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Изучение подходов к управлению разработкой новых продуктов

Пимонова С. А., Потапова Д. И.

В кн.: Социально-экономические преобразования и проблемы. Сборник научных трудов (выпуск 11). Вып. 11. Н. Новгород: Издательство НИСОЦ, 2021. С. 50-63.

Препринт
R&D and marketing NPD cooperation: antecedents and consequences in Russian companies

Denis Fomenkov, Kirill Veselov.

Social Science Research Network. Social Science Research Network. SSRN, 2015

Consumer Research and MVP development

2021/2022
Учебный год
ENG
Обучение ведется на английском языке
3
Кредиты
Статус:
Курс обязательный
Когда читается:
1-й курс, 1 модуль

Преподаватель

Ница Алексей Владимирович

Ница Алексей Владимирович

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, build the correct product to satisfy that need(s), test 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

  • The aim of the discipline is to introduce entrepreneurship, show how to test an entrepreneurial ideas for viability, show the stages of the life cycle and Customer development Framework, learn how to build and test MVP and what tools to use.
Expected Learning Outcomes

Expected Learning Outcomes

  • Use the design-thinking methodology
  • Use different sources of entrepreneurial ideas. Is able to train creative and entrepreneurial thinking. Use different methods for generating ideas.
  • Is able to design value proposition, develop a business-model, test hipothesis.
  • Is able to conduct a primary market analysis: customers, competitors, industry. Is able to assess the market potential
Course Contents

Course Contents

  • Entrepreneurial mindset and idea generation
    Sources of entrepreneurial ideas. Tools for the development of creative and entrepreneurial thinking. Methods for generating ideas. Design-thinking methodology
  • Business model development
    Development of a value proposition, Abel's analysis. Business model concept. The main elements of the business model. Testing and adjusting the business model.
  • Primary market analysis
    Consumer analysis: identifying a consumer's problem, forming a portrait of a consumer, calculating the volume of the market. Market analysis: industry analysis, key success factors in the market, market geography. Competitor analysis: comparative analysis of competitors, identification of competitive advantages.
Assessment Elements

Assessment Elements

  • non-blocking 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
    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
    Competitor analysis Market assessment: PAM, TAM, SAM, SOM
  • non-blocking Task 4. Creating an MVP
    Choosing an MVP form Creating an MVP
  • non-blocking 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 Final Project Assessment
Interim Assessment

Interim Assessment

  • Interim assessment (1 module)
    0.4 * Final Project Assessment + 0.12 * Task 1. Choice of target audience and problem to be solved + 0.12 * Task 2. Preparing and conducting surveys and interviews + 0.12 * Task 3. Conducting an analysis of the market and competitors + 0.12 * Task 4. Creating an MVP + 0.12 * Task 5. Testing MVP
Bibliography

Bibliography

Recommended Core Bibliography

  • Aulet, B., Ursache, M., & Snyder, C. (2017). Disciplined Entrepreneurship Workbook. Hoboken, NJ: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1487845
  • Bill Aulet. (2013). Disciplined Entrepreneurship : 24 Steps to a Successful Startup. Wiley.
  • Osterwalder, A., Smith, A., Bernarda, G., & Pigneur, Y. (2014). Value Proposition Design : How to Create Products and Services Customers Want. Hoboken: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=945730
  • Pressman, A. (2019). Design Thinking : A Guide to Creative Problem Solving for Everyone. New York: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1923524
  • Sahlman, W. A., Hoffman, R., Andreessen, M., & Blank, S. G. (2018). HBR’s 10 Must Reads on Entrepreneurship and Startups (featuring Bonus Article “Why the Lean Startup Changes Everything” by Steve Blank). Boston, Massachusetts: Harvard Business Review Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1798805
  • Steve Blank, & Bob Dorf. (2020). The Startup Owner’s Manual : The Step-By-Step Guide for Building a Great Company. Wiley.
  • This is service design methods : Expanded Service Design Thinking Methods for Real Projects, , 2018

Recommended Additional Bibliography

  • Business model generation : a handbook for visionaries, game changers, and challengers, Osterwalder, A., 2010
  • Osterwalder, A., & Euchner, J. (2019). Business Model Innovation: An Interview with Alex Osterwalder. Research Technology Management, 62(4), 12. https://doi.org/10.1080/08956308.2019.1613114
  • 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