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For us by us: market creation through community engagement
1. Combining ethnographic and business thinking to bringing
life-changing technologies to emerging economies.
Craig Cisero &RobertaTassi
(2016) Ethnographic Praxis in Industry Conference
MARKET CREATION
THROUGH
COMMUNITY
ENGAGEMENT
2. 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
3. Context
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Illegal connections, lack of services, high density,
widespread crimes and violence.
INFORMAL
CITIES WITH
HIGH LEVELS
OF RISKS
4. Context
FIRE IS ONE
OF THE
BIGGEST
RISKS
Fires often cause large-scale physical and human damage
that increase poverty in those communities.
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
5. TechIdea
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
WHAT IF WE COULD DISTRIBUTE CHEAP FIRE SENSORS TO DECREASE
THE INCIDENCE AND TRAGIC CONSEQUENCES OF FIRE EPISODES?
6. TheOpportunity
EMERGING
TECHNOLOGIES CAN
BRING LIFE-CHANGING
SERVICES TO PLACES
WHERE INFRASTRUCTURE
AND ICT ACCESS IS STILL
LIMITED.
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
such as drones, sensors, mesh networks, IoT
7. HighPotential
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
mPESA MOBILE MONEY
mKOPA SOLAR ENERGY
BIPLANE BLOOD DELIVERY
VODAPHONE M2M SECURITY SYSTEM
8. LotsofChallenges
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Companies struggle
defining the clear value
proposition for new
technology that resonate
with the needs, behaviors
and mental models of
emerging consumers.
MENTAL
MODELS
ICT interventions require
dynamic cost structures
that change over time to
account for ongoing network
costs, data and
maintenance.
COST
STRUCTURE
The failure to establish
effective distribution
channels for products in the
local context has historically
been a weak point in previous
BoP approaches.
DISTRIBUTION
CHANNELS
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.
UNCERTAIN
PROCESSES
9. For us by us
OurInnovationModel
Market creation through community engagement
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
10. ETHNOGRAPHIC THINKING
STRATEGIC THINKING
DESIGN
TECH IDEA
BUSINESS
COMMUNITY
Product-ServiceSystem DevelopmentCycle
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
TECH IDEA PSS SOLUTION
FROM IDEAS TO SOLUTIONS
11. Ethnographic/StrategicThinking
Input
LEARNING
FROM 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
12. Ethnographic/StrategicThinking
Input
DESIGNING
WITH THE
COMMUNITY
02
PRODUCT 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
ETHNOGRAPHIC INSIGHT STRATEGIC INSIGHTS
EXPERIENCE MAPPING
Craig Cisero & Roberta Tassi Market creation through community engagement
13. Craig Cisero & Roberta Tassi Market creation through community engagement
Ethnographic/StrategicThinking
Input
TESTING
WITH THE
COMMUNITY
Prototype 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
ETHNOGRAPHIC INSIGHT STRATEGIC INSIGHTS
03
PREPARATION
DEBRIEF
ROLE PLAYING
14. ETHNOGRAPHIC THINKING
STRATEGIC THINKING
LEARNING DESIGNING TESTING
1 2 3
5-10 30-60 60+
TECH IDEA
Product-ServiceSystem DevelopmentCycle
FROM IDEAS TO SOLUTIONS
PSS SOLUTION
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
15. IntroducingFireClub
FIRE CLUB IS AN ENABLING SERVICE FOR THE COMMUNITIES
TO TAKE RESPONSIBILITY AND ACTION AGAINST FIRE
VALUE PROPOSITION
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
16. COMMUNITIES SUBSCRIBE TO FIRE CLUB BY PAYING
A MONTHLY FEE OF 1.00$ PER HOUSEHOLDS.
IntroducingFireClub
TRAINING SENSORS RESPONSE TEAM FIGHTING TOOLS MICROINSURANCE
PREVENTION DETECTION REBUILDRESPONSEF I R E L I F E C YC L E
O F F E R I N G
SERVICE OFFERING
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
17. ProjectOutcomes
EDUCATIONTOOLS
COMMUNITY FIRE
WARDEN
RESPONSE
VOLUNTEERS
COMMUNITY
LEADER
FIRE CLUB
MANAGER
GLOBAL
NGO
FIRE & DISASTER
SERVICES
COMMUNITY
COMMUNITY FIRE RESPONSE
FIRE RESPONSE
FUNDING
DONOR
MICROINSURANCE
PROVIDER
SENSORS
PRODUCER
INITIAL DONATION CAPITAL CAPITAL
SENSO
R
S
INCUBATIO
N
LOCAL
NGO
M
O
NTHLY FEE
TRUS
T H
ELP
M
O
NTHLY FEE
PAY-B
A
CK
REPO
R
T
MENTORING & STIPEN
D
EDUCATION SENSITIZATION INFORM
ATI
O
N
ProjectOutcomes
SYSTEM MODEL
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
18. THE COMBINATION
OF COMMUNITY-
LEVEL BUSINESS
AND GLOBAL
SUBSIDISATION
REVENUE ALLOWS
THE BUSINESS TO
SCALE OVER TIME.
IntroducingFireClub
EXPECTED OUTCOMES
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
21. ETHNOGRAPHIC THINKING
STRATEGIC THINKING
TECH IDEA
BUSINESS
LEARNING DESIGNING TESTING
1 2 3
5-10 30-60 60+
Conclusion
MODEL
INPUT/OUTPUT COMBINED INSIGHTS
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
22. Whyit’srelevant
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
Relative IPv4 utilisation observed using ICMP Ping request
Carta Botnet
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
23. Whyit’srelevant World Map of Economic Growth
PIL% by 2024
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference
24. Whyit’srelevant
Craig Cisero & Roberta Tassi Market creation through community engagement (2016) Ethnographic Praxis in Industry Conference