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Opportunities
Introduction
Our Task: Develop A New To Market Social Network
What is a Social Network? A social network is a social structure made up of a set of individuals, groups, organizations, and even entire societies through one-on-one and group interactions resulting in social relationships. It focuses on relationships by linking individual entities rather than on the entities themselves. The players in a social network usually share common interests in areas such as lifestyles, goals, needs, hobbies, religion, cultures, politics, visions, habits, mental models etc. They can be big or small, physical or virtual, time based or location based, on the web or in ones back yard. They “socialize” by getting to know each other, possibly contacting and interacting with each other, and even planning for the future with likeminded individuals in a social setting. Living in this 21st century, the friendships that we can maintain through these networks are just one of the many benefits to social networking. Another benefit is diversity, as social networks give their players a chance to connect with individuals who they otherwise would have not met. Not only do we make new friends, we also learn a thing or two about new cultures, languages and fact and experience based information. Knowledge is power, and learning is always a good thing. “Focuses on the social relationships linking individuals rather than on the individuals themselves.”
Summary of Research
This project began with understanding the broad spectrum of sustainability. The first stage involved secondary research by delving into related popular platforms, networks and thriving local businesses, and a SWOT analysis identifying the weaknesses and potential opportunities in the existing market space. Next stage began with defining the project’s scope, creating a research matrix and conducting surveys and interviews to gather first-hand information about consumers’ mental models and local business practices. This data was affinitized and insights and opportunities were derived from it. The concept of a network was developed, refined and morphed into a business strategy using tools like the business model canvas. The target audience was identified, the service value was propositioned and the brand was positioned consequently.
Our Big Idea
“Envision a global system of human-scale, interconnected local economies that function in harmony with local ecosystems to meet the basic needs of all people, support just and democratic societies, and foster joyful community life.� - BALLE (Business Alliance for Local Living Economies)
What if there was a way to connect local businesses with potential customers to stimulate change and support sustainable economies? What if there was a platform to do this at a neighborhood level throughout the world?
There is a need...
There is a need for a new method in which local businesses are concieved. A way in which we no lonnger lose 60% by the end of the first year. Co-creating solutions with people from within a community can be a great way to leverage local knowledge. This knowledge can then be sculpted into packaged, concrete business opportunities for new entrepreneurs who have a real chance to succeed, and could lead to social innovations which could be adopted since the people of that community have invested their own vision, and time into these ideas. Through strategic efforts we will corral the voice of local communities to identify real needs within an area in the hopes of creating concepts for meaningful businesses and services that could be developed to truly serve the community. Through such a process we would like to create a social network to empower local residents, consumers, and businesses to share their ideas and stories, creating empathy in hopes of stimulating positive change within a region. Creating solutions through empathy is a way to blend the innovation of experts with the actual needs and desires of real people who work, live, and play in that particular community. This gives designers, researchers, and decision makers a chance to “walk in the shoes� of the would be consumers before making policy and business decisions that directly impact the community around them, leading to more appropriate breakthrough solutions.
Concept Statement
Community
Consumer
A co-created platform that transforms the expressed needs of local people into crowdsourced voices, which carries the opportunity to develop new businesses through proof of concept, supporting local entrepreneurs by enabling them to connect with a wider consumer base, thereby empowering local communities to transform themselves.
Business Features
Crowdsourcing Economy This diagram demonstrates how the interdependent relationship between consumers and businesses with in a community outwardly effect the economy.
Human Centered Story Telling
Empowerment
Traditionally
Crowdsourcing Crowdsourcing is the process of getting work or funding from a crowd of people. The word is a combination of the words ‘crowd’ and ‘outsourcing’. The idea is to take work and outsource it to a crowd of workers. The principle of crowdsourcing is that more heads are better than one. By canvassing a large crowd of people for ideas, skills, or participation, the quality of content and idea generation will be superior. Our Concept The uppermost diagram illustrates a traditional method of individuals initiating a business concept, then bringing it to market. The second diagram illustrates our concept of co-creating a vision by identifying local needs, which is then shared with individuals interested in creating new businesses.
Human Centered
Desirability
Feasibility
Viability
The solutions that emerge at the end of the Human-Centered Design should hit the overlap of these three lenses; they need to be Desirable, Feasible, and Viable.
Human centered design starts with the people we are developing for. This process begins by examining the needs, dreams, and behaviors of the people we want to affect with our solutions. We seek to listen to and understand what they want. This is what industry experts would call the desirability lens. We view the world through this lens throughout the entire development process. Once the range of what is desirable has been identified, we can then begin to view our solutions through the lenses of feasibility and viability.
Story Telling Telling ones story can be a very effective tool. Sharing stories is about transforming the thoughts and lives of different members of a community into data and information that can be used to inspire ideas and solutions for proof of concept opportunities. Stories provide concrete details that help us imagine solutions to particular problems.
The act of telling stories to stimulate change with in a community allows outsider decision makers to understand the people with in that said community deeply. This can lead to both appropriat and more breakthrough business solutions.
Enhance
Empower
Empowerment Asking people to participate in the design process is helpful as a way to leverage local expertise. But, it also can empower them to participate in their own destiny and helps balance the sometimes uneven power dynamic between the participant and the individuals and organizations making the decisions that will inevitably effect their lives.
Community Empowerment
Engage
Enable
Thia diagram demonstrates four stages of creating empowerment within a community.
Brand Positioning Statement Economy Community
C
Needs Wants Desires
We are the only platform/ service network that converts crowdsourced consumer needs into business opportunities for businesses and new entrepreneurs in local communities all over the country
Local Businesses Nationwide Global This stakeholder system’s map demonstrates starting with the consumer at the center rippling outward layer-to-layer until it reaches the global market.
that want to connects neighborhood consumers with local businesses and build strong local economies in an era of corporate chains, unmet needs, and impersonal relationships.
This is for...
C
B
We promote, foster and enable local economies by collaborating with real local people. We ask the question what local businesses would you like to see your community. We turn crowdsourced big ideas into proof of concept business opportunities for local entrepreneurs. These businesses are then placed in strategic locations where they can directly impact the communities that sourced them.
Jack Michael “Bicycle Commuter” “My goal as a locally conscious citizen is to play an active part in my community through service projects and sustainable choices.”
Key Motivators:
The motivating factor behind Jack’s service need is that he wants to further develop and personalize his relationship with the local businesses he supports on a day to day basis.
Service Goals:
Value Proposition
Jack often wonders why there is not a better way to foster his relationships with local businesses and like minded people. As a community activist Jack would like to see more consumers involved in the local economy and new need based businesses starting up. Although Jack lives local his goal is that more people become engaged taking local living to a global level.
Young At Heart, Community Activist, DIYer, Plays Frisbee With His Dog
For the active local living community advocate That seeks a comprehensive and dynamic platform to network, share and spread their passion for sustainability, their local economy and the relationship between local businesses and like minded consumers Through a co-created dynamic and interwoven service across multiple digital
and physical channels
That enables community crowd source needs to turn into new viable businesses giving the people what they need and an avenue to share the experience.
“I recently embraced my love and passion for reading by leaving my old profession and becoming a librarian at the local library.”
Patricia Swanson “Bookworm Turned Librarian” Key Motivators:
Mrs. Swanson has recently begun to realize the trends of local living, sustainability and smart phones. During her new job as librarian she has begun to meet several new people in her community which have inspired her. Her college age kids have also been encouraging her to welcome in new things. The motivating factor behind Patricia’s service need is that she would like a way to connect with the local businesses and people in her city. She is curious about these businesses and has a possible interest to begin shopping and living more local.
Service Goals:
Value Proposition
Patricia is what we call a “coupon clipper”. She is curious about shopping local but wants a service that still provides incentives similar to the big box providers. Recently becoming single she also seeks a way to develop a sense of trust and personal relationships with local service providers. Her previous husband used to take care of many tasks around the house, for example changing the oil in her car, but now she needs to find new providers.
Single Mother of 2, Social, Coupon Clipper, Coffee Shop Goer, Recent iPhone /iPad User
For the adult who is seeking a trusted and personable relationship with local
business providers
That needs a dynamic platform to connect, foster and support this consumer/
business relationship
Through a transparent co-created service that enables the voice and needs of
the consumer
That
delivers access to user experience reviews and the opportunity to share reviews, engaging stories of both real local businesses and consumers, local shopping guides, maps and rewards, physical events and the opportunity to connect and develop lasting friendships with like minded people.
“My goal is a better planet. It starts with sustainability. It starts with living local.”
Ramsey Khalidi “Community Advocate”
Key Motivators:
The motivating factor behind Ramsey’s service need is that he wants to further develop and personalize his relationship with the local consumers of his community. As an entrepreneur and community advocate he’s always trying to figure out what can he offer next.
Service Goals:
Value Proposition
Mr Khalidi owns several properties and wharehouses throughout his city. The problem is he does not necessarily know what is the best way to utilize this space. He is constantly trying to figure out what is the next best business or service to start up. His company also continues to craft products from reclaimed materials with a strong historical story to tell. He wonders how he can share these stories to connect with the consumer.
Workaholic, Empathetic, Activist
For the local business owner, entrepreneur and future entrepreneur That
wants to understand local business opportunities and wants to provide a unique and desirable experience to engage both existing and new customers.
Our service
provides consultation, networking opportunities, and crowd sourced community needs to these entrepreneurs
That provides a comprehensive and dynamic platform to connect, foster, and sup-
port relationships with local consumers establishing viable long term business success and return on investment.
Brand Identity
Brand identity can: • Set you apart from your competitors. • Improve brand awareness. • Represent the brand promise. • Establish synergy throughout all communication methods. • Motivate your employers.
Loop is a post modern living brand that is alive and dynamic speaking the stories of its users and reflecting their experiences.
Brand Heritage
I am deeply rooted in traditional values and strongly support local communities and their people. I have one foot in the past and one foot into the future.
Brand Offering
Brand Vission
I promote, foster and enable local economies. I offer a platform to crowd source and share the story of local consumer needs providing proof of concept business opportunities for local entrepreneurs.
I am an ever-expanding community stimulating local culture, lifestyle and economy. My vision is a reflection of this community.
Brand Mission
I wish to connect people to a life of living local by reinvigorating local economies through meeting peoples needs with local businesses.
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Brand Audience
I support local communities enabling and fostering relationships between local entrepreneurs and local consumers.
Brand Mission Brand Values
Brand Benefits
I believe in taking the time for the small things. I believe in people, personal relationships, and have a passion for businesses that feel the same. I stay connected to my passion and share this with others.
I provide proof of concept business opportunities for local entrepreneurs through crowd sourced big ideas of real local people.
Brand Personality
I am approachable, sustainable and entrepreneurial . I am playful, surprising and social. I am a reflection of the experience.
I wish to connect people to a life of living local by reinvigorating local economies through meeting peoples needs with local businesses.
Brand Vision I am an ever-expanding community stimulating local culture, lifestyle and economy. My vision is a reflection of this community.
Brand Values I believe in taking the time for the small things. I believe in people, personal relationships, and have a passion for businesses that feel the same. I stay connected to my passion and share this with others.
How it works... What People Really Want/Need Living Local Magazine Crowdsourced Needs
Residents/Consumers Our Events
Living Local Festivals Workshops SkillShare Events
Database
Local Needs Fostering Relationships
Updates on Upcoming Events
Opportunities “Community Guide� Our Digital Platform
Stories of Real People/Businesses
How Can We Leverage This?
Local Community
Create New Business w/ Proof of Concept
Existing Businesses
New Entrepreneurs
Reviews of Local Businesses Membership
Local Shopping Feature
Maps of the Area w/ Locations of Businesses
Building off of the community crowdsourcing concept beginning at the core with the community. The needs, wants and desires of the community are defined collaboratively and looked at as opportunities. Through consultation the most common are defined turning into crowd sourced proof of concept business opportunities for local entrepreneurs feeding back into the local community. These stories are conveyed to inspire, support and celebrate local living. With time we can add in different fun community events like festivals skillshare classes and so on that will double as community outreach as well as more ways to find information about the community.
Business Model Canvas (by Alexander Osterwalder) Organizations
Investors New Entrepreneurs Visitors Artists
Media
Makers
Residents
Consumers
Key Partners
Key Activities
Offerings
Community Members Business Consumers Organizations Collaborative Groups Local Governments Investors Not For Profits NGO’s Media Companies
Understanding Local Communities Idea/Trend Research Business Administration Training Sorting/Maintaining Resources
Stories from local communities/people/ businesses Social network of local economies Resources and Support
Customer Relationships
Customer Segments
Co-Creation Business Support Consumer Support Digital Support Customer Service Community Involvement
Local: Consumers Businesses Community Members Visitors
Digital Platform
Key Resources
NGO’s
Facilities Supplies Employees Collaborative Partners Brand Identity Database Line of Credit Investments Partners Stories (on site)
Businesses
Local Gov’t Non-Profits This diagram illustrates outward rippling layers in which our stakeholders exist. Stating with consumers in the center expressing their needs want and desires in the business ring and so on.
Events/Classes/Workshops
Benefits Sense of Ownership Establish Relationships Empowerment Confidant Decision Making Sense of Contribution
Channels
Governments Investors Entrepreneurs Organizations
Website Phone App Magazine Events Advertising Blogs WOM
Cost Structure
Revenue Streams
Research and Development Digital platform development/maintenance/hosting Investor repayment Fixed Costs (rent, utilities, employee salaries, etc)
Community Needs Data Business Memberships Consumer Data/Trends Business Data/Trends Sponsorships Advertising Business Consulting Events
Prospective Growth Projections
Crowdsourcing- first hand research by connecting with local people through workshops, community festivals and ethnographic research. Build database of needs and business opportunities with proof of concept. 8 planning workshops, 3 community festivals, 2 rounds of ethno research. 20 business opportunities. 1 city. Now
Pitching to potential investors - monetize database by pitching to investors like government organizations, entrepreneurs and for profit small organizations. Put business ideas with proof of concept on platforms like Kickstarter. 5 investors Crowdsourcing- 50 planning workshops, 15 community festivals, 8 rounds of ethno research. 100 business opportunities. 5 cities. 1 Year
Encourage local entrepreneurs and community members to fund local businesses collectively. Put business ideas with proof of concept on platforms like Indiegogo. Bring power back to local communities. 5 projects funded. Pitching to potential investors - monetize database by pitching to investors like government organizations, entrepreneurs and for profit small organizations. 100 planning workshops, 25 community festivals, 20 rounds of ethno research. 200 business opportunities. 10 cities. 3 Years
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Place Matters, Ownership Matters, Opportunity Matters, Nature Matters, but Relationships Matter Most
Appendix
Research
Secondary Research B-Corp We were fascinated by the topic of sustainability and knew that we wanted to work on a need based network which also delved into support systems, shared economy and storytelling. In order to know more about sustainable oriented networks, we first needed to understand how they Sustainability Then we conducted secondary internet research through 16 case studies on virtual networks like Triplepundit, Wiser, Carbonrally and Change.org to understand what was out there for sustainability oriented networks. When looking at these sustainably oriented networks common themes were found of environmental awareness, green business support, focuses on brands and products, and stimulating social change. This information enabled us to zoom in closer towards our research scope. We also researched small scale and local networks established networks in the US along with local businesses in the area.
Carbon Rally
Change.org
Environment Treehugger
Sustainable Brands
Sierra Club
LOHAS
WISER
Water.org
Brand Focused
Celsias
Business Support
Design Global Change
Good Guide
Earth Day
Green Biz
Make Me Sustainable
Social Change
After looking into a variety of sustainable oriented social networks it was apparent that there were a few common themes that carried over from one to another. While the their was an abundance of networks dedicated to environmental issues and social change, there were also a few that dealt in business support and sustainable focused brands and products.
SWOT Analysis
S
W
O
T
We analyzed our findings through the SWOT framework. The method of SWOT analysis is to take the information from an environmental analysis and separate it into internal strengths and weaknesses and external issues opportunities and threats. Once this is completed, SWOT analysis determines what may assist an organization in accomplishing its objectives, and what obstacles must be overcome or minimized to achieve desired results. Understanding the strengths and weaknesses of the existing industry gave us an insight into which benefits and features were missing in the market that could be turned into opportunities.
Strengths
There is a growing interest in the sustainable world Enthusiast want to connect with other enthusiast to stimulate change There are a lot networks/organizations dedicated to sustainability. There is a growing number of sustainable oriented businesses in the local community. There are a number of organizations linking businesses to businesses
S
Weaknesses
The larger population is unaware/unconcerned with sustainability The change that is happening is slow There is a lack of social networks that are connecting sustainable businesses to customers Many people are unaware of the small local businesses in their community
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Opportunities
Stimulate sustainability by connecting with the masses gearing towards new radical innovation Connecting people with sustainable businesses at a local to global level Inspiring a shift towards sustainability in both business and people Incorporating add on features and incremental innovations Make it fun
O
Threats
Long standing habits and behaviors Peoples aversion to change A trend in instant gratification The added cost to local sustainable products and services Larger corporations with big funding
T
Conclusion
The SWOT analysis confirmed our belief that the larger population is unaware or unconcerned with sustainability. Sustainability is concerned with people, planet and profit. We realized that stimulating it as a radical innovation can only be done if the problem is approached from the grassroots level; the local communities, and that the strongest networks in existence are based on connecting local to local before local to global. Hence, we based our concept on localism.
Localism 101
Localism is about building communities that are more healthy and sustainable – backed by local economies that are stronger and more resilient. It means we use regional resources to meet our needs – reconnecting eaters with farmers, investors with entrepreneurs, and business owners with the communities and natural places on which they depend. It recognizes that not one of us can do it alone and that we’re all better off, when we’re all better off.
Being Local
Localism is about building the New Economy, right where we live. It starts with expanding and diversifying local ownership, import substitution, and business cooperation in a particular place, and results in more wealth and jobs per capita, and in greater personal accountability for the health of the natural and human communities of which we are a part. The goal is real prosperity - for all. Changing a local economic system starts by changing its most basic industries: agriculture, energy, manufacturing, retail, building and transportation and capital. When these sectors are transformed into localized, sustainable, green- and community-focused industries, the entire economy is transformed. In addition, Localists recognize the necessity of looking at the systemic relationship between these sectors. With a focus on the whole economy, we don’t prioritize or isolate the importance of energy efficiency from investing in local energy production, or ‘green’ buildings from the health of their occupants, or the viability of local farms from the prosperity of the grocers to whom they sell. http://bealocalist.org
Trend Research
“You can certainly build a brand without harnessing a trend, but you won’t get the raw, youthful energy of a zag. When focus and differentiation are powered by a trend, the result is a charismatic brand that customers wouldn’t trade for love nor money. It’s the difference between paddling a surfboard and riding wave…trend power is increased when a brand rides more than one trend at time,” states marty neumeier. Loop is riding several current and emerging trends; made local, living local, sharing economy, micro-networks, crowdfunding, augmented reality, pop up shops, and the experience economy. These trends help define proof of concept for Loop.
Buy Local
Hyper Local
Share Economy
Micro Economy
Crowdfunding
Internet of Things
Pop-Ups
Experience Economy
Primary Research
At this point, we realized that we couldn’t go on without collecting information first-hand, and that the next step would have to be talking to real people. We identified the areas we wanted to get data on and developed a research matrix.
Fly on the Wall Observations
We also conducted Fly on the Wall and participatory observations to gain an understanding of the local culture of the area. Fly on the wall is the observation of people in their context without any participation of the researcher for identifying patterns and behaviors. It minimizes potential bias or behavioral influences that might result from engagement with people, but might also reduces the researcher’ s ability to connect empathetically with people and have a deeper understanding of the motivations behind their behaviors. Participatory observation is when the researcher becomes a participant in the activities being studied, and hence has the opportunity to empathetically learn by experiencing events first-hand. It leads to better access to the community and a more trusting relationship with other participants which results in more authentic behaviors on their part.
Art March (Desoto Row)
Foxy Loxy
The Centient Bean
Field Interviews
We framed our questions to get information on people’s awareness about local business practices, what attracts them to a business and keeps them coming back for more, their mental model and habits that help define their purchase criteria, their knowledge and awareness about sustainability and their efforts towards imbibing it in their everyday lives.
Scope
Questions
Reframe
Efforts towards sustainability in everyday life
What is your preferred means of transportation?
Do you shop locally? Why or why not?
Awareness about local sustainable practices
Name local businesses in your area. Which of them are sustainable?
What do you understand by “local establishments”?
What they like in a business Mental model and habits Knowledge and awareness
Mention local purchases you make. Which places do you frequent in your neighborhood?
Do you think it is important to shop local? How did you come to know about local businesses?
Purchase criteria
What makes them keep going back to the local business?
What do you understand by “sustainability”?
What will persuade them to shop local? What do you understand by “sustainability”?
Interview Quotes
“Supporting the local economy and our friends and neighbors.”
“Local businesses have odd hours and it’s difficult for me to meet them.”
“Resilience maybe a better word these days? . . . Sustainability is environmental, social and economic.”
“I think that it’s good to take care of the little guys”
“I don’t try to buy local because of budget issues. I cant afford organic food all the time.”
Business Interviews
We talked to business owners to understand the other end of the spectrum. We collected information on the advantages and disadvantages of being local as felt by them, the resulting business strategies, the way they connect with their customers and whether or not they were satisfied with it, their place in the local system, their knowledge and awareness about sustainability and their efforts towards imbibing it in their everyday business tasks.
Interview Quotes
Scope Opportunities of a network Whats working or not working with their current business model
“I’m not a salesman, I’m a coffee roaster!”
Questions What do you think are the advantages and disadvantages of being local? How do you play the advantages and work around the disadvantages?
Are people aware of their business
What avenue do you take to connect with your customers?
Where their priorities are (sustainably speaking)
Are you satisfied with your current customer base or you think you haven’t reached many people? Do you feel that the people of your community know about your product/ service?
“We sell to mostly local businesses . . . establishing strong relationships and having eachothers back” “We are constantly trying to get better and better working with our customers and other pasionate people.” “Anybody can sell a bike, not everyone can sell an experience.”
What does sustainability mean to you?
“We get tons of support from SCAD, Savannah State, and other members of the community. They’re wide open and hungry with ideas.”
We found that...
To facilitate events where local businesses can get out in the community and meet and greet the people in the area. To connect the businesses and customers to each other’s’ stories and experiences. To understand the community’s needs by asking local people. To educate/ encourage businesses and enable them to express their environmental and social awareness to help them stand out as a sustainable organization. To capitalize on word of mouth promotion by enticing consumers to “recruit” more of their friends and family to our social network, by offering them some kind of a reward. To create a digital platform for all local businesses in a neighborhood so that the consumer can easily look up the closest local business to them.
Analysis
Insights & Opportunities from Primary Research
Through the process of affinitization, we observed patterns forming and clustered all our findings into six categories: · · · · · ·
Sustainability Developing personal relationships and creating meaningful experience Cost Quality Convenience, time and location Networking and marketing
Over these six categories, we came up with 18 insights from the translation of the data on the wall that was focused on the voice of the consumers, businesses and sustainability enthusiasts. From these, we derived 14 opportunities that addressed five or more of the insights and identified the trends they could each ride on.
Sustainability
Hyper Local Share Economy
These businesses are building strong local relationships but fail to see the connection to sustainable economy.
TR
Enable businesses to express environmental and social responsibility so they can stand out.
Opp
Most business owners and many consumers equate “eco-friendly” with “sustainability”. Businesses think of the impact of materials on the environment, but not society.
Insight
Micro Networks Experience Economy
Relationships & Experience
TR
Local businesses want to know their customers.
To connect the businesses and customers to each other’s stories and experiences.
Memorable experiences and establishing relationships gains support from the local community.
To create a friendly neighborhood community feeling for the customer.
Consumers trust local businesses more than retail chains. Businesses know the importance of having support, and the local community wants to support them.
To turn customers into stewards of the business. To enable local businesses spread the word about each other. Improve the overall local shopping experience by making it engaging and fun.
Opp
Insight
Cost
Crowdfunding
Budget constraints affect people’s purchase.
To introduce a system of crowd sourced sales in order to reduce local business prices.
Opp
If the prices were competitive more people would consider local.
TR
Businesses believe that price doesn’t matter if the product is good.
Insight
Quality
The uniqueness and quality can make people come back for more.
TR
Some said that they will only buy local if it is worth buying.
Opp. can be affected by the help of other catagories.
Insight
Opp
Convenience
Pop-Up
Convenience in location can be a deciding factor for the consumer.
Create a service that allows the consumer to order whenever they need to. Create a service that brings their purchase to them.
Opp TR
Insight
Micro Networks Internet Of Things
Networking & Marketing
TR
Businesses use social media in hopes of gaining customers, but most people said they find out through word of mouth.
“Recruit� through word of mouth by offering them some kind of a reward.
Social media is more effective for maintain relationships.
Let the consumers and organizations create digital entries for the local businesses.
Non-tech savvy owners are left in the dust of another time.
Combine social media and word of mouth promotions to create a full service package and experience.
When asked about local businesses many people from the community could only think of food establishments.
Facilitate events where local businesses can get out in the community and meet with people in their area.
A digital platform where consumers can look up the closest local business to them.
Insight
Opp
Direct Competitors
Competitor BMC Analysis We found three potential direct competitors through our research and to understand the way in which these competitors conducted there business. Neighborland is a digital platform that allows people to “sign in� into their neighborhood. It is based on connecting and rallying with neighbors and sharing success stories within communities. Organizations ask questions to communities about what they want in their neighborhood. People freely and openly share their ideas through fundraisers, petitions and events and invite stakeholders in their city. Therefore, it gives a sense of co-creation to local people. Though they are based on the same framework as we are, our ultimate goal is to bring power back to local communities and make strong local economies by encouraging crowdfunded local businesses. With this, we aim to deliver meaningful experiences and foster deeper relationships between consumers and businesses in all communities. Angie’s List is a website containing crowd-sourced reviews of local businesses and services, with access sold on a subscription basis. There is a certified data collection process. Their complaint resolution team intercedes if a home repair or health experience goes bad, and companies and providers respond to reports. We supplanted their review system with the idea of story-telling; enabling local people to connect with each other on an individual level by sharing stories from their personal experiences through our network. They also have a great revenue generation model which we will implement in our business at a later stage. Community bulletin boards are free and everywhere, and have many aspects that make them successful. We tried to imbibe their ease of approach and the sense of ownership they bring to their users in our concept.
Neighborland Key Partners
Key Activities
Offerings
Local Businesses Developers Decision makers Governments Investors Local Community
Web Maintenance Trends research Community planning Administrative processes Updating, Regulating and Maintaining Success Stories
Digital Platform for Your Neighborhood Community Planning
Key Resources Physical Assets Local Community Investment Funds Database Participatory Design Models Brand Identity
Benefits Sharing Ideas and Success Stories Connect and Rally w/ Neighborhoods.
Customer Relationships
Customer Segments
Community Support Networking Co-Creation “Sign in to Your Neighborhood�
Local Community Change Agents Non Profit Organizations City Agencies Community Members
Channels Social Media Ads Articles Fundraisers Petitions Events
Cost Structure
Revenue Streams
Human Capital Asset Fees/Expenses Web Platform
Fundraising Surveys Workshops
Campaigns Investor Consulting Materials for Planning
Angie’s List Key Partners
Key Activities
Offerings
Local Service Businesses Internet Provider, Data Storage Provider Users
Checking on Reviews to ensure authenticity Researchers Collecting/ reviewing/ distributing reviews
Access to local reviews Magazine Discounts on highly rated services Certified data collection process (paid and registered subscribers)
Customer Relationships
Customer Segments
Live customer support Access to complaint resolution team
Residents of a locality who want access to legit reviews on local services and are willing to pay for it.
Key Resources
Benefits
Channels
Headquarters Website Brand identity Employees Reviews
Comfort in Purchase
Web platform TV ads Web ads Reviews Word of mouth Social media Newsletters
Cost Structure
Revenue Streams
Advertising Human capital
Customer Membership Fees Newsletter Ads ($58 million in 2012!)
Community Bulletin Board Key Partners
Key Activities
Offerings
Local:
Maintenance of bulletin board space
Physical Platform for Information
Host Community Businesses Events Organizations
Customer Relationships
Customer Segments
Co-Creation
Local: Businesses Organizers Community Tourists
Key Resources Physical Assets (cork, push pins, etc.) Flyers Brochures Ads Local Community
Benefits Sense of ownership & belonging
Channels Physical Location Social Media Newsletter Flyers Ads Classes WOM
Cost Structure
Revenue Streams
Space/Location Maintenance
Free Baby!
(Anyone can post, anyone can see)
Development
Opportunity Statement
Stimulate a strong healthy economy by bridging the gap between sustainable businesses and their local community through an socially interactive, engaging, and informative design solution.
Three Big Ideas
To come up with our final three concepts, our team sat down and filled out 50 or more ideas that we had to achieve the outcome we intended. We then combined and analyzed what we had and broke it all down to three finalized concrete concepts. This is what we came up with...
SkillShare Center
SkillShare center focused on the physical experience establishing relationships by teaming up local residents with local businesses, fixers, and makers through a variety of educational workshops.
We have local residents and businesses with in a local community. How can we connect them together?
By the use of a Sillshare center businesses or individuals with marketable skills can teach others with in the community as a way of distributing knowledge and skills.
By doing so businesses can gain the support of the community while establishing long lasting relationships with the community.
Businesses can also network with other local businesses.
Business Model Canvas (by Alexander Osterwalder) Key Partners
Key Activities
Offerings
Local:
Research Marketing Planning Class Structuring Maintenance Recruiting
Classes Knowledge Access Convenience
Businesses Makers/Fixers Artists
Empowerment
Community Members
Key Resources
Adaptability
Physical Assets Staff Partners
Community
Benefits Empowerment Confidence Relationships
Cost Structure Human Capital Materials for Classes Instructor Fees
Customer Relationships
Customer Segments
Service Community Co-Creation Membership
Members of the community that want to learn a craft/skill/job
Channels
Local individuals with a marketable skill and are willing to share
Physical Location Social Media Newsletter Flyers Ads Classes WOM
Revenue Streams Facility Cost/Expensis Promotions
Class Fees Memberships Advertisments
Businesses willing to work with their community
Gamified Business Referral
A digital platform that can be used to search local businesses by location and rating. Consumers and other local businesses pitch or recommend businesses to be featured on the website. If they meet the preset sustainability criteria, they are tagged accordingly. Customers refer their friends to the businesses they like or frequent as well as the website, and get discounts or rewards through a gamified experience.
pitch a business name
other businesses/ loyal consumers
success parameters
filtering system accepts all, certifies some (sustainable criteria list)
Digital Platform enter into business contract with the business
location
product/service option 1 XXX option 2 XXX option 3 XXX option 4 XXX
photos, details, USPs on the network
higher rating and good will points
sees promotion
visitor/ local resident
share experience stories/ratings discount/reward go to local business
loyal consumers tell friends
becomes
uses the business and likes it
Other businesses in the community and loyal customers of a particular business pitch a local business’ name. All pitched businesses are accepted as a part of the network but only those that meet the preset list of sustainability criteria are certified as such. Then the network representatives get in touch with the pitched businesses and enter into a contract with them. They offer a free trial allowing them to observe the benefits of being a part of their platform, after which they are required to pay a monthly membership fees. Photographs, details and other unique selling points of the business are added to the digital platform which comes together as a digital network of local businesses. Businesses that refer other businesses get Goodwill Points for being active members of the community, which along with good ratings, enables them to rise higher up in the network’s business searches. The loyal customers of a business refers it to their friends and persuades them to use it. When the friends use the local business for the first time, the network rewards the loyal customers who had recommended the business with discounts and other incentives. This entices loyal customers of a business to keep persuading more and more friends to visit the local businesses that they like. If these friends like the business, they in turn become a loyal customer and recommend their friends to use it, to get discounts. Satisfied customers share their experiences through reviews, stories and ratings on the network. Visitors and local residents see promotional material of the network and visit the website to explore it. They find nearby local businesses and try them out. If they like them, they become loyal customers and start recommending them to their friends to earn discounts.
Business Model Canvas (by Alexander Osterwalder) Key Partners
Key Activities
Offerings
Local:
Manage/Maintain Website Evaluating Sustainable Businesses Developing Contracts
Discounts and Goodwill Points Share Experience on Social Media Search by location Sustainability Certification
Businesses Residents Consumers Governments
Accessibility
Benefit Key Resources
Gamification
Consumers Businesses Ads
Sustainability
Website Brand Identity
Gamification Being acknowledged on doing good Booming Local Economy Convenience Knowledge and Awareness
Customer Relationships
Customer Segments
Sense of Contribution Co-Creation Networking Social/Professional Networking Community Involvement
Loyal Businesses who want to be a member.
Channels
Local Consumers who want to buy local
Pop-Up Locations Website Social Media Preference Suggestions The 3 Stages WOM
Businesses that can be persuaded Non-enthusiasts
Cost Structure
Revenue Streams
Paying Employees Building Fees/Expenses Promotions Advertising Building and Maintaining Website Giving Discounts for Referring New Users
Paid C.S. Discount Advertisements
Loyal Consumers of a business Sustainability Enthusiasts
Membership Fees
Community Crowdsourcing
A co-created platform enabling the crowdsourced voice and needs of local people. These stories define a proof of concept for crowdfunded business opportunities.
Share the story of local communities Share the story of local consumers
Investors
Local Needs
Fostering Communication
Local Community Neighborhoods
Crowdsourced
Opportunities Community Local Needs Served Viable Business Created
Local Living Festival
Share the story of local business owners
Equal opportunity for future entrepreneurs or add on feature/
Connect to the Consumer
The community crowdsourcing concept begins at the core of the community. The needs, wants and desires of the community are defined collaboratively and looked at as opportunities. Through consultation the most common are defined turning into crowd sourced proof of concept business opportunities for local entrepreneurs feeding back into the local community. These stories are conveyed to inspire, support and celebrate local living.
Business Model Canvas (by Alexander Osterwalder)
Crowdsourcing
Key Partners
Key Activities
Offerings
Local: Community Members Businesses Consumers Governments
Understanding Local Communities Idea/Trend Research Administration Training Maintaining Stpries Managing
Digital Platorm
Investors Non-profit organizations Media Companies
Enabler
Key Resources Facilities Workshop Supplies Employees Collaborative Partners Brand Identity Database Line of Credit Investments
Co-Creation
Local: Business Stories Consumer Stories Community Stories
Customer Relationships
Customer Segments
Co-Creation Business Support Consumer Support Digital Support Customer Service
Local: Consumers Businesses Community Members
Social Network of Local Economies Resources for Businesses and Consumers
Investors Entrepreneurs Organizations and Governments
Channels Digital Platform Community Guide Blogs Community Center Local Festivals Other Websites Other Blogs WOM
Cost Structure
Revenue Streams
Research and development Digital platform development/maintenance/hosting Investor repayment Fixed- rent, utilities, employee salaries, etc
Consumer data/trends
Living local fesitvals Community workshops
Local business data/trends Sponsorships/advertising Business Consulting
Outcome
After consulting with each other, individuals with in the community and a few industry experts we took our crowd sourcing idea and added a few attributes from our two other ideas to develop our final concept.
A co-created platform facilitating the needs of local people into crowdsourced voices with the opportunity to develop new businesses through proof of concept, supporting local businesses and new entrepreneurs by enabling them to connect with a wider consumer base, thereby empowering local communities to transform themselves.