SDU Design: Scientific business plan
The vision of SDU Design is to build an exceptional research environment that embraces design
from a set of complementary perspectives and methods. By combining the competencies from the
Department of Design and Communication (IDK), the Department of Entrepreneurship and
Relationship Management (IER), and the Mads Clausen Institute (MCI), we aim to expand crossdisciplinary research and education programmes to establish a clear international position within
design.
Contents
The concept of design......................................................................................................................................................2
Co-branding strategy ..........................................................................................................................................................2
Building relations to external partners .....................................................................................................................2
Research themes .................................................................................................................................................................3
A) Product design: Interactions, meanings, competencies............................................................................3
B) Sustainable business design ......................................................................................................................................3
C) Co-design management ............................................................................................................................................4
D) Multi-stakeholder innovation..................................................................................................................................4
Research outcomes ...........................................................................................................................................................5
Design research disciplines ...........................................................................................................................................6
Postdocs as flexible, critical mass ................................................................................................................................6
PhD students on external funds ..................................................................................................................................6
Senior faculty provide direction ...................................................................................................................................6
Management of SDU Design ........................................................................................................................................7
Cross-disciplinary research organisation.............................................................................................................8
Research Forum integrates activities .........................................................................................................................8
Seed Projects kick-start collaboration ......................................................................................................................8
An attractive research environment ..........................................................................................................................9
Co-publication strategy .....................................................................................................................................................9
Engaging teaching in research ........................................................................................................................................9
The first Seed Projects – Fall 2013 ....................................................................................................................... 10
Design in textile industry ................................................................................................................................................ 10
Tourism co-design ............................................................................................................................................................ 10
Attracting external funding ........................................................................................................................................ 11
SDU Design: Scientific Business Plan – Jacob Buur – July 2, 2013
Page 1 of 11
The concept of design
In SDU Design we build on the definition suggested by the Danish Design 2020 Committee1:
“Design, stripped to its essence, can be defined as the human capacity to shape and make our
environment in ways without precedent in nature, to serve our needs and give meaning to our lives” (John
Heskett, 2002)
“Design has come to mean more than giving form; it has increasingly become a strategic element in
innovation processes in private enterprises and public organisations.” (p.6)
We will contribute to the strong international thrust towards integrating design thinking and design
practices in challenges for the innovative society: New businesses, organisations, public services,
cultural engagements, and societal changes. We see a number of gaps that warrant a research effort:
- The social process of innovation is not well understood.
- Cultural issues are largely neglected in innovation projects.
- The role design can play in business is not recognized.
Co-branding strategy
There is a strong thrust towards ‘design’ in Kolding at this moment. For many
people in media, politics and business the understanding of ‘design’ is limited
to the appearance of products, such as fashion or furniture. What does it for
instance mean that Kolding is a ‘Design City’? Where does one recognize this
in local society, businesses, media and institutions? And how can SDU Design
contribute to broaden this perception? Rather than ‘brand’ SDU Design as an
ivory tower, we suggest that we co-brand our initiative along with the
municipality and institutions, Design City, Kolding School of Design to move
the perception of design towards a broader understanding of design process,
design thinking, design management, design culture, and co-innovation. We
draw on the competence of professor Guy Julier (presently visiting professor
at IDK) to develop this effort.
Building relations to external partners
The closest partners are the three departments IDK, IER, MCI and Kolding School of Design. Added
to this are design oriented Museums and Design City Kolding, but also local and national companies
within design and innovation such as the fashion and furniture industry. Other stakeholders include
international research collaborators and the public/private sectors. Internally between faculty there
are already many contacts to build on. We find it important to acknowledge and support the role as
connector between SDU Design and the most important stakeholders. Collaboration with internal
and external partners can be seen as one way of enriching the worklife of the involved researchers,
e.g. in the form of staff exchange, development of student projects involving research and company
partners, and cross-institutional funding initiatives.
1
The Vision of the Danish Design 2020 Committee, Danish Enterprise & Construction Authority 2011; www.ebst.dk
SDU Design: Scientific Business Plan – Jacob Buur – July 2, 2013
Page 2 of 11
Research themes
We intend to develop funding applications based on four major research themes:
A) Product design: Interactions, meanings, competencies
This theme combines research disciplines to explore how humans fundamentally relate to ‘things’.
Innovation is to a wide extent associated with new material products. People seem to better
understand ‘innovation’ through physical materialisations, as the way we grasp novelty. There is
however a two-way relationship: we design products, and products influence how we relate to one
another – think of the mobile phone. Products help shape cultures. Products bridge the abstract and
the concrete, thus support inclusive participation in innovation processes. Research-wise there is little
theory about the role of artefacts in interaction. There are fundamental research questions
concerning the interrelations between artefacts, aesthetics and ethics that need to be addressed. The
link between product and service innovation is unexplored.
Targeted funding programmes:
VELUX-fonden (Wagner – accepted for 2. round 2013)
Grundforskningsfonden (Buur, Wagner – Fall 2013)
Innovative societies (Horizon 2020) (Munch, Larsen)
Et kompetent samfund (Forsk 2020) (Munch, Larsen)
ERC Advanced Grants (Buur, Wagner)
B) Sustainable business design
This research investigates business development as a design process.
Design as Process!
(C) Co-design !
management!
SDU DESIGN
Organisations
!
Innovation for…!
People!
Any innovation needs to sustain the business of the organisations involved to be successful. It is
however becoming increasingly difficult for companies to handle the changing conditions, both the
pecuniary and the broader societal ones. For example, in the publishing sector companies are facing
the challenge of finding new business models for books, magazines and papers. The relations
between producer and user of texts are changing quickly with web-based publication, and
publishers depend more heavily on other actors in the marketplace. Open innovation challenges the
traditional understanding of innovation as driven by technology, and run by R&D departments in
large companies. Markets are becoming less stable, and
companies must learn to create new markets rather than just
respond to the existing. It becomes crucial to explore the
roles design can play in business, and to investigate how in
(D) Multi-stakeholder!
(A) Product design:!
particular small and medium size companies can find a role in
innovation!
Interaction, meaning, !
a broader societal ecology with restricted resources available.
competencies!
…as Product!
Targeted funding programmes:
Innovation in SMEs (Horizon 2020) (Freytag, Buur)
Nye innovationsformer (Forsk 2020) (Freytag, Buur)
(B) Sustainable !
business design!
!
The four themes relate to how design can be seen as product on
one hand, and as process on the other. And how the innovation
effort is directed towards people or organisations.
!
Design:
Scientific Business Plan –
!Jacob Buur SDU
13.05.
2013!
Jacob Buur – July 2, 2013
Page 3 of 11
C) Co-design management
This theme transcends ‘traditional’ design management, design thinking and service design.
Innovation progresses through a series of iterations of which outcomes cannot be clearly defined in
advance. This poses a serious challenge to management. Rather than results of controllable activities,
innovations emerge in local interactions between team members, stakeholders, users etc. Managing
such processes means accepting the risks involved in mutual improvisation. In continuation of a
‘Scandinavian Leadership’ inheritance there is an opportunity to develop ‘aesthetic management’, i.e.
a conceptual understanding of the sensitivity towards human relations that managers must develop
to benefit from co-innovation.
Targeted funding programmes:
Design Driven Innovation EU (Rind Christensen, Buur)
Design as Innovation Driver (Design2020) (Freytag, Buur)
OECD conceptual design (Rind Christensen)
D) Multi-stakeholder innovation
This theme expands the open, user-driven and employee-driven innovation research of the 2000’s.
The immense complexity of the grand challenges facing society requires responses that can only be
shaped in collaboration between a wide range of stakeholders: Politicians, industrialists, policymakers, experts, interest groups, citizens etc. Yet, such social processes are often conflictual and
messy. In healthcare, for instance, the move towards tele-medicine, although technologically and
politically attractive, only has a chance of success if the wider range of issues has been adequately
addressed: What does it fundamentally mean to turn the home into hospital? …and to shift the
work of doctors towards screen manipulation? New solutions will succeed, if developed in the
relations between the various stakeholders and products/ services etc., although the process can
become unpredictable and difficult to control.
Targeted funding programmes:
C Management
D Multi-stakes
X
X
X
X
X
Participatory innovation
TEK
X
Interaction design
TEK
X
X
Design anthropology
TEK
X
Interaction analysis
HUM
X
Design studies
HUM
X
X
Business relations
SAMF
X
X
Business development
SAMF
X
Discipline:
Theme:
A Products
B Business
Programmes on grand challenges of welfare, energy consumption etc. We will actively search for
partnering opportunities, but will not act as lead partner (Larsen, Freytag)
Nye innovationsformer (Forsk 2020) (Freytag, Buur)
X
X
X
X
The strength of SDU Design is that we can combine research
disciplines as best befits the shared research themes. Theme A
engages all disciplines.
SDU Design: Scientific Business Plan – Jacob Buur – July 2, 2013
Page 4 of 11
Research outcomes
For the first two years, progress should be monitored based on short-term key parameters. After
the startup period, we should discuss quantifiable measures of publications, PhD-students, attracted
funding etc. For medium and long term horizons. To establish cross-disciplinary research
collaboration takes time. Co-authoring of articles will follow, once researchers come to understand
each other’s fields and build trust. Publication figures are based on SPIRE experiences.
OUTPUT GOALS
Short
2013 – 14
Medium
2015 – 17
Long horizon
2018 –
Research agenda
Collaborative activities
between researchers from the
three faculties
New concepts, theories,
processes, methods
New concepts, theories,
processes, methods
Publication
Co-publications
6 A-journal publications/yr
10 A-journal publications/yr
20 B-journal + conference/yr
30 B-journal + conference/yr
0.5 books/yr
2 books/yr
Cross-faculty education
initiatives
Cross-faculty teaching project
Business sponsored programs
New programs:
MA Scandinavian Design
New programs:
Embodied Tech (IT-Vest)
Interaction with society
Private and public
organisations in the region
National fora
(eg. like AU Strategy Lab)
Active support of SMEs,
entrepreneurs etc.
External funding
4 applications that combine
research fields
8 attracted PhD-grants
A research centre
Education
SDU Design: Scientific Business Plan – Jacob Buur – July 2, 2013
Page 5 of 11
Design research disciplines
SDU Design is established around a set of existing research disciplines that have already proven to
be strong on an international scale. Some of these disciplines have previously collaborated
successfully in Sønderborg Participatory Innovation Research Centre (SPIRE) and in Centre for
Design, Culture and Management (CDCM). Also, we will ensure close collaboration with the Centre
for Tourism, Innovation and Culture by expanding Interaction Design with Service Design. In each
discipline senior faculty is expanded with new assistant profs and postdocs on SDU Design budget.
Kolding: X-disciplinary design research!
Postdocs as flexible, critical mass
BUSINESS!
DEVELOPMENT!
INTERACTION!
ANALYSIS!
BUSINESS !
RELATIONS!
DESIGN!
STUDIES!
MATERIAL!
INTERACTION!
DESIGN!
ANTHROPOLOGY!
KOLDING !
SCHOOL OF !
DESIGN!
PARTICIPATORY!
INNOVATION!
Facilities:!
A core group of postdocs will ensure that all disciplines are
Shared research studio!
continuously present in the environment. This gives the
(eg. 400 m2)!
flexibility to move into new design areas after 2-3 years when
!
we attract external funding to sustain current disciplines.
Design Workshop!
Theatre
Lab!
The postdocs
are formally employed with the department
Video
Lab!
closest
to their research field, but have the obligation – along
with permanent professors – to sustain research activities
across disciplines. Candidates for the postdoc positions will be
found through international job announcements and through
thePersonel:!
research networks of the respective professors. To ensure
Facultybetween
on part-time
loan and teaching, we prefer to engage
synergy
research
from disciplines!
postdocs in teaching up to 1/3 of their time. Technically, we
!
will announce position as 2 years /extendable to 3 years; then
One postdoc to substantiate
negotiate
teaching
agreements with the departments for each
each research
discipline!
employment.
!
!
INTERACTION !
DESIGN!
!
students
promissing
HalfPhD
of the
SDUin Design
budget will fund permanent staff:
intersections!
Research
director and admin, technicians that run the design,
theatre, video labs, associate professors that open new fields.
UNIVERSITY OF SOUTHERN DENMARK!
!
PhD students
on external funds
PhD-students will be integrated into the environment progressively as we are able to attract external
research funding. As part of their research plan the PhD-students should build connections between
two or more research disciplines.
Senior faculty provide direction
Associate and full professors from the present faculty contribute their research time to SDU Design.
They maintain the disciplinary strongholds, guide the postdoc researchers, and provide research
direction. The list bellows shows senior faculty in the core SDU Design research panel up till this
point. We will also collaborate with researchers from Kolding School of Design and with other
faculty in the SDU departments.
SAMFUNDSVIDENSKAB
IER
HUMANIORA
IDK
TEKNIK
MCI
Poul R Christensen professor Design Management Anders V Munch professor Design Studies
Jacob Buur
professor Participatory Innov.
Per V Freytag
professor Business Relations
Hans-Chr Jensen lektor
Henry Larsen
professor Participatory Innov.
Ann H Clarke
lektor
Business Relations
Johannes Wagner professor Interaction Analysis Wendy Gunn
Anders Haug
lektor
Business Relations
Klaus Robering
Kristian Philipsen
lektor
Business Developm. Anne Gerdes
Janne Liburd
Design Studies
professor IT Design
lektor
IT Design
lektor
Tourism
lektor
Stephan Wensveen lektor
SDU Design: Scientific Business Plan – Jacob Buur – July 2, 2013
Design Anthropology
Interaction Design
Page 6 of 11
Management of SDU Design
Research management!
The research director is recruited from one of the three involved departments and is full-time
engaged with SDU Design. The director organises the SDU Design activities under the auspices of
the three department heads.
The STEERING GROUP with the deans of the Faculties of Humanities,
ADVISORY BOARD! STEERING!
GROUP!
HEADS OF !
DEPARTMENTS!
Research director!
HEADS OF!
RESEARCH!
EDUCATION !
PANEL!
SDU DESIGN!
RESEARCH!
PANEL!
OPEN SPACE FORUM!
STEERING
Social SciencesGROUP!
and Engineering, and prorector, carries the overall
responsibility
for SDUSAMF,
Design. TEK + prorektor!
Deans
of HUM,
!The ADVISORY BOARD additionally includes four external experts from,
respectively, Kolding Municipality, Kolding School of Design, and two
ADVISORY
BOARD!
companies. The board meets twice a year to discusses research
STEERING
GROUP
from!
strategy and direction
with+
therepresentatives
research director and
heads of
departments.
Kolding Municipality!
TheKolding
HEADS OF
DEPARTMENTS
of Design and Communication,
School
of Design!
Entrepreneurship and Relationship Management, and the Mads
TwoInstitute
design-related
businesses!
Clausen
decide on general
business issues with the research
director.of
Thedepartments
department heads
are IER,
responsible
Heads
IDK,
MCI! for personnel and the
yearly budget approval. The group meets quarterly.
Meets twice a year!
RESEARCH PANEL includes (associate) professors from each
!The
research field currently involved in SDU Design. The panel meets
HEADS
OF
regularly on
theDEPARTMENTS!
initiative of the research director to discuss research
issue
and
new
project
Meet quarterly! initiatives.
!The HEADS OF RESEARCH is a smaller subset of the group above,
- 
- 
- 
with one professor representing each department. They meet with the
research director to make decisions on the research operations as
necessary.
The EDUCATION PANEL gathers the programme coordinators for those educations with design
content to discuss learning issues and coordinate teaching initiatives across programmes.
SDUFORUM
DESIGN
! researchers
!Jacob Buur
13.05.
The yearly OPEN SPACE
is open to all interested
from the
three2013!
departments. It
offers an opportunity to get involved and contribute with ideas and opinions.
SDU Design: Scientific Business Plan – Jacob Buur – July 2, 2013
Page 7 of 11
Cross-disciplinary research organisation
SDU Design operates through two levels of activities:
(1) The Research Forum serves as a meeting point for faculty to develop shared research interests
across disciplines and projects through seminars, mutual conference participation, study trips etc. A
key challenge is to ensure appeal with senior faculty even if they are already busy. Senior researchers
are crucial for ensuring success by suggesting the right cross-disciplinary couplings and by heading
funding application writing.
(2) The Seed Projects are initiatives that explore new research terrain, build trust, and improve our
chances of attracting external funding. We need to collaborate on concrete activities to open new
research avenues. In the longer run more research project work will be based on external funding, in
which case SDU Design can provide university co-financing (man-hours).
SDU Design will thrive on a continuous counterbalancing of discipline activities and cross-discipline
activities – of individual and group research performance. We propose to think of individual
researcher identity in SDU Design as doing research with design, while still based in one’s own field,
and not exclusively doing research in design.
Research Forum integrates activities
The research forum is an ongoing activity that provides incentive for researchers
to meet and develop understandings and ideas. The research forum will be
organized in regular seminars to, for instance:
•
•
•
•
•
Share knowledge of ongoing research projects
Mapping design theories, methods, domains (Kristian Philipsen)
Share teaching experience (Chris Heape)
Analyse data collaboratively (Dennis Day)
Discuss funding opportunities
The research forum helps encourage co-authoring of articles through e.g.
friendly reviewing, sharing of empirical data, and joint writing. The research
forum should also support international engagement (joint conference
attendance, conference reports etc.), foster company contacts (invited speakers
etc.), and encourage society interaction.
Seed Projects kick-start collaboration
A primary concern is to create opportunity for faculty from different fields to actually collaborate
hands-on, to establish a ‘modus operandi’ of collaboration. Inspired by ‘seed money’ we suggest the
term ‘seed projects’ for short, concentrated research projects that can provide such opportunity.
Researchers with the three departments may suggest themes for 6-month seed projects that aim to
try out a research idea, build new partnerships, acquire empirical material, qualify future applications
for funding. The procedure to start a seeds project is simple, based on a small set of criteria:
•
•
•
•
•
How does the project expand the field of design? (project goal, research questions)
Which disciplines work together? (at least two from different departments)
How does the project increase chances to later apply for external funding?
How can the project play into teaching and engage students in research?
Who will benefit from this research?
SDU Design: Scientific Business Plan – Jacob Buur – July 2, 2013
Page 8 of 11
During a 6-month period, SDU Design can run 2-3 projects with 2-3 postdocs (disciplines) on each.
Additionally SDU Design provides funding for equipment, material, travel, student assistance, and
student interns. Besides seed projects, other research activities with more limited scope may earn
similar support.
Seed Projects are a way of building trust and hands-on understanding between researchers.
An attractive research environment
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Cross-disciplinary research requires close, daily interaction with colleagues. The new SDU building in
Kolding will enable us to establish open research studios for the new postdocs, PhD-students and
those faculty members that prefer to integrate closely. Some professors may prefer to stay in smaller
offices in close proximity of the studios. The research studios should be equipped to house
approximately 30 researchers from the beginning. Also, there’s an opportunity to create close links
with Design City across the road. Labs may be located there.
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A cross-disciplinary environment where different research
philosophies and methods can meet must be based on
goodwill from the members. It must feel safe to expose
one’s core assumptions. The challenge here lies in coping
with differing institutional expectations of research
deliverables as well as the paradox that competition and
collaboration need to coexist. In particular publishing
cross-disciplinary work in high-esteemed, monodisciplinary journals is a challenge. We aim to increase the
level and number of cross-disciplinary contributions by:
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• Encouraging members to take first co-authoring steps
in safer environments, like the newly established
Participatory Innovation Conference that actively supports
cross-disciplinary work.
• Increasing attention to bibliometric indicators across
research discipline traditions.
• Encouraging homogenous PURE registration and
monitoring.
Engaging teaching in research
The natural state of students when they first arrive at university seems to be that of a consumer –
they expect to be served with information. The traditional response is the reading and writing of
texts, and lecturing to large numbers of students. Many educators already work towards a radical
change in the learning environment and a significant shift in both students’ and educators’
understanding of what is entailed. SDU Design will support space for innovation: physical space,
emotional space and time space. Student education should be able to accommodate those who are
interested in contributing to research, as well as those who want to primarily get a job yet realise the
value of research to their future practice in a workplace other than academia. Through mutual
inspiration and education experiments we aim to help researchers realise that their student activities
may contribute to their research.
SDU Design: Scientific Business Plan – Jacob Buur – July 2, 2013
Page 9 of 11
The first Seed Projects – Fall 2013
The specifics of the two first seed projects will illustrate how we make short, 6-month seed projects
contribute to design research and the building of a cross-disciplinary research environment.
Design in textile industry
rch management!
Research contribution
(how is this design?)
EERING COMMITTEE!
Strategic drivers
(why now?)
ment!
HEADS OF !
DEPARTMENTS!
Tourism co-design
This project aims to explore roles of design and
designers in the textile industry cluster (in strategy,
innovation and branding):
- How design entrepreneurs struggle to establish
identity, and how companies brand their products
with designer names?
This project investigates co-design of tourism
activities and business models:
- How do designers build skills in talking about new
materials, and how will new, smart materials play
into textile design?
- How can design work as platform for Public-Private
Innovation on ‘small scale’?
Et af de største produktionsfelter indenfor design i
Kolding og omegn
Lokal erhvervsbetydning
Støtte ny BA i design, kultur og mode.
Støtte etablering af BA i Turisme i Kolding
Udvikle samarbejde med Designskolen Kolding
(Bæredygtig mode og tekstil)
Koble til Design2Network projektet
- How can co-design help create new relationships
for sustainable tourism development between
multiple stakeholders; companies, local municipalities
and tourists?
- How can service design contribute to tourism?
Forankre turisme-forskning og -uddannelse i Kolding
Koble til Design2Innovate projektet
Kick-starte forskning i Service Design ved at
involvere studerende i Open Design Space projekter
Kick-starte Embodied Technology
Senior researchers
Design Studies: Anders Munch, Trine B Petersen(IDK)
Tourism Co-Design: Janne Liburd (IDK)
allocated from
departments
Design Management: Poul Rind Christensen (IER)
Business Development: Kristian Philipsen (IER)
Business Relations: Anders Haug (IER)
Public Private Innovation: Ann H Clarke (IER)
Interaction Analysis: Jeanette Landgrebe(IDK)
Interaction Design: Stephan Wensveen (MCI)
Research director!
HEADS OF!
Interaction Design: Laurens Boer (MCI)
RESEARCH!
Textile design: Vibeke Riisberg (DK)
Participatory Innovation: Henry Larsen (MCI)
Design Policy: Sabine Junginger (DK)
CATION !
ANEL!
SDU DESIGN!
RESEARCH!
PANEL!
Researchers
OPEN
on SDU Design
budget
SPACE
FORUM!
Outcomes
Postdoc 2 (Design Studies)
Postdoc 1 (Design Learning) – Chris Heape
Postdoc 3 (Interaction Analysis)
Postdoc 4 (Interaction Design)
Scientific assistant – Agnese Caglio
Postdoc 5 (Business Relations)
3-5 publications
3-5 publications
SDU DESIGN
!
!Jacob Buur 13.05. 2013
SDU Design: Scientific Business Plan – Jacob Buur – July 2, 2013
Page 10 of 11
Attracting external funding
Attracting research funding can be seen as a game of golf: Hole-in-one is very unlikely, so we need
to take smaller, disciplined steps! The first part is smooth: We already have funding to establish
facilities (space, labs), we can attract guest scholars, we can build a strong research team. We need
to spend effort on showing track record (a website) and drawing on networks. Small ideas should
lead to bigger, ‘new’ ideas.
The second part is more rough and unpredictable: Getting to know the funding politics, knowing the
competition (also internally). Working on our application writing competence. Learning to draw on
internal SDU service.
Funding quick-draw: Sometimes ad-hoc funding opportunities come up with a 2-week short deadline.
And require immediate action. Here we’ve got to be fast, to create a readiness (of themes, partner
relations etc.) and a repertoire of ideas to be able to react quickly.
As our research is focused on generic innovation dilemmas the SDU Design funds will enable us to
target several strings of external funding options:
Basic research:
Grundforskningsfonden, VELUX,-fonden ERC Advanced Grants (Buur, Wagner)
Applied research:
Innovation in SMEs (Horizon 2020), Nye innovationsformer (Forsk 2020), Design as Innovation
Driver (Design2020) (Freytag, Buur)
Grand challenges:
Innovative societies (Horizon 2020), Et kompetent samfund (Forsk 2020) (Munch, Larsen); Health
and Energy (when invited by other partners – Larsen, Freytag)
The milestone plan below sketches the major programmes we want to pursue in the coming years.
FUNDING APPLIC
Product design
2013
Grundforskningscenter
2014
ERC Advanced Grant
2015
ERC AdvG: re-apply
2016
2017
ERC AdvG: re-re-apply
Et kompetent samfund
EU: Innovative societies
Business design
EU: Innovation in SMEs
Co-innovation mgmt
Multi-stakeholder innov.
Nye innovationsformer
Nye innovationsformer
…
EU: Design-driven
…
…
SDU Design: Scientific Business Plan – Jacob Buur – July 2, 2013
Page 11 of 11