2011년 적정기술아카데미(적정기술미래포럼 주관)에서 발표한 '적정기술과 비즈니스' 강의PPT

1. Appropriate
Technology
Academy
26 March 2011
Business for the Other 90%
Appropriate Technology
viewed from
Social Entrepreneurship
Jeongtae Kim
Edit the World/Empower the World

2. [Video] A New Model for Emerging Market
“Don‟t Start with a product.”
“Make a careful observation on customers.”

3. What would begging people want?
 Food? Money?
 What they need is a job opportunity that can
make their life sustainably expected, and
generate some income by which to purchase
services and products that meet their needs.
 Employment provides human security and
platforms for sustainable development.

4. What would you do with m-phone?

5. How much would you like to pay for this?

6. Development Agendas: Two Way
ODA
 Top-down approach: Official Development
Assistance (ODA) mainly going through
receiving countries to be invested in infra-
structure
Well-being
 Bottom-up approach: Appropriate
Technology Assistance (ATA) mainly aiming
to enhance capacity of each user
APA

7. AP and Social Entrepreneurship
Employment
Meeting Reality-demand
 Common grounds Community Building
Disposable Income
Appropriate Social
Technology Entrepreneurship

8. MDGs as a NBM (new business model)
 These issues represent some of
the urgent problems underway in
around the world.
 Much talk has been on “Business
and the MDG” “Empowering the
Poor through Markets” “Inclusive
Business”
 What problems make you most
uncomfortable?

9. What is Entrepreneurship?
 Entrepreneur is the one that creates values with
whatever resources one has, even under harsh
conditions.
 Social Entrepreneurship is an attitude and capability
that makes a profit AND make a difference through
adding values often related to social problems.

10. Business as un-usual (1)
 It is often reported and analyzed that the
Conglomerates or Multi-national corporations often
fail to enter into the emerging markets or minister to
so called „the other 90%‟
 Business as un-usual approach is so essential that
the majority of the successful stories using AP for
business comes from medium and small
enterprises(MSEs) or NGOs.
 Why you think is this so?

11. Business as un-usual (2)
 Emerging markets and „the neglected other 90%‟
often do not comply with conventional „game rule‟
 Hence, change the game rule if needed and when
necessary.
 MSEs and NGOs have more flexibility to change the
game rule: Disruptive Innovation

12. Game-Rule-Change Matrix
What is absent What is familiar
 clean water  bicycle
INSIGHT
What is essential
 pumping water What is sufficient
 human power

13. Business and Appropriate Technology
1. Li m t at i ons show i nnovat i ve
i
sol ut i ons.

14. Business and Appropriate Technology
2. Reani m e w ever i s w ed
at hat ast
or di scar ded.
(ex. Sol ar -pow ed LED
er )

15. Business and Appropriate Technology
3. Tr ace back w hat w e
e’r
f am l i ar i n t he past year s.
i

16. Business and Appropriate Technology
4. Keep t he f unct i on t o t he
si m est possi bl e.
pl

17. Business and Appropriate Technology
5. See w ever i s or di nar y
hat
as ext r aor di nar y ener gy or
r esour ce.
(ex. Keep t he Change)

18. Business and Appropriate Technology
6. U di f f er ent m
se ode of power
(f r om el ect r i ci t y t o hum pow )
an er
(20-dol l ar D um Laundr y)
r

19. Business and Appropriate Technology
7. Focus on what w al l do i n
e
dai l y l i ves.
(ex. uncl ean w er box)
at

20. Business and Appropriate Technology
8. Thi nk over your unpl easant
exper i ences or di scont ent s.
(ex. D gni f i ed M l e Toi l et )
i obi

21. Business and Appropriate Technology
9. Pr ovi de and l i nk sever al
sol ut i ons t o m t i pl e i ssues.
ul
(ex. Sol ar -3)

22. Business and Appropriate Technology
10. Obser ve peopl e’s hi dden
desi r es, not j ust aski ng what
t hey need.
(ex. a Sat el l i t e TV i n Lat i n Am i ca)
er

23. Business and Appropriate Technology
A 10+ m e!
nd or
“What w d you add?”
oul

24. Severe Problems to Serious Business
“The best design often comes in a
situation where there are lots of
limitations and barriers.”
Tim Brown, President of IDEO

25. Severe Problems to Serious Business
“Good designer observes things.
Great designer observes people.”
Tim Brown, President of IDEO

26. PAPER THAT WORKS: concept design
 Paper Soap
 Paper Against Food Poisoning
 Paper… what?

27. Thank you for your attention
 danhovi si on@hanm l .net
ai
 w w heU t oday.com
w .t N
 @t heU t oday
N
Recommended readings:
<Emerging Markets, Emerging Models>
(Monitor Group)
<Growing Inclusive Market> (UNDP)
<Change by Design> (Kimyoungsa)
<Market 3.0> (Time Biz)