APS 1015 Class 4 - Intervening in Systems Part 1

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This class will focus on understanding how to design solutions to a gap in a social system and looks at the first two steps in the system intervention process. Students will be led through an interactive Empathy Mapping exercise followed by an introduction to Business Modeling and the components of a business model canvas.

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  • NORMFocus on the distinction between entrepreneur and enterprise
  • APS 1015 Class 4 - Intervening in Systems Part 1

    1. 1. APS 1015: Social Entrepreneurship Class 4: Intervening in Social Systems (part 1) Friday, May 23, 2014 1 Instructors: Norm Tasevski (norm@socialentrepreneurship.ca) Alex Kjorven (alex@socialentrepreneurship.ca)
    2. 2. © Norm Tasevski Agenda • Recap of Gap Analysis (last class) • Building an Intervention – Step 1: Empathy Mapping – Step 2: Business Modeling • Assignment for Monday - Storyboarding 2
    3. 3. © Norm Tasevski Intervening – A 4 Step Process 3 Step 1: Empathy Mapping Step 2: Business Modeling Step 3: Financial Modelling Step 4: Target Setting
    4. 4. © Norm Tasevski • A technique for deeply and intimately understanding how your consumers/clients experience the environment around them • The Steps: – Pick your environment – Pick your persona – Grab sticky notes and go! 4 Empathy Mapping
    5. 5. © Norm Tasevski • Step 1: Pick your Environment – What environment matters to you (i.e. what do you care to analyse)? • Examples – Your store – At home – Your online portal/app – A neighbourhood 5 Empathy Mapping
    6. 6. © Norm Tasevski • Step 2: Pick your Persona – What type of consumer/client matters to you? • Examples – “Susan” the stay-at-home mom – “Deeptha” the Bay Street young professional – “Jerome” the single parent 6 Empathy Mapping
    7. 7. © Norm Tasevski • Step 3: Grab Sticky Notes and Go! 7 Empathy Mapping
    8. 8. Break 8
    9. 9. © Norm Tasevski • A process for determining how an organization makes and spends money • 9 Elements: – The Customer – The Value Proposition – Channels – Relationships – Key Resources – Key Activities – Key Partners – Cost Drivers – Revenue Streams 9 Business Modeling
    10. 10. © Norm Tasevski 10 Core Concepts – Customer “Pain” – Difference between a “customer” and a “client” The Customer
    11. 11. © Norm Tasevski 11 Core Concepts – The “value” you are creating for customers (in terms of products/services), and the “pain” you are alleviating – An exchange of value The Value Proposition
    12. 12. © Norm Tasevski 12 Core Concepts – How the customer receives the offer/value prop – The physical “movement” of the offer into the hands of the customer Channels
    13. 13. © Norm Tasevski 13 Core Concepts – Personal and impersonal interaction with the customer – The “movement” of information (e.g. marketing, communication) Relationships
    14. 14. © Norm Tasevski 14 Core Concepts – Cash!!! (specifically, how cash flows into the enterprise) – “Money In” – Pricing models Revenue Streams
    15. 15. © Norm Tasevski 15 Core Concepts – Assets… – …and how these assets create value – Includes human, physical, intellectual, and financial resources Key Resources
    16. 16. © Norm Tasevski 16 Core Concepts – Actions (specifically, the actions you plan to take to generate value) – Both “direct” and “indirect” Key Activities
    17. 17. © Norm Tasevski 17 Core Concepts – People/organizations that are integral to enabling you to do business – How you partner, and what you partner on Key Partners
    18. 18. © Norm Tasevski 18 Core Concepts – Fixed costs, variable costs, economies of scale…“money out” – At this stage, focus on your cost assumptions! (don’t worry about actual $$) Cost Drivers
    19. 19. Storyboarding 19
    20. 20. © Norm Tasevski What is Storyboarding? A set of images/graphics displayed in sequence as a means of pre-visualizing a process or sequence of events 20
    21. 21. © Norm Tasevski The Importance of Storyboarding • From a business perspective, it provides clarity on how the business will work (e.g. how value is created, how revenue is generated) • It helps identify gaps/flaws in the business model • It can provide a foundation for a communications/sales campaign to customers, investors, etc. 21
    22. 22. © Norm Tasevski An Example – “Here’s How it Works” 22 ID office building to serve as a “Delivery Hub” ID merchants within the “Delivery Zone” Merchants market the service to customers 1st 2nd 3rd Professionals in Sick Kids will have access to the delivery service Professionals at Sick Kids can receive deliveries from the hot dog vendor, Subway and Starbucks, but not Freshii or Tim Hortons We Deliver! An SSO delivery person picks up and delivers the food to the professional
    23. 23. © Norm Tasevski A 2nd Example – “Here’s How it Works” 23 First time youth drug offenders referred to Peacebuilders Youth participate in Restorative Circles & Business Training Youth placed in kiosks/venues to sell products 1st 2nd 3rd Peacebuilders work with established relationships with the federal youth prosecutor at the youth court at 311 Jarvis Through this process, we build a trust relationship and empower youth to genuinely change their lives and break the cycle of violence and poverty Youth sell in controlled environments, with Peacebuilders/Venture Deli staff support
    24. 24. © Norm Tasevski Assignment • Build Storyboards for: 24
    25. 25. © Norm Tasevski What did we learn? 25

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