from ideas to projects
TRANSCRIPT
From ideas to projects
Frieda Brioschi / Emma Tracanella [email protected] / [email protected]
IED, 15 Feb 2016Lesson 3/2016
3. From ideas to projects
Course program
1. Start-ups
2. Ideas in context
3. From ideas to projects
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3. From ideas to projects
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
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3. From ideas to projects
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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3. From ideas to projects
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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3. From ideas to projects
Where do good ideas come from?
http://www.youtube.com/watch?v=NugRZGDbPFU
(il www)
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3. From ideas to projects
Life cycle
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Planning
Analysis
Design
Implementation
Maintenance
Maturity
Decline
3. From ideas to projects
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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3. From ideas to projects
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/
3. From ideas to projects
Analysis
• Feasibility study
• Requirements
• Outline analysis
• Financial assessment
• Technology outlook
• Use cases
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3. From ideas to projects
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
3. From ideas to projects
Design
• Physical design
• Performance
• Usability
• Security
• Cross platform
• Certification
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3. From ideas to projects
Implementation
• Prioritization of features (must have/nice to have)
• Testing
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3. From ideas to projects
Maintenance
• Evolutionary maintenance
• Other possible outcomes: maturity and decline of the product
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3. From ideas to projects
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/
3. From ideas to projects
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/
3. From ideas to projects
Business incubatorsBusiness incubators are programs designed to support the successful development of entrepreneurial companies through an array of business support resources and services, developed and orchestrated by incubator management and offered both in the incubator and through its network of contacts. Incubators vary in the way they deliver their services, in their organizational structure, and in the types of clients they serve. Successful completion of a business incubation program increases the likelihood that a startup company will stay in business for the long term: older studies found 87% of incubator graduates stayed in business, in contrast to 44% of all firms.
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http://en.wikipedia.org/wiki/Business_incubator
3. From ideas to projects
Seed accelerators• Seed accelerators are a modern, for-profit type of
startup incubator, with an open application process, taking in classes of startups consisting of small teams, supporting them with funding, mentoring, training and events for a definite period (usually three months), in exchange for equity.
• While traditional business incubators are often government-funded, generally take no equity, and focus on biotech, medical technology, clean tech or product-centric companies, accelerators are privately funded and focused on mobile/Internet startups.
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http://en.wikipedia.org/wiki/Seed_accelerator
4. Market and Value Analysis 3. From ideas to projects http://sbinfocanada.about.com/cs/marketing/a/targetmarket.htm
Target market
• Who are your customers? Who will buy your product?
• People purchase products or services for three basic reasons:
• To satisfy basic needs.
• To solve problems.
• To make themselves feel good.
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4. Market and Value Analysis 3. From ideas to projects
http://www.successdesigns.net/articles/entry/how-to-define-your-target-market/
Definition
1. Look at your current customer base
2. Check out your competition
3. Analyze your product/service
4. Choose specific demographics to target
5. Consider the psychographics of your target
6. Evaluate your decision
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4. Market and Value Analysis 3. From ideas to projects
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
27http://www.infoentrepreneurs.org/en/guides/create-your-marketing-strategy/
4. Market and Value Analysis 3. From ideas to projects
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
28http://www.infoentrepreneurs.org/en/guides/create-your-marketing-strategy/
4. Market and Value Analysis 3. From ideas to projectshttp://sbinfocanada.about.com/cs/marketing/a/targetmarket_2.htm
Segmentation by demographics
• Age: children, teens, young, middle, elderly • Location • Gender: male, female • Education: high school, college, university
• Income: low, medium, high • Marital status: single, married, divorced • Ethnic and/or religious background • Occupation • Family life cycle: newly married, married for 10 – 20 years, with or
without children.
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4. Market and Value Analysis 3. From ideas to projectshttp://sbinfocanada.about.com/cs/marketing/a/targetmarket_2.htm
Segmentation by psychographics
• Personality
• Values
• Lifestyle: conservative, exciting, trendy, economical
• Social class: lower, middle, upper
• Opinion: easily led or opinionated
• Activities and interests: sports, physical fitness, shopping, books
• Attitudes and beliefs: environmentalist, security conscious.
• Behaviour
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4. Market and Value Analysis 3. From ideas to projects
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.
31http://www.nzte.govt.nz/en/export/starting-to-export/identify-your-target-market/
4. Market and Value Analysis 3. From ideas to projects
Country specific constraints• Tariffs or duties
• Industry regulations
• Political instability
• Business laws
• Intellectual property protection
• Product to market logistics
• Quarantine and regulatory requirements
32http://www.nzte.govt.nz/en/export/starting-to-export/identify-your-target-market/
4. Market and Value Analysis 3. From ideas to projects
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
4. Market and Value Analysis 3. From ideas to projects
Here’s the problem with target markets: They’re too big.
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4. Market and Value Analysis 3. From ideas to projects
http://www.inc.com/guides/201104/how-to-narrow-your-target-market.html
Narrowing your target market
"Companies that try to be all things to all customers are sure to fail.”
• The Dangers of Being Unfocused
• Become an Expert in one Area (Starbucks!)
• Do the Market Research
• Tweak your Marketing
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