IMPORTANT: This lecture is only for students assigned to the supplementary curriculum "Extended Study on Innovation" offered by the Innovation Incubation Center (i²c)! For further information, please visit http://i2c.tuwien.ac.at/home/are-you-a-student/how-to-apply/
***Content description***
Innovation Project 1+2 - General Content:
The "Innovation Project" of the extended study on innovation will focus on implementing the lessons learned within the other lectures. Students of the curriculum will work on a concrete innovation project in order to consolidate and strengthen the innovation knowledge in a real innovation case. The lecture starts in the winter semester with "Innovation Project 1" and concludes in the summer semester with "Innovation Project 2".
The following topics will be covered:
- Design Thinking
- Idea Presentation
- Competition & Market Analysis
- Branding
- Lean Canvas Model
- Business Prototyping
- No-code
- Slidedeck Writing & Storytelling
- Pitching
- Milestone-presentations: First Milestone (Problem, Solution, Problem-Solution-Fit, First Prototype, Competition and Market Analysis, Business Model, Finance Plan), Go-to-Market Strategy, Extended Pitch-deck, 3-min.-pitch
- Demo Day
Innovation Project 1+2 – Format of Course:
The course consists of input- and mentoring-sessions as well as milestone presentations:
- In the input- and mentoring-sessions on specific topics, experienced mentors support the students in implementing the theory learned in their individual innovative projects.
- In the milestone presentations, students will present specified aspects of their project to the other students and to some mentors, who will offer feedback and help them to improve and adapt by asking critical questions.
The Extended Study on Innovation will conclude with the Diploma Demo Day, where the students pitch their innovation projects to a jury of potential investors. The best projects will be awarded special prizes (e.g. the acceptance into the TUW i2ncubator program or a place in the co-working space Founder Space).
Innovation Project 1 – Detailed Content
- Design Thinking Workshop
- Idea Presentation and Discussion
- Competition & Market Analysis Workshop
- Branding Workshop
- Lean Canvas Workshop
- Business Prototyping Workshop
- Pitching
- 1st Milestone-presentation + feedback: Problem, Solution, Validation, Prototype, Business Model, Competition & Market Analysis, Finance Plan
1. Design Thinking Workshop (lecturer: Silvia Rathgeb)
Schedule:
- Design Thinking in a Nutshell
- The Rules of Design Thinking
- Presentation of the problem statements of the student teams
- Selection of the top problems à Teams to work on during this workshop
- DT loops for the ideas incl. prototyping and testing
- Presentation of the best ideas
Pre-Preparation:
- 1-2 Slides as a Problem statement based on the first developed ideas
Learnings and Takeaways:
- Basic understanding of Design Thinking
- Collecting feedback for projects
- Gathering new ideas to further develop
Next Steps:
- Idea presentation
- Competition & Market Analysis WS
- Lean Canvas WS
2. Idea Presentation & Discussion (various lecturers & mentors)
Every student who has an innovative idea in mind is invited to present it to the other students. Ideas will be discussed and the first steps for building project teams will be made.
3. Competition & Market Analysis Workshop (lecturer: Chris Lamaison)
Purpose of this workshop
Having participated, you will be able to:
- Extract market intelligence faster and more efficiently
- Understand better your own segment within the market,
- know more about your competitors
- Make strategic decisions about your own business.
Techniques to gather market intelligence quickly
- Scoping your own research
- Preparation for interviews and web search checklist
- Use of different processes to engage
- Consider your questions for maximum chance of success
- Methods to find the most relevant people for your business proposition
- Sources of information that are relevant for your business
- Ethics in market research
Competitive Analysis
- Extracting useful information on competitors
- Comparative size of each competitor in your market
- Which channels do your competitors use and why?
- How do your competitors operate?
Market Analysis
- Techniques to determine the size of your market
- Measuring market share against competition
- Market segmentation
- Identification of your most relevant sector
Mini workshops within the session
- Planning your own market research
4. Branding Workshop (lecturer: Florian Hämmerle)
Branding is a passive form of communication for a brand. Meaning to display a product idea for e.g. on a website, in a flyer or on social media. The branding prototype is a communication concept for the innovative idea.
Part 1: Brand Positioning & Storytelling
- Terminology: what is a brand?
- Methodology: archetypal branding (based on c.g. jung, m. mark, c. pearson)
- A short overview, how archetypes influence the tonality of communication
- Case story
- Terminology: what is a story?
- Methodology: heroes journey based on joseph campbell / christopher Vogler
- Hands-on: definition of a (simplified) persona as a hero, beginning of a heroes journey
Working Session:
Part 2: Brand Prototype
- how to use the findings of part 1
- terminology: mockups, wireframes
- methodology: using mindmaps and mental models to plan the goals of your website/channels
- methodology: deducting a sitemap and content map
- methodology: creating wireframes to plan communication
- what is a good logo? how to choose the right colours, developing a pictorial language, means of information design
- case story
Working Session:
Pre-requisties:
- Knowledge about how to define personas from Design Thinking
5. Lean Canvas Workshop (lecturers: Alexandra Negoescu)
Content:
This lecture introduces students to a disciplined and rigorous way of vetting new ideas while at the same time tackling both product and market validation through short iterations.
Content:
- Systematically apply the Lean Methodology
- Draft an initial business model and USP
- Build and measure what customers want
- Identify the riskiest parts of your plan
- Systematically test your plan
- Frame growth opportunities
Working Session:
- Business modelling: apply the lean methodology using the lean canvas
- Understanding what customers need: applying a methodology for conducting structured interviews
Prerequisites:
- Market and Competition Analysis
6. Business Prototyping Workshop (lecturer: Blai Carandell)
Objectives:
- Understand the mindset behind business prototyping
- Get a handle on different tools and techniques
- Gain insight into metrics and kpi’s
- Implement learnings in projects
Structure:
Introduction:
- Why business prototyping is the winning strategy
- What we mean by business prototyping
- Case studies and examples of business prototyping
- Tools to launch
Idea “Roast” - applying the methodology to projects
- Identify Leap of Faith Assumptions
- Design Protolog
- Prototyping Roadmap
Time to work on the prototype
Time to review results
- Metrics and KPIs
- Learnings
- Next steps, commitments from teams and debrief
7. Pitching (lecturer: Daniel Cronin)
What makes a pitch a ‘perfect pitch'? Get to know the success factors of a great pitch. Get insights about how to implement a captive story in your pitch. Learn the techniques from the ‘Pitch-Professor’ himself.
Part 1: Introduction & Project Oneliner
- Essentials of a pitch
- Storytelling technique and relevant parts for a pitch
- Feedback for innovation project one-liner
- Elements of a pitch
Preparation:
- Submit one-liner and a short description of innovation project
Part 2: 1-1 Pitch Training Session
- Present your pitch
- Get individual feedback
8. 1st Milestone Presentation - Project
At the end of the first semester, you will present the current status of your project in the first milestone presentation in front of your colleagues and a jury of mentors, who will both offer feedback.
Presentation Topics: Problem, Solution, Problem-Solution-Fit, First Prototype, Competition and Market Analysis, Business Model, Finance Plan
***Lecturers & Mentors***
Silvia Rathgebis leading the SAP University Alliances and SAP Next-Gen activities in Austria. SAP University Alliances supports faculties and students through teaching and learning resources and aims at preparing the next generation with knowledge and skills for the future. Silvia is also supporting academic and educational institutions as well as student startups on their innovation journey with Design Thinking and Business Model Innovation. Prior to her role as SAP University Alliances Director, she has held different positions in in Sales, Account Management, Business Development, Partner Management and Consulting. She studied Commercial Sciences at the Vienna University of Business and Economics and Business.
Chris Lamaison started in market research in the BOC Group (after a chemistry and geology degree at Exeter University) and has 46 years of market research and marketing roles in technology companies (such as BOC, Edwards High Vacuum, Hughes Aircraft Company, Smiths Industries and Perkin Elmer). After working in a life sciences Cambridge start-up company, he started Cambridge Resolution, a specialist market research company, in 1998. He has worked with about 100 organisations over the last 23 years.
Florian Hämmerle studied Intermedia Design in Vorarlberg, worked as a marketer, illustrator and brand designer for various agencies in Vorarlberg, Tirol and Vienna. Tired of constraining job definitions he turned his versatility into business and founded Hämmerle & Luger together with the graphic designer Vinzenz Luger. The branding studio works with agile teams, its size adapts to the challenge given and is driven by a simple cause: to make branding accessible to everyone.
Alexandra Negoescu holds a degree in computer science and E-Business. Her deep understanding of new technologies can assess both the technical and business value of new opportunities. Over the past years working at the TU Wien Innovation Incubation Center, she has been focusing extensively on helping TU Wien scientists assess the business potential of their research projects and, through the TUW i²ncubator incubation program, bring their research from the lab to society.
Blai Carandell Saladich is partner at NOBA, an innovation agency that supports corporates and entrepreneurs in launching new products, services and business models through business prototyping. The company is responsible for launching and managing in a wide array of industries and countries, with clients such as Nestlé, Danone, Boehringer Ingelheim, Suez and Generali. He was previously CEO at Ôasys, and IOT startup invested by Suez. Additionally, he has taught at business schools such as ESADE and EADA.
Daniel Cronin is a passionate marketer and public speaker. He studied at the Vienna University of Economics and Business where he qualified with a Masters in Economics & Social Science. He wrote his thesis on Mobile Marketing and in 2011 became a founding member of the full-service app-agency "all about apps", where he was Head of Marketing. Daniel is Co-Founder and Member of the Board of AustrianStartups and lectures Mobile Business and Marketing at the University of Applied Sciences in Hagenberg. He presented the show "2Minuten, 2Millionen", the PULS4 Startup-Show on national TV. Daniel has also hosted many events and panels including, Startup Week, Pioneers Festival as well as the World Business Dialogue and the EBAN Annual Congress.
Voraussetzung für die Anmeldung ist eine Fortmeldung zu einem der folgenden Studien:
