31 July 2007

Farewell, Then, Lughenjo

We went public with Lughenjo four weeks ago, primarily to test our idea on a wider audience. Since then we have continued our conversations with social entrepreneurs and NGOs and worked on producing a business plan.

The feedback that we received was overwhelmingly that Lughenjo was a good thing for us to do. There were, however, two problems. Firstly it was not obviously something that The Economist Group should do. Secondly, and more importantly, it became clear that there was not an immediate demand for a knowledge network from NGOs and social entrepreneurs.

The upshot was that we would have had to force the creation of the network from a demand point of view as well as marketing it to potential donors. This would have put a barrier in the way of us being able to grow the community quickly and therefore monetising it.

Well, anybody worried about "monetising" something deserves to fail in my book. Shame on you Economist, whatever happened to style?

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