for us by us: market creation through community engagement

Combining ethnographic and business thinking to bringing life-changing technologies to emerging economies.

Craig Cisero & Roberta Tassi

(2016) Ethnographic Praxis in Industry Conference

MARKET CREATION THROUGH COMMUNITY ENGAGEMENT

PEOPLE LIVE IN SLUMS GLOBALLY

Context

1 BILLION

The world’s population residing in urban areas is set to grow from 54% to 66% by 2050.

Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference

Context


Illegal connections, lack of services, high density, widespread crimes and violence.

INFORMAL CITIES WITH HIGH LEVELS OF RISKS

Context

FIRE IS ONE OF THE BIGGEST RISKSFires often cause large-scale physical and human damage that increase poverty in those communities.


Tech Idea


WHAT IF WE COULD DISTRIBUTE CHEAP FIRE SENSORS TO DECREASE THE INCIDENCE AND TRAGIC CONSEQUENCES OF FIRE EPISODES?

The Opportunity

EMERGING TECHNOLOGIES CAN BRING LIFE-CHANGING SERVICES TO PLACES WHERE INFRASTRUCTURE AND ICT ACCESS IS STILL LIMITED.


such as drones, sensors, mesh networks, IoT

High Potential


mPESA MOBILE MONEY

mKOPA SOLAR ENERGY

BIPLANE BLOOD DELIVERY

VODAPHONE M2M SECURITY SYSTEM

Lots of Challenges


Companies struggle

defining the clear value

proposition for new

technology that resonate

with the needs, behaviors

and mental models of

emerging consumers.

MENTALMODELS

ICT interventions require

dynamic cost structures

that change over time to

account for ongoing network

costs, data and

maintenance.

COSTSTRUCTURE

The failure to establish

effective distribution

channels for products in the

local context has historically

been a weak point in previous

BoP approaches.

DISTRIBUTIONCHANNELS

Innovation cycles targeting

BoP markets require an

iterative and inclusive

process that generally involve

a high level of uncertainty in

defining the investment

profile, partnership structure,

user needs and value

proposition.

UNCERTAINPROCESSES

For us by us

Our Innovation Model

Market creation through community engagement


ETHNOGRAPHIC THINKING

STRATEGIC THINKING

DESIGN

TECH IDEA

BUSINESS

COMMUNITY

Product-Service System Development Cycle


TECH IDEA PSS SOLUTION

FROM IDEAS TO SOLUTIONS

Ethnographic/Strategic Thinking

Input

LEARNINGFROM THE COMMUNITY

01

IN-DEPTH INTERVIEW

Understand mental models and assess the service value proposition.

Output

IN-DEPTH INTERVIEWS

EXPERT INTERVIEWS

INTERCEPT INTERVIEWS

DIARY STUDIES

HUMAN ARCHETYPES

ECOSYSTEM MAP

DEMAND ANALYSIS

MARKET ATTRACTIVENESS

BUSINESS MODEL HYPOTHESIS

Individual attention is

concentrated on the short-term

rather than proactively seeking

real long-term solutions

• Rule out the business-to-individual

consumer model

• Provide value on day 1

• Improve risk reduction beyond detection

ETHNOGRAPHIC INSIGHT STRATEGIC INSIGHTS

RISK PERCEPTION GAME DIARY STUDY

Craig Cisero & Roberta Tassi Market creation through community engagement


Input

DESIGNINGWITH THE COMMUNITY

02PRODUCT FUTURE ADVERTISING

Ideate around service touchpoints, experience journey and processes.

Output

CO-DESIGN WORKSHOP SERVICE BLUEPRINT

PRODUCT REQUIREMENTS

SERVICE MODEL

The messages often referred to the

idea of a common choice, a sense

of pride of becoming advocates for

a better quality of life in their area.

• Business-to-community model

• Fire sensors as safety solution

• Community leaders as main ambassadors

• System maintained by the communities


EXPERIENCE MAPPING




Input

TESTINGWITH THE COMMUNITYPrototype the service solution and refine the business plan.

Output

QUANT SURVEY

SERVICE SIMULATION

ROLE PLAYING

BUSINESS MODEL WS

BUSINESS PLAN

A few seconds after the alarm

started ringing the detection role

was already over, the critical point

was how to handle the response.

• Need of a strong leader in the role of the

community fire warden

• List of skills necessary in the franchised

service model and initial training


03

PREPARATION

DEBRIEF

ROLE PLAYING


STRATEGIC THINKING

LEARNING DESIGNING TESTING

1 2 3

5-10 30-60 60+

TECH IDEA

Product-Service System Development CycleFROM IDEAS TO SOLUTIONS

PSS SOLUTION


Introducing Fire Club

FIRE CLUB IS AN ENABLING SERVICE FOR THE COMMUNITIES TO TAKE RESPONSIBILITY AND ACTION AGAINST FIRE

VALUE PROPOSITION


COMMUNITIES SUBSCRIBE TO FIRE CLUB BY PAYING A MONTHLY FEE OF 1.00$ PER HOUSEHOLDS.

Introducing Fire Club

TRAINING SENSORS RESPONSE TEAM FIGHTING TOOLS MICROINSURANCE

PREVENTION DETECTION REBUILDRESPONSEF I R E L I F E C Y C L E

O F F E R I N G

SERVICE OFFERING


Project Outcomes

EDUCATIONTOOLS

COMMUNITY FIRE

WARDEN

RESPONSEVOLUNTEERS

COMMUNITY

LEADER

FIRE CLUBMANAGER

GLOBALNGO

FIRE & DISASTERSERVICES

COMMUNITY

COMMUNITY FIRE RESPONSEFIRE RESPONSE

FUNDINGDONOR

MICROINSURANCEPROVIDER

SENSORSPRODUCER

INITIAL DONATION CAPITAL CAPITAL

SENSORS

INCUBATION

LOCALNGO

MONTHLY FEE

TRUST HELPM

ONTHLY FEE

PAY-BACK

REPO

RT

MENTORING & STIPEND

EDUCATION SENSITIZATION INFORMATIONProject OutcomesSYSTEM MODEL


THE COMBINATION OF COMMUNITY-LEVEL BUSINESS AND GLOBAL SUBSIDISATION REVENUE ALLOWS THE BUSINESS TO SCALE OVER TIME.

Introducing Fire ClubEXPECTED OUTCOMES


Project OutcomesBUSINESS PLAN


Next Steps

PILOTING FIRE CLUB

CAPE TOWN

NAIROBI

JOHANNESBURG

….

2016-2017



STRATEGIC THINKING

TECH IDEA

BUSINESS

LEARNING DESIGNING TESTING

1 2 3

5-10 30-60 60+

ConclusionMODEL

INPUT/OUTPUT COMBINED INSIGHTS


Why it’s relevant


Relative IPv4 utilisation observed using ICMP Ping request

Carta Botnet


Why it’s relevant World Map of Economic Growth

PIL% by 2024


Why it’s relevant


T H A N K S

for us by us: market creation through community engagement

Design