Create a real business plan

**NOTE: This activity could be used both individually, or even in the form of a workshop in any training on non-formal methods of education, relevant with any social entrepreneurially-oriented field.


  1. Read the following text, which constitutes a case study on an innovative social enterprise, called ‘Ammado’;
  2. Subsequently, by employing all the information given within the section ‘(1.5) Forming a Social Business Plan’, try to fill in Ammado’s Social Business Model Canvas, a table of which is being provided after the text;
  3. Be creative by using your imagination. For any information that is not clearly being mentioned in the test, try to improvise, by coming up with a variety of possible answers;
  4. Now, try to come up with some existing social issues that you would be interested to solve;
  5. Based on the activities of this task, try to develop your own social-business idea in order to resolve one of the social issues you had detected within the step (4) by filling the ‘Social Business Model Canvas’ table from the scratch, thus providing a concrete theoretical solution to an already existing social issue.

Ammado: A global platform harnessing social media for social goods

Ammado is a global platform which connects nonprofit organisations, sociallyresponsible companies and engaged individuals in a unique environment of shared interests. It supplies the tools necessary to support online campaigning, fundraising, engagement and communication. This global platform has levelled the playing field for receiving and giving donations, embracing the breadth and power of Web 2.0. It was founded as a mission-based, for-profit enterprise, in Dublin in 2005 by a serial entrepreneur, Peter Conlon, and Dr. Anna Kupka who travelled the world meeting with over 1 500 companies and nonprofits to understand their needs and challenges in harnessing social media for social good.

After four years of building the ammado platform the site was launched in June 2008 and is currently available in 12 languages (Dutch, English, French, German, Italian, Japanese, Korean, Polish, Portuguese, Spanish, traditional and simplified Chinese) connecting individuals from 130 countries and over 4 000 nonprofit organisations worldwide. These nonprofits range from large, internationally known organisations such as the Amnesty International, US Red Cross, UNHCR, WWF, Habitat for Humanity, right down to tiny organisations working on the periphery of communities around the world.ammado provides a platform for:

  • nonprofits to promote their cause(s) and solicit donations;
  • Corporations to manage their Corporate Social Responsibility (CSR) activities (both internal and external); and
  • individuals to research, engage with and support causes and organisations.
  • The integration of company profiles, vast and various web tools and a secure donation interface called the “Giving Circle” make ammado a “one-stop shop.”

Ammado facilitates charitable contributions from everyone, worldwide, in 33 currencies using virtually every payment method. The ability to make micro-donations reinforces the every-drop-counts approach to giving, as one can donate online to their organisation of choice anywhere around the world. In the past grassroots nonprofits were often unable to utilise most online fundraising tools due to numerous limitations (countries, currencies, language, payment methods). This did not and does not apply only to countries physically distant from donors or developing economies but also to organisations in developed countries: take for example the Italian Red Cross. At the time of the massive earthquake that rocked the region of Abruzzo, the IRC was not activated to receive donations on ammado. A wave of response from Italians and others around the world wanting to send immediate relief was being thwarted by a series of difficulties on the IRC site, from language (many 2nd – 3rd generation Italians do not have command enough of the language to navigate an Italian-language site) to payment methods accepted (to date, many Italian npo sites require a bank transfer or Italian credit card, limiting international donations). As a stopgap, the Irish Red Cross and American Red Cross accepted donations through ammado and spread the word about their initiative. Had the IRC been active, they could have received the first emergency donations from around the world minutes after the quake struck.

In addition to online donation capabilities, ammado offers giving vouchers and interactivity with other social networks like Facebook and Twitter. Nonprofits can add the “Donate Now” box to their Facebook Fan Pages. The ammado donations widget is one of the platform’s latest features. The cutting-edge micro-donations software is a compact, vibrant space, the same size as an iPhone screen and can sit on any website, blog or social network profile that can accept embeddable HTML. It has a welcoming image which invites visitors to donate. By clicking “donate” they are brought through the donation process then and there without navigating away from the site/blog. In 2008, Edelman Goodpurpose released a study on “Mutually beneficial marketing: Why business and brands need a good purpose”, which stated that, “New findings … reveal that nearly seven in 10 (68%) consumers would remain loyal to a brand during a recession if it supports a good cause”. That same study stated that “76% of consumers globally like to buy from brands that make a donation to worthy causes”. In June 2009 ammado was honoured as Laureate of The Computerworld Honors Program for its achievement in the application of information technology to promote positive social, economic, and educational change. It is the only donations platform to date where Chinese credit cards can be used (directed at Chinese nonprofits) and Chinese nonprofits can receive donations from around the world.’ (Source: SMEs, Entrepreneurship and Innovation, OECD 2010)