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Using the
Business Model Canvas
as the
Entrepreneurship Course Text
Stephen M. Berry,
Instructional Specialist
410-777-2363
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Outline
• My background
• Class summary
• Textbooks used
• Decision to not use a text
• What happened
• Lessons learned
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Stephen M. Berry
• Lutheran pastor for 15 years – M.Div.
• Worked in business 10 years – various positions – MBA
• AACC since 2008
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Introduction to Entrepreneurship
Investigate the relationship between entrepreneurial thinking and opportunity
recognition. Examine the characteristics of entrepreneurship, creativity, critical
thinking and innovation. Evaluate skills and talents as they relate to potential
business ideas.
AACC Course Catalog 2014-2015 p. 278
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Learning Objectives
– Apply knowledge and skills relative to the systematic use of creativity tools learned in class generate new ideas and solve problems
– Express through discussions and assignments an understanding of the process to evaluate ideas
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Text Books Used
Started with these texts
• Innovation and Entrepreneurship, Peter F Drucker, Harper Collins, NY 1985
• Opportunity Analysis; Business Ideas: Identification and Evaluation, M. B. Izard, Achieve Consulting, MO 2004
• Thinkertoys, Michael Michalko, Ten Speed Press, NY 1991
Moved to this
• Entrepreneurship: A Real-World Approach, Rhonda Abrams, Planning Shop, CA 2012
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NACCE 2013 Charlotte
• My Goal: Get advice on starting and running a student
run business on campus.
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NACCE 2013 Charlotte – Breakout Session
• Revolutionizing the Entrepreneurship Classroom: Shut Up and Build It
– Lean start up methodology
– Engaging students
– Practicing entrepreneurship
– Use the Business Model Canvas
Lean Start Up – Business Model Canvas
Problems 2
Solutions Value Proposition Unfair Advantage Customers 1
Early Adopters
Key Metrics Channels
Cost Structure Revenue Streams
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Three Different Classes
• Daytime – met twice a week
• Evening – met once a week
• Online – met constantly (First time taught 100% online()
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Daytime Class
• Face to face
• Engaged learning – activity based
• Team project – Service Learning with local agencies
• Class project – Start a business
Work With the Process
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Evening Class
• Individual business
• Team project
Online
• Business Model Canvas = Excel File • Discussion • Written assignments • Final individual project
• No team assignment
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Lessons Learned
• Trust the process
• Students want to work
• Engage the students
– With each other
– With the community
– With the work
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Gracias!
• Questions?
Stephen M. Berry,
Instructional Specialist
410-777-2363