@cowanSF: This is an excerpt from www.alexandercowan.com/speaking . For tutorials and templates on how to do all this, you can try www.alexandercowan.com/resources. The rest of this case study is here: www.alexandercowan.com/speaking.

1. Copyright 2012 Cowan Publishing
Non-Tech Case Study
Best Practices at The Penny
info@alexandercowan.com
alexandercowan.com

2. Copyright 2012 Cowan Publishing
OUR STORY
Kendra &
Zach have an
idea about
an app for
families.

3. Copyright 2012 Cowan Publishing
OUR STORY
Kendra &
Zach have an
idea about
an app for
families.

4. Copyright 2012 Cowan Publishing
OUR STORY
Kendra &
Zach have an
idea about
ice cream.

5. Copyright 2012 Cowan Publishing
IDEATION

6. Copyright 2012 Cowan Publishing
IDEATION

7. Copyright 2012 Cowan Publishing
IDEATION
As a visitor,
I want to find local favorites
so that I can experience some local texture.
Visitors
As a student,
I want to have a local experience
so I can commune with other students in
our new town.
UCSC
Student
As a patron,
I want to enjoy the occaisonal treat
so that I have something extra to look forward
to when I’m downtown.
Downtown
Patron
As an epicurean,
I want to experience emerging food trends
so that I can do more than just read about
them.
Epicurean

8. Copyright 2012 Cowan Publishing
PLANNING
Good ≠ Viral

9. Copyright 2012 Cowan Publishing
IDEATION
SOLID PLAN TO
CREATE
EXPERIENTAL
PRODUCT
IT’S ABOUT IN
STORE
EXPERIENCE
NOT A MASS
MARKET
BUSINESS

10. Copyright 2012 Cowan Publishing
@cowanSF
www.alexandercowan.com/blog
DESIGN
LEARN
VALIDATE
www.alexandercowan.com/resources
acowan@alexandercowan.com
www.alexandercowan.com/speaking
(THE REST?)