26100 Lecture Notes - Cash Flow, Business Model, Holistic Design
READINGS IBP SEMESTER 1 2017 UTS
WEEK
TOPICS
INFO
WEEK
2
- Business models
- Obstacles for BM
- Elements of a successful BM
o CVP
o Profit formula
o Key resources
o Key processes
- Obstacles for BM
o Financial > gross margins, opportunity size, unit pricing
o Operational > end product quality, customer service, channels
o Other > priig, perforae deads, asis for idiiduals
rewards and incentives
WEEK
3
- Design thinking
- Prototyping
- Design thinking = innovation power through understanding + direct
observation of customer jobs > is it holistic
- Design thinker combines
o Empathy
o Collaboration
o Optimism
o Experimentalism
o Integrative thinking
- Prototyping > not often physical but must be tangible e.g. video, pic
Inspiration, ideation, implementation > should evolve idea
WEEK
4
Harrington + Baunsguard/Clegg
- User centred design
- Research methods
- Types of innovation
Harrington
- User centred design = research /process within context of design
- iheretly tied to hua eeds ad oers
- Usability relies upon product testing user tasks
- Project life cycles and research
o Late stage product testing > prototypes
o Users should be involved in early design stages
o centred design:
1. User research
2. Speculative scenarios
3. Pilot testing
4. Product (document) reviews
5. Product (document) testing
- Research methods
o Traditional e.g. surveys, questionaries
o Adapted methods e.g. ethnographic methods in
anthropology, video ethnography, cognitive walkthroughs
o Innovative methods: creative + visual activity
Baunsguard + Clegg
- Contextual nature of innovation
- Degrees of innovation
o Incremental vs radical
o Binary : discontinuous vs continuous
o Scale: low/medium/high
o Orgaizatioal > ope ulture > is fear stoppig the?
find more resources at oneclass.com
find more resources at oneclass.com
- Innovation networks > finding, forming, performing > inter
organization co creative innovative approach
o Deployment
o Hybridization
o Complements
o Self-service
WEEK
5
- Value proposition
design
- Prototyping
- Customer jobs
- Value proposition design > the benefits customers can expect from
your G + ss
- Create value
- Observe customers: characteristics that you assume, observe, verify
in market
- Value map:
o Gain creators
o Pain relievers
o G + ss you proide
- Customer profile:
o Specific customer segment
o Customer jobs > pains vs gains
- A different VP canvas is needed for every different customer segment
- 10 characteristics of a great VP
- Prototyping > e.g. napkin sketches, ad-libs, VP canvases > 10
prototyping principles
WEEK
6
WEEK
7
- Strategic challenges
- Market segments
- Behavioural
segmentation
- Choosing attractive
market segmentation
- strategic challenges
o market segmentation
o target marketing
o differentiation + brand positioning
- most markets are heterogeneous> people want uniqe/specialized
experience e.g. Coke selfie campaign, pepsi emoji campaign
- market segments
o homogeneous segment that differs from other segments
o specify criteria that define the segment
o determine segment size + potential
o segment demographic (e.g. age, ethnicity) geographically (e.g.
trade area), geodemographically
- behavioural segmentation
o consumer needs (benefits sought) w. a choice criteria
o product usage + purchase influence e.g. husband/wife
targeted products
o lifestyle
o organizational behavioural attributes e.g. purchasing
structure, buying situation, etc.
- 5 steps to choosing attractive market segments
1. Criteria
2. Weigh market attractiveness
3. Assess current position of target markets
4. Project future position of each market
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Elements of a successful bm: cvp, profit formula, key resources, key processes. Obstacles for bm: financial > gross margins, opportunity size, unit pricing, operational > end product quality, customer service, channels, other > pri(cid:272)i(cid:374)g, perfor(cid:373)a(cid:374)(cid:272)e de(cid:373)a(cid:374)ds, (cid:271)asis for i(cid:374)di(cid:448)iduals(cid:859) rewards and incentives. Design thinking = innovation power through understanding + direct observation of customer jobs > is it holistic. Design thinker combines: empathy, collaboration, optimism, experimentalism. Prototyping > not often physical but must be tangible e. g. video, pic. User centred design = research /process within context of design (cid:862)i(cid:374)here(cid:374)tly tied to hu(cid:373)a(cid:374) (cid:374)eeds a(cid:374)d (cid:272)o(cid:374)(cid:272)er(cid:374)s(cid:863) Usability relies upon product testing user tasks. Project life cycles and research: late stage product testing > prototypes, users should be involved in early design stages centred design, user research, speculative scenarios, pilot testing, product (document) reviews, product (document) testing. Research methods: traditional e. g. surveys, questionaries, adapted methods e. g. ethnographic methods in anthropology, video ethnography, cognitive walkthroughs.
