X hits on this document

11 views

0 shares

0 downloads

0 comments

3 / 4

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

Unit 2: Customer Discovery

4.

The Customer Development Model: Customer Discovery Part- 1 Learning Objectives: (1) Board/Team Buy-in, (2) Startup Hypothesis, (3) Testing the Problem and Product

Concept Reading Case:

Blank – Four Steps to the E.piphany – Chapter 3 WebVan Part 1

Supplemental

McGrath & MacMillan – Discovery-Driven Planning

Reading:

McGrath & MacMillan – Entrepreneurial Mindset – Chapter 10 pages 256-261 Scan the Webvan source materials. The S-1, 10Q’s. 8K’s, etc. Red Herring – Can Webvan Deliver?

5.

The Customer Development Model: Customer Discovery Part - 2 Learning Objectives: (1) Customer Development Team, (2) Customer Needs versus product features, (3) Understanding the customer

Reading:

Case:

Christensen – Discovering What Has Already Been Discovered Note on Lead User Research WebVan Part 2

Supplemental

Reading: Guest:

A Tangled Webvan Venture Capitalist

6.

The Customer Development Model: Customer Discovery Part -3 Learning Objectives: (1) Testing Market type (2) Market Type selection (3) operating model

Case: Guest:

Motive Communications CEO of company

Unit 3: Customer Validation

The Customer Development Model: Customer Validation Part -1 Application Exercise Due: Discovery Hypothesis Learning Objectives: (1) Customer Validation team (2) Value Proposition (3) Getting Ready to Sell

Case: Reading:

Wildfire A-D Blank – Four Steps to the E.piphany – Chapter 4

Supplemental

Heiman & Sanchez – The New Strategic Selling – Chapter 2 Strategy & Tactics

Reading Guest:

Heiman & Sanchez – The New Strategic Selling – Chapter 5 Buying Influences CEO of new company

7.

8.

The Customer Development Model: Customer Validation Part -2 Learning Objectives: (1) Earlyvangelists (2) Sales to early customers (3) Product and company positioning (4 ) testing the financial model

Case: Reading:

HP Kittyhawk Bosworth – Solution Selling – Strategy 1 & 4 - Three levels of Buyer Needs, Solution Selling Tools Moore – Positioning Your Product

Unit 4: Customer Creation

The Customer Development Model: Customer Creation Part -1 Application Exercise Due: Customer Validation Learning Objectives: (1) Customer Creation versus marketing communications (2) the four building blocks of Customer Creation (3) the role of “branding”

Case: Reading:

Ecton Blank – Four Steps to the E.piphany – Chapter 5 Holt – Brands & Branding

Guest:

Successful inventor

9.

3

Document info
Document views11
Page views11
Page last viewedFri Dec 09 07:53:54 UTC 2016
Pages4
Paragraphs130
Words1675

Comments