The document outlines a comprehensive course program on design and planning for start-ups, covering essential topics such as business model development, market analysis, and project design. It emphasizes the importance of clear goals, SWOT analysis, and strategic planning in launching and maintaining a successful business. Key considerations include evaluating feasibility, identifying target markets, and fostering effective team communication.

1. Design & planning
Frieda Brioschi / Emma Tracanella
frieda.brioschi@gmail.com / emma.tracanella@gmail.com
IED, 5 Dec 2017
Lesson 8/2017-18

2. 8. Design & planning
Course program
1. Start-ups
2. Business Model & Canvas
3. Value Proposition Design
4. Customers & Market
5. Activities & Costs
6. Legal basics
7. Start-up in Italy & ecosystems
8. Design & planning
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3. 8. Design & planning
Design
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4. 8. Design & planning
Design a project
• No ToDo list available
• Every project is different, according to its story, your
team, the chosen field, etc.
• We can just identify some good practices and useful
tools
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5. 8. Design & planning
Design a project
Starting a project implies:
• to have clear goals (both quantitative and qualitative)
• these goals must be reached in a fixed time
• using available resources (human and monetary)
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6. 8. Design & planning
Concept
• Discuss your hunch as much as possible, and evaluate
every single feedback you receive.
• If you want to patent your product don’t offer too many
details.
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7. 8. Design & planning
Where do good ideas come
from?
http://www.youtube.com/watch?v=NugRZGDbPFU
(il www)
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8. 4. Market and Value Analysis8. Design & planning
Evaluation tool: SWOT
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9. 4. Market and Value Analysis8. Design & planning
SWOT/1
Strengths could include:
• personal and flexible customer service
• special features or benefits that your product offers
• specialist knowledge or skills
Weaknesses could include:
• limited financial resources
• lack of an established reputation
• inefficient accounting systems
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http://www.infoentrepreneurs.org/en/guides/create-your-marketing-strategy/

10. 4. Market and Value Analysis8. Design & planning
SWOT/2
Opportunities could include:
• increased demand from a particular market sector
• using the Internet to reach new markets
• new technologies that allow you to improve product quality
Threats could include:
• the emergence of a new competitor
• more sophisticated, attractive or cheaper versions of your product or service
• new legislation increasing your costs
• a downturn in the economy, reducing overall demand
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http://www.infoentrepreneurs.org/en/guides/create-your-marketing-strategy/

11. 4. Market and Value Analysis8. Design & planning
Challenges to exporting
• Import barriers
• Import quotas and currency restrictions
• Taxation
• Health regulations
• 'CE marking' for exports to most European nations
• Safety regulations
• Environmental standards
• Accreditation issues
• How you will be paid for your exported products or services
• Legal agreements.
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http://www.nzte.govt.nz/en/export/starting-to-export/identify-your-target-market/

12. 4. Market and Value Analysis8. Design & planning
Country specific constraints
• Tariffs or duties
• Industry regulations
• Political instability
• Business laws
• Intellectual property protection
• Product to market logistics
• Quarantine and regulatory requirements
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http://www.nzte.govt.nz/en/export/starting-to-export/identify-your-target-market/

13. 4. Market and Value Analysis8. Design & planning
Research and analysis
• target audience
• SWOT
• marketing goals
• positioning
• pricing
• distribution
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• marketing strategies
• communication strategy
• media plan
• schedule
• budget
• tracking and evaluation

14. 8. Design & planning
Life cycle
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Planning
Analysis
Design
Implementation
Maintenance
Maturity
Decline

15. 8. Design & planning
Strategic planning
• Prior questions:
• May I make money from my hunch?
• Is it scalable?
• Does it answer to a market need or am I trying to
create a demand for my product?
• Have I any competitors?
• Which is my target?
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16. 8. Design & planning
Product Vs Market
According to Steve Blank:
• new product new market
• new product existing market
• "existing" product segmenting an existing market, acting on
cost
• new product segmenting an existing market, creating a niche
They differ for consumers, needs, perfomances, competitors
and risks.
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http://blog.nicolamattina.it/2011/03/i-quattro-tipi-di-startup-sencondo-steve-blank/

17. 8. Design & planning
Analysis
• Feasibility study
• Requirements
• Outline analysis
• Financial assessment
• Technology outlook
• Use cases
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18. 8. Design & planning
Feasibility study
• A feasibility study is an evaluation and analysis of the
potential of the proposed project which is based on
extensive investigation and research to give full
comfort to the decisions makers.
• Feasibility studies aim to objectively and rationally
uncover the strengths and weaknesses of an existing
business or proposed venture, opportunities and
threats as presented by the environment, the
resources required to carry through, and ultimately the
prospects for success.
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http://en.wikipedia.org/wiki/Feasibility_study

19. 8. Design & planning
Design
• Physical design
• Performance
• Usability
• Security
• Cross platform
• Certification
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20. 8. Design & planning
Outputs
• Placement
• Promotion
• Price
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21. 8. Design & planning
Implementation
• Prioritization of features (must have/nice to have)
• Testing
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22. 8. Design & planning
Maintenance
• Evolutionary maintenance
• Other possible outcomes: maturity and decline of the
product
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23. 8. Design & planning
From concept to company
• A great team with clear leadership
• Never forget that "content is king“
• Strong business model
• Communicate, communicate, communicate!
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http://marketingarena.it/2011/05/25/5-step-per-costruire-unimpresa-partendo-da-unidea/

24. 8. Design & planning
Formalization
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25. 8. Design & planning
Write my project
If everything is clear and well defined in my project, I can write it down.
Main points:
• Abstract
• Idea (What's the key idea? Which target/market? What's my goals?
What's new in my product?)
• Action plan (people, time, space, equipment)
• Team
• Timeline (milestones)
• Budget
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http://www.progettokublai.net/guida-alla-scrittura-del-progetto/

26. 8. Design & planning
Show & Tell
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