Tapestries of Hope Lessons Learned...

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Tapestries of HopeLessons Learned...

• Global Entrepreneurial Marketing
• February 6, 2009

Michealene Cristini Risley Founder Freshwater
Spigot Producer Tapestries of Hope
Tom Kosnik, Fenwick and West Consulting
Professor Stanford Technology Ventures Program
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What Can We Learn from Chemdex.com?

• The decisions facing Michealene
• How to pick your Bowling Pins
• How to create buzz
• How to focus and just say no to distractions
• How Social Entrepreneurship compares with for
  profit entrepreneurship
• How to market a disruptive idea on a shoe string
  budget

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The Decisions

• Imagine you are Michealene Cristini Risley
• How to use inexpensive viral marketing to end
  child abuse?
• How to convert viral momentum from blogs abd
  online communities to tangible results?
• What results?
• What metrics to measure progress?
• How to sustain momentum after the film fades?
• What lessons from other documentary films that
  have driven social change?
• An Inconvenient Truth?
• Other?
• Huddle for 5 minutes and be ready to rock

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Who are the pins in the bowling alley for
ToH?Compare pins in U.S.A. with Zimbabwe.
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Leverage is the key!
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How to Create Buzz about ToH, GCN, and the cause
of preventing child abuse?
Influence paths will differ from region to
region, industry to industry, And from one
consumer segment to another
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The Six Buttons of Buzz

• The Taboo
• The Unusual
• The Outrageous
• The Hilarious
• The Remarkable
• The Secrets (both kept and revealed)

Source Hughes (2005), Buzz Marketing
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How to Focus on Critical Factorsand Just Say
No to Distractions
Quadrant I Do it NOW!
Quadrant II Invest time today for tomorrow...
High
Importance
Quadrant III Delay and Deflect
Quadrant IV Just Say NO!
Low
Low
High
Urgency
Adapted from Covey (1989) Seven Habits of Highly
Successful People
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And now, our Global Entrepreneurial Leader

• Michealene Cristini Risley
• michealene_at_freshwaterspigot.com

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Special GEM offer to Social Entrepreneurs

• If you prefer to do a small project to help
  Michealene stop child abuse For 10 of your GEM
  grade instead of doing a second GEM case opening
• Please email michealene, work out a small
  project, and let the GEM teaching team know.
  michealene_at_freshwaterspigot.com
• Dongdong_at_stanford.edu
• arielliu_at_stanford.edu
• kosnik_at_stanford.edu
• The scope of the project should be about 10 hours
  per person comparable to time to analyze a case
  and prep an opening.
• You can change the world. One mind at a time.