social business planning using 3 questions€¦ · establish their business and to maximize their...
TRANSCRIPT
Social Business Planning using 3 Questions
Tools for Educators
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Created by: Nynke de Jager, Stichting Incubator (The Netherlands) Simona Simulyte, European Social Entrepreneurship and Innovative Studies Institute (Lithuania) Duncan Chamberlain, Bridging to the Future (United Kingdom) Theodoros Alexandrou, Institute of Entrepreneurship Development IED (Greece) Matthew Caruana, Foundation for the Promotion of Entrepreneurial Initiatives (Malta) Sonia Merlo, JO Consulting (Italy) Published: September 2018 Copyright: T3QM consortium All right reserved This project has been funded with support from the European Commission. This communication (website) reflects the views only of the author and the Commission cannot be held responsible for any use which may be made of the information contained therein. Project n.:2017‐1‐UK01‐KA204‐036651 The Three Questions Model of Developing Social Entrepreneurs (T3QM) is an innovative methodology proven to
create jobs and develop social entrepreneurial skills (both soft and hard skills). Starting a business should be accessible
to everyone. Yet, many aspiring business people are discouraged by the complex, time consuming steps required to
start a business. T3QM is about ensuring that the opportunities of social entrepreneurship are open to any individual.
To ensure this, T3QM uses practical business material that puts sales and income first.
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Content 1. About the tools for Educators .................................................................................................................. 6
1.1 What is it? ................................................................................................................................................ 6
1.2 Who was it created by? ........................................................................................................................... 6
2. Tools regarding QEAS ................................................................................................................................ 8
2.1. Spoon Stuff ............................................................................................................................................. 8
2.2. Random Request .................................................................................................................................... 9
2.3. A day in the office ................................................................................................................................. 13
5.4. £10 Challenge ....................................................................................................................................... 19
2.5. Shipwrecked ......................................................................................................................................... 20
3. Tools regarding Q1: What are you selling? ............................................................................................ 21
3.1 Tool to help identify USP ....................................................................................................................... 21
3.1.1. Stripe: “Web and mobile payments, built for developers” ........................................................... 21
3.1.2. Lyft: “Rides in Minutes” ................................................................................................................. 22
3.1.3. Uber: “Get there: Your day belongs to you” ................................................................................. 23
3.1.4. Periscope: “Explore the world through someone else’s eyes” ..................................................... 24
3.1.5. Bovada: “Raise Your Game” .......................................................................................................... 25
3.1.6. Budweiser Beer: “The Great American Lager” .............................................................................. 25
3.1.7. Target: “Expect More, Pay Less” ................................................................................................... 26
3.1.8. Walmart: “Save Money. Live Better.” ........................................................................................... 26
3.1.9. Skillshare: “Learn a New Skill Each Day” ....................................................................................... 27
3.1.10. Evernote: “Remember Everything” ............................................................................................. 27
3.2 Value proposition templates ................................................................................................................. 28
3.2.1. Geoff Moore’s Value Positioning Statement ................................................................................. 28
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3.2.2. Steve Blank’s XYZ ........................................................................................................................... 28
3.2.3. Venture Hacks’ High‐Concept Pitch ............................................................................................... 28
3.2.4. Peter Sandeen’s Value Proposition ............................................................................................... 28
3.2.5. Customer‐Problem‐Solution .......................................................................................................... 29
3.2.6. Dave McClure’s Elevator Ride ....................................................................................................... 29
4. Tools regarding Q2: To whom are you selling? ...................................................................................... 30
4.1. Tool 1 – activity on targeting shoes buyers ...................................................................................... 30
4.2 Tool 2 – Quiz on Question 2: to whom are you selling? .................................................................... 30
5. Tools regarding Q3 – For how much are you selling? ............................................................................ 33
5.1. Activity 1 – Calculating you startup capital .......................................................................................... 33
5.2. Activity 2 – Calculation break‐even price ............................................................................................. 35
5.3. Activity 3 – Finance option checklist .................................................................................................... 37
6. Final notes ................................................................................................................................................... 41
Annex 1 – Examples for Question 1: What are you selling? .......................................................................... 42
11. Square: “Start Selling Today” ........................................................................................................... 42
12. Zapier: “Connect Your Apps and Automate Workflows” ................................................................ 42
13. Spotify: “Music for Everyone” .......................................................................................................... 43
14. Intuit: “Simplify the Business of Life” .............................................................................................. 44
15. LegalShield: “Worry Less. Live More.” ............................................................................................. 44
16. Gusto: “Payroll and Benefits Designed for Modern Businesses” .................................................... 45
17. Gengo: “People‐Powered Translation at Scale” .............................................................................. 45
18. Listia: “Sell Your Old Stuff. Get New Stuff for Free.” ....................................................................... 46
19. Proven: “The One Stop Shop for Small Business Hiring” ................................................................. 46
20. Fundly: “Raise Money for Anything” ............................................................................................... 47
21. Locu: “Get Found Online” ................................................................................................................. 47
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22. DogVacay: “Find the Perfect Pet Sitter Near You” .......................................................................... 48
23. Thumbtack: “Consider it Done” ....................................................................................................... 49
24. WP Engine: “WordPress Hosting, Perfected” .................................................................................. 50
25. JORD: “Luxury Hand‐Crafted All‐Natural Wooden Watches” ......................................................... 51
26. Vimeo: “Make Life Worth Watching” .............................................................................................. 52
27. Tortuga Backpacks: “Bring Everything You Need Without Checking a Bag” .................................. 52
28. Ladders: “Move Up In Your Career” ................................................................................................. 53
29. Pinterest: “The World’s Catalog of Ideas” ....................................................................................... 54
30. Salesforce: “Connect to Your Customers in a Whole New Way” .................................................... 55
31. Bitly: “Shorten. Share. Measure.” .................................................................................................... 56
32. Dollar Shave Club: “A Great Shave for a Few Bucks a Month” ....................................................... 57
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1. About the tools for Educators
1.1 What is it? This document has been produced to support adult educators in their entrepreneurship education. This
document is supplementary to the Guide for Educators, which includes advice to the adult educator (AE) on
how to introduce the topics and how to motivate and engage the adult learner (AL). This document provides
a clear overview of the tools which can be used for the course. Here you can find some engaging tools,
including advice, practical guidance, suggested answers and examples of how the adult educator should
choose and deliver the tools, to support the learning of the adult learner.
1.2 Who was it created by? The course has been developed by experts who are passionate about entrepreneurship and business
development. The partners have experience in several areas of entrepreneurship. Hereunder you can
find the partners who have provided input in the development of this course.
Bridging to the Future is an innovative company from the UK which
challenges and reforms existing approaches to organisational and individual
productivity, job creation, economic independence and economic
sustainability. BttF believes in creating jobs through new businesses, active
incubation and practical leadership programmes (internationally).
The Institute of Entrepreneurship Development (iED) is a Greek NGO
committed to the promotion of innovation and the enhancing of the spirit of
entrepreneurship. By recognizing entrepreneurship as a crucial factor for the
development and cohesion of societies, the institute promotes employment
and provides innovative solutions that facilitate growth of entrepreneurship.
The focus of Stichting Incubator is on helping starting companies to firmly
establish their business and to maximize their growth. To this end, Inqubator
offers a shared room facility in which starting entrepreneurs work on their
business plan, get advice on how they should proceed in the development of
their business and follow different kinds of workshops and masterclasses.
European Social Entrepreneurship and Innovative Studies Institute is
dedicated to innovative teaching methods, strategy creation, and
development of sustainable and social entrepreneurship. The partner also
promotes the socially responsible development of society through social,
cultural, vocational and creative learning activities.
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JO Consulting S.r.l. is an experienced consultant in business plan
development and in providing tutoring services to support start‐up
companies and new aspiring entrepreneurs. The excellence in consultancy is
also provided through the strong connections with the University of Catania,
as well as local authorities among the whole territory of the Sicilian region.
The Foundation for the Promotion of Entrepreneurial Initiatives (FPEI) is a
private not‐for‐profit foundation, with the aim of promoting and supporting
entrepreneurship. FPEI encourages all forms of entrepreneurship, from high
tech, high growth ventures to social enterprises. FPEI aims to establish new
initiatives and provide tools that will promote entrepreneurship in Malta.
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2. Tools regarding QEAS
2.1. Spoon Stuff Background: You are a marketing department of a British based multinational company that manufactures spoons. Activity: You need to develop an advert within a marketing strategy to increase sales of spoons to the European Union market. You must:
plan the advert (15 marks)
state how it plays a part in an overall strategy for increasing sales (10 marks)
perform the advert (15 marks)
Time : 15 mins planning; 5 mins presentation on how the advert plays a part in an overall strategy for increasing sales of spoons; 2 minutes for the performance of the advert – you will be stopped after this time has elapsed for each section. Leadership : Division of tasks, time management, creativity, setting aims and objectives, team work
This is an excellent activity to develop the learners: communication, team work, decision making, relationship
building, customer engagement and focus.
The set up of the activity is very important. Simply say: ‘’You are a business which manufactures spoons. I am a
customer requiring 5000 spoons for an international event in 2 weeks time. I have a budget, and a real need.
What can you do?
Key idea here: do the learners ask you questions to find out more about you as a customer? E.G. ‘’Why do you
need the spoons?’’; What is your budget?’’; ‘’Do you need any special branding?’’; ‘’What is the event?’’; ‘’Are
you looking for an eco‐product?’’ etc. So, the leaners must get to know their customer is the key lesson and to
listen to the customer.
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2.2. Random Request
This game will teach you that good time management, attention to detail and innovative approaches to problem solving are all essential skills that you will need as leaders.
Task 1 – Crown your King All good teams need a kingpin, a leader who inspires them and keeps them on track during the bad times…in this case the leader is the only nominated person in your team who can speak to the staff members. Please choose your leader and the chosen leader must then wear, at all times within the game, with some form of physical identity to show that they are the leader. Then encourage the leader to make themselves known to the scorer. TOTAL = 30 POINTS Task 2 – Nail your colours to the Mast In the heat of the carnage its important to know who’s on your team and who isn’t. Friendly fire isn’t fun and it certainly isn’t helpful. You need to come up with both a team name and a visibly identifiable way of showing what team you are in…some sort of mark, armband or anything you think….Once you have done this have the leader report back to scorer. TOTAL = 50 POINTS Task 3 – Cunning Questions for Clever Minds We can’t all know everything, but there are ways of finding things out for those that know where to look…Each of the questions below are worth 4 points. You can submit your answers to them all at any point during the quest, but can do so only once. An adult human has 206 bones. How many is a baby born with? Who was the 1958 Hong Kong ‘cha cha’ champion? How much did Warner Communications pay for the copyright of the song ‘Happy Birthday’? At what speed does food travel through the large intestine? A ‘jiffy’ is a proper unit of time. How long is it?
BASIC INSTRUCTIONS
‐ The aim of the game is to get as many points, as a team, as possible. To do this you will have to complete
as many of the below challenges as possible in the time allowed; there are a plethora of diverse tasks,
varying in difficulty and points, so choose what tasks you attempt carefully. The winning team will be the
one that best uses their resources (e.g. yourselves) to successfully tackle the array of puzzles this game
involves.
‐ The game begins when the instructor says go; you must begin with tasks 1, 2, and 17 as these are
compulsory and set you on the way for the rest of the game. After this you can have a crack at any of the
tasks you like, in any order you like…think strategically and you will win!
‐ Good Luck!
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What was Marilyn Monroe’s real name? In which country were neck ties first worn? Who invented the scissors? Who is the patron saint of chess‐players? What do the following words have in common: racecar, level & wow? TOTAL = 40 POINTS Task 4 – There are no words ‐ We all have those moments in life when we just don’t know what to say or are so astounded that silence is the only response we can muster…In light of that see if you can mime the following important messages across to the scorer (there must be no talking, writing, drawing or using numbers): Message 1: My dog is sleeping in the lighthouse Message 2: The King rang, he said ‘hello!’ Message 3: If you look under my hat, you will find a small, yellow, boy. TOTAL = 20 POINTS PER PHRASE Task 5 – Bottle it ‐ You must go and see the scorer in order to play this game; they will explain the rules and then you have only 2 minutes to successfully complete it or miss out on the glorious points forever. TOTAL = 30 POINTS Task 6 – Winter is Coming… ‐ With such a rubbish summer, perhaps it is time to start thinking of Christmas? It has been so miserable recently that we can all be forgiven for feeling a little cold and our minds drifting to mince pies…To keep yourselves warm and your spirits high you must find the scorer 30 minutes after the start of the game and sing to them a Christmas Carol. TOTAL = 40 POINTS Task 7 – Modern Day Poets ‐ Many people would argue that modern music is the equivalent of poetry in days gone past. To prove this compose a 3 Verse rap or poem about KEFW. You must then perform this to the scorer. TOTAL = 100 POINTS Task 8 – KEFW on Tour ‐ KEFW is well know for its international links and visits. Who know where the school will link upto next? Therefore find out what country you would be in if you are landing at the following airports… a) Don Muang Airport = b) Charles De Gaulle Airport = c) Tambo International Airport = d) Heathrow Airport = TOTAL = 20 POINTS PER AIRPORT Task 9 – Go Green or Go Home ‐ An important part of any business is their image; especially today everyone is desperate to look good and show customers they care. This is especially true in modern businesses where the customers are often young, trendy types who care about green issues. To show your commitment to the environment you need to bring, in a natural container, exactly 15 blades of grass, six stones and a very small stick… TOTAL = 50 POINTS
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Task 10 – The Path to Enlightenment ‐ busy people, such as yourselves, can find themselves overwhelmed by the fast paced and technologically advanced world they find themselves living in. This task will help you find a path to enlightenment. By answering the steps below you will help find your way to a better life. But be warned, unless you get all the steps correct in one go you will lose 30 points as failure will return you to your confused ways… Path to Enlightenment I: What colour is the Yellow Brick Road in ‘The Wizard of Oz’? Path to Enlightenment II: What city did House music originate in? Path to Enlightenment III: complete the following sequences: i) Rio de Janeiro London Beijing Athens ……………. ii) Qatar Russia Brazil South Africa ……………… iii) Victoria Edward George Edward George …………….. iv) Edgbaston Harborne Quinton …………… TOTAL = 100 POINTS OR MINUS 30 POINTS Task 11 – Is he havin’ a laugh? ‐ Even in the busy hustle‐bustle of life it’s important to remember to laugh! Every team member must prepare a joke, practice them out on each other and then when everyone has a good one go and tell the scorer immediately. They will give you points depending on how much you make them chuckle… TOTAL = 20 – 100 POINTS Task 12 – Mama Mia! ‐ Many high flying business executives and Headteachers enjoy being wined and dined, it helps the deals go down a bit easier it seems. One local business executive is a bit of an Italian connoisseur but one question has been bothering him of late…does spaghetti grow on trees? What evidence do you have for your answer? Present your case to the scorer who will inform the record label executive and hopefully help land you a big deal! TOTAL = 60 POINTS Task 13 – The Special K Diet ‐ To many people and supermodels the letter K appears to have magical properties; can you and your group show the letter K to the scorer without speaking, writing or miming it? TOTAL = 20 POINTS Task 14 – That’s Magic ‐ Since the retirement of Paul Daniels and his delightful assistant and wife Debbie McGee, magic has gone down hill in the UK. To restore this sad situation, develop and perform a magic trick hat you might be able to sell to Paul to entice him out of retirement. TOTAL = 30 POINTS Task 15 – Know your roots ‐ The real challenge for any aspiring artist is to keep themselves grounded and in touch with the people and places that formed them. With that in mind can you tell your scorer just who was King Edward VI? Further from this can you, as a while team, act out an interesting or famous piece of information about this King? TOTAL = 60 POINTS Task 16 Ever decreasing circles Just for fun….draw a circle with a hat on
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TOTAL = 30 POINTS Task 17 – High aspirations i)How many steps are there in the Chowen Building to go from the ground floor to the first floor? ii)How many red cars are parked in the car park this morning? TOTAL = 40 POINTS Task 18 – Language Loopy Please translate the following phrases into English:
i) Ich habe meinen Schirm vergessen ii) S'il vous plaît puis‐je commander un McDonald? iii) Спасибо
TOTAL = 30 POINTS Task 19 – The Quest Ends ‐ After 30 minutes you must make sure the scorer knows all your scores and you must be standing in height order! If you are late or not in order, you will lose points! TOTAL = 30 POINTS
This is a fun activity with so many lessons to learn! Give the learners minimum instructions, other than what is
written on the document. Though they should work in groups of no more than 4.
The idea is for the groups to: problem solve at speed, compete against each other, delegate according to skill base,
decision make, problem solve, focus, be positive (yes, we can!), overcome challenges, show resilience etc
At the end, be sure to ask the learners about the QEAS they have developed and how well they have done!
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2.3. A day in the office Your group is a team working within the Jaguar Land Rover factory in Solihull. You start with a budget of £40,000. For each minute that you take in this whole activity, your team has a cost to Jaguar Land Rover of £1,000. Each activity will lead to Jaguar Land Rover paying your team a suitable amount of money, but by failing you will cost Jaguar Land Rover money.
You have 40 minutes to deal with all of the following actions that demand your time. For each of the following situations and actions, you must reach a solution, answer or decision. You must complete all of the situations and actions within the time set or face a penalty. If you are successful, then you will receive a bonus (as described below). SUCCESS ‐your team receives a bonus of £10,000 if all of the situations and actions are successfully completed within the time period given. FAILURE ‐your team receives a penalty of £15,000 if you fail to successfully complete all of the tasks within the time period ACTION 1 – PRODUCTION AT RISK There is a problem in the factory. It is a cold spring, with night temperatures outside reaching freezing. The night shift manager has just called you: ‘Hi, we have a real problem on the production line. The heating has failed in the main production area and the minor production area. With temperatures due to fall to freezing tonight, the Trades Union officials have warned me that they will have to tell their workers to stop working in the factory unless we do something in the next 15 minutes. Can you please take responsibility for making sure that the night shift does not walk out – email me your solutions within 15 minutes.’ SUCCESSFUL COMPLETION OF THIS ACTION ‐ £50,000 FAILURE ON THIS ACTION – MINUS £75,000 WHAT IS YOUR SOLUTION? WRITE IT HERE AND PRESENT IT TO A MEMBER OF STAFF AT THE CORRECT TIME ACTION 2 You have received this memo from the Personal Assistant to the Managing Director: ‘Dear Team, the Managing Director wants me to remind you that in September,2014 it is the Russian celebration of ‘Car and Vehicle Day’ and as a company we need to prepare a video to send to Moscow to show Jaguar Land Rover in the best light. The MD wants to know your ideas and thoughts about this. What should the video include, do you think? Who will make the video? What is the cost. The MD sees this as an important event for us, so if you could get back to me that would be great. Thanks.’ SUCCESSFUL COMPLETION OF THIS ACTION ‐ £20,000 FAILURE ON THIS ACTION – MINUS £15,000
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WHAT ARE YOUR IDEAS? WRITE IT HERE AND PRESENT IT IN WRITING TO A MEMBER OF STAFF AT THE CORRECT TIME SITUATION 1 The Prime Minister’s office has phoned and asked for Jaguar Land Rover’s views on a referendum on the UK’s membership of the European Union in 2017. Would Jaguar Land Rover be willing to support a ‘Yes’ campaign ie donate money to the ‘Yes’ campaign to keep the UK in the EU? The Prime Minister is hoping to hold a Press Conference in October with companies who will support the ‘Yes’ campaign. i)What should the response to this request be? SUCCESSFUL COMPLETION OF THIS ACTION ‐ £10,000 FAILURE ON THIS ACTION – MINUS £5,000 SITUATION 2 The reception desk has just called you to tell you that some Hungarian students from the University of Budapest have arrived and would like to see around the factory. In your diary you have that they should be arriving in 3 hours time, not now. What will you do? Write down your solution below. SUCCESSFUL COMPLETION OF THIS ACTION ‐ £2,000 FAILURE ON THIS ACTION – MINUS £2,000 ACTION 3 The Director of Personnel has phoned ahead to you and has said that he will be coming to see your team in the next few minutes. He has an urgent task for you to complete and wants to collect it from you. The task: what is the plan that you have developed for the staff party in July? They have sent you the following information: STAFF PARTY – JULY, 2013 BUDGET ‐ £25,000 FRAMEWORK – NUMBER OF GUESTS: 325 EMPLOYEES PLUS 25 SENIOR MANAGERS AND 4 DIRECTORS; LOCATION – YOUR CHOICE; PRESENTS – ALL EMPLOYEES TO RECEIVE A ‘GOODY BAG’; ALCOHOL PERMITTED? YES; FOOD REQUIRED – YES; TYPE OF EVENT – CELEBRATORY TO MARK A SUCCESSFUL YEAR. What is your response? SUCCESSFUL COMPLETION OF THIS ACTION ‐ £5,000 FAILURE ON THIS ACTION – MINUS £2,000 SITUATION 3 Jaguar land Rover has a production plant in Pune, Maharastra. A local school has asked if you could provide a map of all of the production plants, including the one in Pune.
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What is your solution to this? SUCCESSFUL COMPLETION OF THIS ACTION ‐ £500 FAILURE ON THIS ACTION – MINUS £1,000 ACTION 4 The French Embassy has sent you an email: ‘URGENT! The French Government would like to order 15 vehicles from you for use in Paris. Please send us the details of the cost of the following: Discovery 4; Le Nouveau Range Rover Sport. Please can we receive this information by 1330 today (UK time).’ What is the answer? SUCCESSFUL COMPLETION OF THIS ACTION ‐ £5,000 FAILURE ON THIS ACTION – MINUS £20,000 SITUATION 4 Please decide what do about this letter: Dear JLR, RESIGNATION I am sorry to have to inform you that I wish to resign from JLR and offer my two weeks notice. My time at JLR, which started so brightly has soured as the levels of support to employees has plummeted and the demands have got ever greater. I have decided to leave and will train to be a teacher instead, where I believe there is more respect for employees and more opportunities for advancement and training. As I am owed 9 days holidays by you, I propose to make today my last day. Good bye, Peter Smith‐Brown WHAT SHOUD YOU DO ABOUT THIS? SUCCESSFUL COMPLETION OF THIS ACTION ‐ £0,000 FAILURE ON THIS ACTION – MINUS £4,000 SITUATION 5 Please respond to this letter: Dear Sirs,
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I have become aware of some serious and important rumours on the internet last week about theft within one of our suppliers – ‘Right Hand Drive Steering Wheels’ (RHDSW). There seems to be an erupting scandal there with wide scale theft rumoured to have happened there over the last 3 years, which has cost RHDSW huge amounts of money. Apparently, workers at RHDSW have been stealing all sorts of things and then selling them on the black market to lots of other countries. The internet forum I was looking at told a story that was really amazing. I thought you should know and you can take the best action. Best wishes, Carolina Hyndelstrom WHAT SHOULD YOU DO? SUCCESSFUL COMPLETION OF THIS ACTION ‐ £5,000 FAILURE ON THIS ACTION – MINUS £20,000 ACTION 5 JLR does a lot of charitable work. One arm of the charitable work is to donate money to good causes. Your team is in charge of the decision making about which ‘good cause’ receives what money. Please decide what charities and community groups should receive money in 203‐2014: TOTAL AMOUNT OF MONEY AVAILABLE FOR DONATION BY JLR ‐ £45,000 APPLICATIONS FROM:
ORGANIATION WHY THEY WANT FUNDING AMOUNT OF FUNDING REQUESTED
ROMANIA
CHILD
ORPHANAGE,
BUCHAREST
TO EQUIP THE ORPHANAGE WITH NEW
SHOWERS AND TOILETS FOR 100 ORPHANS WHO
CURRENTLY HAVE NO SHOWERS AND ONLY
OUTSIDE TOILETS
£20,000
KIDS
ADVVENTURE,
BIRMINGHAM
LOCAL, SMALL CHARITY THAT TAKES
DISADVANATAGED AND DISABLED YOUNG
PEOPLE ON TRIPS SUCH AS TO THE LIKEY HILLS,
CADBURY WORLD, THE SEASIDE AND TO
LONDON
£5,000
AFRICA CRISIS,
BURKINA FASO
A CHARITY WHICH BUILDS NEW SCHOOLS IN
BURKINA FASO
£15,000 FOR A NEW SCHOOL FOR
150 KIDS PER YEAR AGED 5‐11
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ANIMAL
RIGHTS,
NOTTINGHAM
A GROUP THAT ADVOCATES MORE RIGHTS FOR
ANIMALS IN THE UK
£10,000 FOR RUNNING COSTS AND
ADMINISTRATION
CASTLE
BROMWICH
SENIORS
A SENIOR CITIZEN COMMUNITY GROUP THAT
HELPS THE OVER 70s TO MEET, EAT AND LEARN
NEW SKILLS SUCH AS ICT, FILM MAKING AND
KEEP FIT
£12,000 TO PAY FOR THE HIRE OF
THE HALL, PAY FOR HEATING AND
FOOD, PAY FOR TRAINING PEOPLE
ETC
ASTON HALL HISTORIC HOUSE IN BIRMINGHAM, REQURING
WORK TO BE DONE ON ITS STONE WORK WHICH
IS SUFFERING FROM EROSION AND WEATHERING
£17,500
MARSH HALL
FARM,
SOLIHULL
A FARM THAT OFFERS CHILDREN AND OLD
PEOPLE THE CHANCE TO VISIT A WORKING
FARM, PLAY WITH THE ANIMALS, FEED THE
ANIMALS, GO ON HORSE RIDES, BAKE CAKES AND
MAKE FRESH ICE CREAM.
£12,000 FOR BETTER ACCESS FOR
THE DISABLED AND THE ELDERLY
AND FOR A NEW, PAVED
WALKWAY FROM THE CAR PARK
TO THE FARM
CPM
HARBORNE
CPM (CEREBAL PALSY MIDLANDS) IS A CHARITY
WHICH OFFERS DAY CARE TO INDIVIDUALS AGED
18‐80 WHO HAVE CEREBAL PALSY
£14,000 TO PAY FOR A NEW
KITCHEN THAT WILL ALLOW THE
USERS OF THE CENTRE TO DEVELOP
COOKING SKILLS AND SO THEY CAN
FORM A SOCIAL ENTERRPISE THAT
SELLS SANDWICHES, DRINKS,
CAKES ETC
BALAAM WOOD
ACADEMY
THE ACADEMY WANTS TO OPEN UP THE SPORTS
CENTRE/HALL MORE OFTEN TO LET LOCAL
PEOPLE USE THE FACILITIES MORE
£10,000
BEST CHANCES
CHARITY,
QUINTON
THIS CHARITY SUPPORTS YOUNG PEOPLE FROM
POOR BACKGROUNDS TO BE ABLE TO FULFIL A
POTENTIAL WITH PRACTICAL SUPPORT – EG A
TALENTED BALLET DANCER WILL BE BOUG
BALLET SHOES; A TALENTED CHEF WHO WANTS
£5,000
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TO GO TO CATERING COLLEGE WILL BE BOUGHT
A KNIFE SET; A TALENTED TENNIS PLAYER WILL BE
BOUGHT EQUIPMENT AND BUS FARES TO GET TO
PRACTICE
STONEWALL A NATIONAL CHARITY WHICH SUPPORTS THE
LGBT COMMUNITY AND CAMPAIGNS AGAINST
DESCRIMINATION AGAINST THE LGBT
COMMUNITY
£5,000 TO SUPPORT WORK IN
SCHOOLS IN BIRMINGHAM
RSPB ROYAL SOCIETY FOR THE PROTECTION OF BIRDS
– CHARITY WHICH DOES RESEARCH AND
PRACTICAL WORK TO PROTECT BIRDS AND BIRD
SPECIES
£13,000 TO SUPPORT RESEARCH IN
TO SPECIES OF BIRDS WHO ARE
RAPIDLY DECREASING IN
POPULATION IN THE UK
SUCCESSFUL COMPLETION OF THIS ACTION ‐ £1,000 FAILURE ON THIS ACTION – MINUS £10,000 SCORESHEET
BUDGET TOTAL BUDGET
INCOME
BUDGET
EXPENDITURE
TASK NAME COMPLETED?
ACTION 1
ACTION 2
SITUATION 1
SITUATION 2
ACTION 3
SITUATION 3
ACTION 4
SITUATION 4
SITUATION 5
ACTION 5
TOTAL
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5.4. £10 Challenge
This is a very useful activity as it challenges learners to read a lot of information, make decisions, prioritise, make
judgements, understand the financial implications of decisions and judgements and team work
The instructions are clear – they need to solve the many problems and to make money!
The evaluation is very important – did they succeed, why? How could they have improved? Can they see how their
business will face multiple issues at the same time and that they need to develop the QEAS to face them. A
business plan is fine…..but business reality faces us all and the learns need to balance the plan against everyday
business life
This is a fun activity which brings the reality of business to the learners. Ideally the learners would work in small
groups of 2‐3 people and would be give £10/10 Euros to spend in reality. They should find a business way of
creating £10 + through trading or service provision. This might be used as an activity outside of the normal
teaching environment.
We suggest the learners complete the template included and that you focus on the learners making a profit.
Afterwards, what are the lessons the learners used? What problems did they find? Did they succeed? Why?
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2.5. Shipwrecked
SHIPWRECKED…….WILL YOU SURVIVE?
Aims : To develop a set of rules/laws and punishments on an imaginary desert island. Task : Imagine that your group, along with 50 other people, has been shipwrecked on an isolated desert island in the Pacific Ocean. There is no communication with the outside world. It is likely that your will be marooned here for at least 2 years. There is no human population on the island except your group. What you need to do: a) divide yourself into teams of 3 b) discuss what rules and laws you think you should introduce to your desert island to ensure that the group of people survive in safety and happiness. (12 minutes) c) agree 10 rules/laws to govern your island with – no more than 10 and no less than 10. Write these down on a poster to make it clear what the laws/rules are and why you think the law/rule will be important for your community. All of the team must be involved with this task. (7 minutes) d) present your ideas to the rest of the Leadership group ie the other teams – all of your team should speak and contribute (2 minutes per group) e) now as a whole leadership group, the different teams must come together and agree 1 set of laws and rules for the island. There can be only 7 laws/rules. Discuss and agree the 7 laws/rules and present them to the staff present (12 minutes). f) what punishments do you need for each law/rule if anyone breaks them? Discuss and tell the staff present what you have decided (7 minutes) g) listen to the feedback of the staff
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3. Tools regarding Q1: What are you selling?
3.1 Tool to help identify USP Devide AL into teams of 2 and give one of the examples. Ask questions bellow the picture. You have the correct answers. Tell them after AL share their insights with you. Here 10 examples are mentioned, you can find more examples in Annex 1.
3.1.1. Stripe: “Web and mobile payments, built for developers”
Product: (Answer) A set of tools that empower businesses to accept and manage online payments. Target market: (Answer) Developers and business owners. Primary benefit: (Answer) Simple and streamlined payments. What makes it unique? (Answer) It shows Stripe’s emphasis on simplicity.
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3.1.2. Lyft: “Rides in Minutes”
Product: (Answer) On‐demand car service. Target market: (Answer) People who need a simple method for getting from “point A” to “point B”. Primary benefit: (Answer) Immediate response. What makes it unique? (Answer) Lyft focuses on providing local service without any delays.
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3.1.3. Uber: “Get there: Your day belongs to you”
Product: (Answer) Low‐cost taxi service. Target market: (Answer) People who need low‐cost, on‐demand transportation. Primary benefit: (Answer) Eliminates the frustrations of travel. What makes it unique? (Answer) The proposition focuses on the needs of the customer by using the word “you.”
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3.1.4. Periscope: “Explore the world through someone else’s eyes”
Product: (Aswer) Live streaming video content. Target market: (Answer) Millennials who want real‐time visual content. Primary benefit: (Answer) The ability to experience moments without borders. What makes it unique? (Answer) “Explore” is a powerful word that shows how users have control over the experience.
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3.1.5. Bovada: “Raise Your Game”
Product: (Answer) Online sports betting and casino games. Target market: (Answer) Competitive people with a tolerance for risk. Primary benefit: (Answer) A place to be competitive and a chance for rewards. What makes it unique? (Answer) It’s short and sweet, which says something about the simplicity of the brand and its service.
3.1.6. Budweiser Beer: “The Great American Lager”
Product: (Answer) Low‐cost, high‐quality beer. Target market: (Answer) The average American. Primary benefit: (Answer) Familiar‐tasting beer at a fraction of the price. What makes it unique? (Answer) The use of “great American” ties the beer to something more than the drink itself.
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3.1.7. Target: “Expect More, Pay Less”
Product: (Answer) Thousands of SKUs across many industries. Target market: (Answer) Cost‐conscious shoppers who expect quality. Primary benefit: (Answer) Quality products at prices that are lower than the competition. What makes it unique? (Answer) You don’t have to compromise on price or quality; you can get both.
3.1.8. Walmart: “Save Money. Live Better.”
Product: (Answer) Virtually any product a customer wants. Target market: (Answer) Lower‐ and middle‐class bargain shoppers. Primary benefit: (Answer) You get to buy the things that will make your life better, without the heavy price tag. What makes it unique? (Answer) In addition to touching on the money aspect of the transaction, it also highlights the intrinsic benefits.
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3.1.9. Skillshare: “Learn a New Skill Each Day”
Product: (Answer) Online classes and lessons. Target market: (Answer )Entrepreneurs and creative minds. Primary benefit: (Answer) The ability to learn via bite‐sized lessons. What makes it unique? (Answer) The focus on quick, on‐demand learning.
3.1.10. Evernote: “Remember Everything”
Product: (Answer) App for organizing. Target market: (Answer) Busy individuals and professionals. Primary benefit: (Answer) Easy and integrated task management. What makes itunique? (Answer) The ability to organize your notes all in one place so you never forget a great idea.
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3.2 Value proposition templates Ask AL to use these value proposition templates to start crafting their own. Have in mind that they probably won’t end up using these ideas word for word, but they’ll give them a great starting point.
3.2.1. Geoff Moore’s Value Positioning Statement
In Geoff Moore’s seminal book, Crossing the Chasm, he suggests the following template for writing value proposition.
For [target customer] who [statement of the need or opportunity], our [product/service name] is [product category] that [statement of benefit].
Example: “For non‐technical marketers who struggle to find return on investment in social media, our product is a web‐based analytics software that translates engagement metrics into actionable revenue metrics.”
3.2.2. Steve Blank’s XYZ
Here is perhaps the simplest value proposition template from Steve Blank.
We help [X] to [Y] by [Z].
Example: “We help parents spend more quality time with their kids by providing parent‐friendly play areas.”
3.2.3. Venture Hacks’ High‐Concept Pitch
This value proposition template from Venture Hacks leverages businesses that already exist in your industry to craft your own unique value proposition.
[Proven industry example] for/of [new domain].
Example: “Flickr for video.”
3.2.4. Peter Sandeen’s Value Proposition
Peter Sandeen says the idea is to “hit people over the head with what makes you different.”
What makes you valuable? (Collect all of the most persuasive reasons people should notice you and take the action you’re asking for.) Can you prove that? (Use studies, testimonials, social proof, etc. to prove your claim.)
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3.2.5. Customer‐Problem‐Solution
Vlaskovits and Cooper use what they call a Customer‐Problem‐Solution value proposition template.
Customer: [who your target audience is] Problem: [what problem you’re solving for the customer] Solution: [what is your solution to the problem]
Example: “Customer: I believe my best customers are small and medium‐sized business (SMB) markets. Problem: Who cannot easily measure campaign ROI because existing solutions are too expensive, complicated to deploy, display a dizzying array of non‐actionable charts. Solution: Low cost, easy to deploy analytics system designed for non‐technical marketers who need actionable metrics.”
3.2.6. Dave McClure’s Elevator Ride
Dave McClure suggests a 3‐step checklist for writing your unique value proposition.
Short, simple, memorable; what, how, why. 3 keywords or phrases KISS (no expert jargon)
Example: “Mint.com is the free, easy way to manage your money online.”
Value proposition Canvas
Use Value proposition canvas during coaching process with ALs.
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4. Tools regarding Q2: To whom are you selling?
4.1. Tool 1 – activity on targeting shoes buyers
What are customers’ needs and wants when buying footwear?
15 minutes
1.) Who are the target customers are for specific footwear
brands?
2.) Identify target customer groups associated with specific
types of footwear?
20 minutes
3.) Where should different footwear brands such as Gucci
and Nike operate in order to reach their target segments
and customers.
4.) What customer channel would be best to reach the
selected customer segment?
5.) How might these brands benefit from positive customer
relationships?
6.) Which brands depend on these strong positive relationships, why?
4.2 Tool 2 – Quiz on Question 2: to whom are you selling?
Question 1. Why is market segmentation carried out?
Please conclude this by stressing the
different needs and wants amongst
different target customer groups and
the importance of market
segmentation to a company's
marketing strategies. Take 15 minutes
to think about these questions and
discuss the answers.
Answers should include links with
customer traits in order to justify a
response.
Take 20 minutes to think about these
questions and discuss the answers.
We suggest that you highlight the concept of market positioning, whilst highlighting the different types of customer
segmentation, relationships and channels. It is also pivotal to highlight that Customer segments and the channels
best to interact with them change rapidly due to trends. Therefore what works once may not work again due to the
changes in taste.
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a) To break down large markets into smaller markets.
b) Provides an opportunity to surpass competitors.
c) By grouping customers with similar needs, it provides a commercially viable method of serving these
customers.
d) Allows the achievement of greater market share.
Question 2. The ___________ method is one of the main approaches to segmenting markets by adopting the
view that the market consists of customers that are essentially the same, so the task is to identify groups
which share particular differences.
a) Sample design
b) Breakdown
c) Build up
d) Profile identification
Question 3. An example of a segmented market would be:
a) Phillips marketing its product to all residents of the European Union with one marketing mix based on the
concept 'Sense and Sensibility'.
b) High‐income and low‐income consumers being treated the same at Marks and Spencer (M&S).
c) A garden nursery seeing residents of urban areas and rural areas as one market needing trees.
d) Honda separating its potential customers into economy car buyers and luxury car buyers.
Question 4. To be effective, the process of market segmentation must meet which of the following basic
requirements?
a) The firm must avoid focusing on non‐variables such as profitability and volume.
b) The market segment must have measurable purchasing power and size.
c) The company must expand beyond its marketing capabilities to capture growing markets.
d) The market segment must reflect the population's changing attitudes and lifestyles.
Question 5. Which of the following are the three broad groups of consumer segmentation criteria?
a) Behavioral, psychological and profile criteria
b) Behavioral‐, gender‐ and industry‐ type variables
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c) Organizational size, demographic and behavioral variables
d) Psychographic, sociological and price variables
Question 6. A commonly used basis for segmenting consumer markets is:
a) Organizational size
b) Demographics
c) Product type
d) Price
Question 7. Which of the following is not an example of a behavioral variable?
a) Product usage
b) Media usage
c) Purchase occasion
d) Personality
Question 8. ACORN, a segmentation analysis technique, stands for which of the following?
a) A Corresponding Official Residential Notation.
b) A Classification of Reported Nationals.
c) A Classification of Residential Neighborhoods.
d) A Countrywide Official Resources Navigation.
Answers
1.) C 3.) D 5.) A 7.) D
2.) B 4.) B 6.) B 8.) C
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5. Tools regarding Q3 – For how much are you selling?
5.1. Activity 1 – Calculating you startup capital
Introduction
Starting a business is difficult and, for most entrepreneurs, the most challenging aspect is to raise the startup
capital. The initial startup cost includes one‐time initial expenses of the business such as renovation of
premises, sourcing of equipment, modification of layout, getting electrical work done etc. Except for these,
every business has the operating expenses such as rent, business supplies, telephone service, electricity /
power bill etc. Below there is the table which includes all the types of expenses in order to calculate the
startup capital.
Instructions
Complete the table below like you are starting right now your business.
Type of expense Amount 6‐month
amount
1 Expected salary of the business owner
2 Staff salaries
3 Rent
4 Rent / Lease of machinery
5 Advertising
6 Business supplies
7 Delivery Expense/Transportation
8 Telephone, Fax, Internet Service
9 Electricity / power bill
Start this section with the activity “Calculating your startup capital” .
Make the introduction of this activity. Inform the AL that they have 20 minutes to fill in the table. At the
end of the activity ask some of them to present it. Through the discussion point out the significance to
calculate all the types of costs regardless of the fact of how big or small they are. Also, try to choose
different business sectors in order to highlight the difference in cost types.
Competences to achieve – At the end of the activity each AL has to identify his business costs and
understand which of them are the most important ones.
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10 Other Utilities
11 Insurance
12 Taxes Including Employment Insurance
13 Interest
14 Legal and Other Professional Fees
15 Maintenance costs
16 Miscellaneous
Sub total 0,00 € 0,00 €
Expenses only for the startup of the business
1 Fixtures and Equipment
2 Decorating and Remodelling
3 Installation of Fixtures and Equipment
4 Starting Inventory
5 Legal and Other Professional Fees
6 Deposits with Public Utilities
7 Licenses and Permits
8 Advertising and Promotion for Opening
9 Initial capital of the company
10 Miscellaneous
Sub total 0,00 €
Total capital required for startup 0,00 €
Continue with the activity ii) Calculating the break‐even price. This activity will help the AL to set up the
price for their product or service.
Make the introduction of this activity. Inform the AL that they have 20 minutes to fill in the table. At
the end of the activity ask some of them to present it. Through the discussion point out the significance
to calculate all the types of costs regardless of the fact of how big or small they are. Also, try to choose
different business sectors in order to highlight the difference in cost types.
Competences to achieve – At the end of the activity each AL has to identify his business costs and
understand which of them are the most important ones.
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5.2. Activity 2 – Calculation break‐even price
Introduction
Break‐Even Analysis is a mathematical computation that helps a business identify the point from which it
becomes profitable (break‐even point). It indicates the point where total revenue (total sales) equal total
cost. The calculation allows a business to determine the selling price it needs to charge for a specific quantity
it sells in order to break‐even.
Instructions
1. Calculate the fixed costs of your business
Type of Cost Value
Staff salaries
Rent
Telephone, Fax, Internet Service
Insurance
Taxes Including Employment Insurance
Interest
Maintenance costs
Total fixed costs
2. Calculate the variable cost
Variable cost
The cost that varies directly with the number of units produced or sold monthly
Type of cost Value
Cost of sales
Utilities (electricity, other)
Packing
Transportation
Other salaries
Interest
Advertising
Total variable cost
3. Calculate the price in which you must sell your products/services in order the total revenue to be
equal the total cost.
Selling Price per unit= (Total fixed cost + Total Variable cost)/selling units
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When you finish with this activity you can make a small introduction to the different pricing
strategies.
“Maximum market skimming” ‐ Skimming will be efficient for your business, if you have
developed a technically advanced product. Initially you charge a high price for the product, and
at this point only those who are prepared to pay a premium price for it will buy.
“Product‐quality leadership” – If you are a product‐quality leader, you will be able to offer
premium products at premium prices. Your customers are seeking high quality products from
you and your enterprise should provide them.
“Maximum market share” ‐ You would like to establish your product in the market pursuing low
price. Your price will determine to a large extent your percentage of market share compared
with competitors. Lower price usually means a larger percentage of the market share! Be aware
of price war!
“Maximum current profit” ‐ Your pricing strategy is driven by your desire for current profitability.
You price your product according to your profit goals. Naturally, your prices should motivate
customers to buy, be competitive and cover selling costs.
“Survival” ‐ Your enterprise does not get well just having the survival as the main goal. Your
enterprise is in a situation where you need to price at a level that will just allow you to stay in
business and cover essential cost. This pricing policy can't ever be used as a permanent
marketing mix strategy, but only as a temporary means of staying in business.
Competences to achieve – At the end of the activity each AL has to calculate the break‐even price
and get basic knowledge about the different pricing strategies.
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5.3. Activity 3 – Finance option checklist
Introduction
Every new business needs money when starting up. It is essential to have an accurate overview of your
financial needs. The type of finance you choose will depend on what kind of business you are starting, how
much money you need and what you will use it for.
Instructions
Choose one or more of the available options 1 to 5 and see the pros and cons.
1. You are thinking to use of your own money to set up your business.
If you’re starting a new business, it’s likely that you’ll have to put up at least some of the money yourself. In
fact, it’s usually difficult to borrow from a bank or attract other investors unless you’re also investing some
of your own money. The easiest way to provide your own financing is if you have your own savings to use. If
not, you’ll have to think about other possibilities, such as:
Getting a mortgage, or second mortgage
Borrowing privately
Getting an unsecured loan, or borrowing on credit cards
Selling possessions or assets
End this section with the activity iii) “Finance option checklist”. This activity will help the AL to get
information about the financing options. There is a range of financing options when starting up and
choosing the right ones for the new entrepreneur’s needs is essential. You can use your own money,
borrow from banks, family and friends or attract outside investors. Grants and government support
may also be available. All of these financial options have advantages and disadvantages.
Make the introduction of this activity. Inform the AL that they have 20 minutes to choose their
financing options. Ask them to study the advantages and disadvantages of each of the selected ones.
Make a discussion if something changed after this activity.
Competences to achieve – At the end of the activity each AL has to identify his business costs and
understand which of them are the most important ones.
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Advantages
Self‐financing your business gives you far more control than other finance options. Outside investors or
lenders could decide to withdraw their support at any time and most will expect a good return on their
investment in the form of interest, shares or dividends.
Disadvantages
You must be aware of the risks. If your business fails you could lose your home and other personal
possessions. And just knowing how much you have borrowed can put a lot of pressure on you and your
family. It’s a good idea to take professional advice on this from a lawyer or financial advisor.
2. You are thinking to use from friends and family to set up your business
If you can’t raise enough money to start your new business yourself, friends and family may be willing to
help. They might lend money to you or to your new business, or they might invest in your business. You
should provide potential investors with an up‐to‐date business plan. It will help demonstrate how their
money will be used and explains the long‐term plans for the business. You should also make sure that you
have a written agreement in place that sets out terms and conditions, including any interest and repayment
terms. This should help avoid misunderstandings.
Advantages
Friends or family may be more willing to lend you money than a bank, particularly if you cannot
provide security for a loan.
Friends and family may offer easy terms ‐ e.g. an interest‐free loan.
If you can raise some finance from your own resources or friends and family, it should make it easier
to get additional finance from the bank.
Disadvantages
You need to be careful. You may feel under personal pressure, particularly if your business starts to struggle
and there’s a risk that friends or family will lose their money. Remember that they too may worry about their
money and this may put a significant strain on your relationship. As a rule of thumb, you should never ask
them to lend you more than they can afford to lose. You should also seriously reconsider whether your
business is a viable prospect if traditional lenders such as banks are unwilling to lend you money to start up.
It is wise for both sides to take professional advice before proceeding with any agreement. You should consult
your lawyer or financial adviser.
3. You are thinking to use from bank finance to start your business
Overdrafts and bank loans are the most common sources of additional finance. Before lending, a bank will
want to know that you are a good risk. Typically, the bank will want you to:
Present a credible business plan
Provide evidence that you have a successful track record in business
Offer security for any money it lends you ‐ either business assets or a personal guarantee
Invest some money in the business yourself
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Whatever type of borrowing you use, you may have to pay arrangement fees as well as interest. Many small
businesses use an overdraft to cover their borrowing needs. If you need longer term financing, it’s a good
idea to consider taking out a loan.
Advantages
A flexible way of funding your day‐to‐day financial requirements (overdraft)
Interest is only payable on the amount you are overdrawn (overdraft)
You can match the term of a loan to your requirements (loan)
Disadvantages
× Leaves you with no contingency funds if you are regularly overdrawn (overdraft)
× Higher interest rates than loans (overdraft)
× Bank can ask for repayment at any time (overdraft)
× No flexibility ‐ you could be paying interest on funds you are not using (loan)
× You may have to offer some form of security (loan)
4. You are thinking to use from outside investors to finance your business
You might want to bring in outside investors. If the business does well, they share in the profits, but if the
business fails, they lose their money. Typically, your company issues ordinary shares (standard shares with
no special rights or restrictions) to investors in return for their capital. Outside investment can suit promising
businesses that do not expect to produce a lot of spare cash in the short term, but offer the potential of
greater returns over the longer term. Before approaching potential investors you need a good business plan,
including evidence of your management ability. Your plan should include detailed financial forecasts and
demonstrate what you will do with funds invested in the business.
Advantages
Attractive for businesses looking to bring in additional expertise as well as funding.
Unlike loans and overdrafts, you do not normally have to make payments to investors until the
business can afford them.
Increasing the capital invested in the business makes it easier to borrow from the bank.
Disadvantages
× Your share of the business, and of its profits, will be lower.
× Investors may want control over how you manage the business.
× Investors may want the business structured in a way that makes it easier to sell their shares in the
future.
5. You are thinking to use from grants and government support
Your business may qualify for a grant or government support to help you get started.
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Advantages
It is cheap financing
Disadvantages
× There is strong competition for grant schemes ‐ you may spend a lot of time on an application which
is not successful
× You must meet the scheme’s criteria ‐ such as business location and size, and how you plan to use
the money
× You normally have to use the grant for a specific project, rather than general business costs
× Grants usually only cover a percentage of the costs ‐ you also have to provide matching funds
End this section with the activity iii) “Finance option checklist”. This activity will help the AL to get
information about the financing options. There is a range of financing options when starting up and
choosing the right ones for the new entrepreneur’s needs is essential. You can use your own money,
borrow from banks, family and friends or attract outside investors. Grants and government support
may also be available. All of these financial options have advantages and disadvantages.
Make the introduction of this activity. Inform the AL that they have 20 minutes to choose their financing
options. Ask them to study the advantages and disadvantages of each of the selected ones. Make a
discussion if something changed after this activity.
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6. Final notes
Last, but not least, we wish you very good luck with the information. We would like to remind you that you
can use and adapt everything we have provided. You can pick and choose activities/assignments and do not
necessarily need to use everything, although it is recommended for optimal understanding.
If you need more help or information, you can find our contact details on the website
www.3questionsmodel.eu or in the Guide for Educators.
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Annex 1 – Examples for Question 1: What are you selling?
11. Square: “Start Selling Today”
Product: (Answer) Credit card processing services. Target market: (Answer) Small business owners. Primary benefit: (Answer) Easy payment processing regardless of location. What makes it unique? (Answer) The focus on immediacy.
12. Zapier: “Connect Your Apps and Automate Workflows”
Product: (Answer) App integration platform. Target market: (Answer) Busy professionals with lots of apps. Primary benefit: (Answer) The ability to streamline workflows. What makes it unique? (Answer) It highlights the relationship between connectivity and automation.
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13. Spotify: “Music for Everyone”
Product: (Answer) Online streaming music. Target market: (Answer) Families and single people alike. Primary benefit: (Answer) Music on the go. What makes it unique? (Answer) Moms, dads, kids, singles… there’s music to suit everyone’s tastes, all in one app.
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14. Intuit: “Simplify the Business of Life”
Product: (Answer) Finance and tax software. Target market: (Answer) Small business owners. Primary benefit: (Answer) Simplification. What makes it unique? (Answer) The benefit extends far beyond just business… it simplifies your life.
15. LegalShield: “Worry Less. Live More.”
Product: (Answer) Legal protection. Target market: (Answer) Individuals and small businesses. Primary benefit: (Asnwer) Legal protection you can trust to be there whenever you need it. What makes it unique? (Answer) It takes the stress out of legal situations.
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16. Gusto: “Payroll and Benefits Designed for Modern Businesses”
Product: (Answer) Payroll and benefits software. Target market (Answer) Busy business owners. Primary benefit: (Answer) Streamlined payroll and benefits management. What makes it unique? (Answer) It shows that Gusto is designed with progressive businesses in mind.
17. Gengo: “People‐Powered Translation at Scale”
Product: (Answer) Custom translation services. Target market: (Answer) Travelers, businesses, and more. Primary benefit: (Answer) Access to professional translating services at any time. What makes it unique? (Answer) The ability to scale according to size and need.
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18. Listia: “Sell Your Old Stuff. Get New Stuff for Free.”
Product (Answer) A service that lets you profit from selling. Target market: (Answer) People who want to get rid of unwanted items. Primary benefit: (Answer) The ability to replace old stuff with new items. What makes it unique? (Answer) The mutual focus on giving and getting.
19. Proven: “The One Stop Shop for Small Business Hiring”
Product: (Answer) A streamlined platform for finding employees. Target market (Answer) Small business owners. Primary benefit: (Answer) Quick and easy searches for applicants. What makes this value proposition unique? (Answer) “One stop shop” for all of your needs.
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20. Fundly: “Raise Money for Anything”
Product: (Answer) Online fundraising platform. Target market: (Answer) People and groups who need funding. Primary benefit: (Answer) The ability to reach a large number of people. What makes this value proposition unique? (Answer) Users can fund any project, regardless of need.
21. Locu: “Get Found Online”
Product: (Answer) Online visibility services. Target market: (Answer) Small business owners and marketers. Primary benefit: (Answer) Increased Internet visibility. What makes this value proposition unique?(Answer) Simplicity and automation.
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22. DogVacay: “Find the Perfect Pet Sitter Near You”
Product: (Answer) Pet sitting services. Target market: (Answer) Pet owners that travel. Primary benefit: (Answer) Loving sitters in your area. What makes this value proposition unique? (Answer) The focus on finding the “perfect” sitter for your pet, so you can rest at ease and enjoy your vacation.
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23. Thumbtack: “Consider it Done”
Product: (Answer) Professional services for hire. Target market: (Answer) People who need professional services and help. Primary benefit: (Answer) The ability to get help anywhere, anytime. What makes this value proposition unique? (Answer) The concise nature of the proposition is reflective of the simple service being offered.
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24. WP Engine: “WordPress Hosting, Perfected”
Product: (Answer) WordPress hosting. Target market: (Answer) Small business owners and people who need websites. Primary benefit: (Answer) Web hosting without issues. What makes this value proposition unique? (Answer) The focus on perfection at all levels so you don’t have to worry about your site going down or having any issues. This is the most important aspect of WordPress hosting that many companies ignore mentioning in their marketing.
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25. JORD: “Luxury Hand‐Crafted All‐Natural Wooden Watches”
Product: (Answer) Wooden watches. Target market: (Answer) Stylish men and women with a taste for craftsmanship. Primary benefit: (Answer) Hand‐crafted, unique watches. What makes this value proposition unique? (Answer) The focus is on luxurious, hand‐crafted products.
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26. Vimeo: “Make Life Worth Watching”
Product: (Answer) Online video streaming. Target market: (Answer) People who want to upload and/or watch video. Primary benefit: (Answer) A simple platform for watching, uploading, and sharing video. What makes this value proposition unique? (Answer) Focuses on the intrinsic value and artistic nature of a well crafted video.
27. Tortuga Backpacks: “Bring Everything You Need Without Checking a Bag”
Product: (Answer) Travel backpacks. Target market: (Answer) Young travelers and weekend road trippers. Primary benefit: (Answer) The ability to travel light. What makes this value proposition unique? (Answer) There’s no need to deal with the cost and hassle of checking bags at the airport.
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28. Ladders: “Move Up In Your Career”
Product: (Answer) Career advice and related services. Target market: (Answer) Ambitious and motivated professionals. Primary benefit: (Answer) Ability to move up in your career. What makes this value proposition unique? (Answer) Emphasis on career growth, versus simply finding a job.
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29. Pinterest: “The World’s Catalog of Ideas”
Product: (Answer) Access to ideas and inspiration. Target market: (Answer) Creatives, DIYers, women planning their wedding or looking for a masterpiece to cook tonight. Primary benefit: (Answer) Ability to find something beautiful to create. What makes this value proposition unique? (Answer) Emphasizes the vast depth and size of the platform.
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30. Salesforce: “Connect to Your Customers in a Whole New Way”
Product: (Answer) CRM solution. Target market: (Answer) Business owners and marketers. Primary benefit: (Answer) Easy‐to‐use CRM solution without compromise. What makes this value proposition unique? (Answer) Focuses on building a deeper relationship with your customers.
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31. Bitly: “Shorten. Share. Measure.”
Product: (Answer) Link management platform. Target market: (Answer) Small business owners and digital marketers. Primary benefit: (Answer) Simple access to the power of link management. What makes this value proposition unique? (Answer) Focuses on the three key elements of link management without any superfluous language.
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32. Dollar Shave Club: “A Great Shave for a Few Bucks a Month”
Product: (Answer) Subscription‐based razors. Target market: (Answer) Cost‐conscious millennial males who want to look great with less hassle. Primary benefit: (Answer) A high‐quality shave that’s convenient and low‐priced. What makes this value proposition unique? (Answer) Focuses on the total monthly cost.