Roudha Center

Roudha CenterDoha, Qatar

Renna Al-Yassini, Shareefa Fadhel & Aysha Al-MudehkiMaster of Design Thesis Project, CMU Advisors: Shelley Evenson & Art BoniSpring 2009 | School of Design | Department of English | CPID

© renna al-yassini | carnegie mellon university | school of design | spring 2009

introduction


Qatar CollaboratorsTeammates who worked to codesign concept



Make it easy.


Make it easy.

Give them the control.


designing for qatar's future

project scope & research

research findings & implications

design concept details

proposed road map forward


background


"We believe that things happen by design, not in

an arbitrary way. And we believe it is our duty

to make things happen."


"We believe that things happen by design, not in

an arbitrary way. And we believe it is our duty

to make things happen."

—Her Highness Sheikha Mozah Bint Nasser Al-Missned


Qatar FoundationEstablished in 1995, focusing on advancing education, research & community development

1930 1940 1950 1960 1970 1980 1990 2000 2010 2020


Al JazeeraNews organization is launched in 1996

1930 1940 1950 1960 1970 1980 1990 2000 2010 2020


Education City2,500 acre campus opens to universities in 1998

1930 1940 1950 1960 1970 1980 1990 2000 2010 2020


Qatar Science & Technology ParkPark is established in 2004

1930 1940 1950 1960 1970 1980 1990 2000 2010 2020


Carnegie Mellon UniversityUniversity opens Qatar campus in 2004

1930 1940 1950 1960 1970 1980 1990 2000 2010 2020


Qatar Financial CenterCenter is established in 2005

1930 1940 1950 1960 1970 1980 1990 2000 2010 2020


Corporate Innovation & Entrepreneurship ProgramIn 2007 CMU launched the first executive education program in the country

1930 1940 1950 1960 1970 1980 1990 2000 2010 2020


In keeping with the vision of Her Highness, the Center aims for a 50% enrollment of female students in the program within five years


Initially, the focus of this project was to see how to best increase the participation of women through the application of design methods


Design MethodsANAlyTICs: system of acquiring & organizing knowledge

Start with an understanding 'what is' & find the problem(s)


Design MethodsDIAlECTICs: The act of looking & not just seeing

Model the perspectives of 'what is' to communicate the truth(s)



Design MethodsRhEToRIC: Discovery of the available means of persuasion through words & symbols


Formulate arguments for what might be — test,

refine, repeat



Design MethodsPoETICs: Explanation through principles, genres & component of parts of a greater whole



refine, repeat


Create an embodied experience of what might be to fuel desire for what is possible


Increase Enrollment with women as primary focus

Initial Project ScopeDonald h. Jones Center's objective for the project


Increase Enrollment with women as primary focus

Encourage Technology- Based Ventures

Amended Project ScopeRealities of the current state & implications on the project

Encourage Knowledge-Based Ventures


research


Design MethodsResearching the realities of stakeholders & applicable influences to scope the problem



refine, repeat

start with an understanding 'what is' & find the problem(s)



Secondary Researchsecondary source researcher's and our subject areas of focus

Renna Al-Yassini

Designing Across Cultures

Entrepreneurship Education Models

Women & Entrepreneurship Education

Qatar history

Qatar Currently

Kuwait Model

Chirantan Chatterjee

Emerging Knowledge Based Economies

singapore Model

Malaysia Model

Megan Larcom

Gulf Women Entrepreneurs

support systems

Networks

Emergent Models

statistics of Women in Qatar

Taimur Sajid

Gulf Industries

Gulf Business Education

Qatar sector statistics


Total Population DemographicsThe makeup Qatar's total estimated population of 1.5 million people

Arab & Other Men (275,000)

Labor: Predominately South East Asian Men (700,000)

Non Qatari Women (225,000)

Qatari Men (150,000)

Qatari Women (150,000) 1=50,000 people


Qatari Male & Female EducationWomen get higher degrees, at better institutions, in larger numbers than men

1972 1977 1982 1987 1992 1997

36% 40% 42%

38%38% 26%10% 39%28%

46%46% 50%


Women & The Labor ForceQatari women are not entering the labor force in reflective numbers

42% of Qatari women with university degrees are neither in the labor force nor students


According to the Planning Council's 2005

Report, the most prone to unemployment in

Qatar are the least educated men and the most

educated women.


According to the Planning Council's 2005

Report, the most prone to unemployment in

Qatar are the least educated men and the most

educated women.

Women are Qatar's greatest untapped resource.


Silicon Valley Model of EntrepreneurshipEntrepreneurial education curriculum is based on the silicon Valley Model

AcademicKnow How

Risk Acceptance

Success

BusinessKnow How

Silicon ValleyModel

smarts

technology development

angel funds & venture capital

management

flip that business

1

2

4

3

5


The focus [in the classroom] on scalable, technology-driven businesses that are venture capital funded reinforces a very male model of entrepreneurial success.

Putting too much emphasis on such business models for venture capital funding ignores the reality for the majority of our female students.

less than 5% of all scalable, technology-driven, venture funded businesses have been led by women over the past 40 years.

—Brush, C., Carter, N., Gatewood, E., Greene, P. & hart, M. (2003/2004)


Qatar's Emerging Entrepreneurship ModelDesigned system components being implemented

AcademicKnow How

Risk Acceptance

Success

BusinessKnow How

QatarModel

smarts



management

flip that business

1

2

4

3

5



AcademicKnow How

Risk Acceptance

Success

BusinessKnow How

QatarModel

smarts



management

flip that business

1

2

4

3

5



AcademicKnow How

Risk Acceptance

Success

BusinessKnow How

QatarModel

smarts



management

flip that business

1

2

4

3

5



AcademicKnow How

Risk Acceptance

Success

BusinessKnow How

QatarModel

smarts



management

flip that business

1

2

4

3

5



AcademicKnow How

Risk Acceptance

Success

BusinessKnow How

QatarModel

smarts



management

flip that business

1

2

4

3

5


surveys Interviews

Cultural huntsshadowing observation

Collaging Journals MappingCo-Collaboration

Primary Research Methodson-the-ground research I conducted in Doha


Survey FindingsWhat women surveyed in Qatar want

The majority of women surveyed wanted to start their own business

yes 63.6%Maybe 27.3%No 9.1%



Education ranked highest as the most important aspect of pursuing a business

Education 75.0%Personal Ambition 66.7%seed Money 66.7%Experience 50.0%Family support 50.0%Personal Network 45.0%Technology 8.3%


Yes 63.6%Maybe 27.3%No 9.1%




Education 75.0%Personal Ambition 66.7%Seed Money 66.7%Experience 50.0%Family Support 50.0%Personal Network 45.0%Technology 8.3%


Yes 63.6%Maybe 27.3%No 9.1%

Those intending to start a business exclusively sighted their desire to launch either a service or an education-based business




Education 75.0%Personal Ambition 66.7%Seed Money 66.7%Experience 50.0%Family Support 50.0%Personal Network 45.0%Technology 8.3%


Yes 63.6%Maybe 27.3%No 9.1%

Those intending to start a business exclusively sighted their desire to launch either a service or an education-based business None surveyed sighted the desire to start a technology-based venture


“I see my lack of knowledge and [the] education

required to open a business, as well as financial

obstacles as barriers. I also find that the

support needed for a woman to open her own

business in Qatar is not given the proper

attention and encouragement.”


Design MethodsModeling the experience of female entrepreneurs in Qatar



refine, repeat




Current StateThe primary experience of women when starting businesses today

desire

idea

need

business woman


business woman

Current StateThe primary experience of women when starting businesses today

desire

idea

need

family network

perceived experts

word of mouth

sources of information


Current StateInformation needed when starting a businessv

business woman

sources of information types of information

planning

feasib

ility

launch

ing

man

aging

growing

money

money

laws

locatio

n

talen

t &

skills


Current StateThe primary information sources for women when starting businesses today

business woman


launch

ing

man

aging

growing

planning

feasib

ility

money

money

laws

locatio

n

talen

t &

skills


Current StateNew resources & their role in the experience of women starting a business

business woman


planning

feasib

ility

launch

ing

man

aging

growing

money

money

laws

locatio

nta

lent &

skills

CIEP

QsTP

planning

feasib

ility

launch

ing

money

talen

t &

skills


Current StateNew resources adapting to local realities via traditional information resources

business woman


planning

feasib

ility

launch

ing

man

aging

growing

money

money

laws

locatio

nta

lent &

skills

CIEP

QsTP

planning

feasib

ility

launch

ing

money

talen

t &

skills


Emergent ThemesPrimary ideas in order of importance that must be addressed in any design solution


Design MethodsModeling what might be to test their value, validity, reliability & feasibility



refine, repeat


Create an embodied experience of what might =be to fuel desire for what is possible


DesignResourcessoft skills hard skills where what how

ConnectAction

private sector public sector education regional international

Design Themes ModeledThe emergent desired future state



ConnectActionprivate sector public sector education regional international





SupportSuccessrisk/reward best practices effective scaling






Build NewModelswomen to women angeling new resources new simulations





Women-CenteredNetwork

leverage savvy personal education attributes ambition drive


Build NewModelswomen to women angeling new resources new simulations



"Women have to fight for everything."

Make it easy.

"Women are not the decision makers."

Give them the control.


Project Emporium

Design a physical location with all necessary needs & components needed under one roof.

Project Emblem

Design & brand a nation-wide membership program to display at participating & applicable organizations.

Project Entourage

Designs a personal team of coaches with the correct skills for each woman & her entrepreneurial needs.

Design Concepts PrototypedThree concepts designed around emergent desired future state


design concept


Design MethodsGiving life to what might be so as to give stakeholders a glimpse of an alternate future



refine, repeat




Video Sketch


Campaign

Components of the CenterParts of the whole

Programming

Setting

Partners

Women-CenteredNetwork

leverage savvy personal education attributes ambition drive



Partners academicQatar FoundationEducation CityCMUQTepper school of BusinessDonald h. Jones CenterQsTPQatar University

governmentMinistry of Economy & CommerceChamber of Commerce & Industrysupreme Council of Family AffairsMinistry of Educationsupreme Education CouncilictQatarQatar Financial Center

industryRANDAmwalQatar Petroleumshell Corporation

associationsQatari Business Women’s ForumMENA Business Women’s NetworkMENA Women in TechnologyWomen Gateway Beta

Programming WebsiteClasses, Workshops & TrainingsIncubation, Placement, Mentorship & Coaching Networking, speaker & social Eventsoffice, studio, Retail space & Administrative supportlegal, Accounting, Financing & licensing supportChildcare, Gym & ParkingElementary & secondary Classroom Connect

CampaignWorking to Catalyze Women's successTradition for the FutureCatalyzing you successBecome your own role modelBuilding Qatar's Potential

SettingPhysical locationlively, Central Area of Doha































Early Stage ReleaseActivities for the first three to twelve months to realize the Roudha Center by 2013

Conduct feasibility study

Complete proposal

Indentify leadership team

Secure high level support & funding

Initiate & build partner relationships

Secure startup space at Qatar Foundation

EARLY STAGE


Mid Stage ReleaseActivities for the first year to eighteen months to realize the Roudha Center by 2013

Initiate & build advisory board

Evolve business plan & team

Develop curriculum

launch capital campaign for initial funding

Design & develop online component

Design & develop national campaign


Complete proposal





EARLY STAGE MID STAGE

Final Stage ReleaseActivities for the second to third year to realize the Roudha Center by 2013

Initiate & build advisory board

Evolve business plan & team

Develop curriculum

launch capital campaign for initial funding

Design & develop online component

Design & develop national campaign

Complete Building

Transition to Center

launch Full Programming


Complete proposal





EARLY STAGE MID STAGE FINAL STAGE


Roudha Center Business ModelProposed sources of revenue & support

To be raised from

founding partners

& stakeholders

Qatar Foundation

QSTP

CMUQ

Founders

Annual funds to

be raised from

corporate & govern-

ment organizations.

Qatar Foundation

QSTP

QFC | QFBA

Sponsors

Funds licensed by

Qatar Financial

Center to be

invested in

Roudha Center

projects & invest-

ment opportunities

beginning in 2011

QFC|RC Fund(licensed fund)

Revenues generated

through program-

ming fees as well as

membership fees for

all Roudha Center

members

Income


thank you

Roudha Center

Documents

qatarrenna alyassini

introduction renna

background renna

years renna

design thesis project

al jazeeranews organization

codesign concept renna

qatar campus