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Koç University , Outreach Partner in Turkey

Koç University , Outreach Partner in Turkey. WEBINAR. JANUARY 5, 2012 Jacques Couvas Prof. Dr. Zeynep Gürhan Canli. AGENDA. Social Entrepreneurship : What Is Not, What Really Is Planning your Project: Identifying the Opportunity Understanding the Market

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Koç University , Outreach Partner in Turkey

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  1. KoçUniversity, Outreach Partner inTurkey

  2. WEBINAR JANUARY 5, 2012 Jacques Couvas Prof. Dr. Zeynep Gürhan Canli

  3. AGENDA • Social Entrepreneurship: What Is Not, WhatReally Is • Planning your Project: • Identifying the Opportunity • Understanding the Market • First Deliverable: The ExecutiveSummary

  4. 1 SOCIAL ENTREPRENEURSHIP What Is Not WhatReally Is

  5. The ASHOKA View

  6. SE Really Works!

  7. 2 PLANNING YOUR PROJECT

  8. IDENTIFYING THE OPPORTUNITY • The « spark » • Twoschools of thought: • Opportunities are discovered and rationalized • Opportunities are created, exploited, reidentified, iterative Rational/EconomicProcess Effectuation Process 2.a.

  9. SE = A Collective Process!

  10. UNDERSTANDING THE MARKET • Research is critical to developing a plan and to an understanding of the market in whichyourproduct/service competes. • Secondary data-Primary data • Primary data sourcesincludebothqualitative and quantitativesources. • Market potential is themaximumamount of salesobtainable in a category 2.b.

  11. UNDERSTANDING THE MARKET • Market potential= • MaximumBuying/UsingUnits X • BuyingCeiling X • Purchase/Usage Rate (re-buy) X • Purchase/UsageQuantity X • AveragePrice 2.b.

  12. UNDERSTANDING THE MARKET • Potential market: The UserGap • Thoroughunderstanding of the “consumer” • Macro: Drivingforces (social, technological, political, economic) • Micro: Understanding of individualmotivations 2.b.

  13. UNDERSTANDING THE MARKET • Motivations • Whataretheconsumers’ objectives? Whataretheyreallybuying/using? • Whatelements of theproduct/service do consumersvaluemost? • How do segmentsdiffer in theirmotivationpriorities? 2.b.

  14. UNDERSTANDING THE MARKET • Unmetneed • Whyaresomeconsumersdissatisfied? Howaretheycurrentlysolvingtheirproblems? • Whataretheseverity and incidence of consumerproblems? • Whataresomeunmetneedsthatconsumers can identify? Aretheresome of whichconsumersareunaware? 2.b.

  15. UNDERSTANDING THE MARKET • Coststructure of the market • Distributionsystems • Corecompetency: A skill that leads to a sustainable competitive advantage 2.b.

  16. 3 FIRST DELIVERABLE:ExecutiveSummary • Deadline for Submission of SelectedTurkishExecutiveSummaries to LBS: January 19 • Deadline for Submission of YourExecutiveSummaryto GSVC (Koç): January 15

  17. EXECUTIVE SUMMARY Structure

  18. GENERAL FRAME • Business Description • The Problem • The Solution • The Market • WhyShould I Invest in You? • The People • Financial and Social Impact

  19. WHAT’S THIS BUSINESS ABOUT I. Business Overview• Company description and business model• Value proposition- financial• Value proposition- social or environmental• Vision• Current status

  20. THE PROBLEM II. The Market Opportunity (the problem, the pain)• Why is this such a great idea? Describe the pain, define the problem• Competitive analysis (analysis of the current competition and assessment of why the pain or problem is not being solved by others)

  21. THE SOLUTION III. Market Solution• Product(s) or service(s)• How you will remove the pain, solve the problem• Unfair competitive advantages, Ability to create barriers to entry

  22. WHO WILL BUY IV: The Market• Identification of Customer(s)• Industry analysis and forecast (Comparative Analysis. Find a company in a similar space or with similar model and compare their growth rate, etc. to yours.)

  23. PEOPLE V. Management Team• Founders and key management• Industry experience, Education• Board of advisors (Critical to the assessment of the overall viability - Can augment team experience if needed)• Optional: Board of directors (3 required by law, usually not until first round of institutional funding in place)

  24. PERFORMANCE CRITERIA VI. Financial and Social Impact Summary• Narrative overview of financial summary• Outline overall financial model with basic projections• Discuss assumptions and capital requirements• Narrative overview of social / environmental impact summary• Framework by which you are assessing your impact (see examples on the GSVC website)• Basic projections; Discuss assumptions and outcome measurements

  25. MANAGEMENT DISCUSSION (Optional) • How willyou use the initial funds (milestones)? • Why do youthinkyou are best suited for thisproject? Whyshouldanyoneinvest in your social entreprise? • Can youridea and model achievescalability, i.e. bereplicated in order to expand? How do youthinkthiscouldbeaccomplished?

  26. EXECUTIVE SUMMARY LENGTH • Ideally 2 – Maximum 3 pages

  27. Q & A

  28. KoçUniversity GSB, Partner for Turkey

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