Mattingly "AI & Prompt Design: Limitations and Solutions with LLMs"
Activities and costs (v. 2016 ita)
1. Activities and Costs
Frieda Brioschi / Emma Tracanella
frieda.brioschi@gmail.com / emma.tracanella@gmail.com
IED, 15 Nov 2016
Lesson 5/2016
2. 5. Actiivities & Costs
Course program
1. Start-ups
2. Business Model & Canvas
3. Value Proposition Design
4. Customers & Market
5. Activities & Costs
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3. 5. Actiivities & Costs
The Business Model Canvas
During last lesson we discussed what is a business model and how fulfill a
business model canvas, looking into each part:
• Value proposition
• Customer segments
• Channels
• Customer relationship
• Revenue streams
• Key resources
• Key partner
• Key activities
• Cost structure
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5
6
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4. 5. Actiivities & Costs
List the costs you foresee if your
core business is making bicycle
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6. 5. Actiivities & Costs
..according to you/2
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• Bicycles Communication Shop
• Investirei sui nuovi materiali tecnologici per creare un prodotto
innovativo, poi sulla pubblicità e il lancio sul mercato
• Sosterrò di più sui costi di manutenzione
• Marketing
• Telai e gomme
• marketing
• progettista marketing grafico artigiani
• Not so few
• I have no idea
• I don't know
• chi le monta e chi le sponsorizza
• /
7. 5. Actiivities & Costs
..according to you/3
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• Materiale, semilavorazioni, assemblaggio, affitto stabile, comunicazione, distribuzione
• Spazio, materiali, mano d'opera, macchinari, canali, fornitori terzi, pubblicità, figure
chiave all'interno della società (CMO, CFO, CTO)
• Materiali, manodopera, brevetti, registrare azienda, commercialista, designer, ingegnere,
comunicazione, marketing, stabile
• Production cost, Advertising cost, Material cost, Designer cost, Event cost
• Design + ingegneri + funzionalità + produzione
• Designer, material, factory production, communication, patents, human resources,
sellers, customer service,
• Materials costs, production costs, staff costs, advertising costs, opening event costs.
• materials , staff costs , advertising, opening event , manufacturing and production costs
• Comprare il materiale
• Avere chi me le monta
• Pubblicità
• Affitto per ufficio/ punto vendita
• Personale
• Costi riguardo la ricerca, il target, competitors ,concept, progettazione ed ingegneria,
Design, comunicazione,immagine coordinata,logo e grafica, test di verifica attraverso
test e questionari, pubblicità, sponsor...
9. 5. Actiivities & Costs
Costs
In production, research, retail, and accounting, a cost is
the value of money that has been used up to produce
something, and hence is not available for use anymore.
Two kind of costs:
• Direct costs
• Indirect costs
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10. 5. Actiivities & Costs
Direct costs
Costs that can be identified specifically with a particular
project or activity, or that can be directly assigned to them
with a high degree of accuracy.
Direct costs generally includes:
• Salary and wages
• Material, supplies and equipment purchased directly
for the specific project
• Communication and travels costs
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11. 5. Actiivities & Costs
Indirect costs
Costs that are not classified as direct
Indirect costs generally includes:
• Salary of administrative staff providing normal support
activities
• Office supplies, computers
• Local telephone calls
• Memberships
=> Overhead
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14. 5. Actiivities & Costs
Actual cost of doing
business
Before you can price a product or a service, you need
to know your cost to produce it.
A start-up usually should divide costs in one-time and
recurring.
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15. 5. Actiivities & Costs
Common start-up costs
• market research
• preliminary accounting and legal advice
• tenancy/lease bond, stamp duty and lease agreement
advice
• telephone/internet installation
• statutory requirements such as licences and insurance
• power connection and bond
• signage and initial marketing
• equipment, fixture and fittings purchases
• staffing and wages
• initial raw materials and/or stock purchases.
15 https://www.business.qld.gov.au/business/starting/starting-a-business/calculating-your-costs-when-starting-a-business
16. 5. Actiivities & Costs
Photographer
• How much charge a photo?
• Minimum fee?
• No costs?
A useful tool: the Cost of Business calculator. It list annual
expenses, but it depends on your inputs which can be hard to
estimate.
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17. 5. Actiivities & Costs
Cost of doing business
calculator/1
Expenses
• Office and/or studio (rent, mortgage payments, taxes,
insurances, home maintenance, …)
• Phone (cell and/or landline and faxes) – remember to
include also the cost of the phone itself
• Photo/Video/Audio Equipment and Accessories
• Equipment services and Repairs
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https://nppa.org/calculator
18. 5. Actiivities & Costs
Cost of doing business
calculator/2
• Computer(s) (harware and software)
• Broadband internet
• Web hosting/Portal services
• Vehicle Expenses (Lease, Insurance, Maintenance)
• Office supplies and Furnitures
• Postage and Shipping
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https://nppa.org/calculator
19. 5. Actiivities & Costs
Cost of doing business
calculator/3
• Professional Development
• Advertising and Promotion
• Subscription and Dues
• Equipment and Business Insurance
• Health Insurance/Deductibles/Copays
• Legal and Accounting Services
19 https://www.calcxml.com/calculators/bus02
20. 5. Actiivities & Costs
Cost of doing business
calculator/4
• Taxes and Licenses (Business and Self-Employment)
• Office Assistance (Payroll, Answering Service, Intern,
etc.)
• Utilities
• Travel and Entertainment
20 http://www.wsj.com/public/page/news-small-business-startupCalculator.html
21. 5. Actiivities & Costs
Cost of doing business
calculator/5
• Income factors
• Desired Annual Salary
• Non-assigment Income
• Number of Days You Can Bill Per Year
21 https://www.business.qld.gov.au/business/starting/starting-a-business/calculating-your-costs-when-starting-a-business
22. 5. Actiivities & Costs
Cost of doing business
calculator /6
https://nppa.org/calculator
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25. 5. Actiivities & Costs
Value
The extent to which a good or service is perceived by its
customer to meet his or her needs or wants, measured by
the customer’s willingness to pay for it.
It depends more on the customer’s perception of the
worth of the product than on its intrinsict value.
How do we create the perception of value when we talk to
our customers?
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29. 4. Market, Value and Business Model5. Actiivities & Costs
Gillette Fusion vs. Custom
Plus
• Prices
• 19.25$ vs. 20.97$
• 8 cartridge vs. 30 razors
• Cost in use
• 2.41$ vs. 0.70$
• Additional perceived value justify the additional cost in use
• Durability of blade
• Comfort
• Less irritation
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30. 4. Market, Value and Business Model5. Actiivities & Costs
Gillette idea
By providing something at below the market price
(the razor), you can create a market for a secondary
product (the blade) upon which you make ongoing
profits.
The mark-up on the secondary products is
disproportionate relative to their cost so were highly
profitable for the manufacturer.
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31. 4. Market, Value and Business Model5. Actiivities & Costs
3M Scotch® Tape
• Amazon’s price: $1.70
• Lenght: 650 inch
• Cost/inch: $0.003
• Cost to hang a poster: $0.01
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32. 4. Market, Value and Business Model5. Actiivities & Costs
3M Scotch® Command
Strips
• Amazon’s price: $2.70
• 12 strips
• Cost/strips: $0.08$
• Cost to hang a poster: $0.32
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33. 4. Market, Value and Business Model5. Actiivities & Costs
Tape vs. 3M Scotch® Strips
• Price
• $1.70 vs. $2.70
• Using Scotch Tape, the user can hang 75 posters vs. 3 for the
command strips
• Cost in use
• $0.01 vs. $0.32 to hang 1 poster
• Additional perceived value justify the additional cost in use
• Less damage to wall
• Simplicity to remove
• Durability
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34. 4. Market, Value and Business Model5. Actiivities & Costs
CocaCola
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36. 4. Market, Value and Business Model5. Actiivities & Costs
A-Style
• Logo
• 1989 stikers on the walls of
Milano and Roma
• Patented by Italian designer
Marco Bruns
• Clothing Brand
• Italian brand founded in 1999
• A-style has used street-level buzz
marketing to grow to international
prominence
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37. 4. Market, Value and Business Model5. Actiivities & Costs
Lacoste
• Founded in 1933 by the
tennis man Rene Lacoste
• At the end of 1990 the
company change its strategy:
marketing, retails outlets,
product range, ...
• Sale of t-shirts in limited
series
• Re-establishing Lacoste as “a
distinctive premium brand”
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