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7/27/2019 2225handbook_startup.pdf
1/12
when
rm 23 Sepember
13 December 2013
project leader
Adra
Marce
course leader
Dam
Pma
CertifiCate Program
program
handbook
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The contemporary transformationof the consumer society andmanufacturing systems is generatingnew ways to self-entrepreneurship inthe elds of design and creativity in
general.Few years ago youngsters dreamt tocreate their own music bands.
Nowadays the current ambition is tocreate a start-up. In this scenario, the
start-up was founded to provide theopportunity to turn good ideas intosustainable business.The aim of the Start-up Program is to
provide talented design students the
tools to become self entrepreneurs,as well as to be in contact with theactual present players of the market,to develop their creative ideas and totransform them into a business.
2
The program is designedto give students highresponsibility for the
management of theirown learning.
theprogramisbasedon
Casehistories, inroduced byenrereneurs, sar-uers, ournaiss,
media gurus, ange invesors ec.. in
order o acquire:
some concree hins o undersand
he way o enrereneurshi, and how o
swich rom being a aened designero a successu enrereneur;
he mos conemorary and innovaive
visions.
ProjeCtCourses, in order oearn and ay hands on he basics o
markeing, organizaion, fnance and
roec.
CoaChing, during which he sudenis suored individuay in order o:
deveo his/her business idea;
ouine a business an.
the programEvery company/brand that you have regard or, is
there because someone had the courage to start it.
Entrepreneurship is not limited to one group o people,
it is there or all that desire to make a change. The aim
o the Start-up Program is to provide talented design
students the tools to become sel entrepreneurs, as
well as to be in contact with actual present players
o the market, to develop their creative ideas and
to transorm them into a business. This is donewith a peculiar teaching/ learning strategy, which
involves a constant dialogue with managers, industry
practitioners and creative proessionals.
The lecturers/project leaders that are involved
in the program are proessionals running their
own consulting activities and working in dierent
companies. Industry partners will be involved in the
workshops to implement the learning by doing
experience oered to the students.
Furthermore, Domus Academy ensures students a wide
range o rst-class opportunities such as: to live in an
international and design-oriented city like Milan (i.e.
design studios and agencies, trade airs, companies,
etc); to study in an international school where
dierent cultures meet (about 50 dierent countries)
providing students with the chance to develop a
global thinking; to participate in Domus Academys
extended international network and be in touch with
most o the teachers who are internationally renownedproessionals in the eld.
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LearNINg
oUtComeSUpon successul completion o the course,the student will have: demonstrated an extensive knowledge of
the nature and characteristics o services,
their complexity and the ability or thinking
rom a systematic viewpoint;
demonstrated knowledge and critical
thinking on design; engaged critical and reective thinking
in conceiving innovative service concepts
and compelling experiences or a variety o
diverse service industries and sectors;
recognised the ability to express their
design concepts through a variety o
techniques including visual, oral and
prototyping.
The program o the Start-up Program is
workshop-based, supported by seminars,
tutorials, lectures, work in progress
sessions, critiques and a series o tutor-led
projects. Through a pro-active relationship
with the Course Sta and Project Leaders,
students will lead their project work and
be supported through consultative andadvisory tutorial guidance.
But rst a short glimpse on the Who.
We call Course Leaderthe teacher who
coordinates the study program, generates
ideas and networking about it within and
without the aculty, choosing visiting
proessors, coordinating the assessment
and the workshop themes.
On the other hand we call Project Leader
proessionals and teachers chosen among
the experts o the eld, whose job is
proposing a brie, providing mentorship to
students and taking part in the assessment
o the projects.
We call Visiting Professors leading
personalities, Italian and international,
working in the eld, designers and thinkers
chosen by the academic sta among the
most inspiring personalities working inthe discipline and across the disciplines.
Meeting and discussing with top people
will not only oer the student a chance o
a transormative encounter but also o a
career-perspective enrichment.
Lectures are usually used or the
presentation and discussion o theoretical
issues. They will oten be supported by group
discussions, which provide an opportunity orinteraction between Faculty Sta and groups
o students, and allow students to extend
and examine the issues raised.
Formal teaching is supplemented by
a range o guest speakers and visiting
proessionals (entrepreneurs).
The teaching and learning methods
employed on the Course are designed to help
participants achieve their individual aims and
objectives as well as those o the Course.
The primary vehicle or learning is thereore
the project work.
Emphasis is placed on:
learning and applying a problem setting
approach, ensuring that students hone their
critical skills and apply them throughout their
work process;
ostering a personal creative style and
developing an original way o expression; developing research skills, which will enable
students to source relevant materials,
teaChINg
methoDS
Our
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assimilating and articulating relevant ndings;
conceiving concepts and visions accounting or strategic choice implications. These would
encompass aspects o marketing, as well as issues pertaining to the requirements o a company
brie (when applicable).
The work o the students will constantly be supported by the Course Sta, Project Leaders, as
well as visiting lecturers, and advisers.
CaSe hIStorIeSSuccessu enrereneurshi case hisories
Innovaion and enrereneurshi
Sar-u hiosohyAnge invesors
Digia based enrereneurshi
New media communicaion
Funding and crowd-unding, visions and fnance
4
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projeCt CoUrSe
SCheDULeSelf preSentationSkillS
8hrs
Marketing32hrs
CoMpany StruCture20hrs
finanCe32hrs
projeCt ManageMent16hrs
5
projeCt CoUrSe 1Self preSentation SkillS
lengtH 8hrs
Start
topiCS
Company biography
Dening the vision
InterviewingElevator pitch and selling
leCturer
1stweek
EdardFa
projeCt CoUrSe 3CoMpany StruCture
lengtH 20hrs
Start
topiCS
Legal rameworks (Edoardo Fano)
Production issues
InterviewingCost estimation
leCturer
1stweek
EeaSs
projeCt CoUrSe 2Marketing
lengtH 32hrs
Start
leCturer
1stweek
DamPma
topiCS
Consumer behavior
Segmentation, targeting, positioning,
and branding
SWOT analysis
Market research, trade shows
PR rms, blogs, magazines
E-commerce, and social networking
Pricing and distribution
Green marketing
Proessional sales, networking and
international sales
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projeCt CoUrSe 5projeCt ManageMentlengtH 16hrs
Start
topiCS
The stages in launching a start up
How to plan it
How to monitor it
How to modiy, adapt, react to
external challenges
Project management tools
leCturer
5thweek
MassmRedf
Outline a proessional business
plan, as key document attesting
the quality and certiying thereliability o the business idea;
Present their idea by a video or
a keynote in a eective, appealing
and contemporary way;
Implement their idea by
eective methodological tools in
order to transorm their
creativity into a business;Compose and manage a team;
Plan their business on a short,
mid and long term;
Dialogue with a unding
community (angel investors,
venture capitalists, crowd-unding
networks);
Communicate properly their
own idea to the stakeholders.
6
projeCt CoUrSe 4finanCe
lengtH 32hrs
Start
leCturer
5thweek
Car MaraBerea
topiCS
Revenue and costs
Clients and suppliers
Incomes and disbursements
Investments
Financial plan
Business plan
program
oUtComeS
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1. SElF PRESEntAtionSkillS
Length: 8 hrs
Start: 1st week
Lecturer: Edoardo Fano
The course/seminar is aimed at improving the
participants skills in public speaking, and in all
aspects o communication, including especially,
but not only, body language, structure o the
speech, improvisation, with the help o many
practical exercises
DEtAilED ContEntS
Introduction to communication
Main obstacles Most common mistakes
Presentation of the communication
Content of the communication
Structure of the speech
The audience
The theory of the 5 lighthouses
Improvisation
Body language
Practical examples of presentation techniques(movies, theater, interviews)
Practical exercises on how to win public
speaking panic
2. MARkEting Length: 32 hrs
Start: 1st week
Lecturer: Damon Pittman
Topics:
- csmer bear
- semea, are, ps,
ad brad
- SWot aass
- mare researc; rade sws, PR frms,
bs, maazes
- E-cmmerce, ad sca ewr
- prc ad dsrb
- ree mare- pressa saes; ewr ad
eraa saes
7
ConSuMER BEhAvioR
An introduction to consumer behavior (who,
what, where, when and why), and how it
is applied to strategic marketing issues. A
global, local, and pan-European perspective
will be used.
1. the internal dynamics of consumers:
perception, learning, motivation and
involvement, attitudes and the sel
2. consumers decision making process:
shopping, buying, evaluating and disposing,
group inuence and opinion leadership
3. oreign culture: cultural diversity in general
and European liestyles in particular, and their
impact on the consumer behavior dynamics
MARkEting
Understanding how and when to promote
their project through:
Targeting and segmentation
Positioning
Branding
Campaign Tactics and Management
Advertising
SWot AnAlySiS
Understanding
Strengths
Weaknesses
Opportunities
Threats
Used in business SWOT Analysis helps in
carving a sustainable niche in the market or
their product.
MARkEt RESEARCh
There can be a great idea or a product or
service, but beore it can go any urther, there
must be a market or it.
PRiCing AnD DiStRiBution
Pricing their product
Covering costs
vering if consumers are willing to pay forthe value they believe they receive rom the
purchase
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pricing that matches the image of their
business and the nature o their clientele
Green Marketing ocusing on the eorts
companies use in green marketing, including
corporate social responsibility plans and
sustainability eorts.
Water and energy conservation
Recycling materials
3. CoMPAnyStRuCtuRE
Length: 20 hrs
Start: 1st week Lecturer: Elena Sisti
Topics:
1. lea Framewr
2. Prdc isses
3. Cs Esmaes
4. Serce ad Spp
5. Perse ad gerace
Objective o the program is to amiliarizestudents with concepts that are crucial or
strategic decision making in relation with the
structure o the business. Issues related to
the company structure will be analysed rom
a legal point o view, as well as in relation to
the eect on businesss taxation, location
and governance. Dierent options will be
presented in correlations with the dierent
eects on the companys cost structure,
taxation and protability.
DEtAilED ContEntS
1. lea Framewr
Purpose o this section is to introduce the
existing business entities available across
the world to organize business activities.
Understanding the basic criteria to be able
to choose the appropriate one in relation
with the type o business and the location othe business. Analysis o dierent business
choices and variables that should be
8
considered when setting up a new business.
(2 sessions)
Business Entities
- Dierent Business Entities
- Selection Criteria: business idea, personal
liability, capital
Business Locations
- How to choose the business location
- Selection criteria
Basic taxation issues
2. Prdc ad Cs Srcre
Purpose o the section is to amiliarize with the
dierent production structures and the cost
implications. Following the presentation o the
dierent production cycles or dierent sectorsand an analysis o the newly developing
structures in ast changing economies the
impacts on the business will be analyzed.
Production Cycle
- Denition
- Activities: Outsourcing, relocating, leasing
or actoring etc.
- Stock Management and logistics
Cost and protability implications
3. Serce ad Spp
Students will amiliarize themeselves with
the importance o developing an efcient
and trustworthy supply chain both in term o
production and of cash ows.
Planning ecient supply chains
Dierent supply chains
Selection criteria
Cost and protability implications
4. Perse ad gerace
Students will understand the importance
o Human Resources Management or the
success o the business. The Governance o
the Company will be analyzed in relation to
the legal obligations as well as the voluntary
tools that can be used to improve the
perormance o the company. Human Resources Management
Governance
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4. FinAnCE
Length: 32 hrs
Start: 5th week
Lecturer: Carlo Maria Beretta
Due to deep changes related to internal and
external evaluation o business results, a new
culture about economics could be developed
by each organization and roles, especially
or non nancial people, in order to create
awareness about P&L expectations and other
nancial highlights.
This training path includes an overlook
on accounting rules without stressing
competences on it, moreover giving abalanced measurements on main ratios and
indicators to improve decisional processes
and support daily activities.
goAlS
Business through economics (and not
economics by itsel!)
Main accounting rules
Values and techniques Analysis and simulation (exercises)
MAin ContEntS
Ledger systems by a general accounting
point o view
Values categories
Critical indicators
SPECiFiC ContEntS
P&L and balance sheets
Fiscal and operating rules
Evaluation techniques
Components and interpretation
Accounting System
Type of values
Rate of certainty
Estimates and accruals
Elimination and netting
Prot and loss Balance Sheet
Other compulsory details
Reading the balance
Main infos
Year to date and stock values
Local principles
Cash ow statement
5. PRojECtMAnAgEMEnt
Length: 16 hrs
Start: 5th week
Lecturer: Massimo Redol
Topics:
- Launching a start-up
- How to plan it- How to monitor it
- How to modiy, adapt, react to external
challenges
- Project Management tools
DEtAilED ContEntS
1. te saes e deepme a Sar-
p: damcs, res, ade
Dierent points of view in the developmento a Start-up:
- product centered
- customer centered
- nance centered
- emotion centered
Entrepreneurial attitude (Can
Entrepreneurship be learned ? vs. Can
Entrepreneurs learn ?) (I someone tells you
something is impossible, do it !)
Radical innovation: Quick launch, quick fail !
The Start-up mental attitude: why are
Start-ups successul
2. Pa s: def ad mr
ass ad css
The scope of their project: vision and focus
Eating the elephant in small pieces: Work
Breakdown Structure
Assigning resources and managing tasks:
working with Milestones and Gantt charts Preparing data for a business plan:
outlining a baseline or costs
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How costs and time interact: project
nancial issues
3. Pa s: aaz rss, se
prres ad reac
Sequenced and overlapping tasks: Critical
Paths and Slack-times
Making more things at once: simultaneity
and load leveling
Where are we ?: progress analysis and
estimates at completion
Expect the unexpected !: Risk analysis
Oops something went wrong !:
Crashing and Fast-tracking
0
Staff aND faCULty 1
COURSE lEADER /daMon pittManDamon Pittman was born in Washington D.C., and has worked in salesand marketing in such cities as Amsterdam, London, New York, Paris,
and Milan or over 20 years. With a degree in Clothing, Textiles, andFashion Design he has always been intrigued with everything related
to the ashion industry.
4. Maa r eam ad r w wr
Team-working
- selecting and training people
- managing assignments
- promoting creativity
- rewarding perormance
- leadership: communication, inspiration,
identication
Time Management
- urgency vs. importance
- managing your time
- tasks and to-do lists: Getting Things Done
VISUAl pROjECt lEADER /riCCardo pietrantoniois a advertising design expert based in Turin. He created (along withthree partners Luca Pilutza, Alessandro Quaregna and Maddalena
Zolino) a research lab in 2000 that ocuses on the contemporary art,ashion, automobile and editorial industries.
pROjECt lEADER /adriano MarConettoAdriano Marconetto is a successul Italian serial entrepreneur, with abackground in sales and marketing and with over 20 years experiencein the management o high growth rate companies. He embodies thetrue spirit o being an entrepreneur.
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eNtry
reqUIremeNtSEligiBility ConDitionS FoR EntERingthE PRogRAM ARE: An original business idea in the design eld
Personal attitude to self commitment and
problem solving
IELTS 5.0 Certicate or Equivalent
oPtionAl ConDitionS FoR EntERingthE PRogRAM ARE:
Bachelor degree or equivalent, Master
degree or equivalent in the elds o
design, ashion design, graphic design,
communication design, media design
Previous professional experience
Admission of students with dierent degree
or diploma, as well as proessionals with
a signicant experience in the programseld, will be taken into consideration i the
applicant is motivated by a research
interest towards the programs topics
INtervIewAll the admissions will be evaluated on a
rst-come basis through a no-strings-attached
interview with the Course Leader. The
interview can be either conducted personally
or via web or telephone.
Staff aND
faCULty 2
MARKEtING
daMon pittMan
FINANCE
Carlo MariaBeretta
pROjECt
MANAGEMENt
MaSSiMo redolfi
COMpANYStRUCtURE
edoardo fano,elena SiSti
SElF-pRESENtAtIONSKIllS
edoardo fano
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fINaL evaLUatIoNThe goal is to monitor the development of design and business skills is
pursued through individual evaluations, expressed in cents at the end ofproject course. The average of these evaluations is the entry evaluationto the nal exam. The student also receives an evaluation in cents forthe nal projects. The nal evaluation is the average of the evaluationobtained in the nal project, and the average of the marks obtained in theproject courses.The student receives distinction, if the nal assessment score is higherthan 70%.
The Start-up Program ends with a nal exam in which students presenttheir business plan video / keynote to a committee of internal, andexternal examiners.At the end of the course, the student will receive a Domus AcademyCerticate in Entrepreneurship.
viA C. DARWin 20, 20143 MilAn - itAly
sarp@dmsacadem. | www.dmsacadem.cm
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