Social Enterprise Learning Toolkit (Product & Markets Module)

Products and MarketsModule #4

1Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business

Operations ■ Customer Relations ■ Marketing ■ Risk Analysis

Social Enterprise products/services compete in the general marketplace by:◦Meeting a customer need ◦Being competitive in quality and price◦Delivering social value

Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business Operations ■ Customer Relations ■ Marketing ■ Risk Analysis 2

People buy on a mixture of heart and head, but they don’t buy bad products/services for their social value!

Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business Operations ■ Customer Relations ■ Marketing ■ Risk Analysis 3

What is your product/service? What unique customer need does your product/service meet?

How are you being competitive in the market?◦Price?◦Service?◦Quality?

Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business Operations ■ Customer Relations ■ Marketing ■ Risk Analysis 4

Who are you trying to sell to? What do they think about? What do they care about? What do they really really want? What price will they pay? How often will they buy it?

Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business Operations ■ Customer Relations ■ Marketing ■ Risk Analysis 5

Product Price

Service Social Impact

Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business Operations ■ Customer Relations ■ Marketing ■ Risk Analysis 6

Stay on top of changing trends in your:- Market - Sales -

Competition- Customer - Blended Values

Use real data and research, not just your “hunch”

Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business Operations ■ Customer Relations ■ Marketing ■ Risk Analysis 7

Define your product and market. Does your concept render a viable Social Enterprise model?

How confident are you that there is a real demand for what you want to offer?◦What evidence do you have?

Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business Operations ■ Customer Relations ■ Marketing ■ Risk Analysis 8

How realistic is it that you can successfully deliver the product or service?

How sustainable is your idea? How will you demonstrate social impacts?

Governance ■ Leadership ■ Blended Value Design ■ Products & Markets ■ Business Operations ■ Customer Relations ■ Marketing ■ Risk Analysis 9

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Social enterprises are businesses operated by non-profits with the dual purpose of generating income by selling a product or service in the marketplace and creating a social, environmental or cultural value.

Enterprising Non-Profits (enp) is a unique, collaborative program that promotes and supports social enterprise development and growth as a means

to build strong non-profits and healthier communities. The program is supported by the following funding organizations:

For more information on enp and different modules in the Social Enterprise Learning Toolkit please check out www.enterprisingnonprofits.ca