The document summarizes lessons learned from week 5 activities by an NGO. It includes: 1. An empathy map exercise to better understand target customers and personas. 2. A student survey of 29 respondents to test hypotheses about interest and willingness to contribute time to social causes. Most respondents were interested in causes and willing to contribute some hours per week. 3. An interview with Childline Zimbabwe which outlined their helpline and drop-in center for children, challenges securing stable funding, and difficulty with market visibility due to limited resources. 4. Details on scheduled interviews and readings on value innovation from a case study on Kinepolis cinemas.

1. Elise Balliauw
Christian Nover
Tomás V. Pinto
George F. Shava
Madalena Clara
Lessons Learned Week 5
16.03.15

2. Empathy map canvas
Lessons Learned Week 5 slide 1 of 10
We tried to get a better understanding of our customer segment. As a startup it is very
important to get a clear view of our most important customers, which tasks they want to see
done and who are the decision makers.

3. Personas
Lessons Learned Week 5 slide 1 of 10

4. Lessons Learned Week 5 slide 8 of 10

5. Lessons Learned Week 5 slide 9 of 10

6. Lessons Learned Week 5 slide 10 of 10

7. Student Survey
Lessons Learned Week 5 slide 1 of 10
29 Respondents
Fem
ale
52%
Male
48%
Gender 16
2 0 2 3 0
6
0
4
8
12
16
20
Field of study
4.97
0 1 2 3 4 5 6 7
How interested are you in
social/environmental causes?
Architecture
Cuisine
International Relations

8. Student Survey
Lessons Learned Week 5 slide 2 of 10
3
8
13
5
0 0
0
3.5
7
10.5
14
How much time would you be willing to spend per
week?
3.52
4.03 3.97 3.79
3.10
4.24
0
1.25
2.5
3.75
5
How important are these incentives for
you?
3.11
1 1.75 2.5 3.25 4
How likely would you be to contribute to
this project?

9. Student Survey
Lessons Learned Week 5 slide 3 of 10
Yes
97%
No
3%
Would you be willing to
contribute to this NGO
without monetary benefit?

10. Student Survey
Lessons Learned Week 5 slide 4 of 10
Hypothesis Tested
On average, students and recent graduates are interested in
working with us for more than 2 hours a week
Marketing and design students are more willing to work for us than
students from other study areas
Student will be interested in working for free
97% of respondents say YES
45% say they would work 2 to 4 hours a week
TO BE TESTED

11. INTERVIEW: CHILDLINE
ZIMBABWE
1. What are the main areas of your NGO business: Our NGO business in broad terms deals mainly with children below the age of
18 years old. We run a helpline so that children can call and report abuses or even sometimes talk about their challenges. We
have a drop in centre where children can physically come in person to report their challenges
http://www.childline.org.zw/
• The main challenge is that of resource constraints. As an NGO we depend very
much on donor funding and well wishers and so whilst we have potentially the
largest catchment of receiving abuse cases in the country through the helpline,
the financial muscle to follow up on some of the cases is lacking. The funding we
obtain is usually in the form of small projects, we then put the money in a pool of
money with the other money from other small projects. Most of the projects don’t
come with structural support so resources like cars and buildings are usually not
included.
2.Which are the main problems you
are facing in your business activities
• The main reason I have already mentioned it comes from the fact that it is
difficult to get a huge amount of money to fund Childline and its operations
directly. The organization has continued its operations as a result of being part of
national projects that are funded by huge donor partners like the USAID through
UNICEF. Yes transparency is required by donors and we assure it by being
audited at least once a year.
3.If financial —> why —> what are
you doing to get funding? —> is
transparency required by
donors/investors? If yes, how do you
assure it? (auditing firm?)
• Market awareness is something we have always strived after because the
service we offer is very important for children everywhere in Zimbabwe. It
definitely takes a lot of hard work and a lot of partners to reach the level of
visibility that we have reached. It is through the muscle of other partners we have
adopted. We have a good relationship with SPAR(one of largest retailers in
Zimbabwe) and they support our cause such that they have our logo and
message printed on their plastic bags. Some other child related service providers
have assisted us with branding their products with our logo and our message to
children. Some of the work we have done on our own through awareness
campaigns in schools and community.
4.(If not mentioned) And what about
market visibility (awareness) is that
hard?
Lessons Learned Week 5 Slide 5 of 10

12. • It is very hard because you have very little resources to use to pay for marketing
and advertising and its about convincing other partners that your cause is as
worthy as you say it is and them partnering with you has a benefit to society.
We currently do not have marketing personnel or the know-how
5.Why is it so hard? (Do you have
the knowhow)
• We are solving this challenge daily by trying to identify more and more partners
to help with our cause6.How do you solve it now?
• Currently in Zimbabwe most of the organizations are feeling the brunt of the
economic challenges and its difficult for everyone because corporates are
cutting on their corporate responsibility budgets as they are making lower
revenues and some are now making losses
7.Why is that not working so well?
8. Have you ever paid for marketing services, branding, etc? If yes, what’s the % of total budget?
- Yes at times we have to pay for marketing services but we usually cannot afford so we try to steer off that path as
much as possible. We don’t have enough money as it is for operations so advertising cost is a luxury we cannot to
have at this moment. We try to forgo spending on marketing services by focusing on building networks with
companies, partners and other NGOs
http://www.childline.org.zw/
Lessons Learned Week 5 Slide 6 of 10

13. Interviews
Lessons Learned Week 5 slide 7 of 10
Tuesday
3pm
Wednesday
10am
Isabel JonetPatricia Antunes
Thursday
12pm
Scheduled Interviews

14. Interviews
Lessons Learned Week 5 slide 7 of 10
Contacted and confirmed.
To be scheduled
Scheduled Interviews
23rd March
3pm
Maria Mesquito
Responsible for CSR

15. Readings
Bert Claeys (Kinepolis) followed a different strategic logic. The
company set out to make its cinema experience not better than that at
competitors’ theaters but completely different—and irresistible. The
company put aside conventional thinking about what a theater is
supposed to look like. And it did that while reducing its costs. That’s
the logic behind value innovation.
Belgian moviegoers now attend the cinema more frequently
because of Kinepolis, and people who never went to the movies have
been drawn into the market. Instead of battling competitors over
targeted segments of the market, Bert Claeys made the competition
irrelevant.
Lessons Learned Week 5 slide 10 of 10
Value Innovation: The strategic logic of high growth

16. Readings
Lessons Learned Week 5 slide 10 of 10
Value Innovation: The strategic logic of high growth

17. Thank you for listening
Lessons Learned Week 5 slide 10 of 10