Initial Beta Capture Analysis

January 2019

Equip influencers who can drive economic
and educational opportunities for youth.

Mission Statement:

Poor households had double the
rate of violent victimization as high
income households from 2008-2012.


Nearly one-third of 16-24 year
olds live in poverty and are the
most likely to commit crime
and become the victim of crime.

THE PROBLEM

Violence is a result of a lack of
opportunity. And opportunity is
born in employment and education.

OG’s look to leverage their influence
to increase opportunities for youth
to pursue positive courses of action.

THE SOLUTION

MILESTONES

Data capture points in the initial phase of OGU development

Data capture in the initial phase of OGU
development is analyzed to define
three major elements:

1. The “OG”
2. A target OGU recruit
3. A successful OGU graduate

PURPOSE

What is an OG?

OGU cast a wide net
to capture individuals
with cultural influence
and a desire to help
others in the
community.

Demographic trends,
or commonalities, in
the resulting audience
give OGU some of the
information needed to
develop an Avatar
for the target OG.

Demographics

Due to the diverse
nature of Urban
Culture, OGU looks
beyond traditional
market segments to
analyzing trends in
cultural data that can
further refine the
target audience.

A well-defined
recruitment strategy is
able to identify
individuals that are
most likely to succeed.

Target Market

OGU deliberately selected individuals to
participate in planned discussions that were
intended to elicit honest perceptions about
Urban Culture, violence, and the community.

PERSPECTIVE

What is Urban Culture
to an OG?

EXPERIENCE

What do OGs know
about violence?

What can OGs do
to stop violence?

How do OGs
use influence?

OGU BETA DATA

On a scale of 0-5, how would you rate:

Feelings toward the impact you can have...

OGU can use this analysis to formulate
a comprehensive recruitment and retention
strategy that addresses the identified
needs, motivations, and concerns of our
target population to ensure success.

What now?