Mod5 part 2
- 1. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. IO2 – Induction to Pedagogy for NGO staff Module 5 – The NGEnvironment Immersion Programme Part 2: Value PropositionPrepared by Rightchallenge ERASMUS+ Programme – Strategic Partnership Agreement No. 2018-1-DE02-KA204-005014 The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 2. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. -2- Agenda 2. Value Proposition 2.1 What is a value proposition? 2.2 Value Proposition Canvas 2.3 Value Proposition: case study on NGOs The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 3. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. -3- Learning Outcomes of Module 5 Recognise the importance of Business models and value propositions Be able to reflect on their own resilience and its value in starting a business Understand the chances of being an entrepreneur with an own NGO Be able to develop a structured business plan Be able to pitch for approval of a business idea The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 4. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. -4- Module/Unit Learning Outcomes – The learner will: Indicative Content The NGEvironment Immersion Programme • Understand the characteristics and structure of a Business Model • Understand the importance of the value propositi on for NGOs and non-profits • Understand the development process of an NGO • Understand the entrepreneurial process to develop a sustainable business Business Models Value Proposition Case studies NGOs development Creation of own entrepreneurship ideas Opportunity recognition and selection Business plan Pitching business ideas Overview on Module 5: The NGEnvironment Immersion Programme The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 5. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. -5- 2. Value Proposition 2.1 What is a value proposition? The value proposition is “an aggregation, or bundle of benefits that a company offers to customers” (Osterwalder & Pigneur, 2010, p.22). This project has been funded with the support from the European Commission. This publication 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. The value proposition design will help you: •Understand the patterns of value creation •Leverage the experience and skills of your team •Avoid wasting time with ideas that won’t work •Design, test and deliver what customers want The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 6. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. -6- 2.1. Value Proposition This project has been funded with the support from the European Commission. This publication 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. Before writing your value proposition, you must reflect on the following questions: (The Management Centre, 2015) 1. Who are your target customers/supporte rs/donors/service users? 2. Who is your current alternative provider (if any?) 3. What is your proposed offering? 4. Which are the key benefits that your offering provides? 5. Who might your target market compare to and how would you distinguish yourself? The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 7. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. -7- 2.2 Value Proposition Canvas This project has been funded with the support from the European Commission. This publication 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. VALUE MAP CUSTOMER PROFILE MAP Figure 7: Value Proposition Canvas. Adapted from Osterwalder et al. (2014) The Value Proposition Canvas helps you to understand what your customers want and to create products and/or services that match their needs; VPS has two different sides: in the customer profile, you describe your customer understanding. In the value map, you describe how you’re going to create value for your customer. (Osterwalder et al., 2014) The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 8. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. -8- 2.2 Value Proposition Canvas This project has been funded with the support from the European Commission. This publication 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. VALUE MAP On the value side map: Products and services You describe the list of all products and services that your value proposition is built around Gain creators Pain relievers you describe how your services/products can create customer gains you describe how your products and services alleviate customer pain The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 9. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. -9- 2.2 Value Proposition Canvas This project has been funded with the support from the European Commission. This publication 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. On the customer profile map: Gains Job PainsCUSTOMER PROFILE MAP you describe the outcomes that the customers want to achieve or the concrete benefits that they are seeking you describe what customers are trying to get done with their work and their life, as expressed by their own words you describe the bad outcomes and obstacles related to customer jobs The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 10. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. Value Proposition Canvas: Customer Profile Task Step into your customer’s shoes: exercise (Osterwalder et al.,2014) Objective: Mapping out your customer’s profile Step 1: Download the customer profile canvas Step 2: Grab some sticky notes and/or post-its Step 3: Map out your customer profile Instructions: 1. Select a customer segment that you want to profile 2. Identify your customer’s jobs 3. Identify your customer’s pains 4. Identify your customer’s gains 5. Prioritise jobs, pains and gain: order jobs, pains and gains in a column, each with the most important jobs, pains and gains on top and the moderate pains and nice-to-have gains at the bottom. -10- The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 11. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. -11- This project has been funded with the support from the European Commission. This publication 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. 2.3 Value Proposition: NGOs case study UNICEF Human Rights Watch Care International Source: Pexels The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 12. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. -12- This project has been funded with the support from the European Commission. This publication 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. According to Frentz (2017), UNICEF has a clear value proposition, both in an individual and stakeholders’ level. For individuals, their value proposition acts in terms of altruism, by giving the opportunity of helping children around the world. Individual donations also provide “the ability to offer individualised and innovative contributions to support the work of UNICEF linking them to the different programs targeting the different causes” (Frentz, 2017, p.7). 2.3 Value Proposition: NGOs case study UNICEF The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 13. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. -13- This project has been funded with the support from the European Commission. This publication 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. 2.3 Value Proposition: NGOs case study UNICEF For stakeholders, UNICEF strengthens alliances between companies with the same agendas and provide knowledge-sharing initiatives to reinforce the cooperation between them. • strategic philanthropy through cash & in-kind contributions • humanitarian relief and support of emergency appeals • cause-marketing initiatives, events and sponsorship • innovation and program solutions for children • policy and advocacy for childs rights • capacity building • promoting corporate responsability and trainingMultisectoral partnership Source: UNICEF (n.d.) The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 14. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. -14- 2.2 Value Proposition: NGOs case study This project has been funded with the support from the European Commission. This publication 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. Human Rights Watch Human Rights Watch is an NGOs whose research is the heart of the organisation. HWR is independent in their mission, and commited to (Frentz, 2017, p.14): Being on the frontline Checking and crosschecking facts Partnering with community members and groups Exposing evidence of abuses Convincing key decision-makers to act Providing expertise Unlike UNICEF, HRW does not distinguish their value proposition towards corporates nor or individuals. In terms of donations, the concept is similar to UNICEF: it’s an altruism opportunity, but there is no reciprocal interaction between HRW and the donors. The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 15. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. -15- 2.2 Value Proposition: NGOs case study This project has been funded with the support from the European Commission. This publication 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. Care International CARE believes that transparency and trust are the most important things to consider while creating partnerships with stakeholders, subsidiaries and civil society. Their strong Programming Principles contribute to strengthen the international code of conduct of the organisation worldwide. For stakeholders, CARE “facilitates the dialogue by means of creating the opportunity to tailor-made projects for institutional/corporate input publics” (Fretz, 2017, p.14) For individuals, there are some initiatives launched for CARE (e.g. ‘who cares’ initiative by CARE The Netherlands) to create awareness in civil society. The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 16. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. Value Proposition: NGO case study • Video 1: UNICEF | for every child https://www.youtube.com/watch?v=E1xkXZs0cAQ UNICEF – YouTube Standard Licence • Video 2: Thank YOU for every child | UNICEF https://www.youtube.com/watch?v=OX9AZylUuzY LeWeb- YouTube Standard Licence • Video 3: HRW: The Investigators https://www.youtube.com/watch?v=LudmeeQPCMs&t=63s Human Rights Watch: Youtube Standard Licence • Video 4: How CARE assists people affected by disasters and conflict https://www.youtube.com/watch?v=iiMQ8CVWRkY&t=66s CARE International: Youtube Standard Licence • Video 5: CARE Emergency Relief https://www.youtube.com/watch?v=bpFOU86yFaY CARE International: Youtube Standard Licence Task Questions for reflection: What are the main differences in the value proposition of these three organisations? What kind of donations does each organisation focus on? What are the keywords that these organisations focus on to appeal to their value proposition to the public? -16- The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 17. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. H5P Tasks Task https://h5p.org/node/874725 -14- The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 18. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. Prepared by Rightchallenge This project has been funded with the support from the European Commission. This publication 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. ERASMUS+ Programme – Strategic Partnership Agreement No. 2018-1-DE02-KA204-005014 Thank you very much for your attention! Websites: http://www.ngenvironment-project.eu/ http://ngenvironment.eduproject.eu/ The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
- 19. NGEnvironment - Foster European Active Citizenship and Sustainability Through Ecological Thinking by NGOs Project Nummer: 2018-1-DE02-KA204-005014 IO2 - Induction to Pedagogy for NGO staff This project has been funded with the support from the European Commission. This publication 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. -19- Sources • Frentz, D. J. (2017). Marketing for a better world. A value proposition framework for NGOs from a S-D logic perspective. The Netherlands: University of Twente, Faculty of Behavioural, Management and Social Sciences • Mulder, P. (2017). Value Proposition Canvas. Website. Retrieved from: https://www.toolshero.com/marketing/value-proposition-canvas/ • Osterwalder, A. & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Games Changers and Challengers. USA: John Wiley & Sons • Osterwalder, A., Pigneur, Y., Bernarda, G. & Smith, A. (2014). Value Proposition Design: How to Create Products and Services Costumers Want. USA: John Wiley & Sons • The Management Centre (2015). Defining your value proposition. Website. Retrieved from: https://www.managementcentre.co.uk/defining-your-value-proposition/ • UNICEF (n.d.). UNICEF Corporate and Philanthropic Partnerships. Website. Retrieved from: https://www.unicef.org/corporate_partners/index_24525.html The European Commission support for the production of this publication does not constitute an endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein.