2010.Appalachian IDEAS Competition.Smart Phone Story


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This file displays the presentation of four Berea College students at the Appalachian IDEAS Network Showcase applying social innovation to economic development.

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2010.Appalachian IDEAS Competition.Smart Phone Story

  1. 1. Prototyping Smart Phone Tours in KRADD Rachel M. Mason. Codie W. Monhollen, Kyle T. Horn, and Brandi L. Vaughn Appalachian Ideas Network 5th Competition University of Kentucky GSTR 110 Berea College Berea KY 40404
  2. 2. EPG instills abilities via Service-Learning Mission statement - educating and inspiring students from Appalachia to become service-oriented leaders 1,500 liberal arts students 150 years Learning, Labor and Service
  3. 3. EPG Program defines “Entrepreneurial Leadership” as: "A process when one person or a group of people in a community originate an idea or innovation for a needed change and influence others in that community to commit to realizing that change, despite the presence of risk, ambiguity, or uncertainty".
  4. 4. Inspire and grow Southeast Kentucky founders
  5. 5. EPG Program can be the formation seeds
  6. 6. The context or community partners setting
  7. 7. 13 States of Appalachia
  8. 8. Poverty rate in Appalachian Kentucky – 15.8%
  9. 9. Percent of High School Completion in Appalachian Kentucky – 17.1%
  10. 10. Rural Communities Madison County population – 71,000 Leslie County population – 14,000 Knott County population – 13,000 Eastern KY County seat populations – 300 / 800
  11. 11. Kentucky River Area Development District Population Change from Census 2000 to July 1, 2008: -3%
  12. 12. Kentucky River Area Development District High School completion 65% and College completion 10.5%
  13. 13. 31% of households in the past 12 month incomes are below the poverty level
  14. 14. Kentucky counties in the sKYward Trails System
  15. 15. 22 GSTR 110 Critical Thinking NEAT Tourism
  16. 16. Kentucky tourism is $10.1 billion industry employing 176,840 in 2007. Tourism looms large within the Appalachia’s postindustrial economy.
  17. 17. Source: Berea Tourism Commission Strategic Plan, 2007 : • $136 M in Madison County in 2003 • 36% of $136M comes from Berea • 43,000 vehicles pass through I-75 daily • 200 motor coaches w/30 people visit Berea annually Berea Tourism
  18. 18. 562
  19. 19. VISION STATEMENT Our Vision recognized as one of the great destinations of the United States a celebration of Appalachian heritage and life innovative and quality multi-county trail systems world‐class adventure recreation venues
  20. 20. Our methods of discovery
  21. 21. IDEO has institutionalized the principles of DISCOVERY LEARNING ENGAGEMENT
  22. 22. Gates Foundation
  23. 23. Characterizing a Design Thinker Empathy. They can imagine the world from multiple perspectives – those of colleagues, client, end users, and customers. Integrative thinking. They not only rely on analytical processes but also exhibit the ability to see all of the salient – and sometime contradictory – aspects of a confounding problem and create novel solutions that go beyond and dramatically improve on existing alternatives. Optimism. They assume that no matter how challenging the constraints of a given problem, at least one potential solution is better than the existing alternatives. Experimentalism. Design thinkers pose questions and explore constraints in creative ways that proceed in entirely new directions. Collaboration. The increasing complexity of products, services, and experiences has replaced the myth of the lone genius with the reality of the enthusiastic interdisciplinary collaborator. Tim Brown, Design Thinking (Harvard Business Review, June 2008)
  24. 24. A Focus on Community Partners/Customers/Users. Broad, Multi-Disciplinary Influences. Ideation with Prototyping. Finding Alternatives. Wicked Problems. Emotion. Design Thinking / Service Learning Engagers
  25. 25. 2008 Survey of Wicked Problems* 1. Balancing long-term goals with short term demands. 2. Predicting returns on innovative concepts. 3. Innovating at he increasing speed of change. 4. Winning the war for world-class talent. 5. Combing profitability with social responsibility. 6. Protecting margins in a commoditizing industry. 7. Multiplying success by collaborating across silos. 8. Finding unclaimed yet profitable market space. 9. Addressing the challenges of eco-sustainability. 10. Aligning strategy with customer experiences. * A wicked problem is a puzzle so persistent, pervasive, and slippery that it can seem insoluble. Source: Neutron and Stanford University, 2008.
  26. 26. Ideation, Prototyping Idea Generation Human Centered Discovery Opportunity Recognition and Concept Design Build Prototypes Testing Obtain Feedback Analyze Feedback Do we need further refining? Yes Modifying the Understanding Learning More Learning
  27. 27. What If ? Or How might we find answers to….
  28. 28. Common tourist questions • Where should we go? DESTINATION • What is there to do? NAVIGATION • How are we going to do different activities? • When is the best time? • Where are things? WAYFINDING • Who can I tell about my trip?
  29. 29. Our initial model
  30. 30. What is a cell phone tour?
  31. 31. Let’s Listen
  32. 32. We can do that!
  33. 33. Manufacturer Motorola Apple Research in Motion T-Mobile Samsung Product Name Droid iPhone 3GS BlackBerry Tour 9630 myTouch 3G Behold II Carrier Verizon AT&T Verizon T-Mobile T-Mobile Display Resolution 480 x 854 inches 480 x 320 inches 480 x 360 inches 480 x 320 inches 480 x 320 inches Camera Flash Yes No Yes No Yes GPS Yes Yes Yes Yes Yes WiFi Yes Yes No Yes Yes E-Mail Yes Yes Yes Yes Yes Included Software Google Maps Navigation Digital Compass Visual voicemail Amazon MP3 TeleNav Safari VZ Navigator myFaves YouTube Google Maps MP3 Yes Yes Yes Yes Yes WMA Yes Yes Yes Yes Other Media MPEG-4 MPEG-4 Streaming Video Yes Yes Yes Yes Yes How many of you have a cell phone? How many of you use the cell phone to help decide where and what to visit? How many of you used the cell phone to travel here?
  34. 34. One Prototype: Anglin Falls, Madison County, KY
  35. 35. Cell Phone Tour Options
  36. 36. How to Get Started: 6 Steps
  37. 37. Content Development
  40. 40. • What is a SMART phone tour?
  41. 41. CUSTOMER STORY Tell the story of a typical customer here SHOW the City Slickers Clip
  42. 42. Source: 2007 Comprehensive Eastern Kentucky Adventure Tourism Plan, Dallas TX,
  43. 43. …the mobile Internet will be bigger than desktop PCs in five years Mary Meeker , Morgan Stanley on Internet trends at Events@Google April 10, 2010.
  44. 44. …aiming information services at tourists makes sense—since people are more likely to want information when in an unfamiliar place. It could give mobile roaming a whole new meaning. 2006 The Economist Newspaper
  45. 45. Seed funds $2,000 “incubation support” $5,000 Kentucky Mountain Trails Authority
  46. 46. Mobile Coupons ―Texting is still the most common activity on mobile – engaged in by 224 million mobile users according to comScore and detailed in our report,‖ Incorporating location information, combined with the high level of attentiveness – 60 percent of consumers receiving location- based SMS messages open them immediately - gives retailers the ability to influence consumers when they are in the mindset to take action. Expect more retailers to shift budgets to mobile in 2010, Mobile Commerce Daily .April 16, 2010
  47. 47. Strategic partners Acceptance and welcome Expanding on reputation Design Thinking
  48. 48. Celebrate
  49. 49. What’s next?
  50. 50. Three Gears of New Venture Design 1. Understand KRADD visitors more broadly and deeply. 2. Generate possibilities. 3. Plan the net gain of the investment into an operating model.