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KickStart: A Case Study
Impacting Organizational Strategy with Framing
By Sarah A. Rice May 19, 2007
Seneb Consulting
2 of 21
About the Speaker
Sarah A. Rice
– 12 years experience in Information Architecture
– Established independent consulting firm, Seneb Consulting
– Degrees in Philosophy and Library & Information Science
– www.seneb.com
Seneb Consulting
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Why Framing?
 It is a powerful tool
 Framing & Blending
Seneb Consulting
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Today
 Provide example – Kickstart
 Outline methodology
 Review framing and conceptual blending
Seneb Consulting
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Framing
 Framing is defined as the process of selectively using mental
structures to facilitate a thinking process or invoke a particular
image or idea. (Wikipedia)
 A brief intro…
Seneb Consulting
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Case Study
 KickStart
 Communication problems
 Applied framing and blending to articulate a solution
Seneb Consulting
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KickStart
 KickStart: non-profit organization which uses for-profit
techniques to combat poverty
 Developed a pump for use by farmers in rural Kenya
 Sell their pumps to entrepreneurs in the area
 Potential donors continually asking questions which showed
they did not completely understand KickStart’s mission
– “Why don’t you give your pumps away?”
– “How can I become an investor?”
Seneb Consulting
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KickStart
 Note: what words are being used. How is the organization
described? How are the concepts described?
– For profit
– Not-for-profit
– Poverty
– Middle Class
– Etc.
Seneb Consulting
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Seneb Consulting
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KickStart
Enterprise
Non-Profit
Seneb Consulting
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KickStart the Enterprise
 KickStart: uses for-profit techniques
– Surveyed farmers in Africa to see what they needed most
(market research)
– Developed a prototype pump
– Tested pump with local farmers – made improvements
– Set up system to manufacture pumps in volume at a low
cost (supply chain)
– Sell their pumps to entrepreneurs in the area (sales and
marketing)
– Monitor impact of business (market research)
Seneb Consulting
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KickStart the Non Profit
 KickStart: non-profit organization that combats poverty
– 501(c)3 non-profit status in the US
– NGO Status in Kenya
– Mission is to fight global poverty
– Solicit donations from others (individuals and organizations)
– “Give it away" creates completely inappropriate incentives,
leading to patronage and dependency not self-sufficiency and
entrepreneurship
– Other non-profit work lacks a sustainable impact on poverty
– Plans that are externally imposed, artificially built, not
sustainable
Seneb Consulting
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Other important concepts
These concepts help “fill out the frame,” providing a full picture of
how profit and non-profit concepts fit together
Other aspects of a “for profit” frame
– Investors give money with the hopes of making more money in
the future
– Profitable companies exist for the purpose of enriching their
executives and directors
– “Early adopters” pay a high price initially for a new product,
which covers development costs.
Other aspects of “non-profit” organizations
– Local office workers paid at non-profit rates
– Workers work for a cause, not for profit
Other important concepts:
– Poverty vs. middle class
– Social entrepreneur
Seneb Consulting
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Social Entrepreneurism
 Return on investment:
Financial (FROI) and Social
(SROI)
 Double bottom line
 Earned income vs.
dependency
Seneb Consulting
15 of 21
Poverty
 UN definition of “poverty”: a human condition characterized by
the sustained or chronic deprivation of the resources,
capabilities, choices, security and power necessary for the
enjoyment of an adequate standard of living and other civil,
cultural, economic, political and social rights.
 “Poverty” can be a very abstract notion – too broad to grasp
meaningfully.
Seneb Consulting
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Middle Class
 “Middle class”: term applied to people who have a degree of
economic independence but not a great deal of social influence
or power. Includes merchants, professionals, bureaucrats,
farmers, skilled workers.
 “Middle class” formed the conscience of a nation.
 “Middle class” virtues: self-reliance, honesty, thrift, fidelity,
respectability, decency.
Seneb Consulting
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KickStart: The Blend
Blend targets KickStart’s
fundraising audience
- Business
- Capital
- Products/
Services
- Recipients of
products/ services
- Gives away $
- Has donors
- Fund-raising
- People receive
- Relieve poverty
- Sells products to
extreme poor
- Has donors
- Does fundraising
- People work
- Relieves poverty
- Sells products
- Has investors
- Makes a profit
- Has customers
- People work
- Enrich investors
KickStart
II. Non-ProfitGeneric SpaceI. For Profit
Seneb Consulting
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Blending
 Blending is selective; not mechanical
 Blends prompt pattern completion
 Blends provide for elaboration
 Blends fuse elements together (composition)
 Blends have emergent structure
 Blending is open-ended
Seneb Consulting
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KickStart Blend
 Blend together profit and non-profit:
– Sell products to extremely poor people
– Jump-start economic activity
– Develop & manufacture a product to sell
– Relieve poverty
 Entrepreneurism becomes the price for entry into the program
– Individuals must purchase their pump
– Key quality of those moving out of poverty and into middle
class includes self-reliance
Sarah Rice
rice@seneb.com

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KickStart Case Study - IA Summit Presentation

  • 1. KickStart: A Case Study Impacting Organizational Strategy with Framing By Sarah A. Rice May 19, 2007
  • 2. Seneb Consulting 2 of 21 About the Speaker Sarah A. Rice – 12 years experience in Information Architecture – Established independent consulting firm, Seneb Consulting – Degrees in Philosophy and Library & Information Science – www.seneb.com
  • 3. Seneb Consulting 3 of 21 Why Framing?  It is a powerful tool  Framing & Blending
  • 4. Seneb Consulting 4 of 21 Today  Provide example – Kickstart  Outline methodology  Review framing and conceptual blending
  • 5. Seneb Consulting 5 of 21 Framing  Framing is defined as the process of selectively using mental structures to facilitate a thinking process or invoke a particular image or idea. (Wikipedia)  A brief intro…
  • 6. Seneb Consulting 6 of 21 Case Study  KickStart  Communication problems  Applied framing and blending to articulate a solution
  • 7. Seneb Consulting 7 of 21 KickStart  KickStart: non-profit organization which uses for-profit techniques to combat poverty  Developed a pump for use by farmers in rural Kenya  Sell their pumps to entrepreneurs in the area  Potential donors continually asking questions which showed they did not completely understand KickStart’s mission – “Why don’t you give your pumps away?” – “How can I become an investor?”
  • 8. Seneb Consulting 8 of 21 KickStart  Note: what words are being used. How is the organization described? How are the concepts described? – For profit – Not-for-profit – Poverty – Middle Class – Etc.
  • 10. Seneb Consulting 10 of 21 KickStart Enterprise Non-Profit
  • 11. Seneb Consulting 11 of 21 KickStart the Enterprise  KickStart: uses for-profit techniques – Surveyed farmers in Africa to see what they needed most (market research) – Developed a prototype pump – Tested pump with local farmers – made improvements – Set up system to manufacture pumps in volume at a low cost (supply chain) – Sell their pumps to entrepreneurs in the area (sales and marketing) – Monitor impact of business (market research)
  • 12. Seneb Consulting 12 of 21 KickStart the Non Profit  KickStart: non-profit organization that combats poverty – 501(c)3 non-profit status in the US – NGO Status in Kenya – Mission is to fight global poverty – Solicit donations from others (individuals and organizations) – “Give it away" creates completely inappropriate incentives, leading to patronage and dependency not self-sufficiency and entrepreneurship – Other non-profit work lacks a sustainable impact on poverty – Plans that are externally imposed, artificially built, not sustainable
  • 13. Seneb Consulting 13 of 21 Other important concepts These concepts help “fill out the frame,” providing a full picture of how profit and non-profit concepts fit together Other aspects of a “for profit” frame – Investors give money with the hopes of making more money in the future – Profitable companies exist for the purpose of enriching their executives and directors – “Early adopters” pay a high price initially for a new product, which covers development costs. Other aspects of “non-profit” organizations – Local office workers paid at non-profit rates – Workers work for a cause, not for profit Other important concepts: – Poverty vs. middle class – Social entrepreneur
  • 14. Seneb Consulting 14 of 21 Social Entrepreneurism  Return on investment: Financial (FROI) and Social (SROI)  Double bottom line  Earned income vs. dependency
  • 15. Seneb Consulting 15 of 21 Poverty  UN definition of “poverty”: a human condition characterized by the sustained or chronic deprivation of the resources, capabilities, choices, security and power necessary for the enjoyment of an adequate standard of living and other civil, cultural, economic, political and social rights.  “Poverty” can be a very abstract notion – too broad to grasp meaningfully.
  • 16. Seneb Consulting 16 of 21 Middle Class  “Middle class”: term applied to people who have a degree of economic independence but not a great deal of social influence or power. Includes merchants, professionals, bureaucrats, farmers, skilled workers.  “Middle class” formed the conscience of a nation.  “Middle class” virtues: self-reliance, honesty, thrift, fidelity, respectability, decency.
  • 17. Seneb Consulting 17 of 21 KickStart: The Blend Blend targets KickStart’s fundraising audience - Business - Capital - Products/ Services - Recipients of products/ services - Gives away $ - Has donors - Fund-raising - People receive - Relieve poverty - Sells products to extreme poor - Has donors - Does fundraising - People work - Relieves poverty - Sells products - Has investors - Makes a profit - Has customers - People work - Enrich investors KickStart II. Non-ProfitGeneric SpaceI. For Profit
  • 18. Seneb Consulting 18 of 21 Blending  Blending is selective; not mechanical  Blends prompt pattern completion  Blends provide for elaboration  Blends fuse elements together (composition)  Blends have emergent structure  Blending is open-ended
  • 19. Seneb Consulting 19 of 21 KickStart Blend  Blend together profit and non-profit: – Sell products to extremely poor people – Jump-start economic activity – Develop & manufacture a product to sell – Relieve poverty  Entrepreneurism becomes the price for entry into the program – Individuals must purchase their pump – Key quality of those moving out of poverty and into middle class includes self-reliance

Editor's Notes

  1. KickStart manufactures pumps to sell to extremely poor farmers in Kenya. Research market to determine local need Engineer prototype pump and test Develop central supply chain to ensure high quality products Develop sales and marketing strategy for product in local regions Sell pumps Collect stats about how people are affected by purchasing their product. 2 primary frames blended together: for profit and not for profit. Problems – what people continually ask…
  2. Selective – not all elements of an input space fit into the blend Emergent structure -