20120510 Hub Bogota Feasibility Study

Feasilibility
Study

HUB Bogota D.C.

Prepared by:
La Arenera,
Somos Más,
and Fábricca

May 10th, 2012

Picture by Lorena Urrea, Member of La Arenera

Feasibility Study
HUB Bogota D.C.

Executive summary THIS SECTION WILL COVER:
THIS SECTION WILL COVER:
•Team of founders, governance, and roles
•Team of founders, governance, and roles
•Key milestones, challenges, and risks
•Key milestones, challenges, and risks
Team of Founders

Vision & Impact

Community Building

Community Positioning

Space

Finance & Fundraising

Roadmap

2

HUB Bogota will be founded by La Arenera, Somos Más & Fabricca,
three organizations leading social entrepreneurship in Colombia

HUB Bogota’s Feasibility Study > Vision & Impact
“Life is about the people you meet, and the things you create with them. So go out and start creating.”
– The Holstee Manifesto (2009)
The team of founder of the HUB Bogota is led by the Members of the team of founders are:
non-profit organization La Arenera in partnership with 1.Vladimir Olarte
Somos Mas, and Fabricca. 2.Paula Gutierrez
3.Pablo Espinosa
La Arenera (meaning ‘Sandbox’ or 4.Nicolás Martín
‘Playground’) is a non-profit organization 5.Carlos Barrero
that develops, hosts and mobilizes a 6.Juan Mahecha
vibrant community of over 1,300 social 7.Jennifer Trujillo
innovators and entrepreneurs in Colombia. 8.Carolina Salazar
It was founded in June 2009 and registered 9.Germán Forero
as a nonprofit corporation in April 2011.
Their profiles will be described in the following slides.
Somos Más (meaning ‘We Are More’) The envisioned HUB Bogota Governance Structure has
is a non-profit organization founded in 2001 three main bodies: General Assembly of Members,
with the mission of creating social and Board of Directors, and Management Team.
economic value for social networks. The Additionally, there will be a Board of Advisors (BoA).
organization provides consulting services
on networking and social media, and Firstly, the Assembly of Members will be comprised by
provides support and management those Members who have paid a HUB Membership Plan
services for networks using web 2.0 for at least six months. Secondly, the HUB Board of
and other information technologies. Directors will be comprised by two delegates of La
Arenera, one delegate of Somos Más, one delegate of
Fábricca, one elected representative of HUB members,
Fabricca (meaning ‘Factory’ in English) is and one independent member. Thirdly, The HUB
a non-profit organization founded in 2011 Management Team will be comprised by an executive
with the purpose of contributing to the director, two hosts, one marketing and sales
development of creative, artistic, and coordinator, one events coordinator, and one
cultural industries in Colombia. administrative assistant. Finally, the management team
will hire between one and four interns as needed.

3

Nine members with significant leadership and social entrepreneurship
experience comprise the team of founders (1/2)

HUB Bogota’s Feasibility Study > Team of Founders
Vladimir Olarte, Delegate of La Arenera to HUB Board of Directors Paula Gutierrez, HUB Executive Director; La Arenera Steering Team
•Education: MPA from Columbia University, Master of Business •Education: Bachelor of Business Administration from Universidad de
Economics from Sao Paulo School of Economics of FGV, and los Andes
Bachelor of Economics and International Business of Icesi •Relevant experience: Host at Hub Sao Paulo, Consultant at
•Relevant experience: consultant and project manager at Kaiser Sustainable Business Consulting,
Associates; representative of Invest Hong Kong in South America; and National Corporate Social Responsibility Coordinator at AIESEC
consultant to Governments of South Africa, Colombia, and Hong in Colombia
Kong; president at Columbia Impact Investing, president at “I believe in the power of individuals and communities that dare to
AIESEC in Colombia, and Chair at AIESEC in Latin America and discover who they are and what they really care about by looking
Spain inside, by listening to one another, by taking the first step and by
“I believe in the possibility of inspiring and supporting learning from every experience, every time. I'm inspired by our
entrepreneurship, social innovation and freedom-oriented capacity to co-create, to understand we interARE, to see diversity
development in pursuit of bettering the quality of life of millions of and complexity as a fertile ground for real solutions. How to nurture
Colombians. I believe in the potential of clusters, trust, and environments where our collective wisdom and deep connections
cooperation amongst entrepreneurs and social innovators in can really blossom into the collaborative actions
order to generate high-impact changes.” that need to emerge now? This question moves me everyday to
open up, to learn, to show up.”

Pablo Espinosa, Delegate of La Arenera to HUB Board of Directors Carlos Barrero, Delegate Fábricca to HUB Board of Directors
•Education: Master in Philosphy and Bachelor in Pure •Education: Master in Visual Arts from La Universidad Distrital
Mathematics and Digital Media Design Francisco José de Caldas. Studies in Creation, Culture and Design
•Relevant experience: Art of Hosting facilitation, Art Director at from La Pontificia Universidad Javeriana.
Levkane Advertising. •Relevant Experience: consultant and facilitator of Association of
“How do we create a participatory space, with a Animated Films and Association of Music Teachers. Founder of
common purpose and dependent of no single Fabricca. Co-wrote the “Guide of Cultural Entrepreneurship” for
individual? How do I address the difference between the Other the Colombian Ministry of Culture.
and myself when such difference refers to profound beliefs? “I am inspired by entrepreneurship and am challenged by the
These questions abound in me every time I find myself in a possibility of creating spaces and processes of citizen
meeting, every time I attend or facilitate a conversation, every participation with direct impact in public affairs. Hi level of
time y reflect upon world violence and the possibility of peace.” leadership, team work, capacity to effectively and efficiently
solve problems, hi level of handling interpersonal relations.
Consultant in cultural development processes In any sort of social
Nicolás Martín, Delegate Somos Más to HUB Board of Directors group or local, regional or national community and public or
• Education: Bachelor of Information Systems’ Engineering private entities.”
from Universidad de los Andes
• Relevant experience: Executive Director at Corporación
Somos Más, and Social Trainee at Universidad de los Andes

4

Nine members with significant leadership and social entrepreneurship
experience comprise the team of founders (1/2)

Juan Mahecha Jennifer Trujillo
HUB Host; HUB Marketing & Sales; La Arenera Steering Team La Arenera Steering Team Member and Manager of Art of Hosting
• Education: Bachelor Information Systems Engineering from • Education: Bachelor in Mechatronics Engineering. Specialist
Universidad Nacional and MBA candidate from Universidad in Telecommunications.
de los Andes • Relevant experience: Trainee Ozka Lastik ve Kaucuk,
• Relevant experience: Project Manager at Somos Más Facilitator at Elos Institutes and Director of Information
Corporation, Materials’ Planning Specialist at Bavaria, and Systems at AIESEC in Colombia. Semi-finalist in Echoing
Project Analyst at Banco de Bogotá. Semi-finalist in Echoing Green Fellowship Program.
Green Fellowship Program.
“When we achieve a communion between vision and
“I'm an enthusiast of technology as a tool to generate social commitment, just there in the middle lies action. And that is
value. Today, I'm inspired by life, respect and dignification what we need now, in a world in which each individual with
of all beings. I dream of a world in which we recognize and his/her initiative or idea, is like a neuron connecting with
honor the worth of each and every living being. I'm other neurons to make an organism which decides what to
energized by happiness and the freedom of riding bicycle.” be, how to be and where to go. That is my purpose by
being part of this community of learning and practice
which connects to innovate and pursue, and which takes
advantage of its individual and collective potential to build
the best world in which we wish to live today!”

Carolina Salazar Germán Forero
HUB Host; HUB Events Manager; La Arenera Community Manager Hub Steering Team Member
• Education: MSc in Human Ecology from Centre of Human
Ecology-Edinburgh and University of Strathclyde. Bachelor • Education: Bachelor of Business Administration and
of Marketing from Politécnico Grancolombiano. Economics, Universidad Nacional de Colombia
• Relevant experience: Consultant to the Ministry of • Relevant experience: University lecturer, co-founder of
Education of Colombia in the multi-sector national strategy several companies, currently President of Corpración La
to promote healthy lifestyles; Coordinator of private sector Visión and Sociedad Ecoparques La Visión SAS
partnerships, UN World Food Program – Colombia;
Experience in community projects related to urban
agriculture and fair trade; Experience in film production “I believe each one of us is an aspect of Love that Creates, and
and multimedia design. that is why we are, inspirers, creators, inventors, producers
and makers. If I find that I am happy and that my life seems
“I dream of a society in which we gradually unite strengths to live enlightened, I feel I inspire those who enter my life. Let’s
in community, and we recognize ourselves as a form of life, trust that all our inspirations, hopes, dreams and creativity
like so many others on the planet, that live intimately come to our community, manifesting new material realities
connected and interdependent. I want us to be willing to as miracles around us.”
learn from others, acknowledging the difference and
diversity of knowledge.”

5

Member of the team of founders have been working together

Founders’ Background The team of founders has collective experience in
Paula, Jennifer, and Vladimir met around 2003-2004 as business, public, and civil sectors. Two thirds lived and
members and leaders of AIESEC in Colombia. worked in regions such as North America, Latin
America, Africa, Europe, and Asia. All have relevant
Subsequently, a part of the team (Paula, Pablo, Juan, education and experience in the Art of Hosting and
Carolina, Germán, and Jennifer) co-founded La facilitating meaningful conversations and trainings. All
Arenera and have been working as the organization’s have demonstrated commitment and capacity in
Steering Team (Equipo Motor in Spanish). As such, they social entrepreneurship and leadership in a diverse set
have organized numerous events together, delivered of organizations. Finally, we know each other or have
trainings, and sold consulting projects to several clients been working together for a period that ranges
united by a common mission. between 2 and 10 years.

Finally, Nicolas, Carlos, and Vladimir joined La Arenera Additionally, they are brought together by a common
as members between 2009 and 2010, and then joined vision of developing a community of social
the HUB project in June 2011. That month, during the entrepreneurs and innovators that will enhance more
first Art of Hosting Conference in Colombia, the HUB sustainable social and economic systems to improve
project was proposed as a collective effort among La the quality of life in our native Colombia.
Arenera, Somos Mas (the organization led by Nicolas),
and Fabricca (the organization led by Carlos) to make
a bold contribution to strengthening the Colombian Management team
community of social entrepreneurs and innovators. We’ve developed an initial management team
structure of 4 members and will start hiring soon,
Vladimir was heading Columbia Impact Investing conditional to negotiation of a HUB venue. This initial
Initiative at the time and through it, assembled a team structure includes: One executive director and
of graduate student consultants from the University to manager of support services to entrepreneurs (soon to
provide support with the feasibility study and project’s be split in two separate roles); one host (1/2 of time)
strategic planning. Subsequently, Vladimir joined La and manager of marketing & sales (2nd half of time);
Arenera’s Steering Team in September 2011. one host (1/2 of time) and manager of events (2nd half
of time); and one administrative & financial assistant.
After three meetings and several e-mail exchanges
with a seed funder, it was decided in December 2011 Then, conditional to cash flow, the structure is
on Paula as executive director of the HUB project, and expected to evolve into one with full time staff to
Pablo, Vladimir, Nicolas and Carlos as the first four of deliver each area of the HUB value proposition:
seven members of the future HUB Board of Directors. Community, Space, and Support Services.
6

Feasibility Study
HUB Bogota D.C.

•Underlying motivation to become part of the Hub
•Underlying motivation to become part of the Hub
network
network
•Vision for the Hub Bogota
•Vision for the Hub Bogota
Team of Founders •Desired impact
•Desired impact
•Give and gets in the global HUB Network
•Give and gets in the global HUB Network
•Short (2012) and mid-term goals (2017)
•Short (2012) and mid-term goals (2017)
Vision & Impact

Community Building


Space


Roadmap

7

Colombia is a key country for social entrepreneurship due to its
size of population, economy, and social development needs

Colombia and its peer-group countries in world population and economy
Population Nominal GDP 2010 GDP per cápita
Region Country (million) (USD billion) 2010 (USD) Share of world economy
Brazil 195 2.088 10.684 (GDP in USD billon)
Mexico 111 1.040 9.400 Others Peer Group, $4.124
Colombia 46 288 6.333 Others World, $4.635
Latin America Argentina 41 369 9.070 CIVETS, $2.388
Venezuela 29 241 8.254 7%4%
7%
Chile 17 205 12.021 18% BRIC, $11.052
Peru 29 152 5.170
Mundo
China 1.371 5.877 4.288
$63.130
India 1.225 1.608 1.313
Indonesia 240 707 2.946
Asia Pacific Vietnam 88 106 1.205 65%
OECD, $40.930
South Korea 48 1.015 21.059
Malaysia 28 238 8.373
Taiwan 23 432 18.738 Share of world population
Egyps 81 192 2.367 (million in habitants)
Africa South Africa 50 364 7.329 Others Peer Group, 441
Morocco 32 94 2.897 Others World, 1.966
CIVETS, 580
Eastern Europe Russia 140 1.479 10.539
and CEI 1) Turkey 76 732 9.673 8%
Ukraine 45 138 3.030 28%
Polond 38 469 12.263 Mundo
Peer Group 3.953 16.898 4.265 6.940 42%
Latin American & Caribbean 588 4.965 8.444 6%
Key groups
of countries CIVETS 2) 580 2.388 4.112 15% BRIC, 2.931
BRIC 3) 2.931 11.052 3.771
OECD 4) 1.022 40.930 40.049 OECD, 1.022
Source: IHS Global Insight. 1) CEI: Commonwealth of Independent States. Includes Azerbaijan, Armenia, Belarus, Georgia, Kazakhstan, Kyrgyzstan,
Moldova, Russia, Tajikistan, Turkmenistan, Uzbekistan and Ukraine. 2) CIVETS: Colombia, Indonesia, Vietnam, Egypt, Turkey and South Africa. Term coined by
The Economist Intelligence Unit and HSBC. 3) BRIC: Brazil, Russia, India and China. Term coined by investment bank Goldman Sachs. 4) OECD: Organization
for Economic Cooperation and Development. This report excludes from the OECD Chile, Mexico and Turkey, which are included in other groups.

8

Despite the country’s recent progress, it still has one of the highest
poverty rates and one of the highest social inequalities in the World

Poverty incidence and inequality in Colombia and selected developing countries
(Country: millions of poor)
Latin America Asia Pacific Eastern Europe Africa Población bajo línea nacional de pobreza (%)
0,70 54,2
Chile: 2
Millions
Mexico: 9
GINI Coefficient* (2000-2010)

of poor
Colombia: 13 South Africa: 21 0,60
0,58
Brazil: 25
Peru: 5 0,50
Argentina: 3
India: 926
Venezuela: 3 Indonesia: 144
Morocco
Turkey: 6 0,40
Malasyia: 3
Russia: 3 Vietnam: 43
China: 498
Poland: 1 0,30
Egypt: 15
Ukraine: 1

0,20

27,9
Poverty incidence by income: population
with less than U$2 per day 2009 (%)
* GINI Coefficient: a measure of income distribution ranging between zero 2002 2009 (Estimate)
and one. 1,00 corresponds to perfect inequality and zero to perfect equality.

Source: UN Human Development Report, World Bank – World Development Indicators, CIA – World Fact Book,
Colombia’s National Monitoring and Evaluation System – SINERGIA

Size & urgency of Colombian social & environmental problems require
more & better social entrepreneurship – the HUB can play a key role

The case for social entrepreneurship non-profit organizations in Colombia, 12,000 of them
and a HUB in Bogota based in Bogota. Several sources indicate that an
With 46 million inhabitants, Colombia is the second important number of non-profits (between 30% and 50%
most populated country of South America after Brazil of registered ones) are still not formally registered.
and its capital city Bogota hosts 7 million of them. What
justifies a Hub here are the daunting social and The for-profit social enterprise segment is still nascent in
environmental challenges the country and its capital the country but developing at an interesting pace. A
city face, as well as the possibility of making key indicator of this is the recent birth in Colombia of
contributions to solve them. impact investing, the activity focused on investing in
and supporting social enterprises. The first impact
In the social front, according to the country’s National investing fund “Fondo Inversor” was started in 2010 and
Planning Department, Colombia has more than 40% of did its first investment in 2011. Likewise, the first Social
its population under the national poverty line; a Gini Investment Bank was created in 2011 by a former
coefficient of 0.58 indicating one of the worst income executive director of Bogota’s investment promotion
distributions in the world; 10% unemployment rate and agency. Furthermore, National Government led the
34.6 intentional homicides per 100,000 inhabitants, both creation of the Social Innovation Fund to start
among the highest in Latin America. operations in 2012. Likewise, international impact
investors such as Bamboo Finance and Blue Orchard
In the environmental front, Colombia faced in 2010 and have set up a Colombian operation in 2012, and
2011 some of its worst floods in its history, and currently international funds such as ACUMEN and IGNIA are
faces degradation of water sources, and a 0.17% exploring partnership opportunities to invest in
average deforestation rate per year. Colombian social enterprises focused tackling extreme
poverty or providing critical goods and services to the
These challenges both highlight the need for more and country’s bottom of the pyramid.
better social entrepreneurship in the country.
Finally, Colombian National Government declared
Non-profit and social enterprise sectors in Colombia poverty reduction as its main development goal in term
Fortunately, in the face of such challenges Colombia 2010-2014, and there is a growing awareness and
and Bogota count with a significant and dynamic civil willing of Colombian civil society members to
society sector including non-profit organizations; an contribute solving social and environmental
emerging sector of social enterprises; and growing challenges.
awareness of citizens and business towards social
issues. In this context, a HUB in Bogota can play a central role
in inspiring, connecting, and supporting key players in
According to Colombian social sector expert Rodrigo 10 Colombia’s social entrepreneurship and development.

La Arenera, Somos Mas, and Fabricca envision HUB Bogota as a vibrant
community and spring board of solutions for Colombia and beyond

“Life is about the people you meet, and the things you create with them. So go out and start creating.”
– The Holstee Manifesto (2009)
HUB Conception • Space – create a meeting and co-working space
We understand a HUB both as a community and with convenient location, appropriate infrastructure
physical center that hosts and supports social
entrepreneurs and innovators committed to contribute and affordable plans for social entrepreneurs, that
to a better Colombia and a better world. inspires and materializes social innovation and new
ways of social organization.
We see the HUB in Bogota as part of a broader effort • Services – channel a range of support and shared
led by La Arenera aimed at developing, hosting, and services that contribute to strengthen and
mobilizing a vibrant community of learners and
practitioners of social innovation and entrepreneurship accelerate the development of social enterprises
through three programs: Social Innovation Community, and organizations.
Social Innovation Solutions, and Social Innovation Hub.
Likewise, we are inspired by the possibility of hosting
more than 300 social entrepreneurs and innovators,
Our Inspiration and the impact we can make together. By the
potential of becoming a springboard of new
We are inspired by a broad mission of contributing to approaches and solutions to the social and
the generation of a transformational force that creates environmental challenges that Bogotá, its region,
and promotes sustainable social and economic and Colombia are facing. Finally, we are also
systems, based on dignity of human beings and inspired by the opportunity of taking part and
affirmation of life. Then, more specifically, we are contributing to a global community and network of
more than 3,000 entrepreneurs hosted by Hubs
inspired by three objectives related to the HUB: around the world and playing a role of leadership
and contribution to the development of the Hub
•Community – develop a vibrant and creative Network in Latin America.
community of social entrepreneurs, innovators and
organizations that contribute to solve Colombia’s most
intractable problems.

11

Besides the Community and Space, we seek to gradually develop
a comprehensive set of support services for social entrepreneurs

Support Area Description Hub services & initiatives

Through a network of •Mentorship and coaching
Advise
Advise advisors the Hub will offer •Specialized technical advise
social entrepreneurs with •Advise on generation of
mentorship and specia- business models and plans
lized advisory services •Management consulting

Hub Bogota will develop •Conferences
Training partnerships to offer •Workshops
Training
relevant training in topics •Seminars
of interest to social •Boot Camps
entrepreneurs •Accelerator Program

Hub Bogota will organize •Fundraising information
Access to
Access to and facilitate social •Fundraising trainings
Finance
Finance entrepreneurs’ •Business plan competitions,
connection with potential pitch, and feedback series
sponsors and investors •Impact investing fund

Hub will officer shared •Online community
Shared
Shared services that will facilitate •Accounting & legal
Services
Services entrepreneurs to focus in •Messaging
the core business •Printing and fax
Source: HUB San Francisco
A series of cultural and •Open spaces, world cafés
Socio-cultural
Socio-cultural social events will be •Art gallery
events
events hosted in the Hub to •Music concerts
promote networking, fun, •Cinema
and new friendships •Cocktails
12

Collectively, the team has visited and drawn lessons from more than
nine HUBs in North America, Europe, Africa, and Latin America

Lessons learned from other HUBs On the other hand, we are worried about the fact that
Paula was a host of Hub Sao Paulo for several months. a significant number of Hubs around the world after 5
Likewise, other co-founders visited Hubs in North to 6 years are still not financially sustainable, that some
America, Europe, Africa, and Latin America. Finally, of them still lack of a vibrant community, and that the
we’ve done benchmarking of HUB Amsterdam, Madrid, Hub community in Latin America is still limited.
Sao Paulo, and Milan, as well as the Centre for Social
Innovation in Canada and Oasis in Finland. Envisioned contributions to the HUB Network
HUB Bogota’s team bring to the Global HUB Network
We were impressed by HUB Bay Area’s 800+ significant experience and track record in building a
membership; its two-floors including not only vibrant social entrepreneurship community, consulting
entrepreneurs but also impact investors and relevant to public and private organizations, and a bold desire
service providers; their strong "Hub Ventures" to contribute to the development of the HUB Network
accelerator program; and their valuable connections in Latin America.
to the Social Capital Markets Conference, SOCAP.
First, we’ve successfully built and nurtured a community
Secondly, we liked Sao Paulo’s HUB School, simple of 1,300 learners and practitioners of social entre-
governance structure, sustainability, and leadership in preneurship and innovation during the last three years;
supporting other Hubs in Belo Horizonte, Rio and Porto facilitated and trained 60 leaders in the Art of Hosting;
Alegre. and hosted multiple activities every past month since
2009, to ensure that La Arenera’s community remains
Thirdly, we valued Amsterdam’s mixed governance connected and vibrant. The following section provides
structure including a foundation and a social a bit more detail on this community.
enterprise, its hosting and community building activities
(including concerts, sexy salad, and many others), and Second, we’ve delivered consulting projects applying
its active role in disseminating the Art of Hosting. Art of Hosting tools to multi-stakeholder dialogues and
public policy design exercises reaching 3,000+ bene-
Finally, we were impressed by Madrid’s corporate ficiaries and clients in public, business, and civil sectors.
sponsorship programs and creative use of the space for
different types of events. Finally we want to share our experience and strengths
with members of the global HUB Network with
In all cases, we were amazed specially by the preponderance on those aiming at strengthening
wonderful community of social entrepreneurs and communities of social entrepreneurship and innovation
individuals they’ve been able to attract and nurture. in Latin America, a region close to our hearts, culture,
and dreams for contribution.
13

Short-term (2012) and long-term (2015) goals for HUB Bogota

HUB Bogota’s Feasibility Study > Vision & Impact > Desired Impact, KPIs and Goals
Our aim with HUB Bogotá is to contribute to increase the number, quality, and impact of social entrepreneurs in
Colombia. It will do so by providing current and aspiring social entrepreneurs with a collaborative community and
environment, excellent co-working space, and top quality support services by professionals (e.g. coaching,
training, and administrative services).

HUB Bogota will manage itself for results. To measure impact, the project's steering team has agreed on the
following set of strategic and operational indicators, as well as specific goals for years 2012 through 2017:

Scorecard & Key Performance Indicators Baseline Goals 2012-2017
HUB BOGOTA 2009 2010 2011 2012 2013 2014 2015 2016 2017
Strategic indicators
# Hub paying members - - - 136 166 196 226 256 271
# members registered in LaArenera.org 124 421 1,070 1,300 1,700 2,200 2,800 3,500 4,000
# participants in learning events (e.g. Hub School) 550 690 605 1,000 1,500 2,000 2,500 3,000 3,500
# beneficiaries of Hub members’ projects (million) - - 1.0 1.1 1.2 1.4 1.6 1.8 2.0
% growth in members’ beneficiaries and revenues - 10% 10% 10% 10% 10% 10%
# of joint projects generated 6 12 18 24 30 30 30
% members say the Hub adds high/vh value to them - - - 80% 80% 80% 80% 80% 80%
Key operating indicators
% used capacity of co-working space - - - 45% 55% 65% 75% 85% 90%
% used capacity of meeting rooms / event rooms - - - 25/11% 30/16% 35/20% 40/24% 45/28% 50/30%
# active support services - - 5 12 15 15 15 15 15
% members using support services - - - 20% 30% 40% 40% 45% 45%
# of funded Hub Scholarships (each HUB 50 for 1 year) - - - 10 15 15 20 20 20
14

Feasibility Study
HUB Bogota D.C.

•HUB Bogota’s ideal community
•HUB Bogota’s ideal community
•Attracting community members
•Attracting community members
•Building a vibrant community of true
•Building a vibrant community of true
Team of Founders “change makers”
“change makers”

Vision & Impact

Community Building


Space


Roadmap

15

HUB Bogota will draw from and contribute to La Arenera’s social
entrepreneurship community in various cities – potential for future HUBs

HUB Bogota’s Feasibility Study > Community Building > La Arenera’s Membership
1100 CAGR** VAR ANUAL VAR TRIM.
Location 09-Q3 10-Q3 11-Q2
10%
of members a 11-Q3 a 11-Q3 a 11-Q3
961
International 29% 102% 8%
818 5%

60%
60% Other local 47% 182 9%
cities
543 Barranquilla n.a. 175% 0%

399 421 75%
349
Medellín n.a. 90% 19%
204
124 Cali n.a. 2.300% 78%
87
11 19
Bogotá 55% 133% 17%

Total 60% 134% 17%

** CAGR: Compounded Average Growth Rate

At current growth rates, La Arenera can reach 2,000 members by the end
At current growth rates, La Arenera can reach 2,000 members by the end
of year 2012, covering 26 municipalities of Colombia y 54 cities in 26 countries
of year 2012, covering 26 municipalities of Colombia y 54 cities in 26 countries
Source: La Arenera online http://www.laarenera.org/. * La Arenera’s Estimate.

La Arenera sees the creation of HUBs as key part and contributor to
a broader mission to develop sustainable social & economic systems

La Arenera in brief
La Arenera contributes to the generation of a transformational force
Values Mission

that creates and promotes sustainable social and economic systems,
based on dignity of the human being and affirmation of life
Values

Unconditional
Unconditional
Co-creation
Co-creation Integrity
Integrity acceptance
acceptance Sustainability
Sustainability Flexibility
Flexibility
of the other
of the other

Develop aacommunity
Develop community Lead the community
Lead the community Create HUBs that promote
Create HUBs that promote
Goals
Goals

of learning and practice that
of learning and practice that towards specific projects
towards specific projects alternative ways of work, mutual
alternative ways of work, mutual
inspires and materializes
inspires and materializes that use participatory leadership
that use participatory leadership support, and social organization
support, and social organization
social innovation
social innovation for social innovation
for social innovation

Social Innovation Community Social Innovation Solutions Social Innovation HUBs
and projects
Programs

1. LaArenera.org 1. Design and facilitation of 1. Host communities
2. Art of Hosting (AoH) participatory leadership 2. Co-working & open spaces
3. Solidarity Economy “EcoSol” processes for client 3. Meeting and event rooms
4. Social Innovation Week “SIW” organizations 4. Shared services
5. Happy hour “Pola Social” 2. Innovation labs 5. Entrepreneur support services

1. # members in LaArenera.org 1. # Hub members
2. # organized learning events 1. # certified AoH* Hosts 2. % use of co-working space
Indicators

3. # participants learning events 2. # days / projects delivered 3. # hours sold of rooms
4. # participants in social events 3. # participants projects 4. # active support services
5. # deals executed in “EcoSol” delivered 5. # of joint projects generated
6. % active members 4. Client satisfaction (1-10) 6. Hub members satisfaction
7. Members satisfaction 7. % growth in members’ BR*
*BR: Beneficiaries and revenues 17

HUB Bogota will host players in all stages, core, and support areas
relevant to the development of social entrepreneurship and impact

Development stages of Support & service providers to
social projects & enterprises Core Outcome & Impact Areas social projects & enterprises
Coaching, mentorship,
consulting and training

Social Enterprise, CSR, and SME Development
Social, Community, and Political Development
Growth


Environmental and sustainable development
service providers

and mature e.g. Uniandes IESO

Personal and leadership development
stages

Accelerator and support
programs for social
entrepreneurs
e.g. Ashoka
Start-up
stage
(first 3 years) Impact investors
and financial
services providers
e.g. Bamboo Finance

Seed
or idea Administrative & support
stage service providers
e.g. Legal, Accounting,
Comms., Mkt Research

We understand social entrepreneurship and enterprises as the development of projects and
organizations that, by design, aim at achieving social and/or environmental outcomes & impacts
organizations that, by design, aim at achieving social and/or environmental outcomes & impacts
18

By promoting La Arenera + HUB jointly, we envision the leading
platform for social entrepreneurship and innovation in Colombia

HUB Bogota’s Feasibility Study > Community Building

• 1,300 members in Colombia • 4,000 members and 29 HUBs across five continents,
• Community hosting and development in Colombia projected to grow to 80+ HUBs in the next 5 years
• Two hosts for the HUB Bogota • Lessons learned, communities of practice, and sister-
• Two members HUB Bogota’s board of directors HUB to provide support in key areas such as
• Participatory leadership and AoH Program • Strategic and financial planning
• Monthly Social Entrepreneurship Happy Hour • Community development
• Fundraising for HUB Bogota, including: • Co-working space design
• USD 75,000 from Halloran Philanthropies • Events and programs
• USD 10,000 for Hub Scholarship Program • Leads for additional fundraising
• Support in member recruitment and communication • Operations
• Promotion of HUB Bogota in website & bulleting • Global brand name and recognition
• Organization of launch event • Opportunities to develop international initiatives

Brands and Governance of La Arenera and HUB Bogota will remain separate, but will
Brands and Governance of La Arenera and HUB Bogota will remain separate, but will
be promoted as a joint platform for social entrepreneurship in Colombia
be promoted as a joint platform for social entrepreneurship in Colombia
19

Currently, 1/4 of La Arenera’s 1,300 member community is comprised
by full-time social entrepreneurs in different stages

HUB Bogota’s Feasibility Study > Community Building > Who is the current community?

Development stage
Learners – interested of La Arenera’s social entrepreneurs
30%
in the topic but social
entrepreneurship
IS NOT their main
economic activity
Seed and early
La Arenera stages
1,300 (First two years
members Practitioners – Social of operation)
¿Is social 25% entrepreneurship
entrepreneurship ~325 IS their main
your main economic activity
economic
activity? Growth stage
(2 or more years)

Mature stage
(more than 3 years)
45% Did not answer the question*

* A high proportion of members did not answer the question because it was only introduced in La Arenera’s online
registration on March 2011 - the number and proportion of members engaged in social entrepreneurship is greater with
high probability. Source: Comunidad de La Arenera en Internet http://www.laarenera.org/. Update: November 24, 2011

and their areas of interest already cover core impact areas
envisioned for HUB Bogota

HUB Bogota’s Feasibility Study > Community Building > Who is the current community?
Category Issues of interest Frequency %
1. Personal, Personal, spiritual and leadership development 350 50%
and leadership Arts and culture 404 58%
development Creativity and innovation 31 4%
Social and community development 370 53%
2. Social, Application of IT to social and environmental challenges 184 26%
community, and Citizenship participation and political development 35 5%
political Collaboration, participatory technologies, and networking 21 3%
development Education and empowerment 19 3%
Conflict solution and peace building 6 1%
Environmental and sustainable development 398 57%
3. Environmental
Design, architecture, housing, construction, and urban development 54 8%
and sustainable
Enhancement of outdoor activities: walking, hiking, riding bycile, etc. 26 4%
development
Healthy and sustainable life stile 21 3%
SME development and entrepreneurship 342 49%
4. Social Marketing, communication and advertisement 177 25%
enterprise, CSR, Corporate Social Responsibility (CSR) 53 8%
and SME Social enterprise, inclusive businesses, and fair trade 22 3%
development Rural development 6 1%
Impact investing and microfinance 5 1%
Other interests 123 18%
Total number of members that answered the question on July 2011 (81%) 696
Source: La Arenera online http://www.laarenera.org/. Update: July 19, 2011

In the last three years La Arenera hosted 25 events engaging 1845
participants in dialogues about solutions to development issues

HUB Bogota’s Feasibility Study > Community Building > Activities done so far
Year Events organized Participants Partner
Innovation and entrepreneurship congress 350 Business Administration School EAN
Turning SENA an environmentally sustainable institution 200 National Learning Service SENA
2009
Green markets potential 50 Sustainable Action Fund
Sub-total 550
Vision for the Caribean Region (11 workshops) 280 Universidad Tecnológica Bolivar UTP
Social innovation lecture 300 Universidad Central
2010 Living a green life workshop 80 International Environmental Fair
The Hub’s contribution to social entrepreneurship 30 The Hub Sao Paulo
Sub-total 690
What can the world learn from Bogota? 80
University generating changes the country needs 60 Universidad de los Andes
How to generate community in big cities? 150 TED and Universida de los Andes
Workshop of dreams and gifts 50 Alianza Social Uniandina
How to cooperate in overcoming extreme poverty 80 Presidential Agency Accion Social
2011
Developing inclusive businesses 35 Universidad Icesi
Towards an open door organization 20 Somos Más
Contribution of volunteerism to solve extreme poverty 100 World Summit of Youth Volunteering
First meeting of the The Art of Hosting in Colombia 30 The Art of Hosting
Sub-total 605
Total number of participants 1845

Source: La Arenera’s Steering Team estimates. 22

“LaArenera.org” was created to keep members connected, while “The
Infiltrates” and “Solidarity Economy” promote cooperation

LaArenera.org
•1300 members*
•Advanced members’ search tool
•101 forums and 55 groups by areas of interest
•Monthly bulletin and events calendar keep
members informed
•Resource section shares knowledge and useful
links on social entrepreneurship and innovation

The Infiltrates “Los Infiltrados”
•Offer opportunities for members
to experience and provide
feedback to each others’ projects
and organizations

Solidarity Economy “Ecosol”
•Online platform promoting
exchange of goods and services
among members (in testing stage)
* Update: March, 2012 23

Likewise, 60 leaders have been trained in the Art of Hosting* and a
community of participatory leadership was created


• 60 entrepreneurs were trained in the Art of
Hosting* (AoH) in 2011 and 2012, through 3-
day training workshops and follow-up
practical training seminars
• Techniques covered included Circle, World
Café, Open Space, and Theory U
• Participants formed the first community of
hosts in participatory leadership. It will
support each others development of AoH
skills and their application to different
organizacions and communities

* Training in The Art of Hosting deepens competency and confidence in hosting group and participatory processes
such as Circle, World Café and Open Space, among others. See more details at: http://www.artofhosting.org/theart/

Already more than 35 organizations representing more than 60
people expressed interest in becoming members of HUB Bogota

HUB Bogota’s Feasibility Study > Community Building > Prospective Members
Following is a list of 35 organizations that have already expressed interest in taking part of HUB
Bogota and have chosen a specific membership plan. Click on their names to visit their websites.
Dedicated Office in HUB Bogota Social Enterprise, CSR, and SME Development
1. BAMBOO FINANCE 1. BID NETWORK
2. BLUE ORCHARD INVESTMENTS 2. BUENA NOTA
3. ECONEXUS 3. INTEGRATION TO ADVANCED MARKETS, CiMa
4. INNOVATIONS FOR POVERTY ACTION 4. CORPORACIÓN VIDA
5. LA ARENERA 5. ENTREPRENEURS COLOMBIA
6. TECHNOSERVE 6. FUDESA
7. FUNDACIÓN LATINNO
Personal & Leadership Development 8. GOOD BRAND
1. ANA MARÍA ARISTIZÁBAL 9. KATHARSIS
2. ENFOQUES INTEGRALES SAS 10. NEXTBILLION
3. QUO STUDIO / ARTEYOGA 11. RED EMPRESARIAL VANGUARDIA

Social, Community, and Political Development Environmental and Sustainable Development
4. CONECTANDO SONRISAS 12. AMIGOS DE LA MONTAÑA
5. DIGERATI 13. CENTRO DE ECOLOGÍA Y DESARROLLO, KATE
6. FÁBRICCA 14. COMUNIDAD EDUCADORA ECOO SOSTENIBLE
7. FUNDACIÓN AZUL 15. ECONEXUS
8. FUNDACIÓN PROSURGIR 16. GLOBAL WARNING AGENCY
9. GOLDEN COLOMBIA 17. MEJOR EN BICI
10. LA ARENERA
11. SOMOS MÁS

Feasibility Study
HUB Bogota D.C.

•Local market situation
•Local market situation
•HUB Bogota’s competition & potential partners
•HUB Bogota’s competition & potential partners
•Competitive positioning in the market place to
•Competitive positioning in the market place to
Team of Founders attract the right people and networks.
attract the right people and networks.

Vision & Impact

Community Building


Space


Roadmap

26

HUB Bogota’s team conducted benchmarking, competition, market, &
financial analyses with help of Columbia Impact Investing Initiative CI 3

HUB Bogota’s Feasibility Study > Community Positioning

* CI3 is Columbia University’s Impact Investing Initiative. Learn more at http://www.ci3.us/

HUB Bogota’s competition includes co-working spaces, support
programs for social entrepreneurs, and homes of entrepreneurs

Domestic competition Location of HUB Bogota’s Competition
We’ve divided HUB’s competition in three segments:
1.Organizations offering co-working spaces – for
entrepreneurs in general or entrepreneurs in a specific
sector or development stage
2.Organizations offering social entrepreneurship training
and support programs – these include civil sector
organizations and academic institutions
3.Homes of entrepreneurs – our market perception
survey indicates that over 56% of early stage
entrepreneurs in Bogota currently work from home

With regards to the first segment, organizations offering
co-working spaces, the team mapped 17 sites (see
map on the right), most of them located in the North of
Bogota, between 52nd and 130th Streets, which include
generally expensive neighborhoods. Likewise, their
areas generally don’t exceed 500 square meters.

Five competitors where studied in depth in this
segment: Regus, Smart Business Solutions, Prime
Holding, HUB Bog, and ParqueSoft. These players can
be further divided in two sub-segments based on their
sector focus and nature.

The first sub-segment does not have a sector-specific
focus and basically receive any entrepreneur that can
pay their fees. Organizations here include Regus, Smart
Business Solutions, and Prime Holding. They are run very
professionally and Regus, for example, is a significant
international player, with presence in 85 countries and
1,000 sites. They’ve been very successful in Bogota, and
28

The first segment of competitors is comprised by co-working spaces

recently opened their fourth site. Due to high demand Nevertheless, all of them have important issues:
they have limited availability. •Technoparque’s main source of entrepreneurs is SENA,
which is the country’s main organization for technical
Less prominent and facing mid-level used capacities and vocational training. Average preparation of
are Prime Holding and Smart Business Solutions, which entrepreneurs, company productivity, and company
have a significant part of their areas for dedicated survival rates without subsidies are relatively low.
offices (between 9 and 25 of them in one location). •Parquesoft started years ago experiencing with selling
contracts to private corporations and subcontracting
There are three main differences of these players with with its entrepreneurs. Nevertheless, the lack of
the HUB’s value proposition. First, they don’t focus on professional management and dissatisfaction of one
social entrepreneurs and organizations. Second, they big client in the Telecommunications’ sector almost led
provide little or no importance to hosting the Parquesoft to go bankrupt. The number of
community of entrepreneurs that occupy their sites. This entrepreneurs hosted dropped dramatically.
is reflected in the fact that each entrepreneur there is •Hub Bog has 500 square meters and capacity to host
“taking care of its own business” and there are 120 entrepreneurs. It reached a peak of 70 hosted
practically no communitarian activities. Finally, their entrepreneurs in 2011 and on February 2012 had about
pricing model for office space is based on fixed 36 (30% used capacity). It has strengths in the
monthly fees and their price ticket for mobile offices, organization of events (the main current source of
virtual offices, and meeting rooms is comparatively revenue), but is facing challenges in attracting and
high. retaining paying entrepreneurs.

On the other hand, there is the sub-segment of The key difference of HUB Bogota with this sub-segment
incubators of technology-based micro and small is their focus on technology-based, for profit
enterprises. These include Tecnoparque, Parquesoft, companies. Another key difference is the character of
and Hub Bog. Tecnoparque is financed with their spaces: they don’t reflect sustainability or cultural
governmental resources coming from the National values of the community, and were not designed
Learning Service (SENA). Parquesoft is a non-profit through a collaborative process involving its
organization, and Hub Bog is for profit. users/members. These are two key aspects of HUB
Bogota.
Different to the first sub-segment, these organizations
due tend to provide entrepreneurs with support Similarities include, their intent to provide support
services including mentorship, training, technical services to entrepreneurs, as well as activities to
advise, and connection with potential investors. promote cooperation among them.

29

Comparative analysis of Key Co-Working Spaces in Bogota (part 1/2)

Overview of Competition Regus SBS Prime Holding
Address Cra. 18 con 86A Calle 94 con 11 A Calle 125 con 19

For profit? Yes Yes Yes
IT companies, Independent workers, IT companies,
Profile of hosted entrepreneurs commercial SMEs, sales reps, business commercial
and companies representatives, and agents with residence representatives, and
others different than Bogota others

¿Require subscription? Yes: na No Sí: $170.000

Dedicated offices Yes 9 25
Office, Shared offices Yes Yes Yes
meeting, and
Virtual offices Yes Yes Yes
events
services Meeting rooms Yes: na 3 3
Events rooms Yes Maximum 20 people Maximum 40 people
Secretary Yes Yes Yes
Printing Yes Yes Yes
Fax Yes Yes Yes
Shared
Messenger Yes Yes Yes
services
Photocopy Yes Yes Yes
Parking Yes No Yes
Surveilance Yes Yes Yes
Fuente: Investigación secundaria, visitas personales y entrevistas del equipo de entrega

Comparative analysis of Key Co-Working Spaces in Bogota (part 2/2)

Overview of Competition Regus SBS Prime Holding
Dedicated office USD 425 na USD 585
Prices of office
Shared office USD 295 na na
meeting
rooms and Virtual office USD 107 to 120 USD 50 na
event rooms’
Meeting room (h) USD 50 USD 25 na
prices
Events room (h) USD 50 USD 30 na
Secretary USD 5 (15 minutes) na na
Accountant na na na
Printing USD 0.5 per page b/w na na
Fax USD 0.5 + cost of call na na
Prices of
shared Messenger USD 4 to 6 na na
services
Photocopy USD 0.1 per page na na
Banding pages USD 3 (1-100 pages) na na
Parking USD 125 per month na na
Scanning USD 1 (per page) na na
Known globally: presence The offer discounts of 5 to
Main strengths in 85 countries and 1,000 15% for contracts over Convenient location
locations 3 months. Cafeteria inside.

Limited availability of Very unpersonal and
Main weaknesses spaces due to high doesn’t have a parking High price
demand space
Fuente: Investigación secundaria, visitas personales y entrevistas del equipo de entrega

The second segment of competitors is comprised by organizations and
programs offering training and support to social entrepreneurs…

The second segment of HUB competitors, organizations 6. Centre for Social Innovation and Social Innovation
offering training and support programs to social Fund of the Colombian Agency for Extreme Poverty.
entrepreneurs, are all perceived by the HUB team as These two centers have a focus on identifying and
potential partners. The main players in this segment providing funding to social innovations that may
include: have a significant impact in those Colombians
under extreme poverty conditions and affilitated
1.Social Arm of Los Andes University’s Alumni with the Governmental Program Familias en Accion.
Association (Alianza Social Uniandina). Their program
focuses on providing mentorship and advise to alumni Different to Alianza Social Uniandina, the HUB won’t
o f the University that want to become social have a focus on a specific university. It will welcome
entrepreneurs. They are now HUB partners. committed social entrepreneurs from any university
or background. Unlike IESO the HUB won’t focus
2.Initiative for Social Entrepreneurship of Los Andes exclusively on the academic angle of social
University (Iniciativa de Emprendimientos Sociales - entrepreneurship. The HUB will probably partner with
IESO). Their focus is on research, teaching, and opinion IESO to channel relevant training to social
generation around social entrepreneurship. entrepreneurs, but will then complement that
training with a value proposition oriented to social
3.Ashoka Colombia entrepreneurship practice.
Highly selective program. It only selects about 2-4
Ashoka fellows to support in Colombia per year. Compared to Ashoka and Compartamos con
Colombia, the HUB won’t be as selective. The HUB
will seek to attract Ashoka Fellows, but will also
4.Let’s Share with Colombia (Compartamos con target entrepreneurs in seed and early stages,
Colombia). This organization channels pro-bono ideally with the commitment and potential to scale-
consulting services from the top firms like McKinsey and up. Likewise, compared to most existing
Company to growth and mature organizations with entrepreneurship programs, the HUB will focus on
high social impact. They are very selective and don’t social entrepreneurs, either for profit or non-profit,
work with early stage entrepreneurs. and not just those exclusively focused on
technology-based commercial endeavors.
5.Entrepreneurship Programs such as Young People with
a Business (Jóvenes con Empresa), Bavaria Finally, the HUB will put as much effort as the
Entrepreneurs y Bogota Starts-Up (Bogotá Emprende). Government’s Social Innovation Center and Fund in
These programs focus on supporting for-profit seed and identifying social innovations, but will go beyond in
early stage entrepreneurs. hosting their creation and development, not just in
32 funding existing ones.

… and the third segment is comprised by entrepreneurs’ homes and
small offices – 56% work from home and 21% from a dedicated office

Interviewees 100% Interviewees not dedicated Office use per month (hours)
dedicated to social 100% to social
Office option entrepreneurship entrepreneurship
4o 4o
En 1a3 más Sub- En 1a3 más Sub- 19%
19%
idea años años total idea años años total Total

I work from
home 100% 58% 27% 48% 100% 63% 63% 73% 56%

I share an
office 0% 13% 27% 18% 0% 13% 0% 5% 14% 29%
29%
I have a
dedicated
office 0% 17% 32% 22% 0% 13% 38% 18% 21%

Other option 0% 13% 14% 12% 0% 13% 0% 5% 10% 33%
33%

Total 100% 100% 100% 100% 100% 100% 100% 100% 100%

Given that 77% of respondents work from home or a dedicated
Given that 77% of respondents work from home or a dedicated
office, the HUB’s “Co-Working Space Proposition" 19%
19%
office, the HUB’s “Co-Working Space Proposition"
is a new way of working for most Colombian entrepreneurs
is a new way of working for most Colombian entrepreneurs
Source: Market Perception Research, 2011. Answered questions 73. Reference date: August 27, 2011

In this context, HUB Bogota will focus on becoming a cluster of social
entrepreneurship, hosting players in all stages, core, and support areas

Development stages of Support & service providers to
social projects & enterprises Core Outcome & Impact Areas social projects & enterprises
Coaching, mentorship,
consulting and training

Growth


service providers

and mature e.g. Uniandes IESO

stages

Accelerator and support
programs for social
entrepreneurs
e.g. Ashoka
Start-up
stage
(first 3 years) Impact investors
and financial
services providers
e.g. Bamboo Finance

Seed
or idea Administrative & support
stage service providers
e.g. Legal, Accounting,
Comms., Mkt Research

organizations that, by design, seek to achieve social and/or environmental outcomes & impacts
organizations that, by design, seek to achieve social and/or environmental outcomes & impacts
34

Aiming at gradually building a unique position in the market of early
and growth stage social entepreneurship, both for and non-profit

HUB Bogota’s Feasibility Study > Community Positioning (mission and stage)

Mature
Stage

Growth
Stage

Early
Stage

Seed
Stage
For-profit businesses CSR For-profit social Non-profit social
with no CSR businesses entrepreneurship entrepreneurship
*Hub Project’s Market Perception Survey, August 2011. Question answered by 61 and omitted 21. f

HUB Bogota’s value proposition to social entrepreneurs is based in
three elements – each of them is valued differently by potential clients

Feedback to HUB Value Proposition > Most Valued Components (1 = lowest to 5 = highest)
Flexible and
Convenient
Convenient
economic
location
location
office plans
4.0
4.0
4.4

Meeting
Meeting Events
Events
rooms
rooms rooms
rooms
4.0
4.0 3.1
3.1

Networking
Conection with
& mutual
investors
support
4.3
4.6

Shared
Shared Training and
Training and Innovation & Shared
services
services advise
advise co-creation values
3.9
3.9 3.6
3.6 4.5 4.4

Source: Market Perception Survey 2011. Answered questions 55 (75%). Reference date: August, 27 th, 2011. * SE: Social Entrepreneurship

20120510 Hub Bogota Feasibility Study

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