How to drive our passions into an design idea?
How to develop this idea into an entrepreneurial opportunity around which building an innovative venture?
These are the main questions the course wants to give an answer.
The studio fosters the idea that designers are professionals able to shape their careers in an ever-changing world, leveraging on their hard and soft skills, their capability of managing complex processes with a holistic point of view and their sense of fair leadership when working in teams.
It aims to work on students’s passions to explore:
- the concept of “design intensive start-up”
- the “bird-in-hand” entrepreneurial principle of effectuation
- the approaches of designing in “from sketch” contexts, where no references of sector, user, market and established industry are given
- the notion of radical or incremental innovation, especially related in the ways design creates value in people interactions.
- the use of business modeling tools in order to evaluate and size entrepreneurial ideas
All these within eco-systems to be defined - where the emergence of start-ups and new ventures can create business complementarities with incumbent industries or strongly compete with them.
Students will be asked to design concepts of a venture highlighting constraints and opportunities of the corresponding eco-system at each step of the process.
Inspirations, methods, tools and technological breakthrough will be introduced as triggers to design the new venture. All along the course each team of student will face the design of all the start-up components: value proposition, technical asset, partners and alliances, users, distributive policies, revenue model, cost model, communication strategy.
The course structure will be basically split according to the following main activities:
- “diving” in designing a start-up, where some lectures will be taken about concepts of start-up creation, entrepreneurship, designing for new ventures and related design tools (Design Intensive Startup tools, business model canvas, user portrait, etc..)
- workshops on “design methods”, more intense moments in which the students will be asked to apply some guiding methods in order to set up and frame their “design-problem” and to draw their concept of business venture;
- workshop of “pre”-totyping and prototyping, where the students will be asked to test the value proposition of their business venture and their assumptions in real contexts
- roadshows, where the students will create an event “in the wild" to check the narrative and consistency of their business with real customers or early adopters
- pitches and presentations, simulations of fund raising activities used to enhance the capability of explaining/understanding the basic elements of a business ideas (students will play respectively the role of seeking for money entrepreneurs/founders and investors).
The course starts on September and will end with the exam before the Christmas pause in December: it will be structured on weekly lessons and intensive workshop sessions.
More details, the specific topic of the year and a definitive calendar will be revealed at the beginning of the course in September.
Please Note: The first day of the course is already an operative/working day.