ADM 1300 B CASE 2 - GROUPS 4, 5, and 6 Carleton graduate launches Ottawa-based period products company called 'Only' (adapted from CTV News Ottawa at Noon; Published Sunday, January 23, 2022) However a woman refers to "that time of the month", convenience isnt normally part of the description. Ottawa entrepreneur Kathryn Plouffe and her team want to change that with subscriptionbased period products called Only. "My goal is to make menstruation management an industry that is sustainable for our planet and good for our bodies," says Plouffe. Plouffe and co-founder, Philippe Faubert, recently launched Onlys sustainable period products, including the first reusable tampon applicator in Canada. The products arrive at your door. For Plouffe, the companys CEO, it is all about what isnt in the package. The venture started about six years ago, where many ideas are bornin a pub. Plouffe had just graduated from Carleton University and thought: "I was suddenly wondering why my tampons werent delivered to me just like a lot of delivery subscriptions. Those services were starting to pop up." If it made sense for any product to arrive monthly, it was tampons. That led to research. "I found out the tampons Ive been using my whole life are made out of something called rayon and not cotton," explains Plouffe. "Rayon is essentially wood pulp that is bathed in chemicals until it turns into that soft cotton-looking product," says the menstrual products entrepreneur. "So, I figured this has got a change. So long, long story short, my business partners and I found a manufacturer making a beautiful range of organic cotton products." Onlys products are made of organic cotton that is biodegradable. Plouffes team removed all synthetics, rayon, plastics and other ingredients from pads, liners and tampons. After receiving Health Canada approval, the products are being delivered to Canadian women.

With every subscription sold, Only donates to Period Packs, an organization working to eradicate menstrual inequity in Canada through access, advocacy and education. What started "Only" as a convenience has turned into a mission to educate women. Dr. Ardelle Piper, an Ottawa-based Gynecologist and Onlys medical advisor, sees open dialogue about menstruation as long overdue. "Theres a lot of taboo and secrecy around our periods. This is historic and, of course, its cultural. It really is time for us to have better open conversations about menstruation overall." Dr. Piper says conversations about normalizing cycles lead to conversations about products and options. "Like menstrual cups and different things that are better for the environment." "When you think about products that might be used for your period for only a couple of hours but then they are going to live in the environment for hundreds of years, I think these are really important conversations for us to have around our product choices," says Dr. Ardelle. Only does away single-use plastics. Plouffe is passionate what she feels the line will do for women and the environment. "We have a whole range of organic cotton pads, tampons, liners and we also have a reusable range of menstrual cups in three sizes," Plouffe enthusiastically explains. The company says it produced Canadas first reusable applicator. And Only wants clients to know it will last for a decade. "The reusable tampon applicator looks and functions just like a regular applicator but you get to reuse it. Just rinse with warm water and soap, leave it out to air dry and youre good to go," said Plouffe. "(Its) approved by Health Canada for use up to 10 years with proper maintenance. The goalto omit the single-use plastic problem with the period industry." The Ottawa-based team says affordability is also a priority. "Theyre as low as $7 up to $9 all delivered tax-free, all of your carbon emissions are offset," says Plouffe

#please its a case study and I need answers for only the primary and secondary problems

Notes from meeting:

primary problem: no marketing plan / representative to establish their new incentive program

secondary problems: - not reaching their target audience as efficiently - the possibility of profits decreasing since they arent reaching all their consumer base; more people likely to recreate a version of their product (therefore creating competition); less innovate ideas incurring within the company (marketing is traditionally one of the most creative departments that brings in fresh ideas); their public perception is not as widely known and therefore not as high (for example, people dont know about their new charitable program to give back to the community by providing period products for the needy- a program that they could spread the word about if they had the proper professional to do so, which would make the public think more highly do them, bringing in more revenue)