42438 Business model design for growth entrepreneurship

2019/2020

The course is conceived as the step after business plan generation. It is based loosely on the Lean start-up approach where key assumptions about the business opportunity are verified through customer development exercises. It uses the business model canvas as the main tool for designing a growth plan for the business opportunity.
Kursusinformation
Business model design for growth entrepreneurship
Engelsk
5
Kandidat
Kurset udbydes som enkeltfag
August
The course runs during the 3 weeks period in August
Campus Lyngby
Lecture/discussions, customer development exercises, project, individual presentations
3-uger
Ingen eksamen, There is a final presentation on the last day of the course
Bedømmelse af opgave(r)/rapport(er)
During-course exercises including individual presentations (60%) and an individual report that lays down the action plan of business acceleration (40%).
Alle hjælpemidler er tilladt
7-trins skala , intern bedømmelse
42438
While there is no mandatory prerequisite courses, students should have worked on a business plan prior to taking this course.
34541.42435.42436.42490
Minimum 15
Jason Li-Ying , Lyngby Campus, Bygning 371, Tlf. (+45) 4525 4856 , yinli@dtu.dk
Karen Murdock (Primær kontaktperson) , Lyngby Campus, Bygning 371 , kmur@dtu.dk
42 Institut for Teknologi, Ledelse og Økonomi
38 DTU Entrepreneurship
I studieplanlæggeren
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
Overordnede kursusmål
The course combines theoretical knowledge and practical exercises in the verification of key assumptions about customers and growth potential for business cases. Students incorporate their findings from customer contact activities in the design of the business model for start-ups (including those with a social focus) or new business development projects.

The course aims to help students identify factors that drive growth in their particular business


The course combines key concepts of entrepreneurship and innovation to help students test and verify key assumptions about the business model of a start-up in an iterative approach to arrive at promising growth models for business cases. The course uses the business model as the main tool for designing a growth oriented structure for the business opportunity, with a focus on timing and prioritizing business activities.
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.
  • Contact and interact with the identified customer segments to test assumptions about the CVP and demand.
  • Interpret information from customer contact drawing meaning relevant to the business case
  • Make decisions and formulate new assumptions using findings
  • Create improved business model components based on findings
  • Explain resource requirements at each stage of the start-up development
  • Assemble and manage team activities to realize goals at each stage
  • Present a compelling description to convince stakeholders to participate in the pre and start-up activities
  • Collaborate with stakeholders to move the business case closer to implementation
  • Explain the importance of timing and prioritizing of business actions
Kursusindhold
1. The business model (timing and prioritization)
2. Customer and key stakeholder identification - Designing business experiments
3. Assessing opportunities and defining the Customer Value Proposition – Value creation; Minimum Viable Product
4. Customer Relationship – Creating demand for the product
5. Customer segmentation and market approach for each - Market type, competition
6. Distribution Channels - channel requirements/norms, channel partners and value distribution
7. Partnerships & Deal Structuring – Who, when and with what consequence
8. Resource leveraging – Customer development team use of -IP, Financing, HR
9. Key activities and International networks
10. Assessing revenue streams –Pricing models
Litteraturhenvisninger
Required:
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).

Christensen, C. M., T. Bartman, T and D. Van Bever, 2016. The hard truth about business model innovation”. MIT Sloan Management Review, 58(1): 31.
Bemærkninger
Indholdet af dette kursus vil ændre sig markant efter august 2020. En ny kursbeskrivelse vil blive offentliggjort for perioden fra januar 2021.
Sidst opdateret
31. marts, 2020