Program Overview

Program Overview

The Business Basics for Designers course introduces the fundamentals of business thinking for individuals interested in entrepreneurship or starting a business. It explores how creative ideas can be transformed into viable ventures using simple, practical tools.

Course Philosophy

The course philosophy is centered around catalyzing a mindset shift, encouraging participants to stop just doing creative work and start designing a smart system for their work to create value and revenue.

Learning Objectives

By the end of this course, participants will be able to:

• Structure creative ideas into viable business opportunities using the Lean Canvas framework.
• Define clear value propositions grounded in real customer and market needs.
• Make informed entrepreneurial decisions using practical business tools.
• Translate creative work into sustainable business systems that generate value and revenue.
• Develop confidence and an entrepreneurial mindset to begin the business journey.

Pedagogical Methodology

The course employs a range of methodologies, including:

• Concise lectures supported by curated media and real-world case studies.
• Hands-on application of essential business tools and frameworks.
• Collaborative team projects where participants work in teams to develop and iteratively refine a business idea throughout the course.
• Peer-to-peer learning through facilitated discussions and feedback sessions.
• Capstone presentations where each team delivers a formal pitch of their venture.

Course Framework

The course framework is designed to help design professionals take their first strategic steps toward transforming ideas into structured, viable business models. Key aspects include:

• Focus: Helping design professionals develop entrepreneurial and strategic thinking.
• Total Duration: 25 hours (6 weeks, two classes per week).
• Delivery Format: Lectures, interactive discussions, case studies, and hands-on team workshops.
• Audience: Architects, interior designers, design professionals, and students with limited business experience.
• Main Tool: Ash Maurya's Lean Canvas, a single-page business modeling tool.

Course Outline

The course is divided into 10 lessons, each focusing on a specific aspect of business development:

Lesson 1: The Founder's Mindset

• Exploration of participants' business ideas and entrepreneurial aspirations.
• Distinguishing between ideas and viable business opportunities.

Lesson 2: Getting Started – Turning Ideas into Businesses

• Introduction and open discussion.
• Participants form groups for collaborative learning and apply course concepts to a single business idea.

Lesson 3: Introducing the Lean Canvas

• Introduction to Ash Maurya's Lean Canvas.
• Participants begin by exploring problem, customer segments, and addressing the risk of innovator bias.

Lesson 4: The Unique Value Proposition (UVP)

• Defining and communicating a clear Unique Value Proposition.
• Participants learn to identify key customer pains and unmet market gaps.

Lesson 5: Designing the Solution & Defining the Unfair Advantage

• Translating customer insights into a clear solution.
• Identifying what makes their offering distinctive and difficult to replicate.

Lesson 6: Mapping Your Customer Journey

• Exploring the customer journey from awareness to loyalty.
• Mapping key touchpoints and aligning product, messaging, and service delivery.

Lesson 7: Defining the Brand Identity

• Defining and developing a cohesive Brand Identity.
• Participants explore how emotional, visual, and verbal elements combine to create a consistent brand presence.

Lesson 8: Financial Awareness – Cost & Revenue Basics

• Introduction to the Cost Structure and Revenue Streams sections of the Lean Canvas.
• Participants develop a foundational understanding of how resources, expenses, and revenue models interact.

Lesson 9: Crafting a Business Profile

• Crafting the business Purpose, Vision, Mission, and Goals/Objectives.
• Participants use their work to strengthen their business profile and brand identity.

Lesson 10: Business Presentation – Venture Showcase

• Final session bringing together all course elements.
• Each group presents their business concept and brand identity in a pitch format.

Digital Badging

Participants who register for this course will earn a digital badge upon successful completion of all coursework, provided they maintain a minimum attendance of 70%.

Materials and Equipment

• A notebook and pen.
• A laptop or tablet.
• Optional: colored pens or markers for visual work.

Schedule

• Start: Mon April 6, 2026.
• End: Wed May 6, 2026.
• Lessons: 10.
• Days: Mondays & Wednesdays.
• Time: 5:00-7:30pm.
• Location: VCUarts Qatar Campus.
• Cost: QAR 2,300.

Instructors

• Omima Ismaiel: An architectural design manager and a member of the British Institute of Interior Design, with over 25 years of experience in delivering complex institutional and large-scale projects.