Integrating communication and distribution channels that reach out to customers can have high levels of impact on the sustainability of an organization. Considering that many distribution channels implement traditional modes of petroleum-based transportation, this component of the business model requires a comprehensive understanding of the life cycle analysis of a variety of products and services.
In assessing the sustainability of Distribution Channels within the framework of the business model, we should reflect on the following:
In assessing the sustainability of Distribution Channels within the framework of the business model, we should reflect on the following:
People & Distribution Channels
- Consider the implicit social messages that resonate from Earth Access. Is there a tone or symbol that is used as branding, and is it being used clearly and consistently?
- Do we use the right channels to reach the right clients? Do they respond best to a newsletter? and email? a phonecall? Learn how Earth Access can strengthen its relationship with each type of constituents through strategic use of distribution channels.
- Do we know how successful our channels are in terms of customer acquisition? Have systems in place that can distinguish between new and repeat donors ... your customer relations follow-up should be specialized for each.
- How do you want people to respond to your method of packaging and delivery? Refer to the value proposition exercise to identify the values of your target markets and how your mode of distribution speaks to them.
Planet & Distribution Channels
- Thoroughly analyze the communication and distribution channels. Make an effort to improve upon the environmental impact of your distribution methods each year -- look at promising practices employed by partners and other like-minded organizations
- How well are we reaching clients? Are we sacrificing any sections of our client population by restricting our correspondence to planet-oriented distribution?
- Printed correspondence is not inherently evil: it can be recycled, recyclable, compostable, even laden with seeds to be productive ... remember to look for non-toxic, water-soluable ink bases if disposal goes directly into the earth!
- Continually research innovative ideas that others have found effective (look to Scandenavia ... they do REALLY cool things with innovative green technology and agriculture)
Profit & Distribution Channels
- Do we know how cost efficient our channels are? Identify the most economically efficient modes of distributing goods, services, and information to clients. Know which methods are most appropriate and effective for each type of good, service, and information delivered -- and maintain the flexibility to know that they can change
- How well are our different channels integrated in existing or ground-breaking systems?
- Instead of shipping printed materials, talk with non-local partner organizations in the state about sharing advertising space doubling distribution coverage.
- Use key activities (like Farmers Market sales) to provide outlets for alternative distribution channels. For example, instead of mailing newsletters to donors who signed up at the farmer's market, have newsletters available for pick-up at farmers markets ... and perhaps a small incentive gift. This encourages the donor to become more actively involved in supporting Earth Access, while encouraging them to shop at the Farmer's Market, and (hopefully) buying our goods!!