How might we support young social entrepreneurs? A Design Thinking approach

1. FILE NAME UX_research_output
Wed Jul 8 2015DATE
A co-working space as stakeholders’ touchpoint promoting the young
entrepreneurship in the social innovation
VERSION IDEO + ACUMEN
DESCRIPTION
http://www.camillimarco.com
CONTACT marco.camilli@uniroma1.it | @marcocamilliphd
ABOUT ME
CO-STARTING

2. Initial design challenge
How Might We Enable More Young People to Become Social Entrepreneurs?
WHAT WE NEED TO LEARN MORE
WHAT WE KNOW
Where young entrepreneurs go to find seed capitals?
What do they require to public policies in order to
promote their business?
How do they work within partners and co-founders?
How do they manage the high workload levels?
Young entrepreneurs need starting capitals in other to
turn their idea into prototypes.
In Italy, public policies and burocracy constraint the
quick launch of new products and services.
Private venture capitals invest in innovative projects.
Structural funding programmes for local development
support NewCo and start-ups.
Wed Jul 08 2015
Creator
Modified
Marco Camilli
2 / 14

3. Wed Jul 08 2015
Creator
Modified
Marco Camilli
3 / 14
Research plan
Learning from people and locations
People to learn from
Three graduated students involved in social
innovation projects (i.e. long life learning, work-life
balance and developmental psychology)
Expert to speak to
Two +35 aged entrepreneurs working on social issues
(i.e. psychology).
In-context immersion locations
Study spaces at an university building.
A crowdfunding web platform.
An accelerator campus for start-ups.
Analogous inspiration locations
Offices at an international high-tech company.
1 to 1 interviews
Ethnographic exploration

4. Wed Jul 08 2015
Creator
Modified
Marco Camilli
4 / 14
Insights
In-field observations
Teamwork is considered a valuable practice in both structured and unconventional spaces
Start-up’s co-founders take a funny picture at the end of a brainstorming session Under-graduated students use the teaching desk for teamwork in a class room

5. Wed Jul 08 2015
Creator
Modified
Marco Camilli
5 / 14
Insights
Quotes from interviews
LIFELONG
LEARNING
A long lasting
mentorship (five years)
would be useful
especially in case the
business is growing.
PARTNERS
WORK-LIFE
BALANCE
“You must continue
studying with humility
in order to change
professional role”
“Team leaders are
often authoritarian and
they would benefit from
a psychosocial
training”
Company training is
often very expensive
and it is difficult for a
start-up enterprise
PUBLIC POLICIES
“If the Government
requires 51% taxes of
the revenues, it is a
business partner and it
should ensure legality
and an effective judicial
system”
“A forgivable loan
would be necessary to
get the activities
started”
“Infrastructures should
ensure work
opportunities (e.g.
remote working) for
women mothers.”
“More than on partners
or co-founders (e.g. 4
or 5 people) would
allow an effective tasks
allocation, promoting
also a good work-life
balance in the
overloading start-up
years”
“Extremely difficult
situations with
employees and high
responsibility ‘makes
sleeping at night
impossible”
“Partners or co-
founders should have
the same corporate
shares and the roles
should rotate in time”.
“Reasonability needs
to be shared between
the partners.”
Despite the sense of
belonging to the own
funded company, this
latter continues
independently from the
personal position.

6. Wed Jul 08 2015
Creator
Modified
Marco Camilli
6 / 14
30
HR consultant
MS Windows, Internet
Explorer, iPhone, iPad
Age
Occupation
Gear
Quote
Marika
Fund a start-up of equal
partners aimed to a
well-defined and shared
mission.
Establish financial
relationships with banks
and public
administrations.
Define roles,
organizational chart and
shifts together with the
other partners.
Keep autonomy in order
to save his technical
role (in addition to the
management).
Turn her idea into a
business model and a
prototyped version of
service.
Raise funds from
domestic policy
programmes.
Promote internal and
public initiatives about
the woman’s
entrepreneurship.
Establish no-profit
collaborations in order
to rise the awareness
about the issues of the
people she’s serving.
Engineer
The prudent innovator
“My business will
recall my name”
Giovanni
26
PhD student
MS Windows, Firefox, Win
phone
Job Title
Stereotype
Goals
Name
HR specialist
Passionate visionary
“Government is my
51% business
partner”
Insights
Personas (summary version)

7. Wed Jul 08 2015
Creator
Modified
Marco Camilli
7 / 14
Insights
User journey
Giovanni defines roles and
responsibilities to ensure efficacy
and effectiveness.
FUNDING
Seed capital
EARLY STAGE
Start-up building
MID OPPORTUNITIES
Growthing
LATE MATURITY
Sustaining
EXPERIENCE
ConfortableFrustraitingBehavior
Legenda: Giovanni Marika
Marika raises public funds
interested to grant her
initiative.
Giovanni looks for the most
affordable bank loan.
Marika build a numerous team
within a share the same mission.
Marika seeks a long lasting mentorships in
order to benefit from the first lessons
learned.
Giovanni attends institutional events aimed
at brining together supply and demand.
Marika is engaged in building a local
network of entrepreneurs in order to
common needs, finding shared solutions
and opportunities.
Giovanni trust in the high quality of their
services and believes that word of mouth
will spread their initiative.

8. Wed Jul 08 2015
Creator
Modified
Marco Camilli
8 / 14
Design opportunities
How might we questions
How might we promote public policies regarding an effective judicial system?
How might we promote administrative, legal and finance advices before the company funding?
How might we ensure a long lasting mentorship?

9. Wed Jul 08 2015
Creator
Modified
Marco Camilli
9 / 14
The idea
co-starting
CO-STARTING
A co-working space and community engaging young entrepreneurs.

10. Wed Jul 08 2015
Creator
Modified
Marco Camilli
10 / 14
The idea
co-starting
The objective is to support initiatives of social innovation by creating:
- a touchpoint between entrepreneurs, public policy makers and venture capitalists;
- a hub for young graduated people seeking first work experiences in engaging challenges;
- a meeting place for entrepreneurs with similar desires, issues and needs;
- a hangout for young people where ideas can be joined and grow faster;
- as cheap as well-equipped work spaces.
CO-STARTIG’s CHALLENGE

11. Wed Jul 08 2015
Creator
Modified
Marco Camilli
11 / 14
2. Touchpoint with a venture capital
At the conference room of CO-STARTING, an important venture
capitalist present his fund supporting the growth of new business
ideas in innovative fields. Many young entrepreneurs attend this
event looking for opportunities of seeding capitals.
1. Touchpoint with public policy makers
At the conference room of CO-STARTING, Managers of the Agency
for the Regional Development is present new structural opportunities
in the territory promoting young entrepreneurship.
3. Looking for post-graduation opportunities
Just obtained the graduation, a guy meets a CO-STARTING member
who explain how the community can help him in finding opportunities
of job, professional courses, business development. The guy is
attracted to be engaged in innovative projects as first work
experiences.
5. Co-working
A large team is carrying out a brainstorming in the meeting room,
while three colleagues work at their laptops in an open space. Both
groups save much cost, renting these spaces for the time they
actually use them.
4. Community at work for a shared goal
Several young entrepreneurs of CO-STARTING community joint a
roundtable with the aim of preparing a proposal of public policies
leading towards the improvement the financial system supporting
innovative businesses.
6. Website
The mobile website allows to: (1) connect the community to others
worldwide; (2) resume and share planned events; (3) implement
tools for preparing policy proposal online; (4) rise awareness of
young entrepreneurship needs.
Prototyping
Use cases of services
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12. Wed Jul 08 2015
Creator
Modified
Marco Camilli
12 / 14
Evaluation
User feedback
A sort of “smart” fundraising service could be integrated in the community with the aim of granting
the initiatives with more probabilities of return of investments.
A share of ROI could be left in the community for its sustainability, maintenance and development.
Collaboration between start-ups within the co-working could be rewarded in some way.
Another service could regard advices of young freelancers within the start-ups: a share of their
income could be kept by the community.
“ …, but … …”

13. Wed Jul 08 2015
Creator
Modified
Marco Camilli
13 / 14
Evaluation
User feedback
“… overall, it’s a lovable idea!”

14. FILE NAME UX_research_output
Wed Jul 8 2015DATE
A co-working space as stakeholders’ touchpoint promoting the young
entrepreneurship in the social innovation
VERSION IDEO + ACUMEN
DESCRIPTION
http://www.camillimarco.com
CONTACT marco.camilli@uniroma1.it | @marcocamilliphd
ABOUT ME
CO-STARTING