Social Enterprise Planning Guide

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Planning to start a social enterprise? This guide makes it very simple to get started with the planning process.

Planning to start a social enterprise? This guide makes it very simple to get started with the planning process.

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  • 1. Social Enterprise Plan : The Guide By Sunit Shrestha & Sailendra Dev Appanah www.ysei.org
  • 2. Why should I write a social enterprise plan? • It helps you move from solution-idea to measurable impact. • A common plan of action among your team members. • A document to pitch to donors, investors and other stakeholders. www.ysei.org
  • 3. Social Enterprise Planning Social enterprise planning process Understanding Develop Develop Choosing Feedback social enterprise enterprise type & adjustment enterprise concept plan plan What is social Social enterprise What is social What is social What is social enterprise? spectrum enterprise? enterprise? enterprise? Social entrepreneurship Choice of expansion Social entrepreneurship Social entrepreneurship Social entrepreneurship paths Social enterprise plan Social enterprise plan Social enterprise plan Social enterprise plan as a story Products/services/ as a story as a story as a story hybrid Key plan’s key Key plan’s key Key plan’s key Key plan’s key Choosing type messages (logical f low) messages (logical f low) messages (logical f low) messages (logical f low) www.ysei.org
  • 4. What is „Social Enterprise‟ Social enterprises are organizations whose mission is to bridge social opportunity into sustainable reality innovatively, effectively and efficiently. They shift the future for the better by innovating social solutions to solve human development problems whether in poverty, hunger, environment, human rights, education, political freedom and other important issues. SOCIAL INNOVATION / EFFECTIVENESS / EFFICIENCY Their teams are balancing passion, excitement, discipline, private and social benefit through organizing creative destruction of undesirable status quo as SUSTAINABILITY / CHANGE well as creating constructive changes in the world. HUMAN DEVELOPMENT / FREEDOM / PASSION EXCITEMENT / DISCIPLINE They focus on the sustainability of their solutions by generating strategic value to their stakeholders, which have measurable PRIVATE-SOCIAL BENEFITS / social/environmental/economic outcomes for their beneficiaries, develop CREATIVE DESTRUCTION / strategic fit as well as social return on capital that match their CONSTRUCTIVE CHANGES / donors/investors’ preferences and, in many cases, earning income from STAKEHOLDERS products and services. www.ysei.org
  • 5. Social entrepreneurship “Social Entrepreneurship Is about Innovation and Impact, Not Income We have seen that the function of entrepreneurs is to reform or revolutionize SOCIAL INNOVATION / the pattern of production . . ” EFFECTIVENESS / EFFICIENCY Joseph A. Schumpeter, Capitalism, Socialism and SUSTAINABILITY / CHANGE Democracy HUMAN DEVELOPMENT / FREEDOM / PASSION EXCITEMENT / DISCIPLINE PRIVATE-SOCIAL BENEFITS / CREATIVE DESTRUCTION / CONSTRUCTIVE CHANGES / STAKEHOLDERS www.ysei.org
  • 6. Social enterprise plan as a story inputs Innovative story Mission As the mission tells how social enterprise bridges social opportunity into sustainable reality. The goal is to reach the desired mission. Social enterprise plan should provide a clear story or road map on how to get from inputs to the mission of desired social impact. www.ysei.org
  • 7. The plan‟s key messages: Making a logical flow in the storyline The key plan messages (the full plan) The Enterprise’s theory of change The social enterprise process goal/ inputs activities outputs outcomes Mission objectives www.ysei.org
  • 8. Choosing type: The Social Enterprise Spectrum Ask yourself: What kind of social enterprise you would prefer to run? The social enterprise spectrum Purely philanthropic Purely commercial Appeal to goodwill Mixed motives Appeal to self- Motives, interest Methods & Mission driven Mission driven & Goals market driven Market driven Social value Social & economic Economic value value Subsidised rates or Market-rate prices beneficiaries Pay nothing mix of full of payers & those who pay nothing Below-market capital, or Key stakeholders Donations & Market-rate capital mix of donations & capital grants market-rate capital Below-market wages, or Market-rate workforces Volunteers mix of volunteers and compensation fully paid staff Special discounts, or mix Make in-kind Market-rate prices of in-kind & full price suppliers donations donations www.ysei.org
  • 9. Choosing type: Choice of expansion paths Social and/or Environmental Return Purely philanthropic enterprises Social Enterprises walk a tightrope in trying to balance the generation of both social/environmental and economic returns to remain effective and sustainable at the same time. The balance between economic and social/environmental return are choices base on each enterprise’s preference. ? Economic Return Purely commercial enterprises Understanding the balance you have to generate between social/ environmental and economic returns as a social entrepreneur. www.ysei.org
  • 10. Choosing types : Product/service/hybrid Digital Divide Data (DDD) is a very Ebannok.com is one of the most successf ul successf ul social enterprise that delivers highly projects of Mirror Art Group, a social enterprise that accurate data-entry and digitization services provides an e-commerce platf orm f or hill tribes in f or customers while maintaining a mission to northern Thailand to sell the handicraf ts that they employ underprivileged youth and f acilitate produce in between harvest seasons. This increase their human development through providing employment and allows the communities to reap f air wages, health care, education, and career higher income levels over the year as well as more advancement opportunities. f unds f or development activities. Social Social Types of social enterprise Econ Econ Hybrid- enterprise TRN is a social enterprise involved in various initiatives. Its f lagship work involves preserving indigenous agricultural knowledge in Thailand, Social combining it with global best practices to deliver appropriate knowledge and best solutions using ICTs to rural communities, specif ically in the northeast of Thailand. Econ www.ysei.org
  • 11. Choosing type of social enterprise Product-oriented Service-orientated Hybrid-enterprise Pure social value TRN Your Ebannok.com enterprise? Blended value DDD Why do this? By clarifying the type of social enterprise, it is easier to think through the rest of planning process. And it is easier to communicate what exactly do your enterprise does. www.ysei.org
  • 12. Social enterprise concept What is the concept and its elements? The Social enterprise concept is an overview of your full plan (basically your executive summary for the full proposal). It helps you think through key concepts about enterprising social innovation that needed to be clarified before expanding them in the full plan itself. The concept elements The problems (opportunity) Vision and mission Theory of change The solution Social impact The team Financial summary www.ysei.org
  • 13. Social enterprise concept THE PROBLEMS (OPPORTUNITY) The concept elements What is the problem? The problems (opportunity) Develop the problem statement that by providing context, Vision and mission problem situation (initial) and desired situation (goal). Visit ‘innovative problem solving’ tool. Theory of change What cause the problem? The solution Develop a logical argument on the causes that create the problem situation (using logical/issue pyramid) Social impact Visit ‘innovative problem solving’ tool. The team Why is it important, what is the scale? Give clear explanation why the problem matter. What Financial summary damage would it do, what good will it prevent, what opportunity it brings? How big is the problem and opportunity? www.ysei.org
  • 14. Social enterprise concept VISION The concept elements What change in the world would you ultimately want to see? The problems (opportunity) Crafting a vision gives you an image of the future you seek to create. Vision and mission Imagine what the world would be if the problem is solved. Describe it in clarity will not only allow you to see to what direction you must shift the Theory of change future to, it will also help your team developed a clear shared-vision, making sure everyone is having the same ultimate goal. The solution What will be the future of your organization? Social impact A vision drives you, your team and your enterprise toward the same direction. You might want to be the top IT-training centre for The team underprivileged youth, or eradicate poverty in a fishing village. If you do not have a vision, you should not be writing a plan. Financial summary www.ysei.org
  • 15. Social enterprise concept MISSION The concept elements What impact would you like to accomplish and be accountable for? The problems (opportunity) The mission would give you a sense of purpose or the reason why your Vision and mission social enterprise exist. The mission should contains clear goal and specific objectives for your social enterprise to achieve as practical steps towards Theory of change your vision. The good objectives are SMART (Specific, Measurable, Attainable, Result- The solution focused and Timely). These objectives are the outcome or impact you will be accountable at some clear specific points in time. Social impact It should also explain clearly what will be the value/benefit you will be The team creating for all your key stakeholders, e.g. target community, partners, funders, the society as a whole and even your team. Financial summary The trick is to describe what you will be doing over the next 1 to 2 years. Generally, it works best to focus on the enterprise and on the target groups’ needs and benefits. www.ysei.org
  • 16. Social enterprise concept THEORY OF CHANGE The concept elements What is your theory of change? Theories of Change is a way of thinking about how the outcomes of your The problems (opportunity) activities lead ultimately to your desired social impact. Vision and mission For example, Theory of change If rural communities can sell their local handicraft produce through an The solution online e-commerce platform, there will be economic development in rural communities Social impact The basic format of any theory of change can be express as… The team To make desirable CHANGE happen, Financial summary Condition1, Condition2, Condition(n) must be met. Or If Condition1, Condition2, Condition(n) are met, then, the desirable CHANGE will happen. So, it‟s always something like IF-CONDITIONS-THEN-CHANGE www.ysei.org
  • 17. Social enterprise concept THEORY OF CHANGE (continue) The concept elements So, more examples of IF-CONDITIONS-THEN-CHANGE The problems (opportunity) •If low-income, marginalized teenagers have first-hand experience running Vision and mission a business, they will be more successful in their careers •If poor women in Africa have microbicidal contraceptives they control, Theory of change AIDS will spread less The solution •If customers’ water usage is metered and they have to pay for it, they will Social impact use less water The team •If people buy organic yogurt instead of non -organic yogurt that may be full of pesticides, their health will improve Financial summary •If jobs are created in low-income areas, personal well-being will increase and the quality of life in those neighborhoods will increase. Notice that in each example the ultimate social impact is expressed as a change, and increase or a decrease. This is the same thing as the social mission you are trying to achieve. FOR MORE ON THE THEORIES OF CHANGE CLICK HERE www.ysei.org
  • 18. Social enterprise concept THE SOLUTION The concept elements What is your solution (products or services)? Explain exactly what is your solution to the problem, especially in term of The problems (opportunity) products or services offering to your target community or stakeholder. What Vision and mission are key activities needed in achieving your mission? Theory of change Who are your customers? Identify the users of your product/service solution. Who are they? Where The solution are they? What is the size of your target customers? How do you plan to access them? Social impact How do your solution innovatively remove the pain (solve the The team problem)? Describe exactly how the problem would be solved by your solution. What Financial summary benefit or value your solution will generate for the target group. Why and how innovative is your solution? Why should they use your solution compare to others? What is the limitation of your solution? www.ysei.org
  • 19. Social enterprise concept THE SOLUTION The concept elements Who else are solving the problems? The problems (opportunity) Identify those who are trying to solve the same or similar problems as you Vision and mission do. What are their solutions? How effective they are? What are their problems, strength and weakness? Is the market for your solution Theory of change competitive? The solution Who are your competitors/complimentators/partners? Classify them into different category. Identify your competitors or those Social impact whose solutions/works are competitive to yours. Identify your complimentators or those whose solutions/works can compliment with The team yours. And identify your partners or those who might want to work with you. Financial summary What can do you better or different from them? Explain how your solution is uniquely more effective or efficient compare to your competitors. What exactly is the difference between your solution and theirs. How is ICTs a critical and integral component to your solution? Give clear explanation why Information and Communication Technologies is needed to enhance the effectiveness of your solution and how it is integrated to your solution. www.ysei.org
  • 20. Social enterprise concept SOCIAL IMPACT The concept elements What is your ultimate desired social change? Explain your what social change is your final goal based on your mission The problems (opportunity) and theory of change. Vision and mission What are outcomes derived from your planned activities? Theory of change Group your activities into components and explain clearly what social outcomes or impact will be generated through each of these activity The solution components. The outcomes described should have both qualitative and quantitative dimensions. Phase your outcome into quarterly (four times a Social impact year) manner. The team How are these outcomes contribute to your ultimate goal? Describe exactly how the component outcomes would contribute directly Financial summary and indirectly to your ultimate desired social change. Which outcome will contribute the most? Which will have significant contribution in short-term and long-term? How do you measure your social impact? goal/ In what way or what technique will you be using in measuring your phased activities outputs outcomes objectives social outcomes and their contribution to your ultimate goal? What indicator will you be using in measurement? Would it be continuously measured monthly or quarterly? Who will measure the impact? www.ysei.org
  • 21. Social enterprise concept THE TEAM The concept elements What is your human resource requirement? Explain exactly what is your solution’s needs on human resource. How The problems (opportunity) many team or position will be needed to make your solution operational? Vision and mission What knowledge/skills are needed? Theory of change What is your advisory and mentorship needs? Identify your needs for advisers and mentors, especially from the fields The solution related to your solution. Who among your key stakeholders is needed in order for you to gain insight into each stakeholder as well as the support. Social impact Who you have already had as your advisers or mentors? The team Who are your core team? Explain your core team and why they are competent to deliver your solution Financial summary in solving the problem. What is their education background and work- experience? What are their unique expertise? www.ysei.org
  • 22. Social enterprise concept FINANCIAL SUMMARY The concept elements What is your financial need? Describe what will be the major cost elements in order for you to achieve The problems (opportunity) your goal. In most cases, human resources, physical facilities and Vision and mission technology are key cost elements. Explain what proportion will the budget will be generally allocated to each component and why it is allocated that Theory of change way. The solution What is your budget? Providing key budget items based on your cost elements. Break them Social impact down into activity-based costing (based your costing on each activities you will be doing) as well as those fixed cost that is pretty much the same all The team year round such as core staff and rent. Also explain who will be financing your budget, have you talk to them? Did they agree, in the process of Financial summary proposing or reject. How would you sustain your social enterprise? What is your strategy in sustaining your enterprise. Would your social enterprise in the medium to long-run be based on donation, investment, earn-income or combination of them? What is your unique value that will convince your donors, investors and consumers (in case of earn -income strategy) to continuously support your social enterprise? www.ysei.org
  • 23. Social enterprise plan The plan elements Executive summary THE PLAN ELEMENTS The problem Vision, mission, value Social enterprise plan consists of many elements that Theory of change guide you through the thinking in transforming your innovative solution into reality. The solution Social impact It basically connects your inputs requirement all the way to the final impact mission. Target market Competition Without the plan, you will have a messy project implementation nightmare even you’ve somehow got Social marketing financed.  Partnership Team plan Financial plan Impact monitoring & evaluation Risk and opportunity Implementation plan Funding request www.ysei.org
  • 24. Social enterprise plan EXECUTIVE SUMMARY The plan elements Here you should provide a summary of the plan so that the reader could understand the key elements of your whole social enterprise right away. You can Executive summary actually work on this section after you have finished all other plan elements. The problem • You should outline briefly your… Vision, mission, value Theory of change • Vision, mission, value The solution • Theory of change Social impact • The solution Target market • Your target and how you would access them Competition Social marketing • Partnership Partnership • Finance Team plan • Evaluation Financial plan Impact monitoring & evaluation Risk and opportunity Implementation plan Funding request www.ysei.org
  • 25. Social enterprise plan THE PROBLEM / VISION, MISSION AND VALUE. THEORY OF CHANGE, THE SOLUTION, SOCIAL IMPACT The plan elements These elements are actually part of the social enterprise concept except for the Executive summary VALUE. Therefore, you could use the same or update the information from the concept’s elements. The problem Vision, mission, value THE VALUE Theory of change The solution How will you behave along the way? – Your guiding concepts, beliefs, principles Social impact and underlying philosophy of the enterprise are outlined here. Your value should be of those principles your enterprise considered as critically important to its culture, Target market integrity, meaning and day-to-day activities. Competition Social marketing For example, you might be running an enterprise that trains underprivileged youth in IT skills. You Partnership might want to make it a principle to recruit a more diverse group of young Team plan people (from across all ethnic, linguistic and socioeconomic groups). On the other Financial plan hand, you might want to promote continuous collaboration amongst your team Impact monitoring & evaluation members to broaden and enhance your enterprises’ ability to serve the target Risk and opportunity group. Or even make a priority to ensure gender balance in all your operations. Implementation plan Funding request www.ysei.org
  • 26. Social enterprise plan TARGET MARKET Identify and give details on the target group of your social enterprise. They are those who The plan elements you will make an impact with. You should exhaustively segment them into differentiated groups as well as classify which group is primary target and which is secondary. Executive summary Information about their size, value, challenge/opportunity and other notes should also be The problem provided. Vision, mission, value Target segments Size Value Challenge/ Validation Theory of change Opportunity The solution Primary Segment A xxxxxx xxxxxxxx xxxxxxxxxx xxxxxxxxxxxxx xxxxxxxxxxx Social impact Target market Secondary Segment B xxxxxx xxxxxxxx xxxxxxxxxx xxxxxxxxxxxxx xxxxxxxxxxx Competition Segment C xxxxxx xxxxxxxx xxxxxxxxxx xxxxxxxxxxxxx xxxxxxxxxxx Social marketing Partnership Identif y key user segments Estimate the Explain key What are unique Provide evidences Team plan that will be benef iting f rom size of each needs of each challenge and that clearly validate your social product/service. segment in segment and opportunity to why there is a real Financial plan Each segmentation should term of why it is each segment. need in this Impact monitoring & evaluation share similar attributes number of satisf ied by How do you segment and/or (demographic, interest, people, you. What is overcome or that they are Risk and opportunity needs, lif e-style, age, villages, your value to capitalize them? interested in your Implementation plan income, etc. ) population them? or similar social product/service. Classif y which segment is and so on. Funding request primary or secondary. www.ysei.org
  • 27. Social enterprise plan COMPETITION In providing your social products/services, you actually have competitors providing similar The plan elements value. Although in social development you are not in cut-throat competition, but by understanding who are providing similar value to your target groups, it helps you to plan Executive summary your positioning compare to others in capturing unique value to better addressing your The problem target groups’ needs. Vision, mission, value Theory of change Your competitors include direct competition, substitutable products/services and potential entrants. Complimentators, or those providing complimentary services are equally important. The solution Social impact Competitors Type Differentiation and competitive strategy Target market and their services Competition Competitor A Direct xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Social marketing provides xxxx services Partnership xxxxx xxxxxxxxxxxxx Team plan Competitor B xxxxxx Substitution xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Financial plan Impact monitoring & evaluation Identif y key competitors Classif y type of Explain why your social products/services are providing similar, competitors; dif f erent f rom the competitors (through f eature, Risk and opportunity substitutable or direct, unique value, etc..) What can you learn f rom Implementation plan complimenting substitution, new them? How will you compete or cooperate in products/services. entrant or order to maximize the social impact and Funding request complimentary. sustainability of your social enterprise? www.ysei.org
  • 28. Social enterprise plan SOCIAL MARKETING Any enterprise’s ultimate clients that are critical to their survival fall into two groups. As in The plan elements business enterprise where the two are customers and investors. Social entrepreneurs need to be equipped with a two pronged marketing approach in serving their target users group and Executive summary donors/investors. The problem Vision, mission, value Two different types of marketing campaigns have to be designed to satisfy the donors and to Theory of change obtain the attention of the target groups. The solution Both groups have to be told clearly of what they can expect from your social enterprise. Social impact Target market Competition Social marketing Target-group marketing Partnership Social Marketing Team plan Financial plan Investor/Donor marketing Impact monitoring & evaluation Risk and opportunity Implementation plan Funding request www.ysei.org
  • 29. Social enterprise plan SOCIAL MARKETING TARGETS Wants & needs Access strategy Relationship building The plan elements TARGET USERS Executive summary The problem Target segment 1 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx Vision, mission, value Target segment 2 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx Theory of change xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx The solution Social impact INVESTOR/DONOR Target market Investor1 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx Competition Donor 2 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx General public xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx Social marketing Partnership Team plan Once you’ve access to them. Identif y key users Explain wants & needs of Explain how will you segments, donors, each group, especially access each of these How will you build trusting Financial plan investors that are those that are perceived groups. What relationship? What technique Impact monitoring & evaluation crucial in achieving as immediate and communication channel will you be using? (visiting, your mission and important in order to will you be using meeting, emailing, calling,etc.) Risk and opportunity sustainability. know what will attract (traditional media, In business enterprise, this is Implementation plan Inf ormation about their attentions. internet, event, social call Customer Relationship their locations should network, etc.) How to Management (CRM) and Funding request attract them? Investor Relations (IR). be provided. www.ysei.org
  • 30. Social enterprise plan PARNTERSHIP As no one can be the best at everything, partners are needed in order to maximize your social The plan elements impact,. These are people and organizations that care about your mission. You share the similar goal to them. They might be in the field longer than you, they might have competency Executive summary that you can’t match. What is important is to identify and learn how to work together in order The problem to achieve synergy, i.e. the whole impact of partnership is greater than the sum of its parts. Vision, mission, value Partnership only make sense when together you can achieve something that each of you can’t do it alone. Theory of change The solution Partner Value contribution Strategic fit Status Social impact Target market Partner1 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx Agreed Competition Partner2 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx Contacting Social marketing Partnership Explain what value that Identif y partners that will be Why will they need or Describe the Team plan each partner bring to the needed in order to want to work with you? Do status of partnership. What is unique achieving the mission, your mission/activities f it partnership. Financial plan contribution derive f rom especially in term of with theirs? What is the Did you contact Impact monitoring & evaluation each partner? Are they competency need. value your social them? Did they highly competent, enterprise have f or each agree to work Risk and opportunity experienced, connected? of them? What is the as partner? Implementation plan Why do your social synergy between you and Do you have enterprise need them. Funding request them? their management support? www.ysei.org
  • 31. Social enterprise plan TEAM PLAN Creating a team plan is also part of social enterprise concept’s elements. At a social The plan elements enterprise plan level, we need to work out some details. Social enterprise consists of individuals, they are the team that make or break everything. Team plan is among the most Executive summary important element in planning as talent is everything. The team plan consist of at least three The problem parts, the competency plan, the core team and the advisors/board. Vision, mission, value Theory of change COMPETENCY PLAN The solution Talent needs Position requirement Recruitment Status Social impact Target market Talent1 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx Recruited Competition Talent2 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx Searching Social marketing Partnership Base on your identif ied Identif y key talents needed How do you plan to recruit Describe the Team plan talent needs. What to achieve your mission. each of the position recruitment positions and how many Generally you would need required? Where are the status, whether Financial plan are needed to match those management talent, potential recruits stay? the position is Impact monitoring & evaluation talents needed? What technical talent depending How do you access to recruited, background and experience on which area you are them? What will attract contacted or Risk and opportunity do you need f or each them? still in searching. working on, administrative Implementation plan position? Which position is talent and so on. You short-term, long-term, part- Funding request should assert key talent time? What kind of attitudes characteristic as well, e.g. do you need f or each of managerial talent with your positions, energetic special f ocus on innovation yet patient? and partnership building. www.ysei.org
  • 32. Social enterprise plan TEAM PLAN The plan elements THE CORE TEAM Executive summary Name/Position Talent Background/experience The problem Name1 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Vision, mission, value Position: Team lead/director xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Theory of change Name2 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx The solution Position: ICT manager xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Social impact ….. Target market Provides names and Provides a summary of their background What are their talents? Competition positions of the core team and experiences. Key important things to Explain shortly their unique Social marketing members. include are education, certif ication, competency, what they can citizenship, interest, work experiences (part- Partnership do? what are the skills they time, f ull-time), past unique contribution to are particularly great? Team plan business/social ventures or conf erences, Financial plan personal membership/networks. And any other thing to prove that the person is Impact monitoring & evaluation uniquely f it f or the task, the mission and the Risk and opportunity team as a whole Implementation plan Funding request www.ysei.org
  • 33. Social enterprise plan TEAM PLAN The plan elements ADVISORS/BOARD Executive summary Name Role Talent Background/experience The problem Name1 xxxxxxxxxx xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Vision, mission, value xxxxxxxxxx xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Theory of change Name2 xxxxxxxxxx xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx The solution xxxxxxxxxx xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx …. Social impact Target market Competition Names Identif y role as What are their talents? Provides a summary of their background well as Explain shortly their unique and experiences. Key important things to Social marketing responsibility of contribution to the social include are education, certif ication, Partnership each enterprise as advisor/board citizenship, interest, work experiences (part- Team plan member. advisor/board time, f ull-time), past unique contribution to members. business/social ventures or conf erences, Financial plan personal membership/networks. And any Impact monitoring & evaluation other thing to prove that the person is uniquely f it the role, the mission and the Risk and opportunity team as a whole d Implementation plan Funding request www.ysei.org
  • 34. Social enterprise plan FINANCIAL PLAN The planning and management of your money or financials are among the most critical The plan elements tasks in determining whether the social enterprise would be cost-effective and sustainable. There are at least three elements in social enterprise financial plan to consider, namely, the Executive summary budget, the fund-raising plan and the revenue-expense projection. The problem Vision, mission, value THE BUDGET Theory of change The solution Expense category Expense items Cost Total Social impact Target market Management Compensation (12m x 2persons) xxxxxxxxxxxxxxxxxxx 5,000 USD Competition xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxx Social marketing Category2 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxx Partnership Team plan Outline all expense items. Identif y key expense Describe the cost f or each Sum total on Try to break them down into of the item. category by grouping all Financial plan each line. understandable elements. expense items into various Make sure Impact monitoring & evaluation However, you do not need to groups. Generally it you BOLD the break it down so small that the consists of human Risk and opportunity f inal total sum. expense items f or 15,000 USD resources, physical Implementation plan project will take 3 pages long. f acilities, technologies, Try to explain some items that Funding request activities and so on. other people might f ind it dif f icult to understand or why it is really needed. Quantity and unit inf ormation should also be provided. www.ysei.org
  • 35. Social enterprise plan FINANCIAL PLAN The plan elements FUND RAISING Executive summary The activity The expected profit The requirement The problem Activity1 3,000- 5,000 USD Partnership with XYZ media, USD1500 cost Vision, mission, value Explanation of activity1 xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Theory of change Activity2 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx The solution Explanation of activity2 xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Social impact ….. Target market How much do you expect to Provide key f und-raising Explain what are the requirements that must Competition prof it f rom each of the activities. Generally they be satisf ied in order to make each of the Social marketing activity. You can give the are special event and sales f und-raising activity possible. Most of the expectation in range, such of good/services or other time, it is some initial investment (cost), Partnership as f rom 3,000 to 5,000 special revenue such as partnership with other organizations, Team plan dollars. those coming f rom interest specially competency needs (satisf ied by Financial plan rate f rom project saving or hiring a part-time f or the activity) and so on. endowment f und. Risk f actors such as whether condition or Impact monitoring & evaluation inability to attract media interest should also Risk and opportunity be provided f or each planned f und-raising activities. Implementation plan Funding request www.ysei.org
  • 36. Social enterprise plan FINANCIAL PLAN The plan elements REVENUE-EXPENSE PROJECTION Executive summary Month Revenue Expense Balance The problem January 15,000USD Grant 3,000 13,000 Vision, mission, value Theory of change Febuary non 2,000 11,000 …. …… ……. …….. The solution Social impact September 7,000 - 1,000***** Target market Provide total estimated Calculate the net balance Alternatively, Provide total Competition f or each month’s end. This expense of that particular if you are not estimated revenue in Social marketing month. is of extreme importance that particular month. sure about because it will help you Partnership when will you think through your money start the Team plan situation, especially when project, you Financial plan will be the crisis time! can use number Impact monitoring & evaluation Don’t forget that the balance is instead of the Risk and opportunity not the revenue minus month’s expense for each month, you names. Implementation plan must include what was left from the last month’s net Funding request balance as well. www.ysei.org
  • 37. Social enterprise plan MONITORING & EVALUATION What can’t be measured? What can’t be managed? That seems to be one of the most The plan elements important modern management mantra. In social enterprise management, measuring your performance allows you to learn much more about how your idea performs in the real Executive summary world. The problem Vision, mission, value Monitoring and evaluation are not simply meant for funders or partners, they are most useful to Theory of change you. Without measurement, you would not know how to adapt your plan and action in order to achieve highest impact and sustainability. Continuous evaluation ensures a better learning The solution ability. Social impact Target market Of course, the process can be difficult and complicated. But at least you should focus on Competition developing your evaluative logical model. Social marketing Partnership Team plan plan Financial plan actions Evaluation Impact monitoring & evaluation Risk and opportunity Implementation plan Funding request learning www.ysei.org
  • 38. Social enterprise plan MONITORING & EVALUATION Evaluative logical model The plan elements A Logical model (LM) allows you to link your inputs, outputs, activities, outcomes and goals Executive summary together. For evaluation purposes, the most important basic task is to be able to logically link The problem your activities, outputs, short-term outcomes, intermediate outcomes and final goal together. Vision, mission, value TARGET! TARGET! Theory of change The solution Short-run Ultimate Intermediate activities outputs Objectives outcome outcomes goal Social impact Target market Competition Describe what Describe what Describe what Identif y your Describe Describe the enterprise are the direct are the specif ic intermediate your key your ultimate Social marketing does with the outputs of immediate outcomes objectives goal, i.e. Partnership resources. activities and changes in that must be that must be the desired participants’ Team plan Activities are may include accomplished accomplished social change the types, levels behavior, in order to to reach your you try to Financial plan create. processes, and targets of knowledge, achieve the ultimate goal. Impact monitoring & evaluation skills, tools, events, services to be objectives. (based on your mission) technology, delivered. status and level Risk and opportunity and actions of f unctioning. Target should Implementation plan that are be developed, Target should required in both in term Funding request be developed, order to of quantity both in term and quality. achieve the of quantity mission. and quality. www.ysei.org
  • 39. Social enterprise plan MONITORING & EVALUATION Evaluative logical model The plan elements This evaluative logical model provides a clear idea on how your activities link all the way to Executive summary your ultimate goal. It also give a clear outcome targeting both in short and medium term. The problem Therefore, you can easily use this target model as a guide to measure against the actual Vision, mission, value performance in order to see what is the difference between the plan and the actual whether Theory of change in activities, outputs, short-term outcomes, intermediate outcomes and objectives. You can The solution monitor and evaluate your project monthly, quarterly, annually or other appropriate timing. Social impact TARGET! TARGET! Target market Competition short-run Ultimate Intermediate activities outputs Objectives outcome outcomes goal Social marketing Partnership Team plan Group A Activity1 Output1 OutcomeA GOAL Im-outcomeA Objective1 Financial plan Activity2 Output2 Impact monitoring & evaluation Group B Risk and opportunity Activity3 Output3 OutcomeB Objective2 Im-outcomeB Implementation plan Activity4 Output4 OutcomeC Funding request Group C Activity5 Output5 OutcomeD Objective3 Im-outcomeC Activity6 Output6 Activity7 Output7 www.ysei.org
  • 40. Social enterprise plan MONITORING & EVALUATION Beyond basic logical model The plan elements There are many other evaluative techniques such as a more comprehensive logical Executive summary modeling and theory of change, as well as balance score-card that allow you to integratively The problem measure operations, financial, customers and learning/growth perspectives. Vision, mission, value Theory of change No matter which technique you will be adopting, the key is to be able to answer the following questions. The solution Social impact • What outcomes are you trying to achieve f or your target population? Target market • How will you measure whether you’ve achieved these outcomes? Competition Social marketing • What are your perf ormance targets? Partnership • What data will you collect and how will you collect it? Team plan Financial plan • How will you use the results f or learning and reporting? Impact monitoring & evaluation Risk and opportunity Implementation plan Funding request www.ysei.org
  • 41. Social enterprise plan RISKS AND OPPORTUNITIES You cannot see into the future with certainty, but you can do the next best thing: identify The plan elements potential risks and opportunities that will affect your plan. Try to predict and imagine the potential risks that could create a minor or major problem for your social enterprise. Also, Executive summary think of the opposite, what opportunities might excel the ability to achieve your mission and The problem scale the impact. Vision, mission, value Theory of change Risk/Opportunity Potential impact Prevention/Capitalizing The solution Risk1 Extremely dangerous Preventive action1 Social impact Xxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxx Target market Competition Opportunity1 Very high Capitalizing action1 Social marketing Partnership Identify key risk Describe degree Describe how you could prevent and opportunity of potential impact various risks from happening Team plan that will either (Extreme, very high, as well as how you could Financial plan make or break high, medium, low) capitalize or capture the opportunity Impact monitoring & evaluation your plan. In order to safe-guard and increase Risk and opportunity the effectiveness of your plan. Implementation plan Funding request www.ysei.org
  • 42. Social enterprise plan IMPLEMENTATION PLAN An action plan is critical to the success of the social enterprise, no matter how ingenious the strategy or concepts that are developed. This is because every idea/thought must be translated into action. Therefore, the implementation plan will assign responsibility of the The plan elements tasks and the scheduling of the deliverables and necessary resources. Therefore, it is important to clearly establishg tasks accountability and a realistic work schedule. Executive summary The Work Breakdown Structure (WBS) is a tool that can help you develop estimates, The problem assign personnel, track progress, and show the scope of project work. Through this tool Vision, mission, value complex activity is subdivided into several smaller tasks. This can be continued until the Theory of change activity can no longer be subdivided. The solution Social impact Work Breakdown Framework Target market General Definition of Project: Competition Team assignment Major Task Subtask 1 Date/Time/Duration Social marketing Partnership Team plan Financial plan Impact monitoring & evaluation Risk and opportunity Implementation plan Subtask 2 Funding request www.ysei.org
  • 43. Social enterprise plan IMPLEMENTATION PLAN The plan elements A Gantt chart can tell you what has to be done—the activities or tasks how long each activity will take in what order each activity has to happen what the costs will be for Executive summary each activity who is going to be responsible for the activities The problem Vision, mission, value Gantt Charts are the basic bar chart that most people are familiar with. Theory of change Pros: Simple to construct, easy to read, an effective way to communicate with team The solution members what they need to do in a given time frame. Social impact Cons: Difficult to assess the impact of a change in one area on the rest of the Target market project. Competition Social marketing Work Plan 2005 - 2006 Partnership Tasks Responsibility Team plan Financial plan Impact monitoring & evaluation Risk and opportunity Implementation plan Funding request www.ysei.org
  • 44. Social enterprise plan FUNDING REQUEST The plan elements Provides information on how you are requesting funding from different donors/investors. You could restate the budget and break it down to the part Executive summary requesting for funding from Youth Social Enterprise Fund and other donors/investors. The problem Status of each request should be described as well. Vision, mission, value Theory of change The solution BUDGET CATEGORY BUDGET ITEMS COST REQUEST STATUS Social impact Management Compensation (12m x 2persons) 5,000 USD Target market xxxxxxxxxxxxxxxxxxxx xxxxxxxx Competition Category2 xxxxxxxxxxxxxxxxxxxx xxxxxxxx YSEI Fund Submitted Social marketing xxxxxxxxxxxxxxxxxxxx xxxxxxxx Partnership Category3 xxxxxxxxxxxxxxxxxxxx xxxxxxxx Team plan xxxxxxxxxxxxxxxxxxxx xxxxxxxx Category4 xxxxxxxxxxxxxxxxxxxx xxxxxxxx Financial plan xxxxxxxxxxxxxxxxxxxx xxxxxxxx UNDP Committed Impact monitoring & evaluation ….. ……. ….. Risk and opportunity ….. ……. ….. Implementation plan TOTAL xxxxxxxxUSD Funding request www.ysei.org
  • 45. RESOURCES FOR SOCIAL ENTERPRISE PLAN Business Plan Basics, Robin Jones, Freescale Semiconductor Conceitos Básicos de um Plano de Negócio para OSCs, Center for Social Entrepreneurship, Ashoka and McKinsey & Company An introduction to business planning for non-profit, Zoe Brookes, The Bridgespan Group (non-profit initiative of Bain & Co.) Logic Model Development Guide / Evaluation Handbook, W.K. Kellogg Foundation Developing a Social Enterprise Business Plan, Stacey Childress, Harvard Business School Financing Social Enterprise, Michael Chu, HBS Business Plan Contest & Social Enterprise Club A BRIEF TUTORIAL ON BUSINESS PLANNING FOR NONPROFIT ENTERPRISE, Cynthia W. Massarsky Theory of change as a tool for strategic planning, Andrea A. Anderson, The Aspen Institute Theory of change, guided example: PROJECT SUPERWOMEN, ActKnowledge and the Aspen Institute www.ysei.org