Eden Co-op Part 1

Circle 1
Guide: Eden Co-Op
08/28/2020

How: the 7P cooperation
Activate the way we want the world to be, for and with:
People personal, intimate, connecting, whole
Purpose a world that works for everyone, fulﬁllment
Platform include, circle, listen, respect & empower: everyone
Planet harmonizing Earth, ﬂora, fauna, systems & people
Prosperity tech unicorn incentive, scale, speed & vitality
Panache “have a dream,” “we choose to go,” “think different”
Play engaging & fun whenever possible.

Market Opportunity
FAANG satisﬁes 2nd tier needs = $7 Trillion
Satisfying people’s greatest needs, desires and
dreams has to be worth much more.
At least $30+ Trillion over the next 10 years

Business Opportunity
1% of transactions in eden market networks that
serve & measure whatever fulﬁlls our greatest
needs, desires & dreams.
= $200-300B over the next 10 years

Agenda
1. Project Overview
2. Sprint Objective
3. Deﬁnition of Done
4. Roles and Responsibilities
5. Tasks
6. Sprint Schedule

The goal of a Sprint is to plan a short period
of time and deﬁne the work we are going to
do together in an organized way.
Goal

Define Sprint Objective (5 min)
What is the core outcome that we want to achieve for this Sprint?
It should be concise, objective and measurable.
Enter your Sprint Objective here:
To design an identity system (logo,
type, color, illustration, photography,
etc) and style guide for Eden Coop,
specifically for the pitch deck.
Gather stakeholder
requirements, define
customer needs and
prioritize features /
functions to design a
prototype for a
community platform.
Example:

What does being “Done” mean? (5 min)
What are the deliverables needed to complete the Sprint Objective?
Enter your “Deﬁnition of Done” items here:
1. Light CORE is completed in week 1.
2. Stakeholder completes Love and Hate exercise.
3. Creative one-page brief is written and team is
aligned.
4. Two stylescapes are designed.
5. Stylescapes are presented and revised based on
stakeholder feedback / input
6. Final stylescape is revised and style guide is
drafted.
7. Pitch deck templates are designed.
1. Primary stakeholders are
interviewed and requirements
are gathered
2. Customer needs are
deﬁned and prioritized
3. Design team brainstorms
experience, architecture,
features and functionality
4. Design team prioritizes
what to include in MVP
prototype
5. Prototype is designed
Example:

Agenda
1. Project Overview
2. Sprint Objective
3. Deﬁnition of Done
4. Tasks
5. Roles and Responsibilities
6. Sprint Schedule

Tasks
# Task Description Role Point Status Difficulty Hours Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
1 Conduct CORE Facilitation Captain Name Open 3
2
Send Scott Love & Hate Exercise w/
deadline
Co-captain Linda Open 1
3
Love & Hate Exercise is completed and shared
w/ Circle members in a deck w/ images on slides
2
4 Designers complete design research
Difficulty Legend: Easiest -1 / Easier - 2 / Medium - 3 / Difficult - 5 / Extremely - 8
1= .5, 2= 1, 3= 1.5, 5=2.5, 8= 4, 13= 6.5

Tasks
# Task Description Role Point Status Difficulty Hours Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7
1 Conduct CORE Facilitation Captain Name Open 3 1.5 1 .5 .5
Send Scott Love & Hate Exercise w/ deadline
Co-
Captain
Open 2 1
Love & Hate Exercise is shared w/ Circle members
in a deck w/ images on slides
Open
Difficulty Legend: Easiest -1 / Easier - 2 / Medium - 3 / Difficult - 5 / Extremely - 8
1= .5, 2= 1, 3= 1.5, 5=2.5, 8= 4, 13= 6.5

Roles & Responsibilities
Role Responsibility
Primary Stakeholder
This is the client. The sponsor of the project. They share their vision and their needs with the
team, review, provide feedback and approvals.
Circle Captain
Is responsible for facilitating and leading the circle to success. Facilitating rituals, CORE and
sprint activities and ensuring that tasks are done.
Co-Captain
Helps manage the project and ﬁlls in for the Circle Captain as facilitator. Ensures that
presentations are ready and the backlog is up-to-date. They can play multiple roles.
Designer(s) Helps produce ﬁnal design assets, production, ideation, formating, etc.
Copywriter Helps produce text and tone for branded storytelling.
Social Media Helps produce, schedule, and manage content and community engagement.

Deﬁne team roles, responsibilities and commitment (5 min)
What role is each member playing in this Sprint, what are they
responsible for and how many hours can they commit to the work?
Name Example:
Keone
Name
Shubham
Name
Cliff
Name
Linda
Name
Mirna
Name
Luis
Name
Augusto
Role Circle
Captain
Co-Captain
Identity
Designer
Co-Captain
Logo
Development
Co-Captain
Identity
Designer
Identity
design -
Illustration
Co-Captain
Identity
Designer
Identity
Designer
Responsibility Sprint
Facilitator,
Project &
Creative
Alignment
Support
facilitation of
Sprint, Design
research,
Lead
Stylescape #1
Manage
execution of
logo design
Support
facilitation of
Sprint, Design
research,
Lead
Stylescape #2
Research and
development
of illustrative
assets
Support
facilitation of
Sprint, Design
research,
Lead
Stylescape #3
Stylescape
Research and
development
Total Hours
Available
Time
Commitment
60 hrs 60 hrs 60 hrs 60 hrs 50 hrs 45 hrs 00 hrs 120 hrs

Deﬁne team roles, responsibilities and commitment (5 min)
What role is each member playing in this Sprint, what are they
responsible for and how many hours can they commit to the work?
Name Example:
Laura
Name Name Name Name Name Name
Role Design &
Production
Role Role Role Role Role Role
Responsibility Create
designs for…
Responsibility Responsibility Responsibility Responsibility Responsibility Responsibility Total Hours
Available
Time
Commitment
60 hrs 60 hrs 00 hrs 00 hrs 00 hrs 00 hrs 00 hrs 120 hrs

Sprint Schedule
These are the activities for this 3 week sprint.
Name Week 0 Week 1 Week 2 Week 3
Dates Aug 28 - Sept 4 Sept 4 - 11 Sept 11 - 18 Sept 18 - 25
Tasks Planning CORE Discovery Design R1 Design Final

Before CORE Discovery
1. Research the category & competitors
2. Research and get inspiration / create a one slide inspo board
3. Look at though leaders and inﬂuencers in the space
4. Unique feature sets in competitors
5. Look for articles that talk about the trends in this space
6. Look at startups in this space
7. Post interesting ﬁndings in your FB group

Overall Style
Brand Attributes

Attributes (Single word adjectives) that deﬁne the essence of your brand. Brainstorm 6 together.
Choose one ﬁnal.
Culture Co-Creators Voice Feeling Impact X-Factor
How would
our community
describe us?
How would you
describe our Customers?
Your Personality. How
you sound.
How others feel after
interacting with us?
What tangible impact
do you deliver.
How are we different
from others?
Authenticity
Transparency
Community
Collaborative
Walk the Talk and Show Up
Ethical
On purpose
Personal
Rewarding
Playful
Prosperous
Connected
Open Source
Heart centered
Humane
Purposeful driven
Win Win and
collaborative in
execution
Believe in solution and
not ideologies
Optimistic
Open
Successful
Open Communication
Community integrated
Intelligent, Positive
Optimistic, Playful
Simple, Clear
Lucid, Present
Leading
Leadership through
listening and presence
Nurturing
Creating a safe space for
unique self expression
God-Mom-like
Wave your freak flag
Inviting Authenticity
Inclusive
Welcoming
Everyone at the table,
Playful
Honest
Oprah Feeling
Like your best friend
BRand shows up and
facility is trained to be that
wise
best friend
that has super powers
Really feel supported
Empowered
Opposite of krypton
Your booster shot
Connection and
community of friends
Reciprocity
Reciprocity
Greatest possibility to
make dreams reality
Benefit is your life
Making like constant
integrated and long
term
Integration and having
people impact your life
The reward is just
showing up
Connection
Self expression
Life Works
We’re Family
The one you wish you
had.
The most personal
and connected brand
in the world
Brand Attributes

Who are the customers, users and co-creators for your ideas, brand or company?
Demographics
• 32
• Bogota
• Video Story Teller
• Single
• Self Taught / Biology
• Freelancer
•Needs
•Activate career from
work for hire to work on
purpose
•Find collaborators in
issues she cares about
•Make her own content
• Create a Social &
Economic justice
documentary (Income
activist)
Solutions
•Affordable mastermind /
support
•See the possibility
(Other models)
•Identify and match with
peers
•Network of resources
•Feedback
•Financing for
documentary
Name: Eva North
Customer Type: Passionate
Purposeprenur Change Maker
Co-Creator Proﬁle 1
© Copyright 2020 CORE Systms LLC

Brand Archetype
Brand Personality Exploration

Impact Narrative
Ideas in action over time.
Investors Presentation Engage Save/Share Return
•Deck
- Idea understood and
lands
- Simple and clear
- User journey
- Business Case
- Problem
- Solution
- Use Cases
- GTM Strategy
-
- PDF
- Animated
- Super Clean Deck
tells story visually
- Stand alone TED Talk
- Mmhmm.com
Format
- INteractive slide
show and record self
- Clear Ask
- Contact Info
- Compelling invitation
/ challenge

Enter the top choices from each column in the previous exercise.
X-Factor:
provides for
Name Product / Service Customers
way, with a
in a voice. Helping them feel
Culture Voice
Feeling
and
Impact
Brand Statement
Eden Coop a platform Optimistic
Connected Welcoming
uncondionally
loved
make dreams come
true
Family
entrepreneurs
32 © Copyright 2020 CORE Systms LLC

33
Next:
Creative Direction + Research

6 brands you love and 6 brands you hate + links
Love Style Value
Lebron James
Gary Vaynerchuck
Air Bnb
Patagonia
Siack
Art of Living
Frank and Oak
Webflow
The Futur
Medium
Patagonia
IKEA
Brussels Airline
Apple - simplicity, clean, privacy first
Netflix - focus on quality content, easy to use UI
Spotify - best personalization using 'swarm AI', music nourishes the soul, I enjoy using Spotify daily
because its easy to use and has all the music I want to listen to
Wikipedia - by the people for the people, proves power of collective intelligence
ROLEX. They have maintained a level excellence. On all fronts.
NIKE needs to be appreciated for what they do and how they do. I know some inside baseball that badly
tarnishes it, but universally crush it.
Kleenex (Zoom) and any other brand that ingrain themselves as the name for the product which they are.
They did “something” right over time.
Lego - anyone can have fun being creative
Tesla - inspiring vision of future beyond fossil fuels
Olipop - cute brand for healthy “sodas”
Adobe - inspiring people to be creative
Patagonia - 3P+ People, Planet, Profit... multistakeholder, conscious and green capital pioneer
Digi.Me - functional, ethical and beneficial application and treatment of our data
•Hate Style Value
BP
KFC
maga
IRS
Comcast
wal mart
Levi
Victoria Secret
Amazon
trump
Coca cola
Apple - playing monopolist with outrageous non-interoperability with Android, absurd 30%
app tax, data silo.
Banks (Chase, Citibank, Bank of America, Wells Fargo, etc.) - profiting from debt slavery
Bayer - Monsanto = evil
Facebook - misinformation, echo chambers, destroying democracy, feature bloat
Phillip Morris - profiting from cancer sticks
Levi’s. They had a fun niche, great ad campaigns and basically went down the tubes. Having
it and losing it is irresponsible. They were my fave jeans brand at one point. Did not adapt
Comcast. Terrible brand. Bad logo. Bad service. Great idea/purchasing power/monopoly.
Now NBCUniversal.
Love & Hate

NEXT STEPS
Ideas in action over time.
Eden Co-Op
Deliverables
Visual Research Stylescape Thursday Review
•Brand Identity
○ Logo
○ Colors
○ Pattern
○ Font
○ Images
•Pitch Deck
What visual elements and principles are
aligned with the creative concept? Save them
in the Pinterest mood boards.
Remember there are 2 concepts.
- Connected-Welcoming-Best-Friend-Family
- Moodboard https://pin.it/2hompY6
- Optimistic-Nurturing-Empowering-WinWin
- Moodboard https://pin.it/4fAtqLs
To those beginning their mood
boards on stylescapes, feel
comfortable pulling elements from
the moodboards. Thats why they
are there.
We will review the
progress of the
stylescapes and
identify some of the
strongest elements
from our visual
research.

Attributes (Single word adjectives) that deﬁne the essence of your brand. Brainstorm 6 together.
Choose one ﬁnal.
Creative Concepts
Welcoming
Family
Best Friend
Connected
Nurturing
Win/Win
Empowering
Optimistic

Here I breakdown the creative concept to help you execute more powerful visual research.
Creative Concept Breakdown
Welcoming
Family
Best Friend
Connected
Deeper Meaning
"to join, bind, or fasten together," from Latin conectere "join together," from assimilated form of com "together" (see
con-) + nectere "to bind, tie" (from PIE root *ned- "to bind, tie").
A similar change took place in French, where connexer was superseded by connecter. Meaning "to establish a
relationship" (with) is from 1881. Slang meaning "get in touch with" is attested by 1926, from telephone connections.
Meaning "awaken meaningful emotions, establish rapport" is from 1942. Of a hit or blow, "to reach the target," from c.
1920. Related: Connected; connecting; connectedness.
How is this manifested in design elements ?
How are things that are connected represented? are they intertwined? Related by shape? How are things that
are alike, shown that they are?
Think about branding that conveys those ideas though Logos, Colors, Photos, Fonts, layouts, etc…

Creative Concept Breakdown
Deeper Meaning
1759 (in translations of Voltaire), from French optimisme (1737), from Modern Latin optimum, used by Gottfried
Leibniz (in "Thodice," 1710) to mean "the greatest good," from Latin optimus "the best" (see optimum). The doctrine
holds that the actual world is the "best of all possible worlds," in which the creator accomplishes the most good at the
cost of the least evil.
Launched out of philosophical jargon and into currency by Voltaire's satire on it in "Candide." General sense of "belief
that good ultimately will prevail in the world" first attested 1841 in Emerson; meaning "tendency to take a hopeful view
of things" first recorded 1819 in Shelley.
How is Optimism manifested in design elements?
How are Brands that are good represented? Research optimistic branding. How are companies showing their
optimism?
Think about branding that conveys these idea through Logos, Colors, Photos, Fonts, layouts, etc…
Nurturing
Win/Win
Empowering
Optimistic

Creative Concept Research
Research Locations
- Behance https://www.behance.net/
- Dribble https://dribbble.com/
- Awwwards https://www.awwwards.com/
- Agency: https://www.pentagram.com/
- Agency https://byfutura.com/en/
- Agency https://monikersf.com/
- Project Inspiration https://byhuman.mx/wintelligen
Mood Board
- Connected-Welcoming-Best-Friend-Family
- Moodboard https://pin.it/2hompY6
- Optimistic-Nurturing-Empowering-WinWin
- Moodboard https://pin.it/4fAtqLs
-

Next Week
1. Additional Session for Planning
2. Friday Brieﬁng

Looped Square
Connection
One Inﬁnite Loop
Home Base
Four Leaf Clover
Universal symbol of protection

Color exploration
Consider Cosmos
palette.
Or a variation of it.

CHeck out this doc for more points of reference on the ‘command/looped square icon’

Deck Pages
A 5-Page Template
Title Page Presentation Customer Journey
Page
Image Based Page
Financial
Presentation
General Heading
•H1
•H2
•H3
- Google Font x2
- Sans Pro
- Shubham Logo +
Color
- Drop shadows
- Borders
- Texture/Pattern
General Title Header
- X vs Y
- 2 column of
information
- Drop shadows
- Borders
- Texture/Pattern
- Showcase a step by
step process
- Iconography
- Copy
- Drop shadows
- Borders
- Texture/Pattern
- Image as
background
- Image as foreground
- Statistics
presentation
- Mosaic Layout
- Drop shadows
- Borders
- Texture/Pattern
- Charts
- Numbers
- Storytelling with Math

A world that works for everyone.
Scott Vineberg, Co-Founder
scott@eden.coop
555-123-4567

customer
needs
1
2
3
discover
where did the
customer discover us?
engage
what led them to
engage?
act
what causes them
to act and either
buy or go to the
next step?
return
why do they come
back to the
platform? did we
prompt them?
recommend
what makes the
customer
recommend us to
their colleagues?
advocate
what makes the
customer a fierce
advocate for us?
initiating
events
feelings/
emotions
touchpoint/
channel
communication
strategy
customer journey

eden
coop
40%
22%
40%
22%
40% 40% 40%
Some
text
can
go
here
Statistic Statistic
Statistic
Statistic
Statistic Statistic Statistic
image based page
12%
12%
Statistic
Statistic

Profit / Loss
Revenue Net Profit/Loss

Scott Vineberg, Co-Founder
Investor Deck

2
Presentation
The Problem
We live in a world of dysfunction when we
have all the solutions.
Education needs to be disrupted and young
people need to be activated. Nobody is taking
the opportunity to create solutions
in a meaningful way.
In massa tempor nec feugiat. Praesent
tristique magna sit amet purus gravida quis
blandit turpis. Risus nullam eget felis eget
nunc lobortis. Eget nulla facilisi etiam
dignissim diam quis. Ac feugiat sed lectus
vestibulum mattis ullamcorper velit sed.
poverty
peace
and justice
education
economic
growth
clean
energy
Health
care
hunger
climate
action
gender
equality
sustainability
The Solution
• Activate young people through circles.
• Facilitated masterminds to have a better life.
• Make these masterminds available to
everyone.
• The facilitator provides resources for people
to become activated.
• Create new family structures based on
shared values

Customer
Needs
Discover Engage Act Return Advocate
1.
2.
3.
where did the
customer discover
us?
what led them to
engage?
what causes them
to act and either
buy or go to the
next step?
what makes the
customer
recommend us to
their colleagues?
what makes the
customer a fierce
advocate for us?
Initiating
Events
Feelings/ Emotions
Touchpoint/
Channel
Communication
strategy
Customer Journey
3

Activating Purposepreneurs
to build a world that works for everyone
Anyone… and especially young people…
whatever happens between now and 2035
will mostly be enacted by young people.
1-to-1 correlation between the
actualization/activation of the 2B young
people and the quality of our future.
5

Financial Presentation
Profit / Loss
6

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