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Consumer Research and MVP development

2022/2023
Учебный год
ENG
Обучение ведется на английском языке
3
Кредиты
Статус:
Курс обязательный
Когда читается:
1-й курс, 1 модуль

Преподаватель

Course Syllabus

Abstract

Customer development and MVP design – is a practice oriented course. Through the tasks of the class students will develop their own product. Using four-step framework, students will identify customer needs, built the correct product to satisfy that need(s), teste the different methods for acquiring and converting customers, and deploy resources to meet the demand for the product. In the end of the course students will have the minimum viable product that meets customers’ needs.
Learning Objectives

Learning Objectives

  • how to test a new product ideas for viability
  • what are the stages of the life cycle and Customer development Framework
  • how to build and test MVP and what tools to use
Expected Learning Outcomes

Expected Learning Outcomes

  • able to use all steps of Customer Development Framework
  • able to find and evaluate new market opportunities and formulate new business ideas
  • able to find the needs of a specific target audience through research
  • able to assess the potential market
  • able to create and test MVP
Course Contents

Course Contents

  • Introduction to entrepreneurship. Customer Development
  • Lean Startup and the Business Model
  • Target audience and needs research. Problem interview
  • Analysis of the market and competitors
  • Creating an MVP
  • Testing the MVP
Assessment Elements

Assessment Elements

  • non-blocking Task 1. Choice of target audience and problem to be solved
    Task 1. Choice of target audience and problem to be solved ● Defining customer segments ● User problem formulation ● Identifying alternatives ● Prioritization and selection of segments ● Understanding the channels of engaging an audience for interviews
  • non-blocking Task 2. Preparing and conducting surveys and interviews
    Task 2. Preparing and conducting surveys and interviews ● Planning interviews and interviews and formulating questions ● Conducting at least 10 real interviews ● Survey of at least 100 respondents ● Analysis of results and interpretation of insights
  • non-blocking Task 3. Conducting an analysis of the market and competitors
    Task 3. Conducting an analysis of the market and competitors ● Competitor analysis ● Market assessment: PAM, TAM, SAM, SOM
  • non-blocking Task 4. Creating an MVP
    Task 4. Creating an MVP ● Choosing an MVP form ● Creating an MVP
  • non-blocking Task 5. Testing MVP
    Task 5. Testing MVP ● Preparing questions for decision interviews ● Conducting at least 10 decision interviews ● Interpreting insights and making a MVP changelog ● Making changes to MVP
  • non-blocking Defending projects
    ● Presenting Final results. Defense takes place in the format of presentations and speeches by the teams of each project.
Interim Assessment

Interim Assessment

  • 2022/2023 1st module
    0.12 * Task 5. Testing MVP + 0.12 * Task 1. Choice of target audience and problem to be solved + 0.12 * Task 3. Conducting an analysis of the market and competitors + 0.4 * Defending projects + 0.12 * Task 4. Creating an MVP + 0.12 * Task 2. Preparing and conducting surveys and interviews
Bibliography

Bibliography

Recommended Core Bibliography

  • Alvarez, C. (2014). Lean Customer Development : Building Products Your Customers Will Buy (Vol. First edition). Sebastopol, CA: O’Reilly Media. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=780832
  • Bill Aulet. (2013). Disciplined Entrepreneurship : 24 Steps to a Successful Startup. Wiley.
  • Blank, S. G., & Dorf, B. (2015). The Path to the Epiphany: The Customer Development Model, How narrow the gate and constricted the road that leads to life. And those who find it are few.—Matthew 7:14 ; El camino a la Epifanía del Señor: El Modelo de Desarrollo de Clientes. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.7DE80278
  • David J. Bland, & Alexander Osterwalder. (2020). Testing Business Ideas : A Field Guide for Rapid Experimentation. Wiley.
  • Guldmann, E., Bocken, N. M. P., & Brezet, H. (2019). A Design Thinking Framework for Circular Business Model Innovation. Journal of Business Models, 7(1), 39–70. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=139360606
  • Osterwalder, A., Clark, T., & Pigneur, Y. (2010). Business Model Generation : A Handbook for Visionaries, Game Changers, and Challengers. Hoboken, NJ: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=335366
  • Ries, E. (2011). The Lean Startup : How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. New York: Currency. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=733896

Recommended Additional Bibliography

  • Griffin, A., Swan, S., Luchs, M., & Product Development & Management Association. (2015). Design Thinking : New Product Development Essentials From the PDMA. Hoboken, New Jersey: Wiley-Blackwell. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1072252