Review Positioning Proposal Potential Humanim | MASD 2013
How can the process of social design
assist a new social enterprise initiative
in exploring its potential?
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What is Humanim?
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Review Positioning Proposal Potential Humanim | MASD 2013
HUMANIM is a non-profit that provides
uncompromising services to Baltimore
communities in the form of:
Human
Services
Social
Enterprise
Workforce
Development
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Review Positioning Proposal Potential Humanim | MASD 2013
Attributes of humanim
• Authentic
• Holistic
• Human-centered
• Committed to high quality
• Credible within community
• For-profit ethos
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What is details?
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Review Positioning Proposal Potential Humanim | MASD 2013
DETAILS is a social enterprise that
works to combine opportunities within
deconstruction and retail to:
Social Impact
Create jobs and
career paths for
those with barriers to
employment
Provide
environmentally
responsible alternative
to demolition and
diverts waste
from landfills
Create a
profitable, financially
sustainable model
Environmental
Impact
Financial impact
Humanim | MASD 2013
Review Positioning Proposal Potential
Objectives:
• Raise awareness around deconstruction
• Reinforce and support practices of Humanim
• Create jobs for people with barriers to employment
• Sustain a profitable enterprise
• Reduce negative environmental impact
Humanim | MASD 2013
Review Positioning Proposal Potential
Challenges
Lack of awareness
and understanding
»
» within potential market
»
» about deconstruction
process
Cost
»
» complicated tax implications
»
»
initially more expensive
than demolition
Time
»
» slower process than demolition
General
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Humanim | MASD 2013
Review Positioning Proposal Potential
Challenges
Lack of awareness
and understanding
»
» within potential market
»
» about deconstruction
process
Cost
»
» complicated tax implications
»
»
initially more expensive
than demolition
Time
»
» slower process than demolition
General
Post
Deconstruction
distribution
channels
market
desirability/
potential for
materials
storage space
Lack of
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Humanim | MASD 2013
Review Positioning Proposal Potential
• Humanim
• Workforce development
• Baltimore centric
• Open to multiple distribution channels
• Social enterprise
Point of Difference
Humanim | MASD 2013
Review Positioning Proposal Potential
Reasons to Believe:
• Humanim
»
» Policy Change
• Opportunity
»
» Over 15,000 city owned vacant properties/at least 300 slated for
immediate of demolition
»
» High unemployment
• Public and Private Partnerships
• Growing and untapped market
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1. Review
2. Positioning
3. Proposal
4. Potential
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Humanim | MASD 2013
Review Positioning Proposal Potential
Lack of awareness
and understanding.
Main Challenge:
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Humanim | MASD 2013
Review Positioning Proposal Potential
How can Social Design and MASD assist in
addressing that challenge?
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Humanim | MASD 2013
Review Positioning Proposal Potential
How can Social Design and MASD assist in
addressing that challenge?
Communicate the value of
deconstruction, DETAILS, and Humanim.
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Humanim | MASD 2013
Review Positioning Proposal Potential
Where do we start?
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Humanim | MASD 2013
Review Positioning Proposal Potential
Focus on these three audiences:
Where do we start?
City
owned
Developer
owned
Bank
owned
(Foreclosed)
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Humanim | MASD 2013
Review Positioning Proposal Potential
• Low market value/demand for properties and raw materials
• Creating value/demand requires creative and innovative solutions
Why?
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Humanim | MASD 2013
Review Positioning Proposal Potential
Two social design skill sets we can provide you:
Creation of
Communication Tools
Facilitation of
Design Thinking Process
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Humanim | MASD 2013
Review Positioning Proposal Potential
Communication Tools
Communication Tools
Communicate clear,
compelling, and
concise narrative
Articulate
value of
deconstruction
Build a network
of clients
Humanim | MASD 2013
Review Positioning Proposal Potential
Facilitation of design thinking process
a collaboration between MASD, DETAILS,
other stakeholders and beneficiaries
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Humanim | MASD 2013
Review Positioning Proposal Potential
Design Thinking:
process for generating and developing ideas
Humanim | MASD 2013
Review Positioning Proposal Potential
The Design Thinking process will:
• Identify raw materials and their potential
• Assist in prototyping and ideation
• Manifest in an end product
• Provide a means for evaluation and assessment
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Humanim | MASD 2013
Review Positioning Proposal Potential
Moving Forward: Criteria for ideation process
Environmental Social Economical Feasible
Positive
environmental impact?
Positive social impact?
Increased job creation?
Products respond to
a market demand?
Positive financial impact?
Operationally feasible?
Long-term sustainability?
Compelling narrative?
Lee Davis: “Sends a message,
tells a story”