[MUSIC] Welcome to this MOOC on Social Entrepreneurship. My name is Kai Hockerts and I'm a professor of Social Entrepreneurship at the Copenhagen Business School. We're here on the CBS campus. With 20,000 students, CBS is one of the largest business schools in Europe. Typically, our courses are available free of cost to students from Europe. However, for those of you from outside the European Union, tuition costs can be quite substantial. This is where our MOOC series comes in. In this first video, I will introduce you to what this MOOC is about. Over the last five years, together with my colleagues at CBS, we've taught each year three electives on social entrepreneurship. Students in this so-called Minor in Social Entrepreneurship have received an introduction to social entrepreneurship. They plan and facilitate an innovation boot camp. And lastly, they have written a business plan on a social enterprise they want to start. In this MOOC, you will meet some of our former students and you will learn about what they're working on. We are leveraging the experience from our minor and hope to bring it to the people around the world. This course will show you how to become a social entrepreneur, a change maker. It will show you how to start a social enterprise, which will generate income to help meet its social mission. The course will also show you how to create long-lasting impact through social innovation. And if you're currently enrolled in the course of the Copenhagen Business School, you can actually take this MOOC together with one of our elective courses in social entrepreneurship. This course is different from other MOOCs you may have taken. Our focus is less on my co-teachers and me lecturing to you about theoretical concepts. Actually, this is about you co-creating this course interactively. By this, I don't just mean that you read the readings and take the occasional pop- up quiz, you will actually interact with other MOOC participants. Over the next 12 weeks, you will engage in starting a real social enterprise. You will identify an opportunity, you will develop a business model and you will write a business plan that provides answers to the questions, such as: Who's going to finance your startup? How do you measure the social impact? And what are your growth and exit strategies? At the end, you will submit your business plan. Now I can imagine you saying: hey, that's not what I've signed up for. Fair enough. Technically, you did sign up for this course, otherwise you wouldn't be here watching this video. But when signing up, your expectations might have been different. Perhaps you thought you would sit back, watch some videos, do some readings and possibly, just possibly take a final test. Now you can do this, however, that is not what this course is meant to accomplish. And I don't think that deep in your heart, this is why you're taking this MOOC. Think about it. Why did you sign up for this MOOC on social entrepreneurship? I thought so. You signed up because you want to affect positive change in society. Differing wildly from other MOOCs, this course is less about learning and more about doing. As I said, at the end of this course, you will have launched a social enterprise. This might be a daunting idea at this point. I'm sure you might have a full life, a family, a job, hobbies. Now, the good news is that none of you will start your social venture alone. You'll be working in groups. Actually, the very moment you're watching this video, there are dozens, probably hundreds of people watching the same video. You're not alone. The group aspect of this MOOC means that everybody, and I mean everybody, can contribute to this MOOC. You may think that this course is just for those who can dedicate themselves full-time to starting up a social enterprise. That is not so. Actually, you might take over just one small role in your team. For example, you may be scoping out the market and potential competitors. Or you might just do a social impact assessment, or you might help contact potential investors and attract them to your startup. You can agree to leave other parts of your business plan to the other team members. Now, you don't believe that you can be a part-time social entrepreneur? Let me introduce you to Anders Møller. Anders has been a full-time student of the Copenhagen Business School for the past five years. In 2010, during his bachelor in business administration and philosophy, Anders launched Bangura Bags, a fair trade social enterprise raising income for the Masanga Jungle Hospital in Sierra Leone. While going to lectures, taking exams in moral philosophy as well as business accounting, he still has found the time to start up this small social business. Let's go and meet Anders Møller. His story is inspiring. And we are going to continue in the video segment after that. >> Hey, my name is Anders Møller, and I am a social entrepreneur, who has helped establish Bangura Bags in Sierra Leone, where we make bags out of used bicycle tubes in Sierra Leone. This is these, which are basically on the outside, used bicycle tubes, and then traditional African fabric on the inside, where you can find the name of the tailor within. And all of them are made in pedal powered style, on old Singer sewing machines by the tailors down there. [MUSIC] The purpose of Bangura Bags is to create products that you can really believe in. Instead of having a fancy brand where I do not know who has made it or how it is made, we tried to make it as transparent as possible, with having the name of the tailor within. And also delivering the personal signs with the way we're switching and their personal way of making it basically. The bags are made at the Masanga tailor shop, where they gather their bicycle tubes from around the community, and sew them together with foam and African fabrics in order to make these products. And that way both create wealth and empower themselves and their families, but also deliver money and basically make the Masanga Hospital sustainable from their production of bags. We have found that people buy this bag because it is basically a personal product, a product that they can relate to and a product that has a deep story that is not only about that some fancy guy found out that he would like to make bags. But basically, both have a social mission and an environmental mission. So first off, it really empowers a local community, and it really has these people into the products, so it can relate to them and you can see their names, etc., throughout the product. But also an environmental mission, in the way that we reuse the material that is else not used, and take the trash and make it into quality products. I got personally involved because Dr. Peter Bo Jørgensen who started reestablishing the hospital after the civil war, after he put for a lot of money, equipment down there, because he couldn't use it in Denmark anymore. He was trying to build it up, having volunteers in, but also having money, basically, to get it running. Some of the money came from donations, but it is really not a sustainable way of having a cash flow, so they also tried to build up professional businesses. One of them was Bangura Bags and I was asked whether I was interested in coming down there and help establish the business. We stress the social mission in the way that that is basically what keeps this product up, what really creates value for it. Because, of course, we focus when we talk with people mainly on: this is a personal product they will be happy for, that is a customer pain that we basically come in and take care of. But a part of that is, of course, also that it has a deep story and a deep social mission, where it creates value, not only for themselves but also for the tailors that create these products, for the family and their community. So, the social mission is basically what does that I can say that it is a personal product and it is a real product. In our communication, the design quality of the bags is demonstrated throughout our pictures. Instead of saying that it is really high quality, we want to show it. In our communication strategy, the price of the products is basically a question of who we want to compete with, who is our competitors, which brands do we see ourselves as close to. What we have done is giving the bags a price, so we have brands of good quality, really good quality, not Gucci or Armani but good quality brands that we then have competitive advantage of the story. So the products should be of such a quality and is of such a quality that they can compete with these brands on their core quality, but moreover, has this big story that gives them a competitive advantage. In our communication strategy, the social mission is not something that we put up front and say hey, you should really buy this product because then it will be better for the people in Africa. But we basically say that this is a personal product that is of good quality and it's really nice. The social mission is underlying, that's what creates, that's why it is a real feel-good product, not just something that sort of is okay, but a really solid product. A Fair Trade certified product that is good, but the social mission is not something that we put up there, but is something that people find out when they go deep into the product.
