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Lester Center for Entrepreneurship and Innovation Haas School of Business University of California, Berkeley

roadmap for early customers, and demand creation and chasm-crossing sales plan to transition to mainstream customers. The companies used in these exercises can be known from direct experience or from independent research efforts.

Research Paper: Teams of 2, to no more than 3, individuals must write a research paper of approximately 10 pages in length. The research paper should discuss lessons learned from the class and from the independent research conducted during the course of the semester.

Students choose 3 out of 4 Application Exercise Papers + research paper

  • 1.

    Due session 3: Application Exercise Paper – Market Type

  • 2.

    Due session 7: Application Exercise Paper – Customer Discovery

  • 3.

    Due session 9: Application Exercise Paper – Customer Validation

  • 4.

    Due session 12: Application Exercise Paper – Customer Creation

  • 5.

    Due last session: Team Research Paper – 10 pages

Required Readings and Materials

The Four Steps to E.Piphany by Steve Blank, available through Café Press (www.cafepress.com). Other materials as outlined in the schedule below.

Evaluation and Grading

Independent research project:

60%

Application Exercises:

20%

Class attendance and Participation

20%

Basis for Final Grade:

Schedule

Unit 1: Introduction

1.

Introduction to the Course Learning Objectives: (1) Course organization (2) The value of “models” (3) The “startup process” (4) The “three types of startups” (5) Customer needs versus product features (6) The startup team (7) Sales, Marketing & Business Development Execution

Reading: Videos:

Do Business Plans Make No Difference In The Real World? Dead Poets Society, Henry V

The Three Types of Startups Learning Objectives: (1) Market types and startup goals, (2) New Market, (3) Resegmenting an Existing Market, (4) Existing Market.

Reading: Case:

Blank – Four Steps to the E.piphany – Chapter 2, page 8-10 In & Out Burger

Supplemental:

Clayton Christensen – Innovators Solution – pages 43-51 Clayton Christensen – Six Keys to Creating New Growth Businesses

2.

Reading:

Boyd – OODA Loop PowerPoint slides Blank – Four Steps to the E.piphany – Chapter 1, Chapter 2 page 1-7 Zaplets Software executive

Case: Guest:

Supplemental:

Fast Company – The Strategy of a Fighter pilot McGrath & MacMillan – Entrepreneurial Mindset – Chapter 10 pages 231-245

3.

The Customer Development Process Application Exercise Due: Market Type Learning Objectives: (1) Product Development (2) Customer Development

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