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