Download - Design & planning (v. 2017-2018 eng)
Design & planning
Frieda Brioschi / Emma Tracanella [email protected] / [email protected]
IED, 5 Dec 2017Lesson 8/2017-18
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
8. Design & planning
2
8. Design & planning
Design
3
8. Design & planning
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
8. Design & planning
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)
5
8. Design & planning
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.
6
8. Design & planning
Where do good ideas come from?
http://www.youtube.com/watch?v=NugRZGDbPFU
(il www)
7
4. Market and Value Analysis 8. Design & planning
Evaluation tool: SWOT
8
4. Market and Value Analysis 8. Design & planning
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/
4. Market and Value Analysis 8. Design & planning
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/
4. Market and Value Analysis 8. Design & planning
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/
4. Market and Value Analysis 8. Design & planning
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/
4. Market and Value Analysis 8. Design & planning
Research and analysis• target audience
• SWOT
• marketing goals
• positioning
• pricing
• distribution
13
• marketing strategies
• communication strategy
• media plan
• schedule
• budget
• tracking and evaluation
8. Design & planning
Life cycle
14
Planning
Analysis
Design
Implementation
Maintenance
Maturity
Decline
8. Design & planning
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?
15
8. Design & planning
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.
16
http://blog.nicolamattina.it/2011/03/i-quattro-tipi-di-startup-sencondo-steve-blank/
8. Design & planning
Analysis
• Feasibility study
• Requirements
• Outline analysis
• Financial assessment
• Technology outlook
• Use cases
17
8. Design & planning
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.
18
http://en.wikipedia.org/wiki/Feasibility_study
8. Design & planning
Design
• Physical design
• Performance
• Usability
• Security
• Cross platform
• Certification
19
8. Design & planning
Outputs
• Placement
• Promotion
• Price
20
8. Design & planning
Implementation
• Prioritization of features (must have/nice to have)
• Testing
21
8. Design & planning
Maintenance
• Evolutionary maintenance
• Other possible outcomes: maturity and decline of the product
22
8. Design & planning
From concept to company
• A great team with clear leadership
• Never forget that "content is king“
• Strong business model
• Communicate, communicate, communicate!
23
http://marketingarena.it/2011/05/25/5-step-per-costruire-unimpresa-partendo-da-unidea/
8. Design & planning
Formalization
24
8. Design & planning
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
25
http://www.progettokublai.net/guida-alla-scrittura-del-progetto/
8. Design & planning
Show & Tell
26