h gunadhi case briefing 2010-2011 (2)

8/6/2019 H Gunadhi Case Briefing 2010-2011 (2)

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TR3103 Start-up Business Case

Startup Business Case Briefing

Himawan Gunadhi, Ph.D.

Consulting Professor

2010-2011


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Supplement workshop in Singapore

Reinforce key aspects of the course

My expectations, grading and schedule, whichmay differ from workshop materials

Please read the workshop materials carefully before youread my briefing or start working on your case!

My Briefing Objectives

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Benefits of Writing the Case

Apply theory to practice

Take advantage of internship working in a

startup

If you can write a business case you can write a

business plan process is similar

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What is Expected in the Case

Founding

Financing

History and

progress of the

company (start-up

process), challenges

faced by thecompany, and the

current situation

Focus on one or

two key issues and

challenges; if more

than one, link the

two

Founders

Angels

VCs

Product

Development

Sales &

Marketing

Market

Development

Cash Flow

Customers

Recruiting

Human

Resource

Team

Building

Competitors

Technology

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How The Case Should Be Written

Write the case in the style of a teaching case

Include the following content:

Background and history

Dynamics of founders and founding team

Major issues and challenges faced by company in the

past and present

Market and competitive analysis Issues in the selected focus area (where analysis by the

readers of the case is to be carried out)

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It must provide sufficient details to allow the reader to

grapple with the problem in realistic way

It must also present the context and the protagonist

(usually a founder or key decision maker) in a rich fashion

It allows the reader to identify with the protagonist and

other decision maker(s) in the case

It allows the reader to gain some appreciation for the

complexity that the real world always imposes on

choices and decisions

A Good Case

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Ingredients of a Good Case Good story telling is very important substance alone is

not enough

The account of company history provides relevantlearning points through judicious highlighting of episodes

and critical turning points There is an analysis that students must perform after

reading it:

it poses an action question (a decision) to be made theprotagonist

It provides sufficient contextual information for the studentto perform some piece of analysis that will enable him/herto make the decision, or to formulate the pros and cons formaking particular decisions

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Funding sources, timing, control and dilution

Product what to build, single vs. multiple, targeting

Market Entry selection of market/product, timing,

business model

Marketing Channels distribution model, selection,

business model

Internationalization timing, partner selection, financing

Intellectual Property protection, licensing

Expansion vs. Burn how fast to grow, risk management

Staffing hiring strategy, outsourcing, local vs. remote

Typical Issues

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The issue you focus on can be in the present (outcome

may not be known) or in the past (known outcome)

You can disguise confidential information, e.g., company

name, decision makers, product, places and dates,without losing the gist of the case

You are at liberty to simplify and streamline some facts of

the case in order to present a more compelling and

manageable case

Dont forget

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Case Length

A good length is 10-15 pages of text and 8-10

pages of exhibits

Not too short or too long

Criteria on what to include:

Information that are critical to understanding the

context for the focus problem of the case

Developments that provide good learning points (e.g.,dynamics of founding team, creativity of founders,

attitudes toward risk)

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Case Analysis 2 parts

Part I Provides an assessment of the key lessons learned fromthe start-up process/experience of the company. You caninclude a broader assessment of the key strengths andweaknesses of the company beyond the content in the casewrite-up.

Part II Focuses on your analysis of how the focal

decision/problem of the case should be answered. Youranalysis should be in the form of either a recommendation onwhat the protagonist should do, or when the data is notsufficient to do so, to provide the framework for assessing themerits and demerits of alternative courses of action, and howthe decision can be made if more data are available (which

means identifying what data are needed). If the case focus ishistorical, compare and contrast your recommendation vs. thepath protagonist actually took.

No more than 10 pages in length

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PowerPoint Presentation

Summary of Case and Analysis

Aim for 15-20 slides that can be presented in 30 minutes

(without interruption)

This is what you will use to discuss case and analysis withme (first + final draft meetings)

Some pointers:

Flow should reflect that of case and analysis

Bullets, large fonts, short sentences! Should be fairly easy to prepare once the underlying case

and analysis are in shape

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Structure & Assessment

Proposal

One page Word/PDF doc

Not graded purpose is to make sure

students are on the right track and to

give initial feedback

First draft

Business Case (max 25 pages Word/PDF)

Case Analysis (max 10 pages Word/PDF)

PowerPoint Presentation (max 20 slides)

Not graded interactive session,

expect extensive feedback; late orincomplete submission may result in a

penalty applied to the final grade

Final draft: Case + Analysis +


20% of overall grade awarded for 30

minute presentation based on the PPT.

Expect final feedback on case and

analysis.

Final submission: Case + Analysis +


80% of overall grade awarded for

submitted documents (60:40 ratio

between case and analysis)

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Proposal

Submit via email (Word or PDF)

Feedback via email, phone call, Skype or in-

person consultation (optional)

Content:

Who approved the case (CEO, founder, key manager)

List of interviewees and sources of information

Company background, status and case focus One page limit

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First Draft Completed history and progress of company, challenges

faced, and the situation up to the case decision time point

Completed write-up of the focus area that you have chosento dwell in detail

Completed initial analysis of the case At this stage, you should indicate whether the company

wants the data disguised

Email documents to me by deadline

55 minute one-on-one will be set up within a week:

Present your case and analysis drafts to me via PowerPoint

I will provide extensive feedback on presentation, case andanalysis drafts

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Final Draft

Case study and case analysis to be fully completed

Presentation deck to include both the case and case

analysis

Presence of the company representatives at thepresentation is not expected but feel free to invite them if

they would like to attend


One-on-one review session of 55 minutes will be arrangedwith same protocol as first draft session

Grading will be based on presentation to me (20% of total

grade)

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Final Submission

Submit final documents for case, analysis and

presentation

Presentation will not be graded (already graded

at final draft presentation)


These documents will be forwarded to NUS

together with final grades Grading: 80% of total grade based on written

submissions (60:40 ratio between case and

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Grading Criteria for Presentation

Accounts for 20% of final grade

Provision of sufficient company background informationfor insightful discussion and analysis, especially marketand competitive analysis (20%)

Demonstration of good understanding of the issues andchallenges faced by the company for the specificfocus/topics of the case. (20%)

Choice of relevant analytical tools/frameworks and theireffective applications to provide insightful analysis of the

issues and challenges faced by the company (20%) Clarity and quality of the writing (20%)

Clarity and quality of the oral presentation (20%)

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Grading Criteria for Case


Provision of sufficient company background informationfor insightful discussion and analysis, especially marketand competitive analysis (25%)

Demonstration of good understanding of the issues andchallenges faced by the company for the specificfocus/topics of the case. (25%)

Good description of the general start-up process in thecontext of business and market dynamics, especially on

the specific details on how opportunity was recognized byfounders and the key stages of the initial start-up process(25%)

Clarity and quality of the writing (25%)

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Grading Criteria for Case Analysis


Demonstrate good understanding of the issues and

challenges faced by the company for the specific

focus/topics of the case (37.5%) Choice of relevant analytical tools/frameworks and their

effective applications to provide insightful analysis of the

issues and challenges faced by the company (37.5%)

Clarity and quality of the writing (25%)

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NCBV 10/11 Case Schedule

Milestone July 10 batch January 11 batch

Briefing in BV Early Nov, 2010 Early May, 2011

Case proposal due Jan 15, 2011 July 15, 2011

Feedback & consultation on proposal Within one week of submission Within one week of submission

First draft (case + analysis + PPT)due

May 1, 2011 Nov 1, 2011

First draft presentation & feedback inPhiladelphia

Early May, 2011 Early Nov, 2011

Final draft (case + analysis + PPT)due

June 1, 2011 Dec 1, 2011

Final draft presentation & feedback

in Philadelphia (GRADED

20%)

Early June, 2011 Early Dec, 2011

Final submission (case + analysis +PPT) (GRADED 80%)

July 1, 2011 Jan 1, 2012

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NCSV 10/11 Case Schedule

Milestone July 10 batch January 11 batch

Briefing in SV Oct 2010 Apr 2011

Case proposal due Jan 15, 2011 July 15, 2011

Feedback & consultation on proposal Within one week of submission Within one week of submission

First draft (case + analysis + PPT)due

May 1, 2011 Nov 1, 2011

First draft presentation & feedback inSV

Early May, 2011 Early Nov, 2011

Final draft (case + analysis + PPT)due

June 1, 2011 Dec 1, 2011

Final draft presentation & feedbackin SV (GRADED

20%)

Early June, 2011 Early Dec, 2011

Final submission (case + analysis +PPT) (GRADED 80%)

July 1, 2011 Jan 1, 2012

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h gunadhi case briefing 2010-2011 (2)

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