Decrease unethical online behaviour
June 2021
Zealand Academy
Bachelor Student
How to guide the youth in better online communication?
In the second semester of my Bachelor’s programme, I chose Business and Entrepreneurship as an elective. In connection with this subject, my group and I invented a solution and a company concept advising adolescents on online ethical behaviour.​
DigitalTalk
Our company idea, which we named DigitalTalk, was born out of the current social debate in Denmark in June 2021 around behaviour on social media, which, in the eyes of many, can be considered a real social problem. Due to an increase in online bullying, there is an incredibly harsh tone among children and young people who feel exposed and, at times, lonely and neglected on various social media and platforms. With our business idea, we wanted to create a company that increased the focus on this particular area.
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Our target group was school educators and parents of children from 4th grade and up.
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We would offer counselling, lectures, podcasts and other products that provide digital communication tools to our target group.
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Our purpose would be to sell a service that aims to stop digital bullying.
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Mission:
"We will create a positive difference in digital culture through play and learning to ensure better
mental well-being".
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Vision:
"We want to improve communication and tone in the digital world through play and learning".
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Slogan:
"Speak nicely, play nicely, speak from the heart".
The theme colour was green, symbolising hope, youth, health and security.
Business Model Canvas
In this project, we have worked with two business models. The original business model, with the initial ideas and subsequently with a new business model (seen below), has been a source of many thoughts and reflections for the further development of our company. However, with all our ideas and reflections, we agreed that there was potential for even more business models if this idea would have been a reality. However, it is an essential tool for us, as it can highlight where we can improve any parts of the company and create a stronger company in the long run.
Business Model Canvas
Business strategy and market penetration
​To maintain a course as planned according to our business model, it was important for us to clarify a business strategy that will also be sustainable for DigitalTalk.dk. Therefore, after much reflection and discussion, we had realised that Blue Ocean was a strategic opportunity for us, as we were in a niche market and there is a need for a different and unique development. This is where the internal and external analysis comes to our aid through a SWOT analysis. It could help guide us in the direction we needed to go, and we had to be prepared to take steps in a different direction we may not have seen coming. As a starting point, we stock to a strategy where we differentiate ourselves from others through unique innovations in our products and services, and we endeavoured to keep costs down.
If we would expand the business in the long term, we would need to focus more on digitalisation itself This would hopefully mean lower costs for us, but at the same time, help send a signal around our brand that we are developing in the same direction as our users. It could also allow us to innovate something unique. Conversely, it can have fatal consequences if we don't follow what our target audience wants but instead focus on the wrong products or innovations. Therefore, a lean startup (see below) would be a good model for us if we need to develop something new in the company in the future.
Lean startup canvas
The solutional product
When we developed a concept, I devised the solution to the app. The idea behind the concept is that if you are about to write something negative online, a pop-up box will automatically appear with suggestions for less harmful words to use instead. The idea behind the concept is not to take away others' freedom of speech but to give them a reminder and suggestions for better behaviour online on social media. The image is just a quick prototype made via Canva.
The Website
Via WordPress and WooCommerce, we created a webshop where our customers can find all our products, descriptions and packaging solutions. The blog posts will cover relevant news, free advice and information about social media tone and online bullying. It will be possible to pay with PayPal and credit card on our website, which is stated in our payment terms, as well as with the individual products and in the basket. We have chosen not to include other payment methods at this time, as there are too many costs associated with it, and due to additional fees, we do not display the different payment options on the front page. In the long term, however, we want to use more payment options, such as Mobilepay, to attract more potential buyers. The delivery cost will be displayed in the basket when you order items from our website. It is also described in the delivery tab. We have chosen to divide our webshop for the benefit of our users, so there is a separate tab on the website, ‘customer service’, where you can find all information regarding GDPR, Terms and Conditions, Returns and Complaints, and much more. In addition, we have divided the webshop into separate tabs for general topics, such as ‘about us’ and ‘products’; all our contact information is visible in the footer, and its tab shows our phone number, email, and address. A contact form has also been created so customers can contact us via the webshop. Below is the BPMN model we designed to showcase the customer's journey from browsing the website to purchasing.
Concept app
Post on Facebook
