Creation Catechism Questions 153-157. What does the Bible tell us about God’s creation of the world?
For us by us: market creation through community engagement
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Transcript of For us by us: market creation through community engagement
Combining ethnographic and business thinking to bringing life-changing technologies to emerging economies.
Craig Cisero & Roberta Tassi
(2016) Ethnographic Praxis in Industry Conference
MARKET CREATION THROUGH COMMUNITY ENGAGEMENT
PEOPLE LIVE IN SLUMS GLOBALLY
Context
1 BILLION
The world’s population residing in urban areas is set to grow from 54% to 66% by 2050.
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Context
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Illegal connections, lack of services, high density, widespread crimes and violence.
INFORMAL CITIES WITH HIGH LEVELS OF RISKS
Context
FIRE IS ONE OF THE BIGGEST RISKSFires often cause large-scale physical and human damage that increase poverty in those communities.
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Tech Idea
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
WHAT IF WE COULD DISTRIBUTE CHEAP FIRE SENSORS TO DECREASE THE INCIDENCE AND TRAGIC CONSEQUENCES OF FIRE EPISODES?
The Opportunity
EMERGING TECHNOLOGIES CAN BRING LIFE-CHANGING SERVICES TO PLACES WHERE INFRASTRUCTURE AND ICT ACCESS IS STILL LIMITED.
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
such as drones, sensors, mesh networks, IoT
High Potential
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
mPESA MOBILE MONEY
mKOPA SOLAR ENERGY
BIPLANE BLOOD DELIVERY
VODAPHONE M2M SECURITY SYSTEM
Lots of Challenges
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Companies struggle
defining the clear value
proposition for new
technology that resonate
with the needs, behaviors
and mental models of
emerging consumers.
MENTALMODELS
ICT interventions require
dynamic cost structures
that change over time to
account for ongoing network
costs, data and
maintenance.
COSTSTRUCTURE
The failure to establish
effective distribution
channels for products in the
local context has historically
been a weak point in previous
BoP approaches.
DISTRIBUTIONCHANNELS
Innovation cycles targeting
BoP markets require an
iterative and inclusive
process that generally involve
a high level of uncertainty in
defining the investment
profile, partnership structure,
user needs and value
proposition.
UNCERTAINPROCESSES
For us by us
Our Innovation Model
Market creation through community engagement
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
ETHNOGRAPHIC THINKING
STRATEGIC THINKING
DESIGN
TECH IDEA
BUSINESS
COMMUNITY
Product-Service System Development Cycle
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
TECH IDEA PSS SOLUTION
FROM IDEAS TO SOLUTIONS
Ethnographic/Strategic Thinking
Input
LEARNINGFROM THE COMMUNITY
01
IN-DEPTH INTERVIEW
Understand mental models and assess the service value proposition.
Output
IN-DEPTH INTERVIEWS
EXPERT INTERVIEWS
INTERCEPT INTERVIEWS
DIARY STUDIES
HUMAN ARCHETYPES
ECOSYSTEM MAP
DEMAND ANALYSIS
MARKET ATTRACTIVENESS
BUSINESS MODEL HYPOTHESIS
Individual attention is
concentrated on the short-term
rather than proactively seeking
real long-term solutions
• Rule out the business-to-individual
consumer model
• Provide value on day 1
• Improve risk reduction beyond detection
ETHNOGRAPHIC INSIGHT STRATEGIC INSIGHTS
RISK PERCEPTION GAME DIARY STUDY
Craig Cisero & Roberta Tassi Market creation through community engagement
Ethnographic/Strategic Thinking
Input
DESIGNINGWITH THE COMMUNITY
02PRODUCT FUTURE ADVERTISING
Ideate around service touchpoints, experience journey and processes.
Output
CO-DESIGN WORKSHOP SERVICE BLUEPRINT
PRODUCT REQUIREMENTS
SERVICE MODEL
The messages often referred to the
idea of a common choice, a sense
of pride of becoming advocates for
a better quality of life in their area.
• Business-to-community model
• Fire sensors as safety solution
• Community leaders as main ambassadors
• System maintained by the communities
ETHNOGRAPHIC INSIGHT STRATEGIC INSIGHTS
EXPERIENCE MAPPING
Craig Cisero & Roberta Tassi Market creation through community engagement
Craig Cisero & Roberta Tassi Market creation through community engagement
Ethnographic/Strategic Thinking
Input
TESTINGWITH THE COMMUNITYPrototype the service solution and refine the business plan.
Output
QUANT SURVEY
SERVICE SIMULATION
ROLE PLAYING
BUSINESS MODEL WS
BUSINESS PLAN
A few seconds after the alarm
started ringing the detection role
was already over, the critical point
was how to handle the response.
• Need of a strong leader in the role of the
community fire warden
• List of skills necessary in the franchised
service model and initial training
ETHNOGRAPHIC INSIGHT STRATEGIC INSIGHTS
03
PREPARATION
DEBRIEF
ROLE PLAYING
ETHNOGRAPHIC THINKING
STRATEGIC THINKING
LEARNING DESIGNING TESTING
1 2 3
5-10 30-60 60+
TECH IDEA
Product-Service System Development CycleFROM IDEAS TO SOLUTIONS
PSS SOLUTION
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Introducing Fire Club
FIRE CLUB IS AN ENABLING SERVICE FOR THE COMMUNITIES TO TAKE RESPONSIBILITY AND ACTION AGAINST FIRE
VALUE PROPOSITION
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
COMMUNITIES SUBSCRIBE TO FIRE CLUB BY PAYING A MONTHLY FEE OF 1.00$ PER HOUSEHOLDS.
Introducing Fire Club
TRAINING SENSORS RESPONSE TEAM FIGHTING TOOLS MICROINSURANCE
PREVENTION DETECTION REBUILDRESPONSEF I R E L I F E C Y C L E
O F F E R I N G
SERVICE OFFERING
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Project Outcomes
EDUCATIONTOOLS
COMMUNITY FIRE
WARDEN
RESPONSEVOLUNTEERS
COMMUNITY
LEADER
FIRE CLUBMANAGER
GLOBALNGO
FIRE & DISASTERSERVICES
COMMUNITY
COMMUNITY FIRE RESPONSEFIRE RESPONSE
FUNDINGDONOR
MICROINSURANCEPROVIDER
SENSORSPRODUCER
INITIAL DONATION CAPITAL CAPITAL
SENSORS
INCUBATION
LOCALNGO
MONTHLY FEE
TRUST HELPM
ONTHLY FEE
PAY-BACK
REPO
RT
MENTORING & STIPEND
EDUCATION SENSITIZATION INFORMATIONProject OutcomesSYSTEM MODEL
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
THE COMBINATION OF COMMUNITY-LEVEL BUSINESS AND GLOBAL SUBSIDISATION REVENUE ALLOWS THE BUSINESS TO SCALE OVER TIME.
Introducing Fire ClubEXPECTED OUTCOMES
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Project OutcomesBUSINESS PLAN
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Next Steps
PILOTING FIRE CLUB
CAPE TOWN
NAIROBI
JOHANNESBURG
….
2016-2017
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
ETHNOGRAPHIC THINKING
STRATEGIC THINKING
TECH IDEA
BUSINESS
LEARNING DESIGNING TESTING
1 2 3
5-10 30-60 60+
ConclusionMODEL
INPUT/OUTPUT COMBINED INSIGHTS
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Why it’s relevant
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Relative IPv4 utilisation observed using ICMP Ping request
Carta Botnet
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Why it’s relevant World Map of Economic Growth
PIL% by 2024
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Why it’s relevant
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
T H A N K S