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The Product Archaeology Canvas

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2015 ASEE Annual Conference & Exposition


Seattle, Washington

Publication Date

June 14, 2015

Start Date

June 14, 2015

End Date

June 17, 2015





Conference Session

Entrepreneurship & Engineering Innovation Division – Innovative Course Offerings

Tagged Division

Entrepreneurship & Engineering Innovation

Page Count


Page Numbers

26.1565.1 - 26.1565.23



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Paper Authors


Joe Tranquillo Bucknell University

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Joe Tranquillo is an Associate Professor of Biomedical and Electrical Engineering at Bucknell University. Joe was the founder and inaugural chair of the Biomedical Engineering Society Undergraduate Research Track, and co-founder of the KEEN Winter Interdisciplinary Design Experience. He currently serves as the Chair of the American Society for Engineering Education (ASEE) Biomedical Engineering Division (BED), the co-director of the Institute for Leadership in Technology and Management (ILTM) and is co-editor of the Morgan and Claypool biomedical engineering book series. Joe is the author of three undergraduate textbooks. His work has been featured on the Discovery Channel, TEDx, US News and World Report, and CNN Health. He has won the national ASEE BED Teaching Award, Bucknell’s Presidential Teaching Award, and is currently a National Academy of Engineering Frontiers of Engineering Education Fellow and an NSF Pathways to Innovation Faculty Fellow. When not working Joe enjoys improvisational dance and music, running trail marathons, backpacking, brewing Belgian beers and most of all enjoying time with his children and wife.

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The Product Archaeology CanvasThe  Product  Archaeology  Canvas  (PAC)  is  a  pedagogical  tool  designed  to  help  students  understand  how  complex  value-­‐based  decisions  are  made  in  technology  businesses.  The  PAC  is  a  combination  of  three  distinct  sources.  Product  dissection  is  the  disassembly  of  a  product  with  the  goal  of  understanding  the  technical  decisions  that  were  made.  Archaeology  strives  to  create  a  coherent  narrative  from  incomplete  information.  A  Canvas  is  a  visual  tool  that  can  show  non-­‐linear  interactions  between  various  components.    Combined  together,  the  PAC  is  a  holistic  deconstructing  of  the  decisions  of  an  intrepreneur  who  creates  value  from  within  an  existing  business  structure.  In this paper, the PAC will be explained along with how it is used within a classroom toboth deconstruct a product (backward looking) and evaluate proposed productimprovements (forward looking). The PAC and business model canvas will be comparedto uncover how each can stimulate a complex adaptive mindset toward industrydecisions. Preliminary industry validation will be presented as well as evaluation datafrom students. Lastly, derivatives of the PAC will be explored including additionalclassroom applications, the assessment of ABET soft-skills, use in business consultingand as an industry orientation tool. Product Archaeology Canvas ! Broader Impacts Marketing Customers/Stakeholders Sales and Distribution Legal and Regulatory Value Proposition Technical Design Finance Operating Resources Project!Title: ! ! ! ! ! ! ! ! ! ! ! ! ! !Date:!

Tranquillo, J. (2015, June), The Product Archaeology Canvas Paper presented at 2015 ASEE Annual Conference & Exposition, Seattle, Washington. 10.18260/p.24902

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