[MUSIC] In this lesson, we are going to be looking at a storyboarding exercise. Which is fundamental to a number of other things that we will be doing relating to the value proposition. We'll be talking about designing the value proposition. Postioning the value preposition with respect to other soltuion. Communicating it. Delivering It. And finally developing the exchange model. So a lot of what we are we going be doing today fits under the enterprise plan. At the end of this lesson, you should have a number of elements of the enterprise plan in place. So what do we mean by storyboarding? It's a very intuitive exercise where you essentially take the product through, from supply to assembly to purchase and usage and disposal. Let me give you an example. Let's take the example of the almost home shelter, which came out of one of our class projects. This is a solution for disaster prone areas. Now, what does a storyboard look like, for this particular solution? It begins with the assembly. And that will need to be done under high stress conditions. And then, it ends with how the product is used, and in this particular case, there was, again, the importance of community, the importance of a unit where valuables could be stored. The importance of a place where people could worship, and so on. And so these are the things covered in this particular storyboard. Let me give you another example of a storyboard. And in this case, it's in the form of a bag for vision entrepreneurs, and a deployable kiosk to do eye testing in rural areas. This is part of a project called Drishti, which means vision. In this case, the storyboard begins with the vision entrepreneur who receives the materials in order to go to villages and do eye testing and provide spectacles. It involves travel, it involves, unloading the basic materials, assembling the kiosk. Unpacking the inventory bag which has spectacles and eye-testing equipment. Arranging the kiosk. Providing the eye-testing and then providing the spectacles as well. So this is what is meant by a storyboard. Essentially, your task now is to envision the different steps through which your product will go before it is used and finally disposed. The more comprehensive you are in doing this, the better off you will be in using this exercise to double up the value proposition and to understand how to communicate and deliver the value proposition. So what is the value proposition? The value proposition really articulates what the end beneficiary will give up and what they'll get. They're going to give up more than money. They're going to give their time, they're going to give their effort. If it's about eye testing and using the kiosk, they're giving up their time. They are giving up the opportunity to work, and so on. And what do they get in return? They get better vision, they get spectacles they get support, they learn about vision issues, they learn about dietary kinds of issues to improve their vision, and so on. So this is what the value proposition is. You have to clearly articulate what the end beneficiary is getting, and what they are giving up. Now, this is important because it provides the basis for later communicating the value proposition in a way that's understandable to the end beneficiary as well. Now, once you have your value proposition, it's also important to position it with respect to the competition, so what is the competition? The competition could be people living in subsistence making the product. Or simply forgoing the product. Or the competition could be under the product that's already in the market. For example, with the almost home solution, this is how they positioned themselves with respect to the competition. They looked at the level of disruption, from minimal to extreme, and they looked at the cost for each of the solutions. The key thing here is to have a solution that is better on some of these important dimensions rather then just imitating what's already out there that's the challenge for you when you serve a need. It has got to be a compelling need, and you have to find a solution that's better that existing ones on some dimensions, at least. Similarly with IPT, they compared themselves to their competitors on functionality, on access and on the network. And as you can see in the way they position themselves, they were unique in terms of providing a network for people with amputations. Next, you have to think about communicating a value proposition. Consider how people think, feel, cope and relate. Go back to the earlier lessons. Think about concretizing your communication, localizing it, so people can relate to it and finally, socializing your communication. People live in a one-on-one world where they constantly interact with others. So your communications have to be part of the social network. So that they're spread through word of mouth and so on. This is not about broadcasting a message to an audience that's waiting to hear it. This is about a one-on-one world where people are constantly interacting with each other. Make the value proposition clear in light of concrete thinking. What is the give, what is the get? How are these combined to provide a valuable solution? For your project, develop an example of a specific communication of your value proposition. This is very important. Rather than just staying at the general level and talking about using advertisements and so on, it'll force you to put down your communication in a form that a low-literate, low-income individual can understand. For example, the, the Drishti solution on vision. They considered product brochures, charts and diagrams, activities and education. Now note that education is often pat of the communication. This is a part of the ecosystem because people are deprived on multiple fronts. And so it's your responsibility to educate people as it relates to the need that your serving and the solution that you're designing. So here are some of the materials that they came up with, again keeping in mind the low literate user, so they have a lot of information about diet, and they have pictorial ways to represent it as well. They have information about eye testing, and about spectacles as well. With IPT, they came up with a brochure where they showed the solution, and they showed how the solution can be used in day to day life. The brochure is pictographic, and it also takes into account concrete thinking. In other words, it addresses how people can use the solution in the here and now, rather than give them some abstract information that they cannot relate to. Finally you have to think about delivering the value proposition. Again, consider the storyboard for your solution. Develop the value chain to deliver your value proposition. One last aspect of the enterprise plan is to develop an exchange model. What are the exchanges happening, what are the entities involved in the exchanges? It's very important to be clear with respect to all of these different exchanges. So what do we need for that? We need a clear listing of entites and exchanges. We need to think about a good versus a service. Sometimes every household in a village cannot afford the good that you have in mind. Can it become a service? For example, you may not be able to provide water treatment for each household but could that become a service, where there is a water treatment plant in a village, which provides water in large cans for a particular fee. Can you piggyback on existing distribution? Is it possible to align the way you charge for the product with the cash flow people have through their livelihoods? Can you think about livelihood opportunities for the poorest customers. Is education and skill a part of your value chain? So for example, for almost home, these are the entities involved. It's seamless transitions. The social enterprise that provides the all most home solution. It's a manufacturing company. It's an NGO like Red Cross and it's the community. These are the different exchanges happening and all exchangtes don't have to be about money. A number of different things are being exchanged. For example, the revenue that seamless transitions gets from their almost home solution is from a large NGO that is involved in disaster relief. Now this exchange model is very important to chart out, because every entity has to be involved in an exchange. Not necessarily involving money, but involving some kind of information flow, some kind of support, and so on. It's very important to chart this kind of exchange model out, because it gets that economic sustainability as well. There are a number of innovative ways to get revenue, and there are a number of different forms of revenue as well, some social, some monetary, and so on. To summarize with respect to our project, we have covered quite a bit of material with respect to our enterprise plan in lesson 12. The remaining slides here are resources in the form of frameworks to refine your enterprise plan, so use these materials to evaluate your enterprise plan and help develop up it as well. So this concludes lesson 12, where we started with a storyboarding exercise. And then we talked about how to design the value proposition, position it, communicate it, and deliver it, and we talked about the important exchange model that underlies your enterprise plan. [BLANK_AUDIO]
