Start-Up Workshop: Idea Meets Market
The workshop is aimed at students and alumni of the University of Applied Sciences Potsdam who are thinking about starting their own business - and who may have already developed their first ideas. Invited are all those who are looking for an open exchange with other people interested in setting up their own business and would like to have their approaches analysed by two experienced experts who have many years of market experience and have built up successful companies themselves.
Your own ideas for products or applications can be discussed and further developed confidentially and on an equal footing in an intensive and practical workshop. Interested parties without a concrete start-up idea are also very welcome: Using illustrative examples, participants are given a sound insight into the topic of start-ups and can find out whether this is the right path to take.
The workshop programme is divided into two consecutive events:
Workshop Part 1: From idea to marketable product (17th of June, 10.00 am – 3.00 pm)
Module 1/1: From the idea to the product
To begin with, participants will learn how to turn an idea into a marketable product. The focus is on analysing and further developing concepts as well as aspects such as function, Design and legal protection. The ideas are presented in short pitches, discussed together and honed through targeted exercises with potential user feedback, with the aim of initiating a development that combines feasibility and market demand.
Module 2/1: Production readiness & quality assurance
In the second module, a suitable production process is developed for each idea, suitable production partners are identified and key issues relating to small series, scalability, production costs, certifications, tests and legal requirements are addressed. Participants also receive an introduction to merchandise management, workflow tools and production planning.
Module 3/1: Logistics & delivery capability
Finally, the third module is dedicated to the question of how the finished product reaches the customer safely and efficiently. The focus is on topics such as packaging, storage and shipping models, including direct shipping and returns processing. The EU packaging regulation and key aspects of the supply chain, time planning and cost calculation are also covered.
Workshop Part 2: From product to successful market entry (18th of June, 10.00 am – 3 pm)
Module 1/2: Marketability & market entry
In the first module of the second part, participants deal with the basics of successful market positioning. A target market is analysed in group exercises and, building on this, segmentation, target groups and positioning are developed. They also receive practical tips on creating key documents such as images, data sheets and organisational systems for sales and processing. On this basis, the participants develop a customised market entry strategy.
Module 2/2: Sales, marketing & promotion
In this module, the workshop leaders show how to build reach and identify suitable customers. Different approaches to addressing target groups in the B2B and B2C sectors, in retail and in the architecture and project business are covered. In group work, the participants then develop suitable marketing strategies for their ideas with the aim of formulating a convincing narrative for their brand.
Module 3/2: Customer communication & growth
The final module teaches the basics for sustainable market success. The focus is on topics such as customer loyalty, complaint management and service standards as well as efficient communication and organisational processes. Participants also receive an overview of relevant funding programmes and financing options for the first few years of their start-up.
The workshops will be conducted by Jörg Höltje, Product Design and founder of Studio Hausenand Tim Karras, Managing Director of the sales agency faktaform.