Business Model Our main customer segment is made of consumers buying groceries. Since our mission is that everyone should be aware of their footprint when it comes to food consumption, we ultimately target every consumer. Nevertheless, to be more precise and give a clear face to my target group, we have created a persona that represents our preferred audience. By defining people like Clara (p.17) as our target audience, we hope to take advantage of their already existing motivation to live a responsible life and inspire them to take their internal motivation to the next step and turn it into action. Furthermore, we want to reach the consumer who does not have that motivation yet, but by beginning with people who are already aware, we aim to achieve a starting point. We know that the majority of Germans wish for more information regarding food choices to make sustainable decisions, and this is a societal need that we can tackle. These consumers already have the thrive to make more responsible decisions but there is a lack of information, which we from Reduco2 will fill. Moreover, this issue is being widely spread at present because of influencers such as Greta Thunberg; it receives significant attention around the globe, and politicians and big investors are blamed for not 24
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