concept selection and pitching ideas

that card is cheesy, what if we gave these

balloons?

“Yes and...”

“Plussing” -Disney, Pixar

critique and evaluation

looking at the positives

making lemonade

yay! boo!looking at the positivesbuilding on ideas

6 Thinking Hats

feelings positive creative control facts negative

avoid falling in love with an ideathey are like guppies.

disney method

ideate, test, critique

dreamer realist critic

group of people selected to critique and terminate worthless ideas, provide feedback, expose the flaws

murder boardcritic critic critic

an idea is best understood in the context of other ideas. thus, if you have only one idea you can’t compare it to anything. you don’t know it’s strengths and weaknesses. - van oech

nothing is more dangerous than an idea when it

is the only one you have.-Emile Chartier

comparing ideas

evaluation criteria

marketablefeasible

noveldoes it exist already and can you protect it?

do people want it and for how much?can you make it and for the right cost?

what other criteria can you use to evaluate?

eight factors from Thinkertoys - michalkoevaluation criteriacan I communicate it clearlyam I personally interested in the ideaare there good market opportunitieshow good is the timing (trends, culture, technology)am I competent to implement the ideais this a good application of my strengths does the idea have competitive advantageshow unique is the idea

can I communicate it clearlyam I personally interested in the ideaare there good market opportunitieshow good is the timing am I competent to implement the ideais this a good application of my strengths does the idea have competitive advantageshow unique is the idea

choosing criteria evaluation criteria choose 5-7 criteria. cover at least novelty, feasibility and marketable

marketablefeasible

novel

is it feasible to turn it into a producthow big is the impact of this ideais there a clear need

Pugh charts

Pick one idea as benchmark

Rate each criteria with + S - as compared to the benchmark

+ always means good/better

your five ideas to compare

eval

uatio

n cr

iteri

a (5

-7)

If your concept is so esoteric that you can’t describe it in 30 seconds at a cocktail party, it’s either too complex or you don’t understand it yourself. -jason cohen

the Elevator Pitchgoing up?

NO SALESMAN CRAP.rule 1.

the investor is not your customer. do not try to sell them the product.it is not a product yet.

the Elevator Pitchgoing up?

“i’m here to tell you about an opportunity...”“get ready for the next...”“presenting the...”“for only $4.99...”“wouldn’t your life be better if...”

TALK LIKE A REAL PERSON TALKING TO REAL PEOPLE. NOT LIKE YOU ARE IN A TV INFOMERCIALand be honest.

the Elevator Pitchgoing up?

Businessweek’s Perfect Elevator Pitch suggestions:know what you are trying to achieve know your target (who are you pitching to)it’s not about you (it’s about the idea)keep it real (no slang or buzz words)be specific (use actual examples)solve a problemlet your passion showkeep it shortpractice and prepare no notecards,

1 hour for every minute

NO NOTECARDSDON’T MEMORIZE WORD FOR WORD

the Elevator Pitchwhat do I include in 1-2 minutes?

what is the need/opportunity?what is the product or service?how does it work?what makes it novel?what makes it better/different?who is the market/user?what is the market size?how much will people pay?can you protect it?

Humans are not ideally set up to understand logic; they are ideally set up to understand stories - Roger Schank, cognitive scientist

support with research/data. make eye contact.be excited and engaging.can use a prop/prototype

Finale (tues dec 13)health and wellness industry leaders

Round 1:internal team presentationsand voting with 1-2 reviewers

Round 2:top 14 ideas (one per team)present for the entire class

Prizes from OTC

product naming

trademark

good names:

able to be pronounceddistinguish a product from competitorsimply the benefitare memorable are able to be protectedlook goodhave depth

how the name maps to the product (directness)direct

(functional)descriptive (experiential)

suggestive (evocative)

no/weak connection

exactly what the product is element or description description through relationship

very distant/ abstract or arbitrary

degree of neologism real

(or other languages)portmanteau based on/

sounds like real words

made up/acronym

letter/sp.variation/

abbr.

product namingjudging a book by its cover

blog assignment 7concept selection and idea pitchesdue Wednesday Dec 7th at midnight

1) post your Pugh Chart from discussion day

2) select your best idea, choose a name, and make final sketch, rendering and/or prototype

3) make a storyboard to think through your 1-2 minute pitch

4) design and post a 1-2 minute “elevator pitch” video (First to YouTube or Vimeo). Make it creative, engaging and informative and not an infomercial.

5) you will need to have 3 visual slides to accompany your elevator pitch in class. Even if you use these slides in your video or a slide is images from part (2), post the actual slide images in this blog section.

TAG: "pitch"

Pugh Chart 1 = Posted a clear image or recreation of the Pugh Chart 0 = No chart

Final Idea 1 = Final sketch, rendering or prototype image and title of the chosen idea 0 = No documentation of final idea

Storyboard 1 = Storyboard of your elevator pitch 0 = No storyboard

Video3 = 1-2 minute video pitch of the idea that is viewable and/or linked from the blog. The video should present the idea in a manner described in class 0 = Did not include video

Slides3 = 3 visual slides that accompany the presentation content 0 = No slide images

the Elevator Pitch video1-2min video of your best ideaposted first in youtube or vimeo then embedded in a new blog post

due at midnight next Wednesday, Dec 7

focus on you focus on the user focus on the the product

can check out AV from UMN or just use a smart phone

the Elevator Pitch video

straight forward elevator pitch like a kickstarter pitch sometime totally different

posted first in youtube or vimeo then embedded in a new blog post

due at midnight next Wednesday, Dec 7

can check out AV from UMN or just use a smart phone

1-2min video of your best idea

TimelineWednesday (Tomorrow) Nov 30 - Assignment 6 Due

Thursday Dec 1 - Discussion (Market Research, Benchmarking & Pugh Chart Selection)

Friday Dec 2 - Last Peer Review Due

Tuesday Dec 6 - Guest Lecture on Intellectual Property(and creativity test/grades return)

Wednesday Dec 7 - Assignment 7 Due

Thursday Dec 8 - Discussion (Elevator Pitch Practice)

Tuesday Dec 13 - Walleye Tank (and class wrap up)

spring pdes classesPDES 3711/5711 Toy Product Design (4cr) PDES 2702/5702 Concept Sketching (3cr)PDES 2703 Concept Visualization and Presentation (3cr)PDES 3704/5704 CAD Methods (3cr)PDES 3705/5705 History and Future of Product Design (3cr)DES ???? Furniture Design Practice (3cr)

questions?