This file displays the presentation of four Berea College students at the Appalachian IDEAS Network Showcase applying social innovation to economic development.

1. Prototyping Smart Phone Tours
in KRADD
Rachel M. Mason. Codie W. Monhollen, Kyle T. Horn,
and Brandi L. Vaughn
Appalachian Ideas Network 5th Competition
University of Kentucky
GSTR 110 Berea College
Berea KY 40404

2. EPG instills abilities via Service-Learning
Mission statement - educating and
inspiring students from Appalachia to
become service-oriented leaders
1,500 liberal arts students
150 years
Learning, Labor and Service

3. EPG Program defines “Entrepreneurial Leadership” as:
"A process when one person or a group
of people in a community originate an
idea or innovation for a needed change
and influence others in that community to
commit to realizing that change, despite
the presence of risk, ambiguity, or
uncertainty".

4. Inspire and grow Southeast Kentucky founders

5. EPG Program can be the formation seeds

6. The context or community partners setting

7. 13 States of Appalachia

9. Poverty rate in Appalachian Kentucky – 15.8%

10. Percent of High School Completion in Appalachian
Kentucky – 17.1%

11. Rural Communities
Madison County population – 71,000
Leslie County population – 14,000
Knott County population – 13,000
Eastern KY County seat populations – 300 / 800

12. Kentucky River Area Development District
Population Change from Census 2000
to July 1, 2008: -3%

13. Kentucky River Area Development District
High School completion 65% and
College completion 10.5%

14. 31% of households in the past 12 month incomes
are below the poverty level

16. Kentucky counties in the sKYward Trails System

17. 22
GSTR 110 Critical
Thinking
NEAT Tourism

18. Kentucky tourism is $10.1 billion industry employing
176,840 in 2007.
Tourism looms large within the Appalachia’s
postindustrial economy.

19. Source: Berea Tourism Commission Strategic Plan, 2007 :
• $136 M in Madison
County in 2003
• 36% of $136M comes
from Berea
• 43,000 vehicles pass
through I-75 daily
• 200 motor coaches w/30
people visit Berea
annually
Berea Tourism

20. 562

22. VISION STATEMENT
Our Vision
recognized as one of the great destinations of the United States
a celebration of Appalachian heritage and life
innovative and quality multi-county trail systems
world‐class adventure recreation venues

23. Our methods of discovery

25. IDEO has institutionalized the principles of
DISCOVERY
LEARNING
ENGAGEMENT

28. Gates Foundation

29. Characterizing a Design Thinker
Empathy. They can imagine the world from multiple perspectives – those of colleagues,
client, end users, and customers.
Integrative thinking. They not only rely on analytical processes but also exhibit the
ability to see all of the salient – and sometime contradictory – aspects of a confounding problem
and create novel solutions that go beyond and dramatically improve on existing alternatives.
Optimism. They assume that no matter how challenging the constraints of a given problem,
at least one potential solution is better than the existing alternatives.
Experimentalism. Design thinkers pose questions and explore constraints in creative
ways that proceed in entirely new directions.
Collaboration. The increasing complexity of products, services, and experiences has
replaced the myth of the lone genius with the reality of the enthusiastic interdisciplinary
collaborator.
Tim Brown, Design Thinking (Harvard Business Review, June 2008)

30. A Focus on Community Partners/Customers/Users.
Broad, Multi-Disciplinary Influences.
Ideation with Prototyping.
Finding Alternatives.
Wicked Problems.
Emotion.
Design Thinking / Service Learning Engagers

31. 2008 Survey of Wicked Problems*
1. Balancing long-term goals with short term demands.
2. Predicting returns on innovative concepts.
3. Innovating at he increasing speed of change.
4. Winning the war for world-class talent.
5. Combing profitability with social responsibility.
6. Protecting margins in a commoditizing industry.
7. Multiplying success by collaborating across silos.
8. Finding unclaimed yet profitable market space.
9. Addressing the challenges of eco-sustainability.
10. Aligning strategy with customer experiences.
* A wicked problem is a puzzle so persistent, pervasive, and slippery that it can seem insoluble.
Source: Neutron and Stanford University, 2008.

32. Ideation, Prototyping
Idea
Generation
Human Centered
Discovery
Opportunity
Recognition and
Concept Design
Build Prototypes Testing
Obtain
Feedback
Analyze Feedback
Do we need
further refining?
Yes
Modifying the
Understanding
Learning
More
Learning

33. What If ?
Or
How might we find answers to….

34. Common tourist questions
• Where should we go? DESTINATION
• What is there to do? NAVIGATION
• How are we going to do different activities?
• When is the best time?
• Where are things? WAYFINDING
• Who can I tell about my trip?

35. Our initial model

36. What is a cell phone tour?

40. Let’s Listen

41. We can do that!

42. Manufacturer Motorola Apple
Research in
Motion T-Mobile Samsung
Product Name Droid iPhone 3GS
BlackBerry Tour
9630 myTouch 3G Behold II
Carrier Verizon AT&T Verizon T-Mobile T-Mobile
Display Resolution 480 x 854 inches 480 x 320 inches 480 x 360 inches 480 x 320 inches 480 x 320 inches
Camera Flash Yes No Yes No Yes
GPS Yes Yes Yes Yes Yes
WiFi Yes Yes No Yes Yes
E-Mail Yes Yes Yes Yes Yes
Included Software
Google Maps
Navigation
Digital Compass Visual voicemail Amazon MP3
TeleNav
Safari VZ Navigator myFaves
YouTube Google Maps
MP3 Yes Yes Yes Yes Yes
WMA Yes Yes Yes Yes
Other Media MPEG-4 MPEG-4
Streaming Video Yes Yes Yes Yes Yes
How many of you have a cell phone?
How many of you use the cell phone to help decide where
and what to visit?
How many of you used the cell phone to travel here?

43. One Prototype:
Anglin Falls, Madison County, KY

44. Cell Phone Tour Options

45. How to Get Started: 6 Steps

46. Content Development

47. ANGLIN FALL CELL PHONE TOUR

48. KNOTT COUNTY CULTURAL CELL PHONE TOUR

50. • What is a SMART phone tour?

51. CUSTOMER STORY
Tell the story of a typical customer here
SHOW the City Slickers Clip

52. Source: 2007 Comprehensive Eastern Kentucky Adventure Tourism Plan, Dallas TX,

53. …the mobile Internet will be
bigger than desktop PCs in five
years
Mary Meeker , Morgan Stanley on Internet trends at
Events@Google April 10, 2010.

58. …aiming information services at tourists makes
sense—since people are more likely to want
information when in an unfamiliar place. It could
give mobile roaming a whole new meaning.
2006 The Economist Newspaper

65. Seed funds
$2,000
“incubation support”
$5,000
Kentucky Mountain Trails Authority

66. Mobile Coupons
―Texting is still the most common activity on mobile – engaged
in by 224 million mobile users according to comScore and
detailed in our report,‖
Incorporating location information, combined with the high level
of attentiveness – 60 percent of consumers receiving location-
based SMS messages open them immediately - gives retailers
the ability to influence consumers when they are in the mindset
to take action.
Expect more retailers to shift budgets to mobile in 2010, Mobile Commerce Daily
.April 16, 2010

67. Strategic partners
Acceptance and welcome
Expanding on reputation
Design Thinking

68. Celebrate

71. What’s next?

72. Three Gears of New Venture Design
1. Understand KRADD
visitors more broadly
and deeply.
2. Generate possibilities.
3. Plan the net gain of the
investment into an
operating model.