1. © 2008 James Desrosier Q UICK C HANGE A RTISTRY : Applying Rapid Prototyping Techniques to New Program Development J AMES D ESROSIER Director, Business & Management Education

2. © 2008 James Desrosier RP

3. © 2008 James Desrosier 1980s INDUSTRIAL COMPONENTS Computer Aided Design process Automated manufacture of components RPFrom CAD

4. © 2008 James Desrosier 1980s INDUSTRIAL COMPONENTS Computer Aided Design process Automated manufacture of components 1990s INSTRUCTIONAL SYSTEMS Interactive learning systems Way to develop instructional delivery systems RPFrom CAD ISD

5. © 2008 James Desrosier 2000s PROGRAM CONTENT Front-loaded instructional design Leverages process overlap to produce solid content quickly 1980s INDUSTRIAL COMPONENTS Computer Aided Design process Automated manufacture of components 1990s INSTRUCTIONAL SYSTEMS Interactive learning systems Way to develop instructional delivery systems RPFrom CAD ISD Content

6. © 2008 James Desrosier 2000s PROGRAM CONTENT Front-loaded instructional design Leverages process overlap to produce solid content quickly 1980s INDUSTRIAL COMPONENTS Computer Aided Design process Automated manufacture of components 1990s INSTRUCTIONAL SYSTEMS Interactive learning systems Way to develop instructional delivery systems W Y S I W Y G RPFrom CAD ISD Content

7. © 2008 James Desrosier RP Accepts Reality as Given THEORY PRAXIS

8. © 2008 James Desrosier Integrated Overlapping Process Tripp & Bichelmeyer / Rieber Rapid Prototyping Model Install & Maintain System Utilize Prototype (Research) Construct Prototype (Design) Set Objectives Assess Needs & Analyze Content Front-loaded, iterative Front-loaded, iterative Rolling, simultaneous Rolling, simultaneous Integrated, plastic Integrated, plastic Overcomes rigidity Overcomes rigidity Front-loaded, iterative Front-loaded, iterative Rolling, simultaneous Rolling, simultaneous Integrated, plastic Integrated, plastic Overcomes rigidity Overcomes rigidity

9. © 2008 James Desrosier RP Principles Treat content like product Focus on end-use Build first iteration quickly Try it then adjust itfast Repeat as necessary Only getting there matters DWD Dont Wait, Do

10. © 2008 James Desrosier Benefit of Treating Content Like Product Classic Instructional Design Model RP Model Install & Maintain System Utilize Prototype (Research) Construct Prototype (Design) Set Objectives Assess Needs & Analyze Content Install & Maintain System Utilize Prototype (Research) Construct Prototype (Design) Set Objectives Assess Needs & Analyze Content

11. © 2008 James Desrosier Applying the RP Model Build it Use it til it breaks Step back & take stock Go again until it breaks Meta StepRolling Steps Install & Maintain System Utilize Prototype (Research) Construct Prototype (Design) Set Objectives Assess Needs & Analyze Content

12. © 2008 James Desrosier RP: 7 Conclusions Works for academic product Preemptive development tool Delivers excellent quality Streamlines process Improves team output Parallel paths clear hurdles Nimble facile

13. © 2008 James Desrosier Case Study SILICON VALLEY STARTUP FOUNDRY Unique content Compressed timetable Atypical delivery

14. © 2008 James Desrosier Pre-set Objectives Preempt local market Create entrepreneurship curriculum Move as quickly as possible Launch in next quarter

15. © 2008 James Desrosier Timeline Phase 5 RefinementLaunch Phase 4 RapidRedevelopment Phase 3 RethinkReorient Phase 2 RapidDevelopment Phase 1 FalseStart 25-36 18-24 13-17 3-12 1-2 WEEKS

16. © 2008 James Desrosier Day 1Team & Strategy Phase 1 False Start Team of ~20 consultants/instructors Adaptations of existing short-courses Collected under entrepreneurship Marketed outside catalog cycle INHERITED PROGRAM

17. © 2008 James Desrosier Day 7Raging Instincts Phase 1 False Start Does anyone have startup experience? Are we successful with short-format? What does entrepreneurship mean? Do we have wherewithal to open-market? META STEP APPLICATION # 1

18. © 2008 James Desrosier Day 8Research Phase 1 False Start Customer… Content… Competition… Culture… 60k at any given time No application-driven training High-end boot camps Startup-oriented TELLING MARKET SNAPSHOT

19. © 2008 James Desrosier Day 9Restart Phase 1 False Start Target startup leaders Tailored content Experienced team Make up for lost time Maintained deadline ROLLING STEP # 1RESET OBJECTIVES

20. © 2008 James Desrosier Days 10-15 Phase 1 False Start Litmus Test: Been in a SV startup? Unloaded all but two of current team Identified & recruited new team Convened team & mapped curriculum Content & advisory board development ROLLING STEP # 2PROTOTYPING

21. © 2008 James Desrosier Phase 2 Rapid (Re)Development 12-course Certificate 120 hours of instruction Complete in 4 quarters Graded w/ homework Week 3Initial Design ROLLING STEP # 2PROTOTYPING

22. © 2008 James Desrosier SPRG O7SUMM 07FALL 07WINT 08SPRG 08SUMM 08FALL O8WINT 09 BUILDING THE FUNDABLE START-UP WHAT BEING AN ENTREPRENEUR MEANS & WHAT YOU NEED TO KNOW XXXXXXXX FOUNDING A TECHNOLOGY START-UP FROM IDEA TO INCORPORATION XXXX BUILDING PRODUCTS THAT SELL (THEMSELVES) XXXX OPERATING A COMPANYPROCESSES & ROUTINES YOU NEED TO KNOW AND FOLLOW XXXX GETTING START-UP FUNDING INCLUDING LONGER RANGE FINANCIAL STRATEGY XXXX ANTICIPATING, MANAGING & TURNING AROUND CRISES XXXX ASSEMBLING & MANAGING WINNING TEAMS & PARTNERSHIPSINCLUDING NEGOTIATING SKILLS XXXX MARKETING FOR TART-UPS XXXX SALES FOR S TART-UPS XXXX LEGAL BASICSFROM PROTECTING INTELLECTUAL PROPERTY TO EMPLOYEE & CORPORATE ISSUES XXXX BEYOND TRADITIONAL PROJECT MANAGEMENTEXTREME PM XXXX FINANCE FOR NONFINANCIAL MANAGERS XXXX DEVELOPING AN ENTREPRENEURIAL IDEA XXXX

23. © 2008 James Desrosier Phase 2 Rapid (Re)Development Weeks 412 8 courses from scratch Business case Campus approvals Advisory board FOR OUR ACADEMIC RP PROCESS, THESE WERE THE FIRST TWO USES LOTS OF OVERLAPPING PROCESS

24. © 2008 James Desrosier Phase 2 Rapid (Re)Development Entrepreneurs all VCs, Angels, Incubators Bankers, Lawyers Startup managers Academics, Journalists Cross-section of sectors A/B Composition MATRIX OF THOSE IN-THE-KNOW

25. © 2008 James Desrosier Phase 2 Rapid (Re)Development Market assessment Target profile Strategy & objectives Program architecture Course thumbnails CRUCIAL SNIFF TEST …and they liked what they saw What the A/B Saw & Debated

26. © 2008 James Desrosier Phase 3 Rethink Reorient Incorporated Board input Convened Board subcommittee 4-hour 3-on-1 review Identified key design flaw Weeks 1213 COMBINED META & USE STEP

27. © 2008 James Desrosier Weeks 14-17 Phase 4 Rapid Redevelopment Delayed launch & edited catalog ad Synthesized subcommittee input Documented commentary Released feedback & rethink exercise Called new instructor meeting META STEP REDUX

28. © 2008 James Desrosier Weeks 18-24 Phase 4 Rapid Redevelopment Reviewed exercise output Set new direction Started compressing courses Follow-up peer reviews Fired instructors = 50% content Identified & engaged replacements RE-PROTOTYPING MODE USEUSE

29. © 2008 James Desrosier Weeks 25-26 Phase 5 Refinement Launch 2-day intensive 12 experts 12 modules Compressed into 20 hrs NEW DESIGN FINALIZED

30. © 2008 James Desrosier Weeks 27-32 Phase 5 Refinement Launch 1-on-1s with Engineering & Economics 2-on-1s with individual instructors 5-hour dry run with A/B & staff INTERNAL REVIEWS

31. © 2008 James Desrosier Weeks 33-36 Phase 5 Refinement Launch 12 presentations submitted Rewrite & reformat Conducted course FINAL EDIT & LAUNCH

32. © 2008 James Desrosier Results Hit target enrollment Radical format worked Ratings 4.5 on 5.0 scale Second run even better

33. © 2008 James Desrosier RP: 7 Conclusions Works for academic product Preemptive development tool Delivers excellent quality Streamlines process Improves team output Parallel paths clear hurdles Nimble facile

34. © 2008 James Desrosier RP Principles Treat content like product Focus on end-use Build first iteration quickly Try it then adjust itfast Repeat as necessary Only getting there matters DWD Dont Wait, Do

35. © 2008 James Desrosier T HANKS FOR Y OUR T IME J AMES D ESROSIER Director, Business & Management Education jdesrosier@ucsc-extension.edu