Certificate Program

handbook

program
when project leader course leader

from 23 September to 13 December 2013

Adriano Marconetto

Damon Pittman

The contemporary transformation of the consumer society and manufacturing systems is generating new ways to self-entrepreneurship in the fields of design and creativity in general. Few years ago youngsters dreamt to create their own music bands. Nowadays the current ambition is to create a start-up. In this scenario, the

start-up was founded to provide the opportunity to turn good ideas into sustainable 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 the actual present players of the market, to develop their creative ideas and to transform them into a business.

the program
the program is based on

The program is designed to give students high responsibility for the management of their own learning.

case histories, introduced by entrepreneurs, start-uppers, journalists, media gurus, angel investors etc.. in order to acquire: some concrete hints to understand the way to entrepreneurship, and how to switch from being a talented designer to a successful entrepreneur; the most contemporary and innovative visions. project courses, in order to learn and apply hands on the basics of marketing, organization, finance and project. coaching, during which the student is supported individually in order to: develop his/her business idea; outline a business plan.

Every company/brand that you have regard for, is there because someone had the courage to start it. Entrepreneurship is not limited to one group of people, it is there for all that desire to make a change. 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 actual present players of the market, to develop their creative ideas and to transform them into a business. This is done with a peculiar teaching/ learning strategy, which involves a constant dialogue with managers, industry practitioners and creative professionals. The lecturers/project leaders that are involved in the program are professionals running their own consulting activities and working in different companies. Industry partners will be involved in the workshops to implement the learning by doing experience offered to the students. Furthermore, Domus Academy ensures students a wide range of first-class opportunities such as: to live in an international and design-oriented city like Milan (i.e. design studios and agencies, trade fairs, companies, etc); to study in an international school where different cultures meet (about 50 different 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 of the teachers who are internationally renowned professionals in the field.

LEARNING OUTCOMES

Upon successful completion of the course, the student will have: demonstrated an extensive knowledge of the nature and characteristics of services, their complexity and the ability for thinking from a systematic viewpoint; demonstrated knowledge and critical thinking on design; engaged critical and reflective thinking in conceiving innovative service concepts and compelling experiences for a variety of diverse service industries and sectors; recognised the ability to express their design concepts through a variety of techniques including visual, oral and prototyping.

Our

TEACHING METHODS

The program of the Start-up Program is workshop-based, supported by seminars, tutorials, lectures, work in progress sessions, critiques and a series of tutor-led projects. Through a pro-active relationship with the Course Staff and Project Leaders, students will lead their project work and be supported through consultative and advisory tutorial guidance. But first a short glimpse on the Who.

We call Course Leader the teacher who coordinates the study program, generates ideas and networking about it within and without the faculty, choosing visiting professors, coordinating the assessment and the workshop themes. On the other hand we call Project Leader professionals and teachers chosen among the experts of the field, whose job is proposing a brief, providing mentorship to students and taking part in the assessment of the projects. We call Visiting Professors leading personalities, Italian and international, working in the field, designers and thinkers chosen by the academic staff among the most inspiring personalities working in the discipline and across the disciplines. Meeting and discussing with top people will not only offer the student a chance of a transformative encounter but also of a career-perspective enrichment. Lectures are usually used for the presentation and discussion of theoretical issues. They will often be supported by group discussions, which provide an opportunity for interaction between Faculty Staff and groups of students, and allow students to extend and examine the issues raised. Formal teaching is supplemented by a range of guest speakers and visiting professionals (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 of the Course. The primary vehicle for learning is therefore 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; fostering a personal creative style and developing an original way of expression; developing research skills, which will enable students to source relevant materials, 3

assimilating and articulating relevant findings; conceiving concepts and visions accounting for strategic choice implications. These would encompass aspects of marketing, as well as issues pertaining to the requirements of a company brief (when applicable). The work of the students will constantly be supported by the Course Staff, Project Leaders, as well as visiting lecturers, and advisers.

Case Histories
Start-up philosophy Angel investors New media communication

Successful entrepreneurship case histories Innovation and entrepreneurship

Digital based entrepreneurship

Funding and crowd-funding, visions and finance

Project Course Project Course 2 SCHEDULE

Marketing
length START

8 hrs 32 hrs 20 hrs 32 hrs 16 hrs

Self presentation skills Marketing Company structure FINANCE Project management

32 hrs 1st week

lecturer topics

Damon Pittman

Consumer behavior Segmentation, targeting, positioning, and branding SWOT analysis Market research, trade shows PR firms, blogs, magazines E-commerce, and social networking Pricing and distribution Green marketing Professional sales, networking and international sales

Project Course 1 Project Course 3

Self presentation skills
lengtH START lecturer topics
Company biography Defining the vision Interviewing Elevator pitch and selling

Company structure
length START lecturer topics

8 hrs 1st week

Edoardo Fano

20 hrs 1st week

Elena Sisti

Legal frameworks (Edoardo Fano) Production issues Interviewing Cost estimation

Project Course 4
FINANCE
length START lecturer topics
Revenue and costs Clients and suppliers Incomes and disbursements Investments Financial plan Business plan

32 hrs 5th week

Carlo Maria Beretta

PRogram s e m o c t u o
Outline a professional business plan, as key document attesting the quality and certifying the reliability of the business idea; Present their idea by a video or a keynote in a effective, appealing and contemporary way; Implement their idea by effective methodological tools in order to transform their creativity into a business; Compose and manage a team; Plan their business on a short, mid and long term; Dialogue with a funding community (angel investors, venture capitalists, crowd-funding networks); Communicate properly their own idea to the stakeholders.

Project Course 5
Project management
length START lecturer topics
The stages in launching a start up How to plan it How to monitor it How to modify, adapt, react to external challenges Project management tools

16 hrs 5th week

Massimo Redolfi

1. Self presentation skills

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 of communication, including especially, but not only, body language, structure of the speech, improvisation, with the help of 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

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 self 2. consumers decision making process: shopping, buying, evaluating and disposing, group influence and opinion leadership 3. foreign culture: cultural diversity in general and European lifestyles 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 for their product. Market Research There can be a great idea for a product or service, but before it can go any further, there must be a market for it. Pricing and Distribution Pricing their product Covering costs verifing if consumers are willing to pay for the value they believe they receive from the purchase 7

Length: 32 hrs Start: 1st week Lecturer: Damon Pittman Topics: - consumer behavior - segmentation, targeting, positioning, and branding - SWOT analysis - market research; trade shows, PR firms, blogs, magazines - E-commerce, and social networking - pricing and distribution - green marketing - professional sales; networking and international sales

2. Marketing

 pricing that matches the image of their business and the nature of their clientele Green Marketing focusing on the efforts companies use in green marketing, including corporate social responsibility plans and sustainability efforts. Water and energy conservation Recycling materials

considered when setting up a new business. (2 sessions) Business Entities - Different Business Entities - Selection Criteria: business idea, personal liability, capital Business Locations - How to choose the business location - Selection criteria Basic taxation issues 2. Production and Cost Structure Purpose of the section is to familiarize with the different production structures and the cost implications. Following the presentation of the different production cycles for different sectors and an analysis of the newly developing structures in fast changing economies the impacts on the business will be analyzed. Production Cycle - Definition - Activities: Outsourcing, relocating, leasing or factoring etc. - Stock Management and logistics Cost and profitability implications 3. Service and Supply Students will familiarize themeselves with the importance of developing an efficient and trustworthy supply chain both in term of production and of cash flows. Planning efficient supply chains Different supply chains Selection criteria Cost and profitability implications 4. Personnel and Governance Students will understand the importance of Human Resources Management for the success of the business. The Governance of the Company will be analyzed in relation to the legal obligations as well as the voluntary tools that can be used to improve the performance of the company. Human Resources Management Governance

3. Company structure
Length: 20 hrs Start: 1st week Lecturer: Elena Sisti Topics: 1. Legal Framework 2. Production Issues 3. Cost Estimates 4. Service and Supply 5. Personnel and Governance Objective of the program is to familiarize students with concepts that are crucial for strategic decision making in relation with the structure of the business. Issues related to the company structure will be analysed from a legal point of view, as well as in relation to the effect on businesss taxation, location and governance. Different options will be presented in correlations with the different effects on the companys cost structure, taxation and profitability. Detailed contents 1. Legal Framework Purpose of 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 of business and the location of the business. Analysis of different business choices and variables that should be 8

4. Finance
Length: 32 hrs Start: 5th week Lecturer: Carlo Maria Beretta Due to deep changes related to internal and external evaluation of business results, a new culture about economics could be developed by each organization and roles, especially for non financial people, in order to create awareness about P&L expectations and other financial highlights. This training path includes an overlook on accounting rules without stressing competences on it, moreover giving a balanced measurements on main ratios and indicators to improve decisional processes and support daily activities. Goals Business through economics (and not economics by itself!) Main accounting rules Values and techniques Analysis and simulation (exercises) Main Contents Ledger systems by a general accounting point of 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 Profit and loss Balance Sheet Other compulsory details

Reading the balance Main infos Year to date and stock values Local principles Cash flow statement

5. ProjecT management
Length: 16 hrs Start: 5th week Lecturer: Massimo Redolfi Topics: - Launching a start-up - How to plan it - How to monitor it - How to modify, adapt, react to external challenges - Project Management tools Detailed contents 1. The stages in the development of a Startup: dynamics, roles, attitude Different points of view in the development of a Start-up: - product centered - customer centered - finance centered - emotion centered Entrepreneurial attitude (Can Entrepreneurship be learned ? vs. Can Entrepreneurs learn ?) (If someone tells you something is impossible, do it !) Radical innovation: Quick launch, quick fail ! The Start-up mental attitude: why are Start-ups successful 2. Planning tools: defining and monitoring tasks and costs 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 for costs 9

 How costs and time interact: project financial issues 3. Planning tools: analyzing risks, setting priorities and react 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

4. Managing your team and your own work Team-working - selecting and training people - managing assignments - promoting creativity - rewarding performance - leadership: communication, inspiration, identification Time Management - urgency vs. importance - managing your time - tasks and to-do lists: Getting Things Done

Staff and Faculty 1

Project leader / Adriano Marconetto
Adriano Marconetto is a successful Italian serial entrepreneur, with a background in sales and marketing and with over 20 years experience in the management of high growth rate companies. He embodies the true spirit of being an entrepreneur.

Visual project leader / Riccardo Pietrantonio

is a advertising design expert based in Turin. He created (along with three partners Luca Pilutza, Alessandro Quaregna and Maddalena Zolino) a research lab in 2000 that focuses on the contemporary art, fashion, automobile and editorial industries.

COURSE leader / damon pittman

Damon Pittman was born in Washington D.C., and has worked in sales and marketing in such cities as Amsterdam, London, New York, Paris, and Milan for over 20 years. With a degree in Clothing, Textiles, and Fashion Design he has always been intrigued with everything related to the fashion industry.

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Staff and Faculty 2

SELF-PRESENTATION SKILLS EDOARDO FANO MARKETING DAMON PITTMAN

Entry Requirements

Eligibility conditions for entering the program are: An original business idea in the design field Personal attitude to self commitment and problem solving IELTS 5.0 Certificate or Equivalent Optional conditions for entering the program are: Bachelor degree or equivalent, Master degree or equivalent in the fields of design, fashion design, graphic design, communication design, media design Previous professional experience Admission of students with different degree or diploma, as well as professionals with a significant experience in the programs field, will be taken into consideration if the applicant is motivated by a research interest towards the programs topics

COMPANY STRUCTURE EDOARDO FANO, elena sisti

FINANCE CARLO MARIA BERETTA

Interview

PROJECT MANAGEMENT MASSIMO REDOLFI

All the admissions will be evaluated on a first-come basis through a no-strings-attached interview with the Course Leader. The interview can be either conducted personally or via web or telephone.

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Final evaluation

The goal is to monitor the development of design and business skills is pursued through individual evaluations, expressed in cents at the end of project course. The average of these evaluations is the entry evaluation to the final exam. The student also receives an evaluation in cents for the final projects. The final evaluation is the average of the evaluation obtained in the final project, and the average of the marks obtained in the project courses. The student receives distinction, if the final assessment score is higher than 70%. The Start-up Program ends with a final exam in which students present their business plan video / keynote to a committee of internal, and external examiners. At the end of the course, the student will receive a Domus Academy Certificate in Entrepreneurship.

via C. Darwin 20, 20143 Milan - Italy [email protected] | www.domusacademy.com