A Musings Place

I’ve written three successful business plans (success based on attaining funding at the valuation sought) and read a countless number. As I embark on writing yet another (about to raise $5m for Loccit), here are a few tips that I’m reminding myself of as I write:

• Take out anything fluffy, the document should be a series of points
• Support everything you can with numbers either pertaining to market or finance
• Justify any opinions
• Be honest about your competition
• Competition is a good thing (it is easier to take a market rather than make one), just be sure you USPs and you highlight them
• Be honest about skill gaps in team and explain how they are to be filled post money
• It is a sales document. Sell every point you can.
• The numbers must add up
• Get a draft read by the harshest people you know in order to re-write before publishing
• Remember there are a wide range of funding options available, not just VCs/Angels … be creative.

*** UPDATE 19th April ***

A few days in and I have remembered how the genius of these things is always in the re-write, and then the re-write, and then the re-write. Get it down, make it more concise, re-write it, repeat. Once you’re incredibly excited, the audience will be too. Until that point, don’t send it.

If you’re yet to see Kony2012, for context, it’s a brilliant piece of emotionally evocative video promoting the removal of a tyrant called ‘Kony’ from action. Kony has been responsible for the abduction of thousands of children, military indoctrination, mass murder, mass rape and more. He is one of the most prominent targets on the UN list.

The video was made by an NGO called The Invisible Children. It aims to make Kony as famous as Bono, George Clooney or such like. The message is a simple one, if these atrocities were occurring in America, or Europe, they would be stopped immediately by the powers that be. The media would generate penetrating awareness in less than 24 hours. The populations would care.

Since the video’s release, it has had more than 50m views. It is a viral success. It’s support has been spreading in droves. The donations to the NGO have gone through the roof. BUT, increasingly negative press thrown on The Invisible Children has been casting shadows of doubt and apathy in the minds of viewers that were originally moved by the film. The articles have moved the focus of the Kony2012 campaign from an incredibly important issue onto the legitimacy of the NGO itself. Here lies my irritation and here my rant begins.

The legitimacy of the NGO is immaterial (at this point in time)

The Invisible Children have received a lot of negative press. The majority I’ve read revolves around:

• Only 31% of funds goes to the cause
• They are not completely transparent with their finances
• Their video is factually incorrect, e.g. The violence in Uganda has now subsided
• The video is basic, it lacks any education into the background of the LRA
• TIC funds and advocates direct military action; many commentators have frowned upon this in favour of political advocacy
• and more …

My point is simply this … Who cares? Who cares about any of the above?

Let’s look at the big picture here…

• An estimated $500m in earned media
• 50m+ more people are now aware of something they have found they care about
• 50m+ people were moved enough to share the video and provide an opinion, good or bad
• Next month a large number of people (and I hope it’s huge), will be postering (in the real outdoors world!) and stickering and shouting from the rooftops that they care. The world cares. Kony will then be placed infront of another 50m people on the streets.
• Europe and the USA are democratic countries (in theory, but that’s another and much longer post), public awareness, concern and outrage will be seen and heard by governments that were previously inactive, or close to inactive.
• Though the education is light, the video does educate. It provides millions that live in cosy iPad, iPhone, Broadband worlds an insight into a very different reality

The fact is, the impact here is awareness and empathy. The Invisible Children have achieved that.

If 70% of my donation leaks into the pockets of the guys that made the film, I don’t care, good on them. What brilliant value.

If their methods aren’t perfect, I don’t care. They are an NGO, they were never, and are never going to be the solution. The solution of course needs to be political and domestic. They’ve generated awareness and urgency in those that have the power to solve the problem. Money well spent.

There are an infinite number of organisations that aren’t perfect and we still spend money with them every day. This one is no different in that respect. A little success and negative commentators have pounced on anything they can to discredit the organisation. This is Irresponsible, unless perhaps, the commentators are of the opinion that the cause is illegitimate, in which case, the attack should be on the cause.

The problem with discrediting the organisation is it casts a shadow over the video, the movement and the legitimacy of the message. It is lazy and easy journalism to simply ride the wave of a successful title, dig up some simple facts and opinion and write a critique. Perhaps a more useful and thoughtful article might be on what really does matter when assessing an NGO? What is the measure of success for an NGO? What can and cannot be expected?

These negative articles now being published, shared and read by millions, are damaging one of the best and most successful social media campaigns of all time. Irresponsible, lazy and base journalism risks fettering the impact of this campaign. I would urge those armed with the incredibly powerful combination of pen and audience, to support the bigger picture. Be brave and write something that is not only positive, but gets behind the movement, regardless of some immaterial cracks in the paintwork. As with anything in the world, there are imperfections, but there is a big and important picture here. The world is dogged by people thinking small. Think big and be big. See the bigger picture, support the bigger picture and fuel the vehicle that may get us there. The vehicle may not have a perfect engine, but if it’s the one that delivers us at a brighter tomorrow, let’s support it with all we’ve got.

For my part, I’ve spent $250 on a Kony pack. I’ll be postering and joining others on April 20th. I don’t care too much where my money goes, in my opinion, I’ve already seen and realised the value.

… Lastly, if there is any reason to discredit this organisation, then it should be done … BUT NOT NOW. Wait until the positive impact is complete. Wait until the ripples have died, then, if you must, perform your vulturous duties. BUT, use an ounce of thought to protect the greater good in the mean time.

I hope Joseph is paying himself handsomely. $50bn worth of earned media all dedicated to awareness of a tyrant. Well done Sir, you’re worth every penny

Ordering shopping online is almost an excellent idea. It’s brilliant for older generations where getting to the supermarket is difficult, and for mums that have young children … but there is a massive opportunity being missed.

There is a massive number of people that work serious hours:

• A supermarket trip during the week is not practicable (and/or desirable)
• Planning to be at home at a sensible time to take delivery is not an option
• Paying for weekend delivery sucks
• Weekend delivery means staying at home over the weekend; after a 70 hour week, the idea of sitting around at home sucks
• Etc …

A simple and cheap solution that would win a huge customer base:

DRIVE THROUGH SUPERMARKET SHOPPING

Let me order online, let me pull up at a booth, while I’m paying, load the bags of shopping into my boot, let me drive away. You win, it’s cheaper than delivering it. We win, we spend very little time driving through and can book to do it at our convenience.

Simple solution. Shed loads of new customers. Minimal infrastructure to prove the concept … call me if you’re going to trial it.