Presented at the international Conference of Information Visualization 2013 in London. Best paper award.

1. Knowledge Visualization for Social Entrepreneurs
International Conference Information Visualisation 2013
Knowledge Visualization and Visual Thinking Symposium
Sabrina Bresciani & Martin J. Eppler
University of St. Gallen
Switzerland
Martin.Eppler@unisg.ch
Sabrina.Bresciani@unisg.ch

2. Agenda
Intro & Motivation
Visualizing Phases of The Social Enterprise: A Framework
• Idea Generation
• Idea Refinement
• Idea Promotion and Fundraising
• Planning
• Sales and Instructions
• Scaling
• Monitoring
Implications
Knowledge Visualization for Social Entrepreneurs
Bresciani & Eppler | IV13

3. Intro & Motivation
Knowledge Visualization for Social Entrepreneurs
Bresciani & Eppler | IV13
Social
Entrepreneurship
Information and
Knowledge
Visualization
Framework
each phase of the social venturing process requires a different
knowledge visualization method

4. Visualizing the Phases of The Social Enterprise:
A Framework
Knowledge Visualization for Social Entrepreneurs
Bresciani & Eppler | IV13
PHASE Idea
Generation
Idea
Refinement
Idea
Promotion
and
Fundraising
Planning Sales and
Instructions
Scaling Monitoring
Visual
method
Hand
drawings
Templates,
i.e. the
Business
Model
Canvas
Visual
metaphors
Timelines Interactive
and tangible
visualizations
Videos,
visual
storytelling
Interactive
information
visualization
Content Key
innovative
idea
Key idea in a
business
context
Benefits of
the offering
Rollout steps
for the
development
of the idea
Benefits of
the product
and
instructions
Events and
development
s
Numbers
related to the
venture’s
performance
Target
audience
Entrepreneurs Entrepreneur
s and
consultants
or partners
Investors Entrepreneur
s co-workers
and partners
(Potential)
customers
Public and
the media,
second-tier
investors
Managers,
investors and
the
entrepreneurs

5. Visualizing Phases of The Social Enterprise:
1. Idea Generation
Knowledge Visualization for Social Entrepreneurs
Bresciani & Eppler | IV13
What is represented: the key innovative
idea (product or service).
How it is visualized: with conceptual
and/or representational hand drawings.
Medium: paper, napkin, flipchart or
whiteboard.
Target group: the entrepreneur(s).

6. Visualizing Phases of The Social Enterprise:
2. Idea Refinement
Knowledge Visualization for Social Entrepreneurs
Bresciani & Eppler | IV13
What is represented: the key idea in a
business context.
How it is visualized: with templates, i.e.
the Business Model Canvas
(Osterwalder & Pigneur, 2011)
Medium: Large poster or dedicated
software/application.
Target group: the entrepreneur(s) and
consultants or partners.

7. Visualizing Phases of The Social Enterprise:
3. Idea Promotion and Fundraising
Knowledge Visualization for Social Entrepreneurs
Bresciani & Eppler | IV13
What is represented: benefits of the
offering.
How it is visualized: with visual
metaphors.
Medium: slides, poster, brochure,
websites.
Target group: Investors.
The metaphor of soccer for ending polio
(Source: Bill and Melinda Gates Foundation)

8. Visualizing Phases of The Social Enterprise:
4. Planning
Knowledge Visualization for Social Entrepreneurs
Bresciani & Eppler | IV13
What is represented: rollout steps for
the development of the idea.
How it is visualized: with timelines and
Gantt charts.
Medium: poster, software.
Target group: entrepreneur(s), co-
workers and partners.
Timeline of sustainable IT technology

9. Visualizing Phases of The Social Enterprise:
5. Sales and Instructions
Knowledge Visualization for Social Entrepreneurs
Bresciani & Eppler | IV13
What is represented: benefits of the
product and instructions for its use.
How it is visualized: with interactive
and tangible visualizations.
Medium: real life objects, interactive
online simulations.
Target group: (potential) customers.
Interactive visualization with cards: symbols of Happy Card
and of Death Card for Microinsurance clients

10. Visualizing Phases of The Social Enterprise:
6. Scaling
Knowledge Visualization for Social Entrepreneurs
Bresciani & Eppler | IV13
What is represented: events and
developments.
How it is visualized: videos, visual
storytelling.
Medium: social media platforms,
videos, presentations.
Target group: public and the media,
second-tier investors.
YouTube video created by Kiva to represent the mechanism
of the micro-landing social enterprise and its scaling success

11. Visualizing Phases of The Social Enterprise:
7. Monitoring
Knowledge Visualization for Social Entrepreneurs
Bresciani & Eppler | IV13
A triple bottom line scorecard
What is represented: numbers related
to the venture’s performance.
How it is visualized: charts.
Medium: interactive information
visualization.
Target group: managers, investors and
the entrepreneur(s).

12. Implications and Conclusion
Knowledge Visualization for Social Entrepreneurs
Bresciani & Eppler | IV13
 Provide social entrepreneurs a framework for selecting appropriate
visualization method for each phase of their social business development
(not all visualizations are useful for every purpose)
Start transferring the known benefits of IV and KV to social enterprises
(social entrepreneurs have an even great need to clearly explain their
business mission)
 Social entrepreneurs targeting customers with low literacy can
communicate the value of their products/services visually to increase
understanding

13. Knowledge Visualization for Social Entrepreneurs
International Conference Information Visualisation 2013
Knowledge Visualization and Visual Thinking Symposium
Sabrina Bresciani & Martin J. Eppler
University of St. Gallen
Switzerland
Martin.Eppler@unisg.ch
Sabrina.Bresciani@unisg.ch