2225handbook_startup.pdf

7/27/2019 2225handbook_startup.pdf

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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.

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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

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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

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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

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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

Documents

2225handbook_startup.pdf