經營管理-創業與興業家精神

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. 2. Students will be assigned to small groups that take turns to participate in the textbook case presentations. Grading is based on effort, presentation and creativity. 3. Group projects: Develop a chapter of a business plan. Each group will be assigned to develop a chapter of a business plan for a product / service. The chapter should include the following parts. 1.1. Industry, Customer, Competitor analysis a. Industry: The goal of this section is to illustrate the opportunity and how a product can capture it. Requirements include: i. Delineate both current market size and how much you expect it to grow in the future. Also, you need to indicate what kind of market you are facing. ii. Examine industry economics. For example, do companies within the industry enjoy strong gross and net income margin? iii. Describe your overall market in terms of revenues, growth, and future needs that are pertinent. b. Customer: Once you‘ve defined the market space you plan to enter, you will exam target customers in detail. Define customers using demographic and psychographic information. c. Competition: Based on market segment and customer analysis above, examine direct and indirect competitors. 1.2 Marketing Plan: The primary components of this chapter are product/service strategy, pricing strategy, distribution strategy, marketing communications strategy, and sales and marketing forecasts. a. Product/service strategy: i. Describe the plan how you will differentiate your product from the competition. ii. Discuss why a customer will switch to your product and how you will retain customers so that they don’t switch to your competitor in the future. Create product attribute map (e.g. Figure 7.6). b. Pricing strategy i. Describe pricing strategy and provide the reasons. Avoid “cost plus” pricing. c. Distribution strategy i. Examine how your product will reach customer. ii. Determine the best distribution channel as well as whether you can access it. d. Marketing communications strategy i. Develop schedule for advertising and promotional plans as well as estimating costs related. e. Sales and marketing forecasts i. Build projections of revenues in the future. 1.3 Financial Analysis: Develop a pro-forma income statement based on the following questions (answer for questions, too): a. What are revenue sources? How can you influence these revenues (what are your drivers?) b. Identify some companies that you can benchmark. What are their revenue sources? How do they drive revenue? c. Compare your common-sized financials to those of your benchmark company. Can you validate or explain differences between you and the benchmark company? d. What happens to the viability of your business plan when you run some scenario analyses based on the different metrics identified?

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2.教學方法及教學相關配合事項(如助教、網站或圖書及資料庫等): 教材編選與教學方法:課堂講解以投影片為主,並輔助以課程網頁提供之教學相關資料。課程網頁與教學資源: https://e3new.nctu.edu.tw/login/index.php

class participation, case discussion, and one term project 1) Individual Participation: 20% 2) In-Class Group Presentation: 20% 3) Term project: 60%

Entrepreneurship : TOOLS TO START YOUR OWN BUSINESS, 4rd, by Andrew Zacharakis, William D. Bygrave, Andrew C. Corbett, 2017. Harvard Business School (HBS) Cases

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