Parsons The New School for Design, Design + Management BBA Program, Senior Thesis, Spring 2009. James Burr, Hannes Steen Thornhammar, Giancarlo Bozza. Parsons Faculty: Associate Professor, Robert Rabinovitz.

3. 1
Table of Contents
Thesis Abstract ...................................................................................................................................................... 03 04:Process
Introduction ........................................................................................................................................................... 04 Website ....................................................................................................................................................................105
Fall Research .......................................................................................................................................................... 12 University Network .............................................................................................................................................. 106
Personas ..................................................................................................................................................................
21 Incubator ............................................................................................................................................................... 107
Stakeholder Analysis .......................................................................................................................................... 26 Timeline ...................................................................................................................................................................108
Thesis Argument ................................................................................................................................................... 32
05:Business Plan
01:University Network Introduction ............................................................................................................................................................ 112
Overview .................................................................................................................................................................. 40 Development Plan .................................................................................................................................................. 115
Opportunity ............................................................................................................................................................ 45 Staffing .....................................................................................................................................................................
118
Case Study ............................................................................................................................................................... 48 Financials ..................................................................................................................................................................
120
Poster ........................................................................................................................................................................
53
06:Promotional Plan
02:Website Intro ............................................................................................................................................................................
124
Overview ................................................................................................................................................................. 56 Campaign .................................................................................................................................................................. 125
Opportunity ........................................................................................................................................................... 57 Interview .................................................................................................................................................................... 127
User Experience Research .................................................................................................................................. 58
Case Study .............................................................................................................................................................. 62
Information Architecture .................................................................................................................................. 64
Website Pages ....................................................................................................................................................... 66
Poster ........................................................................................................................................................................
76
03:Incubator
Overview ................................................................................................................................................................ 80
Opportunity ..........................................................................................................................................................81
Case Studies .......................................................................................................................................................... 84
Space Availability .................................................................................................................................................... 88
Faculty Survey .....................................................................................................................................................92
Intellectual Property Concerns ..................................................................................................................... 100
Poster ..................................................................................................................................................................... 102

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5. General Introduction > Main Idea > Thesis Abstract 3
THESIS ABSTRACT
This project emerged as a response to the opinions is a combination of tactics that we believe 1)
and thoughts raised by the D&M community about improves the situation for those graduating from
the nal thesis presentation. the New School, 2) deepens and substantiates the
What started with a general discussion about the New School’s commitment to design innovation, 3)
nature of the thesis course eventually grew into a sends a positive re ection of the New School to
debate about some of the successes and limitations prospective stakeholders in the market place and in
of the nal thesis presentation format in mid May of the world: students, faculty, sponsors, and investors,
the spring semester. Many students raised 4) signi cantly improves the standing of the
questions about what Parsons and the New School university in an age of global competitiveness and
does to help students and their thesis work after multiculturalism.
graduation. Several students were curious about We present here several solutions that aim to
the bene ts of this project once done with school: capitalize on these four points. We want to take
“how will it help me speci cally in terms of advantage of the forces of globalization, design
employment”, “…get nancing for a business strategy, sustainable thinking and the Web to create
model”, “… continue to develop my idea/prototype an experience that works universally, across a wide
or help me get into graduate school” etc. range of disciplines and interests. Three prototypes
The fall semester centered on gaining an overall forms the basis of the project: 1) a university
understanding of the critical aspects facing these network, 2) a web platform and 3) and a business/
concerns: stakeholder analysis, case studies, and design incubator. Both the network and the
preliminary research. The spring semester incubator can be implemented at minimal costs for
continued with extensive research and the initial the university. Some start-up, xed and
formulation of personas, prototypes, and scenarios. administrative costs are associated with building
the web platform. However, the aim of this project
The research and data indicated that there was a
is to show how a comparatively small investment is
unique opportunity to not just improve upon the
not only bene cial for the New School but in some
current situation of the nal thesis presentation, but
respects integral to maintain and keep up with the
to also reassert the New School’s commitment to
leading educational centers for design in the world.
design and innovation. The model that we present

6. 4 General Introduction > Main Idea > Parsons’ Education & Design Commitment
INTRODUCTION
Parsons The New School for Design enjoys a Indeed, in the last years, Parsons the New School of
reputation as one of the leading centers for design Design has re-emphasized its commitment to
in the world. Its global reputation is re ected in its design excellence through the introduction of
international student population and continuous interdisciplinary coursework in Design At the Edge
embrace of the forces affecting globalization and with BusinessWeek reporter and journalist, Bruce
multiculturalism. Parsons is an accredited Nussbaum, through the construction of a new
institutional member of the National Association of Academic building in the old location on 65 Fifth
Schools of Art and Design, NASAD and the Avenue, and new gallery and exhibition spaces in
university employs a wide range of faculty from the the corners of 13th street. This innovative spirit is
leading national and international centers of captured by the mission statement that highlights
research and scholarship. The University de nes its the school’s role as a innovative player in the critical
commitment to innovation through the merge with areas concerning design innovation:
the New School in the heart of New York City. The Parsons focuses on creating engaged citizens and outstanding
New School’s ongoing support for design artists, designers, scholars and business leaders through a
excellence is clearly de ned through its various design-based professional and liberal education.
degree programs:
Parsons students learn to rise to the challenges of living,
Parsons The New School for Design is one of the premier degree-
working and creative decision making in a world where human
granting college of art and design in the nation. Its graduates experience is increasingly designed. The school embraces
and faculty appear on the short list of outstanding practitioners curricular innovation, pioneering uses of technology,
in every realm of art and design - creative, management, and
collaborative methods and global perspectives on the future of
scholarly. Choice professional internships, interdisciplinary
design. 2
collaborations, and international study opportunities augment
Parsons’ 23 undergraduate, graduate, and certi cate offerings
encompassing 34 areas of study. Responsive to societal needs
and predictive of cultural trends, Parsons makes tangible, usable,
and beautiful the New School mission of bringing positive,
innovative change to the world. 1
(1) http://www.newschool.edu/inBrief.aspx
(2) http://www.parsons.newschool.edu/about/index.aspx

7. General Introduction > Main Idea > Overview 5
This thesis project aims to synthesize the New Today, signi cant structural economic and
School’s commitment to design, education and entrepreneurial initiatives are being launched to
business, through the creation of an incubator capitalize on the race for talent, knowledge and
model. This model is meant to act as a template not information. In order to not be left behind in the
just for the New School, but for any university with onslaught of global competition, a series of
clearly de ned objective to educate successful investments and implementations are imperative
entrepreneurs and designers. The central idea for securing the long-term success of any design
behind this model has been to illustrate and oriented player/entity in the marketplace. The
articulate solutions that can be implemented model presented here suggests three areas where
without imposing signi cant costs or structural signi cant improvements can be made, on the Web,
changes on existing institutional frameworks. within the institution itself, and in the marketplace.
Indeed, our model presents itself as ‘sustainable’ by We have de ned these as follows: Web platform,
incorporating strategies from the leading sources of Incubator, and University Network.
innovation and long-term strategic thinking. Our
These three areas can be viewed separately, or as
approach is pragmatic and guided by the notion
separate scenarios part of a larger picture. The
that it should improve the prospects for the
supporting material for this model was gathered
stakeholders invested in the future success of the
from the D&M students and faculty of the New
New School as one of the main center for design
School as well as from the leading academic
excellence.
scholars and institutions on design and business
The arguments for this type of model and innovation, including The World Bank, IDEO, and
subsequent implementations are many and Yochai Benkler.
powerful:
It goes without saying that the current economic recession calls
for the establishment of programs that aids the creation of
businesses, products and services.

8. 6 General Introduction > Main Idea > Background
THESIS SUMMARY HOW IT ALL STARTED
This project addresses the issues confronting the The story behind this model came about in the Fall format could be an interesting thesis project but
senior thesis class. The need for the right custom semester of 08 in a discussion between the thesis also represent a signi cant opportunity to help the
tools, opportunities and incentives for the students students of Design and Management and Associate graduating students after graduation:
of the D&M program to expose their talent, ideas Professor Robert Rabinovitz. Questions were raised
(1) providing job, internship,
and unique international personalities to where it about the nal thesis presentation and what can be
matters/world/market. This project highlights three done to help students graduating from Design and nancing prospects, (2) access to
areas where opportunities and interventions are Management in conjunction with the existing a university wide network of
possible. showcase platform on 55 West 13th street early May
professionals, companies, and
of the second semester of the thesis course.
institutions in the market place,
Although it was recognized that the current format
stands as a foundation for success, it was agreed
and (3) and the possibility of
among the thesis students and Associate Professor continuing developing the thesis
Rabinovitz that an investigation on improving the
project in a collaboration with the
D&M faculty through the
proposed (New School) incubator.

9. General Introduction > Main Idea > Graphic Overview 7
02:website
An online platform connecting services and
opportunities to seniors and individuals
enrolled in the incubator program. Submission
and admissions, matchmaking, exposure and
distribution.
03:incubator
A physical space with resources and experts
providing expertise and knowledge for
appropriate entrepreneurial solutions. A
continuation of the Parsons education after
01:university
graduation, using the school’s existing
resources and educational services.
network
A series of channels to professionals, businesses
and companies that connect appropriate
student ideas, prototypes, products and
services to speci c industry demands.

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11. General Introduction > Main Idea > Design Strategy 9
METHODOLOGY & DESIGN APPROACH
The interdisciplinary approach is crucial as it continues to de ne roadmap of innovation. In design, this is
paramount as illustrated by the leading design rms in the world. When graphic/product designers can
combine with managers, anthropologists, and writers is the recipe for groundbreaking design.3 This is at the
heart of the New School’s tradition and its subsequent new trajectory, incorporating the various divisions of
Parsons, Milano, NSSR, and Lang across the board, demanding greater integration and courses aimed at
playful/innovative modes of collaboration. This represents an opportunity for the university to draw on the
growing multicultural/international student population to make a reputation that reaches a wider global
audience of prospective applicants.
Today’s world of business cannot afford to ignore sustainable practices. As a
methodology, sustainable thinking is a roadmap for progressive thinking in the eld of
business; conceptual models for re-using resources to produce greater outputs are at
the heart of our solution as we try to emulate the university’s commitment to
sustainable practices and by crafting a solution that can be imposed without adding
additional costs onto the university. Indeed, one of the central propositions of this
model is to incorporate conceptual models to the space planning and coordination of
available classroom/work spaces for the incubator.
As education and knowledge goes digital, and as students and users become more familiar with online
services, institutions need to make its presence felt on the Web. Taking advantage of the Web’s excellent
sources of distribution has become an urgent need for institutions who aims to stay head in an age of
increased global competitiveness. The New School already has a substantial platform to work on and there
are several opportunities to investigate, not just in terms of the actual website (www.newschool.edu), but
also in terms of online courses, blackboard, course and department coordination. The model that we suggest
is a starting point where the user interface and the information architecture presents itself as a viable option
to the New School for greater connectivity, promotion and positioning in design education.
(3) http://www.managementtoday.co.uk/search/article/548074/fail-early-fail-often-ideo-service-design/ Access date: 2009 April 13th

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13. General Introduction > Main Idea > Bruce Nussbaum: Design and the Edge 11
DESIGN AT THE EDGE
+ It also tries to capitalize on the fact that Parsons is curriculum and initiatives by the university: Design
now a part of the larger New School community. and the Edge with Bruce Nussbaum, bringing
This change highlight a stronger position as a together students and TAs from different disciplines
leading center for educational excellence and also into the same classroom with weekly speakers/
an opportunity for interdisciplinary work in the vein innovators/experts ranging from Robin Chase of
of what has been initiated in some of current ZipCar to MIT anthropologist, Grant MacCracken.
Our model wants to explore and capitalize on the
interdisciplinary work produced by the student
demographic.

14. 12 General Introduction > Main Idea > Fall Research
FALL ’08 RESEARCH
In the fall semester, data and research was carried out to identify the support of the Design and Management
demographic. Understanding not just the concerns and opinions of the Design and Management students
but also the critical concerns of the stakeholders of the University: faculty, legal department and
Communications Department, and the other departments within Parsons (Communications Design, Fashion
Design, and Design & Technology).
01.In your own words, what is thesis?
• Thesis is supposed to be a chance for seniors to • Senior project focusing on previous three years,
pull together their ideas and prototypes in what was learned and creating a project to prove
combination with what they learned over the 4 your knowledge (17)
years at Parsons. The cause in my opinion hinders
• A chance to investigate something important for
us from being able to do this. (1) us. (3)
• A project I want to achieve after graduation (6)
• Thesis is creating an intervention in order to
• An opportunity for our school to validate and create change for the better (29)
make important Design And Management (2)
• In reality is developing a topic that interest you
• A culmination of our 4 years of studies. (3, 4) (7)
• Project we have to do in the senior year to • Year long project to take into our careers (21)
compress what we have learned in these years. • Final Project to graduate (8, 11)
(19)
• Show the skills you learned while in school with
emphasis on a speci c topic. (14)
• An examination of how well we can integrate D
+M in creating an intervention to an existing
problem (9)
• Identifying a problem, proving it is important,
designing a solution. (28)
• A two semester course intended to draw upon
and test competencies developed in previous D
+M courses. (12)

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02.What do you think thesis will do for you?
• I wanted it to be a way for me to work on and • Entry level job only. (11)
prototype an idea I have had for a long time that
I did not have actual time to do. (1)
• Thesis will show what I am able to put together
aesthetically academically abd graphically to
• I would love in this project on a small level in the show my point. It will show how well I can
near future. (6) communicate, what my strength and skills are,
and it would eventually became part of my
• Mine could be used as a possible business plan
professional portfolio depending on the job
to start my own business. (28)
opportunities in the future. (15)
• Show potential employers how I think and
highlight my strengths. (12) • I think it will help me practice what its like to
come up with an idea and present it to the
• Provide me with a job. (9) people that may help me make it come true if I
• Hopefully get me a job. (14) sell it well. (13)
• It can be used in your resume. (17) • Grad school material or part of my resume for a
potential job. (21)
• It is just a class. (18)
• I will use it as a portfolio for Grad school. (22)
• Nothing. (2)
• I don’t think I will get anything but the
• Nothing, I wish it could be either good for my
knowledge of putting together a long term
portfolio or a business I can do in the future. (19)
project. (24)
• Increased knowledge in the eld I am interested
into. (20)
• Force me to be an expert on a topic. (3)
• It will help me better understand my degree. (4)
• Very Little. (5)
• Nothing much. (10)
• Who knows. (31)
Amongst the D&M population, students provided a wide range of responses. A small group of students don’t
believe that thesis can do much for them; answers like ‘nothing’ were not uncommon. Another small group of
students believe that thesis can help them academically; concerns about ‘graduate school’ and ‘expertise’
within subjects. A third and the major concern amongst most of the student population addressed the
commercial aspects of thesis; thesis is perceived as a useful tool to attract ‘entry level jobs’ and nancing
opportunities for ‘business models’ and ‘ideas’ etc. The consensus amongst the student population is that the
commercial viability of ‘thesis’ is a major concern.

16. 14 General Introduction > Main Idea > Fall Research
03.Thesis achieving desired goals 04.Commitment Level
Based on the data collected from the D&M There is an overwhelmingly strong sense of
demographic, students are not con dent with the commitment to the thesis coursework. Most students
current thesis format. On average, students do not are above average and only one or two students say
perceive the thesis experience and presentation to be that they are not committed to their topic or the
helpful in achieving the goals that they de ne/set out. coursework. What we see is an inverse relationship
Most students place themselves below average and between the perceived possibilities of what thesis can
only two students conclude that they are con dent offer each student and their commitment to the
with the thesis format. process.

17. 15
05.Have you seen any previous thesis presentation? How many? 4
06.Have your professor showed you samples of previous thesis works?

18. 16 General Introduction > Main Idea > Fall Research
07.Would you be more motivated to present your thesis for the purpose of reaching a
wider and professional audience, like companies, venture capitalists, angel Investors
and other commercial and social organizations?
There is a unanimous agreement amongst the student population that if the commercial component of the
thesis presentation could be enhanced, the average student would feel more motivated in going about their
project. Only ten percent of the student population indicates that they would not be more motivated which
indicates that con dence and commitment can be in uenced by the presence of a professional audience.
08.Con dence in presenting thesis

19. 17
09.Please rank the following in terms of the level of importance of what you would like
‘thesis’ to accomplish:
Provide me with a job
Get my project financed
Get me into graduate school
Impress my parents
Impress my professor
Get PR exposure
On ranking the importance of the following goals that thesis can hope to accomplish, ‘providing me with a
job’ scored the highest and PR exposure scored the lowest. However, from the survey, it is obvious that
students place an emphasis on all of these variables and that they all receive a great deal of importance and
attention from the population is something that should be noted. Responses and emphasis on the
commercial aspects of what thesis can hope to accomplish should not be downgraded and the academic
possibilities and goals should also be highlighted. While most students are concerned about the monetization
of their thesis, they are almost equally concerned with the academic viability of their chosen inquiry.

20. 18

21. General Introduction > Main Idea > Fall Research & Conclusion 19
RESEARCH COMMENTARY
Much of the research conducted throughout this Have any scienti c studies measured the
project was targeted to the main stakeholders: importance of these aspects in a similar problem?
students, faculty, and the various departments
Yes, research with students, faculty and outside
within the university. Initially, as is previously
professionals are/have been conducted. These
shown from the fall package, the research centered
highlight the speci c issues concerning the role
on creating an understanding within student
and purpose of our proposed intervention. Indeed,
demographic about their level of interest and
a number of existing solutions have identi ed this
ambition related to the proposed scenarios and
problem already and implementations have already
solutions. Similar research was conducted with the
been undertaken. A similar incubator program
D&M faculty to better understand their wants,
exists at Pratt University with a focus on
needs, considerations, but also to gain valuable
sustainability. The Web is full of different versions of
feedback and suggestions. Some of the faculty was
showcasing platforms similar to the one proposed:
interviewed and some of these occurred in formal/
TED, Coro ot, MIT etc. The networks associated
informal meetings. This data has guided us in the
with these ventures all represent similar solutions
current presentation and we have strived to make
to the issue at hand and the success stories of these
their valuable inputs vibrate throughout this
different ventures suggests that sufficient traction
project. On top of the quantitative data amassed
exists for projects that can help entrepreneurs
from student and and faculty demographic, the
launch their innovations.
day-today conversations and informational cross-
sections with students, faculty, professionals, have
too guided the nal presentation of our project,
reinforcing our own understanding about
this project: it is for the New School, by the
New School. In addition, interviews with the New School’s
communication and legal departments have
proved instrumental in guiding the speci c details
aimed at constructing solutions that are meant to
be meaningful and relevant.

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23. General Introduction > Main Idea > Personas 21
PERSONA - Students
Ely Latner is an active person with a strong interest in design, sustainability and merchandise. He studies Design &
Management at Parsons School of Design and lives an active lifestyle that involves going to exhibitions, going
clubbing in New York, going to gallery and museum exhibitions, hanging out with his friends, and checking
out the latest products by the hottest brands in the city. He spends a considerable amount of time online
reading about the novel things within all of these areas and he invests money and energy in staying updated
with the latest trends. He thinks about starting his own merchandise store but wants to get industry
experience by interning with various design and branding rms. He is organized, understands the intricacies
of consumer trends within merchandise, fashion, and design, and knows how to deliver.
Laura Jacobson is the ultimate fashionista. Student of Fashion Marketing at Parsons the New School For Design, she has been
working as an intern in major international clothing brands such as Montclaire, Gucci and is currently working
part-time for Nylon Magazine. Her thesis focuses on a platform that enable web users to exchange clothing
depending on a series of taste preferences ‘tests’ . Her dream after graduation is to develop her project with a
major clothing brand or to nd a venture capitalist to sponsor her business model. Motivated and extremely
hard working, she needs professional advisors and contacts in the fashion world that could enable her to gain
visibility, etc.
Sa a Brown is a student in the Design and Management program. Originally from Frankfort, Germany, she has a past in
publishing, public relations and humanitarian organizations. After a series of leisure trip with her parents in
Morocco she decided to develop her thesis on giving access to education services to rural children in
Morocco. Her project is based on simplicity, and has been inspired by her lifelong hero ‘Steve Jobs’. Always
with a smile and with great ambition she hopes to reach humanitarian organizations which will support and
develop her idea. Apart from this project, her expectations are high: She would like to organize charity events
to rise public awareness about world’s issues.

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25. General Introduction > Main Idea > Personas 23
PERSONA - Professors
Steven Lindner is currently the director of the internship program for the D&M program and teaches Business Models &
Planning, Retail Buying and Small Business Enterprise. He previously worked for Donna Karan as Global
Planner and he was President of ARS concepts. Consultant to clothing manufacturers. Clients include Hugo
Boss, Ermenegildo Zegna, Theory, Escada, Triple Five Soul, Sixty USA, Joie, Ultra Dress, SL Fashion, MaxMara,
and G Star. His job is to connect; with his extended network of professional contacts he is capable of providing
internship to students in the most important design company in NYC and in the rest of the world.
Heico Wesselius is a full time professor in the Design and Management program, teaching courses such as Innovation, Financial
Management and Marketing of the Luxury Goods. Previously he spent 6 years as a Management Consultant
for IBM Business Consulting Services (IBM BCS) advising leading companies on issues of strategy, organization
and technology in North-America, Europe and Asia. Among others he was part of the global account team of
Goldman Sachs & Company, Microsoft and CISCO Systems. For students Heico has always the best advises in
order to develop successful nancial plans, innovative approach to businesses and create comprehensive and
powerful marketing plans.
Leslie Al n is a part time professor in the Design and Management department teaching courses such as Managing
Creative Project and Teams and Introduction to Design And MAnagement. Aside from his academic
profession, she is a successful artist, creative/marketing consultant for companies such as Cingular Wireless
and Entrepreneur. Her Art works has been showed in solo and group shows throughout New England and has
been featured in the National Art director Annual, HOW Magazine and Print Magazine. Her varied background
in art, business and in the creative world makes her a perfect mentor for students developing projects in these
elds . She helps to bring into the classroom real life situations opening up student eyes on various situations.

26. 24

27. General Introduction > Main Idea > Personas 25
PERSONA - Companies
Noha Raper is the director of Human Resources for Envirosell, a consumer research company based in New
York City that specializes in anthropological and observational research. He is in charge of the entire
recruitment and training program for both part time and full time new employees. these require two different
recruitment process. For part time (The one who will be working in the eld) the process is fairly simple and
consist in a rst resume screening, a one to one fteen minute interview and a day of testing. In this particular
case, since the person will deal with interviews and observational analysis, Noha looks for con dence, proper
language and a big smile. For full time positions, the process is more complex and requires a series of
interviews depending on the speci c position.
Riccardo Pietrantonio is the head creative officer and founder of 515 Creative Shop, an advertisement and
design company based in Italy with branches in the US, England and Japan. He counts on over twenty
employees working for him in Italy and roughly ten collaborating full time in the rest of the branches. He is
also in charge of picking the right employees and collaborators. Wile he can interview them face to face in
Italy, he has to rely on different techniques when he has to employ a designer or creative mind in an external
branch. The head of each branch has the rst word on who to employ, Riccardo has the nal word on it. He
based his decision on two mayor components: the prospective employee portfolio and the way he present it
to the him. This presentation is normally done throw a web conference. For him a exible mind and good
personal con dence are essential.
Joanna Smith specializes in investments of small-to-medium size business models. With a history of success
stories in the design and media industries, Joanna Smith has expanded to fund small independent ventures
that have the potential of reaching an international market. She and her rm regularly invest in business
models that are based in New York but with brand recognition beyond the United States, particularly western
Europe and Japan. She has found a niche in supplying nancial support to entrepreneurs who with small
margins but diversi ed returns. She enjoys the creative spirit of young entrepreneurs and she follows product
or service from the drawing table to the purchase.

28. 26 General Introduction > Main Idea > Stakeholder Old vs. New
CLASS FACULTY vs. BUSINESS WO
STAKEHOLDER SCOPE
Extending the Senior Thesis Presentation above possible through the distributive qualities of the
and beyond the current format to reach a wider Web together with the New School Network.
professional audience. Currently, the senior thesis How this will occur and how this will manifest
presentation format involves 1) student and 2) itself in the project, including more information
faculty, and critic. The model that we propose about the web platform and the university
extends the scope of the presentation to involve network, is carefully documented and explicated
professionals in 3) the NY business region and 4) in the following chapters.
the world of business. We believe this scenario is

29. 27
RLD PROFESSIONALS FACULTY CLASS

30. 28
Dept.
& Professionals
Universities Organizations / VCs
Faculty
Academia Commerce
THE WORLD OF D&M:
This map illustrates the di erent
worlds connected to the
design & management community.
Companies
Graduate
&
Alumni
Undergraduate
Prospective
D&M Students
Students Demographic

31. General Introduction > Main Idea > Stakeholder Analysis & Conclusion 29
STAKEHOLDER ANALYSIS - FALL ’08
The thesis project is an integral component of the those groups that may bene t from an expansion
D&M program and of the current thesis format; these would most
likely include graduate institutions, social
the Senior Thesis presentation represents a unique opportunity to
organizations, venture capital rms, and other
showcase the talent and skills of the students, but also to advertise the companies that may bene t from ideas, skills
innovative aspects of The New School and the program, the and talent from the D&M community.
international community, its global span and unique personalities;
It is important to understand that ‘community’
showing speci cally how the D&M curriculum refers to the alumni of the D&M program and not
prepares students for their future goals and how just the graduating seniors. One of the justi cations
the program have fostered a group of critical and for this project is precisely that - bridging the gap
analytical thinkers. between those individuals that have nished the
program and those individuals that are still in it –
The thesis presentation is an excellent opportunity
and this should not exclude the possibility of
to accomplish precisely these ambitions. Several
creating a more intimate and intellectually
stakeholders have been identi ed and these
rewarding network between knowledge, faculty
include not just the students themselves – although
and students. The universality of this project should
the student population remains the focal point of
therefore not be underestimated for it seeks to
this project – but also faculty, the large New School
serve at rst the D&M community, but also the
community, parents and family and prospective
other divisions of Parsons, and then possibly also
students. In addition, this project remains sensitive
the New School.
to the idea that stakeholders may also be de ned as

32. 30 General Introduction > Main Idea > Thesis Argument
WHY IS THIS MODEL IMPORTANT:
A school sponsored incubator, network, and tangible thesis projects with stronger academic or
website represent signi cant tools that can help commercial focus and the possibility to work closely
students in their professional and academic careers. with professionals in their chosen eld of endeavor.
Students are given several incentives to create
WHAT ASPECTS OF THE PROBLEM WILL YOUR THESIS ADDRESS:
• How students can capitalize on the their skills
and competencies.
• How students can gain nancing for business
models/start-ups/product development etc.
• How students can increase their own brand
name, what makes them interesting in the
business/academic community as critical
thinkers and designers.
• How students can market the products and
services that they create – spreading awareness.
• How students through their work can positively
impact the Parsons brand.
• How the Parsons education can become more
interesting to prospective students, faculty, and
related business industries.

33. General Introduction > Main Idea > Thesis Argument & Assumptions 31
WHY ARE THESE ASPECTS IMPORTANT:
By creating powerful incentives for the graduating In suggesting this type of model, we have tried to
seniors of Parsons, exploring the potential of their make as few assumptions as possible, and instead
thesis work, the university is faced with a series of rely on the research and data to guide us in the
opportunities that can improve the standing of the construction of solutions. The data indicates that
University in the face of those outside of it.: both students and faculty are ready to contribute
Showcasing the best student thesis work to a time, resources and cunning to our solutions. Yet,
professional audience on a web platform that is we are assuming that the New School and other
connected to a broad network of professionals universities have an interest in marketing not just
and experts, and allowing student to proceed their educational programs, but also the projects
with the development of their ideas and that its students undertake throughout their study:
investigations through an incubator program
signi cantly alters the commitment of the
University to education, industry and
reputation.
Promote students, faculty, and the New School brand
Generate growth in areas of endowment, reputation, and popularity
Role and purpose of education – industry oriented education/programs
Alumni interest: academic opportunities, research, business, and employment

34. 32 General Introduction > Main Idea > Assumption & Reasoning
POSITIVE FEEDBACK
We also assume that an increased public interest in perceived opportunities offered in association with
design education - as seen on the platform that we the institution. Whatever can be done to excite and
propose - will help prospective students, intrigue potential stakeholders - increasing the
prospective faculty to view the New School as one perceived gains from any form of affiliation with the
of the leading educational centers for design. Most University – is likely to contribute positively towards
institutions rely on their reputation and level of PR the schools ability to attract more students, faculty,
and marketing to attract students and faculty to its and sponsorships.
programs and various positions. For any university,
it is important to position itself relative to the
Whatever can be done to excite and intrigue potential
stakeholders - increasing the perceived gains from any form of
affiliation with the University – is likely to contribute positively
towards the schools ability to attract more students, faculty,
and sponsorships.

35. 33
LOOP GREATER ENROLLMENT
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BET
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CA V
TIO R O
N I MP

36. 34 General Introduction > Main Idea > Assets
NEW SCHOOL ASSETS
Parsons School of Design has a number of tangible and intangible assets that this thesis initiative
aims to capitalize on:
• Dynamic student demographic
• Prototypes, ideas, and design solutions from senior thesis demographic
• Skilled and competitive faculty.
• Comprehensive facilities and up-to-date resources
• Professional network
• Renowned reputation for design excellence
• Industry driven/oriented educational programs

37. General Introduction > Main Idea > Quantitative Impact 35
HOW CAN YOU MEASURE IMPACT OR EFFECTIVENESS?
Number of students that through this model, web platform, university network and incubator:
• Acquire: (i) job, (ii) internship
• Get nancing for business model or development of a business.
• Sell, lease, or development of (i) product, (ii) service, (iii) idea, (iv)
prototype, (v) intervention etc.
• Amount of press/publicity the student, or the student work generates.
• Press/publicity and PR that the school generates.
In the creation of three distinct prototypes that combines the arsenal of creative and
productive power, the thesis response could build a foundation for a viable future
solution.