Case Presentation Girls Who Code

Presented By: Group 15

Ashutosh Kumar ( 2114026)
Amit Pandey (2114037)
Palash Fendarkar (2114015)
Amitesh Singh (2114061)
 Case Summary

Reshma Saujani founded GWC in 2012 - Nonprofit organization

with the mission of closing the technology - Bridge Gender gap in tech, overcome stereotypes
(tech) industry’s gender gap by teaching girls - Expand comp. Science courses in middle schools
coding skills and giving them the confidence - Increase exposure to women and other
to pursue computer science careers.  underrepresented minorities in tech

Goals -> educate enough women to fill half of the entry-level tech positions in the U.S. by 2027 

Current Scenario 
• The gender gap in the U.S. tech industry had increased since 1990
• Number of female computer science majors peaked in 1984 at 37%, then began to decline
• “Brogrammer” - toxic work environment - deterred women from entering tech - gender-based
discrimination, including sexual harassment, insults from male co-workers, exclusion from
networking and office social events, and pay imbalances
• Girls expressed high levels of interest in STEM at age 11, their interest in math and science
declined by age 15
• Female engineering students who changed majors often cited poor grades as a motivating
factor, when in reality, they typically had comparable, if not better, grades than men who stayed 
 Building Girls Who Code
      Summer Immersion 0 Change girls’ self-perceptions of their math and
 In 2012, GWC launched its first 1
science abilities, and encourage more girls to pursue
 seven-week summer immersion STEM fields
 program serving 20 girls [ NY ].
 focused on creating a fun, social
 environment
02 Developed its own curriculum, which included skills-
 served rising 11th and 12th graders, expanded to five
U.S. cities by 2013, and 17 U.S. cities by 2019. based lessons and incorporated discussions of female
 application-based and free of charge tech role models
  GWC prioritized applicants ( commitment, interest &
similar values)
03
Targeting families in subsidized housing to personally
     Clubs recruit girls from low-income communities
 free, volunteer-run afterschool
 programs hosted at libraries,
schools, and community center.
 Most clubs held 60-minute sessions once a week, 04      GWC
     also created advanced lessons for girls who
and were geared toward middle/high school girls.
had attended clubs for several years and needed
 followed a Standard Club (15-week) or Mini Club
more challenging material
(10-week) curriculum
Who are its customers?
Nebulas Protostars White Dwarfs
Urban/Rural Urban/Rural Urban Urban
Age 9-15Yrs 15-19Yrs >19Yrs
Programs for segment GWC Clubs Summer Immersion Program College loops program
GWC Campus Alumni Network
Income Low Medium/High Medium/High

Occupation Primary School goers Senior School Students College Students

[11th-12th]

VALS framework location Believers Survivors Experiencers

Exposed to Gender
Personality traits Open to experiences,  Stereotypes, anxiety towards Ambitious
 Math,   
Develop interest & positive Convince to pursue Majors Entry Level Jobs, Paid
Desired Goal view for maths and science in STEM, Make them meet internships, Networking
female role models. opportunities
Percentage 29.33% 44% 26.6%
 Metrics for GWC 
Agenda​ Explanation​ Metric​
T​ hey assume that their 'Reach' is directly proportional to S​ ocial Media – Views, Shares, Subscribers
Engagement​ the change that they want to bring, I.e. bridging the Book Sales, people using  hashtag for campaigns
gender gap in technology.

​ WC basically wants individuals to succeed in 3

G C​ hange in  % of SIP/Club/Campus participants
categories; interested to pursue majors in CS.
​Individual girls success Capabilities, Career & Community.   % of Entry Level jobs being filled by GWC participants.

Due to stereotypes low number of girls pick STEM and  Change in Percentage of Women graduating in CS​
Overcoming Stereotypes​ even lower number of girls ​  Change in Percentage of Women working tech role at
top companies​

Even though they are a social enterprise, they need to 1. Total Fund raised
Finances focus on profitability in order to pay volunteers and run 2. Total Expenses
operations. 

Metrics for Social Enterprises

Balanced Score Card SROI SIMPLE
The purpose of BSC is to balance financial Social return on invest- The SIMPLE impact model adopts a five-stage approach
and non-financial, short- term and long- ment compares the ratio to impact measurement;
term, as well as qualitative and quantitative  between the net benefits 1. SCOPE IT - conceptualize the impact problem
success measures  of a project and the 2.MAP IT - identify and prioritize impacts for
 investment required measurement 
 to gain that benefit. 3. TRACK IT - develop appropriate impact measures
The social BSC allows management to
4.TELL IT – reports it
address goals in all three dimensions of Without any special financial goals it is questionable 5. EMBED IT - to integrate the results in management
sustainability by integrating economic, whether the value it creates is in a place to be decision making and the culture of the organization
environmental and social issues. monetized.
 INDIAN
EXAMPLE
DISCUSSING A FEW INITIATIVES FROM INDIAN COMPANIES
 INITIATIVES  BY 
INDIAN ORGANISATIONS

“The Girls Wanna Code” programme is

aimed at creating an empowering Amazon launched "I Want to Code"
community and providing mentorship to a programme
larger group from across India to Bring more women into the STEM 

ROBOTIX took an initiative to empower

Indian Girls Code, an initiative by Aditi
community and and providing mentorship
Prasad, promotes  education programme for
to a larger group of Women through its
underprivileged girls.
program IGC.
INTERNATIONAL ORGANISATIONS WORKING TOWARDS REDUCING 
THE GENDER GAP IN TECHNOLOGY DOMAIN

Aditi Prasad, Founder - Indian Girls Code An Image from the event "Hour of Code" by ROBOTIX 
 Balancing Messaging and Activity for GWC

1.Selective Funding : GWC need to choose 3.Use of Pressure Groups: GWC should
investors/ collaborators very wisely to not associate use its prominence amongst the power/
with entities which are against GWC's vision. There industrial groups to propagate its agenda in
should be provisions for contract dissolutions/exit schools and in social initiatives e.g., Girls Scout,
strategies if anything comes up during the contract Law passed by State of Washington
cycle. 

2.Avoid ideology alignment with 4.Develop a holistic approach on

personal inclinations : From aspiring to empowerment: Women in the workforce
work with Ivanka Trump to right away boycotting can be promoted without necessarily
Donald Trump's political moves, Reshma demeaning the male thought process. 
Saujani association with the organization
decision making made it a politically influenced
decision rather than an organizational decision
 N e w P a r t n e r O rg a n i s a t i o n
Scholarships Support at top CS programs: Tata Cornell Scholarship, Commonwealth Scholarship UK
- As top CS programs work as feeder institute for women working in STEM sector, need based scholarship is a necessity in current times
- Scholarship gives an opportunity to broaden knowledge horizon and improve skills to work for betterment of the society

Internship opportunities with Social Impact Firms: Social Cops, Dalberg, FSG, change.org
- Saujani believed that many girls did not pursue coding because they could not connect how coding could be leveraged for social impact
- Applying computing and coding to real societal problems can help change the world, which can be a powerful hook for girls who code
- Firm such as Social Cops & change.org are using technology extensively and provide an opportunity to see real on-ground impact

Parenting coaching Institutes: WOW Parenting, HLS India, Mindful Parenting Program
- As a parent, the encouragement doesn’t end after seeing the initial spark in your daughter- parents need to stay involved
- Parenting sessions provide platforms for parents to discuss and find strategies for everyday concerns

To p i c s f o r F u t u r e D i s c u s s i o n s
Safe Work Environment Program Design Feedback Community Relationship

01 Tech organisations need to ensure

providing equality of opportunity to
all citizens in matters relating to
02 Social organizations need to involve
stakeholders at all levels to understand
efficacy of the offerings of the program.
03 Because driving impact is usually a
long-term endeavor, long-term
relationship-building efforts must be
employment Involving stakeholder also helps in included in the project scope
Employers
mitigating future uncertainties.
P a r ti c i p a n t s Community
Thank You