Harvard Case - Terra Nova: A Social Business Trying to Unlock Land Rights for the Urban Poor in Brazil
"Terra Nova: A Social Business Trying to Unlock Land Rights for the Urban Poor in Brazil" Harvard business case study is written by Julie Battilana, Ruth Costas, Marissa Kimsey, Priscilla Zogbi. It deals with the challenges in the field of Social Enterprise. The case study is 21 page(s) long and it was first published on : Jan 19, 2020
At Fern Fort University, we recommend Terra Nova focus on a hybrid organizational model that leverages its social mission with sustainable business practices. This approach will allow Terra Nova to scale its impact while ensuring financial sustainability, ultimately achieving a triple bottom line of social, environmental, and economic benefits.
2. Background
Terra Nova is a social enterprise operating in Brazil, aiming to secure land rights for the urban poor. Founded by a group of passionate individuals, Terra Nova faces the challenge of balancing its social mission with financial viability. The case study highlights the organization's struggle to navigate legal complexities, secure funding, and expand its reach while maintaining its core values.
The main protagonists are:
- Ana Maria: The founder and director of Terra Nova, driven by a strong social conscience and a desire to empower marginalized communities.
- The Terra Nova team: A dedicated group of professionals committed to the organization's mission.
- The urban poor: The beneficiaries of Terra Nova's work, facing challenges related to land ownership and access to basic services.
3. Analysis of the Case Study
Social Impact and Business Sustainability: Terra Nova operates in a complex environment where social impact and business sustainability are intertwined. The organization's mission is deeply rooted in social justice and community development, requiring a strong commitment to corporate social responsibility. However, to achieve lasting impact, Terra Nova needs to develop a sustainable business model that generates revenue and ensures long-term viability.
Strategic Framework: To analyze Terra Nova's situation, we can apply the Porter's Five Forces framework:
- Threat of New Entrants: Low, due to the specialized nature of Terra Nova's work and the legal complexities involved.
- Bargaining Power of Buyers: Moderate, as Terra Nova's clients are the urban poor, who may have limited resources and bargaining power.
- Bargaining Power of Suppliers: Moderate, as Terra Nova relies on partnerships with NGOs, legal professionals, and government agencies.
- Threat of Substitute Products: Low, as Terra Nova's services are unique and address a specific social need.
- Competitive Rivalry: Moderate, as Terra Nova faces competition from other NGOs and social enterprises working in the same field.
Key Challenges:
- Financial Sustainability: Securing funding and developing a sustainable revenue stream to support Terra Nova's operations.
- Scaling Impact: Expanding the organization's reach to serve a larger number of beneficiaries while maintaining quality and effectiveness.
- Legal and Regulatory Framework: Navigating complex legal and regulatory challenges related to land rights and property ownership.
- Organizational Capacity: Building a strong organizational structure and developing the necessary skills and expertise to manage growth and complexity.
4. Recommendations
Hybrid Organizational Model: Terra Nova should adopt a hybrid organizational model that combines social mission with business practices. This model would allow the organization to leverage its social impact while generating revenue through various means.
Sustainable Business Model: Terra Nova should explore and develop a sustainable business model that generates revenue through:
- Fee-based services: Providing legal assistance, land surveying, and property management services to clients who can afford them.
- Social impact bonds: Partnering with investors to finance projects that generate measurable social impact, with returns tied to the achievement of specific outcomes.
- Microfinance: Providing microloans to beneficiaries to help them acquire land or improve their living conditions, with interest rates that are fair and sustainable.
Strategic Partnerships: Terra Nova should actively seek strategic partnerships with:
- Government agencies: Collaborate with government agencies to leverage their resources and expertise, particularly in areas like land registration and infrastructure development.
- Corporations: Partner with corporations that are committed to corporate social responsibility and shared value creation, leveraging their financial resources and expertise.
- Nonprofit organizations: Collaborate with NGOs working in related fields to expand reach and leverage complementary expertise.
Impact Measurement and Reporting: Terra Nova should develop a robust system for measuring and reporting its social impact. This will allow the organization to demonstrate its effectiveness to funders, partners, and stakeholders, and to continuously improve its programs.
Organizational Development: Terra Nova should invest in organizational development to build capacity and expertise. This includes:
- Hiring and recruitment: Attracting and retaining skilled professionals with expertise in legal matters, finance, marketing, and social impact measurement.
- Training and development: Providing ongoing training and development opportunities to staff to enhance their skills and knowledge.
- Organizational structure and design: Implementing a clear and effective organizational structure that supports growth and efficiency.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The hybrid organizational model and sustainable business practices align with Terra Nova's mission to empower the urban poor while ensuring financial sustainability.
- External customers and internal clients: The recommendations address the needs of both Terra Nova's beneficiaries and its internal stakeholders, including staff, partners, and funders.
- Competitors: The recommendations consider the competitive landscape and aim to differentiate Terra Nova through its unique approach to social impact and business sustainability.
- Attractiveness ' quantitative measures if applicable: While quantifying social impact is challenging, the recommendations aim to improve Terra Nova's financial performance and demonstrate its value proposition to investors and partners.
6. Conclusion
By adopting a hybrid organizational model, developing a sustainable business model, forging strategic partnerships, and investing in organizational development, Terra Nova can achieve a triple bottom line of social, environmental, and economic benefits. This approach will enable the organization to scale its impact, secure financial sustainability, and create a lasting legacy of empowerment for the urban poor in Brazil.
7. Discussion
Alternatives not selected:
- Traditional nonprofit model: While this model aligns with Terra Nova's social mission, it may limit the organization's ability to scale its impact due to dependence on grants and donations.
- Purely commercial business model: This model may compromise Terra Nova's social mission and focus on profit maximization rather than social impact.
Risks and key assumptions:
- Market acceptance: There is a risk that the market for Terra Nova's services may not be large enough to support a sustainable business model.
- Operational efficiency: Terra Nova needs to ensure efficient operations and effective management to maximize its impact and financial performance.
- Partner reliability: Terra Nova's success depends on the reliability and commitment of its partners, both government agencies and private entities.
8. Next Steps
- Develop a detailed business plan: Outline the specific business model, revenue streams, and operational plan for the hybrid organizational model.
- Conduct market research: Analyze the potential market for Terra Nova's services and identify key customer segments.
- Seek funding: Explore various funding options, including social impact bonds, microfinance, and grants from foundations and corporations.
- Build partnerships: Establish strategic partnerships with government agencies, corporations, and other NGOs.
- Develop impact measurement framework: Design a system for measuring and reporting Terra Nova's social impact.
- Implement organizational development plan: Invest in hiring, training, and organizational structure to build capacity and expertise.
By implementing these next steps, Terra Nova can position itself for sustainable growth and lasting impact in the fight for land rights for the urban poor in Brazil.
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Case Description
Brothers André and Daniel Albuquerque founded the company Terra Nova in 2001 to mediate land disputes between poor families illegally living in urban areas and the official landowners-with the aspiration to improve the lives of the poor. A business-led approach to the issue, like Terra Nova's, was innovative and contested amid the widespread belief that land disputes fell solely within the public sector's purview. After struggling to develop a viable business model, the company received support from impact investing firm MOV Investimentos. By 2019, Terra Nova finally broke even and was exploring opportunities for scaling. But its leaders had to decide the right expansion model for the social business.
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