Исследование потребителей и разработка MVP

2022/2023

Лучший по критерию «Полезность курса для Вашей будущей карьеры»

Кто читает: Кафедра венчурного менеджмента (Нижний Новгород)

Когда читается: 1-й курс, 1 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Преподаватели: Ница Алексей Владимирович

Язык: английский

Кредиты: 3

Контактные часы: 28

Full Syllabus Ask Question

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

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

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

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

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
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
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
Task 4. Creating an MVP
Task 4. Creating an MVP ● Choosing an MVP form ● Creating an MVP
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
Defending projects
● Presenting Final results. Defense takes place in the format of presentations and speeches by the teams of each project.

Interim Assessment

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

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

Authors

Belokhlebova Natalia Aleksandrovna
Butriumova Nadezhda Nikolaevna

Course Syllabus