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Market-driven design is about understanding market forces while making design and pricing decisions. Below you will find a simulation tool and curriculum materials for teaching market-driven design in an undergraduate-level project-based design course. This is intended for students or student teams who have already selected project themes, defined their problems, and completed some preliminary market research on the competition.
The simulator can be download as a Python file, which can be run in a Python environment and opened as a web page, or hosted on a web server for access via a url.
The zip file is currently packaged for hosting via AWS Elastic Beanstalk. If you are running locally through Anaconda, follow these steps using an Anaconda Prompt with Administrator privileges:
Download and unzip the folder, and navigate to it in your Anaconda prompt
Ensure that you have Python 3.8.8 installed: conda install python=3.8.8
Install the requisite libraries: pip install -r requirements.txt
Run the code: python application.py
Open a browser window to the local url displayed in Anaconda. For me, it's: http://127.0.0.1:8050/
Below is a screenshot of the Python-based classroom simulator. In the top portion, design teams can enter information about their own products, the top competing products, and the key attributes that differentiate these products in the market. The lower portion shows the expected market shares to be captured by each product as well as the estimated profits from the new product. Teams are encouraged to tune their design and pricing decisions (in the "New product" column) to see how it might affect their market success.
NetLogo (first-generation) market simulator
NetLogo (first-generation) market simulator
Prior to the development of the above Python tool, the first generation simulation tool was built in NetLogo. This simulator can be download as a NetLogo file (.nlogo), which requires users to download NetLogo 5.3, or for use in web browser (.html). Note that there are problems saving input values in the web version, so the latter version is only useful for initial exploration of the tool.
Download the NetLogo 5.3 (.nlogo) simulator
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