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Edu4change4development mktpage-20130818-v oep


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Edu4change4development mktpage-20130818-v oep

  1. 1. edu4change4development edu4change4development Christian A. Estay-Niculcar 20130818
  2. 2. edu4change4development Our team And Our Organization
  3. 3. edu4change4development Our team • We are people from several countries and with different experiences and curricula, all them together are a strong competence of the project. • 5 members of the team worked in the previous course in this project.
  4. 4. edu4change4development Our organization • As team, we organized the work in work-packages and in collaborative sub-team. • We are produced a lot of documents, we are realized interviews and surveys in several countries, and we are created web-page to the project (edu4change4development) and to the product (koopernic).
  5. 5. edu4change4development Our commitment • The members of our team never knew before edu4change4development, but now there is a strong commitment to take it forward and the members devote many hours to go beyond of course requirements. • We are committed to continue working. Our proposal includes working with youth in a first step in Spanish (LATAM, Spain) and Portuguese (Brasil, Portugal). In a second step we include english (Vietnam).
  6. 6. edu4change4development The future • We want to continue with this Project and turn real this dream. • Right now we keep working an already have some contacts for several meetings to go forward with the idea.
  7. 7. edu4change4development STORYBOARD From problem to solution … the history of Luisa – our challenge
  8. 8. edu4change4development edu4change4development allows Luis to be in contact and work together with both, people like her and entrepreneurs over the world who can provide support and mentoring, financial support and all kind of help delivered on line Luisa is a girl between 18 and 35 years old who lives on an environment where she is challenged to be an entrepreneur Luisa looks around and cant’ really find entrepreneurship, help to become and entrepreneur or even understand well what that impliesLuisa looks around and sees crisis, poor salaries and her parents facing problems What does it mean to be an entrepreneur? Luisas’s school starts promoting edu4change4development, a tool designed to help young people think like an entrepreneur, providing a space where where videos, blogs and all kind of interaction tools, mentors and solid contents, promotes learning and teamwork Teachers are not entrepreneurs and seminars conducted by entrepreneurs are superficial and vague And while she is out on the street , edu4change4development allows Luis to locate other members of the edu4change4development network
  9. 9. edu4change4development A commitment to a new form of engagement with young people - Humanizing entrepreneurship -
  10. 10. edu4change4development Our team Gerardo - USA Samil – Rep. Dom. Armando - México Geuseppe - Colombia Rodolfo - Argentina Uyen - Vietnam Juan - SpainChristian - Spain Sergio - Portugal
  11. 11. edu4change4development Know our work • Project edu4change4development – • Product Koopernic – • Prototype – • Opportunity Execution Project (OEP) document (PPT) – • Video presentation – Spanish - – English - – Portugues -
  12. 12. edu4change4development Market We provide data for explain the potential size, the Market analysis, and the findings from the data collected
  13. 13. edu4change4development • To improve and to validate our proposal, we ask through surveys and interviews to our market target. Our target market is people between 18-35 years old, from countries with necessities to entrepreneurship as countries of LATAM, Portugal, Spain, and Vietnam. • The result shown that: it is imperative to train young people to enable them to achieve entrepreneurial thinking. Furthermore, in the current scenario and future, few young people are creator of companies, the rest will be employed. But everyone must generate new ideas and promote enterprises wherever they work. And, moreover, the interviews validated the interest in entrepreneurship in young people, but they do not see it as a possible future. Only in college or universities, they listen to be entrepreneurs. Marketing analysis
  14. 14. edu4change4development Marketing experiments – interviews & surveys
  15. 15. edu4change4development Marketing experiments – interviews & surveys
  16. 16. edu4change4development Marketing experiments – interviews & surveys
  17. 17. edu4change4development Findings • The team made research on the Internet and personal interviews in a total of 11 countries to people from a range of 18 to 35 years old, totalling 79 people. • The team keeps careful records of the results and results analysis. • The research revealed some new information and confirmed our basic proposal
  18. 18. edu4change4development In order to expose our work, this is our empathy map original in spanish.
  19. 19. edu4change4development Projection - The number of young people interested in becoming an entrepreneur is growing. In several countries the population increase. Examples as Chile, Colombia, Perú are examples in LATAM of entrepreneuship but more youngs need support specially of the medium socio-economic level. Other countries needs start new projects to their young population as Vietanm, Portugal and/or Spain. - They don’t have a reliable source of entrepreneurial formation and information. There is many courses of entrepreneusrhips and great quantities of net to support enterpreneurship, but, the sustainability to guarantee and supporting the new enterprises is weak or not exist. - They don’t have a network which gives support (financially, technologically, emotionally, etc.). - The young population (18-35 years) is increasing in the countries included in the market.
  20. 20. edu4change4development Target market • B2C – 18-35 Young people having the needs to learn entrepreneurship in order to open their own business or to apply entrepreneurial skill to their life. – Potential entrepreneurs with more experience or maturity, or people working as employers or not- employers actually. – Trainers and tutors having the need to be upgraded.
  21. 21. edu4change4development Target market • B2B – Individual (to create your own MOOC; update research; participate in a hands-on experience to connect entrepreneurship research to curricula choice). – Public and private schools, colleges, Universities, education and training centers (renting platform and/or contents; training tutors and mentors; inspire new ideas for entrepreneurship curricula and model design at your campus).
  22. 22. edu4change4development Target market After studying various characteristics trough observation and marketing research from costumers who will use our services/products, research several case studies and demographics, our differentiated products and services meet the needs of ours primary costumers.
  23. 23. edu4change4development Target market • From the addressable market, we estimate a target that might vary between 2 to 3% at first; only LATAM, Spain, Portugal and Vietnam would probably be on the larger % of potential customers.
  24. 24. edu4change4development Target market
  25. 25. edu4change4development Target market
  26. 26. edu4change4development Business Model Please, see the Business Model at This actual work operate as a cycle, in a dynamic way, where we re-think, improve, refine, change original ideas. All the model can be reshaped.
  27. 27. edu4change4development Our Canvas Model (1/3)
  28. 28. edu4change4development Our Canvas Model (2/3)
  29. 29. edu4change4development Our Canvas Model (3/3)
  30. 30. edu4change4development Value Proposition • Provide a global net of entrepreneurship to people which need to think as entrepreneurship. Our customers are people which like or need learn about entrepreneurships in order to shape their career or future in direction to create enterprise, improve their future possible professional role, not-employers, associate with entrepreneurships, etc. More specific details and rationale: Having the needs to learn entrepreneurship in order to open their own business or to apply entrepreneurial skill to their life. They can come from all over the world and especially in emerging markets to tap on available opportunities. decide whether they should go for college or not. • Our value proposition characteristics and our idea of Entrepreneurial Network (EN) are based on (a) a cMOOC and (b) net of support to entrepreneurships.
  31. 31. edu4change4development Did the team clearly explain how their business model works and how they would make money? • The revenue streams is well defined and somehow tested. • Is very clear to understand. • For the analysis can be seen that the gains outweigh the costs. • It is necessary to adopt the model to see if the model is really well this way or if it needs some adjustment.
  32. 32. edu4change4development Did the team appear to have tested their business model in the real world? • Not tested our model in reality, but the interviews give us a vision of our business model (is well executed and meets a global need). • The results of interviews allowed us to define and redefine our business model. • At this moment we are working in freemium model, refining it to get funds from state, crowfounding and private enterprises that actually promote entrepreneurship in schools. And, in the next state of the project we are evaluating paid system.
  33. 33. edu4change4development Are they already making sales? • Our submission • Right now the team is in the process of refining the design and so has not yet been made ​​any sales. • However, we will apply the freemium model with various aspects such as: 1. One model for individual costumers 2. Other model for companies costumers
  34. 34. edu4change4development Are they already making sales? • Our individual costumers will test the platform for free and then there will be a monthly cost that will be different to members and not members. • Our companies costumers will also test the platform for free and then each case must be studied individually and to be able to set a budget. • The team is in the process of starting testing the sales strategy defined because is first necessary to conclude the platforms and resources in order to effectively sell our products and services.
  35. 35. edu4change4development Do you believe they could make sufficient money to earn good profits and cover their costs? • Our submission • The research indicates that we can cover our costs. • Here the partnerships and distribution have an important role. • Our submission
  36. 36. edu4change4development Cost - Certification: tax of diploma of certification (partnered with institutions by countries) -- ----- this cost is cover by the student directly to certification entity. Not paid to us. This cost appears from third month (our course is from 6 week app. 2 months) - Tutoring & mentoring staff ----- 8000 month (from first month) - Advertising and their team ------ 750 month from first month - Meetings with partners ------ 1 meeting per month - 350 - R+D+i to improve methodology, technology, etc. ----- Technology 2000 in total per month ----- Specialist improving platform 1500 per month - Administrative costs / infrastructure costs ------ Administrative/Manager/Other costs - 2000 per month - Support center ------ 2000 per month
  37. 37. edu4change4development Revenue - Rent our course to colleagues or schools or universities (or networks) ---- 100 per student by all the course -> 50 per month (course take 2 months or 6 week .. aprox) - Premium services ----- We expect that a 20% will take premium services .... 10 per month by 6 month late finish the course. - Train to tutors and mentors ------ 3000 per people ... but we expect train 4 people by semester - Crowfounding (for example train/learn students in non development countries) ------ I think ..we can recuperate 1000 per semester - Partnerships with leading companies for their employees to devote work hours to assist in the project ------ No cost - Bookstores and editorial ----- 100 per month - Newspapers to link mutually ----- 100 per month - Funders .... 10000 as initial financement
  38. 38. edu4change4development Flow - The first year the profit will be negative. - The second year the profit will be positive. - The third year all profits will be more positive.
  39. 39. edu4change4development Marketing Strategy
  40. 40. edu4change4development
  41. 41. edu4change4development
  42. 42. edu4change4development
  43. 43. edu4change4development
  44. 44. edu4change4development • Market opportunity/analysis 1. Customer and a market need 2. Size the market 3. Competitors 4. Growth potential Marketing strategy
  45. 45. edu4change4development • 1. Customer / Market target – Our target market is people between 18-35 years old, from countries with necessities to generate entrepreneurships. We consider developing countries from LATAM countries of in developing as Vietnam, and countries with economical crisis as Portugal and Spain. Marketing strategy
  46. 46. edu4change4development • 1. Market need – The necessity • In front of the Global Entrepreneurship Monitor 2012 report, and these data, today, and given the current economic crisis, several international organizations promote entrepreneurship as a solution to the economic crisis. Such organizations as: WorldBank, IADB, IMF, Global Entrepreneurship Monitor, OECD, reports the urgent necessity to promote the entrepreneurship among the young people. Marketing strategy
  47. 47. edu4change4development Marketing strategy • 1. Market need – The necessity • GEM 2012 report – By according to 2012 survey of GEM, there are 388 million entrepreneurs actively engaged in starting and running new businesses in 2012. These included an estimated: – 163 million women early-stage entrepreneurs – 165 million young early-stage entrepreneurs between the ages of 18 and 35 – 141 million early-stage entrepreneurs who expected to create at least five new jobs in the next five years – 65 million early-stage entrepreneurs who expected to create 20 or more new jobs in the next five years – 69 million early-stage entrepreneurs that offer innovative products and services that are new to customers and have few other competitors – 18 million early-stage entrepreneurs that sell at least 25% of their products and services internationally – 65 million early-stage entrepreneurs who expected to create 20 or more new jobs in the next five years – 69 million early-stage entrepreneurs that offer innovative products and services that are new to customers and have few other competitors – 18 million early-stage entrepreneurs that sell at least 25% of their products and services internationally ** GEM recognizes that an economy’s prosperity depends greatly on a dynamic entrepreneurship sector. Source:
  48. 48. edu4change4development • 1. Market need – The reality • The 85% of SME disappear before they are 2 years of operations. The 66% of SME disappear before the first year of operations • Of every 400 new entrepreneurs only 40 survive in the first two years and of these only 20 reached their first 5 years • The 75 percent of new Mexican companies should cease operations after just two years on the market. • The 25% of companies disappear in the first year, 17% in the second year, 13% in the third year and 11% in the fourth year. • Only 5% of companies promoted by young entrepreneurs are successful. • The statistics speak of a high mortality in start-ups: according to 2003 data, over 70% of businesses fail within four years of life. • Over 50% of small businesses fail in the first year and 95% during the first five. Marketing strategy
  49. 49. edu4change4development • 2. Size market – Market available • Young students, employers that like create enterprises, non-workers that need/like create enterprises. – Market available served • The people between 18 and 35 years old are an important segment or percentage of the population in develop countries. Commonly are 25 or more percentage of the population. – Market target • Approximately 2-3% of population we can help with us product. • This percentage need the solution and have the capacity (time and dedication, and internet connection) to use the product. – Note: • We interviews and realized survey in people from several countries. See follow point. Marketing strategy
  50. 50. edu4change4development • 3. Competitors – Providers of crowfounding. – Several MOOC courses and platforms oriented to teach about entrepreneurships. – Solutions as: sharktank, sci-tree, IADB (program to incentive entrepreneurships), SCORE, Churchteam, etc. – Our Blue Ocean: • We link a MOOC course with a net of support to entrepreneurships • We provide a MOOC course where people graduate in thinking entrepreneurship and with a entrepreneurship project. • We facilitate a net where recent graduate entrepreneurships mentoring to new students in the MOOC course. • The net is a global online community to share, mentor, learn, and support entrepreneurships among them as intra/inter entrepreneurships. Marketing strategy
  51. 51. edu4change4development • 4. Grow potential – The market has a high growth potential for several reasons: • Exist government policies promote intensely the entrepreneurship. • Population shows a tendency to grow the segment of people between 18 and 35. • Internet access is increasing in large cities and a national level. • Entrepreneurship is an increasingly subject closer to society. Marketing strategy
  52. 52. edu4change4development • Fit market (problems/needs) with product – Inadequate knowledge of the market, we offer marketing topics in the course. – A finished product inappropriate, we offer tools design in the course. – An ineffective effort in marketing and sales, we offer marketing technics in the course and a net of entrepreneurship to support ideas. – A lack of foresight on the competitive reaction, we offer foresight technics in the course and a net of entrepreneurship to provide support. – Rapid product obsolescence, we offer tools of product life cycle in the course. – A forecast of the timing inadequate to implement the business, we offer Project management technics in the course. – An inadequate capitalization: excessive asset investment, we offer financial in the course and a net of entrepreneurship to provide mentoring and coaching. – Poor cash flow management, we offer financial in the course and a net of entrepreneurship to provide mentoring and coaching. – Lack of controls, we offer Project management technics in the course. – Wrong reasons for start an entrepreneurship, the course provide mediums and tools to reinforce a entrepreneurship thought. – Love with the product, the course provide guidelines and best and worst practices to cope this situation or similar. Marketing strategy
  53. 53. edu4change4development Marketing strategy • Market Scope – Global Strategy oriented to new market • Geographical scope – LATAM countries / develop countries • Segments  Different Strategies for each segment – Individuals (18-35 years old) – Public+Private Companies – Promotion Institutions – Government Agencies • Entrance Strategy – Superior marketing strategy – Ample resources – Strong commitment to challenge market leader. – Strong effort to differentiate our product
  54. 54. edu4change4development Marketing strategy • Our new market – attributes and features – Customers • Unknown – Because, are people between 18 and 35, not common in actual market targets, and from developing countries and/or countries in economical crisis – Customer needs • Transformational improvement – Because, we point out to improve the life of people that not receive much more orientation to be successful in to be entrepreneurship – Competitors • None – Because, we create a blue ocean – Risk • Evangelism and education cycle – Because, we need diffuse a new type of community of collaborative entrepreneurship and educate about the importance of give priority to thinking entrepreneurship as previous to create project and enterprises
  55. 55. edu4change4development Our marketing strategy • Product Strategy – Positioning : Unique Managed Community – Net of mentoring to support new entrepreneurships – Scope : All Stakeholders and entrepreneurships presents in net and the course online – Design : cMOOC (conectivist MOOC) + net • See prototype •
  56. 56. edu4change4development Our marketing strategy • Promotion Strategy – Promotion Mix: Different depending on the audience, results, benefits for each segment – Media Selection: Channels (newspapers, magazines, television, radio, outdoor advertising, transit advertising, and direct mail) through which messages concerning a product/service are transmitted to the targets.), and alliances with professional colleges, municipalities, etc. – Advertising: Transmit a particular product/service message to young people and people like to be entrepreneurship.
  57. 57. edu4change4development Our marketing strategy • Distribution Strategy – Scope: All Stakeholders through or by way: • Forums: where the customers can interact between them and suggest ideas to company. • Self services: for instance, the customers can choose a new courses when they need. • Newsletters: inform to customers know about new services, new tools, etc. • Blog: this way be able to get information about the company, about the new projects, etc. • Social networks: like facebook, twitter, linkedin, etc, where the students interact between them, with the teachers, they can suggest improvements to the company. • Community of graduates: place where graduates can to follow connected with the new students and teachers. • Associations or colleges of professionals. – Channels: • Social networks • Web presence (website, blog, social media, ...) • Advertisements • Adwords • Networks of Colleges and School • Students organizations • Government / Ministeries of Education • Ways used in net of colleges, universities. Etc,
  58. 58. edu4change4development Our marketing strategy • Pricing Strategy – Apply freemiun model.
  59. 59. edu4change4development Our marketing strategy • Product – Attributes • Focus on the emotional side of the equation. For most entrepreneurs this is a really hard issue. • Affordable for entrepreneurs who don’t have much money. A common situation. • Provide a global network to support entrepreneurs in aspects such as technology, finances, funding, marketing, etc. • A team of people who are totally commited to the growth of entrepreneurs.
  60. 60. edu4change4development Our marketing strategy • Product – Market opportunities • Many people will have the necessity to create their own Jobs since there are fewer Jobs. • The quality of Jobs has going down and many Young people want to make their dreams come true but with a normal job, it seems very difficult. • The school system is not preparing student to survive in the current economy. Doctors, lawyers, nurses, dentist aren’t taught to sell their professional services. Something that is VITAL. We can cover the part that the school system has forgotten.
  61. 61. edu4change4development Our marketing strategy • Product – Mission • To provide a model of entrepreneurship, not only focus on the money- but also in the development of people, caring about the environment and trying to help as many people as possible ... to unleashing the entrepreneurial potential of 18-35 young people across the world to create innovators with the knowledge, skills and attitudes to contribute to economic and societal prosperity.
  62. 62. edu4change4development Our marketing strategy • Product – Successful, because • we have the passion to change and improve the lives of people, that’s the core of the team. Then we can have access to the best thelos, dynamics, projects and contacts. • We provide a differentiated product, service and resources (experts, companies, ...) meet the needs of our primary costumers. • our product is different from other similar net, products or solutions. • we connect, younger and starter entrepreneurships, with the new entrepreneurships, ... – And • We not only connect along time consolidated entrepreneurships with young entrepreneurships, not, • we create and connect entrepreneurships, • we maintain nearest old with new entrepreneurships, • we prepare entrepreneurships to create enterprise or to be creative employers. • we promote in people the confidence to be a entrepreneurship • we support with cognitive and material resources in order to construct projects sustainable by more than 5 years.
  63. 63. edu4change4development Marketing web page • The web page is divided in three areas – Upper – Over horizontal menu • This level is oriented to catch to internet-user … – Medium – Between horizontal menu and low detail • This level is oriented to describe product and project – This web page is optimized to SEO and using standards of web-page. At future we include accessibility and other features to work in spanish (LATAM, Spain), english (Vietnam) and portuguese (Brasil, Portugal). • The marketing page is oriented to present the product – Koopernic –
  64. 64. edu4change4development Protoype Please see at
  65. 65. edu4change4development Quality of the prototype • The prototype was designed through interview to online tutors/mentoring and students. • This report can be consulted at – • In spanish
  66. 66. edu4change4development THANKS --- A commitment to a new form of engagement with young people - Humanizing entrepreneurship -