Syllabus: Entrepreneurship Basics I - …€¦ · Syllabus: Entrepreneurship Basics I ......
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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