Gender Wealth Strategy

Whose Needs Come First?

In this module of Gender Wealth Strategy, you will learn about the criteria we used to design a new system of finance and investment for women and HeForShe advocates. This system – the Women’s Wealth System© – is built on a revenue-based crowdfunding investing model called 3X-in-10™ Revenue Sharing or 3X-in-10™ for short.

This section compares our revenue sharing model with the conventional debt and equity models used by banks, lenders, private equity investors, and investment fund managers. The next section of Gender Wealth Strategy will go into more details about 3X-in-10™ Revenue Sharing and the Women’s Wealth System.

Whose Needs Come First?

The question – Whose needs come first? – is critical for understanding why women are four times less likely than men to raise capital and why women own just 36% of the financial and non-financial assets that men do.

During his forty-year career as a strategy and organizational development consultant, Mark regularly asked the question – Whose needs come first? – to assess whether an organization or a system was “outside-in” or “inside-out.” Outside-in organizations or systems are designed through the eyes of customers and value “service above self.” Inside-out organizations or systems are more concerned about their own needs, goals, or policies than the experience of customers (e.g., 10X exits, 10X profit, terms, conditions, etc.). In these workplaces, it was “self above service.”

Do you see where this is going? Do the needs of woman entrepreneurs, business owners, and investors come first? Or do the needs of banks, lenders, investors, and investment firms come first?

It’s an important question.

In previous sections of Gender Wealth Strategy©, we examined evidence that the current system of finance and investment – built on conventional debt and equity models – is biased and broken. This exclusive and unsustainable system puts “exits” and “profits” ahead of the needs of women and men seeking to build financial security and wealth. As a result, the current system fails to meet the financing and investing needs of woman entrepreneurs, business owners, investors, and HeForShe advocates.

So, what if we heeded the advice of Buckminster Fuller and designed a new system of finance and investment that puts the needs of women (and HeForShe advocates) first? And what if we built this system on a revenue-based crowdfund investing model instead of conventional debt and equity? Could this new system of finance and investment be the key to closing the gender wealth gaps?

What, Why, and How

To design an outside-in system that puts women and HeForShe advocates first, we need to ask several questions. Before starting a consulting assignment, Mark would ask management teams three questions:

  1. What are you aiming to achieve?
  2. Why do you want to do this?
  3. How will your enterprise best accomplish this?

There was also a fourth question focused on “design.” This question concerned itself with the criteria that needed to be considered for design and implementation of a high-quality and sustainable solution.

This the same approach we used to design the 3X-in-10™ Revenue Sharing Model and Women’s Wealth System, our inclusive and sustainable solution for closing the gender wealth gaps:

  • What are you aiming to achieve?
    • Build a system of finance and investment that caters to the needs of women and HeForShe advocates.
  • Why do you want to do this?
    • To help woman business owners, entrepreneurs, investors, and HeForShe advocates (1) attract the right investors, (2) raise the right capital, (3) scale positive impact, (4) build sustainable enterprises, (5) make profitable and sustainable investments, and (6) build financial security and wealth.
  • How will your enterprise best accomplish this?
    • With a model built on revenue-based crowdfund investing.

Design Criteria 

To identify the design criteria, Mark went back to the Value Proposition Canvas he created from interviews and focus group meetings with 100 entrepreneurs and investors. Four sets of “pain relievers” and “gain creators” emerged, including:

  • Flexible and Friendly
  • Inclusive and Welcoming
  • Simple and Straightforward
  • Stable and Sustainable

We used these success criteria to complete our design of the 3X-in-10™ Revenue Sharing Model and Women’s Wealth System©. Click on the link below to see how the benefits of 3X-in-10™ compares to the conventional debt and equity models used by 99.5% of banks, lenders, private equity investors, and investment fund managers.

In conclusion, what are your jobs, pains, and gains?

To help you process the information presented in this section of Gender Wealth Strategy©, we’d like to introduce you to the Value Proposition Canvas. The Value Proposition Canvas is a design thinking tool created by Alex Osterwalder and the team at Strategyzer. It’s a framework for designing products, services, and solutions that alleviate “pains” and create “gains” desired by customers who have “jobs to be done.”

We’d like you to use the Value Proposition Canvas to identify your priority “jobs, pains, and gains.” To do this, sketch out the Canvas on a blank piece of paper. In the Customer Profile area on the right side, identify and list 2-3 “jobs, pains, and gains” important to you in raising capital or making investments that build financial security and wealth.

This is a process for identifying your priority needs. Later, we’ll revisit the left side of the Value Proposition Canvas. After completing the exercise, continue on to Women’s Wealth System, the next learning module of Gender Wealth Strategy.

Published by Mark Livingston

Mark Livingston is President of The Social Impact Foundation and creator/author of the WIIN Learning Platform. He is also a Certified Pickleball Coach and Teaching Professional at Coach Mark LLC (www.coach-mark.com).

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