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Social Entreprenurship: A Visual Approach

Universidad del Pacifico, Lima, Peru - MBA course International Week II

Sabrina Bresciani

on 19 July 2018

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Transcript of Social Entreprenurship: A Visual Approach

Social Entrepreneurship:
a Visual Approach
Universidad del Pacifico | November 2015
Source: http://www.slideshare.net/Alex.Osterwalder/business-models-beyond-profit-social-entrepreneurship-lecture-wise-etienne-eichenberger-iqbal-quadir-grameen-bank-grameen-phone
What is Social Entrepreneurship
The Business Model Canvas

Bresciani, S. & Eppler, M.J. (2014). Visualizing Social Enterprises: A Guiding Framework and Applications in the Context of Water Solutions. In: Y. Sanchez & R. Gutiérrez (Eds), Social Entrepreneurship for Water & Energy Solutions.
Prahalad, C. K., & Hammond, A. (2002). Serving the world's poor, profitably. Harvard Business Review, 80(9), 48-59.
Development Impact & You. Practical Tools to Trigger & Support Social Innovation. Nesta. Available online at: http://diytoolkit.org/media/DIY-Toolkit-Full-Download-A4-Size.pdf

Gino, F., & Staats, B. R. (2012). The microwork solution. Harvard Business Review, 90(12), 92.

Suggested optional readings:
Burket I. (2012) Using the Business Model Canvas for Social Enterprise Design. Knode.
Fairbourne, J. S. (2006). Microfranchising: a new tool for creating economic self-reliance. Journal of Microfinance/ESR Review, 8(1), 18-23.

Evaluation Criteria:
Develop a SE project with the tools presented in class -> develop a SE or be a consultant for an existing SE
& present the outcome the last day of the course.
The evaluation is based on a group project:
- 50% Presentation the last day of the course - 10 minutes per group, plus Q&A.
To be delivered by email to bresciani.sabrina@gmail.com
- 50% Written report of max. 1000 words + images
To be delivered by email to bresciani.sabrina@gmail.com before November 30th.

Language: The assignments can be written and presented in Spanish or English.

Prof. Dr. Sabrina Bresciani
University of St. Gallen, Switzerland

- Novel visual approach to understand the core concepts and building blocks of Social Entrepreneurship
- Development of a social project plan
- Experience visual tools to develop entrepreneurial ideas
(beyond the business plan)
Teaching Approach
Cases and examples
Framework: Knowledge Visualization for Social Entrepreneurship
1. Idea generation
2. Business Model

3. Fundraising
4. Planning
5. Product design
and instructions

6. Promotion
and Scaling

7. Monitoring


Hand drawings, sketches
and creativity methods

Key innovative idea
i.e. Business Model Canvas

Sketchiness invites modifications
Key idea in a business
context/ system

Entrepreneurs and
consultants or partners

To make the business idea structured
and comprehensive
Scenario drawings
and infographics

Benefits of the offering
Investors/grant agencies
To offer a synthetic visual explanation
and prompt emotional response
Rollout steps for the
development of the idea

Entrepreneurs co-workers
and partners

To forecast and coordinate work
Storyboards, interactive
and tangible visualizations

Benefits of the product
and instructions

(Potential) customers
To provide clear communication to non-experts
Diagrams, videos
and visual storytelling

Communicate diffusion
mechanisms, developments
and achievements

Public and the media,
second-tier investors
and grant agencies

Understandable and appealing visuals
that can go viral
Information Visualization
and assessment templates
Visualizing performance
for assessment
and monitoring

Managers, investors
and the entrepreneurs

To visualize performances
Paper, sticky-notes, flipchart or whiteboard
Large poster or dedicated software/application
Template: businesmodelgeneration.com
Slides, poster, brochure, websites
Posters, real life objects, interactive simulations
Poster, software
Videos and presentations on social media
Information visualization tools:
Manyeyes (www-985.ibm.com)
Software for creating infographics: Inkscape (inkscape.org),GIMP (gimp.org).
Sofware for creating timelines:
Google Calendar, Officetimeline, Gantt Project (ganttproject.biz), Timetoast
Software: Adobe Illustrator, Piktochart,
Infogr.am, Visual.ly, Vengagge
Prezi (presentations), Windows Movie Maker
(free on Windows), Adobe Premiere (videos),
Diagrammer, Storehouse, Flash (animations)
When to use which chart type?
Data Visualization Tools
for creating graphs, Gantt charts, diagrams, calendars/schedulers, mapping, pivot tables, sparklines, etc.
Application: Many Eyes (IBM)
Timetoast (timelines)
Sticky notes
objects (i.e., legos)
inspiration.com (edu)
mindjet (mindmap)
compedium (arg mapping)
Adobe Photoshop, Illustrator
HTML5 / Java
Videos (i., with Premiere)
Spacedeck (online whiteboard)
Piktochart, Venngage (infographs)
debategraph (arg maps)
Empathy map

Which problem do you want to solve?
Step 1:
Step 2: Analyze the context & develop ideas
Review & Refine ideas (=ask feedback)
Phaal, R., Muller, G., Toward Visual Strategy: An Architectural Framework for Roadmapping, Proceedings of PICMET 2007: Portland, Oregon, USA, 2007
Ingredients: 4Ps: People, Poster, Post-its, Pen
Activities: brainstorming, scenarios (exploration), timeline, motivation (goal oriented), diffusion, warm-up discussion
Typical process
Every person/group generates ideas and write them on post-it notes
One by one stick the notes on poster (multiple rounds) and comment
Moderator places similar topic (notes) together
All people (together or in sequence) place sticky arrows on most relevant issues (to focus on emerging topics) and comment
All people together (parallel) place sticky dots on the important and feasible issues/options to vote (“where would you invest?”)
Summary, take-aways, continuous revision over time
“Even if the plan is useless, planning is crucial”

Main added value:
very democratic
easy to understand
motivate contributions
avoid group thinking
process is flexible and scalable

never the boss first
Check time (alarm or screen saver)
Smart conflict management
Source: Beeton D.A., Exploratory Roadmapping for Sector Foresight, PhD dissertation in Engineering, University of Cambridge
Source: Environmental Protection Agency & Office of Solid Waste and Emergency Response, September 2001, ETH Zurich
Step 3: Select ideas
Sweet spot
Understanding the context: Roadmapping technique
Roadmapping technique
Concept fan method (by DeBono)
Step 4: Prototype
Path to success method (by Eppler)
Devil's advocate, spiral method
A guide to the Business Model Canvas
for Social Enterprise Design
Presenting your idea:
Visual tools
For more creativity methods see:
Kumar V. (2013) 101 Design Methods. Wiley
Product design
Any problem?
Water purifier by Helioz
Allianz selling life insurances in India
Social impact assessment
Triple bottom line scorecard
let's focus
Social communication
Nemo. Found.
Data visualization
Impact funding
Funding options
3F: Family, friends, fool
Haba model of assessment
by Amelia Aromir, Henrique Borges, Henrique Alves and Marie Helbich-Poschacher

Do you need to return
the funding?
With interests/
How much
will they give?
yes /no
Fo a comprehensive list see: http://socialearth.org/130-ways-to-fund-your-social-venture
usually not
usually a small amount
small to medium amount
large amounts (millions $)
for significant returns
small shares can add up
to considerable amounts
i.e., Ashoka, Acumen, Skoll Foundation...
i.e., Kickstarter, Kiva, changagent, change.org...
i.e., Ignia Fund (focused on Latin America), socialstockexchange.com
Threads of freedom
World cafe
Analyzing needs
Creativity techniques
product improvement
Solution evaluation
Competitors-complementors map
User journey map
User observation database
Semantic profile
Measuring social impact: a comparison of approaches
Social Entrepr. ≠ Social Business ≠ Fairtrade ≠ CSR ≠ BOP
Legal format: Is a SE a...
- for-profit business?
- a non-for-profit (NGO/charity/foundation)?
When is a NGO a SE?

A social business is....

Base/Bottom of the Pyramid
African Solar Rise
map the business model
Your SE experience
I heard about...
I was involved with...
The most famous case
Innovative models
Pay if successful
Aravind eye care
Serve unserved markets
Robin Hood model
3D printing for amputees
Replication of a proven business system to alleviate poverty = reduced risk & faster growth
Particularly useful for the poor:
1. don't have basic knowledge/training/access to sourcing
2. provide jobs
3. Serve the poor with goods/services
Scojo Foundation, New York
Honey Care, Africa
Grameen Foundation's Village Phone project, provides villagers with a microcredit loan to purchase a mobile phone, a booster antenna, cables and a recharging unit. The owner can then charge others in the community for use of the phone on a pay-per-call basis. The income pays off the loan and, in many cases, turns a profit
Solar power
Kit de lentes - partnership with VisionSpring
=> provide local vendors with “a business in a box,” each containing 12 pairs of glasses of varying magnification, cases, strings, booklets, and a briefcase.
- buy the kit for $44
receive training.

The women earn
about $4.44 per sale
Fundación Paraguaya
Looks familiar?
Product distribution
Rural Supply chain
Training of a women health franchisee at each village cluster
"Commit to Impact, Not the Project"
Yunus, M., Moingeon, B., & Lehmann-Ortega, L. (2010). Building social business models: lessons from the Grameen experience. Long range planning, 43(2), 308-325.
Founded in 1976 has both pioneered the development of micro-finance
Problem: traditional banks refused to grant loans to the poor without collateral.
Grameen Bank gives loans to over 7.5 million poor people-97 percent of whom are

Grameen group has created nearly 30 businesses designed to alleviate poverty
(Grameenphone, GrameenVeolia, GrameenDanone)
How it works:
-Groups of 5 women neighbor but not relatives => receive the loan as a joint liability group
- Repay weekly
If one member cannot pay, the other members will have to pay

where there is no electricity
Issues: no saving to buy solar products; distribution (in Africa)
- loans
- "pay as you go"
-microchip embedded in the solar energy system
-prepaid system activates/deactivates
-Once fully paid, the systems unlock permanently
Give jobs
1. collects food waste from restaurants and wholesalers
2. composts the waste into potting soil
3. sell it for $8.50 a bag in nurseries and garden stores
Fondazione Diamante
, Switzerland
Restaurants and catering
Food production
Business Processes

Employ 300 people with disabilities
Different types of jobs + hostel + therapies
taller de capacitación profesional con el objetivo de apoyar a jóvenes mujeres internadas en el Hogar Santa Rosa

servicio de saneamiento básico a las familias que carecen de sistemas de drenaje en Lima Metropolitana, a través de la instalación de sanitarios secos y portátiles. Se cobra un precio razonable por el servicio, soporte técnico, materiales y recogida de residuos, que luego son objeto de compostaje en su centro de operaciones.
Ingenimed diseña, produce y comercializa equipos de fototerapia de luz azul llamados “NEOLED”, un tratamiento de alta calidad y coste-efectivo para la ictericia neonatal. -
Aproximadamente el 50% de los recién nacidos tiene alguna incidencia de ictericia neonatal y de entre el 4% y el 6% desarrolla ictericia patológica. En 2013, unos 41,000 niños requirieron tratamiento de fototerapia por este mal. Si no se trata adecuadamente, la ictericia puede causar problemas neurológicos permanentes. La tecnología disponible para el tratamiento de las zonas rurales es inadecuada
Alerta project
Voxiva + Peru Ministry of Health
for disease surveillance application:
- reaching remote areas
- faster and more precise data collection

Rainforest expeditions
Lodges owned by the local community
Social Finance UK

Social Impact Bond, also known as a Pay for Success Bond, is a contract with the public sector in which a commitment is made to pay for improved social outcomes that result in public sector savings.
The expected public sector savings are used as a basis for raising investment for prevention and early intervention services that improve social outcomes
Partnership with MNC
Source: Rosa María Fuchs, María Ángela Prialé y Susy Caballero, Empresas sociales como catalizadores del
desarrollo en las regiones del Perú, Universidad del Pacifico
En el Peru:
Source: Susy CABALLERO, Rosa María FUCHS and María Angela PRIALÉ, La influencia de los rasgos de la personalidad en la creación de una empresa social: El caso de los emprendedores sociales peruanos, Universidad del Pacífico
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