In the spring of 2013, Medea completed the Wrap-IT project (AKA Evolution M) with the purpose to help the participating teams to take an abstract idea a few steps closer to the market. With help of dedicated mentors, researchers and business developers, the participating teams was provided with resources for visualization & mock-up, prototype development, and pitching.
The primary objectives were to give the teams a better understanding of how to sharpen the value of the idea and how to verify the viability of the project, and give the teams concrete tools for presenting the ideas to possible stakeholders and clients for further verification. One of the learnings was to get a holistic understanding of the dynamics of executing an idea and, eventually, starting a company based on this idea.
Week 1 (March 4 – March 8, 2013)
Business development was the main theme during week 1, facilitated by Media Evolution. Using The Business Model Canvas as a starting point, a general overview, understanding, clarification and in some cases changes of the respective projects was made in order to shape the idea into a viable project. Furthermore, the week provided a general introduction to idea generation and pitch training.
Week 2 (March 11 – March 15, 2013)
After working with the business aspects of the concepts, the teams used Malmö University’s Connectivity Lab to get started with prototyping methodologies such as horizontal prototyping, vertical prototyping, and proof of concept.
Horizontal prototyping is used to develop and visualize a concept with cardboard and paper, and plots on a whiteboard. Horizontal prototyping is very relevant when working with digital products that have a high degree of complexity in their functional structure. For example, the initial idea of the Wrap-IT project Kunskapsplattformen was to make a large media platform to teach families with children diagnosed with type 1 diabetes. By making a quick horizontal prototype, the group realized that their idea should focus on a small niche of an education platform rather than a large-scale platform, that is not build the whole system.
Vertical prototyping is to prototype a specific area of a larger concept by making a concrete model, for example by using paper, whiteboards or simple digital graphics.
The final output of Kunskapsplattformen was a clickable graphical mock-up, which the team could then take to the next level: user testing, which is one of the most important parts of a proof of concept. The Wrap-IT process has thus not only facilitated the development process but also created a development structure which the teams can use as a platform for future development of their businesses.
Milestones accomplished by the other teams were, for example, making a prototype in Unity3D for user-testing (Titta!), defining a format for the collaborative investigation of military records (Ghost Rockets), and get clear insights into which technology to use for aggregation of data within an application (CityAPI).
Week 3 (March 18 – March 22, 2013)
After an intensive prototyping week, the teams moved back to Media Evolution City with new perspectives. This resulted in a very effective iteration of the business perspectives and, at the end of week 3, the teams received intensive pitch-training to prepare for the final event: a live pitch to a select panel of judges.
The feedback from the participants was very positive and it became clear how the Wrap-IT process had substantially helped in developing their ideas through business- and prototyping iterations. Furthermore, all participants expressed positive professional development due to the very intense and focused work towards realizing their ideas. Two out of four projects verified the viability of their projects to an extent that they are now working towards starting a new business.
Quotes from the participants:
We had a huge product portfolio but, through the Wrap-IT process, we managed to define a “reachable entrance point (Kunskapsplattformen)
The most important insight we got during the Wrap-IT process was that our concept has the potential to generate an income, and grow beyond its use for our film production (Ghost Rockets)
Titta! is a communication platform (for the Ipad) for grandparents and children living far apart. This target group finds it difficult to develop a close relationship and there is a need to be more present in each others life. This application allows grandparents and children to establish a feeling of togetherness through real-time interaction in a shared story-world. The grandparent tells a story, and both can play together as the story unfolds.
Team members: Rozina Sidhu & Liza Shkirando.
The Ghost Rockets project is documentary following the organization UFO Sweden trying to solve the Ghost Rockets mystery, and an online collaborative investigation (platform) called the Ghost Rockets Investigation Portal. The Investigation Portal will be a browser-based application that uses a combination of tried and tested concepts such as creating narratives, crowdsourcing, translation, and investigative journalism. A combination of interactive tools will enable the audience to dig deep into a Swedish military archive. Together, they will find clues and patterns in the reports and collaborate to solve the Ghost Rockets mystery that has eluded governments around the world for over 60 years.
Team members: Michael Cavanagh & Kerstin Ubelacker.
Diago is an interactive game and pedagogical exercises for families with children diagnosed with type 1 diabetes. The Diago team have lived the complex and life changing process of having to learn complex correlation between food intake, physical activity and insulin injections – literally overnight and their experience inspired them to use a digital tool to improve the course. The project is a joint effort between a healthcare-focused communication agency and diabetes pediatricians.
Team members: Ola Jonsson & Anna Ingelberg Jonsson
CityAPI is a plug-in web service that mashes up existing social-media streams. By capturing data from Facebook, Twitter and other social-media services, CityAPI creates a constant flow of information about cultural activities in the city, and visualizes them for easy access to residents. Citizens are able to connect with the actors around them to build upon the current activities and create new ones. It also provides a running log which tells the story of the city and the vibrancy that exists within it.
Team members: Matthew Gobles & Matthew Rouser