The Innovation and Entrepreneurship capstone focuses on creating an innovation in a more practical context. To do this, the class was structured around developing and commercializing a product or service in teams. Each product or service was meant to solve some type of “problem” people recognized and would benefit from a solution. The semester was divided into three modules where the first involved ideation and customer discovery, the second focused on product and market fit, and the third tested whether the products or services could be scaled into a business.
The basis of the capstone focuses on group work to identify a widespread problem and refine a viable and desirable solution. My group sought to bring Duke students mediation guides that could help them begin and maintain meditation practices. During the first module, we interviewed friends and peers about their own attempts to meditate and gauge interest in a mediation guide that included resources from industry professionals. To narrow down the scope of our problem and develop the minimal viable product it was essential to effectively interview and survey the target market as well as speak with mentors who were Duke Alums and employees. Pinpointing the needs of our target market helped us create meditation guides geared towards students seeking meditation for stress relief, productivity, or spirituality reasons. Stress relief, productivity, and spirituality kept our meditation guides focused and helped us develop a potential business plan that identified the potential use of an affiliate marketing model. In addition to the hands-on work of the course, guest speakers, podcasts, and readings that focused on design thinking, target customers, success criteria, milestone planning, competitive advantage, and finance plans offered educational sources to complement the project work.
Also, find Mindful Matters instagram that could be used for an affiliate marketing model in the future