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Social Enterprise Plan :
                           The Guide




       By Sunit Shrestha
& Sailendra Dev Appanah

                              www.ysei.org
Why should I write a
       social enterprise plan?




• It helps you move from solution-idea to measurable impact.

• A common plan of action among your team members.

• A document to pitch to donors, investors and other stakeholders.




                                                          www.ysei.org
Social Enterprise Planning

     Social enterprise planning process


       Understanding
                                                          Develop                  Develop
                                    Choosing                                                                 Feedback
          social
                                                          enterprise               enterprise
                                    type                                                                     & adjustment
        enterprise                                        concept                  plan
           plan

What is social             Social enterprise     What is social             What is social             What is social
enterprise?                spectrum              enterprise?                enterprise?                enterprise?
Social entrepreneurship    Choice of expansion   Social entrepreneurship    Social entrepreneurship    Social entrepreneurship
                           paths
Social enterprise plan                           Social enterprise plan     Social enterprise plan     Social enterprise plan
as a story                 Products/services/    as a story                 as a story                 as a story
                           hybrid
Key plan’s key                                   Key plan’s key             Key plan’s key             Key plan’s key
                           Choosing type
messages (logical f low)                         messages (logical f low)   messages (logical f low)   messages (logical f low)




                                                                                                                www.ysei.org
What is „Social Enterprise‟

                             Social enterprises are organizations whose mission is to bridge social
                             opportunity into sustainable reality innovatively, effectively and
                             efficiently.


                             They shift the future for the better by innovating social solutions to solve
                             human development problems whether in poverty, hunger, environment,
                             human rights, education, political freedom and other important issues.
SOCIAL INNOVATION /
EFFECTIVENESS / EFFICIENCY   Their teams are balancing passion, excitement, discipline, private and social
                             benefit through organizing creative destruction of undesirable status quo as
SUSTAINABILITY / CHANGE
                             well as creating constructive changes in the world.
HUMAN DEVELOPMENT /
FREEDOM / PASSION
EXCITEMENT / DISCIPLINE      They focus on the sustainability of their solutions by generating strategic
                             value to their stakeholders, which have measurable
PRIVATE-SOCIAL BENEFITS /
                             social/environmental/economic outcomes for their beneficiaries, develop
CREATIVE DESTRUCTION /
                             strategic fit as well as social return on capital that match their
CONSTRUCTIVE CHANGES /
                             donors/investors’ preferences and, in many cases, earning income from
STAKEHOLDERS                 products and services.




                                                                                            www.ysei.org
Social entrepreneurship



                                    “Social Entrepreneurship Is about
                                   Innovation and Impact, Not Income
                               We have seen that the function of entrepreneurs
                                        is to reform or revolutionize
SOCIAL INNOVATION /
                                       the pattern of production . . ”
EFFECTIVENESS / EFFICIENCY
                                 Joseph A. Schumpeter, Capitalism, Socialism and
SUSTAINABILITY / CHANGE
                                                 Democracy
HUMAN DEVELOPMENT /
FREEDOM / PASSION
EXCITEMENT / DISCIPLINE
PRIVATE-SOCIAL BENEFITS /
CREATIVE DESTRUCTION /
CONSTRUCTIVE CHANGES /
STAKEHOLDERS




                                                                         www.ysei.org
Social enterprise plan
                           as a story

inputs            Innovative story                        Mission



As the mission tells how social enterprise bridges social opportunity into
sustainable reality. The goal is to reach the desired mission.

Social enterprise plan should provide a clear story or road map on how
to get from inputs to the mission of desired social impact.




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The plan‟s key messages:
                                  Making a logical flow in the storyline

                             The key plan messages (the full plan)




                                                    The Enterprise’s theory of change
     The social enterprise process




                                                                  goal/
inputs          activities        outputs       outcomes                         Mission
                                                                objectives




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Choosing type:
                                                          The Social Enterprise Spectrum
 Ask yourself: What kind of social enterprise you would prefer to run?

                                   The social enterprise spectrum
                                   Purely philanthropic                                Purely commercial


                                    Appeal to goodwill     Mixed motives               Appeal to self-
            Motives,
                                                                                       interest
            Methods &               Mission driven         Mission driven &
            Goals                                          market driven               Market driven
                                    Social value
                                                           Social & economic           Economic value
                                                           value

                                                          Subsidised rates or          Market-rate prices
                   beneficiaries    Pay nothing           mix of full of payers &
                                                          those who pay nothing
                                                          Below-market capital, or
Key stakeholders




                                    Donations &                                        Market-rate capital
                                                          mix of donations &
                   capital
                                    grants                market-rate capital
                                                          Below-market wages, or      Market-rate
                   workforces      Volunteers             mix of volunteers and       compensation
                                                          fully paid staff
                                                          Special discounts, or mix
                                   Make in-kind                                       Market-rate prices
                                                          of in-kind & full price
                   suppliers
                                   donations              donations

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Choosing type:
                                      Choice of expansion paths

 Social and/or Environmental Return

 Purely philanthropic enterprises


                                      Social Enterprises walk a tightrope in
                                      trying to balance the generation of
                                      both social/environmental and
                                      economic returns to remain effective
                                      and sustainable at the same time.
                                      The balance between economic and
                                      social/environmental return are
                                      choices base on each enterprise’s
                                      preference.


                ?


                                                                Economic Return

                                                  Purely commercial enterprises


Understanding the balance you have to generate between social/
environmental and economic returns as a social entrepreneur.

                                                                                  www.ysei.org
Choosing types :
                                                                                                   Product/service/hybrid
                                                                                                             Digital Divide Data (DDD) is a very
     Ebannok.com is one of the most successf ul                                                              successf ul social enterprise that delivers highly
     projects of Mirror Art Group, a social enterprise that                                                  accurate data-entry and digitization services
     provides an e-commerce platf orm f or hill tribes in                                                    f or customers while maintaining a mission to
     northern Thailand to sell the handicraf ts that they                                                    employ underprivileged youth and f acilitate
     produce in between harvest seasons. This increase                                                       their human development through providing
     employment and allows the communities to reap                                                           f air wages, health care, education, and career
     higher income levels over the year as well as more                                                      advancement opportunities.
     f unds f or development activities.


                                                                                                                    Social
Social
                                                                       Types of
                                                                        social
                                                                      enterprise

                                                                                                                                                  Econ
                            Econ
                                                                       Hybrid-
                                                                      enterprise



                                                          TRN is a social enterprise involved in various
                                                          initiatives. Its f lagship work involves preserving
                                                          indigenous agricultural knowledge in Thailand,
    Social
                                                          combining it with global best practices to deliver
                                                          appropriate knowledge and best solutions using ICTs
                                                          to rural communities, specif ically in the northeast of
                                                          Thailand.

                                           Econ
                                                                                                                                        www.ysei.org
Choosing type of social enterprise

                      Product-oriented         Service-orientated          Hybrid-enterprise



Pure social value
                                                                               TRN
                                                       Your
                        Ebannok.com                 enterprise?




  Blended value
                                                     DDD



Why do this?
By clarifying the type of social enterprise, it is easier to think through the rest of planning
process. And it is easier to communicate what exactly do your enterprise does.



                                                                                            www.ysei.org
Social enterprise concept
What is the concept and its elements?
The Social enterprise concept is an overview of your full plan (basically your executive
summary for the full proposal). It helps you think through key concepts about enterprising
social innovation that needed to be clarified before expanding them in the full plan itself.


                       The concept elements

                        The problems (opportunity)
                        Vision and mission
                        Theory of change
                        The solution
                        Social impact
                        The team
                        Financial summary

                                                                                  www.ysei.org
Social enterprise concept
                               THE PROBLEMS (OPPORTUNITY)
The concept elements

                               What is the problem?
The problems (opportunity)
                                Develop the problem statement that by providing context,
Vision and mission              problem situation (initial) and desired situation (goal).
                                Visit ‘innovative problem solving’ tool.
Theory of change
                               What cause the problem?
The solution                    Develop a logical argument on the causes that create
                                the problem situation (using logical/issue pyramid)
Social impact                   Visit ‘innovative problem solving’ tool.
The team                       Why is it important, what is the scale?
                                Give clear explanation why the problem matter. What
Financial summary               damage would it do, what good will it prevent, what
                                opportunity it brings? How big is the problem and opportunity?




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Social enterprise concept
                               VISION
The concept elements
                               What change in the world would you ultimately want to see?
The problems (opportunity)
                               Crafting a vision gives you an image of the future you seek to create.
Vision and mission             Imagine what the world would be if the problem is solved. Describe it in
                               clarity will not only allow you to see to what direction you must shift the
Theory of change               future to, it will also help your team developed a clear shared-vision,
                               making sure everyone is having the same ultimate goal.
The solution                   What will be the future of your organization?
Social impact                  A vision drives you, your team and your enterprise toward the same
                               direction. You might want to be the top IT-training centre for
The team                       underprivileged youth, or eradicate poverty in a fishing village.
                               If you do not have a vision, you should not be writing a plan.
Financial summary




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Social enterprise concept
                               MISSION
The concept elements
                               What impact would you like to accomplish and be accountable for?
The problems (opportunity)
                               The mission would give you a sense of purpose or the reason why your
Vision and mission             social enterprise exist. The mission should contains clear goal and specific
                               objectives for your social enterprise to achieve as practical steps towards
Theory of change               your vision.
                               The good objectives are SMART (Specific, Measurable, Attainable, Result-
The solution                   focused and Timely). These objectives are the outcome or impact you will
                               be accountable at some clear specific points in time.
Social impact
                               It should also explain clearly what will be the value/benefit you will be
The team                       creating for all your key stakeholders, e.g. target community, partners,
                               funders, the society as a whole and even your team.
Financial summary              The trick is to describe what you will be doing over the next 1 to 2 years.
                               Generally, it works best to focus on the enterprise and on the target groups’
                               needs and benefits.




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Social enterprise concept
                               THEORY OF CHANGE
The concept elements
                               What is your theory of change?
                               Theories of Change is a way of thinking about how the outcomes of your
The problems (opportunity)
                               activities lead ultimately to your desired social impact.
Vision and mission
                               For example,
Theory of change
                               If rural communities can sell their local handicraft produce through an
The solution                   online e-commerce platform, there will be economic development in rural
                               communities
Social impact
                               The basic format of any theory of change can be express as…
The team
                                     To make desirable CHANGE happen,
Financial summary                    Condition1, Condition2, Condition(n) must be met.

                                     Or

                                     If Condition1, Condition2, Condition(n) are met, then,
                                     the desirable CHANGE will happen.

                               So, it‟s always something like IF-CONDITIONS-THEN-CHANGE


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Social enterprise concept
                               THEORY OF CHANGE (continue)
The concept elements
                               So, more examples of IF-CONDITIONS-THEN-CHANGE
The problems (opportunity)
                               •If low-income, marginalized teenagers have first-hand experience running
Vision and mission             a business, they will be more successful in their careers

                               •If poor women in Africa have microbicidal contraceptives they control,
Theory of change
                               AIDS will spread less
The solution
                               •If customers’ water usage is metered and they have to pay for it, they will
Social impact                  use less water

The team                       •If people buy organic yogurt instead of non -organic yogurt that may be full
                               of pesticides, their health will improve
Financial summary
                               •If jobs are created in low-income areas, personal well-being will increase
                               and the quality of life in those neighborhoods will increase.

                               Notice that in each example the ultimate social impact is expressed as a
                               change, and increase or a decrease. This is the same thing as the social
                               mission you are trying to achieve.

                               FOR MORE ON THE THEORIES OF CHANGE CLICK HERE


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Social enterprise concept
                               THE SOLUTION
The concept elements
                               What is your solution (products or services)?
                               Explain exactly what is your solution to the problem, especially in term of
The problems (opportunity)
                               products or services offering to your target community or stakeholder. What
Vision and mission             are key activities needed in achieving your mission?

Theory of change               Who are your customers?
                               Identify the users of your product/service solution. Who are they? Where
The solution                   are they? What is the size of your target customers? How do you plan to
                               access them?
Social impact
                               How do your solution innovatively remove the pain (solve the
The team                       problem)?
                               Describe exactly how the problem would be solved by your solution. What
Financial summary              benefit or value your solution will generate for the target group. Why and
                               how innovative is your solution? Why should they use your solution
                               compare to others? What is the limitation of your solution?




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Social enterprise concept
                               THE SOLUTION
The concept elements

                               Who else are solving the problems?
The problems (opportunity)
                               Identify those who are trying to solve the same or similar problems as you
Vision and mission             do. What are their solutions? How effective they are? What are their
                               problems, strength and weakness? Is the market for your solution
Theory of change               competitive?

The solution                   Who are your competitors/complimentators/partners?
                               Classify them into different category. Identify your competitors or those
Social impact                  whose solutions/works are competitive to yours. Identify your
                               complimentators or those whose solutions/works can compliment with
The team                       yours. And identify your partners or those who might want to work with you.

Financial summary              What can do you better or different from them?
                               Explain how your solution is uniquely more effective or efficient compare to
                               your competitors. What exactly is the difference between your solution and
                               theirs.

                               How is ICTs a critical and integral component to your solution?
                               Give clear explanation why Information and Communication Technologies
                               is needed to enhance the effectiveness of your solution and how it is
                               integrated to your solution.

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Social enterprise concept
                                               SOCIAL IMPACT
The concept elements
                                               What is your ultimate desired social change?
                                               Explain your what social change is your final goal based on your mission
The problems (opportunity)
                                               and theory of change.
Vision and mission
                                               What are outcomes derived from your planned activities?
Theory of change                               Group your activities into components and explain clearly what social
                                               outcomes or impact will be generated through each of these activity
The solution                                   components. The outcomes described should have both qualitative and
                                               quantitative dimensions. Phase your outcome into quarterly (four times a
Social impact                                  year) manner.

The team                                       How are these outcomes contribute to your ultimate goal?
                                               Describe exactly how the component outcomes would contribute directly
Financial summary                              and indirectly to your ultimate desired social change. Which outcome will
                                               contribute the most? Which will have significant contribution in short-term
                                               and long-term?

                                               How do you measure your social impact?
                                    goal/      In what way or what technique will you be using in measuring your phased
activities   outputs   outcomes
                                  objectives
                                               social outcomes and their contribution to your ultimate goal? What indicator
                                               will you be using in measurement? Would it be continuously measured
                                               monthly or quarterly? Who will measure the impact?

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Social enterprise concept
                               THE TEAM
The concept elements
                               What is your human resource requirement?
                               Explain exactly what is your solution’s needs on human resource. How
The problems (opportunity)
                               many team or position will be needed to make your solution operational?
Vision and mission             What knowledge/skills are needed?

Theory of change               What is your advisory and mentorship needs?
                               Identify your needs for advisers and mentors, especially from the fields
The solution                   related to your solution. Who among your key stakeholders is needed in
                               order for you to gain insight into each stakeholder as well as the support.
Social impact                  Who you have already had as your advisers or mentors?

The team                       Who are your core team?
                               Explain your core team and why they are competent to deliver your solution
Financial summary              in solving the problem. What is their education background and work-
                               experience? What are their unique expertise?




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Social enterprise concept
                               FINANCIAL SUMMARY
The concept elements
                               What is your financial need?
                               Describe what will be the major cost elements in order for you to achieve
The problems (opportunity)
                               your goal. In most cases, human resources, physical facilities and
Vision and mission             technology are key cost elements. Explain what proportion will the budget
                               will be generally allocated to each component and why it is allocated that
Theory of change               way.

The solution                   What is your budget?
                               Providing key budget items based on your cost elements. Break them
Social impact                  down into activity-based costing (based your costing on each activities you
                               will be doing) as well as those fixed cost that is pretty much the same all
The team                       year round such as core staff and rent. Also explain who will be financing
                               your budget, have you talk to them? Did they agree, in the process of
Financial summary              proposing or reject.

                               How would you sustain your social enterprise?
                               What is your strategy in sustaining your enterprise. Would your social
                               enterprise in the medium to long-run be based on donation, investment,
                               earn-income or combination of them? What is your unique value that will
                               convince your donors, investors and consumers (in case of earn -income
                               strategy) to continuously support your social enterprise?


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Social enterprise plan

       The plan elements

          Executive summary
                                 THE PLAN ELEMENTS
                 The problem
        Vision, mission, value   Social enterprise plan consists of many elements that
            Theory of change     guide you through the thinking in transforming your
                                 innovative solution into reality.
                  The solution
                Social impact    It basically connects your inputs requirement all the
                                 way to the final impact mission.
                Target market
                  Competition    Without the plan, you will have a messy project
                                 implementation nightmare even you’ve somehow got
             Social marketing
                                 financed. 
                  Partnership
                   Team plan
                Financial plan
Impact monitoring & evaluation
          Risk and opportunity
          Implementation plan
              Funding request




                                                                                    www.ysei.org
Social enterprise plan
                                 EXECUTIVE SUMMARY
       The plan elements
                                 Here you should provide a summary of the plan so that the reader could
                                 understand the key elements of your whole social enterprise right away. You can
          Executive summary
                                 actually work on this section after you have finished all other plan elements.
                 The problem
                                       • You should outline briefly your…
        Vision, mission, value
            Theory of change           • Vision, mission, value
                  The solution
                                       • Theory of change
                Social impact
                                       • The solution
                Target market
                                       • Your target and how you would access them
                  Competition
             Social marketing          • Partnership
                  Partnership
                                       • Finance
                   Team plan
                                       • Evaluation
                Financial plan
Impact monitoring & evaluation
          Risk and opportunity
          Implementation plan
              Funding request




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Social enterprise plan
                                 THE PROBLEM / VISION, MISSION AND VALUE.
                                 THEORY OF CHANGE, THE SOLUTION, SOCIAL IMPACT
       The plan elements
                                 These elements are actually part of the social enterprise concept except for the
          Executive summary      VALUE. Therefore, you could use the same or update the information from the
                                 concept’s elements.
                 The problem
        Vision, mission, value
                                 THE VALUE
            Theory of change
                  The solution   How will you behave along the way? – Your guiding concepts, beliefs, principles
                Social impact    and underlying philosophy of the enterprise are outlined here. Your value should be
                                 of those principles your enterprise considered as critically important to its culture,
                Target market
                                 integrity, meaning and day-to-day activities.
                  Competition
             Social marketing    For example,
                                 you might be running an enterprise that trains underprivileged youth in IT skills. You
                  Partnership
                                 might want to make it a principle to recruit a more diverse group of young
                   Team plan
                                 people (from across all ethnic, linguistic and socioeconomic groups). On the other
                Financial plan
                                 hand, you might want to promote continuous collaboration amongst your team
Impact monitoring & evaluation   members to broaden and enhance your enterprises’ ability to serve the target
          Risk and opportunity   group. Or even make a priority to ensure gender balance in all your operations.
          Implementation plan
              Funding request




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Social enterprise plan
                                 TARGET MARKET
                                 Identify and give details on the target group of your social enterprise. They are those who
       The plan elements         you will make an impact with. You should exhaustively segment them into differentiated
                                 groups as well as classify which group is primary target and which is secondary.
          Executive summary      Information about their size, value, challenge/opportunity and other notes should also be
                 The problem     provided.
        Vision, mission, value   Target segments                   Size           Value          Challenge/           Validation
            Theory of change                                                                     Opportunity
                  The solution   Primary
                                 Segment A xxxxxx                  xxxxxxxx       xxxxxxxxxx     xxxxxxxxxxxxx      xxxxxxxxxxx
                Social impact
                Target market    Secondary
                                 Segment B xxxxxx                  xxxxxxxx       xxxxxxxxxx     xxxxxxxxxxxxx        xxxxxxxxxxx
                  Competition
                                 Segment C xxxxxx                  xxxxxxxx       xxxxxxxxxx     xxxxxxxxxxxxx        xxxxxxxxxxx
             Social marketing
                  Partnership    Identif y key user segments      Estimate the   Explain key     What are unique      Provide evidences
                   Team plan     that will be benef iting f rom   size of each   needs of each   challenge and        that clearly validate
                                 your social product/service.     segment in     segment and     opportunity to       why there is a real
                Financial plan
                                 Each segmentation should         term of        why it is       each segment.        need in this
Impact monitoring & evaluation   share similar attributes         number of      satisf ied by   How do you           segment and/or
                                 (demographic, interest,          people,        you. What is    overcome or          that they are
          Risk and opportunity
                                 needs, lif e-style, age,         villages,      your value to   capitalize them?     interested in your
          Implementation plan    income, etc. )                   population     them?                                or similar social
                                                                                                                      product/service.
                                 Classif y which segment is       and so on.
              Funding request
                                 primary or secondary.




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Social enterprise plan
                                 COMPETITION
                                 In providing your social products/services, you actually have competitors providing similar
       The plan elements
                                 value. Although in social development you are not in cut-throat competition, but by
                                 understanding who are providing similar value to your target groups, it helps you to plan
          Executive summary
                                 your positioning compare to others in capturing unique value to better addressing your
                 The problem
                                 target groups’ needs.
        Vision, mission, value
            Theory of change     Your competitors include direct competition, substitutable products/services and potential
                                 entrants. Complimentators, or those providing complimentary services are equally important.
                  The solution
                Social impact
                                 Competitors                 Type                Differentiation and competitive strategy
                Target market
                                 and their services
                  Competition
                                 Competitor A                Direct              xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
             Social marketing    provides xxxx services
                  Partnership    xxxxx xxxxxxxxxxxxx
                   Team plan
                                 Competitor B xxxxxx         Substitution        xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
                Financial plan
Impact monitoring & evaluation   Identif y key competitors   Classif y type of   Explain why your social products/services are
                                 providing similar,          competitors;        dif f erent f rom the competitors (through f eature,
          Risk and opportunity
                                 substitutable or            direct,             unique value, etc..) What can you learn f rom
          Implementation plan    complimenting               substitution, new   them? How will you compete or cooperate in
                                 products/services.          entrant or          order to maximize the social impact and
              Funding request
                                                             complimentary.      sustainability of your social enterprise?




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Social enterprise plan
                                 SOCIAL MARKETING
                                 Any enterprise’s ultimate clients that are critical to their survival fall into two groups. As in
       The plan elements
                                 business enterprise where the two are customers and investors. Social entrepreneurs need to
                                 be equipped with a two pronged marketing approach in serving their target users group and
          Executive summary
                                 donors/investors.
                 The problem
        Vision, mission, value   Two different types of marketing campaigns have to be designed to satisfy the donors and to
            Theory of change     obtain the attention of the target groups.
                  The solution
                                 Both groups have to be told clearly of what they can expect from your social enterprise.
                Social impact
                Target market
                  Competition
             Social marketing
                                                                                                Target-group marketing
                  Partnership

                                          Social Marketing
                   Team plan
                Financial plan
                                                                                              Investor/Donor marketing
Impact monitoring & evaluation
          Risk and opportunity
          Implementation plan
              Funding request




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Social enterprise plan
                                 SOCIAL MARKETING
                                 TARGETS                   Wants & needs              Access strategy           Relationship building
       The plan elements

                                 TARGET USERS
          Executive summary
                 The problem     Target segment 1         xxxxxxxxxxxxxxxxxxxx        xxxxxxxxxxxxxxxxxxx       xxxxxxxxxxxxxxxxxxxxxxxxxxx
                                                          xxxxxxxxxxxxxxxxxxxx        xxxxxxxxxxxxxxxxxxx       xxxxxxxxxxxxxxxxxxxxxxxxxxx
        Vision, mission, value
                                 Target segment 2         xxxxxxxxxxxxxxxxxxxx        xxxxxxxxxxxxxxxxxxx       xxxxxxxxxxxxxxxxxxxxxxxxxxx
            Theory of change
                                                          xxxxxxxxxxxxxxxxxxxx        xxxxxxxxxxxxxxxxxxx       xxxxxxxxxxxxxxxxxxxxxxxxxxx
                  The solution
                Social impact
                                 INVESTOR/DONOR
                Target market
                                 Investor1                xxxxxxxxxxxxxxxxxxxx        xxxxxxxxxxxxxxxxxxx       xxxxxxxxxxxxxxxxxxxxxxxxxxx
                  Competition    Donor 2                  xxxxxxxxxxxxxxxxxxxx        xxxxxxxxxxxxxxxxxxx       xxxxxxxxxxxxxxxxxxxxxxxxxxx
                                 General public           xxxxxxxxxxxxxxxxxxxx        xxxxxxxxxxxxxxxxxxx       xxxxxxxxxxxxxxxxxxxxxxxxxxx
             Social marketing
                  Partnership
                   Team plan                                                                                    Once you’ve access to them.
                                 Identif y key users       Explain wants & needs of   Explain how will you
                                 segments, donors,         each group, especially     access each of these      How will you build trusting
                Financial plan
                                 investors that are        those that are perceived   groups. What              relationship? What technique
Impact monitoring & evaluation   crucial in achieving      as immediate and           communication channel     will you be using? (visiting,
                                 your mission and          important in order to      will you be using         meeting, emailing, calling,etc.)
          Risk and opportunity
                                 sustainability.           know what will attract     (traditional media,       In business enterprise, this is
          Implementation plan    Inf ormation about        their attentions.          internet, event, social   call Customer Relationship
                                 their locations should                               network, etc.) How to     Management (CRM) and
              Funding request
                                                                                      attract them?             Investor Relations (IR).
                                 be provided.




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Social enterprise plan
                                 PARNTERSHIP
                                 As no one can be the best at everything, partners are needed in order to maximize your social
       The plan elements
                                 impact,. These are people and organizations that care about your mission. You share the
                                 similar goal to them. They might be in the field longer than you, they might have competency
          Executive summary
                                 that you can’t match. What is important is to identify and learn how to work together in order
                 The problem
                                 to achieve synergy, i.e. the whole impact of partnership is greater than the sum of its parts.
        Vision, mission, value   Partnership only make sense when together you can achieve something that each of you
                                 can’t do it alone.
            Theory of change
                  The solution
                                 Partner                           Value contribution            Strategic fit                    Status
                Social impact
                Target market    Partner1                          xxxxxxxxxxxxxxxxxxxx          xxxxxxxxxxxxxxxxxxx              Agreed
                  Competition
                                 Partner2                          xxxxxxxxxxxxxxxxxxxx          xxxxxxxxxxxxxxxxxxx              Contacting
             Social marketing
                  Partnership
                                                                   Explain what value that
                                 Identif y partners that will be                                 Why will they need or          Describe the
                   Team plan                                       each partner bring to the
                                 needed in order to                                              want to work with you? Do      status of
                                                                   partnership. What is unique
                                 achieving the mission,                                          your mission/activities f it   partnership.
                Financial plan
                                                                   contribution derive f rom
                                 especially in term of                                           with theirs? What is the       Did you contact
Impact monitoring & evaluation                                     each partner? Are they
                                 competency need.                                                value your social              them? Did they
                                                                   highly competent,             enterprise have f or each      agree to work
          Risk and opportunity
                                                                   experienced, connected?       of them? What is the           as partner?
          Implementation plan                                      Why do your social            synergy between you and        Do you have
                                                                   enterprise need them.
              Funding request                                                                    them?                          their management
                                                                                                                                support?




                                                                                                                         www.ysei.org
Social enterprise plan
                                 TEAM PLAN
                                 Creating a team plan is also part of social enterprise concept’s elements. At a social
       The plan elements
                                 enterprise plan level, we need to work out some details. Social enterprise consists of
                                 individuals, they are the team that make or break everything. Team plan is among the most
          Executive summary
                                 important element in planning as talent is everything. The team plan consist of at least three
                 The problem
                                 parts, the competency plan, the core team and the advisors/board.
        Vision, mission, value
            Theory of change     COMPETENCY PLAN
                  The solution
                                 Talent needs                   Position requirement           Recruitment                    Status
                Social impact
                Target market    Talent1                        xxxxxxxxxxxxxxxxxxxx           xxxxxxxxxxxxxxxxxxx             Recruited
                  Competition
                                 Talent2                        xxxxxxxxxxxxxxxxxxxx           xxxxxxxxxxxxxxxxxxx             Searching
             Social marketing
                  Partnership
                                                                Base on your identif ied
                                 Identif y key talents needed                                  How do you plan to recruit   Describe the
                   Team plan                                    talent needs. What
                                 to achieve your mission.                                      each of the position         recruitment
                                                                positions and how many
                                 Generally you would need                                      required? Where are the      status, whether
                Financial plan
                                                                are needed to match those
                                 management talent,                                            potential recruits stay?     the position is
Impact monitoring & evaluation                                  talents needed? What
                                 technical talent depending                                    How do you access to         recruited,
                                                                background and experience
                                 on which area you are                                         them? What will attract      contacted or
          Risk and opportunity
                                                                do you need f or each          them?                        still in searching.
                                 working on, administrative
          Implementation plan                                   position? Which position is
                                 talent and so on. You
                                                                short-term, long-term, part-
              Funding request    should assert key talent
                                                                time? What kind of attitudes
                                 characteristic as well, e.g.
                                                                do you need f or each of
                                 managerial talent with
                                                                your positions, energetic
                                 special f ocus on innovation
                                                                yet patient?
                                 and partnership building.

                                                                                                                      www.ysei.org
Social enterprise plan
                                 TEAM PLAN

       The plan elements
                                 THE CORE TEAM
          Executive summary
                                 Name/Position                  Talent                         Background/experience
                 The problem
                                 Name1                          xxxxxxxxxxxxxxxxxxxx           xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
        Vision, mission, value
                                 Position: Team lead/director   xxxxxxxxxxxxxxxxxxxx           xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
            Theory of change
                                 Name2                          xxxxxxxxxxxxxxxxxxxx           xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
                  The solution
                                 Position: ICT manager          xxxxxxxxxxxxxxxxxxxx           xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
                Social impact
                                 …..
                Target market
                                 Provides names and                                            Provides a summary of their background
                                                                What are their talents?
                  Competition
                                 positions of the core team                                    and experiences. Key important things to
                                                                Explain shortly their unique
             Social marketing    members.                                                      include are education, certif ication,
                                                                competency, what they can
                                                                                               citizenship, interest, work experiences (part-
                  Partnership                                   do? what are the skills they
                                                                                               time, f ull-time), past unique contribution to
                                                                are particularly great?
                   Team plan                                                                   business/social ventures or conf erences,
                Financial plan                                                                 personal membership/networks. And any
                                                                                               other thing to prove that the person is
Impact monitoring & evaluation
                                                                                               uniquely f it f or the task, the mission and the
          Risk and opportunity                                                                 team as a whole
          Implementation plan
              Funding request




                                                                                                                        www.ysei.org
Social enterprise plan
                                 TEAM PLAN

       The plan elements
                                 ADVISORS/BOARD
          Executive summary
                                 Name       Role              Talent                         Background/experience
                 The problem
                                 Name1      xxxxxxxxxx        xxxxxxxxxxxxxxxxxxxx           xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
        Vision, mission, value
                                            xxxxxxxxxx        xxxxxxxxxxxxxxxxxxxx           xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
            Theory of change     Name2      xxxxxxxxxx        xxxxxxxxxxxxxxxxxxxx           xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
                  The solution              xxxxxxxxxx        xxxxxxxxxxxxxxxxxxxx           xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
                                 ….
                Social impact
                Target market
                  Competition    Names    Identif y role as   What are their talents?        Provides a summary of their background
                                          well as             Explain shortly their unique   and experiences. Key important things to
             Social marketing
                                          responsibility of   contribution to the social     include are education, certif ication,
                  Partnership
                                          each                enterprise as advisor/board    citizenship, interest, work experiences (part-
                   Team plan                                  member.
                                          advisor/board                                      time, f ull-time), past unique contribution to
                                          members.                                           business/social ventures or conf erences,
                Financial plan
                                                                                             personal membership/networks. And any
Impact monitoring & evaluation                                                               other thing to prove that the person is
                                                                                             uniquely f it the role, the mission and the
          Risk and opportunity
                                                                                             team as a whole d
          Implementation plan
              Funding request




                                                                                                                     www.ysei.org
Social enterprise plan
                                 FINANCIAL PLAN
                                 The planning and management of your money or financials are among the most critical
       The plan elements
                                 tasks in determining whether the social enterprise would be cost-effective and sustainable.
                                 There are at least three elements in social enterprise financial plan to consider, namely, the
          Executive summary
                                 budget, the fund-raising plan and the revenue-expense projection.
                 The problem
        Vision, mission, value
                                 THE BUDGET
            Theory of change
                  The solution   Expense category              Expense items                        Cost                          Total
                Social impact
                Target market    Management                    Compensation (12m x 2persons)        xxxxxxxxxxxxxxxxxxx           5,000 USD
                  Competition
                                                               xxxxxxxxxxxxxxxxxxxx                 xxxxxxxxxxxxxxxxxxx           xxxxxxxx
             Social marketing
                                 Category2                     xxxxxxxxxxxxxxxxxxxx                 xxxxxxxxxxxxxxxxxxx           xxxxxxxx
                  Partnership
                   Team plan                                  Outline all expense items.
                                 Identif y key expense                                              Describe the cost f or each   Sum total on
                                                              Try to break them down into           of the item.
                                 category by grouping all
                Financial plan                                                                                                    each line.
                                                              understandable elements.
                                 expense items into various                                                                       Make sure
Impact monitoring & evaluation                                However, you do not need to
                                 groups. Generally it                                                                             you BOLD the
                                                              break it down so small that the
                                 consists of human
          Risk and opportunity                                                                                                    f inal total sum.
                                                              expense items f or 15,000 USD
                                 resources, physical
          Implementation plan                                 project will take 3 pages long.
                                 f acilities, technologies,
                                                              Try to explain some items that
              Funding request    activities and so on.
                                                              other people might f ind it
                                                              dif f icult to understand or why it
                                                              is really needed. Quantity and
                                                              unit inf ormation should also be
                                                              provided.
                                                                                                                           www.ysei.org
Social enterprise plan
                                 FINANCIAL PLAN

       The plan elements
                                 FUND RAISING
          Executive summary
                                 The activity                   The expected profit          The requirement
                 The problem
                                 Activity1                      3,000- 5,000 USD             Partnership with XYZ media, USD1500 cost
        Vision, mission, value
                                 Explanation of activity1                                    xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
            Theory of change
                                 Activity2                      xxxxxxxxxxxxxxxxxxxx         xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
                  The solution
                                 Explanation of activity2                                    xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
                Social impact
                                 …..
                Target market
                                                                How much do you expect to
                                 Provide key f und-raising                                   Explain what are the requirements that must
                  Competition
                                                                prof it f rom each of the
                                 activities. Generally they                                  be satisf ied in order to make each of the
             Social marketing                                   activity. You can give the
                                 are special event and sales                                 f und-raising activity possible. Most of the
                                                                expectation in range, such
                                 of good/services or other                                   time, it is some initial investment (cost),
                  Partnership
                                                                as f rom 3,000 to 5,000
                                 special revenue such as                                     partnership with other organizations,
                   Team plan                                    dollars.
                                 those coming f rom interest                                 specially competency needs (satisf ied by
                Financial plan   rate f rom project saving or                                hiring a part-time f or the activity) and so on.
                                 endowment f und.                                            Risk f actors such as whether condition or
Impact monitoring & evaluation
                                                                                             inability to attract media interest should also
          Risk and opportunity                                                               be provided f or each planned f und-raising
                                                                                             activities.
          Implementation plan
              Funding request




                                                                                                                      www.ysei.org
Social enterprise plan
                                 FINANCIAL PLAN

       The plan elements
                                 REVENUE-EXPENSE PROJECTION
          Executive summary
                                 Month            Revenue                    Expense                     Balance
                 The problem
                                 January          15,000USD Grant            3,000                       13,000
        Vision, mission, value
            Theory of change     Febuary          non                        2,000                       11,000
                                 ….               ……                         …….                         ……..
                  The solution
                Social impact    September                                   7,000                       - 1,000*****
                Target market
                                                                            Provide total estimated      Calculate the net balance
                                 Alternatively,    Provide total
                  Competition
                                                                                                         f or each month’s end. This
                                                                            expense of that particular
                                 if you are not    estimated revenue in
             Social marketing                                               month.                       is of extreme importance
                                                   that particular month.
                                 sure about
                                                                                                         because it will help you
                  Partnership    when will you
                                                                                                         think through your money
                                 start the
                   Team plan                                                                             situation, especially when
                                 project, you
                Financial plan                                                                           will be the crisis time!
                                 can use
                                 number
Impact monitoring & evaluation
                                                                                                         Don’t forget that the balance is
                                 instead of the
          Risk and opportunity                                                                           not the revenue minus
                                 month’s
                                                                                                         expense for each month, you
                                 names.
          Implementation plan                                                                            must include what was left
                                                                                                         from the last month’s net
              Funding request
                                                                                                         balance as well.




                                                                                                                  www.ysei.org
Social enterprise plan
                                 MONITORING & EVALUATION
                                 What can’t be measured? What can’t be managed? That seems to be one of the most
       The plan elements
                                 important modern management mantra. In social enterprise management, measuring your
                                 performance allows you to learn much more about how your idea performs in the real
          Executive summary
                                 world.
                 The problem
        Vision, mission, value   Monitoring and evaluation are not simply meant for funders or partners, they are most useful to
            Theory of change     you. Without measurement, you would not know how to adapt your plan and action in order to
                                 achieve highest impact and sustainability. Continuous evaluation ensures a better learning
                  The solution
                                 ability.
                Social impact
                Target market
                                 Of course, the process can be difficult and complicated. But at least you should focus on
                  Competition
                                 developing your evaluative logical model.
             Social marketing
                  Partnership
                   Team plan
                                                 plan
                Financial plan                                      actions              Evaluation
Impact monitoring & evaluation
          Risk and opportunity
          Implementation plan
              Funding request
                                                             learning


                                                                                                           www.ysei.org
Social enterprise plan
                                 MONITORING & EVALUATION
                                 Evaluative logical model
       The plan elements
                                 A Logical model (LM) allows you to link your inputs, outputs, activities, outcomes and goals
          Executive summary
                                 together. For evaluation purposes, the most important basic task is to be able to logically link
                 The problem
                                 your activities, outputs, short-term outcomes, intermediate outcomes and final goal together.
        Vision, mission, value
                                                                        TARGET!              TARGET!
            Theory of change
                  The solution                                          Short-run                                              Ultimate
                                                                                            Intermediate
                                     activities        outputs                                              Objectives
                                                                                            outcome
                                                                        outcomes                                                 goal
                Social impact
                Target market
                  Competition      Describe what    Describe what    Describe what       Identif y your    Describe         Describe
                                   the enterprise   are the direct   are the specif ic   intermediate      your key         your ultimate
             Social marketing
                                   does with the    outputs of       immediate           outcomes          objectives       goal, i.e.
                  Partnership      resources.       activities and   changes in          that must be      that must be     the desired
                                                                     participants’
                   Team plan       Activities are   may include                          accomplished      accomplished     social change
                                   the              types, levels    behavior,           in order to       to reach your    you try to
                Financial plan                                                                                              create.
                                   processes,       and targets of   knowledge,          achieve the       ultimate goal.
Impact monitoring & evaluation                                       skills,
                                   tools, events,   services to be                       objectives.       (based on
                                                                                                           your mission)
                                   technology,      delivered.       status and level
          Risk and opportunity
                                   and actions                       of f unctioning.    Target should
          Implementation plan      that are                                              be developed,
                                                                     Target should
                                   required in                                           both in term
              Funding request                                        be developed,
                                   order to                                              of quantity
                                                                     both in term
                                                                                         and quality.
                                   achieve the
                                                                     of quantity
                                   mission.
                                                                     and quality.


                                                                                                                    www.ysei.org
Social enterprise plan
                                 MONITORING & EVALUATION
                                 Evaluative logical model
       The plan elements
                                 This evaluative logical model provides a clear idea on how your activities link all the way to
          Executive summary      your ultimate goal. It also give a clear outcome targeting both in short and medium term.
                 The problem
                                 Therefore, you can easily use this target model as a guide to measure against the actual
        Vision, mission, value
                                 performance in order to see what is the difference between the plan and the actual whether
            Theory of change
                                 in activities, outputs, short-term outcomes, intermediate outcomes and objectives. You can
                  The solution
                                 monitor and evaluate your project monthly, quarterly, annually or other appropriate timing.
                Social impact
                                                                    TARGET!           TARGET!
                Target market
                  Competition                                       short-run                                           Ultimate
                                                                                     Intermediate
                                    activities      outputs                                          Objectives
                                                                                     outcome
                                                                    outcomes                                              goal
             Social marketing
                  Partnership
                   Team plan      Group A
                                   Activity1     Output1          OutcomeA                                             GOAL
                                                                                  Im-outcomeA       Objective1
                Financial plan
                                   Activity2     Output2
Impact monitoring & evaluation
                                  Group B
          Risk and opportunity
                                   Activity3     Output3          OutcomeB                          Objective2
                                                                                  Im-outcomeB
          Implementation plan      Activity4     Output4          OutcomeC
              Funding request
                                  Group C
                                   Activity5     Output5          OutcomeD                          Objective3
                                                                                  Im-outcomeC
                                   Activity6     Output6
                                   Activity7     Output7

                                                                                                                 www.ysei.org
Social enterprise plan
                                 MONITORING & EVALUATION
                                 Beyond basic logical model
       The plan elements
                                 There are many other evaluative techniques such as a more comprehensive logical
          Executive summary
                                 modeling and theory of change, as well as balance score-card that allow you to integratively
                 The problem
                                 measure operations, financial, customers and learning/growth perspectives.
        Vision, mission, value
            Theory of change     No matter which technique you will be adopting, the key is to be able to answer the following
                                 questions.
                  The solution
                Social impact
                                 • What outcomes are you trying to achieve f or your target population?
                Target market
                                 • How will you measure whether you’ve achieved these outcomes?
                  Competition
             Social marketing
                                 • What are your perf ormance targets?
                  Partnership
                                                         • What data will you collect and how will you collect it?
                   Team plan
                Financial plan                           • How will you use the results f or learning and reporting?
Impact monitoring & evaluation
          Risk and opportunity
          Implementation plan
              Funding request




                                                                                                                       www.ysei.org
Social enterprise plan
                                 RISKS AND OPPORTUNITIES
                                 You cannot see into the future with certainty, but you can do the next best thing: identify
       The plan elements
                                 potential risks and opportunities that will affect your plan. Try to predict and imagine the
                                 potential risks that could create a minor or major problem for your social enterprise. Also,
          Executive summary
                                 think of the opposite, what opportunities might excel the ability to achieve your mission and
                 The problem
                                 scale the impact.
        Vision, mission, value
            Theory of change     Risk/Opportunity           Potential impact            Prevention/Capitalizing
                  The solution
                                 Risk1                      Extremely dangerous         Preventive action1
                Social impact
                                 Xxxx                       xxxxxxxxxxxxxxxxxxx         xxxxxxxxxxxxxxxxx
                Target market
                  Competition
                                 Opportunity1               Very high                   Capitalizing action1
             Social marketing
                  Partnership    Identify key risk          Describe degree             Describe how you could prevent
                                 and opportunity            of potential impact         various risks from happening
                   Team plan
                                 that will either           (Extreme, very high,        as well as how you could
                Financial plan
                                 make or break              high, medium, low)          capitalize or capture the opportunity
Impact monitoring & evaluation
                                 your plan.                                             In order to safe-guard and increase
          Risk and opportunity                                                          the effectiveness of your plan.
          Implementation plan
              Funding request




                                                                                                             www.ysei.org
Social enterprise plan
                                 IMPLEMENTATION PLAN

                                 An action plan is critical to the success of the social enterprise, no matter how ingenious the
                                 strategy or concepts that are developed. This is because every idea/thought must be
                                 translated into action. Therefore, the implementation plan will assign responsibility of the
       The plan elements
                                 tasks and the scheduling of the deliverables and necessary resources. Therefore, it is
                                 important to clearly establishg tasks accountability and a realistic work schedule.
          Executive summary
                                 The Work Breakdown Structure (WBS) is a tool that can help you develop estimates,
                 The problem
                                 assign personnel, track progress, and show the scope of project work. Through this tool
        Vision, mission, value
                                 complex activity is subdivided into several smaller tasks. This can be continued until the
            Theory of change
                                 activity can no longer be subdivided.
                  The solution
                Social impact
                                                               Work Breakdown Framework
                Target market
                                     General Definition of Project:
                  Competition
                                                                                                                Team assignment
                                          Major Task                  Subtask 1          Date/Time/Duration
             Social marketing
                  Partnership
                   Team plan
                Financial plan
Impact monitoring & evaluation
          Risk and opportunity
          Implementation plan
                                                                      Subtask 2
              Funding request




                                                                                                              www.ysei.org
Social enterprise plan
                                 IMPLEMENTATION PLAN

       The plan elements
                                 A Gantt chart can tell you what has to be done—the activities or tasks how long each
                                 activity will take in what order each activity has to happen what the costs will be for
          Executive summary
                                 each activity who is going to be responsible for the activities
                 The problem
        Vision, mission, value
                                 Gantt Charts are the basic bar chart that most people are familiar with.
            Theory of change
                                 Pros: Simple to construct, easy to read, an effective way to communicate with team
                  The solution
                                 members what they need to do in a given time frame.
                Social impact    Cons: Difficult to assess the impact of a change in one area on the rest of the
                Target market    project.
                  Competition
             Social marketing                                                                        Work Plan 2005 - 2006
                  Partnership
                                 Tasks                  Responsibility
                   Team plan
                Financial plan
Impact monitoring & evaluation
          Risk and opportunity
          Implementation plan
              Funding request




                                                                                                           www.ysei.org
Social enterprise plan
                                  FUNDING REQUEST

       The plan elements
                                  Provides information on how you are requesting funding from different
                                  donors/investors. You could restate the budget and break it down to the part
          Executive summary
                                  requesting for funding from Youth Social Enterprise Fund and other donors/investors.
                 The problem
                                  Status of each request should be described as well.
        Vision, mission, value
            Theory of change
                  The solution
                                 BUDGET CATEGORY           BUDGET ITEMS                    COST          REQUEST     STATUS
                Social impact
                                 Management                Compensation (12m x 2persons)   5,000 USD
                Target market
                                                           xxxxxxxxxxxxxxxxxxxx            xxxxxxxx
                  Competition
                                 Category2                 xxxxxxxxxxxxxxxxxxxx            xxxxxxxx      YSEI Fund   Submitted
             Social marketing
                                                           xxxxxxxxxxxxxxxxxxxx            xxxxxxxx
                  Partnership
                                 Category3                 xxxxxxxxxxxxxxxxxxxx            xxxxxxxx
                   Team plan                               xxxxxxxxxxxxxxxxxxxx            xxxxxxxx
                                 Category4                 xxxxxxxxxxxxxxxxxxxx            xxxxxxxx
                Financial plan
                                                           xxxxxxxxxxxxxxxxxxxx            xxxxxxxx      UNDP        Committed
Impact monitoring & evaluation
                                 …..                       …….                             …..
          Risk and opportunity
                                 …..                       …….                             …..
          Implementation plan
                                                                            TOTAL          xxxxxxxxUSD
              Funding request




                                                                                                                www.ysei.org
RESOURCES FOR SOCIAL ENTERPRISE PLAN


Business Plan Basics, Robin Jones, Freescale Semiconductor
Conceitos Básicos de um Plano de Negócio para OSCs, Center for Social Entrepreneurship, Ashoka and
McKinsey & Company
An introduction to business planning for non-profit, Zoe Brookes, The Bridgespan Group (non-profit initiative of
Bain & Co.)

Logic Model Development Guide / Evaluation Handbook, W.K. Kellogg Foundation

Developing a Social Enterprise Business Plan, Stacey Childress, Harvard Business School

Financing Social Enterprise, Michael Chu, HBS Business Plan Contest & Social Enterprise Club

A BRIEF TUTORIAL ON BUSINESS PLANNING FOR NONPROFIT ENTERPRISE, Cynthia W. Massarsky

Theory of change as a tool for strategic planning, Andrea A. Anderson, The Aspen Institute

Theory of change, guided example: PROJECT SUPERWOMEN, ActKnowledge and the Aspen Institute




                                                                                                        www.ysei.org

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Social Enterprise Planning Guide

  • 1. Social Enterprise Plan : The Guide By Sunit Shrestha & Sailendra Dev Appanah www.ysei.org
  • 2. Why should I write a social enterprise plan? • It helps you move from solution-idea to measurable impact. • A common plan of action among your team members. • A document to pitch to donors, investors and other stakeholders. www.ysei.org
  • 3. Social Enterprise Planning Social enterprise planning process Understanding Develop Develop Choosing Feedback social enterprise enterprise type & adjustment enterprise concept plan plan What is social Social enterprise What is social What is social What is social enterprise? spectrum enterprise? enterprise? enterprise? Social entrepreneurship Choice of expansion Social entrepreneurship Social entrepreneurship Social entrepreneurship paths Social enterprise plan Social enterprise plan Social enterprise plan Social enterprise plan as a story Products/services/ as a story as a story as a story hybrid Key plan’s key Key plan’s key Key plan’s key Key plan’s key Choosing type messages (logical f low) messages (logical f low) messages (logical f low) messages (logical f low) www.ysei.org
  • 4. What is „Social Enterprise‟ Social enterprises are organizations whose mission is to bridge social opportunity into sustainable reality innovatively, effectively and efficiently. They shift the future for the better by innovating social solutions to solve human development problems whether in poverty, hunger, environment, human rights, education, political freedom and other important issues. SOCIAL INNOVATION / EFFECTIVENESS / EFFICIENCY Their teams are balancing passion, excitement, discipline, private and social benefit through organizing creative destruction of undesirable status quo as SUSTAINABILITY / CHANGE well as creating constructive changes in the world. HUMAN DEVELOPMENT / FREEDOM / PASSION EXCITEMENT / DISCIPLINE They focus on the sustainability of their solutions by generating strategic value to their stakeholders, which have measurable PRIVATE-SOCIAL BENEFITS / social/environmental/economic outcomes for their beneficiaries, develop CREATIVE DESTRUCTION / strategic fit as well as social return on capital that match their CONSTRUCTIVE CHANGES / donors/investors’ preferences and, in many cases, earning income from STAKEHOLDERS products and services. www.ysei.org
  • 5. Social entrepreneurship “Social Entrepreneurship Is about Innovation and Impact, Not Income We have seen that the function of entrepreneurs is to reform or revolutionize SOCIAL INNOVATION / the pattern of production . . ” EFFECTIVENESS / EFFICIENCY Joseph A. Schumpeter, Capitalism, Socialism and SUSTAINABILITY / CHANGE Democracy HUMAN DEVELOPMENT / FREEDOM / PASSION EXCITEMENT / DISCIPLINE PRIVATE-SOCIAL BENEFITS / CREATIVE DESTRUCTION / CONSTRUCTIVE CHANGES / STAKEHOLDERS www.ysei.org
  • 6. Social enterprise plan as a story inputs Innovative story Mission As the mission tells how social enterprise bridges social opportunity into sustainable reality. The goal is to reach the desired mission. Social enterprise plan should provide a clear story or road map on how to get from inputs to the mission of desired social impact. www.ysei.org
  • 7. The plan‟s key messages: Making a logical flow in the storyline The key plan messages (the full plan) The Enterprise’s theory of change The social enterprise process goal/ inputs activities outputs outcomes Mission objectives www.ysei.org
  • 8. Choosing type: The Social Enterprise Spectrum Ask yourself: What kind of social enterprise you would prefer to run? The social enterprise spectrum Purely philanthropic Purely commercial Appeal to goodwill Mixed motives Appeal to self- Motives, interest Methods & Mission driven Mission driven & Goals market driven Market driven Social value Social & economic Economic value value Subsidised rates or Market-rate prices beneficiaries Pay nothing mix of full of payers & those who pay nothing Below-market capital, or Key stakeholders Donations & Market-rate capital mix of donations & capital grants market-rate capital Below-market wages, or Market-rate workforces Volunteers mix of volunteers and compensation fully paid staff Special discounts, or mix Make in-kind Market-rate prices of in-kind & full price suppliers donations donations www.ysei.org
  • 9. Choosing type: Choice of expansion paths Social and/or Environmental Return Purely philanthropic enterprises Social Enterprises walk a tightrope in trying to balance the generation of both social/environmental and economic returns to remain effective and sustainable at the same time. The balance between economic and social/environmental return are choices base on each enterprise’s preference. ? Economic Return Purely commercial enterprises Understanding the balance you have to generate between social/ environmental and economic returns as a social entrepreneur. www.ysei.org
  • 10. Choosing types : Product/service/hybrid Digital Divide Data (DDD) is a very Ebannok.com is one of the most successf ul successf ul social enterprise that delivers highly projects of Mirror Art Group, a social enterprise that accurate data-entry and digitization services provides an e-commerce platf orm f or hill tribes in f or customers while maintaining a mission to northern Thailand to sell the handicraf ts that they employ underprivileged youth and f acilitate produce in between harvest seasons. This increase their human development through providing employment and allows the communities to reap f air wages, health care, education, and career higher income levels over the year as well as more advancement opportunities. f unds f or development activities. Social Social Types of social enterprise Econ Econ Hybrid- enterprise TRN is a social enterprise involved in various initiatives. Its f lagship work involves preserving indigenous agricultural knowledge in Thailand, Social combining it with global best practices to deliver appropriate knowledge and best solutions using ICTs to rural communities, specif ically in the northeast of Thailand. Econ www.ysei.org
  • 11. Choosing type of social enterprise Product-oriented Service-orientated Hybrid-enterprise Pure social value TRN Your Ebannok.com enterprise? Blended value DDD Why do this? By clarifying the type of social enterprise, it is easier to think through the rest of planning process. And it is easier to communicate what exactly do your enterprise does. www.ysei.org
  • 12. Social enterprise concept What is the concept and its elements? The Social enterprise concept is an overview of your full plan (basically your executive summary for the full proposal). It helps you think through key concepts about enterprising social innovation that needed to be clarified before expanding them in the full plan itself. The concept elements The problems (opportunity) Vision and mission Theory of change The solution Social impact The team Financial summary www.ysei.org
  • 13. Social enterprise concept THE PROBLEMS (OPPORTUNITY) The concept elements What is the problem? The problems (opportunity) Develop the problem statement that by providing context, Vision and mission problem situation (initial) and desired situation (goal). Visit ‘innovative problem solving’ tool. Theory of change What cause the problem? The solution Develop a logical argument on the causes that create the problem situation (using logical/issue pyramid) Social impact Visit ‘innovative problem solving’ tool. The team Why is it important, what is the scale? Give clear explanation why the problem matter. What Financial summary damage would it do, what good will it prevent, what opportunity it brings? How big is the problem and opportunity? www.ysei.org
  • 14. Social enterprise concept VISION The concept elements What change in the world would you ultimately want to see? The problems (opportunity) Crafting a vision gives you an image of the future you seek to create. Vision and mission Imagine what the world would be if the problem is solved. Describe it in clarity will not only allow you to see to what direction you must shift the Theory of change future to, it will also help your team developed a clear shared-vision, making sure everyone is having the same ultimate goal. The solution What will be the future of your organization? Social impact A vision drives you, your team and your enterprise toward the same direction. You might want to be the top IT-training centre for The team underprivileged youth, or eradicate poverty in a fishing village. If you do not have a vision, you should not be writing a plan. Financial summary www.ysei.org
  • 15. Social enterprise concept MISSION The concept elements What impact would you like to accomplish and be accountable for? The problems (opportunity) The mission would give you a sense of purpose or the reason why your Vision and mission social enterprise exist. The mission should contains clear goal and specific objectives for your social enterprise to achieve as practical steps towards Theory of change your vision. The good objectives are SMART (Specific, Measurable, Attainable, Result- The solution focused and Timely). These objectives are the outcome or impact you will be accountable at some clear specific points in time. Social impact It should also explain clearly what will be the value/benefit you will be The team creating for all your key stakeholders, e.g. target community, partners, funders, the society as a whole and even your team. Financial summary The trick is to describe what you will be doing over the next 1 to 2 years. Generally, it works best to focus on the enterprise and on the target groups’ needs and benefits. www.ysei.org
  • 16. Social enterprise concept THEORY OF CHANGE The concept elements What is your theory of change? Theories of Change is a way of thinking about how the outcomes of your The problems (opportunity) activities lead ultimately to your desired social impact. Vision and mission For example, Theory of change If rural communities can sell their local handicraft produce through an The solution online e-commerce platform, there will be economic development in rural communities Social impact The basic format of any theory of change can be express as… The team To make desirable CHANGE happen, Financial summary Condition1, Condition2, Condition(n) must be met. Or If Condition1, Condition2, Condition(n) are met, then, the desirable CHANGE will happen. So, it‟s always something like IF-CONDITIONS-THEN-CHANGE www.ysei.org
  • 17. Social enterprise concept THEORY OF CHANGE (continue) The concept elements So, more examples of IF-CONDITIONS-THEN-CHANGE The problems (opportunity) •If low-income, marginalized teenagers have first-hand experience running Vision and mission a business, they will be more successful in their careers •If poor women in Africa have microbicidal contraceptives they control, Theory of change AIDS will spread less The solution •If customers’ water usage is metered and they have to pay for it, they will Social impact use less water The team •If people buy organic yogurt instead of non -organic yogurt that may be full of pesticides, their health will improve Financial summary •If jobs are created in low-income areas, personal well-being will increase and the quality of life in those neighborhoods will increase. Notice that in each example the ultimate social impact is expressed as a change, and increase or a decrease. This is the same thing as the social mission you are trying to achieve. FOR MORE ON THE THEORIES OF CHANGE CLICK HERE www.ysei.org
  • 18. Social enterprise concept THE SOLUTION The concept elements What is your solution (products or services)? Explain exactly what is your solution to the problem, especially in term of The problems (opportunity) products or services offering to your target community or stakeholder. What Vision and mission are key activities needed in achieving your mission? Theory of change Who are your customers? Identify the users of your product/service solution. Who are they? Where The solution are they? What is the size of your target customers? How do you plan to access them? Social impact How do your solution innovatively remove the pain (solve the The team problem)? Describe exactly how the problem would be solved by your solution. What Financial summary benefit or value your solution will generate for the target group. Why and how innovative is your solution? Why should they use your solution compare to others? What is the limitation of your solution? www.ysei.org
  • 19. Social enterprise concept THE SOLUTION The concept elements Who else are solving the problems? The problems (opportunity) Identify those who are trying to solve the same or similar problems as you Vision and mission do. What are their solutions? How effective they are? What are their problems, strength and weakness? Is the market for your solution Theory of change competitive? The solution Who are your competitors/complimentators/partners? Classify them into different category. Identify your competitors or those Social impact whose solutions/works are competitive to yours. Identify your complimentators or those whose solutions/works can compliment with The team yours. And identify your partners or those who might want to work with you. Financial summary What can do you better or different from them? Explain how your solution is uniquely more effective or efficient compare to your competitors. What exactly is the difference between your solution and theirs. How is ICTs a critical and integral component to your solution? Give clear explanation why Information and Communication Technologies is needed to enhance the effectiveness of your solution and how it is integrated to your solution. www.ysei.org
  • 20. Social enterprise concept SOCIAL IMPACT The concept elements What is your ultimate desired social change? Explain your what social change is your final goal based on your mission The problems (opportunity) and theory of change. Vision and mission What are outcomes derived from your planned activities? Theory of change Group your activities into components and explain clearly what social outcomes or impact will be generated through each of these activity The solution components. The outcomes described should have both qualitative and quantitative dimensions. Phase your outcome into quarterly (four times a Social impact year) manner. The team How are these outcomes contribute to your ultimate goal? Describe exactly how the component outcomes would contribute directly Financial summary and indirectly to your ultimate desired social change. Which outcome will contribute the most? Which will have significant contribution in short-term and long-term? How do you measure your social impact? goal/ In what way or what technique will you be using in measuring your phased activities outputs outcomes objectives social outcomes and their contribution to your ultimate goal? What indicator will you be using in measurement? Would it be continuously measured monthly or quarterly? Who will measure the impact? www.ysei.org
  • 21. Social enterprise concept THE TEAM The concept elements What is your human resource requirement? Explain exactly what is your solution’s needs on human resource. How The problems (opportunity) many team or position will be needed to make your solution operational? Vision and mission What knowledge/skills are needed? Theory of change What is your advisory and mentorship needs? Identify your needs for advisers and mentors, especially from the fields The solution related to your solution. Who among your key stakeholders is needed in order for you to gain insight into each stakeholder as well as the support. Social impact Who you have already had as your advisers or mentors? The team Who are your core team? Explain your core team and why they are competent to deliver your solution Financial summary in solving the problem. What is their education background and work- experience? What are their unique expertise? www.ysei.org
  • 22. Social enterprise concept FINANCIAL SUMMARY The concept elements What is your financial need? Describe what will be the major cost elements in order for you to achieve The problems (opportunity) your goal. In most cases, human resources, physical facilities and Vision and mission technology are key cost elements. Explain what proportion will the budget will be generally allocated to each component and why it is allocated that Theory of change way. The solution What is your budget? Providing key budget items based on your cost elements. Break them Social impact down into activity-based costing (based your costing on each activities you will be doing) as well as those fixed cost that is pretty much the same all The team year round such as core staff and rent. Also explain who will be financing your budget, have you talk to them? Did they agree, in the process of Financial summary proposing or reject. How would you sustain your social enterprise? What is your strategy in sustaining your enterprise. Would your social enterprise in the medium to long-run be based on donation, investment, earn-income or combination of them? What is your unique value that will convince your donors, investors and consumers (in case of earn -income strategy) to continuously support your social enterprise? www.ysei.org
  • 23. Social enterprise plan The plan elements Executive summary THE PLAN ELEMENTS The problem Vision, mission, value Social enterprise plan consists of many elements that Theory of change guide you through the thinking in transforming your innovative solution into reality. The solution Social impact It basically connects your inputs requirement all the way to the final impact mission. Target market Competition Without the plan, you will have a messy project implementation nightmare even you’ve somehow got Social marketing financed.  Partnership Team plan Financial plan Impact monitoring & evaluation Risk and opportunity Implementation plan Funding request www.ysei.org
  • 24. Social enterprise plan EXECUTIVE SUMMARY The plan elements Here you should provide a summary of the plan so that the reader could understand the key elements of your whole social enterprise right away. You can Executive summary actually work on this section after you have finished all other plan elements. The problem • You should outline briefly your… Vision, mission, value Theory of change • Vision, mission, value The solution • Theory of change Social impact • The solution Target market • Your target and how you would access them Competition Social marketing • Partnership Partnership • Finance Team plan • Evaluation Financial plan Impact monitoring & evaluation Risk and opportunity Implementation plan Funding request www.ysei.org
  • 25. Social enterprise plan THE PROBLEM / VISION, MISSION AND VALUE. THEORY OF CHANGE, THE SOLUTION, SOCIAL IMPACT The plan elements These elements are actually part of the social enterprise concept except for the Executive summary VALUE. Therefore, you could use the same or update the information from the concept’s elements. The problem Vision, mission, value THE VALUE Theory of change The solution How will you behave along the way? – Your guiding concepts, beliefs, principles Social impact and underlying philosophy of the enterprise are outlined here. Your value should be of those principles your enterprise considered as critically important to its culture, Target market integrity, meaning and day-to-day activities. Competition Social marketing For example, you might be running an enterprise that trains underprivileged youth in IT skills. You Partnership might want to make it a principle to recruit a more diverse group of young Team plan people (from across all ethnic, linguistic and socioeconomic groups). On the other Financial plan hand, you might want to promote continuous collaboration amongst your team Impact monitoring & evaluation members to broaden and enhance your enterprises’ ability to serve the target Risk and opportunity group. Or even make a priority to ensure gender balance in all your operations. Implementation plan Funding request www.ysei.org
  • 26. Social enterprise plan TARGET MARKET Identify and give details on the target group of your social enterprise. They are those who The plan elements you will make an impact with. You should exhaustively segment them into differentiated groups as well as classify which group is primary target and which is secondary. Executive summary Information about their size, value, challenge/opportunity and other notes should also be The problem provided. Vision, mission, value Target segments Size Value Challenge/ Validation Theory of change Opportunity The solution Primary Segment A xxxxxx xxxxxxxx xxxxxxxxxx xxxxxxxxxxxxx xxxxxxxxxxx Social impact Target market Secondary Segment B xxxxxx xxxxxxxx xxxxxxxxxx xxxxxxxxxxxxx xxxxxxxxxxx Competition Segment C xxxxxx xxxxxxxx xxxxxxxxxx xxxxxxxxxxxxx xxxxxxxxxxx Social marketing Partnership Identif y key user segments Estimate the Explain key What are unique Provide evidences Team plan that will be benef iting f rom size of each needs of each challenge and that clearly validate your social product/service. segment in segment and opportunity to why there is a real Financial plan Each segmentation should term of why it is each segment. need in this Impact monitoring & evaluation share similar attributes number of satisf ied by How do you segment and/or (demographic, interest, people, you. What is overcome or that they are Risk and opportunity needs, lif e-style, age, villages, your value to capitalize them? interested in your Implementation plan income, etc. ) population them? or similar social product/service. Classif y which segment is and so on. Funding request primary or secondary. www.ysei.org
  • 27. Social enterprise plan COMPETITION In providing your social products/services, you actually have competitors providing similar The plan elements value. Although in social development you are not in cut-throat competition, but by understanding who are providing similar value to your target groups, it helps you to plan Executive summary your positioning compare to others in capturing unique value to better addressing your The problem target groups’ needs. Vision, mission, value Theory of change Your competitors include direct competition, substitutable products/services and potential entrants. Complimentators, or those providing complimentary services are equally important. The solution Social impact Competitors Type Differentiation and competitive strategy Target market and their services Competition Competitor A Direct xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Social marketing provides xxxx services Partnership xxxxx xxxxxxxxxxxxx Team plan Competitor B xxxxxx Substitution xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Financial plan Impact monitoring & evaluation Identif y key competitors Classif y type of Explain why your social products/services are providing similar, competitors; dif f erent f rom the competitors (through f eature, Risk and opportunity substitutable or direct, unique value, etc..) What can you learn f rom Implementation plan complimenting substitution, new them? How will you compete or cooperate in products/services. entrant or order to maximize the social impact and Funding request complimentary. sustainability of your social enterprise? www.ysei.org
  • 28. Social enterprise plan SOCIAL MARKETING Any enterprise’s ultimate clients that are critical to their survival fall into two groups. As in The plan elements business enterprise where the two are customers and investors. Social entrepreneurs need to be equipped with a two pronged marketing approach in serving their target users group and Executive summary donors/investors. The problem Vision, mission, value Two different types of marketing campaigns have to be designed to satisfy the donors and to Theory of change obtain the attention of the target groups. The solution Both groups have to be told clearly of what they can expect from your social enterprise. Social impact Target market Competition Social marketing Target-group marketing Partnership Social Marketing Team plan Financial plan Investor/Donor marketing Impact monitoring & evaluation Risk and opportunity Implementation plan Funding request www.ysei.org
  • 29. Social enterprise plan SOCIAL MARKETING TARGETS Wants & needs Access strategy Relationship building The plan elements TARGET USERS Executive summary The problem Target segment 1 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx Vision, mission, value Target segment 2 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx Theory of change xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx The solution Social impact INVESTOR/DONOR Target market Investor1 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx Competition Donor 2 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx General public xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxx Social marketing Partnership Team plan Once you’ve access to them. Identif y key users Explain wants & needs of Explain how will you segments, donors, each group, especially access each of these How will you build trusting Financial plan investors that are those that are perceived groups. What relationship? What technique Impact monitoring & evaluation crucial in achieving as immediate and communication channel will you be using? (visiting, your mission and important in order to will you be using meeting, emailing, calling,etc.) Risk and opportunity sustainability. know what will attract (traditional media, In business enterprise, this is Implementation plan Inf ormation about their attentions. internet, event, social call Customer Relationship their locations should network, etc.) How to Management (CRM) and Funding request attract them? Investor Relations (IR). be provided. www.ysei.org
  • 30. Social enterprise plan PARNTERSHIP As no one can be the best at everything, partners are needed in order to maximize your social The plan elements impact,. These are people and organizations that care about your mission. You share the similar goal to them. They might be in the field longer than you, they might have competency Executive summary that you can’t match. What is important is to identify and learn how to work together in order The problem to achieve synergy, i.e. the whole impact of partnership is greater than the sum of its parts. Vision, mission, value Partnership only make sense when together you can achieve something that each of you can’t do it alone. Theory of change The solution Partner Value contribution Strategic fit Status Social impact Target market Partner1 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx Agreed Competition Partner2 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx Contacting Social marketing Partnership Explain what value that Identif y partners that will be Why will they need or Describe the Team plan each partner bring to the needed in order to want to work with you? Do status of partnership. What is unique achieving the mission, your mission/activities f it partnership. Financial plan contribution derive f rom especially in term of with theirs? What is the Did you contact Impact monitoring & evaluation each partner? Are they competency need. value your social them? Did they highly competent, enterprise have f or each agree to work Risk and opportunity experienced, connected? of them? What is the as partner? Implementation plan Why do your social synergy between you and Do you have enterprise need them. Funding request them? their management support? www.ysei.org
  • 31. Social enterprise plan TEAM PLAN Creating a team plan is also part of social enterprise concept’s elements. At a social The plan elements enterprise plan level, we need to work out some details. Social enterprise consists of individuals, they are the team that make or break everything. Team plan is among the most Executive summary important element in planning as talent is everything. The team plan consist of at least three The problem parts, the competency plan, the core team and the advisors/board. Vision, mission, value Theory of change COMPETENCY PLAN The solution Talent needs Position requirement Recruitment Status Social impact Target market Talent1 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx Recruited Competition Talent2 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx Searching Social marketing Partnership Base on your identif ied Identif y key talents needed How do you plan to recruit Describe the Team plan talent needs. What to achieve your mission. each of the position recruitment positions and how many Generally you would need required? Where are the status, whether Financial plan are needed to match those management talent, potential recruits stay? the position is Impact monitoring & evaluation talents needed? What technical talent depending How do you access to recruited, background and experience on which area you are them? What will attract contacted or Risk and opportunity do you need f or each them? still in searching. working on, administrative Implementation plan position? Which position is talent and so on. You short-term, long-term, part- Funding request should assert key talent time? What kind of attitudes characteristic as well, e.g. do you need f or each of managerial talent with your positions, energetic special f ocus on innovation yet patient? and partnership building. www.ysei.org
  • 32. Social enterprise plan TEAM PLAN The plan elements THE CORE TEAM Executive summary Name/Position Talent Background/experience The problem Name1 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Vision, mission, value Position: Team lead/director xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Theory of change Name2 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx The solution Position: ICT manager xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Social impact ….. Target market Provides names and Provides a summary of their background What are their talents? Competition positions of the core team and experiences. Key important things to Explain shortly their unique Social marketing members. include are education, certif ication, competency, what they can citizenship, interest, work experiences (part- Partnership do? what are the skills they time, f ull-time), past unique contribution to are particularly great? Team plan business/social ventures or conf erences, Financial plan personal membership/networks. And any other thing to prove that the person is Impact monitoring & evaluation uniquely f it f or the task, the mission and the Risk and opportunity team as a whole Implementation plan Funding request www.ysei.org
  • 33. Social enterprise plan TEAM PLAN The plan elements ADVISORS/BOARD Executive summary Name Role Talent Background/experience The problem Name1 xxxxxxxxxx xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Vision, mission, value xxxxxxxxxx xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Theory of change Name2 xxxxxxxxxx xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx The solution xxxxxxxxxx xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx …. Social impact Target market Competition Names Identif y role as What are their talents? Provides a summary of their background well as Explain shortly their unique and experiences. Key important things to Social marketing responsibility of contribution to the social include are education, certif ication, Partnership each enterprise as advisor/board citizenship, interest, work experiences (part- Team plan member. advisor/board time, f ull-time), past unique contribution to members. business/social ventures or conf erences, Financial plan personal membership/networks. And any Impact monitoring & evaluation other thing to prove that the person is uniquely f it the role, the mission and the Risk and opportunity team as a whole d Implementation plan Funding request www.ysei.org
  • 34. Social enterprise plan FINANCIAL PLAN The planning and management of your money or financials are among the most critical The plan elements tasks in determining whether the social enterprise would be cost-effective and sustainable. There are at least three elements in social enterprise financial plan to consider, namely, the Executive summary budget, the fund-raising plan and the revenue-expense projection. The problem Vision, mission, value THE BUDGET Theory of change The solution Expense category Expense items Cost Total Social impact Target market Management Compensation (12m x 2persons) xxxxxxxxxxxxxxxxxxx 5,000 USD Competition xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxx Social marketing Category2 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx xxxxxxxx Partnership Team plan Outline all expense items. Identif y key expense Describe the cost f or each Sum total on Try to break them down into of the item. category by grouping all Financial plan each line. understandable elements. expense items into various Make sure Impact monitoring & evaluation However, you do not need to groups. Generally it you BOLD the break it down so small that the consists of human Risk and opportunity f inal total sum. expense items f or 15,000 USD resources, physical Implementation plan project will take 3 pages long. f acilities, technologies, Try to explain some items that Funding request activities and so on. other people might f ind it dif f icult to understand or why it is really needed. Quantity and unit inf ormation should also be provided. www.ysei.org
  • 35. Social enterprise plan FINANCIAL PLAN The plan elements FUND RAISING Executive summary The activity The expected profit The requirement The problem Activity1 3,000- 5,000 USD Partnership with XYZ media, USD1500 cost Vision, mission, value Explanation of activity1 xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Theory of change Activity2 xxxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx The solution Explanation of activity2 xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Social impact ….. Target market How much do you expect to Provide key f und-raising Explain what are the requirements that must Competition prof it f rom each of the activities. Generally they be satisf ied in order to make each of the Social marketing activity. You can give the are special event and sales f und-raising activity possible. Most of the expectation in range, such of good/services or other time, it is some initial investment (cost), Partnership as f rom 3,000 to 5,000 special revenue such as partnership with other organizations, Team plan dollars. those coming f rom interest specially competency needs (satisf ied by Financial plan rate f rom project saving or hiring a part-time f or the activity) and so on. endowment f und. Risk f actors such as whether condition or Impact monitoring & evaluation inability to attract media interest should also Risk and opportunity be provided f or each planned f und-raising activities. Implementation plan Funding request www.ysei.org
  • 36. Social enterprise plan FINANCIAL PLAN The plan elements REVENUE-EXPENSE PROJECTION Executive summary Month Revenue Expense Balance The problem January 15,000USD Grant 3,000 13,000 Vision, mission, value Theory of change Febuary non 2,000 11,000 …. …… ……. …….. The solution Social impact September 7,000 - 1,000***** Target market Provide total estimated Calculate the net balance Alternatively, Provide total Competition f or each month’s end. This expense of that particular if you are not estimated revenue in Social marketing month. is of extreme importance that particular month. sure about because it will help you Partnership when will you think through your money start the Team plan situation, especially when project, you Financial plan will be the crisis time! can use number Impact monitoring & evaluation Don’t forget that the balance is instead of the Risk and opportunity not the revenue minus month’s expense for each month, you names. Implementation plan must include what was left from the last month’s net Funding request balance as well. www.ysei.org
  • 37. Social enterprise plan MONITORING & EVALUATION What can’t be measured? What can’t be managed? That seems to be one of the most The plan elements important modern management mantra. In social enterprise management, measuring your performance allows you to learn much more about how your idea performs in the real Executive summary world. The problem Vision, mission, value Monitoring and evaluation are not simply meant for funders or partners, they are most useful to Theory of change you. Without measurement, you would not know how to adapt your plan and action in order to achieve highest impact and sustainability. Continuous evaluation ensures a better learning The solution ability. Social impact Target market Of course, the process can be difficult and complicated. But at least you should focus on Competition developing your evaluative logical model. Social marketing Partnership Team plan plan Financial plan actions Evaluation Impact monitoring & evaluation Risk and opportunity Implementation plan Funding request learning www.ysei.org
  • 38. Social enterprise plan MONITORING & EVALUATION Evaluative logical model The plan elements A Logical model (LM) allows you to link your inputs, outputs, activities, outcomes and goals Executive summary together. For evaluation purposes, the most important basic task is to be able to logically link The problem your activities, outputs, short-term outcomes, intermediate outcomes and final goal together. Vision, mission, value TARGET! TARGET! Theory of change The solution Short-run Ultimate Intermediate activities outputs Objectives outcome outcomes goal Social impact Target market Competition Describe what Describe what Describe what Identif y your Describe Describe the enterprise are the direct are the specif ic intermediate your key your ultimate Social marketing does with the outputs of immediate outcomes objectives goal, i.e. Partnership resources. activities and changes in that must be that must be the desired participants’ Team plan Activities are may include accomplished accomplished social change the types, levels behavior, in order to to reach your you try to Financial plan create. processes, and targets of knowledge, achieve the ultimate goal. Impact monitoring & evaluation skills, tools, events, services to be objectives. (based on your mission) technology, delivered. status and level Risk and opportunity and actions of f unctioning. Target should Implementation plan that are be developed, Target should required in both in term Funding request be developed, order to of quantity both in term and quality. achieve the of quantity mission. and quality. www.ysei.org
  • 39. Social enterprise plan MONITORING & EVALUATION Evaluative logical model The plan elements This evaluative logical model provides a clear idea on how your activities link all the way to Executive summary your ultimate goal. It also give a clear outcome targeting both in short and medium term. The problem Therefore, you can easily use this target model as a guide to measure against the actual Vision, mission, value performance in order to see what is the difference between the plan and the actual whether Theory of change in activities, outputs, short-term outcomes, intermediate outcomes and objectives. You can The solution monitor and evaluate your project monthly, quarterly, annually or other appropriate timing. Social impact TARGET! TARGET! Target market Competition short-run Ultimate Intermediate activities outputs Objectives outcome outcomes goal Social marketing Partnership Team plan Group A Activity1 Output1 OutcomeA GOAL Im-outcomeA Objective1 Financial plan Activity2 Output2 Impact monitoring & evaluation Group B Risk and opportunity Activity3 Output3 OutcomeB Objective2 Im-outcomeB Implementation plan Activity4 Output4 OutcomeC Funding request Group C Activity5 Output5 OutcomeD Objective3 Im-outcomeC Activity6 Output6 Activity7 Output7 www.ysei.org
  • 40. Social enterprise plan MONITORING & EVALUATION Beyond basic logical model The plan elements There are many other evaluative techniques such as a more comprehensive logical Executive summary modeling and theory of change, as well as balance score-card that allow you to integratively The problem measure operations, financial, customers and learning/growth perspectives. Vision, mission, value Theory of change No matter which technique you will be adopting, the key is to be able to answer the following questions. The solution Social impact • What outcomes are you trying to achieve f or your target population? Target market • How will you measure whether you’ve achieved these outcomes? Competition Social marketing • What are your perf ormance targets? Partnership • What data will you collect and how will you collect it? Team plan Financial plan • How will you use the results f or learning and reporting? Impact monitoring & evaluation Risk and opportunity Implementation plan Funding request www.ysei.org
  • 41. Social enterprise plan RISKS AND OPPORTUNITIES You cannot see into the future with certainty, but you can do the next best thing: identify The plan elements potential risks and opportunities that will affect your plan. Try to predict and imagine the potential risks that could create a minor or major problem for your social enterprise. Also, Executive summary think of the opposite, what opportunities might excel the ability to achieve your mission and The problem scale the impact. Vision, mission, value Theory of change Risk/Opportunity Potential impact Prevention/Capitalizing The solution Risk1 Extremely dangerous Preventive action1 Social impact Xxxx xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxx Target market Competition Opportunity1 Very high Capitalizing action1 Social marketing Partnership Identify key risk Describe degree Describe how you could prevent and opportunity of potential impact various risks from happening Team plan that will either (Extreme, very high, as well as how you could Financial plan make or break high, medium, low) capitalize or capture the opportunity Impact monitoring & evaluation your plan. In order to safe-guard and increase Risk and opportunity the effectiveness of your plan. Implementation plan Funding request www.ysei.org
  • 42. Social enterprise plan IMPLEMENTATION PLAN An action plan is critical to the success of the social enterprise, no matter how ingenious the strategy or concepts that are developed. This is because every idea/thought must be translated into action. Therefore, the implementation plan will assign responsibility of the The plan elements tasks and the scheduling of the deliverables and necessary resources. Therefore, it is important to clearly establishg tasks accountability and a realistic work schedule. Executive summary The Work Breakdown Structure (WBS) is a tool that can help you develop estimates, The problem assign personnel, track progress, and show the scope of project work. Through this tool Vision, mission, value complex activity is subdivided into several smaller tasks. This can be continued until the Theory of change activity can no longer be subdivided. The solution Social impact Work Breakdown Framework Target market General Definition of Project: Competition Team assignment Major Task Subtask 1 Date/Time/Duration Social marketing Partnership Team plan Financial plan Impact monitoring & evaluation Risk and opportunity Implementation plan Subtask 2 Funding request www.ysei.org
  • 43. Social enterprise plan IMPLEMENTATION PLAN The plan elements A Gantt chart can tell you what has to be done—the activities or tasks how long each activity will take in what order each activity has to happen what the costs will be for Executive summary each activity who is going to be responsible for the activities The problem Vision, mission, value Gantt Charts are the basic bar chart that most people are familiar with. Theory of change Pros: Simple to construct, easy to read, an effective way to communicate with team The solution members what they need to do in a given time frame. Social impact Cons: Difficult to assess the impact of a change in one area on the rest of the Target market project. Competition Social marketing Work Plan 2005 - 2006 Partnership Tasks Responsibility Team plan Financial plan Impact monitoring & evaluation Risk and opportunity Implementation plan Funding request www.ysei.org
  • 44. Social enterprise plan FUNDING REQUEST The plan elements Provides information on how you are requesting funding from different donors/investors. You could restate the budget and break it down to the part Executive summary requesting for funding from Youth Social Enterprise Fund and other donors/investors. The problem Status of each request should be described as well. Vision, mission, value Theory of change The solution BUDGET CATEGORY BUDGET ITEMS COST REQUEST STATUS Social impact Management Compensation (12m x 2persons) 5,000 USD Target market xxxxxxxxxxxxxxxxxxxx xxxxxxxx Competition Category2 xxxxxxxxxxxxxxxxxxxx xxxxxxxx YSEI Fund Submitted Social marketing xxxxxxxxxxxxxxxxxxxx xxxxxxxx Partnership Category3 xxxxxxxxxxxxxxxxxxxx xxxxxxxx Team plan xxxxxxxxxxxxxxxxxxxx xxxxxxxx Category4 xxxxxxxxxxxxxxxxxxxx xxxxxxxx Financial plan xxxxxxxxxxxxxxxxxxxx xxxxxxxx UNDP Committed Impact monitoring & evaluation ….. ……. ….. Risk and opportunity ….. ……. ….. Implementation plan TOTAL xxxxxxxxUSD Funding request www.ysei.org
  • 45. RESOURCES FOR SOCIAL ENTERPRISE PLAN Business Plan Basics, Robin Jones, Freescale Semiconductor Conceitos Básicos de um Plano de Negócio para OSCs, Center for Social Entrepreneurship, Ashoka and McKinsey & Company An introduction to business planning for non-profit, Zoe Brookes, The Bridgespan Group (non-profit initiative of Bain & Co.) Logic Model Development Guide / Evaluation Handbook, W.K. Kellogg Foundation Developing a Social Enterprise Business Plan, Stacey Childress, Harvard Business School Financing Social Enterprise, Michael Chu, HBS Business Plan Contest & Social Enterprise Club A BRIEF TUTORIAL ON BUSINESS PLANNING FOR NONPROFIT ENTERPRISE, Cynthia W. Massarsky Theory of change as a tool for strategic planning, Andrea A. Anderson, The Aspen Institute Theory of change, guided example: PROJECT SUPERWOMEN, ActKnowledge and the Aspen Institute www.ysei.org