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
The steps in between

High
Low

Overlaps in the types of knowledge combined

Creativity and Innovation

Few

Many

Types of knowledge combined

Value Proposition
A business or marketing statement that
summarizes why a consumer shouldbuy a
product or use a service. This statement,
brainstormed or market researched, should
convince a potential consumer thatone
particularproduct or service will add
morevalue or better solve a problem than
other similar offerings. The ideal value
proposition is concise and appeals to the
customer'sstrongest 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:
1.Financial
2.Internal business processes
3.Learning and growth
4.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
consultation

Analysis of risk

Evaluation and
ranking of risk
Treatment of risk

Monitoring and review

process

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
Dont 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
Defines the Business
& Strategy

Overall goals
Major milestones
Overall headcount
Overall spending plan

Operating Plan
Defines Tactics
How do I accomplish my
strategy?
Logistics
Resources
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.
Well 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 impact employees, customers and
the company itself

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 ofpublic
interestinto corporatedecision
making, and the honoring of atriple
bottom line consisting People, Planet
and Profit