顧客導向創業策略

Course Description This course will provide students with an overview of the business planning process that will enable them to define, develop, and promote innovative initiatives on the creation of a new venture. In this course, students will acquire a greater understanding of the entrepreneurial process – a process of opportunity recognition, resource marshalling, and team building driven by communication, creativity, and leadership. In the end of the course, students will learn not only how to prepare a new start-up but also how to think and act like entrepreneurs in their daily life. Objectives/Goals Students in this course shall: • Identifying new venture opportunities (versus ideas) • Evaluating the viability of a new venture • Determining customer needs and developing a competitive value proposition • Understand the integration of people and process in entrepreneurship • Be able to write, articulate, and present a feasibility study that logically determines whether or not a particular business idea should be pursued • Have a better understanding of your personal entrepreneurial capacity

Financial Accounting, Managerial Statistics, Marketing Management

Notes: 1. The teaching assistant will track class participation every week. You are graded on quality rather than quantity. As a rule of thumb, you will earn 0/20 if you're absent, 10/20 for being present but saying nothing and 20/20 for exceptional performance. • One absence is allowed without influencing score. • If a student fails to attend the course less than 2/3 of sessions, (s)he will fail the course automatically regardless of scores in other parts. 2. Assignment scores (80%) are composed of the followings: Assignments / Individual/Group / Percentage (%) / Due 1) Opportunity pitch / Individual / 10 % / Week 10 2) Customer discovery presentation (5 presentation video + Q&A) / Group / 40 % / Week 6, 9, 11, 13, 15 3) Feasibility Report Group / 30 % / Week 17 4) Peer Evaluation Form / Individual / Required / Week 17 1) Opportunity pitch: 90 second pitch on a potential business idea that each student considers. o You choose an idea on your own o Refer to mai Bangkok business challenge samples uploaded in e-campus o Feasibility of idea is not a part of assessment 2) Customer discovery presentation o 1st Presentation Format  Slide 1: • Title Slide (see example on the right) • Team name and number • Pictures/names of your team members • Innovation picture/description (not “tech speak” but 1-2 sentences about what problem you’re solving for whom)  Slide 2: • Interviewee description • Customer Discovery. • What you learned from customers. • What did you expect, what did you learn, and what are you going to do next?  Slide 3: • Populated Business Model Canvas o Update Format (2nd -5th )  Slide 1: same as the 1st presentation  Slide 2: Current business model canvas with any changes marked  Slide 3: • What did you learn from talking to your customers? • What are your proposed experiments to test customer segment and value proposition hypotheses? • Hypotheses: Here’s What We Thought • Experiments: So Here’s What We Did • Results: So Here’s What We Found • Iterate: So Here’s What We’re Going to do Next o Presentation Format  Prepare 5 min video & presentation material in pdf format (both of them should be uploaded in e-campus by midnight of the previous day).  During class, we will watch your 5 min video and there will be Q&A (students are encouraged to ask questions to other groups, too). The good parts are: • You can improve your presentation skills by watching yourself (at least hearing your own voice, if you choose to) in video (for this purpose, please take a turn to record video); • You can prepare a better script, as required for recoding video; • We can use more time for Q&A and discussion; • We don't need to record your presentation and edit; and • You can control your own contents (by recording on your own) sent to the company.  Students are responsible to send their video to partner companies after presentation. o Assessment Criteria  Quantity and quality of in-depth customer interviews: at least 10 each time and 50 in total. Avoid yes or no question, no selling, and try to understand customer needs.  Requirement of contents in the presentation  Quality of video and presentation performance including Q&A 3) Feasibility Report: 8-10 page MS PowerPoint Presentation. The goal of the report is to gain and display an understanding of whether or not there is a viable market for your proposed business idea. Your analysis should be clear, concise and compelling. Grading will be based on evidence of market and customer research as it relates to your business idea and, most importantly, how well I understand your analysis and the logic behind your final go/no go decision. Key issues that must be addressed include: o A clear statement of the problem (why is a solution needed) o The business concept o Value proposition o Description of the market (size, segments, needs) o Clearly identified target market (who needs a solution – why these vs. others) o Customers (what do they want/need, what do they value, will they pay) o Is this a “Go” or a “No Go” and why  A “Go” decision at this point means that the next step is to conduct further analysis of the industry, market, customers and competitors to further understand and analyze the opportunity and its potential. Each of the issues above would be revisited with additional research and data as well as examining initial financial forecasts and capital requirements.  A “No Go” decision is also a valid and valuable result of the feasibility study that will save the entrepreneur the time and expense that may have been spent on a concept that does not have sufficient potential to succeed in the market. o 1 Slide showing the evolution of business model canvas. 4) Peer Evaluation Forms: Individual grades of the group projects WILL be affected by the peer evaluations. I reserve the right to reduce (or increase) an individual's grade based on the group's feedback. A NOTE ON TEAM: • Size: 5 • At least two different nationalities – one nationality should not be more than 3 • Must have one tech background/experience (recommended) A NOTE ON TEAM CONFLICT: • Just like real entrepreneurial teams, occasionally stress and conflict develop within a group during the term. I expect you to work diligently to communicate openly with each other and to attempt to resolve your problems independently (i.e., without my involvement). In extreme circumstances, I am willing to try to mediate if you feel it would be helpful; however I expect you to try to approach the conflict directly with your team members. • If a group decides that one of its members is not pulling his/her weight, they may, only after consulting me, recommend “firing” that member. A “fired” team member will have to complete the feasibility studies individually (there will be no concessions with regards to grading this in relation to group papers). I will make the final decision about any “firings”. * The presentation materials will be uploaded at e-campus (http://e3.nctu.edu.tw). Other materials will be handed out as hard copies. * File name for uploading to e-campus: • For team: BD_Team name_Update number o For instance, if this is the first update of team A, name the file “BD_A_1” * Specifications for all written assignments: A4 size, margins of 1" on all sides, fonts size of 11-points. Line spacing should be 1.5 or 2 lines. Please include proper references to any papers/books/websites/reports that you cite in your work. No late assignment will be graded. Plagiarism will lower your score seriously.

Assessment Individual Participation 20 % Assignments 80 % Total 100 %

• Business plan assessment
• Business Model Generation

• Textbook: Business model generation by Alexander Osterwalder and Yves Pigneur • Steve Blank webpage: http://steveblank.com/ • Talking to Humans, Giff Constable and Frank Rimalovski – Download from http://www.talkingtohumans.com/

地點

A406, Taipei Campus

時間

By appointment

聯絡方式

jinsu.kang@g2.nctu.edu.tw