Assignments‎ > ‎

A1 Ideas: Generating Value Propositions

Innovation comes from generating many ideas, not just one great idea. For this project, students will learn techniques for exploring many different answers to the question "How can we exploit mobile technology to create innovative services?"

Learning Goals
  • PEST Analysis
  • Value/Revenue Diagrams
  • Competitive analysis
Readings and Videos
What To Do
  1. Creating small team: Get together with your two- or three-person team. Signup for a presentation slot from the Important Links page.
  2. Creating PEST Analysis: Discuss the current state of the world and create a PEST analysis that represents the potential business opportunities for this year.
  3. Generating ten ideas: Brainstorm to create about ten ideas for new innovative mobile services. Try to base your ideas on elements of the PEST analysis. A natural way to start is to remember an experience that could be improved or a recurring problem you would like to solve. Record the idea in the form of a written scenario about how people with a goal achieve it using your imagined service.
  4. Analyzing competing solutions: Divide the ideas up among the team to search for similar services that already exist. Spend no more than an hour for each idea. Analyze them to assess their success and shortcomings. If you don't see a way to beat the existing services, abandon this idea. In either case, record what you learned and cite your sources with the link to where you found your information.
  5. Choosing an idea and creating value proposition: Discuss the good or bad things about each remaining idea and the problems in implementing them. Choose the best one, possibly combining some, and create a value proposition model.
  6. Creating and rehearsing presentation: Based on your value proposition model, create and rehearse a presentation. (4 minutes maximum; practice!)

From the Important Links page, follow the A1 folder link to create a Google Drive folder for your team. Put your work in it, except for items you wish to keep private. Name the folder with the topic you're exploring followed by your last names (e.g., EmergencyResponse_Dow_Mekrut_Grover). Create a Google Slides presentation that summarizes PEST factors, a business scenario, and a value proposition, based on this sample. Here are more good examples of A1 from last year: Rent-A-SwagEmporium, The Honest Politician

Important: Presentations will be Tuesday of Week 2, and should be no longer than 4 minutes!

Grading Rubric

Aspect Question(s) Check - Check Check +
Scenario 20% Does it explain what the service does from the users' viewpoint? Unclear or confusing Clear and motivating Very interesting and informative.
PEST Factors   10% Do they describe real trends which affect the services potential? Vague or irrelevant.     Includes important factors that affect the opportunity. Surprising and significant.
Value/Revenue Proposition 70% Does it plausibly suggest a desirable, sustainable business and include all relevant stakeholders? Unclear or implausible.     Yes, the stakeholders and value flows make sense. This suggests a novel, potentially powerful business model.

SelectionFile type iconFile nameDescriptionSizeRevisionTimeUser