I-Business Doing Good Model ikhethile ngaphandle koxanduva loLuntu
I-TOM yinto yomsebenzi kaBlake Mycoskie, umrhwebi omncinci owenza umzekelo wezoshishino ukubeka utsha olutsha uxanduva lwentlalo .
I-Mycoskie ikhiphe inkampani ephumelela ukuthengisa kunye neentliziyo ngokuthenga enye / ukunika umzekelo omnye.
Ekuqaleni, kwakuyiTOMS Shoes. U-Mycoskie wayenengcamango yeTOMS Shoes xa e tyelele iArgentina waza wabona abantwana abaninzi abangenazo izihlangu.
Ngelo xesha, abaninzi abantu beli lizwe babegqoke isicathulo esilula kodwa sinobukhulu esasibambe isohlo likaMycoskie.
Inkampani yaseMycoskie, i-TOMS Shoes, yamkela ukuba isitayela sasihlangule, savelisa ngeendlela ezininzi kunye nemibala, kwaye abathengi abathembisayo ukuba kuzo zonke iimbatho zizithengileyo, omnye umntu uya kubantu abanesidingo.
Iingcamango zaseMycoskie zanyuka kangangokuba i-TOMS iye yalahla "izicathulo" egameni layo yakha i-behemoth yokuthengiswa kwempahla, ngoku iyakwandiswa ibe ngama-sunlight, ikofi, ukuthengwa okubonelela ngamanzi apho kuyadingeka khona, kunye namanye amaqumrhu okurhweba osentlalontle. Enyanisweni, ii-TOMS ezinika indalo ziqhubeka zikhula kwaye ngoku ziquka ukutya okunomsoco, ukunakekelwa kwezempilo kunye nemfundo.
I-TOM ziye zahanjiswa ngabanini-zentlalo abaninzi. IWarby Parker ezithengisa izibuko zamehlo ezithengiweyo nge-intanethi kunye nokuthenga enye / ukunika imodeli enye ibe ngumzekelo owaziwa kakhulu.
Kodwa kukho kwakhona i-Out Of Print enikela ngeencwadi xa ithengisa umgca wayo wezambatho ezibonisa ukushicilelwa kwincwadi, kwaye kukho amakhiwane, umvelisi wezambatho zabasebenzi bezempilo, ukunika "i-scrubs" efana nabaqeqeshi bempilo kumazwe asakhulayo.
Ngoku kutshanje, sibone i-Bixby, malunga neepakishwa kunye neebhokisi zeemini; Bombas kwiisokisi; kunye nezihlandlo ezibini njengezifudumalo zeekati, izikhwepha kunye neebhola.
I-TOMS, ekubeni ilandele ukunyuka kwemeko yezenhlalakahle, iye yahlutha isantya samashishini 'enza okuhle' njengenxalenye yezicwangciso zabo zoshishino. Kwaye umtshini uyaqhubeka njengowomgca we-blurs phakathi kwemibutho engenzi-nzuzo kunye nenzuzo.
Namhlanje, kukho iindlela ezininzi zokuseka ibhizinisi ukwenzela ukuba lenze lula ngokulula. Imizekelo ibandakanya imibutho eyimibutho kunye ne-B Corporations
Izifundo ezivela kwi-TOMS zoShishini loLuntu
Ride Trend
I-TOMS zenzeke nje ukuba zidibene kunye nokunyuka kwabathengi abaye baqonda ngakumbi ngemali yabo. Bazimisele ukuchitha iimpahla zabathengi abenza okulungileyo kwihlabathi.
Enyanisweni, uphando olutsha lweCone Communications CSR luveze ukuba ama-63 ekhulwini aseMerika (mhlawumbi anikezela kwizenzo zikaRhulumente) athemba ukuba amashishini aya kubakhokela utshintsho oluntu kunye noluntu. Ngaphezu koko, iipesenti ezingama-78 zifuna iinkampani ukuba zibandakanyeke kwimicimbi yoluntu yoluntu.
Ngokuphathelele ukuthenga amandla, amaphesenti angama-87 abathengi athi baya kuthenga umkhiqizo ngenxa yokuba inkampani ibandakanyekile ngxaki abayinyamekele ngayo xa i-76 ekhulwini ithi bayenqaba ukuthenga iimveliso zenkampani okanye iinkonzo ukuba ixhasayo ingxaki abacinga ukuba ayiphutha.
Ukunyuka kwamanani okuthengiswa kwezinto kubangel 'umdla, kubangelwa izizathu ezininzi kunye nokunceda iinkampani ziphosa iingxelo zabo njengabemi bezentlalo. I-TOMS ihamba kuloo ndlela iphumelele kwimpumelelo.
Bhaka kwi-Good
I-TOMS ihamba ngaphaya kwezinye iinkampani ezizenzayo.
Isekelwe kwisiseko sokuthengisa okulingana nokulungileyo okuwenziweyo. U-Mycoskie uthe, "... siyazi yonke imihla ukuba siya kukhangela iindidi zeembatho kuwo wonke umntu esithengisayo, kwaye yileyo. Ukuba asikwazi ukwenza umsebenzi usebenza ngaloo ndlela, ngoko ishishini ayisebenzi. "
Yakha Ku kuxhasa
Imodeli ye-TOMS i-loop yokuzondla. U-Mycoskie wenze isiqinisekiso esithi, "Ukuba ndandithatha isahlulo sezigidi zeedola kwaye ndithengela izicathulo ukuba ndinike abantwana, ndiyakwazi ukunika izicathulo kanye. ngokuzinzileyo njengeTOMS Shoes ngoku. "
Nika Abasebenzi Isizathu Sokuziqhayisa
U-Mycoskie ugxininisa ukuba umqeshwa we-TOMS uyingqungquthela. ".. ungathini xa uyazi yonke into eyenza abantwana bajabule?" uthethe.
Namathisela iNdaba kuMkhiqizo Wakho
Nika abathengi bakho ibali ukuba bayayifumana kwakhona kwakhona. Ezi zihlangu (kunye neziglasi, nazo zonke ezinye iimpahla ze-TOMS) zikhethekileyo kwaye ziyi-stylish ngokwaneleyo ukuba zibhenele kumthengi wanamhlanje, omncinci nangaphezulu. Abathengi banokuqhayisa malunga nokuba bavela kwi-TOMS, kwaye nantsi oku kuthetha oko.
Abathengi baziva kakuhle ngokuthenga kwabo kwaye bafuna ukuxelela abahlobo babo. I-TOMS ithengisa kwaye idala i-buzz.
(Iimvo ezivela kwi-Success Magazine, 2009)
Imithombo:
IShishini loKunika - i-TOMS Shoes, i-Success Magazine, ngo-2009
I-Toms isetyenziselwa ukuThengisa Indlela yokuphila, kungekhona nje ngeenqunu, i-Fast Company, ngo-2013
Umsunguli we-TOMS ekuqwalaseleni iMishini yeNkampani, i-Harvard Business Review 2016