Master
2021/2022
Consumer Research and MVP development
Category 'Best Course for Career Development'
Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'
Category 'Best Course for New Knowledge and Skills'
Type:
Compulsory course
Area of studies:
Management
Delivered by:
Department of Venture Management (Nizhny Novgorod)
When:
1 year, 1 module
Mode of studies:
offline
Open to:
students of one campus
Instructors:
Alexey Nitsa
Master’s programme:
Business Development and Business Analytics
Language:
English
ECTS credits:
3
Contact hours:
28
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
- 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
- Use the design-thinking methodology
- Is able to conduct a primary market analysis: customers, competitors, industry. Is able to assess the market potential
- Is able to design value proposition, develop a business-model, test hipothesis.
- Use different sources of entrepreneurial ideas. Is able to train creative and entrepreneurial thinking. Use different methods for generating ideas.
Course Contents
- Entrepreneurial mindset and idea generation
- Business model development
- Primary market analysis
Assessment Elements
- Task 1. Choice of target audience and problem to be solvedDefining 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 interviewsPlanning 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 competitorsCompetitor analysis Market assessment: PAM, TAM, SAM, SOM
- Task 4. Creating an MVPChoosing an MVP form Creating an MVP
- Task 5. Testing MVPPreparing questions for decision interviews Conducting at least 10 decision interviews Interpreting insights and making a MVP changelog Making changes to MVP
- Final Project Assessment
Interim Assessment
- 2021/2022 1st module0.4 * Final Project Assessment + 0.12 * Task 3. Conducting an analysis of the market and competitors + 0.12 * Task 1. Choice of target audience and problem to be solved + 0.12 * Task 5. Testing MVP + 0.12 * Task 2. Preparing and conducting surveys and interviews + 0.12 * Task 4. Creating an MVP
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