SSBM Innovation - Introduction to a Proposal for Our Business

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Antony Upward, MES, CMC†

[email protected]

@aupward #SSBMGssBusinessModelTV

* Working name for our proposed business † Masters of Environmental Studies in Business Model Design and Sustainability; Certified Management Consultant

www.SSBMI.coop*

*

Strongly Sustainable Business Model Innovation

Introduction to Our Proposal & Detailed Plan to Bring Our Better Business Design Toolkit

to the WorldNovember 26 & 29, 2013

Lots of Lots of speaker notes,

speaker notes, inc. referencesinc. references

Builds on many slides Builds on many slides

download and view download and view

in slide show mode in slide show mode

for improved for improved

comprehensioncomprehension

2

( )

Who is ‘We’*?Introducing Ourselves to Ourselves!

* The Core Development Team for Strongly Sustainable Business Model Innovation

Bill CraigEdmonton

Stephen DaviesToronto

(via Wales)

Doug GilbertDenver

TBD

Peter JonesToronto

(via Dayton, OH)

Alexandre JoyceMontréal

Patricia KambitschToronto

(via Dayton, OH)

Florian Lüdeke-Freund

Hamburg

Harry StoddartPeterborough,

Ontario

Sebastian StraubeBerlin

Bruce StewartToronto

(via Vancouver)

Antony UpwardToronto

(via Birmingham)

Bob WillardWhitby, Ontario

Bill Wine, Food, Music, Life!

Doug

Patricia DJ, Play, Pictures of Conversations, Dancing

Peter F1 racing

Stephen Motorbikes, Strategic Change

Antony Steam Trains, History of Ideas

Bruce Politics, Community, Transit, Philosophy, History

Harry Farming

Bob Grandkids & Work/Life Balance

Alex Montreal Canadiens, Triathlon, Scandinavian Culture

Florian Daughter?

Sebastian Daughter

If I’m not talking about SSBMs…

Manager (Advisor)

( )

Visual Design Lead (Contributor)1. Introduction & Story Editor (Contributor)2. Tool Lead (Contributor)

( )

( )

( )( )

( )

3. Design Principles Lead (Contributor)4. Methods Lead (Contributor)

( )

( )( )

5. Patterns & Case Studies Lead (Contributor)

Chosen Roles

West East

( )

3

Objective• Do We Have Consensus for and Commitment for a Project to

Create Our Business to Change the World?• This meeting – Nov 2013

– Introduce the Proposal for Our Business & Project

• Your task: – Review proposals & business models

• Plan time to review– Released Jan 15, 2014

• Documents on Wiki: – http://wiki.ssbmg.com/book-project/business-model?pli

=1#TOC-Detailed-Planning-Documents• Business Models on Mural.ly

– http://mrl.li/1etYNaX

• Next meeting – Feb 12, 2014– Are we “all for one, one for all”?

Builds on work done at workshops earlier in the year

4

Reminder!Reminder!Why are we here?

Why are we here?

5

I need help I need help to design to design my better my better businessbusiness

OthersOthers working

to convince the rest

to change

We have We have the the betterbetter tools you tools you

needneed

We Want to Help Those Who Have AlreadyAlready Decided to Do Something Different

I need help I need help to design to design my better my better businessbusiness

Our HypothesisOur Hypothesis

… WhateverWhatever their starting point and reasoning

“Blue Suits”

“Green Suits”

Tell me Tell me again, what’s again, what’s the problem I the problem I need to fix?need to fix?

“Pinstripe Suits”

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=Do Good to Do Well

For both Blue and Green Suits We Believe Better Business Means…

Compared to Profit-First Businesses, possibility for: More Innovation,

More Opportunity, Less Risk, More Resilience and as a result More Profit

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We Imagine…

Better Tools to Better Tools to Help Apply that Help Apply that Logic & ScienceLogic & Science

A New A New Logic for Logic for

Better Better BusinessBusiness

Toolkit Contents• Tool (canvas)• Design Principles for

Strongly Sustainable Business

• Methods for effective use of the tool while applying the principles

• Patterns and case studies

Based on Based on the Latest the Latest ScienceScience

Possibility for: More Innovation,More Resilience,

More Opportunity, Less Risk

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Impact We Want Toolkit to Have…

9

…Our quest for better tools…

http://hdl.handle.net/10315/20777

…reaches a major milestone

2010

20122013

Initial thinking on Initial thinking on • Design principles Design principles • MethodsMethods• Patterns / casesPatterns / cases

Initial thinking on Initial thinking on • Design principles Design principles • MethodsMethods• Patterns / casesPatterns / cases

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Reaction So Far?(From Confidential Expert Respondents)

“I really liked is that it really makes you makes you

thinkthink about things that you would never

consider before”Management Consultant “You've ratcheted it upYou've ratcheted it up to the

next degree of specificity and made sure that it is truly about

sustainable businesses. Whereas the current [tools] that I’ve seen,honestly could be applied to any

kind of business”Sustainable Business NGO

“The power of this thing is it’s really the first to take the first to take the social aspect and the the social aspect and the

biophysical into biophysical into considerationconsideration. And I

haven’t seen that that any other business model

That would take that into consideration”

Business Architect / Professor / Consultant

“This is an impressive body of work”

Management Consultant

“I like the tool and think it provides a great way to analyze a company”

Leader Eco-Industrial Park

“It’s about timeIt’s about time somebody did something like

this”Author / Consultant

“I recognize this firm.” “This gets the zeitgeist of This gets the zeitgeist of

who we arewho we are, which is great” (Reacting to his business

described using the Canvas)CTO Small Manufacturer

“If I was starting abrand new business, a

significant business today, I would use thisI would use this business model to help me define

and develop a pure detailed business plan”

Management Consultant

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Make it “better, better, faster, faster,

strongerstronger” ?

Learning by Using / Testing Testing

it out some it out some moremore?

But What About…?(Ideas from All Research Respondents)

A better way to introduce and summarize the

canvas

A methodologymethodology for designing great

sustainable business models?

An “app” so I can do this on my tablet with my

clients?

A communitycommunity of people using and

improving it?

Ensuring the design principles align with the emerging “Gold

Standard” for Sustainable Business?

Training / Workshops for

Social / Environmental

Entrepreneurs ?

A Consulting Service that uses the Canvas

to Diagnose and Improve the

Sustainability of Business?

The design principlesdesign principles to help me come up with

great answers to the 14 questions?

How about some more examples and

case studiescase studies?

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But how about earning an income

nownow?

The whole core development team needs to have first hand first hand

experienceexperience using the tool… without it you won’t be credible

when fund raising

But What About…?(Ideas & Risks… from Us and Our Trusted Advisors)

Organizing an effective crowd-funding

campaign, for a large amount, need a lot of

planning – it takes timeit takes time

The “First Explorers” need

help if they are to be good case case

studiesstudies?

Getting one or two well known organizations as funders before ‘going

public’ with the crowd-funding creates

significant additional credibility

All the current toolkit elements

need to be documenteddocumented at a consistent level of

details

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What’s Next?

2014…

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Proposal*: A Project to Create Our Business†

1. Business Proposal• Our Declaration of Purpose

– Our Beliefs and Commitments– Our Vision, Mission, Strategy, Values

• Our Theory of Change• Tactics: Our Learning & Development Program• Metrics: Our Definition of Acceptable Success

Business Models• Project & On-Going

2. Book Proposal• Describes version 1.0 of our Toolkit• First product of our business

3. Core Development Team Roles and Responsibilities

4. Detail Plans• For project to create Toolkit v1.0 and to establish our business

* Described in 9 separate documents – details later† Working name: Strongly Sustainable Business Model Innovation Co-operative

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Our Vision• Our business strives to only create positive

environmental, social, and economic value for all its stakeholders contributing to the possibility that human and other life will flourish on our single shared planet forever: we do well by doing good, while continuously endeavouring to do no harm.*

• We will achieve this vision in timeframes that minimize the harm to the flourishing of human and other life.

DraftDraft

* The goal for a Strongly Sustainable Business, with minor changes, from the Gold-standard Benchmark for Sustainable Businesshttp://www.naturalstep.ca/gold-standard

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Our Mission• To realize our vision by

1. Fomenting a system level change: the permanent shift in the goals, operating logic* and outcomes of all Small and Medium Enterprises so they proactively enable resilient sustainability as the possibility for flourishing.

2. Creating a passionate, values-driven, for-impact and for social purpose organization that aims to consistently produce an acceptable level of environmental, social and monetary profit for the foreseeable future.

* Strategies, business models and processes

DraftDraft

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Our Strategy• We believe that the most powerful lever we have to

complete our mission is the development, delivery and continuous improvement of a multi-faceted toolkit that helps SME business people world-wide undertake the required shift in goals, operating logical and outcomes.

• Our business strives to have authentic enjoyable relationships with all stakeholders: behaving at all times in an ethical, radically transparent and open manner, striving for win-win while being place aware and aligned with the science of strong sustainability.

Our Values

DraftDraft

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Project to Create Our Toolkit: Releases to v1.0 and beyond

Today…“Pre-”

v1.0

>v1.0

• Canvas + various levels of thinking on other topics– Challenge: Not easy to learn or use

• Core Devt. Team Creates -Toolkit:– Toolkit elements to consistent minimum level– Core Devt. Team members share minimum level of understanding

• Core Devt. Team uses toolkit to gain 1st hand experience– Own business / consulting / research– Client work with First Explorers and Others

• Core Devt. Team Creates -Toolkit in light of experience with • Core Devt. Team brings crowd-funding collaborators to

minimum level of understanding– Webinars post crowd-funding

• Core Devt. Team Creates v1.0 Toolkit described in book • Book released

• Evolve toolkit– Based on wiki.SSBMG.com/complementary-toolkit-elements

Core Devt. Core Devt. Team Team

Gains 1Gains 1stst Hand Hand

ExperienceExperience

Core Devt. Team Core Devt. Team Learn from Learn from

CollaboratorsCollaborators

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Project Output: Our First Product Conceptual Table of Contents*

* Book describes version 1.0 of our Toolkit

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Toolkit Current State Assessment

Conceptual Chapter Conceptual Content

Assessment of Current (Pre-) Completeness Against Requirements for Minimal Viability

Explanation for Core-Development Team

& First Explorers (-Toolkit)

Explanation for Collaborators

(-Toolkit)

Explanation for Target Audience via Book

(Toolkit v1.0)

1. Introduction 75% 40% 20%

2. Visual Design Tool 80% 60% 50%

3. Design Principles 60% 40% 30%

4. Methods 50% 30% 20%

5. Case Studies and Patterns 80%[1] 20% 10%

– Companion Website 80%[2] 25%[3] 0%

– Visual Design TBD 5% 0%

– Story Design N/A 30% 15%[1] The -Toolkit will include relatively little information concerning patterns and cases studies. The experience the Core Development Team gains using -Toolkit the will provides the patterns and cases for the -Toolkit.[2] Assume we clean-up the existing wiki and make everyone aware of the various sources of information on line included in the learning map - youTube, SlideShare, etc.[3] Assuming we leverage the existing wiki, bringing this content into the crowd-funded collaboration platform (see Crowd-Funding and Collaboration Platform Requirements document): http://wiki.SSBMG.com

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Toolkit Development Phases aka Phases of our Collaboration Project

Self Study / Mutual Support

1Now-

March ’14

Core Devt. Team Content Leaders & Contributors

Core Devt. Team + First Explorers

TBD

Core Devt. Team Content Leaders via Webinar etc.

2Summer ’14 –

Winter ’15

Core Devt. Team Content Leaders & Contributors

Crowd-Funding Collaborators

TBD

AU + Learning Map

Delivered to Users via

Pre-Toolkit Version

0Phase

AU + SSBMGroup

teams

Co-Created By

AU + First ExplorersUsers

Thesis + Working DocsFormat

…various

>v1.0

4+

Co-op Members

…and beyond

+ App etc.

Book

v1.0

3Winter ’15 – Summer ’15

Core Devt. Team Content Leaders & Contributors

Book Readers

Core Devt. Team Core Devt. Team has sufficient has sufficient

learning to learning to develop develop -Toolkit?-Toolkit?

Core Devt. Team has Core Devt. Team has sufficient learning to sufficient learning to develop toolkit v1.0?develop toolkit v1.0?

Phase Completed

When

Core Devt. Team Core Devt. Team commits to commits to

proceed based on proceed based on detailed plansdetailed plans

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May-Sept Jan-Feb 2013

March-Summer

Core Devt. Team Commits“All for One, One for All”

Phase 1Sept-Dec

2014

Work-shops

Soft Launch (Webinars, Presentations, Videos, Talks, etc.)

Pre- Content Creation

ID Core Team

Detailed Planning

First Explorers ProgramUse of Pre- Use of -Toolkit

Ready for Crowd-Funding

Crowd-Funding Prep

Crowd-Funding & Collaboration Platform Prep

Legal Entity Exploration

Find 1st & 2nd Organizational Backers

-ToolkitCreation -Toolkit Use by

Core Devt. Team -ToolkitCreation

Phase 0

First Explorer’s program ends: Members become crowd-funding collaborators

Hard-Launch in ~wk 2 of crowd-funding campaign

Continues in crowd-funding campaign

Outcome determines type and timing and legal entity

Summer-Fall

Sufficient Learning

to Develop -Toolkit?

Phase 2

Find Individual Backers

Today

Finalize Task Plan & Budget

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Toolkit v1.0 Development

Summer

StartFunding

Funding Gate Sufficient Funds

Raised?

BookSelf-Published

BookPublished byEstablished Publisher

2014 2015

Release -ToolkitWave 1Collaborators use -ToolkitLearn w/ Collaborators

Wave 2Write

Wave 3Design

Wave 4Launch

Wave 5Pollinate Book

Find Agent

Wave Next…Continuously Improve Toolkit

Wave Next…New Tools Added

Eco-SystemRevenue Streams

Grow Community

Academic Papers Report on Toolkit

Phase 3Phase 2 Phase 4+Summer-Fall Fall Winter

-Toolkit Use by Core Devt. Team

Sufficient Learningto Develop

Toolkit v1.0?

Finish -ToolkitCreation

Readers use Toolkit v1.0……and subsequent versions

Find Individual Backers

Find MoreOrganizational

Backers

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4. 4. Detailed Detailed

PlansPlans

Our Good Enough… Detailed Plans

+ Two Business Models

4a. Collaboration Plan 4b. Crowd-Funding Marketing Plan 4c. Crowd-Funding and Collaboration

Platform Requirements 4d. Partnerships & Legal Entity Design

Start Phase 1

Everything That’s

Happened So Far

Everything posted to Everything posted to wiki.SSBMG.com/Business-Model/

1.1.BusinessBusinessProposalProposal

2.2.BookBook

ProposalProposal

3. Core 3. Core Devt. Devt. Team Team

Roles & Roles & Resp.Resp.

Core Devt. Team will receive email

invite for edit access

More Work Req’d in Phase 1

2a. Task Plan2b. Project Financial Plan

1a. Book Project1b. Co-op / Post Project

9 Separate documents +2 business models

0. 0. SummarySummary

4 pages Start

Receive Documents

Read & Make Comments

Discussions* (Each other &

with AU)

Good to Proceed?

Next Meeting“All for One,One for All”?

End-Phase 0

* Please initiate these discussions

Y

N

Process to Complete Phase 0

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Discussion

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This

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ttp://

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Antony Upward, MES, CMC†

[email protected]

@aupward #SSBMGssBusinessModelTV

* Working name for our proposed business † Masters of Environmental Studies in Business Model Design and Sustainability; Certified Management Consultant

www.SSBMI.coop*

*

Appendix

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Help bring Sustainable Business Innovation to the World!

Become a “First Explorer”– Enables commercial use of the new Canvas now

12 organizations around the globe have joined so far

Join the quest– Crowd-funded collaborative book project

Working Title: Strongly Sustainable Business Model Innovation– 12 International co-authors identified– Crowd-funding starting in 2014

Individuals and OrganizationsBackers also get immediate commercial rights to use new CanvasEveryone else will have to wait for the book

– Self Publish 2015Canvas released under a Creative Commons License free for commercial use

Connect to like-minded colleagues– Linkedin and Facebook

• Members from around the globe

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Be Informed: http://signup.SSBMG.comShare your ideas for the book: http://survey.SSBMG.com

www.facebook.com/StronglySustainableBusinessModels @aupward

#SSBMGStrongly Sustainable Business Model Group

forum.SSBMG.com

[email protected]

www.SSBMG.com

Learn More– ~3 minute Audio/Visual Overview

about.SSBMG.com• Videos

– youTube.com/ssBusinessModelTV• Learning Map

– wiki.SSBMG.com/home/learning-map• Blogs

– blog.SSBMG.com – slab.ocad.ca/blogs/antony-upward

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Learn more: http://www.naturalstep.ca/gold-standard

Join a Key Related Project

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Copyright

• All images used under applicable creative commons licences – see notes on each page

© Antony Upward / Edward James Consulting Ltd., 2013. Some rights reserved. – Permissions available at www.EdwardJames.biz

/Permissions – This work is licensed under a

Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.

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