Target Market Braindump

STEAM Camp Schedule

• Finalize it with more details.

Distillation 3

• Students at liberal arts private colleges during breaks for 4 & 9 day programs
• Pre-college students who are looking for extracurriculars to get into the college of their choice.
• Makers at any time of the year. Adults, 4 days, and 9 days in summers.
• Makers with children during breaks.

Distillation 2

• Programmers who want to be creative makers, not yet producers of the next economy. Psychography: they are missing some purpose in their life, in terms of making a difference. Access them through humanitarian trip to donate a microfactory to an underprivileged commuinty.
• Service work - donate your time to build a microfactory. Missing the collaborative design part.
• Freelance programmers - who want to learn maker skills.
• Private liberal arts college, eco-conscious students - Filament maker STEAM Camp. 4 or 9 day programs.
• Main challenge: 9 day program was designed for 5-legged dogs. Non-5-legged dogs are hard pressed to like the 9
• 5 legged dogs exist, but where are they?
• We have not been able to find a repository with a high fraction of 5-legged dogs.
• People at tech companies who are collaborative/open source and thus do not fit in standard corporate culture.

What Websites Do they Use

• Stack Overflow

Distillation

• A known market is participants in hackerspaces - which are spaces where people get practical, hands-on skills
• But - how do we link this to software people? A lot of software people are familiar with hackerspaces.
• Design something that makes a difference. We join a large
• Program for TEDsters - that attend a STEAM Camp. Adult Disneyland.a
• Catarina sez - " You have a block on accepting that paying customers will be 95% non-5 legged dogs. And that they will not be part of the team." I know it mentally, but I may get sabotaged because I get disappointed that they will not be the 5 legged dogs." Ex - "But Jessica paid"
• Catarina noted that i am asking the wrong question - I am asking to define the 5 legged dog - vs simply "who is going to pay"
• Visitors at a hackerspace - where do we find them? Visitor at a hackerspace - is asking all questions on how to do something, but not knowing where to start or what is possible.
• Software people - pitch it as a retreat for their software people.
• 9 days - who has the money and time year-round? Flexible software job. Freelancer. There are 2 kinds - dirt poor, and those who already made their money.
• Catarina sez - Parent + child workshops, where dad or mom has fun with a kid.
• Catarina - dilemma - conflict that those with money don't have time, and those with time don't have money. Summer is a solutions.
• Target market: STEAM_Camp_Schedule#Breaks_Throughout_the_World - right now target market is USA Spring break.
• Ex. 50 schools USA
• Target market - Corporate retreat for a software company - participants - negotiate with a corporation. Group event. Team building. Redhat retreat. Half vacation, half corporate half fun. "Geek Tourism" or "Technical Tourism".
• FabLab program - same people who voluntourism, they build 3D Printers and donate the printers to a 3rd work. People are paying to donate microfactories to third countries.
• Start a makerspace in a favela. Has to be in a poor country. Identify a makerspace that already exists.
• "Private liberal arts school student break"
• One of top things in schools for students are about climate change. So Eco-friendly filament maker
• "Eco-anxious college student" at spring break
• "Humanitarian tourism" - poor maker spaces - needs to have a recipient. We build a fablab of 3D printers and filament makers. Westerner with a conscience who wants to do a good deed while having fun.
• Young Mormon parent-child duos doing the humanitarian service above.
• 9 day continuing education course for teachers or software people.
• Continuing education program for software people.

Leaders for Makers

• Mitch Altman -
• Adam Savage -
• Tom's 3D
• Make Magazine
• Simone Giertz

Superpersona

• Ideal - DIY or DIT open source product developer and movement entrepreneur who uses open source software, and social entrepreneur who listens to TED talks and wants to lead a life of purpose solving environmental and social issues using open source collaboration. They see open source design as critical to transformation.
• Real - Frank runs his own blue collar enterprise. He wants to diversify into 3D printing, digital fabrication, and collaboration. He is systems hacker, and believes in a better world with open source hardware.
• Ideal- Super-curious TEDster who wants to change the world.
• Analytical or creative? -
• Self-employed generalist and entrepreneur who wants to change the world with open source hardware.
• Keywords: open source hardware, python, modular, change the world,
• Venues - Shareable, Opensource.com, TechCrunch, Hackaday, Hacker News, TED, Wired, Treehugger, Fast Company, Permies, Inc.com, Yes!, MIT Innovations Journal, P2P Foundation Blog. Note: OSE does not endorse open-source-ish licenses of the P2P Foundation, which do not appear to meet OSE's criterion of collaboration, inclusivity, or abundance. That is a longer discussion.
• Other venues - Survival Podcast
• Audience supports - Kickstarter, Crowd Supply, Indiegogo
• Audience eats - organic food
• Audience uses - Linux, but many don't
• Audience wants to learn hands-on skills. Because building things is powerful and fundamentally connected to self-determination.
• Metrics of clicks are irrelevant - if we don't send this to the right people.
• DIY Maker, builder, entrepreneur, t
• Each person in steam camp can become a teacher, do Summer X, or do Incentive Challenge.
• Political orientation -
• Everyone: wants to build a better world, directly participating in that hands-on, acquiring new skills, working DIT and together; and open source. There is a huge confusion coming from Ethical Open Source, Fair Source
• Likely to be a member of Computer Programmers for Social Responsibility, work with Engineers Without Borders, volunteer at Habitat for Humanity,
• Person who takes Maker Skills Academy, Maker Skills Workshop, Build a Makerspace for Young People.
• Pumping Station: One, HacDC are well-known hackerspaces.
• Superpersona is probably a member of a Hackerspace or a Makerspace.
• Someone who wants to start a makerspace or hackerspace, to bring distributed production, circular economies, and Fab City to life.
• Venues where they shop: Sparkfun Electronics, Adafruit Industries

Top Places

• DIY, collaborative, Did you ever want to design or build something, but did not know where to start? Make that a part of your past by making OSE a part of your future.
• Multifaceted, entrepreneurial technologists, generalists who use OSS and want to diversify their skillset to other areas, transitioning into the open source economy. Innovators who want to build things with their hands, to start enterprises that do collaborative production.
• Farmer scientsts and independent researchers who want to work full time for a greater cause.
• People who want to design and build things, but who do not have the practical skills. They want to start a collaborative business - both of which maintain that economic freedom must be abridged to provide for the creators - instead of following free enterprise - free as in freedom. That way of thinking reflects protectionism and commmunism, not Free Enterprise. Solution is to add collaborative to open source - along the values of the OSE Vision.
• Producer as opposed to consumer, liberal vs conservative, open vs close-minded, generalist vs specialist, doer vs armchair, innovator vs cog in the system, ethical as opposed to selfish, enlightened as opposed to in the dar ages, independent as opposed to institutional, building upon past work as opposed to reinventing the wheel, adaptable as opposed to fixed, smart as opposed to dumb, spiritual as opposed to religious, creative rather than analytical, artistic as opposed to mechancal, integrated as opposed to fragmented, boundary-crossing as opposed to in-the-box.
• Programmer of computer person who wants to build real things to restore ecological, human, and economic integrity into the world, transforming its institutions via enterprise.
• Our friends are fiscal conservatives that believe in helping others to help themselves, while including everybody.

Notes

Drill down on the Persona.

Robert wants to shift his life to meaningful work that makes a difference. He believes that collaboration with a group of supercooperators can get us there, and has enough financial security to make it happen.

Psychography - They have a burden that they want to free themselves from - burden of knowing that what they are doing is good for the world. They do not make distinctions between conservative or liberal, knowing that those are artificial boundaries - and all humans want happiness and prosperity. It's people who ask - There is one thing that intrigues me and it’s seeing some individuals completely transforming the face of this earth while others are just getting by and being satisfied with that. - from [1].

1. They are burning with a desire for self-determination, as in self-determination theory
2. They are burning for collaboration - DIT - to become responsible, not irresponsible like in communism.
3. They are burning for solutions, but are overwhelmed by the weight of the complexity/challenge

Who targets these folks already ?

Strategy

1. Populate STEAM Camps
2. Get more teachers.

1. But can we do both at the same time? Issue: doable only during breaks; Summer, spring.
2. 2- day events at schools - questionable because weekends are typically busy at schools. (Schools often have many 1 or 2 day breaks multiple times during year, target these times)
3. PRS - may evolve to teaching STEAM once a week
4. First year PRS - 15 students today
5. Steam camps for grownups all through the year.
6. Student club levels - go there to do it.
7. 2 day is not good enough. Need to change the economy - through minimum 4-5 day experience with significant buy-in
8. Target - cooperators as a group to invent and innovate to redesign; to create things to buy. Couple people in a club do it. Can we do a 5 day in collaboration - good - not 2 days. Need days to get the commitment. Learn enough to become entrepreneurial. Unlocking human capital. Establishing markets.
9. Recruit schools - and or teachers who run steam camps.
10. Students into steam camps - yes
11. Now there is creation of networked community - not just a 3D printer. Buying a load of printers - yes, just do it.
12. Aha holy shit - I created a product from scratch - takes more than 2 days.
13. We need a community of people to do it. 9 day is a serious commitment.
14. 5-9 days converts much more than 2 day - for the team players.
15. Someone else doing a 2 day program like Jeremy - yes if he is not doing other OSE stuff.
16. Drew - from Fark.com
17. Find out who already talks to my target group, and then r
18. If events close to instructor home bases, consider back to back weekend camp, (Fri, Sat. Sun, then Sat, Sun next weekend). Accommodates those looking to learn without forcing sacrifice at current work/school - allows motivated individuals 5 weekdays/nights to "play" with the printer and tools and then come back with questions for the project portion of the workshop.

Open Source

• Who is putting out podcast content?
• What are periodicals that passionate open source people read?
• What websites do they go to?
• Where else do open source people get practical skills?
• Where do they hang out online?
• Who are media influencers for open source?
• Who do we partner with?
• Who produces content?
• Link to other people or content?
• What sites do they like?

Audiences

• Open source hackers, who are entrepreneurial. Not possible to select for collaborator immediately

• STEAM Teachers
• Chinese students to pad resumes
• Where do people find summer programs?
• Where do high school students find summer STEAM Camps?
• Where do college students find summer

List of Open Source Online Venues

• Hackaday - ads, etc. Do a feature on us. Lowest hanging fruit, and see response.

Strategy

The ideal customer for STEAM Camps is one who:

1. Participates in or creates one
2. Then keeps developing it until they do it for a living.

But these people typically do not have the economic freedom to participate, as they have other jobs and have to make a living somehow.

Then we can talk about the customer such as a Chinese high school student who wants to pad their resume with a unique experience. This profile has money, but is not interested in making a living with OSE. Still, OSE can plant a seed that may grow after they get tired of a crap job.

Then we can talk about the third profile: a STEAM Teacher. Starting STEAM programs for the summer is a good way to go, a part that is currently taking off for OSE. But this is seasonal - as it can happen only in vacations and spring breaks. Unless - we include the entire world, in which case breaks are all over the place. See STEAM_Camp_Schedule#Breaks_Throughout_the_World

Common Characteristic

For our people, the 'making a difference' part is there all the time. Otherwise, one works for Google or Facebook - companies that are not social-mission centric - and is happy with it.

The ideal customer is pissed: they find the status quo objectionable. They want to do something about it.

Mental Model

Due to the rarity of the proverbial 5-Legged Dog customer of OSE, we need to identify classes of target markets to identify a beachhead market. There is the 5-legged dog - the person whom we want to find to actaully take on this work for livelihood, right now.

1. 5-Legged Dog - the True Believer - not well defined, and therefore we can't find them. These are rare, but all come from an open-centric community. Examples are Chris Log (via OSHWA Certification List), Michel Log (via Open Building Institute kickstarter), Jessica Log (via GOSH), Jeremy Log (via January 2020 STEAM Camp, Marcin Log, William Log (early visitor to Factor e Farm in 2011). Chris appears to have most direct experience in running an enterprise: their own full service 3D print shop. Jessica is a part time college lecturer. Jeremy is an early adopter. William is a full time private high school teacher. Marcin is a movement entrepreneur. All of us rate significantly above average on willingness to collaborate on bigger problems, with open source and libre culture backing our work. Michel and Chris are quite libre-centric. All of us are entrepreneurial, with William having probably least entrepreneurial experience due to being a full time teacher. We subscribe to I still publishing according to the 60 Second Rule.

Potential Customer Profile

• Joseph is a successful software engineer from silicon valley, but he has been disenchanted with the fact that the Gini Coefficient has failed to drop over the last 2 decades. That is: as prosperous as his life is, and as magical as the digital age has become, it does not sit well with him that entire continents still lack even marginal shelter, food production, healthcare, water and power. Joe sees the above issues as huge, but does not see a clear solution. He is an optimist, so he wants to find out more. He decided to begin a shift, retaining his silicon valley job. Fortunately, his job allows telecommuniting, and the level of his income allow him about 25% down time outside of work. He is looking for a way that, like for Fab City - cities can produce all that they need - and as a firm believer in open source and open to collaboration, understands that collaborative design can get us there. As a decent entrepreneur savvy in digital technology, he sees clear potential of finding a few more people like him to make a difference. He decides to start an open source microfactory in Detroit. Collaborating with the City of Detroit, and with 3 friends that share his vision, and gets one dozen more to commit to join him by putting in $50k to buy out at the bottom and join him in Detroit once he succeeds. He snaps up a run-down warehouse and a couple of adjacent city lots in Detroit for $50k total, with intent to build a microhouse community af 16. With this $800k commitment in the bank, he allocates $50k to equip his microfactory with open source tools, and has his group of 16 work on the project 25% of their time until they meet in detroit. With the $700k left, he spends $400k on a microhouse village of 16 homes, and builds that via Extreme Manufacturing in 2 weeks - with the assistance of an OSE Extreme Build where others chip in to help. With his 1 Gig fat pipe, begins to organize a development effort to produce tools - like Harbor Freight - but made in distributed microfactories. He starts with the Open Source Microfactory STEAM Camp to provide cash flow, spreading collaborative development throughout Detroit. Detroit becomes a point of light for prosperity within 5 years, becoming the first Open Source Microfactory that begins to spread to other cities at a rate of 3 per year. Joe started an enteprise training program for replicating their model far and wide, and is doing it all while producing 100% open, collaborative products that succeed in the marketplace. His first products were 3D printers, filament makers, and professional grade cordless drills - which have replaced the major brands in the marketplace due to their collaborative development process - which produced lifetime design and superior performance..
• Psychography - Joe believes in making the impossible possible. He is sufficiently ethical and global-visioned to consider the well-being of humanity as key to his own well-being. He is not afraid to share, and believes that we can grow the pie. His commitment to justice overrides his fear of sharing (collaborative economic development)
• Where does he live - Wired Magazine, Yes! Magazine, Hacker News
• Integrated approach -

Links

• Target Audience