aps 1015 class 4 - intervening in systems part 1
DESCRIPTION
This class will focus on understanding how to design solutions to a gap in a social system and looks at the first two steps in the system intervention process. Students will be led through an interactive Empathy Mapping exercise followed by an introduction to Business Modeling and the components of a business model canvas.TRANSCRIPT
APS 1015: Social Entrepreneurship
Class 4: Intervening in Social Systems(part 1)
Friday, May 23, 2014
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Instructors:Norm Tasevski ([email protected]) Alex Kjorven ([email protected])
© Norm Tasevski
Agenda
• Recap of Gap Analysis (last class)• Building an Intervention
– Step 1: Empathy Mapping– Step 2: Business Modeling
• Assignment for Monday - Storyboarding
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© Norm Tasevski
Intervening – A 4 Step Process
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Step 1: Empathy Mapping
Step 2: Business Modeling
Step 3:Financial Modelling
Step 4:Target Setting
© Norm Tasevski
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• A technique for deeply and intimately understanding how your consumers/clients experience the environment around them
• The Steps:– Pick your environment
– Pick your persona
– Grab sticky notes and go!
Empathy Mapping
© Norm Tasevski
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• Step 1: Pick your Environment– What environment matters to you (i.e.
what do you care to analyse)?
• Examples– Your store
– At home
– Your online portal/app
– A neighbourhood
Empathy Mapping
© Norm Tasevski
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• Step 2: Pick your Persona– What type of consumer/client matters to
you?
• Examples– “Susan” the stay-at-home mom
– “Deeptha” the Bay Street young professional
– “Jerome” the single parent
Empathy Mapping
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• Step 3: Grab Sticky Notes and Go!
Empathy Mapping
Break
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© Norm Tasevski
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• A process for determining how an organization makes and spends money
• 9 Elements:– The Customer
– The Value Proposition
– Channels
– Relationships
– Key Resources
– Key Activities
– Key Partners
– Cost Drivers
– Revenue Streams
Business Modeling
© Norm Tasevski
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Core Concepts– Customer “Pain”– Difference between a “customer” and a “client”
The Customer
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Core Concepts– The “value” you are creating for customers (in
terms of products/services), and the “pain” you are alleviating
– An exchange of value
The Value Proposition
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Core Concepts– How the customer receives the offer/value prop – The physical “movement” of the offer into the
hands of the customer
Channels
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Core Concepts– Personal and impersonal interaction with the
customer– The “movement” of information (e.g. marketing,
communication)
Relationships
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Core Concepts– Cash!!! (specifically, how cash flows into the
enterprise) – “Money In”– Pricing models
Revenue Streams
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Core Concepts– Assets…– …and how these assets create value– Includes human, physical, intellectual, and
financial resources
Key Resources
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Core Concepts– Actions (specifically, the actions you plan to take
to generate value)– Both “direct” and “indirect”
Key Activities
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Core Concepts– People/organizations that are integral to enabling
you to do business– How you partner, and what you partner on
Key Partners
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Core Concepts– Fixed costs, variable costs, economies of
scale…“money out”– At this stage, focus on your cost assumptions!
(don’t worry about actual $$)
Cost Drivers
Storyboarding
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© Norm Tasevski
What is Storyboarding?
A set of images/graphics displayed in sequence as a means of pre-visualizing a process or sequence of events
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© Norm Tasevski
The Importance of Storyboarding
• From a business perspective, it provides clarity on how the business will work (e.g. how value is created, how revenue is generated)
• It helps identify gaps/flaws in the business model
• It can provide a foundation for a communications/sales campaign to customers, investors, etc.
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© Norm Tasevski
An Example – “Here’s How it Works”
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ID office building to serve as a
“Delivery Hub”
ID merchants within the “Delivery
Zone”
Merchants market the service to
customers
1st2nd 3rd
Professionals in Sick Kids will have access to the delivery service
Professionals at Sick Kids can receive deliveries from the hot dog vendor, Subway and Starbucks, but not Freshii or Tim Hortons
We Deliver!
An SSO delivery person picks up and delivers the food to the professional
© Norm Tasevski
A 2nd Example – “Here’s How it Works”
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First time youth drug offenders referred to
Peacebuilders
Youth participate in Restorative Circles &
Business Training
Youth placed in kiosks/venues to sell
products
1st2nd 3rd
Peacebuilders work with established relationships with the federal youth prosecutor at the youth court at 311 Jarvis
Through this process, we build a trust relationship and empower youth to genuinely change their lives and break the cycle of violence and poverty
Youth sell in controlled environments, with Peacebuilders/Venture Deli staff support
© Norm Tasevski
Assignment
• Build Storyboards for:
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© Norm Tasevski
What did we learn?
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