Upload
others
View
2
Download
0
Embed Size (px)
Citation preview
Social Entrepreneurship 2011 Clara Navarro Colomer
SOCIAL ENTREPRENEURSHIP 2011 CONSULTING PROJECT
Professor: Clara Navarro Colomer, [email protected]://www.esade.edu/faculty/ clara.navarro This course is actively supported by Professor Alfred Vernis, [email protected] http://www.esade.edu/faculty/ alfred.vernis
Business Policy Depart. Assistant: Mari Angels Auge, [email protected] I (Av. Pedralbes 60-62, second floor), Ext.2300
SUPPORTING CDI DEFINE ITS STRATEGY FOR SPAIN
SUPPORTING CDI DEFINE ITS STRATEGY FOR SPAIN
1 BACKGROUND ON CDI
..1.1 History
Founded in 1995, pioneer of the digital inclusion movement in Latin America, CDI (Center
for Digital Inclusion) is one of the leading social enterprises in the world with a unique
socio-educational approach. CDI Founder and Ashoka Fellow Rodrigo Baggio and CDI's
work have been recognized with more than 60 international awards. Today, CDI is a
network of 816 self-managed and self-sustaining CDI Community Centers throughout
Brazil, Argentina, Bolivia, Chile, Colombia, Ecuador, Mexico, Paraguay, Peru, and Uruguay
– monitored and coordinated by 32 regional offices.
In addition to low-income communities, CDI schools are also present in indigenous
communities, psychiatric clinics, hospitals for the mentally and physically disabled, as well
as youth & adult detention facilities. CDI is an international NGO with US 501c3 status,
headquartered in Rio de Janeiro. CDI has operations in the USA, UK, and Latin America.
With the support of James Wolfensohn, former President of the World Bank and the
Wolfensohn Institute, CDI is in the process of expanding to the Middle East and North
Africa (MENA) region, to be followed by India and other parts of Africa. Spain is also a high
priority since Rodrigo Baggio recognized immense opportunity as he visited the country in
November 2010.
..1.2 Mission
CDI's mission is to transform lives and strengthen low-income communities by
empowering people with information and communication technology. CDI uses technology
as a medium to fight poverty, stimulate entrepreneurship and create a new generation of
changemakers.
..1.3 Key Success Factors
Scale — 1.3 million people in 15 years.
CDI has developed a pioneer model that has overcome what is known as the ‘classic pilot
syndrome’, i.e. the difficulty of scaling up and replicating a project that is successful on a
grassroots level to a global level. The structure of the CDI Network creates a positive
ripple effect that leverages CDI’s impact transnationally, which means that supporting a
school in Chile can affect other schools in places as far as the Amazon Forest.
Methodology — graduating changemakers
CDI’s greatest strength is its educational methodology—a combination of civic and digital
education that seeks to help people help themselves by empowering poor youth and
adults to understand the challenges that face their communities and work together to solve
them.
Local ownership & content — flexible and relevant in any context
CDI believes that underprivileged communities themselves are better positioned than
governments or companies to decide how to solve the problems that affect them locally.
This is why the CDI model places a premium on shared responsibility and local ownership,
entrusting community members to manage and coordinate their own schools.
Credibility — more than 60 international awards
CDI’s work has been independently reviewed and recognized by companies, multilateral
organizations, and news media around the world. CDI has become one of Latin America´s
most distinguished non-profit organizations, but its greatest achievements however are the
results that they have seen in the communities. CDI is the first social enterprise to be
recognized with fellowships and awards from Ashoka, Avina, Schwab and Skoll
Foundations. The World Economic Forum has awarded CDI four different distinctions, and
CDI is also supported by IDB, Tech Museum, Unicef, and Unesco. Other awards include
the World Bank Citizen Award, the Humanitarian of the World Award and the World
Technology Award in the Social Entrepreneur category.
CDI Founder, Rodrigo Baggio, was named by the World Economic Forum as one of “100
Global Leaders for Tomorrow”, by Time Magazine as one of the 50 leaders in Latin
America that will make a difference in the third millennium, by CNN, Time and Fortune’s as
one of the world’s ten “Principal Voices in Economic Development”, and more recently was
invited to join the Strategy Council of the UN’s new Global Alliance for ICT and
Development and the Clinton Global initiative. Rodrigo is was also named Honory PhD
Doctor of Human Sciences; Certificate of quality for experiences with at-risk youth; 1 of 20
principal leaders in Latin America; Young Global Leader, Outstanding Social Entrepreneur
and 2 more recognitions from the World Economic Forum.
No handout approach — sustainable approach
CDI believes that handouts create dependency and fail to address the root of the problem.
They seek to empower changemakers and enable poor youth and adults to become self-
sufficient by fostering the concepts of exchange and collaboration—everyone pitching in to
achieve a common goal.
Partners
CDI’s current partners include the WWW Foundation, Microsoft, Dell, Motorola, ABN-Amro
Bank, Skoll Foundation, Vale Foundation, Accenture, Skoll Foundation, Avina, W.K.
Kellogg Foundation, Deloitte, IBM, Cisco Systems, Unilever, the Esmee Fairbairn
Foundation, Vivendi and the Carrefour Foundation and more.
Other in-kind supporters include Unesco, Globo (Brazilan media conglomerate), Unicef,
Giovanni + Draft FCB, Deloitte Touche Tohmatsu, Ashoka, Barbosa Mussnich & Aragão,
Schwab Foundation, Terra, Domingues e Pinho Contadores, and Sucesu.
..1.4 The Probem: the digital divide
The ‘Digital Revolution’ has led to dramatic expansion of the global economy, transformed
the way we live and generated tremendous wealth—but only for some parts of the world.
79% of the world remains digitally excluded and every single day the importance of
technology in creating a sustainable social impact becomes ever more urgent.
Of the world’s 6 billion people, for example, just 1 billion have access to the internet.
Speaking of this gap, James Wolfensohn, former President of the World Bank, has called
the digital divide “one of the greatest impediments to development today”.
In Latin America, this exclusion has deepened existing social gaps and created castes of
marginalized populations that are unable to participate in society as self-governing, active
citizens. As soldiers on the frontlines of the growing drug wars, underprivileged Latin youth
have become the protagonists of issues of global concern such as the drug industry,
immigration, and violence.
• Today nearly 40% of Latin Americans live below the poverty line.
• Quality education and healthcare are scarce; unemployment borders 20%.
• While estimates show that workers in the Knowledge Economy require 12 years of
formal education, Latin Americans have only 6.
• Only 17% of the population in Latin America and the Caribbean have access to the
internet (compared to 70% in the United States and Canada).
• In Brazil, the first Map of Digital Exclusion (published in 2002 by USAID, Sun
Microsystems and business school Fundação Getúlio Vargas), revealed that just
12% of Brazilians owned computers and only 8% accessed the internet from home.
• Recent studies show that 79% of the Brazil’s 180 million people still have never
accessed the internet and 54% have never used a computer.
..1.5 The Solution: digital inclusion
CDI uses knowledge to stimulate local economic development and job creation.
Technology is one of the most powerful catalysts of change at hand today. But technology,
in itself, is just a tool. The true challenge is making technology relevant and useful in the
context of marginalized populations. For 14 years CDI has empowered disadvantaged
groups to use Information & Communication Technologies (ICTs) as tools to exercise
their full capacities as citizens and tackle the issues that affect their communities.
CDI Community Centers are technology and learning centers in impoverished
communities. Each CDI Community Center is a partnership with an existing leading
grassroots organization. The community based organizations provide the infrastructure
and CDI provides free computers and software, implements educational methods, trains
instructors and monitors the schools.
CDI Schools are rooted in Latin America´s most vulnerable regions – from the sprawling
urban slums of Rio to the refugee camps in Bogota, as well as in indigenous communities,
prisons, juvenile delinquency centers, psychiatric institutions and hospitals for the
physically disabled.
..1.6 CDI's methodology
Offer relevant tools to affect true change =
Digital Literacy + Civic Education + Entrepreneurship
CDI Community Centers are based on three principal objectives – that they are self-
managed, that they are self-sustainable, and that they implement the CDI pedagogy.
This unique pedagogy requires that by the end of each 4 month course, students will
have used technology as the main tool to initiate, plan, implement and complete a
“social advocacy project” aimed at changing an aspect of their realities. Students
collectively identify a common challenge facing their community and prepare an action
plan to overcome it. Issues can range from sexual abuse, pollution, violence, crime, and
drugs, to the lack of healthcare or schools. Students then use the technical skills they’ve
learned in class to tackle the problem, mobilize their communities, engage in advocacy
and awareness campaigns, and work together to solve that specific problem. The CDI
methodology enables people to become active and informed citizens, capable of
organizing their communities, making their voices heard, and affecting true change.
A: A 5-step methodology for learning to solve social problems
B: Partner Channels
Innovating CDI
In its quest to continually increase the breadth and the depth of its impact, CDI mobilized 5
internal working groups from different disciplines to innovate new solutions for efficient
growth. The result was the creation of a new multimedia learning environment, new
courses, new services with business plans, revised performance indicators, a new
monitoring process, and an online platform for communication and collaboration. In
addition to making its existing operations more dynamic, CDI is also expanding to new
markets.
..1.7 CDI's Programs
CDI Community Centers
Each CDI Community Center is a partnership with an existing leading grassroots
organization. The community based organizations provide the infrastructure and CDI
provides free computers and software, implements educational methods, trains instructors
and monitors the schools.
Today our CDI Community Centers are better equipped than ever to continue the fight
against exclusion. CDI's programs are delivering education to individuals, as well as
providing an expanded portfolio of technology services to communities, that lead to real
skills for work in the modern labor market, increase community development and provoke
active citizenship, community mobilization, autonomy, ownership and entrepreneurial
behaviors.
In addition to their traditional course offerings such as competency in basic office
programs, computer maintenance and networking, CDI has formalized and introduced 11
new courses (including video and audio editing, blogging, website development), and
business plans for 30 services such as internet access (with or without assistance),
resume building, e-gov, graphic design & services, scholarly research, e-health, e-learning,
and job hunting. Through the implementation of these services, CDI Community Centers
are on a clear path to becoming completely self-sustaining micro-enterprises.
CDI LAN: Expanding CDI's reach through the private sector
There are more than 100,000 internet café small businesses in Brazil that serve as the
main point of access to technology for low-income communities. Almost half of all
Brazilians that access the Internet do so through these “LAN Houses.” That´s 40 million
people. A large portion of these businesses however, are illegal, have a short life-
span and are unhealthy environments for young people because of uncontrolled
access to pornography and violent video games. CDI LAN is a new division of CDI that
affiliates legal LAN House that sign a code of ethical conduct thereby agreeing to be triple
bottom-line businesses at the Base of the Pyramid (BOP).
Conexão
Projeto Conexão is a social joint venture between CDI and Rede Cidadã, another highly
acclaimed citizen sector organization based in Minas Gerais, Brazil. Conexão believes that
employment is a means by which young people and low-income entrepreneurs can
develop into active citizens, engaged in transforming their own realities. By providing
professional training and mentorship, as well as guidance in navigating the labor market,
young people are equipped to become agents of change in their own lives. Similarly,
through Conexão, private sector businesses offer pro-bono consulting services to
micorentrepreneurs to strengthen their enterprises, and by extension, their surrounding
communities. Conexão’s success in the three Regional Offices in which it works - Rio de
Janeiro, São Paulo, and Belo Horizonte—have led to the systematization of strategies that
encourage civic empowerment through income generation.
The project is currently underway in the following communities: Cidade de Deús, Moneró,
Tribobó, Costa Barros, Vila Kennedy, Pavuna, Vila Pauline, Santa Rita, Campinho, Morro
dos Macacos, Bangu, Maré, Babilônia, Rocinha and Realengo.
Employability:
• Training in basic employment skills
• Mapping productive capacity
• Specialization
• Mock interviews
• Talent bank
• Circulating job openings and contracts
• Ongoing training
• Entrepreneurship
• Selection of entrepreneurs
• Matching with volunteer consultants
• Business management consulting
CDI Consulting: Sharing CDI's expertise and best practices
CDI Consulting is a new division of CDI that finds its roots in CDI’s experience and
expertise in Digital Inclusion and in working with the Base of the Pyramid (BOP). With 14
years of success, innovation and continually setting industry standards, CDI is now well
positioned to offer expert advice, strategic consultancy as well as operational services to
an ever expanding number of clients. CDI Consulting works with clients including
multinational and medium businesses, state and federal governments as well as NGOs
and social enterprises, to find the best way to reach their potential while maximizing impact
and adding value. CDI Consulting does this by -
• Studying and understanding our clients’ industry, model, mission, requirements and
potential
• Strategically aligning our clients needs and the CDI know-how into an innovative
tailor-made action plan
• Implementing the action plan either on a turn-key basis, as a partnership or by
indicating the best way to implement the project
Apps for Good – powered by CDI
Millions of people have smartphones today, and the demand for apps is expanding fast. If
the uptake of apps in any way mimics that of web 2.0 and mobile use, the market is set to
explode. The opportunity for creating great apps that are really useful and make a real
difference to peoples’ lives is huge. With Apps for Good, youngsters from disadvantages
backgrounds can grab this opportunity, improve their prospects and at the same time
make a positive difference to the world. Apps for Good help them equip themselves for a
career in the design, tech and mobile industry and find out if they’ve got what it takes to be
an app entrepreneur and agent of change.
Apps for Good is the brainchild of CDI Europe, (now operating in the UK only) in
partnership with technology giant Dell, and supported by people and businesses in the
tech and creative world including Orange, Talk Talk and Ogilvy.
During April- June 2010, CDI Europe successfully ran the first pilot open course with 9
young people aged between 16-25 years at High Trees Development Trust in South
London. Now, in addition to running open courses for 16 to 25 year olds not in full-time
education, jobs or training, they also run programmes for 13/14 to 18 year olds in full-time
education at schools.
Apps for Good aims to:
• Ignite a passion for technology and social enterprise in young people in the UK
• Encourage young people to use technology to tackle problems for social good
• Increase the entrepreneurial skills and confidence of young people
• Bridge the gap between young people and the business networks and knowledge
that can help them
• Tackle youth unemployment by encouraging social enterprise with mobile
technology, and opening doors into exciting, growing industries
• Build a connected world of young people, business volunteers and educators,
inspiring each other to solve problems and succeed through the wonders of mobile
technology
During the Apps for Good course, students go through a kind of entrepreneurial process
whereby they identify what is wrong with their world before designing a way of fixing it with
a mobile app. Apps for Good combines a broad range of areas in the course, giving young
people a foundation in entrepreneurship, community involvement, problem-solving and
team work, as well as design and some technical skills.
Apps for Good develops talented and employable young people in an industry with plenty
of room for creativity, prosperity and employment.
What makes Apps for Good different:
• They do not set agendas or themes but use radical bottom-up innovation processes
to allow young people to come up with the issues they worry about in their lives and
in their communities.
• The Apps for Good approach goes beyond simple, basic training, and no journey
through Apps for Good is the same for any individual. Student ownership of both
issue and solution is what makes a lasting difference.
• The course style and structure follows a peer-to-peer, problem-centred learning
model inspired by the work of the influential Brazilian educator Paulo Freire. This
learning model is at the heart of all CDI programmes across the network. You can
learn more about CDI’s model and its global network on the CDI Europe website.
To learn more about Apps for Good visit http://appsforgood.org
2 CDI IN SPAIN
As Rodrigo Baggio visited Spain in November 2010, he saw a reality that he did not like.
• Despite being a developed country, there are many groups of society in Spain that
are excluded and vulnerable: disadvantaged youngsters, lonely elderly, excluded
immigrants....
• Rodrigo observed that efforts made for digital inclusion in Spain are mostly
focussing on expanding the number of people who have access to technology
(quantity) but they are not focussing much on the quality of such access
• Rodrigo also saw that many “locutorios” (internet and phone centers mostly used by
low-income immigrants) were mostly uncoordinated, often illegal, and lacked a
social mission, as it used to be in Brazil before CDI set up CDI LAN Houses.
Given this, CDI sees many opportunities to adapt its model and programmes in Spain.
Several ideas need to be researched. Your task will be to help CDI do the market research
to test these hypothesis and advice them on their entry strategy in Spain and how to best
adapt the CDI model for this country.
Different teams will have a slightly different focus in terms of project, target group and
geographical area, as defined below.
..2.1 Adapting CDI's model: financial inclusion for immigrants and elderly
CDI's methodology, as explained above, is based on coupling digital inclusion with courses
that help people help themselves. In tis sense, to adapt CDI's model to Spain, CDI needs
to find what would be the relevant things to teach to the relevant target groups through
digital inclusion. In this sense, CDI has a hypothesis that two of the most digitally excluses
groups in Spain may be immigrants – especially the porrest ones and illegal ones – and
the elderly. CDI also suspects that these two target groups have a low level of financial
inclusion, with limited access to banking products and services. Indeed banks are
struggling to access certain kinds of populations such as illegal immigrants, who do not
trust them and/or do not know how to make use of them in their own interest.
Hence, CDI thinks there may be an opportunity to couple digital inclusion with financial
inclusion for vulnerable target groups such as migrants and elderly in Spain. Coupling
these two needs would allow to:
• Adapt CDI's methodology to Spain by teaching financial inclusion as a tool for target
groups to improve their situation and at the same time benefit from digital inclusion
• Bring about the benefits of financial inclusion through finance litteracy to vulnerable
populations that right now do not benefit optimize the use of financial services
• Build on current efforts for digital inclusion in Spain, extending their reach and
upgrading their impact
Groups researching this opportunity will focus either on migrants or elderly.
Key questions that you should try to answer are:
• Characterizing the target group:
• How big is the target group you are studying in the geographic area you
considered?
• What are their socio economic and cultural characteristics?
• What is the level of digital inclusion in your target group?
• What is the level of financial inclusion in your target group?
• Is there any particular sub-group that would most benefit from CDI support,
and in which areas?
• Defining the product:
• What are the main financial needs in your target group?
• Have you identified any other need that may be relevant for CDI to develop
its project and attend this target group?
• What could be the potential benefits of digital and financial inclusion courses
for your target group?
• What kind of content would be most relevant regarding financial and digital
inclusion for your target group?
• What considerations should be taken into account when designing learning
products for your target group?
• Identifying partners:
• What possible partners have you identified on the ground with yur target
group?
• Are there any organizations already working with on digital or financial
inclusion with your target group?
• What opportunities could there be to finance this programme? Which
companies could be interested in partnering with CDI to bring about finance
and expertise?
• Other questions that you may find relevant
Based on your findings, what would you recommend CDI do in relation to your target
group? Should they pursue this opportunity?
Additionally, in the case of immigrants you may want to look into the possibility of
leveraging the current “locutorios” (phone and LAN houses). As explained above, CDI LAN
Houses has allowed to structure, coordinate, legalize and upgrade phone and LAN houses
in Brazil and turn them into centers with a social mission. CDI thinks there may be an
opportunity to replicate this in Spain and build a social business inspired in the model of
CDI LAN houses around the current “locutorios” to turn them into centers that not only are
profitable but also bring about social value for immigrants in a legal, coordinated and
responsible way. The “locutorios” could become learning centers for their users, mostly
immigrants, with a common brand and adherence to a common code of conduct.
Researching this may be a challenging task due to the lack of transparency in this market.
Hence, it is just an optional idea for groups focussing on migrants.
..2.2 Adapting Apps for Good in Spain
Given the success of CDI's Apps for Good in the UK, CDI thinks this could be an attractive
programme to enter the Spanish market too. CDI wants to know if Apps for Good could be
adapted to work in Spain and how. This could involve setting up training programmes for
disadvantaged youngsters in Spain to teach them how to develop smartphone apps that
help solve problems in their own reality.
Your research should bring some light to questions such as the following:
• Characterizing the target group:
• Who are they? E.g. youngsters in disadvantaged communities who do not
have access to IT resources, smartphones etc? What kind of social problems
do they have?
• How many of them tend to have IT knowledge or are digitally included versus
excluded?
• What type of application may be useful for this kind of target group
• Characterizing the apps market:
• what companies may be interested in developing this sort of Apps? Where do
they get their programmers from, how much do they pay, how easy is it to
find rogrammers...?
• Who is developping apps at the moment, how much does it cost to develop
an app?
• What type of technical platform is developing what applications: android,
Java....
• Defining the product:
• What kind of training would be necessary for the target group to be able to
create apps?
• How would the collaboration model be (between the younsters and the
companies)?
• Identifying partners: who coud be potential partners already working with
youngsters to introduce this programme? What target age, geographic rea etc
would you recommend is best to start with?
• Other questions that you may find relevant
..2.3 Task requirements
As you see, CDI requires help to decide their entry strategy in Spain. They are talking to
potential funders to explore what ideas may be most attractive to them and who could help
them from the corporate world. Your market research will be very important to:
• Provide insights about the target groups, their needs and potential. For this you will
need to explore secondary sorces, get in touch with organizations that support this
target group and, if you can, interview members of the target group themselves.
• Provide insghts on possible partners to support these groups, based on the
organizations that you meet and the references you get.
Additionally, CDI will welcome all your innovative ideas and recommendations regarding:
• what projects/services they can offer to these target groups. These canbe
adaptations of existing CDI rojects, or completely new ideas that you come up with.
Your only restriction should be to bear in mind CDI's philosophy (based on Paulo
Freire's methodology) that digital inclusion is only a tool to help people solve their
own social problems, it is not the end goal.
• How could they finance the projects aside from philanthropy? What market-based
mechanisms could there be? Which types of companies could be interested in
sponsoring CDI and why? What could CDI offer them?
By the end of the course each group will submit:
• One report per group, including the main findings in your research and a
recomendation for CDI based on your research. The report will be maximum 12
pages long with a readable font size and 1.5 spacing. You can include appendices
but note that these will not be taken into account for the mark, so the important
content should be included in the 12 pages. Still, appendices with details, interview
transcriptions, studies or other data that you used may prove useful to CDI.
• One presentation per group. The presentation will be delivered on the last
session of the course, on Wednesday April 27th. This should include a summary of
key findings and a recommendation – please avoid methodological and other
details which should be all in the report. The presentation will be maximum 10
minutes long, followed by some questions.
..2.4 Support and resources
Session 3 will be your chance to ask questions about the work to the course professor.
After that, it is suggested that you start by looking for information about your target group
in Catalonia through secondary sources such as websites and reports.
On Session 4, each group will be assigned a reference organization working with your
target group in Catalonia (disadvantages youngsters, immigrants or elderly). They can be
a starting point for your research as they know well your target group and their needs, and
can provide further contacts and ideas for research. They could also be potential partners
for CDI. All the organizations will have been previously contacted and will expect you to
contact them.
On session 6, you should have done a preliminary research based on secondary sources
and at least a first interview with your contact organization. Try to synthesize your
preliminary results and be prepared to share them with another team as well as to come
with questions or doubts. We will use part of session 6 to provide feedback between
groups and help each other. This will also be your chance to ask further questions and
reorient your work if needed.