Uncovering New Business Opportunities by Meeting People Where They Are Jon Prange, Venture Business Manager, The San Diego Zoo Sustainable Brands 2009 Lara Lee , Principal, Jump Associates © 2009 Copyright Jump Associates LLC

NATURAL REINVENTION sustainability + innovation = growth

Meeting People Where They Are Strategy Into Action Sustainable Growth Strategy Takeaways

Meeting People Where They Are Strategy Into Action Sustainable Growth Strategy Takeaways

Jump is a growth strategy firm. We help create new businesses and reinvent existing ones. Our specialty is delivering sustainable growth through customized strategies grounded in empathy.

Energy Efficiency Materials Cost Savings Compliance Community Outreach Sustainability is often viewed as a compromise.

Framing sustainability as a growth strategy can transform businesses and set them up for long term success.

Natural Reinvention is a path to sustainable growth. Get outside to understand changing needs and values Dig deep to clarify assets, capabilities and passions Reframe the challenge and connect the dots

Changing values show the way to letting go Emerging needs reveal new opportunities Sustainability drives creative renewal Eliminate what’s not valued by the people you serve. Repurpose resources toward sustainable new growth. Changing priorities increase demand for sustainable offerings. Diffusion of green innovations brings opportunity to reinvent existing categories. Emerging needs create openings for new categories and business models. Leverage underutilized assets and capabilities. Engage employees and energize the culture. Embrace change as a constant source of creative renewal. Create a virtuous cycle of natural reinvention. Natural Reinvention is sustainability with empathy.

Meeting People Where They Are Strategy Into Action Sustainable Growth Strategy Takeaways

The San Diego Zoo came to us with a problem: How do we position ourselves as a world conservation leader and attract new funding?

We reframed the challenge: Create a strategy for sustainable growth by identifying new revenue streams to fund conservation and grow the business.

Working with key stakeholders across the organization, we started by getting out into the world and building insight into the lives of our visitors .

Save endangered animals. Conservation can be a very confusing space . It’s hard to know which views you can trust, and people aren’t sure how to make a difference . Reduce your carbon footprint Go green! Carbon credits don’t do anything. Global warming hasn’t’ been scientifically proven Save endangered animals. Drinking a glass of milk can do more harm to the environment than driving to work. 90% of humanity will be dead in 90 years. ? ? ?

Conservation Active Interested and directly involved in animal and habitat conservation. Conservation Aligned Doing things that indirectly help animal and habitat conservation. Conservation Apathetic Don’t care about animals or habitats. People are in different places when it comes to conservation.

Lots of people want to do right by the planet but don’t know where to start . And they don’t think of it as conservation. It’s all about the personal bottom line. We need to look out for those without a voice. A good garden is a mark of a good person. God has entrusted us to take care of and beautify his creations. Being green builds social capital. A good parent instills social values in their children. Pets are part of the family. My health is linked to the planet’s health. Conservation is an insider frame. People bring different frames to conservation activities. We need to do what we can for future generations. Nature can help you escape everyday stresses. The natural world is full of surprises that are fun to learn about.

Based on new insights into needs, emotions and behaviors we reframed the competitive landscape , then identified 14 opportunity areas to create new revenue by connecting people with conservation.

Prioritizing opportunities based on strengths and assets showed that the San Diego Zoo is uniquely positioned to grow as a conservation leader by meeting people where they are , then helping them along a conservation journey.

Build Capabilities and Credibility Connect People to Conservation Cultivate Conservation Leadership 1 3 2

Meeting People Where They Are Strategy Into Action Sustainable Growth Strategy Takeaways

is a conservation, education, and recreation organization dedicated to the reproduction, protection, and exhibition of animals, plants, and their habitats.

The San Diego Zoo connects people to wildlife and conservation through a one-of-a-kind collection of assets and capabilities. Multi-disciplinary teams of scientists, researchers and animal keepers 8,000 animals at the Zoo and Wild Animal Park combined 2.2 million plants on a combined 1,900 acres A Frozen Zoo storing samples from more than 8,000 mammals, birds and reptiles

Our collaboration with Jump helped us bring multiple perspectives to the table and gain traction across the organization, by turning stakeholders into ambassadors .

Our work also revealed new insights about our visitors and ourselves. We gained a new appreciation for our assets and capabilities and learned the importance of connecting with people on their own terms.

The opportunity map gave us not only direction and prioritization , but also clarity on what not to pursue .

Build Capabilities and Credibility 1 Hosting a CTO consortium addressing the issue of water scarcity Partnering with Biomimicry Guild, Institute, and the City of San Diego Launching biomimicry consulting for business and education

Our facilities and location uniquely position us to host biomimicry design charrettes. Biomimicry consulting builds capabilities and credibility. 1 By consulting with businesses and collaborating with schools we meet people where they are. Biomimicry consulting draws on our expert knowledge and extensive array of plants and animal species.

Connect People to Conservation 2 (flight line video, or at least image of someone on flight line) Flightline and eco-tourism Growing video area of website Immersive experiences that make conservation memorable

2 We can deliver high-impact ecotourism experiences just outside San Diego. Immersive experiences connect people to conservation. By making conservation immersive and fun we inspire people to share the impact through global channels such as YouTube – thus meeting more people where they are. Our extensive facilities are coupled with our scientific expertise and background in experience design.

Cultivate Conservation Leadership 3 Venture Business Office Conservation Finance

Meeting People Where They Are Strategy Into Action Sustainable Growth Strategy Takeaways

Immediate action meets people where they are today to create momentum and show progress. Long-term initiatives reinvent the business model and inspire your organization to greatness. Sustainable growth strategy requires balance.

Biomimicry is our game-changer… Tenet of Natural Capitalism Help reinvent business Inspire business to help us save species Spread impact through education and government partnerships Balanced by smaller, more immediate initiatives that follow a cohesive strategy grounded in people’s needs.

Tenet of Natural Capitalism

Help reinvent business

Inspire business to help us save species

Spread impact through education and government partnerships

Get outside Understand changing needs and values Dig deep Clarify assets, capabilities, passions Reframe your challenge Connect the dots Find your game-changer Take immediate action Share your success