introductionThe purpose of this document is to describe a mini-case study of the use of the ‘Customer Discovery and Business Models’ activity used in a conference in Fiji,South Pacific October 23-26, 2023.
It was attended by the local Heads of Intellectual Property Offices, local Entrepreneurs / SMEs and other local government officials responsible for Trade and Economic development. Organized by WIPO, the Conference was to bring together these participants to Plan on how to accelerate economic development activities together using IP as a tool, for mutual benefit. WIPO Is the World Intellectual Property Organization (WIPO) is headquartered in Geneva, Switzerland. It is an agency of the United Nations, delivering services to 193 member states. It is focused on intellectual property (IP) services, policy, information and cooperation. The 40 participants from 14 South Pacific countries (i.e., Australia, Fiji, Cook Islands, New Zealand, Nieu, Papua New Guinea, Samoa, Solomon Islands, Tonga, Tuvalu, Vanuatu, etc.), used an Agenda covering in Day 1, the types of IP protection, WIPO programs to assist youth and women entrepreneurs and zooming in on priority areas for economic development. Day 2 was dedicated to the theory and practice of Customer Discovery presented by Randy Shawn Fisher and John A. Fraser. Focus / Theme
Entrepreneurs / SMEs in Pacific and IP Professionals from 14 Countries in the South Pacific. Industry SMEs represented:
Tools & Format:
THE CONTEXT |
40 Participants from 14 South Pacific Countries
World Intellectual Property Organization & Entrepreneurship
As the world’s leading authority on Intellectual Property, WIPO, was looking for a way to engage IP professionals and Small and Medium-sized Enterprises (SMEs) in the South Pacific to learn about each other’s business needs, goals and priorities. -
Andrew Ong, Director, Asia-Pacific, WIPO |
The focus of the Day 2 Workshop led by Randy and John was:
Andrew Ong, WIPO Director, Asia and the Pacific had previously conducted thoughtful, in-person conversations with WIPO stakeholders in many Asian countries: from entrepreneurs and heads of IP offices to understand their needs, wants and future plans. As a result, he learned about specific pain points and barriers in commercializing IP, and finding ways to monetize it for many SMEs and traditional knowledge industries (i.e., arts, crafts, music, etc.). He also realized there were significant gaps between entrepreneurs and WIPO programs in achieving 'geographical indications'.
Andrew also developed a groundbreaking insight: IP was far more valuable in the context of business growth and expansion and GI development than IP for its own sake.
Andrew wished to use the Customer Discovery activity at this conference to see if it accelerated conversations and plans by the 3 sectors to work together for mutual benefit by assisting the SMEs gain knowledge and confidence to first recover from COVID and then accelerate growth for their products in new markets.
- Startups & Growing Companies (i.e., local and family-owned);
- Business Development & Export Markets;
- Post-Covid Recovery;
- Monetizing and Protecting Traditional Knowledge and Cultural Industries;
- Foundations for Geographical Indications
- Universities / IP Commercialization.
Andrew Ong, WIPO Director, Asia and the Pacific had previously conducted thoughtful, in-person conversations with WIPO stakeholders in many Asian countries: from entrepreneurs and heads of IP offices to understand their needs, wants and future plans. As a result, he learned about specific pain points and barriers in commercializing IP, and finding ways to monetize it for many SMEs and traditional knowledge industries (i.e., arts, crafts, music, etc.). He also realized there were significant gaps between entrepreneurs and WIPO programs in achieving 'geographical indications'.
Andrew also developed a groundbreaking insight: IP was far more valuable in the context of business growth and expansion and GI development than IP for its own sake.
Andrew wished to use the Customer Discovery activity at this conference to see if it accelerated conversations and plans by the 3 sectors to work together for mutual benefit by assisting the SMEs gain knowledge and confidence to first recover from COVID and then accelerate growth for their products in new markets.
THE PROCESS
Pilot Project (successful)
A pilot project (4 months) was established prior to the Conference with Mailelani, a family-owned skin / body care company in Samoa, to help its recovery from the disastrous economic impact of Covid-19, and expand to new markets, specifically Australia and New Zealand. Randy Shawn Fisher and John A. Fraser, former President of the Association of University Technology Managers and an IP / Commercialization expert were engaged as consultants / coaches. The pilot project was successful, and Mailelani's CEO / Founder was invited to a Pacific Region conference of entrepreneurs and heads of IP Offices from 14 countries to share her story, business needs and experience.
Capacity-Building / Skills Development Workshop (4 days)
A 4-day workshop involving entrepreneurs and Heads of IP Offices from 14 countries, was held in Fiji from October 23-26, 2023 for participants to learn and network about IP and Traditional Knowledge and Cultural Industries and Geographical Indicators.
Customer Discovery and Business Models (Day 2 of the Workshop)
Day 2 was professionally-facilitated remotely by Randy and John with in-person support and a focus on Customer Discovery and Business Models, real-world application and 1:1 practice.
A pilot project (4 months) was established prior to the Conference with Mailelani, a family-owned skin / body care company in Samoa, to help its recovery from the disastrous economic impact of Covid-19, and expand to new markets, specifically Australia and New Zealand. Randy Shawn Fisher and John A. Fraser, former President of the Association of University Technology Managers and an IP / Commercialization expert were engaged as consultants / coaches. The pilot project was successful, and Mailelani's CEO / Founder was invited to a Pacific Region conference of entrepreneurs and heads of IP Offices from 14 countries to share her story, business needs and experience.
Capacity-Building / Skills Development Workshop (4 days)
A 4-day workshop involving entrepreneurs and Heads of IP Offices from 14 countries, was held in Fiji from October 23-26, 2023 for participants to learn and network about IP and Traditional Knowledge and Cultural Industries and Geographical Indicators.
Customer Discovery and Business Models (Day 2 of the Workshop)
Day 2 was professionally-facilitated remotely by Randy and John with in-person support and a focus on Customer Discovery and Business Models, real-world application and 1:1 practice.
THE RESULTS
- Participants felt heard, valued and understood.
- Entrepreneurs and Heads of IP Offices discovered areas of common ground, and actions for future progress.
- Groundwork was laid for future actions and sustainability in the Pacific Region.
- Increased confidence for identifying customer needs, pain points and opportunities and market growth / expansion.
- Lively discussions about Business Models and Partnerships, particularly for Traditional Knowledge / Cultural Industries
(i.e., arts / crafts, music and dance).
Benefits / Outcomes from the customer discovery workshop
- Increased confidence
- Better linkages between IP Offices and Entrepreneurs
- IP / technology commercialization, licensing, monetization and business partnerships
- Increased opportunities for partnerships with international development organizations, tourism and economic development departments and entrepreneurs.
What People Said...
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Thank you Randy. I enjoyed the session very much.
It was good to see positive interaction and I came away with a lot more to fill my ato (basket) of knowledge. I felt that you, John and Andrew had created a 'safe' space environment that gave me the confidence to be candid to the audience and not be judged or ridiculed for my comments about 'actIon.' SME's need action...our businesses depend on it. Thank you! |
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Resources
Introduction to Customer Discovery & Business Model Canvas - Randy Shawn Fisher and John A Fraser
Testimonial - Andrew Michael Ong, Director, Asia and the Pacific, WIPO
WIPO Stories - Entrepreneurs in Samoa
- Intro to Customer Discovery and the Business Model Canvas (YouTube, 70 mins)
- Instructions for Conducting Your First Practice Customer Discovery Interview
- WIPO-HIPOC Action / Workplan Message from John and Randy (YouTube, 3 mins)
Testimonial - Andrew Michael Ong, Director, Asia and the Pacific, WIPO
- 'Breakthrough Conversations' - LinkedIn Post
WIPO Stories - Entrepreneurs in Samoa
- Lisa Vaai, Eveni Carruthers
- Ganey Ahching, Koko@na
- Kitiona and Sylvie Salanoa, Malailani
- Shelley Burich, Vaoala Vanilla