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MOOC on value function deployment: a tool for product development

This tool has been designed by Prof. Priscila Malaguti Guerzoni to help managers, engineers and professionals in the technical field develop new products. Its main objective is to help you understand and translate customers’ values into product functions.

To do so, you will need to:

  • Conduct an in-depth analysis of the stakeholders
  • Fill out the VFD Tools worksheet
  • Think of product function ambiguities
  • Use the “7-Ways” tool
  • Prototype an MVP (minimum viable product)

PART 1: This part highlights the methodology of this tool.

PART 2: Failing to identify the external stakeholders can jeopardise the product’s success while failing to recognise the internal stakeholders may compromise the product development. In this section, Prof. Priscila illustrates how to transform the stakeholders’ values into technical parameters.

PART 3: After deploying the stakeholders’ values into technical parameters, the product functions need to be defined and the first prototype can be built. In this video, Prof. Priscila explains the process of value deployment, how to define product functions, and the “7-Ways” tool.

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SKEMA Ventures is a business unit created by SKEMA Business School dedicated to entrepreneurship and innovation. Through a unique value chain, that encompasses teaching, coaching, incubation, and acceleration, SKEMA Ventures allows each SKEMA student and alumni to think, design, test and launch an entrepreneurial project in a global context, on six innovative territories on four continents, benefiting from the best of each local ecosystem. With SKEMA Ventures, GloCal entrepreneurship is born!
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