Sesión 3 y 4. Los videos los puedes encontrar en: https://www.youtube.com/playlist?list=PLbDKbfkhV-YNqcR-tsN1o4SNNyLdirIwy El canal de money adventure: https://www.youtube.com/channel/UC4gsdg96ZEoaFbIiigDOf6w?view_as=subscriber

1. D E S A R R O L L O D E L
C L I E N T E
E N T R E P R E N E U R S H I P M B A

2. E L R E T O D E L S PA G H E T T I

9. E L R E T O D E L A E M PAT Í A

14. S E R I O U S P L AY C O N
L E G O

15. S Curve – Proposed model for
dynamics of technological change
Performance
Effort
Physical limit?
Performance is ultimately constrained
by physical limits
E.g.:
Sailing ships & the power of the wind
Copper wire & transmission capability
Semiconductors & the speed of the electron
Foster’s
S Curve
Pattern:
Initially increasing then declining R&D
productivity within a given physical
“architecture”

16. The S-Curve
All it says is: things are going very, very slow in the
beginning, the pace quickens in the middle, and
then decelerates in the end. That’s all it says. It’s a
tool for thinking where you are strategically, it’s a
tool for asking questions, like ”what performance
measure should I plot?” It is not a magic forecasting
tool.

17. Evolution of the Disposable Diaper highlights
Dynamics of Technology S-Curve
Polypropylene Composite fiber
Polyacrylate
Polyethylene
The 1960s – Vic Mills’ Pampers
The 1940s – Marion Donovan’s “The Boater”
The 1980s – Harper & Harmon
Super-Absorpent
The 2000s – Another 60% smaller
Image by MIT OpenCourseWare.

18. The Millsian (Absorbent core) diaper faced significant
technological hurdles due to the tradeoff between size and
absorbency...
Donovan Pampers - Mills Fluff etc.
R&D Effort
Absorption
Capacity
(How many times
diaper can hold its
initial weight?
Physical limits Benefits of greater
absorbency were at odds with
massive increases in size –
cost of size on the “shelf” and
on the “body” were both
important limitations to this
approach

19. Issues in using S Curves to
analyze technological dynamics
Progress as a result of the passage of time vs. progress as the
result of returns to effort
Do all good things come to an end?
Which parameter(s) shall I predict?
What level of aggregation – firm or industry
What level of analysis – component vs. system v. process
The S curve is best viewed as a tool
for triggering discussion, not as a
“scientific reality”

20. Technology S-Curve in practice….the
pharmaceutical industry
Using the S-Curve perspective to analyze the so-called “productivity
crisis” in the pharmaceutical industry
Fewer new drugs approved...
0
10
20
30
40
50
60
1996199719981999200020012002200320042005
... despite higher costs
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005

21. D AT O S
When to switch curves?
Which curve to switch to?
Performance
Effort

22. Understanding market dynamics:
Basic segmentation (Rogers)
Cumulative
Adoption
Time
Innovators
Early
Adopters
Early
Majority
Late
Majority
Laggards
Different categories of adopters differ by, for example,
social, economic status -- particularly resources, affinity for risk,
knowledge, interest in the product

23. Focus on Front End
Understanding the discovery process
for opportunities
Search
Relative differences in
the costs & benefits of
search (Stiglitz 1994)
Lead some
entrepreneurs to
search and find
opportunities more
than others
Recognition
Can’t search because by
definition opportunities
are unknown until
discovered (Kirzner
1997)
Entrepreneurs vary in the
degree to which their
prior knowledge triggers
opportunity recognition
?

25. L E A F M U S I C

26. W E E S H I N G

27. M A P E O D E N E G O C I O S

28. L E A N S TA R T U P V S D E S I G N T H I N K I N G

29. L E A N S TA R T U P V S D E S I G N T H I N K I N G

33. FA C T I B I L I D A D , V I A B I L I D A D
Y D E S A R R O L L O
E N T R E P R E N E U R S H I P M B A

34. M AT R I Z D E FA C T I B I L I D A D
C A S O : M AY R A

36. S C A M P E R

37. R E T O D E L O S 6 S O M B R E R O S
E VA L U A C I Ó N D E L P R O Y E C T O
Amarillo= Optimismo: beneficios y valor de la idea.
Verde= Creatividad: posibilidad.
Negro= Negatividad: dificultades y peligros.
Blanco= Pureza: hechos e información conocida.
Rojo= Sentimientos y emociones.
Azul= Orden: quien guía la actividad.

38. I N B O U N D M A R K E T I N G
S O C I A L M E D I A

40. D E L P R O Y E C T O E L E G I D O
B U S I N E S S M O D E L C A N VA S

43. A D O , M K T Y V E N TA S
P L A N E A R

44. PA U G A S O L
C A S O D E E S T U D I O