Crucible
Crucible Ltd Resources
As the facilitator for this creative activity, you do not have to do any
preparation; everything you need should be either in the materials provided or
on this sheet.
1. Materials
You should have the following materials:
i.
Delegate packs – enough copies for the delegates, yourself and the
judges.
ii.
Judging sheet – one for each judge.
iii.
Flipchart/laptop – each team will need access to either a flipchart and
pens or a laptop (which they can use to produce a PowerPoint
presentation, if they so wish).
iv.
DVD – one disc, which contains both videos downloaded from the Crucible
in a Box website.
You will also need access to a TV and DVD player and should have a supply of
paper and pens.
2. Process
The game will take around three hours, in total, with perhaps some extra time
on top, depending on presentation length. It should break down as follows:
i. Introductory video (10 minutes) – explains iPhone, App Store and sets next
task.
ii. Brainstorming phase (45 minutes) – the teams are given the wall-charts and
then asked to come up with as many different ideas as possible for their
application, stressing at this stage creativity over practicalities.
iii. Explanatory video (10 minutes) – more detail is given on the process
required to create a game and the costs of bringing it to market, including
case study/template.
iv. Planning phase (45 minutes) – the teams are given the planning phase
packs and have to decide on their best idea and put together a concept in
terms of content, design, costs and pricing (including who they are
marketing to and how many they are looking to sell).
v. Presentation prep (up to 1 hour) – the teams are then given a final hour to
prepare a presentation and business plan that shall be given to the
‘judges’ at a time to suit the timetable of the day. This time can also be
used for additional planning, if required.
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vi. Presentations and business plans (around 1 hour) - each team should hand
in their business plan and deliver a five minute presentation and then
there is an additional five minutes allowed for questions and clarifications
and then allow some time for you to offer feedback to the groups.
3. Your role
Your main role is to provide all of the materials at each stage of the process, as
laid out below. Some delegates may ask you for more information or specific
questions about the task but your response should always be:
“All of the information you need is included in the videos, the materials or what
they are able to discover for themselves”.
You should NOT:
Show them the videos or parts of the videos again as there is no time.
Give out the information packs until 15 minutes into each task/time slot so that
they have some time to think for themselves within the task
Offer any further information.
4. Your tasks
a. Forming teams/group – we suggest you pre-arrange the groups that you
would like people to work in and ensure that you divide the groups so that
each has a diversity of people from different disciplines.
b. Introduce yourself – explaining clearly your role and its limitations and then
announcing teams.
c.
Introductory video – play the first (introductory) video on the DVD.
d. Brainstorming phase – the video has already told them what to do but you
may repeat it, if necessary.
e. Delegate sheet 1 – after 15 minutes you may distribute the sheets to act as
a prompt and/or a guide.
f.
Task video – play the second (explanatory) video on the DVD.
g. Planning phase – again, the video has already told them what to do but you
may repeat it, if necessary.
h. Delegate sheet 2 - after 15 minutes you may distribute the sheets to act as
a prompt and/or a guide and explain that they will be assessing them on
both the app they present and the way they present it, as well as the
business plan. Each team should prepare a presentation of five minutes in
length. Remind teams that the business plan should be given to the judges
ahead of their presentation.
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i.
Presentations - collect in the business plans and give to the judges, as
additional background information. Introduce the judge(s) and then manage
the order in which presentations are made; you could ask for volunteers or
draw numbers out of a hat to get a random running order. Stress that the
presentations should be five minutes and then there is another five minutes
per team available for questions and clarifications.
j.
Judging and Feedback - using the judging scoresheets, the judges can read
out the scores and provide some additional information on how the decisions
were made.
k. Group discussion (time permitting) - run a group discussion which is begun
by you giving them feedback on how they handled the process and then ask
then to reflect upon how the task went and focus particularly on how they
found:
 Working with people from different disciplines.
 Thinking about a problem from a more commercial perspective, more than
they would normally do.
1
l.
2
3
4
5
Close - at the end of the presentations, when the winners have been
announced, thank the delegates and send them on to their next activity.
Participants’ Introduction
This is the first of three information sheets, containing a variety of information to
help you and your team complete the Crucible App Store workshop.
Timeline
The game will take three to three and a half hours, in total, with perhaps some
extra time on top, depending on presentation length. It should break down as
follows:
1. Introductory video (10 minutes)
An explanation of the iPhone, the App Store and an introduction to the task.
2. Brainstorming phase (45 minutes)
You are tasked with brainstorming as many different ideas as possible for the
task.
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3. Explanatory video (10 minutes)
More detail is given on the process and the task on creating an application for
the iPhone.
4. Planning phase (45 minutes)
Refine your various ideas and decide on the one to take forward to the
presentation stage.
5. Presentation prep. (up to 1 hour)
Finalise your proposed application and put together a five-minute presentation
for the group.
6. Presentations (approx. 30 minutes)
Each team delivers a five minute presentation and a further five minutes for
questions from the audience.
Brainstorming Phase
Having watched the first video, you will be asked to come up with some ideas
and this handout contains a process checklist for this session and some key
facts, figures and theory, which should help you in the creation of your
submission.
1. Introduction
This game is about being innovative and creative, working in groups and
thinking commercially. You will be asked to design a new application for Apple’s
iPhone and to then pitch your innovation to a panel of judges. Don’t worry, we
will be giving you plenty of information in two videos about the iPhone and the
applications that are available for it. You will see one 10-minute introductory
video, then have 45 minutes to brainstorm some initial ideas. There will then be
another 10-minute film giving you even more information and then a final 45
minutes to really fine-tune your application. Finally, there is an hour to prepare
the presentation of your idea to the judges.
2. Facts and figures from the introductory video
Estimated iPhone sales to date – 25 million
Revenue share of apps – 70% to developers and 30% to Apple
No. of apps available – 500 in July 2008 up to 65,000 in July 2009
Eighteen app categories – books, business, education, entertainment, finance,
games, health and fitness, lifestyle, medical, navigation, news, photography,
productivity, reference, social networking, travel, utilities, weather
Standard iPhone functions – mobile phone, text messaging, e-mail, internet
browser, diary, address book, GPS mapping, note-taking, iPod, camera,
calculator, alarm and clock, photo library, weather portal, YouTube player and
voice memos
Sample apps
Flight Control: priced at 59p, estimated sales of 1,243,200
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Things: price £5.95, estimated sales of 82,250
Run Keeper: price £5.99, estimated sales of 24,150
iBeer: price 59p, estimated sales of 86,400
London Tube: 59p, estimated sales of 221,200
3. How to Brainstorm Effectively
Rule One – Quantity over Quality
At the outset, the goal is to come up with as many different ideas as possible.
They will be refined at a later date, the first goal is to have lots of ideas
generated.
Rule Two – No Criticism
Any feedback on ideas is put on hold, do not criticise but focus on adding to or
extending ideas that are proposed.
Rule Three – No Limits
In creating a long list of ideas, do not put any constraints upon them. Challenge
assumptions and look at things from a different angle. We want as many ideas
as possible, so push the boundaries.
Rule Four – Seek Synergy
Synergy is where 1 + 1 = 3, so two ideas combined add up to more than the
sum of the two ideas. Look to combine different thoughts people have to
produce the best solution.
Rule Five – Have a Process
i. Set a time limit and a goal for the number of ideas you want to generate.
ii. Designate one person to write everything down, preferably where everyone
can see, to ensure it is recorded as the originator wanted.
iii. When brainstorming is complete, start working through each idea, starting
with the one that had the most associated ideas or add-ons.
4. How to Evaluate Your Ideas
Decide on a decision process
Show of hands, distribution of points, categories etc.
Work out resources required
Take each idea, calculate the amount of internal and external resource required.
Risk assessment
Evaluate how likely the idea is to fail or face delays (the more complicated the
idea, the greater the risk of something going wrong).
Popularity
Is there an audience for the idea, how big is it and how loyal will they be?
Competition
Are there any competing products or services and are they a threat or could they
be used to test the water or break the market?
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5. Process checklist
This checklist can be used to ensure you are on the right lines in the creation of
your app.
Key areas
Components
Initial idea
A need or service identified
Target market clarified
Key benefit for market agreed
Secondary idea (optional)
A need or service identified
Target market clarified
Key benefit for market agreed
Refined/final concept
Group agreement/buy-in secured
Planning Phase
1.Introduction
Having watched the second video, you should now have a clearer idea of what
you could do with your ideas for iPhone applications. You will have 45 minutes to
refine your idea and in this phase you are provided with some more facts and
figures, as well as another process to go through, to ensure that you have all of
the information you need to choose and develop your app proposal.
2. Facts and figures from the explanatory video
Five phases of production:
i.
Initial framework – working out the functionality and how it fits together.
ii.
Programming – the actual coding of the application.
iii.
Animation/illustration – creating the visual assets.
iv.
Design – the screens and feel of the application.
v.
Administration – project managing the process and getting it accepted.
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Things app:
Costings
Initial framework
Programming
Animation
Design
Administration
TOTAL
£1,000
£4,000
£0
£2,000
£1,000
£8,000
Sales figures
Priced at £5.99
Producers of the app get £4.19 (after Apple’s share)
Break even at 1,900 sales.
Flight Control app:
Costings
Initial framework £1,000
Programming
£5,000
Illustration
£2,000
Design
£3,000
Administration
£1,000
TOTAL
£12,000
Sales figures
Priced at 59p
Producers of the app get 41p (after Apple’s share)
Break even at sales of 29,000 plus
Pricing decision:
To cover costs – simply add up all of your production costs and then divide this
figure by the number that you expect to sell, which will give you a price per unit
at which you should be selling your app.
To match market expectations – look at similar products in a similar market and
base your price in relation to them.
To position the product – where the price sends out the signals of how you view
the quality and lifetime of the app.
3. Turning a Concept into Reality
Break down the concept into the key functional areas, which could be as follows:
Technical – how the product will work and how this functionality will be created.
Design – the look and feel of the product and associated assets.
Administration – what has to be done to get the product
approved/certified/legal.
Promotion – how will the product be promoted to the target market.
Financial – what will all of the above cost and what price can be charged.
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4. Process checklist
This checklist can be used to ensure you are on the right lines in the creation of
your app.
Key areas
Idea development
Components
Need or service identified
Target market clarified
IP of concept
Who was the main creator of the concept
Who were the main contributors
Based on this, how will the IP be shared
Production costs
Initial framework/architecture
Technical
Design
Administration
Financial
Pricing
What will
 Based
 Based
 Based
be
on
on
on
your pricing approach?
costs
the competition
marketing perception
Final price as a result of your pricing
approach
Promotion
Estimated market size (based on
competition)
Estimated sales (based on competition)
Profit/turnover/objective – based on what
expectations you have for the app.
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Presentation Phase
1. Introduction
You will now have an hour to fine-tune your concept and prepare your
presentation and business plan. To assist you with this, there is some basic
advice on the components of a presentation, a list of things to take into account
and some advice on putting together a simple business plan.
Your presentation should be five minutes in length and allow for up to five
minutes worth of questions. You will be asked to hand in your business plan to
the judges before delivering your presentation.
2. Tips on components of a presentation
Goal: Before you start preparing your pitch, set yourself a goal or objective for
the presentation. Is it just to communicate an idea, get them thinking, seek
agreement or to receive feedback? At the end of your presentation, what do you
want the audience to think, feel or do?
Attention: A good presentation should hold the audience’s attention for the
whole five or ten minutes and to do this, you need to communicate quickly and
effectively. Everything in your presentation should be helping you to achieve the
goal you have set yourself.
Planning and Props: Plan your presentation in as much detail as you can and to
ensure that you stick to that plan, use whatever props you feel comfortable with,
be they notes, flipcharts, PowerPoint slides or physical props.
Practice, practice, practice: Go through your presentation as many times as you
can, each time you run through it, it will improve.
Introduction: Start the presentation by introducing yourself, your team and
what each brings to the project. Then introduce your application by name.
Concept: Explain the reasoning behind your application and the concept upon
which it is based. At this point you should also justify how you decided on this
app and explain some of the process that brought you to this point.
3. Presentation content
Your presentation will be judge on the way in which you present but also on the
content, falling into the following categories:





Technical Solution
Design, Look and Feel
Administration and Production Plan
Marketing Rationale (need and market)
Financial Case
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

Pricing Strategy
Presentation and Communication Skills
4. Business planning
A formal business plan should set out both the context for an organisation, as
well as some clear goals and some possible ways of achieving them. There is no
set structure, but they will normally include some of the areas set out below.
Include the key points from the business plan in your presentation, to help
strengthen your proposition:
Summary of ownership and purpose: an executive summary of the
organisation’s reason for existence, may include a mission statement.
Business description: structure, products or services.
Industry background: description of the history of the sector within which the
organisation will work as well as trends and possible future direction, dealing
mainly with the products and services currently in vogue.
Competitive analysis: understanding of the current and potential competitors for
the product and service.
Market analysis: looking at the sector to whom the organisation will sell and
what needs they have that the product or service will meet. The SWOT analysis
(strengths, weaknesses, opportunities and threats) of the organisation could be
incorporated here.
Marketing plan: based on the previous section, what needs to be done from a
marketing perspective to help achieve the organisation’s goals?
Operations plan: what sort of capacity and organisation will be needed to
produce and supply the product to the market?
Management summary: how and who will manage the business and what sort of
hierarchy will help run the operations?
Financial plan: what sort of costs and capital will be required to start the process
and establish the organisation and what sort of turnover, costs and profit can be
expected?
Judging Scoresheet
The table below should make it easy to assess the presentations that you see.
Circle the score for each category (with 1 being lowest and 5 highest) and add
comments.
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Category
Score
Comments
Summary of ownership and
purpose
1
2
3
4
5
Business description
1
2
3
4
5
Industry background
1
2
3
4
5
Competitive analysis
1
2
3
4
5
Marketing plan
1
2
3
4
5
Operations plan
1
2
3
4
5
Management summary
1
2
3
4
5
Financial plan
1
2
3
4
5
TOTAL (out of 40)
and final comments