Introduction - Management of Design

8/14/2019 Introduction - Management of Design

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Taking Your Design Offeringto Market

Curriculum OverviewClass 1

August 12, 2009


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Overview

Objective: Enable design student taketheir individual design offerings to marketi.e. steps from the business idea tobusiness reality

Curriculum, conduct, interaction andtesting

Business Steps ideation to execution

Value proposition

Mission statement

The Business Plan

Planning to Operations


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Creativity and Innovation

Low

High

Few ManyOverlaps

inthetypesofk

nowledgecomb

ined

Types of knowledge combined


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Value Proposition

A business or marketing statement thatsummarizes why a consumer should buy aproduct or use a service. This statement,

brainstormed or market researched,should convince a potential consumerthat one particular product or service willadd more value or better solve a problem

than other similar offerings. The idealvalue proposition is concise and appealsto the customer's strongest decision-making drivers.


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Mission Statement

Succinctly, yourbusiness vision

Include fundamentalvalues and essential

purpose Allusions to its future

aspirations

May be subject to

periodic change A vision of how a

company expects itsemployees and

systems to respond tofulfil customer needs


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A Balanced Scorecard

Perspectives:

2.Financial3.Internal business processes

4.Learning and growth

5.customers


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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 incomestatements, balance sheets, cash flows)

Appendix


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Risk Management

Establishment of

context of risk

Identification of risk

Analysis of risk

Evaluation and

ranking of risk

Treatment of risk

Monitoring and review

process

Communication and

consultation


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Resource Mobilisation

Human

Material

Equipment Finances

Locale, office, workshop, store

Empanelment, strategic-partnership Supply chain

Logistics


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Team Building

Probably the single most importantfunction 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


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Leadership

Leaders articulate and define what haspreviously remained implied or unsaid;they invent images, metaphors and

models that provide a focus for newattention. By doing so, they consolidate achallenge provoking wisdom. In short, anessential factor in leadership is the

capacity to influence and organisemeaning for the members of theorganisation. Burt Nanus and WarrenBennis Leaders


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Communication


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Business Plan to OperatingPlan

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


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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


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Branding and Marketing

Branding represents the intangiblevalues created by a badge ofreassurance, which simultaneously

differentiates the product from thecompetition

Marketing strategy refers to specific

processes adopted by the marketingfunction of a business in order toachieve specific goals or objectives


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Contracts

Elements and essentials Conditionality Offer Acceptance Delivery

consideration Scope and Appraisal Planning Commitment and honesty People Governance and ethics Delivery Arbitration Consideration Close


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Business Management

Various processes involved in thedelivery of your product or servicesfrom idea through operations to

completion


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Organisational Culture

Corporate culture is taken to be thebeliefs, values, norms and traditionsof an organisation which directly

affect the behavior of its members.

Well discuss theories and practical

aspects of organisational culture andthe ways in which it affects howmanagement makes decisions and

forms strategies and how these


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Closing Contracts

How to close contracts to the satisfaction of allstake-holders

Closing includes the formal satisfactoryconclusion of a project. Administrative activitiesinclude the archiving of the files and documentinglessons learned.

This phase consists of: Project close: Finalize all activities across all of the

process groups to formally close the project or a projectphase

Contract closure: Complete and settle each contract(including the resolution of any open items) and closeeach contract applicable to the project or project phase


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Customer Joy/ Satisfaction

Customer satisfaction is ameasure of how products and

services supplied by a companymeet or surpass customerexpectation. It is a key

performance indicator for acompany and a primary elementof business strategy.


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Ethics, Responsibility andGovernance

Governance is the process ofdecision-making and the process bywhich decisions are implemented.

We shall discuss its aspects and howto implement it in our organisation togood effect


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Social Responsibility

Corporate Social Responsibility is thedeliberate inclusion of publicinterest into corporate decision

making, and the honoring of a triplebottom line consisting People, Planetand Profit

Introduction - Management of Design

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