For us by us: market creation through community engagement

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

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

Context
Illegal connections, lack of services, high density,
widespread crimes and violence.
INFORMAL
CITIES WITH
HIGH LEVELS
OF RISKS

Context
FIRE IS ONE
OF THE
BIGGEST
RISKS
Fires often cause large-scale physical and human damage
that increase poverty in those communities.

TechIdea
WHAT IF WE COULD DISTRIBUTE CHEAP FIRE SENSORS TO DECREASE
THE INCIDENCE AND TRAGIC CONSEQUENCES OF FIRE EPISODES?

TheOpportunity
EMERGING
TECHNOLOGIES CAN
BRING LIFE-CHANGING
SERVICES TO PLACES
WHERE INFRASTRUCTURE
AND ICT ACCESS IS STILL
LIMITED.
such as drones, sensors, mesh networks, IoT

HighPotential
mPESA MOBILE MONEY
mKOPA SOLAR ENERGY
BIPLANE BLOOD DELIVERY
VODAPHONE M2M SECURITY SYSTEM

LotsofChallenges
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

For us by us
OurInnovationModel
Market creation through community engagement

ETHNOGRAPHIC THINKING
STRATEGIC THINKING
DESIGN
TECH IDEA
BUSINESS
COMMUNITY
Product-ServiceSystem DevelopmentCycle
TECH IDEA PSS SOLUTION
FROM IDEAS TO SOLUTIONS

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

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
EXPERIENCE MAPPING

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
03
PREPARATION
DEBRIEF
ROLE PLAYING

STRATEGIC THINKING
LEARNING DESIGNING TESTING
1 2 3
5-10 30-60 60+
TECH IDEA
Product-ServiceSystem DevelopmentCycle
FROM IDEAS TO SOLUTIONS
PSS SOLUTION

IntroducingFireClub
FIRE CLUB IS AN ENABLING SERVICE FOR THE COMMUNITIES  
TO TAKE RESPONSIBILITY AND ACTION AGAINST FIRE
VALUE PROPOSITION

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

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

THE COMBINATION
OF COMMUNITY-
LEVEL BUSINESS  
AND GLOBAL
SUBSIDISATION
REVENUE ALLOWS
THE BUSINESS TO
SCALE OVER TIME.
IntroducingFireClub
EXPECTED OUTCOMES

ProjectOutcomes
BUSINESS PLAN

NextSteps
PILOTING
FIRE  
CLUB
CAPE TOWN
NAIROBI
JOHANNESBURG
….
2016-2017

STRATEGIC THINKING
TECH IDEA
BUSINESS
LEARNING DESIGNING TESTING
1 2 3
5-10 30-60 60+
Conclusion
MODEL
INPUT/OUTPUT COMBINED INSIGHTS

Whyit’srelevant
Relative IPv4 utilisation observed using ICMP Ping request
Carta Botnet

Whyit’srelevant World Map of Economic Growth
PIL% by 2024

Whyit’srelevant

For us by us: market creation through community engagement

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (16)

Similar to For us by us: market creation through community engagement

Similar to For us by us: market creation through community engagement (20)

Recently uploaded

Recently uploaded (20)

For us by us: market creation through community engagement