products and service, which
will be perceived and valued by the community people as more exclusive and better than its
leading competitors in country (Drucker, 2014).
Social Mission
Generally, it is said that social entrepreneurs are the social problem solvers for a community.
They structure a social enterprise to make good changes in the community and resolve the social
issues faced by people (Corner, & Ho, 2010). These enterprises are established in the interest of
society and its people. In this way, Green Planet will also be established with a social mission or
goal that is given below;
 To resolve the issue of improper waste management in Brunei by social entrepreneurship
 To develop a source of revenues and profits for the community via social
entrepreneurship and make a sustainable environment
 To make the people aware about the waste minimization, reduce, reutilize and recycle the
waste materials
In this way, this social enterprise will work with the social mission of making Brunei as a
wastage free country.
To accomplish this social mission, first Green Planet will promote the environmental education
among Brunei population. For managing the food wastage, associate with the retailers, who have
excess food with the local charity institutions, which are working with poor societies. The
organization will make the supermarkets and retailers aware that they should return the non-
perishable products to the suppliers. Moreover, it will encourage the customers to buy the semi
rotten and damaged fruits and vegetables for their birds and pets. Furthermore, compositing will
be an effective way for the supermarkets and departmental stores rather than throwing them to
landfills (Ngoc, & Schbitzer, 2009). In addition to this, Green Planet will avail the assistance and
partnership from government and promote its products and services through youth led campaigns
and youth initiated programs.

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Economic condition of Brunei
Brunei is a nation with the small wealthy economy, which is a combination of domestic and
foreign entrepreneurship, welfare measures and government regulations. The economy of
country is completely assisted by export of natural gas and crude oil, with the profits from
petroleum industry covering more than half of Gross Domestic product. However, it is a small
country with a small population of only 400,000 people, which is located on 2 distinct sections,
i.e. Malaysia and South China Sea. Revenue generated from gas and oil industry have supported
Brunei nation to become one of the richest economies in the world. For the economy of Brunei,
trade is one of the most significant factors. The value of imports and exports together is equal to
107% of Gross Domestic Product (GDP). Thus, the current economic condition of Brunei nation
is moderate in today’s environment (Brunei Darussalam, 2017).
By taking new initiatives with government and implementing effective strategies, Green Planet
will be able to improve the lives of Brunei community and its people. This social enterprise will
assist in improving the lives of people in the nation. One of the major wastages is food wastage,
which will be managed and minimized by taking some initiatives and connecting with the
suppliers and charity organizations. It will assist in reducing and managing food wastage and
making healthy people and healthy economy in Brunei country. It will have a large impact on the
community and lives of its people (Wry & York, 2017).
Marketing and Competition
The major target market for Green Planet will be entire population of Brunei, specifically
women, regional supermarkets and educational institutions, which may spread the environmental
education and encourage the people to minimize different types of wastage, i.e. paper, food,
plastic and others. By targeting the population, the company will place its services in the market
in such a way that it can create positive perception in customers’ minds. As a social enterprise,
Green Planet will avail the best practices and methods from corporate level to develop customer
relationships and loyalty (Ridley-Duff & Bull, 2015). For effective market and strategic
positioning, Green Planet will conduct campaigns and events, through which it will deliver its
mission and objectives to population of Brunei. It will make them clear that this social enterprise
will work in the interest and social benefits of Brunei’s public.

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In Brunei, there are various for-profit and non-profit organizations, which are already working
for the social benefits of Brunei’s community. One of the major competitors of this enterprise
will be Green Brunei, which was working as non-profit organization. Now, this organization is
making efforts to become a whole time social enterprise. Green Brunei is a not for profit
organization, which was established in 2012 and engaged in promoting environmental education.
Currently, it is operating as a volunteer firm, which is totally dependent on the sponsorships
(Green Brunei, 2017). Now, Green Brunei is looking for generating the profits by becoming a
social enterprise. However, it will pose competition on Green Planet in Brunei, but Green Planet
can be better by incorporating advanced technologies in its operations. It will avail the
contribution of government and population of country. The target market coverage of this new
social enterprise is more than Green Brunei. In this way, the organization will be better than its
competitors and minimize the wastage in the country (West, Ford & Ibrahim, 2015).
Green Planet will use both primary and secondary market sources to identify the needs of target
audiences. The organization will conduct market research to understand the target market and
competitors. It will take the assistance from government, trade associations and other public
institutions, which will support the organization in generating revenues and increasing awareness
about waste management and minimization (Scarborough, 2015). It will collect the different
information from industry reports, Brunei industries’ reports, past records and figures, statistics.
These sources will assist Green Planet to understand Brunei’s natural environment and emerging
environmental issues.
Pricing Strategy
Green Planet will implement an effective pricing strategy, which will assist the enterprise in
attracting more people and funds towards its services for waste minimization and management.
During initial days, the organization will execute penetration pricing strategy, under which it will
offer comparatively lower prices for its services, so that it can entice the people away from
leading competitors. After that, the organization will set the right price, so that it can achieve
funds to attain its social purpose (Thi, Kumar, & Lin, 2015). By the use of pricing penetration,
Green Planet will be able to create a significant customer base, and then it should increase the
prices. It will assist the organization in covering larger market share over its leading competitors,
which are already involved in identical services.

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The Business Model Canvas
Business Model canvas is a business model, which is implemented by an organization to
generate revenues and profits. It is a significant tool, which indicates that how a firm develops,
offers and attains the value by communicating different factors of a new business venture. For
Green Planet, this is one of the most appropriate business models, as it is good for social and
small business enterprises. Green Planet is establishing its business in Brunei to deal with the
issue of wastage. This wastage includes all types, like; food wastage, paper and other wastage.
The enterprise will offer its services by implementing effective pricing and cost strategies. It will
work for the benefits and interest of people and generate its profits (Muhtaroglu, Demir, Obali, &
Girgin, 2013). This organization will not only focus on making profits but also on implementing
the changes to society or community with the profits and revenues, which they will be making in
the future.
The following table incorporates the business model canvas for a Brunei based new social
enterprise, i.e. Green Planet (Osterwalder & Pigneur, 2010). It includes 9 building blocks of the
business model and these blocks are described below;
Key Partners
 Governmen
t
 Public
Institutions
 Suppliers
 Vendors
 Local
institutions
and
organizatio
ns
Key Activities
 Encouragin
g people to
become
aware about
waste
minimizatio
n
 Promoting
conservatio
n and
environmen
tal
education
 Taking
Value Proposition
 Use of modern
and advanced
technology
 Implementatio
n of effective
strategies and
environmental
practices
 Resolving the
issue related to
food and other
wastage in
Brunei
 Implementatio
Customer Relationships
 Personal
contact with
community
people
 Use of
innovative
technique
 Implementatio
n of best
practices for
environment
protection
 Service
delivery
Customer
Segments
 Population
of Brunei
 Youngsters
 Women
 Environmen
t conscious
people
 Regional
supermarket
s
 Educational
institutions

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initiatives
for reducing
different
wastages,
food, paper,
plastic etc.
 Protecting
natural
resources,
environmen
t and
climate in
Brunei
n of required
changes in the
community
and natural
environment
 Use of
differentiation
strategy
through
mobile app
and platform
 Involvement
of community
people
 Ensuring the
people for
improving the
lives of people
Key Resources
 Hardworking
volunteers
 Technology
sources
 Machines
 Funds from
government,
public
institutions
and public
Channels
 Mobile app and
website of Green
Planet
 Social media
promotional
campaigns
 Social media
networking sites
 Promotion and
Advertisements
 E-mail marketing
 Events and
sponsorships
Cost Structure
 Mobile application and
website developers
 Advertising and marketing
Revenue Streams
 Government funds
 Grants and subsidies
 Sponsorships

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costs
 Costs on purchasing assets
 Technology costs
 Administrative expenses
 Promotional events and
campaigns
 Salaries to volunteers
 Expenses on communication
with supermarkets and other
stores
 Donations
 Trading activities
 Others, like; in-kind contributions
 Revenue generation from customer segment
Customer segments
This is one of the most important blocks of business model canvas. For developing business
model, it is very essential to identify the customers, which an organization will attempt to serve
by its products and services. For Green Planet, the major target customers are women,
disadvantaged people in Brunei, supermarkets and regional institutions. This new venture is
going to target the entire population of Brunei to make them free from different types of wastage.
The organization will target the people, who are unable to manage wastage of food, paper, plastic
and others (Norjidi, 2017).
Value proposition
Value proposition of an organization is a framework that includes all the products and services,
which are provided by that firm to satisfy the needs of customer segments. There are various
components, through which it can create value to the target audiences, such as; brand, effective
pricing, exclusiveness, brand recognition etc. The value proposition of Green Planet will be
popular in the country as it is working to resolve a social issue by developing a social mission. It
will focus on reducing different wastage by adopting distinct techniques and environmental
practices. It will involve the local people of Brunei and encourage them towards wastage
minimization and environment protection (Okeugo, 2015).

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Distribution channels
Distribution channels are the ways, through which Green Planet will communicate its value
proposition to its customer segments. Through these channels, the organization will offer its
services to the people. Green Planet will use different online sources, social networking sites,
official website, mobile application and some physical channels. These channels will assist the
organization in approaching its potential customers (Popov & Roosenboom, 2013).
Customer relationships
For an organization, it is significant to develop better and effective relationships. This block of
business model canvas indicates the level of relationship with target customers. As Green Planet
is a new social enterprise in Brunei, so it has to give extra efforts to develop customer
relationships. It will conduct events and promotional campaigns, which will assist it in
connecting with customers personally. It will involve them in the process of waste minimization
and state its benefits to their community and lives.
Revenue streams
These are the ways, through which a firm generates income and revenues by offering its services
to potential customers. As a social entrepreneur, Green Planet will generate the revenue from
different sources, like; government funds, grants and subsidies, sponsorships, donations, trading
activities and others, like; in-kind contributions (Trivedi, 2010). The target market for this
enterprise is wide, so profit and revenue generation will be better than other industry
organizations. So, it will be beneficial for the organization to establish this enterprise in Brunei.
Key activities
Key activities are the major activities that are performed in applying the value proposition and
core business processes of company. Key activities of Green Planet include promoting the
education for waste management and environmental protection in Brunei. The organization aims
to make changes and improvement in the community of Brunei Darussalam. It will take
initiatives for managing the wastage of food, vegetables and other products from supermarkets. It
will earn the revenues by offering social services and accomplishing its social mission and
objectives.