TEACHING DESIGNERS’ ENTREPRENEURSHIP: MAPPING STUDENT DESIGN PROCESS of LEAN START-UP and EFFECTUATION

Abstract

Recent studies show entrepreneurs tend to prioritize either the business or the design side of their startup, as combining design and entrepreneurship may represent a dual focus and tension in the development process. However, it is commonly recognized that both needs to be developed to become a proficient design-based entrepreneur. In the following paper we examine an exemplary case of design-based entrepreneurship. We study a case of how industrial design master’s students from Aalborg University, may develop an integrated design and entrepreneurial approach to solve a dual design and business challenge. By using theories and a mindset of effectual reasoning combined with the lean start-up approach, a design based entrepreneurial approach was mapped out. We use this case not only to study similarities and differences between the design approach and the entrepreneurial approach, but also to understand key elements in how to integrate on one another in an educational setup.