The document describes an entrepreneurship plan called Plan BEE. It uses the design thinking framework to develop the plan, which includes empathizing with target customers to define problems, ideating solutions, prototyping a mobile app concept, and testing with customers. The plan aims to provide efficient shopping, delivery, and urgent services through an app that connects customers with student and retired "BEEs" employees to help fulfill orders and requests.

1. PLAN BEE
Entrepreneurship & Design Thinking
Suet Ying Chow
Submitted toMr. RobertJones on11 Sep2017

2. 1
Table of Contents
1. List of Tables ........................................................................................................2
2. List of Figures ......................................................................................................2
3. Introduction...........................................................................................................2
4. Design Thinking Framework ..............................................................................2
4.1 Empathize.................................................................................................3
4.1.1 Problems & Opportunities..........................................................3
4.2 Define........................................................................................................4
4.2.1 Target Market & Needs of Customers ......................................4
4.3 Ideate ........................................................................................................5
4.3.1 Importance of Innovation............................................................5
4.3.2 Mind Mapping ..............................................................................6
4.4 Prototype ..................................................................................................6
4.4.1 Concept of “Plan BEE” ...............................................................7
4.4.2 App Launching.............................................................................8
4.5 Test ............................................................................................................8
5. Marketing Strategies...........................................................................................9
5.1 Honey Selling...........................................................................................9
5.2 VIP Program.............................................................................................9
5.3 Interaction Platform.................................................................................9
5.4 CSR Program.........................................................................................10
6. Application of Business Model Canvas (BMC).............................................10
7. Conclusion..........................................................................................................10
8. References .........................................................................................................11
9. Appendix.............................................................................................................11

3. 2
1. List of Tables
Table 1: Difficulties of Various Groups .......................................................................4
2. List of Figures
Figure 1: Design thinking model of d.school at Stanford University (2010).........3
Figure 2: Mind Mapping of Plan BEE.........................................................................6
Figure 3: Conceptual Operation Flow of Plan BEE .................................................7
3. Introduction
Design thinking is born more than 10 years and is used in large companies all
over the world. Its special stages which is tailored made for entrepreneurs to
generate and develop ideas in a logical way. Human- centered, innovative,
emotional experience focused are the main features of this framework. With
applying design thinking framework, “Plan BEE” became more tangible by
displaying with prototype. On the other hand, the analysis of Osterwalder’s
business model canvas has presented a boarder view of involved variables in
the brand development.
4. Design Thinking Framework
According to Tim Brown of IDEO President (T. Brown, 2009), design thinking is
an approach to problem solving in which inspiration, ideation and
implementation occur not in sequence but as ‘a system of overlapping spaces.’
Opportunity, general solutions and innovation will be generated for satisfying
the needs of target customers from these three stages. Moreover, there is a set
of principles collectively known as design thinking as empathy with users, a
discipline of prototyping and tolerance for failure (K. Jon, 2015). He pointed out
that human-centered design approach should be applied in contemporary
innovation by using emotional language to marketing products. Users would

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feel more satisfied if the product may meet their needs not only functionally but
also emotionally.
In this article, design thinking model of the d.school at Stanford University (2010)
was implemented into “Plan BEE” and was shown in Figure 1.
Figure 1: Design thinking model of d.school at Stanford University (2010)
Source: http://onlinelibrary.wiley.com/doi/10.1111/caim.12153/full
4.1Empathize
Empathize means that entrepreneur has to immerse and observe people in
daily life to find out “who is the customer?” and “what they care about?” for
exploring the opportunity. As mentioned by P. Drucker (1994 & 2002),
“Entrepreneurs are not risk takers. Successful innovators are conservative-
they are not risk-focused, they are opportunity-focused.” They are dedicated to
figure out the opportunity for potential users through innovation which is
present-oriented rather than future.
4.1.1 Problems & Opportunities
The initial idea of “Plan BEE” was generated from the conversation with a small

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group of parents and office workers in Berlin. They have faced the difficulties
which were summarized in Table 1.
Group Difficulty Emotion
Generated
Parents with
young children/
Office workers
No time to do shopping Frustrated
Cannot handle some urgency issues since have
to take care of their children and family
Stressed and
getting mad
Always buy products over priced because they
have no time to do price comparison
Sad
Students/
Retired People
Financial Burden Stressed
Table 1: Difficulties of Various Groups, Source: Created by SuetYing Chow in July 2017
Those group showed their concerns and needs on purchasing in lowest price
and on satisfying urgent problems efficiently. Emotion are expected to be
transformed into less negative one by designing from human centered
approach. However, there are no related services/ companies in the market
thus these problem has become the motivation of planning of “Plan BEE”.
4.2 Define
Defining the target market & needs of customers is the foundation to the product
design. These two elements were development after understanding the
problem through empathize.
4.2.1 Target Market & Needs of Customers
As mentioned in the part of empathize, target customers were identified
accordingly. Parents with kids, office workers and someone who want to do
shopping/ deal with urgent issues but without enough time are our potential
users. They need a company which can provide accurate and efficient buying
and delivery service with offering price comparison guarantee. In addition,
searching someone immediately to help them to solve their urgent problems is
another area they desire.

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On the other hand, students and retired people also have their needs on
earning money which may be used as one of the tools of marketing for
promoting corporate social responsibilities (CSR). Corporate image will be
highlighted by strengthening the brand identity.
4.3 Ideate
Ideate is the invent process aims to find out what product/ service may bring
the optimize benefits to the target customers without taking practical elements
(i.e. financial constraints, manpower, etc) into considerations at first. Options
will be narrowed down in the latter stage after evaluating the feasibility and
market value. Doing mind mapping or doing the four walls- design in action as
“Mckinsey Way” are common methods in order to record and illustrate all the
possible ideas.
4.3.1 Importance of Innovation
Innovation is inspired from the brainstorming which is the critical factor of the
success of the product and is a systematic activity. The entrepreneur is well
advised to forgo innovations based on the bright idea (P. Drucker, 1994). In this
case, innovation has been got involved in all stages for idea generation, product
modification and brand position in order to satisfy the needs of customers and
induce their repeat purchase behavior.

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4.3.2 Mind Mapping
Mind Mapping of “Plan BEE”
Figure 2: Mind Mapping of Plan BEE
Source: Created by SuetYing Chow in July 2017
There are not a lot of ideas generated from in mind mapping process. Several
important elements of the plan were come out and developed which provided
a concrete direction as the basis of “Plan BEE”.
4.4 Prototype
When it comes to the implementation of the idea, presenting a prototype help
the potential users experiences it tangibly and visually. Therefore, entrepreneur
should think about how to illustrate the product in the best way to provide
solution to the target market. For “Plan BEE”, the framework of mobile apps
was described that is one of the major elements of the plan.

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4.4.1 Concept of “Plan BEE”
Goal of “Plan BEE”
The goal of “Plan BEE” dedicates to provide accurate and efficient shopping/
delivery / urgent services in order to satisfy the need of customers. The slogan
is “Whenever you are in urgent, you always have “Plan BEE” (implicated plan
B as your back up plan). Additionally, “BEEs” are our trained employees who
are students and retired people. They are hardworking and energetic as bees.
The concept may be easily understood and recognized by users and helps to
present the brand image explicitly.
How it works?
Figure 3: Conceptual Operation Flow of Plan BEE
Source: Created by SuetYing Chow in July 2017
Honey collecting process is the blueprint of “Plan BEE” involving few steps.
First, customer make the order at our apps and our employees (BEEs) would
help to search the goods they ordered (honey) from different platforms (flowers).
Then, BEEs will bring the honey to honey nest (customer’s home) efficiently
and on time. In addition, the sourcing platform is not only including local
supermarkets and store but also overseas one. Our BEEs who are aboard
would provide the same purchasing service. The detail of business is
mentioned in the Osterwalder’s business canvas in the latter section.

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4.4.2 App Launching
The App of “Plan BEEs” is the core elements of the brand which provide an
executive platform to the users. There are several key services installed in the
app as follows:
a. BEEs Searching
This key foundation is operated with GPS system inside the phone. Users
may find the closest BEEs around them at the moment and also supporting
the overseas searching. It may save the delivery time of the goods/ services.
b. Price Comparison
“Plan BEE” has a systematic database which is updated in regular basis.
After ordering goods, price comparison in the same district is shown to help
customers to pick the lower price items.
c. Sourcing & Delivery service
Providing efficient and accurate sourcing and delivery service is the goal of
the brand. For local service, if the total purchase is more than 50 Euros,
there would be no service charge. It can also be applied to the overseas
delivery but add on the shipment fee. By the way, commissions will be taken
from the supermarkets and stores that is one of the revenue streams of
“Plan BEE”.
d. Urgency Service
Urgency service is the highlighted product of Plan BEE. Users who are out
of hand and need to solve their problems urgently (i.e. buy a tire for
replacement, take care of children, deal with personal issues, etc) may
approach us via app.
4.5 Test
As stated by J. Kolko (2015), prototypes acts as a communication interface to
explore potential solutions and can transform an idea into something truly
valuable. Therefore, the final step of the design thinking is testing the market.
Target user may operate the app of “Plan BEE” and reflect their comments in
order to adjust and facilitate the operation flow of the app. Target users are not

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limited only to the end user but also involve the internal customers like
operational team, BEEs and supermarkets with taking financial constraints and
feasibility into the considerations.
Suggested follow up questions are as follows:
a. May “Plan BEE” satisfy your needs?
b. Would you buy this service/ product?
c. Any further improvements?
d. Would you recommend “Plan BEE” to others?
5. Marketing Strategies
There are various marketing strategies are applied to “Plan BEE”.
5.1Honey Selling
In order to strengthen the brand identity, high quality honey will be our
company’s product with printing the company logo on the jar. The brand image
would be recognized by customers easier. Selling honey is one of the revenue
to the company.
5.2VIP Program
VIP program will be launched for enhancing the loyalty of the customers by
running the bonus point system. They may get points when do purchase each
time that may be redeemed as the “real money”. On the other hand, if they
referred others to join the user base then extra points will be rewarded. It may
encourage users to spread the products benefits through word of mouth which
is significantly important in online marketing.
5.3Interaction Platform
A community platform will be formed in the app. User may share their after use
reviews or even sharing the interesting products they have bought as the add
value part to the whole shopping experience.

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5.4CSR Program
a. Society Contribution
Plan BEE employs retired people to help them integrate to the society. Also,
customers may make their voluntary donations to charity through the company.
b. Environmental Protection & Education
Plan Bee is in partnership with various food sorting organizations. If customers
purchased excess food and want to donate it to the community, BEEs will help
to collect it and send to someone who is in need.
c. Brand Promotion & Personal Development of Employee
The company will sponsor BEEs to join the sports event to reinforce their
personal development and promote the brand image as energetic and healthy.
6. Application of Business Model Canvas (BMC)
BMC was developed by the Swiss Alexander Osterwalder (A. Osterwalder,
2012) and MIS professor Yves Pigneur. It is a strategic tool for the development
of a new company. A number of variables are shown in the BMC graph that
shows the values of an organization. There are totally 9 blocks in the graph
(see Appendix 1).
7. Conclusion
Emotional experience focused to users is one of the areas that impressed me
in the design thinking process which is distinct from other traditional model
building methods. “People first” approach let the designer have to observe the
world subtlety and be empathy in order to immerse themselves into the user’s
perspective. Then, the best solution can be generated with the innovative
insight that can search the opportunity and improve the life standard of people.

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8. References
A Osterwalder, 2012, The Customer Value Map V.0.8 – Now Called Value
Proposition Canvas, Website:
http://businessmodelalchemist.com/2012/01/the-customer-value-canvas-v-0-
8.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3
A+BusinessModelDesignBlog+%28Business+Model+Design+Blog%29
J. Kolko, 2015, Design Thinking Comes of Age, Harvard Business Review
P. Drucker, 1994, Innovation and Entrepreneurship, Elsevier
P. Drucker, 2002, The Discipline of Innovation, Harvard Business Review, Vol
80, p95
Stanford University, 2010, Design thinking model of d.school at Stanford
University, Website: http://onlinelibrary.wiley.com/doi/10.1111/caim.12153/full
T. Brown, 2009, Change by Design: How Design Thinking Transforms
Organizations and Inspires Innovation
9. Appendix
BMC of Plan BEE
Source: created by SuetYing Chow in July 2017

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