Abstract:

This article aims to demonstrate the application of the method for developing innovative business called DREAM: IN.
It an example of application of the model to the Master in Design class at the University of Minas Gerais, in the discipline "Value Chain and Local Resources" taught by Professor Lia Krücken.

The work was developed in a group formed by the students Juliana Mendonca, Michelle Machado, Ana Carolina Ribeiro and Iara Mol
The method is basically divided into three steps: dream, believe and achieve. The beginning of the process corresponds to the “Dreaming” step. At that moment, the class was divided into random groups to watch the videos collected by the time that the project took place in Belo Horizonte, in 2012, under the coordination of the aforementioned teacher and with the participation of some of the undergraduates and graduates of the School of Design.

After analyzing the videos, the group headed to the second step of the method – “Believe”. At that moment ideas were gathered, being made a selection of broad topics to be discussed between the participants of the group, in the present case the theme "Exchange" was selected.
After defining the “exchanges” to be analyzed, the group began to search for similar cases that could inspire the development of the project. Such cases were presented and discussed in class.

Surveyed the references the group started generating new ideas about possible changes to be made and for what purpose would they occur. At the time “dreams forms” were filled while some other ideas were recorded on sheets of paper in a community way.
After some discussions on the subject, generating new ideas and defining guidelines with the teacher, the group selected the most interesting idea to be developed and structured it using the "Canvas" method.

Aiming to search similar business to the one in development, it was made a search for similar cases, and the analysis of different structures, tools, publics and marketing attributes of the business structures.

Defined the idea and some of its elements, the group moved to the “Perform” step, which corresponds to refining and ending the business structure, i.e. its feasibility. As a way to prototype the idea and verify its impact on people, It was then created a specific action in a coffee shop, where the group had the opportunity to watch the reaction of the public.

Tested the business idea through prototyping, changes were made in the central theme, changing also the marketing strategy, partners, public and other elements that surrounded the business.

Finally, it was concluded to be the model DREAM: IN an effective platform for collective projects development, including innovative business. Beginning with aspirations of citizens in general, according to the method, it is possible to develop new ideas that are going to inspire creative business models, towards achieving solutions to contemporary challenges.

Keywords:

Business models, innovation, exchange.