South Africa - Business creation project

Describe your project or startup in a few words

The Laughing Pirate is a boxed beverage brand that aims to reduce plastic waste for the good of our planet.

01.01 Describe your project in more detail

We plan to manufacture a wide range of beverages starting with water in boxed carton packaging instead of plastic bottling. This will be the first step in reducing plastic waste. Secondly, we also plan to sell and distribute our products via Direct to Consumer online, through monthly subscriptions which include recycling programs (reverse logistics and circular economy).

01.02 What is the main problem you are trying to solve?

The big world problem we're trying to solve is the growing plastic waste that ends up in landfills and, worst, oceans. More specifically, we're trying to address the challenge and even barrier that the consumer faces to adopt sustainability today. In South Africa, there is no public recycling scheme and no incentives for the average person. Sustainability is generally viewed as unattainable. It's not a matter of education but rather access so that consumers don't have to trade off their convenience.

01.03 Tell us the major benefits and/or advantages of using the product/service that your project intends to provide (at least 3).

We make sustainability more accessible to the average consumer by offering eco-friendly packaging coupled with recycling services. Our packaging is easy to recycle and carton based thus reducing plastic content. Our delivery service will include reverse logistics to collect empty packs.

01.04 Please describe who exactly your project is aimed at serving. Who are the targeted beneficiaries?

We target sustainability minded consumers who care about their impact on the environment. The average consumer would also benefit from having a more accessible entry point to recycling.

01.05 When did you start working on your project?

2024-06-01

01.06 How many other partners are associated with your business venture?

1

01.07 Among the other partners, how many are female?

1

01.08 Please describe the profile of each of the other partners (skills, experience, etc.)

Marcella - digital marketing expert, 5 years experience in FMCG

01.09 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link here:

01.10 Which industry best describes your project?

d) Primary commodities (food, drink, household and personal products)

02.01.01 My project contributes to the No poverty goal

1 - Strongly Disagree

02.01.02 No poverty - Justification

02.02.01 My project contributes to the Zero hunger goal

1 - Strongly Disagree

02.02.02 Zero hunger - Justification

02.03.01 My project contributes to the Good health and well-being goal

3

02.03.02 Good health and well-being - Justification

02.04.01 My project contributes to the Quality education goal

1 - Strongly Disagree

02.04.02 Quality education - Justification

02.05.01 My project contributes to the Gender equality goal

1 - Strongly Disagree

02.05.02 Gender equality - Justification

02.06.01 My project contributes to the Clean water and sanitation goal

3

02.06.02 Clean water and sanitation - Justification

02.07.01 My project contributes to the Affordable and clean energy goal

1 - Strongly Disagree

02.07.02 Affordable and clean energy - Justification

02.08.01 My project contributes to the Decent work and economic growth

4

02.08.02 Decent work and economic growth - Justification

02.09.01 My project contributes to the Industry innovation and infrastructure

5

02.09.02 Industry innovation and infrastructure - Justification

By creating much needed innovation in existing beverage categories, we can promote change within the wider FMCG industry. Our planned circular economy service is a first if its kind end to end management of plastic waste. Based on experience from beer industry and collection of empty glass bottles. This concept can be amplified and applied as a service for other manufacturers.

02.10.01 My project contributes to the Reduced inequalities goal

1 - Strongly Disagree

02.10.02 Reduced inequalities - Justification

02.11.01 My project contributes to the Sustainable cities and communities goal

2

02.11.02 Sustainable cities and communities - Justification

02.12.01 My project contributes to the Responsible consumption and production goal

7 - Strongly Agree

02.12.02 Responsible consumption and production - Justification

By offering an end to end solution (from purchase to recycling), we promote a circular economy that drives sustainability. We encourage and facilitate recycling for our consumer base.

02.13.01 My project contributes to the Climate action goal

1 - Strongly Disagree

02.13.02 Climate action - Justification

02.14.01 My project contributes to the Life below water goal

6

02.14.02 Life below water - Justification

One of our main goals is to reduce marine pollution specifically in the form of plastic waste. Our marketing communication will focus heavily on this aspect to help educate consumers and increase awareness.

02.15.01 My project contributes to the Life on land goal

1 - Strongly Disagree

02.15.02 Life on land - Justification

02.16.01 My project contributes to the Peace justice and strong institutions goal

1 - Strongly Disagree

02.16.02 Peace justice and strong institutions - Justification

02.17.01 My project contributes to the Partnerships for the goal

4

02.17.02 Partnerships for the goal - Justification

05.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

4

05.02 The product/service we envision creating represents an entirely new type of product/service.

4

05.03 The product/service we envision creating could be described as a new technology.

1 - Strongly Disagree

05.04 The product/service we envision creating is an improvement on an existing product or service.

7 - Strongly Agree

05.05 The product/service we envision creating could be described as an extension of a range of products or services.

5

05.06 The product/service we envision creating responds to a demand or need that has not been satisfied by other products/services.

7 - Strongly Agree

05.07 The product/service we envision creating is a new version of an old product/service.

7 - Strongly Agree

05.08 Justification

Our products themselves are not new, but we plan to revamp their packaging and the way they are recycled. Specific case in point, water will be our first product to launch. Usually it is packed in plastic bottles, our innovation is to pack in carton based recyclable packaging. The machinery for this exists and we come from a background of dairy industry where these packs are prevalent. Lastly but just as importantly, our D2C subscription service will facilitate recycling by collecting empty packs regularly from our consumers. Currently, no beverage company offers this service.

05.09 Who are your main potential competitors and what makes you stand out from them?

Main competitors are the traditional big players of the industry. Bottled water companies such as Valpre, Thirsti, Aquelle etc. Our big differentiator is our sustainable packaging and circular economy service.

10.06 Are you initiating actions within your community to promote the role of female entrepreneurs?

N/A