Lecture Entrepreneurship: Chapter 4 - Zacharakis, Bygrave, Corbett

Chapter 4 - Prototyping your idea. Once you’ve identified your opportunity, the next step is to devise a strategy to pursue that opportunity. While you’re probably familiar with the basic strategy categories from previous coursework - differentiation, low cost, niche - many would-be entrepreneurs fail to grasp the intricacies of devising and implementing their strategy.

Trang 1

Zacharakis, Bygrave & Corbett, Entrepreneurship, 4th Edition New York: Wiley, 2017 ©

PROTOTYPI NG YOUR

I DEA

Chapt e r 4

1

Trang 2

What is prototyping?

Prototyping is the iterative process of quickly putting

together working models in order to represent ideas, test

various aspects of a design, and gather early customer

feedback, over and over again until obtaining the most

suitable product.

The core purpose of the prototyping process and

developing a prototype is to get a response from a target

customer or user in other words, feedback which can be

acted on.

2

Trang 3

Why prototyping?

q Introducing a new product or service involves substantial risk,

and upwards of 50-90% of innovations fail

q There is often a large gap between what the entrepreneur

believes is valuable and what the target customer perceives.

q Prototyping, both products and services alike, is one strategy to

test key assumptions about what a customer will value and be

willing to buy.

3

Trang 4

Prototyping should answer the following

questions

q Does my target customer want the new product I propose

creating?

q How might I alter the product or service to make it more attractive

to my target market?

q And how does my proposed innovation compare against existing

solutions in the marketplace?

4

Trang 5

The prototyping process

Representing

Assumptions

Make tangible or livable

the value your product

or service will offer so

that the target customer

can see, try or

experiment with it

5

Testing Assumptions Test what you have made tangible or livable by having your target customers use your prototype.

Learning and Iterating

Collect feedback from target customers and act on it by

creating a new version of the prototype and repeating the

process until you obtain a final product.

Trang 6

Some kinds of prototypes are:

q 3D printing

6

Trang 7

Low-fidelity Vs High-fidelity prototypes

7

out

feedback from customers

q Representing a final, polished product concept

q Making final decisions about marketing and production

Trang 8

Looks-like prototype

8

A lookslike prototype

q Test looks, design.

q Valuable to test market acceptance of the design, before costly, detailed

product development is started.

Trang 9

Works-like prototypes

9

q Test the functionality of the product.

q Test the usability with the target customer before programing or

manufacturing.

Trang 10

Paper prototype

10

q To quickly and

directionally correct

the basic idea of the

product.

q To explore what is

valuable to the target

customer.

Trang 11

3D printing

11

A color 3D printed model This model was created by

taking a 3D digital scan of the man shown in the picture.

q To create looks-like and even works-like

prototypes.

q Its getting cheaper and cheaper.

q There are companies that provide 3D printing

services.

Trang 12

Electronic prototype

12

Raspberry Pi and Arduino.

q 2 open-sourced projects,

Arduino and Raspberry Pi.

q Arduino is a platform with

microcontrollers that allow

DIY’s and hackers to connect

sensors and actuators to test.

q Raspberry Pi is a chip with

which you can test

computing

q They are low cost.

Trang 13

Prototyping and crowdfunding

q Kickstarter and Indiegogo highlight the value of

prototypes in securing funding

convey to their creative vision, and more importantly, to signal their professionalism and dedication to their

project

13

Trang 14

Prototyping = Co-creating

meaning alongside, your target audience to not only

validate their needs but also to discover unexpected entrepreneurial opportunities

design process

continuously in the process of idea generation and product development

14

Trang 15

Service Simulator

example:

q A plumbing company wishing to experiment with a new 30-minute ‘arrival guarantee’ for plumbing emergencies can set aside a plumber for rapid response to test the desirability of this new service

q An entrepreneur with a new pickup-and-delivery concept for a dry cleaner can first experiment with just the

pickup-and-delivery aspect of the service without building and operating an entire cleaning operation For example, an existing dry

cleaner/cleaning operation can be used to do the cleaning itself

15

Trang 16

Minimum Viable Product (MVP)

viable product as that version of a

new product concept which allows

a team to collect the maximum

amount of validated learning about

customers with the least effort1.

product as a more evolved

prototype that can be used by the

customer and actually deliver

value to a customer, even in a

rough form

16

1. Ries, Eric. Minimum Viable Product: A Guide, http://www.startuplessonslearned.com/2009/08/minimumviableproductguide.html, August 3, 2009.

Trang 17

Summary

thought of in many ways:

q As market research and exploration tools

q As physical embodiments of a set of assumptions

q As fundraising tools for Crowdfunding efforts

q As coordination device within an entrepreneurial team to identify research and development priorities 17

Trang 18

Reflection points

your concept?

target customer?

as final products?

in your idea generation?

concept?

18

Trang 19

Web exercises

simple paper prototyping:

https://www.youtube.com/watch?v=k_9Q-KDSb9o

Remember, simple, low fidelity prototyping is always the place to start

design services including graphic design, industrial/product design, 3D design and web development

Shapeways.com to learn more about 3D printing services, some which are likely available in your city

19

Định dạng
Số trang	19
Dung lượng	803,38 KB