Notesale: Turn your study into money

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DESIGN DRIVEN ENTREPRENEURSHIP
Lesson 1 - Introduction
Presenter: Rich Nadworny, Principal, Empatico
MWF Institute Instructor, Dickey Center for International Understanding at
Dartmouth College
Transcript
[TEXT: Young African Leaders Initiative Online Training Series]
[TEXT: Mandela Washington Fellowship Institute Course]
[TEXT: Design-Driven Entrepreneurship]
Hello
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This course is Design-Driven Entrepreneurship
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There are illustrations that accompany this lesson that you can review at
yali
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gov/courses
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It’s a
process you can apply to everything you do in your startup
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Every part of your new business should solve some problem for someone: your
product, your customer service and your business systems
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When we say “design,” we don’t mean graphic design
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It’s a discipline that takes lots of work
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In general, the design process starts with observing, turning observations into insights,
developing ideas from those insights and then prototyping and testing the best ideas
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It’s not a linear process; it is a looping, sometimes messy
process
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We’ll use a tool
called the Business Model Canvas
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ADDENDUM #1

Let’s take a look at the Business Model Canvas
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In the middle is
the key piece: What are you doing and why does it matter to people? This is called the
Value Proposition
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On the right are sections that deal with your customers: who they are, what
relationship you have with them and how will you reach them
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The first big question for you is: What’s your big
idea? What problem are you solving that no one else has? How will you solve that
problem in a way that delights the people you’re designing for?

A lot of “great ideas” have failed miserably because they didn’t resonate with the
people they were designed for
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But to make sure you’re filling a true need and that you understand who you’re
designing for, you’ll need to spend time with your customers or target audience
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You just need to spend time watching and
listening to people
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You can observe people
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You could do a contextual inquiry
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This is what we do when we test websites, for example
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Have a conversation and ask them a lot of
open-ended questions
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Here’s your task before the next lesson: Use one of these observational techniques to
understand your target customer
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You’ll use this information in the next lesson in order to
develop your Value Proposition and Minimum Viable Product, both of which we’ll talk
more about in the next lesson
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Go to www
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state
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[TEXT: Test your knowledge
YALI
...
GOV]
[TEXT: YALI Network]
[TEXT: Produced by the U
...
Department of State]

ADDENDUM #1



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