2 introduction of environmental scanning to fellows v5 w instructornotes (1)

Environmental Scanning

Pre-Exercise: Think for a Moment

•What is your favorite food?•Why is this food your favorite?•Who else likes this food?•What is it about this food you like?•Is there another food that you sometimes want instead of this food?


Inspiration: ScanningRecognizing Your Environment to Build Products that Fit


It depends how you look at it

•Before going into the Promised Land, Moses sends spies to review it•When the 12 spies went into the Promised Land, they all saw different things•Although the majority of the spies saw competition, the two righteous ones saw opportunity

Knowing how to survey the market is crucial to success


Visions live in the World.

•There is no such thing as a product or service without competitors.

•Everything nowadays is competition for our most precious resource: Time.

•Without recognizing other players in the market, one cannot learn from the market; without recognizing what value propositions work for what target market, one dooms one’s venture to repeating others’ mistakes.

Entrepreneurs steal good ideas and avoid existing pitfalls.


Competitors

Comparatives Complements

CollaborativesYour Venture

PresenTense C4: Quick-and-Dirty Scanning Technique


Competitors


Collaborativesbirthright israel

Example Scan: birthright israel

Customer: 18-26 year old JewsValue Prop: Free organized trip to Israel


A venture that addresses the same target demographic as your ventures does, and seeks to solve the same problem your venture is addressing.

Competitor

= Customer= Value Proposition


Competitors




•Gap-Year Programs•Summer movement trips•Free service-learning trips to third-world countries


A venture that addresses a different target demographic as your venture does, yet seeks to solve the same problem your venture is addressing.

Comparative

~ Customer= Value Proposition


Competitors





•University trips abroad•Summer at Sea•Federation Missions


A venture that addresses the same demographic your venture does while seeking to solve a different problem.

Complement

= Customer~ Value Proposition


Competitors






•University Hillel events•Local volunteering opportunities•Masa Programs


A venture that does not target the same demographic or seek to solve the same problem as your venture, but is within the same general field and holds the same interests at heart.

Collaborative

~ Customer~ Value Proposition= Bottom line


Competitors






•University Hillel events•Local volunteering opportunities•Masa Programs•JCC membership

•JCC•Federations•Local Synagogues


Competitors


CollaborativesFacebook

Example Scan: Facebook

•MySpace•Bebo•Friendster•YouTube•Flickr

•LinkedIn•Corporate Networks

•Twitter•File-sharing sites•E-commerce sites

•Google•Microsoft•Salesforce

What Market and Value Proposition fits this scan?


Competitors


CollaborativesNatural History Museum

Example Scan: Natural History Museum

•History Channel•Interactive sites on human history

•Metropolitan Museum of Art•Museum of Modern Art•Whitney Museum

•Tibet House•Native American Museum•New York Historical Society

•City of New York•Google•Bronx Zoo



Competitors


CollaborativesPresenTense

Example Scan: PresenTense

•(we’ve moved all competitors to other categories ). Example who might be thought to compete is Jewish Jumpstart

•Ycombinator•Techstars•Seedcamp•Unreasonable Institute

•Joshua Venture Group•Bikkurim•ROI120•Federation YLD

•JCC•Federations•Hillel



•Break up into groups of three, and start your scan•Take five minutes to list organizations you know for yourself•Take turns presenting your scan to the group, and explain why you chose each group•Listeners: Try to push the presenter to explain why the venture differs, and how the venture can fit

Workshop: Start to Scan


Provide a detailed analysis of your operating environment, listing a minimum of five for the following four bodies or ventures: Competitors, Comparatives, Complements (and how you can work with them), and Collaborators (and how you can work with them).

Deliverable


Last Thought: Context is King

•The world is as it is perceived – change perception, change strategy and action•The 10 spies weren’t wrong; they just weren’t thinking strategically•The more we can turn adversaries to allies, the quicker we’ll build up

World-changing innovation takes the market context into account

2 introduction of environmental scanning to fellows v5 w instructornotes (1)

Documents

example scan

dooms ones venture

birthright israelcustomer

target market

value propositions

favorite food

different target demographic

different problem