La Arenera's Social Business Plan 2012-2017 (English)

social business model and business plan
november 2011

La Arenera’s Business Plan 2012-2017

Executive Summary

About La Arenera

Social Innovation Community

Social Innovation Solutions

Social Innovation Hub

2

Executive Summary

La Arenera > Executive Summary > Business Plan 2012-2017
“Life is about the people you meet, and the things you create with them. So go out and start creating.”
– The Holstee Manifesto (2009)
La Arenera is a non-profit corporation that develops, hosts, is expected to generate annual operating revenue between
and mobilizes a vibrant community of social entrepreneurs USD 180 and 270 thousand from membership and learning
and innovators in Colombia. The organization was founded events, and a net margin between 5% and 13%.
in June 2009 and was registered as a non-profit corporation
in April 2011 by its Steering Team (ST), currently comprised of The second program, Social Innovation Solutions program
eight volunteer members. implements participatory leadership processes in
communities and organizations to help them solve their own
La Arenera’s social enterprise model has three programs: challenges. In period 2013-2017, this component is expected
Social Innovation Community, Solutions, and Hub. The to generate operating revenue between USD 119 and 247
following document, presents the organization’s Business thousand per year from facilitation and consulting enga-
Plan for term 2012-2017, requiring an investment of USD gements. Its projected net margin is between 14% and 20%.
304,497 and expected to yield a Net Present Value of USD
454,191 within the next six years at a discount rate of 8%. Finally, the Social Innovation Hub, is inspired in The Hub
Network and the Centre for Social Innovation in Canada.
The first program aims to develop a community of learning Through it, La Arenera will create the first co-working space
and practice that inspires and materializes social for social entrepreneurs and innovators in Colombia. A Hub
entrepreneurship and innovation in Colombia. By November is a key to strengthen La Arenera’s community even further.
2011, La Arenera has grown to 1,070 members in more than It will open opportunities for powerful social interaction and
20 cities of Colombia and 40 cities of other 25 countries. promote members’ mutual support, advise, and training.
About 1/4 of members are full time social entrepreneurs Likewise, it will facilitate the emergence of connections with
executing projects in areas such as personal, social, potential partners, clients, suppliers, and funders.
environmental, political, and microenterprise development.
Their projects reach more than 1,000,000 beneficiaries. The Hub program requires an investment of USD 241 (79% of
total). It is expected to generate annual operating revenue
The plan targets 4,000 members by 2017 and a substantial between USD 285 and 575 thousand after 2013 from
improvement in nurturing, connecting, training, and membership, events and rooms’ rental, and support
promoting cooperation among the community. This services. Its projected net margin is between 19%
program requires an investment of USD 44 thousand and and 49% in 2012-17.

La Arenera will have 3 key sources of revenue and expenditure –
These are expected to grow 20% and 12% respectively until 2017

La Arenera > Executive Summary > Sources and destination of resources
Operating Revenue (thousand USD) Operating Expenditure (thousand USD)
1,098
1,001
20%* 23%
886
739
25% 12%*
585 589 619
550 4%
503 8%
436 27%
383
4% 350
25% 53% 8% 32%
19%
36%
33%
39% 29%
36%

2012 2013 2014 2015 2016 2017 2012 2013 2014 2015 2016 2017
HUB COMMUNITY SOLUTIONS
HUB COMMUNITY SOLUTIONS SHARED UNFORESEEN
* CAGR: Compounded Average Growth Rate

Source: La Arenera’s business and financial plan 2012-2017

Given its diverse revenue base, La Arenera is expected to break even
by the end of 2013 and reach net margins between 11% and 30%

La Arenera > Executive Summary > Projected results 2012-2017 (USD)
Period
ANÁLISIS DE RESULTADOS Parameter 0 2012 2013 2014 2015 2016 2017
(a) OPERATING REVENUES (without Sales Tax) 330,603 504,648 637,342 763,402 863,201 946,201
GROSS OPERATING REVENUES (with Sales Tax) 383,499 585,391 739,317 885,546 1,001,313 1,097,593
A. SOCIAL INNOVATION HUB 150,508 286,931 363,674 455,692 529,283 579,981
B. SOCIAL INNOVATION COMMUNITY 137,250 179,381 228,194 249,685 259,724 270,551
C. SOCIAL INNOVATION SOLUTIONS 95,741 119,079 147,449 180,170 212,306 247,061
(b) OPERATING EXPENSES (c+d) 349,214 434,756 501,297 548,357 587,256 616,584
(e) OPERATING PROFIT (a-b) -18,612 69,892 136,046 215,045 275,945 329,617
(f) NON-OPERATING REVENUES 0 0 0 0 0 0
(g) NON-OPERATING EXPENSES 1,015 1,367 1,590 1,860 2,073 2,230
(h) INCOME BEFORE TAXES (d+e-f) -19,626 68,525 134,456 213,185 273,872 327,387
(i) INCOME TAX (Aplicable only to the HUB portion) 0 0 0 0 0 0
(j) NET INCOME (g-h) -19,626 68,525 134,456 213,185 273,872 327,387
(k) DEPRECIATION 11,370 11,086 11,114 11,270 11,254 11,254
(l) INITIAL INVESTMENT -304,497
(m) NET CASH FLOW -304,497 -8,256 79,611 145,570 224,455 285,127 338,641
NET PRESENT VALUE (NPV) 454,191
Operating Revenue, Net Income and Net Margin (thousand
1,000 USD and %) 946 40%
863
763 35%
800 30%
637 32%
600 505 28%
21% 20%
400 331 327
14% 274
213 10%
200 134
69
0 0%
-6%
-20
-200 2012 2013 2014 2015 2016 2017 -10%
Operating Income Net Income Net Margin (%)


The initial investment of plan 2012-2017 is estimated in USD 304,497 -
79% for the Hub, 17% for the Community and 4% for Solutions

La Arenera > Executive Summary > Required Initial Investment (USD)

TOTAL INITIAL INVESTMENT 304,497
12,009, 4
% A. SOCIAL INNOVATION HUB 241,350
51,138, 17
Capital Expenditure (CAPEX) 77,970
%
Rent, Administration and Public Utilities 81,912

Personnel 43,476

90% of Shared Expenses 2012 24,132

90% of Unforeseen Expenses 2012 13,861

B. SOCIAL INNOVATION COMMUNITY 51,138

Personnel 22,265

One Art of Hosting Workshop 13,994
241,350, 7
9% One Social Innovation Week 14,880

A. SOCIAL INNOVATION HUB C. SOCIAL INNOVATION SOLUTIONS 12,009
B. SOCIAL INNOVATION COMMUNITY Personnel: Consulting Coordinator 10,256
C. SOCIAL INNOVATION SOLUTIONS
Personnel: Intern 1,753


The project is robust given variations in discount rates and has mid-
level sensitivity to variations in operating revenue and expenses

La Arenera > Executive Summary > Partial sensitivity analysis Net Present Value (USD)

Sensitivity of NPV given changes
in discount rate/cost of capital
517 552 590
340 384 444

12% 10% 8% 6% 5% 4%

Sensitivity of NPV given changes 1049 1149 Sensitivity of NPV given changes
894 in operating expenses
in operating revenue 749
670
450 450
148 220

-9
70% 80%
-148 90% 100% 110% 120% 70% 80% 90% 100% 110% 120%

-455


Work Schedule for 2012

2011 Year 2012
Activities Respon
Road Map
sible Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

SOCIAL INNOVATION COMMUINITY
1.1. Art of Hosting
1.2. Social Innovation Week Promotion begins March 14,15 and 16, 2011 Hosting continues
1.3. Solidarity Economy “EcoSol” Online
1.3. Re-vamp online portal LaArenera.org
1.5. Learning and hosting events
SOCIAL INNOVATION SOLUTIONS
2.1. Certification of Hosts After each Art of Hosting
2.2. Continuous Business Development
2.3. Systematization of experiences
SOCIAL INNOVATION HUB
3.1. Site selection
3.2. Partnership agreements signed
3.3. Team selection
3.1. Collaborative design of the space
3.2. Collective transformation of space
6.3. Sales of membership plans The pioneers are signed in
7.1. Start of operations March 01, 2011 – site still under construction
7.2. Pre-launch in Social Innovation Week March 13, 2011
7.4. Official launch and party March 31, 2011

Milestones


Executive Summary

About La Arenera




9

Despite recent progress, Colombia 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 Colombia 54,2
Chile: 2 45.5
Ukraine 19.2
Millions
GINI Coefficient* (2000-2010)

35.0
Mexico: 9 54.7
of poor Peru 34.8
Mexico 39.4
Colombia: 13 South Africa: 21 0,60 33.7
37.8
0,58 Brazil 24.9
Brazil: 25 India 28.2
24.6
Venezuela 48.6
Peru: 5 0,50
25.1
Egypt 17.9
20.3
Argentina: 3
India: 926 Turkey 18.9
27.2
Venezuela: 3 Indonesia: 144 South… 18.7
31.1
Morocco 16.6
Turkey: 6 0,40 Poland 17.1
Rusia 19.7
Malasyia: 3 13.1
Russia: 3 Vietnam: 43 Indonesia 18.2
China: 498 14.2
15.2
Poland: 1 Corea
0,30 13.7
Egypt: 15 Argentina 13.2
57.5

Chile 19.2
Ukraine: 1 11.5
Vietnam 28.9
12.1
0,20 Morocco 7.5
14.0

Malaysia 7.2
3.8
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 China 3.7
27,9 2.5
1.0
Poverty incidence by income: population with Taiwan 1.1 2002 2009 (Estimate)
less than U$2 per day 2009 (%)
* GINI Coefficient: a measure of income distribution ranging between zero 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

In this context, La Arenera seeks to develop, host, and mobilize a
vibrant community of learners and practitioners of social innovation

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

Unconditional
Co-creation Integrity acceptance Sustainability Flexibility
of the other

Develop a community Lead the community Create a co-working space
Goals

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

Social Innovation Community Social Innovation Solutions Social Innovation Hub
and projects
Programs

1. LaArenera.org 1. Design and facilitation of 1. Co-working space
2. Art of Hosting (AoH) participatory leadership 2. Open space
3. Solidarity Economy “EcoSol” processes 3. Meeting and events rooms
4. Social Innovation Week “SIW” 2. Innovation labs 4. Shared services
5. Happy hour “Pola Social” 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

The organization has three core programs, including: Social Innovation
Community, Social Innovation Solutions, and Social Innovation Hub

La Arenera’s core programs

A creative and vibrant Social innovation
learning community of social solutions aims at
entrepreneurs and promoting citizens
innovators. It discusses, tests participation, building
and implements social Social Social social capital and
innovations. The community Innovation Innovation generating sustainable
is co-developed and owned Community Solutions initiatives. It is a client-
by its members within a centered business
flexible structure. where social
innovations are
produced within
organizations and
communities are
Social transformed into
Innovation products and services.
Hub

The Hub is the house of social entrepreneurs and innovators.
It is a hybrid model of private co-working space and open space.
The private co-working space hosts social entrepreneurs in a convenient
location of Bogotá, with adequate infrastructure and affordable plans.
The open space invites everybody to connect, interact and host
meaningful conversations around issues that matter. The Hub is the
infrastructure that supports innovation emergence and development. 12

La Arenera’s Scorecard is comprised of 19 Key Performance Indicators

La Arenera’s Baseline Goals 2012-2017
Key Performance Indicators (KPIs)
Social Innovation Community 2009 2010 2011 2012 2013 2014 2015 2016 2017
# users registered in LaArenera.org 124 421 1070 1300 1700 2200 2800 3500 4000
# learning events (e.g. AoH*, SIW**, dialogues) 4 15 12 15 20 25 30 35 35
# participants in learning events 550 690 605 1000 1500 2000 2500 3000 3500
# participants in social and cultural events 150 200 400 600 800 1000 1200 1400 1600
# deals executed in Solidarity Economy “EcoSol” - - 5 80 100 150 200 250 300
% active members (participate ≥ 2 activities) 30% 35% 35% 40% 40% 40% 40% 40% 40%
% members say La Arenera adds value to them 70% 70% 70% 70% 70% 70%
Social Innovation Solutions 2009 2010 2011 2012 2013 2014 2015 2016 2017
# certified AoH* Hosts - - 10 25 40 60 80 100 120
# days / projects delivered - - 50/1 180/6 220/10 260/12 300/14 340/16 380/16
# participants in projects delivered - - 1300 3000 4000 6000 8000 10000 12000
Client satisfaction (1-10) - - 9 8 8 8 8 8 8
Social Innovation Hub 2009 2010 2011 2012 2013 2014 2015 2016 2017
# Hub members - - - 136 166 196 226 256 271
% used capacity of co-working space - - - 45% 55% 65% 75% 85% 90%
# hours sold of meeting and event rooms service - - - 964 1157 1350 1542 1735 1928
# active support services - - 5 12 15 15 15 15 15
% members using support services - - - 20% 30% 30% 30% 30% 30%
# of joint projects generated 6 12 18 24 30 30 30
% growth in members’ beneficiaries and revenues - 10% 10% 10% 10% 10% 10%
% members say the Hub adds value to them - - - 80% 80% 80% 80% 80% 80%
* AoH: Art of Hosting, ** SIW: Social Innovation Week

And its organizational structure is based on the three core programs
– the Social Innovation Hub is co-led with partners like Somos Más

La Arenera’s organizational structure

La Arenera’s Somos Más
Steering Team & Key Partners

Social Innovation Social Innovation Social Innovation
Community Solutions Hub

National Community Manager Hub Manager &
Development & Social Innovation Entrepreneurs’
Events Manager Solutions Support Services

Manager
Consultants Entrepreneurs’
Community
& AoH Facilitators Hosts
Development Cali

Participatory Marketing
Leadership and Sales
Manager Coordinator

Administrative
Assistant & Intern

Team profiles

The Team
Paula, Hub Manager & Entrepreneurs’ Support Services Juan, Hub Host and Hub Marketing & Sales Coordinator
• Education: Bachelor of Business Administration • Education: Bachelor of Information Systems
from Universidad de los Andes Engineering from Universidad Nacional and MBA
• Relevant experience: Host at the Hub Sao candidate from Universidad de los Andes
Paulo, Consultant at Sustainable Business • Relevant experience: Project Manager at Somos
Consulting BSD Consulting, and National Más Corporation, Materials’ Planning Specialist at
Corporate Social Responsibility Coordinator at Bavaria, and Project Analyst at Banco de Bogotá
AIESEC in Colombia “I'm an enthusiast of technology as a tool to generate social
“I believe in the power of individuals and communities that dare value. Today, I'm inspired by life, respect and dignification of all
to discover who they are and what they really care about by beings. I dream of a world in which we recognize and honor the
looking inside, by listening to one another, by taking the first step worth of each and every living being. I'm energized by happiness
and by earning from every experience, every time. I'm inspired by and the freedom of riding bicycle.”
our capacity to co-create, to understand we interARE, to see
diversity and complexity as a fertile ground for real solutions. How
to nurture environments where our collective wisdom and deep
connections can really blossom into the collaborative actions
that need to emerge now? This question moves me everyday to
open up, to learn, to show up.”
Carolina, Hub Host and
Germán Forero, Hub Steering Team Member and National Community Development & Events Manager
• Education: MSc in Human Ecology from Centre of
• Education: Bachelor of Business Administration Human Ecology-Edinburgh and University of
and Economics, Universidad Nacional de Strathclyde. Bachelor of Marketing from
Colombia Politécnico Grancolombiano.
• Relevant experience: University lecturer, co- • Relevant experience: Consultant to the Ministry of
founder of several companies, currently President Education of Colombia in the multi-sector national
of Corpración La Visión and Sociedad strategy to promote healthy lifestyles; Coordinator
Ecoparques La Visión SAS of private sector partnerships, UN World Food
Programme – Colombia; Experience in community
“I believe each one of us is an aspect of Love that projects related to urban agriculture and fair
Creates, and that is why we trade; Experience in film production and
are, inspirers, creators, inventors, producers and makers. If I find multimedia design.
that I am happy and that my life seems enlightened, I feel I “I dream of a society in which we gradually unite strengths to live
inspire those who enter my life. Let’s trust that all our in community, and we recognize ourselves as a form of life, like so
inspirations, hopes, dreams and creativity come to our many others on the planet, that live intimately connected and
community, manifesting new material realities as miracles interdependent. I want us to be willing to learn from
around us.” others, acknowledging the difference and diversity of
knowledge.”
15

Team profiles

The Team
Vladimir, General Steering Team Member Pablo, Participatory Leadership Manager and Consultant
• Education: MPA candidate Columbia • Education: Master in Philosphy and Bachelor in
University, Master of Business Economics from Sao Pure Mathematics and Digital Media Design
Paulo School of Economics FGV, and Bachelor of • Relevant experience: Art of Hosting facilitation,
Economics and International Business Icesi Art Director at Levkane Advertising.
• Relevant experience: consulting project manager
at Kaiser Associates, consultant at Invest Hong
Kong, president at Columbia Impact Investing
and President at AIESEC in Colombia “How do we create a participatory space, with a common
“I believe in the possibility of inspiring and supporting purpose and dependent of no single individual? How do I
entrepreneurship, social innovation and freedom-oriented address the difference between the Other and myself when such
development in pursuit of bettering the quality of life of millions of difference refers to profound beliefs? These questions abound in
Colombians. I believe in the potential of clusters, the me every time I find myself in a La Arenera meeting, every time I
development of trust and cooperation amongst entrepreneurs attend or facilitate a conversation, every time y reflect upon
and social innovators in order to generate high-impact world violence and the possibility of peace.”
changes.”
Jennifer, Manager Community Development Cali
• Education: Bachelor in Mechatronics
Engineering
Carlos Barrero, Hub Steering Team Member • Relevant experience: Trainee Ozka Lastik ve
• Education: Master in Visual Arts from La Kaucuk, Facilitator at Elos Institutes and Director
Universidad Distrital Francisco José de Caldas – of Information Systems at AIESEC in Colombia
ASAB. Studies in Creation, Culture and Design from
La Pontificia Universidad Javeriana.
“When we achieve a communion between vision and
• Relevant Experience commitment, just there in the middle lies action. And that is what
Consultant and facilitator from ASIFA Colombia we need now, in a world in which each individual with his/her
(Asociación de film animados) and AsoMúsica initiative or idea, is like a neuron connecting with other neurons to
Bogotá. Founder of Fabricca – creative and make an organism which decides what to be, how to be and
cultural industry. Co-wrote the “Manual of Cultural where to go. That is my purpose by being part of this community
Entrepreneurship” for the Ministry of Culture. of learning and practice which connects to innovate and
Participant at the Mesa de Agremiaciones del pursue, and which takes advantage of its individual and
Sector Audiovisual en Colombia. collective potential to build the best world in which we wish to
I am inspired by entrepreneurship and am challenged by the live today!”
possibility of creating spaces and processes of citizen Nicolás Martín, Hub Steering Team Member
participation with direct impact in public affairs. Hi level of
leadership, team work, capacity to effectively and efficently • Education: Bachelor of IS Engineering from
solve problems, hi level of handling interpersonal relations. Universidad de los Andes
Consultant in cultural development processes In any sort of social • Relevant experience: Executive Director at
group or local, regional or national community and public or Corporación Somos Más, and Social Trainee at
private entities Universidad de los Andes
16

La Arenera’s Business Plan 2012-2017 Goal
Develop a community
of learning and practice
that inspires and materializes
social innovation

Executive Summary

About La Arenera
• Who is the community?
Social Innovation Community • What has been achieved so far?
• What are the goals for the future?
• Financials


17

La Arenera is comprised of learners and practitioners of social
entrepreneurship – about 1/4 are full-time social entrepreneurs

La Arenera > Social Innovation Community > Who is the community?

Development stage
326 Learners – interested of La Arenera’s social entrepreneurs
(30%) in the topic but social
entrepreneurship
IS NOT their main
economic activity
Start-up
stage
56% (1st year
¿Is social Practitioners – Social of operation)
entrepreneurship
your main
244 entrepreneurship
economic (23%) IS their main
activity? economic activity
Development
stage
28% (2-3 years)

Expansion stage
16% (more than 3 years)
500*
Did not answer the question*
(47%)

* 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

Members are interested in learning and solving a wide range of
social, political, environmental and economic issues

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%
Application of IT to social and environmental challenges 184 26%
2. Social, political
Citizenship participation and political development 35 5%
and community
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%
Private sector development and entrepreneurship 342 49%
Marketing, communication and advertisement 177 25%
4. Economic
Corporate Social Responsibility (CSR) 53 8%
development and
Social enterprise, inclusive businesses, and fair trade 22 3%
social enteprise
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

And most of them join the community to network in social projects
and acquire knowledge and skills in social entrepreneurship

Reasons to join % Quotes

• “Get to know similar or complementary initiatives to ours. Strengthen our work
through the creation of networks of trust and support”
Manager of Concious Market: Agricultural Producers
• “Network with social organizations with similar objectives”
Relate and work Representative, “Ser Vivienda”: Social Housing for Vulnerable Populations
with other in 84% • “Meet more people involved in social entrepreneurship, learn about them and
social projects exchange experiences with them”
Income Generation Coordinator, “Somos Capaces”
• “Network, provide support and receive support for projects aiming at
transforming the social environment of people that work hard every day”
Writer and Filmaker, Ormiga Roja Films

Acquire • “Have access to information, training events and social events”
Training and Volunteerism Coordinator, Catalina Muñoz Foundation
knowledge and
• “Aquire knowledge and experience in methodologies to work with communities”
skills in social 16% Psychologist with training and experience in community work
entrepreneurship • “Learn about new initiatives for a development without frontiers”
and innovation Director, Pisco Without Frontears

Get to know and • “Identify and disseminate social enterprises that contribute to sustainable
disseminate the 16% development in Latin American”
community Funder and Manager for Latin America, BID Network

Other reasons 6% • “Access to diversity and creativity” Member of La Arenera

Source: La Arenera online http://www.laarenera.org/. Update: July 19, 2011

La Arenera’s community grew substantially during the past 3 years
and now has more than 1,000 members in Colombia and abroad

La Arenera > Social Innovation Community > What has been achieved so far?

1100 CAGR** VAR ANUAL VAR TRIM.
Location 09-Q3 10-Q3 11-Q2
135 10% of members a 11-Q3 a 11-Q3 a 11-Q3
961
115 International 29% 102% 8%
818 56 5%
106 48
60% Other local 47% 182 9%
cities
27
543 Barranquilla n.a. 175% 0%
79
399 421 6 847 75%
349 57 60 720
56 614 Medellín n.a. 90% 19%
204 415
38
124 268 309 324 Cali n.a. 2.300% 78%
87 153
19 65 97
11
Bogotá 55% 133% 17%
2009-Q1

2009-Q2

2009-Q3

2009-Q4

2010-Q1

2010-Q2

2010-Q3

2010-Q4

2011-Q1

2011-Q2

2011-Q3

2011-Dec*

Total 60% 134% 17%

** CAGR: Compounded Average Growth Rate

At current growth rates, La Arenera can reach 2,500 members by the end
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 Forecast.

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

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.

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

LaArenera.org
• 1077 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: November 24th, 2011

Likewise, 30 leaders were trained in the Art of Hosting* over 3 months
of 2011 and a community of participatory leadership was created


• 30 entrepreneurs were trained in the Art of
Hosting* (AoH) group processes, through a
3-day training workshop and two months of
practical training activities
• Techniques covered included the
Circle, World Café, and Open Space
• 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/

Goals for 2012 and 2017

La Arenera > Social Innovation Community > What are the goals for the future?
SOCIAL INNOVATION COMMUNITY 2009 2010 2011 2012 2013 2014 2015 2016 2017
# members registered in LaArenera.org 124 421 1070 1300 1700 2200 2800 3500 4000
# learning events (e.g. AoH*, SIW**, dialogues) 4 15 12 15 20 25 30 35 35
# participants in learning events 550 690 605 1000 1500 2000 2500 3000 3500
# participants in social and cultural events 150 200 400 600 800 1000 1200 1400 1600
# deals executed in Solidarity Economy “EcoSol” - - 5 80 100 150 200 250 300
% active members (participate ≥ 2 activities) 30% 35% 35% 40% 40% 40% 40% 40% 40%
% members say La Arenera adds value to them 70% 70% 70% 70% 70% 70%
La Arenera’s key goals for 2012 in this program are:
• Increase membership from 1070 to1300
• Key events: increase Art of Hosting Meetings from 1 to 4 with and participants from 30 to 120. Likewise,
deliver one Social Innovation Week with 400 participants
• Launch the platform for Solidarity Economy “EcoSol”
• Ensure that at least 40% of members are active (that is, participate in two or more physical learning or
cultural events) and 70% of members say that the community adds value to them.

La Arenera’s goals for year 2017 in this program are:
• Grow the community from 1070 to 4000 members from Civil, Private, Academic and Public sectors,
committed to implementing and supporting social entrepreneurship and innovation.
• Facilitate the development of new relationships, dialogue and cooperation among members by
increasing learning events, social events, and dialogues from 12 to 35 and participants from 1000 to 5100.
• Increase the number of members offering and receiving support through 300 cooperation deals in EcoSol”
• Ensure that at least 40% of members are active (that is, participate in two or more physical learning
or cultural events) and 70% of members say that the community adds value to them.

The Social Innovation Community is financially self sustainable
mostly through event fees and sponsorships

La Arenera > Social Innovation Community > Financials
(values in USD)
SOCIAL INNOVATION COMMUNITY 2012 2013 2014 2015 2016 2017
Gross Operating Income (with Sales Tax) 137,250 179,381 228,194 249,685 259,724 270,551
Net Operating Revenue (without Sales Tax) 118,319 154,639 196,719 215,245 223,900 233,234
Operating Expenditure 114,495 144,347 173,490 184,192 191,511 199,403
5% of Shared Expenditures 1,341 1,653 1,876 2,106 2,284 2,441
5% of Unforeseen Expenditures 770 960 1,108 1,210 1,294 1,357
Operating Surplus 1,714 7,679 20,245 27,737 28,811 30,033
Operating Margin (%) 1% 5% 10% 13% 13% 13%

OPERATING REVENUE 137,250 179,381 228,194 249,685 259,724 270,551
Art of Hosting and Seminar Series* 98,933 136,941 180,342 195,664 203,439 211,822
Social Innovation Week* 24,467 25,548 27,221 29,067 30,222 31,467
Hub School* 13,244 16,173 19,770 23,927 24,877 25,902
LaArenera.org, Advertising 606 720 862 1,027 1,186 1,359

OPERATING EXPENDITURE 114,495 144,347 173,490 184,192 191,511 199,403
Personnel 22,265 29,777 34,843 36,899 38,365 39,946
Art of Hosting and Seminar Series, Sales Commissions 9,893 13,694 18,034 19,566 20,344 21,182
Art of Hosting and Seminar Series 61,572 79,745 98,473 104,282 108,425 112,894
Social Innovation Week 14,880 15,142 15,865 16,801 17,468 18,188
Hub School 5,081 5,170 5,417 5,737 5,965 6,210
Software License Fee, LaArenera.org 804 818 857 908 944 983

* Events revenues include participants’ fees and sponsorships. Source: La Arenera’s Financial Plan 2012-2017

Lead the community
towards specific projects
that use participatory
leadership for social
innovation
Executive Summary

About La Arenera

• What is the program about?
• What has been achieved so far?
• Financials


27

Social Innovation Solutions uses La Arenera’s strength in participatory
and co-creation processes to serve organizations and communities

La Arenera > Social Innovation Solutions > What is the program about?
• Social Innovation Solutions is the consulting • Clients are private companies, public
arm of La Arenera institutions and communities
• Projects are structured and customized for • Projects are delivered by La Arenera’s
clients that want to adopt a participatory community of participatory leadership hosts,
approach or involve key stakeholders in: and make use of different social
• Identifying problems and opportunities technologies, such as:
• Designing and planning solutions • Open Space & Circle
• Implementing solutions • Appreciative Inquiry
• Monitoring and evaluating solutions • World Café & Pro-action Café
• Exploring and learning together • U Process

28

3 projects were delivered for private, public and civil clients with 1480
beneficiaries in 2011 and one is confirmed for Government in 2012*

La Arenera > Social Innovation Solutions > What has been achieved so far?
Projects delivered in 2011 Projects confirmed for 2012
Client: National Consulting Client: Administrative Department
Center and Ministry of Labor for Social Prosperity
• 31 Open Spaces and World • During the Social Innovation
Cafés in 2011 with 1300 Week in March 2012, La
participants in 13 Colombian Arenera will host on behalf of
municipalities to identify National Government four
opportunities for employment workshops with development
and income generation experts and practitioners
interested in topics relevant to
Client: Presidential Agency for the contribution of social
Social Action innovation to overcome
• World Café with 80 participants extreme poverty
of the National Fair “Respon- • Facilitation of two Pro-Action
sible Colombia” in 2011 to Cafés in which experts and
explore the question: How to other actors of interest provide
mobilize for overcoming feedback to 21 social
extreme poverty in Colombia? innovation initiatives and will
build networks
Client: 2nd Annual World Summit
for Youth Volunteerism, 2011
• World Café with 100
participants exploring
contributions of voluntarism to
end extreme poverty and
connections with
Governmental Initiative
“Colombia en Acción”

* Update: November 2011


La Arenera > Social Innovation Solutions > What are the goals for the future?
SOCIAL INNOVATION SOLUTIONS 2009 2010 2011 2012 2013 2014 2015 2016 2017
# certified AoH* Hosts - - 10 25 40 60 80 100 120
# days / projects delivered - - 50/1 180/6 220/10 260/12 300/14 340/16 380/16
# participants in projects delivered - - 1300 3000 4000 5000 6000 7000 8000
Client satisfaction (1-10) - - 9 8 8 8 8 8 8

• Certify 25 hosts in participatory leadership to increase capacity of serving a higher number of projects
• Deliver at least six projects and 180 days of participatory and co-creation facilitation
• Increase the number of project participants and beneficiaries from 1300 to 3000
• Ensure a high level of client satisfaction (grade equal or greater than 8 out of 10)

• 120 certified hosts in participatory leadership
• Deliver at least 16 projects and 380 days of participatory and co-creation processes
• Involve at least 8000 project participants and beneficiaries
• Ensure a high level of client satisfaction (grade equal or greater than 8 out of 10)

The program is expected to generate revenues of USD 82K in 2012,
213K in 2017, and operating margins between 15% and 20%

La Arenera > Social Innovation Solutions > Financials
(values in USD)
SOCIAL INNOVATION SOLUTIONS 2012 2013 2014 2015 2016 2017
5% of Unforeseen Expenditures 770 960 1,108 1,210 1,294 1,357
Operating Surplus 12,292 14,375 19,250 26,857 34,684 43,215
Operating Margin (%) 15% 14% 15% 17% 19% 20%

Design and Facilitation of Participatory leadership 95,741 119,079 147,449 180,170 212,306 247,061

Personnel 12,009 15,861 18,441 19,529 20,305 21,142
Fees hosts and consultants 47,871 59,540 73,725 90,085 106,153 123,531
Sales Comission of consulting projects 8,254 10,265 12,711 15,532 18,302 21,298


Create a co-working space
that promotes alternative
ways of work, mutual support,
and social organization

Executive Summary

About La Arenera


• What is it?
• What has been achieved so far?
• Financials

32

The Hub is a co-working and meeting space for social entrepreneurs,
innovators and service providers, inspired in the Hub Network* & CSI**

La Arenera > Social Innovation Hub > What is it?

Hub Amsterdam, The Netherlands

Hub Miland, Italy

Hub Atlanta, The United States
* The Hub Network: http://the-hub.net/, **CSI: Centre for Social Innovation (http://socialinnovation.ca/)

The first Hub of La Arenera will offer social entrepreneurs a convenient
location, adequate infrastructure and affordable membership plans

Hub characteristics Hub membership plans

Ample space Well equiped: broad- • 5 hours of co-working space
(~700 m2) designed band Internet, phone, Hub • Internet and public utilities
to promote co-working meeting rooms , Conection • Discounts on events and meeting rooms
events and rest rooms • Access to 30 Hubs operating worldwide
and cooperation
drinks and coffee shops
• 25 hours of co-working space
Hub • Hub Conextion benefits, plus:
Safe, convenient Flexible and affordable • Access to entrepreneurs’ support services
location, easily reached plans providing office 25
by public transportation space, meeting rooms
in Bogota and event rooms • 50 hours of co-working space
Hub • Hub 25 benefits, plus:
• Keycar for 24/7 access
50 • Locker space for personal storage
• Post service for personal mail
• 100 hours of co-working space
100 • 2 hours of free meeting room
• 1 free day pass for a colleague or partner

• Unlimited hours of co-working space
Unlimited • 3 hours of free meeting room
• 2 free day pass for a colleague or partner

• Dedicated office space for your team
Hub of 2 to 5 people
Teams • Hub Unlimited benefits for each
member of the team

As well as 5 types of support services and resources:
training, advise, connection with investors, shared services, and socio-
cultural events
Support Area Description Hub services & initiatives

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

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

The Hub will organize and •Fundraising information
Connection facilitate the social •Fundraising trainings
with Investors entrepreneurs’ •Pitch series
connection with potential •Business plan contests
sponsors and investors

The Hub will officer shared •LaArenera.org
Shared services that will facilitate •Printing and fax
Services entrepreneurs to focus in •Accounting
the core business •Messaging
Fuente: HUB San Francisco
A series of cultural and •Open spaces, world
Socio-cultural social events will be cafés
events hosted in the Hub to •Art gallery
promote networking, fun, •Cinema and music shows
and new friendships •Cocktails

With help of CI3* benchmarking, competition, market, and financial
analyses were conducted, indicating feasibility of a Hub in Bogota

La Arenera > Social Innovation Hub > What has been achieved so far?
International benchmarking analysis

Primary and secondary research of Hubs in Amsterdam, Milan, Sao Paulo, Oaxaca, Madrid, and Bay Area USA

Domestic competition analysis
Five domestic co-working and shared office models were studied in depth,
including Regus, Smart Business Solutions (SBS), Prime Holding, HubBog, and ParqueSoft

Market perception analysis
One focus group and a survey with 81 social entrepreneurs were conducted to obtain feedback and their
requirements for a local Hub in Bogotá. Likewise, a focus group with social development leaders was executed.

Pricing, budget, and financial analysis study
Pricing was set based on the previous three steps. Subsequently, a detailed budget and financial analysis of the
project was conducted, indicating project feasibility.

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

The market perception research indicates that +80% of entrepreneurs
are willing to use the Hub under certain conditions or when it is running

La Arenera > Social Innovation Hub > What has been achieved so far?
The Hub’s market Social entrepreneurs’ willingness
to join the Hub*
• The Hub’s market is comprised of five segments:
1. Current social entrepreneurs
2. Non-profit organizations
3. For-profit social enterprises 12%
4. Social free-lancers and services providers to
social entrepreneurs and organizations
5. Prospective social entrepreneurs
• According to expert Rodrigo Villamirzar there are more
than 136,000 non-profit organizations in Colombia. A 50%
study from Corporación Somos Más Indicates that
approximately 12,000 of them are located in Bogotá 38%
• La Arenera estimates that about 50% of non-profit and
social enterprises are still informal, increasing potential
market by 12,000. The organization also registers a
growing interest for social enterprises in Colombia,
reflected in the recent “Growing SMEs Colombia” Would make use of one of the Hub
congress organized by the BiD Network in 2011 plans, under certain conditions
• The Hub aims at hosting 136 social entrepreneurs in
2012 and 276 in 2017, representing a 1.1% and 2.3% I like the Hub's value proposition and will
share of the formal market make use of one of its plan as soon as it
open doors
I would not make use of any of the Hub
plans

*Hub Project’s Market Perception Survey, August 2011. Question answered by 61 and omitted 21.


La Arenera > Social Innovation Hub > What are the goals for the future?
SOCIAL INNOVATION HUB 2009 2010 2011 2012 2013 2014 2015 2016 2017
# Hub members - - - 136 166 196 226 256 271
% 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% 30% 30% 30% 30%
% 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 value to them - - - 80% 80% 80% 80% 80% 80%

• Reach 136 paying members and 45% used capacity of co-working space by year-end 2012
• Used capacity of meeting rooms at 25% and of events rooms at 11%
• Increase number of support services from 5 to 12, namely: accounting, mentorship, training
events, printing, messaging, land lockers. Likewise, have at least 20% of the members making active use of
these services.
• Hosted members grow at least 10% in number of beneficiaries and 10% in revenues
• Members generate at least 12 project in cooperation with each other
• At least 80% of members say the Hub adds value to them and/or their organizations

• The Hub has 271 members, used capacity of working space 90%, meeting rooms 50% & events rooms 30%
• Active support services are increased to 15 and at least 30% of members use them
• Members grow in number of beneficiaries and revenues at 10% per year, and generate 30 joint projects
• At least 80% of members say the Hub adds value to them and/or their organizations

The program is expected to generate revenues of USD 150 M in
2012, 579 M in 2017, and operating margin between 19% and 50%

La Arenera > Social Innovation Hub > Financials
(values in USD)
SOCIAL INNOVATION SOLUTIONS 2012 2013 2014 2015 2016 2017
90% of Unforeseen Expenditures 13,861 17,274 19,944 21,775 23,300 24,429
Operating Surplus -33,632 46,470 94,960 158,591 210,377 254,139
Operating Margin (%) -26% 19% 30% 40% 46% 51%

Hub Membership 96,315 190,217 235,535 287,803 339,137 373,884
Meeting Rooms 15,990 26,034 30,687 36,108 37,543 39,090
Event Rooms 30,907 44,730 58,583 74,446 90,305 100,743
Support Services 7,296 25,949 38,868 57,335 62,299 66,264

Personnel 43,476 70,492 77,503 82,074 85,335 77,361
Rent and administration 70,210 71,447 74,859 79,275 82,425 85,821
Public utilities (including Internet) 11,702 11,908 12,476 13,212 13,737 14,304
Hub Royalties (2,5% of operating revenue) 0 0 0 0 0 0


Contacts

La Arenera’s Contact Information
La Arenera’s Steering Team Members
• Pablo Espinosa e-mail: pablo@laarenera.org
• Paula Gutiérrez e-mail: paula@laarenera.org
• Juan Mahecha e-mail: juan@laarenera.org
• Carolina Salazar e-mail: carolina@laarenera.org
• Jennifer Truijillo e-mail: jennifer@laarenera.org
• Germán Forero e-mail: german@laarenera.org
• Vladimir Olarte e-mail: vladimir@laarenera.org

HUB Executive Director
• Paula Gutiérrez e-mail: hub@laarenera.org

Hub Partners
• Nicolás Martín e-mail: nicolas@somosmas.org
• Carlos Barrero e-mail: carlosandresbarrero@gmail.com

La Arenera's Social Business Plan 2012-2017 (English)

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La Arenera's Social Business Plan 2012-2017 (English)