Ottawa Community Challenge 2010     Mothercraft Social Enterprise Case Aymen Sakka & Marios Perdiou Team Spora
Challenges <ul><ul><li>Create a source of income </li></ul></ul><ul><ul><li>Retain doulas in the organization   </li></ul>...
First steps <ul><li>Create a  separate unit within Mothercraft to :  </li></ul><ul><li>  </li></ul><ul><ul><li>Facilitate ...
Business model: Establish a brokerage <ul><li>  </li></ul>
Problem: Doulas quit <ul><ul><li>Solution:pay them, so to retain them and promote them. </li></ul></ul><ul><ul><li>How: Do...
How to keep track of doulas <ul><li>Create a Catalogue </li></ul><ul><ul><li>Using existing technology at Mothercraft: Dru...
New Doulas joining the program     <ul><li>Motivation: </li></ul><ul><ul><li>Mothercraft will give the percentage of the b...
How to market to new clients <ul><li>  </li></ul><ul><li>  Fundraising via promoting experienced doulas volunteering for m...
Marketing to new clients <ul><li>Enhance </li></ul><ul><ul><li>Online media: Video testimonial, social media, Non-profit G...
<ul><li>Thank You  </li></ul><ul><li>The &quot;Spora&quot; team </li></ul>
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Mothercraft Birth Doula Challenge - Team Spora

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A presentation given at the Ottawa Community Challenge (www.communityottawa.com) :a solution to the Mothercraft Birth Doula Challenge.

The Challenge: The current challenge is to develop a business model that would be attractive to professional doulas and would help Mothercraft in its endeavour to create a more sustainable revenue stream. In order to do this, Mothercraft must focus on four key areas, in the following order of importance:
• establishing a successful revenue generating business model,
• building a product that is attractive to both professional doulas and clientele, and
• develop a suitable platform that can support the new business model,
• attracting new business to the Mothercraft brokerage.

This team was the winner of the Mothercraft Birth Doula Challenge

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Mothercraft Birth Doula Challenge - Team Spora

  1. 1.   Ottawa Community Challenge 2010   Mothercraft Social Enterprise Case Aymen Sakka & Marios Perdiou Team Spora
  2. 2. Challenges <ul><ul><li>Create a source of income </li></ul></ul><ul><ul><li>Retain doulas in the organization   </li></ul></ul><ul><ul><li>Target families from middle-high income </li></ul></ul>
  3. 3. First steps <ul><li>Create a  separate unit within Mothercraft to : </li></ul><ul><li>  </li></ul><ul><ul><li>Facilitate the human resources management and budget allocations between the For and Not For profit units </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><ul><li>  Ensure  maintaining of the tax-exempt status </li></ul></ul>
  4. 4. Business model: Establish a brokerage <ul><li>  </li></ul>
  5. 5. Problem: Doulas quit <ul><ul><li>Solution:pay them, so to retain them and promote them. </li></ul></ul><ul><ul><li>How: Doulas will be paid on a scale depending on their experience. Mothercraft will hold a percentage of the fees to boost its free service </li></ul></ul><ul><ul><li>The volunteering aspect will remain: volunteer at least 3 times... get promoted to &quot;PRIME doula&quot; </li></ul></ul>
  6. 6. How to keep track of doulas <ul><li>Create a Catalogue </li></ul><ul><ul><li>Using existing technology at Mothercraft: Drupal </li></ul></ul><ul><ul><li>Doulas who are joining Mothercraft will be in the database. </li></ul></ul><ul><ul><li>Public profile </li></ul></ul><ul><ul><li>Incentive to stay: better matching </li></ul></ul>
  7. 7. New Doulas joining the program     <ul><li>Motivation: </li></ul><ul><ul><li>Mothercraft will give the percentage of the brokerage fees to to the non for profit activities </li></ul></ul><ul><ul><li>This will be the flagship of the program </li></ul></ul><ul><ul><li>Socially inclined individuals- doulas will be attracted </li></ul></ul><ul><ul><li>Promotions, offering managerial positions at Mothercraft </li></ul></ul>
  8. 8. How to market to new clients <ul><li>  </li></ul><ul><li>  Fundraising via promoting experienced doulas volunteering for mothercraft to PRIME doula status </li></ul><ul><li>  </li></ul><ul><li>Partner with  </li></ul><ul><li>  </li></ul><ul><ul><li>Partner with Not-for-profit organisations: Le LECHE,  Child Birth Ottawa... </li></ul></ul><ul><ul><li>For-profit organisations that use direct Marketing options and target women segment (ex. Tupperware, Avon...) and use unexploited space in commercial fliers, receipts... </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  9. 9. Marketing to new clients <ul><li>Enhance </li></ul><ul><ul><li>Online media: Video testimonial, social media, Non-profit Google adwords free advertising. </li></ul></ul><ul><ul><li>Search engine optimized pages: top results mean that Mothercraft is an established brokerage </li></ul></ul><ul><li>  </li></ul><ul><li>Offer </li></ul><ul><li>  </li></ul><ul><ul><li>Different service packages : bronze, silver and gold... </li></ul></ul><ul><ul><li>Different payment options: per hour, per package... </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  10. 10. <ul><li>Thank You </li></ul><ul><li>The &quot;Spora&quot; team </li></ul>

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