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