A10 - MS SDM Spring 2020 Studio

Bea Atienza Ivet Uribe Cervantes Jared Mills Josh Blanco Krystal Pienczykowski

ELIUD KIPCHOGE

“

WE BELIEVE IN THE LIMITLESS POTENTIAL OF AFRICAS YOUTH AND THEIR ABILITY TO SUCCEED ON THE WORLD STAGE AFRICA10

RAMALA ALI

INDEX Table of Contents

AFRICA 10

INTRODUCTION

7

About the Client

9

Project Background

10

The Team

11

Executive Summary

12

Design Thinking Model

14

DISCOVERY

17

Research Methodology

18

Stakeholder Interviews

19

Stakeholder Map

20

Secondary Research

22

ANALYSIS, SYNTHESIS, & IDEATION

37

Analysis & Synthesis

38

Journey Map

39

Personas

42

Key Insights

45

Ideation

46

CONCEPT DEVELOPMENT

51

Planning

52

Prototype & Testing

53

BUSINESS PLAN

61

Summary

62

Execution

63

Business Model Canvas

67

CONCLUSION

71

REFERENCES

75

APPENDIX

79

6

AFRICA NEEDS MORE CHAMPIONS AND ROLE MODELS

AFRICA10 IS THE LEADING PAN AFRICAN YOUTH ORGANISATION FOR EXCELLENCE, INNOVATION, AND LEADERSHIP OUR GLOBAL MISSION: CREATE A10 GENERATION OF CHAMPIONS

ABOUT THE CLIENT Non-profit Organization

Africa10 is an early stage nonprofit organization whose global mission is to be the engine of aspiration for Africa’s youth. Their aim is to identify, inspire, mentor, educate and empower the next generation of African leadership. Their mission is twofold; the first part revolves around the theme of ‘excellence.’ A10 aims to create an ’Aspire List’ that exposes leaders to the incredible achievements of Africans in various disciplines with a strong focus on sports and entertainment as well as other key areas. The list allows A10 to engage young Africans directly where they congregate in the greatest numbers. The second part of their mission is to provide A10 scholarships. They believe aspiration is limited by opportunity. A10 will launch a series of scholarships to empower some of the brightest youth and help uncover their paths to success.

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PROJECT BACKGROUND The Design Challenge & The Team

THE DESIGN CHALLENGE As and early stage nonprofit organization, Africa 10 has several challenges ahead of them before they are able to give back to their mission.

Some of those challenges include: • • •

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Examining various business model opportunities of either a for-profit or nonprofit; Creating a financial model to provide education scholarships; Brand awareness that will include extending the brand value offering into leisure apparel/accessory products.

11

THE TEAM

BEA ATIENZA

AFRICA 10

JOSH BLANCO

KRYSTAL PIENCZYKOWSKI

JARED MILLS

IVET URIBE CERVANTES

12

EXECUTIVE SUMMARY Project Overview

PROJECT OVERVIEW Africa 10 seeks to engage the youth around the areas of sports and culture to promote African Excellence. The organization had launched several initiatives (such as new media projects, social media pages, and merchandising) but hadn’t identified revenue streams, stakeholder engagement models or brand platform.

Using design thinking tools, the team stitched together the organization’s different activities and developed a new business model with a more focused value proposition.

OPPORTUNITY Education is an underserved sector across Africa, making Africa 10’s involvement all the more crucial. Yet, there were a few tasks we identified as critical to finding a solution: •

• •

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FOCUS: with Africa as such a sizable geographic region, could Africa 10 identify a smaller area to launch its activities? With a larger following, it would be easier to scale later on.

TESTING: how could Africa 10 properly identify “the best of the best” among African Youth, to enroll them into their mentorship and scholarship program?

REVENUE-GENERATION: how could the organization invite more of the general public to support all of its activities to create a sustainable revenue stream?

13

FINDING & SOLUTION The team looked into each of these areas through primary and secondary research – desktop findings, in-depth interviews with the Africa 10 team, and a survey deployed to African nationals. This led us to three key findings that addressed the opportunities: •

•

•

To focus the organization’s launch, a single country was identified: Nigeria, a nation that has a large and active diaspora who are capable of supporting fundraising activities, have strong ties to the country and still contribute to the economy.

To answer the need for testing to distinguish the most promising students, a novel approach was discovered: Using accessible technology, Africa 10 found a way to test children on both IQ and EQ. This would allow them to identify the ‘best of the best’ who would go into their programs.

To create an opportunity for the general public to be more involved in Africa 10’s mission, a new model was examined: One-for-one models, such as Toms, Bombas and Nike N7. These organizations were able to create a tangible offering that allowed consumers to contribute to their causes.

These areas became the central elements in a new business model, value proposition and stakeholder map.

CONCLUSION & BUSINESS CASE The new frameworks being presented will help Africa 10 to streamline its activities, launch successfully and galvanize stakeholders around a focused proposition.

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DESIGN THINKING MODEL What is Design Thinking?

Design teams use design thinking to tackle ill-defined or unknown problems because the process reframes these problems in human-centric ways, and allows designers to focus on what’s most important for users. Design thinking offers us a means to think outside the box and also dig that bit deeper into problem solving. It helps designers carry out the right kind of research, create prototypes and test out products and services to uncover new ways to meet users’ needs. 1

EMPATHIZE

IDEATE

DEFINE

TEST

PROTOTYPE

1. “Design Thinking” - https://www.interaction-design.org/literature/topics/design-thinking

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DESIGN THINKING EXPLAINED EMPATHIZE

PROTOTYPE

To begin the design thinking process, you will first need to gain an empathetic understanding of the problem you are trying to solve, typically through user research. Empathy is crucial to a human-centered design process like design thinking because it allows you to set aside your own assumptions about the world and gain real insight into users and their needs.

This is an experimental phase, and the aim is to identify the best possible solution for each of the problems identified during the first three stages. Design teams will produce a number of inexpensive, scaled-down versions of the product (or specific features found within the product) to investigate the problem solutions generated in the previous stage.

DEFINE

TEST

In the Define stage, you will accumulate the information you created and gathered during the Empathize stage. You analyze your observations and synthesize them to define the core problems you and your team have identified so far. You should always seek to define the problem statement in a human-centered manner as you do thus.

Designers or evaluators rigorously test the complete product using the best solutions identified in the Prototype phase. This is the final phase of the model but, in an iterative process such as design thinking, the results generated are often used to redefine one or more further problems. Designers can then choose to return to previous stages in the process to make further iterations, alterations and refinements to rule out alternative solutions.

IDEATE Designers are ready to generate ideas as they reach the third stage of design thinking. The solid background from the first two phases means you can start to “think outside the box,” look for alternative ways to view the problem and identify innovative solutions to the problem statement you’ve created.

REFERENCE: “Design Thinking.” – interation-design.org/literature/topics/design-thinking

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RESEARCH MEDTHODOLOGY Overview

INTRODUCTION We conducted both primary and secondary research to: • • • • • • •

Fully understand the current ecosystem of the Africa 10 network; Discover the challenges they are facing as they begin to grow their startup; Find a solution to those challenges; Uncover their true mission and purpose; Determine if there is an actual need for their mission and purpose; Determine our target audiences (donors and recipients); And understand the wants and needs of both target audiences.

We asked ourselves questions like: Who are the people of Africa? What are their needs? How do they live?

What can A10 provide to them to better their lives and how?

Who will be willing to help Africa along with A10 and their cause?

How can A10 become sustainable to last a lifetime helping the African community?

CHALLENGES Africa 10 aims to “Be the engine of aspiration for Africa’s youth.” They hope to achieve this by selling merchandise, partnering with influencers to eventually provide scholarships to African youth.

While there is great potential for Africa 10 to change the perception of African talent and enable how that talent is harnessed and maximized, the organization has not developed a working model that brings the disparate pieces to life and a value proposition that can be clearly communicated across all their platforms.

There is a need to structure all of Africa 10’s assets and goals, in a way that gains awareness for the organization and that provides an avenue for citizens to get involved.

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DISCOVERY

Stakeholder Interviews

Kojo Annan "That platform, that opportunity enables them to be the best of the best of whatever they could be in wherever chosen field they want to be."

"Allow those young men and women to be the leaders, on and off the field, of tomorrow that ultimately uplift that continent."

Leadership Voices Kwaku Mensah

Shanthi Annan

"The idea is to grow and build partnerships, just as a way of making the presence and impact of what could Africa10 are bidder."

"A10 is present with "Pamela," and as A10 is present with "Pamela", "Pamela" realizes that "Pamela" can make a difference‌ Once "Pamela" is in that space, What can "Pamela" do, what which "Pamela" would like to buy, make sure that everybody else has an opportunity like her."

"We are trying to help people move socioeconomically we are trying to affect the movement of people from low economic to middle and high that's the whole point, right? so it has to have, that's why it has an aspirational feel to it because we are talking to people who could afford to buy or be involved or be there, but we are trying to inspire or want to achieve that, and help them to get there.�

"It's clearly an aspirational brand, that's what we are targeting. We are targeting people trying to achieve excellence in education, in economic professionally, that's the concept."

Greger Hamilton "We've been able to achieve a lot without monetary donations you know we were one of the big main names in the recent Davos program that had to happen in January in Switzerland for the Africa House proposal, etcetera, so we've been able to utilize our network and our assets so to say quite efficiently without having a large monetary donation spring coming."

"We've always thought about Africa10 as an umbrella brand which basically collects, corporates, unifies the best of the best in each of the different pillars, I can't see a competitor and is not the way we think about the world."

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Judges

School Partners Retail Test Material Developers

Manufacturers

Clients

Media Agency

Influencers

Young Africans

OTM MOBILE

Mentors

CORE STAKEHOLDERS DIRECT STAKEHOLDERS INDIRECT STAKEHOLDERS

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STAKEHOLDER MAP DEFINITION “Stakeholder mapping is the visual process of laying out all the stakeholders of a product, project, or idea on one map. The main benefit of a stakeholder map is to get a visual representation of all the people who can influence your project and how they are connected. “

WHEN Whether you are planning a major product launch or kicking off an internal program that mostly affects your team, it’s important to understand the different types of stakeholders. Each product or project has internal and external stakeholders, and drawing a clear line between the two will help you set the right priorities and find the approach that works for your specific situation.

HOW TO After completing your initial research about the organization, your next steps would be to decide who the stakeholders are.

Once you’ve done so, you will then map those stakeholders on a graph, identifying each category and indicating their interests.

Once this has been done, you’ll want to draw lines between the stakeholders to show how they interact with one another.

Internal stakeholders are people on your team who are participating in building your product or delivering a project.

Their level of engagement may vary but they all have an influence because they are a part of your organization.

External stakeholders are those who will be impacted by your project and product, though they don’t directly participate in working on it.

WHY Stakeholder mapping allows you to identify key players that will influence your project and its success.

1. Find out who has the most influence When you build a stakeholder map, you can easily see who will have the highest level influence over a project, whether it’s the CEO or a project manager.

2. Focus on those who benefit most Stakeholder maps help you see who will benefit most from the end-product, so you can focus on marketing to that person for either sales or resources.

3. See where resources are most plentiful Often when you build a stakeholder map, you’ll see who has restraints on the project and who has more resources, so internally you can put the right people on your team.

4. Have a game plan Overall, a stakeholder map gives you a good idea of who you’re trying to satisfy when building this product/project.

REFERENCE: “Complete Stakeholder Mapping Guide.” – miro.com/blog/stakeholder-mapping/

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DISCOVERY

What is Africa 10’s current message?

A10 BRANDING There is a mix of content on each platform, revealing that Africa 10 has not unified its core value proposition.

Content • Twitter and Instagram both feature a mix of African figures including, but not limited to, football players and icons which include musicians, basketball players, boxers, etc.

• The Facebook page is largely football focused.

Value Proposition • The website doesn’t mention football at all.

• The “About” section is the same on Twitter and Instagram, but different from Facebook and the website.

Merchandise • While the Facebook page includes the “Show Now” call-to-action, the link is broken. None of the other A10 assets include a link to a shopping page.

Key Communication Points • “Inspiring & Empowering Africa’s Future” • “Mission: Be the engine of aspiration for Africa’s youth.”

• What We Do: The Aspire List / A10 Scholarships • Links to FB, TW, IG Call-to-Action • Join the Movement (Sign Up)

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SPORTS

CULTURE

MEDIA

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DISCOVERY

How can A10 remain sustainable to keep providing scholarships?

EXPLORING BUSINESS MODELS

TRADITIONAL NPO ● ●

● ● ●

Mission Effectiveness Ask donors for sufficient funds to cover costs of agreed activities Driven by social goals High risk of unsustainability Rely primarily on individual donations, charitable contributions

BUSINESS ● ● ● ● ● ● ● ●

Capture a market securely Build a business; earn profits Maximize shareholder value; profit as an end Basic business risk Competitive for one company Established consumer & market information “Win” for one business over others in the market Benefit from robust financial & managerial services

SOCIAL ENTERPRISE ● ● ●

● ● ● ●

●

Fill a market gap; change the world.

Create sustainable solutions for social change Advance social aim; profit as a means to financial sustainability Basic business risk + social aspect Collaborative for societal impact Need to be creative in obtaining market responses Exists because no one else is adequately solving the problem; “win” for society Contend with unpredictable and fragmented financing

2. “The Business of Social Entrepreneurship” - https://www.slideshare.net/CiscoIBSG/the-business-of-social-entrepreneurship 3. “Income Generation Models for Nonprofit Organizations” - https://www.slideshare.net/MarcusCoetzee/income-generation-models-for-nonprofit-organizations

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DISCOVERY

What is a one-for-one business model?

DEFINITON 1.

• • 2.

•

3.

• •

4.

5.

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Makes values a part of the brand.

Social Mission Without a strong mission statement and value proposition, any company would not be able to accomplish anything.

Know the impact of your product.

By figuring out how the product could have the most impact before moving forward, the company will be able to build a community of like-minded customers faster.

Connect with customers.

One-for-one brands work only if customers buy into the cause.

With a mission-based brand, you need to make sure that customers are engaged with the company values as well as the actual product being purchased.

Build a culture of shared values.

Stick to what you know.

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DISCOVERY

Who makes up Africa?

NIGER

15.2

MAILI

16.3

CHAD

16.6

SOMALIA

16.7

UGANDA

16.7

ANGOLA

16.7

DEMOCRATIC REPUBLIC OF CONGO

17.0

BURUNDI

17.3

MOZAMBIQUE

17.6

ZAMBIA

17.6

Niger is set to have the world’s youngest population in 2020, with a median age of just 15.2-years-old.

Such a large number of young people presents both a challenge and opportunity for the continent.

Spending on education - coupled with an environment that facilitates jobs and investment - could create a demographic dividend, boosting economic development.

4. “19 of the World’s 20 Youngest Countries are in Africa” - https://www.weforum.org/agenda/2019/08/youngest-populations-africa/

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AFRICA IS THE YOUNGEST CONTINENT ON EARTH

DISCOVERY

Who makes up Africa?

13.4%

1.1%

55.6%

Almost 16 million young Africans, around 13.4% of the total labor force of 15-24 year olds, are facing unemployment.

Only 1.1% of 15-24 year olds in sub-Saharan Africa participated in a vocational education program in 2017.

Across the continent, unemployment rates among 1524 year olds with advanced level education are higher than for those with basic education.

5. “Africa’s First Challenge: The Youth Bulge Stick in ‘Waithood’” - https://mo.ibrahim.foundation/news/2019/africas-first-challenge-youth-bulge-stuck-waithood 6. “Africa’s defining challenge” - https://www.africa.undp.org/content/rba/en/home/blog/2017/8/7/africa_defining_challenge.html

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DISCOVERY

What does education in Africa look like?

60% OF YOUTH Between the ages of about 15 and 17 are not in school.

Increased enrollment rates have created challenges in ensuring quality education. Available resources are spread more thinly. It is not rare to see cases where there are 100 pupils for one teacher, or where there are students learning under trees because of a lack of classrooms. The rate of the accessibility of education is only 20.1% which is very low.

LACK OF FEMALE TEACHERS There’s a need for female teachers who can serve as role models and encourage girls to continue their education.

9 MILLION GIRLS Between the ages of about 6 and 11 will never go to school at all, compared to about 6 million boys.

7. “Meeting Commitments: Are Countries on Track to Achieve SDG 4?’” - http://uis.unesco.org/sites/default/files/documents/meeting-commitments-are-countries-on-track-achieve-sdg4.pdf 8. “Education in Africa” - http://uis.unesco.org/en/topic/education-africa#slideoutmenu 9. “Gender Equality in Education” - http://uis.unesco.org/en/topic/gender-equality-education 10. “New Methodology Shows that 258 Million Children, Adolescents and Youth are Out of School” - http://uis.unesco.org/sites/default/files/documents/new-methodology-shows-258-million-children-adolescents-and-youth-areout-school.pdf

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DISCOVERY

Can the average African afford high-end merchandise?

The African Development Bank divides the middle class into three sub-categories: the upper-middle class, the lower-middle class and the “floating” class.

The floating class alone represents 20% of the continent’s total population.

Together, the other two middle class sub-categories— individuals who earn between $4 and $20 per day— only represent 14% of the African population.

11. “The Middle Classes in Africa” - http://www.cfaogroup.com/static/2017/12/08/CFAOWhite%20Paper%20The%20middle%20classes%20in%20Africa%20UK%20april2016.pdf?qA3g3_m5sGX6zBNHJgp4PQ:qA3g3_m5sGX6zBNHJgp4PQ:fIcrNtDaj1kHsdVnXP2w9g

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DISCOVERY

Can the average African afford high-end merchandise?

The Maghreb countries, Egypt and Gabon are shown to have the largest middle classes on the continent in proportional terms, according to income based criteria.

Most West African and Southern African countries—along with Cameroon, Republic of the Congo and Kenya—fall within the average of between 25% and 75% of the population.

Central and East Africa are the regions with the smallest middle class in percentage terms.

12. “The Middle Classes in Africa” - http://www.cfaogroup.com/static/2017/12/08/CFAOWhite%20Paper%20The%20middle%20classes%20in%20Africa%20UK%20april2016.pdf?qA3g3_m5sGX6zBNHJgp4PQ:qA3g3_m5sGX6zBNHJgp4PQ:fIcrNtDaj1kHsdVnXP2w9g

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DISCOVERY

Who else could A10 target to buyin to their mission and product line?

THE AFRICAN DIASPORA The African Diaspora is broadly defined by the African Union Commission as ”peoples of African origin living outside the continent, irrespective of their citizenship and nationality and who are willing to contribute to the development of the continent and the building of the African Union.”

No matter how they arrived in their adopted country, diasporans bring a distinct perspective to the discourse on Africa because they have experienced both worlds and can serve as a bridge in fostering greater understanding between the continent and their adopted country.

After receiving their degrees, more than 90% of our alumni returned home to become leaders in the public, non-profit, and private sectors in Africa, where they contributed to strengthening the foundation for African development.

Key Facts 5 – 15 million is the estimated number of the Nigerian Diaspora.

Most members of the Nigerian Diaspora maintain strong toes with their families, friends and relatives back in Nigeria, and influence the social, political and economic development of Nigeria.

In 2012, Nigerians in the Diaspora contributed more to Nigeria’s economy than 34 of the 36 states. $12 billion was reintegrated by the Nigerian Diaspora in 2012, (World Bank) and only Lagos and Rivers states had higher GDP’s.

13. “Africa’s Secret Weapon: The Diaspora” - https://www.cnn.com/2013/11/01/opinion/africas-secret-weapon-diaspora/index.html 14. “Nigerian Diaspora” - https://www.nigeriandiaspora.com/nigerian-diaspora.php

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DISCOVERY

What brings the African Diaspora back and how are the contributing?

CELEBRATIONS FOR A CAUSE Afrochella is bigger than a music festival.

Organizers have a series of events planned that focuses on charity and boosting the economy across the Diaspora. Afrochella will be renovating and repainting the Genesis school of orphans through its Afrochella Reads initiative. Afrochella Feeds’ mission is to bring awareness and improve hunger in Ghana. “[Coachella is] more of a music festival, and with us, we’re more of a culture festival,” Abdullah says. “When you come to us, you’ll be able to buy African food, see African culture, listen to African music, and I think that is our goal.”

Instead of outsourcing for the festival, Afrocella founders strived to ensure that everyone from production staff to design maintenance to vendors – like the locally owned Sakofa Plantain Chops – was from Ghana.

Afronation Inspired by a vision of creating an “unforgettable experience” that would “celebrate love, peace, unity and the beauty of African culture.” It was important, he says, “not just for black people, but for other races to come down and celebrate African culture coming together.”

Afronation proved, unequivocally, that there are dozens of talented black artists, often ignored by the mainstream, who are more than ready to grace the main stages.

15. “Here’s the Inside Scoop on Ghana’s Afrochella 2019” - https://travelnoire.com/what-to-expect-afrochella-2019 16. “About” - https://afrochella.com/info-contact

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STORMZY

ANALYSIS & SYNTHESIS Data Gathering Examination

INTRODUCTION Once we completed gathering our research from multiple sources, both primary and secondary, we began analyzing and synthesizing all of the data we uncovered.

Using various tools such as journey maps, personas, etc., we were able to synthesis the data to help us come up with the best possible solution for Africa 10.

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JOURNAY MAP DEFINITION A customer journey map is a visual representation of the process a customer or prospect goes through to achieve a goal with your company. With the help of a customer journey map, you can get a sense of your customers’ motivations –their needs and pain points.

HOW YO 1.

2.

3.

4.

Set clear objectives for the map.

Profile your personas and define their goals.

Highlight your target customer personas.

List out all the touchpoints.

Actions List out all of the actions your customers perform throughout their interaction with your brand.

WHY The best way to visualize how a customer interacts with a business is by mapping it. Most customer journey maps start as excel sheets that outline key events, customer motivations, and areas of friction within the user’s experience. Then, this information is combined into a comprehensive visual that describes an average experience with your business.

By understanding this relationship, you can understand how to structure your touchpoints to create the most effective and efficient process for your customers. A customer journey map maps out the current process, from the first to final touchpoint, to see if your customers are currently reaching the goals and, if not, how they can.

Emotions & Motivations Customer's emotions will change depending on which part of their journey they're at. The emotional driver of each of your customer's actions is usually caused by a pain point or a problem.

Obstacles & Pain Points Get to know what road blocks are stopping your customer from making their desired action. Highlighting these potential obstacles in your customer journey can help you to mitigate them.

5.

6.

7.

8.

Identify the elements you want your map to show.

Determine the resources you have and the ones you'll need.

Take the customer journey yourself.

Make necessary changes.

REFERENCE: “How to Create an Effective Customer Journey Map.” – blog.hubspot.com/service/customer-journey-map

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PERSONAS DEFINITION

WHY

Personas are fictional characters designers use to reflect user types, pinpointing who they are and what they do with products in relevant contexts. Designers create personas from user data, to understand user characteristics, needs, goals, etc. and gain valuable insights into user journeys, and later, test prototypes.

Personas are created during the analysis phase when data has been gathered. However, they can also be created during the whole design process as well.

HOW TO

WHEN

Personas should feature early in the design process.

1.

2.

3.

4.

5.

• • •

6.

Collect extensive data on target users.

Develop a hypothesis from the research, determining the qualities of and differences between users.

Ensure stakeholders agree on the hypothesis about the users.

Determine a number of personas – more than one per project, but focus especially on one.

Name and describe each persona in 1-2 pages, including: A picture.

User’s values, interests, education, lifestyle, needs, attitudes, desires, limitations, goals and behavior patterns.

Extra details about the persona (e.g., interests) – anything to make him/her more real and relevant and help build empathy. A written story is better than bullet points.

Describe several situations/scenarios prompting the persona to use your product – put him/her in contexts with problems to overcome.

Personas are distilled essences of real users. With personas, we build empathy with target users, focus on their world, share insights/knowledge with other stakeholders to gain consensuses, make defensible decisions reflecting the persona's/user group’s exact needs, and gauge our designs’ effectiveness through their eyes. Crucially, we create personas from observations about real users, not faceless masses – mapping users’ needs to a design’s functionality demands clearly defining needs and users, we shape personas iteratively.

REFERENCE: “Personas.” – interaction-design.org/literature/topics/personas

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DONOR PERSONA

PHILANTHROPIC PUNNU DEMOGRAPHICS Age: 27 Location: Harlem, NY Job: Operations Director Family: Lives with his boyfriend

ABOUT • Works full-time and attends night school for an MBA three days of the week.

• Overextends himself causing unnecessary stress.

• Has a high disposable income.

• Loves his home country and heritage. Visits Nigeria 2x a month.

• Eats African food 2-3x a week.

FRUSTRATIONS • • • •

Knows about the poverty in Africa.

Knows the lack of educational and professional development in Africa.

Knows how much underdeveloped talent is currently in Africa.

Wants to help but doesn’t know how.

HABITS • • • •

PERSONALITY

Uses WhatsApp to keep in touch with his family.

Reads Punch Newspaper online to keep up to date on Nigeria’s political and social climate.

Buys online at jumia.com.ng to support Nigeria and get local products he can’t get in the states.

Plays soccer with his fellow African friends on the weekend.

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• • • • • • •

Concerned Observant Organized Skeptical Self-reliant Hard-working Kind

GOALS • • •

Earn his MBA. Ease & convenience of donation.

Transparency of how his donation will directly assist his fellow Nigerians.

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BENEFICIARY PERSONA

OPEYEMI - LYTA DEMOGRAPHICS Age: 17 27 Location: Abuja, Harlem,Nigeria NY Job: Student/Musician Operations Director Family: Lives with his boyfriend

ABOUT • Works full-time and attends school. night school for an MBA three days of the week.

• Has Overextends little timehimself outsidecausing of workunnecessary and school to stress. concentrate on his love of music.

• Trying to focus on a future he can enjoy.

Has a high disposable income.

• Loves his home country and heritage. Visits Nigeria 2x a month.

• Eats African food 2-3x a week.

FRUSTRATIONS • • • • •

Finding Knows about the time theto poverty practice. in Africa.

Finding thelack rightofmentors.

Knows the educational and professional development in Africa.

Finding Knows how a scholarship much underdeveloped for programs he talent googles. is currently in Africa.

Not seeing EVERY knowing every opportunity.

Wants to help but opportunity. doesn’t knowNot how.

Thought of giving up with lack of direction, mentorship and sponsorship/scholarship.

HABITS • • • • •

PERSONALITY

Writes music in notebook class.his family.

Uses WhatsApp to keep induring touch with Hangs Reads Punch out with Newspaper other people online he looks to keep upup to.to date on Nigeria’s Spends cent he has on his family instead of himself. politicalevery and social climate.

Sings Buys online about at thejumia.com.ng troubles he experiences to support Nigeria growingand upget in Nigeria. local products he can’t get in the states.

Plays soccer with his fellow African friends on the weekend.

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GOALS • • • •

• • • • • • • • • •

Concerned Observant Organized Skeptical Self-reliant Hard-working Kind Driven Outspoken Extrovert

Creating obtainable goals.

Earn his MBA. Less Ease stressed & convenience about money of donation. and school and have morehis selfdonation Transparency of how confidence. will directly assist his fellow Clear instructions from mentors on Nigerians. how, when and where.

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ANALYSIS & SYNTHESIS Key Insights SUSTAINABLE BUSINESS

EMPOWERMENT

EDUCATION

Social Enterprise

Empowerment & Branding

Education for the Youth

Africa 10 aspires to help all African students who showcase potential to be great and give back to the future by awarding scholarships, however, they also would like to become a high-end performance brand.

Africa 10’s messaging on ‘best of the best’ and who they consider as leaders is muddled and confusing. Their value proposition is very big and vague.

Africa has the highest number of youth as their total population, because of this, their access to education if very limited and subpar.

INSIGHTS Insights are a combination of crafted observation and knowledge. I saw this: Data gathered through your research like surveys, interviews, guided experience. I know this: How you can relate and empathize with your own experience and your users. It draws on your knowledge and world view. Empathy plays a key role of your own experience and how you see yourself in the user’s shoes and imagine how they feel in the process. An observation is the fact that you notice or notice something. An insight is a clear, deep, meaningful perception into human behavior and understanding.

It’s the “aha” moment when you make meaning from the data you collected into a solution. It’s a statement of truth that is motivational and inspires action. Here is a balance between intuition and rationality. It is important to know while intuition plays an important role into insight they are very different. They both share similar cognitive and neural basis. Intuition involves judgment about “yes or no,” insight is related to “what” is the solution. It’s a provocative statement of truth and it may be wrong.

REFERENCE: “How to Develop Key Insights Durig Design Synthesis.” – https://blog.prototypr.io/how-to-develop-key-insights-during-designsynthesis-f21bfe5cf34

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IDEATION

Development of the Final Idea

WORKSHOP GOAL The purpose of the interactive workshop was to better understand the “meta” story of A10. In the exercise, we tried to elicit responses from the A10 leadership team that would lead to Africa 10’s “why?”

• Why do they exist?

• What unique qualities can they bring in this moment in time?

WHAT WE DISCOVERED What story is currently being told (Protagonist): • Unlock potential in youth • Encourage excellence • Identify leaders • Inclusiveness, not just elite athletes and scholars Participants • Tech partners • African youth • Kids that aspire to academic achievement • Scientists and engineers that lack resources Moment in Time • Barriers/connectivity with people • Strive to a time where more basic needs are met • A future where data is accessible •

Afro future is more of a main stay

Mission • Create a generation of champions that will act as ambassadors and uplift the continent • Empowerment and unity

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THE GOLDEN CIRCLE DEFINITION

THE ‘HOW’

The Golden Circle helps give focus to how a business can stand out from similar competitors by communicating its differences. Sinek’s Golden Circle idea is an attempt to explain why some people and organizations are particularly able to inspire others and differentiate themselves successfully. The neuroscience behind the Golden Circle idea is that humans respond best when messages communicate with those parts of their brain that control emotions, behavior and decision-making.

The organization's 'How' factors might include their strengths or values that they feel differentiate themselves from the competition. Sinek's view is that 'How' messaging is also able to communicate with the limbic brain - the important part that governs behavior and emotion. But his opinion is that organizations would do better to improve how they articulate their 'Why', in addition to 'How'.

THE ‘WHY’

THE ‘WHAT’

Sinek explains that 'Why' is probably the most important message that an organization or individual can communicate as this is what inspires others to action.

'Why' is how you explain your purpose and the reason you exist and behave as you do. Sinek's theory is that successfully communicating the passion behind the 'Why' is a way to communicate with the listener's limbic brain.

This is the part of our anatomy that processes feelings such as trust and loyalty - as well as decision-making.

It's fairly easy for any leader or organization to articulate 'What' they do. This can be expressed as the products a company sells or the services it offers. For an individual, it would be their job title. Sinek argues that 'What' messaging only engages with the neocortex - the part of our brain that's rational. His argument is that this part of the brain is less of a driver of decision making than the limbic brain: the part that 'Why' and 'How' reaches better.

Successful people and organizations express why they do what they do rather than focusing on what they do.

Successfully articulating your 'Why' is a very impactful way to communicate with other humans, define your particular value proposition and inspire them to act. Sinek's theory is that communicating 'Why' taps into the part of the listener's brain that influences behavior.

REFERENCE: “Start with Why: Creating a value proposition with the Golden Circle model.” – https://www.smartinsights.com/digital-marketingstrategy/online-value-proposition/start-with-why-creating-a-value-proposition-with-the-golden-circle-model/

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PERPETUA NIKWOCHA

PLANNING

What is prototyping and testing?

INTRODUCTION Thinking about some of the findings we uncovered during our primary research such as interviews, as well as the secondary research, we wanted to make sure that the solution we were creating addressed most of the important issues that were uncovered. Additionally, we would incorporate the feedback and synthesis of results from our brainstorming session to ensure that we were on track in creating a great overall solution for Africa 10.

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PROTOTYPE & TESTING DEFINITION A prototype is a simple experimental model of a proposed solution to test or validate ideas, design assumptions and other aspects of its conceptualization quickly and cheaply, so that designer/s involved can make appropriate refinements or possible changes in direction.

Prototypes can be quick and rough – useful for early-stage testing and learning – and can also be fully formed and detailed – usually for testing or pilot trials near the end of the project.

WHY Design teams can easily become fixated on the research artifacts they gathered during the earlier phases of exploration, creating a bias towards their ideas. By prototyping and then testing those prototypes, you can reveal assumptions and biases you have towards your ideas, and uncover insights about your users that you can use to improve your solutions or create new ones.

PURPOSE Some of the purposes that prototypes fulfil are: Exploring and Experimentation You can use prototypes to explore problems, ideas, and opportunities within a specific area of focus and test out the impact of incremental or radical changes.

Learning and Understanding Use prototypes in order to better understand the dynamics of a problem, product, or system by physically engaging with them and picking apart what makes them work or fail.

Engaging, Testing, and Experiencing Use prototyping to engage with end users or stakeholders, in ways that reveal deeper insight and more valuable experiences, to inform design decisions going forward.

Inspiring and Motivating Use prototypes to sell new ideas, motivate buy-in from internal or external stakeholders, or inspire markets toward radical new ways of thinking and doing.

REFERENCE: “Design Thinking: Get Started with Prototyping.” – https://www.interaction-design.org/literature/article/design-thinking-get-started-with-

prototyping

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MOCKUP Social Enterprise Testing

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OVERVIEW Africa 10 has no clear value proposition on their website as to how they’re helping or even who they’re helping with their initiative. Additionally, the products they sell are not listed on their site and there is no transparency as to where those funds are going when purchases are being made.

Assumption 1 – Value Proposition Donors/customers need to feel as though they are helping a cause that they can either relate to or one that means something to them.

Assumption 2 – Transparency Donors/customers want to know exactly how their donation/purchase is being used to help the cause that is being promoted. They want to know that they are a part of the change.

Assumption – Social Enterprise Model People like to purchase products that give back to those in need.

Key Takeaway Donors are receptive to the social enterprise model and are willing to help a cause when they know how they’re helping and believe in the mission.

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SURVEY Is the African Diaspora interested in social causes? How do they help Africa?

Interaction w/ Nonprofits & Social Causes Have you ever … (select all that apply) -

73% has participated in a support group for a nonprofit or social cause 43% has participated in a social movement 63% has participated in an organization supporting or focused on the African community/population

-

Have you ever … (select all that apply) -

35% has worked (for pay) at a nonprofit organization (including a paid internship or fellowship) 65% has volunteered for a nonprofit 88% has made a donation to a social cause, charity or nonprofit organization 68% has made a donation to an organization focused on the African community/population 53% has bought a product that gives back to a social cause

What draws you to making donations to these causes? In other words, why do you donate to these specific ones? (select all that apply) -

63% - “I know there is a need for the nonprofit’s mission in my community and I know it does good work.”

38% - I believe the nonprofit will use my donation to stabilize or expand programming.”

41% - “The nonprofit communicates about the impact of giving by sharing program outcomes.”

34% - “I know someone who benefited from the nonprofit’s work.”

3% - ”I want to be associated with the organization and its brand.”

12% - “I see the organization online and on social media.”

How much are you willing to spend/donate to a social cause?

-

African Identity How would you like to see Africa prosper as a whole? (short answer response) -

-

-

“Better leadership, education and economic empowerment.”

“Having reputable organizations that the diaspora can use to invest in Africa. Then seeing those results on the ground. I would like to see African businesses prosper and become as large as western organizations.”

“Free education at primary and secondary level for all, greater support for women, clean water, security of supply for food, electricity, expansion of manufacturing industries, more intra Africa trade, fairer negotiations with Chinese and other entities coming in, etc.”

“I’d like to see standards raised across the board and funds directed to where they are required.”

What or how do you identify with Africa?

-

-

-

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15% are willing to donate between $11 -$20 32% are willing to donate more than $50 while another 32% are willing to donate more than $100

“Better leadership, education and economic empowerment.”

“Having reputable organizations that the diaspora can use to invest in Africa. Then seeing those results on the ground. I would like to see African businesses prosper and become as large as western organizations.”

“Free education at primary and secondary level for all, greater support for women, clean water, security of supply for food, electricity, expansion of manufacturing industries, more intra Africa trade, fairer negotiations with Chinese and other entities coming in, etc.”

“I’d like to see standards raised across the board and funds directed to where they are required.”

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Sports & Leisure

Personal Identity Which African country are you from?

Do you play sports?

-

67% YES 33% NO

Do you shop for leisure & sports apparel?

-

80% YES 20% NO

-

Ghana South Africa Nigeria Morocco Zambia Gambia Sierra Leone Zimbabwe Liberia Asante Kingdom

Personal Identity

Where do you currently live?

What draws you to making donations to these causes? In other words, why do you donate to these specific ones? (select all that apply)

-

-

63% - “I know there is a need for the nonprofit’s mission in my community and I know it does good work.”

38% - I believe the nonprofit will use my donation to stabilize or expand programming.”

41% - “The nonprofit communicates about the impact of giving by sharing program outcomes.”

34% - “I know someone who benefited from the nonprofit’s work.”

3% - ”I want to be associated with the organization and its brand.”

12% - “I see the organization online and on social media.”

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London South Africa Hong Kong Canada Brooklyn Lagos Qatar Ghana

How old are you?

-

50% are between the ages of 35 – 44 34% are between the ages of 25 – 34 11% are between the ages of 45 – 54 5 % are under the age of 18

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OVERVIEW As a social enterprise brand, it can be hard to understand who your customers are and how they feel towards helping others or even charities.

Assumption 1 – Willingness to Purchase The African diaspora has such close ties to their home country that they would be willing to pay to help out the community within Africa.

Assumption 2 – Sports & Leisure Everyone purchases products within the sports and leisure category.

Key Takeaway The African Diaspora feels a deep connection to their roots back in Africa even though they live in other parts of the world. They are willing to supports cause they believe will do good for their community as a whole.

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TREVOR NOAH

SUMMARY

Business Plan Overview

OPPORTUNITY Problem Africa 10 currently has no defined business plan that will allow their organization to sustain their mission of providing scholarships to “the best of the best” within the continent of Africa. Additionally, Africa 10 has no clear mission or value proposition for their customers to align with and feel as though they are contributing to something meaningful. Africa 10 has a very ambitious leadership team, however, no active plan to follow through on their goals.

Solution Africa 10 changes their business model from a nonprofit organization to a social enterprise. This will allow them to achieve their want of becoming a sports brand that sells high-end apparel while helping a greater cause. Additionally, they will be partnering with several third-party organizations that will help them develop a test that will be sent out to the African nation to find the “best of the best”. From there, they will take these African students under the A10 wing to provide them scholarships and mentorship through the rest of their life to encourage success and growth.

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EXECUTION The Business Plan

MARKETING PLAN Objectives •

• •

Develop foundational assets that educate the general public, customers and other potential stakeholders about the organization’s mission and key activities.

Drive interested parties to support the organization through owned and partner retail sites.

Attract audiences through earned media from key opinion leaders.

Foundation Assets – Website & Social Media Website Content • Africa 10’s Mission and Organizational information • Success Stories • Screening & Testing information • Information for Media and potential investors • Links to social media + retail Social Media Content • Facebook, YouTube, Instagram • Scholar Stories: New enrollees in Africa 10 programs • Meet the Mentors: Judges and those directly mentoring students • The List: Elite athletes associated with Africa 10 • Influencers: Key online personalities sharing about Africa 10 • Products, Sales & Promotions • Recruitment Cycle Promotional Activities Media Agency Scope • A media agency will be hired to promote Africa 10 merchandise to the general public and to ensure that there is good visibility of the organization’s key stakeholders (scholars, mentors, judges, etc.)

• The agency will also be directed to promote the Africa 10 screening test to ensure that a good number of students partake Influencers • Influencers will be engaged to promote the organization's activities and products • Influencers will be from the areas of: Sports, Culture, Arts, Music

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MERCHANDISING /SALES What we sell?

Africa 10 products (possible high-performance sports wear brand) Market African Diaspora: People who want to give others the opportunity to have the same possibilities the they had and connect with the mission and message of the organization.

Key activities: • • • • • • • •

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Sustainable manufacture Negotiation low margins through positive reputation perception increased for storefront Partnerships with companies that support education and entrepreneurship Partnerships with African companies (manufacturing, retail) Transparency in the manufacturing process Align the A10 values with the ones who produce the product and who sells it Communicate the message of the product, from the manufacturing process until it reaches the customer (both who buys it and who receives the impact young Africans in need Collect data/reviews/stories from buyers/givers and display it at A10 website and social media platforms

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TESTING FOR “THE BEST OF THE BEST” OTM Mobile Discounted data rates and key partnerships with advertisers would permit maximum outreach for testing platforms, social media campaigns, and communication with students.

Building a strategic partnership with OTM is a cost effective way to reach A10’s target market segment via text and SMS. A10’s ideal plan would be a very low introductory price that could increase after <n> months or <n> engaged users have signed on to the platform. Then a nominal per user fee could be paid to OTM. Test Developers Work with African universities and schools to develop a standardized test that combines IQ and EQ questions. The consultants at participating schools would be responsible for providing a list of standards for each age group. To eliminate bias in the testing process A10 would use Psychometricians to evaluate any unintended bias in the screening test.

Since inclusivity and empowerment are guiding principles with A10, there would be less focus on eliminating those that aren’t the “best of the best,” and more concentrated effort on how to include all interested students.

Judges A panel of objective judges (outside of A10 organization) will be used to evaluate the test scores and assign participants to an appropriate category based on age, IQ score, and EQ score.

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A10 SCHOLARSHIP & MENTORSHIP Objectives Once Africa 10 has chosen the ‘best of the best’ from those who have tested with their curriculum, they will have a plan in place that will help the students grow and become successful. They will be guided through their studies and extracurricular activities by an Africa 10 mentor. Africa 10 will also provide them with a scholarship that will give those students the opportunity to even attend school.

Key activities: • • • •

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Define the amount of scholarship dollars that will be awarded and what that will be put towards, i.e. tuition, books, supplies, food, etc.

How will the students interact with their mentor? Will it be in person or remote? If remote, what will that platform look like?

Decide on what mentors should be helping students with to ensure that they will become successful individuals in the future.

How involved should these mentors be?

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BUSINESS MODEL CANVAS KEY PARTNERS • • • • •

High-profile athletes and entrepreneurs.

Educational Institutions – Schools, Universities.

OTM Mobile IQ / EQ test developers.

Manufactures for A10 merchandise.

KEY ACTIVITIES • • • •

Develop IQ/EQ tests to send.

Send curriculum tests to African students.

Search for potential scholarship recipients.

Create brand content to engage with potential customers and obtain data.

KEY RESOURCES • • •

VALUE PROPOSITION •

•

•

Mobile network and A10 webpage.

Data and social media.

Human and financial resources.

A10 help young Africans who want to have access to education by assigning an ambassador or mentor who provides regular counseling and guidance on their educational journey.

Access to the curriculum to test (IQ and EQ tests) followed by a scholarship and vocational opportunities.

Brand that empowers and evokes African memories and emotions.

CUSTOMER RELATIONSHIPS

CUSTOMER SEGMENTS

REVENUE STREAMS

Community – between the African youth applicants and their ambassadors, mentors, and counselors.

Young Africans (15 – 18 year olds) Potential Scholarship recipients – get them interested in accessing and taking the curriculum to test.

A10 Merchandise – direct sales

Co-creators – support and empowerment.

Givers – get them to understand the A10 message so they can buy A10 merchandise.

Social Media – awareness of brand’s mission and message + follow stories of scholarship recipients and touching stories.

CHANNELS • • •

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Smartphone & legacy phones – OTM Mobile A10 Website Social Media

Marketing Activities – Sponsorships

COST STRUCTURE • • • • • • •

Development and distribution of tests.

Human Resources (staff) Marketing activities / advertising Social media and website assets / maintenance A10 merchandise production Branding Scholarships – fee to educational institutions

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BUSINESS MODEL DEFINITION

HOW TO

The business model canvas is a great tool to help you understand a business model in s straightforward, structured way. Using this canvas will lead to insights about the customers you serve, what value propositions are offered through what channels, and how your company makes money. You can also use the business model canvas to understand your own business model or that of a competitor.

1. Customer segments List the top three segments. Look for the segments that provide the most revenue.

The business model canvas is a shared language for describing, visualizing, assessing and changing business models. It describes the rationale of how an organization creates, delivers and captures value.

2. Value proposition What are your products and services? What is the job you get done for your customer?

3. Revenue streams List your top three revenue streams. If you do things for free, add them here too.

4. Channels How do you communicate with your customer? How do you deliver the value proposition?

5. Customer relationships How does this show up and how do you maintain the relationship?

6. Key activities What do you do every day to run your business model?

7. Key resources The people, knowledge, means, and money you need to run your business.

8. Key partners List the partners that you can’t do business without (not suppliers).

9. Cost structure List your top costs by looking at activities and resources.

REFERENCE: “Business Model Canvas.” – https://www.businessmodelsinc.com/about-bmi/tools/business-model-canvas/

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CHIMAMANDA NGOZI ADICHIE

ZOZIBINI TUNZI

THANK YOU Weâ&#x20AC;&#x2122;d like to take this opportunity to thank both Parsons and the Africa 10 team a chance to work on this project and help out a very important organization in Africa. We believe that everyone deserves a fighting chance to become something with the help of education and mentors. With that said, we really do hope that Africa 10 takes our research and findings and creates and organization that will truly help Africa prosper.

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DAVIDO

ANSU FATI

“19 of the world’s 20 youngest countries are in Africa” - https://www.weforum.org/agenda/2019/08/youngest-populations-africa/ “About” - https://afrochella.com/info-contact “Africa’s first challenge: the youth bulge stuck in ‘waithood’” - https://mo.ibrahim.foundation/news/2019/africas-first-challengeyouth-bulge-stuck-waithood “Africa’s defining challenge” - https://www.africa.undp.org/content/rba/en/home/blog/2017/8/7/africa_defining_challenge.html “Africa's secret weapon: The diaspora” - https://www.cnn.com/2013/11/01/opinion/africas-secret-weapon-diaspora/index.html “Business Model Canvas.” – https://www.businessmodelsinc.com/about-bmi/tools/business-model-canvas/ “Complete Stakeholder Mapping Guide.” – miro.com/blog/stakeholder-mapping/ - https://www.slideshare.net/CiscoIBSG/thebusiness-of-social-entrepreneurship “Design Thinking: Get Started with Prototyping” - https://www.interaction-design.org/literature/article/design-thinking-get-startedwith-prototyping “Education in Africa” - http://uis.unesco.org/en/topic/education-africa#slideoutmenu “Gender Equality in Education” - http://uis.unesco.org/en/topic/gender-equality-education “Here’s The Inside Scoop On Ghana’s Afrochella 2019” - https://travelnoire.com/what-to-expect-afrochella-2019 “How to Create an Effective Customer Journey Map” - https://blog.hubspot.com/service/customer-journey-map

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“How to Develop Key Insights During Design Synthesis” - https://blog.prototypr.io/how-to-develop-key-insights-during-designsynthesis-f21bfe5cf34 “Income Generation Models for Nonprofit Organizations” - https://www.slideshare.net/MarcusCoetzee/income-generationmodels-for-nonprofit-organizations “Meeting commitments are countries on track to achieve sdg 4?” http://uis.unesco.org/sites/default/files/documents/meeting-commitments-are-countries-on-track-achieve-sdg4.pdf “New Methodology Shows that 258 Million Children, Adolescents and Youth Are Out of School” http://uis.unesco.org/sites/default/files/documents/new-methodology-shows-258-million-children-adolescents-and-youthare-out-school.pdf “Start with Why: Creating a value proposition with the Golden Circle model” - https://www.smartinsights.com/digitalmarketing-strategy/online-value-proposition/start-with-why-creating-a-value-proposition-with-the-golden-circle-model/ “The Business of Social Entrepreneurship” - https://www.slideshare.net/CiscoIBSG/the-business-of-social-entrepreneurship “The middle classes in Africa Realities and challenges” - http://www.cfaogroup.com/static/2017/12/08/CFAOWhite%20Paper%20The%20middle%20classes%20in%20Africa%20UK%20april2016.pdf?qA3g3_m5sGX6zBNHJgp4PQ:qA3g3_ m5sGX6zBNHJgp4PQ:fIcrNtDaj1kHsdVnXP2w9g “The Nigerian Diaspora” - https://www.nigeriandiaspora.com/nigerian-diaspora.php “What are Personas?” - https://www.interaction-design.org/literature/topics/personas “What is Design Thinking” - https://www.interaction-design.org/literature/topics/design-thinking

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KOFFEE

RELATIONSHIP & VALUE EXCHANGE BETWEEN STAKEHOLDERS

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BUY ONE GIVE ONE MODEL

One person buy - one person helped

Customers / â&#x20AC;&#x153;Benefactorsâ&#x20AC;?

Revenue

Give it back product

NGO Retail/ e-commerce

Touching stories

Brand / Product

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Marketing assets / Aware consumers

Potential players / Future leaders

Tools: play/prepare/train

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AREAS OF OPPORTUNITY/ IMPACT

X

X

products given to

Students enrolled in school /

___________

Scholarships given

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X

Leaders of tomorrow with access to school / tools

X Young africans joined the CAF / Football Club

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COMPETITOR MAP Financial profit maximization

N/A

TRADITIONAL BUSINESS

No recovery of invested capital

Repayment of investment capital

NONPROFIT ORGANIZATION

SOCIAL ENTERPRISE

Social profit maximization

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WHO ARE ‘THE BEST OF THE BEST’?

Africa 10 Proposed Model

IQ?

EQ ?

A10 sends out a basic IQ and EQ test via text message to thousands of African children.

The children are ‘tested’ and divided into the percentiles in which they have scored.

TOP 40 PERCENTILE

TOP 80 PERCENTILE

A10 GRADUATE GIVES BACK

MENTORS

SCHOLARSHIP

ADVISEMENT

ADVISEMENT

?

Is this what the ‘Best of the Best’ looks like?

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WHAT IS.IQ & EQ ? AND WHAT DOES IT ACTUALLY MEASURE? IQ ?

EQ ?

INTELLIGENCE QUOTIENT - (IQ) The IQ test measures your reasoning and problem-solving abilities. “There are different kinds IQ tests, but most analyze your visual, mathematical and language abilities as well as your memory and information processing speed.”1 Nevertheless, there are some things that an IQ does not test. “It does not measure your practical intelligence: knowing how to make things work. … It doesn’t measure your creativity. It doesn’t measure your curiosity. It doesn’t tell your parents or teachers about your emotional readiness.”2

EMOTIONAL INTELLIGENCE- (EI) EI involves a set of skills or abilities that may be categorized into five domains: • Self-awareness: observing yourself and recognizing a feeling as it happens.

• Managing emotions: Handling feelings so they are appropriate; realizing what is behind a feeling; finding ways to handle fears and anxieties, anger, and sadness.

• Motivating oneself: Channeling emotions in the service of a goal; emotional self-control; delaying gratification and stifling impulses.

• Empathy: Sensitivity to others' feelings and concerns and taking their perspective; appreciating the differences in how people feel about things.

• Handling relationships: Managing emotions in others; social competence and social skills.3

1. Wilson, Jacque. “What your IQ score doesn’t tell you.” - CNN Health 2. CNN Health 3. ”Emotional Intelligence Tests.” – opm.gov

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HOW ELSE CAN YOU DEFINE ‘THE BEST OF THE BEST’?

African Leadership Academy

AFRICAN LEADERSHIP ACADAMY Vision & Mission – African Leadership Academy (ALA) seeks to transform Africa by developing a powerful network of over 6,000 leader who will work together to address Africa’s greatest challenges, achieve extraordinary social impact, and accelerate the continent’s growth trajectory.3 Their Model: Identify Potential – ALA combs through Africa for youth who show the spark of initiative; who see what can be and strive to make it so. 4 ALA provided the following example of an African child that meets their standards of excellence: After losing a friend to Cholera, young leader Solomon Martey from Ghana invented a borehole machine using spare parts to pump, purify, and distribute water in his village. His machine has since been adopted by the Ghanaian Ministry of Environment and rolled out in several other rural villages across Ghana.5

AFRICAN LEADERSHIP ACADAMY At African Leadership Academy we seek young leaders with the potential to transform Africa and the world. We encourage you to share with us the activities in which you participate and the leadership roles you assume at home, in your school, or in your community, and we hope you will think critically about what “leadership” means to you.

ENTREPRENEURIAL SPIRIT Entrepreneurs identify needs in the world around them and take action to alleviate those needs. They start businesses, health clinics, youth organizations, and social movements. They bring new products and ideas to the world. Their efforts create value and improve lives. We encourage you to celebrate your entrepreneurial spirit and share your entrepreneurial ideas with us.

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COMMITMENT TO SERVICE When leaders use their skills for the benefit of their communities, we all benefit. Are you passionate about uplifting your community? Do you dream of a world in which all people are able to realize their dreams? Have you demonstrated this passion at school or in your community? We hope you will share with us how you plan to give back to your community and the world.

ACADEMIC ACHIEVEMENT To succeed in the rigorous and challenging ALA curriculum, students must have demonstrated mastery of the subject matter taught at the school they attended before entering the Academy. Our selections committee will closely review scores from national examinations and the marks and comments on each applicantâ&#x20AC;&#x2122;s school reports. Finalists will also write an entrance examination.

ALA SELECTION PROCESS

SHORT QUESTIONS

ESSAYS

ACADEMIC TRANSCRIPT

FINALIST INTERVIEWS 400 finalists are selected. finalists write entrance exams, participate in group activities & are interviewed one-on-one by the ALA Admissions team. Finalists are also required to submit teacher recommendations.

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