BUSM56859: Creativity and Innovation

INNOVATION PROJECT BRIEF AND PITCH OVERVIEW

INTRODUCTION

Companies seek individuals with creative skills to help them navigate the unique challenges of the 21 st
century. They are looking for professionals who can ask the right questions, research problems, identify
gaps in the marketplace, and deliver creative and objective recommendations. Businesses are seeking
employees who can draw on their creative experience, and insights, to bring forward innovative
solutions to help them build their brand, enhance their social enterprise and develop solutions that will
set them apart from their competitors.

Working in innovation teams, you will identify a real-life philanthropic area (charity or not-for-profit
(NFP) organization) that you feel is not working well. There are no limits to what you choose here, from
breast cancer awareness to providing shelter for the homeless to solving world peace, you are to
determine a gap in the charitable/NFP arena that you feel needs to be addressed.

Once a philanthropic direction has been determined by your innovation team, you will complete an
Innovation Brief that outlines the gap/opportunity, researches the current marketplace and trends that
influence your specific charitable landscape, analyzes your charitable organization itself, reviews your
main competitors, and outlines creative recommendations.

At the end of the semester, teams will present a comprehensive pitch that will inform the charity about
the proposed solution to their business challenge.

PART 1: INNOVATIVE PROJECT BRIEF: 20%

Research for this project brief is to be derived from a minimum of five (5) different secondary research
sources. Your final report will contain the following:

1. PROFESSIONAL DESIGN
Develop a name and design a logo, or brand mark, for your team. Be creative with the design of
your document and include the first and last name of all of your team members. Teams are to
adhere to APA format for citations and bibliography only. Teams are free to approach their Briefs in
a professionally creative manner. Please see the example provided for insight.

2. BACKGROUND / PURPOSE FOR THE BRIEF

Identify your charitable/NFP arena and provide an outline describing why your team has chosen this
charity and why it is in need of innovative thinking.
3. OVERALL CHARITABLE LANDSCAPE:
Each team will research the following regarding the charitable/NFP landscape of Canada as a whole.
Please ensure that you source your information appropriately.
 Economic Trends: What are the current donation levels in Canada? Where are the most dollars
going? Are there any 5 year donation trends that can be identified?
 Social and Demographic Trends: What’s happening within the Canadian charitable market?
What causes are overrepresented and why? What are underrepresented and why? Are there
new and emerging causes that need social support? What are the donation trends amongst
Canadians regarding demographic variables such as age, gender, occupation? What do
Canadians think about giving to charities?
 Technological Trends: Has technology changed how Canadians donate? How so?

Implications / Areas of Opportunity (Answers the “So What”): What observations have you noticed
through this analysis that may be affecting your philanthropic area of choice?

4. YOUR CHARITY (NFP) ANALYSIS

This provides an overview into what’s affecting your charity/NFP specifically.
 Charitable Description: What is the cause you have chosen and why? What gap are you trying
to fill?
 Donations: Analyze the donation trends to this charity over the past 5 years. Is the
giving/attention growing or declining?
 The Situation Analysis
a. The Past: What worked and didn’t work and why? What consequences have occurred?
What baggage exists?
b. The Present: What is currently being done? What is the status quo and who is trying to
protect it?
c. The Future: What does the ideal solution look like? How will the world be better if you
get this right?
 Potential Obstacles: Outline all the roadblocks that might get in your way. What do you and
your team fear?
 Target Audience:
a. Whom is this idea/improvement for? Who’s your audience?
b. Whom do you need to convince that this innovation needs to take place?
c. Once implemented, whom will this idea impact?

5. COMPETITIVE CONSIDERATIONS
 Who else is trying to solve this same challenge right now? Who are the main competitors within
the donation sphere.
 Are their competitive ideas?
 How are they taking the attention of the donors in the marketplace and what is happening to
make this so?
6. THE CREATIVE CHALLENGE:
 Reiterate what the problem is you are trying to solve or the gap you are trying to fill?
 Why is there a need for change?
 What value is created by doing something new?

7. SUMMARY OF RECOMMENDATIONS
 Provide a brief overview of 5 creative recommendations you propose to solve your problem. These
should be new and innovative, a different approach from what’s already being done. These
recommendations can include, but are not limited to, product/service development, space
design, donation initiatives, business procedure changes, communication strategies etc. You
needn’t go into great detail here, your pitch will explain your recommendations more clearly.
 Summarize the net impression you want to achieve after you have launched your recommendations.
BUSM56895: Creativity & Innovation

Evaluation Form Part 1 – Innovation Brief 20%

Group Members: ________________________________________________________________

Section Criteria Marked Points Score

 Proper Page/Header Spacing / Left alignment / 10 or 12 point font /
Format 1.15 line spacing. 10
 Headings/Subheads used throughout.
 Canadian Spelling/Grammar/3rd Person.
 Minimum 5 resources used and proper sourcing provided where
required.
 Reference list provided at the end of your brief.

Background / Brief outline of the charitable arena and why it is in need of guidance.
Purpose of the 3
Brief
Identification of any external influences from economic, social,
demographic, technological trends that are affecting the charitable
landscape.
Charitable
10
Landscape All questions are answered

Observations are clearly stated.

Consideration is given to outlining the market gap, donation history,

situation analysis, potential obstacles and the creative problem.
Your Charity/ NFP
10
Analysis
All questions are answered
.
Identification of other organizations who may be trying to solve similar
Competitive challenges. Who’s getting the traction?.
Considerations 5
All questions answered.

The Creative Outline the main creative problem facing your organization, why is there
Challenge need for change and what value does this change offer? 7

5 possible recommendations given and understanding of the net

Summary of impression. 5
Recommendations

Comments /50 /20

BUSM56895: Creativity & Innovation

PART 2: INNOVATION PITCHES 15%:

This presentation takes your Innovation Brief from the discovery stage to the strategic development
stage. This is your innovation team’s pitch, the opportunity to summarize your research and show how
your proposed recommendations will play out. This is the presentation of your BIG IDEAS, an
opportunity to show your creative ideas and wow your audience with your innovation strategy. Each
presentation should be 15 minutes and adhere to the following:

 Each group is to upload a final copy of their PP presentation into SLATE just before the actual
presentation. Teams are to submit the PP being used for the actual presentation and not an earlier
version.
 Speaking time should be divided equally between each presenter.
 Be fluid in your transitions from one speaker/subject area to the next. Stay away from statements
such as: “going to talk about”, “then we will discuss”, etc. Be creative in your approach – remember
you are now presenting THE BIG IDEA, your recommendations. Show them you are enthused about
being involved with their organization.
 When putting your presentation material together, please do not put charts in your PP presentation
unless they are clear enough for the audience to read and the relevance of its inclusion is clearly
explained to the audience.
 Please also make sure your presentation only includes information relevant to how you are going to
solve the creative challenge, any other information becomes redundant and you will lose the
interest of your audience.
 Remember to clearly state the implications to your client. Anytime you tell them something, be
prepared to answer the “So What” – how will this impact their future, why should they care? Don’t
just give information - provide solutions.
 Choose a theme for your pitch and maintain this throughout your presentation.
 Refer to your rubric often to ensure you have included all of the expected elements in your
presentation and to use as a guide to help you with the flow of your pitch!
 BUSM56895: Creativity & Innovation

Evaluation Form Part 2 – Innovation Pitch 15%

SECTION Points Score Comments

INTRODUCTION
Include a creative introduction to your team and an outline of the 5
organization you are providing a creative solution for and what
they do..
FINDINGS FROM THE BRIEF/AREAS OF OPPORTUNITY
Summarize the main considerations from your brief that are
relevant to your proposed solutions 10
RECOMMENDATIONS
Using the Idea Assessment tool, review each of the five
recommendations outlined in the Creative Brief and explain why 10
you have chosen the top idea to develop further in your
presentation.

THE BIG IDEA:

Provide a clear story into how you plan to develop your main
recommendations. Explain and SHOW your ideas through the
presentation of mock-ups, product development, space design, 15
donation campaigns, business procedure changes,
communication strategies where applicable.

Why do you feel this recommendations is a creative solution to

your problem?
Measurements and Effectiveness:
How will you consider the success of each of your
recommendations? How will they be measured? What are your 5
KPI’s?

Include a Stakeholder Analysis to identify who you believe will be

willing to assist with your project or those you feel might resist
your activities.
Summary and Net Consumer Impression:
Summary of main points illustrating how the main 5
problem/creative challenge is being solved. What net impression
do you want to leave as a result of your recommendations?
Presentation Skills, Creativity and Flow:
 Appropriate theme for the presentation.
 No reading, ums, uhs or likes
 Well scripted/practiced presentation. 10
 Demonstrated enthusiasm for your subject material.
 Creative approach demonstrated with use of visual aids.
 Does the presentation follow a logical/understandable flow –
tell a story?
Total 55 /15