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New Venture Design: Developing New Products & Creating New Businesses

General Assembly - San Francisco

Saturday, October 26, 2013 at 10:00 AM - Saturday, November 9, 2013 at 2:00 PM (PDT)

Venture Design: Developing New Products & Creating New...

Ticket Information

Ticket Type Sales End Price Fee Quantity
Two Session Workshop Ticket Ended $150.00 $9.24
Session One Ticket Ended $80.00 $5.39
Session Two Ticket Ended $80.00 $5.39

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Event Details

New Venture Design: Developing New Products & Creating New Businesses

Saturday, October 26th, 10:00 am - 2:00 pm

Saturday, November 9th, 10:00 am - 2:00 pm

Greg Cohen, Author, Agile Excellence for Product Managers

Alexander Cowen, Author, Starting a Tech Business

About this workshop series

This is a two-part workshop where you will learn to use design-thinking to create a business or product idea, then come back after working on it for a month to build your business model and action plan.

If you have an idea for a new product or venture this two part workshop is for you. By the end, you will know if your idea is worth the further investment of your time, and you will have learned a repeatable process to vet new product and business ideas in the future.

In session one, you will learn how to use design thinking to create a solid customer-centric foundation for building your venture. You will then link that foundation to a set of testable assumptions you can use to determine whether you're on the right track or whether the venture needs revision. We'll close with exercises on conducting customer interviews and other discovery techniques, including definition of a 'minimum viable product' (MVP).

In session two, Having confirmed the need and solution, you'll learn advanced techniques for customer discovery, including an instructor-led review of your findings (disclosure optional). You'll then learn how to articulate your business model using the 'Business Model Canvas'. You'll probe key linkages and proof points in your business model, arriving at a final set of pivotal assumptions to test the venture and determine if a viable business can be built.

This class applies to entrepreneurs creating new ventures, ‘intrapreneurs’ working within existing companies, and coaches of product teams.



  • Takeaways for 'Day One':
    * An applied understanding of how to create a customer-driven foundation for your venture using design thinking (personas, problem scenarios, value propositions)
    * Techniques to link the above with a set of lightweight, testable assumptions so you can validate or revise the venture (a la 'Lean Startup)
    * How to Integrate the above into an actionable business shorthand using the Business Model Canvas
    * Use of a 'customer discovery toolkit' and an understanding of what works where
    • A practical approach to focusing your team on validating your assumptions and avoiding wasted time, money, and effort
    Takeaways for 'Day Two':
    * Instructor-led review of your work on customer discovery
    * Advanced techniques for customer discovery, including hands-on exercises 
    * Instructor-led creation of a working Business Model Canvas as a more innovation-friendly substitute for a traditional 'business plan'
    * Hands-on understanding of tools and techniques to use in coaching and organizing the rest of your team through the techniques above
    * Action plan to validate your value proposition and business model

Your very own copy of "Agile Excellence for Product Managers," and "Starting a Tech Business."


Saturday, 26 October, 10 am – 2 pmDay One - Getting Started
Saturday, 9 November, 10 am – 2 pmDay Two - Moving Onward




Greg Cohen Photo

Greg Cohen 

Greg Cohen, is a 15 year Product Management veteran with extensive experience and knowledge of Agile development, a Certified Scrum Master, and former President of the Silicon Valley Product Management Association. Greg wrote "Agile Excellence for Product Managers," and he earned an MBA with honor from Babson College and a Bachelor of Science in Mechanical Engineering with second major in Electrical Engineering from Tufts University.

Alexander Cowen Photo

Alexander Cowen 

For over 15 years, Alex has been helping companies apply technology to increase their performance. Alex is CTO of Leonid Systems, and has served as Director of Professional Services at BroadSoft, a leading provider of VoIP application platforms. He is the author of "Starting a Tech Business" (John Wiley & Sons, 2012), a practical guide to understanding and applying high tech’s best practices. Alex studied Industrial Engineering and Economics at Stanford University. 



Can't make it? Sign up at http://generalassemb.ly/sf to stay in the loop on future events and classes in San Francisco. Follow us on Twitter @GA_SF

Our Refund Policy: Plans change? We get it. But if you can't make it to a class/workshop, please email us at sf@generalassemb.ly at least 7 days before the scheduled event date. No refunds will be given after this timeframe. 
Have questions about New Venture Design: Developing New Products & Creating New Businesses? Contact General Assembly - San Francisco

When & Where

General Assembly San Francisco @ Hattery
414 Brannan St
San Francisco, CA 94107

Saturday, October 26, 2013 at 10:00 AM - Saturday, November 9, 2013 at 2:00 PM (PDT)

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General Assembly - San Francisco

General Assembly is a global network of campuses for individuals seeking opportunity and education in technology, design, and business.

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New Venture Design: Developing New Products & Creating New Businesses
San Francisco, CA Events Class

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