The New School Incubator, Senior Thesis Project by Robert Rabinovitz

Table of Contents Thesis Abstract ......................................................................................................................................................03 Introduction ...........................................................................................................................................................04 Fall Research ..........................................................................................................................................................12 Personas ..................................................................................................................................................................21 Stakeholder Analysis ..........................................................................................................................................26 Thesis Argument ................................................................................................................................................... 32

04:Process Website ....................................................................................................................................................................105 University Network ..............................................................................................................................................106 Incubator ............................................................................................................................................................... 107 Timeline ...................................................................................................................................................................108

05:Business Plan 01:University Network Overview .................................................................................................................................................................. 40 Opportunity ............................................................................................................................................................ 45 Case Study ............................................................................................................................................................... 48 Poster ........................................................................................................................................................................53

Introduction ............................................................................................................................................................112 Development Plan .................................................................................................................................................. 115 StaďŹ&#x192;ng .....................................................................................................................................................................118 Financials .................................................................................................................................................................. 120

06:Promotional Plan 02:Website Overview .................................................................................................................................................................56 Opportunity ...........................................................................................................................................................57 User Experience Research .................................................................................................................................. 58 Case Study ..............................................................................................................................................................62 Information Architecture ..................................................................................................................................64 Website Pages .......................................................................................................................................................66 Poster ........................................................................................................................................................................76

03:Incubator Overview ................................................................................................................................................................80 Opportunity ..........................................................................................................................................................81 Case Studies ..........................................................................................................................................................84 Space Availability .................................................................................................................................................... 88 Faculty Survey .....................................................................................................................................................92 Intellectual Property Concerns ..................................................................................................................... 100 Poster ..................................................................................................................................................................... 102

Intro ............................................................................................................................................................................ 124 Campaign .................................................................................................................................................................. 125 Interview .................................................................................................................................................................... 127

General Introduction > Main Idea > Thesis Abstract

THESIS ABSTRACT This project emerged as a response to the opinions

is a combination of tactics that we believe 1)

and thoughts raised by the D&M community about

improves the situation for those graduating from

the final thesis presentation.

the New School, 2) deepens and substantiates the

What started with a general discussion about the

New School’s commitment to design innovation, 3)

nature of the thesis course eventually grew into a

sends a positive reflection of the New School to

debate about some of the successes and limitations

prospective stakeholders in the market place and in

of the final thesis presentation format in mid May of

the world: students, faculty, sponsors, and investors,

the spring semester. Many students raised

4) significantly improves the standing of the

questions about what Parsons and the New School

university in an age of global competitiveness and

does to help students and their thesis work after

multiculturalism.

graduation. Several students were curious about

We present here several solutions that aim to

the benefits of this project once done with school:

capitalize on these four points. We want to take

“how will it help me specifically in terms of

advantage of the forces of globalization, design

employment”, “…get financing for a business

strategy, sustainable thinking and the Web to create

model”, “… continue to develop my idea/prototype

an experience that works universally, across a wide

or help me get into graduate school” etc.

range of disciplines and interests. Three prototypes

The fall semester centered on gaining an overall

forms the basis of the project: 1) a university

understanding of the critical aspects facing these

network, 2) a web platform and 3) and a business/

concerns: stakeholder analysis, case studies, and

design incubator. Both the network and the

preliminary research. The spring semester

incubator can be implemented at minimal costs for

continued with extensive research and the initial

the university. Some start-up, fixed and

formulation of personas, prototypes, and scenarios.

administrative costs are associated with building

The research and data indicated that there was a unique opportunity to not just improve upon the current situation of the final thesis presentation, but to also reassert the New School’s commitment to design and innovation. The model that we present

the web platform. However, the aim of this project is to show how a comparatively small investment is not only beneficial for the New School but in some respects integral to maintain and keep up with the leading educational centers for design in the world.

General Introduction > Main Idea > Parsons’ Education & Design Commitment

INTRODUCTION Parsons The New School for Design enjoys a

Indeed, in the last years, Parsons the New School of

reputation as one of the leading centers for design

Design has re-emphasized its commitment to

in the world. Its global reputation is reflected in its

design excellence through the introduction of

international student population and continuous

interdisciplinary coursework in Design At the Edge

embrace of the forces aﬀecting globalization and

with BusinessWeek reporter and journalist, Bruce

multiculturalism. Parsons is an accredited

Nussbaum, through the construction of a new

institutional member of the National Association of

Academic building in the old location on 65 Fifth

Schools of Art and Design, NASAD and the

Avenue, and new gallery and exhibition spaces in

university employs a wide range of faculty from the

the corners of 13th street. This innovative spirit is

leading national and international centers of

captured by the mission statement that highlights

research and scholarship. The University defines its

the school’s role as a innovative player in the critical

commitment to innovation through the merge with

areas concerning design innovation:

the New School in the heart of New York City. The

Parsons focuses on creating engaged citizens and outstanding

New School’s ongoing support for design

artists, designers, scholars and business leaders through a

excellence is clearly defined through its various

design-based professional and liberal education.

degree programs: Parsons The New School for Design is one of the premier degreegranting college of art and design in the nation. Its graduates and faculty appear on the short list of outstanding practitioners in every realm of art and design - creative, management, and scholarly. Choice professional internships, interdisciplinary collaborations, and international study opportunities augment Parsons’ 23 undergraduate, graduate, and certificate oﬀerings encompassing 34 areas of study. Responsive to societal needs and predictive of cultural trends, Parsons makes tangible, usable, and beautiful the New School mission of bringing positive, innovative change to the world. 1

(1) http://www.newschool.edu/inBrief.aspx (2) http://www.parsons.newschool.edu/about/index.aspx

Parsons students learn to rise to the challenges of living, working and creative decision making in a world where human experience is increasingly designed. The school embraces curricular innovation, pioneering uses of technology, collaborative methods and global perspectives on the future of design. 2

General Introduction > Main Idea > Overview

This thesis project aims to synthesize the New

Today, significant structural economic and

Schoolâ&#x20AC;&#x2122;s commitment to design, education and

entrepreneurial initiatives are being launched to

business, through the creation of an incubator

capitalize on the race for talent, knowledge and

model. This model is meant to act as a template not

information. In order to not be left behind in the

just for the New School, but for any university with

onslaught of global competition, a series of

clearly defined objective to educate successful

investments and implementations are imperative

entrepreneurs and designers. The central idea

for securing the long-term success of any design

behind this model has been to illustrate and

oriented player/entity in the marketplace. The

articulate solutions that can be implemented

model presented here suggests three areas where

without imposing significant costs or structural

significant improvements can be made, on the Web,

changes on existing institutional frameworks.

within the institution itself, and in the marketplace.

Indeed, our model presents itself as â&#x20AC;&#x2DC;sustainableâ&#x20AC;&#x2122; by

We have defined these as follows: Web platform,

incorporating strategies from the leading sources of

Incubator, and University Network.

innovation and long-term strategic thinking. Our approach is pragmatic and guided by the notion that it should improve the prospects for the stakeholders invested in the future success of the New School as one of the main center for design excellence.

These three areas can be viewed separately, or as separate scenarios part of a larger picture. The supporting material for this model was gathered from the D&M students and faculty of the New School as well as from the leading academic scholars and institutions on design and business

The arguments for this type of model and

innovation, including The World Bank, IDEO, and

subsequent implementations are many and

Yochai Benkler.

powerful:

It goes without saying that the current economic recession calls for the establishment of programs that aids the creation of businesses, products and services.

General Introduction > Main Idea > Background

THESIS SUMMARY

HOW IT ALL STARTED

This project addresses the issues confronting the

The story behind this model came about in the Fall

format could be an interesting thesis project but

senior thesis class. The need for the right custom

semester of 08 in a discussion between the thesis

also represent a significant opportunity to help the

tools, opportunities and incentives for the students

students of Design and Management and Associate

graduating students after graduation:

of the D&M program to expose their talent, ideas

Professor Robert Rabinovitz. Questions were raised

and unique international personalities to where it

about the final thesis presentation and what can be

(1) providing job, internship,

matters/world/market. This project highlights three

done to help students graduating from Design and

financing prospects, (2) access to

areas where opportunities and interventions are

Management in conjunction with the existing

a university wide network of

possible.

showcase platform on 55 West 13th street early May of the second semester of the thesis course.

professionals, companies, and institutions in the market place,

Although it was recognized that the current format stands as a foundation for success, it was agreed

and (3) and the possibility of

among the thesis students and Associate Professor

continuing developing the thesis

Rabinovitz that an investigation on improving the

project in a collaboration with the D&M faculty through the proposed (New School) incubator.

General Introduction > Main Idea > Graphic Overview

02:website An online platform connecting services and opportunities to seniors and individuals enrolled in the incubator program. Submission and admissions, matchmaking, exposure and distribution.

03:incubator A physical space with resources and experts providing expertise and knowledge for appropriate entrepreneurial solutions. A continuation of the Parsons education after

01:university network A series of channels to professionals, businesses and companies that connect appropriate student ideas, prototypes, products and services to specific industry demands.

graduation, using the schoolâ&#x20AC;&#x2122;s existing resources and educational services.

General Introduction > Main Idea > Design Strategy

METHODOLOGY & DESIGN APPROACH The interdisciplinary approach is crucial as it continues to define roadmap of innovation. In design, this is paramount as illustrated by the leading design firms in the world. When graphic/product designers can combine with managers, anthropologists, and writers is the recipe for groundbreaking design.3 This is at the heart of the New School’s tradition and its subsequent new trajectory, incorporating the various divisions of Parsons, Milano, NSSR, and Lang across the board, demanding greater integration and courses aimed at playful/innovative modes of collaboration. This represents an opportunity for the university to draw on the growing multicultural/international student population to make a reputation that reaches a wider global audience of prospective applicants. Today’s world of business cannot aﬀord to ignore sustainable practices. As a methodology, sustainable thinking is a roadmap for progressive thinking in the field of business; conceptual models for re-using resources to produce greater outputs are at the heart of our solution as we try to emulate the university’s commitment to sustainable practices and by crafting a solution that can be imposed without adding additional costs onto the university. Indeed, one of the central propositions of this model is to incorporate conceptual models to the space planning and coordination of available classroom/work spaces for the incubator. As education and knowledge goes digital, and as students and users become more familiar with online services, institutions need to make its presence felt on the Web. Taking advantage of the Web’s excellent sources of distribution has become an urgent need for institutions who aims to stay head in an age of increased global competitiveness. The New School already has a substantial platform to work on and there are several opportunities to investigate, not just in terms of the actual website (www.newschool.edu), but also in terms of online courses, blackboard, course and department coordination. The model that we suggest is a starting point where the user interface and the information architecture presents itself as a viable option to the New School for greater connectivity, promotion and positioning in design education.

(3) http://www.managementtoday.co.uk/search/article/548074/fail-early-fail-often-ideo-service-design/ Access date: 2009 April 13th

General Introduction > Main Idea > Bruce Nussbaum: Design and the Edge

DESIGN AT THE EDGE + It also tries to capitalize on the fact that Parsons is

curriculum and initiatives by the university: Design

now a part of the larger New School community.

and the Edge with Bruce Nussbaum, bringing

This change highlight a stronger position as a

together students and TAs from diďŹ&#x20AC;erent disciplines

leading center for educational excellence and also

into the same classroom with weekly speakers/

an opportunity for interdisciplinary work in the vein

innovators/experts ranging from Robin Chase of

of what has been initiated in some of current

ZipCar to MIT anthropologist, Grant MacCracken.

Our model wants to explore and capitalize on the interdisciplinary work produced by the student demographic.

General Introduction > Main Idea > Fall Research

FALL ’08 RESEARCH In the fall semester, data and research was carried out to identify the support of the Design and Management demographic. Understanding not just the concerns and opinions of the Design and Management students but also the critical concerns of the stakeholders of the University: faculty, legal department and Communications Department, and the other departments within Parsons (Communications Design, Fashion Design, and Design & Technology).

01.In your own words, what is thesis?

•

Thesis is supposed to be a chance for seniors to pull together their ideas and prototypes in combination with what they learned over the 4 years at Parsons. The cause in my opinion hinders us from being able to do this. (1)

•

Senior project focusing on previous three years, what was learned and creating a project to prove your knowledge (17)

•

A chance to investigate something important for us. (3)

• •

A project I want to achieve after graduation (6)

•

Thesis is creating an intervention in order to create change for the better (29)

• •

•

A culmination of our 4 years of studies. (3, 4)

In reality is developing a topic that interest you (7)

• •

Year long project to take into our careers (21)

An opportunity for our school to validate and make important Design And Management (2)

Project we have to do in the senior year to compress what we have learned in these years. (19)

•

Show the skills you learned while in school with emphasis on a specific topic. (14)

•

An examination of how well we can integrate D +M in creating an intervention to an existing problem (9)

•

Identifying a problem, proving it is important, designing a solution. (28)

•

A two semester course intended to draw upon and test competencies developed in previous D +M courses. (12)

Final Project to graduate (8, 11)

02.What do you think thesis will do for you?

•

I wanted it to be a way for me to work on and prototype an idea I have had for a long time that I did not have actual time to do. (1)

•

I would love in this project on a small level in the near future. (6)

•

Mine could be used as a possible business plan to start my own business. (28)

•

Show potential employers how I think and highlight my strengths. (12)

• • • • • •

Provide me with a job. (9)

•

Increased knowledge in the field I am interested into. (20)

• • • • •

Force me to be an expert on a topic. (3)

• •

Entry level job only. (11)

•

I think it will help me practice what its like to come up with an idea and present it to the people that may help me make it come true if I sell it well. (13)

•

Grad school material or part of my resume for a potential job. (21)

• •

I will use it as a portfolio for Grad school. (22)

Hopefully get me a job. (14) It can be used in your resume. (17) It is just a class. (18) Nothing. (2) Nothing, I wish it could be either good for my portfolio or a business I can do in the future. (19)

Thesis will show what I am able to put together aesthetically academically abd graphically to show my point. It will show how well I can communicate, what my strength and skills are, and it would eventually became part of my professional portfolio depending on the job opportunities in the future. (15)

I don’t think I will get anything but the knowledge of putting together a long term project. (24)

It will help me better understand my degree. (4) Very Little. (5) Nothing much. (10) Who knows. (31)

Amongst the D&M population, students provided a wide range of responses. A small group of students don’t believe that thesis can do much for them; answers like ‘nothing’ were not uncommon. Another small group of students believe that thesis can help them academically; concerns about ‘graduate school’ and ‘expertise’ within subjects. A third and the major concern amongst most of the student population addressed the commercial aspects of thesis; thesis is perceived as a useful tool to attract ‘entry level jobs’ and financing opportunities for ‘business models’ and ‘ideas’ etc. The consensus amongst the student population is that the commercial viability of ‘thesis’ is a major concern.

General Introduction > Main Idea > Fall Research

03.Thesis achieving desired goals

04.Commitment Level

Based on the data collected from the D&M

There is an overwhelmingly strong sense of

demographic, students are not confident with the

commitment to the thesis coursework. Most students

current thesis format. On average, students do not

are above average and only one or two students say

perceive the thesis experience and presentation to be

that they are not committed to their topic or the

helpful in achieving the goals that they define/set out.

coursework. What we see is an inverse relationship

Most students place themselves below average and

between the perceived possibilities of what thesis can

only two students conclude that they are confident

oďŹ&#x20AC;er each student and their commitment to the

with the thesis format.

process.

05.Have you seen any previous thesis presentation? How many? 4

06.Have your professor showed you samples of previous thesis works?

General Introduction > Main Idea > Fall Research

07.Would you be more motivated to present your thesis for the purpose of reaching a wider and professional audience, like companies, venture capitalists, angel Investors and other commercial and social organizations? There is a unanimous agreement amongst the student population that if the commercial component of the thesis presentation could be enhanced, the average student would feel more motivated in going about their project. Only ten percent of the student population indicates that they would not be more motivated which indicates that confidence and commitment can be influenced by the presence of a professional audience.

08.Confidence in presenting thesis

09.Please rank the following in terms of the level of importance of what you would like ‘thesis’ to accomplish: Provide me with a job

Get my project financed

Get me into graduate school

Impress my parents

Impress my professor

Get PR exposure

On ranking the importance of the following goals that thesis can hope to accomplish, ‘providing me with a job’ scored the highest and PR exposure scored the lowest. However, from the survey, it is obvious that students place an emphasis on all of these variables and that they all receive a great deal of importance and attention from the population is something that should be noted. Responses and emphasis on the commercial aspects of what thesis can hope to accomplish should not be downgraded and the academic possibilities and goals should also be highlighted. While most students are concerned about the monetization of their thesis, they are almost equally concerned with the academic viability of their chosen inquiry.

General Introduction > Main Idea > Fall Research & Conclusion

RESEARCH COMMENTARY Much of the research conducted throughout this

Have any scientific studies measured the

project was targeted to the main stakeholders:

importance of these aspects in a similar problem?

students, faculty, and the various departments within the university. Initially, as is previously shown from the fall package, the research centered on creating an understanding within student demographic about their level of interest and ambition related to the proposed scenarios and solutions. Similar research was conducted with the D&M faculty to better understand their wants, needs, considerations, but also to gain valuable feedback and suggestions. Some of the faculty was interviewed and some of these occurred in formal/ informal meetings. This data has guided us in the current presentation and we have strived to make their valuable inputs vibrate throughout this project. On top of the quantitative data amassed from student and and faculty demographic, the day-today conversations and informational crosssections with students, faculty, professionals, have too guided the final presentation of our project, reinforcing our own understanding about

this project: it is for the New School, by the New School. In addition, interviews with the New School’s communication and legal departments have proved instrumental in guiding the specific details aimed at constructing solutions that are meant to be meaningful and relevant.

Yes, research with students, faculty and outside professionals are/have been conducted. These highlight the specific issues concerning the role and purpose of our proposed intervention. Indeed, a number of existing solutions have identified this problem already and implementations have already been undertaken. A similar incubator program exists at Pratt University with a focus on sustainability. The Web is full of different versions of showcasing platforms similar to the one proposed: TED, Coroflot, MIT etc. The networks associated with these ventures all represent similar solutions to the issue at hand and the success stories of these different ventures suggests that sufficient traction exists for projects that can help entrepreneurs launch their innovations.

General Introduction > Main Idea > Personas

PERSONA - Students Ely Latner is an active person with a strong interest in design, sustainability and merchandise. He studies Design & Management at Parsons School of Design and lives an active lifestyle that involves going to exhibitions, going clubbing in New York, going to gallery and museum exhibitions, hanging out with his friends, and checking out the latest products by the hottest brands in the city. He spends a considerable amount of time online reading about the novel things within all of these areas and he invests money and energy in staying updated with the latest trends. He thinks about starting his own merchandise store but wants to get industry experience by interning with various design and branding firms. He is organized, understands the intricacies of consumer trends within merchandise, fashion, and design, and knows how to deliver.

Laura Jacobson is the ultimate fashionista. Student of Fashion Marketing at Parsons the New School For Design, she has been working as an intern in major international clothing brands such as Montclaire, Gucci and is currently working part-time for Nylon Magazine. Her thesis focuses on a platform that enable web users to exchange clothing depending on a series of taste preferences ‘tests’ . Her dream after graduation is to develop her project with a major clothing brand or to find a venture capitalist to sponsor her business model. Motivated and extremely hard working, she needs professional advisors and contacts in the fashion world that could enable her to gain visibility, etc.

Safia Brown is a student in the Design and Management program. Originally from Frankfort, Germany, she has a past in publishing, public relations and humanitarian organizations. After a series of leisure trip with her parents in Morocco she decided to develop her thesis on giving access to education services to rural children in Morocco. Her project is based on simplicity, and has been inspired by her lifelong hero ‘Steve Jobs’. Always with a smile and with great ambition she hopes to reach humanitarian organizations which will support and develop her idea. Apart from this project, her expectations are high: She would like to organize charity events to rise public awareness about world’s issues.

General Introduction > Main Idea > Personas

PERSONA - Professors Steven Lindner is currently the director of the internship program for the D&M program and teaches Business Models & Planning, Retail Buying and Small Business Enterprise. He previously worked for Donna Karan as Global Planner and he was President of ARS concepts. Consultant to clothing manufacturers. Clients include Hugo Boss, Ermenegildo Zegna, Theory, Escada, Triple Five Soul, Sixty USA, Joie, Ultra Dress, SL Fashion, MaxMara, and G Star. His job is to connect; with his extended network of professional contacts he is capable of providing internship to students in the most important design company in NYC and in the rest of the world.

Heico Wesselius is a full time professor in the Design and Management program, teaching courses such as Innovation, Financial Management and Marketing of the Luxury Goods. Previously he spent 6 years as a Management Consultant for IBM Business Consulting Services (IBM BCS) advising leading companies on issues of strategy, organization and technology in North-America, Europe and Asia. Among others he was part of the global account team of Goldman Sachs & Company, Microsoft and CISCO Systems. For students Heico has always the best advises in order to develop successful financial plans, innovative approach to businesses and create comprehensive and powerful marketing plans.

Leslie Alfin is a part time professor in the Design and Management department teaching courses such as Managing Creative Project and Teams and Introduction to Design And MAnagement. Aside from his academic profession, she is a successful artist, creative/marketing consultant for companies such as Cingular Wireless and Entrepreneur. Her Art works has been showed in solo and group shows throughout New England and has been featured in the National Art director Annual, HOW Magazine and Print Magazine. Her varied background in art, business and in the creative world makes her a perfect mentor for students developing projects in these fields . She helps to bring into the classroom real life situations opening up student eyes on various situations.

General Introduction > Main Idea > Personas

PERSONA - Companies Noha Raper is the director of Human Resources for Envirosell, a consumer research company based in New York City that specializes in anthropological and observational research. He is in charge of the entire recruitment and training program for both part time and full time new employees. these require two diďŹ&#x20AC;erent recruitment process. For part time (The one who will be working in the field) the process is fairly simple and consist in a first resume screening, a one to one fifteen minute interview and a day of testing. In this particular case, since the person will deal with interviews and observational analysis, Noha looks for confidence, proper language and a big smile. For full time positions, the process is more complex and requires a series of interviews depending on the specific position.

Riccardo Pietrantonio is the head creative oďŹ&#x192;cer and founder of 515 Creative Shop, an advertisement and design company based in Italy with branches in the US, England and Japan. He counts on over twenty employees working for him in Italy and roughly ten collaborating full time in the rest of the branches. He is also in charge of picking the right employees and collaborators. Wile he can interview them face to face in Italy, he has to rely on diďŹ&#x20AC;erent techniques when he has to employ a designer or creative mind in an external branch. The head of each branch has the first word on who to employ, Riccardo has the final word on it. He based his decision on two mayor components: the prospective employee portfolio and the way he present it to the him. This presentation is normally done throw a web conference. For him a flexible mind and good personal confidence are essential.

Joanna Smith specializes in investments of small-to-medium size business models. With a history of success stories in the design and media industries, Joanna Smith has expanded to fund small independent ventures that have the potential of reaching an international market. She and her firm regularly invest in business models that are based in New York but with brand recognition beyond the United States, particularly western Europe and Japan. She has found a niche in supplying financial support to entrepreneurs who with small margins but diversified returns. She enjoys the creative spirit of young entrepreneurs and she follows product or service from the drawing table to the purchase.

General Introduction > Main Idea > Stakeholder Old vs. New

CLASS

FACULTY

STAKEHOLDER SCOPE Extending the Senior Thesis Presentation above

possible through the distributive qualities of the

and beyond the current format to reach a wider

Web together with the New School Network.

professional audience. Currently, the senior thesis

How this will occur and how this will manifest

presentation format involves 1) student and 2)

itself in the project, including more information

faculty, and critic. The model that we propose

about the web platform and the university

extends the scope of the presentation to involve

network, is carefully documented and explicated

professionals in 3) the NY business region and 4)

in the following chapters.

the world of business. We believe this scenario is

vs.

BUSINESS WO

RLD

PROFESSIONALS

FACULTY

CLASS

Dept. & Universities

Professionals Organizations / VCs

Faculty

Commerce

Academia THE WORLD OF D&M: This map illustrates the different worlds connected to the design & management community.

Companies

Graduate & Undergraduate

Alumni

D&M Students

Demographic

Prospective Students

General Introduction > Main Idea > Stakeholder Analysis & Conclusion

STAKEHOLDER ANALYSIS - FALL ’08 The thesis project is an integral component of the

those groups that may benefit from an expansion

D&M program and

of the current thesis format; these would most

the Senior Thesis presentation represents a unique opportunity to showcase the talent and skills of the students, but also to advertise the innovative aspects of The New School and the program, the international community, its global span and unique personalities;

likely include graduate institutions, social organizations, venture capital firms, and other companies that may benefit from ideas, skills and talent from the D&M community. It is important to understand that ‘community’

showing specifically how the D&M curriculum

refers to the alumni of the D&M program and not

prepares students for their future goals and how

just the graduating seniors. One of the justifications

the program have fostered a group of critical and

for this project is precisely that - bridging the gap

analytical thinkers.

between those individuals that have finished the

The thesis presentation is an excellent opportunity to accomplish precisely these ambitions. Several stakeholders have been identified and these include not just the students themselves – although the student population remains the focal point of this project – but also faculty, the large New School community, parents and family and prospective students. In addition, this project remains sensitive to the idea that stakeholders may also be defined as

program and those individuals that are still in it – and this should not exclude the possibility of creating a more intimate and intellectually rewarding network between knowledge, faculty and students. The universality of this project should therefore not be underestimated for it seeks to serve at first the D&M community, but also the other divisions of Parsons, and then possibly also the New School.

General Introduction > Main Idea > Thesis Argument

WHY IS THIS MODEL IMPORTANT: A school sponsored incubator, network, and

tangible thesis projects with stronger academic or

website represent significant tools that can help

commercial focus and the possibility to work closely

students in their professional and academic careers.

with professionals in their chosen field of endeavor.

Students are given several incentives to create

WHAT ASPECTS OF THE PROBLEM WILL YOUR THESIS ADDRESS:

•

How students can capitalize on the their skills and competencies.

•

How students can gain financing for business models/start-ups/product development etc.

•

How students can increase their own brand name, what makes them interesting in the business/academic community as critical thinkers and designers.

•

How students can market the products and services that they create – spreading awareness.

•

How students through their work can positively impact the Parsons brand.

•

How the Parsons education can become more interesting to prospective students, faculty, and related business industries.

General Introduction > Main Idea > Thesis Argument & Assumptions

WHY ARE THESE ASPECTS IMPORTANT: By creating powerful incentives for the graduating

In suggesting this type of model, we have tried to

seniors of Parsons, exploring the potential of their

make as few assumptions as possible, and instead

thesis work, the university is faced with a series of

rely on the research and data to guide us in the

opportunities that can improve the standing of the

construction of solutions. The data indicates that

University in the face of those outside of it.:

both students and faculty are ready to contribute

Showcasing the best student thesis work to a

time, resources and cunning to our solutions. Yet,

professional audience on a web platform that is

we are assuming that the New School and other

connected to a broad network of professionals

universities have an interest in marketing not just

and experts, and allowing student to proceed

their educational programs, but also the projects

with the development of their ideas and

that its students undertake throughout their study:

investigations through an incubator program significantly alters the commitment of the University to education, industry and reputation.

Promote students, faculty, and the New School brand Generate growth in areas of endowment, reputation, and popularity Role and purpose of education â&#x20AC;&#x201C; industry oriented education/programs Alumni interest: academic opportunities, research, business, and employment

General Introduction > Main Idea > Assumption & Reasoning

POSITIVE FEEDBACK We also assume that an increased public interest in

perceived opportunities oﬀered in association with

design education - as seen on the platform that we

the institution. Whatever can be done to excite and

propose - will help prospective students,

intrigue potential stakeholders - increasing the

prospective faculty to view the New School as one

perceived gains from any form of aﬃliation with the

of the leading educational centers for design. Most

University – is likely to contribute positively towards

institutions rely on their reputation and level of PR

the schools ability to attract more students, faculty,

and marketing to attract students and faculty to its

and sponsorships.

programs and various positions. For any university, it is important to position itself relative to the

Whatever can be done to excite and intrigue potential stakeholders - increasing the perceived gains from any form of aﬃliation with the University – is likely to contribute positively towards the schools ability to attract more students, faculty, and sponsorships.

BET

UL TY

GREATER ENROLLMENT

FA C

LOOP

CA TIO

R P M I

D E V

General Introduction > Main Idea > Assets

NEW SCHOOL ASSETS Parsons School of Design has a number of tangible and intangible assets that this thesis initiative aims to capitalize on:

• • • • • • •

Dynamic student demographic Prototypes, ideas, and design solutions from senior thesis demographic Skilled and competitive faculty. Comprehensive facilities and up-to-date resources Professional network Renowned reputation for design excellence Industry driven/oriented educational programs

General Introduction > Main Idea > Quantitative Impact

HOW CAN YOU MEASURE IMPACT OR EFFECTIVENESS? Number of students that through this model, web platform, university network and incubator:

• • •

Acquire: (i) job, (ii) internship

• •

Amount of press/publicity the student, or the student work generates.

In the creation of three distinct prototypes that combines the arsenal of creative and productive power, the thesis response could build a foundation for a viable future solution.

:background

:purpose

The Parsons community is a diverse and eclectic group of individuals and the current Thesis presentation format is lacking the right custom tools, opportunities and incentives for the students of the D&M program to expose their talent, ideas and unique international personalities to where it matters/world/market. The current format of five/twenty minute presentations do not capitalize enough on the unique talent gathered and fostered by the D&M program, the New School community.

The New School Incubator is a tool connecting the senior thesis class with the marketplace through an array of business support resources and services tailored for the realization of innovative projects.

There are some positive elements of the current format, but there is a need to extend the thesis environment to a format that is both commercially and academically attractive, universal and empowering. Right now, there is an opportunity to gather, organize and deliver relevant information to educational institutions, businesses, talent scouts and organizations, in order to better promote the brilliance of the skills, talent, personalities of the Parsons community.

:objectives

By creating powerful incentives for the graduating seniors of Parsons to fully explore the potential of their thesis work, the school is faced with a series of opportunities that can improve the standing of the University in the face of those outside of it. Showcasing the best student thesis work to a professional audience on a web platform that is connected to a broad network of professionals and experts, and allowing student to proceed with the development of their ideas and investigations through an incubator program significantly alters the commitment of the University to education, industry and reputation.

:network

: How students can capitalize on the their skills models/start-ups/product development etc.

: How students can increase their own brand name, what makes them interesting in the business/academic community as critical thinkers and designers.

:benefits

A series of channels to professional, businesses, and companies that connect appropriate student ideas, prototypes, products and services to specific industry demands.

and competencies.

: How students can gain financing for business

:reasoning

- Number of students that 1) Acquire: (i) job, (ii) internship 2) Financing for business model or development of business 3) Sell, lease, or development of (i) product, (ii) service, (iii) idea, (iv) prototype, (v) intervention etc 4) Amount of press student, or student work generates 5) Press and PR that school generates

: How students can market the products and

services that they create – spreading awareness.

: How students through their work can positively impact the Parsons brand.

: How the Parsons education can become more

interesting to prospective students, faculty, and related business industries.

:university network

Parsons Departments Companies Professionals Institutions Opportunities

:website

Timeline 01

SUBMISSION

INCUBATOR COMMITEE

Safia works on her thesis.

Safia submits her work, chooses her category and picks the mediums to present her thesis on the platform.

PUBLISH

THE WORLD OF BUSINESS

MEDIUM CHOICE

SOCIAL INITIATIVES Safia is approved for publishing her work onto the site.

FACULTY

DEPARTMENTS

UNIVERSITY

PUBLISH

Safia works on her thesis.

Prof. Sustainability

LEVI SMILE

Employer Venture Capitalist

Safia is approved for publishing her work onto the site.

Safia submits her work, chooses her category and picks the mediums to present her thesis on the platform.

PROJECT

TECHNOLOGY

THE WORLD OF BUSINESS

MEDIUM CHOICE

Employer Venture Capitalist

PDF

ENTREPRENEURSHIP

Employer Venture Capitalist

Safia

D&M

TECHNOLOGY

Employer Venture Capitalist

KIA GHO

LEVI SMILE

DIRK KAMMERZELL

ALUMNI

FACULTY

FASHION

Scenarios

:incubator

:website

ARCHITECTURE Alternative Design A/R Environetic Joe Ginsberg

ART

COMPANIES

ADVISORS

Apply

Al Johnson Art Inc Amaridian Gallery Art Makers Barbara Zucker Christies Lei Ujika Sloan Art

Learn More

iSchool the Next Generation of Classrooms

ENTERTAINMENT MTV NYC Opera and Co Stephen Colbert TV Show

OTHER UNIVERSITIES

CATEGORY

KIA GHO Prof. Sustainability

Professionals Employer Venture Capitalist

LEVI SMILE

COMPANIES

Prof. Social Entrepreneurship

Professionals Employer Venture Capitalist

DIRK KAMMERZELL

D&M

Prof. Branding

Professionals Employer Venture Capitalist

THESIS BRIEF

Professionals

iSchool targets children in rural areas, providing them with a safe and innovative school. It incorporates live-stream education through iChat Av, an Apple Inc. video and communication software. The children will attend school from 8am to 1pm, having an individual computer designed by Apple that will use icons and games in order to facilitate the learning process.

Employer

THE NEW SCHOOL

Prof. Advertising Concepts

Venture Capitalist

Prof. Design

PRODUCT DEVELOPMENT

ALUMNI

Video

Venture Capitalist

AVAILABILITY

MON 6-7 pm THU 2-5 pm PROFESSOR PROFESSIONAL

PDF

Employer

AUTHOR

Professionals

ANDREW ROBINSON

Venture Capitalist

PDF

Poster

Audio

Prof. Sustainability

The professor/professional share his/her available timing. The room is automatically assigned by the system.

LEVI SMILE

COMPANIES

Prof. Social Entrepreneurship

Professionals Employer Venture Capitalist

DIRK KAMMERZELL

D&M D&M

Prof. Branding

THE NEW SCHOOL

STEVEN LINDNER

Agnona Akris Alexander McQueen Anna Sui Armani AST Sportwear Atrium Bergdorf Goodman Bernette Textile Big Drop Bonnie Young Bottega Veneta Cacharel Chanel Chanluu Chole Colette Malouf Conde Nast Dana Buchman Diesel Dkny EDUN (Sustainability) Ermenegildo Zegna French Connection Gian Franco Ferre Gilt.Com Glamour Deluxe Company Gucci Group Halton Hoplum Hugo Boss Informat (Web Fashion) Intermix It USA Jim Shay

John Barbados Kai Milla Karla Otto Kate Spade KCS Kiki Lanvin Larok Larok LVMH Max Mara Mulberry Nanette Lepore Nautica Nike Prada Proenza Schouler Ralph Lauren Rebecca Taylor Scene Showroom Showroom 88 Sixty USA Susan Grant Lewin Theory Tiger Button Tracy Reese Triple Five Soul TulehWarnaco Union Apparel Vena Cava Versace Wink NYC YS Zac Posen Zero Maria Cornejo

Professionals Employer Venture Capitalist

ROBERT KUPERMAN

FINANCE

THE NEW SCHOOL

Prof. Advertising Concepts

American Express Osprey Financial

ALUMNI

Professionals Employer Venture Capitalist

RELATED PROJECTS

FASHION + MERCHANDISING + RETAILING

KIA GHO

Professionals

Safia Brown Robert Rabinovitz MEDIUM

ROBERT KUPERMAN

OTHER UNIVERSITIES

TEAMS / STARTUPS ALUMNI

Social Initiatives Entrepreneurship Technology

Professionals

Venture Capitalist

INTERIOR DESIGN

ANDREW ROBINSON Prof. Design

Funham Home Furniture Gotham Mag Robin Wilson Home Vice Magazine Vogue WGSN

MARKETING + BRANDING + ADVERTISEMENT

FRIENDS

FASHION

Lead dog AGA Catalog Agent 16 Bernstein Andriulli Brand Pimps C&G planning Branding Colleen Pider ColorWorks General Marketing Strat Grid 2

FRIENDS

FASHION

Harrison&Shiftman Informat (Fashion) Ink and Co (Design) J Ottoman Consulting (Sustainability) Kage Consultancy Lloyd and Co (Fashion) Modern Green (Susainability) Tipping Sprung Wink-Wire Image (Photography) Woods Witt Dealy

iSchool

by Safia Brown

Ripl

by James Rowley

Working Syllabus by Patrick Chon

Foster Care

by Sherdan Stavac

Cornerstone Promo Mao PR Spotlight Style Events

PRODUCT DESIGN

OTHER SCHOOLS WITHIN THE NEW SCHOOL

D&M

Prof. Branding

Employer

PROJECT

Prof. Social Entrepreneurship

Reaching external established networks is crucial to the success of Safia’s project.

PROJECTS

ONLINE SOCIAL NETWORKS

The New School Incubator for Design Innovation: An on-line platform to enhance visibility of The New School’s graduating students through a showcase of their best thesis projects.

Discover People & Projects Companies Advisors Initiatives

LAUNCH OF INCUBATOR PROGRAM

Prof. Sustainability

ALUMNI

:university network

UNIVERSITY

Professionals

The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

Prof. Branding

DEPARTMENTS

Professionals

Prof. Social Entrepreneurship

DIRK KAMMERZELL

FACULTY

Professionals

SOCIAL INITIATIVES

Professionals

The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

KIA GHO

Venture Capitalist

Safia

INCUBATOR COMMITEE

Physical Space Offices Free Spaces Resources Hardware & Software Teachers & Professors Exhibition Center Thesis Presentation Selection Process

03 CATEGORIES

SUBMISSION

Professionals

ENTREPRENEURSHIP

LAUNCH OF INCUBATOR PROGRAM EXECUTION

Employer

PDF

Timeline

Professionals

:incubator

Virtual Space Information & Content Students / Population Links Directories Selection/Application

Physical Space Offices Free Spaces Resources Hardware & Software Teachers & Professors Exhibition Center Thesis Presentation Selection Process

03 CATEGORIES

EXECUTION

:website

:incubator

Virtual Space Information & Content Students / Population Links Directories Selection/Application

Utilizing the already existing resources of the school – existing space, management and competencies - the costs of implementing the actual incubator could amount to virtually zero cost with the right organization and planning. Building a powered web platform will require a number of startup costs, fixed costs and additional funding for maintenance, supervision, and leadership. Translating exposure, press, and an increase in prospective applicants may ultimately benefit the university in the long term and there are several indications that not doing so might seriously jeopardize the school’s competiveness in relation to alternative institutions willingness to take risks, innovate, and gain academic ground.

About Us Terms & Conditions User Agreements

Connect Blog Facebook Twitter Tell Friends

OTHER SCHOOLS WITHIN THE NEW SCHOOL

ONLINE SOCIAL NETWORKS

Lalique Martha Steward Studio Dror

PUBLISHING Conde Nast Ella Magazine Forbes Men’s Vogue V Magazine W Magazine

TECHNOLOGY Sony

The New School University, Parsons School of Design, Design & Management, Senior Thesis, Associate Professor: Robert Rabinovitz The New School Incubator for Design Innovation © 2009 - James Burr, Hannes Steen Thornhammar, Giancarlo Bozza

:website

:benefits

An online platform connecting services and opportunities to seniors and individuals enrolled in the incubator program. Submission and admissions, matchmaking, exposure and distribution.

:reasoning

:physical space

:benefits

Physical space with resources and experts providing expertise and knowledge for appropriate entrepreneurial solutions. A continuation of the Parsons education after graduation, using the school’s existing resources and educational services.

:reasoning

:university network

Parsons Departments Companies Professionals Institutions Opportunities

:incubator :incubator

:website

Timeline

04 CATEGORIES

EXECUTION

Safia works on her thesis.

SUBMISSION

INCUBATOR COMMITEE

PUBLISH

THE WORLD OF BUSINESS

MEDIUM CHOICE

Safia is approved for publishing her work onto the site.

Safia submits her work, chooses her category and picks the mediums to present her thesis on the platform.

FACULTY

DEPARTMENTS

UNIVERSITY

SUBMISSION

Safia works on her thesis.

Prof. Sustainability

LEVI SMILE

Employer

INCUBATOR COMMITEE

PUBLISH

Venture Capitalist

Safia is approved for publishing her work onto the site.

TECHNOLOGY

Venture Capitalist

PDF

Venture Capitalist

TECHNOLOGY

Prof. Sustainability

LEVI SMILE

Employer

PROJECT

Prof. Social Entrepreneurship

D&M

DIRK KAMMERZELL

Employer Venture Capitalist

The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

ALUMNI

LAUNCH OF INCUBATOR PROGRAM

Professionals

Safia

D&M

Prof. Branding

UNIVERSITY

Professionals

ENTREPRENEURSHIP

Venture Capitalist

DIRK KAMMERZELL

DEPARTMENTS

KIA GHO

Employer

Prof. Social Entrepreneurship

Employer

FACULTY

Professionals

SOCIAL INITIATIVES

Safia submits her work, chooses her category and picks the mediums to present her thesis on the platform.

PROJECT

THE WORLD OF BUSINESS

MEDIUM CHOICE

Professionals

The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

04 CATEGORIES

EXECUTION

Venture Capitalist

Safia

LAUNCH OF INCUBATOR PROGRAM

Professionals

ENTREPRENEURSHIP

KIA GHO

Employer

PDF

Virtual Space Information & Content Students / Population Links Directories Selection/Application

Timeline 01

Professionals

SOCIAL INITIATIVES

:website

Physical Space Offices Free Spaces Resources Hardware & Software Teachers & Professors Exhibition Center Thesis Presentation Selection Process

Virtual Space Information & Content Students / Population Links Directories Selection/Application

Physical Space Offices Free Spaces Resources Hardware & Software Teachers & Professors Exhibition Center Thesis Presentation Selection Process

Prof. Branding

ALUMNI

Reaching external established networks is crucial to the success of Safia’s project.

Reaching external established networks is crucial to the success of Safia’s project. CD

FACULTY

FACULTY FASHION

FASHION

Scenarios

Monday

9 am PROJECTS

COMPANIES

ADVISORS

Apply

Learn More

iSchool the Next Generation of Classrooms CATEGORY

Apply

Social Initiatives Entrepreneurship Technology

Home

Projects by Category

Companies

PROJECTS

COMPANIES

CONSULTANTS

10 am >

Art

Architecture Business + Finance + Accounting + Mgmt

Design

Education

Entertainment

Safia Brown Robert Rabinovitz

Entrepreneurship

Fashion

Government Politics

Interior Design

MEDIUM

Marketing & Communication

PDF

Poster

by Safia Brown

Retailing

Thesis Project

PDF Project Audio

Project Video

Project Poster

Project PDF

by Safia Brown

by James Rowley

Working Syllabus by Patrick Chon

Foster Care

by Sherdan Stavac

by James Rowley

Working Syllabus by Patrick Chon

2 pm

iSchool

by Safia Brown

Sustainability

Technology + Web

Ripl

by James Rowley

Working Syllabus by Patrick Chon

1006

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Discover People & Projects Companies Advisors Initiatives

About Us Terms & Conditions User Agreements

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Incubator: Making Ideas Happen Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer dignissim, arcu ac semper tincidunt, massa turpis imperdiet nisl, eget faucibus sapien metus dapibus lectus.

Discover Ideas Programs Consultants Community Activity

About Us Terms & Conditions User Agreements

Connect Blog Facebook Twitter Tell Friends

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503 The New School Incubator for Design Innovation: An on-line platform to enhance visibility of The New School’s graduating students through a showcase of their best thesis projects.

703

003 304

1204

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4 pm

by Safia Brown

Ripl

Social Initiatives

1210

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iSchool

Audio

RELATED PROJECTS

Author Info

iSchool

> >

Publishing + Journalism

Thursday

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Product Design PDF

Video

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THESIS BRIEF

Advisors

Advertisement & Branding

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66 5th Ave

55/55 hours per week, at least 52/55 hours per week, at least 49/55 hours per week, at least

1 2 3

classroom available:

100% 95% 89%

availability

classrooms available:

availability

classrooms available:

availability

This graph represents three New School buildings of the spring semester of 2009. This graph is meant to show the amount of available space/rooms that could be used to launch the incubator program.

01:university network A series of channels to professionals, businesses and companies that connect appropriate student ideas, prototypes, products and services to specific industry demands.

• • • • •

New School + Parsons Departments Companies Professionals Institutions Opportunities

University Network > Introduction > Overview

SOCIAL NETWORKS Social networks are the veins and arteries of

introduce new ideas and opportunities to their

productive spheres. The various and complex forms

members than closed networks with many

of connections, exchanges, transactions depend on

redundant ties. In other words, a group of friends

the interactions between individuals, how these are

who only do things with each other already share

used, utilized, shaped and formed into larger social

the same knowledge and opportunities. A group of

organisms. Social networks are integral

individuals with connections to other social worlds

components of society, formed as a structure built

is likely to have access to a wider range of

upon the variables that link individuals through

information. It is better for individual success to

common notions of ideas, values, visions etc.

have connections to a variety of networks rather

The shape of a social network helps determine a network's usefulness to its individuals. Smaller, tighter networks can be less useful to their members than networks with lots of loose connections (weak ties) to individuals outside the main network. More open networks, with many weak ties and social connections, are more likely to

(4) Scott, John. 1991. Social Network Analysis. London: Sage.

than many connections within a single network. Similarly, individuals can exercise influence or act as brokers within their social networks by bridging two networks that are not directly linked. 4

OTHER UNIVERSITIES

Professionals Employer Venture Capitalist Professionals Employer Venture Capitalist Professionals Employer Venture Capitalist Professionals Employer Venture Capitalist Professionals Employer Venture Capitalist

KIA GHO Prof. Sustainability

LEVI SMILE

COMPANIES

Prof. Social Entrepreneurship

DIRK KAMMERZELL

D&M

Prof. Branding

ROBERT KUPERMAN

THE NEW SCHOOL

Prof. Advertising Concepts

ALUMNI

ANDREW ROBINSON Prof. Design

FRIENDS

FASHION

OTHER SCHOOLS WITHIN THE NEW SCHOOL

ONLINE SOCIAL NETWORKS

University Network > Prototype > Logic

UNIVERSITY NETWORK Within the New School, there are a number of

outplacement programs oﬀered by the various

existing social networks whose common

degree programs, Internship Coordinators assisting

denominator is the New School community and its

students with interim work experience within the

education. The social network is therefore

fields of media, fashion, design etc. These

comprised not just of one network, but of many.

connections are formed by a mutual agreement

Within the New School, there are several schools,

between student, coordinator, and professional.

and within these schools also several divisions,

For each degree program, there are similar industry

adding to the complexity and rich nuances of the

niche networks.

social strata. Above and beyond this already complex system, there is a greater network of individuals linked to the school as part of various institutions, faculties, trustees and businesses, through an agreement about the common denominator: education. In the case of Parsons School of Design, the trope linking these actors with one another is a generalized view and understanding about the value of design. We can see this most simply in the internship and

The connections that bridges out from the New School University represent a diﬀerent part of the larger social network that comprises the university through the various divisions and degree programs. It also represents a significant portion of the ‘substance’ information that feeds life into the veins and arteries that composes the life-force of the New School community.

THENEW NEWSCHOOL SCHOOL THE

D&M D&M

STEVENLINDNER LINDNER STEVEN

This graph represents the connections of Steven Lindner, the Internship Coordinator of the Design and Management program at Parsons School of Design. The graph illustrates the breadth of the nodes linking the Design and Management community in a larger network of industry professionals.

University Network > Prototype > Partnerships

EXTERNAL EXISTING PARTNERSHIPS

THE NEW SCHOOL

PARSONS EXTERNAL PARTNERSHIPS

Abercrombie & Fitch Ace Style Intimate Apparel Inc Aeropostale Yeshiva University Apple Barnes & Noble Booksellers Benjamin Moore Paints Berkeley Center , NYU Stern Black Equity Alliance Bond No. 9 Brand Experience Lab Brooklyn Children's Museum BusinessWire Café Loup Camboo CARE USA CC Design Charney Research Children's Museum of Manhattan CICS City of New York Parks & Recreation Coach Columbia University CondéNet Cooper-Hewitt, National Design Museum Cottages & Gardens Publications Danal DesignSingapore Council Domus Academy Milano E-Line Ventures El Puente Fast Company Green Depot HBO Herman Miller Hildegarde HIP Venture Co. House of Design/Formens Hus (Sweden) Inspector Collector Interactive Advertising Bureau

JCPenney Jim Feldman Creative Direction Johnson & Johnson JP Morgan Kiehl's Koln International School of Design Kolon Korean American Community Foundation Lima Consulting Group Memorial Sloan-Kettering Cancer Center Meridian Design Microsoft Nordstrom NYC Department of Transportation NYC Parks & Recreation Otis College of Art and Design Paramount Vantage People's Voice Café Petite Mort Pfizer Global Pharmaceuticals Philips Lighting Pratt Institute Prosperitas Publicolor Robert A.M. Stern Architects, LLP Rubin Museum of Art Samsung San Francisco State University Sony Computer Entertainment America SPEC Worldwide Target Teatroiati, Instituto de Arte The Amaru Group Tobin and Tucker Union Square Partnership United Nations Warnaco Wedgwood USA Women for Women International

University Network > Prototype > Opportunities

OPPORTUNITY The bridges between networks comprise the critical

recognized that social networks also play a key role

opportunities facing diﬀerent communities and

in hiring, in business success, and in job

demographics. Indeed, there exists already a

performance. Networks provide ways for

number of internal channels between the New

companies to gather information, deter

School and the NYC market region. These are

competition, and collude in setting prices or

manifest in the Design and Management network

policies.” 5

graph.

We can therefore recognize that within the New

The problem is (i) access and the opportunity is (ii)

School University there is an opportunity to

connecting the nods.

facilitate the flow of information between

These channels are only available through an

individuals of all strata, regardless of student,

intermediary: the Internship Coordinator, faculty,

faculty, employee, and market, in order to create

D&M department. By contrast, it is not available at

eﬃciencies within an untapped resource.

the opposite ends of the network, (i) for the student at the New School or (ii) the professional at external institutions. Research conducted in the field of social networking has concluded that “It has been widely

recognize that within the New School University there is an opportunity to facilitate the flow of information between individuals of all strata, regardless of student, faculty, employee, and market, in order to create eﬃciencies within an untapped resource.

(5) Wasserman, Stanley, and Katherine Faust. 1994. Social Network Analysis: Methods and Applications. Cambridge: Cambridge University Press.

iSchool. The next generation of classrooms.

Giving children in rural Morocco access to education through Apple Inc. technology.

University Network > Prototype > Opportunities > Safia Brown & New School

MARKETING & ADVERTISING In the event of the physical/tangible creation of a

orphans with Acumen, the not-for profit

New School network through the web platform

organization, focusing on Asia and Africa. There is

suggested in the next section of this packet, a

an opportunity here to supply a non-for profit

number of opportunities presents itself:

organization with an innovative solution. With the

• •

The active marketing of the New School’s student demographic.

•

The marketing of the New School’s brand and its association with design education.

The matchmaking of student project, service, idea, prototype etc with a professional in the market place.

The idea here is to connect the senior thesis student’s projects with professionals in the market place. In order to achieve this, it is necessary to tie

right network tool, Ms. Brown’s design model can reach a potential audience of interested not-for profit parties and also build upon the foundation of (i) developing her idea, (ii) implement and execute the solution (iii) do social good, (iv) present the value of the Parsons Design and Management education to a prospective employer (v) brand the New School at large.

the nods between the entities a listed as part of the

What is necessary to achieve this outcome: make

‘larger network’ of the New School, as shown in the

the New School network transparent and

Internship Coordinator graph (Steven Lindner). To

accessible.

use a hypothetical: connecting Safia Brown’s social initiative on educational design for Moroccan

SAFIA BROWN - DESIGN MANAGER ’09 iSchool targets children in rural areas, providing them with a safe and innovative school. It incorporates livestream education through iChat Av, an Apple Inc. video and communication software. The children will attend school from 8am to 1pm, having an individual computer designed by Apple that will use icons and games in order to facilitate the learning process.

University Network > Prototype > Case Study

CASE STUDY - AIGA “AIGA serves as a hub of thought-leadership and activity for the designing community. The association is committed to stimulating thinking about design through conferences, competitions, exhibitions, publications and websites. AIGA inspires, educates and informs designers, helping them to realize their talents and to advocate the value of design among the media, the business community, public agencies and the general public.” (6) Description - AIGA Association

AIGA Relevance

AIGA, the professional association for design, is the

AIGA works both as a web and physical meeting

largest professional membership organization for

place for designers and creative people.

design in the United States. AIGA now represents more than 22,000 design professionals, educators and students through national activities and local programs developed by 62 chapters and 240

The physical meeting are seen as the real opportunity for designers to meet face to face. For example, NEXT was this year’s bi-annual conference that gather more than 2000 ‘great design minds’ to

student groups. It includes well recognized

discuss about the future of Design. What was

designers such as Stefan Sagmeister, David Carson

interesting about this is that it oﬀers a special

and Milton Glaser Aiga works both as a physical and

session dedicated to prospective students. This was

web platform where designers, educators,

an extremely interesting opportunity for the

opinionists in the field of design can inform, share,

students to meet with real professionals within their

educate and inspire the fellow community. It can be seen as a mentorship union for anyone in the world of design.

field in a first place, and second to get visibility in the industry. In addition, professionals also get an idea on the rising designers fresh from the market to see what is new and cool from rising creatives.

(6) AIGA Organization, About page, http://www.aiga.org/content.cfm/about-aiga

University Network > Prototype > Case Study

“Design Journeys” is a collection of stories about the professional lives, contributions and portfolios of historically underrepresented designers that serves as a publicly accessible comprehensive body of research honoring their accomplishments. Individuals selected for “Design Journeys” will be published in an online archive that includes visual samples of their work with an insightful, biographical essay. “Mentoring Essays” As part of AIGA’s goal to empower the success of designers across the arc of their careers, AIGA contributing editor Petrula Vrontikis has curated several series of essays, written by influential and established designers, in order to inform and inspire the next generation. “Artists Video Series” Hillman Curtis’s video series allows the web visitors to experience leading designers through sound and motion, uncovering what it is about them that inspires him. Sound video and graphics are combined to provide to the viewer the best inspirational experience.

Pros

Cons

• Great portal to get in touch with the work of the

• Limited networking features on the web portal. • Even if it is open to current students it

most influential professionals in the field.

• The physical meeting are an opportunity to meet face to face with the current pioneers of design.

• Excellent portfolios. • High level of professional exposure. • Diﬀerent ways to visually display design works.

concentrates on established professionals only.

• It is open to everyone, but with a 320$ submission fee annually.

The intriguing aspects of AIGA is the combination of collections of a variety of inspirational and professional material (design portfolios) on display through an innovative online experience and the social network of artists and graphic designers that comprise the user base. The users connect both online and through the exchange of collaborations on job listings, freelance work, and seminars etc. The combination of physical-virtual meeting styled platform creates a compact and flexible community that enhance communication between members and users. Easy navigation, attractive interface, international repertoire of users, and NYC locality makes AIGA a dynamic network for graphic designers.

Scenarios

Rebecca submits her work, chooses her category and picks the mediums to present her thesis on the platform.

Rebecca works on her thesis.

CATEGORIZATION

SUBMISSION

EXECUTION

The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

INCUBATOR COMMITEE

Rebecca is approved for publishing her work onto the site.

PUBLISH

PDF

MEDIUM CHOICE

Rebecca

Alternative Design A/R Environetic Joe Ginsberg

ARCHITECTURE

Reaching external established networks is crucial to the success of rebecca’s project.

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

THE WORLD OF BUSINESS

Prof. Branding

DIRK KAMMERZELL

Prof. Social Entrepreneurship

LEVI SMILE

Prof. Sustainability

KIA GHO

FACULTY

Virtual Space Information & Content Students / Population Links Directories Selection/Application

01:website

FASHION

D&M

DEPARTMENTS

UNIVERSITY

:benefits

:reasoning

FACULTY

ALUMNI

PROJECT

LAUNCH OF INCUBATOR PROGRAM

Physical Space Offices Free Spaces Resources Hardware & Software Teachers & Professors Exhibition Center Thesis Presentation Selection Process

03:incubator

Parsons Departments Companies Professionals Institutions Opportunities

02:university network

University Network > System Map > Opportunity > Poster

Timeline

A series of channels to professional, businesses, and companies that connect appropriate student ideas, prototypes, products and services to specific industry demands.

:network 52

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

KIA GHO

Prof. Design

ANDREW ROBINSON

Prof. Advertising Concepts

ROBERT KUPERMAN

Prof. Branding

DIRK KAMMERZELL

Prof. Social Entrepreneurship

LEVI SMILE

Prof. Sustainability

FASHION

D&M

OTHER SCHOOLS WITHIN THE NEW SCHOOL

THE NEW SCHOOL

OTHER UNIVERSITIES

FRIENDS

ALUMNI

COMPANIES

ONLINE SOCIAL NETWORKS

D&M

STEVEN LINDNER

Sony

TECHNOLOGY

Conde Nast Ella Magazine Forbes Men’s Vogue V Magazine W Magazine

PUBLISHING

Lalique Martha Steward Studio Dror

PRODUCT DESIGN

Cornerstone Promo Mao PR Spotlight Style Events

Lead dog AGA Catalog Agent 16 Bernstein Andriulli Brand Pimps C&G planning Branding Colleen Pider ColorWorks General Marketing Strat Grid 2

MARKETING + BRANDING + ADVERTISEMENT

Funham Home Furniture Gotham Mag Robin Wilson Home Vice Magazine Vogue WGSN

INTERIOR DESIGN

American Express Osprey Financial

FINANCE

THE NEW SCHOOL

FASHION + MERCHANDISING + RETAILING

MTV NYC Opera and Co Stephen Colbert TV Show

ENTERTAINMENT

Al Johnson Art Inc Amaridian Gallery Art Makers Barbara Zucker Christies Lei Ujika Sloan Art

ART

Alternative Design A/R Environetic Joe Ginsberg

ARCHITECTURE

02:website An online platform connecting services and opportunities to seniors and individuals enrolled in the incubator program. Submission and admissions, matchmaking, exposure and distribution.

• • • • • •

Virtual Space Information & Content Students / Population Links Directories Selection/Application

Web Platform > Introduction > Overview

INTRODUCTION In the last decade, the power of social networks

important tool for businesses and commercial

have gradually found a niche online. In its widest

enterprises: “Business decision makers are now

possible forms, online social networking is a

preferring communication channels that are two-

dynamic new emergent phenomena of human

way dialogs, channels that resemble social

organization and its levels of cultural interaction,

networking applications. This is a great way for

production and distribution are unparalleled in

businesses to advertise their product. It is also a

history.

way that has proved to be more eﬀective than the

Professional online social networking sites exist

previous “word of mouth” influence.” (7)

online, both as commercial models (Linked In) and,

The applicability of online social services lends itself

as internal components within institutions, linking

to entities who wishes to reach a wider national and

alumni with faculty, and market opportunities

global audience, additional communities and new

(Illinois Institute of Technology).

users. As a supporting mechanism, a web platform

The uses of online social networking is not confined

has the ability to connect groups and individuals in

to one mode of production, but to many. Its uses is

society for specific purposes and goals. In this case,

also beginning to morph into increasingly complex

the New School is facing opportunities linked to

organisms of widespread utility, blurring the

exposure, marketing, branding, and self-promotion

distinction between non-market and market

etc.

exchange, amateur and academic, commons based and proprietary based models of production. Online services is becoming an increasingly

(7) (Searchengineland.com.2007. “A New Place to Face-to-Face: B2B Social Networking.” <http://www.searchengineland.com>)

Web Platform> Introduction > Opportunity

OPPORTUNITY Parsons School of Design has a number of tangible and intangible assets that, through the use of the Web, can be marketed to prospective students, faculty, professionals, and the world of business:

• • • • • • •

Dynamic student demographic Prototypes, ideas, and design solutions from senior thesis demographic Skilled and competitive faculty University resources and facilities Professional network Renowned reputation for design excellence Industry driven/oriented educational programs

While these are recognized assets of the New School University, there are ways to improve the visibility and competitiveness of all of these using the distributive strengths of the Web:

The New School Website: connecting services and opportunities to seniors/alumni through an online platform. Submission and admissions, business matchmaking, exposure and visibility.

Web Platform > Research

HOW WOULD YOU CATEGORIZE YOUR THESIS PROJECT?

Advertisement & Branding Art Architecture Business + Finance + Accounting + Mgmt Design Education Entertainment Entrepreneurship Fashion Government Politics Interior Design Marketing & Communication Product Design Publishing + Journalism Retailing Social Initiatives Sustainability Technology + Web

Research was conducted to better understand the needs of the student demographic, how and why they would be willing to display their ideas, solutions and prototypes. What is their level of interest and if they would like to participate, then

Web Platform > Research

WHOULD YOU BE INTERESTED IN SHOWING YOUR THESIS PRESENTATION ON A WEB PLATFORM IN ORDER TO REACH A WIDER PROFESSIONAL AUDIENCE?

YES 76% NO 24%

HOW WOULD YOU LIKE TO DISPLAY YOUR THESIS?

PDF

RESEARCH SUMMARY & CONCLUSION Over three fourths of the sample student

displaying the work adds complexity to the siteâ&#x20AC;&#x2122;s

population indicate an interest in displaying their

hierarchy and layers of information. What follows

thesis projects to a wider professional audience.

are sample designs to visually illustrate the

This indicates an overwhelming willingness to

functionality of the New School platform.

participate in the New School web platform. The wide range of classifications and preferences for

20%

25%

30%

Web Platform > Case Study

CASE STUDY - COROFLOT

Coroflot is a career and community site for

Project Relevance

creative professionals. Coroflot hosts individual

Coroflot provides a platform for established creative

creative portfolios and a database of job and

professionals to showcase their portfolio. Our

project openings. The thriving community that

project is focused on the same premises as Coroflot,

visits the site daily represents a cross-section of the

showcasing and promoting senior studentsâ&#x20AC;&#x2122; thesis

global design industry-working designers, design

projects. It is important to understand the

managers, internal and external hiring professionals, business managers of design firms, marketing and product management professionals, students, and educators. The site covers cross-discipline design, with Industrial Design, Interaction Design and Graphic Design the three most popular categories. The audience returns daily to monitor the ever changing array of content, and uses a variety of tools and resources found at the site to help them in their careers.

mechanism in place on the Coroflot network for us to maximize the exposure of our demographic.

data gathered from http://www.quantcast.com/coroflot.com Statistical Information This site reaches over 82,695 monthly people, of which 34,839 (42%) are in the U.S. The site is popular among a fairly wealthy, educated, young adult audience. The typical visitor visits courseadvisor.com. Pros

• • • •

Attractive UI Easy to navigate High quality portfolios Business presence on the network (Employer Directory)

Cons

• Limited networking features • No direct involvement with the demographic • • • • • • •

(i.e. support of any particular creative) Mainly concentrates on established professionals Limited browsing capabilities The portfolio builder is very limited (no video, text, pdf, comments) Only concentrates on hiring and portfolio showcase. Poor display of personal information and status. No editorial content (i.e. articles, news, magazine) Fairly low web statistics

Web Platform > Functionality

FUNCTIONALITY We have integrated a number of prerequisites that through conversations with Susan Sawyer of the New School’s Legal Department and Edwin Torres of External Partnerships, been voiced as crucial parameters for successful implementation:

•

New School’s incubator committee in charge of platform i) maintenance ii) administration iii) oversight and iv) selection of students/students work on display

•

New School’s incubator committee in charge of selection of companies, professionals, institutions, NGOs, not-for-profit organizations linking and accessing the site

•

New School’s incubator committee in charge of input fields, admin panel, and user generated content.

The functionality of web platform follows three

To make the experience as enjoyable as possible,

trajectories: the central idea behind the website is

senior thesis students are encouraged to share and

to give (1) the Incubator committee full control

display the appropriate information pertaining to

over the site’s functionality, (2) make the online

their project - interests, narratives, and information

experience as attractive as possible for visitors,

that may help to broaden the understanding and

and (3) make the interface easy navigate and

viable opportunity of the type of work that he or

pleasant to enjoy for the student’s and alumni.

she have undertaken.

As such, the information architecture and the

The crucial point to remember is the position of the web platform as one the primary marketing and branding tools of the New School, and the actual design of the site and of the student profiles remains an excellent way to promote the school’s active role within the design community.

subsequent administration panel has been organized to work these three diﬀerent trajectory. The hierarchy of direct influence also follows the three trajectories and the administration panel is controlled by the Incubator committee who subsequently decides on input fields, display and organization. The student’s work will be displayed on the administration panel and any information listed on the site must be approved by the committee before it is shown to visitors.

It is worth mentioning once more, the importance of creating a presence on the webscape because of the extraordinary potential of reaching prospective students, faculty, and also business and institutions that have an interest in supporting/collaborating/ acquiring talent.

Web Platform > Site Map

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the Next Generation of Classrooms CATEGORY

Social Initiatives Entrepreneurship Technology THESIS BRIEF

Safia Brown Robert Rabinovitz MEDIUM

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the Next Generation of Classrooms CATEGORY

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Safia Brown Robert Rabonovitz MEDIUM

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Web Platform > Site Map > Thesis Project > Project PDF71

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iSchool

the Next Generation of Classrooms CATEGORY

Safia Brown

Social Initiatives Entrepreneurship Technology

GENERAL INFO

LINKS

Living In / New York Language / German - English

Jamspire.com Behance.net THESIS BRIEF DesignRelated.com Lexposure.net iSchool targets children in rural areas, providing

EDUCATION

Company / IDEO Position / Art Director

them with a safe and innovative school. It incorporates live-stream education through iChat Av, an Apple Inc. video and communication software. The children will attend school from 8am to 1pm, having an individual computer designed by Apple that will use icons and games in order to facilitate the learning process.

BIO

AUTHOR

School / Parsons School of Design Major / Design & Management Class of / 2009 PDF

Download Resume Send Email safiabrownsen@gmail.com

+1 646 267 2477

OCCUPATION

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer dignissim, arcu ac semper tincSafia Brown idunt, massa turpis imperdiet nisl, eget faucibus sapien metus dapibus lectus. Maecenas adipiRobert Rabinovitz scing lacus non metus. Suspendisse egestas, dolor eu sollicitudin luctus, ligula erat pretium odio, at elementum eros dui eget nulla. Morbi nibh. Suspendisse vulputateMEDIUM lectus id leo. Maecenas condimentum ultricies mi. Curabitur accumsan tincidunt dui. Curabitur ac orci in quam consectetuer placerat. Phasellus sit amet velit. PDF

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by Author Name

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Anna Sui www.annasui.com

Interior Design

Marketing + Branding + Advertising

Non-Profit Organization

Public Relations

Publishing

Sustainablity

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Armani www.armani.com Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer dignissim, arcu ac semper tincidunt, massa turpis imperdiet nisl, eget faucibus sapien metus dapibus lectus. Maecenas...

Bergdorf Goodman www.colbertnation.com Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer dignissim, arcu ac semper tincidunt, massa turpis imperdiet nisl, eget faucibus sapien metus dapibus lectus. Maecenas...

Bernette Textile Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer dignissim, arcu ac semper tincidunt, massa turpis imperdiet nisl, eget faucibus sapien metus dapibus lectus. Maecenas...

Bottega Veneta www.bottegaveneta.it Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Integer dignissim, arcu ac semper tincidunt, massa turpis imperdiet nisl, eget faucibus sapien metus dapibus lectus. Maecenas...

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The New School Incubator for Design Innovation:

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Advisors Advertisement & Branding

Robert Rabinovitz

Art

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Architecture

Business + Finance + Accounting + Mgmt

Design

Education

Entertainment

Entrepreneurship

Fashion

Government Politics

Interior Design

Marketing & Communication

Product Design

Publishing + Journalism

Retailing

Social Initiatives

Sustainability

Technology + Web

The New School Incubator for Design Innovation: An on-line platform to enhance visibility of The New Schoolâ&#x20AC;&#x2122;s graduating students through a showcase of their best thesis projects.

Scott Pobiner Stevens Institute of Technology, Boston Architectural Center. Teaching fellow at Harvard University. Design practice focuses on interaction design for web. Lectures on digital technology and environments, and published in Konggan Magazine. Winner of numerous awards for his teaching. Research interests: The design, production, and implementation of interactive technologies and their effects on interaction amongst people, as well on pedagogy and the design of learning environments. http://www.scottpobiner.com http://www.incubator.com/scottpobiner

Michael Rabin

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Discover People & Projects Companies Advisors Initiatives

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Connect Blog Facebook Twitter Tell Friends

Scenarios

Rebecca submits her work, chooses her category and picks the mediums to present her thesis on the platform.

Rebecca works on her thesis.

CATEGORIZATION

SUBMISSION

EXECUTION

The Commitee decides on projects suitable for the website exposure and / or enrollment in incubator program

INCUBATOR COMMITEE

Rebecca is approved for publishing her work onto the site.

PUBLISH

PDF

MEDIUM CHOICE

Rebecca

Reaching external established networks is crucial to the success of rebecca’s project.

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

Venture Capitalist

Employer

Professionals

THE WORLD OF BUSINESS

Prof. Branding

DIRK KAMMERZELL

Prof. Social Entrepreneurship

LEVI SMILE

Prof. Sustainability

KIA GHO

FACULTY

Virtual Space Information & Content Students / Population Links Directories Selection/Application

01:website

FASHION

D&M

DEPARTMENTS

:reasoning

UNIVERSITY

Physical Space Offices Free Spaces Resources Hardware & Software Teachers & Professors Exhibition Center Thesis Presentation Selection Process

03:incubator

FACULTY

ALUMNI

PROJECT

LAUNCH OF INCUBATOR PROGRAM

Parsons Departments Companies Professionals Institutions Opportunities

02:university network

:benefits

Web Platform > System Map > Opportunity > Poster

Timeline 01

An online platform connecting services and opportunities to seniors and individuals enrolled in the incubator program. Submission and admissions, matchmaking, exposure and distribution.

:website 76

Apply

Thesis Project

Project Video

Author Info

Project Audio

Projects by Category

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Companies

Home

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PDF

Advisors

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2 by James Rowley

Ripl

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MEDIUM

Poster

Connect Blog Facebook Twitter Tell Friends

Audio

About Us Terms & Conditions User Agreements

Foster Care by Sherdan Stavac

PDF

Safia Brown Robert Rabinovitz

AUTHOR

THESIS BRIEF

Discover People & Projects Companies Advisors Initiatives

Working Syllabus by Patrick Chon