Beruflich Dokumente
Kultur Dokumente
Stuart Hart
Erik Simanis
Cornell University
The Paradox of Globalization
Cultural Imperialism
Economic Inequality
Ecological Degradation
The MNC: Traditional Customer Base
“Tip” of the
Income Pyramid
> $10,000/yr Cost structures, business
models, & research
methods based on a
“Western infrastructure”
The
“Base” of the “ToP”
Resource
Pyramid Customer
85% of Global Resources
The BoP: Serving a Different Customer
Customers Partners
Clients Colleagues
www.johnson.cornell.edu/sge
www.bop-protocol.org
BOP Protocol Project Staff
• Core Staff
– Stuart Hart, Cornell University
– Erik Simanis, Cornell University
– Gordon Enk, Partners in Strategic Change
– Mike Gordon, University of Michigan
– Mark Milstein, WRI/Cornell University
– Ted London, William Davidson Institute
– Duncan Duke, Cornell University
BoP Protocol™: Project Overview
2006 and Beyond
2003-2004
Executive Protocol
October 2004 October 2005 Education Refinement
Research
Workshop I Workshop II Full Scale
On
Development Designing Refining Implementation
Methodologies The The with Candidate
& Protocol Protocol Companies
BoP Strategies Dupont/Solae: India
Protocol Protocol
• Participatory Rural Version 1.0 Version 2.0
Appraisal (PRA) & Field Guide
• Rapid Assessment Pilot Test:
Process (RAP) SC Johnson
• Quick Ethnography Kenya
• Empathy-based
Design
The BoP Protocol™: Big Picture
Co-Generated Co-Developed
Business Concept Business Model
“Enterprise Creation”
Fine-tune and grow the business
by conducting small-scale
experiments and scale-outing to
new communities
Locally-Embedded
Global Business
Network
BoP Protocol: MNC Initiatives
1) Pilot Test: SC Johnson Kenya Initiative
Phase I: “Opening Up”
March – August 2005
Kenya India
Indiramma Nagar,
KIBERA, Nairobi Hyderabad
Pre-Field: Local Partner Selection
Discovery-Based Networking Identifying deeply
embedded and attuned
community partners
BoP Protocol: Phase I Processes
Business
Concept Phase I:
Co-Generation
Opening Up
Non-Business
Specific
Immersion Formation
Collective
of Project
Entrepreneurship
Community
Development
Business
Co-Creation
Small-Scale Building
Enterprise Pilot Shared Building the
Testing Commitment
Creation Business New Business Ecosystem
Scale-Out Capability Model
& Embedding Development Development
Opening Up
Non Business Specific Immersion
Building trust by
practicing humility and
seeing positive capacity
Business Concept
Co-Generation
SCJ Business Co-Generation: Kibera
Business
Co-Creation
Small-Scale Building
Pilot Shared
Enterprise
Testing Commitment
Creation Business New Business
Scale-Out Capabilities Model
& Embedding Development Development
Building the Ecosystem
Formation of
Project Community
Building Shared
Commitment
New Capabilities
Development
Business Model
Development
Evolving the
value
proposition
from the
ground up
BoP Protocol: Phase III Processes
Opening Up
Business
Concept
Co-Generation
Non-Business
Specific
Immersion Formation
Collective of Project
Phase III: Entrepreneurship Community
Development
Enterprise
Business
Creation Co-Creation
Building Building the
Small-Scale
Pilot Shared Ecosystem
Testing Commitment
Business New Business
Scale-Out Capabilities Model
& Embedding Development Development
Enterprise Creation
Small-Scale Pilot
Testing
Fail Small,
Learn Big
Enterprise Creation
New Capabilities
Development
Building a platform
Collective
Entrepreneurship Development for growth & expansion
Enterprise Creation
Develop
capability
Re-embed
Conclusion
• Very difficult to “outsource” the BoP
Protocol process
– Development of radical new business models
and the generation of “competitive
imagination” requires corporate employees
and representatives to be on the core
immersion team
– BoP Protocol represents a new corporate
capability
Question
• How would you put together a “BoP
Protocol Immersion Team” in your
organization?
– What specific backgrounds and personal
characteristics should individuals have?
– What skills and capabilities would be most
important?
– How would you go about preparing the team
for the challenge?
For BoP Protocol Updates and
Announcements…
www.bop-protocol.org
Who Will Thrive in the BoP Setting?
• Personal passion and commitment to addressing issues
of poverty and sustainable development through
business
• Past experience living in or working with poor
communities
• Past experience leading or participating in an
entrepreneurial venture
• Experience or knowledge in finance, accounting,
operations, and marketing
• Ability to work under conditions of high uncertainty and
ambiguity
• Ability to engage and learn as equals with people from
varying educational and experiential backgrounds