1.
LOCAL FOOD
launchpad
concept
development
workshop #LFLP16

2.
welcome
join the conversa1on on twi2er with
@cityofmelbourne
@DoingSomeGood
#LFLP16
DAVID HOOD
@DavidAHood
JULIAN WATERS-LYNCH
@jwaterslynch
STEPHANIE GESLING
@stephgesling
MELINA CHAN
@MelinaChan
doingsomething
good

3.
#LFLP16
Greg jacobs
health & wellbeing branch,
city of melbourne
@cityofmelbourne

4.
#LFLP16
david hood
doing something good
@doingsomegood
@davidahood

5.
How might we build a food system that
is healthy, secure, sustainable, resilient
and socially inclusive?

6.
"Complex social problems today outstrip the capacity of any single
organiza9on or individual to solve them. We don't need to grow
non-profits. We need to grow networks for social change."
Alison Fine, co-author of The Networked Nonprofit

7.
what LFLP15 participants had to say
“Just having the space to play with ideas in a se5ng where everyone was in the same frame of mind was
really incredible. It was a great think tank, and its been amazing to see how everyone else’s projects have
developed and collaborate with other LFLP people in the last few months.”
“…each session I was able to go away and progress the project based on what was discussed. In addiFon, the
contacts were great to discuss the project with and also find out what else was happening in this field.”
“A terrific structured program that was results orientated.”
“The LFLP drew together a fascinaFng group of people with inspiring ideas of how to change our food system.
Working together to develop these ideas into projects, under the guidance of the Doing Something Good
team, was a really valuable experience.”
“CollecFon of a range of tools to help me think about business development in a structured manner.”
“MeeFng other food networkers from vegan to food waste minimisaFon projects. One thing bound us
together which was to change the status quo around food.”
“Personal connecFons with amazing people in the sustainable food space…. met some great people who I
have stayed in contact with.”

8.
#LFLP16
dr rachel carey
victorian eco innovation lab (VEIL),
University of melbourne
@veil_melb
@drrachelcarey

9.
Melbourne’s food system:
challenges and opportunities
Dr Rachel Carey
2016 Local Food Launchpad, 28 June 2016

10.
Improving Melbourne’s food system
Source: www.sustainablecitiesinstitute.org
Increasing food
production in the City of
Melbourne
Increasing opportunities
to purchase local and
regionally produced food

11.
City of Melbourne Food Policy
Source: City of Melbourne (2012) Food City

12.
Issues: food availability and access
Source: http://www.melbourne.vic.gov.au/SiteCollectionDocuments/food-policy-infographic.pdf

13.
Issues: Melbourne’s food waste
Source: Sheridan et al (2016) Melbourne’s foodprint:What does it take to feed a city?
Around 40% of
Melbourne’s
household rubbish is
food waste
But most food waste
happens earlier in the
food supply chain

14.
Issues: Melbourne’s foodbowl
Werribee
Yarra Valley
Baw Baw
Bacchus Marsh
Surf Coast
Mornington
Peninsula

15.
Paving over Melbourne’s foodbowl

16.
Food production in the city

17.
2 & 5 in Norlane, Geelong
• A social enterprise
• Aims to address improve
access to affordable,
healthy, sustainable food
• Market garden
• Sustainable approach
• Internships & training

18.
Bringing local food back to the city
Source: Queen Victoria Market

19.
Healthy school lunches
Source: Sorghum Sisters
• How could you make
healthy, local food more
available in schools?
• Address social inequity?
• Create employment?
• Connect children to local
farms?
• And ensure the farmers
are fairly paid?

20.
#LFLP16
serenity hill
open food network
@openfoodnet
@ren_hill

21.
#LFLP16
Melina Chan
doing something good
@doingsomegood
@melinachan

22.
#LFLP16
Kate archdeacon
local food launchpad 2015
@Katearchdeacon

23.
local food launchpadHave a good idea? We’d like to help make it happen.
#LFLP16august-september

24.
How might we build a food system that
is healthy, secure, sustainable, resilient
and socially inclusive?

25.
local food launchpad 2016 overview
Local Food Launchpad is an accelerator program for ventures aimed at improving
Melbourne’s local food system.
We’re looking for individuals and organisa=ons that have an idea for a new product,
service, social enterprise, campaign, event, or community project that they believe
will contribute to:
• increasing food produc=on in the City of Melbourne [see map], and/or
• increasing opportuni=es for for city residents and visitors to purchase local and
regionally-produced food.
Over seven consecu=ve weeks, our experienced team of facilitators, presenters and
mentors will help you get ready to launch, go for funding, build your team, find
partners, or whatever it is you need to take that next big step with your local food
idea.

26.
What you’ll get as a LFLP16 Participant
Through face-to-face presenta=ons, prac=cal workshops, group coaching circles, and mentoring
sessions you’ll get to:
• grow your understanding of key issues, challenges and opportuni=es in the food sector;
• build your capability to be innova=ve and scale your impact — by learning and applying the
principles of design thinking, Lean Startup and systems thinking;
• produce an effec=ve Communica=ons and Engagement Plan based on the principles of strategic
communica=ons and 21st century movement building;
• complete a project plan with a sustainable business or funding model, and
• develop your ability to work crea=vely and collabora=vely in groups, effec=vely lead teams, and
achieve measurable outcomes through your work.
You will be provided with tools, templates and informa=on resources to help you develop your
local food project, or any other project you may be working on now or in the future. You will also
become part of a community of mentors and peers to support you along the road to success.

27.
about the lflp16 program
SCHEDULE
The LFLP program kicks off with two full days on Saturday 6 & Sunday 7 August. From
Wednesday 10 August, we’ll start weekly evening sessions running from
6:00pm-9:00pm, finishing up with a public Pitch Night on Wednesday 21 September.
A detailed program will be posted on the Doing Something Good website Monday 11
July.
AVAILABLE PLACES
We’ll be taking up to 12 teams (maximum of three people per team). If you’re a team of
one, we s=ll encourage you to apply, but past experience has shown us that it
significantly helps to have someone else to work on your project with, who are learning
what you are learning and are also familiar with the concepts, theory, tools and
prac=ces you’ll be using to develop your big idea. So if you can, bring someone along.

28.
local food launchpad 2016 program dates
Sat 6 August — LFLP Session 1, 9:30am-4:30pm
Sun 7 August — LFLP Session 2, 9:30am-4:30pm
Wed 10 August — LFLP Session 3, 6:00pm-9:00pm
Wed 17 August — LFLP Session 4, 6:00pm-9:00pm
Wed 24 August — LFLP Session 5, 6:00pm-9:00pm
Wed 31 August — LFLP Session 6, 6:00pm-9:00pm
Wed 7 September — LFLP Session 7, 6:00pm-9:00pm
Wed 14 September — LFLP Session 8, 6:00pm-9:00pm
Sat 17 September — LFLP Session 9, 9:30am-4:30pm
Wed 21 September — PITCH NIGHT — LFLP Session 10, 6:00pm-9:00pm

29.
applying for lflp16
CRITERIA
Do you have an idea for a venture that you believe will contribute to:
• increasing food produc=on within the City of Melbourne, and/or
• increasing the opportuni=es for city residents and visitors to purchase local and
regionally-produced food?
Can you, or a team member, commit to ahending at least nine of the ten Local
Food Launchpad sessions?
Do you have at least five hours per week, in addi=on to Local Food Launchpad
sessions, to work on your project?
If you can answer yes to all of these ques=ons, then we invite you to apply.

30.
applying for lflp16
REGISTRATION FEE
Thanks to our generous mentors and volunteer team, we’re able to offer places in LFLP16 for a rela=vely
small fee (similar programs usually cost par=cipants $5,000).
The registra=on cost per team (of one to three people) is:
> One person: $295
> Two people: $495
> Three people: $645
Your registra=on fee will cover par=cipa=on in all ten face-to-face Local Food Launchpad sessions, addi=onal
=me with mentors, materials, access to online resources, and food and beverages at each of the sessions.
Successful applicants will need to pay their registra=on fee in full, prior to Session One, Saturday 6 August.
HOW TO APPLY
Applica=ons for the Local Food Launchpad can be submihed via a link on the DSG website.
Applica=ons close 5pm Fri 22 July. Successful applicants will be informed via email Wed 27 July.

31.
What does a good idea
look like?

32.
People don’t buy what you do they
buy why you do it. ~ Simon Sinek

33.
‣ why: belief, mo=va=on or
purpose
‣ how: experience or process
‣ what: details of product of
service

34.
human-centred
design

35.
http://www.nitibhan.com/2013/01/reflections-on-design-thinking-for.html

36.
DEFINE
IDEATE
PROTOTYPE
ENQUIRE
TEST
IMPLEMENT
REVIEW
IMPROVE
design thinking in practice
eight stages

37.
http://dthsg.com/what-is-design-thinking/

38.
http://hci.stanford.edu/dschool/resources/design-process/readable.html

39.
"Lean Startup" is a system for developing
a business, product or service in the
most efficient way possible to reduce the
risk of failure.
It is an approach that treats all ideas as
having assump=ons (or hypotheses) that
must be validated by rapid
experimenta=on in the marketplace. The
approach relies on scien=fic
experimenta=on, itera=ve product
releases, and customers feedback to
generate validated learning.

40.
A startup is a human ins9tu9on designed to create a new
product or service under condi9ons of extreme uncertainty. In
Lean Startup terms, a startup is a group of people working on
a risky new product, even if that group of people works for
Starbucks or the US Marine Corps.
- Eric Ries

41.
“Lean Startup is a method for crea4ng and sustaining
innova4on in all kinds of organisa4ons. It helps you get good
at answering two cri4cal ques4ons:
1. Should we build this new product or service?
2. And how can we increase our odds of success in this new
thing?”
~ Sarah Milstein, co-founder Lean Startup Produc4ons

42.
risk
There are three areas in which a new iniFaFve typically faces a
very high degree of uncertainty—or risk:
1. Technical risk (feasibility)
2. Business model (viability)
3. Customer risk (desirability)

43.
technical risk (feasibility)
You could think of this as the quesFon: Can we build this thing
at all? For example, if you’re seeking a cure for cancer, there’s
a big risk that you’ll fail to find it. If you do find it, you’ll
certainly have customers, so there’s no market risk.

44.
business model risk (viability)
This amounts to the quesFon: Can we create a way for this
thing to make us money?

45.
customer risk (desirability)
This is the quesFon: If we build this thing, will people use or
buy it? Put another way: Should we build this thing?

46.
biggest risk = customer risk
OperaFng under the assumpFon that the demand exists and
that customers will buy and use your product or service in the
way you believe.
“…learning what customers want and will pay for is your
biggest priority. It’s the thing you want to do most quickly and
effecFvely.”

47.
who are you making this for?

48.
http://www.nitibhan.com/2013/01/reflections-on-design-thinking-
Human Centred Design

49.
identifying your target customer/user/audience
• Think about who is going to be buying your product, using your service, contribu=ng to your
cause, par=cipa=ng in your program or engaging with your campaign. Clearly iden=fying a group
of people to target (some=mes called a market segment) allows you to design your offering to
best meet their needs, and tailor your communica=ons to best engage them and get them to
take ac=on (buy, use, contribute, etc.)
• Who believes what you believe? (Remember Simon Sinek: Start with Why)
• Who do you think will be your Early Adopters? These are your ideal customers/users/
audience.
• Create a profile based on your ideal customer/user/audience. Go beyond a simple
demographic. Be specific. eg. Mums with young children, who are returning to work, are Fme poor,
and who want to provide their kids with fresh, healthy food, that’s quick and easy to prepare.
> Please note: You may have more than one group to target — e.g. a distribuFon service that targets
farmers, retailers and consumers has three customer groups. If that is the case, create a profile of an
ideal customer for each — i.e. a farmer profile, a retailer profile and a consumer profile.

50.
Empathyis not just about walking
in another's shoes.
First you must
remove your own.

51.
understanding your target customer/user/audience
Imagine a scenario where your target customer/user/audience is experiencing the problem you are trying to
solve for them. What is it that your target customer/user/audience is looking for? What are they trying to do, or
what job do they need done? If you have more than one target group, do this acFvity for each one.
> Complete Empathy Map
1. What are they thinking and feeling? What are they wan=ng to do? What are they liking? What don’t
they like? Why?
2. What are they doing or saying? What ac=ons are they performing/trying to perform? What equipment
or technology are they using? What is working well? What isn’t working well? What might they be
saying to others in this scenario?
3. What are they seeing? Where are they? What are the features of their environment? Who else is
there? What are they doing?
4. What are they hearing? What are others saying?
> Gains: What are their wants, needs, goals and aspiraPons?
> Pains: What are their challenges, obstacles and frustraPons?

52.
EMPATHY MAP
What am I seeing?
What am I saying?
What am I doing?
What am I hearing?
How am I feeling?
What am I thinking?
Pains
Fears | Frustrations | Obstacles
Gains
Wants/Needs | Measures of Success
CUSTOMER/USER group NAME
FILL OUT EMPATHY MAP BASED ON CURRENT EXPERIENCE IN RELATION TO PROBLEM TO BE SOLVED
COMPLETE EMPATHY MAP FOR EACH TARGET CUSTOMER/USER group [PRINT ON A3]
GENDER AGE
DEPENDENTS
R/SHIP STATUS
HOME TOWN/SUBURB
OCCUPATION
EATING PREFERENCES
EATING ROUTINE/HABITS

53.
what is your VALUE PROPOSITION?

54.
What is a Value Proposition?
A Value Proposi=on is a few words or a short sentence that communicate to your target
customer/user/audience why they should buy, use, contribute to, engage with or par=cipate
in what you have to offer — iden=fying what problem you are solving for them, or the job
you’re doing for them. If you have more than one group you are targe1ng, their will likely be a
different value proposi1on for each one.
A Value Proposi=on might state:
• the benefits they will receive (Think about what’s important to them.)
• the outcomes or results they will achieve (Think about problem they are trying to solve or
they job they need to be done — which might be a problem they are wan=ng to solve for
someone else.)
• features that are beher than similar products or services currently available (What might
not be working or what don’t they like about current offering/solu=ons?)
Make sure you are thinking about this from their perspec=ve.

55.
Open Food Network: Shopping that makes the world a be_er
place.
Fairtrade: You can buy the best with Fairtrade and make a difference
too.
Australian Food Sovereignty Alliance: Help create an equitable,
sustainable and resilient food system for all Australians.
Sustain — The Australian Food Network: PracFcal tools for vibrant
food systems.
Asylum Seekers Resource Centre (ASRC) Catering: Global food
experience with a cause.
3000 Acres: Unlocking vacant land across Melbourne to grow food
and build strong communiFes.
STREAT: Tastes Good. Does Good. Jonai Farms: Uncommonly delicious ethics.
Hello Fresh: We deliver delicious recipes and the exact required
ingredients to your door every week.
Trader Joes: It’s not complicated. We just focus on what ma_ers —
great food + great prices = Value.
Deliveroo: The food you love, delivered to your door. CERES Fair Food: We do good at every part of the food chain.
GetUp: Giving everyday Australians the chance to make
extraordinary impact – online, across the airwaves, and in the
streets.
Greenpeace: Coal polluFon is destroying the things we love, but
together we can protect our Reef for good.
Evernote: Collect it all in Evernote. Big ideas, li_le details, and
everything in between.
Skype: Skype keeps the world talking, for free. Stay in touch with
Skype, no ma_er what device you use.
Uber: Ready anywhere, any=me. AirBnB: Experience a place like you live there.
Tinybeans: The easiest way to keep a beauFful record of your child. Ne[lix: See what’s next. Watch anywhere. Cancel at any Fme.
Value Proposition examples

56.
Gain Creators
Pain Relievers Pains
Gains
Products
& Services
Customer
Job(s)
Value Proposition Customer Segment
copyright: Strategyzer AG
The makers of Business Model Generation and Strategyzer
The Value Proposition Canvas
strategyzer.com

57.
1. CUSTOMER GAINS: TRIGGER QUESTIONS
Gains describe the outcomes and benefits your customers
want. Some gains are required, expected, or desired by
customers, and some would surprise them.
Gains include func=onal u=lity, social gains, posi=ve
emo=ons, and cost savings.

58.
2. CUSTOMER JOBS: TRIGGER QUESTIONS
Jobs describe the things your customers are trying to get
done in their work or in their life. A customer job could be
the tasks they are trying to perform and complete, the
problems they are trying to solve, or the needs they are
trying to sa=sfy.

59.
3. CUSTOMER PAINS: TRIGGER QUESTIONS
Pains describe anything that annoys your customers before,
during, and aqer trying to get a job done or simply prevents
them from gerng a job done.
Pains also describe risks, that is, poten=al bad outcomes,
related to gerng a job done badly or not at all.

60.
4. GAIN CREATORS: TRIGGER QUESTIONS
Gain Creators describe how your products and services
create customer gains.
They explicitly outline how you intend to produce outcomes
and benefits that your customer expects, desires, or would
be surprised by, including func=onal u=lity, social gains,
posi=ve emo=ons, and cost savings.

61.
5. PAIN RELIEVERS: TRIGGER QUESTIONS
Pain relievers describe how exactly your products and
services alleviate specific customer pains.
They explicitly outline how you intend to eliminate or reduce
some of the things that annoy your customers before, during,
or aqer they are trying to complete a job or that prevent
them from doing so.

62.
local food launchpadHave a good idea? We’d like to help make it happen.
#LFLP16august-september

63.
applying for lflp16
A reminder…
Applica=ons close 5pm Fri 22 July. Successful applicants will be informed via
email Wed 27 July.
Applica=ons for the Local Food Launchpad can be submihed via a link on the
DSG website.

64.
Local Food Launchpad brought to you by
doingsomethinggood.com.au/lflp16