Understanding the Need

GenIndig is a socially conscious organization that aims to empower indigenous communities by providing them access to their genetic heritage information. The importance of DNA testing for indigenous peoples stems from the possibility that it will help them rediscover their ancestry after centuries of settler colonialism, displacement and assimilation. Centuries before the acknowledgement of the traditional scientific community, Indigenous and Native people in North America have established that the occupation of Turtle Island occurred earlier than reported. These tests can help shed light on human migration patterns, population dynamics, and even the evolutionary history of diseases, contributing significantly to global scientific knowledge who are just beginning to catch up.

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Stage 1: Market Research
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Our first step was to gain a deeper understanding of the potential users and the market landscape. We conducted ethnographic research, interviewing a diverse range of indigenous people about their interests and concerns regarding DNA testing. We also studied the competitive landscape, analyzing current offerings, pricing structures, and value propositions.We discovered that there was a significant gap in the market: most DNA testing services were Eurocentric and did not cater specifically to the unique histories and needs of indigenous peoples. Additionally, we found a deep-seated mistrust of such services, stemming from historical abuses of indigenous people's genetic data.

Stage 2: Defining the Business ModelValue Proposition
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Our research directly informed the value proposition we developed for GenIndig.

We identified three key elements:
Trust: GenIndig guarantees the privacy and sovereignty of individual genetic data, addressing one of the main concerns of our target demographic.
Connection: GenIndig offers a personalized journey of ancestral discovery, tailored to indigenous histories and cultures.
Contribution: By choosing GenIndig, customers help advance research that respects and benefits indigenous communities.

Key Activities:
Key activities included developing a secure and user-friendly testing process, establishing a robust privacy policy, and building a network of scientists and researchers committed to ethical genetic studies.

Channels
To reach our audience, we relied on community outreach programs, social media marketing targeting indigenous people interested in their ancestral roots, and partnerships with indigenous organizations.

We recognized the necessity of building trust through collaboration with respected entities within indigenous communities. We helped GenIndig establish partnerships with indigenous rights organizations, cultural heritage institutions, and academic entities specializing in indigenous studies. These partnerships added credibility to GenIndig's mission and operations.

Stage 3: Insights and Outcomes

‍Throughout the project, we gained several critical insights:

Trust is paramount: GenIndig's commitment to data privacy and sovereignty was the strongest factor in gaining user trust.
The value of personal connection: Users were highly engaged by the potential to discover personal ancestral stories that resonated with their indigenous identity.
Importance of community involvement: The inclusion of indigenous voices in business decisions was vital to ensuring the service was respectful and beneficial to the communities it aimed to serve