Taking Your Design Offering
to Market
Curriculum Overview
Class 1
August 12, 2009
Overview
• Objective: Enable design student take
their individual design offerings to market
i.e. steps from the business idea to
business reality
• Curriculum, conduct, interaction and
testing
• Business Steps – ideation to execution
• Value proposition
• Mission statement
• The Business Plan
• Planning to Operations
Creativity and Innovation
Overlaps in the types of knowledge combined
High
Low
Few Many
Types of knowledge combined
Value Proposition
A business or marketing statement that
summarizes why a consumer should buy a
product or use a service. This statement,
brainstormed or market researched,
should convince a potential consumer
that one particular product or service will
add more value or better solve a problem
than other similar offerings. The ideal
value proposition is concise and appeals
to the customer's strongest decision-
making drivers.
Mission Statement
• Succinctly, your
business vision
• Include fundamental
values and essential
purpose
• Allusions to its future
aspirations
• May be subject to
periodic change
• A vision of how a
company expects its
employees and
systems to respond to
fulfil customer needs
A Balanced Scorecard
Perspectives:
2.Financial
3.Internal business processes
4.Learning and growth
5.customers
Your Business Plan
• Executive summary/use of funds
• The problem/the market
• The solution (your business proposition)
• Market and trends
• Sales strategy and distribution
• Intellectual property (patents, trade secrets, unfair
competitive advantage)
• Government regulation
• Exit/liquidity
• People (key employees, advisors)
• Financials (Capitalization chart, 5 years of income
statements, balance sheets, cash flows)
• Appendix
Risk Management
Establishment of
context of risk
Identification of risk
Communication and Analysis of risk Monitoring and review
consultation process
Evaluation and
ranking of risk
Treatment of risk
Resource Mobilisation
• Human
• Material
• Equipment
• Finances
• Locale, office, workshop, store
• Empanelment, strategic-partnership
• Supply chain
• Logistics
Team Building
• Probably the single most important
function of a CEO/Founder
• Always takes more time than anticipated
• Always more expensive than anticipated
• You get what you pay for
• Complement what you have
• Always hire people smarter than you are
• Always hire people excited by your vision
• Don’t hire people who are just in it for the
money
Leadership
‘Leaders articulate and define what has
previously remained implied or unsaid;
they invent images, metaphors and
models that provide a focus for new
attention. By doing so, they consolidate a
challenge provoking wisdom. In short, an
essential factor in leadership is the
capacity to influence and organise
meaning for the members of the
organisation.’ Burt Nanus and Warren
Bennis – Leaders
Team Effectiveness
Communication
Business Plan to Operating
Plan
Business Plan Operating Plan
• Defines the Business • Defines Tactics
& Strategy – How do I accomplish my
– Overall goals strategy?
– Major milestones – Logistics
– Overall headcount – Resources
– Overall spending plan – Critical paths
– Contingencies
– Sensitivity analysis
Financing
- Comes in several flavors
- Equity vs. debt vs. bootstrapping
- Best model depends on several factors
- How much you need
- When you need it
- Your experience/
- How much help you need
- Your confidence in your idea/
- When you can pay it back
- Attractiveness of investment
- Control
Branding and Marketing
• Branding represents the intangible
values created by a badge of
reassurance, which simultaneously
differentiates the product from the
competition
• Marketing strategy refers to specific
processes adopted by the marketing
function of a business in order to
achieve specific goals or objectives
Contracts
• Elements and essentials
– Conditionality
– Offer
– Acceptance
– Delivery
– consideration
• Scope and Appraisal
• Planning
• Commitment and honesty
• People
• Governance and ethics
• Delivery
• Arbitration
• Consideration
• Close
Business Management
Various processes involved in the
delivery of your product or services
from idea through operations to
completion
Organisational Culture
Corporate culture is taken to be the
beliefs, values, norms and traditions
of an organisation which directly
affect the behavior of its members.
We’ll discuss theories and practical
aspects of organisational culture and
the ways in which it affects how
management makes decisions and
forms strategies and how these
Closing Contracts
How to close contracts to the satisfaction of all
stake-holders
• Closing includes the formal satisfactory
conclusion of a project. Administrative activities
include the archiving of the files and documenting
lessons learned.
• This phase consists of:
– Project close: Finalize all activities across all of the
process groups to formally close the project or a project
phase
– Contract closure: Complete and settle each contract
(including the resolution of any open items) and close
each contract applicable to the project or project phase
Customer Joy/ Satisfaction
Customer satisfaction is a
measure of how products and
services supplied by a company
meet or surpass customer
expectation. It is a key
performance indicator for a
company and a primary element
of business strategy.
Ethics, Responsibility and
Governance
Governance is the process of
decision-making and the process by
which decisions are implemented.
We shall discuss its aspects and how
to implement it in our organisation to
good effect
Social Responsibility
Corporate Social Responsibility is the
deliberate inclusion of public
interest into corporate decision
making, and the honoring of a triple
bottom line consisting People, Planet
and Profit
