Steps and sound bytes... “It’s your world – start something.”

The headings you have on your blog are good but let’s streamline and get to the guts of this. If the headings are set in stone then you can figure out how to organize what follows into them.  

I borrowed this (or its essence) from your blog b/c it boils it down nicely…   ...one messed up world + the power of network coordination + low cost information distribution = Shuru – the most powerful tool of social change that the world has ever known

What is it? A [virtual] tool to create [actual] social change. [Without undermining the integrity of your concept, when talking to people, it might help to liken Shuru to something else that is already a household name like “myspace” with a social conscience or whatever… It offers a frame of reference which makes it more accessible and understandable.]  

How will it do this? [Think in terms of the input(s) and outputs]. Include a bit about the process but don’t describe it in terms of site forms/templates/fields. A user will [initiate] a cause, [formulate] an argument, [compile] relevant educational materials, [identify] a tactical objective, [outline] a series of critical actions and [start] something by distributing a call to action mobilizing members of their personal and social networks to effect change.     

Who is it for? Target audience(s)? Individual citizens….  I think it may be effective to break this down. Every virus starts somewhere right? Who will be the initiators or your primary customers (the cause authors)? Primarily, Y Generation (the folks on MSN, myspace, friendster, etc…) & potentially the tweenies or “S” Generation (labeled the “Spoiled” Generation = very “me” focused right now but in a year or so they will be young teens and may care about more than pimples and hiphuggers).  

Why is it necessary? What is the rationale behind creating Shuru? If a need doesn’t currently exist, you must be able to explain why you feel a need should be created.  

What is the projected impact? Change the world through individual action…. Okay so show me a diagram maybe? 20×20 x 20×20 x 20…..and 15 million people later…  

Why will it work? I guess this is where you can talk about the BROADER “power of network coordination” and “low cost info distribution”. You could also introduce the ”reputation” component and pay-out (“feel good” feedback, points, bragging rights, etc…) and the Darwinian process of evaluation to bring forth the most effective “cases” and actions for a cause.  


 

Also, Money! Get some…to cover start-up and first 3 months of operation! [Not everyone projects and prepares for expenses this far in advance but you should b/c I’m telling you to and I’m doing that b/c it would really suck if you or someone who worked for you couldn’t afford to survive as a result of poor planning or the advent of a crappy reality]. You will need to develop a communications piece directed at funders and where appropriate, make it “fit” into a funding stream. That is where those “buzz word categories” like youth engagement come in handy.