Reference no: EM132976403
When Daniel Flynn began studying project management at university, he might have expected it would take a few years to put his new knowledge into practice. But then he learned two things that shocked him: (1) there are 900 million people in the world without access to safe drinking water; and (2) in Australia, where drinkable water is available free from the tap, people spend $600 million a year on bottled water. So, at just 19, Daniel decided to establish a social enterprise - a company that uses its business activities to generate 'profit for purpose' and create social good in the community. Social enterprises are commercially viable businesses existing to benefit the public and the community, rather than shareholders and owners.
The result was Thank You Water, a company that sells bottled water in order to fund safe water projects in developing countries. Within a few years, the company had also developed Thank You Food, Thank You Body Care and Thank You Baby Products as a way to reach more customers, sell more products and help more people. From day one, Daniel knew that success would depend on customers believing that they were making a difference by buying Thank You products. So, the company created Track Your Impact to show customers what they were helping to achieve.
Customers download an app from the company's website and enter a unique code provided on each Thank You product. The app then generates detailed information, including GPS coordinates, about the water, hygiene or food aid project the customer's purchase will contribute to. Creating Track Your Impact has helped the company to establish trust and credibility with its customers and has improved public perceptions about charity reporting. Daniel also learned early that management is all about working through others. For example, when the company wanted to convince 7-Eleven to stock its bottled water it asked customers to lobby 7-Eleven on its behalf using social media. It paid off. 7-Eleven was so impressed by the campaign, it stocked Thank You Water in all 600 of its stores across Australia, even replacing its own low-priced bottled water. Rather than employ sales representatives to promote its products, Thank You invites its customers to be 'Street Reps'. It provides them with materials to convince their local cafés and restaurants to stock Thank You products.
Thankyou is an Australian social enterprise. From the sales of its water, body care, and food products, the company donates funds to safe water, hygiene and sanitation programs, and food security programs in 16 countries. The company has gained attention for its use of public lobbying via mainstream and social media in order to influence supermarket retailers to stock their products. Campaigns have led to partnerships with retailers including Coles, Woolworths, and Australia Post
As the company has grown, Daniel has learned how to run a successful organisation. He says, 'A good idea doesn't guarantee success. . . . The value is in the execution of that idea and that's where your focus needs to be. You'll be surrounded by people who always ask of you, "But what will happen if you fail?" Instead, ask yourself "What if we succeed?" This is why it's important to surround yourself with a great team who support each other. The people and culture are the lifeblood of your business. . . Always start with the thought: "If we had no limitations, we would. . ." Then work from there and remind yourself every day of those big objectives.'
Daniel has also learned a lot about his own strengths, weaknesses, and goals as a manager. 'My goal is to release people to step up and bring their own dream and passion to what we do. I'm not huge on confrontation - in the early years that was my greatest weakness. I was always trying to make everyone happy. But if I believe something is possible, I won't give up on it. Impossibility is only someone's opinion, not a fact.' By February 2017, Thank You had helped over 545,000 people access safe water, sanitation, and hygiene services, fed over 132,000 people, and provided maternal and child health services to over 77,000 individuals. In recognition of Daniel's efforts, he was named 2014 Victorian Young Australian of the Year and 2015 YE Young Entrepreneur of the Year and was an honouree in the 2014 JCI Ten Young Outstanding People of the World program.
1. Explain which forms of communication and information management Daniel would have used when connecting with stakeholders, such as: community, employees, suppliers, customers, charity groups, volunteers, street reps. Analyse the importance and effectiveness of these.
2. In your own words, identify and analyse how external environmental factors influenced the focus of Daniel Flynn and 'Thank You Water' company?
3. Daniel Flynn performs interpersonal, informational, decisional roles as outlined in Mintzberg's Management Roles. Demonstrate how he achieves these roles by referring to the case study and Mintzberg's theory.
4. As mentioned in the case study, 'Daniel decided to establish a social enterprise - a company that uses its business activities to generate 'profit for purpose' and create social good in the community'. Explain how this socially responsible approach has influenced its success as a company. Support explanations with theories discussed in chapter 3.
5. In your own words, and using examples discussed during tutorials, explain the goals, people, structure, and systems used by 'Thank You Water' to operate as an organisation.