Jaag idea

Welcome to Jaag-IDEA!

Andrew Missinghamamissingham.com

#jaagidea@amissingham

Thursday, 13 June 13

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 Missinghamamissingham.com


Plan for the day


Why feature phones?




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.






• 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




Why feature phones?

• We're creating the possibility that feature phones will be India's iPad - shared around the family, always on, always online.




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!




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.







• Their potential is not being fulfilled.

• Fulfilled and unleashed, their potential can add massive latent value to economies.





• 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.







• 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.




Task #1

Understand your market




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...




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.




Tool #1

Xplane’s Empathy Map







Empathy Map Questions




Task #2

Build a business model




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.




Tool #2

The Business Model Canvas























































• Parents will let the girl use the phone more if use is educational, a money saver, or a money earner.




Tool #3

De Bono’s Six Thinking Hats


















Task #3

Paper Prototype




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!




Tool #4

Walt Disney’s 3 Rooms




Dreamers


Dreamers Builders


Dreamers CriticsBuilders




Dreamers Builders






Dreamers Builders






Biz model triggersBe 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?


Biz model triggersHow 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.


Jaag-IDEA




Jaag idea

Business

theyre data enabled

business model

andrew missinghamamissingham

higher data

feature phoneswill

jaagidea amissinghamthursday

indias ipad

amoney earner