2010 ANNUAL REPORT
Dear friends and supporters of Catapult, As we enter our third year in operation, we are proud to reflect on what we have accomplished in just two years time. The following pages are a testament to the impact Catapult Design’s work has had around the globe. We’ve been involved in six programs this year. Everything from scalpel blades for clean delivery birth kits in India, to low-cost handcarts for farmers in Tanzania, to family-size rainwater harvesting units for farmers in Kenya. We completed two programs in Rwanda: our solar energy program with The Ihangane Project’s health clinics, which has already touched the lives of 200,000 community members, and research on low-cost sporting equipment for sports for development agencies. We also ran three workshops for aspiring designers, entrepreneurs, and business leaders. We spoke at a variety of events about the value of approaching development with an empathetic, design approach, hopefully inspiring or influencing more individuals with the power of good design. Finally, we launched our rural distribution partnership program, starting with Great Lakes Energy in Rwanda, to assist our clients with getting their products into the hands of the world’s most inaccessible populations. This year we again benefited from the dedication of a close network of hard-working individuals we lovingly call the CataCrew. These individuals, our Advisory team, and our Board of Directors support the organization with their time and energy to organize funding events and build on Catapult’s core strength and capacity. Above all, we made enormous strides in proving our business model, with approximately half of our revenue coming from program work and half from external support. This success will help us build a stronger 2011 poised for organizational growth. Our role is not only to guide a community toward a sustainable vision of the future but create the path to achieve it. We are humbled by the support and continued enthusiasm for Catapult’s work from our friends, family and the community. We value our opportunity to help make positive change in this world. Thank you for being a part of this important endeavor.
Sincerely, Heather Fleming Chief Executive Officer
Tyler Valiquette Chief Operations Officer
We provide product strategy and design services to clients working to develop and commercialize life-changing, humancentered products for low-income and disadvantaged end-users around the world.
TABLE OF CONTENTS ..................................................................................
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OUR 2010 PROJECTS ...............................................................................
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ABOUT CATAPULT HOW WE WORK
WORKSHOPS & EVENTS
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OUR FINANCIAL HEALTH
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DONORS & SUPPORTERS
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CONNECT WITH CATAPULT ............................................................... 15
ABOUT CATAPULT
WHO WE ARE Catapult Design is a global leader in product strategy and design services for clients working to develop and commercialize life-changing, human-centered products for low-income and disadvantaged end-users around the world. We guide social enterprises, non-profits, and for-profit companies through the design process. From concept generation to distribution strategy, Catapult’s team of designers, anthropologists, engineers, and business strategists have the on-the-ground experience to offer a comprehensive systems approach to product or process development centered around the end-user.
THE OPPORTUNITY More than 2 billion people worldwide are confronted daily with fundamental challenges ranging from water scarcity to land degradation, pandemic disease to energy poverty, malnutrition to lack of education, and unemployment. The technology exists to successfully address these problems, but not on its own; it must be incorporated into products that are accessible, meaningful to the end-user, and culturally suitable before it can realize its potential for positive social impact. If disseminated appropriately, well designed products and services can improve the quality of life for billions and stimulate wide-scale economic growth. While governments have struggled to address these problems, non-profits, for-profit social enterprises, and local entrepreneurs have started to fill the void by engaging citizens of the world as consumers, producers, and business partners. These are some of the world’s most innovative enterprises, tackling complex problems in highly differentiated markets with unique cultures, politics, and business norms that make success difficult. While all are experts in certain facets of the idea-to-market process, few possess the technical know-how and strategic expertise needed to take a concept to scale. That’s where we come in.
TEAM
ADVISORY BOARD
Heather Fleming, Founder, CEO Tyler Valiquette, Founder, COO Dr. Charlie Sellers, Technology Specialist Noel Wilson, Lead Designer
Kurt Kornbluth, UC-Davis PIET Chris Tacklind, TwillTech Brian Lamb, Saatari Gary Zieff, dissigno Lauren Peters, Signal to Noise Stuart Hogue, Nike Foundation Dr. Evan Thomas, Univeristy of Portland
BOARD OF DIRECTORS Rob Anderson, Fenton Communication Graham Hill, Discoverty Communication Gregory Miller, Cougar Hill LLC
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HOW WE WORK
OUR PROCESS ASSESS In the assessment phase of the design process we help clients determine technical and end-user needs as well as clearly identify project objectives and constraints. By performing ethnographic research in the field and evaluating existing technology solutions, our designers help determine the root-causes of the problem our clients are working to address as well as assist them in selecting the best possible next-step to ensure success.
DESIGN Catapult Design employs a creative approach to product development that begins with concept generation and evaluation based upon our findings in the Needs Assessment Phase. After working with our clients to select the most promising design concept(s) we prototype and test the concepts – this stage is iterative: we build, test, and build again based on what we have learned. The cycle repeats until a viable design is produced and we can move on to design documentation before delivering the end product.
IMPLEMENT Implementation is often the most challenging stage of any developing world technology initiative: how do we get the product to the people who need it? how do we then get them to purchase it? to use it? to build businesses around it? Catapult Design assists clients with these considerations and many more. From establishing manufacturing processes to implementing distribution chains and developing culture-specific marketing strategies, our experience in bringing products to market in emerging economies is instrumental in ensuring the success of our clients’ products and mission.
EVALUATE Evaluating real impact is a vital, yet often overlooked part of any product introduction. This unique Catapult Design service emphasizes strategies for defining, collecting, and analyzing environmental, social, and/or economic data for use in evaluating the efficacy of a product. We work with clients to define appropriate metrics that will prove how effective, and valuable, their product is. This data frequently proves instrumental in efforts to improve existing products, secure additional funding, or to establish a design as a proven and recognized success.
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OUR 2010 PROJECTS Our core offerings include the assessment, design development, implementation, and impact evaluation of products and technologies in collaboration with both non-profit organizations and for-profit companies. Here are the projects we worked on in 2010:
Page 11 United States, Cultural and Anthropological Methods Training Program
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Page 9 India, Clean Delivery Birth Kit
Page 5 Kenya, Prototyping Rainwater Harvesters
Page 7 India, Cookstove Market Data Page 10 Rwanda, Durable Sports Equipment Page 6 Rwanda, Solar Healthcare
Page 8 Tanzania, Handcarts 4
PROTOTYPING RAINWATER HARVESTERS REGION: Kilifi, Kenya PROJECT PARTNER: KOMAZA DESCRIPTION: In Kenya’s semi-arid regions, low rainfall, recurring drought, and shallow barren soil devastates traditional crops. Because families cannot earn enough from their farms, they must extract wealth from the environment to survive. Driven by poverty, families cut down indigenous trees to sell as firewood and cooking charcoal, bringing their land and livelihood closer to the brink of disaster. Today, Kenya faces one of the highest levels of deforestation in the world. In September 2009, Catapult spent one week in Kilifi, Kenya at the headquarters of KOMAZA, a social enterprise using micro-forestry as a vehicle for poverty alleviation. We trailed their staff to Ganze, their pilot community, toured shambas, the KOMAZA x-farm, and met some of their farmers. During our time in Ganze, we visited a ferro-cement rainwater harvesting (RWH) prototype built by KOMAZA to explore drought alleviation. However, what they really wanted was a portable, individual-use water harvesting and storage solution to distribute to their farmers, allowing them to escape their direct dependence on the weather for regular water delivery. We kicked off a short-term research program with KOMAZA to appraise existing solutions for small-scale RWH. We looked at other semi-arid parts of the world for inspiration; we looked at past as well as new technologies; we looked at organizations in East Africa supporting RWH. Our findings concluded that no existing solutions are readily available in Kenya that meets KOMAZA’s cost targets and that if they desire an RWH product, they will need to instigate development. As a final step, we put together a prototyping guidebook for KOMAZA to continue developing their design requirements.
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SOLAR HEALTHCARE REGION: Ruli District, Rwanda PROJECT PARTNERS: The Ihangane Project (TIP) Solar Electric Light Fund (SELF) FUNDING AGENT: University of California, Los Angeles DESCRIPTION: Seven health clinics in Rwanda’s Ruli District serve 200,000 community members, providing medical care for people who can’t make the long walk to the main hospital. The clinics provide HIV medication to thousands of patients, but they need some access to electricity in order to distribute it. Only two of the seven clinics have any access to electricity, however, and the others have little to no power at all. With Catapult’s help, The Ihangane Project installed solar panels on two more clinics that will provide for their present and future power needs. Catapult’s program role was to ensure that each health center received an adequate, affordable, and reliable photovoltaic (PV) system. This included understanding and assessing the current and future needs of the clinics, assisting with vetting local vendors, accounting for a proper maintenance and training program for clinic staff, and overseeing the panel installation. In 2009, Catapult completed an energy assessment and helped TIP secure a partnership with SELF. In 2010, we completed the program with a final visit to the clinics in Rwanda to oversee the solar energy installation at Nyange Health Center.
“In a world where competition reigns, I was impressed with Catapult’s collaborative approach within their own industry.” - Dr. Wendy Leonard The Ihangane Project
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COOKSTOVE MARKET DATA REGION: India PROJECT PARTNERS: Biolite Cookstove DESCRIPTION: Millions of families in developing countries cook their meals over open fires. These open fires are inefficient and a primary contributer to global warming and indoor air pollution, a major killer of children around the world. Likewise, many families do not have access to reliable electricity and, as a result, spend a portion of their small income on charging their mobile phones and on kerosene lamps to light their homes. BioLite has developed a revolutionary biomass cookstove that increases fuel efficiency and decreases emissions using a thermoelectric module and gasifier. While the stove is operating, it generates 1-3 Watts of excess electricity. This power is output to a USB port that can be used to charge small electronics like cell phones or LED lamps. BioLite has incorporated this technology into a popular cookstove, the StoveTec stove, and is intending to introduce a production model in 2011. BioLite contracted Catapult Design to conduct market research in India, which they will use to plan their product introduction strategy prior to beginning manufacture or introducing a production model. Catapult’s unique skill-set, capabilities, and extensive developing world network allowed us to collect a huge amount of information in a brief period of time. We conducted research regarding competing and complimentary products, spoke with successful technology companies with products in India, and interviewed experts on rural electrification and product distribution models in India. We then analyzed this information to provide BioLite with valuable insights and recommendations regarding market opportunities, competitive landscape, sales, distribution models, and regional demand.
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HANDCARTS REGION: Tanzania, East Africa PROJECT PARTNERS: Anza Technologies DESCRIPTION: Farmers in rural areas of eastern Africa frequently have little means other than their heads or their arms to carry heavy loads such as water, firewood, food, or agricultural produce to their homes or market. Daily chores, such as fetching water, frequently fall to women and children and can occupy a large part of their day. Handcarts and wheel barrows are available locally but are often too expensive for subsistence farmers to afford. Mobility, in general, is a challenging issue throughout the developing world where rugged terrain (often no more than footpaths) and long distances make transporting goods difficult. A low-cost, durable handcart could have a huge impact on the lives of people who have, up until now, never owned a wheel much less a cart. Catapult is working on the design of a steel-framed handcart to be fabricated in China, shipped flat, and assembled by the end user – minimizing cost throughout the process so that the lowest cost, quality cart is available to those who need it most. The Anza Handcart project will conclude in 2011.
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CLEAN DELIVERY BIRTH KITS REGION: India PROJECT PARTNERS: AYZH DESCRIPTION: In rural India, women frequently deliver their children in unsanitary conditions due to insufficient access to health facilities. Doing so increases the risk of postpartum infection in both mother and child. The appropriate use of inexpensive yet vital medical equipment can dramatically improve the health outcome for all involved. In response to this need, AYZH produces and distributes their Janma Clean Delivery Birth Kit with the following items: A sterile surface. Sterilizing hand wipes. Clamps for the umbilical cord. Scalpel blade and handle for cutting the umbilical cord. The stainless steel handle included in the kit is the most expensive component. It is also a traditional scalpel handle, intended for repeat sterilization and reuse. Unfortunately, in many locations where the kit is needed and used, the handle is not appropriately sterilized between uses. In response to both of these issues, AYZH and Catapult are designing a scalpel that meets the following criteria: Less expensive. Discourages reuse. Branded with the AYZH logo. Biodegradeable elements.
photo by Ross Taylor
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DURABLE SPORTS EQUIPMENT REGION: East Africa PROJECT PARTNER: Change Trips Inc. DESCRIPTION: Throughout Africa many sports for development organizations run athletic camps teaching children and young adults popular sports in conjunction with important life skills such as conflict resolution, gender equality, and HIV prevention. However, the athletic equipment required to run these camps is often expensive and wears out quickly - forcing the camps to rely on donated equipment or homemade alternatives. In 2009 and 2010 Catapult researched sports programs to identify methods of supporting existing and planned programs for underprivileged communities throughout the continent. Our goal was to understand the efficacy of existing methods and how we improve access to the equipment and resources needed to increase outputs, as well as build the local economy. In 2009 Catapult conducted in-depth market research, identified incountry manufacturing capacity and materials availability, and evaluated strategic risk. Synthesizing the research from the previous year, in January 2010 Catapult identified and developed a variety of alternative product and service opportunities that met the objectives of the client. Our client, Change Trips Inc, took the recommendations back to East Africa to pursue the implementation details.
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CULTURAL + ANTHROPOLOGICAL METHODS REGION: Navajo Nation, AZ DESCRIPTION: While definitions and methodologies within the “social impact design” industry vary, the common goal is to best meet the needs of the poor through accessible technologies or service offerings without compromising the resources of the future. It requires input from a variety of industries, each bringing a unique perspective and methodology to the table. A designer’s toolbox is strengthened not just by being exposed to these methodologies, but by doing, trying, failing and succeeding at them for themselves. This is how we get beyond broad definitions and discussion, by applying our beliefs to our design process. The ultimate goal of CataCAMP (Catapult Cultural and Anthropological Methods Program) was just that: to strengthen our designers by arming them with experience that enables them to define a methodology for themselves. We worked on the Navajo Nation in Arizona for five days to strengthen and expand our field research skills. We engaged with local non-profit organizations, government entities, and community members in an effort to build a holistic perspective of the issues that Navajo people face. To flex our empathetic muscles we stayed with a rural host family outside of Sawmill, AZ. The CataCAMP 2010 Workshops we developed are available on-line to the public: * Process of Documentation: Saran Wrapping Your Experience * Research Methods for Navigating Cross-Cultural Experiences * Look, Ask, Listen, Repeat: Developing Observational Skills * Conducting a Community Health Assessment * Exploring Values: What Matters and Why? * The Technological Environment * Giving People What They Want: the Basics of Co-Creation * Water Assessment 101 * Assessing Present and Future Power Needs
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Thank You: The Begay Family Navajo Tribal Utility Authority Chinle Public Health Service Jump Associates Jay Dautcher, Ricoh Innovations
CATAPULT WORKSHOPS & EVENTS DESIGN WORKSHOPS Catapult hosts design workshops that focus on our approach to product design for impoverished communities, the principles of human-centered design, and our own successes and failures with project work. While the concept of appropriate technology has existed for decades, the role human-centered design should play in development has only recently begun to be addressed. Successful technologies incorporate good design. However, how do we design for a user whose culture is so far removed from our own? How can we anticipate and determine the values of our users? We organize workshops for conferences and other large-group settings and include instruction and hands-on activity with our team of designers. 2010 Workshops Unreasonable Institute, Prototyping Villgro, Product Development 101 Engineers Without Borders-USA West Coast Workshop, Cross-Cultural Communication
SPEAKING EVENTS TEDx Bay Area, Designing Paths out of Poverty Engineering for the Developing World Summit 2010, Engaging the Engineering Community Sustainable Business & Social Impact 2010, Designing Social Impact TEDxSoMA, The Human Factor: the designers approach to societal change University of the Pacific, Social Entrepreneurship SOCAP, FailFaire
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OUR FINANCIAL HEALTH
Our goal is to build a financially self-sustaining organization, increasingly less reliant on grants or donations. In 2010 we made noteable improvements towards reaching our goal. Our income portfolio was an even balance between earned income (income we receive for project work), donors and grants, and in-kind support.
TOTAL REVENUE 2010 versus 2009 66%
REVENUE
34%
37% 26%
29%
Support & Revenue Earned Income.......................................$29,497.65 Donations .................................................$34,909.19 In-kind Support ....................................$37,084.80 Total Revenue ..........................................$101,491.64
EXPENSES
8%
Expenses Program.........................................................$41,811.79 Management ...........................................$48,014.83 Fundraising ................................................$7,188.06 Total Expenses ........................................$97,014.68
NET REVENUE .................................$4,476.96 Grants + Donations
2010 2009
In-KindSupport
Earned Income
ASSETS + LIABILITY Assets Cash .............................................................31,568.16 Accounts Receivable ..........................-$4.00 Donations Receivable ........................$14,282.00 Total Assets.................................................$45,846.96 Liabilities Founder Advances ................................$8,412.34 Accounts Payable...................................$4,250.00 Total Liability................................................$12,662.34
NET ASSETS ....................................$33,184.62 Net Assets (beginning of year) ...............$28,707.66 Net Assets (end of year) ........................$33,184.62 Change in Net Assets ...............................$4,476.96
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CATAPULT DONORS & SUPPORTERS Almaz Negash Anurupa Rao Bart Ziegler Benjamin Brutlag Brian Lamb Caroline Kelley Catherine Campbell Emily Eisenhart Enomen Okogun Francine Gordon Garrett Seabolt Graham Hill Gregory Miller Heather Fleming Helena Meyer-Knapp Jerry Kelley Jim Ivers John Valiquette John Whiting
John Wind Joshua Kaufman Keith Gazda Kimberly Hinckley Kristin Gilliss Lawrence Litvak Mary Fleming Mary Ng Mary Shek Michael McCaffrey Mohamed Elhassan Nicole Chen Pippa Gawley Richard Flaster Robert Miros Sam Morrell Sharon West Shayne McQuade Stuart Hogue
Susan Stewart Tanner Cusik Teri Whitcraft William Scott Institutional Donors: Applied Materials ASME Gordon and Betty Moore Foundation
* We do not list donors who wish to remain anonymous.
In-kind Contributions: Agency.com Academy of Sciences Bi-rite Blue Bottle Coffee Earthlust Green Mountain Engineering Jesse Wodin Jackie Lai Larry Lague Method Rickshaw Bagworks SalesForce.com Foundation SolidWorks Sports Basement Timbuk2 To-Go Ware
SUPPORT Support Catapult’s efforts to bring engineering and design services to those who need it most. Every amount counts! Your donation supports: materials and prototype budget for our project work, the tools (from wrenches to software) our designers need to get the job done, assessment and implementation travel to our field partners, and our designers, who are committed to using their skills to make a difference. Give by check or online! www.catapultdesign.org/contribute/donate
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CONNECT WITH CATAPULT
KEEP CURRENT ON OPPORTUNITIES, NEWS + EVENTS Visit our website www.catapultdesign.org Subscribe to our e-newsletter via our website Read our Blog and keep up on our work www.catapultdesign.org/blog Follow us on Twitter www.twitter.com/catapult_design Friend us on Facebook - search for our Catapult Design page Explore our pictures on Picasa www.picasaweb.google.com/CatapultDesign.org Watch our movies on YouTube www.youtube.com/user/CatapultDesign
VISIT OPEN STUDIO Catapult Design Open Studios, 4-6pm, every first and third Wednesday. Have a question about Catapult, want to see our work, or are you working on a cool project that we’d be interested in? Stop by our studio during Open Studio hours at 972 Mission St. (5th floor) in San Francisco!
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