FORTUNE COOKIE IN CONTEXT OPTIMIZING ENTREPRENEURIAL OPPORTUNITIES FOR CHINESE IMMIGRANTS By Lixin Kang
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
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Lixin Kang
FORTUNE COOKIE IN CONTEXT: OPTIMIZING ENTREPRENEURIAL OPPORTUNITIES FOR CHINESE IMMIGRANTS
Published by: MASTER
OF
INDUSTRIAL
DE S I G N
320 South Broad Street Philadelphia,PA,19102 Copyright©2016
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Copyright © 2016 by Lixin Kang Illustrations copyright © 2016 by Lixin Kang Photography credits: All photography created by © 2016 Lixin Kang except Photography credits: Page 26 © Welcoming Center for New Pennsylvanias All right reserved. No portion of this book may be reproduced-mechanically, electronically, or by any other means, including photocopying-without written permission of the publisher. Please contact for permission: kanglixinspace@gmail.com Cover design by Lixin Kang Book design By Lixin Kang Master of Industrial Design at the University of the Arts 320 South Broad Street Philadelphia,PA,19102 First printing May 2016
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
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ACKNOWLEDGMENTS I would like to thank the members of my thesis committee: Sharon Lefevre, Liana Dragoman, and Eric Rosenfeld; as well as Anthony Guido, Neil Kleinman, Andrew Dahlgren, and Ronald J. Cala. The development of this thesis has been the result of many conversations, formal and informal interviews, coffee meetings, and a workshop. There are a few individuals and organizations who have been particularly helpful in the development of my thesis: The Welcoming Center for New Pennsylvanians, Peter Gonzales, Herman Nyamunga, and Elizabeth Wang; Chinese Christian Church & Center, Chengzhong Liu, Qiuji Xie; Finanta, Kersy Azocar; and the Chinese Entrepreneur Association, Yufeng Bai. Finally, I would like to thank my lead advisor Eric Rosenfeld for listening to my ideas, guiding me through the entire thesis process, and sacrificing his time and energy in helping develop and test the toolkit for Chinese Christian Church & Center.
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
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ABSTRACT The Chinese immigrant community in Philadelphia does not take advantage of conventional assistance in developing businesses: banks, civic groups, workshops etc. Using human-centered design methods, I researched a particular community of Chinese entrepreneurs in order to understand where there was an opportunity to assist them in their struggle to create and maintain businesses. My project ultimately involves the creation of a toolkit that offers (in Mandarin) critical information for Chinese immigrant entrepreneurs.
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
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FORWARD Like many Chinese immigrants, I had a dream to travel across the world in order to create my own “American Dream.� I wanted to start a business here and expand my opportunities and outreach. I have many years of experience in China, but getting to where I am today was not simple. I had a whole life behind me, but I knew I wanted to start again in the United States. I began taking English classes and looking into getting an American education nearly three years ago. Along this journey, I discovered that life in the U.S. is very different from the Chinese culture that I was used to. I had to adapt to a brand new environment, a different language, and a new way of life. I had a dear friend who moved to America and had a hard time immersing herself as a Chinese immigrant in the new culture. I initially experienced the same struggles. Through my education at the University of the Arts, I learned better ways to communicate and express myself to my peers and educators. I did some research on resources that were available to me and my fellow Chinese entrepreneurs in Philadelphia. Through this process, I discovered the Welcoming Center for New Pennsylvanians. I set up an appointment with the Global Entrepreneur Hub Director and found that there was a lack of Chinese immigrant members who were taking advantage of this resource. We observed that this lack of participation resulted from a disconnect in communication between the nonprofit organization and the potential users. Along my thesis journey, I knew that I wanted to craft a way to make communication easier for the average Chinese immigrant, whether it be those who were educated in the United States or those who came to America immediately after high school and did not further their education. In my observations, I found that the language barriers are common issue among this group of people. My goal is to help them by developing resources that they can use when they are running their businesses that will allow them to be successful with American customers.
Lixin Kang 11
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
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TABLE OF CONTENTS
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Chapter 1 Introduction 1.1 Chinese Immigrants’ Journey 1.2 The Project in the Context of Human-Centered Design 1.3 My Role as a Designer
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Chapter 2 Partner Organizations
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Chapter 3 Stakeholder
41 53 97 105 117 123
2.1 The Welcoming Center for New Pennsylvanians (WCPN) 2.2 Chinese Christian Church & Center (CCCnC)
3.1 Stakeholder Map 3.2 Problem Discovery
Chapter 4 Literature Research Chapter 5 Define the Opportunity 5.1 5.2 5.3 5.4
Interview Survey Workshop One Workshop Two
Chapter 6 Develop the Solution 6.1 Insight 6.2 Opportunity 6.3 Follow-Up Interview Questions
Chapter 7 Toolkit 7.1 What is a Business Toolkit? 7.2 Business Toolkit Testing and Audience
Chapter 8 Conclusion 8.1 Project Reflection 8.2 Where the Toolkits Live and Future Development
Chapter 9 Appendices 9.1 9.2
Bibliography About the Author 13
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
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Chapter 1
INTRODUCTION 1.1 Chinese Immigrants’ Journey 1.2 The Project in the Context of Human-Centered Design 1.3 My Role as a Designer
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
1.1 Chinese Immigrants’ Journey
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Chapter 1/Introduction
My focus is on the immigrants who came from China to THE UNITED STATES
CHINA
the Philadelphia area.
Pennsylvania
The history of Chinese immigration to the United States can be traced back to the 1850s. Many Chinese came Philadelphia
to the United States to seek labor opportunities. One of the main industries they found work in was railroad construction, particularly in the construction of the Transcontinental Railroad, which sought to link the East coast to the West coast. This is the lasting legacy of early Chinese immigration. In Philadelphia’s Chinatown, Chinese have been building a family and business community since the 1870s; it started first with laundry and restaurant businesses. The first Chinese business was a laundry service, opened in 1870 by Lee Fong at 913 Race Street. Step by step, small-scale enterprises started to get together to form the “Chinese economic circle” in Philadelphia. Today, Chinatown stretches from Vine Street in the 17
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
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Chapter 1/Introduction
north to Arch Street in the south, and from North Franklin Street and North 7th Street in the east to North Broad Street in the west. The landmark Chinatown Friendship Gate at 10th and Arch Street is a symbol of cultural exchange and friendship between Philadelphia and its Chinese sister city of Tianjin. Chinatown can be divided into two major areas, the area south of Vine Street, populated mainly by restaurants, supermarkets, housing, etc. And the section north of Vine Street, home to luxury apartments and factories. Today, 74 percent of Chinatown businesses are small-scale enterprises with barriers of low funding and limited product variety. 85 percent of restaurants are Asian style. Statistics show there are around 150,000 immigrants from mainland China, Hong Kong, and Macao inhabiting Philadelphia’s Chinatown and its surrounding areas.
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
1.2 The Project in the Context of Human-Centered Design
The Welcoming Center for New Pennsylvanians
According to the principles of HCD, design should be
(WCNP) is a nonprofit organization that helps
grownded in three phases: research & analysis,
immigrants start businesses, learn English, and obtain
synthesis & ideation, and testing & delivery. The first
better jobs. WCNP’s attempt to assist members of the
phase centers on the understanding of users, tasks, and
region’s Chinese community have not been as successful
environments in order to discover and define the
in connecting with potential entrepreneurs as it has with
problem. The second phase is an iterative process.
other immigrant communities. This is partly because
Identifying opportunities for design process through
WCNP has generated assistance programs and
research, synthesis, and the prototype of possible
workshops by applying their own sense of what is
solutions. In the third phase, the focus is on testing and
needed, rather than inviting their potential participants
delivering the tool for target users and bringing the
to collaborate in defining needs and solutions.
solutions to life, and eventually to market.
I decided to tackle this problem for my thesis by
My own experience of being an immigrant studying
employing Human-Centered Design (HCD) methods
abroad encouraged me to explore possibilities for
that engage stakeholders (clients) in the design process.
impactful interaction in Western countries. My thesis puts the practice of HCD to work in an effort to
HCD took root in the 1990s. It is a creative approach
discover and address the needs of Chinese immigrants
to problem solving. The process starts with the needs,
in their businesses to help them maintain and create
wants, and limitations of end users of a product. It was
a life-long career in the United States. In this case, my
also at this point that we formulated a design
research target population are uneducated Chinese
methodology that encouraged problem solving and
business owners in America because there are multiple
innovation.
barriers that make it hard for this population to connect with the American business community.
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Chapter 1/Introduction
The Process:
SOLUTION CONTEXT
PROBLEM CONTEXT
DELIVER
C
Synthesis & Ideation
rg ve on
e
e
on
rg
rg
ve
i ve
i ve
rg
D
D
e
DEVELOP
e
DEFINE
C
e
e rg D
e
e
i ve
rg
rg
i ve
ve
ve
D
on
on
rg
C
C
DISCOVER
Research & Analysis
Iterate
Testing & Delivery
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
1.3 My Role as a Designer highly educated in the business field and have a low-lev-
(Human-Centered Design). These methods are a
el of experience in management. How does one design
collaboration of making things visible through the design
the proper tool for people without a deep, detailed
process. My role as a designer was to help Chinese
knowledge of their careers? The most important part of
entrepreneurs articulate and visualize their business
the process was designing a tool to help them with the
journey in order to collaborate in finding opportunities
creation of a better life-long career in the United States.
to improve the immigrant entrepreneur’s experience. As
Through my tool, I envisioned providing them with the
a designer, I invited Chinese small-business owners to
essential framework of successful American businesses
participate in a control group. The participants are not
and management strategies.
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I arrived at a potential solution through HCD
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
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Chapter 2
PARTNER ORGANIZATIONS 2.1 The Welcoming Center for New Pennsylvanians (WCPN) 2.2 Chinese Christian Church & Center (CCCnC)
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
2.1 The Welcoming Center for New Pennsylvanians (Supporting Organization) The Welcoming Center for New Pennsylvanians (WCNP) is a nonprofit organization that first opened its doors in 2003. WCNP connects individuals from around the world to the economic opportunities that they need to succeed in the United States. WCNP has assisted more than 14,000 people from over 140 countries through classes, job placement assistance, workshops, career counseling, and one-on-one assistance.
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Chapter 2/Partner Organization
Organization Chart & Mentor Profile The organization chart lays out the entire structure of WCNP and identifies the pathway through which services are delivered. The Global Enterprise Hub offers technical support and English lessons for entrepreneurs. Herman Nyamunga is the director of the Welcoming Center’s Global Enterprise Hub and Small Business Development. Eric Rosenfeld is the manager of the J-1 Visa Program, and also is an instructor who teaches ESL and English for Entrepreneurs.
Education & Training
Employment
Immigrant Professional Program
Basic/ Advanced English
Job Placement
Career Pathway
Global Enterprise Hub
Technical Support
Herman Nyamunga Director
English for Enterprenuers
Global Access
French-American Chamber of Commerce
Eric Rosenfeld Manager, Instructor
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
2.2 Chinese Christian Church & Center (Target User Group) Chinese Christian Church & Center (CCCnC) in Philadelphia is a nonprofit Christian organization that many small Chinese business owners attend to worship and gather. It was established in 1946 and is now under the Philadelphia Baptist Association (PBA). They have three congregations. There are currently more than 550 (+100 children) members who regularly attend Sunday worship.
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Chapter 2/Partner Organization
Organization Chart & Target Users
The organization chart lays out the entire structure of the Chinese Christian Church & Center’s language opportunity services and how everything flows together. The chart depicts the four categories of language speakers and the structure that this church provides. Services are provided in four different delivery methods: Mandarin, Cantonese, English, and in the general service center. My target population are the Mandarin speakers and the distribution includes two of eleven community groups. In the Small Business Group, there are 37 small business owners, and most are first generation immigrants. The younger generation business owners are part of the Day Spring Group.
Chinese Christian Church & Center
MSM (Mandarin)
CSM (Cantonese)
ESM (English)
CENTER
MSMT
Community group(11)
First Generation + Second Generation Leader
Community group 1
Community group 3
Community group 5
Community group 7
Community group 2
Community group 4
Community group 6
Community group 8
Community group 9
Small Business Group
Day Spring Group
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
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Chapter 3
STAKEHOLDER 3.1 Stakeholder Map 3.2 Problem Discovery
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
3.1 Stakeholder Map
My project examined Chinese businessmen who had settled in Philadelphia. Before they opened their businesses, they had neither formal business training nor on-the-job experience running a business in their current field. Country of Origin
Country of Residence
When novice entrepreneurs begin their journey in Philadelphia, language and culture are the biggest barriers for them. While WCNP offers training in
encouraging the creation of support groups, including a
business technology and language assistance, very few
group of Chinese businessmen, who share knowledge,
Chinese immigrants have taken advantage of this
experience, and support through monthly meetings. This
assistance. Chinese immigrants have isolated themselves
group became my project’s targeted stakeholders.
because they have become dependent on their own language for communication and building relationships.
I created the following chart with brief high-to-low
On the other hand, CCCnC has had some luck in
ratings for these various stakeholders’ contribution of
Welcoming Center for New Pennsylvanians (WCNP)
Non-profit Staff
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Experienced Mentors
Chinese Christian Church & Center (CCCnC)
Non-profit Staff
Experienced Entrepreneurs
Novice General Immigrant Entrepreneurs
Chapter 3/Stakeholder Map
expertise along with their willingness to engage and
groups; however, neither resource is being taken
influence members of their own communities. I also rated
advantage of. As for the influence, I am referring to
them from high to low based on interviews with various
whether their business is well-known to organizations
immigrant business owners in the Philadelphia area.
and the public. WCNP is not aware that their target users belong to CCCnC and CCCnC does not realize
The contribution category refers to professional
that the WCNP provides diverse immigrant service to
knowledge in business issues that could be helpful to
their members. Through my interviews of novice
their organization. The willingness to engage refers to
entrepreneurs, the only service that is familiar to them
the nonprofit organization related to business events.
are the experienced mentors at WCNP that they know
Based on community involvement and partnerships with
of, but do not realize they could work with. All of the
other experienced businesses, WCNP has a higher
other services that would benefit them are non utilized.
expertise and willingness to engage participants. In contrast, CCCnC expressed that they are not
Through the chart analysis, I selected three categories
comfortable welcoming in outside businesses or
combined with a criteria chart for mapping and
organizations to their small community system. WCNP
identifying issues. These three categories are expertise,
has various workshops open to new entrepreneurs and
willingness, and value.
CCCnC has monthly meetings for small business owner
Expertise Stakeholder
WCNP WCNP /Staff WCNP / Experienced Mentors CCCnC CCCnC /Staff CCCnC/ Experienced Entrepreneurs CCCnC/ Novice
Willingness
Value
Contribution
Willingness to Engage
Influence
High High High Low Low Low Low
High High High Low Low Low High
Low Low Medium Low Low Low Low 33
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Mapping The stakeholder mapping is a visualized method to further understand which stakeholders are most useful to engage with. When I evaluated the same key comparative methods, it helped me to visualize the complex issues and relationship between WCNP and CCCnC.
Communicate (High Level)
Engage WCNP
WCNP
WCNP WCNP
Staff
Experienced Mentors
Staff
Experienced Mentors
CCCC Novice
Communicate (Low Level)
Passive WCNP
CCCnC
Staff
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CCCnC
Experienced Entrepreneurs
CCCnC
CCCnC
Staff
Experienced Entrepreneurs
CCCnC Novice
Chapter 3/Stakeholder Map
Identifying issues Issue one: WCNP has a high level of expertise and
Issue three: CCCnC has low expertise level and low
willingness to engage, but they don’t know how to
willingness to engage because of their focus on Bible
connect with Chinese immigrants and their community.
Study rather than business operations. This is despite their support of an intra-congregational Small Business
Issue two: Novice entrepreneurs have low expertise and
Support Group.
a high desire to engage with the community, but they don’t know of WCPN’s resources. Circle Size = Value
The main failing for the WCNP is the
High
disconnect between them and their
WCNP
target community. The resource centers have valuable WCNP
knowledge that would greatly benefit community; however, Chinese immigrants prefer to turn to experienced friends and family members because they have the same
CCCnC
beliefs. For this group, language is the
CCCnC
Staff
biggest barrier in connecting with values. If both the companies and the it would be helpful to both sides.
e enc
u Infl
American mentors despite similar entrepreneurs had a way of connecting,
Experienced Mentor
Expertise
the novice immigrant entrepreneur
Staff
CCCnC Novice
Experienced Entrepreneur
Low Low
Willingness
High
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
3.2 Problem Discovery Chinese Immigrant Entrepreneur Ecosystem: This map of the Chinese Immigrant Entrepreneur
Novice U.S. College-Educated Immigrant Entrepreneurs
Ecosystem is a tool to understand the relationship among various actors and how they interact to support startups as they build new businesses. The relationship is the macro-description based on one-on-one interviews. The disconnected symbols show the barriers between the organizations and entrepreneurs.
us
io
r Va se ice rv s
Behavior Map Disconnected Startup U.S. College Educated Immigrant Entrepreneurs General Immigrant Entrepreneurs
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Chapter 3/Stakeholder Map
Startup
r eu n e pr ng tre orki n E tw ne
Want to sustain services. Want to gain new customers. Want mentors. Want funding. Want space.
for
Experienced Entrepreneurs Mentors. Friends. Family members.
Nonprofit Organizations Need sponsorship. Want to build community.
orship
Novice Spons
General Immigrant Entrepreneurs
Service Providers
er us s
s
vice
io Var
Want clients.
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Novice U.S. College-Educated Immigrant Entrepreneurs
Nonprofit Organizations Need sponsorship. Want to build community.
U.S. College-Educated Immigrant Entrepreneurs: Non-profit organizations:
card or visa that can permit them to stay and work. The
They help immigrants (as well as American-born
hardship is not having enough time and money to create
citizens) start businesses. They attempt to assist
a business before they need to return to their country.
members of the region’s Chinese community who have
In the process of looking for help, the web of friends
failed to attract and/or support potential entrepreneurs.
becomes their knowledge resource. Chinese graduate
This is partly because they have generated
students rely on their Chinese peers and associates
intra-community assistance programs and workshops
for advice. As for potential American partners, no one
growing out of their own sense of what is needed,
mentions nonprofit organizations. They want mentors,
rather than inviting potential outside participants to
but they do not know how to find them.
collaborate in identifying needs and solutions.
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In order to stay in the U.S, immigrants need a green
Chapter 3/Stakeholder Map
As a whole, all kinds of novice entrepreneurs, regardless of educational background, do not know that there are resources to help. Non-profit organizations do not communicate their full scope of services to potential Chinese participants.
Novice General Immigrant Entrepreneurs
General Immigrant Entrepreneurs: They struggle in language, cultural barriers, and financing issues. They don’t know how to get help except to rely on their family members and experienced immigrant friends. 39
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
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Chapter 4
LITERATURE RESEARCH
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
How have immigrants contributed to the development of small businesses in the United States?
In Philadelphia, what is the percentage involvement of immigrant groups engaged in owning +operating small businesses?
According to Christian D. Knowles, author of
According to The Philadelphia Inquirer article “Many
Immigrant Entrepreneurship in the United States, there
Ways to Help Immigrant Businesses” (January 14, 2015),
are nearly 1.5 million immigrant business owners in the
immigrants comprise 10 percent of the population of
United States who represent 12.5 percent of all business
greater Philadelphia, 12 percent of the labor force, and
owners. For example, from 1994 through 2004, while
28 percent of “Main Street” business owners. They
the number of new companies grew 9.6 percent in New
account for $295 million of the $1 billion earned
York overall, in the Flushing neighborhood of Queens, an
annually by such businesses in the region.
immigrant magnet, this number grew 54.6 percent. On average, the total business income generated by immigrants is $67 billion, 11.6 percent of all business income per year in the United States.
Immigrant business owners (1.5 million)
12.5% Business Owners In the United States
28% of business owners in Philadelphia are immigrants
28% Business owners in Philadelphia
(10.5Million)
Business Owner in the United States 42
Business Owner in Philadelphia
Chapter 4/Literature Research
What challenges do immigrants face in starting businesses?
Limited business experience. Most immigrants have not previously owned a business. They may harbor an idea and possess work experience, often in the same business field in which they hope to start their own. But they have never developed or implemented a business plan. Cultural and linguistic barriers. Limited proficiency in English is a serious barrier for immigrants who need to communicate effectively with public officials, regulatory agencies, and financial institutions. Cultural barriers, such as the assumption that regulatory processes in the US are similar to those in another country, can seriously compound language barriers. Poor or nonexistent credit history. Commercial lenders often look at a business owner’s personal credit history as well as the credit history of the business as indicators of how the borrower handles debt. Many immigrants do not understand this, nor do they realize how to build credit history. Accessing credit is a crucial component of doing business in the US. Immigrants must learn the “language� of finance. Lack of management knowledge. Some of the immigrant clients who hope to start their own businesses after working for others have excellent knowledge of their products and customers but need decisionmaking, supervisory, and management skills. They also need to improve their financial management skills if they hope to succeed in obtaining financing. 43
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Main reasons Chinese immigrants stay in the United States
•
Best college education
Education
Previously, Chinese immigrants stayed in the United States because of political unrest and economic pressures in China. But for contemporary Chinese immigrants, better opportunities, education, and a cleaner environment are the main reasons why many stay instead of going back to their own country. Chinese
•
A balanced lifestyle
immigrants now comprise the third-largest foreign-born
•
Better living environment
group in the United States, after Mexicans and
Environment
Indians. The number of Chinese immigrants in the US has reached over 2 million and comprise 5 percent of the immigrant population as of 2013 (US Census Bureau 2006, 2010, and 2013). •
Political protection
•
Democratic country
Many Chinese believe that the United States has the best all-around education system in the world. Statistics
Political
show that immigrants, especially Chinese immigrants, are more likely than their American-born counterparts to further their education with a college degree. In the
Economy 44
•
The cost of living
United States, 49 percent of Chinese immigrants have
•
Better employment
a bachelor’s or master’s degree, and 20 percent have
opportunities
earned a degree beyond a master’s. After graduating
Chapter 4/Literature Research
20% PhD Degree
49% Bachelor and Master
31%
Not educated
Chinese immigrant education statistics
from school, a better and cleaner living environment and
manufacturing, or food-service industries. Because
a balanced personal/work lifestyle entice them to stay.
economic pressures often put them in debt, members of
Most of the 31 percent of uneducated Chinese
this population of workers support each other by
immigrants that reside in the United States come from
creating better employment opportunities for all. During
the Fujian province in China. This segment includes many
an expected period of prolonged economic struggle, they
undocumented immigrants, whether they are illegal
expect the second generation to have a good education
entrants or those on an expired visa. Political
and better economic opportunities. Education-fueled
protection can allow them to stay in search of
economic mobility is the main attraction for Chinese.
temporary jobs, and many find work in low-skilled fields
Moreover, it is the reason many Chinese immigrants chose
such as manual labor in the construction, agriculture,
to stay despite significant obstacles. 45
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Principal reasons Chinese immigrants stay in Philadelphia
Most immigrants from China have settled in California, •
Family and Friends
New York, and San Francisco. The statistics show these three cities hold about 29 percent of the total mainland Chinese immigrant population in the United States. Philadelphia has not done as well as other cities in attracting immigrants in general. There are 28,484 Chinese immigrants living in
•
Job opportunity
Philadelphia. What are the core values of this group of people? 44 percent of college graduates who remain in Philadelphia after their education think job prospects, public transportation, cost of living and nightlife are the main reasons. But for general Chinese immigrants, I have identified three different reasons through in-person and telephone interviews: a well-connected network of
• 46
Investment
family members and friends, specific job positions, and valuable investment in real estate.
Chapter 4/Literature Research
What organizations + programs are helping immigrants start businesses in Philadelphia?
FINANTA is a nonprofit lending institution facilitating access to capital and technical assistance in the Philadelphia area, created in 1996. As a community-development financial institution, Finanta manages the lending circles of some immigrant groups. Kersy Azocar, the Director of Microlending, mentioned that in the past 10 years, only one Chinese immigrant a year has received a loan from Finanta. Funding is a huge barrier for new immigrant business owners in the United States. She firmly believes language is the gap between Finanta and immigrants. Because of the language differences, immigrants find it difficult to begin financially with American banks and lenders.
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
The Corzo Center for the Creative Economy at the University of the Arts, in partnership with Drexel’s Westphal College and School of Entrepreneurship, helps students, artists, makers, performers, and videographers pursue business ownership successfully. Since 2009, the Corzo Center has presented more than 100 events. These events included many young immigrants and international students. During the 2015 summer vacation, this author attended a support group of young entrepreneurs starting their business in the United States. They studied various programs in Philadelphia, and many such students are international students. The mentors designed bootcamps on how to transform their ideas into reality. Through the one month’s training, they built their business plans and gained the financial support to launch a startup.
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Chapter 4/Literature Research
Another corporation wishing to help immigrants is the Chinese Entrepreneur Association (CEA), formed in 1998 in Philadelphia. It is a nonprofit organization that has monthly meetings for entrepreneurship. The goal is for entrepreneurs to discuss specific problems they have and to give novices advice for startups. A big problem with this association is their strict devotion to the Christian community; this excludes all immigrant business owners who do not share their religious beliefs. In the fall of 2015, this author attended a monthly meeting for entrepreneurs, which included two novice and six experienced entrepreneurs. At the beginning, they shared their beliefs through a chapter of Bible study. Sean Wang is a CEO and was the lecturer at that month’s meeting; his topic was “Why Big Brands Know.� He combined his experience in running international companies and shared this topic with other members. After that, he gave two novices suggestions in their fields.
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
For those immigrants who do start businesses, what impedes success?
In Paul McDaniel’s article, “How Small Business
opportunity to fully contribute to the economic growth
Immigrant Entrepreneurship Can Boost Economic
of their communities.”
Growth,” (March 11, 2015) he addresses immigrants’ In the article “From Chinatown to Every Town: New
inherently challenging, immigrants encounter additional
Patterns of Employment for Low-skilled Chinese
barriers stemming from immigration status, linguistic and
Immigrants in the United States,” authors Zai Liang, Jiejin
cultural differences, and socioeconomic conditions. Such
Li, Glenn Deane, and Zhen Li addressed the challenges
obstacles can compound barriers present for all small
of gaining credit for immigrant-owned businesses: “One
business startups. Such obstacles include accessing
of the challenges of starting businesses for immigrants is
capital, and understanding local regulations, permitting,
financial capital. Many immigrants lack good credit to
and licensing. As McDaniel’s report observes, “these
obtain loans from mainstream financial institutions,
barriers prevent them from entering the mainstream
relying instead on co-ethnic members to pool financial
US business culture and, by extension, from having the
resources helps immigrants start businesses.”
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barriers to progress: While starting a business is
Chapter 4/Literature Research
Can it be fixed?
The Philadelphia Inquirer article “Start-up to Energize
Pennsylvania, and one each in Delaware and Maryland.
Immigrant Entrepreneurs” (April 6, 2015) describes the
The greatest number of immigrants by counting, 1,800,
Philadelphia Immigrant Innovation Hub, an 18-month
were born in India. The report recommends creating
pilot project that will offer incubator-style space to
municipal offices to “set a welcoming tone” for
approximately 60 entrepreneurs. The Knight Foundation
immigrants, developing innovative options for financing,
financially supports the programming for immigrant
and offering mentoring to help immigrants navigate
entrepreneurs; anyone can start a business there and
unfamiliar regulations, among other ideas.
benefit from reduced rent for facilities. In “From Chinatown to Every Town: New Patterns of In The Philadelphia Inquirer January 14, 2015 edition,
Employment for Low-skilled Chinese Immigrants in the
the article “Many Ways to Help Immigrant Businesses”
United States,” author Zai Liang explains the success
reports that in addition to support of family, Finanta,
of Chinese restaurants: “The reason is that the Chinese
WCNP, and the Mayor’s Office of Immigrant and
restaurants owners seem to aim for relatively low or
Multicultural activities are promoting “cultural
middle-income groups. This strategy ultimately ensures
competency” in interactions between city agencies and
a large potential customer market. In fact, for recently
the public. Of about 13,000 immigrant business
arrived low skilled Chinese immigrants, most of the
owners in the Philadelphia metro area, which includes
employment opportunities are located outside of
four counties in Southern New Jersey, four in Southeastern
Chinatown. ” 51
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
52
Chapter 5
DEFINE THE OPPORTUNITY 5.1 5.2 5.3 5.4
Interview Survey Workshop one Workshop two
53
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
5.1 Interview Who did I talk to? I talked with two types of novice entrepreneurs, business owners, and nonprofit staff. The two types of novice entrepreneurs include US College-Educated Immigrant Entrepreneurs and General Immigrant Entrepreneurs.
Novice entrepreneur Min Yeh Designer Co-Founder of Dear Method
Doris CC. Lin Executive Producer Co-Founder of Spirit Animal
Jinjin Gu Investment Banker Management Director Co-founder of Matrix Capital
Tinggang Wu Real Estate Investor Grocery Owner
Qingping Wang E-shop Business Owner
Xiangzheng Cao Restaurant Owner
Chuncheng Lin Restaurant Owner
Shengfan Dong Laundry Store Owner
Yunjing Wang Restaurant Owner
Welcoming Center for New Pennsylvanians
Herman Nyamunga Global Enterprise Hub Director
Elizabeth Wang Education and Career Advisor
Eric Rosenfeld J-1 Visa Program Manager, Instructor
Chinese Christian Church & Center
Chengzhong Liu Minister
Qiuji Xie Preacher
Chinese Entrepreneur Association
Yufeng Bai CEO
U.S. College Educated Immigrant Entrepreneurs
Novice entrepreneur General Immigrant Entrepreneurs
Experienced entrepreneur Business owners
Non-profit staff
Finanta
54
Kersy Azocar Director of Microlending
Chapter 5/Define the opportunity
Who are Novice Entrepreneurs? Novice entrepreneurs are those individuals who have no previous entrepreneurial experience as founders, purchasers, or inheritors of a business. To combine my thesis queries into a single definition, I will present two types of Chinese entrepreneurs in Philadelphia, and then put forth my own findings based upon what I have observed and learned. Such categorization of the individuals’ characteristics and motivations will help me develop the proper tools for novice Chinese entrepreneurs wishing to expand their business knowledge and efficiency in America.
U.S. College-Educated Immigrant Entrepreneurs
General Immigrant Entrepreneurs
These individuals graduated from the University of the
They have limited educational background in China.
Arts, Temple University, University of Pennsylvania, and
Most accepted low-skilled jobs in personal service
other colleges and universities in the Philadelphia area.
industries. The typical immigrant works in a small
They have professional backgrounds, high-level skills in
restaurant or retail business and learns from an
their field, and an American partner. Their goal is to
experienced person. On average, they have worked
stay in the United States and they expect to expand into
several years before they start their own business.
cross-cultural business services.
Normally, this is the first generation of entrepreneurship.
55
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Interview Questions with Entrepreneurs:
Question 1 (Company Goals) Tell me about your company. What is its mission? Who is your target population? What do you and your company wish to improve upon?
Question 2 (Business Resources) How do you go about finding new customers? What resources do you currently use?
Question 3 (Challenges and Barriers) What did you struggle with the most when you started the business? What barriers did your business face as it progressed? Are there still barriers your business faces today?
Question 4 (Consulting) Are you looking for a consulting company for help? If yes, why? What kind of help do you think would be effective? 56
Chapter 5/Define the opportunity
1
U.S. College-Educated Immigrant Entrepreneurs
MIN YEH
Designer Co-Founder of Dear Method
OBSERVATION Min Yeh has a professional background in visual design
on her responses, her barriers are centered around
and Social Design. As a US college-educated immigrant,
finances, obtaining a visa, the limited time she is
Min Yeh has a strong relationship with an American
permitted to legally reside in America, gaining new
business partner as well as a fellow Chinese immigrant
customers, and sustaining her current services.
business partner. She expressed that she trusts business advice from experienced friends and has a strong
FOLLOW-UP WORKSHOP
focus in cross-cultural communication. Her goal is to be
After attending the WCNP workshop for novice
able to remain in the United Stated with her successful
entrepreneurs, Min Yeh found the experience to be clear
business and wishes to use professional knowledge to
and informative. She said that she received professional
improve the current cross-cultural system.
and useful mentor advice and would certainly attend again in the future. She left the workshop feeling
INTERVIEW
positive about gaining a new business resource through
When I interviewed Min Yeh, she discussed the current
the mentors available through the WCNP.
barriers of being a novice immigrant entrepreneur. Based 57
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
DORIS CC. LIN
2
Executive Producer Co-founder of Spirit Animal
OBSERVATION Doris CC. Lin has professional background knowledge
immigrant entrepreneur for her situation differs slightly
in design and has high-level skill in Film and Media Arts.
from Min Yeh. Unlike Min Yeh, Doris CC. Lin does not
Being a US college-educated immigrant, Lin has a strong
have the barrier of finances and obtaining a visa. Her
relationship with an older, American business partner
international barriers come from sustaining current
who has many years experience in the field. She also
services and gaining a new customer base.
expressed that she trusts business advice from experienced friends and wishes to extend cross-cultural
FOLLOW-UP WORKSHOP
communication. Her goal is to discover new business
Doris CC. Lin found the workshop to be very helpful
values and methods in order to improve the current
and gave some insight on sustaining business services.
cross-cultural system.
She said the WCNP workshop was great for building connections with mentors because they shared business
INTERVIEW
resources with her. Lin mentioned that she would attend
Through the interview process with Doris CC. Lin, we
again in the future.
discovered that the current barriers of being a novice 58
Chapter 5/Define the opportunity
3
JINJIN GU
Investment Banker Managing Director Co-founder of Matrix Capital
OBSERVATION Jinjin Gu has professional background knowledge and
methods in order to improve international business
high skills level in finance. Being a US college-educated
outreach. He strives for success in the United States.
immigrant, Gu has a strong relationship with an American business partner, with whom he worked for
INTERVIEW
many years before they created their own business. He
Because Jinjin Gu has a strong background in English
also has a strong background in the English language,
speaking and finance skills, his current barrier is mainly
making this common barrier for immigrant
focused on gaining new customers and sustaining the
entrepreneurs non-issue. He also expressed that he
services of his investment company. Luckily, Gu has a
trusts business advice from experienced friends. His goal
strong relationship with many experienced American
is to expand on business values and discover new
entrepreneurs that can assist him in these barriers. 59
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
General Immigrant Entrepreneurs
4
TINGGANG WU Real Estate Investor Grocery Owner
OBSERVATION Tinggang Wu is a real estate investor and owner of a
developed his own strategy on real estate investment.
grocery store in Philadelphia. He has good family financial support and wishes to have a successful life and
Recently, Tinggang Wu bought a store room in a
business in the United States. He was educated to the
commercial area in Philadelphia and but was denied a
high school level in China and has not received any
loan from a bank.
further education in China or the United States, he learned most of his skill from his mother, who is a
INTERVIEW
previous owner of a grocery store.
Through the interview process with Wu, a general immigrant entrepreneur, it became apparent that his
Tinggang Wu has a strong desire to study business
current barriers include language, finances, and business
management skills. He also studies finance and
management skills.
accounting through websites in his spare time, and has 60
Chapter 5/Define the opportunity
5
QINGPING WANG
E-shop Business Owner
OBSERVATION
her American-born, English-speaking daughter.
Qingping Wang is a current E-shop business owner in the United States. She has a higher education (some
INTERVIEW
college) compared to the other general immigrant
Through the interview, it became obvious that she still
entrepreneurs and has many years of sales experience as
thinks that language is her current biggest barrier of
a business owner in China.
being a general immigrant entrepreneur. She received negative feedback from E-shop users because of her
She has studied English at the WCNP and is familiar with
low-level English speaking. Beyond language barriers,
their resources of one-on-one consulting. She receives
other barriers exist, including web design knowledge
good family and friend support in her career and wishes
and internet sales skills.
to continue to be successful in the United States.
FOLLOW-UP ONE-ON-ONE CONSULTING Improving English skills is her current desire for future
Qingping attended one-on-one consulting sessions at
development in her E-shop. If she develops this skill, she
WCNP. She mentioned that she has received many
can continue to improve through communication with
useful suggestions from her mentor. 61
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
XIANGZHENG CAO Restaurant Owner
6
She strongly believes in her Chinese partner and
Xiangzheng Cao, is currently a sushi chef working in a
experienced friends. She strives for success and wishes
restaurant in Philadelphia.
to make a better life for her in the United States.
He was educated through the high school level in China
INTERVIEW
and moved to the U.S. to further her business
In the interview, it was revealed that the biggest barrier
opportunity. Because he began working in America at
for being a general immigrant entrepreneur for Cao is
a young age, she has good marketing skills in Japanese
language. She relies on Chinese newspapers and
sushi restaurants and began her own business. She has
advertising to hire good kitchen service staff and to
the desire to improve her current business and is ready to
search for a commercial storeroom. Beyond that
choose a new location for her first sushi store of her own.
obtaining financing is another barrier.
62
OBSERVATION
Chapter 5/Define the opportunity
Experienced Entrepreneurs
7
SHENGFAN DONG Laundry owner
Experienced Entrepreneurs
OBSERVATION Shengfan Dong is currently a laundry service owner in
Now, he still works long hours for his laundry service
North Philadelphia. He has limited educational
and he mentioned that his motivation is to sustain a life
background in China. Before he opened his laundry
in America and create value for his next generation.
store, he had two failed experiences in running a restaurant. He thinks the reason for failure was
INTERVIEW
competition; the low prices resulted in having no profit
During the interview with Shengfan Dong, it became
from his business.
apparent that his barriers were in language and finances, although he has been in the US for more than ten years.
Shengfan Dong has strong religious beliefs and suffers
The previous failed experiences resulted in Dong losing
from a physical illness that causes him to use medication
trust in everyone for business advice other than his
to overcome pain every day.
church friends. 63
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
8
CHUNCHENG LIN Sandwich shop owner
OBSERVATION Chuncheng Lin is currently a sandwich shop owner with
He has good skills in food preparation and is positive
limited educational background in China.
when facing challenges. He has strong religious beliefs, partly because of his failed experiences.
He has experience in restaurant operations because he previously had three businesses that needed extreme
INTERVIEW
intervention to remain afloat. The reasons his businesses suffered was destructive competition; low-prices did not
Through the interview process with Chuncheng Lin, I
assure him success. His fourth restaurant is a sandwich
discovered that the current barriers of being an
shop.
experienced entrepreneur for his situation differs slightly from other small business owners. Unlike
Before he got started, he compared around 20 local
Shengfan Dong, Lin does not have the barrier of finances
restaurant menus and designed a new menu list. At the
and language. His barriers come from sustaining current
same time, he got help from an American landlord, who
services and gaining a new customer base.
had many years experience in running a restaurant. 64
9
Chapter 5/Define the opportunity
YUNJING WANG Restaurant owner
Experienced Entrepreneurs
OBSERVATION Yunjing Wang is a take-out restaurant owner, and has
He doesn’t take business advice from anyone except his
limited educational background in China.
church friends. Yunjing Wang has strong religious beliefs and teaches Chinese at the Chinese Christian Church &
He has a strong desire to better the conditions for his
Center (CCCC) on Sunday afternoons.
business and family, and is still working beyond 12 hours per day. He said, because he struggles with language and
INTERVIEW
his finances, his business is in a hign crime neighbor-
Through the interview process with Yunjing Wang, I
hood. He hopes he can move to a safer neighborhood
discovered that his current barriers are finances and
with better living conditions. He aspires to get a loan
language.
from a bank and improve his language skills. 65
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Interview Questions with Non-profit Staff
Question 1 (Work Area) What is your role at your organization? Do you work with Chinese immigrants? In what capacity? Why and how do you work with immigrants? What programs do you offer?
Question 2 (Immigrant Challenges and Barriers) What do immigrants struggle with the most when immigrating to the U.S.? What are their greatest needs as they transition? What barriers get in their way as they transition?
Question 3 (Extension of Barriers) Are those barriers specific to Philadelphia? Please explain.
Question 4 (Other Organizations) Are there other organizations doing similar work as you in Philadelphia? Who are they and what are they doing? Who do they serve? 66
Chapter 5/Define the opportunity
10
HERMAN NYAMUNGA Global Enterprise Hub Director
Welcoming Center for New Pennsylvanians
OBSERVATION Herman Nyamunga is a professional business director who is in charge of the Global Enterprise Hub at the WCNP. He has a committed attitude toward assisting immigrant entrepreneurs in the Philadelphia area.
INTERVIEW I learned from our interview that many immigrant entrepreneurs come from different countries, but there are few Chinese represented. He is unsure of how to connect with the Chinese community. He feels that language is the biggest gap between WCPN and the Chinese community and that Chinatown is an isolated section of Philadelphia. 67
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Welcoming Center for New Pennsylvanians
11
OBSERVATION Elizabeth Wang is an Educator and Career Advisor at WCNP. She loves working with immigrants to provide guidance.
ELIZABETH WANG
Education and Career Advisor
INTERVIEW After a workshop, Elizabeth said, “Our customers are all small business owners that are very busy. There were around 10 that gave me feedback. Actually, if no one attended the free workshop it is a challenge for us at WCNP.” Elizabeth is unhappy with the attendance of the free resources that aren’t being used. She can speak Chinese, but there are no Chinese assistance services for small business owners at WCNP.
68
Chapter 5/Define the opportunity
OBSERVATION Eric Rosenfeld is the J-1 Visa Program Manager and an
12
ERIC ROSENFELD
J-1 Visa Program Manager, Instructor
instructor at the WCNP. He is personable and loves to provide assistance for immigrants who are small business owners. He understands the Chinese culture and is experienced in English language teaching.
INTERVIEW During the interview, Eric expressed that there are limited Chinese attendees in his ESL and English for Entrepreneurs class. He knows that language barriers are the biggest challenge for small business owners and wishes more would attend. 69
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Chinese Christian Church & Center
13
CHENGZHONG LIU
OBSERVATION Chengzhong Liu is a professional minister with knowledge in Bible study. He is friendly and highly respected by his peers.
Minister
INTERVIEW Liu uses the Bible to encourage small business owners to face their challenges and build up their confidence. He feels that he does not have access to a tool or system that works in educating business owners in the proper business management skills they need.
70
Chapter 5/Define the opportunity
OBSERVATION
14
QIUJI XIE
Xie loves preaching and is a friendly man who wants to help all of his congregants, including those who are small business owners.
Preacher
INTERVIEW Xie feels that Chinese immigrants in America have barriers in language and finances and that these barriers exist even for some who have lived here for 1020 years. He feels that they face hard living conditions and must develop small businesses to sustain their lives and prepare the next generation for educational opportunities. 71
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Chinese Entrepreneur Association
OBSERVATION
15
Yufeng Bai has a PhD in Engineering and has a professional knowledge in international business. He is a
YUFENG BAI
72
CEO
friendly businessman who loves to provide assistance to novice entrepreneurs.
INTERVIEW At the Chinese Entrepreneur Association, he holds monthly meetings for entrepreneurship. The purpose is to provide a mentoring, learning, and networking platform for Christian entrepreneurs and professionals.
Chapter 5/Define the opportunity
Finanta
OBSERVATION Kersy Azocar is a professional technical assistant for
16
KERSY AZOCAR
Director of Microlending
the lending organization Finanta. She is the director of Microlending, which is a resource for first-time entrepreneurs and consumer borrowers. She is friendly and wishes to help low-income immigrants get loans from banks and other services providers.
INTERVIEW Azocar finds that very few minority groups use the resource of Microlending. Moreover,, she stated that in the past 20 years, she has only assisted one Chinese immigrant in obtaining a loan for starting a small business. She feels that the language gap is the biggest cause of this. 73
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Findings from interviews Novice U.S. College-Educated Entrepreneurs From the interviews with U.S. college-educated immigrant entrepreneurs, I learned that international
Non-profit staff
ed entrepr e ne
entrepren eu ice r ov
business owners and entrepreneurs. urs
Obtaining a visa is the largest barrier for this group of people. They face the hardship of not having enough
s
N
E
rienc x pe
students in America have the goal to become small
time and money to create a business before they need to return to their country. Another significant issue is developing the proper resources to maintain a large and consistent customer base. They all have the aspiration to introduce cross-cultural communication and they must overcome how to maintain and obtain financing to expand their own businesses. They trust experienced entrepreneurs and friends only.
Novice General Immigrants Entrepreneurs The second round of novice interviews with general immigrants entrepreneurs was based on the group of immigrants that come to America without a college education. 74
Chapter 5/Define the opportunity
This group does not have visa or immigration barriers,
experienced entrepreneurs and friends and they don’t
but they acquired low-skilled positions and face the
go to any nonprofit organizations for help.
obstacles of language and a lack of understanding of
Non-profit staff
American culture. This group escaped the hardships of their own culture and came to America in search of financial and economic freedom to sustain a life for their
Based on the interviews with nonprofit staff, I learned
families.
that language is the largest gap between the Welcoming Center for New Pennsylvanians and the Chinese
They desire to become successful based on many years
community. The Chinese Christian Church and Center
of working experience. They desire to study English and
provides a support system for small business owners.
acquire professional knowledge to improve their abilities.
The Chinese Entrepreneur Association helps U.S.
They trust experienced entrepreneurs and friends.
college-educated immigrant entrepreneurs, but exists specifically for Chinese Christians. In the past 20 years,
Experienced Entrepreneurs
Finanta helped only one Chinese immigrant obtain a loan to begin a small business in Philadelphia.
The third round of interviews was with experienced entrepreneurs. They all currently live in Philadelphia and
The experienced entrepreneurs of these four nonprofit
have various backgrounds with different small business
organizations are qualified mentors who have firsthand
focuses. They are running their businesses without any
experience in the field, but these programs are not
proper training besides experience. They all have
being used by any international groups, specifically, the
experience in businesses that have suffered in the past.
Chinese community.
Experienced Chinese immigrant entrepreneurs struggle with language and financial issues. They trust 75
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
5.2 Survey I conducted a questionnaire at the Chinese Christian Church & Center (CCCC), which asked my user group a series of questions. The problems identified in the questionnaire are geared toward the main goals of the user group; it includes their identity, educational background, and the current barriers of general immigrant entrepreneurs. I specifically wanted to find out the various languages they can speak, the target population for their businesses, their motivations in starting a business, and how they think they can face these difficulties. My goal is to take the data and create a workshop that allows them to overcome these barriers. Time: January 31, 2016 Location: Chinese Christian Church & Center 225 N 10th St, Philadelphia, PA 19107 Participants: 11
76
Chapter 5/Define the opportunity
77
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Visualizing survey data from spreadsheet to infographic
ABOUT SMALL BUSINESS GROUP: This small business group of people are all members of
Laundry
the Chinese Christian Church & Center (CCCC). They
9%
are all small business owners who manage different types of businesses in Philadelphia, including restaurants, grocery stores, laundry services, etc. Most of the small
Grocery 27%
Restaurants 64%
business owners come from Fujian province in China. Some of the owners are first generation immigrants, commonly between age 40-55 years old and have 10-20
Type of businesses
years of business experience in the United States. The second generation owners are between 25-35 years old; their experience comes from their family members and over the past three years. Through the education
business owners often give the second generation
attainment data, it shows that 55% of this group has an
owners business advice, information about business
education attainment level of less than a high school
opportunities, and even financial assistance because they
level. The survey statistics show 54% of them have a green
have the same beliefs and trust one another.
card and 18% have already become American citizens.
Today, in the CCCC, this small business group began
The church discovered this group’s barriers and deeply
with only 5 members and has grown to 37 participants
understood how hard it is to run a businesses in a
78
experienced entrepreneurs. The first generation of
Chapter 5/Define the opportunity
foreign country as an immigrant entrepreneur.
order to pursue and construct their own “American
Therefore, the church holds monthly meetings for them
Dream.� When they can legally stay in the United States,
because the business hours for the owners take up the
they want to start a business and expand their
majority of their day. Their goal is to support and
opportunities for the next generation. The main stress
encourage them as they face language and cultural
they mentioned is the pressure of survival. Typically,
barriers while living in the United States.
Chinese business owners support their families and hope their children can gain socio-economic recognition
LANGUAGE:
and status in the future; therefore, they work hard and
Language is the most important tool for small businesses
save money for their children’s future.
and their communication with customers. Most of the time, I observed that the immigrants used a local dialect
As the data below shows, 73% of business owners use
and Mandarin in communication with church members
their career profits to cover living expenses. 45% save
and Chinese peers; they seldom use English for casual
this money for their next generation. The remaining
conversation. Survey statistics show in this small business
business owners save money or repay debts.
group that 27% of the immigrant entrepreneurs cannot speak English and 73% think their English is not proficient.
ENTREPRENEUR MOTIVATION: Many Chinese immigrants travel across the world in
Living expenses 73% Next generation education 45% Savings 27% Repay debts 18% 79
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
BARRIERS:
55%
45%
9%
Chinese
Mexican
Through the interviews, I found that limited educational background is the main reason this population isolates themselves from English culture. The findings reveal that 91% of small business owners struggle in language and
American
cultural issues. 45% feel they are lacking management knowledge, and 36% feel they have limited business experience and a lack of initial finances to begin their business. Cultural and language barriers 91% Lack of management knowledge 45% Limited business experience 36% Lack of initial finances 36%
SERVICE TARGET POPULATION: Philadelphia has many immigrants. One might assume that the target customer base of Chinese immigrant entrepreneurs would be the Chinese community, but the data shows that 55% of such immigrant business clientele are American, 45% are Chinese customers, and 9% are Latino. 80
METHODS OF OVERCOMING DIFFICULTIES: Normally, when they face a challenge, 36% of Chinese immigrant entrepreneurs seek assistance from family members and friends. 27% rely on their church community. 55% of owners think help from experienced peers is valuable. No one gets help from the other social organizations; instead they rely on themselves and closed networks to try to navigate the barriers. Experienced peers 55% Family members 36% Church community 27% Social organization 0%
Chapter 5/Define the opportunity
Findings from survey Barriers: Cultural and linguistic barriers 91%; Lack of management knowledge 45%; Limited business experience 36%; Lack of initial finances 36%.
Methods of overcoming the difficulties: Connecting with experienced entrepreneurs 55%; Family members 36%; Church friends 27%.
Language Speaking: Mandarin, local dialect and English.
English facility: Not proficient 73%; No English language skills 27%. 81
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Field Research Through qualitative research methods, I developed a
The anonymous restaurant owner below is a member of
deep empathy for the population I’m trying to help.
Chinese Christian Church & Center. Unlike many small business owners, he welcomed me to come into his
1. Outside
2. Take Out Restaurant
3. Sales Window
4.Business Hours
5.Communication
6.Working & Living Space
7. Customer Interaction
82
Chapter 5/Define the opportunity
store and home to record the several barriers he faces
hours per day, not leaving a lot of time for rest. On
as a Chinese immigrant business owner. He embraced
Sundays, there is no clear start time due to church
my observation request because he has a strong desire
services ending differently each week.
to better the conditions for his business , his family and his community. 1.OUTSIDE As you can see, the design for the outside of the restaurant is not visually pleasing or welcoming to customers. 2.TAKE OUT RESTAURANT There are many security precautions that the business owner takes to protect himself and workers from unwanted guests, but this divisions also prevents a physical intimacy with their customers. You can see the camera, the locked door, and the safety window isolating them. 3. SALES WINDOW In the photo, there are two windows: one for ordering and one for picking up their purchase. This window is designed for safety, but there is a large barrier between the worker and the customer.
5. COMMUNICATION The owner relies heavily on his son on weekends due to his limited language skills. The owner cannot independently communicate with American customers beyond simple conversation. 6. WORKING AND LIVING I observed a problem in the living space of the owner and his family. The family lived above the restaurant and the conditions were not very comfortable. They have financial struggles and chose this location because of the low cost of rent. Their target population is low-income customers. 7. CUSTOMER INTERACTION The design of the window makes for very little interaction between the restaurant worker and customer. The set-up itself makes customers have to reach around the window to pick up their meal.
4. BUSINESSES HOURS The business hours of the restaurant were beyond 14 83
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Deep Understanding of Needs, Barriers & Constraints Safety Finances Time-Business Hours Language KEY CONSTRAINTS Limited Business Service Low Quality of Life Low Cost of Rent Self-Isolation
84
Nearly 50% of all Chinese small business owners are
so they cannot eliminate some of these precautions.
using under-the-table business methods in order to
In this field research, the typical owner is a Chinese,
maintain and sustain their finances and resources. In the
Christian family man, who is doing all he can to create a
graphic above, each barrier of being an immigrant
comfortable life for his family, especially his young
entrepreneur links to another barrier for the business
children. He is not satisfied with his current
owner. For example, because the owner takes special
conditions and wishes to better his working and living
safety precautions’ in his store design, he is creating a
space; however, by isolating himself from his clients,
disconnect between his workers and his customers.
living in a low-income neighborhood and working long,
Moreover, because the family struggles financially, they
difficult hours, he is unable to immerse himself in the
cannot afford a safe environment/location for their store
American culture to better his family’s future.
Chapter 5/Define the opportunity
5.3 Workshop One
Choose Your Location I conducted a workshop at the Chinese Christian Church & Center(CCCC) and asked my user group two questions: where is the location of your business and why did you choose this location? We can see that most businesses are located in North Philadelphia, and almost everyone gave me the same reason: the low cost of rent. 85
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Journey map Time: February 10, 2016 Location: Chinese Christian Church & Center 225 N 10th St, Philadelphia, PA 19107 Participants: 18
The user records what he/she did to get to where they
In my project, I included a design tool called a journey
are today. The records also show the level of experience,
map for both workshops. Specifically, I wanted Chinese
including reactions, feelings, changing goals, and different
businessmen to tell the story of their journey of how
strategies. It has the function of visualizing the
they started their own business in the United States. In
information and helps the designer to synthesize.
Workshop One, I had small business owners identify their timeline, the challenges they faced along the way, and what
As designers, we know the extraordinary value of
assistance they wish they had taken advantage of.
visualizing information. It is extremely important not For Workshop Two, I divided their journeys into three
data, but also to the stakeholders with whom designers
acts: the preparatory phase, the executing phase, and the
work. These stakeholders collaborate in creating the
sustaining phase. I created ways of analyzing their
visualizations, in interpreting the patterns, and in seeing
experiences through questions about how they felt,
what the patterns reveal. This dictates the next direction
how they strategized, and how they set goals and what
everyone should pursue.
actions they took during each stage.
86
only for the designer who needs to see patterns in the
Chapter 5/Define the opportunity
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
TIMELINE 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Profit
No loss/profit
Loss
Timeline On average, it took the general immigrants seven years from the date they arrived to try to start their businesses.
Challenges Culture and language barriers are the biggest challenges during the process of starting a business. Lack of finances is a challenge before the start of the businesses.
Assistance During the start of their businesses, owners felt they needed help but did not receive it. They needed access to translators, language resources, business law roadmaps, and government regulation explanation resources. 88
Chapter 5/Define the opportunity
CHALLENGES Cultural and linguistic barriers
Lack of management knowledge
Limited business experience
Lack of finances
What else?
Cultural and linguistic barriers
Lack of management knowledge
Limited business experience
Lack of finances
What else?
What is the biggest challenge you faced
BEFORE you started business?
What is the biggest challenge you faced
AFTER you started business?
ASSISTANCE
ON WEDNESDAY FEB 10 2016
When did you wish that you had help, but did not receive it? Before the start of business
During the start of business
After the start of business
Anytime
Others
After the start of business
Anytime
Others
When did you wish that you had help, and you got it? Before the start of business
During the start of business
When you got help, was it effective? Why?
Effective help came from friends and experienced entrepreneurs.
What kind of help do you wish you could have access to?
Translator / Language study / Restaurant law / Government regulation
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
5.4 Workshop Two Pictured on the right (page 91), each business owner’s
Time: March 9 , 2016
journey map is designated by one color. This reveals how
Location: Chinese Christian Church & Center
their emotions changed throughout the various stages of their business development. It is broken down into three different categories: feeling, goals/strategies, and action. This journey map allows each individual to tell his/her business story.
90
225 N 10th St, Philadelphia, PA 19107 Participants: 6
Chapter 5/Define the opportunity
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Before
PREPARATORY Action >>
1 Consult
2
Looking for the location
experienced friends 1 Consult
2
Decorated storefront
2
Decorated storefront
2
Decorated storefront
experienced friends 1 Consult
experienced friends 1 Consult
experienced friends
Goals/Strategies >> Investment area Understand regulations Market operation Market operation
Feeling >>
+ _
92
Happy Excited
Worried
Chapter 5/Define the opportunity
During
After
EXECUTING 3 Employee training
3
SUSTAINING
4 Advertisement
5
Bring forth the new through the old
3
Commercial activity
4 Prepare to launch branches
3
Advertisement
4
4 Website
Advertisement
Expand customer base
4 Prepare to launch branches
Expand customer base Know more people
Customer insight Make profit as soon as possible Customer insight
Excited
Raise price
Bank loan Sustaining regular customers
Happy
Worried
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Findings from workshop PREPARATORY Lack of finances is a challenge before they start their businesses. During the start of business, they needed assistance and more resources but did not receive it.
EXECUTING Effective help comes from friends and experienced entrepreneurs. Culture and language barriers are the biggest challenges before/after they started businesses.
SUSTAINING They need access to translators, language resources, restaurant law roadmaps, and government regulations explanation resources. 94
Chapter 5/Define the opportunity
Project Participants Novices: General Immigrant Entrepreneurs Name
Xuexin Liu Jianping Lin Chuncheng Lin Shengfan Dong Chun Lin Shinxing Zhao Qihua Chen Huan Chen Qiang Lin Xiujin Li Junbao Chen Yunjing Wang Wen Zhao Qingping Wang Tinggang Wu Xiangzheng Cao
Methods Workshop
X X X X X X X X X X X X X
Interview
X X X
X X X
Survey
X X X X
X X X X X X X 95
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
96
Chapter 6
DEVELOP THE SOLUTION 6.1 Insight 6.2 Opportunity 6.3 Workshop Follow-Up Survey
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
6.1 Insight
The Welcoming Center can expand its client base to include Chinese immigrants. It need a better way to communicate to businesses and gain their trust.
Chinese immigrant entrepreneurs can gain valuable help from the Welcoming Center in the form of translation, language resources, business law understanding and government regulation explanation. 98
Chapter 6/Develop the solution
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
6.2 Opportunity
How can we support Chinese immigrants as they maintain and start new businesses in the city while honoring their value of trusting relationships?
How can we support Chinese immigrants to take advantage of the resources that can help them further their businesses and create life-long careers in the United States? 100
Chapter 6/Develop the solution
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
6.3 Workshop Follow-Up Survey The following data was created from a survey that I conducted with my user group of small business owners at the CCCC. It was completed after my series of workshops at the church.
Speaking English is the biggest challenge for Chinese immigrants.
Responding to specific, business-related questions is the hardest part for their language barrier in their business.
Finance management skills would be most beneficial to Chinese immigrants.
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Chapter 6/Develop the solution
103
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
“A journey of a thousand miles begins with a single step” Laozi -Tao Te Ching
104
Chapter 7
TOOLKIT 7.1 What is a business toolkit? 7.2 Business Toolkit Testing and Audience 7.3 Toolkit Reflection
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
7.1 What is a business toolkit? Explore
CLASS 1
CLASS 2
Create
CLASS 3
CLASS 4
Reflect
CLASS 5
Implement
CLASS 7
CLASS 6
Inventory Management
CLASS 1 Polite Language
CLASS 3 Making Flyers
CLASS 6
CLASS 2 Accounting
CLASS 4 Making Business Cards
CLASS 7 Product Organization
CLASS 8
CLASS 8
Business Plan Design
CLASS 5 Making Social Media
Challenge
Define Opportunity
Select Solution
Create Business Plan
The toolkit I developed grew out of an English class for
Class Topic Descriptions:
entrepreneurs. The English class structure for
1. Polite Language
entrepreneurs includes eight categories ranging from
Learn what words and phrases to use with customers.
the challenge of exploring opportunities to creating a
2. Accounting
business plan. Every class topic comes from Eric
How to document your revenue, expenses, and profits.
Rosenfeld (J-1 Visa Program Manager, Instructor at
3.Making Flyers
WCNP), who created the curriculum based on his own
Create advertisements to attract customers.
teaching experience and the users’ needs.
4. Making Business Cards Design business cards to distribute to potential and current customers.
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Chapter 7/Toolkit
5. Making Social Media
Based on the structure of English for entrepreneurs in
Use social media for marketing and advertising.
WCNP, I developed the tool specifically for the Chinese
6.Inventory Management
community. The conversation, self-study, and
Track and monitor your inventory in order to maximize
bookkeeping tools focus on the three barriers of
efficiency and avoid wasting products.
finance, language, and time. The flash cards record the
7. Product Organization
knowledge that participants studied during the class.
Manage your products and maximize sales and time management. 8.Business Plan Design Create a strategy to raise sales and increase profits.
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
1 The conversation tool
2 Self-study tool
3 Bookkeeping tool
The conversation tool seeks to help Chinese
entrepreneurs, they can quickly pick the one they feel
entrepreneurs overcome some of their language
comfortable using in conversation. After they finish the
barriers. The Follow-Up Survey questionnaire shows 100
template cards, they can role play with one another to
percent of Chinese entrepreneurs think that speaking
practice speaking English.
English is the biggest challenge when they have conversations with customers. The desire for speaking
The self-study tool aims at the time barriers. Chinese
English is beyond their need for listening, reading, and
entrepreneurs on average work 12 hours per day or
writing English.
more, and only have half a day for rest on Sunday morning. For the Chinese entrepreneurs, this time is
The conversation tool includes two parts: one being
worship time. The average immigrant small business
the template cards, used for pasting conversational text;
owner rarely has time to spend with family members
the other is flexibility sheets, which is a combination
unless they are working together, and they typically raise
of many different types of greeting sentences based on
two kids of their own. They work hard to make a living
American culture. For the uneducated Chinese
and hope to give their kids a good education in the
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Chapter 7/Toolkit
1
The conversation tool
Flash Card
Template Card
English
Flexibility Sheets
Chinese 2 Self-study tool
2
The self-study tool
English
Chinese
Chinese Translation Visual Association Phonetic Pronunciation
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
Daily Weekly
Monthly
3
The Bookkeeping Tool
United States. During the weekend sales period, they
practice on their own, they will be able to sound out the
rely on their children to have conversations with their
words, and even find it enjoyable in their spare time.
store customers when they are not in school. The bookkeeping tool helps immigrant entrepreneurs The self-study tool is made up of very small cards linked
with their financial barriers. All of the business owners
together on a ring; the tool can hang on a keyring or
that were interviewed mentioned being denied a bank
any bag easily, and the content on the cards tracks
loan because of their credit history. They resorted
the class lesson plans. The business owner will have a
to borrowing money from family members or friends.
phonetic phrase written in Chinese that will assist them
Normally when they give the money back, it includes an
in speaking English phrases. By breaking it down into
additional percentage of interest for borrowing. The
small sounds that they can easily read, the uneducated
support function is the same as that used by banks.
Chinese businessmen will be able to communicate in
However, the borrower feels he is morelly responsible
simple English sentences more comfortably. When they
and emotionally indebted to family members and friends
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Chapter 7/Toolkit
The Flash Cards
for this financial situation. For the younger generation,
The flash cards can help students better understand and
they try to eliminate this situation because they realize
document class content. The content information was
the value in building good credit history in a
shown on two sides, one side in English, another side in
professional setting. At the same time, their belief
Chinese. The teacher can engage the cards in different
system encourages them that honesty is the best policy
ways for training. For example, while the teacher speaks
for Chinese Christian business people.
English, the users can use the opposite side to remember and take notes.
The physical bookkeeping tool will not help them get a loan from the bank, but will help them record their daily,
The flash cards can become a notebook. It is recommended
weekly, and monthly income. Finance management is a
that users use this notebook resource to make their own
priority for their business and future life. And this
annotations to help understand the content and context.
record of transaction will help them present their
The teacher will not provide additional notes so this is the
finances when they do apply for a loan.
responsibility of the business owners. 111
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
7.2 Business Toolkit Testing and Audience Time: April 3, 2016
We went to the Chinese Christian Church & Center
Location: Chinese Christian Church & Center
and ran this workshop with the small business owner
225 N 10th St, Philadelphia, PA 19107 Participants: 9
user group after their weekly workship. We also used this opportunity to test my toolkit.
Teacher: Eric Rosenfeld Translator: Elizabeth Wang
Members of the user group had the opportunity to
Facilitator: Lixin Kang
work with the conversational tool. They were able to fill out flexibility sheets, come up with possible answers, and role play with fellow members.
112
Chapter 7/Toolkit
After the conversational practice, our user group had a chance to understand how to use the self-study tool. I randomly opened the small cards and let our users read the phonetic words. Eric could understand even the extremely low level English speakers. Everyone was laughing throughout this exercise! Our group had a lot fun with this self-study tool. As you can see, my toolkit can be easily used on-the-go. I wanted my tool to be accessible to my user group when they are in public and interacting in real-life situations.
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7.3 Toolkit Reflection WCNP Advisor-Eric Rosenfeld Reflection on Lixin’s Tools Presented on April 3, 2016 at Chinese Christian Church & Center
https://www.youtube.com/watch?v=-p2hO-0QNKY&feature=em-upload_owner#action=share
Overview:
Analysis:
Lixin used a variety of tools during a presentation on
The tools were very successful. The participants were of
business English and business methods at a workshop
mixed English ability, so the tactile nature of the tools
given in conjunction with the Welcoming Center for
was useful. The participants followed along with Lixin’s
New Pennsylvanians. The participants were all small
explanation and demonstration. Then they were able to
business owners in various industries. The tools included
use the tools themselves. Specifically, they enjoyed the
paper booklets, cards, stickers, and cutouts. There were
cards that contained printed English terms along with
graphics as well as text. First she demonstrated the
phonetic approximations on the backs. These were
tools to the participants. Then she encouraged them to
highly interactive and captured the participant’s’
engage in self-study and roleplay.
attention. It was a way to engage the lower level English
114
Chapter 7/Toolkit
speakers as well. It was a fun and funny exercise that put
Results:
everyone at ease.
The participants came away with a heightened understanding of the topics covered in the workshop. The tools
The exercise using the stickers involved putting words
enhanced learning. In fact, they were the driving force.
and phrases into the appropriate spaces in a dialogue between hypothetical customers and business
Suggestions:
owners. The participants worked in pairs for this activity.
The accounting booklet was incomplete at the time of
This proved to be another engaging collaboration. The
the workshop. Going forward, it will be useful to fill out
participants worked together and cooperatively
the template so that business owners can
completed the task. Because they needed to physically
immediately use the booklet in their businesses. Since
place the stickers, it was easy for the workshop
the skills taught in the workshop might be the first time
facilitators to evaluate the performance of the
participants are hearing of them, tools that are ready
participants.
to be applied immediately are most useful. In addition, Lixin will develop a “tool box� to physically organize
Finally, the tools were presented well both textually and
the tools. This will be a way to collect and organize the
graphically. The color-coded theme of units/topics was
materials, both physically/organizationally as well as
an easy visual way to distinguish discrete ideas. This was
thematically/topically.
buttressed by concise descriptive text. The text was not overwhelming, but rather appropriate for the size and scope of the tools. 115
FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
116
Chapter 8
CONCLUSION 8.1 Project Reflection 8.2 Where the Toolkits Live and Development
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
8.1 Project Reflection
Reflecting on my project, I realized that I have already
gained trust in me and my suggested resources through
begun to bridge the gap between general immigrant
our personal connection.
entrepreneurs and nonprofit organizations. After the workshop I held at Chinese Christian Church & Center,
The Welcoming Center for New Pennsylvanians and my
members began to gain trust in me. When I suggested
social design toolkit have helped me form deep personal
the Welcoming Center for New Pennsylvanians to them
connections throughout the process of completing my
as a new resource, some members got the courage to
thesis project. I wish to continue my relationship with
go and reach out to them, and even began to attend
them and branch out to different organizations in the
events there. This is the first step is preparing novice
country that also wish to assist Chinese immigrant
entrepreneurs for a successful life-long career in the
entrepreneurs as they adjust to life in America. I could
United States.
present my toolkit and research to them and build a strong network of organizations who share the same goal
I want my toolkit to be accessible and desirable to
of providing tools to immigrants in the United States.
immigrants around the world, not only in Philadelphia. I cannot personally travel to various destinations to
The framework of my toolkit can be adapted to fit many
explain my toolkit and the various resources in each
different languages and situations. My first toolkit was
geographic area that could help them adapt to
focused on Chinese immigrant entrepreneurs in Philadel-
American culture. In order to reach the public, a step
phia; however, with a few modifications, the content can be
further would be creating a video resource that goes
changed while the toolkit and my research will remain the
into detail about how the components of the toolkit
underlying foundation. Just as I represent a link for Chinese
work and shows a real life scenario of the device being
immigrants in America, I could begin to search for other im-
used. This will allow my user group to feel connected
migrants of different countries in America who can become
to me, just like the members of my workshop felt. They
a trusted partner for other potential user groups.
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Chapter 8/Conclusion
Startup
Experienced Entrepreneurs
for ur e en pr ng tre orki n E tw ne
Nonprofit Organizations
orship
Novice Spons
General Immigrant Entrepreneurs
Service Providers
ious Var
ser
s
vice
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FORTUNE COOKIE IN CONTEXT: Optimizing Entrepreneurial Opportunities for Chinese Immigrants
8.2 Where the Toolkits Live and How They Were Development
The first place for “TOOLKITS FOR CHINESE
The toolkit for my thesis could be the first of several
ENTREPRENEURS� to live is in the Welcoming Center
levels of language instruction that a Chinese immigrant
for New Pennsylvanians. Here teachers and Chinese
can use. My next step is to use the same foundation
small business owner can use it as a resource as I
of Chinese phonetics and develop an advanced form
continue to evolve its elements.
that works up to proficiency in the English language. This model could be scaled to fit any language and any
In regards to furthering my relationship to the
focus. For example, I could develop a toolkit for any
Welcoming Center for New Pennsylvanians my main goal
immigrants living in the U.S. and have it geared toward
is to develop concrete lesson plans for each class of the
whatever interest they desire, whether it be business,
eight week process that is linked to my toolkit.This is for
interview skills, or joke-telling. This would be possible if
a beginner level and could be adopted by the
I could connect with different organizations and
Welcoming Center for New Pennsylvanians as an
foreign language speakers who could help grow my
in-house tool. I also wish to conduct a field test of my
toolkit inventory.
bookkeeping tool to determine its success. 120
Chapter 8/Conclusion
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122
Chapter 9
APPENDICES 9.1 9.2
Bibliography About the Author
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9.1 Bibliography
This thesis contains citations to the following sources: Knowles, Christian D. “Immigrant Entrepreneurship in the U.S” New York: Nova Science Publishers, Inc. 2010 Fairlie, Robert W. Robb, Alicia M. Race and Entrepreneurial Success: Black-, Asian-, and White-owned Businesses in the United States, Cambridge, Mass: The MIT Press. 2008 Rušinović, Katja, IMISCOE (Organization) Dynamic Entrepreneurship: First and Second-generation Immigrant Entrepreneurs in Dutch Cities, Amsterdam University Press. 2006 Michael Matza, “Start-up to energize immigrant entrepreneurs” The Philadelphia Inquirer April 6, 2015 Monday, P-com News; Pg. A03 Michael Matza , “Many ways to help immigrant businesses”, The Philadelphia Inquirer, January 14, 2015 Wednesday, P-com News; Pg. A03 Rayasam, Renuka, “Immigrants: the Unsung Heroes of the U.S. Economy.” U.S. News & World 124
Chapter 9/Appendices
Report. 2/26/2007,Vol. 142 Issue 7, p58-58. 1p. 1 Color Photograph. Herreros, Francisco1,Criado, Henar2” Social Trust, Social Capital and Perceptions of Immigration” Political Studies. Jun2009,Vol. 57 Issue 2, p337-355. 19p. 1 Diagram, 2 Charts. Jun Li. (2007). Philadelphia’s Chinatown: An Ethnic Enclave Economy in a Changing Landscape. Active Learning (n.d.): 1-6 Retrieved From https://www.researchgate.net/publication/44117671_Philadelphia’s_Chinatown_An_ Ethnic_Enclave_Economy_in_a_Changing_Landscape Li Wang. Lucia Lo (2007). Immigrant grocery-shopping behavior: Ethnic identity versus accessibility (n.d.): 1-6 Retrieved From https://www.researchgate.net/publication/23539815_Immigrant_grocery-shopping_behavior_Ethnic_identity_versus_accessibility
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9.2
About the Author
LIXIN KANG I am an experienced designer and educator, applying design throughout my journey of transformation from graphic design professional to design for social impact architect. The design process gives me a series of methodologies for discovering and defining underlying issues. I believe that design has the capacity not only to visualize our concepts, but also to bring innovative solutions to an organization by discovering how human factors connect to the system as a whole. I apply my skills in design research and visualization strategies to enhance commercial projects. I will continue to join different organizations and businesses to assist in solving problems through the design process. I work diligently with team members to create effective methods for social impact.Remain open to all ideas while voicing my own input in every situation. I am eager to expand my knowledge and creativity through the medium of design. 126
Chapter 9/Appendices
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128