Mission:

In this unit you will learn Innovative

Business Practices that will help you to
excel in your university studies and your
current and future work endeavours.

BUS10012 – Innovative Business Practice

Week 2: Introduction to Design Thinking

and Social Entrepreneurship
with: Dr Aron Perenyi
Convenor, Lecturer (and Tutor)
In this Week 2 video I will explore:

What is design thinking and why is it a good approach to social problems?

Hmmm… So this will help

with Assignment 1 and
2a+2b….
The structure of your Social Problem Report:

1.

2.

3.

4.
What is a social entrepreneur?
Sem 1 2018
Sem 2 2018
Sem 1 2019
https://www.bcorporation.net/community/find-a-b-corp
Recent social enterprises in Melbourne:
https://www.bcorporation.net/en-us/find-a-b-corp/company/wild-adventures-melbourne
Recent social enterprises in Melbourne
https://www.bcorporation.net/en-us/find-a-b-corp/company/wild-adventures-melbourne
Social entrepreneurs are driven by a desire for social justice.
They seek a direct link between their actions and an
A major change agent, one whose core
improvement in the quality of life for the people with whom
values center on identifying, addressing and
they work and those that they seek to serve. They aim to
solving societal problems.
produce solutions which are sustainable financially,
organizationally, socially and environmentally. --Drayton (2002)
--Thake and Zadek (1997)

A professional, innovative and Social entrepreneurs create social value through innovation and
sustainable approach to systematic leveraging financial resources…for social, economic and
change that resolves social market community development.
failures and grasps Opportunities --Reis (1999)
--Said School (2005) (Kellogg Foundation)
…a process of creating value by combining resources in new Process whereby the creation of new business
ways…intended primarily to explore and exploit opportunities enterprise leads to social wealth enhancement so
to create social value by stimulating social change or meeting that both society and the entrepreneur benefit.
social needs.
--MacMillan (2005)
--Mair and Marti (2006a)
(Wharton Center)

The process of using entrepreneurial and business skills to

create innovative approaches to social problems. These non-
profit and for profit ventures pursue the double bottom line of
social impact and financial self-sustainability or profitability.
--NYU Stern (2005)
 Some examples… Table extracted from Chou 2018

Social enterprise types Organizations examples Business models

Social supermarket Community Shop Fee for service
Cross-compensation and
Used textbooks for social change Textbooks for Change
independent Support
Online socially conscious
eBatuta Market connector
marketplace
Sustainable water Water Health International Fee for service
Micro lending Kiva Market connector
Social crowdfunding Start Some Good Market connector

Chou, DC 2018, ‘Applying design thinking method to social entrepreneurship project’, Computer Standards & Interfaces, vol. 55, pp. 73-79.
“Social entrepreneurs are those persons who
have interests in solving social problems.”

Chou, DC 2018, ‘Applying design thinking method to social entr

epreneurship project’,
Computer Standards & Interfaces, vol. 55, pp. 73-79.
 Swinburne

But…there are
different types
of problems…

17
 2x25=? How do I get promoted?

An organisation wants to What is the missing letter in: D_VERS_TY

improve staff morale and team
work - How do you start?
When it is 12 noon in Australia - what
time is it in London?
Define Pi
You are looking for a new apartment to buy and
live in - how do you choose?
What is meant by the expression
"terra nullias“?

What is the cheapest pizza available in Hawthorn? How can modern cities grow sustainably?

What is the quickest way to get

Which creche could I/would I send my child to? from Swinburne University to the
city?
You have just been given a grant for
$1 billion to address world poverty. How can you use social media
What would you do? to promote your brand?

If a car travelling at 100km/hr has 100km

Where can I live and make a to travel – how long will it take?
successful life and career?
How can I make my business successful?
Where can I get financing for my start up venture?

Who and what should receive taxpayers funds and how much
should be allocated to them/it?
18
 One-Right-Answer Problems

Best-Answer Problems Many-Right-Answer Problems

 2x25=? How do I get promoted?

An organisation wants to What is the missing letter in: D_VERS_TY

improve staff morale and team
work - How do you start?
When it is 12 noon in Australia - what
time is it in London?
Define Pi
You are looking for a new apartment to buy and
live in - how do you choose?
What is meant by the expression
"terra nullias“?

What is the cheapest pizza available in Hawthorn? How can modern cities grow sustainably?

What is the quickest way to get

Which creche could I/would I send my child to? from Swinburne University to the
city?
You have just been given a grant for
$1 billion to address world poverty. How can you use social media
What would you do? to promote your brand?

If a car travelling at 100km/hr has 100km

Where can I live and make a to travel – how long will it take?
successful life and career?
How can I make my business successful?
Where can I get financing for my start up venture?

Who and what should receive taxpayers funds and how much
should be allocated to them/it?
20
 One-Right-Answer Problems

Best-Answer Problems Many-Right-Answer Problems

 One-Right-Answer Problems
If a car travelling at 100km/hr has 100km When it is 12 noon in Australia - what
to travel – how long will it take? time is it in London?

2x25=? What is meant by the expression

Define Pi What is the missing letter in: D_VERS_TY
"terra nullias“?

You are looking for a new apartment to buy and Where can I live and make a
live in - how do you choose? successful life and career?

How do I get promoted? How can I make my business successful?

What is the cheapest pizza available in Hawthorn? You have just been given a grant for
$1 billion to address world poverty.
Which creche could I/would I send my child to? What would you do?

How can you use social media An organisation wants to

to promote your brand? improve staff morale and team
work - How do you start?

Where can I get financing for my start How can modern cities grow sustainably?
up venture?
Who and what should receive taxpayers funds and
What is the quickest way to get
how much should be allocated to them/it?
from Swinburne University to the
city?

Best-Answer Problems Many-Right-Answer Problems

Many-Right-Answer Problems
 Many-Right-Answer Problems

You don’t understand the problem until you have developed a solution
There is no stopping rule
Solutions are not right or wrong – they are better or worse
Each is essentially unique and novel
Every solution is a “one-shot operation”
There is no given alternative solution
 Many-Right-Answer Problems

You don’t understand the problem until you have developed a solution
There is no stopping rule
Solutions are not right or wrong – they are better or worse
Each is essentially unique and novel
Every solution is a “one-shot operation”
There is no given alternative solution

Wicked Problems
How do we tackle wicked “hairy”
problems?
“It will feel chaotic the first time, and
probably the second and third times, and
maybe even the fourth time you put it to
use. Design thinking is not a typical skill
set learned in business school, but a
valuable skill that should be embraced by
all business professionals, not just those in
a “creative” industry or for whom design is
front-and-center in their job description.
Design thinking is an egalitarian skill set
that can be learned, practiced, and
championed by professionals across
industries and job titles.’
Ingle, BR 2013, ‘Introduction to Design Thinking’,
Design Thinking for Entrepreneurs and Small Businesses: Putting the Power of Design to Work, Apress, Berkeley, pp. 4-18.
As re-quoted in Chou 2018 there are five (5)
stages of designing social entrepreneurship
projects through design thinking approach, and
they include:
1. Ask a good question Assignment 1: Social Problem Report
2. Get close to the lives of those you are trying
to serve
3. Build to think and launch to learn Assignment 2: Crowd Funding Campaign
4. See the entire business system as a design
opportunity
5. Teach a person to fish

Chou, DC 2018, ‘Applying design thinking method to social entrepreneurship project’, Computer Standards & Interfaces, vol. 55, pp. 73-79.
 Mission:
In this unit you will learn Innovative
Business Practices that will help you to
excel in your university studies and your
current and future work endeavours.

BUS10012 – Innovative Business Practice

Week 2: Introduction to Design Thinking

and Social Entrepreneurship
with: Dr Aron Perenyi
Convenor, Lecturer (and Tutor)