2. 08.30 - Who the hell are you?
09.00 - Principles and purpose of the day
09.30 - User-centred design
10.30 - Building business models
12.30 - Working Lunch
13.15 - Business Model Presentations
14.00 -Visual / Paper prototyping
15.00 - Working Coffee
15.20 - Prototype Presentations
16.20 - Wrap upAndrew Missingham
amissingham.com
#jaagidea
@amissingham
Plan for the day
Thursday, 13 June 13
4. Why feature phones?
• They're data enabled, within the reach of most
Indians, but not fully exploited for their data
capability
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
5. Why feature phones?
• They're data enabled, within the reach of most
Indians, but not fully exploited for their data
capability
• We’re not trying to get someone with a
Mercedes to buy a Lexus.
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
6. Why feature phones?
• They're data enabled, within the reach of most
Indians, but not fully exploited for their data
capability
• We’re not trying to get someone with a
Mercedes to buy a Lexus.
• Compelling data-using services are yet be
created. So data use remains low
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
7. Why feature phones?
• We're creating the possibility that feature phones
will be India's iPad - shared around the family,
always on, always online.
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
8. Why feature phones?
• We're creating the possibility that feature phones
will be India's iPad - shared around the family,
always on, always online.
• Use the whole animal - SMS, Camera,Torch, Data,
Bluetooth, Calendar, Clock... you name it!
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
9. Why design for girls?
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
10. Why design for girls?
•Adolescent girls are statistically the least
likely members of society to be invested into.
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
11. Why design for girls?
•Adolescent girls are statistically the least
likely members of society to be invested into.
•They are the most disadvantaged.
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
12. Why design for girls?
•Adolescent girls are statistically the least
likely members of society to be invested into.
•They are the most disadvantaged.
•Their potential is not being fulfilled.
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
13. Why design for girls?
•Adolescent girls are statistically the least
likely members of society to be invested into.
•They are the most disadvantaged.
•Their potential is not being fulfilled.
•Fulfilled and unleashed, their potential can
add massive latent value to economies.
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
14. Why design for girls?
•Girls are the gateways to higher data use.
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
15. Why design for girls?
•Girls are the gateways to higher data use.
•Girls are geeks.They teach their families how
to use mobile phones.
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
16. Why design for girls?
•Girls are the gateways to higher data use.
•Girls are geeks.They teach their families how
to use mobile phones.
•They do this more than boys, because they
are more often at home.
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
17. Why design for girls?
•Girls are the gateways to higher data use.
•Girls are geeks.They teach their families how
to use mobile phones.
•They do this more than boys, because they
are more often at home.
•This crosses rich and poor. It even crosses
whether a girl owns a phone or not.
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
19. Task #1
• You have to design the most realistic
persona of a girl who you will be designing
for today.
• None are rich. None own a smartphone.
• All either own, or have access to a feature
phone (you decide which).
• So pick some cards...
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
20. Task #1
• Talk about who they are.Add details.Talk
about their daily routines.
• Think of the girls in your families, the girls
you knew when you were young, real girls.
• Make them as real as possible.
• Then use the following tool to find out
more about them.
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
21. Tool #1
Xplane’s Empathy Map
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
24. Task #2
Build a business model
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
25. Task #2
• Your business model must be designed to
appeal to the personas outlined in Task #1
• The task must make use of a feature
phone’s capabilities (remember, use the
whole animal if necessary).
• The ideas must share value with the girl
(they get a “kick back”)
• Parents will let the girl use the phone more
if use is educational, a money saver, or a
money earner.
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
26. Tool #2
The Business Model
Canvas
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
38. Task #2
• Your business model must be designed to
appeal to the personas outlined in Task #1
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
39. Task #2
• Your business model must be designed to
appeal to the personas outlined in Task #1
• The task must make use of a feature
phone’s capabilities (remember, use the
whole animal if necessary).
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
40. Task #2
• Your business model must be designed to
appeal to the personas outlined in Task #1
• The task must make use of a feature
phone’s capabilities (remember, use the
whole animal if necessary).
• The ideas must share value with the girl
(they get a “kick back”)
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
41. Task #2
• Your business model must be designed to
appeal to the personas outlined in Task #1
• The task must make use of a feature
phone’s capabilities (remember, use the
whole animal if necessary).
• The ideas must share value with the girl
(they get a “kick back”)
• Parents will let the girl use the phone more
if use is educational, a money saver, or a
money earner.
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
50. Task #2
• Choose one of the business model
canvases to work on (it doesn’t have to be
yours)
• Sketch out the key steps in your app or
utility.
• Big thoughts; Big paper
• There are no wrong answers!
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
51. Tool #4
Walt Disney’s
3 Rooms
Andrew Missingham
amissingham.com
#jaagidea
@amissingham
Thursday, 13 June 13
62. Biz model triggers
Be your competition. Imagine you just realise that another company has
your business model, and they started 2 years ago! How do you
compete against a competitor with a 2-year head start?
Map the customer story onto the business model canvas. One person
describes the customers journey, the rest listen and document it on the
canvas.
How would you launch this business with only $1000?
How can you make this work if all your employees lived in different
countries?
How can you make it so customers support themselves and you have
no support department or costs?
How can you grow by retaining customers? How would you make
customers stay longer if that were your only engine of growth?
Thursday, 13 June 13
63. Biz model triggers
How can you design your business so that sharing or promoting the
product is a *necessary* step in being a customer?
How can your reach $2 million / year revenue in 24 months?
What aspect of your business can be copied by your competitor to
improve their offering to their customers? Isolate one that can't, and strip
all unnecessary parts of your model offer that alone.
Make it so you can make money without hiring or acquiring new skills.
What would this business model look like in China? In Ghana? In India?
Isolate a part of the business that can scale to millions of customers/users
without scaling up to more than 20 employees.What business model can
be built around that?
If this business idea failed, what can rise from the ashes?Take a key
component in delivering your value proposition and move it to Key
Resources, rewriting it if necessary.
Thursday, 13 June 13
