Course :EN002 – Entrepreneurship II

Year : 2016

Product Design
– Case Study
Session 11
F2F
 Learning Objectives

LO 3 : Assess the business and evaluate the business plan

 Contents

 Case Study of Product Design

Case Study of Needs/Wants
 The Wind Turbine
Renewable energy source has been part of the very hot issues for decades.
Based on that issue, an idea popped up to use the wind turbine. A little different
with the regular wind turbine, this one would be developed in the sky. The
reason behind ‘why it should be in the sky’ was that it would be able to get the
consistent wind. Next, it would be achored to a platfrom in the ocean.

At glance, it sounds simple and easy. But then, them team having some surprises
during their presentation to the potential users. Huge bunchs of questions were
addressed to them, and it was quite hard to put the idea across.

To avoid further meaningless conversation , the team decided to create an image

of what the product would be. But in the end, instead of getting the image done,
the team themselves were having dissenting opinions.

They just realized, that none of them have ever got any clear image of the
expected end version of product. Each of them has their own version.
After a series of team
meeting and some
serious discussions,
the team came up
with one final version
of how the product
would look like.

By the end of the process, the team would have the some perspective, common
understanding, and everybody would be in the same page, in term of how the
product would look like.
 Creating the
High Level Product Specification

A High-Level Product
Specification is, at its core, a
drawing.

It is a visual representation of
what your product will be when
it is finally developed based on
what you know at this point of
the process.

It is something you draw

without understanding all the
underlying details, but which
gains consensus within your
team on where you are going.
 Creating the
High Level Product Specification
(Cont’d)
Benefits:
- It forces convergence on a team and removes misunderstandings.
If the product is software or a website, storyboards should be made showing
the user’s logical flow from one screen to another.
If it is hardware, then diagrams are useful. The key here is that you have
something concrete and specific enough that your team understands
thoroughly. As you refine the product (with lots of iterations with the target
customer), you will all have a common understanding of what the product is.
- It could now also be shared with potential customers, that are immediately
generating an unambiguous understanding of your product.
You are not selling the product, but are merely iterating with customers so that
you more thoroughly understand the strengths and weaknesses of your
product spec. This is very important. There is still a lot left to learn before you
are sure you have the right product and know how you will make it, price it,
and distribute it.
 Make a Brochure
The process of identifying and outlining your High-Level Product Specification is
further strengthened by describing the various features of your product,
explaining how these features translate into function, and most importantly,
describing the benefits your customer gains from each.

Always be specific about what you are offering, and how each component of
the offering benefits the customer.

Here is the Question:

Why does your target customer need your product?

It is important for you to SEE your business with the customers’ point of view.

That is why, you need to create a brochure.

But, Why Brochure?
 It forces you to see your new
venture from your customer’s
vantage point, in their words.
 It also allows you to validate
your ideas and learn if you are
on the right track. Often,
when entrepreneurs begin to
write down features, they
become too inwardly focused.
 Creating a brochure helps to
avoid that pitfall.
 References

Aulet, Bill (2013). Disciplined Entrepreneurship: 24 Steps to A

Successful Startup. John Wiley & Sons, Inc. New Jersey. ISBN: 978-1-
118-69228-8