Using the SCAMPER Model to enhance a walkie-talkie!

INTRODUCTION

What is creativity? Mistakenly, people think of being ‘creative’ as a unique point in time – a bright spark, where a novel idea is brought to our minds. It is a ‘Eureka’ moment, where inventiveness and innovative ideas come to us naturally. Or alternatively, people think of certain individuals as being ‘creative’ – and while artists, musicians, painters, sculptures and designers are all rightly considered to be creative; creativity is not something that can only be practiced by a select few. We all have creative potential in us, we just need to know how to unlock it.

Creativity and creative thinking are skills that can be practiced and refined. Crucially, creativity is not only applicable to innovative ideas, in order to be considered creative, you don’t need to be able to come up with a new idea. Creativity can be sparked by looking at existing products, services, ideas and approaches, and finding a new element, a new angle or a new market. Many of the businesses that are established by entrepreneurs today are not wholly new ideas. People who open shops, restaurants, hair and beauty salons, IT repair and support services, taxi companies, etc. are not establishing the first business of its kind, but they may all have a creative twist to add to their business product or service to help it to stand out in the market. Fostering this type of creativity, can lead to lasting business success.

To get started nurturing your own creativity, consider the scenario presented in the following task.

TASK

A local manufacturing company has come to your school. They manufacture walkie-talkies.  The company was very successful in the 1990s and before then; basically, before people had smartphones! But ever since young people started getting smartphones instead of walkie-talkies for Christmas presents, the company has seen a severe drop-off in the demand for walkie-talkies, especially among young people.  The company representatives have come to your school to hold a series of focus group sessions.  Through these sessions, they want you and your peers to discuss how they would improve their current walkie-talkies and make them more attractive to young people. 

Working in groups of 3-4, you will use the SCAMPER model to list how the walkie-talkies can be enhanced so that young people might buy them again.

Once you have completed the process and come up with your list of suggestions for improvements, you and your team will create a short presentation to list the improvements you would make.  All teams will then present the changes to the manufacturing company executive, and they will choose the best suggestions for improving their walkie-talkies.

PROCESS

Step 1: What is the SCAMPER Model?

So, what is the SCAMPER Model and how can you use it to bring the humble walkie-talkie into the 21st century? 

The SCAMPER model is a method that allows you to look at a problem from different angles, so that you can find a solution. When applied to a product – like the walkie talkie – SCAMPER can be used to identify ways that the product could be improved so that it is better suited to today’s consumer demands.

SCAMPER is an acronym, with each letter representing one thinking technique. In this model:

  • S stands for Substitute
  • C stands for Combine
  • A stands for Adapt
  • M stands for Modify
  • P stands for Put to another use
  • E stands for Eliminate
  • R stands for Reverse

By following this model, it allows you to use these various thinking styles and techniques. Choose one or all of these 7 methods and apply it to the design and functioning of the walkie talkie and see what changes and improvements you and your team can come up with!

The following links may help you and your group to complete this first step in the process:

Step 2: Evaluating your ideas

Now that you have applied the SCAMPER model to the walkie-talkies, you probably have a lot of ideas of how you could improve the design! It is important to reduce these ideas down, so that you are only pitching 2-3 good quality ideas when you present to the executives of the manufacturing company!

One of the simplest and easiest methods to evaluate ideas, is a two-step evaluation process.

If you have a lot of ideas, you can first read through each of the ideas, and when each idea is mentioned, all group members can vote whether or not they would like to go forward with this idea. If you have over 10 ideas, this is a good first step to reduce the number down to a more manageable 5 ideas.

Now that you have 5 good ideas, but you only want to end up with 2-3, you can complete a short idea evaluation matrix, to select your best ideas. For this, draw a table, write your five ideas in the column on the left. At the top of each column, write one of the following items to consider:

  1. Appeal to customers
  2. Time for making improvements
  3. Cost of improvements
  4. Competition in the market

For each of your ideas for how to improve the Walkie-Talkie, write a score under each of these headings, from a score of 0-5. The ideas that have the highest rating are the ones you should present to the manufacturing company!

The following links may help you and your group to learn more about idea evaluation techniques:

Step 3: Presenting your improved Walkie-Talkies

Now that you have selected which ideas are most appropriate to help to improve the design, functionality – and all important sales – the Walkie-Talkie, the next steps for your focus group team is to present these changes to the executives of the manufacturing company.  To facilitate your presentation to these executives, your team should work together to develop a PowerPoint Presentation or a set of Google Slides to present:

  • Your overall impression of the original walkie-talkie design
  • Your target audience
  • The key changes you would make to improve the walkie-talkie
  • Why you think these changes will make the walkie-talkie a consumer favourite again

To help you to create a presentation that will set you apart, read the following tips on these links:

Become a Google Slides Artist With These 7 Tricks: https://www.bettercloud.com/monitor/the-academy/become-a-google-slides-artist-with-these-tricks/

EVALUATION

By completing this activity, you will acquire the following knowledge, skills and attitudes:

KnowledgeSkillsAttitudes
– Basic knowledge about creating value
– Basic knowledge about creating value in the business field
– Basic knowledge about spotting and creating opportunities to create value
– Basic knowledge on how to turn your ideas into action  
– Apply the SCAMPER model to create value for an existing product
– Develop several ideas in a simple value-creating activity
– Discuss about better solutions to the existing and new challenges – Apply team-work skills to solve a challenge  
– Awareness of the effect of entrepreneurial action on the target community
– Openness to spotting opportunities
– Awareness of the challenges whilst creating value  

As part of the assessment of this WebQuest, all teams will be expected to present their slides to the ‘executive of the manufacturing company’, who in this instance will be played by the teacher, facilitator or youth worker. The aim of completing this short role-play activity is firstly, that learners will have a defined deadline for completing these tasks and developing their presentation; but also that learners will gain important experience and practice at public-speaking and can develop their presentation skills; two skills which they will gain confidence from and will need to refine for their future employability, or if they wish to become entrepreneurs. At the end of these presentations, the facilitator can give direct verbal feedback to each individual group and note any areas for improvements.

Learners will then be asked to complete a short self-reflection exercise and write 150-200 words on how they rated their performance in the task, what elements they enjoyed or didn’t enjoy and what they would do differently, if they were to repeat the activity again.

As a self- assessment exercise for this WebQuest, learners will then be asked to complete a short self-reflection exercise and write 150-200 words on how they rated their performance in the task, what elements they enjoyed or didn’t enjoy and what they would do differently, if they were to repeat the activity again. The following questions will guide this self-assessment:

  • How did I work as part of a team? What role did I take? Did I enjoy that role?
  • What elements of this activity did I enjoy best?
  • What aspect did I find most challenging and why?
  • Did the group listen to my ideas? Did I have many ideas to contribute?
  • Did I learn something new about myself through this activity?
  • If I was to do this activity again, would I do things differently next time? What and why?

And complete a short quiz: https://forms.gle/pFsR4nYt4q2Go6Vk7

Answers:

Q1: Creative thinking and creativity are skills that can be learned and refined:

  1. True
  2. False

Correct: 1

Q2: What does the ‘A’ in ‘SCAMPER’ stand for?

  1. Allow
  2. Adapt
  3. Apply

Correct: 2

Q3: What does the ‘R’ in ‘SCAMPER’ stand for?

  1. Reverse
  2. Rewind
  3. Renew

Correct: 1

Q4: What does the ‘C’ in ‘SCAMPER’ stand for?

  1. Choose
  2. Cut-out
  3. Combine

Correct: 3

Q5: Which of the following should NOT be included in your Idea Evaluation Matrix?

  1. Cost associated with making improvements
  2. Timeline for adapting product
  3. Most appropriate colour for product
  4. Information on competitors

Correct: 3

Questions that a youth workers or teacher might use in a whole class discussion to debrief this WebQuest:

  • How would you rate the over-all experience? Did you enjoy learning through completing a WebQuest challenge?
  • How did you feel you worked as part of a team? Did you enjoy working as a team to solve a challenge?
  • What do you think you have learned through this challenge?
  • Do you feel like you have gained new skills? If so, what are they?
  • What parts did you enjoy most and least? And why?
  • Do you have a sense of accomplishment on completing this challenge?
  • Now that you know how to use the SCAMPER model, can you think of other products you might apply this to?

Do you envisage yourself starting your own business based on what you have learned through this experience?

CONCLUSION

Creativity exists in all of us, although it might develop differently in everyone. From when we were children, we have been told that some people are just ‘born creative’ and the rest of us are doomed to spend our lives without experiencing creativity – we now know that this is not true. Creativity is a skill that can be practiced; it is a mindset that we can create and nurture; it is a resource in all of us that we can tap into when we need it.

Creativity does not mean originality, imagination or innovation; it is simply the ability to see something in anything and everything.

“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while” – Steve Jobs

Photo by The Creative Exchange on Unsplash

Innovative Student Business Idea of the Year Award

INTRODUCTION

What does it mean to be creative? Is it being musical or being good at creative writing? Is it being able to paint, sketch, mould or cast a new artistic creation? Is it being able to solve problems in a novel or inventive way? Is it being able to see potential in something which others cannot? The answer is that there are many different ways to express creativity, and it is something that can always be practiced and improved upon.

If you have ever looked at your friends or family and wonder why other people are more “creative” than you are, or why they were born with a “creative gift” and you weren’t, don’t despair – it is not that they are creative and you are not. It is maybe that they have just practiced their creativity more than you have? The more you practice, the more creative you will feel. In this following task, you will have the opportunity to practice a range of different types of creativity – from creative thinking, to creative writing, to graphic design to digital media production, you will be able to put your creative skills to the test and evaluate which form of creativity you enjoy the most!

TASK

Your school is running a competition – Innovative Student Business Idea of the Year – and you are interested in taking part. In order to take part in this competition, you will first need to spot an opportunity for an innovative business idea that will work in your school. For this, you will need to conduct market research with your classmates and peers, to identify and then develop your business idea.

To promote your new business venture, you will then need to create an engaging marketing strategy with various multi-media advertisements to make sure that your business idea gains enough support among your classmates so that your business idea will be nominated for the award.

The competition will be tough in your school, but you are confident that your creativity will win out. What are you waiting for? Follow the steps outlined below to get started!

PROCESS

Step 1: Idea Generation Techniques

The first step for you to complete in your journey to winning the Idea of the Year award is to come up with an idea for a business that you think would be a success in your school. Think about your school, you will spend on average 13.5% of all the waking hours of your life in school by the time you turn 18. So you spend a lot of your life there! What could improve the school experience for your peers? What could you introduce to tackle social problems in your school, like bullying, mental ill-health, body dysmorphia, etc? What could you do to make your school more environmentally friendly? Surveying the world around you and spotting opportunities for new business ideas is central to the world of an entrepreneur. During idea generation, the quality of the idea is not as important as the quantity! In true idea generation, you should end up with multiple ideas – at this stage there is no such thing as a bad idea, so whatever ideas come to you, jot them down, you can always evaluate and remove unfeasible ideas in the next steps.

For support to tap into your creative thinking abilities, and to help you to come up with some creative ideas to start a business in your school, you might find the following links to be useful:

Step 2: Idea Evaluation

Well done, you have completed the first step and generated a list of ideas for businesses you can start in your school. What’s the next step? Narrowing down your ideas so that you only have 1-2 ideas going forward to the next step.

There are many different ways to evaluate the quality of your ideas. For this task, you might consider using an idea evaluation matrix. This is a simple table that you can complete to screen the quality, relevance and creativity of your ideas.

To help you get started, you might find these links helpful:

Step 3: Vox Pop for Market Research

Great work, you have completed a simple idea evaluation matrix and now you are left with 1-2 ideas that you would like to develop further. The next step in the process is to undertake some simple market research. How will you know if your business idea will work in the real-world? What if you find it interesting or innovative, but nobody else does? This is where market research comes in! Market research is simply conducting research to find out the needs and preferences of your intended target audience – in this case, your school peers! To conduct market research in this task, we recommend that you conduct a short vox pop with your classmates and other students in your school. Think about the feedback you want to learn about your idea, and write 2-3 questions that you will use as the basis for your vox pop. Also consider asking your audience about their marketing preferences – this will come in useful later in your task!

For more guidance on what a vox pop is, and how you can conduct a vox pop on your smartphone, check out the following links:

Step 4: Develop a Marketing Strategy

The next step is for you to take what you have learned through the vox pop and apply it to make a simple marketing strategy for your business idea. Central to your marketing strategy will be knowing what your business’s “value proposition” and “unique selling proposition” will be. To find out more about what these terms mean, you will find some useful links below, or you are free to conduct your own online research.

Once you have developed these statements for your business idea, create a simple marketing strategy for your idea – this will be key for your success in the Business Idea awards. There is a template for a simple one-page marketing plan included below – take some time to complete this marketing strategy template for your business idea. Having a defined marketing strategy in place will support you to complete the next steps in the process with greater clarity!

Step 5: Create a Promotional Video

Now that you have defined your marketing strategy, and now that you have developed your business idea by writing your value proposition and your unique selling proposition, the next step is to create a series of promotional materials that will bring your business idea to life and will garner support for your idea ahead of the awards. Research shows that digital marketing is more effective when companies advertise through promotional videos. Therefore, your next step is to capitalise on this research and to shoot your own promotional video for your new business idea. Take some time to shoot a video that really expresses the innovation in your business idea, as this is the goal of the award after all! If you have received written permission, you can also include some of the clips that you gathered from the vox pop in your promotional video.

For more tips and tricks on how to shoot and edit professional-quality video on your smartphone, check out the following links or conduct your own research online:

Step 6: Develop Promotional Flyers and Posters

Great job! Now you have really powerful promotional tool to help to gather support for your business idea from your classmates and other students in your year. Videos work really well in digital marketing, but as you are trying to gain support for your business idea in your school, it won’t always be possible to show your video. Other ways that businesses promote their business is through special promotions, sharing flyers, giving out vouchers and other freebies, like promotional pens, t-shirts, bags, re-usable water bottles, etc. Seeing as you have a limited – or rather non-existent – budget, the best option for you to promote your business in school is to create some flyers and posters that you can display on noticeboards around your school. Canva is an online platform where you can let your creativity run free and create flyers and posters for your business idea. For some advice and tips on how to create an attractive flyer on Canva, feel free to access some of the links that are included below – or alternatively, just log on to www.canva.com, create an account and get creative! Canva is very intuitive to use, and there are a lot of templates already available, so I am sure you will have a nice design in no time!

Step 7: Create a Following Online

Now you are equipped with all the promotional videos you need to launch your business idea, and just in time for the competition in your school! The more of a following your business idea has online, the better to support your nomination for the Business Idea of

the Year Award! Now that you have your promotional materials, it is time that you create a following for your business idea online. Some of the best marketing strategies for launching a new business today is to share your back-story and be authentic! Your audience will value your authenticity and will be sure to support your business. Take some time, before you launch your idea online, to write this back-story and to share the origins of your idea with your audience. Once you have written this short piece (it only needs to be 100-150 words by the way), check out the following links to see how you can get started with creating a following online for your business idea:

[VIDEO] How To START A YOUTUBE CHANNEL In 2020: Beginner’s guide to YouTube & growing from 0 subscribers: https://youtu.be/H7Z2TL5mVws

Step 8: Develop your Business Pitch

You have done such a great job so far, and it is almost time for the competition! All that is left is for you to prepare to pitch your business idea so that you can enter the competition and be in with a chance to win that award! To prepare your pitch, focus on the following aspects of your business idea:

  • What is innovative about your business idea?
  • What need or gap in the market does it respond to?
  • What has been the feedback from your target audience about your idea?
  • How have you promoted your idea?
  • What has the response been to your idea online?
  • Why should you win the Innovative Student Business Idea of the Year Award?

Keep your pitch short, it should only be 3-4 minutes in length, but it should cover all of these points succinctly. Try writing your business pitch out first, and remember to practice, practice, practice!

For some tips and advice on how to develop your business pitch, use the following links:

Step 9: Pitch Your Business Idea

Congratulations, you have reached the end of the task and look how far you have come with your business idea! Now all that is left is to deliver your business pitch to the award committee. You have developed your idea and practiced your pitch, you are ready for this moment! Remember to show your promotional video at the beginning or the end of your pitch – it will help to showcase your business idea! Best of luck!

EVALUATION 

On completion of this WebQuest, learners will have achieved the following learning outcomes:

KnowledgeSkillsAttitudes
• Factual knowledge about the contrasting needs and interests of a target audience• Identify needs and challenges that need to be met• Awareness of the contrasting needs and interests of different target audiences
• Factual knowledge of how to analyse needs of a target audience• Capitalise on and shape opportunities to respond to challenges and create value for others• Openness to innovation
• Factual knowledge of how to identify opportunities to create value• Develop several ideas and opportunities to new challenges• Awareness of the different needs of various people
• Factual knowledge of how to transform ideas into solutions that creates value for others• Discuss strategic vision for creating value• Openness to invest in developing valuable ideas
• Theoretical knowledge of how to guide strategic decision making• Recognise many forms of value that could be created through entrepreneurship• Appreciation of the potential an idea has for creating value
• Awareness of the effect of entrepreneurial action on the target community, the market, the society and environment.
• Awareness of the role of vision in the business field

As part of the assessment of this WebQuest, all learners will be expected to pitch their business idea to the ‘award committee’, who in this instance will be played by the teacher, facilitator or youth worker. The aim of completing this short role-play activity is firstly, that learners will have a defined deadline for completing these tasks and developing their business pitch and promotional video; but also that learners will gain important experience and practice at public-speaking; skills which they will gain confidence from and that they will need to refine for their future employability, or if they wish to become entrepreneurs.  At the end of this pitch, the facilitator can give direct verbal feedback to each individual and note any areas for improvements. The facilitator can also choose a winner in the Business Idea Award presented in this challenge. This element of competition can be a motivation in itself for the learners!

As a self- assessment exercise for this WebQuest, learners will then be asked complete a short self-reflection exercise and write 450-500 words on how they rated their performance in the task, what elements they enjoyed or didn’t enjoy and what they would do differently, if they were to repeat the activity again. The following questions will guide this self-assessment:

  • This was an individual-challenge. How well did you feel you performed as an individual? Would you have preferred to complete this challenge as part of a team? Explain your answer.
  • What elements of this activity did I enjoy best?
  • What aspect did I find most challenging and why?
  • Did you struggle with any particular element of this challenge?
  • Did you enjoy being creative in this challenge? Did you creativity surprise you at any point?
  • What skills did I acquire through this activity? Is there something you were good at that you did not think you would be good at?
  • Are there aspects of this challenge that would make you want to start your own business? If so, which aspects and why?
  • If you were to do this activity again, would you do things differently next time? What and why?

And complete a short quiz: https://forms.gle/uMVTbp3P65asGD4N9

Answers:

Q1: A Vox Pop comprises:

  1. Video clips to collect local history
  2. Video clips to collect facts
  3. Video clips to collect popular opinions

Correct: 3

Q2: Which of the following is NOT influenced by your unique selling proposition:

  1. Finances
  2. Marketing strategy
  3. Branding

Correct: 1

Q3: Which of the following will NOT help you to create a following on social media quickly:

  1. Being human
  2. Sharing news about celebrities
  3. Being transparent

Correct: 2

Q4: Which of the following is NOT part of your pitch deck?

  1. Financials
  2. Business strategy
  3. Problem you want to solve
  4. Unique Selling Proposition
  5. Your exit plan

Correct: 4

Q5: Which of the following WILL help you to write a good Value Proposition?

  1. Building a following online first
  2. Attracting employees first
  3. Identifying the benefits of your business first
  4. Developing your marketing strategy first

Correct: 3

Questions that a youth workers or teacher might use in a whole class discussion to debrief this WebQuest:

  • How would you rate the over-all experience? Did you enjoy learning through completing a WebQuest challenge?
  • How did you feel you worked independently on this task? Would you have preferred to work as a team to complete this challenge? Why?
  • Did you enjoy the scenario? Are there other scenarios that you would have preferred to work through? Why?
  • What do you think you have learned through this challenge?
  • Do you feel like you have gained new skills? If so, what are they?
  • What parts did you enjoy most and least? And why?
  • Do you have a sense of accomplishment on completing this challenge?
  • Of all the tasks you completed in this challenge, was there one task that you enjoyed so much that you could envisage a career in that field? If so, which one? Explain your answer.

Do you envisage yourself starting your own business based on what you have learned through this experience?

CONCLUSION

Through completing this activity, you have developed a new appreciation for your own creativity. Every has the potential to be creative, what people lack is the motivation to practice their creativity and to develop their creative skills. Even thinking creatively about the world around you is something that needs to be practiced, it does not come naturally to people! Now that you have proven to yourself that you are a creative individual, what will you do next? The world is your oyster! If you take one thing with you from this lesson, remember:

“Every child is an artist, the problem is staying an artist when you grow up.” Pablo Picasso

Photo by Alice Dietrich on Unsplash