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Table of Contents Thesis Abstract ......................................................................................................................................................03 Introduction ...........................................................................................................................................................04 Fall Research ..........................................................................................................................................................12 Personas ..................................................................................................................................................................21 Stakeholder Analysis ..........................................................................................................................................26 Thesis Argument ................................................................................................................................................... 32

04:Process Website ....................................................................................................................................................................105 University Network ..............................................................................................................................................106 Incubator ............................................................................................................................................................... 107 Timeline ...................................................................................................................................................................108

05:Business Plan 01:University Network Overview .................................................................................................................................................................. 40 Opportunity ............................................................................................................................................................ 45 Case Study ............................................................................................................................................................... 48 Poster ........................................................................................................................................................................53

Introduction ............................................................................................................................................................112 Development Plan .................................................................................................................................................. 115 StaďŹƒng .....................................................................................................................................................................118 Financials .................................................................................................................................................................. 120

06:Promotional Plan 02:Website Overview .................................................................................................................................................................56 Opportunity ...........................................................................................................................................................57 User Experience Research .................................................................................................................................. 58 Case Study ..............................................................................................................................................................62 Information Architecture ..................................................................................................................................64 Website Pages .......................................................................................................................................................66 Poster ........................................................................................................................................................................76

03:Incubator Overview ................................................................................................................................................................80 Opportunity ..........................................................................................................................................................81 Case Studies ..........................................................................................................................................................84 Space Availability .................................................................................................................................................... 88 Faculty Survey .....................................................................................................................................................92 Intellectual Property Concerns ..................................................................................................................... 100 Poster ..................................................................................................................................................................... 102

Intro ............................................................................................................................................................................ 124 Campaign .................................................................................................................................................................. 125 Interview .................................................................................................................................................................... 127


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General Introduction > Main Idea > Thesis Abstract

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THESIS ABSTRACT This project emerged as a response to the opinions

is a combination of tactics that we believe 1)

and thoughts raised by the D&M community about

improves the situation for those graduating from

the final thesis presentation.

the New School, 2) deepens and substantiates the

What started with a general discussion about the

New School’s commitment to design innovation, 3)

nature of the thesis course eventually grew into a

sends a positive reflection of the New School to

debate about some of the successes and limitations

prospective stakeholders in the market place and in

of the final thesis presentation format in mid May of

the world: students, faculty, sponsors, and investors,

the spring semester. Many students raised

4) significantly improves the standing of the

questions about what Parsons and the New School

university in an age of global competitiveness and

does to help students and their thesis work after

multiculturalism.

graduation. Several students were curious about

We present here several solutions that aim to

the benefits of this project once done with school:

capitalize on these four points. We want to take

“how will it help me specifically in terms of

advantage of the forces of globalization, design

employment”, “…get financing for a business

strategy, sustainable thinking and the Web to create

model”, “… continue to develop my idea/prototype

an experience that works universally, across a wide

or help me get into graduate school” etc.

range of disciplines and interests. Three prototypes

The fall semester centered on gaining an overall

forms the basis of the project: 1) a university

understanding of the critical aspects facing these

network, 2) a web platform and 3) and a business/

concerns: stakeholder analysis, case studies, and

design incubator. Both the network and the

preliminary research. The spring semester

incubator can be implemented at minimal costs for

continued with extensive research and the initial

the university. Some start-up, fixed and

formulation of personas, prototypes, and scenarios.

administrative costs are associated with building

The research and data indicated that there was a unique opportunity to not just improve upon the current situation of the final thesis presentation, but to also reassert the New School’s commitment to design and innovation. The model that we present

the web platform. However, the aim of this project is to show how a comparatively small investment is not only beneficial for the New School but in some respects integral to maintain and keep up with the leading educational centers for design in the world.


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General Introduction > Main Idea > Parsons’ Education & Design Commitment

INTRODUCTION Parsons The New School for Design enjoys a

Indeed, in the last years, Parsons the New School of

reputation as one of the leading centers for design

Design has re-emphasized its commitment to

in the world. Its global reputation is reflected in its

design excellence through the introduction of

international student population and continuous

interdisciplinary coursework in Design At the Edge

embrace of the forces affecting globalization and

with BusinessWeek reporter and journalist, Bruce

multiculturalism. Parsons is an accredited

Nussbaum, through the construction of a new

institutional member of the National Association of

Academic building in the old location on 65 Fifth

Schools of Art and Design, NASAD and the

Avenue, and new gallery and exhibition spaces in

university employs a wide range of faculty from the

the corners of 13th street. This innovative spirit is

leading national and international centers of

captured by the mission statement that highlights

research and scholarship. The University defines its

the school’s role as a innovative player in the critical

commitment to innovation through the merge with

areas concerning design innovation:

the New School in the heart of New York City. The

Parsons focuses on creating engaged citizens and outstanding

New School’s ongoing support for design

artists, designers, scholars and business leaders through a

excellence is clearly defined through its various

design-based professional and liberal education.

degree programs: Parsons The New School for Design is one of the premier degreegranting college of art and design in the nation. Its graduates and faculty appear on the short list of outstanding practitioners in every realm of art and design - creative, management, and scholarly. Choice professional internships, interdisciplinary collaborations, and international study opportunities augment Parsons’ 23 undergraduate, graduate, and certificate offerings encompassing 34 areas of study. Responsive to societal needs and predictive of cultural trends, Parsons makes tangible, usable, and beautiful the New School mission of bringing positive, innovative change to the world. 1

(1) http://www.newschool.edu/inBrief.aspx (2) http://www.parsons.newschool.edu/about/index.aspx

Parsons students learn to rise to the challenges of living, working and creative decision making in a world where human experience is increasingly designed. The school embraces curricular innovation, pioneering uses of technology, collaborative methods and global perspectives on the future of design. 2


General Introduction > Main Idea > Overview

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This thesis project aims to synthesize the New

Today, significant structural economic and

School’s commitment to design, education and

entrepreneurial initiatives are being launched to

business, through the creation of an incubator

capitalize on the race for talent, knowledge and

model. This model is meant to act as a template not

information. In order to not be left behind in the

just for the New School, but for any university with

onslaught of global competition, a series of

clearly defined objective to educate successful

investments and implementations are imperative

entrepreneurs and designers. The central idea

for securing the long-term success of any design

behind this model has been to illustrate and

oriented player/entity in the marketplace. The

articulate solutions that can be implemented

model presented here suggests three areas where

without imposing significant costs or structural

significant improvements can be made, on the Web,

changes on existing institutional frameworks.

within the institution itself, and in the marketplace.

Indeed, our model presents itself as ‘sustainable’ by

We have defined these as follows: Web platform,

incorporating strategies from the leading sources of

Incubator, and University Network.

innovation and long-term strategic thinking. Our approach is pragmatic and guided by the notion that it should improve the prospects for the stakeholders invested in the future success of the New School as one of the main center for design excellence.

These three areas can be viewed separately, or as separate scenarios part of a larger picture. The supporting material for this model was gathered from the D&M students and faculty of the New School as well as from the leading academic scholars and institutions on design and business

The arguments for this type of model and

innovation, including The World Bank, IDEO, and

subsequent implementations are many and

Yochai Benkler.

powerful:

It goes without saying that the current economic recession calls for the establishment of programs that aids the creation of businesses, products and services.


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General Introduction > Main Idea > Background

THESIS SUMMARY

HOW IT ALL STARTED

This project addresses the issues confronting the

The story behind this model came about in the Fall

format could be an interesting thesis project but

senior thesis class. The need for the right custom

semester of 08 in a discussion between the thesis

also represent a significant opportunity to help the

tools, opportunities and incentives for the students

students of Design and Management and Associate

graduating students after graduation:

of the D&M program to expose their talent, ideas

Professor Robert Rabinovitz. Questions were raised

and unique international personalities to where it

about the final thesis presentation and what can be

(1) providing job, internship,

matters/world/market. This project highlights three

done to help students graduating from Design and

financing prospects, (2) access to

areas where opportunities and interventions are

Management in conjunction with the existing

a university wide network of

possible.

showcase platform on 55 West 13th street early May of the second semester of the thesis course.

professionals, companies, and institutions in the market place,

Although it was recognized that the current format stands as a foundation for success, it was agreed

and (3) and the possibility of

among the thesis students and Associate Professor

continuing developing the thesis

Rabinovitz that an investigation on improving the

project in a collaboration with the D&M faculty through the proposed (New School) incubator.


General Introduction > Main Idea > Graphic Overview

02:website An online platform connecting services and opportunities to seniors and individuals enrolled in the incubator program. Submission and admissions, matchmaking, exposure and distribution.

03:incubator A physical space with resources and experts providing expertise and knowledge for appropriate entrepreneurial solutions. A continuation of the Parsons education after

01:university network A series of channels to professionals, businesses and companies that connect appropriate student ideas, prototypes, products and services to specific industry demands.

graduation, using the school’s existing resources and educational services.

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General Introduction > Main Idea > Design Strategy

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METHODOLOGY & DESIGN APPROACH The interdisciplinary approach is crucial as it continues to define roadmap of innovation. In design, this is paramount as illustrated by the leading design firms in the world. When graphic/product designers can combine with managers, anthropologists, and writers is the recipe for groundbreaking design.3 This is at the heart of the New School’s tradition and its subsequent new trajectory, incorporating the various divisions of Parsons, Milano, NSSR, and Lang across the board, demanding greater integration and courses aimed at playful/innovative modes of collaboration. This represents an opportunity for the university to draw on the growing multicultural/international student population to make a reputation that reaches a wider global audience of prospective applicants. Today’s world of business cannot afford to ignore sustainable practices. As a methodology, sustainable thinking is a roadmap for progressive thinking in the field of business; conceptual models for re-using resources to produce greater outputs are at the heart of our solution as we try to emulate the university’s commitment to sustainable practices and by crafting a solution that can be imposed without adding additional costs onto the university. Indeed, one of the central propositions of this model is to incorporate conceptual models to the space planning and coordination of available classroom/work spaces for the incubator. As education and knowledge goes digital, and as students and users become more familiar with online services, institutions need to make its presence felt on the Web. Taking advantage of the Web’s excellent sources of distribution has become an urgent need for institutions who aims to stay head in an age of increased global competitiveness. The New School already has a substantial platform to work on and there are several opportunities to investigate, not just in terms of the actual website (www.newschool.edu), but also in terms of online courses, blackboard, course and department coordination. The model that we suggest is a starting point where the user interface and the information architecture presents itself as a viable option to the New School for greater connectivity, promotion and positioning in design education.

(3) http://www.managementtoday.co.uk/search/article/548074/fail-early-fail-often-ideo-service-design/ Access date: 2009 April 13th


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General Introduction > Main Idea > Bruce Nussbaum: Design and the Edge

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DESIGN AT THE EDGE + It also tries to capitalize on the fact that Parsons is

curriculum and initiatives by the university: Design

now a part of the larger New School community.

and the Edge with Bruce Nussbaum, bringing

This change highlight a stronger position as a

together students and TAs from dierent disciplines

leading center for educational excellence and also

into the same classroom with weekly speakers/

an opportunity for interdisciplinary work in the vein

innovators/experts ranging from Robin Chase of

of what has been initiated in some of current

ZipCar to MIT anthropologist, Grant MacCracken.

Our model wants to explore and capitalize on the interdisciplinary work produced by the student demographic.


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General Introduction > Main Idea > Fall Research

FALL ’08 RESEARCH In the fall semester, data and research was carried out to identify the support of the Design and Management demographic. Understanding not just the concerns and opinions of the Design and Management students but also the critical concerns of the stakeholders of the University: faculty, legal department and Communications Department, and the other departments within Parsons (Communications Design, Fashion Design, and Design & Technology).

01.In your own words, what is thesis?

Thesis is supposed to be a chance for seniors to pull together their ideas and prototypes in combination with what they learned over the 4 years at Parsons. The cause in my opinion hinders us from being able to do this. (1)

Senior project focusing on previous three years, what was learned and creating a project to prove your knowledge (17)

A chance to investigate something important for us. (3)

• •

A project I want to achieve after graduation (6)

Thesis is creating an intervention in order to create change for the better (29)

• •

A culmination of our 4 years of studies. (3, 4)

In reality is developing a topic that interest you (7)

• •

Year long project to take into our careers (21)

An opportunity for our school to validate and make important Design And Management (2)

Project we have to do in the senior year to compress what we have learned in these years. (19)

Show the skills you learned while in school with emphasis on a specific topic. (14)

An examination of how well we can integrate D +M in creating an intervention to an existing problem (9)

Identifying a problem, proving it is important, designing a solution. (28)

A two semester course intended to draw upon and test competencies developed in previous D +M courses. (12)

Final Project to graduate (8, 11)


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02.What do you think thesis will do for you?

I wanted it to be a way for me to work on and prototype an idea I have had for a long time that I did not have actual time to do. (1)

I would love in this project on a small level in the near future. (6)

Mine could be used as a possible business plan to start my own business. (28)

Show potential employers how I think and highlight my strengths. (12)

• • • • • •

Provide me with a job. (9)

Increased knowledge in the field I am interested into. (20)

• • • • •

Force me to be an expert on a topic. (3)

• •

Entry level job only. (11)

I think it will help me practice what its like to come up with an idea and present it to the people that may help me make it come true if I sell it well. (13)

Grad school material or part of my resume for a potential job. (21)

• •

I will use it as a portfolio for Grad school. (22)

Hopefully get me a job. (14) It can be used in your resume. (17) It is just a class. (18) Nothing. (2) Nothing, I wish it could be either good for my portfolio or a business I can do in the future. (19)

Thesis will show what I am able to put together aesthetically academically abd graphically to show my point. It will show how well I can communicate, what my strength and skills are, and it would eventually became part of my professional portfolio depending on the job opportunities in the future. (15)

I don’t think I will get anything but the knowledge of putting together a long term project. (24)

It will help me better understand my degree. (4) Very Little. (5) Nothing much. (10) Who knows. (31)

Amongst the D&M population, students provided a wide range of responses. A small group of students don’t believe that thesis can do much for them; answers like ‘nothing’ were not uncommon. Another small group of students believe that thesis can help them academically; concerns about ‘graduate school’ and ‘expertise’ within subjects. A third and the major concern amongst most of the student population addressed the commercial aspects of thesis; thesis is perceived as a useful tool to attract ‘entry level jobs’ and financing opportunities for ‘business models’ and ‘ideas’ etc. The consensus amongst the student population is that the commercial viability of ‘thesis’ is a major concern.


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General Introduction > Main Idea > Fall Research

03.Thesis achieving desired goals

04.Commitment Level

Based on the data collected from the D&M

There is an overwhelmingly strong sense of

demographic, students are not confident with the

commitment to the thesis coursework. Most students

current thesis format. On average, students do not

are above average and only one or two students say

perceive the thesis experience and presentation to be

that they are not committed to their topic or the

helpful in achieving the goals that they define/set out.

coursework. What we see is an inverse relationship

Most students place themselves below average and

between the perceived possibilities of what thesis can

only two students conclude that they are confident

oer each student and their commitment to the

with the thesis format.

process.


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05.Have you seen any previous thesis presentation? How many? 4

06.Have your professor showed you samples of previous thesis works?


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General Introduction > Main Idea > Fall Research

07.Would you be more motivated to present your thesis for the purpose of reaching a wider and professional audience, like companies, venture capitalists, angel Investors and other commercial and social organizations? There is a unanimous agreement amongst the student population that if the commercial component of the thesis presentation could be enhanced, the average student would feel more motivated in going about their project. Only ten percent of the student population indicates that they would not be more motivated which indicates that confidence and commitment can be influenced by the presence of a professional audience.

08.Confidence in presenting thesis


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09.Please rank the following in terms of the level of importance of what you would like ‘thesis’ to accomplish: Provide me with a job

Get my project financed

Get me into graduate school

Impress my parents

Impress my professor

Get PR exposure

On ranking the importance of the following goals that thesis can hope to accomplish, ‘providing me with a job’ scored the highest and PR exposure scored the lowest. However, from the survey, it is obvious that students place an emphasis on all of these variables and that they all receive a great deal of importance and attention from the population is something that should be noted. Responses and emphasis on the commercial aspects of what thesis can hope to accomplish should not be downgraded and the academic possibilities and goals should also be highlighted. While most students are concerned about the monetization of their thesis, they are almost equally concerned with the academic viability of their chosen inquiry.


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General Introduction > Main Idea > Fall Research & Conclusion

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RESEARCH COMMENTARY Much of the research conducted throughout this

Have any scientific studies measured the

project was targeted to the main stakeholders:

importance of these aspects in a similar problem?

students, faculty, and the various departments within the university. Initially, as is previously shown from the fall package, the research centered on creating an understanding within student demographic about their level of interest and ambition related to the proposed scenarios and solutions. Similar research was conducted with the D&M faculty to better understand their wants, needs, considerations, but also to gain valuable feedback and suggestions. Some of the faculty was interviewed and some of these occurred in formal/ informal meetings. This data has guided us in the current presentation and we have strived to make their valuable inputs vibrate throughout this project. On top of the quantitative data amassed from student and and faculty demographic, the day-today conversations and informational crosssections with students, faculty, professionals, have too guided the final presentation of our project, reinforcing our own understanding about

this project: it is for the New School, by the New School. In addition, interviews with the New School’s communication and legal departments have proved instrumental in guiding the specific details aimed at constructing solutions that are meant to be meaningful and relevant.

Yes, research with students, faculty and outside professionals are/have been conducted. These highlight the specific issues concerning the role and purpose of our proposed intervention. Indeed, a number of existing solutions have identified this problem already and implementations have already been undertaken. A similar incubator program exists at Pratt University with a focus on sustainability. The Web is full of different versions of showcasing platforms similar to the one proposed: TED, Coroflot, MIT etc. The networks associated with these ventures all represent similar solutions to the issue at hand and the success stories of these different ventures suggests that sufficient traction exists for projects that can help entrepreneurs launch their innovations.


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General Introduction > Main Idea > Personas

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PERSONA - Students Ely Latner is an active person with a strong interest in design, sustainability and merchandise. He studies Design & Management at Parsons School of Design and lives an active lifestyle that involves going to exhibitions, going clubbing in New York, going to gallery and museum exhibitions, hanging out with his friends, and checking out the latest products by the hottest brands in the city. He spends a considerable amount of time online reading about the novel things within all of these areas and he invests money and energy in staying updated with the latest trends. He thinks about starting his own merchandise store but wants to get industry experience by interning with various design and branding firms. He is organized, understands the intricacies of consumer trends within merchandise, fashion, and design, and knows how to deliver.

Laura Jacobson is the ultimate fashionista. Student of Fashion Marketing at Parsons the New School For Design, she has been working as an intern in major international clothing brands such as Montclaire, Gucci and is currently working part-time for Nylon Magazine. Her thesis focuses on a platform that enable web users to exchange clothing depending on a series of taste preferences ‘tests’ . Her dream after graduation is to develop her project with a major clothing brand or to find a venture capitalist to sponsor her business model. Motivated and extremely hard working, she needs professional advisors and contacts in the fashion world that could enable her to gain visibility, etc.

Safia Brown is a student in the Design and Management program. Originally from Frankfort, Germany, she has a past in publishing, public relations and humanitarian organizations. After a series of leisure trip with her parents in Morocco she decided to develop her thesis on giving access to education services to rural children in Morocco. Her project is based on simplicity, and has been inspired by her lifelong hero ‘Steve Jobs’. Always with a smile and with great ambition she hopes to reach humanitarian organizations which will support and develop her idea. Apart from this project, her expectations are high: She would like to organize charity events to rise public awareness about world’s issues.


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General Introduction > Main Idea > Personas

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PERSONA - Professors Steven Lindner is currently the director of the internship program for the D&M program and teaches Business Models & Planning, Retail Buying and Small Business Enterprise. He previously worked for Donna Karan as Global Planner and he was President of ARS concepts. Consultant to clothing manufacturers. Clients include Hugo Boss, Ermenegildo Zegna, Theory, Escada, Triple Five Soul, Sixty USA, Joie, Ultra Dress, SL Fashion, MaxMara, and G Star. His job is to connect; with his extended network of professional contacts he is capable of providing internship to students in the most important design company in NYC and in the rest of the world.

Heico Wesselius is a full time professor in the Design and Management program, teaching courses such as Innovation, Financial Management and Marketing of the Luxury Goods. Previously he spent 6 years as a Management Consultant for IBM Business Consulting Services (IBM BCS) advising leading companies on issues of strategy, organization and technology in North-America, Europe and Asia. Among others he was part of the global account team of Goldman Sachs & Company, Microsoft and CISCO Systems. For students Heico has always the best advises in order to develop successful financial plans, innovative approach to businesses and create comprehensive and powerful marketing plans.

Leslie Alfin is a part time professor in the Design and Management department teaching courses such as Managing Creative Project and Teams and Introduction to Design And MAnagement. Aside from his academic profession, she is a successful artist, creative/marketing consultant for companies such as Cingular Wireless and Entrepreneur. Her Art works has been showed in solo and group shows throughout New England and has been featured in the National Art director Annual, HOW Magazine and Print Magazine. Her varied background in art, business and in the creative world makes her a perfect mentor for students developing projects in these fields . She helps to bring into the classroom real life situations opening up student eyes on various situations.


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General Introduction > Main Idea > Personas

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PERSONA - Companies Noha Raper is the director of Human Resources for Envirosell, a consumer research company based in New York City that specializes in anthropological and observational research. He is in charge of the entire recruitment and training program for both part time and full time new employees. these require two dierent recruitment process. For part time (The one who will be working in the field) the process is fairly simple and consist in a first resume screening, a one to one fifteen minute interview and a day of testing. In this particular case, since the person will deal with interviews and observational analysis, Noha looks for confidence, proper language and a big smile. For full time positions, the process is more complex and requires a series of interviews depending on the specific position.

Riccardo Pietrantonio is the head creative oďŹƒcer and founder of 515 Creative Shop, an advertisement and design company based in Italy with branches in the US, England and Japan. He counts on over twenty employees working for him in Italy and roughly ten collaborating full time in the rest of the branches. He is also in charge of picking the right employees and collaborators. Wile he can interview them face to face in Italy, he has to rely on dierent techniques when he has to employ a designer or creative mind in an external branch. The head of each branch has the first word on who to employ, Riccardo has the final word on it. He based his decision on two mayor components: the prospective employee portfolio and the way he present it to the him. This presentation is normally done throw a web conference. For him a flexible mind and good personal confidence are essential.

Joanna Smith specializes in investments of small-to-medium size business models. With a history of success stories in the design and media industries, Joanna Smith has expanded to fund small independent ventures that have the potential of reaching an international market. She and her firm regularly invest in business models that are based in New York but with brand recognition beyond the United States, particularly western Europe and Japan. She has found a niche in supplying financial support to entrepreneurs who with small margins but diversified returns. She enjoys the creative spirit of young entrepreneurs and she follows product or service from the drawing table to the purchase.


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General Introduction > Main Idea > Stakeholder Old vs. New

CLASS

FACULTY

STAKEHOLDER SCOPE Extending the Senior Thesis Presentation above

possible through the distributive qualities of the

and beyond the current format to reach a wider

Web together with the New School Network.

professional audience. Currently, the senior thesis

How this will occur and how this will manifest

presentation format involves 1) student and 2)

itself in the project, including more information

faculty, and critic. The model that we propose

about the web platform and the university

extends the scope of the presentation to involve

network, is carefully documented and explicated

professionals in 3) the NY business region and 4)

in the following chapters.

the world of business. We believe this scenario is

vs.

BUSINESS WO


RLD

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PROFESSIONALS

FACULTY

CLASS


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Dept. & Universities

Professionals Organizations / VCs

Faculty

Commerce

Academia THE WORLD OF D&M: This map illustrates the different worlds connected to the design & management community.

Companies

Graduate & Undergraduate

Alumni

D&M Students

Demographic

Prospective Students


General Introduction > Main Idea > Stakeholder Analysis & Conclusion

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STAKEHOLDER ANALYSIS - FALL ’08 The thesis project is an integral component of the

those groups that may benefit from an expansion

D&M program and

of the current thesis format; these would most

the Senior Thesis presentation represents a unique opportunity to showcase the talent and skills of the students, but also to advertise the innovative aspects of The New School and the program, the international community, its global span and unique personalities;

likely include graduate institutions, social organizations, venture capital firms, and other companies that may benefit from ideas, skills and talent from the D&M community. It is important to understand that ‘community’

showing specifically how the D&M curriculum

refers to the alumni of the D&M program and not

prepares students for their future goals and how

just the graduating seniors. One of the justifications

the program have fostered a group of critical and

for this project is precisely that - bridging the gap

analytical thinkers.

between those individuals that have finished the

The thesis presentation is an excellent opportunity to accomplish precisely these ambitions. Several stakeholders have been identified and these include not just the students themselves – although the student population remains the focal point of this project – but also faculty, the large New School community, parents and family and prospective students. In addition, this project remains sensitive to the idea that stakeholders may also be defined as

program and those individuals that are still in it – and this should not exclude the possibility of creating a more intimate and intellectually rewarding network between knowledge, faculty and students. The universality of this project should therefore not be underestimated for it seeks to serve at first the D&M community, but also the other divisions of Parsons, and then possibly also the New School.


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General Introduction > Main Idea > Thesis Argument

WHY IS THIS MODEL IMPORTANT: A school sponsored incubator, network, and

tangible thesis projects with stronger academic or

website represent significant tools that can help

commercial focus and the possibility to work closely

students in their professional and academic careers.

with professionals in their chosen field of endeavor.

Students are given several incentives to create

WHAT ASPECTS OF THE PROBLEM WILL YOUR THESIS ADDRESS:

How students can capitalize on the their skills and competencies.

How students can gain financing for business models/start-ups/product development etc.

How students can increase their own brand name, what makes them interesting in the business/academic community as critical thinkers and designers.

How students can market the products and services that they create – spreading awareness.

How students through their work can positively impact the Parsons brand.

How the Parsons education can become more interesting to prospective students, faculty, and related business industries.


General Introduction > Main Idea > Thesis Argument & Assumptions

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WHY ARE THESE ASPECTS IMPORTANT: By creating powerful incentives for the graduating

In suggesting this type of model, we have tried to

seniors of Parsons, exploring the potential of their

make as few assumptions as possible, and instead

thesis work, the university is faced with a series of

rely on the research and data to guide us in the

opportunities that can improve the standing of the

construction of solutions. The data indicates that

University in the face of those outside of it.:

both students and faculty are ready to contribute

Showcasing the best student thesis work to a

time, resources and cunning to our solutions. Yet,

professional audience on a web platform that is

we are assuming that the New School and other

connected to a broad network of professionals

universities have an interest in marketing not just

and experts, and allowing student to proceed

their educational programs, but also the projects

with the development of their ideas and

that its students undertake throughout their study:

investigations through an incubator program significantly alters the commitment of the University to education, industry and reputation.

Promote students, faculty, and the New School brand Generate growth in areas of endowment, reputation, and popularity Role and purpose of education – industry oriented education/programs Alumni interest: academic opportunities, research, business, and employment


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General Introduction > Main Idea > Assumption & Reasoning

POSITIVE FEEDBACK We also assume that an increased public interest in

perceived opportunities offered in association with

design education - as seen on the platform that we

the institution. Whatever can be done to excite and

propose - will help prospective students,

intrigue potential stakeholders - increasing the

prospective faculty to view the New School as one

perceived gains from any form of affiliation with the

of the leading educational centers for design. Most

University – is likely to contribute positively towards

institutions rely on their reputation and level of PR

the schools ability to attract more students, faculty,

and marketing to attract students and faculty to its

and sponsorships.

programs and various positions. For any university, it is important to position itself relative to the

Whatever can be done to excite and intrigue potential stakeholders - increasing the perceived gains from any form of affiliation with the University – is likely to contribute positively towards the schools ability to attract more students, faculty, and sponsorships.


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CA TIO

N

R P M I

O

D E V


34

General Introduction > Main Idea > Assets

NEW SCHOOL ASSETS Parsons School of Design has a number of tangible and intangible assets that this thesis initiative aims to capitalize on:

• • • • • • •

Dynamic student demographic Prototypes, ideas, and design solutions from senior thesis demographic Skilled and competitive faculty. Comprehensive facilities and up-to-date resources Professional network Renowned reputation for design excellence Industry driven/oriented educational programs


General Introduction > Main Idea > Quantitative Impact

35

HOW CAN YOU MEASURE IMPACT OR EFFECTIVENESS? Number of students that through this model, web platform, university network and incubator:

• • •

Acquire: (i) job, (ii) internship

• •

Amount of press/publicity the student, or the student work generates.

Get financing for business model or development of a business. Sell, lease, or development of (i) product, (ii) service, (iii) idea, (iv) prototype, (v) intervention etc. Press/publicity and PR that the school generates.

In the creation of three distinct prototypes that combines the arsenal of creative and productive power, the thesis response could build a foundation for a viable future solution.


36

:background

:purpose

The Parsons community is a diverse and eclectic group of individuals and the current Thesis presentation format is lacking the right custom tools, opportunities and incentives for the students of the D&M program to expose their talent, ideas and unique international personalities to where it matters/world/market. The current format of five/twenty minute presentations do not capitalize enough on the unique talent gathered and fostered by the D&M program, the New School community.

The New School Incubator is a tool connecting the senior thesis class with the marketplace through an array of business support resources and services tailored for the realization of innovative projects.

There are some positive elements of the current format, but there is a need to extend the thesis environment to a format that is both commercially and academically attractive, universal and empowering. Right now, there is an opportunity to gather, organize and deliver relevant information to educational institutions, businesses, talent scouts and organizations, in order to better promote the brilliance of the skills, talent, personalities of the Parsons community.

:objectives

By creating powerful incentives for the graduating seniors of Parsons to fully explore the potential of their thesis work, the school is faced with a series of opportunities that can improve the standing of the University in the face of those outside of it. Showcasing the best student thesis work to a professional audience on a web platform that is connected to a broad network of professionals and experts, and allowing student to proceed with the development of their ideas and investigations through an incubator program significantly alters the commitment of the University to education, industry and reputation.

:network

: How students can capitalize on the their skills models/start-ups/product development etc.

: How students can increase their own brand name, what makes them interesting in the business/academic community as critical thinkers and designers.

:benefits

A series of channels to professional, businesses, and companies that connect appropriate student ideas, prototypes, products and services to specific industry demands.

and competencies.

: How students can gain financing for business

The New School Incubator is a tool connecting the senior thesis class with the marketplace through an array of business support resources and services tailored for the realization of innovative projects.

:reasoning

- Number of students that 1) Acquire: (i) job, (ii) internship 2) Financing for business model or development of business 3) Sell, lease, or development of (i) product, (ii) service, (iii) idea, (iv) prototype, (v) intervention etc 4) Amount of press student, or student work generates 5) Press and PR that school generates

: How students can market the products and

services that they create – spreading awareness.

: How students through their work can positively impact the Parsons brand.

: How the Parsons education can become more

interesting to prospective students, faculty, and related business industries.

:university network

:university network

Parsons Departments Companies Professionals Institutions Opportunities

Parsons Departments Companies Professionals Institutions Opportunities

:website

Timeline 01

02

04

SUBMISSION

INCUBATOR COMMITEE

Safia works on her thesis.

Safia submits her work, chooses her category and picks the mediums to present her thesis on the platform.

PUBLISH

THE WORLD OF BUSINESS

MEDIUM CHOICE

SOCIAL INITIATIVES Safia is approved for publishing her work onto the site.

FACULTY

DEPARTMENTS

UNIVERSITY

PUBLISH

Safia works on her thesis.

Prof. Sustainability

LEVI SMILE

Employer Venture Capitalist

Safia is approved for publishing her work onto the site.

Safia submits her work, chooses her category and picks the mediums to present her thesis on the platform.

PROJECT

TECHNOLOGY

THE WORLD OF BUSINESS

MEDIUM CHOICE

Employer Venture Capitalist

PDF

ENTREPRENEURSHIP

Employer Venture Capitalist

Employer Venture Capitalist

Safia

D&M

TECHNOLOGY

Employer Venture Capitalist

KIA GHO

LEVI SMILE

DIRK KAMMERZELL

ALUMNI

CD

FACULTY

FACULTY

FASHION

FASHION

Scenarios

Scenarios

:incubator

:website

ARCHITECTURE Alternative Design A/R Environetic Joe Ginsberg

ART

COMPANIES

ADVISORS

Apply

Al Johnson Art Inc Amaridian Gallery Art Makers Barbara Zucker Christies Lei Ujika Sloan Art

Learn More

iSchool the Next Generation of Classrooms

ENTERTAINMENT MTV NYC Opera and Co Stephen Colbert TV Show

OTHER UNIVERSITIES

CATEGORY

KIA GHO Prof. Sustainability

Professionals Employer Venture Capitalist

LEVI SMILE

COMPANIES

Prof. Social Entrepreneurship

Professionals Employer Venture Capitalist

DIRK KAMMERZELL

D&M

Prof. Branding

Professionals Employer Venture Capitalist

THESIS BRIEF

Professionals

iSchool targets children in rural areas, providing them with a safe and innovative school. It incorporates live-stream education through iChat Av, an Apple Inc. video and communication software. The children will attend school from 8am to 1pm, having an individual computer designed by Apple that will use icons and games in order to facilitate the learning process.

Employer

THE NEW SCHOOL

Prof. Advertising Concepts

Venture Capitalist

Prof. Design

PRODUCT DEVELOPMENT

ALUMNI

Video

CD

Venture Capitalist

AVAILABILITY

MON 6-7 pm THU 2-5 pm PROFESSOR PROFESSIONAL

PDF

Employer

Employer

AUTHOR

Professionals

ANDREW ROBINSON

Venture Capitalist

PDF

Poster

Audio

Prof. Sustainability

The professor/professional share his/her available timing. The room is automatically assigned by the system.

LEVI SMILE

COMPANIES

Prof. Social Entrepreneurship

Professionals Employer Venture Capitalist

DIRK KAMMERZELL

D&M D&M

Prof. Branding

THE NEW SCHOOL

STEVEN LINDNER

Agnona Akris Alexander McQueen Anna Sui Armani AST Sportwear Atrium Bergdorf Goodman Bernette Textile Big Drop Bonnie Young Bottega Veneta Cacharel Chanel Chanluu Chole Colette Malouf Conde Nast Dana Buchman Diesel Dkny EDUN (Sustainability) Ermenegildo Zegna French Connection Gian Franco Ferre Gilt.Com Glamour Deluxe Company Gucci Group Halton Hoplum Hugo Boss Informat (Web Fashion) Intermix It USA Jim Shay

John Barbados Kai Milla Karla Otto Kate Spade KCS Kiki Lanvin Larok Larok LVMH Max Mara Mulberry Nanette Lepore Nautica Nike Prada Proenza Schouler Ralph Lauren Rebecca Taylor Scene Showroom Showroom 88 Sixty USA Susan Grant Lewin Theory Tiger Button Tracy Reese Triple Five Soul TulehWarnaco Union Apparel Vena Cava Versace Wink NYC YS Zac Posen Zero Maria Cornejo

Professionals Employer Venture Capitalist

ROBERT KUPERMAN

FINANCE

THE NEW SCHOOL

Prof. Advertising Concepts

American Express Osprey Financial

ALUMNI

Professionals Employer Venture Capitalist

RELATED PROJECTS

FASHION + MERCHANDISING + RETAILING

KIA GHO

Professionals

Safia Brown Robert Rabinovitz MEDIUM

ROBERT KUPERMAN

OTHER UNIVERSITIES

TEAMS / STARTUPS ALUMNI

Social Initiatives Entrepreneurship Technology

Professionals

Venture Capitalist

INTERIOR DESIGN

ANDREW ROBINSON Prof. Design

Funham Home Furniture Gotham Mag Robin Wilson Home Vice Magazine Vogue WGSN

CD

MARKETING + BRANDING + ADVERTISEMENT

FRIENDS

FASHION

Lead dog AGA Catalog Agent 16 Bernstein Andriulli Brand Pimps C&G planning Branding Colleen Pider ColorWorks General Marketing Strat Grid 2

FRIENDS

FASHION

Harrison&Shiftman Informat (Fashion) Ink and Co (Design) J Ottoman Consulting (Sustainability) Kage Consultancy Lloyd and Co (Fashion) Modern Green (Susainability) Tipping Sprung Wink-Wire Image (Photography) Woods Witt Dealy

PR

iSchool

by Safia Brown

2

Ripl

by James Rowley

2

Working Syllabus by Patrick Chon

2

Foster Care

by Sherdan Stavac

Cornerstone Promo Mao PR Spotlight Style Events

2

PRODUCT DESIGN

OTHER SCHOOLS WITHIN THE NEW SCHOOL

D&M

Prof. Branding

CD

Employer

PROJECT

Prof. Social Entrepreneurship

Reaching external established networks is crucial to the success of Safia’s project.

Reaching external established networks is crucial to the success of Safia’s project.

PROJECTS

ONLINE SOCIAL NETWORKS

The New School Incubator for Design Innovation: An on-line platform to enhance visibility of The New School’s graduating students through a showcase of their best thesis projects.

Discover People & Projects Companies Advisors Initiatives

LAUNCH OF INCUBATOR PROGRAM

Prof. Sustainability

ALUMNI

:university network

UNIVERSITY

Professionals

The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

Prof. Branding

DEPARTMENTS

Professionals

Prof. Social Entrepreneurship

DIRK KAMMERZELL

FACULTY

Professionals

SOCIAL INITIATIVES

Professionals

The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

04

KIA GHO

Venture Capitalist

Safia

INCUBATOR COMMITEE

Physical Space Offices Free Spaces Resources Hardware & Software Teachers & Professors Exhibition Center Thesis Presentation Selection Process

03 CATEGORIES

SUBMISSION

Professionals

ENTREPRENEURSHIP

02

LAUNCH OF INCUBATOR PROGRAM EXECUTION

Employer

PDF

01

Timeline

Professionals

:incubator

Virtual Space Information & Content Students / Population Links Directories Selection/Application

Physical Space Offices Free Spaces Resources Hardware & Software Teachers & Professors Exhibition Center Thesis Presentation Selection Process

03 CATEGORIES

EXECUTION

:website

:incubator

Virtual Space Information & Content Students / Population Links Directories Selection/Application

Utilizing the already existing resources of the school – existing space, management and competencies - the costs of implementing the actual incubator could amount to virtually zero cost with the right organization and planning. Building a powered web platform will require a number of startup costs, fixed costs and additional funding for maintenance, supervision, and leadership. Translating exposure, press, and an increase in prospective applicants may ultimately benefit the university in the long term and there are several indications that not doing so might seriously jeopardize the school’s competiveness in relation to alternative institutions willingness to take risks, innovate, and gain academic ground.

About Us Terms & Conditions User Agreements

Connect Blog Facebook Twitter Tell Friends

OTHER SCHOOLS WITHIN THE NEW SCHOOL

ONLINE SOCIAL NETWORKS

Lalique Martha Steward Studio Dror

PUBLISHING Conde Nast Ella Magazine Forbes Men’s Vogue V Magazine W Magazine

TECHNOLOGY Sony

Copyright© 2009 The New School Incubator for Design Innovation - All rights reserved

The New School University, Parsons School of Design, Design & Management, Senior Thesis, Associate Professor: Robert Rabinovitz The New School Incubator for Design Innovation © 2009 - James Burr, Hannes Steen Thornhammar, Giancarlo Bozza

The New School University, Parsons School of Design, Design & Management, Senior Thesis, Associate Professor: Robert Rabinovitz The New School Incubator for Design Innovation © 2009 - James Burr, Hannes Steen Thornhammar, Giancarlo Bozza


37

:website

:benefits

An online platform connecting services and opportunities to seniors and individuals enrolled in the incubator program. Submission and admissions, matchmaking, exposure and distribution.

The New School Incubator is a tool connecting the senior thesis class with the marketplace through an array of business support resources and services tailored for the realization of innovative projects.

:reasoning

- Number of students that 1) Acquire: (i) job, (ii) internship 2) Financing for business model or development of business 3) Sell, lease, or development of (i) product, (ii) service, (iii) idea, (iv) prototype, (v) intervention etc 4) Amount of press student, or student work generates 5) Press and PR that school generates

:physical space

Utilizing the already existing resources of the school – existing space, management and competencies - the costs of implementing the actual incubator could amount to virtually zero cost with the right organization and planning. Building a powered web platform will require a number of startup costs, fixed costs and additional funding for maintenance, supervision, and leadership. Translating exposure, press, and an increase in prospective applicants may ultimately benefit the university in the long term and there are several indications that not doing so might seriously jeopardize the school’s competiveness in relation to alternative institutions willingness to take risks, innovate, and gain academic ground.

:benefits

Physical space with resources and experts providing expertise and knowledge for appropriate entrepreneurial solutions. A continuation of the Parsons education after graduation, using the school’s existing resources and educational services.

The New School Incubator is a tool connecting the senior thesis class with the marketplace through an array of business support resources and services tailored for the realization of innovative projects.

:reasoning

- Number of students that 1) Acquire: (i) job, (ii) internship 2) Financing for business model or development of business 3) Sell, lease, or development of (i) product, (ii) service, (iii) idea, (iv) prototype, (v) intervention etc 4) Amount of press student, or student work generates 5) Press and PR that school generates

:university network

Utilizing the already existing resources of the school – existing space, management and competencies - the costs of implementing the actual incubator could amount to virtually zero cost with the right organization and planning. Building a powered web platform will require a number of startup costs, fixed costs and additional funding for maintenance, supervision, and leadership. Translating exposure, press, and an increase in prospective applicants may ultimately benefit the university in the long term and there are several indications that not doing so might seriously jeopardize the school’s competiveness in relation to alternative institutions willingness to take risks, innovate, and gain academic ground.

:university network

Parsons Departments Companies Professionals Institutions Opportunities

Parsons Departments Companies Professionals Institutions Opportunities

:incubator :incubator

:website

Timeline

01

02

03

04 CATEGORIES

EXECUTION

Safia works on her thesis.

SUBMISSION

INCUBATOR COMMITEE

PUBLISH

THE WORLD OF BUSINESS

MEDIUM CHOICE

Safia is approved for publishing her work onto the site.

Safia submits her work, chooses her category and picks the mediums to present her thesis on the platform.

FACULTY

DEPARTMENTS

UNIVERSITY

SUBMISSION

Safia works on her thesis.

Prof. Sustainability

LEVI SMILE

Employer

INCUBATOR COMMITEE

PUBLISH

Venture Capitalist

Safia is approved for publishing her work onto the site.

TECHNOLOGY

Venture Capitalist

PDF

Venture Capitalist

TECHNOLOGY

Prof. Sustainability

LEVI SMILE

Employer

PROJECT

Prof. Social Entrepreneurship

D&M

DIRK KAMMERZELL

Employer Venture Capitalist

The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

ALUMNI

LAUNCH OF INCUBATOR PROGRAM

Professionals

Safia

D&M

Prof. Branding

UNIVERSITY

Professionals

ENTREPRENEURSHIP

Venture Capitalist

DIRK KAMMERZELL

DEPARTMENTS

KIA GHO

Employer

Prof. Social Entrepreneurship

Employer

FACULTY

Professionals

SOCIAL INITIATIVES

Safia submits her work, chooses her category and picks the mediums to present her thesis on the platform.

PROJECT

THE WORLD OF BUSINESS

MEDIUM CHOICE

Professionals

The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

04 CATEGORIES

EXECUTION

Venture Capitalist

Safia

03

LAUNCH OF INCUBATOR PROGRAM

Professionals

ENTREPRENEURSHIP

02

KIA GHO

Employer

PDF

Virtual Space Information & Content Students / Population Links Directories Selection/Application

Timeline 01

Professionals

SOCIAL INITIATIVES

:website

Physical Space Offices Free Spaces Resources Hardware & Software Teachers & Professors Exhibition Center Thesis Presentation Selection Process

Virtual Space Information & Content Students / Population Links Directories Selection/Application

Physical Space Offices Free Spaces Resources Hardware & Software Teachers & Professors Exhibition Center Thesis Presentation Selection Process

Prof. Branding

ALUMNI

Reaching external established networks is crucial to the success of Safia’s project.

Reaching external established networks is crucial to the success of Safia’s project. CD

CD

FACULTY

FACULTY FASHION

FASHION

Scenarios

Scenarios

Monday

9 am PROJECTS

COMPANIES

ADVISORS

Apply

Learn More

iSchool the Next Generation of Classrooms CATEGORY

Apply

Social Initiatives Entrepreneurship Technology

Home

Projects by Category

Companies

PROJECTS

COMPANIES

CONSULTANTS

10 am >

Art

>

Architecture Business + Finance + Accounting + Mgmt

>

Design

>

Education

>

Entertainment

>

Safia Brown Robert Rabinovitz

Entrepreneurship

>

Fashion

>

Government Politics

>

Interior Design

MEDIUM

Marketing & Communication

PDF

Poster

by Safia Brown

>

Retailing

Thesis Project

PDF Project Audio

Project Video

Project Poster

Project PDF

by Safia Brown

2

by James Rowley

2

Working Syllabus by Patrick Chon

2

Foster Care

by Sherdan Stavac

by James Rowley

2

Working Syllabus by Patrick Chon

2

2 pm

iSchool

by Safia Brown

>

Sustainability

>

Technology + Web

>

2

Ripl

by James Rowley

2

Working Syllabus by Patrick Chon

2

1006

003

1111

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003

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Discover People & Projects Companies Advisors Initiatives

About Us Terms & Conditions User Agreements

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1009

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Incubator: Making Ideas Happen Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer dignissim, arcu ac semper tincidunt, massa turpis imperdiet nisl, eget faucibus sapien metus dapibus lectus.

Discover Ideas Programs Consultants Community Activity

About Us Terms & Conditions User Agreements

Connect Blog Facebook Twitter Tell Friends

1005

1210

603

702

902

003

402

1204

705

905

003

304

1003

913

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304

906

The New School University, Parsons School of Design, Design & Management, Senior Thesis, Associate Professor: Robert Rabinovitz The New School Incubator for Design Innovation © 2009 - James Burr, Hannes Steen Thornhammar, Giancarlo Bozza

1008

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7 pm 503

8 pm Copyright© 2009 The New School Incubator for Design Innovation - All rights reserved

Friday 1008

1210

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6 pm Connect Blog Facebook Twitter Tell Friends

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503 The New School Incubator for Design Innovation: An on-line platform to enhance visibility of The New School’s graduating students through a showcase of their best thesis projects.

703

003 304

1204

3 pm

4 pm

by Safia Brown

Ripl

Ripl

>

Social Initiatives

1210

1 pm

iSchool

iSchool

2

Audio

RELATED PROJECTS

Author Info

iSchool

> >

Publishing + Journalism

Thursday

1005 1106

1006

12 pm

>

Product Design PDF

Video

Wednesday

720 1102

11 am

>

THESIS BRIEF

iSchool targets children in rural areas, providing them with a safe and innovative school. It incorporates live-stream education through iChat Av, an Apple Inc. video and communication software. The children will attend school from 8am to 1pm, having an individual computer designed by Apple that will use icons and games in order to facilitate the learning process. AUTHOR

Advisors

Advertisement & Branding

Tuesday

003 1101

Log Out My Account

Thesis Projects

1210

003

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Copyright© 2009 Incubator Inc. All rights reserved

The New School University, Parsons School of Design, Design & Management, Senior Thesis, Associate Professor: Robert Rabinovitz The New School Incubator for Design Innovation © 2009 - James Burr, Hannes Steen Thornhammar, Giancarlo Bozza

66 5th Ave

55/55 hours per week, at least 52/55 hours per week, at least 49/55 hours per week, at least

1 2 3

classroom available:

100% 95% 89%

availability

classrooms available:

availability

classrooms available:

availability

This graph represents three New School buildings of the spring semester of 2009. This graph is meant to show the amount of available space/rooms that could be used to launch the incubator program.


38


39

01:university network A series of channels to professionals, businesses and companies that connect appropriate student ideas, prototypes, products and services to specific industry demands.

• • • • •

New School + Parsons Departments Companies Professionals Institutions Opportunities


40

University Network > Introduction > Overview

SOCIAL NETWORKS Social networks are the veins and arteries of

introduce new ideas and opportunities to their

productive spheres. The various and complex forms

members than closed networks with many

of connections, exchanges, transactions depend on

redundant ties. In other words, a group of friends

the interactions between individuals, how these are

who only do things with each other already share

used, utilized, shaped and formed into larger social

the same knowledge and opportunities. A group of

organisms. Social networks are integral

individuals with connections to other social worlds

components of society, formed as a structure built

is likely to have access to a wider range of

upon the variables that link individuals through

information. It is better for individual success to

common notions of ideas, values, visions etc.

have connections to a variety of networks rather

The shape of a social network helps determine a network's usefulness to its individuals. Smaller, tighter networks can be less useful to their members than networks with lots of loose connections (weak ties) to individuals outside the main network. More open networks, with many weak ties and social connections, are more likely to

(4) Scott, John. 1991. Social Network Analysis. London: Sage.

than many connections within a single network. Similarly, individuals can exercise influence or act as brokers within their social networks by bridging two networks that are not directly linked. 4


41

OTHER UNIVERSITIES

Professionals Employer Venture Capitalist Professionals Employer Venture Capitalist Professionals Employer Venture Capitalist Professionals Employer Venture Capitalist Professionals Employer Venture Capitalist

KIA GHO Prof. Sustainability

LEVI SMILE

COMPANIES

Prof. Social Entrepreneurship

DIRK KAMMERZELL

D&M

Prof. Branding

ROBERT KUPERMAN

THE NEW SCHOOL

Prof. Advertising Concepts

ALUMNI

ANDREW ROBINSON Prof. Design

CD

FRIENDS

FASHION

OTHER SCHOOLS WITHIN THE NEW SCHOOL

ONLINE SOCIAL NETWORKS


42

University Network > Prototype > Logic

UNIVERSITY NETWORK Within the New School, there are a number of

outplacement programs offered by the various

existing social networks whose common

degree programs, Internship Coordinators assisting

denominator is the New School community and its

students with interim work experience within the

education. The social network is therefore

fields of media, fashion, design etc. These

comprised not just of one network, but of many.

connections are formed by a mutual agreement

Within the New School, there are several schools,

between student, coordinator, and professional.

and within these schools also several divisions,

For each degree program, there are similar industry

adding to the complexity and rich nuances of the

niche networks.

social strata. Above and beyond this already complex system, there is a greater network of individuals linked to the school as part of various institutions, faculties, trustees and businesses, through an agreement about the common denominator: education. In the case of Parsons School of Design, the trope linking these actors with one another is a generalized view and understanding about the value of design. We can see this most simply in the internship and

The connections that bridges out from the New School University represent a different part of the larger social network that comprises the university through the various divisions and degree programs. It also represents a significant portion of the ‘substance’ information that feeds life into the veins and arteries that composes the life-force of the New School community.


THENEW NEWSCHOOL SCHOOL THE

43

D&M D&M

STEVENLINDNER LINDNER STEVEN

This graph represents the connections of Steven Lindner, the Internship Coordinator of the Design and Management program at Parsons School of Design. The graph illustrates the breadth of the nodes linking the Design and Management community in a larger network of industry professionals.


44

University Network > Prototype > Partnerships

EXTERNAL EXISTING PARTNERSHIPS

THE NEW SCHOOL

PARSONS EXTERNAL PARTNERSHIPS

Abercrombie & Fitch Ace Style Intimate Apparel Inc Aeropostale Yeshiva University Apple Barnes & Noble Booksellers Benjamin Moore Paints Berkeley Center , NYU Stern Black Equity Alliance Bond No. 9 Brand Experience Lab Brooklyn Children's Museum BusinessWire Café Loup Camboo CARE USA CC Design Charney Research Children's Museum of Manhattan CICS City of New York Parks & Recreation Coach Columbia University CondéNet Cooper-Hewitt, National Design Museum Cottages & Gardens Publications Danal DesignSingapore Council Domus Academy Milano E-Line Ventures El Puente Fast Company Green Depot HBO Herman Miller Hildegarde HIP Venture Co. House of Design/Formens Hus (Sweden) Inspector Collector Interactive Advertising Bureau

JCPenney Jim Feldman Creative Direction Johnson & Johnson JP Morgan Kiehl's Koln International School of Design Kolon Korean American Community Foundation Lima Consulting Group Memorial Sloan-Kettering Cancer Center Meridian Design Microsoft Nordstrom NYC Department of Transportation NYC Parks & Recreation Otis College of Art and Design Paramount Vantage People's Voice Café Petite Mort Pfizer Global Pharmaceuticals Philips Lighting Pratt Institute Prosperitas Publicolor Robert A.M. Stern Architects, LLP Rubin Museum of Art Samsung San Francisco State University Sony Computer Entertainment America SPEC Worldwide Target Teatroiati, Instituto de Arte The Amaru Group Tobin and Tucker Union Square Partnership United Nations Warnaco Wedgwood USA Women for Women International


University Network > Prototype > Opportunities

45

OPPORTUNITY The bridges between networks comprise the critical

recognized that social networks also play a key role

opportunities facing different communities and

in hiring, in business success, and in job

demographics. Indeed, there exists already a

performance. Networks provide ways for

number of internal channels between the New

companies to gather information, deter

School and the NYC market region. These are

competition, and collude in setting prices or

manifest in the Design and Management network

policies.” 5

graph.

We can therefore recognize that within the New

The problem is (i) access and the opportunity is (ii)

School University there is an opportunity to

connecting the nods.

facilitate the flow of information between

These channels are only available through an

individuals of all strata, regardless of student,

intermediary: the Internship Coordinator, faculty,

faculty, employee, and market, in order to create

D&M department. By contrast, it is not available at

efficiencies within an untapped resource.

the opposite ends of the network, (i) for the student at the New School or (ii) the professional at external institutions. Research conducted in the field of social networking has concluded that “It has been widely

recognize that within the New School University there is an opportunity to facilitate the flow of information between individuals of all strata, regardless of student, faculty, employee, and market, in order to create efficiencies within an untapped resource.

(5) Wasserman, Stanley, and Katherine Faust. 1994. Social Network Analysis: Methods and Applications. Cambridge: Cambridge University Press.


46

iSchool. The next generation of classrooms.

Giving children in rural Morocco access to education through Apple Inc. technology.


University Network > Prototype > Opportunities > Safia Brown & New School

47

MARKETING & ADVERTISING In the event of the physical/tangible creation of a

orphans with Acumen, the not-for profit

New School network through the web platform

organization, focusing on Asia and Africa. There is

suggested in the next section of this packet, a

an opportunity here to supply a non-for profit

number of opportunities presents itself:

organization with an innovative solution. With the

• •

The active marketing of the New School’s student demographic.

The marketing of the New School’s brand and its association with design education.

The matchmaking of student project, service, idea, prototype etc with a professional in the market place.

The idea here is to connect the senior thesis student’s projects with professionals in the market place. In order to achieve this, it is necessary to tie

right network tool, Ms. Brown’s design model can reach a potential audience of interested not-for profit parties and also build upon the foundation of (i) developing her idea, (ii) implement and execute the solution (iii) do social good, (iv) present the value of the Parsons Design and Management education to a prospective employer (v) brand the New School at large.

the nods between the entities a listed as part of the

What is necessary to achieve this outcome: make

‘larger network’ of the New School, as shown in the

the New School network transparent and

Internship Coordinator graph (Steven Lindner). To

accessible.

use a hypothetical: connecting Safia Brown’s social initiative on educational design for Moroccan

SAFIA BROWN - DESIGN MANAGER ’09 iSchool targets children in rural areas, providing them with a safe and innovative school. It incorporates livestream education through iChat Av, an Apple Inc. video and communication software. The children will attend school from 8am to 1pm, having an individual computer designed by Apple that will use icons and games in order to facilitate the learning process.


48

University Network > Prototype > Case Study


49

CASE STUDY - AIGA “AIGA serves as a hub of thought-leadership and activity for the designing community. The association is committed to stimulating thinking about design through conferences, competitions, exhibitions, publications and websites. AIGA inspires, educates and informs designers, helping them to realize their talents and to advocate the value of design among the media, the business community, public agencies and the general public.” (6) Description - AIGA Association

AIGA Relevance

AIGA, the professional association for design, is the

AIGA works both as a web and physical meeting

largest professional membership organization for

place for designers and creative people.

design in the United States. AIGA now represents more than 22,000 design professionals, educators and students through national activities and local programs developed by 62 chapters and 240

The physical meeting are seen as the real opportunity for designers to meet face to face. For example, NEXT was this year’s bi-annual conference that gather more than 2000 ‘great design minds’ to

student groups. It includes well recognized

discuss about the future of Design. What was

designers such as Stefan Sagmeister, David Carson

interesting about this is that it offers a special

and Milton Glaser Aiga works both as a physical and

session dedicated to prospective students. This was

web platform where designers, educators,

an extremely interesting opportunity for the

opinionists in the field of design can inform, share,

students to meet with real professionals within their

educate and inspire the fellow community. It can be seen as a mentorship union for anyone in the world of design.

field in a first place, and second to get visibility in the industry. In addition, professionals also get an idea on the rising designers fresh from the market to see what is new and cool from rising creatives.

(6) AIGA Organization, About page, http://www.aiga.org/content.cfm/about-aiga


50

University Network > Prototype > Case Study


51

“Design Journeys” is a collection of stories about the professional lives, contributions and portfolios of historically underrepresented designers that serves as a publicly accessible comprehensive body of research honoring their accomplishments. Individuals selected for “Design Journeys” will be published in an online archive that includes visual samples of their work with an insightful, biographical essay. “Mentoring Essays” As part of AIGA’s goal to empower the success of designers across the arc of their careers, AIGA contributing editor Petrula Vrontikis has curated several series of essays, written by influential and established designers, in order to inform and inspire the next generation. “Artists Video Series” Hillman Curtis’s video series allows the web visitors to experience leading designers through sound and motion, uncovering what it is about them that inspires him. Sound video and graphics are combined to provide to the viewer the best inspirational experience.

Pros

Cons

• Great portal to get in touch with the work of the

• Limited networking features on the web portal. • Even if it is open to current students it

most influential professionals in the field.

• The physical meeting are an opportunity to meet face to face with the current pioneers of design.

• Excellent portfolios. • High level of professional exposure. • Different ways to visually display design works.

concentrates on established professionals only.

• It is open to everyone, but with a 320$ submission fee annually.

The intriguing aspects of AIGA is the combination of collections of a variety of inspirational and professional material (design portfolios) on display through an innovative online experience and the social network of artists and graphic designers that comprise the user base. The users connect both online and through the exchange of collaborations on job listings, freelance work, and seminars etc. The combination of physical-virtual meeting styled platform creates a compact and flexible community that enhance communication between members and users. Easy navigation, attractive interface, international repertoire of users, and NYC locality makes AIGA a dynamic network for graphic designers.


Scenarios

Rebecca submits her work, chooses her category and picks the mediums to present her thesis on the platform.

Rebecca works on her thesis.

CATEGORIZATION

SUBMISSION

EXECUTION

01

The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

INCUBATOR COMMITEE

Rebecca is approved for publishing her work onto the site.

PUBLISH

PDF

MEDIUM CHOICE

02

03

Rebecca

Alternative Design A/R Environetic Joe Ginsberg

ARCHITECTURE

Reaching external established networks is crucial to the success of rebecca’s project.

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

THE WORLD OF BUSINESS

Prof. Branding

DIRK KAMMERZELL

Prof. Social Entrepreneurship

LEVI SMILE

Prof. Sustainability

KIA GHO

FACULTY

Virtual Space Information & Content Students / Population Links Directories Selection/Application

01:website

FASHION

CD

D&M

DEPARTMENTS

UNIVERSITY

- Number of students that 1) Acquire: (i) job, (ii) internship 2) Financing for business model or development of business 3) Sell, lease, or development of (i) product, (ii) service, (iii) idea, (iv) prototype, (v) intervention etc 4) Amount of press student, or student work generates 5) Press and PR that school generates

:benefits

Utilizing the already existing resources of the school – existing space, management and competencies - the costs of implementing the actual incubator could amount to virtually zero cost with the right organization and planning. Building a powered web platform will require a number of startup costs, fixed costs and additional funding for maintenance, supervision, and leadership. Translating exposure, press, and an increase in prospective applicants may ultimately benefit the university in the long term and there are several indications that not doing so might seriously jeopardize the school’s competiveness in relation to alternative institutions willingness to take risks, innovate, and gain academic ground.

:reasoning

04

FACULTY

ALUMNI

PROJECT

LAUNCH OF INCUBATOR PROGRAM

Physical Space Offices Free Spaces Resources Hardware & Software Teachers & Professors Exhibition Center Thesis Presentation Selection Process

03:incubator

Parsons Departments Companies Professionals Institutions Opportunities

02:university network

University Network > System Map > Opportunity > Poster

Timeline

The New School Incubator is a tool connecting the senior thesis class with the marketplace through an array of business support resources and services tailored for the realization of innovative projects.

A series of channels to professional, businesses, and companies that connect appropriate student ideas, prototypes, products and services to specific industry demands.

:network 52


Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

KIA GHO

Prof. Design

ANDREW ROBINSON

Prof. Advertising Concepts

ROBERT KUPERMAN

Prof. Branding

DIRK KAMMERZELL

Prof. Social Entrepreneurship

LEVI SMILE

Prof. Sustainability

FASHION

CD

D&M

OTHER SCHOOLS WITHIN THE NEW SCHOOL

THE NEW SCHOOL

OTHER UNIVERSITIES

FRIENDS

ALUMNI

COMPANIES

ONLINE SOCIAL NETWORKS

D&M

STEVEN LINDNER

Sony

TECHNOLOGY

Conde Nast Ella Magazine Forbes Men’s Vogue V Magazine W Magazine

PUBLISHING

Lalique Martha Steward Studio Dror

PRODUCT DESIGN

Cornerstone Promo Mao PR Spotlight Style Events

PR

Lead dog AGA Catalog Agent 16 Bernstein Andriulli Brand Pimps C&G planning Branding Colleen Pider ColorWorks General Marketing Strat Grid 2

Harrison&Shiftman Informat (Fashion) Ink and Co (Design) J Ottoman Consulting (Sustainability) Kage Consultancy Lloyd and Co (Fashion) Modern Green (Susainability) Tipping Sprung Wink-Wire Image (Photography) Woods Witt Dealy

MARKETING + BRANDING + ADVERTISEMENT

Funham Home Furniture Gotham Mag Robin Wilson Home Vice Magazine Vogue WGSN

INTERIOR DESIGN

American Express Osprey Financial

FINANCE

John Barbados Kai Milla Karla Otto Kate Spade KCS Kiki Lanvin Larok Larok LVMH Max Mara Mulberry Nanette Lepore Nautica Nike Prada Proenza Schouler Ralph Lauren Rebecca Taylor Scene Showroom Showroom 88 Sixty USA Susan Grant Lewin Theory Tiger Button Tracy Reese Triple Five Soul TulehWarnaco Union Apparel Vena Cava Versace Wink NYC YS Zac Posen Zero Maria Cornejo

The New School University, Parsons School of Design, Design & Management, Senior Thesis, Associate Professor: Robert Rabinovitz The New School Incubator for Design Innovation © 2009 - James Burr, Hannes Steen Thornhammar, Giancarlo Bozza

THE NEW SCHOOL

Agnona Akris Alexander McQueen Anna Sui Armani AST Sportwear Atrium Bergdorf Goodman Bernette Textile Big Drop Bonnie Young Bottega Veneta Cacharel Chanel Chanluu Chole Colette Malouf Conde Nast Dana Buchman Diesel Dkny EDUN (Sustainability) Ermenegildo Zegna French Connection Gian Franco Ferre Gilt.Com Glamour Deluxe Company Gucci Group Halton Hoplum Hugo Boss Informat (Web Fashion) Intermix It USA Jim Shay

FASHION + MERCHANDISING + RETAILING

MTV NYC Opera and Co Stephen Colbert TV Show

ENTERTAINMENT

Al Johnson Art Inc Amaridian Gallery Art Makers Barbara Zucker Christies Lei Ujika Sloan Art

ART

Alternative Design A/R Environetic Joe Ginsberg

ARCHITECTURE

53


54


55

02:website An online platform connecting services and opportunities to seniors and individuals enrolled in the incubator program. Submission and admissions, matchmaking, exposure and distribution.

• • • • • •

Virtual Space Information & Content Students / Population Links Directories Selection/Application


56

Web Platform > Introduction > Overview

INTRODUCTION In the last decade, the power of social networks

important tool for businesses and commercial

have gradually found a niche online. In its widest

enterprises: “Business decision makers are now

possible forms, online social networking is a

preferring communication channels that are two-

dynamic new emergent phenomena of human

way dialogs, channels that resemble social

organization and its levels of cultural interaction,

networking applications. This is a great way for

production and distribution are unparalleled in

businesses to advertise their product. It is also a

history.

way that has proved to be more effective than the

Professional online social networking sites exist

previous “word of mouth” influence.” (7)

online, both as commercial models (Linked In) and,

The applicability of online social services lends itself

as internal components within institutions, linking

to entities who wishes to reach a wider national and

alumni with faculty, and market opportunities

global audience, additional communities and new

(Illinois Institute of Technology).

users. As a supporting mechanism, a web platform

The uses of online social networking is not confined

has the ability to connect groups and individuals in

to one mode of production, but to many. Its uses is

society for specific purposes and goals. In this case,

also beginning to morph into increasingly complex

the New School is facing opportunities linked to

organisms of widespread utility, blurring the

exposure, marketing, branding, and self-promotion

distinction between non-market and market

etc.

exchange, amateur and academic, commons based and proprietary based models of production. Online services is becoming an increasingly

(7) (Searchengineland.com.2007. “A New Place to Face-to-Face: B2B Social Networking.” <http://www.searchengineland.com>)


Web Platform> Introduction > Opportunity

57

OPPORTUNITY Parsons School of Design has a number of tangible and intangible assets that, through the use of the Web, can be marketed to prospective students, faculty, professionals, and the world of business:

• • • • • • •

Dynamic student demographic Prototypes, ideas, and design solutions from senior thesis demographic Skilled and competitive faculty University resources and facilities Professional network Renowned reputation for design excellence Industry driven/oriented educational programs

While these are recognized assets of the New School University, there are ways to improve the visibility and competitiveness of all of these using the distributive strengths of the Web:

The New School Website: connecting services and opportunities to seniors/alumni through an online platform. Submission and admissions, business matchmaking, exposure and visibility.


58

Web Platform > Research

HOW WOULD YOU CATEGORIZE YOUR THESIS PROJECT?

00

Advertisement & Branding Art Architecture Business + Finance + Accounting + Mgmt Design Education Entertainment Entrepreneurship Fashion Government Politics Interior Design Marketing & Communication Product Design Publishing + Journalism Retailing Social Initiatives Sustainability Technology + Web

01

02

03

0


04

59

05

06

07

08

Research was conducted to better understand the needs of the student demographic, how and why they would be willing to display their ideas, solutions and prototypes. What is their level of interest and if they would like to participate, then


60

Web Platform > Research

WHOULD YOU BE INTERESTED IN SHOWING YOUR THESIS PRESENTATION ON A WEB PLATFORM IN ORDER TO REACH A WIDER PROFESSIONAL AUDIENCE?

YES 76% NO 24%


61

HOW WOULD YOU LIKE TO DISPLAY YOUR THESIS?

PDF

RESEARCH SUMMARY & CONCLUSION Over three fourths of the sample student

displaying the work adds complexity to the siteâ&#x20AC;&#x2122;s

population indicate an interest in displaying their

hierarchy and layers of information. What follows

thesis projects to a wider professional audience.

are sample designs to visually illustrate the

This indicates an overwhelming willingness to

functionality of the New School platform.

participate in the New School web platform. The wide range of classifications and preferences for

20%

25%

25%

30%


62

Web Platform > Case Study

CASE STUDY - COROFLOT

Coroflot is a career and community site for

Project Relevance

creative professionals. Coroflot hosts individual

Coroflot provides a platform for established creative

creative portfolios and a database of job and

professionals to showcase their portfolio. Our

project openings. The thriving community that

project is focused on the same premises as Coroflot,

visits the site daily represents a cross-section of the

showcasing and promoting senior studentsâ&#x20AC;&#x2122; thesis

global design industry-working designers, design

projects. It is important to understand the

managers, internal and external hiring professionals, business managers of design firms, marketing and product management professionals, students, and educators. The site covers cross-discipline design, with Industrial Design, Interaction Design and Graphic Design the three most popular categories. The audience returns daily to monitor the ever changing array of content, and uses a variety of tools and resources found at the site to help them in their careers.

mechanism in place on the Coroflot network for us to maximize the exposure of our demographic.


63

data gathered from http://www.quantcast.com/coroflot.com Statistical Information This site reaches over 82,695 monthly people, of which 34,839 (42%) are in the U.S. The site is popular among a fairly wealthy, educated, young adult audience. The typical visitor visits courseadvisor.com. Pros

• • • •

Attractive UI Easy to navigate High quality portfolios Business presence on the network (Employer Directory)

Cons

• Limited networking features • No direct involvement with the demographic • • • • • • •

(i.e. support of any particular creative) Mainly concentrates on established professionals Limited browsing capabilities The portfolio builder is very limited (no video, text, pdf, comments) Only concentrates on hiring and portfolio showcase. Poor display of personal information and status. No editorial content (i.e. articles, news, magazine) Fairly low web statistics


64

Web Platform > Functionality

FUNCTIONALITY We have integrated a number of prerequisites that through conversations with Susan Sawyer of the New School’s Legal Department and Edwin Torres of External Partnerships, been voiced as crucial parameters for successful implementation:

New School’s incubator committee in charge of platform i) maintenance ii) administration iii) oversight and iv) selection of students/students work on display

New School’s incubator committee in charge of selection of companies, professionals, institutions, NGOs, not-for-profit organizations linking and accessing the site

New School’s incubator committee in charge of input fields, admin panel, and user generated content.

The functionality of web platform follows three

To make the experience as enjoyable as possible,

trajectories: the central idea behind the website is

senior thesis students are encouraged to share and

to give (1) the Incubator committee full control

display the appropriate information pertaining to

over the site’s functionality, (2) make the online

their project - interests, narratives, and information

experience as attractive as possible for visitors,

that may help to broaden the understanding and

and (3) make the interface easy navigate and

viable opportunity of the type of work that he or

pleasant to enjoy for the student’s and alumni.

she have undertaken.

As such, the information architecture and the

The crucial point to remember is the position of the web platform as one the primary marketing and branding tools of the New School, and the actual design of the site and of the student profiles remains an excellent way to promote the school’s active role within the design community.

subsequent administration panel has been organized to work these three different trajectory. The hierarchy of direct influence also follows the three trajectories and the administration panel is controlled by the Incubator committee who subsequently decides on input fields, display and organization. The student’s work will be displayed on the administration panel and any information listed on the site must be approved by the committee before it is shown to visitors.

It is worth mentioning once more, the importance of creating a presence on the webscape because of the extraordinary potential of reaching prospective students, faculty, and also business and institutions that have an interest in supporting/collaborating/ acquiring talent.


Web Platform > Site Map

Apply

Home

Projects by Category

Author Info

Companies

Advisors

Thesis Project

PDF Project Audio

Project Video

Project Poster

Project PDF

65


66

THE NEW SCHOOL INCUBATOR FOR DESIGN INNOVATION


67

PROJECTS

COMPANIES

ADVISORS

Apply

Learn More

Application Process Personal Info

Project Info

GENERAL INFO

PROFILE PIC T

First Name*

Last Name

(+,,'"-&.)/"

Living In

Spoken Languages

Gender*

Date of Birth*

Male

Female

Month

Year RESUME

EDUCATION

School

Day

Maximum file size per image is 5mb. You may upload jpg, jpeg, gif and png files. Read the Submission Policy for more information about what kind of content you may or may not upload.

Major

Resumes must be in PDF format. (+,,'"-0&1"

Class Of

LINKS

Year

Title Ie: MySpace Account

URL http://

CONTAC T

Email

Phone

BIO

!"#$

%&'()*%


68

PROJECTS

COMPANIES

ADVISORS

Apply

Learn More

Application Process Personal Info

Project Info

GENERAL INFO

Project Title

PROJEC T COVER

Project Subtitle

CHOOSE IMAGE Maximum file size per image is 5mb. You may upload jpg, jpeg, gif and png files. Read the Submission Policy for more information about what kind of content you may or may not upload.

Co-Author (Thesis Advisor)

CATEGORIES VIDEO PRESENTATION

Upload Video THESIS BRIEF

CHOOSE FILE

or Embed video code here:

POSTER

Poster must be in PDF and in original size. CHOOSE FILE

PDF

File must be in PDF CHOOSE FILE

PDF

VOICEOVER

File must be in MP3 CHOOSE FILE

By clicking ‘submit’ you agree with our Terms of Use and Privacy Policy

SUBMIT

DISCARD


PROJECTS

69

COMPANIES

ADVISORS

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iSchool

the Next Generation of Classrooms CATEGORY

Social Initiatives Entrepreneurship Technology THESIS BRIEF

iSchool targets children in rural areas, providing them with a safe and innovative school. It incorporates live-stream education through iChat Av, an Apple Inc. video and communication software. The children will attend school from 8am to 1pm, having an individual computer designed by Apple that will use icons and games in order to facilitate the learning process. AUTHOR

Safia Brown Robert Rabinovitz MEDIUM

PDF

Video

PDF

Poster

Audio

RELATED PROJECTS

iSchool

by Safia Brown

!

Ripl

by James Rowley

!

Working Syllabus by Patrick Chon

!

Foster Care

by Sherdan Stavac

!


70 PROJECTS

COMPANIES

ADVISORS

Apply

Learn More

iSchool

the Next Generation of Classrooms CATEGORY

Social Initiatives Entrepreneurship Technology THESIS BRIEF

iSchool targets children in rural areas, providing them with a safe and innovative school. It incorporates live-stream education through iChat Av, an Apple Inc. video and communication software. The children will attend school from 8am to 1pm, having an individual computer designed by Apple that will use icons and games in order to facilitate the learning process. AUTHOR

Safia Brown Robert Rabonovitz MEDIUM

PDF

Video

PDF

Poster

Audio


Web Platform > Site Map > Thesis Project > Project PDF71


72

PROJECTS

COMPANIES

ADVISORS

Apply

Learn More

iSchool

the Next Generation of Classrooms CATEGORY

Safia Brown

Social Initiatives Entrepreneurship Technology

GENERAL INFO

LINKS

Living In / New York Language / German - English

Jamspire.com Behance.net THESIS BRIEF DesignRelated.com Lexposure.net iSchool targets children in rural areas, providing

EDUCATION

Company / IDEO Position / Art Director

them with a safe and innovative school. It incorporates live-stream education through iChat Av, an Apple Inc. video and communication software. The children will attend school from 8am to 1pm, having an individual computer designed by Apple that will use icons and games in order to facilitate the learning process.

BIO

AUTHOR

School / Parsons School of Design Major / Design & Management Class of / 2009 PDF

Download Resume Send Email safiabrownsen@gmail.com

+1 646 267 2477

OCCUPATION

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer dignissim, arcu ac semper tincSafia Brown idunt, massa turpis imperdiet nisl, eget faucibus sapien metus dapibus lectus. Maecenas adipiRobert Rabinovitz scing lacus non metus. Suspendisse egestas, dolor eu sollicitudin luctus, ligula erat pretium odio, at elementum eros dui eget nulla. Morbi nibh. Suspendisse vulputateMEDIUM lectus id leo. Maecenas condimentum ultricies mi. Curabitur accumsan tincidunt dui. Curabitur ac orci in quam consectetuer placerat. Phasellus sit amet velit. PDF

Video

PDF

Poster

Audio

RELATED PROJECTS

iSchool

by Safia Brown

!

Ripl

by James Rowley

!

Working Syllabus by Patrick Chon

!

Foster Care

by Sherdan Stavac

!


PROJECTS

73

COMPANIES

ADVISORS

Apply

Learn More

Thesis Projects Advertisement & Branding

>

Art

>

Architecture

>

Business + Finance + Accounting + Mgmt

>

Design

>

Education

>

Entertainment

>

Entrepreneurship

>

Fashion

>

Government Politics

>

Interior Design

>

Marketing & Communication

>

Product Design

>

Publishing + Journalism

>

Retailing

>

Social Initiatives

>

Sustainability

>

Technology + Web

>

Project Title

by Author Name

Project Title

by Author Name

Project Title

by Author Name

The New School Incubator for Design Innovation:

2

2

2

Project Title

by Author Name

Project Title

by Author Name

Project Title

by Author Name

Discover

2

2

2

Project Title

by Author Name

Project Title

by Author Name

Project Title

by Author Name

About Us

2

2

2

Connect


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Company Directory

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A B C D E F G H I J K L M N O P Q R ST UVW XY Z

Architecture

>

Art

>

Entertainment

>

Fashion + Merchandising + Retailing

>

Finance

>

A

Alexander McQUEEN www.mtv.com Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer dignissim, arcu ac semper tincidunt, massa turpis imperdiet nisl, eget faucibus sapien metus dapibus lectus. Maecenas...

Anna Sui www.annasui.com

Interior Design

>

Marketing + Branding + Advertising

>

Non-Profit Organization

>

Public Relations

>

Publishing

>

Sustainablity

>

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer dignissim, arcu ac semper tincidunt, massa turpis imperdiet nisl, eget faucibus sapien metus dapibus lectus. Maecenas...

Armani www.armani.com Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer dignissim, arcu ac semper tincidunt, massa turpis imperdiet nisl, eget faucibus sapien metus dapibus lectus. Maecenas...

B

Bergdorf Goodman www.colbertnation.com Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer dignissim, arcu ac semper tincidunt, massa turpis imperdiet nisl, eget faucibus sapien metus dapibus lectus. Maecenas...

Bernette Textile Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer dignissim, arcu ac semper tincidunt, massa turpis imperdiet nisl, eget faucibus sapien metus dapibus lectus. Maecenas...

Bottega Veneta www.bottegaveneta.it Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer dignissim, arcu ac semper tincidunt, massa turpis imperdiet nisl, eget faucibus sapien metus dapibus lectus. Maecenas...

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The New School Incubator for Design Innovation:

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Robert Rabinovitz

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The New School Incubator for Design Innovation: An on-line platform to enhance visibility of The New Schoolâ&#x20AC;&#x2122;s graduating students through a showcase of their best thesis projects.

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Scott Pobiner Stevens Institute of Technology, Boston Architectural Center. Teaching fellow at Harvard University. Design practice focuses on interaction design for web. Lectures on digital technology and environments, and published in Konggan Magazine. Winner of numerous awards for his teaching. Research interests: The design, production, and implementation of interactive technologies and their effects on interaction amongst people, as well on pedagogy and the design of learning environments. http://www.scottpobiner.com http://www.incubator.com/scottpobiner

Michael Rabin

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Rebecca submits her work, chooses her category and picks the mediums to present her thesis on the platform.

Rebecca works on her thesis.

CATEGORIZATION

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The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

INCUBATOR COMMITEE

Rebecca is approved for publishing her work onto the site.

PUBLISH

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Rebecca

Reaching external established networks is crucial to the success of rebecca’s project.

Venture Capitalist

Employer

Professionals

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THE WORLD OF BUSINESS

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DIRK KAMMERZELL

Prof. Social Entrepreneurship

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Virtual Space Information & Content Students / Population Links Directories Selection/Application

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CD

D&M

DEPARTMENTS

Utilizing the already existing resources of the school – existing space, management and competencies - the costs of implementing the actual incubator could amount to virtually zero cost with the right organization and planning. Building a powered web platform will require a number of startup costs, fixed costs and additional funding for maintenance, supervision, and leadership. Translating exposure, press, and an increase in prospective applicants may ultimately benefit the university in the long term and there are several indications that not doing so might seriously jeopardize the school’s competiveness in relation to alternative institutions willingness to take risks, innovate, and gain academic ground.

:reasoning

UNIVERSITY

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Physical Space Offices Free Spaces Resources Hardware & Software Teachers & Professors Exhibition Center Thesis Presentation Selection Process

03:incubator

FACULTY

ALUMNI

PROJECT

LAUNCH OF INCUBATOR PROGRAM

Parsons Departments Companies Professionals Institutions Opportunities

02:university network

- Number of students that 1) Acquire: (i) job, (ii) internship 2) Financing for business model or development of business 3) Sell, lease, or development of (i) product, (ii) service, (iii) idea, (iv) prototype, (v) intervention etc 4) Amount of press student, or student work generates 5) Press and PR that school generates

:benefits

Web Platform > System Map > Opportunity > Poster

Timeline 01

The New School Incubator is a tool connecting the senior thesis class with the marketplace through an array of business support resources and services tailored for the realization of innovative projects.

An online platform connecting services and opportunities to seniors and individuals enrolled in the incubator program. Submission and admissions, matchmaking, exposure and distribution.

:website 76


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The New School University, Parsons School of Design, Design & Management, Senior Thesis, Associate Professor: Robert Rabinovitz The New School Incubator for Design Innovation © 2009 - James Burr, Hannes Steen Thornhammar, Giancarlo Bozza

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iSchool targets children in rural areas, providing them with a safe and innovative school. It incorporates live-stream education through iChat Av, an Apple Inc. video and communication software. The children will attend school from 8am to 1pm, having an individual computer designed by Apple that will use icons and games in order to facilitate the learning process.

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Copyright© 2009 The New School Incubator for Design Innovation - All rights reserved

The New School Incubator for Design Innovation: An on-line platform to enhance visibility of The New School’s graduating students through a showcase of their best thesis projects.

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03:incubator A physical space with resources and experts providing services and knowledge for appropriate entrepreneurial solutions. A continuation of the Parsons education after graduation, using the school’s existing resources and educational services.

• • • • • • • • •

Physical Space Financial Support Offices Free Spaces Resources Hardware & Software Teachers & Professors Exhibition Center Thesis Presentation


80

Incubator > Prototype > Overview

DEFINING INCUBATOR An incubator is a program that, through the utilization of services and resources, launches successful products and solutions to the market place by ensuring that these become selfsustaining businesses. The incubator often involves a network of contacts, and it also tends to involve a skilled management team with direct affiliation with the type/s of support that it offers.

(8) 2006 State of the Business Incubation Industry

Most common incubator services: (8)

• • • • • • • • • • • • • • • • •

Help with business basics Networking activities Marketing assistance High-speed Internet access Help with accounting/financial management Access to bank loans, loan funds and guarantee programs Help with presentation skills Links to higher education resources Links to strategic partners Access to angel investors or venture capital Comprehensive business training programs Advisory boards and mentors Management team identification Help with business etiquette Technology commercialization assistance Help with regulatory compliance Intellectual property management


Incubator > Prototype > Opportunity

81

OPPORTUNITY: WHY DOES THE NEW SCHOOL NEED AN INCUBATOR PROGRAM The case for incubation is strong: Successful completion of a business incubation program increases the likelihood that a start-up company will stay in business for the long term: Historically, 87% of incubator graduates stay in business. (9) In 2005 alone, North American incubation programs assisted more than 27,000 companies that provided employment for more than 100,000 workers and generated annual revenues of $17 billion. (10)

87% of incubator graduates stay in business. 27,000 companies assisted by incubator programs. $17 billion revenues.

(9) University of Michigan, NBIA, Ohio University and Southern Technology Council, Business Incubation Works. Athens, Ohio: National Business Incubation Association, 1997. (10) Linda Knopp, 2006 State of the Business Incubation Industry. Athens, Ohio: National Business Incubation Association, 2007.


82

Incubator > Prototype > The Role of Incubators

THE NATURE & ROLE OF INCUBATORS Incubators are about entrepreneurs. They are about

needs to be rethought: in almost all instances it

harnessing the creative and intellectual powers of

involves not creative destruction but creative

risk-taking individuals by translating their dreams

creation". (12)

into successful businesses. Peter Drucker, a distinguished management guru, defined the entrepreneur as somebody who “upsets and disorganizes”. “Entrepreneurs innovate,” he said. “Innovation is the specific instrument of entrepreneurship.” William Baumol, one of the leading economists in this field, describes the entrepreneur as “the bold and imaginative deviator from established business patterns and practices”. (11) In a special survey in 2009 on the importance of stimulating the development of business, the Economist reported that while entrepreneurship needs to be embraced widely, it also needs to be rethought:

This trend is occurring simultaneously with a major economic recession and its urgency is articulated on global scare through the World Bank’s Doing Business initiative, but also in New York City by Mayor Michael Bloomberg. Due to the failure of the financial markets in the economic recession of 2008/09, serious readjustments are needed to coordinate the resources of the NY City and to redirect talent to the innovative centers of the economy. Mayor Bloomberg measures addresses the need for more skilled entrepreneurs, highlighting not just the importance of stimulating the economy, but also the local economy of the NYC region through the successful retraining of former Wall Street

“This special report will argue that the

employees into business owners and entrepreneurs.

entrepreneurial idea has gone mainstream,

45 million dollars are being spent in this initiative to

supported by political leaders on the left as well as

stimulate the local economy and ensure that NYC

on the right, championed by powerful pressure

maintain its position as a hub of talent and financial

groups, reinforced by a growing infrastructure of

creative power.

universities and venture capitalists and embodied by wildly popular business heroes such as Oprah

The effectiveness of incubators on the local economic environment has

Winfrey, Richard Branson and India’s software kings.

been shown by Ezra Bar, PhD in Management of Engineering and

The report will also contend that entrepreneurialism

Technology: North central University, Prescott, Arizona, and USA. 2005: The Value of a University Incubator to Innovation.

(11) The Economist.com. “Global Heroes: A special report on Entrepreneurship.” <http://www.economist.com/specialreports/displaystory.cfm?story_id=13216025> (12) The Economist.com. “Global Heroes: A special report on Entrepreneurship.” <http://www.economist.com/specialreports/displaystory.cfm?story_id=13216025>


From Major Michael Bloomberg's NYC Financial Services Revitalization Plan.

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Incubator > Prototype > Case Studies


85

CASE STUDIES Pratt: In four years the Incubator has made great strides, and is gaining still. The Incubator sponsors initiatives centered on design development, business start-ups, global, social and environmental issues. The five-year goal is to actuate enough industry sponsorship to 1) support six start-up business teams and 2) four accelerator teams concurrently. The aim is to provide greater support services to our alumni's endeavors, and be able to launch more and more teams towards success.

Transit: A pre-incubator for the fine arts, crafts and design. Transit Studios opened its doors during the autumn of 2004 as an initiative by Konstfack (University College of Arts, Crafts and Design) and SSES (Stockholm School of Entrepreneurship). Transit Studios' aim is to provide the necessary support for start-ups and newly created companies within the fine arts, crafts and design. Our main focus is to analyze the potential of each company in order to determine the prerequisites necessary to take ideas and make them real in the marketplace. Our goal is to give support and inspiration, to promote innovative ideas and initiatives. Transit Studios is directed towards students and alumni from Konstfack and other arts & design universities. (13)

OOGA: is an incubator located in Israel for industrial design and product development, focused on identifying and supporting design oriented ventures by providing a unique business platform. The incubator showcases a series of successful products and innovative designs. (14)

(13) http://www.konstfack.se/konstfack/jsp/polopoly.jsp?d=10&t=1&l=en. Access date: April 14th 2009. (14) http://www.studioooga.com/studioooga/studio/. Access date: April 14th 2009.


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Incubator > Prototype > IDEO's Project


87

IDEO: Re-Imagining 65 5th Ave The design firm IDEO was hired by the New School

Nussbaum’s class Design at the Edge claiming that

to create a brief for the new building on 65 5th

“while the general consensus amongst the

Avenue. The idea behind the brief was to create a

administration that there is a shortage of space, it

research document that outlined the relationship

turns out there is actually a lot available.”

between the student/faculty demographic and the

This model has embraced IDEO’s conclusion and

school’s architectural space. Fred Dust, the leader of

present the conclusion from the report provided by

IDEO’s Smart Space division, held a speech at Bruce

the Space Planning and Coordination department:

While the general consensus amongst the administration that there is a shortage of space, it turns out there is actually a lot available. Fred Dust

NewSchool_IDEO_0823 - Page 58


88

Incubator > Research > Space Availability

SPACE AVAILABILITY Out of 107 available classrooms, 63 classrooms

The 63 available classrooms are all medium/large

were deemed viable as work space for the

and they can accommodate anywhere from from 15

incubator. These rooms are outlined in the graph

to 40 students with a total space ranging from 500

following this section. The classrooms filtered out of

square feet to 1000 square feet.

this graph, 44 in total, are the dedicated to specific

The week is divided up in terms of classroom/hour.

courses in photography, sculpture, painting classes,

Starting Monday in the last week of March 2009,

interior design studios, computer labs, ceramic

availability is counted from 9 AM to 8 PM. Thus, the

studios, furniture shops, metal shops, etc and were

available time per day is 11h, and each week has

not considered appropriate for work space for the

55h available.

incubator.

55/55 hours per week, at least 52/55 hours per week, at least 49/55 hours per week, at least

1 2 3

classroom available:

100% 95% 89%

availability

classrooms available:

availability

classrooms available:

availability


89


90

Incubator > Research > Space Availability

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SPACE AVAILABILITY In shaping the functionality of the incubator, IDEOâ&#x20AC;&#x2122;s

003

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document on space planning has been used to inspire a solution that has been supported also by Aman Agah, the Administrative Assistant for Instructional Space at The New School.

This graph represents three New School buildings of the spring semester of 2009. This graph is meant to show the amount of available space/rooms that could be used to launch the incubator program.

66 5th Ave

REFERENCE

2 W 13th St 15 E 16th St


92

Incubator > Research > Faculty Survey

Teaching Time per Week 1-16h Average Teaching Time per Week Assigned Office Hours

RESEARCH RATIONALE Research was undertaken to better understand the

picture about the kind of involvement that the New

complexities involving the execution of the New

School can expect from the faculty from the Design

School Incubator. Faculty were selected at random

and Management department. An area where

availability and asked to express their interests in

there, as expressed by the Communication

supporting and participating in launching the

Department and Legal Department, had been a

incubator service.

lack of support.

The rationale behind involving the faculty in this process was meant to inspire a more nuanced


93

HOW MANY HOURS PER WEEK DO YOU TEACH? The D&M Faculty teaches between 3 to 16 hours per week. On average the D&M Faculty teaches 6 hours per week. D&M Faculty is composed by 50% part-time and 50% full-time teachers. 70% have assigned oďŹ&#x192;ce hours.


94

Incubator > Research > Faculty Survey

HOW WOULD YOU BE ABLE TO SUPPORT THE INCUBATOR PROGRAM?

00

Advertisement & Branding Art Architecture Business + Finance + Accounting + Mgmt Design Education Entertainment Entrepreneurship Fashion Government Politics Interior Design Marketing & Communication Product Design Publishing + Journalism Retailing Social Initiatives Sustainability Technology + Web

01

02

03

0


04

95

05

06

07

08


96

Incubator > Research > Faculty Survey

DO YOU ACCEPT AND PROVIDE OFFICE/STUDENTS APPOINTMENTS? HAVE STUDENTS ASKED YOU FOR OUTSIDE HELP IN PROJECT?

YES 100% NO 0%


97

HOW MANY HOURS PER WEEK HAVE YOU GIVEN OUTSIDE OF CLASS PER STUDENT PROJECT? (Faculty Sample)

1h 30min 1h 2h 2h 30min


98

Incubator > Research > Faculty Survey

WOULD YOU SUPPORT A PARSONS INCUBATOR PROGRAM?

YES 100% NO 0% RESEARCH CONCLUSION The research shows that this is contrary to the

have regularly spent time with students during

findings. From the sample selection from the Design

oďŹ&#x192;ce hours and on their free time, outside of paid

and Management faculty, there is overwhelming

hours, to help students with projects related or non-

support for this type of service where the faculty

related to the D&M course material. This type of

assume greater involvement and responsibility for

involvement is encouraging and the incubator

the development of substantial projects.

wishes to capitalize on the facultyâ&#x20AC;&#x2122;s commitment to

This does not come as a surprise. Faculty from the

excellence in the practices of management and

Design and Management Department usually take

design.

an active role in the program, both in and outside of school. Several faculty members indicate that they


99

HOW MANY HOURS PER WEEK WOULD YOU BE WILLING DO DEDICATE TO A PARSONS INCUBATOR? (Faculty Sample)

3h 1h 2h 2h 30min


100

Incubator > Research > Intellectual Property Rights

OďŹ&#x192;cial Incubator Agreement provided by Susan Sawyer, Associate General Counsel at The New School


101

LEGAL ISSUES / INTELLECTUAL PROPERTY RIGHTS In the past, the New School has made attempts at

financial support and/or extra attention. This

incubating projects that had potential for wider

recommendation is then scrutinized by the

commercial use. The actual process of incubation is

Communication Department (Incubator committee)

thus not new to the school and the hassle of legal

and then backed by financial support from either

issues has been solved by standardized contracts

school or trustees. It is possible to expand on this

customized for individual circumstances. Indeed,

model and experience from past attempts makes

the school has a set of legal documents already in

customized contracts a viable solution. It is good for

place to specify the details per each project. Usually,

several reasons. It takes into account the

and this is the way the Legal Department have

complexities of diďŹ&#x20AC;erent projects from wide ranging

sponsored interesting projects in the past. The

disciplines, and it gives autonomy to faculty,

faculty has recommended a student or a number of

student, and possible collaborators.

students and their project for the possibility of


Monday

Safia submits her work, chooses her category and picks the mediums to present her thesis on the platform.

Safia works on her thesis.

Scenarios

SUBMISSION

EXECUTION

Timeline 01

Tuesday

The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

INCUBATOR COMMITEE

Safia is approved for publishing her work onto the site.

PUBLISH

The New School Incubator is a tool connecting the senior thesis class with the marketplace through an array of business support resources and services tailored for the realization of innovative projects.

PDF

Wednesday

MEDIUM CHOICE

02

03

Safia

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

THE WORLD OF BUSINESS

Thursday

Reaching external established networks is crucial to the success of Safia’s project.

TECHNOLOGY

ENTREPRENEURSHIP

SOCIAL INITIATIVES

CATEGORIES

LEVI SMILE

Prof. Sustainability

KIA GHO

FACULTY

Friday

Prof. Branding

DIRK KAMMERZELL

FASHION

CD

D&M

DEPARTMENTS

UNIVERSITY

Parsons Departments Companies Professionals Institutions Opportunities

04

FACULTY

ALUMNI

PROJECT

LAUNCH OF INCUBATOR PROGRAM

Physical Space Offices Free Spaces Resources Hardware & Software Teachers & Professors Exhibition Center Thesis Presentation Selection Process

03:incubator

Utilizing the already existing resources of the school – existing space, management and competencies - the costs of implementing the actual incubator could amount to virtually zero cost with the right organization and planning. Building a powered web platform will require a number of startup costs, fixed costs and additional funding for maintenance, supervision, and leadership. Translating exposure, press, and an increase in prospective applicants may ultimately benefit the university in the long term and there are several indications that not doing so might seriously jeopardize the school’s competiveness in relation to alternative institutions willingness to take risks, innovate, and gain academic ground.

:reasoning

:university network

- Number of students that 1) Acquire: (i) job, (ii) internship 2) Financing for business model or development of business 3) Sell, lease, or development of (i) product, (ii) service, (iii) idea, (iv) prototype, (v) intervention etc 4) Amount of press student, or student work generates 5) Press and PR that school generates

:benefits

Prof. Social Entrepreneurship

Virtual Space Information & Content Students / Population Links Directories Selection/Application

:website

Physical space with resources and experts providing expertise and knowledge for appropriate entrepreneurial solutions. A continuation of the Parsons education after graduation, using the school’s existing resources and educational services.

:physical space 102


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The New School University, Parsons School of Design, Design & Management, Senior Thesis, Associate Professor: Robert Rabinovitz The New School Incubator for Design Innovation Š 2009 - James Burr, Hannes Steen Thornhammar, Giancarlo Bozza

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1102 66 5th Ave

1 2 3 classrooms available:

availability

availability

availability

100% 95% 89%

classrooms available:

classroom available:

This graph represents three New School buildings of the spring semester of 2009. This graph is meant to show the amount of available space/rooms that could be used to launch the incubator program.

49/55 hours per week, at least

52/55 hours per week, at least

55/55 hours per week, at least

15 E 16th St

2 W 13th St

103


104

04:process


Process > Web Platform > Web Communication

105

INCUBATOR WEB-PLATFORM

WEB COMMUNICATION This graph illustrates the information exchange between student (Safia Brown), company (ACUMEN), and the web platform outlined in the previous chapter.

COMPANY: ACUMEN Fund

SAFIA BROWN: iSchool


106

Process > University Network > Networking Opportunities

NETWORKING OPPORTUNITIES This graphic illustration suggests that information exchange occurs systemically. The New School is the common denominator, and the school exerts its gravitational pull among actors on the world map for design thinking, strategy, and positioning.


Process > Incubator > Project Acceleration

107

INCUBATOR ACCELERATION The New School supplies the studentâ&#x20AC;&#x2122;s thesis project with professional advice, resources, and support for sustainable long-term success, beyond the confines of the academic environment.

Safia Brown

Robert Rabinovitz


108

Process > Thesis Project > Timeline

01

02

03

CATEGO EXECUTION

Safia works on her thesis.

SUBMISSION

INCUBATOR COMMITEE

Safia submits her work, chooses her categoryies and picks the mediums to present her thesis on the platform.

PUBLISH

MEDIUM CHOICE

SOCI INITIAT Safia is approved for publishing her work onto the site.

PDF

ENTREPREN

Safia

TECHNO

The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

Reaching e crucial to t


ORIES

IAL TIVES

NEURSHIP

OLOGY

109

04 THE WORLD OF BUSINESS

FACULTY

DEPARTMENTS

UNIVERSITY

LAUNCH OF INCUBATOR PROGRAM

Professionals Employer Venture Capitalist

KIA GHO Prof. Sustainability

Professionals Employer Venture Capitalist

LEVI SMILE

PROJECT

Prof. Social Entrepreneurship

Professionals Employer Venture Capitalist

DIRK KAMMERZELL

D&M

Prof. Branding

ALUMNI

external established networks is the success of Safia’s project. CD

FACULTY FASHION


110


111

05:business plan •

New School develops and implements the New School Incubator for Design Innovation.

or

The New School Incubator for Design Innovation is sold as a package to other universities for licensing and support fee.

or

The The New School Incubator for Design Innovation model is developed commercially with equity shares, Web 2.0 service and inhouse incubator service.


112

Business Plan > Opportunity

New School develops and implements the New School Incubator for Design Innovation. OPPORTUNITY

The foundation of The New School Incubator for

The implementation of the model is scheduled

Design Innovation model is based on specific

and organized to fit with the current New

concerns addressing the need of Parsons and

School architecture: stakeholders: student

the New School, as a critical component of the

demographic, faculty, and institutional

thesis coursework.

framework.

The model has been explored and developed in collaboration with Legal Department, the Communication Department, the faculty and the administration of the Design and Management program.

Exclusivity and branding opportunities. “By the New School, for the New School.”


Business Plan > Advantages

113

ADVANTAGES

Utilizing the already existing resources of the school – existing space, management and competencies the costs of implementing the actual incubator could amount to virtually zero cost with the right organization and planning (see Development Plan).

The construction and building of a powered web platform will require a number of startup costs, fixed costs and additional funding for maintenance, supervision, and leadership. However...

Translating exposure, press, and an increase in prospective applicants is likely benefit the university in the long term.

There are several indications that not capitalizing on the alumni might jeopardize the school’s competitiveness in relation to alternative institutions willingness to take risks, innovate, and increase visibility on the academic landscape.

Ultimately, the various stakeholders involved in the success of the New School will benefit from this initiative:

• • • •

University student demographic Faculty New School brand Professionals seeking talent and Companies seeking ideas, products, business opportunities


114

Business Plan > Effectiveness

HOW CAN YOU MEASURE THE EFFECTIVENESS OF THE NEW SCHOOL INCUBATOR? Number of students that through this model, web platform, university network and incubator:

• • •

Acquire: (i) job, (ii) internship

• •

Amount of press/publicity the student, or the student work generates.

Get financing for business model or development of a business. Sell, lease, or development of (i) product, (ii) service, (iii) idea, (iv) prototype, (v) intervention etc. Press/publicity and PR that the school generates. These variables can be measured against the financial/monetary cost of implementing the organization of an incubator and building a university network of professionals and companies (links to institutions and centers of academia and institutions, and the construction of a web platform/site.


Business Plan > Operational Steps

115

OPERATIONAL STEPS

1. Agreement with the New School: budget definition, human resources, execution, maintenance and involvement. 2. Development of the project/platform: construction of the web platform, development of the internal and external school network, defining human resources and space/classroom mechanism. 3. Selection of thesis project incubation: thesis students will apply and submit project proposal to committee through web platform, access the New School network service, consideration for incubation. 4. Launch of the platform: selection, showcase and presentation of thesis projects and student profile bio etc. 5. Launch of the New School Incubator: matchmaking, service oďŹ&#x20AC;ers, resources and business development.


116

Business Plan > Development Plan

Q1 September

Q2 December

Q3 March

Q4 June

Refinement of project and idea

Agreement with external developer

Web Platform Development

Network Directory Established

Incubator Program Set-Up

Advertising + Launch Promotion

Project Submissions

Septe


mber

117

Q5

Q6 December

Q7 March

Q8 June

Web Platform Maintenance

Network Directory Established

Incubator Program

Advertising + PR

Project Submissions

September


118

Business Plan > Staffing & Employees

STAFFING & EMPLOYEES We identify at least two specific areas of critical attention:

Incubator Coordinator/Manager: Will be in charge of:

• •

Coordinating the evolvement of the incubator.

• • •

Project finances and legal contracts (incubated projects)

Coordinating the collection and establishment of New School university network.

Management of legal issues, agreements, copyrights. Coordinating incoming projects, partnerships and sponsorship.

Project Manager Working closely with external programming unit and the New School Communication Department and Legal Department. Will be in charge of:

Design brand image

• • •

User interface and information architecture.

Coordinate and curate user-generated content

On-off programming, development, de-bugging etc. Manage Web Development


119

GRADUATING STUDENTS

INCUBATOR COORDINATOR

INCUBATOR COMMUNITY

FACULTY APPROVAL COMMITTEE

PROJECT MANAGER

Web Development Outsourcing Team

New School Internal Design Team


120

Business Plan > Costs

START-UP & OPERATIONAL COSTS ORGANIZATIONAL Office Space, Utilities and Services

Startup Phase Q1

Q2

Q3

Q4

Q5

Q6

Q7

Q8

$0

$0

$0

$0

$0

$0

$0

$0

$800

$800

$800

$800

$800

$800

$800

$800

Incubator Coordinator

$20,000

$20,000

$20,000

$20,000

$20,000

$20,000

$20,000

$20,000

Project Manager - Web

$20,000

$20,000

$20,000

$20,000

$20,000

$20,000

$20,000

$20,000

$6,000

$6,000

$6,000

$6,000

$6,000

$6,000

$6,000

$6,000

$25,000

$25,000 $400

$400

$400

$400

$400

$400

$2,400

$2,400

$2,400

$2,400

$2,400

$2,400

$49,600

$49,600

$49,600

$49,600

$49,600

$49,600

Office Expenses STAFFING AND PAYROLL

Part-Time Web - Designer / Developer WEB PLATFORM Web Platform Development Cost Outsourcing + Programming + Debugging Server hosting Total

$71,800

$71,800

$242,800

$198,400


Business Plan > Revenue

121

POTENTIAL REVENUE The revenue potentials is this model is best defined in terms of tangible and intangible benefits. To some extent, the intangible benefits far exceed the tangible. This model, if developed internally within the school, is made not to generate profit, but to become sustainable and ultimately to strengthen the positioning of the New School brand as one of the leading centers of design education in the world.

Tangible:

Intangible:

• • • •

• •

Brand exposure

• • • •

Academic Partnerships

Promotional Sponsorship Advertising Commercial partnerships/collaboration Endowment

Attracting prospective students, faculty, and trustees

Attract businesses to school Strengthen alumni relationships Strengthen market position


122


123

06:promotional plan


124

Promotional Plan > Campaign

PROMOTIONAL CAMPAIGN The promotional campaign of The New School

Thus, there are two sets of instructions, outlining

incubator has two main goals, 1) to bring awareness

the informational stages of the New School

to the student demographic about the

Incubator for Design Innovation service: 1) Pre-

opportunities available through the service and 2)

launch phase of in-house marketing and promotion

to enlighten the business community about the

within the New School and 2) Expansive viral

wealth of competencies, skills, ideas, and solution

marketing campaign, consolidating the university

stemming from the Parsons New School

network, enabling social networking, profile

community.

exposure and project/s promotion commercial exchanges through the New School web platform.


Promotional Plan > Objectives

125

OBJECTIVE & TIMELINE Design a ‘success story’ around the service. A video,

the process of i) thesis project ii) thesis presentation

promotional stunt, covering some of the thesis

iii) online presence on web platform iv) networking

students in the making. The idea is to show the

v) submission/application for incubator program vi)

student’s project in relation to the incubator

collaboration with New School and faculty vii)

service. Capture the risk-taking individual

project outcome.

passionately pursuing his/her design solution while fulfilling the dream of making it big in the New York City business community. Careful documentation of

01 EXECUTION

Safia works on her thesis.

SUBMISSION

02 INCUBATOR COMMITEE

Safia submits her work, chooses her categoryies and picks the mediums to present her thesis on the platform.

PUBLISH

03

CATEGORIES

MEDIUM CHOICE

FACULTY

DEPARTMENTS

UNIVERSITY

04

LAUNCH OF INCUBATOR PROGRAM

Professionals

SOCIAL INITIATIVES Safia is approved for publishing her work onto the site.

THE WORLD OF BUSINESS

Venture Capitalist

PDF

KIA GHO

Employer

Prof. Sustainability

Professionals

ENTREPRENEURSHIP

Venture Capitalist Professionals

Safia

TECHNOLOGY

LEVI SMILE

Employer

Employer

DIRK KAMMERZELL

Venture Capitalist

The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

PROJECT

Prof. Social Entrepreneurship

D&M

Prof. Branding

ALUMNI

Reaching external established networks is crucial to the success of Safia’s project. CD

FASHION

FACULTY

Structuring the promotional campaign in this way has a number of advantages:

Informs and excites the student demographic with something that they can relate to, i.e. Web 2.0 online presence, viral marketing and tangible use of their New School education.

Involving the faculty in the process of maintaining alumni relationships, consolidating the New School, New York City and International community through a series of long-term connections and an online presence.

Providing the New School administration with a direct marketing tool for expansive virtual advertising with student/faculty involvement.


126

Promotional Plan > Strategy

STRATEGIC MILESTONES

Fall Pre-launch phase of in-house marketing and promotion within the New School. The pre launch phase will run simultaneously with the fall and spring semester of first year of launch, documentation, video, interviews, student outcomes/results assembled and organized.

Spring The pre-launch phase documentation in expansive viral marketing campaign, documenting the value of the New School education, manifest in the New York City business community, student excitement (fulfilling dreams, learning by doing, entrepreneurial spirit etc), multifaceted faculty life bridging academic and commercial realms. Selective channels and direct advertising.

WHERE The Short Informational Video could be effectively displayed on:

• • • •

Selected New School monitors. New School, Parsons, D+M main web site. As a viral video on online social community websites. As snippets of overall New School advertising effort.


Promotional Plan > Interview

127

INTERVIEW: Robert A. Dinardi In an survey interview with Robert A. Dinardi, The New School Director of Marketing (included here), we conclude that a number of additional channels may be used in order to inform the stakeholders about the New School incubator effort: What advertisement initiative does the school embrace? What kind of

Who is in charge of the Advertisement for the school? Is the creative

commercial advertisement media does it utilize (ads, Blog/web sites,

department internal or external? If it is external, which company is in

Newspapers)? How is the budget allocated between these different

charge of it?

media? For example, I noticed advertisements in the subway for the fashion program? THE UNIVERSITY HAS 24 MEDIA PLANS (NOT INCLUDING PLANS THAT COME UP DURING THE YEAR — SPECIAL PROJECTS, EVENTS,

I OVERSEE MEDIA STRATEGY.  THE CREATIVE DEPARTMENT IS INTERNAL. And… In the past, has student material been used to advertise the school or specific initiatives?

NEW PROGRAMS).  SOME OF THE PLANS ADVERTISE AN ENTIRE SCHOOL AND SOME FOCUS ON SPECIFIC PROGRAMS.  OUR TARGET IS LOCAL, REGIONAL, AND INTERNATIONAL DEPENDING ON THE

WE ANNOUNCE STUDENT WORKS AND OFTEN POST THEM ON THE WEB.

PROGRAM/SCHOOL.  THE ALLOCATION OF THE BUDGETS FOR THE

Is there evidence that advertisement spending has encouraged

PROGRAM/SCHOOL ARE BASED ON PRIORITIES.  PRIORITIES ARE

enrollment?

PRIMARILY SET BY TARGET (HOW MANY ENROLLED STUDENTS WE

THE NEW SCHOOL HAS ALWAYS ADVERTISED.  MAINLY BECAUSE WE

NEED FOR THAT PROGRAM/SCHOOL).  OUR AD MIX IS 70% ONLINE

ARE KNOWN REGIONALLY AND NOT NATIONALLY.  THE PARSONS

AND 30% TRADITIONAL (MEANING PRINT, BROADCAST AND

AND MANNES BRANDS ARE KNOWN BOTH NATIONALLY AND

OUTDOOR).  ONLINE IS PRIMARILY USED FOR TARGETING SPECIFIC

INTERNATIONALLY.  THERE ARE MANY EXAMPLES OF ADVERTISING

AUDIENCES — EACH PROGRAM/SCHOOL HAS IT OWN UNIQUE

INCREASING AWARENESS AND ENROLLMENT.  ENROLLMENTS HAVE

TARGET.  MUCH OF OUR OUTREACH IN TRADITIONAL MEDIA IS

BEEN UP EVERY YEAR SINCE 2001.  ONLINE ADVERTISING IS NOW

BRANDING, HOWEVER, OUR LOCAL TARGETING EFFORTS INCLUDE

MEASURED THROUGH THE APPLICATION PROCESS THROUGH

AN ARRAY OF TRADITIONAL MEDIA FOR THE PROMOTION OF

GOOGLE ANALYTICS AND A THIRD PARTY SERVER.  PRINT IS

ADMISSIONS EVENTS.  WE DO NOT ADVERTISE IN THE SUBWAY.  WE

MEASURED THROUGH REDIRECTS AND SURVEYS.  OUR RECENT

USED TO ADVERTISE IN THE SUBWAY FOR THE CONTINUING

CAMPAIGN, WHICH WAS USED TO TIE THE EIGHT SCHOOLS OF THE

EDUCATION PROGRAMS WHICH HAD A VERY FAR-REACHING

UNIVERSITY TOGETHER, HAS BEEN GREAT FOR AWARENESS OF THE

AUDIENCE.  WE HAVE BEEN DOING LESS AND LESS ADVERTISING

UNIVERSITY.  EACH SCHOOL IN THE PAST HAD A SEPARATE LOOK.  

FOR THE CONTINUING EDUCATION PROGRAM TO ENHANCE THE

THIS YEAR, WHEN ALL OTHER PRIVATE UNIVERSITIES ARE SHOWING

IMAGE OF THE NEW SCHOOL AS A UNIVERSITY AND AS MORE THAN

MAJOR DROPS IN ADMISSIONS, WE ARE PRETTY MUCH ON PAR FOR

A PLACE TO TAKE CLASSES.  WE HAVE BEEN DEVELOPING AND

THE FALL.

IMPLEMENTING A SOCIAL MARKETING STRATEGY SINCE THE BEGINNING OF THIS SCHOOL YEAR.


128

Developing this model has been an extraordinary journey. Working closely with our classmates, professors and the New School administration has been both enlightening and joyful. We have been lucky to work closely with such a dynamic, exciting and caring group of individuals. We hope that the immense talent and dynamic creativity that we have encountered on our journey is reflected in this project. After all, this project has been about them, the New School community; our classmates, professors and faculty members who have inspired and challenged our understanding of what it means to be a designer, graduating from Parsons the New School for Design in the 21st century.  We hope to tell their story through this project because from the beginning, in the early fall to early summer, this project has been about improving the prospects of those who are eager to make a change in the world. This project is for them, and it is our wish that the school takes responsibility and offers its hand, in the heart of New York City, to honor their commitment.  It is our wish, that through this model, their dreams can become reality.  Hannes Steen Thornhammar, James Burr, Giancarlo Bozza


129

SPECIAL THANKS TO: Aman Agah, Andrew Robinson, Carlos Teixeira, Carol Overby, Christopher Fleener, Edwin Torres, Heico Wesselius, John Roach, Leslie Aln, Matthew H. Robb, Mom And Dad, Norman M Fryman, Our fellow classmates, Robert Dinardi, Robert Rabinovitz, Scott Pobiner, Steven Lindner, Susan Sawyer, Tim Stock.


The New School Incubator, Senior Thesis Project