The general goal for the course is to make interdisciplinary groups of students to work on a commercialization of an existing DTU research project. The course is integrated with a course at CBS with a similar title and serves two main objectives: First, the output from the course is a business plan that is developed by CBS and DTU students together and that eventually may serve as the basis for contacting professional people. Second, there is an academic objective qualifying each student in the entrepreneurial activity. Students from DTU have many ideas for high-tech concepts that need to be framed and evaluated in a business context. Cooperation is required between the competences that DTU and CBS represent in order to develop a high-tech concept into a business plan strong enough to attract and create interest in a wider network.
Læringsmål:
En studerende, der fuldt ud har opfyldt kursets mål, vil kunne:
Chose an appropriate business model for a specific product, organization and market
Understand and evaluate patents and IP
Develop business strategies and plans for their implementation
Suggest an appropriate company structure and organization
Understand different funding models
Establish customized marketing, sales and pricing strategy
Organize work in cross-disciplinary teams
Effectively communicate important aspects of the business plan to workgroup members and other stakeholders
Kursusindhold:
The content of lectures will cover: • Opportunity Recognition – making the link between the technology and the market opportunity. • Defining the commercial potential – analyzing the industry, the market, team and network. • Business models – designing an appropriate business model to take the particular technology to market. • Intellectual Property (IP) & Regulations – theory about intellectual property, developing IP strategies, searching and filling in for patents and industry regulatory framework. • Business Law – company structure, contracts, tax laws and reporting requirements etc. • Demonstrating potential and feasibility – entrepreneurial product development model and measuring success and risk. • Market development – the nature of high technology markets, technology adoption cycle; understanding customer needs, determining a market approach, pricing high technology products, promoting high tech products and developing a marketing plan. • Financing Technology Ventures – risk and stages of funding, sources of funding, the cost of raising capital and technology valuation. • Business plan – why write a business plan and what to include and emphasize in the business plan? • Communicating and mobilizing to attract complementary assets – pitching, effectively communicating the business idea to stakeholders to attract needed resources.
Bemærkninger:
The course is a collaborative project of DTU Fotonik, DTU Management and CBS and teaching is done at both DTU and CBS. Students from DTU Fotonik will follow Fotonik Business Challenge theme, while other students will have a choice to join the theme or work on other idea.
