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For us by us: market creation through community engagement

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Combining ethnographic and business thinking to bringing
life-changing technologies to emerging economies (EPIC, Minneapolis 2016)

Published in: Design
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For us by us: market creation through community engagement

  1. 1. Combining ethnographic and business thinking to bringing 
 life-changing technologies to emerging economies. Craig Cisero &RobertaTassi (2016) Ethnographic Praxis in Industry Conference MARKET CREATION THROUGH COMMUNITY ENGAGEMENT
  2. 2. PEOPLE LIVE IN SLUMS GLOBALLY Context 1 BILLION The world’s population residing in urban areas is set to grow from 54% to 66% by 2050. Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
  3. 3. Context Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference Illegal connections, lack of services, high density, widespread crimes and violence. INFORMAL CITIES WITH HIGH LEVELS OF RISKS
  4. 4. Context FIRE IS ONE OF THE BIGGEST RISKS Fires often cause large-scale physical and human damage that increase poverty in those communities. Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
  5. 5. TechIdea Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference WHAT IF WE COULD DISTRIBUTE CHEAP FIRE SENSORS TO DECREASE THE INCIDENCE AND TRAGIC CONSEQUENCES OF FIRE EPISODES?
  6. 6. TheOpportunity EMERGING TECHNOLOGIES CAN BRING LIFE-CHANGING SERVICES TO PLACES WHERE INFRASTRUCTURE AND ICT ACCESS IS STILL LIMITED. Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference such as drones, sensors, mesh networks, IoT
  7. 7. HighPotential Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference mPESA MOBILE MONEY mKOPA SOLAR ENERGY BIPLANE BLOOD DELIVERY VODAPHONE M2M SECURITY SYSTEM
  8. 8. LotsofChallenges Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference Companies struggle defining the clear value proposition for new technology that resonate with the needs, behaviors and mental models of emerging consumers. MENTAL
 MODELS ICT interventions require dynamic cost structures that change over time to account for ongoing network costs, data and maintenance. COST
 STRUCTURE The failure to establish effective distribution channels for products in the local context has historically been a weak point in previous BoP approaches. DISTRIBUTION
 CHANNELS Innovation cycles targeting BoP markets require an iterative and inclusive process that generally involve a high level of uncertainty in defining the investment profile, partnership structure, user needs and value proposition. UNCERTAIN
 PROCESSES
  9. 9. For us by us OurInnovationModel Market creation through community engagement Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
  10. 10. ETHNOGRAPHIC THINKING STRATEGIC THINKING DESIGN TECH IDEA BUSINESS COMMUNITY Product-ServiceSystem DevelopmentCycle Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference TECH IDEA PSS SOLUTION FROM IDEAS TO SOLUTIONS
  11. 11. Ethnographic/StrategicThinking Input LEARNING
 FROM THE 
 COMMUNITY 01 IN-DEPTH INTERVIEW Understand mental models and assess the service value proposition. Output IN-DEPTH INTERVIEWS EXPERT INTERVIEWS INTERCEPT INTERVIEWS DIARY STUDIES HUMAN ARCHETYPES
 ECOSYSTEM MAP DEMAND ANALYSIS MARKET ATTRACTIVENESS BUSINESS MODEL HYPOTHESIS Individual attention is concentrated on the short-term rather than proactively seeking real long-term solutions • Rule out the business-to-individual consumer model • Provide value on day 1 • Improve risk reduction beyond detection ETHNOGRAPHIC INSIGHT STRATEGIC INSIGHTS RISK PERCEPTION GAME DIARY STUDY Craig Cisero & Roberta Tassi Market creation through community engagement
  12. 12. Ethnographic/StrategicThinking Input DESIGNING
 WITH THE 
 COMMUNITY 02 PRODUCT FUTURE ADVERTISING Ideate around service touchpoints, experience journey and processes. Output CO-DESIGN WORKSHOP SERVICE BLUEPRINT PRODUCT REQUIREMENTS SERVICE MODEL The messages often referred to the idea of a common choice, a sense of pride of becoming advocates for a better quality of life in their area. • Business-to-community model • Fire sensors as safety solution • Community leaders as main ambassadors • System maintained by the communities ETHNOGRAPHIC INSIGHT STRATEGIC INSIGHTS EXPERIENCE MAPPING Craig Cisero & Roberta Tassi Market creation through community engagement
  13. 13. Craig Cisero & Roberta Tassi Market creation through community engagement Ethnographic/StrategicThinking Input TESTING
 WITH THE 
 COMMUNITY Prototype the service solution and refine the business plan. Output QUANT SURVEY SERVICE SIMULATION ROLE PLAYING BUSINESS MODEL WS BUSINESS PLAN A few seconds after the alarm started ringing the detection role was already over, the critical point was how to handle the response. • Need of a strong leader in the role of the community fire warden • List of skills necessary in the franchised service model and initial training ETHNOGRAPHIC INSIGHT STRATEGIC INSIGHTS 03 PREPARATION DEBRIEF ROLE PLAYING
  14. 14. ETHNOGRAPHIC THINKING STRATEGIC THINKING LEARNING DESIGNING TESTING 1 2 3 5-10 30-60 60+ TECH IDEA Product-ServiceSystem DevelopmentCycle FROM IDEAS TO SOLUTIONS PSS SOLUTION Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
  15. 15. IntroducingFireClub FIRE CLUB IS AN ENABLING SERVICE FOR THE COMMUNITIES 
 TO TAKE RESPONSIBILITY AND ACTION AGAINST FIRE VALUE PROPOSITION Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
  16. 16. COMMUNITIES SUBSCRIBE TO FIRE CLUB BY PAYING A MONTHLY FEE OF 1.00$ PER HOUSEHOLDS. IntroducingFireClub TRAINING SENSORS RESPONSE TEAM FIGHTING TOOLS MICROINSURANCE PREVENTION DETECTION REBUILDRESPONSEF I R E L I F E C YC L E O F F E R I N G SERVICE OFFERING Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
  17. 17. ProjectOutcomes EDUCATIONTOOLS COMMUNITY FIRE WARDEN RESPONSE VOLUNTEERS COMMUNITY LEADER FIRE CLUB MANAGER GLOBAL NGO FIRE & DISASTER SERVICES COMMUNITY COMMUNITY FIRE RESPONSE FIRE RESPONSE FUNDING DONOR MICROINSURANCE PROVIDER SENSORS PRODUCER INITIAL DONATION CAPITAL CAPITAL SENSO R S INCUBATIO N LOCAL NGO M O NTHLY FEE TRUS T H ELP M O NTHLY FEE PAY-B A CK REPO R T MENTORING & STIPEN D EDUCATION SENSITIZATION INFORM ATI O N ProjectOutcomes SYSTEM MODEL Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
  18. 18. THE COMBINATION OF COMMUNITY- LEVEL BUSINESS 
 AND GLOBAL SUBSIDISATION REVENUE ALLOWS THE BUSINESS TO SCALE OVER TIME. IntroducingFireClub EXPECTED OUTCOMES Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
  19. 19. ProjectOutcomes BUSINESS PLAN Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
  20. 20. NextSteps PILOTING FIRE 
 CLUB CAPE TOWN NAIROBI JOHANNESBURG …. 2016-2017 Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
  21. 21. ETHNOGRAPHIC THINKING STRATEGIC THINKING TECH IDEA BUSINESS LEARNING DESIGNING TESTING 1 2 3 5-10 30-60 60+ Conclusion MODEL INPUT/OUTPUT COMBINED INSIGHTS Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
  22. 22. Whyit’srelevant Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference Relative IPv4 utilisation observed using ICMP Ping request Carta Botnet Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
  23. 23. Whyit’srelevant World Map of Economic Growth PIL% by 2024 Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
  24. 24. Whyit’srelevant Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
  25. 25. T H A N K S

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