Elise Balliauw

Christian NoverTomás V. Pinto

George F. ShavaMadalena Clara

Lessons Learned Week 516.03.15

Empathy map canvas

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We tried to get a better understanding of our customer segment. As a startup it is very

important to get a clear view of our most important customers, which tasks they want to see

done and who are the decision makers.

Personas

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Student Survey

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29 Respondents

Female

52%

Male48%

Gender 16

2 0 2 3 0

6

0

4

8

12

16

20Field of study

4.97

0 1 2 3 4 5 6 7

How interested are you in social/environmental causes?

Architecture

Cuisine

International Relations

Student Survey

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3

8

13

50 0

0

3.5

7

10.5

14How much time would you be willing to spend per

week?

3.524.03 3.97 3.79

3.10

4.24

0

1.25

2.5

3.75

5

How important are these incentives for you?

3.11

1 1.75 2.5 3.25 4

How likely would you be to contribute to this project?

Student Survey

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Yes97%

No3%

Would you be willing to contribute to this NGO

without monetary benefit?

Student Survey

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Hypothesis Tested

On average, students and recent graduates are interested in

working with us for more than 2 hours a week

Marketing and design students are more willing to work for us than

students from other study areas

Student will be interested in working for free

97% of respondents say YES

45% say they would work 2 to 4 hours a week

TO BE TESTED

INTERVIEW: CHILDLINE

ZIMBABWE

1. What are the main areas of your NGO business: Our NGO business in broad terms deals mainly with children below the age of

18 years old. We run a helpline so that children can call and report abuses or even sometimes talk about their challenges. We

have a drop in centre where children can physically come in person to report their challenges

http://www.childline.org.zw/

• The main challenge is that of resource constraints. As an NGO we depend very much on donor funding and well wishers and so whilst we have potentially the largest catchment of receiving abuse cases in the country through the helpline, the financial muscle to follow up on some of the cases is lacking. The funding we obtain is usually in the form of small projects, we then put the money in a pool of money with the other money from other small projects. Most of the projects don’t come with structural support so resources like cars and buildings are usually not included.

2.Which are the main problems you are facing in your business activities

• The main reason I have already mentioned it comes from the fact that it is difficult to get a huge amount of money to fund Childline and its operations directly. The organization has continued its operations as a result of being part of national projects that are funded by huge donor partners like the USAID through UNICEF. Yes transparency is required by donors and we assure it by being audited at least once a year.

3.If financial —> why —> what are you doing to get funding? —> is

transparency required by donors/investors? If yes, how do you

assure it? (auditing firm?)

• Market awareness is something we have always strived after because the service we offer is very important for children everywhere in Zimbabwe. It definitely takes a lot of hard work and a lot of partners to reach the level of visibility that we have reached. It is through the muscle of other partners we have adopted. We have a good relationship with SPAR(one of largest retailers in Zimbabwe) and they support our cause such that they have our logo and message printed on their plastic bags. Some other child related service providers have assisted us with branding their products with our logo and our message to children. Some of the work we have done on our own through awareness campaigns in schools and community.

4.(If not mentioned) And what about market visibility (awareness) is that

hard?

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• It is very hard because you have very little resources to use to pay for marketing and advertising and its about convincing other partners that your cause is as worthy as you say it is and them partnering with you has a benefit to society. We currently do not have marketing personnel or the know-how

5.Why is it so hard? (Do you have the knowhow)

• We are solving this challenge daily by trying to identify more and more partners to help with our cause6.How do you solve it now?

• Currently in Zimbabwe most of the organizations are feeling the brunt of the economic challenges and its difficult for everyone because corporates are cutting on their corporate responsibility budgets as they are making lower revenues and some are now making losses

7.Why is that not working so well?

8. Have you ever paid for marketing services, branding, etc? If yes, what’s the % of total budget?

- Yes at times we have to pay for marketing services but we usually cannot afford so we try to steer off that path as

much as possible. We don’t have enough money as it is for operations so advertising cost is a luxury we cannot to

have at this moment. We try to forgo spending on marketing services by focusing on building networks with

companies, partners and other NGOs

http://www.childline.org.zw/

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Interviews

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Tuesday

3pm

Wednesday

10am

Isabel JonetPatricia Antunes

Thursday

12pm

Scheduled Interviews

Interviews

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Contacted and confirmed.

To be scheduled

Scheduled Interviews

23rd March

3pm

Maria Mesquito

Responsible for CSR

Readings

Bert Claeys (Kinepolis) followed a different strategic logic. The

company set out to make its cinema experience not better than that at

competitors’ theaters but completely different—and irresistible. The

company put aside conventional thinking about what a theater is

supposed to look like. And it did that while reducing its costs. That’s

the logic behind value innovation.

Belgian moviegoers now attend the cinema more frequently

because of Kinepolis, and people who never went to the movies have

been drawn into the market. Instead of battling competitors over

targeted segments of the market, Bert Claeys made the competition

irrelevant.

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Value Innovation: The strategic logic of high growth

Readings

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Value Innovation: The strategic logic of high growth

Thank you for listening

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