MODULE 03
Business Planning and Development
INTEGRA lights the way for change, giving young people
the tools they need to succeed and empowering their mentors.
LET’S START THIS ADVENTURE OF GROWTH AND
EMPOWERMENT, TOGETHER!
● Understand the fundamentals of business planning, including market analysis, target audience identification, and competition analysis.
● Develop skills in creating a comprehensive business plan, including setting goals, defining strategies, and outlining financial projections.
● Learn techniques for identifying and evaluating business opportunities.
● Gain knowledge of sustainable business practices and their relevance to social entrepreneurship.
Learning goals:
INTRODUCTION:
In Module 3, we delve into the heart of entrepreneurial success with a strategic exploration of Business Planning and Development.
This segment equips trainers working with migrants to guide aspiring entrepreneurs through fundamental processes essential for transforming innovative ideas into thriving ventures. The activities within this module are meticulously designed to facilitate idea generation, define target audiences through persona mapping, set SMART goals for focused progress, and finally, employ the Business Model Canvas to articulate comprehensive business strategies. As we navigate these activities, our aim is to empower both trainers and migrants to sculpt robust business plans, fostering the foundation for sustainable enterprises that contribute positively to the diverse tapestry of entrepreneurial endeavors.
For migrants aspiring to launch their own businesses, the tools presented in this module are transformative instruments, aiming to transcend barriers and catalyze their entrepreneurial journey. Ideation, the initial activity, becomes a beacon for migrants as it guides them in brainstorming business ideas grounded in addressing real-world problems. By understanding the needs and challenges of both their new communities and their own cultural context, migrants can craft enterprises that not only align with market demands but also resonate with their personal experiences.
Moving forward, Persona Mapping elevates the migrants' understanding of their potential customers. This tool encourages them to create detailed profiles of their ideal customers, fostering a nuanced comprehension of diverse consumer segments. This process is vital for migrants, allowing them to tailor their products or services to meet the specific needs and preferences of their target audiences, thus enhancing the viability and relevance of their entrepreneurial ventures.
In the realm of business planning and development, Strategic Planning and SWOT Analysis stand as indispensable tools. SWOT, an acronym for Strengths, Weaknesses, Opportunities, and Threats, offers a holistic framework for evaluating a business idea comprehensively.
SWOT Analysis involves a systematic examination of both internal and external factors that can impact a business venture. It helps entrepreneurs identify their business's Strengths and Weaknesses from within, while also shedding light on external Opportunities and Threats in the business environment.
As we navigate through the intricacies of business planning in this guide, we recognize the pivotal role of SWOT Analysis in empowering migrant entrepreneurs. By integrating SWOT into our module, we equip participants with a powerful tool to assess their business ideas strategically. This structured approach allows for a nuanced understanding of the business landscape, aiding in decision-making, and fostering informed, strategic development.
Throughout this module, we will delve into the practical application of SWOT Analysis, guiding participants to explore internal dynamics and external factors that could shape the success of their entrepreneurial endeavors. As we embrace the diversity of business ideas and challenges, SWOT Analysis becomes a valuable compass, guiding entrepreneurs toward well-informed business strategies.
Embrace SWOT Analysis as your ally in deciphering the intricate tapestry of business planning, unlocking insights that pave the way for resilient and impactful business development.
The integration of SMART Goals ensures that migrants embark on a focused and achievable path toward business success. By setting Specific, Measurable, Achievable, Relevant, and Time-bound goals, migrants gain a structured framework for progress. This not only enhances their strategic planning but also instills a sense of confidence as they navigate the intricacies of entrepreneurship, fostering a step-by-step approach to realizing their business aspirations.
Finally, the Business Model Canvas serves as a comprehensive guide for migrants to articulate and refine their business strategies. This tool aids in visualizing key components of their business, such as value propositions, customer relationships, revenue streams, and more. For migrants, this visual representation facilitates a holistic understanding of their business model, enabling them to adapt and innovate as needed, and ultimately contributing to the sustainability and growth of their enterprises.
In essence, these business planning and development tools serve as catalysts for migrants, providing them with structured frameworks to transform their entrepreneurial visions into tangible, successful ventures. Through this empowerment, migrants not only navigate the complexities of starting a business in a new environment but also contribute meaningfully to the economic and social fabric of their adopted communities.
IDEATION
LEARNING OUTCOMES
● Learn techniques for identifying and evaluating business opportunities
● Learn how to generate and refine valuabe busines ideas
60 minutes
● Flipcharts or whiteboards
● Markers
● Sticky notes
● Timer
Preparation
● Make sure you read the instoruction for the activity carefully before you start.
● You may print the handouts on A3 or bigger format, or you can write it out ona a board or filppcharts.
● Make sure you prepeare some exmaples of exisiting busines that susceed based on sovling some problem.
Description
Ideation, as described by the Nielsen Norman Group, is about generating lots of ideas without judging them. In this phase, the focus is on exploring various possibilities, some of which could become solutions.
The goal is to think creatively and consider new angles. Keeping the ideation phase free from judgment is key for sparking innovation and creativity.
So, start by giving participant sticky notes and everyone writes their ideas on sticky notes, as many ideas as they want. You may divide participants into smaller groups, depending on the flow and the total number of participants in the group.
Once you've gathered a bunch of different ideas during the brainstorming phase, the next step involves refining and selecting the most promising ones. This is where our Ideation Brainstorming Tool (you may find the link to it in the handouts), featuring four distinct boxes, comes into play. This tool serves as a structured approach to categorize and evaluate your ideas, paving the way for a focused and impactful selection process.
The Ideation Brainstorming Tool encourages participants to work together. All the ideas are put up for consideration, and participants get the chance to put them into different boxes based on what they think.
The four boxes offer clear guidelines for sorting ideas:
1. Ordinary and Not Possible (Forget):
Ideas in this box are seen as neither original nor possible right now.
Participants are encouraged to let go of these ideas, recognizing that they might not contribute much to the solution.
2. Original and Not Possible (Save for Later):
Ideas in this box are both original and not possible at the moment.
Participants are encouraged to keep these ideas for later consideration. Even if they don't work right now, they might become useful in the future.
3. Ordinary and Possible (Work with These Ideas):
Ideas in this box may seem ordinary but are seen as possible.
Participants are encouraged to think about these ideas more, recognizing that even simple solutions can be effective in solving specific challenges.
4. Original and Possible (Stars - They Will Make a Difference):
Ideas in this box are the standouts.
They are both original and possible, making them exceptional solutions that could have a big impact.
Participants are prompted to prioritize and focus on these outstanding ideas for further exploration.
Now, ask participants if their idea is solving a certain problem?
Is there a need for these product/service? For any busses idea to work, we must first identify the problems or the users need that this idea is solving/addressing. Let them think about this, and find a problem/need they are responding to, if they don’t have one. In this case, go through the ideation again, until they have found the “star”.
In the case where all the participants already come to the workshop with a business idea, start with asking about the problem they are solving. Most of the ideas are good, but they are not solving a problem In this case, guide participants to find their problem first, and then go through the ideation phase, modifying their first idea.
Therefore, the final selection is not random; it is guided by a focus on solving a specific problem. As you move through the Ideation Selection process, the emphasis shifts from having lots of ideas to carefully thinking about which ones are relevant to the challenges you've identified. The chosen idea should not only be creative but also address real problems faced by users.
This careful selection process ensures that the chosen solution is not just creative but also solves a real problem, increasing the chances of successful implementation and user satisfaction. By combining brainstorming with a structured selection tool, you can use creativity while staying focused on solving real-world problems.
Learn Check
● Reflection Time:
Allow individual reflection on challenges and solutions generated.
● Group Discussion:
Encourage sharing of insights and criteria used for idea categorization.
● Identifying Patterns:
Prompt recognition of common themes among selected ideas.
● Success Stories:
Share stories of successful ideation and challenges faced during the process.
Tips for the Trainer
● Open Communication:
Foster a comfortable environment for idea exchange.
● Emphasize Problem Solving:
Reinforce the focus on addressing real challenges.
● Guide Reflection:
Pose targeted questions to aid critical analysis of the decision-making process.
● Highlight Diversity:
Acknowledge the value of diverse perspectives in fostering innovation.
● Real-World Applications:
Relate the process to practical business scenarios for a deeper understanding.
Another way to use the tool is to give the handouts is smaller groups from the start, and each groups works on the same problem, brainstorming ideas together directly using the tool.
PERSONA MAP
LEARNING OUTCOMES
Target audience identification
60 minutes
● Markers/ pens
● Paper
● Sticky notes
Preparation
Print templates.
Description
It's crucial to gain a profound understanding of the eventual user of the design result. Design Thinking centers on people, so a human perspective holds significant importance for achieving project success. It's possible that there may be multiple user personas for your product or service, and it may be necessary to develop several personas if their needs differ.
What Is It?
The Persona Map as we call it, it can be aslo called User Persona Profile is a visual representation of the intended user or customer, aiding your team in grasping what success means for them.
Why Is It Significant?
Comprehending the genuine needs and desires of the intended user or customer is a pivotal aspect of the design thinking process. Deep empathy and understanding serve as the wellspring for potential ideas and eventual solutions. The human aspects outweigh the socio-economic data often utilized by marketing departments to target customers.
How to Create One?
Begin by brainstorming within your team to identify the target users. Use sticky notes to record individual suggestions, then discuss and categorize them.
Select one or two personas that best represent the user profile the team is focusing on to create a hypothetical typical individual.
Set up the Persona Map on a wall where the team can easily gather around it.
Breathe life into your selected persona by collectively discussing and expanding upon their characteristics. Use your combined creativity to craft a detailed character sketch.
Add a visual representation of your persona, whether it's a drawing, a photo, or a cutout from a magazine or website.
Assign a plausible name to the persona.
Here's a brief guide on how participants should fill in each element of the Persona Map or User Persona Profile:
1. Occupation:
● Identify the primary job or profession of your user persona. What is their role in the workforce or industry?
2. Name:
● Give your user persona a name. This helps in personalizing and humanizing the profile, making it easier to relate to.
3. Age:
● Specify the age range of your user persona. Consider demographics that align with your target audience.
4. Location:
● Pinpoint the geographical location where your user persona resides. This could be a city, region, or country.
5. Marital Status:
● Determine whether your user persona is single, married, divorced, or in another marital status.
6. Kids:
● Indicate if your user persona has children and specify their age range. This provides insights into family dynamics.
7. Annual Income:
● Estimate the annual income of your user persona. This is crucial for understanding their financial capacity and priorities.
8. Interests:
● List the hobbies, activities, or subjects that your user persona is passionate about or engages in during their free time.
9. Challenges:
● Identify the key challenges or pain points that your user persona faces in their daily life or within the context of your product or service.
10. Steps Takes to Fix That:
● Outline the steps or actions your user persona takes to address and overcome the challenges they encounter.
11. Goals:
● Define the short-term and long-term goals your user persona aims to achieve. What aspirations drive their actions?
12. Motivation:
● Explore the underlying motivations that propel your user persona forward. What inspires them to pursue their goals?
13. Frustration:
● Highlight any frustrations or obstacles that your user persona experiences. Understanding their pain points is crucial for addressing them effectively.
14. Sources of Info:
● Identify the primary channels or platforms from which your user persona gathers information. This helps tailor communication strategies.
15. Additional:
● Include any additional details or nuances that further characterize your user persona. This could encompass cultural aspects, values, or specific preferences.
Encourage participants to think deeply about each element, drawing on empathy and a genuine understanding of their target audience. The more detailed and accurate the persona, the better it serves as a guiding reference for product or service development.
In summary, creating a detailed Persona Map is like having a map for your business journey. It helps you understand your customers better—knowing what they like, what challenges they face, and what they dream of. This knowledge is like a superpower for startups, guiding them to make products and messages that really connect with their customers. It's all about being friends with your customers and helping them solve their real-life problems, which makes your business not just a business but a helpful companion on their journey.
Learn Check
Q&A Session:
Open the floor for any questions participants may have about the Persona Map activity.
Address any uncertainties or challenges they encountered during the process.
Tips for the Trainer
● You have an exmaple in the PDF linked bellow, make sure you also find some other exmaples in order to make it eaiers for paerticipants to undersatnd.
● Participants can also make more then one persona if they have diverse trage groups
SWOT ANALYSIS
LEARNING OUTCOMES
● Recognize the significance of conducting feasibility studies and risk assessments in project development.
● Understand how to apply the SWOT analysis framework to assess project feasibility and risks.
● Develop skills in identifying and analyzing strengths, weaknesses, opportunities, and threats in project development.
90 minutes
● Flipchart or whiteboard with markers
● Sticky notes or index cards
● Pens, pencils, and colored markers
● Large sheets of paper or poster boards
● Craft materials (such as colored paper, glue, scissors)
● Timer or stopwatch
● Handouts or worksheets (optional)
● Reference materials on feasibility studies and risk assessment in project development
Preparation
Prepare visual aids or slides to introduce the key concepts and steps involved.
Set up the room with enough space for group work and discussions.
Prepare large sheets of paper or poster boards and craft materials for the group activity.
Description
Present an overview of the SWOT analysis framework, explaining its four components: strengths, weaknesses, opportunities, and threats.
Use visual aids or slides to illustrate each component and its relevance in project development.
Facilitate a brief discussion to ensure participants grasp the concepts and can relate them to real-life projects.
Group Activity: SWOT Analysis for Feasibility Assessment
Divide participants into small groups.
Assign each group a project scenario or case study. Idedaly they work on thier own project ideas. Hovwerev, it’s best to work in teams. You can have them work in pairs and make the SWOT analysis for both their ideas, one at a time.
Instruct the groups to conduct a SWOT analysis for their assigned project, focusing on assessing its feasibility.
Provide each group with large sheets of paper or poster boards and craft materials to create a visual representation of their SWOT analysis.
Encourage groups to collaborate, brainstorm ideas, and present their findings creatively.
Encourage groups to think creatively and present their findings in a visually engaging manner.
Have each group present their SWOT analysis findings for feasibility assessment and risk assessment to the larger group.
Allow time for questions, feedback, and constructive discussions.
Learn Check
● Create a learn check to assess participants' understanding of the importance of feasibility studies, risk assessment, and SWOT analysis in project development.
● Ask participants to share one key learning or takeaway from the session.
● Facilitate a debriefing session to reflect on the activity and its relevance to project development.
● Discuss the effectiveness of the SWOT analysis framework in assessing feasibility and risks.
SETTING SMART GOALS
LEARNING OUTCOMES
This activity aims to teach participants how to set SMART goals effectively.
60 minutes
● Flipchart
● Papers
● Markers
Preparation
SMART goals are a framework for setting clear and achievable objectives. The acronym SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. When you create a SMART goal, you ensure that your goal is well-defined and has a higher chance of success.
Here's what each element of a SMART goal means, along with examples:
Specific: Your goal should be clear and specific, leaving no room for ambiguity. Ask yourself what exactly you want to achieve.
Example:
Vague goal: "I want to get in shape."
SMART goal: "I want to lose 10 pounds and reduce my body fat percentage by 5% over the next six months by following a regular exercise and healthy eating plan."
Measurable: You should be able to quantify or measure your progress and know when you've achieved your goal.
Example:
Non-measurable goal: "I want to read more books."
SMART goal: "I will read 20 books by the end of this year, averaging about 1.5 books per month."
Achievable: Your goal should be realistic and attainable given your resources, skills, and constraints.
Example:
Unrealistic goal: "I want to become a professional basketball player in six months."
SMART goal: "I will improve my basketball skills and try out for the local amateur league within a year."
Relevant: Your goal should align with your broader objectives and be relevant to your life or work.
Example:
Irrelevant goal: "I want to learn how to play the guitar when my passion is painting."
SMART goal: "I will take guitar lessons to enhance my musical creativity, which will complement my painting hobby."
Time-bound: Your goal should have a specific timeframe for completion. This adds a sense of urgency and helps you stay focused.
Example:
Goal with no deadline: "I want to start my own business."
SMART goal: "I will launch my online boutique clothing store by October 1st, allowing me three months to prepare."
One SMART Goal Example:
Specific: I want to run a marathon.
Measurable: I will complete a full 26.2-mile marathon race.
Achievable: Given my current fitness level and dedication to training, completing a marathon within the next year is realistic.
Relevant: Running a marathon aligns with my personal goal to improve my overall fitness and accomplish a significant athletic achievement.
Time-bound: I will run the marathon that takes place in my city on May 15th of next year.
So, the SMART goal is: "I will complete a full 26.2-mile marathon race in my city on May 15th of next year." This goal is specific, measurable, achievable, relevant, and time-bound, making it a well-defined and actionable objective
Description
Introduction (5 minutes):
Begin by explaining the concept of SMART goals to the participants. Briefly describe what each letter in SMART stands for:
S - Specific: Goals should be clear and well-defined.
M - Measurable: Goals should have concrete criteria for measuring progress.
A - Achievable: Goals should be realistic and attainable.
R - Relevant: Goals should be aligned with the individual's or team's larger objectives.
T - Time-bound: Goals should have a specific timeframe for completion.
Example (5 minutes):
Provide an example of a non-SMART goal and then transform it into a SMART goal.
For instance:
Non-SMART Goal: "I want to get better at time management."
SMART Goal: "I will improve my time management skills by dedicating 30 minutes each morning to prioritize tasks and create a to-do list for the day, starting from next Monday."
Group Discussion (10 minutes):
Engage participants in a group discussion about the importance of setting SMART goals in various aspects of their lives, such as personal development, career, or health.
Activity Instructions (5 minutes):
Divide the participants into small groups (3-5 participants per group).
Distribute sticky notes and pens to each group.
Goal Setting Exercise (15-20 minutes):
Instruct each group to come up with a goal related to a specific area (e.g., career, health, personal growth) using the SMART criteria.
Each group should write down their SMART goal on a sticky note.
Emphasize that the goals should be detailed and follow the SMART guidelines.
Sharing and Feedback (5 minutes):
Have each group share their SMART goals with the whole group.
Encourage participants to provide feedback on the goals presented by other groups, ensuring they meet the SMART criteria.
Wrap-up (5 minutes):
Summarize the key takeaways from the activity.
Emphasize the benefits of setting SMART goals, such as increased clarity, motivation, and accountability.
Learn Check
After the activity, facilitate a brief discussion where participants can share their insights and experiences with setting SMART goals.
Encourage them to reflect on how they can apply this goal-setting approach to their personal and professional lives.
This activity not only helps participants understand the concept of SMART goals but also provides them with practical experience in setting goals that are specific, measurable, achievable, relevant, and time-bound.
Tips for the Trainer
Encourage participants to collectively reflect on their goals, fostering an environment for constructive feedback and providing dedicated time for group review and continuous improvement in pursuit of their business objectives.
BUSINESS MODEL CANVAS
LEARNING OUTCOMES
● Understand the components of a business model.
● Apply the Business Model Canvas to a business idea.
● Evaluate the viability of a business idea. Understand market analiysis, copetition etc.
90 minutes
● Business Model Canvas templates
(one for each participant or group)
● Markers
●Flipcharts or whiteboards
●Timer
Preparation
In this activity, participants will work individually or in groups to fill out a Business Model Canvas for one of the business ideas generated in Activity 1. They will identify key components such as customer segments, value proposition, channels, revenue streams, and more. This exercise helps participants refine their business ideas and assess their potential.
Description
Business Model Canvas:
Imagine it as a big chart or template used by businesses to design and describe how they operate and make money. It helps them see all the important parts of their business on one page.
Nine Building Blocks:
The Business Model Canvas has nine big sections or boxes. These sections help a business to think about and plan different aspects of their business.
Customer Segments:
Think about who your customers are. Are they everyday people, or do you serve a specific group, like luxury watch buyers?
Value Propositions:
This means what you offer to your customers. It's like saying, "Hey, this is why you should choose us over others." It could be because your product is cheaper, better quality, or more convenient.
Channels:
How do you reach your customers? Do you sell in a store, online, or through other businesses?
Customer Relationships:
Think about how you interact with your customers. Do you have people helping them, or do they mostly serve themselves online?
Revenue Streams:
This is how you make money. Is it by selling products, providing services, or something else?
Key Resources:
These are the things you need to make your business work. It could be people, money, equipment, or anything else necessary.
Key Activities:
What are the most important things you do to make your business run? For example, making products or offering services.
Key Partnerships:
Sometimes, businesses work together with other businesses to make things easier. This can be like working with suppliers, distributors, or even your competitors.
Cost Structure:
Think about all the money you spend to run your business. Some costs stay the same (like rent), while others change depending on how much you produce.
Offering:
This is all about what you offer to your customers. It can be products, services, or both. Your offering should be something your customers really want.
Infrastructure:
This part is about the important things you do to make your offering work. For example, if you make pens, you need a good way to get materials and make the pens efficiently.
Customers:
Think about who your customers are and what they need. Are they everyday people, or do they have special needs?
Channels:
How do you get your offering to your customers? Do you sell online, in a store, or somewhere else?
Customer Relationships:
How do you keep your customers happy? Do you help them personally, or do they mostly do things on their own?
Finances:
This part is all about money. You need to think about how much it costs to run your business and how you make money from your customers.
Cost Structure:
What are the big costs in your business? Some costs stay the same, like rent, while others change depending on how much you sell or produce.
Revenue Streams:
This is how you make money. Do you make money by selling things, offering services, or in some other way?
So, the Business Model Canvas is like a big puzzle that helps businesses plan and understand all the important parts of their business, like who their customers are, how they make money, and what they offer to people.
Learn Check
Ask participants to present their filled-out Business Model Canvases.
Facilitate a discussion on the strengths and weaknesses of each business model.
Tips for the Trainer
Provide guidance on how to complete each section of the Business Model Canvas.
Encourage participants to think critically about the sustainability and profitability of their chosen business idea.
These activities, combined with the theoretical introduction, create a comprehensive module for youth workers to guide migrants in developing business ideas and becoming successful entrepreneurs in their new communities.