OBS 211 | Group Assignment 2024

Instruction

Please note that this is a group assignment, meaning that equal and active participation is expected by
all members.

Groups for this assignment will have been allocated at random to prepare you for future engagements
you may encounter in the working world. It is critical that every member contributes to the assignment.
At the end of the semester, students will be allowed to rate the contribution of their fellow members
(anonymously). This will be considered when final grading is done for the group assignment. Please refer
to ClickUP to note your group members and contact them through the ClickUP interface.

This assignment is divided into two phases: the first focuses on using design thinking to develop innovative
solutions in the sector to which your group has been assigned. The second is developing a business plan
and identify ways to commercialise your solution. During these phases, you will be expected to log your
progress on ClickUP through in the Wiki area.

Group clustering

The grouping of projects into the three distinct sectors of energy, gig economy, and agriculture for this
assignment reflects a strategic approach to encompass a broad spectrum of contemporary challenges
and opportunities. Energy focuses on sustainable and innovative solutions to meet growing global
demands while addressing environmental concerns. The gig economy represents a rapidly evolving labour
market, emphasising flexibility and digital platforms, which require novel business models and regulatory
frameworks. Agriculture, being fundamental to global food security, invites innovations in efficiency,
sustainability, and technology to tackle issues like climate change, resource depletion, and population
growth. This clustering allows you to explore diverse issues, encouraging interdisciplinary thinking and
solutions that are relevant to pressing global trends.

• Group 1-18 | Cluster 1 | Energy

• Group 19-36 | Cluster 2 | Gig economy
• Group 37-52 | Cluster 3 | Agriculture

Phase 1: Design Thinking

Objective: Develop an innovative solution to a challenge within your assigned sector using design thinking
principles and other applicable knowledge learnt in the course. The tasks include:

1. Identify a Challenge (Empathise): Select a problem that your solution aims to address. Consider
issues/ problems that your clients need solved.
• Deliverable: A slide identifying the sector-specific challenge, with evidence demonstrating the
relevance and impact of this problem.
• Reference: Brown, T. (2008). Design Thinking. Harvard Business Review, 86(6), 84-92.

2. Define: Conduct research to understand the needs of those affected by your chosen challenge.
Define the core problem your solution aims to solve, ensuring you articulate the user needs and
insights you've gathered.
• Deliverable: Slides that outline user research methods, insights gained, and the core problem
definition. Key Points: Make use of user personas, empathy maps, and develop a clearly defined
problem statement.
• Reference: Plattner, H., Meinel, C., & Leifer, L. (Eds.). (2011). Design Thinking: Understand – Improve
– Apply. Springer-Verlag.
 3. Ideate: Brainstorm a range of creative solutions. Encourage wild ideas and defer judgment to
foster innovation. Narrow down your ideas to the most viable and innovative solution.
• Deliverable: A slide showcasing brainstormed ideas, selection criteria, and the chosen solution.
• Key Points: Include wild ideas, the selection process, and justification for the chosen idea.
• Reference: Kelley, T., & Kelley, D. (2013). Creative Confidence: Unleashing the Creative Potential Within
Us All. Crown Business.

4. Prototype: Develop a preliminary concept or model of your chosen solution. This can be a service
or product. Outline how it works, its features, and its unique value proposition.
• For the prototype, this can be either digital or physical. This will impact your solution and strategy
going forward, where the options will be discussed in class.
• Deliverable: A functional working prototype.
• Key Points: MVP of the prototype and an explanation of its functionality.
• Reference: Seidel, V. P., & Fixson, S. K. (2013). Adopting Design Thinking in Novice Multidisciplinary
Teams: The Application and Limits of Design Methods and Reflexive Practices. Journal of Product
Innovation Management, 30, 19-33.

5. Test: Present your prototype to potential clients or colleagues. Use the insights gained to refine
your solution.
• Deliverable: A slide summarising feedback received and subsequent refinements made to the
prototype.
• Key Points: Overview of feedback sources, key insights, and applied modifications.
• Reference: Ulwick, A. W. (2002). Turn Customer Input into Innovation. Harvard Business Review,
80(1), 91-97.

Phase 2: Commercialisation [Implementation plan]

Objective: Prepare your innovative solution for market entry, focusing on developing a comprehensive
business model and commercialisation strategy. The tasks include:

1. Business Model Canvas (BMC): Utilise the BMC to detail your solution's key components,
including value propositions, customer segments, channels, customer relationships, revenue
streams, key activities, key resources, key partners, and cost structure.

2. Market Analysis: Conduct a market analysis to understand your target market, competition, and
potential barriers to entry. This should inform your solution's positioning and commercialisation
strategy.
• The extent of the market analysis will be discussed in class.

3. Commercialisation Strategy: Develop a strategy for bringing your solution to market. This
should include:
i. Funding and financial projections.
ii. Intellectual property strategy.
iii. Marketing and sales strategy.
iv. Scalability and growth plan.

• Reference: Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for
Visionaries, Game Changers, and Challengers. Wiley.
Overall deliverable

Using the phased approaches above, compile a pitch deck summarising each section, the resulting
business model, market analysis, and commercialisation strategy. Prepare to present this to a panel,
simulating a pitch to potential investors or stakeholders.

Presentation Tips
• Keep slides visually engaging and concise.
• Use charts, diagrams, and visuals to complement your narration.
• Practice your presentation to ensure it flows well and fits within any time constraints.

Evaluation criteria

1. Extensively define overall product and market need [40]

• Clearly describe the core purpose of the product
• Identified problem/opportunity that the innovative solution or technology aims to
solve/exploit
• Demonstrate understanding of the market need being addressed
• Explain further innovation required to develop the solution or technology for potential
clients
• Described the current stage of development and provided preliminary results or pictures

2. Intellectual Property [10]

• Explain if the solution or technology is new or novel
• Identify the most difficult aspect for competitors to copy
• Provided information on patents or other IP protection
• If no IP in place, described potential IP likely to be developed

3. Project Plan and Funding [10]

• Identify activities that will ensure the product will be developed
• Discussed approach to potential business partners/funders for financial support
• Describe proposed business model for long-term sustainability

4. Commercialisation [30]
• Identify activities required before commercialising the innovation
• Briefly describe intended commercialisation strategy
• Explain how the offering will be brought to the market
• Describe how the solution will be enhanced/expanded through the EOI

5. Project Risks and Team [10]

• List technical and/or commercial risks and state how they will be mitigated
• List key members of the team and stakeholders/institutions involved in the innovation
• Provide qualifying competence, expertise, and capability of the team
• List external partners or companies and their role/contribution to the project