Business Basics for Designers

Course Overview

This 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. Participants will develop an understanding of market dynamics and value-based decision-making grounded in value creation. The course emphasizes building an entrepreneurial mindset and the confidence to begin the business journey.

Course Philosophy

Catalyzing a Mindset Shift : “Stop just doing creative work. Start designing a smart system for your 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

• Concise Lectures: Focused 20-minute sessions supported by curated media and real-world case studies.
• Hands-on Application: Guided, step-by-step exploration and application of essential business tools and frameworks.
• Collaborative Team Projects: Participants work in teams to develop and iteratively refine a business idea throughout the course.
• Peer-to-Peer Learning: Facilitated discussions and feedback sessions that foster critical thinking and constructive critique.
• Capstone Presentations: Each team delivers a formal pitch of their venture, supported by a completed Lean Canvas, followed by open discussion and peer evaluation.

A unique feature of this course is that the content will be continuously adjusted to align with the business ideas and concepts generated by the class. This ensures a personalized and dynamic learning experience that is relevant, engaging, and directly connected to real-world entrepreneurial thinking.

Course Outline

Lesson 1 : The Founder’s Mindset

Focus: Course introduction and overview, including:

• Exploration of participants’ business ideas and entrepreneurial aspirations
• Distinguishing between ideas and viable business opportunities
• Balancing ambition with personal well-being: strategies for sustainable work–life integration and reducing the risk of burnout

Activity: Participants engage in curated media viewings as case studies to illustrate the difference between an idea and a business opportunity, followed by open discussion.

Tool: Time Allocation and Priority Mapping Planner — a guided planning activity that helps participants assess where they are now, where they need to be, and how to get there in terms of time, activities, and priorities.

Lesson 2 : Getting Started – Turning Ideas into Businesses

Focus: Introduction and open discussion.

Participants form groups for collaborative learning and apply course concepts to a single business idea throughout the programme.

Activity: Participants identify business ideas based on Lesson 1 feedback, shortlist the most promising ones, and form groups. Each group selects one idea and creates an initial pitch using:

• The Golden Circle (Why / How / What)
• Elevator Pitch format

Tools:

• Golden Circle (Simon Sinek):
  “What we believe in, what our solution is, and how we deliver value.”
• Elevator Pitch Template:
  “We help [Target/Ideal Customer] solve [Specific Problem] by offering [Unique Product/Service] because we passionately believe [Reason/Impact/Core Value].”

Lesson 3: Introducing the Lean Canvas

Focus: Introduction to Ash Maurya’s Lean Canvas. Participants begin by exploring:

• Problem
• Customer Segments
• Addressing the risk of innovator bias (“build it and they will come”)
• Understanding market segments and identifying a target niche

Activity: Each group completes the relevant Lean Canvas sections (Problem + Customer Segments).

Tools:

• Ash Maurya’s Lean Canvas
• Rogers’ Diffusion of Innovation Curve

Lesson 4: The Unique Value Proposition (UVP)

Focus: This session explores how to define and communicate a clear Unique Value Proposition — the reason customers choose one offering over another. Participants will learn to:

• Identify key customer pains and unmet market gaps
• Explore solution options and clarify unique value
• Articulate a concise and compelling UVP aligned with customer needs

Activity: Participants apply the Value Proposition Canvas to map customer pains, gains, and desired outcomes for their selected business idea. Each group drafts and refines a UVP statement that communicates their core value clearly.

Tool: Unique Value Proposition (Value Proposition Canvas)

Lesson 5 : Designing the Solution & Defining the Unfair Advantage

Focus: This session focuses on designing an effective Solution and defining an Unfair Advantage that differentiates the business from competitors. Participants will:

• Translate customer insights into a clear solution
• Identify what makes their offering distinctive and difficult to replicate
• Connect solution + advantage to customer needs and value proposition

Activity: Each group completes the Solution and Unfair Advantage sections of their Lean Canvas. Teams outline:

• Core features of the solution
• Key success metrics
• Competitive edge (differentiating advantage)

Tools:

• Competitive Matrix
• Positioning Statement Framework:
  “We help [target customer] who struggle with [problem] by providing [solution/product/service] that delivers [key benefit/unique value]. Unlike [main competitor/alternative], we [key differentiator].”

Lesson 6 : Mapping Your Customer Journey

Focus: This session explores the customer journey from awareness to loyalty, mapping key touchpoints and aligning product, messaging, and service delivery to build retention and loyalty.

Activity: Each group maps their customer journey and identifies key touchpoints. They then revisit their Lean Canvas and update relevant sections, especially:

• Channels

Tools:

• Customer Journey Map
• Marketing Funnel

Lesson 7: Defining the Brand Identity

Focus: How to define and develop a cohesive Brand Identity that differentiates a business in the market. Participants explore how emotional, visual, and verbal elements combine to create a consistent and authentic brand presence that builds trust and engagement.

Activity: In groups, participants:

• Define their brand archetype
• Refine their positioning statement to capture their core brand promise
• Create a basic verbal identity (name, slogan, tagline)
• Create a basic visual identity (logo concept, colour palette)
• Build a simple landing page aligned with the customer journey to gather feedback and email sign-ups

Tool: Online Landing Page Builder

Lesson 8: Financial Awareness – Cost & Revenue Basics

Focus: This session introduces the Cost Structure and Revenue Streams sections of the Lean Canvas. Participants develop a foundational understanding of how resources, expenses, and revenue models interact to shape business sustainability. Topics include:

• Key startup costs
• Pricing strategies
• Early-stage funding considerations

Activity: Participants estimate initial startup costs (e.g., equipment, licenses, early operational expenses) and define potential revenue streams aligned with their value proposition. Each team updates the Cost Structure and Revenue Streams sections in their Lean Canvas.

Tool: Basic Cost Analysis Spreadsheet

Lesson 9 : Crafting a Business Profile

Methodology: Crafting the business Purpose, Vision, Mission, and Goals/Objectives — defining the way forward.

Activity: Each group uses its work so far to strengthen its business profile and brand identity. Session includes:

• Peer critique
• 360 feedback
• Open discussion and Q&A

Tool: Business Plan Executive Summary Template

Lesson 10: Business Presentation – Venture Showcase

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

• Clarity
• Strategic thinking
• Storytelling

Activity: Each group delivers a concise presentation summarizing:

• Lean Canvas
• Unique Value Proposition
• Brand strategy

This is followed by a brief Q&A and facilitated peer feedback. The session concludes with reflection and discussion on key learning and future applications.

Guests: Invited local business founders and industry experts to provide real-world feedback and share experience.

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

Please note: VCUQatar reserves the right to cancel classes in cases where an insufficient number of participants are registered. Any fees already paid will be fully refunded.

Participants are kindly requested not to purchase any materials until VCUQatar has issued the final course confirmation.

For Participants:

• A notebook and pen
• A laptop or tablet (recommended)
• Optional: coloured 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. She holds a master degree in Architectural Design Management from IE University in Spain. With over 25 years of experience, she has delivered complex institutional and large-scale projects across the residential, commercial, and sports sectors. Notably, she served as lead architect for key venues of the 15th Asian Games Qatar. From 2016 to 2022, she founded and managed The Architects’ Hub Qatar, a professional association for knowledge exchange that introduced the country’s first annual BIM-focused symposium. Her recent work examines the intersection of design practice, business strategy, and professional culture.