A5 Pitching your innovation
Although innovative ideas can be easy to come by, innovation requires true commitment of resources (people, money, time, equipment, etc). For this project assignment, all effort will be devoted to refining the concept and producing a compelling pitch that will appeal to potential funders. Each team will refine their brand, iterate on their prototype, quantify your business model, and create a final pitch video, kickstarter campaign, and poster.
The crowdfunding pitch should clearly and succinctly explain the problem space, the proposed solution, the need for funding and what the funding will enable, and a list of rewards for funders. Teams will host their funding campaign on Kickstarter.com. After the semester, teams have the option to launch their campaigns.
- Crafting a final brand
- Refining a UI prototype
- Adding a quantified value and growth model to the business plan
- Creating all materials (written pitch, video, and rewards) for a crowdfunding campaign
- Making a final poster that beautifully illustrates the materials your team generated this semester
Materials and Resources:
- Art Boni: Pitching to Investors or Partners
- Liz Gerber: Does Crowdfunding Fail Some of the Most Promising Entrepreneurs?
- Top 10 Crowdfunding Sites For Fundraising
UI mockup tools:
Teams can use any tools for UI prototyping. Previous students have had success with generating static visual designs in Adobe Illustrator or Photoshop and then importing them into tool like Flinto, InVision, and Marvel; a nice comparison of UI prototyping tools can be found here: http://www.cooper.com/prototyping-tools
Students in prior classes have recommended these tools:
- Balsamiq: Great for low-fi sketchy looking prototypes of your app concept. It is recommended you either sketch or create the basic application flow in Balsamiq before moving up in fidelity.
- Flinto: Great for creating hi-fidelity prototypes that can be deployed to a mobile device. Best to use this tool once your team has created a brand identity and can incorporate this design language into the prototype.
- Figma: Similar to Sketch, but you don't need to download anything and you can design UIs collaboratively and simultaneously as a group (Think: google docs)
- Sketch: Great for designing low-fi and hi-fi mockups, only on Macs.
- InVision: Great for adding hotspots on your mockups to jump from one page to another to represent the final flow. Students can use this code (56-73-13-19) for unlimited prototypes.
Utilize these free UCSD resources to create your video sketch, posters, and branding materials.
- Geisel Media Desk: You can check out camera and other tech equipment at the desk in 1st Floor West. Bring your student ID.
- Library Software: Media software (Photoshop, Illustrator, etc.) and where you can find them at Geisel
- Multimedia Production & Editing Locations: Check out these two locations in Geisel and Biomed Library to create videos/designs.
- Media Teaching Lab: You can check out media equipment (cameras, audio recorders, microphones, tripods) for use. You need to first register and wait 24-48 hours for processing in order to checkout equipment.
- Imprints: Where you can print your poster and/or branding materials.
Final brand and UI prototype:
Based on feedback your team received in A4, finalize your brand identity and design language (colors, fonts, and other elements). Use this design language to create hi-fi mockups of the primary screens of your UI prototype. Your prototype should focus on one stakeholder (although you can certainly address multiple stakeholders within your prototype or create a second prototype that other stakeholders would use.) The primary screens should include the home page for your chosen stakeholder and additional screens that demonstrate the key functions (3-4 screens will be sufficient, but you can do more if you want). The prototype need not include every single function or use case.
The high-fidelity screens can be loaded as a Flinto app (or any equivalent tool that enables a click-able mockup -- see Cooper's comparison for more options) and easily linked together. The Flinto prototype can be deployed to a mobile device. Make sure to include this link in your final deliverables and be ready to show it during the final poster session.
See Volo Final Branding Example.
See Brandpackers UI Prototype Example.
Before the team shoots any video, write a script and produce a storyboard for the video. Read Kickstarter's hints and IndieGoGo's hints on how to produce effective pitch videos. The video should describe the problem and proposed solution, and include a short user scenario that shows how the service will be used. The video should also introduce the team, say what you are seeking, and how the money will be spent. The storyboard for the video should illustrate the action, dialogue, and narration that will occur throughout the video.
Here you can see examples of pitch videos and crowdfunding campaign sites.
Produce a video no longer than 2 minutes. This video can use a combination of live action video and narrated photos (i.e., the Ken Burn's effect). You can use any video edit software. Microsoft Movie Maker is available for free on Windows machines and iMovie comes installed on Mac OS X. The Digital Media Lab at the UCSD Library has video editing software.
See Brandpackers Video Pitch Example.
Students will create a crowdfunding campaign site on Kickstarter.com. This includes a project description, your team profile, project goals, a funding goal, and rewards for funders. Create a title, short description, and thumbnail image for the project listing page. Upload your final video pitch to the campaign page.
See Brandpackers Kickstarter Example.
Value proposition model and 6-month budget:
Refine your value proposition and create a nice looking value-flow model. Begin quantifying your business model by estimating start-up costs and projected income for the next six months. Assuming you are about to start the business, decide what you will do and how much you need to be paid. Add expenses like computer infrastructure, advertising, etc. to arrive at how much money you need to get started. Then estimate how much income you could potentially earn each day/month; this would increment over time as you advertise or as people advocate for your business. Make an effort to choose plausible numbers.
Create a visual graph along with a spreadsheet with numbers. Include your value flow diagram and the visual representation of your budget on your poster. To really impress the instructors, create a quantified growth model that illustrates how your business can grow over time.
See Brandpackers Final Value Proposition Example.
See Brandpackers 6-month Budget Example.
See Quantified Growth Model Example.
Create a polished poster with key materials produced throughout the semester. This should include your final brand and design language, screenshots from your final prototype, the value flow model, the estimated budget model, competitive analysis, and important data you collected during user research (interview quotes, survey graphs, enactment details, ad campaign results, etc.).
Your poster should have a vertical layout at a size of 54" x 36" designed using your team's design language. Your team can use cplot and the cost is around $10 for a poster.
During the poster session, have a digital device available to show your prototype and video. Put the PDF of your poster and all other poster materials into its own folder within your team's folder.
See Brandpackers Poster Example.
See Volo Poster Example.
All deliverables should be placed in your team folder before the final poster session, except for the video. Important: the video must be submitted by 9pm the night before the final poster session so that we can load videos onto one machine before the video showcase.
You should have these deliverables:
- Revised value flow model (and accompanying spreadsheets for the 6-month budget)
- The final video pitch compressed to a reasonable size (no larger than 200MB)
- A URL to the crowdfunding campaign
- Final branding materials (include raw materials in a subfolder)
- Link to final version of hi-fi prototype (include raw materials in a subfolder)
- Materials and/or photo of your team poster (include as a subfolder)
Quality of final brand and UI prototype (25%)
video pitch (30%)
Does the team produce a hi-fidelity prototype that allows potential users to perform simple tasks?
Did the team successfully incorporate their brand and design language?
Does the video pitch concisely and visually illustrate the problem and proposed solution through a user scenario? (10pts)
What is the technical quality of the video? Are there any rendering issues? sound issues? (10pts)
The hi-fi prototype is incomplete. Key functionality is unexplored.
The hi-fi prototype does not incorporate the brand. There is a lack of a cohesive design throughout the UI.
The video pitch does not clearly summarize the problem or proposed solution.
The video pitch contains technical issues that distract from the pitch.
The hi-fi prototype is complete and key functionality is addressed.
The hi-fi prototype incorporates the branding elements.
The video pitch does a nice job of framing the problem and proposed solution and integrates a user scenario.
The video quality is fine. There are no noticeable technical difficulties that take away from the pitch.
The hi-fi prototype is extensive and looks/feels like the envisioned working system. The team went above and beyond expectations.
Branding and design works seamlessly with the prototype. The brand identity is clear and unique.
Great video pitch. Convincing presentation of the problem and proposed solution. Clearly articulates the user scenario and the need for your solution.
The video quality is excellent. The team exhibited craft in their video production (good music and sound quality, effective transitions graphics, shot selection, etc.)
Does the video pitch make a convincing case for a new service?(10pts)
The video pitch was not very convincing to its target audience of its solution.
The video pitch was convincing to its target audience. The pitch demonstrates why their solution meets the need.
The video pitch was extremely convincing and would perform effectively as a crowdfunding video.
Clarity of crowdfunding campaign (15%)
Quality of business plan (10%)
Is the Kickstarter crowdfunding pitch clear, thorough, and convincing? (15pts)
The Kickstarter campaign does not include all the required sections or looks unprofessional
The Kickstarter campaign is complete and the project's goals and rewards are clear and reasonable.
The Kickstarter campaign is very thorough and convincing. The project goals are succinct and rewards are creative.
Value flow hypotheses are consistent with the pitch and well justified. The six-month plan is detailed and provide a road map for advancing the concept.
The team has produced a poster that contains all of the key materials according to the guidelines. The poster follows the team's brand language and is clear, concise, and aesthetically pleasing.
The team has gone above and beyond to support their findings. There is a clear sense of how their research led to their conclusions/solution.
Quality of the team poster
Are the value flow hypotheses clear and reasonable? Is the six-month plan accurate?
Does the team produce a polished poster that is thorough, concise, and clear? Is the poster sized correctly? Is the poster aesthetically pleasing?
Are these findings supported by the data that they have collected?
Value flow hypotheses do not make sense and the six-month plan misses obvious items.
The poster is missing key details of your team's concept and process documentation.
There is insufficient data to back up their claims. Key stakeholders or competitors are not addressed. Final product seems to be based on assumptions rather than data.
Value flow hypotheses are reasonable but may have some implausible, unjustified aspects. The six-month plan could be more detailed.
The team has produced a polished poster that includes all of the key materials and sizing is correct. Poster might contain too much text or there might be other factors that take away from its aesthetic appeal.
Findings are supported by data. Some questions or assumptions may still be unclear or unanswered.