Anthony CerratoJeremy Wong

Essentials of Entrepreneurship

Problem DefinitionThere is an issue of keeping long term

success of an appropriative technology (1 year or more) in a developing country

There needs to be a way to ‘bridge the gap’ between the technology and sustainable business

Enter an EntrepreneurIt is a person who organizes, operates, and

assumes the risk for a business ventureNot all entrepreneurs are for profit

A Social Entrepreneur develops an idea that benefits society, such as overcoming a social problem, rather than a commercial idea

Why create a business?The hopes of the project is to help…

Generate (or at least begin to generate) a steady income for the local entrepreneur

Create jobs or many jobsPass on solutions (for a price) for others in

their community or neighboring communities with the technology

And It’s Fun!

Working Villages

If Not…We (the Guateca group) spend time

building a solution to a specific need (realized or unrealized) and leave it there, hoping someone there will maintain/repair/manage it

Budavári Palota (Buda Castle), poorly built from Soviet Era and not well maintained today

Factors Affecting BusinessTo understand the small,

niche markets of San Pablo, there’s a number of factors to take into considerationCulture & Customs

Ex. Family and the bonds within the neighborhood are important to the locals

PerceptionsWhat is the perceived benefit

the customer sees your product as instead of what you designed your solution to do

Factors Affecting BusinessMore factors:

Relatively lower economic wealthUnlike people in the US, the overall wealth of those

living in San Pablo are lowerEducation

There is importance to educate someone know the tools of the trade of the technology for long term sustainability

EnvironmentResources are scarce, which creates opportunities

Business

Economic Wealth

Education

Environment

Culture

Business of Creating BusinessesIn the US, we have a Business Plan

A business plan?A business plan describes the operating

substructure to establish a enterprisePlanning is the decision about future

actions taking into account a realistic market development

The business plan is a dynamic instrument of the administration und is generally issued for a period of 3-5 years.

Customer Segments• Who are your customers?• What goods or services

do they need?• What tasks are difficult or

dangerous for them?• What tasks do your

customers spend most of their time doing? Can there time be spent more efficiently?

Value PropositionsNewnessImproving performanceDesignBrand/NameLowering priceRisk reduction

Channels, Customer Relationships, and Revenue Stream

• Where can you get your materials the cheapest?

• Are your customers happy with your product?

• Are your customers recommending your product to others in the community?

• The money you generate is directly proportional with the satisfaction the customer receives from their product or service

Key Partnerships, & Cost Structure

• Are your partnerships cooperative, or are they “buyer and seller”?• Are you going to sell your product to generate revenue, or are you

going to provide it at cost for friends and family in your community?

How Does This Help?Capital Markets

Creating a long term funds for the business can help carry on the appropriative technologies if the business is viable

How Does This Help?Effort of a Community

You may even get the community to continue what the group of you start in San Pablo for years to come

Adventure Playground, Berkeley, Ca.

Questions?