Previously on E&I…The importance of user-centered design in value generation.

A quick recap of Class 2

Value is defined (or validated) by the customer

The user/consumer must be at the center of our process

Detecting needs requires information

First-hand

From secondary sources

Convergence, Divergence, Empathy, etc.

What comes next?

Initial group pitches: Saturday 17

What to include?

Problem

Solution

Customer profile(s)

Some evidence from secondary sources

Customers, sector, competitors, allies, etc.

Paula (T.A.) will write you with a presentation schedule

Homework time!

Please hand it in now in case you still have not done so.

The “interesting fact” you found for Step 2’s demographic

reports.

The Step 1 cards, in case you were missing them.

ENTREPRENEURSHIP AND

INNOVATIONClass 3 – Opportunity creation: Product and customer

development

Javier A. Rodríguez-Camacho, Ph.D.

Pontificia Universidad Javeriana in Bogotá, II-2019

Time to use those cute little

cards you made!

“Step 1”

Classwork 1

You will receive three cards:

One with an object

One with a functionality

One with a need/want

You will prepare three other “cards”:

Finding the object an application (Not the obvious one, maybe not sellable.

Be creative)

Finding a solution to the need or want (Not the obvious one)

Find the functionality an alternative application (This object was used to

kill insects, to mix food now)

You have 10 minutes to work individually, no talking allowed.

Then you will present your work to the whole class.

Step 1 – Two examples

An ornamental,

multi-colored lava

lamp.

It looks cool.

A plastic instrument

to squash insects.I was afraid of Zika

virus.

Use it as a reflector for bycicles: We adapt the battery so thatit can work with the energy generated by pedalling. We placethe lamp on a stand located on the handle, we fold a piece ofmetal in the shape of a cone as a makeshift screen and use it todirect the light beam.

A watch with a mosquito detector so that a sensor activates

an alarm when a mosquito is within a certain distance.

I was afraid of Zika

virus.

A mapping service linked to an app which uses the phone’s

camera to project images on a room’s walls.

A multicolored

lamp.Ornamental object

for domestic use

Household

decoration

Functionality

Use/Need

Classwork 1

You will receive three cards:

One with an object

One with a functionality

One with a need/want

You will prepare three other “cards”:

Finding the object an application (Not the obvious one, maybe not sellable. Be

creative)

Finding a solution to the need or want (Not the obvious one)

Find the functionality an alternative application (This object was used to kill

insects, to mix food now)

You have 10 minutes to work individually, no talking allowed.

Then you will present your work to the whole class.

Time to see what Step 2’s

“interesting” characteristic

really meant

Classwork 2

I will randomly arrange you in pairs

You will receive a report with some interesting facts about a populationgroup

In a piece of paper you will describe the customers and identify theneed/want outlined in the report you received

All pairs have ten minutes to work, using any material you need but nottalking to others

Then, each pair will present to the whole class:

The need,

Whose problem it is,

The solution to the problem you are suggesting.

Classwork 2

What is the problem? What can be done?

In theory

In reality

Classwork 2

What is the problem? What can be done?

In theory Millennials are

connected all the time

but feel lonely.

In reality

Classwork 2

What is the problem? What can be done?

In theory Millennials are

connected all the time

but feel lonely.

In reality 37% of people born

between 1985 and 2000

report a “moderate” or

“high” level of loneliness

(Source APA).

Classwork 2

What is the problem? What can be done?

In theory Millennials are

connected all the time

but feel lonely.

Make them take the step

to connect in person

rather than online.

In reality 37% of people born

between 1985 and 2000

report a “moderate” or

“high” level of loneliness

(Source APA).

Classwork 2

What is the problem? What can be done?

In theory Millennials are

connected all the time

but feel lonely.

Make them take the step

to connect in person

rather than online.

In reality 37% of people born

between 1985 and 2000

report a “moderate” or

“high” level of loneliness

(Source APA).

?

Classwork 2

What is the problem? What can be done?

In theory Millennials are

connected all the time

but feel lonely.

Make them take the step

to connect in person

rather than online.

In reality 37% of people born

between 1985 and 2000

report a “moderate” or

“high” level of loneliness

(Source APA).

?

Classwork 2

What is the problem? What can be done?

In theory Millennials are

connected all the time

but feel lonely.

Make them take the step

to connect in person

rather than online.

In reality 37% of people born

between 1985 and 2000

report a “moderate” or

“high” level of loneliness

(Source APA).

?

The Need

The

Solution

The Opportunity

Classwork 2

What is the problem? What can be done?

In theory

In reality

Classwork 3

In a piece of paper you will describe the customers and identify

the need/want for your project

Individually, do not talk to others yet

Classwork 3

What is the problem? What can be done?

In theory

In reality

• Each team member completes this table on their own.

• You have 10 minutes

• Now get together with your group and work on a

collective version (it can’t be the original!)

• You have 10 minutes

• You will present the result plus the sources

Let’s do this exercise one again

Define the following components for your idea as it is today:

Problem

Solution

Need you satisfy

A verb, should be related to the solution

Customer

Who, how and where are they

Opportunity

Why you are the best providing the solution right here and now

Let’s do this exercise one again

Define the following components for your idea as it is today:

Problem

Solution

Need you satisfy

A verb, should be related to the solution

Customer

Who, how and where are they

Opportunity

Why you are the best providing the solution right here and now

Now what’s your

differential?

You now have 15 minutes to

present a pitch

Five minutes maximum

Include: Problem, solution, customers, etc.

So what was all of this about?Product development vs. Customer development

Two complementary approaches

Functionality versus application

Classwork 1.

Product development

Classwork 1.

Customer development

Classwork 2 (and also part of 1 and last class’ DT

exercise).

Homework

How do they compete?

Homework

How do they compete?

In your groups, go to any street in Bogotá where there are at least 3 storesselling “the same thing” next to each other.

Take a photo of the street

Describe the street (location, surroundings, importance, etc.)

Pick 3 different shops located in that street

Describe them in detail (size, opening hours, offer, etc.)

Answer the question for each of the three

Interviews (owners, customers), observation, etc.

Tell me how you did it, show evidence motivating your conclusion and how youarrived there.

Submit a report before next class. Be prepared to present.

You have two homeworks

“How do they compete?”

Slide 31.

The Pitch

Both to be submitted on August 17.

Thanks for your attention!Don’t forget the homework and see you next class.