design & planning (v. 2017-2018 eng)

Design & planning

Frieda Brioschi / Emma Tracanella [email protected] / [email protected]

IED, 5 Dec 2017Lesson 8/2017-18

mailto:[email protected]?subject=

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8. Design & planning

Course program1. Start-ups

2. Business Model & Canvas

3. Value Proposition Design

4. Customers & Market

5. Activities & Costs

6. Legal basics

7. Start-up in Italy & ecosystems


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Design

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Design a project

• No ToDo list available

• Every project is different, according to its story, your team, the chosen field, etc.

• We can just identify some good practices and useful tools

4


Design a project

Starting a project implies:

• to have clear goals (both quantitative and qualitative)

• these goals must be reached in a fixed time

• using available resources (human and monetary)

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Concept

• Discuss your hunch as much as possible, and evaluate every single feedback you receive.

• If you want to patent your product don’t offer too many details.

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Where do good ideas come from?

http://www.youtube.com/watch?v=NugRZGDbPFU

(il www)

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http://www.youtube.com/watch?v=NugRZGDbPFU

4. Market and Value Analysis 8. Design & planning

Evaluation tool: SWOT

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SWOT/1Strengths could include:

• personal and flexible customer service

• special features or benefits that your product offers

• specialist knowledge or skills

Weaknesses could include:

• limited financial resources

• lack of an established reputation

• inefficient accounting systems

9http://www.infoentrepreneurs.org/en/guides/create-your-marketing-strategy/


SWOT/2Opportunities could include:

• increased demand from a particular market sector

• using the Internet to reach new markets

• new technologies that allow you to improve product quality

Threats could include:

• the emergence of a new competitor

• more sophisticated, attractive or cheaper versions of your product or service

• new legislation increasing your costs

• a downturn in the economy, reducing overall demand

10http://www.infoentrepreneurs.org/en/guides/create-your-marketing-strategy/


Challenges to exporting• Import barriers • Import quotas and currency restrictions • Taxation • Health regulations • 'CE marking' for exports to most European nations • Safety regulations • Environmental standards • Accreditation issues • How you will be paid for your exported products or services • Legal agreements.

11http://www.nzte.govt.nz/en/export/starting-to-export/identify-your-target-market/


Country specific constraints• Tariffs or duties

• Industry regulations

• Political instability

• Business laws

• Intellectual property protection

• Product to market logistics

• Quarantine and regulatory requirements

12http://www.nzte.govt.nz/en/export/starting-to-export/identify-your-target-market/


Research and analysis• target audience

• SWOT

• marketing goals

• positioning

• pricing

• distribution

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• marketing strategies

• communication strategy

• media plan

• schedule

• budget

• tracking and evaluation


Life cycle

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Planning

Analysis

Design

Implementation

Maintenance

Maturity

Decline


Strategic planning• Prior questions:

• May I make money from my hunch?

• Is it scalable?

• Does it answer to a market need or am I trying to create a demand for my product?

• Have I any competitors?

• Which is my target?

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Product Vs MarketAccording to Steve Blank:

• new product new market

• new product existing market

• "existing" product segmenting an existing market, acting on cost

• new product segmenting an existing market, creating a niche

They differ for consumers, needs, perfomances, competitors and risks.

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http://blog.nicolamattina.it/2011/03/i-quattro-tipi-di-startup-sencondo-steve-blank/


Analysis

• Feasibility study

• Requirements

• Outline analysis

• Financial assessment

• Technology outlook

• Use cases

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Feasibility study

• A feasibility study is an evaluation and analysis of the potential of the proposed project which is based on extensive investigation and research to give full comfort to the decisions makers.

• Feasibility studies aim to objectively and rationally uncover the strengths and weaknesses of an existing business or proposed venture, opportunities and threats as presented by the environment, the resources required to carry through, and ultimately the prospects for success.

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http://en.wikipedia.org/wiki/Feasibility_study


Design

• Physical design

• Performance

• Usability

• Security

• Cross platform

• Certification

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Outputs

• Placement

• Promotion

• Price

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Implementation

• Prioritization of features (must have/nice to have)

• Testing

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Maintenance

• Evolutionary maintenance

• Other possible outcomes: maturity and decline of the product

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From concept to company

• A great team with clear leadership

• Never forget that "content is king“

• Strong business model

• Communicate, communicate, communicate!

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http://marketingarena.it/2011/05/25/5-step-per-costruire-unimpresa-partendo-da-unidea/


Formalization

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Write my projectIf everything is clear and well defined in my project, I can write it down.

Main points:

• Abstract

• Idea (What's the key idea? Which target/market? What's my goals? What's new in my product?)

• Action plan (people, time, space, equipment)

• Team

• Timeline (milestones)

• Budget

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http://www.progettokublai.net/guida-alla-scrittura-del-progetto/


Show & Tell

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design & planning (v. 2017-2018 eng)

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