Syllabus: Entrepreneurship Basics I - …€¦ · Syllabus: Entrepreneurship Basics I ......
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Syllabus: Entrepreneurship Basics I Specialization Certificate: Entrepreneurship Basics Faculty: Professor Al Osborne Course 1: Entrepreneurship Basics I Course Description This Course helps the prospective entrepreneur gain a basic understanding of how to approach launching a business. The topics covered in this Course include entrepreneurial characteristics, how to find and test an idea to ensure it has market potential, and some important thoughts on how to use “lean” principles and how to develop a viable business model. Course Learning Objectives: By the end of this course, you will be able to: • Identify and evaluate a product or service idea as a potential valid business opportunity. • Analyze the economic realities of an industry so you can find a strategy for your business that gives you a strong competitive advantage. • Evaluate ten characteristics of your market so you can create a market profile for your business. Overview Video: Kelly Bean, Associate Dean, UCLA Anderson School of Management Executive Education Professor Al Osborne Alfred E. Osborne, Jr. is senior associate dean of UCLA Anderson. In this role, he oversees a variety of key areas and initiatives within the school, including development, alumni relations, marketing and communications, corporate initiatives, and executive education. Dr. Osborne is also professor of Global Economics and Management and founder and faculty director of the Harold and Pauline Price Center for Entrepreneurial Studies. The Price Center serves to organize faculty research, student activities and curricula related to the study of entrepreneurship and new business development at UCLA Anderson including the Management Development Entrepreneurs Program. He has been at UCLA since 1972.
Transcript of Syllabus: Entrepreneurship Basics I - …€¦ · Syllabus: Entrepreneurship Basics I ......
Syllabus:EntrepreneurshipBasicsISpecializationCertificate: EntrepreneurshipBasics
Faculty: ProfessorAlOsborne
Course1: EntrepreneurshipBasicsI
CourseDescriptionThisCoursehelpstheprospectiveentrepreneurgainabasicunderstandingofhowtoapproachlaunchingabusiness.ThetopicscoveredinthisCourseincludeentrepreneurialcharacteristics,howtofindandtestanideatoensureithasmarketpotential,andsomeimportantthoughtsonhowtouse“lean”principlesandhowtodevelopaviablebusinessmodel.
CourseLearningObjectives:
Bytheendofthiscourse,youwillbeableto:• Identifyandevaluateaproductorserviceideaasapotentialvalidbusinessopportunity.• Analyzetheeconomicrealitiesofanindustrysoyoucanfindastrategyforyourbusinessthatgivesyou
astrongcompetitiveadvantage.• Evaluatetencharacteristicsofyourmarketsoyoucancreateamarketprofileforyourbusiness.
OverviewVideo:KellyBean,AssociateDean,UCLAAndersonSchoolofManagementExecutiveEducation
ProfessorAlOsborne
AlfredE.Osborne,Jr.isseniorassociatedeanofUCLAAnderson.Inthisrole,heoverseesavarietyofkeyareasandinitiativeswithintheschool,includingdevelopment,alumnirelations,marketingandcommunications,corporateinitiatives,andexecutiveeducation.
Dr.OsborneisalsoprofessorofGlobalEconomicsandManagementandfounderandfacultydirectoroftheHaroldandPaulinePriceCenterforEntrepreneurialStudies.ThePriceCenterservestoorganizefacultyresearch,studentactivitiesandcurricularelatedtothestudyofentrepreneurshipandnewbusinessdevelopmentatUCLAAndersonincludingtheManagementDevelopmentEntrepreneursProgram.HehasbeenatUCLAsince1972.
Module1:IntroductiontoEntrepreneurship/FiveQuestionstoAskModuleLearningObjectives:
Asaresultofparticipatinginthismodule,youwillbeableto:• Transformavagueideaforanewbusinessopportunityintothestartofatrueentrepreneurialventure.• Givenanentrepreneurialidea,usethelook-listen-think-actmodeltoevaluateitspotential.• Evaluateyourpersonalcharacteristicstodecideifentrepreneurshipisapromisingpathforyou.
ModuleComponents:
• VideoLecture1:IntroductiontoEntrepreneurship• VideoLecture2:KeyCharacteristicsofanEntrepreneur• VideoLecture3:FiveQuestionstoAsk• VideoLecture4:Ideation• Reading1:TheDriveofanEntrepreneur• Reading2:The10MythsofEntrepreneurship• Reading3:TheImpactofOpenSourceonBusinessandSocialGood• Assignment: CaseStudyonWiiArcade• CheckforUnderstandingAssessment
Module2:OpportunityRecognitionModuleLearningObjectives:
Asaresultofparticipatinginthismodule,youwillbeableto:• Givenanideaforanewbusiness,evaluatetheTotalAddressableMarketandthePotentialMarketto
determinetherealisticsizeoftheopportunity.• Analyzethemarkettodetermineanddescribetheopportunitysetinwhichagivenidearesides.• Predictthewindowofopportunityforagivenideaanddefendyourprediction,usingagraphandtext
explanation.
ModuleComponents:
• VideoLecture1:OpportunityRecognition• VideoLecture2:OpportunitySets• VideoLecture3:TheWindowofOpportunity• Reading1:TheThreePiecesofEntrepreneurship:OpportunityRecognition,OpportunityAssessment,
andOpportunityRealization• Reading2:OpportunityRecognitionasPatternRecognition:HowEntrepreneurs“ConnecttheDots”to
IdentifyNewBusinessOpportunities• Assignment:CaseStudyonWiiArcade,continued• CheckforUnderstandingAssessment
Module3:CriteriaforOpportunityEvaluationModuleLearningObjectives:
Asaresultofparticipatinginthismodule,youwillbeableto:• Analyzethemeaningofsupplyanddemandprojectionsshowngraphicallytomakelogicaldecisionsat
theone-yearandtwo-year-from-launchtimeframes.• Choose,fromthefivecriteriaforopportunityevaluation(market,withallthatcontains;economic
harvest;competitiveadvantage;managementteam;andstrategicdifferentiation),twoforanalysisinthecontextofagivenbusinessidea.
• Createacompletemarketprofilethatincludesalltenstepsanentrepreneurshouldconsider.
ModuleComponents:
• VideoLecture1:ManagerialEconomics• VideoLecture2:CriteriaforOpportunityEvaluation• VideoLecture3:DevelopingaMarketProfile• Reading1:BusinessIdea&OpportunityEvaluation• Reading2:SixProvenMethodstoEvaluateaBusinessOpportunity• Reading3:OpportunityDiscovery:ASystematicApproachtoIdentifyingtheBestStartupOpportunities• Assignment:CaseStudyonWiiArcade,continued• CheckforUnderstandingAssessment
Module4:LeanStart-UpPrinciplesModuleLearningObjectives:
Asaresultofparticipatinginthismodule,youwillbeableto:• Explainhowtheprinciplesof“leanstartup”mightapplytoanewbusiness.• Analyzetheeconomicrealitiesofanindustrysoyoucanfindastrategyforyourbusinessthatgivesyou
astrongcompetitiveadvantage.
ModuleComponents:
• VideoLecture1:LeanStartUpPrinciples• VideoLecture2:BusinessModelDevelopment• Reading1:LeanStartups:ALiveDiscussionwithEricRiesandDaveMcClure• Reading2:WhytheLeanStart-UpChangesEverything• Reading3:BusinessModels• Reading4:TheCasefortheFatStart-Up• Assignments:CaseStudyonWiiArcade,continued• CheckforUnderstandingAssessment
Syllabus:EntrepreneurshipBasicsIISpecializationCertificate: EntrepreneurshipBasics
Faculty: ProfessorGeorgeAbe
Course2: EntrepreneurshipBasicsII
CourseDescriptionThisCoursefocusesonhowtheentrepreneurplansforthelaunchofanewbusiness.TheCoursebeginswitharealisticlookatentrepreneurship,includingoptionsfrominheritancetostartup,andanalyzingthemarketecosystem.Itthenmovesintotheentrepreneurialprocessandinitialstepsforforminganewventure,andfinallytotheanalysisoffivetypesofriskandthemechanicsofwritingofabusinessplan.
CourseLearningObjectives:
Bytheendofthiscourse,youwillbeableto:• Evaluateyourowninterestandstrengthsinbecominganentrepreneur,usingbothobjectiveand
subjectivecriteria.• Moveintoentrepreneurshipbyfollowingasetofwell-definedstepsandbestpractices,includingthe
managementofrisk,toenhancethechancesofsuccess.• Developabusinessplanyoucanpresenttopotentialinvestorstosecurefundingandlaunchyour
business.
OverviewVideo:KellyBean,AssociateDean,UCLAAndersonSchoolofManagementExecutiveEducation
ProfessorGeorgeAbe
GeorgeAbeisalecturerandFacultyDirectoroftheStrategicManagementResearch(SMR)ProgramattheUCLAAndersonSchoolofManagement.Histeachingresponsibilitiesincludeentrepreneurship,businessplandevelopmentandfieldstudyprogramadvisories.SMRisthefieldstudyprogram,requiredofallExecutiveMBAstudents.
HewasBusinessDevelopmentManagerfortheUCLAOfficeofIntellectualProperty,whichisresponsibleforpatentprotectionandcommercializationofUCLAresearch.
Previously,hewasaventurepartnerwithPalomarVentures,aVCfirminSantaMonica,California.BeforePalomar,hewasaBusinessDevelopmentManageratCiscoSystems.PriortothathewaswithInfonetServicesCorporation(NYSE:IN,nowBT)wherehedesignedInfonet'sIPdataservice.
From1998until2006,hewasamemberoftheboardofdirectorsofSwitchcoreAB,apubliclytradedfablesssemiconductordesignerinSweden.Hehasalsoheldboardofdirectorpositionswithvariousstartupcompaniesandnot-for-profitorganizations.
HeistheauthorofResidentialBroadband,whichpresentsananalysisofhigh-speedresidentialnetworking,publishedbyCiscoPress.
Education
B.A.Mathematics,UCLAM.S.Business,QuantitativeMethods,UCLA
Module1:WhatCanGoWrong?ModuleLearningObjectives:
Asaresultofparticipatinginthismodule,youwillbeableto:• Analyzeanentrepreneurialecosystem,basedonaspecificidea,toidentifybothopportunitiesand
threatstoproceedingwithanentrepreneurialvision.• Determinethebestoptiontobecomeanentrepreneur,basedonaspecificideaandconsideringthefive
approachestoentrepreneurship.• Createathree-yearactionplantomoveintoentrepreneurship.
ModuleComponents:
• VideoLecture1:WhatCanGoWrong?• VideoLecture2:Ecosystems• VideoLecture3:FiveApproachestoEntrepreneurship• VideoLecture4:WhyBeanEntrepreneur?• Reading1:ExtraordinarySuccessBeginswithAskingtheRightQuestion• Reading2:EntrepreneursShareTheirBiggestChallengesinGrowingaBusiness• Reading3:5MythsaboutEntrepreneurs• Reading4:TheTop10ChallengesYou’llFaceasaNewEntrepreneur(andhowtoconquerthem)• Assignment: CaseStudy:ChooseYourOwnAdventure• CheckforUnderstandingAssessment
Module2:EntrepreneurshipProcessModuleLearningObjectives:
Asaresultofparticipatinginthismodule,youwillbeableto:• Plotasetofmilestonesforanewbusiness,showingaplantomovefromstartingupto“thepromised
land”andjustifytheplan.• UsetheconceptofaMinimumViableProducttocreateaplantotest-marketyourbusinessidea.• Formulateactionstobetakenoneachofthebusiness-launchdetailsforagivenbusinessidea.
ModuleComponents:
• VideoLecture1:EntrepreneurshipProcess• VideoLecture2:Ideas• VideoLecture3:KeyInitialStepstoFormanEnterprise• VideoLecture4:OnEntrepreneurs• Reading1:10StepstoStartingaBusiness• Reading2:StartingaBusiness:TheIdeaPhase• Reading3:7StepstoStartingYourOwnBusiness• Assignment:CaseStudy:ChooseYourOwnAdventure,continued• CheckforUnderstandingAssessment
Module3:EntrepreneurshipRiskModuleLearningObjectives:
Asaresultofparticipatinginthismodule,youwillbeableto:• Writeaspecificmilestonedescription,basedonagivenproduct/service,aspartofplanningforrisk
management.• CalculateapreliminaryTAMandassociatedpotentialrevenueoveraspecifictimeperiod.• Estimatetheprobableinvestmentneededandthebreakevenandpaybackdateswhenyoulaunchyour
business/idea.
ModuleComponents:
• VideoLecture1:OverviewofRiskandProductRisk• VideoLecture2:MarketandCompetitiveRisk• VideoLecture3:FinancialandManagementRisk• Reading1:RiskinEntrepreneurship• Reading2:TheRealRisksofEntrepreneurship• Reading3:EntrepreneursAre'Calculated'RiskTakers--TheWordThatCanBetheDifferencebetween
FailureandSuccess• Reading4:HowtoSinkaStartup• Assignment:CaseStudy:ChooseYourOwnAdventure,continued• CheckforUnderstandingAssessment
Module4:EntrepreneurshipBusinessPlanningModuleLearningObjectives:
Asaresultofparticipatinginthismodule,youwillbeableto:• Writeseveralintroductoryelementsofabusinessplanforagivenbusinessidea/company,usinga
modifiedtemplate.• Developpreliminaryrevenueelementsofabusinessplanforagivenbusinessidea/company,usinga
modifiedtemplate.• Writeseveraloperationselementsofabusinessplanforagivenbusinessidea/company,usinga
modifiedtemplate.
ModuleComponents:
• VideoLecture1:BusinessPlanDevelopment–Anatomy,PurposeandProcess• VideoLecture2:BusinessPlanDevelopment–Revenue• VideoLecture2:BusinessPlanDevelopment–OperationsandFinancialPresentation• Reading1:WhatIstheOverallPurposeofaBusinessPlan?• Reading2:TheBusinessPlan• Reading3:CoreElementsofaBusinessPlan• Assignments:CaseStudy:ChooseYourOwnAdventure,continued• CheckforUnderstandingAssessment
Syllabus:EntrepreneurshipBasicsIIISpecializationCertificate: EntrepreneurshipBasics
Faculty: ProfessorsGeorgeAbeandAlOsborne
Course3: EntrepreneurshipBasicsIII
CourseDescriptionThisCourseusesafictionalbusinesstoallowthelearnertosettledeeplyintoanentrepreneur’sshoes.Usingthebusinessasarealisticcontext,thelearnerischallengedtoraisefundingfromarangeofsourcestolaunchthecompany,movethecompanysuccessfullyfromastartuptoarapidlyexpanding“Phase3”firm,andanalyzethebusiness’sinnovativepositioninthemarket.
CourseLearningObjectives:
Bytheendofthiscourse,youwillbeableto:• Approachfundraisingwithconfidenceandaclearviewofavailableoptions,includingfriends/family,
throughcrowdfunding,andinvestors.• Engageknowledgeablywithventurecapitalists,knowingwhattheycanprovideandwhattheyexpectin
return.• Considertheimpactofvarioustypesofinnovation,includingmarketdisruption,onyourentrepreneurial
ventureanditsculture.
OverviewVideo:KellyBean,AssociateDean,UCLAAndersonSchoolofManagementExecutiveEducation
ProfessorGeorgeAbe
GeorgeAbeisalecturerandFacultyDirectoroftheStrategicManagementResearch(SMR)ProgramattheUCLAAndersonSchoolofManagement.Histeachingresponsibilitiesincludeentrepreneurship,businessplandevelopmentandfieldstudyprogramadvisories.SMRisthefieldstudyprogram,requiredofallExecutiveMBAstudents.
HewasBusinessDevelopmentManagerfortheUCLAOfficeofIntellectualProperty,whichisresponsibleforpatentprotectionandcommercializationofUCLAresearch.
Previously,hewasaventurepartnerwithPalomarVentures,aVCfirminSantaMonica,California.BeforePalomar,hewasaBusinessDevelopmentManageratCiscoSystems.PriortothathewaswithInfonetServicesCorporation(NYSE:IN,nowBT)wherehedesignedInfonet'sIPdataservice.
From1998until2006,hewasamemberoftheboardofdirectorsofSwitchcoreAB,apubliclytradedfablesssemiconductordesignerinSweden.Hehasalsoheldboardofdirectorpositionswithvariousstartupcompaniesandnot-for-profitorganizations.
HeistheauthorofResidentialBroadband,whichpresentsananalysisofhigh-speedresidentialnetworking,publishedbyCiscoPress.
Education
B.A.Mathematics,UCLAM.S.Business,QuantitativeMethods,UCLA
Module1:FinancingandFundraising,Part1ModuleLearningObjectives:
Asaresultofparticipatinginthismodule,youwillbeableto:• Evaluateoptionsforfriendandfamilyfundraising,basedonasetoffactsaboutabusiness,and
determineifeachshouldbeapproached.• Proposeaplanforraisingfundsthroughcrowdsourcing,basedonasetoffactsaboutthebusiness.• Forabusinessthatisexpanding,createaplanforseekingadditionalfundingfromangelinvestors
and/orcorporatestrategicinvestors.
ModuleComponents:
• VideoLecture1:Overview&VeryEarlyStageFunding• VideoLecture2:Not-So-Early-StageFunding:ApproachingStrangers• VideoLecture3:Investors• Reading1:BootstrappingBusinessStart-ups:AReviewofCurrentBusinessPractices• Reading2:CrowdfundingofSmallEntrepreneurialVentures• Assignment:3-DazzleBoutique• CheckforUnderstandingAssessment
Module2:FinancingandFundraising,Part2ModuleLearningObjectives:
Asaresultofparticipatinginthismodule,youwillbeableto:• Explaintheworkingsofaventurecapitalfirm,includinganexampleofhowprofitsaredividedamongall
theparticipantsandacompany’sfounders.• Writeanelevatorpitchtouseinseekingfundingfromventurecapitalists.• Answercommonquestionsaninvestorasksduringthefundraisingprocess.
ModuleComponents:
• VideoLecture1:VentureCapitalFundraising
• VideoLecture2:FundraisingProcess• VideoLecture3:ImproveYourChancesofRaisingMoney• Reading1:Angels,VentureCapitalistsortheCrowd:WhoShouldFundYourStartup?• Reading2:Why99.95%ofEntrepreneursShouldStopWastingTimeSeekingVentureCapital• Reading3:SteveCase:'TheTeamYouBuildWillDefinetheCompanyYouBuild• Reading4:6TipsforOvercominga'No'WhenSeekingFunding• Assignment:3-DazzleBoutique,continued• CheckforUnderstandingAssessment
ProfessorAlOsborne
AlfredE.Osborne,Jr.isseniorassociatedeanofUCLAAnderson.Inthisrole,heoverseesavarietyofkeyareasandinitiativeswithintheschool,includingdevelopment,alumnirelations,marketingandcommunications,corporateinitiatives,andexecutiveeducation.
Dr.OsborneisalsoprofessorofGlobalEconomicsandManagementandfounderandfacultydirectoroftheHaroldandPaulinePriceCenterforEntrepreneurialStudies.ThePriceCenterservestoorganizefacultyresearch,studentactivitiesandcurricularelatedtothestudyofentrepreneurshipandnewbusinessdevelopmentatUCLAAndersonincludingtheManagementDevelopmentEntrepreneursProgram.HehasbeenatUCLAsince1972.
Module3:Innovation&PhasesofBusinessGrowth,Part1ModuleLearningObjectives:
Asaresultofparticipatinginthismodule,youwillbeableto:• CreateasetofactionstepstomoveanorganizationfacingaPhase2crisisofdirectionintoPhase3,
whererapidexpansioncanoccur.• Analyzethecurrentcultureofanorganizationtofinditsstrengthsandweaknessesasitmovesthrough
change.• Proposeinnovationsforagivenbusinessineachoffivekeyareas:product/service,technology,
production/processes,markets/distributionchannels,andbusinessmodel.
ModuleComponents:
• VideoLecture1:FivePhases• VideoLecture2:FocusonCulture• VideoLecture3:DefinitionofInnovation• Reading1:ManagingGrowth–5PhasesofGrowth• Reading2:StartupKeyStages• Reading3:Thechallengesofgrowingabusiness-andhowtomeetthem• Assignment:3-DazzleBoutique,continued• CheckforUnderstandingAssessment
Module4:Innovation&PhasesofBusinessGrowth,Part2ModuleLearningObjectives:
Asaresultofparticipatinginthismodule,youwillbeableto:• Determineifaspecificinnovationisempowering,sustaining,orefficiency,andexplainyourposition.• Proposeatleastfivespecificefficiencyinnovationsinthecontextofaspecificbusiness.• Analyzeagivenmarketinnovationtodetermineifitis“disruptive”anddefendyourpositiononthe
question.
ModuleComponents:
• VideoLecture1:TheProcessofInnovation• VideoLecture2:DisruptiveInnovation• Reading1:DisruptiveInnovationforSocialChange• Reading2:DisruptiveGenius• Assignments:3-DazzleBoutique,continued• CheckforUnderstandingAssessment
