- Title page include assignment title, your name, student number, consider using a graphic to get the reader’s attention up front
- Detailed table of contentswith all appendices numbered
- Introductione. one – two sentences outlining the purpose of your report and your concept, which can be different to what you submitted for A1A if you want.
- Value proposition and evaluation. Using the value proposition canvas/template (which you can find under ‘Report structure’ in Assignment details for this assignment and have seen in 4 Value Proposition Canvas), develop a value creation statement, which must include:
- a product/service description
- what key problem you are solving
- the gain creating capabilities it offers versus alternatives
- the higher-level job/benefits your proposed concept offers.
You also need to include key insights supporting the potential opportunity, such as core market trends researched/derived from analysis using tools such as a
- Porters 5 forces model.
It is important only key findings e.g. market growth trends etc. are highlighted in the report. All detailed analysis should be contained in the appendix. The completed value proposition canvas template must be included in the appendix. It would be a good idea to include reference to your elevator pitch in this section for context e.g. For concept details refer to appendix 1a. Elevator pitch.
- Hypotheses testing: This is where you will identify how you will learn if your idea is of customer interest, using test cards (which you can find under ‘Report structure’ in Assignment details for this assignment). If you want to revise hypotheses testings, see 3 Testing and learning. In your report, you will identify the key 1-3 hypotheses you decide to test that you developed using the test card/s e.g. Consumers in the target market want flexible entertainment packages on demand. In this section you should also briefly include details about your testing process. For instance, who you interviewed, how many, how it was conducted i.e. over the phone, type of questions etc. Your appendix should include all your hypotheses/assumptions and completed test cards. To conduct ‘live’ testing of customers to achieve insights and learning, you could:
- walk outside your workplace or home and ask members of the public
- call friends, relatives and associates
- use social media messaging to solicit learning and insights.
Value propositions involve asking exploratory and open-ended questions that you do not know the answers to.
- Learnings:Is where you report key insights you gained from your testing e.g. Find out what customers think using learning cards (also found under the ‘Report structure’ in Assignment details for this assignment). You can revise Learnings on well as on 3 Testing and learning. In your report you should highlight your key findings (e.g. 8/10 customers interviewed identified a need for X). You should also consider any research limitations. Your learning cards and exploratory questions developed to test your hypotheses and consumer responses should be included in the appendix. As a suggestion, research results could be captured in a table or graphs to help organise/present your data.
- Insights, conclusions and next steps: is where you now review your customer value proposition canvas/template and update it based on your opportunity evaluation and testing. In your report you need to discuss if your customer discovery research supports your hypotheses and what you recommend? Examples include: #
- concept modification
- further research
Your updated customer value proposition canvas must be included in the appendix.
- Appendices should include:
- Elevator pitch (from Assignment 1A)
- Completed value proposition canvases/templates before and after testing.
- Use of opportunity evaluation tools e.g. PESTLE etc.
- List of all your hypotheses and also the completed testing cards for your final selected hypotheses to test
- List of your customer insight interview questions and interview results (as a table), including your completed learning cards developed to validate your concept
- References, additional information, diagrams or pictures (as appropriate)