APS1015H Class 10 - Design Thinking 2

APS 1015H: Social Entrepreneurship

Class 10: Design Thinking – Part 2

Wednesday, November 23, 2011

Instructors:
Norm Tasevski (norm@socialentrepreneurship.ca)
Karim Harji (karim@socialentrepreneurship.ca)
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© Norm Tasevski & Assaf Weisz

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Agenda

•  Unreasonable Institute
•  Preparing for your Pitches
•  Design Thinking – Part 2
•  Review of the course
•  Next week

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Your Investment Pitches…

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Pitch guidelines
•  Due Dates
–  Social Pitch: Midnight on Sunday, Nov 27
–  Angel Pitch: Midnight on Sunday, Dec 4
•  Format
–  PowerPoint deck
–  1 page Précis
•  Time Allotment
–  12 min presentation (strict) – will give you 5 and 2 minute
warnings
–  8 min Q&A
•  Grading
–  To be done by Norm/Karim
–  Judges will inform us, but not assign your grades
•  Feedback from Judges
–  Norm/Karim will email our/judges feedback shortly after the
class to integrate into angel investor pitch
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Timing

•  Arrive by 8:00!!

•  We will go in order – Group 1 goes first, Group 2
goes second, etc

•  At the end of the pitches, the judges will deliberate
(for 10 minutes)

•  Judges will then provide feedback to the entire
class (Karim and I will provide individual group
feedback)

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Advice for your pitches
•  Focus on the key components of the business
model, and highlight the key financial #s
–  Can you clearly explain how your business works? How it
makes money? How it generates social/environmental
change?

•  Comfortably stick to the time allotment
–  In your practice, aim to deliver your presentation in 10-11
minutes

•  Anticipate the investor questions
–  If you were investing your own money into the business,
what would you care to know about the business model?

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Social Investment Pitch…
•  Overview and mission •  Business model
•  Management and •  Competitive advantage
Advisors •  Collaboration/
•  Problem partnerships
–  social issue being •  Marketing and Sales
addressed
•  Financial projections
•  Size of the problem
•  Financial requirements
–  how big is the social issue
•  Solution
–  Here’s how it works…
•  Value proposition
–  Inc. social benefit

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Angel Investment Pitch…
•  Overview and mission •  Business model
•  Management and •  Marketing and sales
Advisors •  Financial projections
•  Customer problem •  Financing requirements
•  Market opportunity/size
•  Solution
–  Inc. social issue being
addressed
•  Value Proposition
•  Competitive advantage
•  Where the solution fits

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PowerPoint tips

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Design Thinking
- Part 2

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The Design Thinking Process

Week 4 Today

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Source: IDEO (www.ideo.com)


“Experimentation” – Create a Prototype

Step 1:

–  Build a storyboard
–  Diagram the “story”
–  Tips:
•  Make simple sketches!
•  Create a narrative (e.g.
“here’s how it works…”)
•  Focus on the experience
of the user/customer

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Step 2:

–  Build a prototype!!
–  Tips:
•  Build a “good enough”
prototype (both for products and
services)

•  Give it to others to use/
experience
•  Watch people use/
experience it (don’t just
talk to them about it)

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Step 3:
–  Get feedback on the
prototype
–  Tips:
•  Figure out what features
you want to test
•  ID the most important
questions you want
answered
•  Figure out where and how
you want it tested

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“Evolution” – Build an Experience

Step 1:

–  Integrate feedback into new
prototype versions
–  Tips:
•  Evaluate the relevance of
feedback
•  Build the next “good enough”
prototype
•  Repeat until you have
something your users/
customers are happy with

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“Evolution” – Build an Experience

Step 2:
–  Design a final product/
service

– Sell it!!
–  Tips:
•  ID the resources you
need (materials,
funds, time and
people)
•  Pitch!
•  Build partnerships
•  Plan next steps

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Course Summary…

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How is Social Entrepreneurship Different?

Resourcefulness

Motivation

Innovation
Risk Taking

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What Motivates The Social/Environmental
Entrepreneur?
“…it was an epiphanal experience…” “I heard the same story again and again.
Ray Anderson, Interface Carpets
Someone had experienced an
intense kind of pain that branded
them in some way. They said, ‘I had’ to do
this. There was nothing else
I could do.”
Jody Jensen, Ashoka

“I was teaching in one of the universities
while the country was suffering from a
severe famine. People were dying of
hunger, and I felt very
helpless. As an economist, I had
no tool in my toolbox to fix that “…that made a real impression on
kind of situation.” me…”
Mohammed Yunus, Grameen Bank Jeff Skoll, eBay, Skoll Foundation, etc.


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-Coffee -Personal
ing
roasting/brew (Baristas)
-Processing t
-Online, prin
-Coffee
orders
ads
-Food
-Farmers
e
-Adults that
-Merchandis to
-Suppliers
want a place
relax, work
quietly, meet
s
friends, etc
-Locations
-Coffee shop
-Coffee makin
g -Kiosks
equipment
-Baristas

g
-Staff trainin -In-store
-Asset Purchases
acquisition
-Marketing
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Tip…

•  Be a Business Model “Alchemist” – You need to go
through the business model process many times in
order to figure out which model best fits

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Cost Drivers and Revenue Sources!

-???!

-???!

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Where does HR Fit?

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Where does Marketing Fit?

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Embedding “Social” across the Business
Model

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For-Profit Non-Profit
Corporation! Corporation!

Partnership! Charity!

Sole Co-Operative
Proprietorship! Corporation!

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Financing Options – Over the Social
Entrepreneurship “Life Cycle”
MORE EQUITY-LIKE

GRANTS

SOCIAL
VENTURE
CAPITAL
FUNDS

ANGEL
INVESTMENT
VENTURE
CAPITAL

PROGRAM-‐RELATED
INVESTMENT/RECOVERABLE
GRANTS

FORGIVABLE
LOANS

SOCIALLY
RESPONSIBLE
INVESTMENT
FUNDS

BELOW-‐MARKET
DEBT

MARKET-‐RATE
DEBT

MORE DEBT-LIKE

IDEA DEVELOPMENT PROOF OF CONCEPT START-UP SCALE REPLICATION EXIT
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Source: Alex Nicholls and Cathy Pharoah (2008) “The Landscape of Social Investment”,
http://www.sbs.ox.ac.uk/centres/skoll/research/Pages/landscapeofsocialinvestment.aspx


Aligning Supply and Demand

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Source: Alex Nicholls and Cathy Pharoah (2008) “The Landscape of Social Investment”,
http://www.sbs.ox.ac.uk/centres/skoll/research/Pages/landscapeofsocialinvestment.aspx


Lessons from the Road Trips

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Lessons from Guest Speakers

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Next Week

•  Be here for 8:00am!!

•  Deliverables
–  Pitches due at Midnight
Sunday
–  1 page Précis by
Midnight Sunday

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