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Creating a Start-up 1


Admission requirements

Admission is conditional on submission for the minor Innovation, Co-Creation and Global Impact
A knowledge of Dutch is not necessary. You should have obtained your propedeuse before starting this minor.


This course helps you to create a product, product-service or service within an interdisciplinary team, based on the analysis of a societal challenge that you aim to tackle with your entrepreneurial initiative.

The goal of this course is to initiate your start-up. Teams will be composed on the basis of complimentary skills and expertise with other students. Your team will develop a start-up, and a concept product, product-service or service. This will be based on the analysis of the societal challenge, conversion of this challenge into a design ‘problem’, the identification of design sub-problems, the generation of sub-solutions and the creation of a coherent total design (in concept stage) for the product, product-service combination or service. You will identify societal actors, such as governmental actors, enterprises, educational actors, societal actors, citizens, etc. to establish partnerships, define user groups, and create your (B2B) supply chain. Also, your team will be supported to develop communicative means for the promotion of the product/service or product-service and start-up, and to set-up a crowd-funding campaign.

Course objectives

After this course you will be able to:

  • Develop a persuasive story for a product/service and start-up

  • Create a crowdfunding page

  • Make a communication strategy

  • Test your assumptions with a crowd

  • Translate a societal challenge into a design task

  • Develop a societally responsive product/service

  • Test your assumptions with a crowd

  • Assess your own qualities and pitfalls

  • Reflect on taking part in an interdisciplinary team

  • Report on your personal learning objectives for becoming more effective

  • Present the analysis, definition, value proposition and framing of your start-up


Sept 14/ 10-14h: Kick-off, introduction, inspiration and building a team
Sep 21/ 10-14h: Responsible research and innovation for start-ups
Sep 28/ 10-14h: Ideation
Oct 05/ 10-14h: Ideation
Oct 12/ 10-14h: Storytelling & communication
Oct 19/ 10-14h: Crowd funding and campaigning
Oct 26/ 10-14h: Inspiration session by a reknown entrepreneur

Mode of instruction

Interactive lecture and workshops

Course Load

This is a rough breakdown of the course load:

  • 22 hours are spent on attending lectures and workshops;

  • 21 hours are spent on preparing for the seminars;

  • 12 hours to write an individual essay;

  • 8 hours preparing for the group presentation;

  • 12 hours to write a group report.

Assessment method

Assessment and grading method:

  • Group report 40% of final grade

  • Individual essay assignment 40% of final grade

  • Mid term group presentation 20% of the final grade

  • Obligatory & active attendance of the lectures and workshops (Pass or Fail)

  • Rounding off grades to 0,5 decimales is subject to class participation.



Reading list

  • Davies, 2011

  • Dorrestijn & Verbeek, 2013

  • Sudin, M. N., Ahmed-Kristensen, S., and Andreasen, M. M. (2010). "The Role Of A Specification In The Design Process: A Case Study", International Design Conference 2010, Dubrovnik - Croatia, May 17 - 20.

  • Van der Geer, S. (du). "Traps, Tricks and Strategies & Concept Development. Delft University of Technology"

  • Tassoul, M, and Buijs, J. (2007). "Clustering: An Essential Step from Diverging to Converging," Creativity and innovation management, 16(1): 16-26, doi:10.1111/j.1467-8691.2007.00413.x

  • Stappers, P. J. (2005). "Creative connections: user, designer, context, and tools", Personal and Ubiquitous Computing, 10(2): 95–100.

  • Van der Lelie, C. (2005). "The value of storyboards in the product design process", Personal and Ubiquitous Computing, 10(2): 159–162.

  • Pruit, J., and Grudin, J. (2003). "Persona's, practice and theory", DUX '03 Proceedings of the 2003 conference on Designing for user experiences: 1-15.

  • Pittard, N., Ewing, M., and Jevons, C. (2007). "Aesthetic theory and logo design: examining consumer response to proportion across cultures", International Marketing Review, 24(4): 457 – 473

  • Manning, S., and Bejarano, T. A. (2016). "Convincing the crowd: Entrepreneurial storytelling in crowdfunding campaigns", Strategic Organization, Special Issue: Organizing Crowds and Innovation: 1-26, DOI: 10.1177/1476127016648500

  • Van Looy, A., 2016. "Crowdfunding", in Social Media Management, Chapter 10: 189-205.


You have to register for both the minor and the course in Usis. Registration for this course only is not possible.


Sjoerd Louwaars


This course is part of the minor in Innovation, Co-Creation and Global Impact. You can only take the course as part of this minor.