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= Introduction to IT Entrepreneurship =
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= Market Research for IT Startups =
  
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* '''Course name''': Market Research for IT Startups
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* '''Course name''': Introduction to IT Entrepreneurship
−
* '''Code discipline''':
+
* '''Code discipline''': XXX
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* '''Subject area''': Technological Entrepreneurship
 +
* '''Subject area''':
   
 
== Short Description ==
  
== Short Description ==
  +
−
This course is for students who see themselves as entrepreneurs. The course is designed for the early development of business ideas and provides methods and guidelines for business research. The course teaches how to assess the potential of business ideas, hypothesis thinking, methods for generating ideas and testing their quality
  
   
 
== Prerequisites ==
  
== Prerequisites ==
   
 
=== Prerequisite subjects ===
  
=== Prerequisite subjects ===
  +
−
* N/A
  
   
 
=== Prerequisite topics ===
  
=== Prerequisite topics ===
  +
−
* N/A
  
   
 
== Course Topics ==
  
== Course Topics ==
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! Section !! Topics within the section
  
! Section !! Topics within the section
 
|-
  
|-
  +
| Introduction & Building Your Team & Making Your Team Agile ||
−
| Ideation tools ||
 
  +
# Defining a startup
−
# Art VS Creativity
  
  +
# Formulating the group project: team, business idea
−
# Ability to discover
  
  +
# Leadership
−
# How to generate ideas
  
  +
# Forming the team
−
# Creativity sources
  
  +
# Managing the team
−
# Ideation in groups
  
−
# Rules for ideation for startups
  
−
|-
  
−
| Market research content ||
 
−
# Types of research: primary vs secondary
  
−
# How to plan a research
  
−
# Market research chapters content
  
−
# Frameworks used in a market research (SWOT, Persona, etc)
  
−
# Tools and sources to conduct a competitors analysis
  
−
|-
  
−
| Customer development ||
 
−
# Interviews are the main tool for “Get Out The Building” technique
  
−
# The "Mum's Test"
  
−
# Jobs-To-Be-Done
  
−
# Good and bad interview questions
  
−
|-
  
−
| Market sizing ||
 
−
# Market analysis VS market sizing
  
−
# Sizing stakeholders and their interests
  
−
# Sizing methods
  
−
# TAM SAM SOM calculation examples
  
 
|-
  
|-
  +
| Defining Your Customer & Defining Your Product & Defining Your Rivals ||
−
| Data for a research ||
 
  +
# Customer Segmentation
−
# Sources and tools for competitors overview
  
  +
# Customer Profile (JTBD, Pains, Gains)
−
# Sources and tools for product and traffic analysis
  
  +
# Creating a Value Proposition
−
# Sources and tools for trend watching
  
  +
# Matching Value Proposition with Customer Profile
−
# Life hacks for search
  
  +
# Strategy Canvas
 
|-
  
|-
  +
| Defining Your Business Model & Defining Your Vision ||
−
| Founder motivation ||
 
  +
# Business Model Canvas
−
# Ways to Stay Motivated as an Entrepreneur
  
  +
# Business Model Patterns
−
# Exercises for founders motivation
  
  +
# Business Model Environment
  +
# Business Model Testing
  +
# Minimum-Viable Product
  +
# Product Roadmap
 
|-
  
|-
  +
| Creating Your Story & Finding Money ||
−
| Pitch Day ||
 
  +
# Storytelling
−
# Market research results presentations
  
  +
# Sources of investment
  +
# Pitching
 
|}
 
|}
 
== Intended Learning Outcomes (ILOs) ==
  
== Intended Learning Outcomes (ILOs) ==
   
 
=== What is the main purpose of this course? ===
  
=== What is the main purpose of this course? ===
  +
The start-up world is rapidly developing nowadays, more and more people are considering the opportunity to set up their own business. How can we turn the idea into the working business?
−
This course aims to give students theoretical knowledge and practical skills on how to assess market potential at an early stage of an IT startup (or any company) development. The ultimate goal is to teach students to conduct market research for their business.
  
   
 
=== ILOs defined at three levels ===
  
=== ILOs defined at three levels ===
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==== Level 1: What concepts should a student know/remember/explain? ====
  
==== Level 1: What concepts should a student know/remember/explain? ====
 
By the end of the course, the students should be able to ...
  
By the end of the course, the students should be able to ...
  +
* design-thinking tools to design the prototype of the product,
−
* Market research techniques using open data,
  
  +
* approaches to designing and testing a business model through the experiments,
−
* Typology of market assessment methods,
  
  +
* frameworks of agile development,
−
* Types of research data and their application,
  
  +
* storytelling methods to design a brand,
−
* Market research components: competitors overview, value proposition, trend watching, venture status, business models, buyers profile etc
  
  +
* pitching presentation tools.
   
 
==== Level 2: What basic practical skills should a student be able to perform? ====
  
==== Level 2: What basic practical skills should a student be able to perform? ====
 
By the end of the course, the students should be able to ...
  
By the end of the course, the students should be able to ...
  +
* concrete steps of creating a value proposition for a customer,
−
* Methods of ideation,
  
  +
* concrete steps of the business design (business model, hypothesis formulation/testing and minimum-viable product creation),
−
* TAM SAM SOM method, 2 approaches,
  
  +
* SCRUM roles, ceremonies and artefacts,
−
* Applied tools and resources for market sizing,
  
  +
* specifics of pitch presentation for investors.
−
* Principles to work with business hypotheses
  
   
 
==== Level 3: What complex comprehensive skills should a student be able to apply in real-life scenarios? ====
  
==== Level 3: What complex comprehensive skills should a student be able to apply in real-life scenarios? ====
 
By the end of the course, the students should be able to ...
  
By the end of the course, the students should be able to ...
−
* Identify and describe the market
 +
* build and manage the startup team,
  +
* define the customer problem and validate it,
−
* Assess market potential for any business idea
  
  +
* create the product to fit the problem with agile methods,
−
* Conduct relevant market research before starting up a business
  
  +
* define the business model around the product,
−
* Use the most relevant and high-quality data for a market research
 
  +
* promote a product and a startup,
  +
* raise investments and build strong networks in the business world.
 
== Grading ==
  
== Grading ==
   
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! Grade !! Range !! Description of performance
  
! Grade !! Range !! Description of performance
 
|-
  
|-
−
| A. Excellent || 85-100 || -
 +
| A. Excellent || 90-100 || -
 
|-
  
|-
−
| B. Good || 70-84 || -
 +
| B. Good || 75-89 || -
 
|-
  
|-
−
| C. Satisfactory || 50-69 || -
 +
| C. Satisfactory || 60-74 || -
 
|-
  
|-
−
| D. Fail || 0-50 || -
 +
| D. Poor || 0-59 || -
 
|}
  
|}
   
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! Activity Type !! Percentage of the overall course grade
  
! Activity Type !! Percentage of the overall course grade
 
|-
  
|-
  +
| Final presentation || 30
−
| Paper #0: Market research structure || 0-10 scale (costs 10% final)
  
 
|-
  
|-
  +
| Project Report || 10
−
| Paper #1: TAM SAM SOM || 0-10 scale (costs 20% final)
  
 
|-
  
|-
  +
| Project Progress || 50
−
| Workshops activity || 3 points for each of 7 workshops: 1 point=participation, 2 points=discussion, 3 points=valuable results (costs 21% final)
  
 
|-
  
|-
  +
| Individual Participation || 10
−
| Paper #2: Market research || 0-10 scale (costs 30% final)
  
 
|-
  
|-
  +
| Exam || 0
−
| Final Presentation || 0-10 scale (costs 20% final)
  
 
|}
  
|}
   
 
=== Recommendations for students on how to succeed in the course ===
  
=== Recommendations for students on how to succeed in the course ===
  +
−
Participation is important. Showing up and participating in discussions is the key to success in this course.<br>Students work in teams, so coordinating teamwork will be an important factor for success.<br>Reading the provided materials is mandatory, as lectures will mainly consist of discussions and reflections not slides or reading from scratch.<br>The main assignment in the course is Market research paper which is supposed to be useful not only for this course but s a basis for future business oriented courses
  
   
 
== Resources, literature and reference materials ==
  
== Resources, literature and reference materials ==
   
 
=== Open access resources ===
  
=== Open access resources ===
  +
* • Tidd, J. & Bessant, J. (2011). Managing Innovation: Integrating Technological, Market and Organizational Change
−
* - article with reflections on the methodology book on the 55 typical business models
  
  +
* • Stickdorn, M. & Schneider, J. (2010). This is Service Design Thinking. Wiley.
−
* - a book with instructions on how to communicate with your potential users. How to conduct interviews so that you understand what the client wants to say and not what you want to hear.
  
  +
* • Brown, T. & Kātz, B. (2009). Change by design. New York: Harper Business.
−
* - the case book on the Jobs To Be Done. With JTBD, we can make predictions about which products will be in demand in the market and which will not. The idea behind the theory is that people don't buy products, but "hire" them to perform certain jobs.
  
  +
* • Osterwalder, A.& Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers
−
* A selection of with a summary of key ideas from Harvard Business Review
  
  +
* • Sutherland, J. (2014). Scrum: The Art of Doing Twice the Work in Half the Time
−
* F. Sesno "" - the book on how to get information out of people through questions.
  
−
* a visual guide book to dealing with your inner procrastinator
  
   
 
=== Closed access resources ===
  
=== Closed access resources ===
  +
−
* Crunchbase.com
  
−
* Statista.com
  
   
 
=== Software and tools used within the course ===
  
=== Software and tools used within the course ===
  +
−
* Boardofinnovation.com
  
−
* Miro.com
  
−
* Notion.com
  
−
* MS Teams
 
 
= Teaching Methodology: Methods, techniques, & activities =
  
= Teaching Methodology: Methods, techniques, & activities =
   
 
== Activities and Teaching Methods ==
  
== Activities and Teaching Methods ==
 
{| class="wikitable"
  
{| class="wikitable"
−
|+ Teaching and Learning Methods within each section
 +
|+ Activities within each section
 
|-
  
|-
−
! Teaching Techniques !! Section 1 !! Section 2 !! Section 3 !! Section 4 !! Section 5 !! Section 6 !! Section 7
 +
! Learning Activities !! Section 1 !! Section 2 !! Section 3 !! Section 4
 
|-
  
|-
  +
| In-class assignment || 1 || 1 || 1 || 1
−
| Problem-based learning (students learn by solving open-ended problems without a strictly-defined solution) || 1 || 1 || 1 || 1 || 1 || 1 || 1
  
 
|-
  
|-
−
| Project-based learning (students work on a project) || 1 || 1 || 1 || 1 || 1 || 1 || 1
 +
| Home assignment || 1 || 1 || 1 || 1
−
|-
  
−
| Differentiated learning (provide tasks and activities at several levels of difficulty to fit students needs and level) || 1 || 1 || 1 || 1 || 1 || 1 || 1
  
−
|-
  
−
| Contextual learning (activities and tasks are connected to the real world to make it easier for students to relate to them); || 1 || 1 || 1 || 1 || 1 || 1 || 1
  
−
|-
  
−
| Business game (learn by playing a game that incorporates the principles of the material covered within the course). || 1 || 1 || 1 || 1 || 1 || 1 || 1
  
−
|-
  
−
| inquiry-based learning || 1 || 1 || 1 || 1 || 1 || 1 || 1
  
−
|}
  
−
{| class="wikitable"
  
−
|+ Activities within each section
  
 
|-
  
|-
  +
| Discussion || 1 || 1 || 1 || 1
−
! Learning Activities !! Section 1 !! Section 2 !! Section 3 !! Section 4 !! Section 5 !! Section 6 !! Section 7
  
 
|-
  
|-
−
| Pitch session || 0 || 1 || 0 || 0 || 0 || 0 || 0
 +
| Presentation || 1 || 1 || 1 || 1
 
|}
 
|}
 
== Formative Assessment and Course Activities ==
  
== Formative Assessment and Course Activities ==
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! Activity Type !! Content !! Is Graded?
  
! Activity Type !! Content !! Is Graded?
 
|-
  
|-
  +
| Question || What is a startup? || 1
−
| Discussion || Difference between Art and Creativity. Examples from your personal experience<br>Tools to manage your attention: work with exercises above<br>Is it true that an ideation stage is the very first step to take when starting your own business? If not, what needs to be done before?<br>Idea diary: share your experience, was it useful? How to keep motivation to continue?<br>Sharing your business ideas: is it risky for a founder? Why?<br>Name and discuss principles of hypothesis thinking<br>Name and comment on ideation tool you know. Did you have an experience with it?<br>Where to take creativity? Your advice<br>Lets find examples of “Steal like an artist” approach among startups<br>Create a list of 5 business ideas you have ever had in your mind. Choose 1 and make an exhaustive list of the problems that are associated with the proposed business idea. || 0
  
 
|-
  
|-
  +
| Question || What are the roles within a team? || 1
−
| Workshop || Break into teams, choose from the list below 1 tool to work with. Use the templates to create new business ideas. Summarize the results. Share your results and experience of using the template with other teams || 1
  
 
|-
  
|-
  +
| Question || How should you form the team of a startup? || 1
−
| Exercise || Start an "Idea diary" (not necessarily business ideas): create a convenient place for notes (notion, pinterest, instagram, paper notebook, etc.). Note the time/place/circumstances of ideas coming, learn to write down ideas. Draw conclusions from 1 week's work: where, when, how, why new ideas arise and whether you can manage their flow. || 0
  
  +
|-
  +
| Question || What types of leadership are the most effective? || 1
  +
|-
  +
| Question || What are the ceremonies, roles and artifacts of SCRUM? || 1
 
|}
 
|}
 
==== Section 2 ====
  
==== Section 2 ====
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! Activity Type !! Content !! Is Graded?
  
! Activity Type !! Content !! Is Graded?
 
|-
  
|-
  +
| Question || How to validate a problem? || 1
−
| Discussion || What are the basic steps in market research?<br>What are the commonly used market research methods?<br>What research question types can be asked in surveys?<br>Should startup prefer primary or secondary research? || 0
  
  +
|-
  +
| Question || How to validate a market? || 1
  +
|-
  +
| Question || How to validate a solution? || 1
  +
|-
  +
| Question || How customers do their jobs in the industry right now? || 0
 
|-
  
|-
  +
| Question || How can we develop the empathy with users? || 0
−
| Workshop || SWOT analysis: compare your business idea with competitors and market situation<br> Get familiar with industry trends and reports: Find and create a list of 3 to 5 business research papers or trend reports in your industry || 0
  
 
|-
  
|-
  +
| Question || What is a persona? How to design a persona? || 0
−
| Home written assignment || Market research doc: create a structure that is:<br>1-2 pages long<br>Describes your business idea<br>Contains the structure of your future research<br>Contains a list of questions to answer during the research for each chapter proposed<br>Contains links and references to data sources potentilly interesting to use in a research<br>Its feasible: it should be a chance you may answer all the questions stated in the doc<br>The doc format is designed and well structured || 1
  
 
|}
 
|}
 
==== Section 3 ====
  
==== Section 3 ====
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! Activity Type !! Content !! Is Graded?
  
! Activity Type !! Content !! Is Graded?
 
|-
  
|-
  +
| Question || What is the value of the business model canvas by Alexander Osterwalder? || 1
−
| Oral test || Good or bad interview question?<br>Useful or useless feedback? || 0
  
 
|-
  
|-
  +
| Question || What are the components of the business model? || 1
−
| Workshop || Work on your customer profile using the Persona template. Make a client interview script with the help of the Problem-validation-script. || 1
  
 
|-
  
|-
  +
| Question || What is the Minimum Viable Product (MVP)? How to define must-have, should-have and could-have requirements? || 1
−
| Case study || Watch the video with the case study. This is an example of HOW NOT to take a customer discovery interview. Discuss what went wrong? || 0
  
−
|}
 
−
==== Section 4 ====
  
−
{| class="wikitable"
  
−
|+
 
 
|-
  
|-
  +
| Question || Please, develop the business model for your tech product. || 0
−
! Activity Type !! Content !! Is Graded?
  
 
|-
  
|-
−
| Workshop || Estimate your target market using the TAM-SAM-SOM template in MIRO. Explain the data. || 1
 +
| Question || Please, test your business model using experiments with your prototypes. || 0
 
|-
  
|-
−
| Case study || Learn a market sizing case: online babysitting service || 0
 +
| Question || Please, create the concept for your Minimum Viable Product. || 0
 
|}
 
|}
−
==== Section 5 ====
 +
==== Section 4 ====
 
{| class="wikitable"
  
{| class="wikitable"
 
|+
 
|+
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! Activity Type !! Content !! Is Graded?
  
! Activity Type !! Content !! Is Graded?
 
|-
  
|-
  +
| Question || What are the main parts of a story? || 1
−
| Workshop || Use 3 tools from this lesson's theory that you are least familiar with or have not used at all. From each source, take one insight on the state of your project's market. (For example, the total size of your target market, a leading competitor, number of users, or a growing trend) || 0
  
 
|-
  
|-
  +
| Question || What are the sources of investment? || 1
−
| Oral presentation || Take one tool from the list below and create a “how-to” guide to the service for your classmates. The guide could be done in a form of 1) video-instruction 2) text 3) visualized scheme 4) presentation. The guide must answer how to use a tool and give an example of its use on concrete case study. Studying the guide should take your reader not mach then 15 min. || 1
  
−
|}
 
−
==== Section 6 ====
  
−
{| class="wikitable"
  
−
|+
 
 
|-
  
|-
  +
| Question || What is a pitch? What makes a great pitch? || 1
−
! Activity Type !! Content !! Is Graded?
  
 
|-
  
|-
  +
| Question || Please, prepare the pitch for potential investors. || 0
−
| Workshop || Exercises:<br>Personal SWOT Analysis<br>List of Personal Achievements<br>Analysis of Motivating Activities<br>Your Personal Vision || 0
  
−
|}
 
−
==== Section 7 ====
  
−
{| class="wikitable"
  
−
|+
 
 
|-
  
|-
  +
| Question || Write a plan how to develop a business network. || 0
−
! Activity Type !! Content !! Is Graded?
  
 
|-
  
|-
  +
| Question || Make a story for your product or brand. || 0
−
| Pitch session || The final Market Research report should follow the structure discussed <br>Content of the oral presentation may include: business description, market overview, main sources used in the research, competitors overview, monetization opportunity, market size, further stages of research or business work, team, comments on some challenges during the work || 1
  
 
|}
 
|}
 
=== Final assessment ===
  
=== Final assessment ===
 
'''Section 1'''
  
'''Section 1'''
  +
# Fill in the team canvas to put all your goals and common values on one page. *Use Miro Tool
−
# For the final assessment, students should complete the Market Research paper.
  
−
# It should follow the market research paper structure, contain information about market volume (TAM SAM SOM), data must be gathered with help of data sources learnt.
  
−
# The paper should refer to market potential and give the basis to make business decisions, answer questions on how to start and develop your idea, what is your business model, target customer persona, product MVP etc.
  
−
# Grading criteria for the final project presentation:
  
−
# Market sizing has been carried out
  
−
# Customer segments are named
  
−
# Сompetitor analysis has been conducted
  
−
# At least 2 prominent data sources are used
  
−
# Customer discovery interviews conducted
  
−
# Future steps are mapped out
  
−
# The final report is visualized clearly and transparent
  
 
'''Section 2'''
  
'''Section 2'''
  +
# Define INTERESTING industries for all team members. Define industries in which you HAVE KNOWLEDGE AND EXPERIENCE. Put these industries on the matrix. Choose ONE industry for your project that meets 2 criteria above. *Use Miro Tool
−  
  +
# Brainstorm about stakeholders from your market. Choose the segment that you sympathise the most. *Use Miro Tool
  +
# Define the customer segment you empathise the most (i.e. elderly people, children, office workers etc.). Define JOBS TO BE DONE. Put each job on the separate sticker. Define user's PAINS. Put each pain on the separate sticker.Define user's GAINS. Put each gain on the separate sticker. *Use Miro Tool
  +
# Brainstorm what products you can offer to the chosen segment with their pains or gains. If you are stuck, use SCAMPER techniques.Group ideas that have the similar topic into clusters. Choose 1 top idea for further development based on 2 defined criteria (innovative potential and feasibility). *Use Miro Tool
  +
# Choose the best product idea. Define PRODUCTS & SERVICES. Put each item on the separate sticker. Define GAIN CREATORS. Put each item on the separate sticker. Define PAIN RELIEVERS. Put each item on the separate sticker. *Use Miro Tool
  +
# Review your pain relievers and gain creators.Check if pain relievers and gain creators correspond with JBDs, pains and gains from the customer profile. Highlight those that correspond with each other. If there are any pain relievers and gain creators are left, they don't create the value for a customer. Check how you can redefine you value proposition. *Use Miro Tool
  +
# Define your 5 main competitors. Define competing factors (these are your pain relievers and gain creators). Draw the strategic canvas based on competing factors. Define areas where you can compete. Redefine your value proposition if necessary (make new priorities for product and services, pain relievers, gain creators. *Use Miro Tool
 
'''Section 3'''
  
'''Section 3'''
  +
# Formulate all blocks of the business model for your business idea. *Use Miro Tool
−  
  +
# Define the forces that shape your business environment. *Use Miro Tool
  +
# Define must-have, should-have and could have requirements for your product. *Use Miro Tool
 
'''Section 4'''
  
'''Section 4'''
  +
# Create a story for your product. Think about your user as a hero and your product as a helper.
−  
  +
# 2. 1 Late Submission Policy
−
'''Section 5'''
  
  +
# This policy will be strictly applied in this course. If a personal emergency should arise that affects your ability to turn in an assignment in a timely fashion, you must contact the course instructor BEFORE the deadline to get a “Special Late Submission Approval” from the course instructor. Without the “Special Late Submission Approval” submissions will be still accepted up to 48 hours late, but with a 50% penalty. No “Special Late Submission Approval” will be granted after the deadline. All late submissions should be submitted by email directly to the instructors.
−  
  +
# 2. 2 Cooperation Policy and Quotations
−
'''Section 6'''
  
−  
−
'''Section 7'''
  
−  
   
 
=== The retake exam ===
  
=== The retake exam ===
 
'''Section 1'''
  
'''Section 1'''
  +
−
# For the retake, students have to submit the results of the market sizing exercise with the TAM SAM SOM method in the form of a visual framework studied.
  
 
'''Section 2'''
  
'''Section 2'''
   
Line 282: Line 249:
   
 
'''Section 4'''
  
'''Section 4'''
−  
−
'''Section 5'''
  
−  
−
'''Section 6'''
  
−  
−
'''Section 7'''
  

Revision as of 15:11, 30 November 2022

Introduction to IT Entrepreneurship

  • Course name: Introduction to IT Entrepreneurship
  • Code discipline: XXX
  • Subject area:

Short Description

Prerequisites

Prerequisite subjects

Prerequisite topics

Course Topics

Course Sections and Topics
Section Topics within the section
Introduction & Building Your Team & Making Your Team Agile
  1. Defining a startup
  2. Formulating the group project: team, business idea
  3. Leadership
  4. Forming the team
  5. Managing the team
Defining Your Customer & Defining Your Product & Defining Your Rivals
  1. Customer Segmentation
  2. Customer Profile (JTBD, Pains, Gains)
  3. Creating a Value Proposition
  4. Matching Value Proposition with Customer Profile
  5. Strategy Canvas
Defining Your Business Model & Defining Your Vision
  1. Business Model Canvas
  2. Business Model Patterns
  3. Business Model Environment
  4. Business Model Testing
  5. Minimum-Viable Product
  6. Product Roadmap
Creating Your Story & Finding Money
  1. Storytelling
  2. Sources of investment
  3. Pitching

Intended Learning Outcomes (ILOs)

What is the main purpose of this course?

The start-up world is rapidly developing nowadays, more and more people are considering the opportunity to set up their own business. How can we turn the idea into the working business?

ILOs defined at three levels

Level 1: What concepts should a student know/remember/explain?

By the end of the course, the students should be able to ...

  • design-thinking tools to design the prototype of the product,
  • approaches to designing and testing a business model through the experiments,
  • frameworks of agile development,
  • storytelling methods to design a brand,
  • pitching presentation tools.

Level 2: What basic practical skills should a student be able to perform?

By the end of the course, the students should be able to ...

  • concrete steps of creating a value proposition for a customer,
  • concrete steps of the business design (business model, hypothesis formulation/testing and minimum-viable product creation),
  • SCRUM roles, ceremonies and artefacts,
  • specifics of pitch presentation for investors.

Level 3: What complex comprehensive skills should a student be able to apply in real-life scenarios?

By the end of the course, the students should be able to ...

  • build and manage the startup team,
  • define the customer problem and validate it,
  • create the product to fit the problem with agile methods,
  • define the business model around the product,
  • promote a product and a startup,
  • raise investments and build strong networks in the business world.

Grading

Course grading range

Grade Range Description of performance
A. Excellent 90-100 -
B. Good 75-89 -
C. Satisfactory 60-74 -
D. Poor 0-59 -

Course activities and grading breakdown

Activity Type Percentage of the overall course grade
Final presentation 30
Project Report 10
Project Progress 50
Individual Participation 10
Exam 0

Recommendations for students on how to succeed in the course

Resources, literature and reference materials

Open access resources

  • • Tidd, J. & Bessant, J. (2011). Managing Innovation: Integrating Technological, Market and Organizational Change
  • • Stickdorn, M. & Schneider, J. (2010). This is Service Design Thinking. Wiley.
  • • Brown, T. & Kātz, B. (2009). Change by design. New York: Harper Business.
  • • Osterwalder, A.& Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers
  • • Sutherland, J. (2014). Scrum: The Art of Doing Twice the Work in Half the Time

Closed access resources

Software and tools used within the course

Teaching Methodology: Methods, techniques, & activities

Activities and Teaching Methods

Activities within each section
Learning Activities Section 1 Section 2 Section 3 Section 4
In-class assignment 1 1 1 1
Home assignment 1 1 1 1
Discussion 1 1 1 1
Presentation 1 1 1 1

Formative Assessment and Course Activities

Ongoing performance assessment

Section 1

Activity Type Content Is Graded?
Question What is a startup? 1
Question What are the roles within a team? 1
Question How should you form the team of a startup? 1
Question What types of leadership are the most effective? 1
Question What are the ceremonies, roles and artifacts of SCRUM? 1

Section 2

Activity Type Content Is Graded?
Question How to validate a problem? 1
Question How to validate a market? 1
Question How to validate a solution? 1
Question How customers do their jobs in the industry right now? 0
Question How can we develop the empathy with users? 0
Question What is a persona? How to design a persona? 0

Section 3

Activity Type Content Is Graded?
Question What is the value of the business model canvas by Alexander Osterwalder? 1
Question What are the components of the business model? 1
Question What is the Minimum Viable Product (MVP)? How to define must-have, should-have and could-have requirements? 1
Question Please, develop the business model for your tech product. 0
Question Please, test your business model using experiments with your prototypes. 0
Question Please, create the concept for your Minimum Viable Product. 0

Section 4

Activity Type Content Is Graded?
Question What are the main parts of a story? 1
Question What are the sources of investment? 1
Question What is a pitch? What makes a great pitch? 1
Question Please, prepare the pitch for potential investors. 0
Question Write a plan how to develop a business network. 0
Question Make a story for your product or brand. 0

Final assessment

Section 1

  1. Fill in the team canvas to put all your goals and common values on one page. *Use Miro Tool

Section 2

  1. Define INTERESTING industries for all team members. Define industries in which you HAVE KNOWLEDGE AND EXPERIENCE. Put these industries on the matrix. Choose ONE industry for your project that meets 2 criteria above. *Use Miro Tool
  2. Brainstorm about stakeholders from your market. Choose the segment that you sympathise the most. *Use Miro Tool
  3. Define the customer segment you empathise the most (i.e. elderly people, children, office workers etc.). Define JOBS TO BE DONE. Put each job on the separate sticker. Define user's PAINS. Put each pain on the separate sticker.Define user's GAINS. Put each gain on the separate sticker. *Use Miro Tool
  4. Brainstorm what products you can offer to the chosen segment with their pains or gains. If you are stuck, use SCAMPER techniques.Group ideas that have the similar topic into clusters. Choose 1 top idea for further development based on 2 defined criteria (innovative potential and feasibility). *Use Miro Tool
  5. Choose the best product idea. Define PRODUCTS & SERVICES. Put each item on the separate sticker. Define GAIN CREATORS. Put each item on the separate sticker. Define PAIN RELIEVERS. Put each item on the separate sticker. *Use Miro Tool
  6. Review your pain relievers and gain creators.Check if pain relievers and gain creators correspond with JBDs, pains and gains from the customer profile. Highlight those that correspond with each other. If there are any pain relievers and gain creators are left, they don't create the value for a customer. Check how you can redefine you value proposition. *Use Miro Tool
  7. Define your 5 main competitors. Define competing factors (these are your pain relievers and gain creators). Draw the strategic canvas based on competing factors. Define areas where you can compete. Redefine your value proposition if necessary (make new priorities for product and services, pain relievers, gain creators. *Use Miro Tool

Section 3

  1. Formulate all blocks of the business model for your business idea. *Use Miro Tool
  2. Define the forces that shape your business environment. *Use Miro Tool
  3. Define must-have, should-have and could have requirements for your product. *Use Miro Tool

Section 4

  1. Create a story for your product. Think about your user as a hero and your product as a helper.
  2. 2. 1 Late Submission Policy
  3. This policy will be strictly applied in this course. If a personal emergency should arise that affects your ability to turn in an assignment in a timely fashion, you must contact the course instructor BEFORE the deadline to get a “Special Late Submission Approval” from the course instructor. Without the “Special Late Submission Approval” submissions will be still accepted up to 48 hours late, but with a 50% penalty. No “Special Late Submission Approval” will be granted after the deadline. All late submissions should be submitted by email directly to the instructors.
  4. 2. 2 Cooperation Policy and Quotations

The retake exam

Section 1

Section 2

Section 3

Section 4

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