Edu4change4development mktpage-20130818-v oep

edu4change4development
Christian A. Estay-Niculcar
20130818

Our team
And
Our Organization

Our team
• We are people from several countries and with different
experiences and curricula, all them together are a strong
competence of the project.
• 5 members of the team worked in the previous course in this
project.

Our organization
• As team, we organized the work in work-packages and in
collaborative sub-team.
• We are produced a lot of documents, we are realized
interviews and surveys in several countries, and we are
created web-page to the project (edu4change4development)
and to the product (koopernic).

Our commitment
• The members of our team never knew before
edu4change4development, but now there is a strong
commitment to take it forward and the members devote
many hours to go beyond of course requirements.
• We are committed to continue working. Our proposal
includes working with youth in a first step in Spanish
(LATAM, Spain) and Portuguese (Brasil, Portugal). In a
second step we include english (Vietnam).

The future
• We want to continue with this Project and turn real
this dream.
• Right now we keep working an already have some
contacts for several meetings to go forward with the
idea.

STORYBOARD
From problem to solution … the history of Luisa – our challenge

edu4change4development allows Luis to be in
contact and work together with both, people like
her and entrepreneurs over the world who can
provide support and mentoring, financial support
and all kind of help delivered on line
Luisa is a girl between 18 and 35 years
old who lives on an environment where
she is challenged to be an entrepreneur
Luisa looks around and cant’ really find
entrepreneurship, help to become and
entrepreneur or even understand well
what that impliesLuisa looks around and sees crisis, poor salaries
and her parents facing problems
What does it
mean to be an
entrepreneur?
Luisas’s school starts promoting
edu4change4development, a tool
designed to help young people think like
an entrepreneur, providing a space
where where videos, blogs and all kind
of interaction tools, mentors and solid
contents, promotes learning and
teamwork
Teachers are not
entrepreneurs and
seminars
conducted by
entrepreneurs are
superficial and
vague
And while she is out on the street
, edu4change4development allows Luis to
locate other members of the
edu4change4development network

A commitment to a new form of engagement with young people
- Humanizing entrepreneurship -

Our team
Gerardo - USA
Samil – Rep. Dom.
Armando - México
Geuseppe - Colombia
Rodolfo - Argentina Uyen - Vietnam
Juan - SpainChristian - Spain
Sergio - Portugal

Know our work
• Project edu4change4development
– http://rodovarela.wix.com/entrepreneurship-oap
• Product Koopernic
– http://www.sysinmotion.com/koopernic/index.html
• Prototype
– http://edu4change4development.netai.net
• Opportunity Execution Project (OEP) document (PPT)
– http://www.youtube.com/watch?v=Tx5dcIt1pNE
• Video presentation
– Spanish - http://www.youtube.com/watch?v=Tx5dcIt1pNE
– English - http://www.youtube.com/watch?v=PPviVrRofsQ
– Portugues - https://www.youtube.com/watch?v=exg076ZskdU

Market
We provide data for explain the
potential size, the Market analysis,
and the findings from the data
collected

• To improve and to validate our proposal, we ask through surveys
and interviews to our market target. Our target market is people
between 18-35 years old, from countries with necessities to
entrepreneurship as countries of LATAM, Portugal, Spain, and
Vietnam.
• The result shown that: it is imperative to train young people to
enable them to achieve entrepreneurial thinking. Furthermore, in
the current scenario and future, few young people are creator of
companies, the rest will be employed. But everyone must generate
new ideas and promote enterprises wherever they work. And,
moreover, the interviews validated the interest in entrepreneurship
in young people, but they do not see it as a possible future. Only in
college or universities, they listen to be entrepreneurs.
Marketing analysis

Marketing experiments – interviews &
surveys

Findings
• The team made research on the Internet and
personal interviews in a total of 11 countries to
people from a range of 18 to 35 years old,
totalling 79 people.
• The team keeps careful records of the results and
results analysis.
• The research revealed some new information and
confirmed our basic proposal

In order to expose our work, this is our empathy map original in spanish.

Projection
- The number of young people interested in becoming an entrepreneur is
growing. In several countries the population increase. Examples as
Chile, Colombia, Perú are examples in LATAM of entrepreneuship but more
youngs need support specially of the medium socio-economic level. Other
countries needs start new projects to their young population as
Vietanm, Portugal and/or Spain.
- They don’t have a reliable source of entrepreneurial formation and
information. There is many courses of entrepreneusrhips and great quantities
of net to support enterpreneurship, but, the sustainability to guarantee and
supporting the new enterprises is weak or not exist.
- They don’t have a network which gives support
(financially, technologically, emotionally, etc.).
- The young population (18-35 years) is increasing in the countries included in
the market.

Target market
• B2C
– 18-35 Young people having the needs to learn
entrepreneurship in order to open their own business
or to apply entrepreneurial skill to their life.
– Potential entrepreneurs with more experience or
maturity, or people working as employers or not-
employers actually.
– Trainers and tutors having the need to be upgraded.

Target market
• B2B
– Individual (to create your own MOOC; update
research; participate in a hands-on experience to
connect entrepreneurship research to curricula
choice).
– Public and private
schools, colleges, Universities, education and
training centers (renting platform and/or contents;
training tutors and mentors; inspire new ideas for
entrepreneurship curricula and model design at
your campus).

Target market
After studying various characteristics trough
observation and marketing research from
costumers who will use our services/products,
research several case studies and demographics,
our differentiated products and services meet
the needs of ours primary costumers.

Target market
• From the addressable market, we estimate a
target that might vary between 2 to 3% at
first; only LATAM, Spain, Portugal and Vietnam
would probably be on the larger % of potential
customers.

Target market

Business Model
Please, see the Business Model at
http://canvanizer.com/canvas/k19XSGewQeI
This actual work operate as a cycle, in a dynamic way, where we re-think, improve, refine, change original
ideas. All the model can be reshaped.

Our Canvas Model (1/3)

Value Proposition
• Provide a global net of entrepreneurship to people which need to
think as entrepreneurship. Our customers are people which like or
need learn about entrepreneurships in order to shape their career
or future in direction to create enterprise, improve their future
possible professional role, not-employers, associate with
entrepreneurships, etc. More specific details and rationale: Having
the needs to learn entrepreneurship in order to open their own
business or to apply entrepreneurial skill to their life. They can
come from all over the world and especially in emerging markets to
tap on available opportunities. decide whether they should go for
college or not.
• Our value proposition characteristics and our idea of
Entrepreneurial Network (EN) are based on (a) a cMOOC and (b)
net of support to entrepreneurships.

Did the team clearly explain how their business
model works and how they would make money?
• The revenue streams is well defined and
somehow tested.
• Is very clear to understand.
• For the analysis can be seen that the gains
outweigh the costs.
• It is necessary to adopt the model to see if the
model is really well this way or if it needs some
adjustment.

Did the team appear to have tested their
business model in the real world?
• Not tested our model in reality, but the
interviews give us a vision of our business model
(is well executed and meets a global need).
• The results of interviews allowed us to define and
redefine our business model.
• At this moment we are working in freemium model,
refining it to get funds from state, crowfounding and
private enterprises that actually promote
entrepreneurship in schools. And, in the next state of
the project we are evaluating paid system.

Are they already making sales?
• Our submission
https://novoed.com/venture2/reports/121115
• Right now the team is in the process of refining
the design and so has not yet been made any
sales.
• However, we will apply the freemium model with
various aspects such as:
1. One model for individual costumers
2. Other model for companies costumers

Are they already making sales?
• Our individual costumers will test the platform for
free and then there will be a monthly cost that will
be different to members and not members.
• Our companies costumers will also test the platform
for free and then each case must be studied
individually and to be able to set a budget.
• The team is in the process of starting testing the sales
strategy defined because is first necessary to conclude
the platforms and resources in order to effectively sell
our products and services.

Do you believe they could make sufficient money
to earn good profits and cover their costs?
• Our submission
• The research indicates that we can cover our
costs.
• Here the partnerships and distribution have an
important role.
• Our submission

Cost
- Certification: tax of diploma of certification (partnered with institutions by countries) --
----- this cost is cover by the student directly to certification entity. Not paid to us. This cost appears from third month (our
course is from 6 week app. 2 months)
- Tutoring & mentoring staff
----- 8000 month (from first month)
- Advertising and their team
------ 750 month from first month
- Meetings with partners
------ 1 meeting per month - 350
- R+D+i to improve methodology, technology, etc.
----- Technology 2000 in total per month
----- Specialist improving platform 1500 per month
- Administrative costs / infrastructure costs
------ Administrative/Manager/Other costs - 2000 per month
- Support center
------ 2000 per month

Revenue
- Rent our course to colleagues or schools or universities (or networks)
---- 100 per student by all the course -> 50 per month (course take 2 months or 6 week .. aprox)
- Premium services
----- We expect that a 20% will take premium services .... 10 per month by 6 month late finish the course.
- Train to tutors and mentors
------ 3000 per people ... but we expect train 4 people by semester
- Crowfounding (for example train/learn students in non development countries)
------ I think ..we can recuperate 1000 per semester
- Partnerships with leading companies for their employees to devote work hours to assist in the project
------ No cost
- Bookstores and editorial
----- 100 per month
- Newspapers to link mutually
----- 100 per month
- Funders .... 10000 as initial financement

Flow
- The first year the profit will be negative.
- The second year the profit will be positive.
- The third year all profits will be more positive.

Marketing Strategy

• Market opportunity/analysis
1. Customer and a market need
2. Size the market
3. Competitors
4. Growth potential
Marketing strategy

• 1. Customer / Market target
– Our target market is people between 18-35 years
old, from countries with necessities to generate
entrepreneurships. We consider developing
countries from LATAM countries of in developing
as Vietnam, and countries with economical crisis
as Portugal and Spain.
Marketing strategy

• 1. Market need
– The necessity
• In front of the Global Entrepreneurship Monitor 2012
report, and these data, today, and given the current
economic crisis, several international organizations
promote entrepreneurship as a solution to the
economic crisis. Such organizations as: WorldBank,
IADB, IMF, Global Entrepreneurship Monitor, OECD,
reports the urgent necessity to promote the
entrepreneurship among the young people.
Marketing strategy

Marketing strategy
• 1. Market need
– The necessity
• GEM 2012 report
– By according to 2012 survey of GEM, there are 388 million entrepreneurs actively engaged in starting
and running new businesses in 2012. These included an estimated:
– 163 million women early-stage entrepreneurs
– 165 million young early-stage entrepreneurs between the ages of 18 and 35
– 141 million early-stage entrepreneurs who expected to create at least five new jobs in the next five
years
– 65 million early-stage entrepreneurs who expected to create 20 or more new jobs in the next five years
– 69 million early-stage entrepreneurs that offer innovative products and services that are new to
customers and have few other competitors
– 18 million early-stage entrepreneurs that sell at least 25% of their products and services internationally
– 65 million early-stage entrepreneurs who expected to create 20 or more new jobs in the next five years
– 69 million early-stage entrepreneurs that offer innovative products and services that are new to
customers and have few other competitors
– 18 million early-stage entrepreneurs that sell at least 25% of their products and services internationally
** GEM recognizes that an economy’s prosperity depends greatly on a dynamic entrepreneurship sector.
Source:
http://www.gemconsortium.org/assets/uploads/1330429931GEM_2011_Global_Report_-_EDIT_FEB_2012.pdf

• 1. Market need
– The reality
• The 85% of SME disappear before they are 2 years of operations. The
66% of SME disappear before the first year of operations
• Of every 400 new entrepreneurs only 40 survive in the first two years
and of these only 20 reached their first 5 years
• The 75 percent of new Mexican companies should cease operations
after just two years on the market.
• The 25% of companies disappear in the first year, 17% in the second
year, 13% in the third year and 11% in the fourth year.
• Only 5% of companies promoted by young entrepreneurs are
successful.
• The statistics speak of a high mortality in start-ups: according to 2003
data, over 70% of businesses fail within four years of life.
• Over 50% of small businesses fail in the first year and 95% during the
first five.
Marketing strategy

• 2. Size market
– Market available
• Young students, employers that like create enterprises, non-workers
that need/like create enterprises.
– Market available served
• The people between 18 and 35 years old are an important segment or
percentage of the population in develop countries. Commonly are 25
or more percentage of the population.
– Market target
• Approximately 2-3% of population we can help with us product.
• This percentage need the solution and have the capacity (time and
dedication, and internet connection) to use the product.
– Note:
• We interviews and realized survey in people from several countries.
See follow point.
Marketing strategy

• 3. Competitors
– Providers of crowfounding.
– Several MOOC courses and platforms oriented to teach about
entrepreneurships.
– Solutions as: sharktank, sci-tree, IADB (program to incentive
entrepreneurships), SCORE, Churchteam, etc.
– Our Blue Ocean:
• We link a MOOC course with a net of support to entrepreneurships
• We provide a MOOC course where people graduate in thinking
entrepreneurship and with a entrepreneurship project.
• We facilitate a net where recent graduate entrepreneurships
mentoring to new students in the MOOC course.
• The net is a global online community to share, mentor, learn, and
support entrepreneurships among them as intra/inter
entrepreneurships.
Marketing strategy

• 4. Grow potential
– The market has a high growth potential for several
reasons:
• Exist government policies promote intensely the
entrepreneurship.
• Population shows a tendency to grow the segment of
people between 18 and 35.
• Internet access is increasing in large cities and a
national level.
• Entrepreneurship is an increasingly subject closer to
society.
Marketing strategy

• Fit market (problems/needs) with product
– Inadequate knowledge of the market, we offer marketing topics in the course.
– A finished product inappropriate, we offer tools design in the course.
– An ineffective effort in marketing and sales, we offer marketing technics in the course and a
net of entrepreneurship to support ideas.
– A lack of foresight on the competitive reaction, we offer foresight technics in the course and a
net of entrepreneurship to provide support.
– Rapid product obsolescence, we offer tools of product life cycle in the course.
– A forecast of the timing inadequate to implement the business, we offer Project management
technics in the course.
– An inadequate capitalization: excessive asset investment, we offer financial in the course and
a net of entrepreneurship to provide mentoring and coaching.
– Poor cash flow management, we offer financial in the course and a net of entrepreneurship to
provide mentoring and coaching.
– Lack of controls, we offer Project management technics in the course.
– Wrong reasons for start an entrepreneurship, the course provide mediums and tools to
reinforce a entrepreneurship thought.
– Love with the product, the course provide guidelines and best and worst practices to cope
this situation or similar.
Marketing strategy

Marketing strategy
• Market Scope
– Global Strategy oriented to new market
• Geographical scope
– LATAM countries / develop countries
• Segments  Different Strategies for each segment
– Individuals (18-35 years old)
– Public+Private Companies
– Promotion Institutions
– Government Agencies
• Entrance Strategy
– Superior marketing strategy
– Ample resources
– Strong commitment to challenge market leader.
– Strong effort to differentiate our product

Marketing strategy
• Our new market – attributes and features
– Customers
• Unknown
– Because, are people between 18 and 35, not common in actual market
targets, and from developing countries and/or countries in economical crisis
– Customer needs
• Transformational improvement
– Because, we point out to improve the life of people that not receive much
more orientation to be successful in to be entrepreneurship
– Competitors
• None
– Because, we create a blue ocean
– Risk
• Evangelism and education cycle
– Because, we need diffuse a new type of community of collaborative
entrepreneurship and educate about the importance of give priority to
thinking entrepreneurship as previous to create project and enterprises

Our marketing strategy
• Product Strategy
– Positioning : Unique Managed Community – Net of mentoring to
support new entrepreneurships
– Scope : All Stakeholders and entrepreneurships presents in net and
the course online
– Design : cMOOC (conectivist MOOC) + net
• See prototype
• http://edu4change4development.netai.net

• Promotion Strategy
– Promotion Mix: Different depending on the audience, results,
benefits for each segment
– Media Selection: Channels (newspapers, magazines, television,
radio, outdoor advertising, transit advertising, and direct mail)
through which messages concerning a product/service are
transmitted to the targets.), and alliances with professional
colleges, municipalities, etc.
– Advertising: Transmit a particular product/service message to
young people and people like to be entrepreneurship.

• Distribution Strategy
– Scope: All Stakeholders through or by way:
• Forums: where the customers can interact between them and suggest ideas to company.
• Self services: for instance, the customers can choose a new courses when they need.
• Newsletters: inform to customers know about new services, new tools, etc.
• Blog: this way be able to get information about the company, about the new projects, etc.
• Social networks: like facebook, twitter, linkedin, etc, where the students interact between them, with
the teachers, they can suggest improvements to the company.
• Community of graduates: place where graduates can to follow connected with the new students and
teachers.
• Associations or colleges of professionals.
– Channels:
• Social networks
• Web presence (website, blog, social media, ...)
• Advertisements
• Adwords
• Networks of Colleges and School
• Students organizations
• Government / Ministeries of Education
• Ways used in net of colleges, universities. Etc,

• Pricing Strategy
– Apply freemiun model.

• Product
– Attributes
• Focus on the emotional side of the equation. For most
entrepreneurs this is a really hard issue.
• Affordable for entrepreneurs who don’t have much money. A
common situation.
• Provide a global network to support entrepreneurs in aspects such
as technology, finances, funding, marketing, etc.
• A team of people who are totally commited to the growth of
entrepreneurs.

• Product
– Market opportunities
• Many people will have the necessity to create their own Jobs since
there are fewer Jobs.
• The quality of Jobs has going down and many Young people want to
make their dreams come true but with a normal job, it seems very
difficult.
• The school system is not preparing student to survive in the current
economy. Doctors, lawyers, nurses, dentist aren’t taught to sell their
professional services. Something that is VITAL. We can cover the
part that the school system has forgotten.

• Product
– Mission
• To provide a model of entrepreneurship, not only focus
on the money- but also in the development of
people, caring about the environment and trying to help
as many people as possible ... to unleashing the
entrepreneurial potential of 18-35 young people across
the world to create innovators with the knowledge, skills
and attitudes to contribute to economic and societal
prosperity.

• Product
– Successful, because
• we have the passion to change and improve the lives of people, that’s the core of the
team. Then we can have access to the best thelos, dynamics, projects and contacts.
• We provide a differentiated product, service and resources (experts, companies, ...) meet
the needs of our primary costumers.
• our product is different from other similar net, products or solutions.
• we connect, younger and starter entrepreneurships, with the new entrepreneurships, ...
– And
• We not only connect along time consolidated entrepreneurships with young
entrepreneurships, not,
• we create and connect entrepreneurships,
• we maintain nearest old with new entrepreneurships,
• we prepare entrepreneurships to create enterprise or to be creative employers.
• we promote in people the confidence to be a entrepreneurship
• we support with cognitive and material resources in order to construct projects
sustainable by more than 5 years.

Marketing web page
• The web page is divided in three areas
– Upper – Over horizontal menu
• This level is oriented to catch to internet-user …
– Medium – Between horizontal menu and low detail
• This level is oriented to describe product and project
– This web page is optimized to SEO and using standards of web-page. At future we
include accessibility and other features to work in spanish (LATAM, Spain), english
(Vietnam) and portuguese (Brasil, Portugal).
• The marketing page is oriented to present the product – Koopernic
– http://www.sysinmotion.com/koopernic/index.html

Protoype
Please see at
http://edu4change4development.netai.net

Quality of the prototype
• The prototype was designed through interview
to online tutors/mentoring and students.
• This report can be consulted at
– http://es.slideshare.net/cestayn/edu4change4development-proy-final201306016-23079560
• In spanish

THANKS ---
A commitment to a new form of engagement with young people
- Humanizing entrepreneurship -

Edu4change4development mktpage-20130818-v oep

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