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= Market Research for IT Startups =
−
= Autonomous Mobile Robots =
  
−
* '''Course name''': Autonomous Mobile Robots
 +
* '''Course name''': Market Research for IT Startups
 
* '''Code discipline''':
 
* '''Code discipline''':
−
* '''Subject area''': Robotics
 +
* '''Subject area''': Technological Entrepreneurship
   
 
== 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
−
Autonomous mobile robots (AMRs) are rapidly evolving from workhorses to increasingly complex machines capable of performing challenging tasks such as industrial navigation. The course objective is to provide a few basic concepts of autonomous mobile robots. The main emphasis is on mobile robot kinematics and controls, different classes of robot localization techniques, various state estimation methods, and robot perception based on camera and lidar. The exercises of this course are based on ROS2 with a few types of wheeled robots.
  
−
By the end of this course, you will be able to understand the basic building blockers of autonomous navigation. To succeed in this course, you should have programming experience in Python 3. x, ROS, and familiarity with basic concepts of Linear Algebra and Calculus.
  
   
 
== Prerequisites ==
  
== Prerequisites ==
   
 
=== Prerequisite subjects ===
  
=== Prerequisite subjects ===
−
* CSE101
 +
* N/A
−
* CSE102
  
−
* CSE104 or CSE117
  
−
* CSE202 and CSE204
  
   
 
=== Prerequisite topics ===
  
=== Prerequisite topics ===
  +
* N/A
−
* Programming experience in Python 3. x
  
−
* ROS (Robot Operating System)
  
−
* Familiarity with basic concepts of Linear Algebra and Calculus
  
   
 
== Course Topics ==
  
== Course Topics ==
Line 28: Line 22:
 
! Section !! Topics within the section
  
! Section !! Topics within the section
 
|-
  
|-
  +
| Ideation tools ||
−
| 1.0 Introduction & Motion ||
 
  +
# Art VS Creativity
−
# What are autonomous mobile robots (AMRs)?
  
  +
# Ability to discover
−
# Why do we need autonomous mobile robots (AMRs)?
  
−
# How do AMRs work?
 +
# How to generate ideas
  +
# Creativity sources
−
# Kinematic Configuration
  
  +
# Ideation in groups
−
# Probabilistic kinematics
  
  +
# Rules for ideation for startups
−
# Velocity motion model
  
−
# DiffDrive
  
−
# Bicycle drive
  
−
# Tricycle drive
  
−
# Car (Ackerman Drive)
  
 
|-
  
|-
−
| 2.0 Estimation ||
+
| Market research content ||
  +
# Types of research: primary vs secondary
−
# Basic of Probability
  
  +
# How to plan a research
−
# Probabilistic Generative Laws
  
  +
# Market research chapters content
−
# Estimation from Measurements
  
  +
# Frameworks used in a market research (SWOT, Persona, etc)
−
# Estimation from Measurements and Controls
  
  +
# Tools and sources to conduct a competitors analysis
−
# Gaussian Distribution
  
−
# One Dimensional Kalman Filter
  
−
# Multivariate Density Function
  
−
# Marginal Density Function
  
−
# Multivariate Normal Function
  
−
# Two Dimensional Gaussian
  
−
# Multiple Random Variable
  
−
# Multidimensional Kalman Filter
  
−
# Sensor Fusion
  
−
# Linearization, Taylor Series Expansion, Linear Systems
  
−
# Extended Kalman Filter (EKF)
  
−
# Comparison between KF and EK
  
−
# A Taxonomy of Particle Filter
  
−
# Bayesian Filter
  
−
# Monte Carlo Integration (MCI)
  
−
# Particle Filter
  
−
# Importance Sampling
  
−
# Particle Filter Algorithm
  
 
|-
  
|-
−
| 3.0 Perception ||
+
| Customer development ||
  +
# Interviews are the main tool for “Get Out The Building” technique
−
# Monocular Vision
  
  +
# The "Mum's Test"
−
# Pinhole Camera Model
  
  +
# Jobs-To-Be-Done
−
# Image Plane, Camera Plane, Projection Matrix
  
  +
# Good and bad interview questions
−
# Projective transformation
  
  +
|-
−
# Finding Projection Matrix using Direct Linear Transform (DLT)
  
  +
| Market sizing ||
−
# Camera Calibration
  
  +
# Market analysis VS market sizing
−
# Stereo Vision
  
  +
# Sizing stakeholders and their interests
−
# Simple Stereo, General Stereo
  
  +
# Sizing methods
−
# Some homogeneous properties
  
  +
# TAM SAM SOM calculation examples
−
# Epipolar Geometry
  
  +
|-
−
# Essential matrix, Fundamental matrix
  
  +
| Data for a research ||
−
# Depth Estimation
  
  +
# Sources and tools for competitors overview
−
|}
 
  +
# Sources and tools for product and traffic analysis
  +
# Sources and tools for trend watching
  +
# Life hacks for search
  +
|-
  +
| Founder motivation ||
  +
# Ways to Stay Motivated as an Entrepreneur
  +
# Exercises for founders motivation
  +
|-
  +
| Pitch Day ||
  +
# Market research results presentations
  +
|}
  +
 
== Intended Learning Outcomes (ILOs) ==
  
== Intended Learning Outcomes (ILOs) ==
   
 
=== What is the main purpose of this course? ===
  
=== What is the main purpose of this course? ===
  +
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.
−
What is the main goal of this course formulated in one sentence?
  
−
The main purpose of this course is to answer the following three questions
  
−
What are autonomous mobile robots (AMRs)?
  
−
Why do we need autonomous mobile robots (AMRs)?
  
−
How do AMRs work?
  
   
 
=== ILOs defined at three levels ===
  
=== ILOs defined at three levels ===
Line 91: Line 72:
 
==== 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 ...
  +
* Market research techniques using open data,
−
* Different types of motion models for AMRs
  
  +
* Typology of market assessment methods,
−
* Types of robot localization techniques for linear and nonlinear systems
  
  +
* Types of research data and their application,
−
* To understand the environment by interpreting the sensor reading
  
  +
* Market research components: competitors overview, value proposition, trend watching, venture status, business models, buyers profile etc
−
* Several ways to estimate a robot’s system state vector for linear, nonlinear, and linearized systems
  
   
 
==== 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 ...
  +
* Methods of ideation,
−
* Understand the vehicle motion model for the provided vehicle schema type
  
  +
* TAM SAM SOM method, 2 approaches,
−
* Design linear or nonlinear controller for manueveing the robot appropriately
  
  +
* Applied tools and resources for market sizing,
−
* Design sensor configuration and which sensors are more suitable for the given task
  
  +
* Principles to work with business hypotheses
−
* Different ways to estimate system state vector for both linear and nonlinear systems
  
−
* Understand how to localize robots in GPS-denied environments
  
   
 
==== 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
−
* Design a robot motion model for the provided robot
  
  +
* Assess market potential for any business idea
−
* Improve the robot state estimation accuracy
  
  +
* Conduct relevant market research before starting up a business
−
* Fuse several types of sensors and improve measurement accuracy
  
  +
* Use the most relevant and high-quality data for a market research
−
* Estimate depth using a stereo camera, and lidar
  
  +
−
* Localize the robot in a GPS-denied environment
 
 
== Grading ==
  
== Grading ==
   
Line 119: Line 99:
 
! Grade !! Range !! Description of performance
  
! Grade !! Range !! Description of performance
 
|-
  
|-
−
| A. Excellent || 90-100 || -
 +
| A. Excellent || 85.0-100.0 || -
 
|-
  
|-
−
| B. Good || 75-89 || -
 +
| B. Good || 70.0-84.0 || -
 
|-
  
|-
−
| C. Satisfactory || 50-74 || -
 +
| C. Satisfactory || 50.0-69.0 || -
 
|-
  
|-
−
| D. Fail || 0-50 || -
 +
| D. Fail || 0.0-50.0 || -
 
|}
  
|}
   
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! Activity Type !! Percentage of the overall course grade
  
! Activity Type !! Percentage of the overall course grade
 
|-
  
|-
  +
| Paper #0: Market research structure || 0-10 scale (costs 10% final)
−
| Assignment || 45
  
 
|-
  
|-
  +
| Paper #1: TAM SAM SOM || 0-10 scale (costs 20% final)
−
| Quizzes || 20
  
 
|-
  
|-
  +
| Workshops activity || 3 points for each of 7 workshops: 1 point=participation, 2 points=discussion, 3 points=valuable results (costs 21% final)
−
| In-class activity || 15
  
 
|-
  
|-
  +
| Paper #2: Market research || 0-10 scale (costs 30% final)
−
| Exams || 20
  
  +
|-
  +
| 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 is the key to success in this course.<br>You will work individually, however, getting help from others is acceptable<br>Review lecture materials before classes to do well in quizzes.<br>Reading the recommended literature is optional and will give you a deeper understanding of the material.
 +
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 ===
  +
* - article with reflections on the methodology book on the 55 typical business models
−
* Sebastian Thrun. Probabilistic robotics. Communications of the ACM, 45(3):52–57, 2002.
  
  +
* - 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.
  +
* - 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.
  +
* A selection of with a summary of key ideas from Harvard Business Review
  +
* 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
−
* Robert Grover Brown, Patrick YC Hwang, et al. Introduction to random signals and applied Kalman filtering, volume 3. Wiley New York, 1992.
  
  +
* Statista.com
−
* Gregor Klancar, Andrej Zdesar, Saso Blazic, and Igor Skrjanc. Wheeled mobile robotics: from fundamentals towards autonomous systems. Butterworth-Heinemann, 2017.
  
−
* Roland Siegwart, Illah Reza Nourbakhsh, and Davide Scaramuzza. Introduction to autonomous mobile robots. MIT press, 2011.
  
   
 
=== Software and tools used within the course ===
  
=== Software and tools used within the course ===
  +
* Boardofinnovation.com
−
* Provide at least 3 open/freemium access tools
  
  +
* Miro.com
−
* Gazebo https://gazebosim.org/home
  
  +
* Notion.com
−
* ROS, https://www.ros.org/
  
  +
* MS Teams
−
* ROS2 https://docs.ros.org/en/foxy/index.html
 
  +
 
= Teaching Methodology: Methods, techniques, & activities =
  
= Teaching Methodology: Methods, techniques, & activities =
   
 
== Activities and Teaching Methods ==
  
== Activities and Teaching Methods ==
  +
{| class="wikitable"
  +
|+ Teaching and Learning Methods within each section
  +
|-
  +
! Teaching Techniques !! Section 1 !! Section 2 !! Section 3 !! Section 4 !! Section 5 !! Section 6 !! Section 7
  +
|-
  +
| 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
  +
|-
  +
| 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"
  
{| class="wikitable"
 
|+ Activities within each section
  
|+ Activities within each section
 
|-
  
|-
−
! Learning Activities !! Section 1 !! Section 2 !! Section 3
 +
! Learning Activities !! Section 1 !! Section 2 !! Section 3 !! Section 4 !! Section 5 !! Section 6 !! Section 7
 
|-
  
|-
−
| Lectures || 1 || 1 || 1
 +
| Interactive Lectures || 1 || 1 || 1 || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Interactive Lectures || 1 || 1 || 1
 +
| Lab exercises || 1 || 1 || 1 || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Lab exercises || 1 || 1 || 1
 +
| Group projects || 1 || 0 || 0 || 0 || 0 || 1 || 1
 
|-
  
|-
−
| Development of individual parts of software product code || 1 || 1 || 1
 +
| Flipped classroom || 1 || 1 || 1 || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Individual Projects || 1 || 1 || 1
 +
| Discussions || 1 || 1 || 1 || 1 || 1 || 1 || 1
 
|-
  
|-
−
| Quizzes (written or computer-based) || 1 || 1 || 1
 +
| Presentations by students || 1 || 0 || 1 || 0 || 0 || 0 || 1
 
|-
  
|-
−
| Discussions || 1 || 1 || 1
 +
| Oral Reports || 1 || 0 || 1 || 0 || 0 || 0 || 1
 
|-
  
|-
−
| Presentations by students || 1 || 1 || 1
 +
| Cases studies || 0 || 1 || 0 || 1 || 1 || 1 || 0
 
|-
  
|-
−
| Written reports || 1 || 1 || 1
 +
| Experiments || 0 || 0 || 1 || 0 || 0 || 0 || 0
 
|-
  
|-
−
| Experiments || 0 || 0 || 1
 +
| Written reports || 0 || 0 || 1 || 0 || 0 || 1 || 0
−
|}
+
|-
  +
| Individual Projects || 0 || 0 || 0 || 1 || 0 || 0 || 0
  +
|-
  +
| Peer Review || 0 || 0 || 0 || 0 || 0 || 0 || 1
  +
|}
  +
 
== Formative Assessment and Course Activities ==
  
== Formative Assessment and Course Activities ==
   
Line 199: Line 208:
 
! Activity Type !! Content !! Is Graded?
  
! Activity Type !! Content !! Is Graded?
 
|-
  
|-
  +
| 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
−
| Quiz || Control to reference pose<br>Control to reference pose via an intermediate point<br>Control to reference pose via an intermediate direction<br>Control by a straight line and a circular arc<br>Reference path control<br>Wheel kinematics constraints: rolling contact and lateral slippage<br><br><br> || 10
  
 
|-
  
|-
  +
| 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
−
| Individual Assignments || A1: Control by a straight line and a circular arc<br><br>Submit a report and source code:<br>- Experimenting on different scenarios <br>- Check problem formulation and implementation accuracy <br><br>A2: Parallel parking<br>Submit a report and source code:<br>- Checking the assumptions that are made to formulate the parallel parking scenario <br>- Check problem formulation and implementation accuracy <br><br>A3: Wheeled Mobile System Control: pose and orientation<br>Define a simple controller that is able to follow a given reference path where position and orientation have to be optimally controlled <br><br>Submit a report and source code:<br>- Experimenting on different scenarios <br>- Check problem formulation and implementation accuracy || 20
  
−
|}
+
|-
  +
| 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
  +
|}
  +
 
==== Section 2 ====
  
==== Section 2 ====
 
{| class="wikitable"
  
{| class="wikitable"
Line 209: Line 221:
 
! Activity Type !! Content !! Is Graded?
  
! Activity Type !! Content !! Is Graded?
 
|-
  
|-
  +
| 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
−
| Quiz || 1. Estimation from measurements and estimation from measurements and controls<br>2. Multidimensional Kalman filter with sensor fusion <br>3. Particle filter algorithm for state estimation <br> || 5
  
 
|-
  
|-
  +
| 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
−
| Individual Assignments || A1: Design different types of robot motion models and add appropriate state estimation techniques<br>Implementation of the motion model for car-like ground vehicle and simulate it in various environments <br>Submit a report and source code:<br>- Experimenting on different scenarios <br>- Check problem formulation and implementation accuracy <br><br>A2: Comparison of the accuracy of robot trajectory using several state estimation techniques <br>Implementation of Kalman filter and Particle filter based state estimation and compare them each other <br><br>Submit a report and source code:<br>- Checking the implementation accuracy <br>- Checking how importance sampling, resampling, and parameter estimation were implemented <br><br>A3: Robot pose estimation using Gaussian and Non-Gaussian based state estimation techniques<br>Develop Gaussian and Non-Gaussian-based state estimation technique for linear and nonlinear motion model for a following to reference path. <br><br>Submit a report and source code:<br>- Experimenting on different scenarios <br>- Check problem formulation and implementation accuracy <br>- Check the performance in terms of model accuracy || 15
  
−
|}
+
|-
  +
| 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 ====
 
{| class="wikitable"
  
{| class="wikitable"
Line 219: Line 234:
 
! Activity Type !! Content !! Is Graded?
  
! Activity Type !! Content !! Is Graded?
 
|-
  
|-
  +
| Oral test || Good or bad interview question? <br> Useful or useless feedback? || 0
−
| Quiz || 1. Formulation of Pinhole camera model<br>2. Understanding of the connection between the image plane and camera plane<br>3. Depth estimation using Epipolar geometry <br> || 5
  
 
|-
  
|-
  +
| Workshop || Work on your customer profile using the Persona template. Make a client interview script with the help of the Problem-validation-script. || 1
−
| Individual Assignments || A1: Estimate object size using a monocular camera <br>Develop an algorithm to detect object width and height for a specified camera parameter <br>Submit a report and source code:<br>- Experimenting on objects to check the accuracy of the estimation <br>- Check problem formulation and implementation accuracy <br><br>A2:Estimate the depth of the object using a point cloud and stereo camera<br>Given a point cloud estimate real object center point in the world coordinate frame <br><br>Submit a report and source code:<br>- Experimenting on different point clouds <br>- Checking the accuracy of the pose estimation <br>A3: Finding projection matrix using Direct Linear Transform (DLT)<br>This for checking the understanding of concepts of monocular vision: Pinhole camera model, image plane, camera lane, projection matrix, projective transformation. Given point cloud in the world coordinate, convert them into camera coordinates <br><br>Submit a report and source code:<br>- Checking the accuracy of the pose estimation <br>- Check problem formulation and implementation accuracy <br>- Compare results with different point clouds || 15
  
−
|}
+
|-
  +
| 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"
  +
|+
  +
|-
  +
! Activity Type !! Content !! Is Graded?
  +
|-
  +
| Workshop || Estimate your target market using the TAM-SAM-SOM template in MIRO. Explain the data. || 1
  +
|-
  +
| Case study || Learn a market sizing case: online babysitting service || 0
  +
|}
  +
  +
==== Section 5 ====
  +
{| class="wikitable"
  +
|+
  +
|-
  +
! Activity Type !! Content !! Is Graded?
  +
|-
  +
| 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
  +
|-
  +
| 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"
  +
|+
  +
|-
  +
! Activity Type !! Content !! Is Graded?
  +
|-
  +
| 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"
  +
|+
  +
|-
  +
! Activity Type !! Content !! Is Graded?
  +
|-
  +
| 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'''
  +
# For the final assessment, students should complete the Market Research paper.
−
# Can be a final exam, project defence, or some other equivalent of the final exam.
  
  +
# 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.
−
# For the final assessment, students present the project work they have accomplished during the course. Below are the grading criteria for each section.
 
  +
# 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.
−
# 1. Kinematics of wheeled mobile robots: internal, external, direct, and inverse
 
  +
# Grading criteria for the final project presentation:
−
# Differential drive kinematics
  
  +
# Market sizing has been carried out
−
# Bicycle drive kinematics
  
  +
# Customer segments are named
−
# Rear-wheel bicycle drive kinematics
  
  +
# Сompetitor analysis has been conducted
−
# Car(Ackermann) drive kinematics
  
  +
# At least 2 prominent data sources are used
−
# 2. Wheel kinematics constraints: rolling contact and lateral slippage
 
  +
# Customer discovery interviews conducted
−
# 3. Wheeled Mobile System Control: pose and orientation
  
  +
# Future steps are mapped out
−
# 4. Robot pose estimation using Gaussian and Non-Gaussian based state estimation techniques
 
  +
# The final report is visualized clearly and transparent
−
# 5. Different techniques for importance sampling in the particle filter
 
−
# 6. Applying Kalman Filter for nonlinear system
  
−
# 7. Concepts of EKF-based localization and particle filter-based localization
  
 
'''Section 2'''
  
'''Section 2'''
   
 
'''Section 3'''
  
'''Section 3'''
  +
  +
'''Section 4'''
  +
  +
'''Section 5'''
  +
  +
'''Section 6'''
  +
  +
'''Section 7'''
   
   
 
=== The retake exam ===
  
=== The retake exam ===
 
'''Section 1'''
  
'''Section 1'''
−
# For the retake, students have to implement a given state estimation problem. First, need to formulate it with logical reasons for justifying it. Second, need to develop the proposed idea in a simulated setup. Answer a set of theoretical questions that comes from section 1, section 2, and section 3.
+
# 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'''
  
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Latest revision as of 09:50, 29 May 2023

Market Research for IT Startups

  • Course name: Market Research for IT Startups
  • Code discipline:
  • Subject area: Technological Entrepreneurship

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

Prerequisite subjects

  • N/A

Prerequisite topics

  • N/A

Course Topics

Course Sections and Topics
Section Topics within the section
Ideation tools
  1. Art VS Creativity
  2. Ability to discover
  3. How to generate ideas
  4. Creativity sources
  5. Ideation in groups
  6. Rules for ideation for startups
Market research content
  1. Types of research: primary vs secondary
  2. How to plan a research
  3. Market research chapters content
  4. Frameworks used in a market research (SWOT, Persona, etc)
  5. Tools and sources to conduct a competitors analysis
Customer development
  1. Interviews are the main tool for “Get Out The Building” technique
  2. The "Mum's Test"
  3. Jobs-To-Be-Done
  4. Good and bad interview questions
Market sizing
  1. Market analysis VS market sizing
  2. Sizing stakeholders and their interests
  3. Sizing methods
  4. TAM SAM SOM calculation examples
Data for a research
  1. Sources and tools for competitors overview
  2. Sources and tools for product and traffic analysis
  3. Sources and tools for trend watching
  4. Life hacks for search
Founder motivation
  1. Ways to Stay Motivated as an Entrepreneur
  2. Exercises for founders motivation
Pitch Day
  1. Market research results presentations

Intended Learning Outcomes (ILOs)

What is the main purpose of this course?

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

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

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

  • Market research techniques using open data,
  • Typology of market assessment methods,
  • Types of research data and their application,
  • Market research components: competitors overview, value proposition, trend watching, venture status, business models, buyers profile etc

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 ...

  • Methods of ideation,
  • TAM SAM SOM method, 2 approaches,
  • Applied tools and resources for market sizing,
  • Principles to work with business hypotheses

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 ...

  • Identify and describe the market
  • Assess market potential for any business idea
  • Conduct relevant market research before starting up a business
  • Use the most relevant and high-quality data for a market research

Grading

Course grading range

Grade Range Description of performance
A. Excellent 85.0-100.0 -
B. Good 70.0-84.0 -
C. Satisfactory 50.0-69.0 -
D. Fail 0.0-50.0 -

Course activities and grading breakdown

Activity Type Percentage of the overall course grade
Paper #0: Market research structure 0-10 scale (costs 10% final)
Paper #1: TAM SAM SOM 0-10 scale (costs 20% final)
Workshops activity 3 points for each of 7 workshops: 1 point=participation, 2 points=discussion, 3 points=valuable results (costs 21% final)
Paper #2: Market research 0-10 scale (costs 30% final)
Final Presentation 0-10 scale (costs 20% final)

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.
Students work in teams, so coordinating teamwork will be an important factor for success.
Reading the provided materials is mandatory, as lectures will mainly consist of discussions and reflections not slides or reading from scratch.
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

Open access resources

  • - article with reflections on the methodology book on the 55 typical business models
  • - 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.
  • - 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.
  • A selection of with a summary of key ideas from Harvard Business Review
  • 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

  • Crunchbase.com
  • Statista.com

Software and tools used within the course

  • Boardofinnovation.com
  • Miro.com
  • Notion.com
  • MS Teams

Teaching Methodology: Methods, techniques, & activities

Activities and Teaching Methods

Teaching and Learning Methods within each section
Teaching Techniques Section 1 Section 2 Section 3 Section 4 Section 5 Section 6 Section 7
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
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
Activities within each section
Learning Activities Section 1 Section 2 Section 3 Section 4 Section 5 Section 6 Section 7
Interactive Lectures 1 1 1 1 1 1 1
Lab exercises 1 1 1 1 1 1 0
Group projects 1 0 0 0 0 1 1
Flipped classroom 1 1 1 1 1 1 0
Discussions 1 1 1 1 1 1 1
Presentations by students 1 0 1 0 0 0 1
Oral Reports 1 0 1 0 0 0 1
Cases studies 0 1 0 1 1 1 0
Experiments 0 0 1 0 0 0 0
Written reports 0 0 1 0 0 1 0
Individual Projects 0 0 0 1 0 0 0
Peer Review 0 0 0 0 0 0 1

Formative Assessment and Course Activities

Ongoing performance assessment

Section 1

Activity Type Content Is Graded?
Discussion Difference between Art and Creativity. Examples from your personal experience
Tools to manage your attention: work with exercises above
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?
Idea diary: share your experience, was it useful? How to keep motivation to continue?
Sharing your business ideas: is it risky for a founder? Why?
Name and discuss principles of hypothesis thinking
Name and comment on ideation tool you know. Did you have an experience with it?
Where to take creativity? Your advice
Lets find examples of “Steal like an artist” approach among startups
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
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
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

Section 2

Activity Type Content Is Graded?
Discussion What are the basic steps in market research?
What are the commonly used market research methods?
What research question types can be asked in surveys?
Should startup prefer primary or secondary research?		 0
Workshop SWOT analysis: compare your business idea with competitors and market situation
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
Home written assignment Market research doc: create a structure that is:
1-2 pages long
Describes your business idea
Contains the structure of your future research
Contains a list of questions to answer during the research for each chapter proposed
Contains links and references to data sources potentilly interesting to use in a research
Its feasible: it should be a chance you may answer all the questions stated in the doc
The doc format is designed and well structured		 1

Section 3

Activity Type Content Is Graded?
Oral test Good or bad interview question?
Useful or useless feedback?		 0
Workshop Work on your customer profile using the Persona template. Make a client interview script with the help of the Problem-validation-script. 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

Activity Type Content Is Graded?
Workshop Estimate your target market using the TAM-SAM-SOM template in MIRO. Explain the data. 1
Case study Learn a market sizing case: online babysitting service 0

Section 5

Activity Type Content Is Graded?
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
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

Activity Type Content Is Graded?
Workshop Exercises:
Personal SWOT Analysis
List of Personal Achievements
Analysis of Motivating Activities
Your Personal Vision		 0

Section 7

Activity Type Content Is Graded?
Pitch session The final Market Research report should follow the structure discussed
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

Section 1

  1. For the final assessment, students should complete the Market Research paper.
  2. 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.
  3. 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.
  4. Grading criteria for the final project presentation:
  5. Market sizing has been carried out
  6. Customer segments are named
  7. Сompetitor analysis has been conducted
  8. At least 2 prominent data sources are used
  9. Customer discovery interviews conducted
  10. Future steps are mapped out
  11. The final report is visualized clearly and transparent

Section 2

Section 3

Section 4

Section 5

Section 6

Section 7


The retake exam

Section 1

  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 3

Section 4

Section 5

Section 6

Section 7

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