42438 Business model design for growth entrepreneurship, module
2
The course is a pilot initiative developed as
part of the Entrepreneurship and Innovation Talent development
project funded by Industriens Fond. The course is conceived as the
next stage from business plan generation, where key assumptions
about the business opportunity are verified through customer
development exercises. The business model as the essential tool for
growth is the main topic with market experiments designed to test
key assumptions on successful business model structure.
Engelsk titel:
Business model design for growth
entrepreneurship, module 2
The course aims to mediate theoretical knowledge and practical
experience in substantiating key assumptions about growth potential
for business cases and to incorporate findings in the design of
appropriate business model for start-ups or new business
development projects. The course aims to attract students who have
completed entrepreneurship courses or participated in innovation
summer schools and have identified a business idea either for a
start-up or a new product for an existing company.
The course combines key concepts of entrepreneurship and innovation
to help students test and verify key assumptions about the business
model of a technology-based start-up in an iterative approach to
arrive at promising growth models for the business case. The course
has a strong focus on practice through experimentation to test all
assumptions made about the business case.
Læringsmål:
En studerende, der fuldt ud har opfyldt kursets mål, vil kunne:
Create either a minimum viable product (MVP) or outline the
process and cost to get to the MVP.
Design appropriate experiments to test assumptions about the
CVP, creating customer demands and development and pricing models
among these groups.
Interpret the experiments results drawing meaning relevant to
the business case
Formulate new assumptions using findings
Create improved business models based on findings
Formulate resource requirements
Assemble and manage team activities to realize goals at each
stage
Convince stakeholders to participate in the pre and start-up
activities
Collaborate with stakeholders to move the business case closer
to implementation
Kursusindhold:
1. Customer and key stakeholder identification - Designing business
experiments
2. Assessing opportunities and defining the Customer Value
Proposition – Value creation; Minimum Viable Product
3. Customer Relationship – Creating Demand for the product offering
4. Customer segmentation and market approach for each - Market
type, competition
5. Distribution Channels
6. Partnerships & Deal Structuring – Who, when and with what
consequence
7. Resource leveraging – Customer development team use of -IP,
Financing, HR
8. Key activities and International networks
9. Assessing revenue streams –Pricing models
Litteraturhenvisninger:
Required (sample)
Blank, S. G., & Dorf, B. (2012). The startup owner's
manual: the step-by-step guide for building a great company.
K&S Ranch, Incorporated.
Mullins, J. (2012). The new business road test: What entrepreneurs
and executives should do before writing a business plan. Pearson
UK.
Osterwalder, A., & Pigneur, Y. (2010). Business model
generation: a handbook for visionaries, game changers, and
challengers. John Wiley & Sons.
Haynie, J.M., Shepherd, D.A. and McMullen, J.S. (2009) . An
opportunity for Me? The Role of Resources in Opportunity Evaluation
Decisions. Journal of Management Studies 46(3).
Supplemental (sample)
Shane, S. (2000). Prior knowledge and the discovery of
entrepreneurial opportunities. Organization science, 11(4),
448-469.
Wiklund, J., Davidsson, P., Audretsch, D. B., & Karlsson, C.
(2011). The future of entrepreneurship research. Entrepreneurship
Theory and Practice, 35(1), 1-9.
Mulighed for GRØN DYST deltagelse:
Dette kursus giver den studerende en mulighed for at lave eller
forberede et projekt som kan deltage i DTUs studenterkonference om
bæredygtighed, klimateknologi og miljø (GRØN DYST). Se mere på
http://www.groendyst.dtu.dk
